Muzicall Creates European First: Off-deck Ringback Tones

Muzicall Creates European First: Off-deck Ringback Tones

LONDON, September 10, 2010/PRNewswire/ --

- Swiss Customers First in Europe to Buy Ringback Tones From
Direct-to-consumer Provider

Muzicall, Europe's leading provider of Ringback Tone (RBT) services, has
signed a deal with Fox Mobile Group, a leading distributor of mobile content,
to deliver Ringback Tones - the sound that replaces the traditional ringing a
caller hears when calling a mobile phone - to Swiss mobile phone customers.
Previously, Ringback Tones were only available to consumers directly from
operators. Through the partnership with Fox Mobile Group, users will have
access to a wide range of Ringback Tones from various genres. Swiss consumers
will be the first in any European mobile market to be able to buy Ringback
Tones from a direct-to-consumer outlet, such as Fox Mobile Group

"Our deal with Fox Mobile Group represents the realisation of Muzicall's
vision for Ringback Tones; we have established a complete Ringback Tone
ecosystem in Europe for the first time," said Patrick Allainguillaume, CEO of
Muzicall. "Until now the popularity of Ringback Tones in Europe has not been
maximised because they have only been available on operator portals. Now they
will be available from the same place where most consumers already buy music,
ringtones, games and other mobile content. This will boost consumer awareness
of Ringback Tones - and it is proven that when awareness increases so do
sales."

The realisation of Europe's first off-deck Ringback Tone ecosystem means
the popularity of RBT services are now poised to match that of other parts of
the world and follows the prediction of analysts IDC that "ringback tones
will overtake ringtones in 2010 and become the single largest revenue source
for mobile entertainment". Current estimates suggest that only three per cent
of European consumers have a Ringback Tone whereas the global average is 14
per cent, according to Portfolio Research. In some parts of Asia, the
off-deck availability of mobile content, including Ringback Tones, has helped
push RBT penetration up to a staggering 40 per cent. The availability of
off-deck Ringback Tones through Fox Mobile Group is the first in a planned
series of rollouts by Muzicall aimed at maximising the awareness and
availability of Ringback Tones in Europe.

"We are delighted to work with Muzicall to provide Ringback Tones to
Swiss mobile phone customers and we are proud that we are the first off-deck
provider of Ringback Tones in Europe," said Robert Derow, Senior Vice
President Global Media at Fox Mobile Group. "We are very happy to provide
Swiss mobile phone users with this special mobile service. We are looking
forward to working with Muzicall to make Ringback Tones a huge success in
Switzerland and looking forward to offering the service in other European
markets together with Muzicall."

Ringback tones typically consist of music, however, the customer can also
choose from TV and movie themes, sound effects and numerous other sounds,
even advertising. Muzicall's RBT.4.ALL platform enables customers to create
their own content library, giving them the ability to assign a different tune
for different callers, thereby creating a very rich and personalised
experience.

About Muzicall

Muzicall is Europe's leading specialist ringback tone service provider
that operates and develops ringback tone services for major European
telecommunications providers. Founded in 2004, Muzicall is backed by BlueRun
Ventures LLC, Thule, ORKOS, Veddis Ventures, GP Bullhound and Ventech.

Muzicall's proprietary RBT.4.ALL platform is at the heart of the
company's solutions, opening the Ringback Tone opportunity for
direct-to-consumer retailers and media brands and greatly increasing the
ringback tone service capability for Muzicall's customers, which include
Vodafone, T-Mobile and Orange group companies.

Muzicall works in partnership with its customers, investing in marketing
and systems and bringing its knowledge and experience to grow sustainable
revenues for its partners. Further information can be found at
http://www.muzicall.com

Media Contact

Carl Foster
Peppercom for Muzicall
T: +44(0)20-7033-2660
E: cfoster@uk.peppercom.com

Source: Muzicall

Media Contact: Carl Foster, Peppercom for Muzicall, T: +44(0)20-7033-2660, E: cfoster@uk.peppercom.com

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