There are a few companies that provide the entire ringtone shop right to work - you just have to provide your logo and page templates. They manage the rights, distribution, everything. You best bet is to Google for it.
You can send a WAP Push SMS (SI or SL) that triggers the application download via GPRS. WAP Push messages can be delivered either over GPRS or SMS bearer.
Most phones today support WAP Push Service Indicator, which will prompt the user whether to download the file, e.g. Java Midlet. The other kind of WAP Push is WAP Push Service Load, which is disabled some models.
A pre-requisite is that the phone user must have GPRS configured and enabled on his mobile.
Here's a link to a Windows based SMS Gateway software that supports WAP Push over SMS bear or via SMPP Gateways.
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