Spring Design announces partnership with Borders, lowers price on Alex reader

What do you do when one major book retailer (allegedly) steals your design and makes their own version of it? Why, you go and make a partnership with that major book retailer's major retail competitor, stick out your tongue, and hope for the best! That's what Spring Design seems to have done, signing up with Borders to sell the luscious Alex e-reader that we finally got to play with the other day. Borders will provide retail space for the reader and will create a branded digital book store as well as some "mobile eBook applications" of indeterminate nature. The most interesting part of the announcement? A new price for the device of $359, which makes it exactly 40 dollars more attractive than it was this morning. Full release after the break.

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FREMONT, Calif - January 7, 2010 - Spring Design and Borders Group, Inc. (NYSE: BGP) today announced an agreement in principle to feature the upcoming Borders eBook store powered by Kobo on the new dual display Alex™ eReader later this year. The agreement in principle follows a recent announcement that Borders will launch a new eBook store on as well as Borders-branded mobile eBook applications, powered by Kobo. The new Borders-branded eBook store will offer more than two million titles.

"The combination of Borders' leadership in the book industry and Spring Design's innovation and experience in consumer electronics will create a world class service for eBook readers," said Dr. Priscilla Lu, chief executive officer of Spring Design. "This partnership delivers one of the critical foundations of our business growth going forward," Lu added.

"Our agreement with Spring Design represents another step in our digital strategy, which continues to focus on offering book lovers-including our more than 35 million Borders Rewards loyalty program members-high quality content on the device of their choosing," said Borders Group Chief Executive Officer Ron Marshall. "We look forward to bringing a world class eBook experience to Alex users."

The Alex eReader will initially be available February 22, 2010 for $359 in the online store at

About Spring Design:
Spring Design Inc., founded in 2006, designs and delivers eReader products to the e-book market. Its Alex is the first eBook with full function browser on Android with dual screen, interactive multi-media eReader. It offers a hyper link publishing tool, "Link Notes" that links eBook text to related video, audio, notes or web addresses. Spring Design Inc. is located in Fremont, California with engineering offices in Taiwan and China. Spring Design's innovative patented technologies incorporate the seamless interaction of dual display and multi-online access in a single device, benefiting and leveraging the technology and resources of the Web to enhance the reading experience. For more information please see .

About Borders Group:
Headquartered in Ann Arbor, Mich., Borders Group, Inc. (NYSE: BGP) is a leading specialty retailer of books as well as other educational and entertainment items. The company employs approximately 25,000 throughout the U.S., primarily in its Borders(R) and Waldenbooks(R) stores. Online shopping is offered through Find author interviews and vibrant discussions of the products we and our customers are passionate about online at, and For more information about the company, visit

About Kobo, Inc.:
Kobo is a global eReading service backed by majority shareholder Indigo Books & Music, Borders Group, REDgroup Retail, and Cheung Kong Holdings. Kobo believes consumers should be able to read any book on any device. With a catalog of over two million eBooks, and an open platform, Kobo enables retailers, device manufacturers and mobile operators to bring the joy of eReading to customers everywhere. For more information, visit

The names of actual companies and products mentioned herein may be the trademarks of their respective owners.