1 Million Tocmags in One Month

Swedish company Three OClock Mobile has revealed that more than one million Tocmags have been downloaded to mobiles across the UK since the service launched just one month ago. Tocmags are user-generated mini-magazines for mobiles that are free to create and download the only cost involved is the data download fee charged by network operators. Tocmags are automatically stored as a Java file on the mobiles memory, so they can be read anywhere, regardless of network coverage.
Prior to its official launch, 125,000 Tocmags were downloaded during a six-month Beta-testing phase. A combination of factors hasdriven Tocmags post-launch download figures. Firstly, most users tend to download several Tocmags each. Secondly, private Tocmags, which are not published on the site, are proving increasingly popular as a content-rich alternative to SMS messaging.
Currently top of the public Tocmag league is the Movies Tocmag. Published monthly by film buff Jennifer Burk, the six-page mini-magazine has generated nearly 15,000 downloads alone.
We chose to focus our launch in the UK for two reasons  says Tocmag Founder Brad Ells. Firstly, the UK is Europes most advanced mobile nation, in terms of both mobile Internet usage and handset technology. Secondly, in recent years the UK has demonstrated the most willingness to experiment with new media channels.