UV positions itself in the centre of the wireless content market through the formation of strong relationships with a range of influential market participants including handset manufacturers, major content owners and carriers.

UV has carefully defined its launch strategy around two key parameters: handset types supported; and target demographics. This will provide maximum efficiency of resource use by focusing on support for the most popular handset types, and developing packages targeted at the most enthusiastic adopters.

UV's geographic roll-out strategy is centred on the establishment of the Australian operation first to act as a centre of excellence for the business's regional roll-out. The centre of excellence's role is one of fine-tuning technologies, market understanding and segmentation, product offerings, and operational execution. UV has completed an evaluation of the international markets that it will enter, in order to prioritise the business expansion.