Video-on-demand service Diva announced today it is launching Diva Mobile, a mobile version of its service that can deliver on-demand video across a variety smartphone platforms.

The Zurich, Switzerland-based company contracts with mobile carriers and other service providers to deliver on-demand video to consumers’ mobile phones. The video doesn’t have to be reformatted for every different phone type, which is the problem with other solutions.

Diva manages movie and TV content from rights holders and lets distributors provide on-demand services with a variety of business models: free, ad-supported, or with payments. The company’s system enables users to access content via the web, mobile, cable, connected devices, on or offline. Media assets are managed centrally, eliminating the need to convert content.

Diva is already supplying content to global entertainment platforms including iTunes, Hulu, Netflix and other major VoD retailers and connected device platforms.

Diva was founded in 2007 and it has 12 employees. Its partners include iTunes, Netflix, Hulu, Virgin, Sony Ericsson, Google, Samsung, Lovefilm, MTG Viasat, Hutchinson 3 and many others. Altogether, there are 100 content partners with more than 3,000 original video assets. The content has been viewed more than 30 million times so far.

Rivals include Ascent Media, Technicolor, BrightCove, On Demand Group, and Acetracx. Diva raised a first round of funding from Creathor Ventures. The company said it was cash-flow positive less than 18 months after it was founded and revenue has grown 500 percent.

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