Rapid Mobile Media Ltd, a provider of mobile applications and service delivery software platforms, has launched its ThinkPhone family of products to help clients go mobile.

The products are called ThinkPhone Design, ThinkPhone Deliver and ThinkPhone Direct. The new platforms let customers deliver interactive mobile Internet sites and downloadable applications to all types of handsets automatically and provide mobile services for consumers.

"There is a rapidly accelerating interest in mobile application and mobile internet service delivery, coupled with an acknowledgement that mobile advertising is a realistic monetization mechanism for all of these services," said Jeremy Copp, CEO of Rapid Mobile Media, Edinburgh, Scotland.

"Our launch of the ThinkPhone product line is designed to help customers and partners understand that the rapid and broad deployment of mobile businesses is possible without the need for large engineering investment or an intimate understanding of the mobile industry," he said.

Rapid Mobile Media's products are targeted at media owners and publishers -- print, broadcast and online -- as well as existing service providers who want to extend consumer interaction with their service to mobile.

ThinkPhone Design is a framework for the development of rich, interactive mobile applications that can be automatically provisioned to any suitable mobile phone through the associated ThinkPhone Deliver platform.

The ThinkPhone development philosophy focuses on user interaction to create easy to use, intuitive applications.

Porting and testing effort is minimized because of a provisioning process which automatically optimizes applications at the point of delivery to match the individual handset capabilities.

ThinkPhone Design includes a user interface framework with data presentation and effects components and a full communications infrastructure with end-to-end security.

ThinkPhone Deliver is a complete application management and provisioning platform, ensuring the best possible experience in easy download and execution of mobile applications.

Service providers can maximize market reach across handset types, safe in the knowledge that the service is future-proofed thanks to new mobile phone types being automatically supported by the platform.

ThinkPhone Deliver's complete infrastructure includes automated application delivery, web-based management console and the ability to re-brand and localize downloads as they are personalized to the individual consumer and their device.

ThinkPhone Direct is a content management platform for the delivery and automatic optimization of rich mobile internet services for all mobile phone types.

The platform allows content providers to focus on delivering great material while automatically optimizing the consumer experience to drive usage and stickiness.

The white label software platform can be integrated into a customer's existing infrastructure and is capable of automatically re-skinning and delivering multiple related mobile Internet sites.

ThinkPhone Direct takes XML and RSS feeds as standard, while a plug-in architecture allows full customization.

The platforms enable service delivery both on and off portal.

In addition to delivering services such as Metro Mobile, Betfair Mobile and the Jackpotjoy mobile portfolio, the ThinkPhone platforms are fully integrated with Ad360, Rapid Mobile Media's mobile advertising platform.

The Ad360 platform provides complete management of mobile advertising campaigns, allowing graphical and textual adverts to automatically be delivered to the selected WAP, SMS, MMS or application channels.

"Our Ad360 platform is a white label product that delivers a mobile advertising solution that our customers can integrate with their own infrastructure and ad sales workflow," Mr. Copp said. "This means that Rapid Mobile Media do not run a mobile advertising network nor sell ad inventory to brands, advertisers or media buyers: It is our customers that attract brands to advertise through their own instantiation of the platform."

Rapid Mobile has experience with automatically provisioning applications and content to thousands of different handset variants to provide mobile services for the publishing, betting and gaming industries.

The company's ThinkPhone Deliver platform and ThinkPhone Design environment have to date automatically provisioned more than 4,000 phone types.

"The key benefit of our products is that they enable our customers to deliver services, applications and advertising across all handsets and carriers without having to be concerned with the complexities and diversity that they present, and automatically optimize content for thousands of handset variants," Mr. Copp said.

"We spend time with analysts explaining our revolutionary approach to the market, participate in industry organizations and conferences as well as market directly to the mobile, media and advertising industries," he said.