EMI Music France has launched a self-branded WAP (wireless application protocol) site.

EMI Music France has launched a self-branded WAP (wireless application protocol) site.

The "EMI Mobile" service is currently live on Gallery, the multimedia-multi service kiosk available on the three French mobile networks -- Orange, SFR and Bouygues Telecom. EMI Mobile is powered by French technology firm Mobivillage.

The new service allows customers to buy ringtones from EMI's catalog for €3 ($3.83) each. EMI says video content should be available shortly. Full track downloads, however, are not immediately on the cards.

While EMI's catalog is already available on third-party mobile services and operator platforms, EMI France deputy director and VP of strategy and development Morvan Boury explains that the new offering is "a way for us to ensure that users can find our artists easily on their mobile, which is not so much the case with current services."

Boury adds, "This is not one more of those sites only focusing on hits: we want to push our new artists." The service will additionally provide customers with mini-biographies, tour dates, album covers, voice-tones and "anything that can add value to the customer experience," Boury says.

The WAP service will support a raft of new EMI interactive marketing initiatives. One such project, focusing on French DJ David Guetta, launched in August. As part of that campaign, 300 posters displayed throughout Paris offered a dedicated number, which allowed cellphone users to unlock an exclusive Guetta ringtone and wallpaper.

Last year, EMI France experimented with similar interactive posters for Daft Punk's "Human After All" album, though on a different technology and on a smaller scale.

Universal Music France also has a dedicated mobile store on Gallery.