Two major book publishers have just announced mobile phone initiatives, with an emphasis particularly on the Apple iPhone and the App Store.

In the States, the Penguin Group has announced the launch of "Penguin 2.0", which includes Penguin Mobile, and the Penguin App for the iPhone that gives users access to the company's blog, podcast, exclusive excerpts "and more".

The Random House Publishing Group has also revealed that it would make some books available for free on the iPhone, including works by Alan Furst and Arthur Phillips.

Apple recently revealed that iPhone and iPod touch owners had downloaded over 300 million apps since July, so the platform is no doubt being eyed with new interest by companies.