IP Unity Glenayre has a new corporate identity and a revamped strategy for the next generation of mobile media and messaging services. Say hello to Movius Interactive Corp.

Newly named Movius' focus is the expansion of its technology portfolio into the interactive mobile media market. The company was formed in late 2006 after the merger that led to the creation of IP Unity Glenayre.

"We've taken our competencies in messaging media and mobility, looked at the market trends and said, 'How can we expand our portfolio to be a part of this fast-growing marketplace?'" said Stan Little, senior vice president of marketing and business development at Movius, Duluth, GA.

As IP Unity Glenayre, the company's focus was on value-added information for carriers for video and voice services. The strategy was to let the carrier offer small businesses the ability to forgo capital expense for PBX by buying the service from the operator.

Combining the messaging unit of Glenayre and the technology of IP Unity created a new interactive mobile media focus.

As Movius, the company plans to roll out new services that create personalized user experiences via mobile devices such as entertainment, commerce and social networking. The goal is mass consumer adoption of improved mobility services and ad-supported models.

Among key trends that fueled Movius' new strategy is the acceleration of advanced multimedia, Internet-capable 3G phones into the marketplace. Concurrently the messaging consumer has evolved to also want Web 2.0 blogging, video-sharing and other community-oriented tools on their mobile device.

"There's a surge in personal media consumption and creation," said Oscar Rodriguez, CEO of Movius. "People want personalized media that is targeted to their demographic or created by them."

Movius is enlarging its portfolio with new and updated applications that go beyond traditional messaging into interactive mobile media to help carriers satisfy increased demand for mobile media. As consumers become part of mobile communities, brands can then target those communities with relevant marketing messages.

"We're enabling a carrier customer to offer to mobile marketers the ability to market through their mobility networks," Mr. Little said.

The company's first offering for social networking will be instant messaging "gone mobile." It will let carriers leverage existing IM services or create their own IM communities, per Mr. Little.

Movius handles the value-added services part of its ecosystem, which consists of content providers and carriers. The company's capabilities are independent of device. For instance, its video conferencing technology can be used on a video-enabled mobile phone or an Internet-connected PC with a Web cam.

Movius operates in 75 countries with carriers such as MTN in South Africa, Alltel and Leap Wireless, which is Cricket in the United States. Its primary content partner is End2End in Sweden.

The company plans to launch new interactive mobile media applications throughout the year.

"Interactivity is the single most influential element that will drive mass adoption in mobile media services," Mr. Little said. "It's like how Google changed the economics of search. Once you go to a new model where interactivity is required you just can't go back."