FHM Expands Mobile Offering

Men’s magazine FHM is expanding its mobile presence, and has signed up mobile developer MIA to launch new WAP sites specific to the territories that FHM is in. MIA (already a content partner for FHM Mobile in the UK and preferred technical partner for FHM Mobile in Australia) will create a “a customised, direct-to-consumer mobile WAP portal”, train FHM staff, and also provide FHM with “a broad portfolio of content, including exclusive global mobile rights to international cover stars Victoria Silvstedt and Jennifer Ellison”. This is from the Girl Mobile business MIA has, which has signed deals with a number of … professional babes, for want of a better term.
The first phase of rollout with be the major European markets Spain and Germany plus Southeast Asia in tandem. MIA’s Australian office will handle Asia with Europe handling Spain and Germany.
MIA has informed me that FHM’s WAP sites will roll out in the following order:
Tier 1: Spain, Germany
Tier 2: China, Denmark, Greece, Holland, Hungary, Indonesia, Mexico, Malaysia, Norway, Philippines, Portugal, Romania, Russia, Singapore, Taiwan, Sweden, Thailand, Turkey, India (when launched)
Tier 3: Bulgaria (when launched), Croatia, Estonia, Latvia, Lithuania, Serbia (when launched), Slovakia

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