Marketing is the key to ringback tone success, says Muzicall.
In South Korea, the penetration of ringback tones stands at 55 per cent. In China it’s 45 per cent.
But in Europe – where mobile penetration is over 100 per cent – the rate is barely four per cent. What’s going on?
Either Europeans have got some grudge against playing calls to their friends, or they’re just not selling them properly.
Richard Jackson is withering in his dismissal of a supposed cultural divide. And as for sales and marketing, well he thinks he has the answer to that, too.
Jackson is VP of sales and a co-founder of Muzicall, a company that is dedicating itself to making Europe a viable market for the ringback. Or the Color Ring. Or the Caller Tune. In fact, this lack of a agreed name is a problem for ringbacks...
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