"DN subscribers can purchase the Nokia 6120 third generation phone on the paper's website, and by signing up for a 199-kronor (31-dollar, 21-euro) monthly call plan can freely surf the daily's website by simply hitting a special "DN" button.
"Many people (in Sweden) think it's complicated (to Internet surf on their mobile phones) and they don't know how much it costs," the paper's head of marketing Johan Othelius told DN. "Now we're removing that obstacle," he added.
Pretty good move for the Daily Newspaper company as I m sure they can monetize the traffic via mobile advertising and subscription they are charging monthly. Thats definitely thinking out of the box.