US / Europe : A revolutionary new method of accessing content via mobile phones will be launched in April by leading mobile content provider One Italia. The service, powered by a hosted platform from IP Unity Glenayre, Inc. and Pradac Informatica, will enable Italy’s 13 million 3G mobile users to access and download content, such as ringtones and games, via a rich 3G mobile video experience, rather than traditional WAP methods.

One Italia has selected IP Unity Glenayre’s Versera Video Portal® as the user interface and presentation management platform for the deployment. The 3G hosted service from IP Unity Glenayre and leading Italian system integrator Pradac Informatica, will be incorporated into One Italia’s content, billing and customer management (CBCM) platform. The complete delivery platform will allow users to easily access, preview and download rich-media content, while being billed directly by One Italia.

“Mobile content is providing an increasingly profitable revenue stream for operators and content providers alike, and the launch of our new service will encourage even more users to download content directly onto their mobile phones,” said a spokesperson from One Italia. “Our aim is to deliver a better, faster, and richer experience for our users than that offered by traditional WAP-based technologies. IP Unity Glenayre’s Versera platform was the obvious choice for delivering the value of 3G video, having already proven its capability around the world.”

IP Unity Glenayre’s Versera Video Portal enables operators and content providers to distribute video-based content and services to 3G subscribers. Video phone users receive immediate, direct access to popular content, such as ringtones, graphics, music videos, movie trailers and a variety of streaming video services.

“Until now, content download has been facilitated by WAP, which can be slow and cumbersome when dealing with video and rich media,” said Arun Sobti, Chairman and CEO of IP Unity Glenayre. “3G video offers a much faster and more compelling user experience for these forms of media, removing another barrier to the uptake of mobile video and encouraging more users to interact, engage, and consume new and exciting forms of content. By delivering the solution as a hosted service, IP Unity Glenayre and Pradac Informatica allow customers to focus on key marketing and business support functions while we apply our expertise on the platform and operations elements, further reducing time to market and enhancing the likelihood of success. One Italia has had the vision and the ability to pioneer this solution in the Italian market and we are confident that others will follow their lead.”

The mobile media services launch with One Italia announcement comes less than a month after IP Unity Glenayre announced its video platform had been selected by leading Indonesian mobile operator PT Excelcomindo Pratama TbK (XL) to bring mobile video to the company’s 10 million subscribers.