The Kobo Arc is a 7-inch Android device that will be looking to steal some of the thunder from Amazon's possible Kindle Fire follow-up.
Not only that, but with a price point matching that of Google's popular Nexus 7 tablet, the Arc could be the new kid on the budget tablet block.
The specs sheet certainly seems up to task. The Kobo Arc features a 1.5 dual core Texas Instruments processor backed with 1GB RAM and a 1,280 x 800 pixel resolution on the IPS LCD display.
It arrives running Android 4.0 Ice Cream Sandwich, with Kobo's own Tapestries interface layered on top. You'll get access to the 600,000+ apps already on Google Play as well as the Kobo catalogue of over 3 million ebooks.
The Kobo Arc will retail for £169.99 for the 8GB version and £199.99 for the 16GB model.
Alongisde the Arc, Kobo is also concentrating on traditional eReaders with the Kobo Glo and the Kobo Mini.
The Glo is a 6-inch eReader with an e-ink display illuminated by ComfortLight - an adjustable front-light that means you'll be able to read books, newspapers or magazines in the dark.
The Glo weighs 185g and measures 10mm in thickness. There's 2GB of internal storage and even with the light on, Kobo estimate you'll get one month of battery life from the £99 Glo.
The runt of the litter however is the Kobo Mini. A dinky 5-inch eReader with swappable colours and a friendly £60 price tag.
The Glo and Mini will hit shops on October 1, while the Arc is slated to arrive on our shelves in November.