Wednesday, 23 January 2008

ring ring........

After another hectic week in the zone formerly known as 'publishing' my good lady asked me what ringtone i currently deploy.

After the initial look of bemusement it dawned on me that the ringtone in question, is hardly ever heard when i am in her company or indeed ever. You see, what happens is that during the week the phone could be on silent as my colleagues hate to hear my phone chirping away, it could be on vibrate, especially when i am on public transport or when it is on i tend to answer it on the first ring.
At weekends, the mobile never rings. It's not that i am unpopular, though i could become paranoid on this.
It is becuause weekends is my time and i don't want to spend it talking on the phone. Thus people who know me, know this and so we exchange SMS.

Contributing as i do to the 1 billion SMS sent each week in the U.K. My point and there is one, the ringtone market is losing it's novelty. At times it is an annoyance. It is no longer value for money for people (like me) and for media companies (like mine).

We need to replace the early and easy revenues that will be undoubtedly lost from the ringtone market.

So if SMS is where the consumer need is then let's start creating value around this.

SMS is not a novelty, it gives consumers access to the outside world 24/7 and unlike the ringtone an SMS can actually brighten up your day! So when will publsihers and content providers grasp the nettle?

Me? ... I'm on the case!

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