Hello Magazine has launched a mobile service based on SMS and MMS which will offer celebrity news and photos. Eventually a WAP site is planned which will offer content downloads, reports Mobile Entertainment. Interestingly, Hello is planning on relying on announcements in its magazine or on its web site to attract customers, but “will drive traffic to the site by buying up banner ads on operator portals”. The sign-up is via the web site, with subscription and pay-as-you-go services planned. “Hello reckons its readers are ripe for a bit of mobile content goss as they spend an average of £37 a month (US$75) on mobile services - 118 per cent above the UK average (according to Ofcom numbers). Seventy-six per cent of its readers are under 40 years of age.”

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