LiveWire Mobile and Virgin Mobile USA Team Up to Deliver Industry First Ringback Playlist
18 Agosto 2008 - 3:00PM
PR Newswire (US)
New Ringback Service Keeps Subscriber Ringback Content Fresh and
Dynamic LITTLETON, Mass., and WARREN, N.J., Aug. 18
/PRNewswire-FirstCall/ -- LiveWire Mobile (NASDAQ:NMSS), a global
provider of mobile managed personalization services and Virgin
Mobile USA (NYSE:VM), a leading provider of wireless services with
no annual contracts, today announced an industry first: the
Ringback Playlist. This groundbreaking feature enables customers to
access pre-selected content channels instead of choosing individual
tracks for their ringback tone. Ringback Playlist allows Virgin
Mobile USA customers to personalize their cell phones by choosing
their favorite music genre, and setting their ringback tones to a
collection of songs in that category. Each time a call comes into a
Virgin Mobile USA customer's handset, a different tune from the
Ringback Playlist's selected "station" is heard by the caller.
Ringback Playlists will be available by music genre or trend with
additional personalization options that can be set based on the
caller, the day of the week or time of day. Wes Radez, director of
mobile content, Virgin Mobile USA, said, "Adding this innovative
feature is a natural extension of our very popular ringback service
and gives our customers a way to automatically keep their playlists
fresh and share their favorite artists and music with friends and
family." Starting August 1, 2008, Virgin Mobile USA customers are
able to choose from 10 different channels that feature five
ringback selections each, such as pop, hip-hop, alternative,
country, and television and movie classics with additional Ringback
Playlists being added continuously. Also, a special Virgin Mobile
Festival channel is available, pulling from artists who appeared at
the recent Virgin Mobile Festival on August 9-10 in Baltimore
including "Mercy" by Duffy, "Let the Drummer Kick" by Citizen Cope,
"A Milli" by Lil Wayne, "Flashing Lights" by Kanye West and "Real
Wild Child" by Iggy Pop. Virgin Mobile USA's Ringback Playlist is
supported by LiveWire Mobile's Achieve Marketing Team. This group
of dedicated mobile marketing professionals will regularly update
track selections within the Ringback Playlist and provide
specialized campaign support based on continuously collected
metrics. "By adopting this groundbreaking content delivery feature,
and backing it with expert support from our Achieve Marketing
Service, Virgin Mobile USA is expanding the attraction of its
ringback tone business, one of the mobile industry's fastest
growing service offerings," said Joel Hughes, President of LiveWire
Mobile. "Enabling subscribers to discover stations of pre-selected
and highly contextualized ringbacks will drive exploration of
additional content and enable Virgin Mobile to deliver a new level
of personalization for their subscribers." Ringback Playlist is
offered to Virgin Mobile USA customers for $3.49/month, plus a
$1.49 monthly ringback subscription fee. For more information about
Ringback Playlists, please visit http://www.virginmobileusa.com/.
About LiveWire Mobile LiveWire Mobile, a subsidiary of NMS
Communications Corporation (NASDAQ:NMSS), is a global provider of
managed personalization services for mobile operators. LiveWire
Mobile's integrated suite of music and video services includes
ringback tones, ringtones and full track downloads, as well as
dedicated content and service marketing. LiveWire Mobile makes
mobile personalization services easier to use and helps operators
drive service usage and adoption. For more information, please
visit http://www.livewiremobile.com/. About Virgin Mobile USA, Inc.
Virgin Mobile USA [NYSE: VM], through its operating company Virgin
Mobile USA, L.P., offers millions of customers control, flexibility
and choice through monthly Plans Without Annual Contracts, with
national coverage powered by the Sprint PCS network. Virgin Mobile
USA's full slate of smart, stylish and affordable handsets,
including the Wild Card, Slash and Flare, are available at
approximately 40,000 top retailers nationwide and online at
http://www.virginmobileusa.com/, with Top-Up cards available at
more than 140,000 locations. Virgin Mobile USA is known for its
award-winning customer service with its customers report a 90%
satisfaction rate. Virgin Mobile USA allows customers to earn free
minutes in exchange for viewing advertising content online through
the innovative Sugar Mama program; and contributes a portion of
profits from downloadable content to The RE*Generation, its
pro-social initiative to help homeless youth. DATASOURCE: LiveWire
Mobile CONTACT: Press & Analyst Relations, Peter Koht of
LiveWire Mobile, +1-831-440-2404, ; or Media, Corinne Nosal of
Virgin Mobile USA, +1-908-607-4235, Web site:
http://www.livewiremobile.com/ http://www.virginmobileusa.com/
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