Amsterdam - Digital security firm Gemalto on Friday launched a program, supported by France's Industrial Innovation Agency, aimed at establishing and promoting a new industrial standard for mobile multimedia service. The MaXSSIMM program will combine a sim card, mobile phone and operator servers to allow developers to more rapidly deploy new multimedia services for phones. Supporters include chipmakers ST Microelectronics, NXP and TOPPAN; handset maker Sagem Communication; telecom Orange; and service provider Amadeus. Gemalto said live trials using the finalized technologies are expected in 2009.