Oh the Alex Reader. It has so much promise: nice big eInk screen with a full android experience on the LCD screen. Reports have been very positive, and everyone who has seen one loves it. But hardly anyone has seen one…because Spring Design has been very silent about shipping. The ebook market is very, very crowded these days, and all eyes are turned to the iPad. But it’s more than just the iPad that could kill the Alex Reader…

1) Partnering with Borders: While it had some funny potential to partner with Barnes and Noble’s nemesis, Spring Design hitched their star to a burning building. Not only did Borders lay off enough employees that the day became known as “Black Thursday“, but they also eliminated the training supervisor position. So on less staff and no one taking point on training, Borders employees are going to do a bang up job selling the Alex Reader?!

2) Radio silence after CES: I realize Spring Design has a limited budget, especially with that whole B&N lawsuit, but it doesn’t take much to get people excited. Take a page from Apple’s handbook and post YouTube videos on the site demoing the Alex in action, for example. It doesn’t have to be big, but their last press release was in January. It’s mid-March. Tech moves quickly, and no one waits forever.

3) Play up the Android side of the Alex Reader: When they sign a developer on board, showcase them on the site. Let people know this is going to be a great out of the box experience, and get people excited. Right now half the sections of Spring Design’s site says “Coming Soon“, and there’s no links to find them on Twitter or Facebook, just the statement “Follow us on Twitter/Follow us on Facebook”

Now, having said that, there is one upside for the Alex Reader. As much as I slam Borders (for good reason), they are a big bookstore. And judging from my own former employment there, I’m fairly certain half of America gets Barnes & Noble and Borders confused anyway. So, they might get a few sales because people think the Alex is the nook!

In all seriousness, supposedly the Alex Reader will be available for pre-order very soon. Will you be lining up, or is it too late for your buying dollars? Share your thoughts below!