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Borders, Sony Open Co-Branded E-book Store
 TMCnet Contributing Editor
Borders has launched a co-branded online store in collaboration with Sony. Over 25,000 e-books can be digitally downloaded at the new store.
On purchasing a Reader Digital Book, buyers at a Borders superstore are given a promotion code and a tailor-made version of the eBook Library software so that they can log on to the new co-branded site. This arrangement gives buyers a chance to directly acquire downloads of e-books by leading authors like Dean Koontz, Khaled Hosseini and Michael Connelly, to name a few.
Following on the heels of Borders’ partnership with Sony dating to this September, the Reader is available at all of Border superstores across the U.S. This is twice the number of locations at which it was being sold last year.
Borders clients who are also T-Mobile ( News - Alert) HotSpot  regulars can log in to the co-branded site by means of the T-Mobile HotSpot network even while they are at the Borders superstore. On entering the wireless service, the customers see a Borders e-books banner, which is a gateway to the co-branded site. The site allows them to buy software and e-books online and download them to their PCs.
“With the rollout of the Reader in our Borders superstores nationwide, we are seeing sales increase chain-wide, and customer interest in this exciting technology is growing,” said Kevin Ertell, Borders Group’s vice president of e-business. “By adding the opportunity through the co-branded online store to purchase e-book downloads, we are now meeting our customers’ needs fully, from device to a vast array of titles. Clearly with this commitment and offering to customers, Borders is embracing this technology, which we firmly believe will emerge over time as important to our business.”
Sony is offering a $50 credit good toward the purchase of e-books from the co-branded store as well as 100 free eBooks Classics, to all the customers who purchase the Reader on or before January 15, 2008.
The Reader encompasses an inventive electronic paper display and effortless on-screen controls with sleek and chic design. Weighing only nine ounces and measuring just half an inch in thickness, the device can store almost 160 regular sized e-books. The Reader can be held in just one hand without any difficulty. It comes with a rechargeable battery that can hold up to 7,500 page turns on a single charge.
Borders Group, Inc. is an international supplier of books, music, movies, periodicals, and gift and stationery items and boasts over 1,100 stores around the world under the Borders and Waldenbooks brand names.
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