Feeds

Ringback tones outselling ring tones

'Ring ring' not good enough for you?

5 things you didn’t know about cloud backup

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. ®

The essential guide to IT transformation

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Time Warner Cable customers SQUEAL as US network goes offline
A rude awakening: North Americans greeted with outage drama
We need less U.S. in our WWW – Euro digital chief Steelie Neelie
EC moves to shift status quo at Internet Governance Forum
Google has spaffed more cash on lobbying this year than Big Cable
Don't worry, it'll be cheaper when they use drones
EE fails to apologise for HUGE T-Mobile outage that hit Brits on Friday
Customer: 'Please change your name to occasionally somewhere'
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
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.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?