The world of digital content is increasingly a crowded one, where those who pay for placement get the most eyes, as well as the most buys.

Motricity aims to change that which is MobileCast offering. The company announced yesterday that Virgin Media will use the MobileCast content management solution that will deliver real-time, consumer relevant content to smartphones on the Virgin Media mobile network.

Ryan Wuerch, CEO of Motricity says the idea is to facilitate content discovery by offering users songs, apps, eBooks and videos that are specifically tailored to a customer’s interests and past purchases.

MobileCast will appear as a portal on the homescreens of Virgin Media smartphones. Wuerch describes a real-time, one-on-one communication channel between users and the entire ecosystem of content producers and advertisers.

“This allows the user to have a true a relationship with a mobile operator … AT&T knows everything about me … if they can use that information to bring things to the top that I’m sure to like, that’s a win-win situation,” Wuerch said.

Wuerch bemoans the current state of app stores, where only the big players are privy to the top seller spots because they have the resources to pay for better placement. He says the industry is just scratching the surface of how content is distributed and sold.

Wuerch says MobileCast will be used to sell everything from soft goods to hard goods and includes easy-to-use publishing tools that reduce the time to design and develop marketing campaigns, giving marketers greater control.

MobileCast includes a suite of reporting and insight generation tools, enabling results reporting and real-time adjustment to optimize campaigns.