Borders announce ebookstore & Android, Blackberry apps

Borders announced their own Blackberry and Android apps (to go with the iPad app) today. The Android app is rather interesting because it requires v2.0. I have the Kobo app, and it runs just fine on v1.6. I wonder why Borders cut out a third of of their user base?

I thought the ebookstore was old news, but as I got into it I realized it's not. From the press release:

Borders Group, Inc. (NYSE: BGP) today announced the launch of the Borders branded eBook store, powered by global eReading service Kobo™. Borders' goal is to secure a 17 percent share of the eBook market by July 2011.

The ebookstore was up on Thursday of last week. I was underwhelmed by the prices.

Who do Borders think they're kidding? They're not going to get 17%. See, Amazon and B&N have a couple advantages that Borders don't: lock-in and buying from the ereader. Both Amazon and B&N have an ebook format that can't be found elsewhere (and the ebooks can't be taken elsewhere). That lets them lock-in customers into their walled garden. They also have their ebookstores integrated into their ereaders.

Borders are going to have to compete in the open market, and they're not doing a very good job of that now. Last month Borders reported an 11.4% decline in sales. I wonder why they think that will change?

About Nate Hoffelder (11464 Articles)
Nate Hoffelder is the founder and editor of The Digital Reader: "I've been into reading ebooks since forever, but I only got my first ereader in July 2007. Everything quickly spiraled out of control from there. Before I started this blog in January 2010 I covered ebooks, ebook readers, and digital publishing for about 2 years as a part of MobileRead Forums. It's a great community, and being a member is a joy. But I thought I could make something out of how I covered the news for MobileRead, so I started this blog."

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