Wattpad, a community powered publishing venture, launched an application available in Nokia's Ovi Store, making it available on more than 1,000 mobile devices including BlackBerry, iPhone, Android, LG and Sony Ericsson.

Wattpad has have over 3.5 million downloads making it the most widely used mobile ebook application. It recently made the front page of the Nokia Ovi Store.

"Our mobile application supports virtually all Nokia models since we first started in late 2006," said Allen Lau, cofounder of Wattpad, Toronto. "The availability on the Nokia Ovi Store will allow us to extend our reach through this new channel."

Any user can publish what they have written from romantic stories and fan fiction to poetry, and essays, all available to Wattpad users.

Besides the application, all the content can be easily accessed on the Web site and mobile site (http://m.wattpad.com).

"Although Wattpad is already the most popular mobile ebook applications with 3.5 million cumulative downloads, there are still many people who have never heard of Wattpad," Mr. Lau said.

In terms of marketing, the company generally relies on word of mouth.

"Writers who publish their novels, poetry, short stories etc. on wattpad.com have all the incentives to tell their friends and families," Mr. Lau said. "We make sure our users can very easily recommend good reads on our Web site or mobile applications via Facebook, Twitter and email and etcetera. Every time they do that, we gain a new user."

Wattpad skews young, ideal for marketers, targeting the 15-24 age demographic. Currently, the application is supported by ad networks such as Videoegg, Tribal Fusion, Admob and Quattro Wireless.

"Our users are quite young," Mr. Laud said. "They use their mobile phones more than their PCs. As such, mobile has always been a key part of our strategy. Additionally, it is very important since having our app in as many app stores as possible will help us to market Wattpad very effectively."

Will Wattpad aid in saving the print industry?

"Wattpad's mission since day one is to revolutionize the way people publish and read written work," Mr. Lau said. "We have decided from early on to focus on ePublishing and eReading. Although we believe print will still exist for a long long time, the high growth area is in digital."