Juice Wireless and US retail chain fye have launched a mobile store — Mobilefye. The site will sell mobile games, ringtones and songtones for more-or-less market rates, and the release says it will combine “an off-carrier Internet based technology platform with viral marketing aimed at an extremely large target market, music and gaming enthusiasts of all ages”. I’m not sure what viral marketing it is refering to, there isn’t any other mention of it in the release. In fact, there’s no specific mention of how fye plans to market the mobile site. The most obvious choice is in-house promotion, give them an easy way to buy ringtones et al when you know for a fact they’re looking to buy music, or video clips when they’re looking at DVDs. This won’t make mobilefye a giant in the mobile content world but it would add an additional revenue stream for the retail chain. If they are hoping Mobilefye will survive on its own as a mobile retail site they’re going to have to put in a lot of marketing effort and not just rely on the fye brand…
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