Maxim has launched a new service, Maxim Mobile, which sends content from the magazine and the website to Vodafone Live! customers.
Users will be able to access Maxim news, pictures of women and information about fashion, cars, games, gear and competitions.
There is also a menu of downloadable polyphonic ring tones, called Maxim Tones.
Rob Willis, international licensing manager for Dennis Publishing, said: “None of our competitors seemed to have embraced this wholeheartedly. Their content is quite shallow. The FHM service is based purely around their ‘100 Sexiest Women’ feature.
“We can leap-frog over them and put our service significantly ahead.
“We’re seeing phones as a new medium very much in the same way that we saw the web when that launched.” “We can now offer our readers the ultimate Maxim experience anytime, any place,” said Andy Semple, group publishing director at Dennis.
“Taking Maxim to the mobile phone is a logical step for us to extend our brand and meet the demands of our readers.”
Maxim sells 250,000 copies per month in the UK and its website, www.maxim-magazine.co.uk, has 286,000 unique users per month.
The Netherlands-based Mobile Media International, an arm of Mobile Media Japan, is teaming up with Dennis to provide the service.
The launch coincides with Maxim’s 100th issue, which is out on 26 June.
By Mary Stevens