From the press release:
Sony today announced it is preparing to make its Reader digital book available in several new markets. Plans include availability in new Asia/Pacific markets this year, including Japan, China and Australia, as well as further European expansion to encompass countries such as Italy and Spain. In each country Sony intends to leverage its relationships with local retailers, publishers and distributors to introduce the Reader along with a host of local content to help ensure the best possible reading experience.
There was no mention of price or availability in the press release, but it did say that Sony's ebookstore would be available in the new markets. I also happen to be at a BEA 2010 (Sony is an exhibitor). I asked the Sony reps, and they don't have any details either.