By 2011.
US retailer Borders has launched its own e-books store, in partnership with Kobo.
The store is launching with 1.5 million available e-books in various format, including ePub, mobile and PDF.
The store is aimed at owners of physical e-readers from companies like Kobo and Aluratek, but also at users of Borders' apps for iPhone and iPad.
Borders has also today launched e-reader apps for BlackBerry and Android, which will allow people to browse, buy and read e-books from the store.
The store will tie into Borders' existing loyalty scheme, which has more than 38 million members.
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"During the past several months, we've been carefully crafting a digital strategy, one that has great content and a device-neutral philosophy backed by the Borders brand as its cornerstones," says Borders CEO Mike Edwards.
"We believe we are very well positioned to come out strong and to ultimately claim about a 17 percent eBook market share by this time next year."
Borders is planning a big push for physical e-readers in its stores too, particularly at a sub-$200 price point.
