WalMart is getting into the mobile content business. According to Mobile Entertainment Magazine, the retail giant has launched a new WAP portal that will sell ringtones, images, games and more. Content aggregator PlayPhone is behind the portal, providing the technology and the content, while WalMart provides the brand and the marketing.

One interesting element-artists that WalMart promotes in its stores nationwide will also get mobile exposure. For instance, WalMart launched the mobile service offering an exclusive $2 ringtone by The Eagles to match its exclusive on the classic rockers new album.

The article goes on to state that WalMart will promote the new mobile portal in all its stores via point-of-sale locations, and has established a Web site and short code (40888) which customers can use to access the content as well.