Virgin Mobile Canada has rolled out a storefront to let subscribers buy and download DRM-free full-track music, ringtones, wallpapers, games and applications.

The new service powered by LiveWire Mobile Inc. helps unify and simplify all of Virgin Mobile Canada’s download services into a single cohesive shopping experience for its customers. Available across compatible mobile devices, Virgin’s customers have mobile access to a wide variety of multimedia content from major-label artists, as well as games and application producers.

“VMC’s partnership with Livewire allows it to further its strategy of simplifying content discovery and acquisition for its users through a unified interface across its handset base,” said Matthew Stecker, president and CEO of LiveWire Mobile, Littleton, MA.

“VMC is further able to simplify its vendor management by enabling content management and delivery of multiple value added services through the LWM service,” he said.

“VMC continues to push mobile content forward as a key revenue driver, particularly given their content-savvy target market.”

Virgin Mobile Canada, part of the Virgin Mobile group of companies, is a mobile virtual network operator targeting the youth segment.

LiveWire Mobile’s suite of mobile personalization services includes ringback tones, advertising ringback, ringtones, mobile full-track music and video downloads, an integrated storefront and other applications, as well as dedicated content and service marketing, integrated storefront management and marketing.

Virgin mobile content
As carriers and mobile virtual network operators such as Virgin Mobile seek additional revenue streams, sales of mobile content can be an effective way to boost the average revenue per user.

The LiveWire Mobile Infuse Platform, the core technology powering Virgin Mobile Canada’s integrated storefront service, is a complete end-to-end multi-content service delivery platform.

The platform offers centralized content management and reporting tools and a Web service that opens the door to third-party applications. It allows service providers to market personalized content to consumers via an on-deck shopping experience.

LiveWire Mobile’s integrated storefront service features a discovery and purchase experience designed to encourage repeat purchases.

The service offers content providers across all media types a secure and scalable distribution and content delivery platform to expand their reach across multiple consumer device channels.

The integrated storefront service is designed to help service providers increase ARPU from content sales, drive down operating expenses and establish themselves as the source for digital content, according to LiveWire Mobile.

“LWM seamlessly integrates multiple content types into a single interface on the mobile device for search, discovery and acquisition,” Mr. Stecker said.

“This enables cross marketing and cross selling of related assets based on similar interests, thus furthering the incremental revenue stream that such a service can generate,” he said.

Final Take
Dan Butcher, associate editor, Mobile Commerce Daily