The E-book Opportunity
Have lower-priced
e-readers and the
introduction of the iPad forever ‘tipped’
the e-book market?
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In addition to building out a strong online presence, Borders hopes to position itself as the expert on all things digital with "Area-e" sections, in-store boutiques (set to launch this fall) staffed by associates trained to help consumers with e-book devices and accessories. The company's e-book store, launched in July in conjunction with Kobo, is proving a "strong traffic driver to Borders.com," Edwards says.
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Jim Sturdivant
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