Originally Japanese innovation of serial, small-chunk novels and soap operas for cell-phone users:

“While some traditional publishers cling to the belief that consumers will forever prefer paper publications over reading from a PC or a laptop screen, Japanese teens are happily reading novels on some of the smallest screens available: cell phone displays! With millions of Japanese carrying phones with online access, checking and reading email on the go has become common place. This paved the way for novels written especially for phone owners, and sent to them in email installments of up to 1,600 characters.” (from 2004 Springwise Newsletter article)

Starter Links: 2004 Springwise Newsletter article | 2005 Associated Press story | Wired.com article