In a World First, Positiva Records Agrees a Deal With Bounce Technology to Enable Personalised RealTones

LONDON, UK (Positiva Records/BT) - In a world first, Positiva Records, an EMI Music UK label, and Bounce Technology, are launching a brand new application for mobile phones that will allow consumers to create their own realtone from official artist music.

At launch, 'MyTone' will be available on an enhanced CD of The Lovefreekz's new single, 'Shine', released on 24th January, and will also be available online on Positiva's website, www.positivarecords.com. Created as a media player, 'MyTone' allows consumers to select an excerpt from the track of their choice, to use as their mobile 'realtone'.

Eric Winbolt, Digital Media Manager at Positiva Records, comments, "As handset evolution continues from mobile telephony to mobile computing, its power as an entertainment device is being unlocked. Consumer choice in customising their devices is an integral part of this process and that's what 'MyTone' is all about; giving the customer control."

Recognising that the creation of technology, such as 'MyTone', is in response to consumer demand, Crispin Futrille at Bounce Technology explains, "Personalisation has become an integral element to how consumers want to interact with their mobiles and 'MyTone' takes this concept one step further. Enhancing official content in this way offers greater scope for consumer interactivity and provides a finer degree of consumer control."

Users will be able to view the progression of the song onscreen as it plays and can select which part of the track they wish to download by using a slider bar. To download the personalised realtone, users are provided with a unique code that can be texted to the number provided on-screen.

The successful extension of labels into the mobile space is an essential part of the marketing mix, as Hannah Neaves, Positiva marketing manager, explains, "Our audience is very quick to adopt mobile technologies. Consequently we place increasing emphasis on mobile channels for both marketing communication and revenue generation."

'MyTone' also offers total flexibility for consumers to reselect a different part of the same track or a different track altogether to use as a realtone. It is expected that Positiva Records will roll out this service on other releases.