Kobo has appointed mobile strategy, planning, and buying company Yodelmobile to handle the media business for the Kobo eReader. 

Kobo offers a range of applications for smartphones, eReaders, and tablets, and its own Kobo eReader launches in WHSmith stores this week. The company's UK partnership with WHSmith will see Kobo eReaders sold in over 750 high street, airport and railway stores across the UK as well as online at www.whsmith.co.uk.

The campaign launches today, and targets consumers and heavy book buyers, focusing on the 1m free books available through Kobo. 

Matt Welch, general manager at Kobo says: "I have worked with the Yodelmobile team before and their understanding of our marketplace is second to none. Combined with a strategic, nimble and fast-moving approach, they're a strong partner for us in the UK and Europe."

Mick Rigby, founder and MD of Yodelmobile says: "We are really excited to be working on the launch of Kobo in the UK. It's not often you get a chance to work with a groundbreaking product in a fast-evolving sector. Kobo is market leader in its home market of Canada as well as other English-speaking countries and we are looking to help the British consumer see why that is."