Amp'd Mobile is a new kind of cellular service, but the company's founder scarcely thinks of himself as being in the phone business. What he's out to sell is wireless entertainment.

When Amp'd begins service, its handsets will practically overflow with content and features more commonly associated with television and the Internet, said Peter Adderton, the 38-year-old founder and chief executive of the company.

The offerings planned at the outset late this year include full-motion video of news, sports, concerts and other live events, as well as movie and television clips and music videos. Added to the mix will be high-speed music downloads, 3-D games, video blogs, a dating service, text messaging and an assortment of ring tones and wallpaper.

And, of course, Amp'd phones will handle conventional calls, Mr. Adderton said.

"I think our launch is going to fuel the mobile media community in the United States," he said in an interview. "We are thinking of it from a media perspective and an entertainment perspective rather than from a wireless perspective."