Mobile entertainment industry agrees definition for ‘Realtone’
European Digital Services Provider DX3 Technologies (DX3) and The Mobile Entertainment Forum (MEF) have launched an initiative to present an industry standard definition for the term 'Realtone'. The new initiative aims to resolve the problem of consumer confusion caused by purchasing sound-alikes through the belief that they are buying the genuine article.
In January 2006, MEF has adopted the DX3 recommendation of the initiative to 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' and recommends that its members use this definition. The initiative is also reviewing standardised branding for cover versions in order to provide a clear distinction between the two for consumers.
The initiative, widely supported by the major labels, has been created to provide clear guidance for consumers, allowing them to instantly identify what they are purchasing. At the same time this industry standard provides a framework for charting sales and setting up an enforcement structure to protect artists, record labels and those companies that have legitimately bought the rights to distribute licensed content.
DX3 CEO Andy Baker says, "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. Sometimes customers want to download a fun imitation or a Polyphonic tone, but too often they believe they are buying a real version of their favourite song, only to find out it's actually a sound-alike when it arrives. Continued consumer confusion over what they are actually purchasing is ultimately only going to devalue the whole market, so it's in everyone's interests to tackle this issue. We hope that this move will finally provide consumers with a clear point of identification, ensuring that they can purchase an actual sample of their favourite song, safe in the knowledge that the real thing is what they'll receive."
Patrick Parodi, Mobile Entertainment Forum Chair adds, "Realtones provide the record industry with an additional revenue stream as well as an opportunity to leverage the so-called 'long-tail effect', where low sales volumes of many titles can collectively outweigh the high volume sales of bestsellers."
MEF has also started work on creating the first accredited Realtone chart. With many Realtones released up to six weeks ahead of the single, the chart rankings could be used to predict High Street sales well ahead of launch.
According to Mintel research, ringtones are believed to make up at least one third of the mobile download market, estimated to be worth a total of £740m at the end of 2005.
The move towards an industry standard definition comes at a time when the numbers of digital downloads across all platforms are soaring. *The International Federation of the Phonographic Industry (IFPI) reported that the number of digital music downloads tripled in the first half of 2005. The IFPI went on to say that while hard-copy format sales (£7.1bn) outweighed download sales (£451m) in the period, more tracks are now downloaded than are sold as hard-copy singles and as many are downloaded by mobile phones as via the internet.
For further information, contact pressoffice@dx3.net.