The Initiative: In June 2009 Telstra introduced a new value added service for its customers allowing them to choose video ringtones for incoming calls.
Video ringtones play music and a short film clip, normally 30 seconds in length, that are excerpts from the song's actual music video. Currently, customers can choose from more than 250 video ringtones. Telstra has declared its intentions to expand this catalogue in the future.
The new video ringtones are available on 35 handsets in Telstra's 3G range and can be purchased on compatible mobile phones through the BigPond mobile portal.
Unique Sales Proposition: Ringtones with video
Target Audience:
Pricing: Video ringtones are priced the same as a normal true tone, at AUD 4.95
($3.92) each.
Objectives: To enhance personalization options and increase downloads
Key Message: Impress your friends with Video Ringtones from Telstra
Media: BigPond Mobile portal, website, press.
Response:
- Reviewers believe that Telstra are banking on video ringtones being popular with the youth market, hoping that their desire to conform to the latest trends will fuel a need to impress friends by having their favorite music track appear as a video tone when their phone rings. However, critics mention that since most people tend to store their phones in their pocket or bag, a ringtone with video is largely superfluous.
- Telstra Media Group Managing Director Justin Milne has stated that up until the launch Telstra was selling six times more true tones than standard ringtones and they expect to see this evolve with video ringtones.
For more information about the case study, please contact us
In the pictures below: Snapshots of Telstra's BigPond mobile portal featuring the new service.
