That’s ringback tones re-incarnated to you
We’ve just come out of an extremely informative meeting with onmobile execs in London’s Fitzrovia on the subject of the future for ringback tones. GoMo News met up with Inaki Martin Velasco, Florent Stroppa and Felicity Demont – all with onmobile. Half way through the conversation we realised that we were talking about such a radical new interpretation of ringback tones that Inaki coined the term RBT (RingBack Tone) 2.0 to describe a major shift in the technology. What we are talking about is another unappreciated opportunity for mobile operators to fight back against the OTT champions such as WhatsApp and Twitter.
Previously, all talk about ringback tones centred on music. In effect, tracks that are played by the mobile network operator (MNO) whilst the caller is waiting for the recipient to pick up his or her mobile phone call.
Forget that. What RBT 2.0 is all about is the MNOs seizing the opportunity to earn revenues from those few seconds before the recipient actually answers the incoming call.
We are talking about wasted revenue generated opportunities. Ways in which an MNO can provide truly useful services for consumers and – especially, businesses.
The best bit about RBT 2.0 is that the OTT companies cannot possibly compete. The downside is, of course, that onmobile needs to get the actual MNOs onside.
Frankly, we don’t see onmobile having much trouble with selling the concept to MNOs. It makes so much sense.
The advantage for onmobile, of course, is that it gets to manage a whole range of services which the MNOs haven’t even thought of at this point in time.
Better still, RGT 2.0 ties in neatly with the advent of MNOs introducing LTE based 4G networks which make data driven opportunities so much easier to fill.
We’ll spell out exactly what we mean about these opportunities later. Watch this space.