Another E-Reader? Really? Meet Borders’ “Kobo.”
Nevertheless, you can now place orders for Borders’ “Kobo.” It costs $149, and Borders (BGP) promises that you can have in one your hands by June 17. Kobo is a standalone company, but Borders is an investor. Details here.
Borders wants you to know that it’s going to sell other e-readers as well. But if that’s the case, why bother placing a specific bet on Kobo, as Borders did last year?
One Borders strategy that does make sense: Letting you know what titles you buy from its e-bookstore should work on multiple devices, like Research in Motion (RIMM) BlackBerrys and Apple (AAPL) iPhone and iPads. That’s the same strategy Amazon (AMZN) is pursuing with its Kindle. But I have a hunch the Kobo is no Kindle.