Borders launches eBookstore on multiple devices

Bord

ers has launched an eBook bookstore for numerous mobile devices in a bid to stake out a future in the book selling business and compete against Amazon and Apple's iBooks stores. The new eBookstore contains thousands of titles priced almost identically to Amazon. But, unlike the competition, Borders will allow customers to earn rewards and to pay for eBooks with "Borders Bucks."

Borders plans to capture 17% of the eBook market in a year's time with a combination of multiple device support and loyalty programs that will reward shoppers and offer pricing breaks. In addition to earning rewards for eBook purchases, customers who show a Barnes and Noble app at a Seattle's Best Coffee shop inside a Borders store will get a free small coffee.