The player: Rich Begert, president and CEO of Singlepoint.

The play: Singlepoint’s technology enables content providers and television networks to deliver interactive features and video on cell phones on a premium or ad-supported basis. Singlepoint powers the cell phone interactivity for Bravo’s “Project Runway.” For that show, viewers can answer trivia questions and vote on their cell phones. They also can receive fashion tips in video form via the mobile phone, thanks to Singlepoint’s technology.

The pitch: Singlepoint provides an end-to-end solution for its media partners by prepping the video for mobile use, delivering the videos to consumers and managing the mobile messages. Mr. Begert said Singlepoint’s secret sauce is its ability to route thousands of messages per second.

In the mix: NBC Universal is Singlepoint’s biggest customer. Singlepoint handles mobile applications for several NBC Universal properties and will announce additional customers next quarter. Singlepoint also has delivered text messages for Barack Obama’s presidential campaign. Singlepoint’s competition includes Verisign, Motricity, Telescope and others.

The numbers: In the second half of 2007, Mr. Begert said, Singlepoint served 84% of all the interactive TV messages on cell phones in the North America.

What’s next: Later this year, Singlepoint plans to offer additional tools to allow cell phone users to receive and forward video messages, such as a preview of a TV show. Singlepoint is talking to its customers about using that capability to provide exclusive viral video content to mobile users.

The money guys: Singlepoint has raised nearly $50 million in funding in 10 years, including its third round in 2006 when it raised $30 million. Investors include Ignition Partners, Madrona and Northwest Venture Associates. Singlepoint makes money by charging a license fee and a service fee based on the number of messages delivered. The company would not disclose a timeframe for profitability.

The pros: According to Nielsen Mobile, 13.2 million U.S. mobile subscribers subscribed to mobile video in the third quarter of 2007, up from 5.7 million in the third quarter of 2006.

The cons: The challenge is getting the word out to studios and broadcasters who might use the service.

Background: Mr. Begert was born in Rome, N.Y., and raised in Puyallap, Wash. He graduated from the University of Washington with a degree in business administration. He worked at McCaw Cellular Communications, AT&T Wireless and Xerox. He lives in Seattle with his wife and two children.

Who knew? Mr. Begert is 6’ 4” and half Japanese.