US mobile phone chip maker Qualcomm will build Windows digital media technology into its next-generation 3G chipsets, which drive mobile phones.

This is significant to Microsoft as it takes it another step toward: "It's aim of embedding its software into a wide range of portable devices including mobile phones and mobile communicators," reports the Financial Times.

The companies say this will help "spread the use of multimedia content over wireless networks."

Apple's QuickTime format is part of the MPEG-4 and 3GPP standards.