Vodafone puts Live! on 3G

The big news in the mobile content world is that Vodafone has put live – its mobile content portal originally launched with 2.5G – onto its 3G network in 13 countries across Europe. “Customers want communication, organisation, entertainment and information on the move and they will increasingly turn to one device to deliver these needs — their mobile phone,” said Vodafone chief executive Arun Sarin, in a fairly grandiose play at putting mobile phones on the top of the technology pyramid.

Vodafone has redesigned its Live! portal to make it easier to use, and some countries will find their portal is now “dynamic”, which means that the content they use the most will be presented at the top of the screen. This is a good idea – when I used Live! all the stuff I used the most was on the second screen.

Aside from the usual 3G stuff (video calling and so on) Vodafone is promoting full-track downloads of songs which can be played at “near CD quality”. Yes, some handsets do have stereo speakers now, although the memory card has been extended to 32Mb. This is a lot for a mobile phone, but not much for a music device. Vodafone probably hope people will download songs as they need them and discard them just as fast.

CNET reports that Vodafone has signed deals with record labels, including Sony BMG, EMI and Warner Music, giving its 3G customers access to an initial collection of 3,000 downloadable songs. Bamford said this list will be regularly updated and expanded in the months ahead. The songs will be on sale for $2.75 (1.5 pounds) each, but users should be able to import their own MP3 files via USB or Bluetooth.

Games are standard 3G fodder, but Vodafone has upped the ante by promoting its mobile 3D games. These have been in the pipe for a while now, with Japan and Korea having some now. Of course you’ll need a higher end phone with the appropriate licensed technology, but seven of the ten 3G phones Vodafone are launching are exclusive to the giant telco, so the new phone you get will probably be fitted out with it.

Vodafone are also offering Mobisodes, which are miniture TV serials made for mobiles. “Fans of “24” will be able to view twenty-four one minute mobisodes of “24: Conspiracy,” which tracks a parallel plot of specially created characters inspired by the hit TV series.” I’ve never been hooked on this idea, as I don’t think its possible to get a good drama program into a one minute slot. With that in mind hooking the content to a popular full-length TV serial is inspired. On that note, mobiles have advanced enough that there is now a viable market for all the short films that are produced. Aside from a few festivals and special TV programs these movies never get shown – but they’re perfect for mobile technology.

Vodafone has always had an edge on content due to its massive size and international reach. Even if you don’t have use Vodafone you should be thankful they are constantly improving content, as your telco has to keep up.

Related: Watch the launch presentation, TV ads, portal demo etc, here

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