The e-reader and tablet industry got a lot more competitive today when Amazon announced  it will roll out a new $139 Kindle e-reader in 140 countries in late August. The move signals the dawn of a mass-market e-reader business and a race to two-figure pricing.

Amazon has said in recent weeks that sales of its e-books are now outstripping the ink-on-paper versions, but the Kindle has found that being first in the market didn't necessary corner it.

The Barnes & Noble Nook, other e-readers and the much-vaunted Apple iPad have come into the market since the first Kindle. Amazon's latest version boasts a better resolution, a month-long battery life and options for Wi-Fi ($139) or 3GS ($189).

Amazon's Jeff Bezos said the Kindle was originally developed for the serious reader. Now, he says, it's priced to be a gift purchase for kids. Of course, it's also of importance to the print media business.