Michele Mackenzie, senior analyst at Ovum, has another good note on ringbacks: forecasts for Europe and difficulties in marketing them, including:
— it is difficult to explain and market the service. It is not immediately obvious to users how the ringback tones service works, and it is often confused with functionality on the handset to assign different ringtones to different callers for the benefit of the called party
— complexity in managing the service. In addition to the complexity of implementing the solution in the network, service providers still need to manage their content providers, negotiate and manage licensing terms and conditions for the content, and ensure that there is a constant flow of new dynamic content.
— tastes and preferences. There may be cultural differences to take into account across markets. For example, a service that appeals to the Korean market might not necessarily appeal to the UK market.
Also read her earlier note: “A positive outlook for phone personalisation“
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