At the CTIA Wireless IT & Entertainment 2004 show today, Frank Cassanova, Apple’s director of QuickTime marketing, said his company isn’t worried about getting QuickTime player on mobile phones–and is instead focusing on behind the scenes QuickTime servers that phone carriers are using. “While Apple competitors Microsoft and Real prefer to attack the burgeoning market for cell phone entertainment by having handset makers embed their media players directly into phones, Apple doesn’t see the need,” reports CNET News.com. “Major cell phone carriers Verizon Wireless, Sprint, and Japan’s NTT DoCoMo and KDDI already use QuickTime on their servers that manage media for photo e-mailing and other new services. In a way, Apple’s found its way into the core of cell phone carrier without having to build a single handset, primarily by selling servers to manage media on a cell phone operator’s network.”