Fox Mobile Group has appointed two new executives to help run its mobile content division, and in the release, briefly mentions its upcoming new consumer initiative that’s suffered from several set-backs and delays. The News Corp (NYSE: NWS). division confirmed the brand will “debut in the coming months,” and is now calling it a “premium mobile video experience.”

In addition to fueling more speculation about the new consumer brand, the group also announced that it has hired two executives Markus Thorstvedt as CTO of Fox Mobile Group, and Joe Bilman as SVP, Global Products of Fox Mobile Distribution (a unit of Fox Mobile Group.). Both executives previously worked at a mobile content competitor, New York-based Thumbplay, which confirmed their departures back in March.

Thorstvedt and Bilman are charged with creating technology platforms and consumer services and bringing them to market. Thorstvedt has already launched a platform advancement initiative within the company and Bilman is involved in the development of the new consumer brand, the release said. Both will report to Fox Mobile Group’s new CEO Mauro Montanaro.

As for the upcoming brand launch, spokeswoman would not elaborate on what that might be, but in the past Montanaro has told mocoNews that the brand will include cross-platform content and simple pricing plans. He’s also hinted that the company is considering alternative distribution arrangements, such as teaming up with a wireless carrier to sell content, which is different than the company’s legacy off-deck business. There’s plenty of options in the movie video space, so it will be interesting to see how Fox will separate itself from the others. It may even find itself competing against Hulu, its online video-streaming joint venture with NBC. Hulu is expected to launch an app for the iPhone soon.

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