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Private Media Group - the Barcelona-based adult entertainment outfit - plans to offer smut to more than 220m mobile users across Europe.

As part of the content deal with Munich-based MindMatics, Private is looking to make XXX material available to punters in Germany, Austria, Switzerland, UK, Netherlands, Sweden, Spain and France.

Punters who sign up to the premium-rate services will be able to engage in personalised SMS chat and download pictures, videos, mobile sounds and erotic games.

"This agreement marks a turning point in our mobile content services," said Berth Milton, CEO of Private Media Group.

"[The deal] will enable us to leverage both our unique range of content and our huge existing customer base to take our mobile presence in Europe to a truly market dominant position, the revenue potential of which is just waiting to be exploited."

While the idea of accessing porn on a mobile handset might seem strange to some, the experts claim mobile entertainment is going to generate billions in revenue over the next couple of years.

Last week analysts from research house Informa Telecoms & Media published a report which predicts that the global market for mobile entertainment - including music, games, gambling and porn - will be worth $42.8bn by 2010.

And they reckon the market for mobile smut will generate $2.3bn by 2010 fuelled by 114m regular users.

Said Daniel Winterbottom, senior research analyst at Informa: "The key to turning erotic mobile content into a sustainable revenue stream is to adopt a responsible approach, making sure subscribers who wish to view such content are age verified and that those providers who are looking to make a quick buck are squeezed out of the equation." ®

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