Mobile Marketing Association Publishes Whitepaper on Marketing with Ring-Back Tones | MMA Global

Mobile Marketing Association Publishes Whitepaper on Marketing with Ring-Back Tones

March 3, 2010

Provides new insight into emerging opportunity for marketers

New York, London, UK, Singapore & Sao Paulo:  March 3 2010 - The Mobile Marketing Association (MMA) (, today announced the publication of a new whitepaper focused on the marketing and advertising opportunities and considerations associated with the growing area of ring-back tones (RBTs). With more than 3 billion mobile phones in use worldwide, and approximately 12 billion inbound calls each day (according to Nielsen Mobile), RBTs offer a compelling new media platform for marketers today.

Created by MMA members 4play Digital Workshop, Comverse, Livewire Mobile, Ringco Ltd, and Xipto Inc, the whitepaper is designed to provide marketers worldwide with insight into this emerging area and to guide them through the usage of RBT advertising campaigns that ensure a positive, rewarding experience for consumers. The whitepaper deals with a number of areas, including:

  • Market size and growth trends
  • Benefits of marketing with RBTs
  • Subscriber controls
  • Duration, ad-copy and frequency of RBTs
  • Purchase models and advertiser settlements
  • Campaign setup
  • Metrics

  ”Based on the volume of inbound calls worldwide, the opportunity for advertising and marketing via ring-back tones is immense”, stated Nicolas Arauz, Founder and President of Xipto Inc.  “There is clear scope for marketers to benefit from the idle time with a captive audience, and for mobile subscribers be able to reap real rewards. By creating this educational whitepaper, we wanted to explore the opportunities and provide guidance for those new to the market.”

“Although ring-back tones have been repurposed by operators for almost a decade, it is only recently that marketers are able to take advantage of this opportunity. As with all new mobile marketing services and technologies, the MMA feels that the key to growing these opportunities lies with the education of marketers and the protection of the consumer experience”, said Kristine van Dillen, Director, Industry Initiatives & Partnerships at the MMA.

The Marketing with Ring-Back Tones Whitepaper is available to download from the MMA website. Please visit for more information.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit


Jen Hibberd and Becca Daniel, Mi liberty
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