Qualcomm Allies with Launch Media
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In its second major alliance this week with an Internet music company, San Diego-based Qualcomm entered into a relationship with popular Internet music site Launch Media (launch.com) to develop Qualcomm's Binary Runtime Environment for Wireless (BREW), an applications platform for Code Division Multiple Access wireless devices.
In a public statement, Launch revealed plans to develop the BREW platform for its streaming audio content, in particular its Internet radio player Launchcast, a music service that lets members design their own streaming music station with high quality audio or video.
Today's announcement follows shortly after a similar alliance between Qualcomm and MP3.com in which the digital music giant also announced plans to establish an application for wireless digital music delivery over handsets operating on Qualcomm's Code Division Multiple Access integrated circuits.
Much like the MP3.com collaboration, Qualcomm's applications platform will enable Launch to more easily develop its flagship music service for wireless handset applications that create personalized playlists suited for a user's musical preferences.
"We believe that the Qualcomm BREW platform is a major step forward for wireless delivery and essential for Launch as we move Launchcast from being just terrestrial-based Internet radio," said Dave Goldberg, chief executive officer for Launch. "As more consumers become mobile and wireless technology improves, we are excited to be at the forefront of giving music fans unlimited Launchcast from wherever they are."
According to Qualcomm, BREW eliminates the need to modify applications for each cellular phone model and will extend Launchcast's reach to standard mass-market phones as well as high-end multipurpose wireless devices. Additionally, Launch and Qualcomm will work together to bring BREW and Launchcast to a wide range of carriers worldwide.
On a fast climb to becoming one of the Internet's leading music sites, Launch uses patent-pending technology to put users in command of their music choices. According to the company, Launchcast technology is able to learn and intuitively play songs music fans like as well as expose them to new material in preferred musical genres. The company boasts one of the largest selections of streaming audio available on the Internet.
Launch is headquartered in Santa Monica, California.