Preorders are now being taken for the June 17th US release of the Kobo eReader through Borders.com (NYSE:BGP), and this is only the beginning of their increased association with eReading devices. In a move that apparently abandons their previous efforts at an eBook store through Sony’s (NYSE:SNE) distribution channels, Borders will be launching a Kobo-powered eBook store along with the release of the device. This store will service the obviously affiliated Kobo eReader, but also work with just about anything else you have handy to read on, in keeping with the Kobo store’s existing philosophy. Supported devices currently include just about everything but the Amazon Kindle, including but not limited to the B&N nook (NYSE:BKS) and the IREX DR-1000S.
The Kobo device will not be the only eReader technology being embraced by the Borders physical store presence, either. Beginning in August, we should be seeing what Borders is calling Area-e(TM) boutiques that highlight multiple devices at any given time including, most likely, the Sony Reader line and the upcoming Spring Design Alex eReader, both of which have existing ties to the company. Time will tell if this move secures the Borders Group a real place in the eBook market, but the additional exposure of less well known devices will certainly be a boon to consumers as they try to balance budgets against a plethora of options and features. So far, the nook and the Kindle seem to have a strong lead on the features and functionality in the market, but not everybody needs quite such a wide range of options in their device.