End2End and EMI Music Denmark today announced a marketing first for Danish band eyeQ

End2End’s wireless infrastructure powers eyeQ scratchcards

End2End and EMI Music Denmark today announced the launch of an eyeQ scratchcard to support the new album and concert tour of eyeQ, the Danish band formed last year as a result of the Danish version of the television show Popstars. For a retail price of 20 Danish kroner, consumers can purchase a scratchcard that will enable them to download to their mobile phone their choice from twelve ringtones of songs from the group’s debut album “Let it Spin” and from thirteen icons of Louise, Sofie, Trine, or Julie.

The launch is considered to be the first time a scratchcard with downloadable mobile phone ringtones and icons has been used to promote a band’s album and concert tour. “At EMI Music we are excited about promoting our music and supporting our bands through this new channel,” said Jesper Dahlgaard, New Media Manager for EMI Music Denmark. “The functionality provided by End2End’s European-wide infrastructure gives us the ability to place our brands on consumers’ mobile phones, and offers tremendous potential for supporting EMI’s music in the future.”

End2End’s Chief Executive Jim Reynolds joins in acknowledging the potential: “Scratchcards have been seen to be a highly effective way of reaching mobile phone users through the retail channel. We will continue to enhance our infrastructure and distribution capabilities in order to continue providing brands such as EMI with access to the mobile channel.”

Scratchcards will be on sale across Denmark today two weeks in advance of the start of eyeQ’s first concert tour. eyeQ’s first concert tour is to launch on 15th February in Hørsholm and will extend for 35 total concerts in Denmark through spring. The debut album from eyeQ “Let It Spin” has hit triple platinum status with stunning sales of more than 150,000 units.

The scratchcards will be powered by End2End’s wireless application infrastructure and distributed by Dangaard Telecom, Europe’s largest mobile phone Value- Added distributor. The scratchcards will initially be available throughout Denmark through Blockbuster Video Denmark A/S and Nærkøb, the Danish retail chain.

About EMI
EMI Recorded Music, the third-largest record company in the world, is an international music company with a presence in nearly 70 countries. Its sister company, EMI Music Publishing, is the world's largest music publisher. EMI Recorded Music includes important local and international artists, including some of the biggest names in the recorded music industry. EMI has artists in every leading music genre, including pop, rock, jazz, classical, Latin, Christian, country, rap/urban and dance. Its world-famous labels include Capitol, Angel, Blue Note, EMI, Priority and Virgin. Its current roster includes approximately 1,500 artists, and it releases over 1,000 albums each year. EMI Music Denmark and the local label Medley Records supports artists as: D-A-D, Saybia, Tim Christensen, Kim Larsen, Anne Dorte Michelsen, Cæcilie Norby, Zididada, DJ Aligator, Hanne Boel, Randi Laubæk and eyeQ among others.

About End2End
End2End is a wireless applications infrastructure provider (WAIP) that offers a carrier-grade network to host, manage and deliver a range of wireless data solutions for mobile network operators (MNOs) and their virtual counterparts (MVNOs), as well as to other industry players, such as retailers, brand owners and media companies, allowing them to distribute wireless applications directly to end-users.

End2End’s services enable operators to reduce time to market and provide increased flexibility when introducing and renewing applications and content, thereby accelerating revenues and profitability while avoiding the investment in infrastructure and management attention normally required for the successful launch of data applications. In addition, End2End can help other channels to leverage their consumer franchises by enabling them swiftly and easily to deliver games or other applications via, for example, scratch cards or vouchers.

Earlier this month, End2End announced that it has secured approximately €24 million in one of the largest European private equity rounds completed in the last twelve months by a wireless service provider. This is in addition to the €15 million already invested by Deutsche Bank Capital Venture Partners. Hewlett- Packard Company’s decision to participate in the round further bolsters End2End’s relationship with HP as a strategic partner.