Media deals between studios and cell phone carriers grab all the headlines. But other deals also occur behind the scenes, setting up the software to make it all happen.

In this case, Juice Wireless signed a deal with Enpocket regarding the latter's mobile ad delivery software. Here's how it works:

- Juice Wireless sells a marketing-oriented mobile social networking platform that lets users share music, pictures, and other media from their phones. Juice Wireless also have some other game and text message-related services, along with an impressive client roster that includes Glamour and GQ.

- Enpocket's software will work with Juice Wireless's software to deliver ads. The news post mentions Conde Nast and Teen Vogue as two initial customers.

Enpocket Powers Juice's Mobile Programs [MediaPost]