LiveWire Mobile, a provider of managed personalization services for wireless carriers, has launched its ringtone service on 3 UK, a British carrier.

The new service is integrated as part of the new 3MusicStore and features Web and WAP storefronts which provide access to full-track music downloads, music video downloads and ringtone services. The 3MusicStore has almost 1.5 million tracks and 10,000 music videos.

"We are the provider of full tracks and video downloads on the 3 UK WAP and Web sites," said John Orlando, vice president of LiveWire, Littlestown, MA. "The strategy is to provide a fully integrated store front for music providers.

"We were already providing full track and video for 3 UK subscribers so ringtones was the next logical step," he said. "We are consolidating on behalf of 3 UK. We are using industry trends like music and video downloads to create a more compelling user experience and improve the whole storefront."

LiveWire Mobile's service will add an additional 25,000 ringtones, which are available via mobile.

As part of the launch, LiveWire Mobile has revamped the 3MusicStore, allowing customers to shop for their favorite mobile music content under one central storefront.

From there, consumers can shop for specific content, select different music genres or focus on particular artists and see all available content regardless of content type.

Other key features of the new service include an integrated search engine and the addition of editorial content for music discovery with artist images, biographies and album reviews.

LiveWire Mobile's Achieve marketing team will provide day-to-day support of the storefront including music programming, store merchandising, cross-content promotion and upselling campaigns.

"We specialize in mobile music but in a personal way," Mr. Orlando said. "We believe in music on mobile and that's precisely why we have made steps to expand the mobile music experience.

"Mobile music is live and well and continuing to grow in areas like ring backs and music video downloads," he said. "Integrating existing services helps cross fertilize and promote new ones."