In the midst of Amazon.com's impressive rollout of the new Kindle 2, other electronic book readers have been seeking to grab a piece of the action. The latest is a device called the BeBook. Dutch company Endless Ideas, which makes the BeBook, is planning to introduce a redesigned version of the electronic reader at the CeBIT consumer electronics show in Hannover, Germany on March 6.

The new BeBook will come equipped with wireless connectivity (3G or Wi-Fi), touchscreen navigation, and RSS support, according to a company blog post. The device will launch in summer 2009. Engadget notes the first version of the BeBook "wasn't exactly the smash hit as, say, Amazon's Kindle," but says the company is using the German trade show to "refocus some of the spotlight back on itself."

Does BeBook have any chance of taking market share away from Kindle? It looks like an uphill climb. The Kindle 2 will have been on the market for several months, backed by a big Amazon marketing push, by the time the new BeBook arrives on the scene. And BeBook will have to elbow its way past a slew of other competitors in the increasingly crowded e-reader market.

Devices like the Sony Reader, the eSlick Reader, and a soon-to-be-released device from Plastic Logic are angling for a slice of the market, along with newspaper and magazine publisher Hearst, which is reported to be coming out with its own device. And there's a growing array of electronic reading services for the iPhone and other mobile devices, including, most recently, Shortcovers, run by Canadian bookseller Indigo Books & Music.