An eye-catching book-jacket/cover is the key. This virtual book shop was open to anyone with a mobile phone. Sony Digital Entertainment slipped original book jackets onto the site constantly. The original books were just waiting to be picked up by targets. Surely, eye catching designs were picked up.User oriented style: framing with favorite writers, genres or by looking, consumers are able to design “My book shop”.Lineup with book covers: with a choice of 9 books, create and open a personalized book shop through your mobile phone, which is easy to open without cost or sales force. It only takes 5 minutes!

Virtual book shop: link to Amazon Associates Program, so there's no need to worry about inventory or delivery. Once a book is purchased by the consumer, the directory book is delivered through Amazon.

More than 130 shops were opened in only 70 days. It was the first virtual book shop in Japan. The idea was broadcast by TV Tokyo and was carried in Nikkei newspaper.