The Borders “eBook” device could be the first real competition to the Sony Reader, which was introduced in Britain last year.

The new gadget, made by Elonex for Borders UK, is not particularly flashy. Where the Sony Reader and Amazon’s Kindle - which is not available in Britain - are sleek and beautiful, the Borders eBook is simple and functional.

The differences are minuscule. The first thing you notice is that the Borders device is lighter than the other electronic readers. At 180g, it weighs less than most paperbacks you may currently lug around.

The Borders eBook can hold 180-200 novels - a few more than the Sony Reader. But both devices can be upgraded to hold close to 1,000 books.

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Review - Amazon's Kindle e-book

My overwhelming sense after playing with the Kindle is that it is too little, too late to keep up with other technology

• The digital reader that will provide 200 books at the touch of a button

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The screen size is the same as that of the Amazon Kindle, but overall the device isn’t as wide. It makes it possible to fit into a large jacket pocket and is easier to hold. Finally, it is a tiny bit cheaper - costing £189, compared with the Sony Reader at £199.

But there’s no love at first sight with the Borders reader. The feel is more matted and plastic than metallic and shiny.

To see and touch the Sony Reader or the Amazon Kindle, is to be attracted to smart and seductive looking devices. You will never desire the Border’s device in the same way. To my mind that is a good thing.

It is just not that special but it doesn’t try to be. It is what is on the inside that counts.

It feels sturdier than its rivals and looks like it can deal with the rough and tumble of travel. It will need to be able to as it does not come in a case.

The Sony Reader comes with a leather sleeve which many people like because it makes the gadget feel like a book. But eBook readers are not books. They do not need a sleeve. The Borders device recognises this - no packaging required. The book cover is dead. Long live the welcome screen.

Otherwise, the main technology is the same. The screen is not backlit, so there is no glare to strain your eyes and you can read it even in direct sunlight. The battery life is enormous because it only uses power when you switch pages. This means you could get through the whole of War and Peace before it needs recharging.

In no way can it be compared with Amazon’s Kindle, which has many technological advantages over the Borders and Sony. The Kindle is wireless, meaning you can download books directly on to the device without having to plug it into a computer first. It can provide newspaper subscriptions, which update automatically every day. The Kindle remains the best eBook reader in the world. You just can’t buy it in Britain yet.

So your options are Sony’s stylish reader or Borders' plucky upstart. There’s really not that much to distinguish them. But at least now you have a choice.

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