London startup clipDO has launched its Kindle web clipping service at clipdo.com, supported by advertising from small business insurer, Hiscox.
clioDO enables users to send articles and other text from the web to their e-reader, and soon their tablet PC, with one click, for free. The service is launching on the Amazon Kindle.

clipDO works by providing the user with a small browser button called a bookmarklet. With this button in place, whenever you see an article you would like to read later, you simply click the button, and clipDO delivers the text of the article both to your clipDO account and to your Kindle.

“The need for clipDO came from personal use of the Kindle,” says clipDO managing director, Jon Slinn. “I love reading on the Kindle and found I was regularly cutting and pasting longer articles from the web to read on the train in the way home. I thought there must be a better way, hence clipDO was born.”

From a mobile marketing perspective there has been minimal activity on e-readers. The devices have seen to many to be a poor substitute for the rich display and full connectivity of the iPad and Android devices. But Slinn believes advertisers are missing the point here.

“e-readers in general are already turning publishing, and increasingly the newspaper industry upside down,” he says. “The time when you got all your news, and hence most of your display ads, delivered through the letterbox are gone. e-readers are going to replace much of this material.”