Since their inception, ringtones have emerged as true mobile commodities to be reckoned with. Among the first examples of popular, profitable mobile content and media, ringtones have moved forward inexorably since they first started being used, and are only now facing signs of profitability slowdown with the advent of rampant sideloading and an increasingly tech-savvy market base capable of creating their own ringtones. Nevertheless, tie-ups with the music industry and aggressive promotions have kept ringtones an indispensable commodity for mobile content providers who wish to provide users with plenty of musical options for announcing incoming calls and text messages.
An announcement of a different sort was recently made, as digital entertainment content and service provider RealNetworks Inc. announced that they had inked a deal with mobile carrier Sprint regarding the distribution of Sprint’s music and ringtones offerings. The deal basically provides RealNetworks Inc. with the opportunity to release and distribute Sprint;’s music-related offerings, such as full-track music downloads, ringtones, and ringback tones, via a digital music storefront similar to Apple’s iTunes and Nokia’s Ovi Store. This would be followed by effectively streamlining the digital music offerings Sprint has previously made available, in order to create a common ground for choice and convenience across Sprint’s various mobile services.
Sprint management has expressed very positive views toward this latest venture, while simultaneously reaffirming their stand on providing quality service to their customers.
“Sprint is committed to allowing our customers easy access to the applications, services and features they want most on their Sprint devices,” said Len Barlik, vice president, wireless and wireline services, Sprint. “This relationship with RealNetworks allows us to give Sprint customers an easy-to-use option to find, purchase and manage the music-related content they want on their phones in a more convenient, intuitive way.”
According to the agreement between Sprint and RealNetworks, the latter will enhance its end-to-end Media Entertainment Platform so as to include the management and marketing of Sprint’s digital music content. In the beginning, the move will only include full-tracks, ringtones and ringback tones, the duo said, adding that they are expecting for the partnership to result in a rich shopping experience for Sprint customers, as well as in an increased efficiency for the wireless operator.
“Sprint has always demonstrated a dedication to providing its customers with convenience and choice in accessing the content they want on their phones,” said Vern Poyner, senior vice president, technology products and solutions, RealNetworks. “Our Media Entertainment Platform will extend the integrated, user-friendly experience that Sprint offers, providing subscribers with a convenient choice in how they access music on the go.”
RealNetworks is already offering a wide range of mobile services to wireless operators, including Music, Video, RBTs and personalization, as well as messaging services. The company’s ASP services are available at the moment via more than 86 mobile phone carriers in a number of 48 countries all around the world, and over 900 million customers can enjoy access to them.
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