Mobile Internet traffic should boost, now that Playboy has just launched a site adapted to handsets. It was just about time for them to seriously get down to business, as its competitors have done this for long and it should be fun to see them battle in ways to arouse the interest of more users.

Playboy has partnered with Quattro Wireless in order to bring similar information to that on Playboy.com to the mobile phone users. The company had a similar attempt in the past, when it worked with Dijji/Dwango, but that didn't seem to work out very well for them.

The mobile environment offers a great amount of potential, as it brings a greater reach for the market segment that the company is targeting with its magazine. "Quattro enables Playboy to extend its reach into the mobile Internet while maintaining brand consistency with our wired Web site and print publication", stated Chris Petrovic, VP of Digital Media for Playboy Media Group. Moreover, "Playboy is one of the world�s most recognized brands and, as our customers increasingly turn to their mobile devices for content, we now can reach them whenever and wherever they are".

The mobile site will offer non-nude photos of sexy Playboy models and get to know turn-ons and turn-offs in their personal interviews. The Playboy Advisor section, a highly popular source of solutions for vexing problems, will also be covered in the website version especially designed for cellulars. Other than that, users can also access trusted reviews of music, games and books from their mobile phone, but also the Playboy Joke of the Day.

Quattro has adapted the regular Playboy website to the demands of mobile phone use through the GetMobile Platform, which makes sure that it refreshes along with the wired Web version. Moreover, Playboy will have some profits to gain from selling advertising space on the mobile website.