Naturally this is already the case (see Craig David's ringtones), but that the stars are being present at 3GSM looks like a significant move.

International singing star Craig David headlined the awards dinner. Today he gave give a short performance in Congress. Craig is a huge mobile fan he was featured in Music Week, explaining why he was attracted to perform here at 3GSM: "It's the instantaneousness of it all. The immediacy and proximity it allows me to my fans-to convey music and news, images and messages in a creative way not available before."

Via Mobile content: stepping out of the comfort zone