Italian mobile messaging developer Acotel Group announced this week the launch of its new U.S. consumer brand Flycell. Promising wireless subscribers "Infotainment on the Fly," the company will deliver customized, niche-specific mobile content and applications targeted to older, more sophisticated and higher-revenue users than previous wireless content services.

"We’re addressing specific needs--empowering mobile lifestyles and delivering customized service to communities," said Alberto Montesi, Flycell’s general manager and director. "Our competitors offer ringtones, truetones and wallpapers, but we address each individual lifestyle. Everyone has different focuses and interests, and should be treated as individuals."

According to Montesi, niche-focused services might include data and multimedia content geared specifically for fans of particular sports teams or musicians, as well as content packages for members of political parties, religious faiths, ethnic groups and the like. Flycell also enables subscribers to create and personalize their own ringtones and wallpapers.

Before launching as Flycell, the company operated as Acotel USA, distributing Acotel-branded services including the "Pope’s Thought of the Day" and the Athens Games Service, a content package tied to the 2004 Summer Olympics. Flycell, which will be based in New York City, is currently working with carriers including Verizon Wireless, Cingular Wireless, AT&T Wireless and T-Mobile, as well as media partners yet to be announced.