"Personalizing mobile phones with ringtones, graphics and games was previously for the highly technical crowd," remarked Mike Stemple, CEO and founder of nReach. "nReach's innovations will expand the use of entertaining mobile content to a much broader audience while capturing new revenues for retailers."
I didn't realize that knowing how to use a web browser made me part of the "highly technical crowd". It looks like that are just putting up a kiosk with a browser locked to a specific content download site.
While I haven't seen or used one of these, I don't think the idea has legs.