It becomes more and more apparent with each passing day that the modern mobile user cannot help but gravitate toward mobile content. After all, mobile content has been around for about as long as the mobile phone itself has been around, accentuating and enhancing the mobile experience by punctuating incoming calls and messages with pleasant, personalized tones. Now mobile content has taken on a life of its own, as mobile media comes straight from the heart of the music and entertainment industry in order to provide fans of various artists and properties with mobile media, music and movies that stream right from the latest album or film.
Companies and providers working together is a fairly common sight these days as mobile content delivery becomes more and more of a complicated, up-to-the-minute endeavor that needs expert execution. Mobile content providers team up with distribution experts to explore new ways to let their material reach the public and turn a respectable, reasonable profit, leading to a good working symbiosis of sorts. Similarly, the entertainment industry has seen much progress in working with mobile content providers and distributors, as music companies have offered access to their immense libraries of artists and albums, whose latest tracks are turned into downloadable and purchasable mobile content that fans eagerly snap up like hotcakes.
A new partnership similar to this sort has been inked by two leading forces in mobile content, both particularly strong performers in the European market. One is Europe’s leading provider of ringback tone services, while the other is known as an effective global technology partner that has worked with many media providers, operators and enterprises. To wit, earlier this month noted ringback tone service provider Muzicall and global partner IMImobile have joined forces in order to foster a stronger ringback tone service environment, creating new and better service opportunities throughout Europe through a mix of creative and innovative offerings in both technology and marketing.
Muzicall and IMImobile’s new partnership follows along the strong reputations of both companies, who now seek to increase and maximize consumer adoption as well as reach more potential consumers through improved discovery, using such means as enabling off-deck ringback tone sales. Muzicall will continue use its Center of Excellence for Ringback Tone marketing framework to achieve these goals, as this program has already worked wonders for increasing consumer adoption rates for ringback tones in Europe, much to the delight of leading mobile operators. IMImobile, for its part, can draw upon its excellent level and depth of experience in developing ringback tone technology in Africa and the Asia-Pacific region.
Muzicall CEO Patrick Allainguillaume believes that this partnership is as good an idea as they come, noting that the services offered by each company are “complementary” and that it “makes sense for the two companies to work together to grow the European Ringback Tone market.” He acknowledges that IMImobile has built up a considerable, “excellent” level of experience, and notes that the immense opportunity for reaching consumers in Europe – considering that only 2% of mobile owners own and use ringback tones, paling in comparison to an Asian market such as India where the number is above 25% — makes it a good idea to team up to grow the European market.
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