Page 13 - Sphere No.16 (Apr 2006)

Today’s mobile phones are
as much a fashion statement
as they are a communication
tool. 3 used models in a
fashion shoot to promote
the new Cavalli phones.
Apart from new ever-lighter,
smaller and cooler handset
designs, remarkable new func-
tions and applications are ap-
pearing around the world.
“We are at a significant mo-
ment in the history of com-
munications and media,” said
Bob Fuller, Chief Executive
of 3 UK. “The previous dis-
tinctions between the media,
technology and communica-
tions industries have all but
disappeared. We are seeing the beginning of a revolution where people
are using their 3G handsets not just to communicate but to receive and
transmit all kinds of information and content. We recognise that cus-
tomers are driving the evolution of our product. They are demanding
more content and interactivity.”
And they are getting it. In Austria, Hutchison 3G is offering the Nokia
6280, the first phone in the country with the keypad hidden underneath the
display, while 3 Italia is selling a special version of the Nokia 6680, a video-
phone that is also a satellite navigator! Customers can now download maps
right down to the building number. 3 Italia even bought Channel 7, a digital
television channel that will enhance interactive
services for customers.
But perhaps the biggest innovations have oc-
curred in the UK, where 3 customers can re-
ceive cash in exchange for popular video con-
tent, a move that is revolutionising the way 3G
users share video clips. See Me TV is the ulti-
mate reality channel – providing an opportu-
nity for customers to shine in front a potential
audience of millions.
3 UK has also announced a partnership with
EMI Music UK to supply full-length music
videos directly to customers. Artists available
include Kylie Minogue, Coldplay, Jamelia, Joss
Stone, Norah Jones and Gorillaz. In another breakthrough, every audio
track customers download to mobile handsets will also be available online
for no extra charge.
As if that is not enough, 3 Italia is also set to launch La3, its own new
mobile TV channel, which will show original programming as well as such
sporting showpieces as the 2006 FIFA World Cup from Germany.
“Customers on 3 have a TV in their pocket,” said a 3 Italia spokesman.
“But mobile TV isn’t about replacing the at-home TV experience. It’s about
finding a unique crossover between TV and mobile to make the whole
experience richer. Soon you will see more people decked out in designer
handsets on the street than models in high fashion on the catwalk.”
SPHERE 11
3G
Hot new handsets make a fashion statement
STRING