that NPTV's Bando technology has already addressed the problem of making applications work on all variants of 'standardized- digital TV middleware, BPM is designed to work on all Java-enabled phones, regardless of the software implementation.

This approach, of creating a fully customizable player that will allow all manner of applications to be deployed, regardless of handset manufacturer or operator; will open up the market for creative deployment of content applications and services. The technology is potentially disruptive as the services that will run on BPM are going to be easily created, using either simple online, web-based tools or more complex SDK-like toolkits. The applications and associated content are going to be easily transferred from one user to another, over mobile networks, and the viral nature of this type of distribution will encourage rapid adoption.

Huoi Seong Low, the CEO of Vision New Media, expressed his delight with the partnership, saying that 'the combination of a technology and a content company really brings home the point that convergence has become a reality and that the markets are finally realizing the value of content, applications and services in the monetization of the opportunities created-.

From a content perspective, Low made a commitment 'to have Vision New Media be the first heavy users of the technology, rolling out mobile marketing and interactive advertising applications for our own clients - broadcasters as well as advertisers and sponsors. BPM is really going to allow us to offer our clients the ability to project their brand values and allow customers to enjoy the brand experience through highly interactive mobile applications-.

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