Offering is joint-venture with AG Interactive.

Def Jam Mobile, the wireless entertainment business co-owned by Def Jam Records founder Russell Simmons, has launched its European operation in London.

Unveiled yesterday (June 16) at the Mobile Entertainment Market trade show in London's Earls Court, the mobile-content service provider is a joint-venture of Simmons' Def Jam Enterprises and AG Mobile, a subsidiary of L.A.-based digital entertainment company AG Interactive.

Def Jam Mobile will initially launch its European service in the United Kingdom. It will subsequently roll out to the other European markets where AG Interactive currently has offices: France, Germany, Spain, Switzerland, Belgium and Romania.

Bryan Biniak, AG Interactive's senior VP and GM, wireless, tells Billboard.biz that the British service should go live before the end of this year. "We're working with British producers here to create original content for the United Kingdom," he says.

Biniak says the U.K. version of Def Jam Mobile will have the same six applications as those available on the U.S. edition -- polyphonic ringtones, audiotones (ringtones based on celebrities' voices), wallpapers, news, mobile-to-email greeting services and games.

There are also plans to launch a video channel this summer in the United Kingdom and United States.

Questions? Comments? Let us know: @billboardbiz

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