Playboy hops to mobile

Hugh Hefner in the palm of your hand? You must be hopping mad...

Playboy has signed a deal with Finnish wireless company Wireless Entertainment Services (WES) to bring its adult content to wireless devices and mobile phones. WES will deliver what it coyly describes as "Playboy-branded static and animated graphics" to its subscribers via mobile phones and PDAs. We're guessing that Playboy's usual fare of softcore porn will represent the majority of this deal, but WES is also promising an animated graphic of Playboy boss Hugh Hefner. Larry Lux, president of Playboy's internet arm Playboy.com, estimates that they will download over one million images in the first year alone. WES will be hoping to sell its Playboy branded content to wireless carriers across the world. They might be interested in talking to the UK's Hutchison 3G, which is already expected to include pornography in its range of services when it launches its 3G mobile network in September next year.