[Beijing] WPP Group's Ogilvy- Interactive and Mobile Internet Group have joined to develop applications and content specifically for consumers in China, the world's largest and fastest-growing mobile-phone market. The country has nearly 250 million mobile subscribers, a figure that grows by 5 million each month. The partnership combines Ogilvy's brand and relationship management experience with MIG's operator relationships, technical expertise and understanding of the mobile medium. MIG, an Asian wireless application service provider, is funded by Sun Microsystems and technology investors such as Allen & Buckeridge, Network Asia and Mint. "We see an increase in the adoption of rich mobile services such as MMS [mobile message service]," said MIG's CEO Matthew Talbot in Beijing. "Marketers will be able to enrich their consumer communications and build brand recognition with mobile content such as colored pictures, polyphonic sounds and video."