A Jump Into the Future - Multimedia Ringback Tones

Hi everyone,

Today I wanted to share with you a new and sexy service that according to one of the Product Managers at Comverse will be the natural evolution of the ringback tones. To do things right, I'll begin at the top :)

Once, there was no choice but to hear a dull ‘ring ring’ when you waited for your friend to answer the phone. Now, follow this carefully: Tomorrow, you place a video call to your friend. Suddenly the amazing top hit by the new hip-hop group The Beatz will fill your mobile screen. You are enjoying a great top 10 video clip until your friend answers the phone. Wouldn't that be a better way to wait?

The Multimedia ringback tone takes the very popular musical ringback tone service to a whole different dimension, from the audio space to the visual video clip arena. It allows you to enjoy watching a video clip while placing calls, as well as to entertain your callers with video clips to watch while calling you.

Sounds great? I haven't said the final word yet, which is content. There are 3 types of optional content:

• Users' content - music clips, Klonies customizable avatars, self generated content, corporate content... All depending on the segment.
• Operator content - branding (logo), promotion info, operator prompts.
• Advertisement - advertisers fund phone bills in return to placing ads at the multimedia ringback tones space. Less desirable for the callers, but it's an option.

We all know that personalization is a key growth engine to mobile services and applications and it will probably keep being a key factor in the future. Having said that, the multimedia ringback tone leverages the ringback tones' success and promotes the video arena\ tusage of 3G. It harnesses the human need to self express and provides a new and creative outlet for that. Smart!

What are your reactions?