Mobile entertainment site mSpot.com has launched mSpot Mobile Movies, claiming to be the world?s first service to provide full-length streaming movies to mobile devices.

The new service lets fans rent and watch movies on their handsets without downloading or syncing to a computer. Consumers can choose movie titles from Paramount Studios and Universal Studios Home Entertainment.

?Our market research shows that people want entertainment on the go, on demand,? said Daren Tsui, cofounder/CEO of mSpot, Palo Alto, CA. ?They don?t want to plan ahead.

?One fun fact: 25 percent of people participating in a recent survey we conducted said they would watch streaming movies on their cell phones at work,? he said.

MSpot is a mobile music and entertainment company that brings music and movies to more than 6 million consumers.

Currently mSpot Mobile Movies are available on 30 handsets across many North American wireless carriers. The service is available on popular devices such as the iPhone, iPod touch, some BlackBerry models, Palm Pre, Google?s Android platform and Microsoft?s Windows Mobile phones.

To access movies, consumers use their credit card to rent and stream individual movies for $4.99. Then, in their native Web browser, consumers go to http://m.mspot.com to access the movies.

Some available titles include ?The Reader,? ?Zach and Miri Make a Porno,? ?The Curious Case of Benjamin Button,? ?The Soloist? and ?Fast & Furious.?

In a recent mSpot study, 78 percent of respondents said that they are more likely to use a mobile movie service that does not require any downloads or wait time. Additionally, 74 percent said that it would frustrate them to have to wait 10 minutes or longer to download a mobile movie.

MSpot?s target demographic includes young males and parents of young children.

The company?s movie club, accessible at http://www.mspot.com/movie_club, features several price points. For $9.99, consumers can rent four movies, or six movies for $12.99 and eight movies for $15.99.

There are no advertisements served during, before or after the movies.

Mr. Tsui said that mSpot has a distinct advantage over Netflix and other movie rental businesses.

?MSpot beat Netflix to market,? Mr. Tsui said.? After that, there are three differentiators that give mSpot an undeniable competitive advantage.

?MSpot has negotiated streaming rights directly with the studios and distributors, which gives us access to new releases and all-time favorites alike,? he said. ?Netflix is hamstrung by their using StarZ to gain streaming rights.?

In addition, Mr. Tsui claims that Netflix?s selection is not as vast as it may seem.

?While 12,000 choices may seem like a lot, many are older movies or TV shows, or straight-to-video type flicks,? Mr. Tsui said. ?It can take months or even years for hit movies to appear in Netflix?s streaming video catalog.

?Unlike Netflix, at the end of the day mSpot is a mobile tech company that has spent years perfecting the viewing experience on a wide variety of devices,? he said.