Let's reclaim the mobile market from the cowboys.(Viewpoint)

The recent headlines proclaiming the rise of the ringtone and the death of the CD single may have provided a huge wake up call for the industry. For years, artists and their representatives have pulled back from aiding and abetting the infant ringtone industry because it was felt monotone tunes devalued the original music.

As the industry prevaricated on the issue the cowboys rode into town. Taking full-page ads in the tabloid press, these so called entrepreneurs stole a march on the market and, even now, continue to make vast profits.

The fact that a poor quality ringtone can cost more than a CD single is ironic. More importantly, the money goes to phone operators and the cowboys rather than the writer, the artist and the label. The more respectable of these businesses may pay MCPS and PRS--but the one man band often flees with the cash riding on the back of the label's marketing investment.

But the tide is turning as enlightened players begin to take direct action cutting artist-specific deals direct with the mobile net works and selling mobile content directly to ...