A new revelation which was observed in UK's online book store was change of brand name. The online book store formerly known as Shortcovers has changed its name to Kobo.

With the change in name, Kobo also promises to offer nearly two million titles for downloads. The book list shall include all the popular and the best-sellers from Random House, Penguin Group, Bloomsbury, Simon & Schuster and Faber & Faber in the ePub platform, the free and open e-book format at only £8.99.

One has to download the free application for their device as the ePub is device-specific. It means an iPhone device will be different from an Android phone or a Palm Pre. It has already seen downloads of more than one million across 200 countries.

It also allows the user to read their choice of books on their laptops or desktops via Adobe Digital Editions reader at the same time as it supports the likes of Sony's PRS series.

Adding a note of praise Kobo's vice president of content, sales and merchandising Michael Tamblyn, commented on the launch, "The focus is on assembling the world's best catalogue of content for our readers and delivering a fantastic purchasing and reading experience on any device a customer chooses. We will also provide readers in the UK with a huge selection of content."