Swedish media company Bonnier has partnered with technology and content provider Didmo to use Didmo's Magmito technology as its premiere service for mobile application delivery.

The terms of the agreement state that Bonnier Responsmedier Mobile Services will be an authorized reseller of Magmito products to its clients in Scandinavia. Bonnier plans on using the technology for big-name brands such as Time and 7-Eleven and recently used Magmito for the Media Mecca networking event, one of the largest events of its kind in Sweden.

"Bonnier Responsmedier was looking for a mobile application creation solution that would reach iPhones and other more common phones," said Roberto Chaves, CEO at Didmo, Stockholm, Sweden.

"Additionally, they needed a solution that would incorporate their robust mobile couponing platform and they found it, right in their own backyard," he said. "Didmo?s Magmito provides Bonnier Responsmedier Mobile with a fast and easy way to create applications focused on launching new product flavours, providing detailed ingredients lists with allergy information and incorporating coupons to incent product trials.

"These customized presentations can easily be created and viewed as an application or within a mobile browser distributed to virtually any mobile phone."

The MediaMecca mobile application featured information about upcoming events, location maps, photos and the ability to vote for the event's Media Sultan.

Within just two hours, 44.4 percent of media members downloaded and installed the application.

Of the 44 percent who had the application, 54.8 of them engaged with the voting feature, casting their ballot for Media Sultan.

Didmo claims that the benefit to Magmito is its ability to create customized cross-platform mobile applications that are compatible with nearly every carrier and handset worldwide.

Bonnier Responsmedier Mobile Services is a part of the Bonnier Group, a privately-held Swedish media group operating in 21 countries.

Bonnier Publishing companies now include Wahlstrom & Windstrand, Forum and Bonnier Carlsen and the film company AB Svenks Filmindustri.

Launched in 2006, Didmo is a mobile technology and content provider that offers free entertainment and user-generated content, which is supported by advertising campaigns.

Didmo prides itself on its Didmo Games mobile gaming platform, as well as its Magmito application delivery platform which gives anyone the ability to create, publish and share mobile content to almost any mobile device.

"For Didmo, the adoption and endorsement of Magmito by a Bonnier-owned company opens the door wide open to working with advertising and mobile marketing agencies worldwide," Mr. Chaves said.

"We?re really looking forward to getting these first client applications launched and to the new opportunities these case studies  will create," he said.

Bonnier claims that the success of the MediaMecca application ensures that its clients will be pleased with the opportunity to cost-effectively offer their consumers discount coupons.

What makes Magmito different is that Didmo offers the ability to create templates and customized presentations, which can be created and viewed as an application or within a mobile browser.

Within the technology, brands and businesses can implement polls, quizzes and forms which gives them the chance to hear consumer feedback.

Both Bonnier and Didmo admit to be very excited about the new opportunities that this partnership will bring about.

"To put it simply, Didmo gets widespread exposure for Magmito and Bonnier Responsmedier Mobile Services is gets a tool that not only integrates nicely with their existing mobile couponing solutions but allows their clients to reach millions of consumers with mobile applications," Mr. Chaves said.