Gemalto, a world leader in digital security, today announces the official launch of the MaXSSIMM program, aimed at establishing and promoting a new industrial standard for mobile multimedia services. The program is supported by France’s AII (industrial innovation agency), and is intended to facilitate and accelerate the implementation of personalized and secure Internet services for mobile phones. These include personal data management and the transfer of protected multimedia content from one device to another. The Gemalto-led consortium created to implement MaXSSIMM will put forward a solution comprised of prototypes in 2008. Live trials using the finalized technologies will be conducted in 2009. The aim of MaXSSIMM is to design a complete solution (< < max-SIM >> card, mobile phone and operator servers) allowing application developers to rapidly roll out new multimedia services on mobile phones. The proposed technological innovations will lead to greater personalization of mobile phones, making services easier to use and multimedia content easier to access via a unified user interface. They will also enable users to synchronize their personal data with their PC, PDA or their operator’s server. The solution will ensure secure transmission and data confidentiality in an environment offering enhanced services, contents and devices. Gemalto said live trials using the finalized technologies are expected in 2009.