SAXO.com, the online book store based in Denmark, just unveiled a new mobile shop based on Cellpoint Mobile's mPoint technology and payment system.

A company statement said that SAXO.com as a result "becomes the first bookstore using the mobile phone to reach its customers"—which is completely false, since Amazon.com has had one for over eight years. In fact, you can buy books with 1-click, with your iPhone, and with text messages as well as the regular Amazon WAP site. But who's counting?

Anyhoo, interested SAXO.com customers can access the new mobile store from any mobile phone by texting "saxo" to a Danish short number. The customer will then receive a text push message taking them to the mobile store where they can browse and purchase books from their handset.