(31 July 2006 2:00 pm)

MUMBAI: Universal Music Mobile has selected Targetise, a mobile search firm to provide a music search and discovery solution for Universal Music Mobile's new AnySong service in Holland.

With content from the catalogues of Universal Music, SonyBMG and Warner Music on offer, AnySong gives Dutch mobile subscribers access to over 250,000 songs, clips and ringtones and is the first project in Europe of its type.

With AnySong, Universal Music seeks to define a new standard in content quality and ease-of-use for mobile entertainment, made possible by Targetize technology.

Revenues will be divided between all three groups involved in this project- the mobile service providers, the content providers and the technology partners - Targetise and mobileMoney (the billing provider).

In addition, sponsors have already signed advertising contracts for the AnySong store, indicating that ad revenues for the AnySong project will be significant in the future.

Universal Music Mobile country manager Ritchie Kremer says, "Universal Music has chosen Targetise because of two main reasons: the superior user experience it provides with its advanced search capabilities, personalization and sophisticated user interface, and its ability to rapidly create a mobile store front customised for our needs.

"The Targetise Technology enables record labels such as Universal to better offer mobile users their content as ringtones, wallpapers, full track mobile downloads, video clips, etc. AnySong will enable consumers to find and enjoy their favourite music and other content better than ever before".

Targetise will provide its e-Mobile Web technology platform, which provides the search and discovery back office as well as the user interface, and allows KPN mobile subscribers to rapidly search and receive desired content. the service was launched last week and will be fully available later this year using Targetise's vertical Music search and discovery application to give full access to one of the largest
array of music content catalogues available to date in the mobile sphere.

The user essentially enters a 'virtual music store', where they can rapidly and easily search and receive any selection in the vast libraries available, not just the top 10.

Targetise CEO Avichai Levy says, "Universal has found a true solution partner in Targetise, and we look forward to expand our relationship further in The Netherlands, across Europe, and even farther. The Targetise solution changes the user experience from a frustrating one to a friendly one - and this has direct impact on mobile content consumption and on the
revenues from premium content and advertising".