Borders has launched its own branded eBook store, powered by eReading service Kobo. The company says its goal is to capture 17 percent of the eBook market by July of 2011. Borders' eBook store launches with more than 1.5 million titles, available in a number of formats, including ePub, mobile and PDF. "The race to emerge as a retail leader within the digital category is just starting," said Mike Edwards, Chief Executive Officer for Borders, Inc.