In the latest chapter of the great Ebook Wars of 2010, Borders is attempting to drive more downloads for its free mobile applications for Android, iPad, iPhone and BlackBerry as well as its equally gratis desktop applications by offering five free books – valued at more than $40 – and content exclusive to the company.

Beginning today, Friday, July 9 through Wednesday, July 14, Borders is offerings titles like Dean Koontz’s “Frankenstein: Prodigal Son” and”The Alchemyst” by Michael Scott, along with exclusive content in the form of chapter 6 of Danielle Steel’s upcoming novel “Legacy,” which goes on sale September 28.

The promotion comes right off the heels of the launch of the Borders-branded eBook storeand the release of BlackBerry, Android, iPad and iPhone eReading applications, all powered byKobo. Question is if all this is too little, too late.