blingsoftware.bmpBling Software, a start-up that launches today at DEMO, helps translate your Web site into a visually rich mobile version.

Your regular site can not be duplicated on a cellphone’s tiny screen, so you have to customize it. This can cost serious bucks.

Now, Pleasanton’s Bling has unveiled an AJAX-based software that publishers can use to transform their sites into visually rich mobile versions. Bling’s chief executive, Roy Satterthwaite, tells VentureBeat the company is the first to guarantee the AJAX application will work across cell-phone platforms, and small enough to be distributed via cellular networks.

Until now, if you’ve wanted to create a good mobile application, it is developed with Java and C+, and you have to pretty much hire a specialty firm to tailor it for use on hundreds of handsets • just like ten years ago you had to hire a specialty firm to develop a regular Web site.

Bling handles the basic translation for you. However, it does require the publisher to set specifications — and this means having a Javascript-capable in-house IT staff — although Bling will help if you don’t have that.

blingimage.bmpSee images (left) for examples of some apps Bling has already made. The apps can be pre-loaded onto phones by the carrier or, as in the Bonds example, the application is not preloaded: A user must go to the Bonds site, and download it. It comes via an SMS message, and you just follow the directions.

Bling licenses its software (client) to Web publishers. It doesn’t have a set pricing schedule. Sometimes, it negotiates a licensing arrangement, sometimes a revenue share • in the case of Jay-Z, for example, it is a split of revenue from his music sales.

Eighteen months ago, Bling won $2.5 million in backing from Edge Ventures (run by Will Chang, a part-owner in the SF Giants), and B3 Ventures (namely, partner Peggy Taylor, an ex-Peoplesoft executive; Satterthwaite is also a former Peoplesoft exec). Bling has ten customers.