Vodafone Target will provide marketers and their agencies with campaign creative assistance, as well as acting as the distributor of SMS or MMS broadcasts. It was rolled out to 45 marketing agencies last month.
Jeremy Flynn, commercial partnerships director at Vodafone, said the launch marks a major departure for the firm.
"We recognise that the raw telecoms plumbing isn't enough. We need to offer a platform for marketers to initiate an idea."
He added: "We need a creative capacity, but we're not saying you must buy it, it's just that the choice is there."
Although MMS is expected to be available on 10 per cent of all phones by the start of 2004, Flynn believes SMS is still a valuable commercial challenge.
"There's a lot of steam left in SMS; we want to be there when it happens."
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