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The Kindle, Amazon’s device for reading e-books, has arrived in Brazil and should increase the market for virtual goods. Priced as high as it is, it may not become popular this year. However “those who position themselves before the surf are ready to take the big waves.”  Innovation and the pioneer spirit are in the DNA of startups.

With faith in the renewal rather than destruction of the book market, the startup Bookess - which was founded in Rio de Janeiro and is now based in Florianópolis - is the second Brazilian site to prepare content for the Kindle (after the newspaper O Globo). This new move confirms Bookess’ standing as one of the best systems for e-book reading in the world, according to the magazine CEO World.

Via the social network of Bookess, any writer (content producer) can have his or her work made available for either the Kindle or the Sony Reader, and there are more developments in the works. This year yet, Bookess may implement an e-commerce system for authors who wish to sell their books - instead of sharing them for free, as they do now.

Bookess is part of MIDI Technologies, a business incubator maintained by the Support Office for Small and Micro Enterprises (SEBRAE-SC) and managed by the Santa Catarina Technology Association (ACATE). The angel investor association Floripa Angels is responsible for the startup, providing management support and access to credit.

Follow Bookess on Twitter.