Wippit, the UK's third largest online music service, has launched a 'DIY-ringtones' service.
The service lets ringtone buyers edit songs from the company's catalogue online, so they can choose to use whichever specific part of a song they like, or even the full tune. The Ringtone Editor then converts the results into a format that's compatible with their phone and a download link is sent to that phone.
Tones cost from 99p each and are available internationally. Music from Cooking Vinyl, Cherry Red and Craze records is currently available through the service.
Wppit CEO and founder Paul Myers said: "Wippit Ringtones does a couple of fundamental things that may change the dynamic of the mobile entertainment market: firstly we're letting the fans decide what part of the song they want on their phone; not some faceless telco, which takes mobile personalisation to the next level and creates a market for the mobile mash-up. Secondly we're cutting out the exorbitant charges that are sucked up by the mobile networks and giving the saving back to our customers."