The as-yet-unnamed store doesn't plan on adding a new reader device to the mix. Instead, the consortium is looking at ways to distribute content to existing platforms such as the iPhone, Kindle, nook, BlackBerry, and the major computer operating systems. Reading the post, it seems to this writer that although Squires and Co. have a great idea, the execution of the plan might be doomed already. Quoting from the Observer article:
The deal is taking time to complete because it involves so many moving pieces.
"It's pretty complicated stuff," said a source. "The really, really hard part is that you've got so many different kinds of devices running on different operating systems. And how do you handle that? The consortium provides one point of contact for the consumer. When you come to the main store, you can get the content any way you want."
In addition to building up the store, each publisher will actually have to figure out how to build digital versions of their own magazines.