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Article: Ringback tones start to resonate; initial response to the tones has been impressive, but carriers are still fine-tuning their business strategies.(Content & Apps)
- Article from:
- Wireless Week
- Article date:
- May 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Advantage Business Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ringback tones--those songs incoming callers hear when they dial a mobile phone number--have been lauded for their popularity with Asian and European consumers. In South Korea, for example, SK Telecom's ColoRing service achieved 30-percent penetration with its ringback tones in its first year of launch, according to Ovum Research.
In the United States, ringback tones are a relatively new phenomenon. Only a handful of operators offer the service. However, initial response from U.S. consumers has been impressive, with operators reporting subscriber take rates that surpass expectations. In fact, T-Mobile USA's nationwide CallerTune service has sold more than 1 ...