Although mobile content is something consumers can buy and download from virtually anywhere, Chinese start-up Duo Guo is banking on a different approach by selling such content through specialized kiosks in brick-and-mortar retail stores.

Launched last year and backed by US hedge fund Jana Partners, Duo Guo currently has about 25 stores in Shanghai.

Based in Shanghai, Duo Guo—a subsidiary of D Mobile Inc.—has developed partnerships with China's largest retailers and leading global media companies to bring games, ringtones, software and other mobile services to China's 500 million mobile phone users in a retail setting.

Each Duo Guo kiosk is staffed by a salesperson, who can help consumers as they browse for content. Once customers make their selections and pay, the content gets beamed to their phone via Bluetooth. In addition to its starting line-up of ringtones, wallpapers and games, Duo Guo recently began offering exclusive mobile content from emerging Chinese artists through its "artist of the month" program, and has launched into ticket sales as well.

Wal-Mart, Best Buy and Tesco are among the stores that have signed up to host Duo Guo kiosks in China, while the company also operates its own standalone stores in subway stops and Shanghai’s busy Zhong Shan Park area. Content at Duo Guo kiosks is updated every Friday to encourage frequent browsing.