Borders launches online e-book store

Will the Kobo-powered e-book store win the e-book wars?

Borders gets on the e-book bandwagon with its online store.

Borders announced its alliance with Kobo even before it launched its own online e-book store. Now it's finally gearing up to catch up with Amazon's Kindle, Barnes and Noble's Nook and the Apple iPad.

With Borders shutting down its physical stores in the UK, it remains to be seen whether their latest attempt to regain lost ground is a success. Their goal is to secure a 17% share of the e-book market in a year.

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The launch of their online store is accompanied with the launch of free e-reading apps for Blackberry and Android devices. This follows the launch of the free Borders iPhone, iPod Touch and iPad apps, also powered by Kobo.

Even though the Borders store is powered by Kobo, the Kobobooks online store remains a separate entity.

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Find out more at the Borders online e-book store