Wal-Mart just launched a cell phone storefront selling games, ringtones and wallpapers in partnership with mobile media company PlayPhone, according to a new MediaPost article. This follows earlier efforts by Wal-Mart to offer other online media services such as music downloads, and now vaults the retail giant into the realm of mobile commerce.

The entertainment portal (wmtmobile.com), accessible online or through a WAP browser on most mobile phones, charges $5.99 monthly for three downloads of any kind, according to the report. The site claims to sell exclusive content, such as ringtones and wallpapers tied to new releases from the Eagles and Bruce Springsteen.

"Wal-Mart is using multiple points of contact to change how users consume mobile content," said Ron Czerny, CEO of PlayPhone, in the article.

Wal-Mart is promoting the new mobile service in stores nationwide by allowing customers to enter a shortcode--40888--for mobile downloads, the report said.

Wal-Mart, PlayPhone Launch Cell Phone Storefront [MediaPost]