Apple's QuickTime marketing chief Frank Casanova is in Taiwan pushing forward the company's multimedia software at Taiwan's mobile phone operators.

As previously explained, Apple's QuickTime has become part of a file format for GSM networks, and MPEG-4. The latter technology is used to create video clips for 3G handsets, with Japanese telcos NTT DoCoMo and KDDI among them. MPEG-4 has also been adopted as a basis for the 3GPP and 3GPP2 standards.

Casanova believes that in future your mobile phone will have a little APple in it: "We don't put it in those devices. The industry does this," he said. "Twelve new products are shipped every day," he added.

Speaking to eTaiwan News, Casanova predicts QuickTime's impact on 3G would be felt by consumers – they'll use their camera phones to shoot videos and download these to their computers. In the UK the BBC has begun local experiments using 3G phones to furnish video reports from journalists first on the scene of news activity.

"Consumers have computers in their home that run some video applications. They are able to edit the content and push it from their home up to the network operator, and then publish that to a phone. Everyone in the industry agree that this is the most exciting thing that could happen to a lot of mobile operators," Casanova said.

He shared his expectation that as 3G services emerge beyond the Far East Apple's QuickTime technology would come to predominate against multimedia solutions from Real and Microsoft.

"All (the operators) are working with standards. They all agree that standards-based support is the way to go, and this bodes very well for us," he said.