Borders Group Inc. launches electronic book store

Jul 07, 2010 By EMILY FREDRIX , AP Retail Writer

(AP) -- Borders Group Inc. has launched its e-bookstore as it tries to catch up to competitors who have a head-start in a small but growing market that's seen as the future of the book industry.

The company said Wednesday its goal with the new store and e-reader is to take 17 percent of the electronic book market by next July. Amazon has the Kindle e-reader and Barnes & Noble Inc. has the Nook, and all the players are cutting prices to woo buyers.

Borders was later to market than its rivals but said it took time to craft its strategy, which rests on selling books that can be used across multiple platforms rather than just one device.

The store, at http://ebooks.borders.com , has more than 1.5 million titles and thousands of free ones. The books are in formats such as mobile, PDF and ePub. The Kobo eReader and Aluratek Libre eReader are both for sale on the site and priced under $150. The company said both have sold past expectations, though it didn't give figures.

The readers will also be available in stores in an area called "Area E" in all stores by early September.

The displays in stores will help draw in customers because they'll be able to try out the devices, said Michael Norris, a senior analyst at the trade books group for Simba Information.

The company may be later to the electronic book market than its rivals, but the market is young enough that there's still plenty of room to grow, he said. He estimates some 90 percent of U.S. adults haven't yet bought an electronic book, so there's lots of opportunity yet to capture customers.

"You can leave an e-book store with one keystroke, so Borders just needs to focus on making the shopping experince work as conveniently as they say they will," he said.

Borders will extend its loyalty program to the digital store. That will include benefits such as special gift cards, exclusive offers and other incentives.

"The race to emerge as a retail leader within the digital category is just starting," CEO Mike Edwards said.

Borders also announced Wednesday it is making electronic reading applications powered by Kobo available for certain Blackberry devices and Android phones.

Shares of Borders rose 7 cents, or 6 percent, to $1.24

Explore further: 3D TV may be the victim of negative preconceptions

1 /5 (1 vote)
add to favorites email to friend print save as pdf

Related Stories

Barnes & Noble cuts price for Nook

Jun 21, 2010

(AP) -- Barnes & Noble cut the price on its original Nook electronic reader, undercutting its chief competitor, Amazon.com's Kindle, and will also offer a lower-price Nook with a Wi-Fi connection.

Recommended for you

3D TV may be the victim of negative preconceptions

7 hours ago

An academic from Newcastle University, UK, has led a lab-based research, involving 433 viewers of ages from 4 to 82 years, in which participants were asked to watch Toy Story in either 2D or 3D (S3D) and report on their viewing ...

Microsoft unveils Xbox in China as it faces probe

22 hours ago

Microsoft on Wednesday unveiled its Xbox game console in China, the first to enter the market after an official ban 14 years ago, even as it faces a Chinese government probe over business practices.

A smart wristband for nocturnal cyclists

Jul 29, 2014

Five EPFL PhD students have developed a wristband that flashes when the rider reaches out to indicate a turn. Their invention was recognized at a European competition.

Lenovo's smart glasses prototype has battery at neck

Jul 28, 2014

China's PC giant Lenovo last week offered a peek at its Google Glass-competing smart glass prototype, further details of which are to be announced in October. Lenovo's glasses prototype is not an extreme ...

Sapphire talk enlivens guesswork over iPhone 6

Jul 27, 2014

Sapphire screens for the next iPhone? Sapphire is second only to diamond in hardness scratch-proof properties, used in making LEDs, missiles sensors, and on screens for luxury-tier phones. Last year, the ...

User comments : 0