Linktone, China’s leading mobile service provider, and Nokia, a leading
global supplier of mobile phones and mobile, fixed broadband and IP networks,
have entered into a co-branding and co-marketing technology partnership to
distribute Nokia’s Ringer Tones and Picture Messaging to several of China’s
major mobile markets.
Under the terms of the technology transfer agreement,
Shanghai-based Linktone will license Nokia’s Ringer Tone and Picture Messaging
Technology and feature the applications as part of its popular SMS-based mobile
service offering. The specific markets covered under the agreement are the
Chinese cities Shanghai and Tianjin as well as the entire Zhejiang, Guangdong,
and Fujian provinces.
Available only on Nokia handsets, SMS-based Ringer
Tone and Picture Messaging downloads are currently the most popular mobile
applications in China. Users can access Linktone's extensive database of
classical, pop, and Top 10-Style tunes via Linktone's MO (mobile-originated) SMS
service, Linktone’s website, wapsite, or call center. Once selected, the
user's ringer tone choice will immediately be sent via SMS to the user's Nokia
handset. The user will then be prompted with a simple question whether
they would like to "download or save" or "discard" the
ringer tone. Similarly with picture downloads, the user can choose a
default mobile icon display to appear on their handset and Linktone will send it
immediately to the user's Nokia handset via SMS. Linktone and Nokia plan
to charge approximately 2RMB each per ringer tone or picture message download.
“This partnership with Nokia solidifies Linktone’s
position as China’s #1 provider of mobile services,” said Linktone CEO Nick
Zhang. “To co-brand and co-market these services with Nokia, a recognized
industry leader in mobile communications, creates a strong combination in the
wireless industry.”
"We welcome the opportunity to work with one of the leading mobile
service providers in China," said Nokia Mobile Phone's Director of Business
Development and Mobile Information Services Simon Bennett. "It
provides an ideal opportunity to promote the mobile services market in China for
all consumers, operators, ISP's and manufacturers.”
Aligning itself with a top handset manufacturer and mobile technology
developer like Nokia will no doubt continue to bolster Linktone’s profile
among mobile users. Linktone stands to significantly enlarge its user base
given Nokia’s volume of handsets that support Picture Messaging and Ringer
Tone downloads in China. Linktone’s other mobile offerings should
benefit as well given increased user awareness of Linktone’s mobile services
through the co-branding and co-marketing agreement.
Nokia gains the ability to immediately provide their handsets with added
value at the point of sale. Co-branding and co-marketing Linktone’s
mobile digital services will enhance the functionality and attractiveness of
each Nokia handset.
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