Ann Arbor, Mich. – Borders (NYSE:  BGP) announced on Wednesday the launch
of its branded eBook store, and a goal of securing a 17% share of the e-book
market by July 2011. The company partnered with e-reading service Kobo to power
the store, which at launch offers more than 1.5 million titles.

recently launched Kobo-powered e-reader apps for the iPhone and iPad, and today
announced the release of apps for BlackBerry and Android devices.

The company is
also selling the Kobo eReader and Aluratek Libre eReader on

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," said Borders CEO Mike Edwards.

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."


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