Borders Group today announced the launch of the Borders branded eBook store, powered by global eReading service Kobo. Borders’ says its goal is to secure a 17 percent share of the eBook market by July 2011.
Borders.com, has more than 1.5 million titles available in a variety of formats, including ePub, mobile and PDF. Along with the eBook store, Borders is unveiling:
- BlackBerry and Android Apps – Combined with the iPhone and iPad apps launched last month, Borders’ eBooks are now available on several popular smartphones and eReaders. Apps are available here.
- Free books – Anyone who downloads the free Borders app will get 5 free top-selling books from July 9-11. The books include Frankenstein by Dean Koontz, One Shot by Lee Child, The Alchemyst by Michael Scott, Julia Child’s Kitchen Wisdom and Master your Metabolism by Jillian Michaels.
The store launch follows the introduction of the Borders iPhone and iPad apps, powered by Kobo, as well as e-Book readers, including the Kobo eReader ($149) and Aluratek Libre eReader ($119).
“Powered by Kobo” is an eBook partner program from Kobo, a global eBook service backed by Indigo Books & Music, Borders Group, REDgroup Retail, and Cheung Kong Holdings. It provides a flexible solution for hardware manufacturers and retailers worldwide to launch an eReader or eBook store.
To provide additional value around its digital offerings, the retailer will offer its Borders Rewards loyalty program members with benefits ranging from special gift cards and free shipping on certain items, along with double Borders Bucks incentives on the purchase of eReaders, as well as other offers. More than 38 million members have signed up for the Rewards program since it launched in 2006.
“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.”
Borders is entering the e-book business a little late. Major e-book retailers include Amazon (with their Kindle and their ebook store), Barnes & Noble (with their Nook eReader and their ebook store), and Apple (with their iPad and their ebook store). Google is expected to enter the market later this year.
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