Borders launches e-book sales
DETROIT — Borders Group launched its eBook store Wednesday morning at Borders.com.
The store features more than 1.5 million titles available for immediate download with prices such as 79 cents for "Rules of Deception" by Christopher Reich and $14.99 for "House Rules" by Jodi Picoult. Some digital titles sell for $18, said Borders spokeswoman Mary Davis.
The site also offers thousands of free digital titles available in formats such as ePub, mobile and PDF.
Borders hopes to capture a 17 percent share of the digital book market by July 2011, said Mike Edwards, CEO for Borders Group .
"The race to emerge as a retail leader within the digital category is just starting," Edwards said.
Borders previously introduced the Kobo eReader and Aluratek Libre eReader on its Web site. Both devices are priced under $150 and have surpassed the Ann Arbor, Mich.-based bookseller's sales forecasts.
Borders plans to offer up to 10 e-reader devices in its stores in early September and become the first retailer to embrace more than one e-reader.
Competitor Barnes & Noble offers a $149 e-reader called Nook. Its feature-laden Nook with 3G and Wi-Fi costs $199.
Amazon.com sells its Kindle for $189 and Apple's iPad, which includes an e-reader, sells for $499.
Borders e-reader applications also are available for iPhone, iPad, BlackBerry and Android products.