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Advertising ringback

THE MOBILE Marketing Association (MMA) has announced the publication of a whitepaper about the marketing and advertising opportunities and considerations associated with the growing area of ring-back tones (RBTs).

"Although ring-back tones have been repurposed by operators for almost a decade, it is only recently that marketers are able to take
advantage of this opportunity. With more than 3 billion mobile phones in use worldwide, and approximately 12 billion inbound calls each day (according to Nielsen Mobile), RBTs offer a compelling new media platform for marketers today.

In line with MMA's efforts to educate marketers and protect consumer experience, MMA members have put together this white paper to provide insights into harvesting the potential of this new emerging area of focus as a marketing channel." said Rohit Dadwal, Managing Director, APAC, Mobile Marketing Association.

"Based on the volume of inbound calls worldwide, the opportunity for
advertising and marketing via ring-back tones is immense," stated
Nicolas Arauz, Founder and President of Xipto Inc. "There is clear
scope for marketers to benefit from the idle time with a captive audience, and for mobile subscribers to be able to reap real rewards. By creating this educational whitepaper, we wanted to explore the opportunities and provide guidance for those new to the market."

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