December 13, 2004
Fine-tuning your ring is the latest thing
For all the buzz about custom ringtones within the music and wireless industries, the trend is in its infancy as a mass-culture phenomenon, reports The Seattle Times.
According to a survey of cellphone users conducted by market-research group NPD, only 14 percent of those who had phones with the capability to download ringtones had done so — still a long way from market saturation.
The ringtone business is really a revival of the singles market to us," Thomas Hesse, president of Sony BMG's global digital group says. "People buy an individual song, and they use it for what we call personalization. They use it as an expression of their personal preference. It says a lot about you what ringtone you choose."
And there's no high-tech gadget better suited to individual self-expression than the cellphone. "The telephone always was an extremely personal instrument," says Paul Levinson, author of "Cellphone: The Story of the World's Most Mobile Medium and How It Has Transformed Everything!"
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