Vodafone live! was the brand name for the multimedia portal service ofmobile phone operatorVodafone, offering news content, picture messaging,instant messaging, email, and downloadable ringtones and games.[1] The service officially launched on 24 October 2002, originally in eight countries.[2] The first compatible phones were the Japanese Sharp GX10 and Panasonic GD87, and theNokia 7650.[3]
It was initially developed by Japan'sJ-Phone under the J-Sky brand; Vodafone acquired J-Phone in August 2001,[4] and the J-Sky service in Japan was rebranded in line as Vodafone live! in 2003.[5] In addition, London-based Vizzavi which provided media content was taken full control by Vodafone (previously 50% owned)[6] in 2002 and the brand name was dropped, being integrated into Vodafone live![7] The service and its content are modelled largely onNTT DoCoMo's successfuli-mode service.[8]
The service was marketed extensively,[9] using stars such as footballerDavid Beckham in the UK, Spain and Japan.[10] As of May 2003 there were 1.5 million customers.[11] In the UK market its main competingWAP portals wereO2 Active andOrange World.[12]
While the service itself could be looked at with any WAP browser, Vodafone live! handsets marketed by the company integrated the service with each handset's core functions. All handsets included a colour screen, a digital camera and the capability to send and receive email,SMS andMMS messages. Vodafone live! had an icon-driven interface that was the same on all compatible models regardless ofoperating system.[13]
In December 2004, Vodafone live! with3G services was launched.[14]
Vodafone live! was struggling against competitorsi-mode andEZweb in Japan, and in 2006, it announced that its Japanese division will be sold toSoftBank Group. Vodafone live! was replaced there byYahoo! Keitai.[15]
In September 2009,Vodafone 360 andVodafone My Web were announced to replace Vodafone live![16][17]
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