Introduction The emergence of mobile phones as a content platform dovetails properly with the current explosion of interest in e-books. In the past decade, the publishing industry has been revolutionized by the digital world. It is now evident that books are being read on pocket-sized devices called e-books. In addition, books have been the last medium to be transformed by the high revolution in the digital community. The number of e-book readers has consistently increased. On the other hand manufacturers of e-readers have linked with retailers and publishers to provide these books (Holifield, 2009.p.2). E-book retailers like Waterstones and Amazon are currently competing with other suppliers to take control of the market. Initially, Waterstones was not operating in the UK market but in 2008 it formed a link with Sony to launch its own e-reader. This revolution has enabled users to buy books and borrow titles from libraries. In the long run, buyers are able to buy books from a variety of sources to read on their digital devices. In partnership, Sony’s e-readers were sold via the Waterstones website and high street stores. The company knows pretty well that more e-readers will be added to the market. This is the reason why it has been supporting the industry’s standard format for e-books-ePub. Through proper utilization of e-Pub customers will be given the freedom to choose the devices that they can use to read their content with. In the long run publishers will be given a better forum to reach this wide and rapidly expanding market. Currently Waterstones website has ended up being the sole source for the UK consumers to download different e-books for their Sony readers. Discussion Environment Waterstones currently sells an e-book in every two minutes. In addition, it also stocks 15,000 titles (Jones. 2009, p.4). Online selling has turned out to be tricky as other publishers have also shown their interest in the digital age. This has renewed their push into the mobile arena that was dominated by other companies. For instance Penguin publishers have plans to ensure that iPhone users are able to download their entire digital catalogue. This has complicated matters for the marketing of Waterstones e-books due to the renewed interest from the publishers who are supposed to partner with the company. Currently there is a high penetration of mobile phones that have been accompanied by high network speeds. This has in the long run become a driving factor behind the mobile push (Keynotes book publishing, 2009, p.5). Though this is a big opportunity for Waterstones to reach a wider market it has been tricky. It has created a group of customers, who are very sensitive and in the process made the company to rethink its marketing strategies. The interest in mobile phones has come from the young people whom the book publishers have been loosing in droves. This group seems to be highly sophisticated. As the market has continued to grow it has come with a lot of problems like piracy. This affects the marketing environment that Waterstones operates in. Piracy has given rise to illegal and illicit book sharing sites. In the process a large number of users in the market have been tempted to join them. In addition, the publishing ind