Borders rolled out its digital initiative today, announcing that it is now taking pre-orders for the Kobo eReader and next month will debut its eBook store and apps powered by Kobo — embarking on a strategy that will provide rich digital content and a wide variety of devices that feature emerging technologies. As a device-neutral, rich-content provider, Borders will sell the Kobo eReader along with a variety of other eReading devices in Borders stores in special digital shops called Area-e, launching in August.

Pre-orders for the Kobo eReader, which will showcase the Borders branded eBook store, are being taken at www.borders.com/koboereader. The Kobo eReader has been touted as “the real Kindle killer” by “Wired Magazine” because of its attractive features and low price — just $149.99. In fact, the Kobo eReader is among the most affordable eReaders available, giving consumers an economical introduction to eReading via a stylized, easy-to-use, eInk based reader. To get consumers started with their eReading experience, the Kobo eReader will come preloaded with 100 classic books. The Kobo eReader will begin arriving at customer’s homes beginning June 17, in time for Father’s Day.

The upcoming Borders eBook store will feature over a million titles, which consumers will be able to discover and purchase through the Borders.com Web site and through free Borders apps available for the iPhone, Blackberry and Android as well as the iPad and all PCs.

“We’re pleased to introduce the Kobo eReader to the U.S. market through distribution at Borders,” said Michael Serbinis, CEO of Kobo. “Borders’ customers will value the affordable price point, range of content and reading experience offered through the Kobo eReader.”