The American Booksellers Association held their summer meeting in New Orleans a couple weeks back, and they set a new plan in motion.
The ABA Board of Directors decided to invest in a white label reading app, and they picked Bluefire as the developer. This app will be tied to the ABA IndieCommerce program, and it will allow the various booksellers to provide a branded reading app solution for the ebooks they sell.
The IndieCommerce program was launched by the ABA in December 2010. This program was started by the ABA as a way to give the independent bookstore an entry into the ebook market. It enables the indie booksellers to act as storefronts for the Google eBookstore and sell ebooks from their own site. (Ebooks are also supplied by Ingram Digital, but most of the attention goes to Google eBooks.)
There's also mention in the FAQ of an ebook reader, but no definite plans have been announced.
image by RachelH_