Feeds

Ringback tones outselling ring tones

'Ring ring' not good enough for you?

Top 5 reasons to deploy VMware with Tegile

German operators are making more money from ringback tones than they are from ring tones, despite only having 2.3 per cent signed up.

Real Networks, who are busy flogging ringback tone servers, reckon that Vodafone and T-Mobile made €26m selling ring tones in Germany last year, compared to €34m from ringback tones, and that the UK could see similar figures if T-Mobile UK and 3 would just tell people the service exists.

Ringback tones replace the sound of a phone ringing, as heard by the caller, with music or prose selected, and paid for, by the callee. They've been around for years but never taken off because, it seemed, that punters thought the idea was a bit naff.

But Real reckons the problem isn't that people don't like ringback tones, only that they have no idea what they are. Apparently 20 per cent of existing subscribers signed up the minute they learnt that such a service was available, and usage levels map well to customer awareness. With T-Mobile and 3 doing nothing to promote the capability, however, UK subscribers hover around 0.7 per cent.

Worse than doing nothing: it's very hard to find any reference to the services on web sites or when enquiring by phone, almost as though they're embarrassed by the service, though one representative did tell us they liked it 'cos customers sign up for a subscription and then forget they've got it.

So Real reckons ringback tones have failed to take hold in the UK 'cos no-one has heard of them, but we can't help wondering if it's not equally likely that no-one wants them, or perhaps a happy combination of the two. ®

Internet Security Threat Report 2014

More from The Register

next story
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
Broadband sellers in the UK are UP TO no good, says Which?
Speedy network claims only apply to 10% of customers
Virgin Media struck dumb by NATIONWIDE packet loss balls-up
Turning it off and on again fixes glitch 12 HOURS LATER
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Facebook, working on Facebook at Work, works on Facebook. At Work
You don't want your cat or drunk pics at the office
Soz, web devs: Google snatches its Wallet off the table
Killing off web service in 3 months... but app-happy bonkers are fine
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.