A new user experience paradigm is required to drive mainstream mobile adoption of rich media beyond efforts to just ˇ§shrink Internet webpages onto mobile", "watch TV on a phone" or deliver content in a "one-size fits all" approach. Interactive Mobile Media Services are a new breed of entertainment and information services which enable consumers to effortlessly discover, experience, interact with and share rich media.

As either enabling middleware or as a complete hosted white labeled service from the cloud, the Azuki MashMedia Platform enables content publishers and mobile operators to build, engage and monetize mobile audiences around rich media services.