China's second-biggest phone operator, China Unicom, announced that it would use Celltick's LiveScreen Media technology to provide mobile content, starting from the first day of the Olympic Games.

Celltick, headquartered in the UK, will provide technology that will act as a content management platform as well as manage mobile advertising, reported Haaretz.com.

The services offered include up-to-date information about the Games from the primary Chinese news source, Xinhua News, as well as business, fashion and entertainment news, according to CNews.

In addition to that, users will get invitations to watch videos on their phones, wrote The Haartz. The service will be offered in both English and Chinese.

The technology allows multimedia content and advertising to reach a practically unlimited amount of users, reported CNews.

The LiveScreen Media application will be embedded onto SIM cards that are distributed in China Unicom retail outlets throughout Beijing.

Source: CNews, Haaretz.com