Chinese people change cellphone's ringback tones as often as people change clothes. And no wonders, the fad is delivering piles of cash to China's mobile carriers.
Ringback tones, the sound a caller hears in the seconds they wait for another person to answer, are turning the marketing gimmick into big business. In a country where a cellphone is both a communication device and a fashion accessory, the tones are being looked as the latest form of personal expression
The tones cost just 2 to 3 yuan a piece, with monthly subscription fees of about 5 yuan.
Ringback tone revenue was one of the fastest-growing segments, quadrupling to 3.42 billion yuan ($427 million) in 2005 from just 848 million yuan the previous year.
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