Hands-On Mobile will have three category lines: Hands-On Gamnes, Hands-On Lifestyle, and Hands-On Personalization. Each entity will focus on a specific segment of cell phone software and customization tools. Hands-On will also be increasing its focus on direct-to-consumer models which, in a sense, bypass the traditional route of all content being funneled through the carrier decks.
Past brand changes have included I-play (formerly Digital bridges) and Glu (formerly Sorrent). The decision is a solid one for MFORMA, as the name does not inspire much resonance with consumers -- at least, the ones I've spoken to. Hands-On is definitely a warmer name, and fits quite well for a firm dedicated to the ultimate hands-on tech: cell phones.