What's in a Name?

"Oh, did you mean Cingular's Answer Tones, 3's Dialtunes, Francetelecome's Fun Tones, or Cosmote's Calling Tunes...? And in Israel, is it Funtone (Orange) or Pleasant Waiting (Cellcom); in the UK, is it Calling Tunes (Orange) or Caller Tunes (T-Mobile)? "

-Confused?
-After many inspiring introductory meetings with some VERY interesting marketing co-workers at the Fun Dial business unit, it's clear. There's a name problem :)

While you can buy and download ringtones practically anywhere, no matter who's your operator (or who's your content provider), when it comes to the ringback tones - it's a totally different story. Each operator wanted to have a unique brand name that will distinguish it from other operators. Sounds logic.

But is it really? Let's examine the outcome: when it comes to users' awareness to the service, operators meet mostly confused users. A situation which turns to be one of the obstacles to the ringback tones'  penetration to the market.

So... if Nokia has realized that a product's name is a key factor to success, operators should realize it too.

Comments

[Ian Wood]

Zen I am a fan of Caller tunes on my Orange handset. Ever since I decided that "He's a very busy man" was the one for me I seem to get more calls from male clients but my wife does not like it:-)

The interesting thing for me is how the networks have decided to implement it. On my T-Mobile account they have decided not to have a number of the pre-recorded messages and users are expected to personalise the service by using a music clip or ring tone. I guess the Germans need the money more than the French!