This week, Barnes & Noble launched its own free iPhone app to give users access to millions of titles. According to the press release, the app lets users download books, watch video interviews with authors, view store event calendars, and view maps and directions to Barnes & Noble stores. In addition, users can take a photo of a book with the camera on the iPhone to view product details, editorial reviews, and customer ratings for that book. William Lynch, President of Barnes & Noble.com commented that the app was designed based on tremendous growth in mobile traffic and customer adoption over the past 12 months.
Barnes & Noble has also been working on a larger digital strategy. In March, it acquired Fictionwise with plans to incorporate the company into its digital strategy and earlier this week it was announced that Fictionwise's eReader.com website will match Amazon’s e-book pricing. There have also been rumors in recent months that Barnes & Noble is working on an e-reader to compete with the Amazon Kindle.