Summary:

Virgin Media (NSDQ: VMED) is extending its existing relationship with mobile data company Motricity, as it aims to make mobile entertainment…

Neil Berkett, CEO, Virgin Media

Virgin Media (NSDQ: VMED) is extending its existing relationship with mobile data company Motricity, as it aims to make mobile entertainment a proper part of its quad-play mix (release).

A spokesperson for the UK cable company tells paidContent:UK: “It’s helping us deliver services like Virgin Media Player and our ecare tool to mobile customers.”

But there are not yet any new services as a result of the partnership.

Virgin Media Player was the VOD service Virgin Media quietly launched on PC and mobile in summer 2010, with shows from Living, Disney (NYSE: DIS), Cartoon Network, Nickelodeon, National Geographic and ITV (LSE: ITV), free to Virgin Media mobile customers.

It’s been patchy and slow-burning since. And mobile, for Virgin Media, has underperformed as a leverage for bundling – right now, only 12 percent of customers take mobile as well as TV, broadband and telephone.

“We’re a triple-play and we have a bit of mobile on the side,” CEO Neil Berkett conceded to analysts last month, saying quad-play ARPU could hit £80 ($129.01) per month. “We haven’t truly implemented the smartphone and tablet in to our offering. Therein lies the huge opportunity that exists for us.” He will start offering free mobile-to-landline calls for Virgin-to-Virgin households.

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