Sony Music goes wireless with a new division

24 Nov 2002 at 09:47 GMT Timo Poropudas

Sony Music Entertainment is entering the mobile market with high ambition. The company has created a new division for the company's growing global wireless activities. The Mobile Products Group will be part of Sony Music Digital Services.

Sony announced the new division on Wednesday at the same time as it announced that it has purchased the wireless entertainment company Run Tones.

Run Tones already offers both consumer- and business-based wireless services, including RUNtones, a ringtone service; RUNpics, a personal photo service; Mobile Media Hub services, offering private label wireless portals; and mobile media production.

"We've been working in this area for a long time on a worldwide basis, and we're now ready to accelerate our efforts in the United States," said Thomas Gewecke, Sony Music senior vice president of business development. "We're very excited about bringing this level of talent, experience and technology in-house, and we're very excited about the advances that are taking place with carriers and handsets."

Gewecke also said Sony's new division could ultimately look at distribution of music over cellphone networks as well as promotional products and services, depending on how quickly network and handset technology evolved.

Gewecke added that the ringtones and graphics will become available very soon and that other more advanced initiatives are already in the works.

According to Gewecke mobile market has both promotional value and potential to be a significant market for new revenue streams in the near future. "The medium and the technology lends itself to both."

Run Tones brings with it existing customers and partners including Adobe, AT&T Wireless, Ericsson, Nokia, Openwave, Sony Pictures Digital Entertainment and Warner Music Group.