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Ringtone Service Wins Creativity Award |
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Written by Adam Gosling
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Thursday, 27 September 2007 |
The winner of the ‘Most Creative Mobile Solution' at the
2007 Mobile Marketing Awards was non other than ringtone download service, Music On Your Mobile.
The service is a joint venture between
Sounbuzz, a major player in the Australian online and mobile music
business working with Information Dialling
Services (IDS) as a delivery partner.
Soundbuzz
has its own online music store, but also provides content and some
infrastrucutre to back the services provided by companies such asMotorola and carrier services Optus Zoo and Telstra
BigPond Music.
The winning service, however was 193 123 (www.193123.com.au).
For those not familiar, the name is not only a brand it acts as an SMS
short code that allows consumers to purchase wallpapers,
truetones and ringtones either directly from their mobile phones, or by
texting
a simple code to "193 123", or alternatively via the website.
The service can also
be ‘white labelled' by other business which have large, music-loving
audiences. Clients using 193 123 include: NOVA radio, Big W, Supre, Dick Smith,
Channel 9's ‘Music Jungle' and Take 40 Australia.
Apart from claiming the number one spot in
Australia's ringtone supplier market, the service has grown by 24
percent in the past 12 months, reflecting the overall
strength of Australia's mobile music sector which generated sales in
2006
of A$104 million. Ringtone sales were a staggering 50 percent of this
total.
The service has a catalogue of more than 50,000 ringtones plus
wallpapers, and combines content from every major record label (EMI, SonyBMG,
Warner and Universal Music) plus selected independents.
According to Paul Buchanan,
General Manager, Soundbuzz Australia: "Our greatest challenge in
delivering a consolidated retail offering to the Australian consumer was to
bring all the major record labels together to offer their content from a single
destination. The next step was to offer a simple purchasing
solution that worked across all forms of media, be it the internet, mobile,
print, radio or televison."
Of course it's not all about the listeners, "By integrating 193 123 into existing
campaigns, record labels are able to increase revenues without investing in further
advertising spend," says Buchanan, so in addition to securing revenues from customers the
major labels use the platform themselves to market music content directly to
fans via a variety of methods including CD inserts, TV campaigns and artists'
websites.
The service plans to offer richer content, such as music
videos and full length songs, as early as next year.
www.soundbuzz.com
www.idscomms.com.au
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