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Motorola is introducing a new push technology for mobile phones called SCREEN3. SCREEN3 is an end to end content management solution for managing server content and connected mobile clients. With SCREEN3, content can be categorized into channels and then delivered to subscribers via their mobile devices. The data automatically appears along a ticker like display on their mobile device's home screen. Users do not have to click on any button or launch any application to retrieve content.

The real goal of SCREEN3 is to keep users' attention. There have been plenty of studies that show a person's attention span falters the more they have to click. By providing data continuously to a phone, a user no longer has to go anywhere to retrieve data - they just sit back and watch.

Cingular Wireless is the first network operator to offer Motorola's SCREEN3 technology. SCREEN3 is featured today on the Motorola V557 for purchase from Cingular Wireless and will be available on a variety of additional Motorola handsets over the next several months.