Montreal Tech Watch

Vantrix, which specializes in video and content delivery for mobile phones, has announced a new product called Vantrix Store optimizer.

This so-called “store optimizer” allows a website to send personalized ringtones, wallpapers, and games to their visitor, without worrying about the specifics of the mobile phone or the format of the content. Sendmemobile.com, solow.com, and mbuzzy.com are one of Vantrix’s current customers for this new technology. In their case, they use Vantrix’s solution to send the latest tunes or the latest fashionable games to their members, or even’s a user’s own pictures and music, with the store optimizer converting and optimizing on-the-fly these files.

In case you are wondering what’s the big deal, this could in theory work with the hundreds of “web2.0″ websites on the Net, and allow the website’s owners to offer more personalized and unique services, up to the user’s cell phone. If there is a thing I learned recently, it’s that people are ready to pay a high price to customize what they have and show how unique they are.

This is also Vantrix’s first venture in the consumer market, as they offered previously their technology to mobile carriers or media powerhouses, like Orange, ABC, or T-Mobile. For me, this is a wise move for Vantrix. In this age, content gets olds very quickly and one way to make sure your services are always relevant is allowing your members to customize/design themselves their mobile phone.