PurpleAce Launches 3GSM Ringtone Competition

At first glance the competition appears to be encouraging people to share mobile content, a complete turn-around from the way the big guys operate. Closer reading reveals that PurpleAce is promoting its Ripple service, which allows customers to recommend content and receive “loyalty points” if the recommendation results in a purchase. The prize for this competition, which is being run at the Cannes festival, is a case of wine. I’m not sure how the system works, but I’m pretty sure the big winners in this competition will be the network operators…
PurpleAce has also signed a deal with MobileXpress, a retail store in Singapore that allows customers to come in and browse mobile content, then have it installed on their phone there. A “try before you buy” system.

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