National Geographic Ventures has launched a mobile division to leverage its nature-focused content across one of the fastest-growing interactive channels.

The wholly owned taxable subsidiary of the National Geographic Society has named Aaron Kohn to run National Geographic Mobile. As general manager, he will lead the organization's firm push into mobile programming and games.

"Our mobile strategy is really the National Geographic strategy -- disseminating information around the globe to inspire people to care about the planet," Mr. Kohn said from the National Geographic's Washington headquarters.

The media brand will next month launch its WAP site comprising mobile-optimized content such as news, images, videos, music and green editorial. Crisp Wireless, New York, powers the site.

A Web address for the mobile site has not been finalized.

The organization will also partner with PlayPhone to push mobile content distribution online.

Consumers will be able to use this subscription-based service to download National Geographic wallpapers, ringtones, games and videos through the computer to the mobile phone.

The content for both offerings will rely heavily on editorial and imagery from National Geographic's yellow-bordered magazines, Web sites and cable channel.

"We're really looking to partner far and wide with all major carriers, partners, aggregators and handset manufacturers," Mr. Kohn said.

Mr. Kohn is a veteran of AOL and Fox, where he ran product and business development and strategy for units including international, digital media, mobile, Web and home video.

In addition to his post at National Geographic Mobile, Mr. Kohn is also vice president of corporate strategy and development for National Geographic Global Media. He runs global development of new businesses and product strategy to support National Geographic Global Media's business units.

Mr. Kohn aims to wrap up four to five vendor relationships with National Geographic Mobile by the end of the year.

"Because we're a lean and nimble team, we tend to go to the best in market," Mr. Kohn said.

Another yellow window
The potential for National Geographic to leverage and monetize its content on mobile is huge.

"The way I see it, Nat Geo content plays well to mobile," Mr. Kohn said.

Indeed, the brand can take its content and strip it to long form or short clips better suited to the mobile channel.

The society's library of 150 different nature sounds can translate well into ringtones for purchase.

Similarly, it can adapt games from its gaming unit for mobile, charging a fee for the download.

On the media side, the National Geographic flagship magazine and other spinoffs can contribute service features such as 50 places to visit -- an ideal content snack for mobile.

In addition, consumers can access a daily refresh of articles, including utility content such as the National Geographic's green guides franchise.

A particular area of interest -- and one that is easily monetized -- is the society's famed maps. Plans call for building a mapping application with content that can be licensed to wireless carriers.

Also, the brand can package content from its film and music archives for carriers.

Monetization of such efforts comes through licensing deals, transactions based on individual downloads, subscription fees for the direct-to-consumer site and offerings as well as revenue generated from ads on the WAP site.

Add to that mix sponsorship opportunities wrapped around tailored content.

"There's a lot for us to work with," Mr. Kohn said.

"For us, the challenge is what to work with," he said. "We can't be everything to everyone, so we've got to focus and work in a cohesive manner."