Wikipedia defines RBT as; “A Ring-back Tone (RBT), or Audible Ringing Tone or Ring-back Signal, is the audible ringing that is heard on the telephone line by the calling party after dialing and prior to the call being answered at the receiving end. This tone assures the calling party that a ringing signal is being sent on the called party’s line, although the ring-back tone may be out of sync with the ringing signal.” RBT is one the best revenue generating value added service for telecom operator. There are two main revenue generators of RBT;

• Monthly subscribtion: Each subscriber has to pay a montly fee to use RBT platform unless he bought nothing as a RBT content.

• Content fee: When you subscribed to RBT, you also buy RBT contents to let your callers listen.

Now we should add a new revenue generator for RBT service; AD RBT! Professionals talks about advertising through Ringbacktone platform since 2003; and finally Turkcell & 4Play launched TonlaKazan ( Tone&Win) at May, 2008 (www.tonlakazan.com). Ad RBT launch of Turkcell excited other telecom operators/service provides and new AD RBT platforms announced. Lets see all!

Company: Turkcell- Turkey- TonlaKazan

Ad RBT Tags: World’s first Ad RBT Platform

Web site: www.tonlakazan.com

Details: This is not just a RBT platform adding some ads to the content management system. TonlaKazan is world’s first AD RBT platform launched by Turkcell while 4Play Digital Workshop is the service provider looking for international expansion! TonlaKazan positioned itself as a loyaly program for subscribers. Please wait for more details about TonlaKazan.

Company: Onmobile – India – Ad RBT

Ad RBT Tags: CPC Model, DTMF enabled, Caller Profiling

Web site: http://www.onmobile.com/ringBackTones.html

Details: Onmobile partners with Vodafone. CPC is the main performance indicator for this service. Lets say Coca Cola says “Coca Cola presents Coca Cola Weekend, Press *12 now and get you wallpaper for free” so at each time consumer press *12, Coca Cola will be charged. Sounds good! Consumers also win airtimes and units!

Company: Orange – Spain – PromoTones

Ad RBT Tags: Auto Renew

Web site: http://movil.orange.es/servicios/promo_tonos/

Details: I guess Orange launced Promo Tones in July, compared to TonlaKazan this is not a advertising platform. It simple uses RBT platform and added some branded RBT ( Coca Cola, Ikea vs. ) let and subscribers select them as RBT. They also have rewarding program.

Company: Ringco- South Africa- A-Tones

Ad RBT Tags: DTMF enabled, Launching in March 2009

Web site: http://www.ringco.net

Details: They plan to launch the service in March 2009, it seems like they would like to be Admob of the Ad RBT.

Watch that RingCo!

Company: Xipto

Ad RBT Tags: Donation based rewarding program

Web site: https://en.xipto.com

Details: Different than the competitors, Xipto implies that you have the option to donate what you earned from Ad RBT platform.

Watch that Xipto!

Welcome to my web site! I was a junior student when I created marketingmyself.net . I aimed to present myself when I graduated and looked for a job! Actually it worked and helped me express my experiences and background info.

Now I work for Turkcell as a product manager in mobile marketing team. I focus on new product development and manage products such as  TonlaKazan ( Tone&Win),  Mobile TV,  Mobile Search,  Sponsorships. I read articles about mobile marketing and I believe I have some experiences that I could share with you. Enjoy it and do not hesitate to add your comments to any article.

Evrim