Cox Communications has picked Qualcomm's Brew platform to deliver games, applications, ringtones, and other content for its upcoming wireless service.

The company spent more than $300 million to acquire portions of the 700-MHz spectrum, and it plans to roll out cellular services that are integrated with its home offerings. This spectrum is known as "beachfront property" because it has a large national footprint, and it can penetrate through most walls.

While Cox is expected to offer mobile voice and data plans at the beginning, it eventually wants to provide a variety of mobile services such as controlling digital video recorders on-the- go. Brew opens the door for a variety of apps and programs on future Cox handsets because it is a widely used platform by developers and mobile operators.

"In today's competitive telecommunications market, providing subscribers with premium data services that are relevant to them helps build brand recognition and customer loyalty," said Arvin Changer, VP of Qualcomm's Internet services, in a statement. "Deploying their Brew-based service gives Cox the opportunity to generate additional revenue with wireless services."

By offering wireless services, Cox is trying to fight off telecoms such as AT&T and Verizon, which are increasingly encroaching on cable companies' turf by offering home data and IPTV services like FiOS and U-Verse. Competing cable companies such as Comcast and Time Warner have indicated they will be taking a different approach to mobility, likely by reselling WiMax services from Clearwire.

Additionally, the move would enable Cox to offer customers the much-vaunted "quadruple play," which is a bundled package where one service provider gives customers television, home phone, Internet, and mobile communication services.

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