There is clear scope for marketers to benefit from the idle time with a captive audience and for mobile subscribers to be able to reap real rewards with 12 billion inbound calls daily worldwide, according to the Mobile Marketing Association.
An MMA whitepaper finds that for a Tier 1 operator in India with 70 million subscribers each receiving an average of 10 incoming calls per day, a penetration rate of 4-5% on ring-back tone advertising makes it the single most powerful marketing medium on the mobile handset.
The Indian market alone has great potential for such audio-based advertising with 500 million mobile subscribers, 20% of which use RBT.