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April 5, 2006 at 10:55 AM

CTIA: Mforma rebranded

San Francisco-based Mforma, whose Chairman Dan Kranzler is based in Bellevue, said today that the company is being renamed Hands-On Mobile.

The company was based in Bellevue until recently, and develops mobile games and other publishes other content for the mobile phone.

“The decision to change our name reflects the fact that we have become the definitive mobile-entertainment media company worldwide,” said Hands-On Mobile’s President and Chief Executive Officer Jonathan Sacks. “Consumers want entertaining, enriching and empowering content at their fingertips, a truly ‘hands-on’ entertainment experience.”

With the renaming, the company also said that it is focusing on three product lines: Hands-On Games, Hands-On Lifestyle and Hands-On Personalization.

“In the coming weeks, we expect to roll out a diverse and compelling array of products that will meet the needs of our customers, enabling them to customize their mobile-entertainment content to best reflect their own hobbies, beliefs and passions,” Sacks said.

The company also announced today a partnership with Lego Classics to create unique Lego-branded games, and Daily Devotions, a product that offers daily inspirations and prayers delivered by Pat Boone, the voice of the Christian Radio Network.

On the opposite side of the spectrum, it also announced a partnership with rock star Tommy Lee.

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