Borders FAIL – Area-e launched this week

I read over on Mike Cane’s blog that his local Borders had their Area-e setup, so I took a break from my errands today and stopped by the nearest Borders.

There was so much FAIL that  don’t know where to begin.

The much vaunted Area-e consisted of one fixture with 4 computer terminals and 3 ereaders on display. The first fail is that this display isn’t a new addition; it replaced a virtually identical display. The old one was in dark colors, not red, but that’s the only difference.

It’s not designed to display multiple ereaders; heck, it wasn’t even doing a good job with just the 3 it had. I double checked with the press release, and Borders boasted that they would have over a dozen models. Where are they planning to put them?!?

There was a Cruz Reader on display, which brings up another fail: It wasn’t charged. They put their how new product on display without bothering to read the documentation. What’s worse is that they didn’t know why it wasn’t working until I told them (it won’t charge off USB).

And this brings up the third fail: the so called expert didn’t know anything about ereaders. In the 10 minutes I listened to her help a customer, she was _wrong_ no less than 5 times.

P.S. Here is the backside in case you’re interested:

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.


  1. Mike Cane11 September, 2010

    Wow, they had the Cruz on display for you? Area E displaced the Information Desk at that Borders I went to. Apparently it’s now a standee — with no one manning it. The Sony kiosk was gone too, but I guess that’s to be expected with the new models announced. Your Borders looks as deserted as the one I was in.

  2. Bill Smith12 September, 2010

    Gee, I sure hope the Build a Bear section is better.

    Sometimes it’s better to not try at all than to try and fail so badly. Too bad, I love Borders. I will miss it when it collapses.

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