Borders Sets Lofty Goal for New eBook Store

Paul Lilly

If nothing else, Borders is certainly ambitious. The company today announced the launch of its own branded eBook store powered by Kobo, and in doing so wasted no time in revealing its intention of grabbing a 17 percent share of the eBook market by July, 2011.

"The race to emerge as a retail leader within the digital category is just starting," said Mike Edwards, Chief Executive Officer for Borders, Inc. "During the past several months, we've been carefully crafting a digital strategy, one that has great content and a device-neutral philosophy backed by the Borders brand as its cornerstones. We believe we are very well positioned to come out strong and to ultimately claim about a 17 percent eBook market share by this time next year."

Getting off to a good store, Borders' eBook store kicks things off with 1.5 million titles, thousands of which are free, and available in a bunch of different formats, including ePub, mobile, and PDF. And to make sure as many people as possible have access to the store, Borders also launched eBook reader apps on the BlackBerry Curve, Tour 9630, and Bold, as well as the Android platform.

More here .

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