Borders Expected to Sell Up To 10 Different E-Readers in Stores

Ryan Whitwam

Borders is no stranger to the e-reader game. The brick and mortar book seller has had Sony units for sale for a number of years. But now in the face of rival Barnes and Noble's Nook push, Borders is looking to create a more integrated eBook solution, and offer customers more choice by stocking up to 10 different devices by the end of 2010. These e-readers are expected to run the gamut of price points. All the devices will be connected to Borders' as yet unlaunched Borders eBooks store in conjunction with Kobo. They will show off all the devices in the cunningly named "Area-e" section of the store.

Kobo isn't just running the technology behind the eBook store, they are also making an eReader that Borders plans to begin selling this month. The Kobo is expected to retail for $149. Much lower than the competing Nook and Kindle. The so-called Alex dual screen e-reader has also been rumored for months, Add to that the just announced Libre e-reader which should sell for a downright reasonable $120, and the Borders strategy becomes more clear. They will offer products at all prices to lure in consumers, and get them to commit to their book ecosystem. The Libre will have a black and white LCD (instead of eInk), and users will have to load books on via a PC of SD cards.

Do you think this is a better strategy than the Amazon and Barnes and Noble model of having a single hero device?

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