InfoSpace is entering new territory with the launch of its Moviso mobile content storefront. The new initiative will enable the company to sell directly to consumers, rather than indirectly through carrier relationships.

The storefront features a host of mobile entertainment selections, including ringtones from artists Sean Paul, Red Hot Chili Peppers, Dem Franchize Boyz, Cherish and Gorillaz. The site also sells voicetones, graphics, mobile games and user-generated content. Moviso is initially being offered to Cingular Wireless, Sprint Nextel and T-Mobile USA customers, according to InfoSpace.

The content on the site is being made available through partnerships with various companies, including Universal Pictures, Corbis, Getty Images, Warner Music Group and EMI Music.

"Moviso is a natural evolution for InfoSpace and we expect it to be a major focus of our mobile media strategy moving forward," says Stephen Davis, president of InfoSpace Mobile and Online Media. The site, according to Davis, will help the company build customer loyalty.

Earlier this month, InfoSpace appointed Reed Thorkildsen as vice president of technology and research and development. Thorkildsen joined the company to help identify and apply emerging technologies to advance the company's mobile and online products and partnerships.