|Splendid sound! (by forestgum, Jul 19th, 2007)
It's obvious that tune is so cool, let's share it with your buddies.
|Dance of the water (by billyoung, Jul 9th, 2007)
How interesting it is
|Active (by nautin, Jul 8th, 2007)
I want to dance. It is so active!
|sounds good (by sebastian, Jul 1st, 2007)
it's a good ringtone
|pro dj (by Lee, Mar 31st, 2007)
Cool DJ piece!
The mobile is a highly personal
device, yet to date we have barely tapped the ability of a cell-phone to be
tailored to fit a customer's needs and style.
We're talking personalization. The handset stands uniquely at the intersection
of fashion and the digital world, it is both a source of multimedia content and
a fashion statement.
Phone personalization began with Nokia's color face plates six years ago. Asian
schoolkids got in on the act with external personalization, adding Hello Kitty
or pop star motifs in the same way they decorate their backpacks. Now we see
what a huge market SMS-based screen display and ring-tones downloads have
become. These days, who doesn't have a photo of their dog or child (or both) on
their mobile phone screen?
Unwired would argue that Siemens mis-stepped 18 months ago when it hit the
market with its self-described "fashion phone", the Xelibri. The product tanked
because, apart from lacking color display, it didn't allow personalization. A
phone that is a fashion statement but looks and behaves like every other version
is a contradiction in terms.
3G multimedia opens up new vistas for personalization. We can see now the 3G
market has four dimensions. Voice is the killer app and the core source of
revenue. The other segments are data, which is starting to grow, the new area of
video, which will take awhile to develop--and personalization.
Right now personalization above all means music. This is being driven by a
supply-push factor as well as demand-pull. Most new phones have some kind of
M[P.sub.3] capability and increasingly some storage capacity.
The iPod-iTunes experience shows just how serious demand can be for portable
music with the right combination of sexy device and access to legit downloads.
Yet the phone offers more than just that, and that is the opportunity for
As Ovum put it recently: "There are currently no clear substitutes for phone
personalization. This means there is a window of opportunity to capture a
greater share of disposable income, which might otherwise be spent on other
forms of media and content."
Much bigger than music players, though, is the area of ringtones as a revenue
source. In markets such as in Korea, the mobile music market has outstripped the
physical music market.
The ringtone download market really got a kick along from the introduction,
first by Samsung two years ago, of polyphonic tones. Now the music and the
wireless industries are abuzz at the emergence of "mastertones". Also known as
realtones, truetones or songtones, these are the actual song extracts, not just
electronic simulacrums, and the impact will be enormous.
One of Japan's biggest hits in the past year is a mastertone, or "chaku-uta",
service backed by five local record labels, called Label Mobile. Even though
it's much more expensive than the standard ringtone download, it last-year
generated 15 million downloads on an installed base of only to million devices.
Japanese have been debating whether these will replace ring-tones or become a
separate service. Ludivico Ciferri, a researcher at Tokyo VC Mobile Internet
Capital, predicts outright that mastertones will eventually replace ringtones.
Meanwhile, the new new thing in Japan is the "chaku-motion", the mobile video
clip. The prospect of being able to sell a clip of Andy Lau or Zhang Ziyi saying
"you've got a call" to China's 300 million phone users is an irresistible one to
operators and content owners alike.
But it's a bigger business challenge, requiring the participation of the artists
themselves as well as the commercial arrangements with the labels and agencies
and the DRM protections. That's some way ahead and, besides, requires 3G-level
Right now, there's a lot of customizing that doesn't take much bandwidth, but
there can be other problems.
Like names, for example. What the Koreans call the "color ring-tone" is known
variously as the "ringback tone" in China or the "hello tone" in Hong Kong or
the "connecting tone". Maybe the "answering tone" is the best name --the tone
the caller hears while waiting for the call to be answered. It's a service that
generated $100 million in Korea in its first year.
The content world, even ringtones, brings with it issues of taste and
Some Chinese are complaining about the questionable nature of ringtones. It's
possible to download sounds of machinegun fire and explosions, or answering
tones with messages like "Your wife has been in an accident!". And a number of
content providers have been caught in China's recent crackdown on pornography,
which the MII has signaled is a campaign that will last for a year. China Mobile
recently cut 45 adult chat services.
The ringtones concept can cause discomfort for consumers, too. Siemens 65 series
phones play a loud tune when the battery runs out. So loud that in fact the
company has issued a warning that it might injure users' eardrums. There is an
upgrade on the way.