Borders’ eBook Store Open For Business; New Apps For Android, Blackberry

7/7/10

Borders today launched an assault on Amazon, while fighting for its own survival. The Ann Arbor, MI-based bookseller continued its aggressive new mission of trying to remain relevant in a highly competitive space by opening its new eBook store and launching two more eReader apps for Blackberry and Android devices.

Today’s announcement follows its release last month of the $149.99 Kobo e-reader, and iPhone and iPad apps.

Borders has been losing money for four straight years and hopes that its plan to introduce up to 10 different eReader devices by the end of this year will set the company back on a more profitable course.

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