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Home > Communications > Wireless > Components/Equipment
Webtone: The New Ringtone? - The Opportunity for Webspace Personalisation
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- Opportunity Description
- User Experience
- Underlying Technology
- Market Size
- Route to Market
- Viral Marketing
Comprising ringtones, ringbacks, wallpaper and text tones, the mobile personalisation category is approaching maturity and lacks an obvious growth path.
Record labels have been enjoying explosive growth in ringtone revenues because of a format replacement cycle which is resulting in the ringtone market migrating from the polyphonic format, where labels earn nothing, to real music ringtones where labels earn a royalty.
When this format replacement cycle has been completed, record label revenue growth from ringtones will stop - abruptly.
Therefore, a key question facing strategy executives is whether a completely new category might exist, which also lends itself to music-based personalisation and which could be pursued without cannibalising existing ringtone revenue streams?
We have recently become aware of a new category that appears to fit the bill and so we have prepared this report which outlines our thinking about the opportunity, the underlying technology, the route to market and its potential size.
Still at the formative stage, this opportunity falls within the online arena and offers opportunities for records labels, online brands and would-be platform providers while also containing a powerful email-based viral marketing element.
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