Thumbplay debuts SMS search for mobile content

By Dan Butcher

June 17, 2008

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Mobile content provider Thumbplay is offering a mobile search service that lets consumers search for ringtones, games, videos and wallpapers via SMS.

The SMS-based search option lets consumers search by keyword for entertainment content and buy via their Web-enabled mobile devices. Consumers send a text message to the short code THUMB (84862) with the word GET plus any artist name to receive a link to a catalog of related content.

“The strategy is to make mobile entertainment content easier to find, [since] many people don’t know where to go,” said Evan Schwartz, chief marketing officer of Thumbplay, New York. “We wanted to make it as easy as possible to find the content they’re looking for.”

When a consumer texts GET COLDPLAY to the short code, Thumbplay will send a link with a catalog of all licensed content related to that band. The consumer can then browse the songs, videos, wallpapers and games with the option to buy and download any of that content onto his or her mobile phone.

“We’re starting a television campaign that launched [yesterday],” Mr. Schwartz said. “It will teach people about the Get service and direct them to text us.” 

Mr. Schwartz said that Thumbplay will market to its existing subscribers. Word of mouth about the campaign is leading to growth every day through viral promotions such as postings on Facebook.com.

“We’re getting people excited about searching for mobile entertainment,” Mr. Schwartz said. “We’re pretty amazed by the response so far. The growth has been incredible and we’re looking to continue to increase awareness.”

Thumbplay claims its mobile catalog includes more than 80,000 pieces of licensed audio, video and gaming content from leading music labels, artists, game publishers and media and entertainment companies. It allows users to discover, manage, store and share mobile content online and on their mobile devices.

Earlier this year, Thumbplay signed digital distribution agreements to add content from Sony BMG Music Entertainment’s artists. The company also launched mobile content stores on the sites for Entertainment Tonight and more than 650 of Clear Channel Radio's local music, news and sports stations nationwide.

During the last quarter of 2007, Thumbplay signed deals to integrate its mobile entertainment content catalog into the Web and mobile portals of AOL and MSN Mobile, as well as iLike, a popular social music discovery service that interfaces with Facebook.com.

The Thumbplay SMS-based search option is currently in the beta phase of development.

“The next version will include more product categories later this summer,” Mr. Schwartz said. “We’re rolling it out now and we’ll see what the consumer response is and continue to refine it by integrating recommendations.

“We’re also going to offer advertisers the opportunity to register keywords and to return a specific group of content,” he said. “For example, if a user texts the name of a certain record label, it will return a list of the products that their label offers. This is a new way to engage consumers while they’re on the go.”