Young people like things fast and flashy. So that's how a new mobile phone carrier, Amp'd Mobile, intends to deliver the music, games and videos that young people and the young-at-heart want: by using Verizon's super-speedy EV-DO network to bring Jimmy Eat World, Ludacris and the like to slick new phones.

We met with Amp'd in a secret room at the CTIA Wireless show where company representatives explained their plan for world domination (or at least domination of the 18-35 demographic.) CEO Peter Adderton, who also started Nextel's youth subsidiary Boost, said young people want to control their phones, and want slick, easy-to-use interfaces that feature content tailored to their desires (and yes, that includes porn, as long as you're over 18.)

Amp'd starts with content: Adderton is working with music and media companies to bring exclusive live videos, full-track music downloads and content related to top TV shows to the phone. Of course, Verizon is doing the same thing with their V Cast service, but the demo we saw showed Amp'd really gets media: their content is more exclusive, compelling, fun and better organized than what we've seen on V Cast so far.

Amp'd customers will be able to buy their phones over the Web, customizing the built-in content through an animated interface. Instead of all phones coming with the same ringtones, games and wallpapers, Amp'd buyers will pick out a content selection before they buy their phones. The phones will be shipped without content, and then the data will zip down to the phone the first time it's turned on, transforming each phone into a personalized machine.

That's not Amp'd's only innovation. The company is also trying to blur the line between phone and PC content: all multimedia bought on an Amp'd phone will appear on the subscriber's PC, as well. (That includes full-track music downloads, though Amp'd isn't saying yet what format they'll come in or which software jukeboxes they'll be compatible with.) And you'll be able to change your phone's settings from your PC, either using a cable or over the air.

Amp'd handsets will also all feature push-to-talk—something that hasn't worked very well yet on Verizon's network, but Adderton says the Kodiak software he's using will make calls connect quickly. Push-to-talk has proved very popular among Boost's youth customers.

Amp'd will launch sometime this fall with exclusive handsets from Motorola and Kyocera. We saw demos: they look slick, though the designs and software were far from final. MP3-playing, video-downloading handsets will, Amp'd says, sell for as little as $99.

Amp'd aims to compete with two kinds of companies: the youth-oriented carriers Boost and Virgin, and the new SK/Earthlink EV-DO carrier, which is debuting later this year. It'll fight on coolness and cheapness against the first two, and on innovative use of data services against the third. We're eager to see the games begin.