Features: Magazine | Literary Review | Life | Metro Plus | Open Page | Education Plus | Book Review | Business | SciTech | Friday Review | Young World | Property Plus | Quest | Folio |

What's your mobile tune?

Ring back tunes are `must have' with the GenX

TUNE IN Ring back tones are a rage with the Generation next

Hiren, a music buff, has the latest number from the dance floor for his caller ring tone or ring back tone. "It can be RDB, Bluffmaster or Sting," he says as he downloads, surfs, uses GPRS and Bluetooth to get his tunes. Ditto for Gokul, a media pro who has the hit Mitwaa from Kabhi Alvida Naa Kehna for his ring back tone. "I prefer to update my ring back tone once in two months," he explains. And for those of you who are classic rock buffs, probably you could join the buffs who have Summer of '69 for their caller ring tone.

Some time back A.R. Rehman's tune for Air Tel was manna and music to the ears. Today ring back or caller tunes are `must have' with the Generationext, so much so that you are not considered `in' if you don't sport a ring tone. No matter if you have that hi-funda gadget of a handset, what really matters is how you are positioned— thanks to your ring back tune. "It is personification of yourself. It is a representation of your identity and much like the music that a guest might find playing in your home," says Gokul. And how does one find the latest tune around?

"You get sample SMS tunes time and again that you can choose from," he says. "The current modus operandi has been the use of multiple channels like Voice Portal, IVR-based Hello Tunes service, Airtel Live (WAP portal). The focus has been on downloads and easy music. We do a thorough research in terms of consumer tastes and scan chartbusters on various music channels. This helps us in incorporating the latest music as Hello Tunes and ring tones. We are very nimble-footed when it comes to tying up with various content providers, music labels and producers to be able to provide the latest chartbusters to our customers," says an official from Bharti Airtel Limited.

As for the players, music has not just become the focal point to capture the Generationext market. The service providers find the music component as a crucial part of the Value Added Services. "Voice and data revenues including ring tones and caller tunes have grown over a period of time accounting for 10 per cent of the revenue. Music is extremely popular with new users, particularly the youth," says Hamir Bakshi, COO, Hutch AP Circle launching Fun Cards and Full Song Downloads. The latter service featured the music premier of Krissh some time back.

In the mood to listen to a soothing title track from Fanaa or the spirit lifting Beedi? Call up a friend to lend an ear.

SYEDA FARIDA

Printer friendly page  
Send this article to Friends by E-Mail