Well Borders seems to know how to attract the everyday Android user; they are bringing its e-reader application to Android and BlackBerry. This latest e-reader app will join its existing programs for the Mac, PC, Apple iPhone and iPad. The Borders eBooks app does exactly what you expect from this type of program: it enables mobile users to access and buy e-books from Borders over the air. Simple right? Just like your everyday book store app. The fights between the reader apps just keeps heating up. Borders’ rival Barnes & Noble also has a plethora of apps and even Apple is jumping into the market with its iBooks format. We can all say it seems pretty that book selling future will lie in the hands of digital formats, with such major success we can see that there are tons of apps just dedicated to the e-reader population of today. It's hard to choose from because they seem all the same right? Well no not really. It’s also interesting to watch the traditional booksellers transition to the digital future.Apple and Amazon may be best positioned for this because the companies don’t have the physical overhead of the traditional retail booksellers. Barnes & Noble and Borders do have the industry know how and relationships with the industry, though, and that can’t be discounted. I guess it just how you play the consumers, how you market and show them that reading is the same just better and newer.