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The Swedish “Dagens Nyheter” wants to offer her readers the possibility to view the latest headlines everywhere and at any tine, also when there is no newspaper or PC with internet around. That is why the newspaper comes with an adapted version of the Nokia 6120 on which a “DN” (Dagens Nyheter) key is placed with which the user has direct access to the mobile website of the newspaper.

Website Dagens Nyheter at a Nokia 6120

The Swedish can become owner of the special “Dagens Nyheter Nokia” by visiting the website of the newspaper. For a subscription amount of 21 euro per month, the user can make calls and surf the internet without a limit. Despite the fact that the Nokia with the special “DN” key is not that special, the action of the newspaper seems to be a success. Direcly after the publication of the offer, the callcenter of the newspaper was unreachable.

Thorbjoern Larsson, chief editor of the Dagens Nyheter, thinks that the success of the offer lies within the fact that the Swedish consumers think that mobile internet is difficult and expensive. According to Larsson, their offer takes away these thoughts immediately.

Other European newspapers have not shown interest in the Swedish concept so far.

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