Borders has joined Apple, Barnes and Noble and Amazon in the eBook wars. As the last major player to join the fray with a reader of their own, Borders is looking to garner a 17% market share within the year. For some time Borders has hawked Sony's eReader and now at a retail price of $150, their proprietary Kobo reader is positioned at the lower end of the price scale.
Their book store opened today offering a PC-based interface and attractive storefront. They have also launched iPhone, Android and Blackberry versions of their Kobo eReader app.