Borders and Sony Renew Ebook Reader Agreement

Borders has renewed its agreement with Sony regarding the sale and promotion of the Sony Ebook reader. Under the new deal, Borders will continue to sell the Sony Readers, but will expand the number of stores where it is sold to 500 nationwide.

Borders is also going to launch a co-branded online store with support from Sony that will offer digital ebook downloads. The store will stock more than 20,000 books by authors such as Dean Koontz, Khaled Hosseini and Michael Connelly. The online store will eventually become part of Borders' revamped website.

"Embracing technology as a path to differentiate Borders is a key part of our company's strategic plan," said Borders Group Chief Executive Officer George Jones. "Sony's long history of innovation and pioneering efforts in establishing the e-book category with the Reader makes them a great partner. We firmly support the e-book as a format we believe will be of growing importance to our customers in the future, and this agreement is a big part of our plans to make Borders a true cross-channel retailer, fulfilling our mission as a headquarters for knowledge and entertainment."

"Borders is a world-class brand with incredible reach and influence, and their commitment to e-books is a clear sign the category is moving beyond the early adopter phase into the mainstream," said Stan Glasgow, president and chief operating officer of Sony Electronics Inc. "We look forward to working with Borders and the publishing community to broaden the audience by delivering a greater selection of digital content to people who love to read."

If the deal wasn't working, the agreement wouldn't have been renewed. When the Sony Ebook Reader drops in price, we predict sales will go even higher.