3 GSM World Congress, Cannes, France, February 14, 2005 - Axalto (Euronext: NL0000400653 – AXL) and 3, the UK’s first video mobile network, demonstrated a new solution today that allows operators to configure smartphones with its brand and services upon the first insertion of the Universal Subscriber Identity M When the USIM is inserted in the handset, it sets up operator-themed features like wallpaper, ringtones, bookmarks and even branded icons in the main menu with direct links to the operator’s services. For example, Axalto and 3 are using several USIMs printed with different artwork representing the 3 brand. When the USIM is inserted into the handset, the brand creative depicted on the USIM also appears as wallpaper on the handset.odule – USIM – microprocessor card.
“Handsets will change following the latest consumer electronics fashions and subscribers will upgrade, but operators can also strengthen relationships using the USIM,” said Xavier Chanay Vice President Product Marketing and Development, Axalto. “The USIM allows operators to have a direct relationship with end-users. Thanks to this solution, the operator’s brand and services are easily transferred from handset to handset, continuing to build the customer relationship.”
About 3
Hutchison 3G UK Limited deliver third-generation mobile multimedia and communications services under the 3 brand in the UK, offering a convergence of media, information and telephony to enable live video calls, multimedia content and entertainment while on the move.
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