mPortico, an Israeli start-up company that develops mobile content distribution solutions, has raised $2.3 million in its B-round of fundraising from Milk Capitol, a new venture capital and private equity firm based in Paris. "We are excited about our future with mPortico," Milk Capitol managing director Nathanael Eisenberg said this week. "They are a pioneering company that is revolutionizing the way mobile content will be delivered and obtained. Their innovative solutions offer what the mobile world has been waiting for - a quick and simple way to access mobile content." mPortico's development of the EZ-XS distribution platform, which improves the delivery of rich mobile content such as videos, games, ringtones, news and advertising via memory cards or embedded on cellphones, has allowed the young company to bypass operators, effectively creating a better channel for mobile content distribution. Together with this technological advancement, mPortico has established partnerships with first-rate memory manufacturers, content providers and international mobile retailers, creating a comprehensive "Mobile Media Network" for the delivery of entertainment and information. mPortico said its distribution platform saves consumers time and money when accessing mobile content, which typically requires the customer to search on-line and then download content. The availability of memory cards pre-loaded with EZ-XS in retail stores will change this reality, mPortico said, enabling users to load their cellphones with the content of their choice. Customers can then purchase or access games, videos or other content using SMS.