Sling, 3 Group Partner on SlingPlayer Mobile

Sling Media said Thursday that it had partnered with British wireless carrier 3 Group to offer its subscribers access to home televisions through the Slingbox device. The functionality would be available on any "X-Series" device, which includes the Nokia N73 and the Sony Ericsson W950i.

SlingPlayer Mobile allows users with the set-top device to control their televisions, DVR recorders and other media devices when away from home. The company first introduced the software earlier this year, although that software was intended for Windows Mobile smart phones.

The agreement is the first of its kind for Sling, as it is dealing directly with a carrier. While 3 would initially offer the service to its British customers, it plans to expand the offering to additional markets early next year although the specifics were not disclosed.

Of the company's 11 markets, Italy, Australia, Austria, Sweden, Denmark, Hong Kong, Israel and Ireland have the necessary broadband technology needed to power the Slingbox application.

"Working together with 3 has enabled us to push the boundaries of TV viewing further than ever before," Sling Media CEO and co-founder Blake Krikorian said. "3 understands the power of mobile broadband to deliver compelling, value add applications and services like a truly personalized mobile TV experience and we are thrilled to be working with them."

Technical support for the application would be provided for customers in the UK through Sling Media itself. In a possible clue of the next markets to receive the service, it also announced partner company Stream would handle support in Scandinavia, and Synergy Technologies in Hong Kong.

The announcement is part of a broader initiative by 3 to bring popular web applications to the mobile phone. The company has also signed deals with Skype, Yahoo!, Google, eBay, Microsoft, and Orb to bring new services to its handsets.

Ovum principal analyst John Delaney said the concept of embracing the Internet is risky, although it might end up paying off. "In the worst case, 3 could end up having its role reduced simply to providing Internet access," he said.

"But as the UK's smallest operator, and the one with the least legacy stake in the traditional business of mobile telecoms, 3's best hope of out-flanking the competition has always been to embrace disruption. That seems to be the path it has chosen to take here," Delaney argued.