Borders launches e-bookstore

Borders Group Inc has launched its e-bookstore.

The e-book store from Border comes nine months after Barnes & Noble Inc debuted its Nook e-reader and three months after Apple Inc introduced its popular iPad tablet computer.

Borders urgently needs to win a piece of the e-books business: sales at its namesake superstores open at least a year and on its website fell 11.4 percent during the first quarter, the latest decline in a long streak.

Borders, the No. 2 U.S. bookstore chain by sales after, had data and e-mail addresses for the 38 million customers in its loyalty program and has about 700 stores across US.

The position of Borders on the number of books it and its competition stacks is as follows:

Borders e-bookstore will offer 1.5 million titles, including free books. Amazon offers 620,000 books as well as 1.8 million free, out-of-copyright titles, and Barnes & Noble offers 1 million titles.

The position of Borders on the basis of market share:

Barnes & Noble told last week that it has already won 20 percent of the U.S. e-books market since launching the Nook, exceeding its share of physical books sales. By Borders’ President estmates, Borders has about 15 percent of the U.S. physical book market and hopes to get a similar share of e-book sales.
Currently, about 5 percent of Borders sales ( including physical books ordered online) go through its website, representing about $100 million this year.

Device-wise scenario:

Borders has chosen not to creat its own reader. Rather it will be offering its e-books on wide range of devices. In addition to the applications recently launched for Apple's iPhone and iPad, Borders on Wednesday introduced applications for Research In Motion's Blackberry smartphones and phones with Google's Android software to allow the downloading of books on a wider array of devices. Barnes & Noble and have relied on their own e-readers to spur e-books sales. --------

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