UK mobile network 3 has reduced prices on its new 3G service.
The move makes it cheaper for Mac users eager to test Apple's recently announced 3G support in QuickTime to create and view content on the UK's 3G network.
Since 3 launched its service in March it has attracted only 25,000 customers, according to industry reports. The new prices mark a shift in focus on behalf of the company, which has aimed to attract premium users so far.
The company is offering its 3G-capable handsets at £199 - they originally retailed at £400. 3 has also introduced two new pricing bundles, VideoTalk 500 and VideoTalk 750. The plans include a three-month allowance for 3G video content, such as live video calling, Premiership goals on mobiles, film clips and entertainment news.
VideoTalk 500 offers 500 voice minutes to any network at any time for £25 per month. For the first three months the package includes a £10 per month allowance for making video calls, sending video messages, and downloading video clips. It will also include 25 text messages per month for the first three months.
VideoTalk 750 offers 750 voice minutes to any network at any time for £35 per month. It also offers a £20 per month allowance for video calling, messaging and content for the first three months. Users on this tariff can send 50 text messages per month for the first three months.
Selected content With both plans, 3 customers can send and read email and view selected online content free until the end of August 2003.
3 CEO Bob Fuller said: "We're broadening our focus to a wider audience, we want more people to enjoy the benefits of video mobiles. Our customers can make a voice call from anywhere in the UK, as well as using the video calling and content services in over fifty major towns and cities across Britain."
QuickTime's Third-Generation Partnership Project (3GPP) support is testament to Apple's commitment to open, rather than proprietary, standards. The 3G standard grew out of developer efforts to build MPEG-4. QuickTime is an essential part of MPEG-4.
Apple's new 3GPP-capable QuickTime enables users to create, deliver and play-back rich multimedia content over wireless networks. It offers Advanced Audio Coding (AAC), Adaptive Multi-Rate (AMR) audio, MPEG-4 and H.263 video, 3G Text (TX3G) and native .3gp file format support.
QuickTime Pro users can use these features to create 3G content on their Macs as well, meaning Apple technology is built across the 3G ecosystem, from creation to delivery.