You have a lot of choices when it comes to the e-book reader market these days. You could easily turn to something like the Amazon Kindle, because it’s already a recognized brand with direct connectivity to a large online store, but it’s still missing something: color. The Barnes & Noble Nook may have that secondary color display, but what about the primary screen?

One suitable alternative that you may want to consider is the upcoming Elonex 710EB e-reader. It’s not exactly the best known of name brands, but this device does look quite attractive on paper. Instead of using an e-ink display like the Kindle, the Elonex has a seven-inch TFT color touchscreen. This is similar, in some ways, to the experience that you may have with something like the Apple iPad.

Other notable features on this portable e-book reader are its ARM processor, built-in Wi-Fi, eight hour battery life, and quite possibly a series of other applications that go beyond reading Jane Austen and Charles Dickens novels on the go. Based on the initial renders, it’ll be available in black, though it’s unclear whether other colors will be a part of the product portfolio as well.

Look for the Elonex 710EB e-book reader to launch at the end of this month with an asking price of about $210. That’s less than half the price of the entry-level iPad, but it’s debatable whether you are losing half the value as a result too.