Mforma’s Changing Name To “Hands-On Mobile”; Going D2C

So as I suspected and found out, the mobile content publisher Mforma is indeed changing its name to “Hands-On Mobile“, a source told me…it is slated to announce during CTIA, possibly tomorrow, and the site should go live here at HandsOn.com (not live yet). First reaction? Lame name…
Updated: Business 2.0 also has the same story, with some more details than I have: says Wednesday announcement. On Wednesday, Hands-On Mobile will roll out Daily Devotions, which will push Scripture readings from Christian singer and actor Pat Boone directly to subscribers’ cell phones for $9.99 a month.
Staci adds: Gina Centoni, SVP & GM, transformational applications group, for the company formerly known as Mforma is on a panel now at Billboard Mecca at CTIA. Moderator Tom Wheeler asked her to explain the change. To paraphrase, it’s about depicting the company as consumer facing, about being off-deck and not carrier-centric. She stressed, of course, that the carriers remain important. Good politics given that Verizon’s Jim Straight is a fellow panelist.
Related:
Mforma’s “Hands On Mobile” Brand?
More on Mforma’s “Hands On Mobile”

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