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Does Borders have a shot at 17 percent of the e-book market?

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(Read caption) The new Borders Kobo e-book app works with iPhone, BlackBerry, and Android.

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Better late than never? Or will most of the worms be going to one of the earlier birds? Borders is just now launching its e-bookstore, a 1.5 million-plus title collection (including numerous free titles) powered by Canadian e-book retailer Kobo Inc.

"The race to emerge as a retail leader within the digital category is just starting," insists Borders CEO Mike Edwards. The company is also selling two models of e-reader, now available both online and in Borders stores. Even given the current price war going on in the e-reader market, Borders' Kobo (selling for $149.99) and Libre ($119.99) e-readers still have the advantage of prices at the very bottom of the range.

The company also hopes that the fact that the new Borders Kobo e-book app can be used across multiple platforms rather than on just one device will work to its advantage.The Kobo app is already available for iPhone, BlackBerry, and Android.

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