Trinity Mirror has hired News Corporation's mobile head from its Australian digital branch to lead its interactive group.

Rick Gleave will develop, test and launch Trinity Mirror's various content subscriptions services to mobile phones, MediaGuardian reported Wednesday.

The Daily Mirror publisher has been racing to catch up to rival the Sun, which has already begun to deliver content to mobiles. Gleave also will be in charge of all telephone-based revenue activities including dating, astrology, information, voting phone lines, competitions and puzzles, according to MediaGuardian.

“Rick brings to the group the energy to revitalise our interactive voice recognition and SMS services and the mobile experience essential to our successful entry into the mobile arena,” Kerry O'Connor, Trinity Mirror's interactive services director, told MediaGuardian. “We have the content, we have the expertise and now we have the team to move forward.”

Besides Rupert Murdoch's News Corp., Gleave has also worked for the Australian Associated Press and the Press Association.