New SONiVOX mdME (music-driven Mobile Entertainment) Platform Previews
@ CTIA Wireless I.T. and Entertainment 2006
It's all about mdME.

SONiVOX, leading provider of premier sound products, will unveil a new mobile entertainment platform at CTIA Wireless I.T. and Entertainment called mdME (music-driven Mobile Entertainment). At the vanguard of mobile development, mdME applications are targeted directly at an emerging market often referred to as "casual gaming" by industry analysts who forecast it will encompass almost 2 billion cellphones by 2010.

While traditional gaming revolves around extended-play shoot-'em-ups or labyrinthine mindbenders, mdME applications are typically played not for hours at a time, but 3 to 4 times a week for under 30 minutes while users are commuting or waiting in line. Moreover, 65% of mobile "gaming" revenues are currently being generated by a female demographic. Thus, the development of the mdME platform has centered around creating an entirely different kind of mobile "game-style" experience characterized by a strong music-driven dynamic, facile play framework and highly-intuitive user interface.

mdME is not just another set of "mobile game" applications; it was built to serve as a platform for the promotion of branded entertainment, such as rock, hip hop and pop acts as well as TV and other entertainment entities. In order to demonstate its promotional potential, SONiVOX is developing a small roster of indie acts with strong national followings, but flying right beneath the major label radar screen. Meanwhile, discussions with various labels, management groups and acts are defining how mdME's uniquely interactive user experience can augment traditional ringtone, mp3 and video channels.

mdME applications available for preview at the CTIA Wireless I.T. and Entertainment show in Los Angeles, September 12-14, 2006 include:

- PyroSonix: mesmerizing shape-chasing game. One of two top award-winners in the Motorola 2006 CODE: MOTO design competition, PyroSonix challenges users to start out at Garage Band level, then ascend to the rank Arena Attraction and, finally, Stadium SuperStardom.

- JamFone: mobile musical instrument for users on the go. Users become recording artists in their own right, jamming on drum and bass loops, guitar and keyboard riffs, vocals and searing solos, and turning them into their own personal showcase tunes.

- DanceLord: choregraphy application with cool animation. Users choose their favorite dancer, song and even venue, then choreograph their characters to rock the virtual dance floor.