O2 are moving rapidly ahead with expanding their i-mode content portfolio in the UK, with the announcement of a partnership with http://www.enpocket.com/. The deal will bring Enpokcet's Time Out dating service to i-mode users.

The partnership forms part of i-modeÂ's unique content structure through which Enpocket will be able to quickly develop and deploy sophisticated, secure commercial content for consumers. It allows Enpocket and Time Out to expand revenue opportunities by selling content through O2Â's generous revenue sharing model. As a service Time Out Dating will collect its revenue from subscription based services billed directly through the userÂ's phone bill permitting Enpocket to concentrate on its core business. i-mode is a flexible business model that facilitates both subscription based and non-subscription based content.

Time Out Dating, built using the Enpocket Community Engine, is a mobile internet application available on WAP and now i-mode that enables subscribers to interact with each other through a colourful, branded interface. Users can search for friends or love matches based on age, location, interests and other criteria and then message each other Â- all through the Time Out Dating WAP site.

Grahame Riddell, Head of i-mode Marketing for O2 UK said: "We are pleased to be working with Enpocket to offer its Time Out Dating application to our subscribers. Enpocket has managed to capture the benefits of i-mode and joined the i-mode ecosystem to offer its users a compelling mobile experience. O2 wants to make developing mobile content as attractive and as easy for businesses as possible. With the arrival of i-mode, O2 will redress this balance and the provision of mobile content in the UK easier and more cost effective. The building of a strong content community both on and off portal will be critical to the success of the services. Our research clearly shows that consumers are willing to look at and pay for mobile content, and expectations are tied closely to a userÂ's experience of the Internet. Use will be driven by periods of downtime, communication applications, like e-mail, and situational driven use, when information is needed instantly. The overriding point for consumers is that convenience is key.

Mike Baker, CEO and President for Enpocket said: "O2 has provided an environment where mobile communities can thrive. It's exciting to be involved in the first i-mode portal in the UK, where access to content is instant. In 2006 the Enpocket Content Engine and Enpocket Community Engine will continue to be used to build the next generation of applications - putting brandsÂ' content at their customersÂ' fingertips."

The service is available in O2's i-mode portal now.