Product lets you call on advertisers

Mobot Inc., a Lexington start-up whose product lets owners of wireless camera phones use them to respond to magazine ads and special offers, has forged new marketing deals with three magazines: ElleGirl, Vibe, and Vibe Vixen, a quarterly that will be launched next month.

In coming issues, readers who own wireless camera phones and have registered their numbers and addresses at Mobot.com will be able to request information by mail and enter sweepstakes by snapping a cellphone picture of specially designated ads, then e-mailing the pictures from their phone.

Last year, Jane magazine began publishing Mobot-enhanced advertisements.

Mobot next week plans to unveil technology that would let phone owners buy a ''ring tone" by snapping and sending a picture of a compact disc cover.

PETER J. HOWE