Some folk still think that working your way through 200 pages of Thomas Hardy on a Sony Reader's a bit of a pain. But that's not deterring Vodafone from launching Books on Mobile! (the exclamation mark showing their excitement, clearly), letting you snag eBooks for your phone's titchy screen.
Launched with website gospoken.com, the new service will not only let you grab the latest big novels in electronic form, but also download audio versions or order the real thing. You know, just in case you don't fancy squinting too hard.
Audio and hard copy orders are available right now, with eBooks coming online in a couple of weeks.
To start off, Vodafone's offering a free trial of the eBook reader, with the first two chapters of Andy McNab's new book. Whether we'll find it gets better with every read, a la Bravo Two Zero, remains to be seen.
On launch there'll also be works by Alan Carr, Jonathan Ross and Denis Norden. Not quite the high end of the English literary canon, but then what do you want from a mobile phone, Tess of the D'Urbervilles?
For more, have a squizz at our 7 things you need to know about eBooks.