Ringtones Vs. Realtones - Aiming to Minimize Consumer Confusion

Amidst a sea of confusing ringtone terminology, companies are aiming to create less chaos by creating a naming standard. The initiative has been launched by European digital services provider DX3 Technologies and the Mobile Entertainment Forum who have come to the definition of a "realtone".

Many of those from the industry have a working knowledge of the concept. However for those who don't the companies define a "realtone" as "a ringtone that is licensed by the rights holder, produced from an original recording, with the performer clearly identified in its marketing material."

Using the same terminology has helped to increase sales by minimizing consumer confusion and industry in-fighting. In the case of the realtones clarification, the attempt is partly aimed at reducing the influence of ringtones that are actually cover versions of the original material. "The whole history of popular music has, of course, been littered with imitations, cover versions and tribute bands, but at least they have been marketed as such," said DX3 CEO Andy Baker.

The ringtone clarification attempt has attracted support from the major record labels. MEF has also begun working to create the first accredited realtone chart, which may become a barometer of singles chart success. That chart could become increasingly important, especially as more ringtones debut ahead of official release dates. Ringtones now account for one-third of mobile download revenues, according to research from Mintel.