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Wireless RebornBy putting compelling multimedia content front and center, Amp’d Mobile is showing the big boys how wireless data should be done.Online Exclusive 
 When was the last time you heard anyone call their wireless service provider cool? You will when Amp’d Mobile launches this fall. Amp’d is targeting 18 to 34 year-olds with slick black handsets that you can customize online before you buy. It has all of the right ingredients to make wireless data a must-have instead of an overpriced afterthought. Revolutionary channel-like user interface put videos, music, and games in your face instead of burying them ten menus deep, and it downloads content to your phone and PC simultaneously.
In fact, the only thing this wireless maverick has in common with big carriers like Verizon Wireless, from which Amp’d is licensing its technology (an arrangement that puts Amp’d in the class of Mobile Virtual Network Operators, or MVNOs), is the underlying network. Even in this regard Amp’d stands out because it will exclusively sell phones that use high-speed EV-DO technology, guaranteeing a consistent user experience. Amp’d customers will sign up online and they’ll be able to subscribe to content bundles (say, Family Guy video clips, ringers, and games) before their handset even arrives. Even with limited initial distribution, there are a ton of content providers beating down this MVNO’s door, including EA, THQ, HurryDate, Primedia, and JAMDAT. More deals with the biggest players in entertainment are being finalized now and will be announced closer to launch. We chatted with Peter Adderton, founder and CEO of Amp’d Mobile, who was responsible for bringing another successful MVNO to life in Boost Mobile, about what makes this service unique and what impact it could have not only on the marketplace, but pop culture in general.
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