–3 UK: UK Mobile operator 3 is launching its first brand advertising campaign in 18 months and is aiming its fire not just at would-be customers but the mobile industry at large. Under the tagline “changing mobile forever,” the campaign will attempt to publicize 3’s deepening relationship with Skype and call on the industry to similarly open up their networks to free VoIP services. 3 announced last week that from May 1 existing pay-as-you-go customers will be able to make Skype voice calls for free and it will eventually sell Skype-enabled PAYG SIM cards in the UK for £1.99 ($2.93), which allows unlimited Skype calls. The company has more than three million customers in the UK and 16 million worldwide.
–We7: And if you’ve had enough of your phone, you could always give it to Peter Gabriel’s free music-streaming site We7 which is offering mp3 downloads in return for old mobiles. The UK-based company has enlisted the help of mopay.co.uk which within seven days of receiving old handsets will give senders credit that can be used to download tracks from We7’s paid-for download store. Mopay claims to have paid out more than £2 million to users since its 2005 launch and more than £1 million to its partners and charities. The company sells the phones in developing nations at low costs.
— Edmunds Goes Mobile: Car afficiondo site Edmunds.com has rejigged its site for mobile browsers, and signed up Volvo to sponsor the re-design launch. Volvo will have an expandable microsite as part of the deal. Quattro Wireless handled the mobile publishing and advertising.
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