The Financial Express: Callback tunes are gaining momentum in the Indian ringtone business.
In a market such as India where ARPUs are below Rs 400 per month, virtually all the leading players have launched callback tune services to keep their cash registers ringing. Launched in India in June 2004 by BPL Mobile as My FX, callback tunes have quickly caught on. Airtel launched its version of the callback tune service barely a month later, while Hutch followed with Caller Tunes in September 2004. This year in March, Idea Cellular launched Dialer Tones. Already the service contributes 20% to Idea’s VAS revenues.
Says an (official of) Cellular Operators Association of India (COAI), -
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