Original URL: http://www.theregister.co.uk/2001/12/28/playmate_of_the_month_coming/

Playmate of the Month coming to handsets RSN

At last, the 3G killer app...

By John Lettice

Posted in Business, 28th December 2001 11:23 GMT

The Playmate of the Month is coming to a mobile handset near you Real Soon Now. No, really. Finnish value added services (that's what they claim, anyway) company Wireless Entertainment Services has struck a deal with Playboy.com to offer downloadable playmates and other Playboy related content and general stuff.

The service will be available internationally, and kicks off in Q1 2002. Belgium gets it first - we don't know why either. Initially it will consist of "a portfolio of Playboy-branded static and animated graphics," which will include over 50 Playboy-branded images, "ranging from the recognisable Rabbit Head Design to animated Hef and Playmate characters." So is there an unrecognisable Rabbit Head Design they decided not to license?

So far, this is just silly stuff along the lines of alternative phone logos and tragic personalised ringtones. But the real money will come in with 2.5G and 3G wireless services, and colour screens. Playboy.com president Larry Lux expects approximately a million downloads in the first year, while WES, which has other fish to fry as well, says it holds relevant licences to content in the fields of music, sport and arts, which means your handset will soon be singing, dancing and charging.

Around 18 months ago The Register had the pleasure of listening to the Nokia High Command wrestling with the topic of what the killer app for 3G might be. They concluded they didn't know, but that they did know there would be one. Curiously, they didn't mention smut once. But considering what already sells best on the Internet, it's obvious really, isn't it? ®

Related link

Wireless Entertainment Services