Bookseller chain Borders launched its branded ebook store, vowing to secure a 17 percent share of the ebook market by July 2011. 
Powered by global ereading services provider Kobo, the Borders eBook Store will initially offer 1.5 million titles (including thousands of free books) available across a variety of formats, including ePub, mobile and PDF. Borders said it will complement the eBook Store effort via promotions inside its brick-and-mortar locations--in addition, Borders Rewards loyalty program members will enjoy eBook benefits including exclusive offers on popular digital series and double Borders Bucks incentives on ereader purchases. More than 38 million consumers have signed up for the Rewards program since it launched in 2006.
Powered by global ereading services provider Kobo, the Borders eBook Store will initially offer 1.5 million titles (including thousands of free books) available across a variety of formats, including ePub, mobile and PDF. Borders said it will complement the eBook Store effort via promotions inside its brick-and-mortar locations--in addition, Borders Rewards loyalty program members will enjoy eBook benefits including exclusive offers on popular digital series and double Borders Bucks incentives on ereader purchases. More than 38 million consumers have signed up for the Rewards program since it launched in 2006.The Borders.com website sells two ereader units, the Kobo eReader (priced at $149 and including 100 free titles) and Aluratek Libre eReader Pro ($119). According to Borders' consumer research, ereaders priced under $200 are poised to become the most most-gifted items this holiday season.
In related news, Borders will release free Kobo-powered eReading applications optimized for Android and BlackBerry smartphones, following on the heels of similar apps developed for Apple's iPhone and iPad devices. The apps enable users to browse and purchase eBook releases, search by title, author, topic or keyword, access their eBook library, download eBooks for offline reading and experience enhanced reading features.
Read more: Borders opens eBook Store, expands to Android and BlackBerry - FierceMobileContent http://www.fiercemobilecontent.com/story/borders-opens-ebook-store-expands-android-and-blackberry/2010-07-07#ixzz0t0WPyRzB
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