Consumers able to create personalised real tones from any part of a music track on a CD

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, 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.
Editor's notes

About EMI Music - Digital Media Division
EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music's record labels - EMI Records, Innocent, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.
EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.
About Bounce Technology
Bounce Technology is a leading developer of innovative software for use online and on mobile phones. MyTone is the latest in a line of applications, including the award winning Fireplayer, that enable a richer experience for mobile users. Founded in 2001, Bounce has worked closely with major record companies, consumer brands such as Coca-Cola (in one of its first online music campaigns) and network operators such as Orange. Information about MyTone and Fireplayer can be found at Or For more information, please call Victoria Moore at Bounce Technology on +44 207 801 6255 or email Victoria
Anna Vickerstaff
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 27th January 2005