First-‘Virtual’ Consumer Brand for Wireless Entertainment Products

Eposs Limited is set to create the first-ever ‘virtual’ consumer brand for mobile entertainment products with the launch of Fonedaddy.

Under the banner: "Daddy up your mobile with the latest Funky Fuel for your Fone", the Fonedaddy brand will be aimed at 16-24 year olds who like to be seen with the latest and most innovative fun products for their mobile phones.

The Fonedaddy range will embrace a comprehensive catalogue of ringtones, logos and polyphonic tones – including content as diverse as TV theme ringtones, Kanji logos and full-colour wallpapers. In the next few months, the range will be expanded to include celebrity picture messaging, a host of SMS alert services, and an exciting collection of Java games from leading providers such as Gameloft and Digital Bridges.

Using Eposs’s advanced technology, high street retailers will be able to sell these risk-free ‘virtual’ electronic products through a combination of advanced Vending Machines and integration with their own existing Point of Sale Terminals.

Many Fonedaddy products will come from the impressive catalogue developed by leading mobile entertainment content provider Ringtones Online which was recently acquired by Eposs. In future, all companies in the Eposs Group – including Eposs, Ringtones Online and Omega Logic – will offer mobile products and services under the Fonedaddy brand.

Tony Ragan, Product Development Director at Eposs, says: "The launch of the Fonedaddy brand underlines Eposs's commitment to lead the market in electronic mobile content. This is the first time that we have launched our own branded consumer content.

"It is a further indicator of our ambitious plans to dominate in this area through our established partnerships with both off-line and on-line retailers and the relationships already in place via our partners Ringtones Online and Omega Logic."

Eposs believes that the launch of the Fonedaddy brand will help its expanding network of retailers to take full advantage of the fast-growing mobile entertainment market. Retailers will now be able to offer a comprehensive and cutting-edge product range with a highly distinctive instore brand identity that is designed to appeal to the youth market.

Tony Ragan says: "The youth market has traditionally responded well to ‘funky" branded propositions and Fonedaddy aims to appeal to a large cross-section of the addressable market. With its Seventies throwback imagery and a laid-back feel, the Fonedaddy brand aims to be seen as a ‘one-stop shop’ for all mobile entertainment services."

According to industry analysts, the UK pre-pay mobile airtime market is currently worth an estimated £4 billion a year and is expected to double by 2006. Recent research by Mobile Internet magazine showed that the European market for mobile value-added services was worth E1.6 billion in 2001 and could be worth E4.2 billion by 2006.

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