ITV Mobile, which will work on all WAP-enabled phones, will initially provide updates on ITV soaps and dramas, showbiz gossip, news, sport and weather as well as a TV guide and reminder service for popular shows.
The second phase of the venture, which will kick off in January, will add "unique video content".
ITV is also to trial a new broadband service, ITV Local, in the next few weeks offering a "local television interface" for people in Brighton and Hastings. It will show news, weather, property advertising and ITV entertainment footage.
The new services were launched during ITV's interim results on Wednesday.
The company reported that ITV1's net advertising revenues were down by 3.5% from£736m to£710m but said the loss was offset by ITV's digital channel ad revenue, which was up 100%.
Overall advertising income, including GMTV from October, was up by 3.4%.
ITV has also reacted to criticism at this year's AGM over its£580m pension deficit by announcing a£325m lump sum contribution to reduce the shortfall.