Cellfish Media, a provider of mobile entertainment content, announced the launch of Add-to-Phone, a free technology that allows bloggers and websites to make their content easily downloadable on mobiles. A button that can be embedded into any webpage allows visitors to receive any type of online content (pictures, music, videos, or news feeds) on their cell phone as a download or as a stream.

To get access to the online content users only need a WAP-enable phone, without any mobile application installation required - Add-to-Phone is currently supported on carriers across 100 countries. After the user presses the "Add to Phone" button, a form requesting their mobile phone number will pop up. Upon entering their phone number, a SMS message is sent to the user's cell phone, with a link to a WAP page where they can view and download the content right to their mobile phone. Users can organize all the websites and content accessed via Add-to-Phone through a mobile media center called a "locker", accessible both on the web and on mobile.

Website publishers and bloggers can choose from two options to make their content available to mobiles. The first method, called "Widget mode", requires them to simply copy and paste a few lines of HTML code into their website. The needed code can be found on the Add-to-Phone website. For the second method, they can create their own tools using the API that enables the "add to phone" functionality - instructions can be found on the Add-to-Phone website. An example of such a 'tool' is Cellfish's media player that has a built-in "Add to Phone" option. Also, Cellfish has recently released the Add-to-Phone application for Facebook, which includes an album navigator that allows users to download or share their profile pictures and their friends' albums onto cell phones.

"Cellfish.com relies on a state-of-the-art technology platform that allows us to bridge the gap between web and mobile", said Cellfish Media's CEO, Fabrice Sergent, "by launching 'add to phone' widgets and API, we are making it available to the larger web community. Our goal is to make the transfer from web to phone as simple as downloading a file to your computer."