(21 February 2008 6:00 pm)

MUMBAI: Penguin Books India has announced a partnership with Mobifusion to make its content available on the mobile platform.

Mobifusion, a global developer, publisher and distributor of mobile technologies and value-added services (VAS), will make a wide range of content from Penguin's books available to mobile customers.

With a focus on the Indian consumer base, the partnership will look to a global roll-out in time, expanding to include Penguin's global brand and an array of international products.

Penguin Group's global digital director Genevieve Shore said, "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."

Mobifusion founder-CEO Pavan Mandhani added, "Indian mobile subscribers are demanding more branded, personalised, and localised content from their providers, and Mobifusion is committed to actively supporting the needs of the country's users using our patented technologies."

The Penguin-Mobifusion partnership will begin with content from three popular Penguin books - 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 His Holiness the Dalai Lama and The Book of Prayer edited by Renuka Narayanan. All these titles are being made available on mobile platforms.