One of the most promising strategies to increase mobile subscribers’ exposure and awareness to the ringback tones service is opening it to the content off-deck market; i.e. to enable 3rd party retailers and content providers to offer ringback tones content at their portals. This way, there will be more places for users to acquire ringback tones, they could buy them both at operators’ portals and at the content aggregators’ own websites.
Telenor just launched a few days ago its new ringback tone service called Ventetoner which has been enabled for roll out by Telenor’s 12 operating companies across Europe and Asia. The novelty in the current launch is the new technology which lets third parties sell ringback tones that work on the Telenor network. As far as I know (and feel free to comment and correct me if I'm wrong), the precedent of this kind of cooperation belongs to Jamba, a mobile content aggregator, which started a few months ago to promote T-mobile’s and Vodafone’s ringback tones in its German website; but still, at this early stage, every mobile operator that aquires the technology to enable 3rd parties promoting ringback tones is a cause for celebration.
If you're curious to now just how powerful this strategy is and how it helped Jamba and T-mobile to increase their penetration numbers, both T-mobile and Jamba are going to present their success stories at the upcoming Ringback Tones Marketing Seminar in Miami at the 18-19th of April. For online registration to the Seminar, follow the link. Also you can contact me for more information and agenda.
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