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Motorola announces new partnership with July Systems

Joint venture designed to change the face of mobile media vendors

Speaking at the CTIA wireless trade show in San Francisco, handset manufacturer Motorola has partnered with July systems to develop 'mobile storefronts' - said to give consumers better point of sale information for mobile content and subscriptions.

According to Motorola, the new technology will "change the way mobile vendors do business" by offering detailed information, free demos and themed content, which should encourage subscribers to purchase more content.

The new technology, which Motorola intends to ship to carriers within the next three to six months, is called Motorola GAMMA (Global Application Management Architecture) Integrated Mobile Marketplace.

GAMMA IMM is essentially a toolset that enables a new way of presenting digital content on download decks, for mobile operators, content providers and retailers. Screenshots, gameplay footage and demos can now be offered alongside games. Content that sits within a certain theme can also be better grouped and presented using the interface, including wallpapers, tones and games.

Motorola hopes to alleviate the problem of reliance on strong brands, as current download decks normally only list game titles. As such, unknown brands and less easily recognised franchises are at a competitive disadvantage at retail. With the enhanced information, screens and free tasters that GAMMA IMM can provide, the company is confident that all mobile content will have an equal level of retail opportunity.

The new venture could also be extremely beneficial for the stimulation of growth in the mobile market, as consumers will soon be able to browse much more detailed and appropriate information before making their mobile content purchasing decisions. With examples of what's on offer, instead of a list of games in which only the top-tier brands may be recognisable, consumers are much more likely to purchase a wider range of content from a broader selection of providers.

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