Blog Post

One97 And Pantaloon Launch Universal Ring Tone Card

First Airtel went the retail way with Hello Tunes and MP3 songs from Soundbuzz being made available at Airtel Easy Music outlets; now One97 has launched an all operator, all mobile ring tone card which is being retailed at Pantaloon‘s Big Bazaar stores.
The ring tones are availabe in single tone (Rs.6) and three tone(Rs.18) packs at Big Bazaar stores. Users have to send a unique 10 digit PIN alongwith their preferred ring tone(s) code via SMS to 9871330303, and avoid the premium SMS and call charges. The card has a 6 month validity. One97 also has plans for more ring tone cards, Astro cards and regional ring tones.
On the face of it, it looks quite convenient and cost-effective, but that’s because premium SMS and call charges are are high with the operators cut being a major component. I wonder how many people actually will be picking up ring tone cards alongwith their tomatoes and onions. My guess is that the cards will be placed near the checkout counters, as impulse purchases, next to other impulse-purchase favourites like razors, chocolates and chewing gum.
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