In
Finland Zed is
Sonera's "mobile
portal" for their own cell phone customers (actually, Zed is one of the Sonera's daughter corporations).
They offer all the basic stuff that most other cellphone junk providers offer: logos, ring tones, picture SMS messages, and so on.
In my opinion, it's waste of time, but this sort of stuff apparently sells these days - not that Sonera would actually make profit from Zed anyway.