Mobile phones and mobile media have always enjoyed a symbiotic direct-proportion relationship throughout their concurrent rise over the last few years. Mobile phones have become integrated into people’s daily lives and routines, and mobile media has become the oil that lets the wheels move smoothly by providing entertainment and personalization options for users. However, the mobile media industry seems to have been dealt some setbacks in recent months, with analysts suggesting that ringtones – sound recordings that have either approximated or captured the sound of a user’s favorite song or songs – have peaked in sales and popularity and are beginning to slow down quite a bit, owing largely to users figuring our how to create and install them for free.
As a result, mobile music has expanded beyond the 30-second-clip industry progenitors and blossomed into its own, with music labels tying up with service providers to make entire music libraries available for download and playback on ever-increasingly-sophisticated mobile phones and smartphones. These full download services have also proven popular with users, as their phones can now accommodate more and more memory items and come equipped with better and better quality connectivity, playback and storage options. Apple has been making waves on this side of the industry with its popular iTunes application, and Nokia has followed suit with its Comes With Music deal.
However, despite all the gloom and doom and shifting to new sides of the industry, ringtones remain to be popular sellers albeit at a lesser rate than before. All it takes is a novel, strategic approach to marketing and selling them. As such, companies like Myxer have dared to try new things to get users to “go with it,” as the mobile content delivery startup’s slogan says. First among these new moves is the easy-to-navigate Myxer website, with picks of the day and search functions that provide highlights and hunting options for users to find the ringtones they want, choosing from over 2 million free and ad-supported ringtones from a variety of artists. The website even has a ringtone maker that gives users the option to upload audio clips and craft ringtones on the site.
Then there’s the Myxer ringtone podcast, allowing iTunes users access to ringtones that can be pulled directly from the channel given. This has reached out to users and given them a venue for ringtone acquisition even outside the website, a wise strategy in a time where the ever-busy mobile user has less and less time for idle browsing. Subscribing to the podcast can help a user automate the search for new files as iTunes will check for them as they are made available, making each syncing opportunity a chance to get the new ringtones (two are added to the Myxer library every week). As such, over 27 million users have been able to enjoy speedy and effortless updates and downloads even on the go, as well as the opportunity to create their own tones – in an ad-supported structure that keeps the ringtone cash flow going even without direct sales.
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