Ringbacks Gaining Traction? Confusing Deals With Adoption

RCR has done a lame story about the supposed traction of ringbacks, rather, a story which confuses a couple of deals among tech providers-operators as proof of consumer adoption in U.S. Witness these two: “The ringback space continued to gain traction last week with two new partnerships. 9 Squared, a Denver-based mobile music company, unveiled an exclusive deal to offer clips from independent music firm KOCH Entertainment…and Comverse Inc. said it will team with Jamba to power an off-deck ringback service for T-Mobile Germany…”

And then this ridiculous idea of ringback ads: tech company NMS Communications plans to expand its ringback offerings to include advertisements, the story says. A subscriber could opt to force his friends to listen to a message from a soda company, for instance, instead of the traditional ring when they call.

Ringbacks continue to be perceived largely as an annoyance in the U.S. market…just because you can, doesn’t mean it is a good or marketable idea.

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