The battle between Microsoft, RealNetworks and other streaming software companies is moving from the desktop to the cell phone.

As the companies jockey for position in the wireless world, the race is on to secure critical partnerships with manufacturers and chipmakers to beam music, newscasts and other data to next-generation handheld devices. Streaming technology allows people to tap into audio and video without having to download large files. Like many other Internet players, streaming software companies see cell phones as devices that will let them step away from the confines of desktop PCs. Going mobile has the potential to resolve some standards issues that have plagued streaming technology thus far, analysts say, but it will likely take time to convince consumers that cell phones are ideal for watching videos and listening to music. Still, streaming software companies are preparing for the day the market takes off. Just this week, Microsoft said it would team with Texas Instruments to support Windows Media audio, video and digital rights management technology on the chipmaker's DSP-based processors for wireless Internet devices. The collaboration will allow mobile phone manufacturers to offer Windows Media Player on new products. The announcement follows a key partnership with NTT DoCoMo to serve up Windows Media on a device dubbed Eggy. About 60 devices now support Microsoft's digital music software, said Michael Aldridge, lead product manager for Microsoft's Windows digital media division. RealNetworks has struck a similar deal with Texas Instruments that lets its audio players run on wireless devices. The Seattle-based company also scored a deal with Nokia last year, in which the RealPlayer technology will be bundled in Nokia's new smart phones.