Penguin joins Mobifusion to deliver books on mobiles

February 23rd, 2008 - 5:25 pm ICT by admin  

Chennai, Feb 23 (IANS) Publishing major Penguin Books India has joined hands with Mobifusion Inc., developer and distributor of mobile technologies, to deliver books to mobile phone users across India. The partnership will begin with a focus on the Indian consumer base, and look at a global roll-out in time, expanding to include Penguin’s global brand and an array of international products.

“We’re excited to partner with innovators at Mobifusion and engage in interactive communications with the millions of mobile users who are also avid readers,” said Mike Bryan, CEO and president, Penguin Books India.

“At Penguin, we aspire to make great literature in all its forms available to the widest possible audience and this is a very significant step in that journey as we look to build a solid mobile reading community across India”, Genevieve Shore, Penguin Group’s global digital director, added.

The first three books on offer by Penguin-Mobifusion are - “The Joy in Loving: A Guide to Daily Living with Mother Teresa” complied by Jaya Chaliha and Edward Le Joly, “The Path to Tranquillity” by Tibetan spiritual leader the Dalai Lama and “The Book of Prayer” edited by Renuka Narayanan.

“Indian mobile subscribers are demanding more branded, personalised and localized content from their providers and Mobifusion is committed to actively supporting the needs of the country’s users using our patented technologies,” Pavan Mandhani, founder CEO of Mobifusion, said in a release.

Added penguin’s Shore: “At Penguin we see mobile technology as a hugely exciting global opportunity, not just as a means of widening access to our content, but also as a way to meet the growing consumer demand for personalised content and services.”

The mobile providers to be involved in the venture has not been finalised yet. Mobile users will get to read chapters of the books on their phones.

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