Copia Brings Alternative to the E-Reader World

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Whereas many competitors in the e-reader game have tried putting out different devices to compete with the Kindle, Copia's approach focuses on the platform itself. That removes any reliance on sales of a single type of e-reader for growth. Rather, it's relying on people using its platform on various touch screen devices. By the end of the year, it will be available on almost any touch screen device.

As Antolino says, "It's not about the device. You can have the experience we're offering in any environment." Copia will also soon offer a line of its own e-readers with a starting price of $99. "They are priced for affordability in this soft economy." Still, it's the platform itself which Antolino says will be the company's chance to make money.

Copia's system is in two sections, personal and universal. The personal area allows users to create collections of books, search book details, find out whether friends liked a book or not and check out recommendations. One feature, called Mosaic view, allows you to search a topic, categorize and then visually depicts the most important titles.

The universal area brings to life an electronic book group. Users can join groups on certain books, genres or topics. It also allows users to find new people outside their inner circle that may have the same interests. If anything, Copia could be a NetFlix for e-books.

"It's all about community, helping users get connected to content, helping them consume content," Antolino said. "With something like a Best Seller's list, you might see a bunch of titles you don't even like. Just because something sells the most, doesn't mean everyone likes it. This platform brings you closer to things you find relevant."

Along with creating its own social network, Copia lets people use their Facebook or Twitter accounts to make "declarations" about certain books. For instance, if you want to buy a book, you can declare it on Twitter or Facebook.

He is confident the personalization will drive people to Copia. "People make decisions based on flexibility and enjoyment, they are community driven," he said. "User experience drives longevity. I think we offer a far more expansive platform than the typical e-commerce sites. So I think we'll do well."