| The ever-changing mobile communications industry is | | | | release of the W800i, an advanced flashing lights |
| again transforming consumer perception of telephony | | | | If this was not enough, many consumers go to |
| on-the-move. We've come a long way since the 80's | | | | extensive lengths to find the most up-to-date ringtones |
| "brick like" model that gave us the freedom to move | | | | and screensavers. Consequently, a myriad of |
| away from dingy payphones. In fact, mobile phones | | | | websites now exist specifically to cater for this |
| today serve a completely new purpose. No longer is it | | | | growing market. Examples include 1st Choice |
| solely about the need to contact a friend, colleague or | | | | Ringtones ( and Mobile Ringtonez |
| family member at any time or place. What reaches | | | | Modern consumers are no longer satisfied with the |
| out to the majority of consumers today is the | | | | traditional "ring ring". Downloadable tones can range |
| uniqueness of a handset; as mobile technology | | | | from classical music to the latest chart toppers. The |
| becomes fashion accessory. Constant advancements | | | | public have generally responded positively to such a |
| in technologies ensure we're spoilt for choice, with the | | | | vast selection, with the exception of the "crazy frog" |
| capacity to personalise almost every aspect of a | | | | which is the first ringtone to make it into the UK singles |
| mobile phone. | | | | chart (and receive several hundred complaints) due to |
| Consumers have been groomed to demand an | | | | a very aggressive television advertising campaign. The |
| increasingly high standard of functionality in their mobile | | | | kids apparently love it, but not everyone is happy! |
| phones. The good news for mobile phone suppliers is | | | | The mobile phone industry is certain to continue |
| that this ensures handset replacement is rapid, as | | | | evolving, with some research suggesting that one day |
| research and development evolves the phone into a | | | | phones will take the place of credit cards and the |
| personal organiser, music player, camera and mobile | | | | remote control. The innovation and level of competition |
| entertainment centre. We want to enjoy games, video | | | | in the mobile music and mobile phone markets can only |
| clips and music from our phones and the mobile music | | | | mean greater choice and lower competitive prices, so |
| industry in particular is going from strength to strength. | | | | sit back and look forward to the exciting surprises the |
| As a result mobile phone giants, such as Sony | | | | key players in this industry have to offer us! |
| Ericsson, are exploiting demand with the imminent | | | | |