Borders to go double down on Kobo? I doubt it

Mike Cane just reported that Borders will no longer carry Sony’s ereaders.  He visited his local Borders today and noticed that the sign announcing the new Sony devices had been taken down. He asked and he was told that Borders would not be carrying the new Sony models.

I’m not sure he’s right, though. All 3 Sony Readers are still listed on, specs and all. They even have expected arrival dates (you can pre-order them). Surely the first step in dropping a device would be to remove it from the website?

It would appear to make a lot of sense, though. If Borders went with only Kobo devices, Mike thinks they could drop the tech support for the other devices. And even without Sony, Borders will still have the 2 Kobo ereaders as well as 4 tablets (2 from Velocity Micro and 2 from Next USA).

On the other hand, just because they don’t carry the ereaders doesn’t mean they won’t have to support them. They’ve been selling Sony for what, 2 years now? That’s a sizable number of customers they have to support. And all the stock answers to the usual problems are well established, so it’s not like they will have to write them all over again.

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 Cane2 October, 2010

    How are you seeing Sony Readers still at Borders? I went there and saw exactly what the rep saw: just the two prior models at clearance prices.

    1. Nate the great2 October, 2010

      They still come up in searches on the website.

    2. Sam3 November, 2010

      Sony is still in Borders. They have discontinued some of the models and are now selling the Pocket Edition & the Touch Edition. The PRS 950 will arrive soon.

  2. Zigwalski2 October, 2010

    Those are the old ones not the new ones on the website. What support does Borders give? Answer questions if they happen to know then them is not exactly support.

  3. Punditius3 October, 2010

    Sonys have disappeared from the Borders near me. Display all gone.

  4. Jd3 October, 2010

    New Sony Readers front and centre in Borders in Australia. Sony is banking on the partnership, although it has to – Borders are the only (real) ebook show in town.

  5. Alexander Inglis3 October, 2010

    The main reason for Borders to embrace Kobo ahead of Sony is that the it shares the proceeds of ongoing e-book at, something it does not with the Sony ebook store. The Australian deal could be different than the US one, as far as Sony goes, as the Borders company in both areas is, I believe different owners.

  6. Zetmolm3 October, 2010

    Last Friday I saw a Sony 350 at the Borders at Logan Airport, Boston.

    1. Zigwalski4 October, 2010

      I called my local Borders and they confirmed that they would be carrying the new Sonys.

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