Updated below:  Coincidentally, the latest issue of Mobile Media newsletter from Informa discovered the same trademark filing as I did...and they come to a similar speculative conclusion like I did: “At present, the domain redirects to Mforma’s own web site. Although
Hands-on Mobile could be a sub-brand for Mforma, sources have told MM that the company might also be changing its
name, similar to the way that entities such as Sorrent, Digital Bridges and Kayak Interactive rebranded as Glu Mobile, I-play and Blaze Mobile in the past year”.
Updated: Heard through another source: it is a direct to consumer offering to be launched by Mforma.