Borders Bookstore plans to promote upcoming novels via mobile phones. “The retailer will send sample chapters to customers’ phones free of charge before books are released and a the book can then be purchased in-store for a discount of up to 20 percent using a barcode” reports MarketingWeek. Customers send in a password from the website to a number and receive a message with a link to the download of the chapter, which is saved in the applications file. I assume some sort of reader will be required but it’s unclear what that will be. Borders plans to promote 30 new titles each month with the service. The company views its mobile effort as an extension of its mobile voucher activity—it will be interesting to see if there’s many takers for reading that much text on a mobile screen.