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
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."
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
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
'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.