Borders CEO

By now most consumers are at least somewhat familiar with the e-reader, namely Amazon's Kindle and Barnes & Noble's NOOK, but there's another e-reader on the market and Borders is banking on the device to help boost its business. Borders announced that it has expanded its partnership with Kobo, the maker of an e-reader that at $129.99 is about $10 to $20 less than the Kindle and NOOK, respectively.