Xellular Identity - All About Mobile Content & Marketing

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?

"Try to Look Natural... and Action!"

Video calling on the mobile phone, what anticipation!! “Wow video calling, how exciting!” “Which HS it’ll work on?”, “Which operators?”, “What capabilities…?”  Lately, everyone is buzzing on Video calling...

It’s great to be able to see people that you talk to. Thinking of all the possibilities, it really sounds great. Waking up to the sound of the phone ringing, answering with puffed eyes and saliva on the corner of your mouth… Beautiful sight! Or calling late to work, saying you’re just around the corner of the office when you’re really 20 miles away… Great surveillance system and the deployment is paid on behalf of the excited workers… 

We will need to direct ourselves before participating in a video call and check if our hair is combed (spikes are standing up, in my case :-)), if lipstick is well put and dark circles around the eyes are well covered – hey, this is a close up shot!

And if you’ll decide to keep your face off the video call (a new zit in the center of the forehead, or a swimming pool in the back instead of an office scenery), people would probably ask – what do they have to hide? If they didn’t have something to hide they would have showed themselves… not only we’re connected 24-7, we will be under the spotlight, standing on the big stage with even less privacy left…

What would be best is another visual means of communicating… Much more fun and much easier!

Let Your Avatar Call in Sick for You

I was reading Stowe Boyd's post about face-to-face technology (a.k.a. F2F). He thinks that real time F2F technology will be the next hit, using video chat through PCs and mobile phones. According to Stowe Boyd, the only hurdle is the lack of interoperability which is needed to be cleared out of the way. Looking at Google’s last moves, it’ll happen sooner than we think. Stowe also brings great examples of situations when you would prefer to use F2F communication.

I’m sure F2F will become more popular over time, but what about all those instances that you don’t want to be totally exposed? Like when...

• You’re calling sick from an exotic island or you're really sick in bed with high fever.
• The phone has woken you up and you don't want your partner to see your puffed eyes, your messed hair and your polka dotted pajamas.
• You’re answering the phone in the toilet (I know, nobody does this kind of disgusting things… absolutely n-o-b-o-d-y…).

I believe there’s another channel of communication that we should consider here, and that is communication through Avatars.

Avatars are our web representation. We can personalize them to better fit our look & feel; we can choose their clothing, hair styles, accessories and scenery… absolutely everything! The ease in changing appearance allows us to use this sphere to explore ourselves. In every social encounter we can change our appearance\ characteristics: a hippy, a gallant cavalier or a rapper, and define who we are and who we aren't.

But actually, we can use these avatars for communication everywhere: on the web (IM, blogs, forums, greeting cards, signatures), on the mobile (wallpapers and screensavers), on daily interactions (business cards, ads, bumper stickers… you name it). Think of the day that your Avatar could stand in for you absolutely everywhere…!

What would that give us? Avatars can stand in for us when we don't want to disclose ourselves. They can easily represent us when we want to separate our real life from the social impression we want to make. So next time the phone wakes you up, friends would see your neat and tidy Avatar. I guess when you’re reading these lines now you come up with a lot of more good examples too.

We can communicate using Avatars on the web and in real life when communicating visually. The mobile phone links between these worlds. And this is where the Mobile Avatar is utilized to bridge these spheres. A Mobile Avatar can be your caller ID, so when you call a friend, he will see your personalized Avatar on his screen, just like on the web. This way, your web representation could serve you over the real world as well. Needless to say, that you can use this avatar wherever else you want (like on your business card, etc…).

So… back to F2F communication. Avatars aren't F2F communication by all means; they are just part of widening visual communication. Yet, Mobile Avatars will integrate the web and the real world.