Microsoft introduced its Smartphone operating system for cell phones in 2003 and seems determined to promote the concept of "themes", not just ringtones. A theme is similar to a computer desktop theme: you can download, for example, a "jungle" theme which would combine a tropical ringtone with pictures of gorillas or the rainforest.

Microsoft is not alone promoting themes, Motorola introduced a similar concept in 2002 and chances are more new cell phones will include the capacity to download themes, not just ringtones. Phones like the Motorola MPx200 series support themes.