Mobile technology has been a key component of Chegg’s value strategy from the beginning. In 2009, just two years after entering the rental market, Chegg created a mobile web site and an SMS-based service that made it possible for students to check rental prices for textbooks by texting the ISBN number of the book they were interested in. Android users can still access services from the company’s well designed mobile site. In 2012, Chegg launched a cloud-based eTextbook reader designed to give students access to their textbooks from a wide range of mobile devices. While Chegg is not the first company to make textbooks available online, the eTextbook reader provides powerful features for highlighting text, taking notes, and checking word definitions. Users can view Key Highlights, or material crowd-sourced from the highlighting activities of other students using the reader. Finally, readers can access Chegg’s Always on Q&A Service, where students can ask questions about various academic subjects and often receive an answer back from subject-matter experts within hours.