Backed by a large-scale advertising campaign created by J. Walter Thompson, Vodafone 3G goes live in 13 countries with specially developed "mobisodes" from 20th Century Fox, containing one-minute clips from the hit series 24 starring Kiefer Sutherland. The adspend in the UK is £15 million.
Vodafone aims to sign up ten million receivers by 2006.
The technology, which builds on the existing Vodafone Live! service, will also enable users to watch movie, sport, TV and music clips, as well as browse the internet, play high-quality games and download music.
The service, which will reach 60 per cent of the UK population initially, is aimed at the youth market.