Borders dove head first into the eBook market today with the launch of its new eBook store. Powered by the Kobo eReading service, the online bookstore will launch with a catalog of over 150,000 eBooks in ePub, PDF, and Adobe DRM format. Supporting a wide variety of platforms, Border’s eBooks can be read on your PC or Mac desktop as well as your iPad, iPhone, iPod Touch, BlackBerry or Android-powered mobile phone. Borders will also be selling the Kobo eReader which includes a 6-inch e-ink screen, support for flexible fonts, desktop syncing, bluetooth syncing with a smartphone, 1GB storage and a 4-way d-pad with center selection. The eReader will launch with a competitive $149 price tag and will be available both online and in select retail stores. Head over to Border’s website to browse the eBook selection and see how Border’s offering stands up to the competition.