Borders opens new eBook store and intros Kobo reader apps

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.