Tone down the tune
The days of the noisy ringtone,
complete with heavy percussion and catchy beats are fading away. People don't
want to be jangled into awareness by a ringing phone, they want to be gently
reminded of a call.
Which is why, ringtone preferences are changing, moving towards softer,
spiritual tones or just the ringing of the phone.
In many countries, the chiming of church bells or the sounds of religious songs
or chants are being used to signify a spiritual season.
In Bangalore, during every festival, there is a substantial increase in the
downloading of religious ringtones. Says Jacob Perez, vice president, sales and
marketing of a mobile phone service provider, "There's a marked increase of
spiritual ringtones during festivals.
People also gift spiritual ringtones to each other. I've even heard of people
downloading certain spiritual discourses to feel more pious at various times.
"According to Manjunath Seetharam, senior manager, corporate communications of
another mobile phone service provider says, "In our network, there is a 20-25
per cent increase in the downloading of spiritual ringtones, during certain
But for the rest of the year, more and more youngsters are opting for the basic
ringing of the phone too. They feel that noisy ringtones intrude on other
people's personal space.
Says young professional Karishma N, "Why can't everyone stick to the regular 'tring-tring'?
That's the sound we are conditioned to as the ringing of the phone.
Why draw attention to yourself with a noisy ringtone? It's like singing in
public and expecting everyone to listen. After all, in public spaces, we have to
respect what other people feel."
According to college student Snehal Gowda, "I like to keep my ringtone simple
and prefer a basic ringtone all the time. After all, the mobile phone is a
necessity nowadays, and there is no need to flash it around with a loud ringtone.
It shouldn't jar on anyone's ears when they hear it."
Monisha Gupta, 20, does not find loud ringtones of popular songs appealing in
any way. "Regular ringing is just fine these days."
While student Neoshi Mehta adds, "I don't like to be disturbed by loud noise,
which is why I keep my phone either on silent or with a regular ringing tone.
And though I like the sounds of babies crying and laughing, I find that they
draw too much attention when they ring in a crowded place. It causes too much
disturbance, so I'd rather stick to the basic tones all the time."