Huge spike for 'old-school' content firm.
UK-based Mobile Chilli sells music, games and personalisation products from its web site and is active across the UK, Ireland, South Africa and Australia.
The firm says that, despite the emphasis on much-hyped apps, demand is growing for its off-portal D2C products.
Based on current growth, the company is on course to achieve over a million paid downloads in 2011.
Within this, music downloads are the most popular, with a 1,200 per cent increase in album sales since the start of 2011.
Interestingly, this figure includes a growing number of iPhone users thanks to the ‘dual download’ service, which it says is more flexible (and arguably better value) than the ‘single use’ restriction of iTunes purchases.
Games downloads have also grown over the last 12 months, with an increase of over 600 per cent globally.
Meanwhile larger, more complex native games now account for approximately a quarter of all sold on the portal.
Even ringtones are making a comeback, largely thanks to specific areas such as TV and movie themes and non-music alerts including sound-effects, noises and voice-based downloads.
Mobile Chilli says the growth is largely down to the confidence consumers have in buying content off-portal.
Steve Kitchen, MD of Mobile Chilli, is encouraged. He said: "To have consumers - including iPhone owners - now looking beyond the confines of their carrier - and iTunes, is a huge step forward for the entire mobile market.
"The growth Mobile Chilli has seen over the course of 2011 also indicates that confidence in mobile commerce is growing across the board, not just in the high end and early adopter audience."