China's second-biggest phone operator, China Unicom, announced it will use Celltick's LiveScreen Media technology to provide mobile content, beginning Friday, the first day of the Olympic Games.

Celltick, headquartered in the United Kingdom, will provide technology that will act as a content management platform as well as manage mobile advertising, Haartz.com reported.

The services offered include up-to-date information about the Games from China's primary news source, Xinhua News, as well as business, fashion and entertainment news, according to CNews.

Additionally, users will get invitations to watch videos on their phones, Haartz.com reported. The service will be offered in both English and Chinese.

The technology allows multimedia content and advertising to reach a practically unlimited amount of users, according to CNews.

The LiveScreen Media application will be embedded onto SIM cards that are distributed in China Unicom retail outlets throughout Beijing.