If we look at the events of past couple of years, we can identify instances wherein certain ringtones have achieved astounding commercial success. The first name that comes to mind is the Crazy Frog ringtone, which was based on the revving noise of a moped. The tune of this ringtone was adapted to a dance beat, which remained at the top of the UK music charts for quite some time.
The commercial success of this ringtone was not the end of the story. A large number of parents and mobile phone users came up with serious grievances over the procedure of download of this particular ringtone. Issues related to lack of transparency over the cost of ringtone download came up. It was observed that these services were being targeted at young children, who were not totally aware of the charges of download.
Industry watchers as well as consumers are of the view that the different types of downloadable ringtones should not be targeted at young users, under the age of 16. The cost of ringtone download should be clearly mentioned in the advertisements for the same. They also believe that there is a need to penalize the ringtone content providers, which are not following these ethical practices.
Mobile phone users believe that they should know exactly what they are signing up for. Often, it happens that a mobile phone user listens to the sound of a polyphonic ringtone or a real tone and likes it immensely. He texts a word to a five digit phone number, as directed. The ringtone is either directly sent as a text message to his handset; or he is given the password for an Internet site that supplies the same. However, soon after this, the user starts receiving follow-up downloads, which are related to the original ringtone. This is because of the fact that most of these services are based on subscriptions. And mobile phone users have no other alternative but to pay exorbitant amounts, as the costs of these downloads.
Clearly, there is a need for certain norms regarding mobile ringtone downloads. For instance, it is very much necessary that subscription downloads such as Crazy Frog ringtone are not sold to children.
We can sum up the discussion by stating the fact that mobile telecommunications technology is evolving at a fast rate. And many a times it becomes quite difficult for a mobile phone user to keep pace with all the changes. It may happen that some of them may not be aware of the subscription services in the download of real tones and polyphonic ringtones. However, this does not mean that some unscrupulous element can dupe them of their money and that they have to pay for the follow-up downloads of the original ringtone, which was ordered in the first place. Rules and regulations are the need of the hour along with strict enforcement of the same.