First it was text, now it is pictures - and in the future it will be song messaging that mobile phone companies hope will be the killer weapon.
Shazam, the company that came up with the software to allow users to identify a song they hear on the radio or on TV by putting their handset to the speaker for 15 seconds, has now developed new technology to allow them to send the song to a friend.
The new service, called Songmail, will allow mobile users to hear a song they like and, even if they don't know what it's called, capture it and send a 30-second clip to a friend.
The recipient will then receive a text message with a personal greeting from the sender and information on how to retrieve the sound clip, either on their mobile or through the web.
"Songmail is a great new way to use the immediacy and popularity of SMS to allow people to share their feelings instantly. Since launch many of our consumers are tagging new releases and old classics that they hear. We're confident that this is another way to drive revenues by using music to engage customers
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with their mobiles," said Vijay Solanki, the marketing director of Shazam.
Songmail is seen as the first step towards the world of 3G, when Shazam hopes will be the conduit through which mobile users buy and trade thousands of songs using their mobile phones.
Shazam, which is based on technology developed by a Stanford University professor that can identify every song ever written in just a few seconds, launched last year. Its senior management team includes ex-NTL executive Jerry Roest and Mr Solanki, a former Capital Radio marketing chief.
For the new Songmail service, Shazam has agreed licensing deals with Warner Brothers, which includes Madonna and REM among its artists, and the Association of Independent Music, which represents thousands of artists including Travis and Stereophonics.
It also hopes to conclude deals with the other major labels early next year, allowing virtually any song to be captured and sent •
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