Migu, a culture and technology service arm of China Mobile, was officially established on Thursday, to help the country's largest telecom carrier better run its content business.

According to domestic news portal caixin.com, Liu Xin, general manager of China Mobile's data department, has been appointed as general manager of Migu.

The new company, with a registered capital of 200 million yuan ($32.32 million), would integrate music, video, reading, game and comic sections which had been run by China Mobile separately into one platform, migu.cn.