Handango (News - Alert), a provider of smartphone content, has partnered with The Carphone Warehouse, a European independent mobile phone retailer, for its content distribution.



 
Handango, announcing the partnership, stated that in this first-of-kind deal, a mobile smartphone content provider and a retailer are working together to bring mobile content to the High Street, thereby enhancing the capabilities of these devices for The Carphone Warehouse (News - Alert) customers.
 
The first product of this partnership is an exclusive arrangement to provide a collection of applications specifically for the BlackBerry (News - Alert) Pearl 8120 smartphone sold through The Carphone Warehouse stores in the United Kingdom.
 
According to Handango, this collection of applications will include ringtones, mobile games, HTML email viewer and instant messenger applications among others.
 
Bill Stone, CEO at Handango, believes that with this deal his company is redefining the way smartphone content is distributed to the customer by working directly with retailers to effectively market and merchandise the content at the point of device purchase.
 
He said in a press statement, “Our partnership with The Carphone Warehouse not only serves as an incredible opportunity to expand our retail distribution in Europe but also provides a platform for us to create new initiatives that educate and add value to their customers on the endless capabilities of their devices.”
 
Commenting on this partnership, George Dymond, UK trading director, said that offering customers Handango content gives them a high level of comfort and confidence with their new BlackBerry, and it also helps them to personalize the device.
 
Earlier this month, Handango announced that it has raised an additional $9.5 million in its Series C round of financing, which will be used to support the company’s new distribution deals, improve the scalability of its infrastructure, and expand globally.
 
Anshu Shrivastava is a contributing editor for TMCnet. To see more of her articles, please visit her columnist page.
 
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