From the announcement:
Interactive fiction books are now available on mobile phones as new technology transforms the traditional novel into a contemporary format. Mobile books or ‘moooks’ are designed for instant viewing across a wide range of mobile networks worldwide, with first service availability in the UK.
Ten brand new ‘moooks’ have been written especially for the launch of the mifiction product, including the recent mifiction competition winner, Will Dunn’s interactive novel, ‘Dead Flowers’. Will Dunn, freelance journalist and writer, tells us why interactive fiction is important for the future of storytelling.
To find out more about mifiction go to http://www.mifiction.co.uk, where an example chapter of “The Three Tears” is available for anyone to try for free; simply enter your email address, create a password and explore interactive fiction for yourself.
I did read "Choose your own Adventures" as a kid, so I'm familiar with the concept. But I'm not all that impressed with the writing. I wish Mifiction had adapted some of the existing IF (like Zork).