How does this trend stand to impact the bottom line? Operators and mobile service providers are forecasted to reach revenues of more than $22 Billion by the year 2007 from Mobile Entertainment services (Source: The Yankee Group).

No two cellular phones are alike and there are multiple models offered by any given operator, making media adaptation a major challenge. When user experiences with media rich content are negative due to transcoding obstacles, it inevitably results in limited subscriber use, frustrating end-user experiences, a significant reduction in downloads - and dwindling revenue streams.

How big a challenge is providing transcoding solutions for the proliferation of cell phone models in today's market? During 2005 an impressive 810 million handsets were shipped worldwide, accounting for scores of different models (Source: Strategy Analytics).