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Have you heard of MobiTunes ?  scratch your head, I havent either.  Anyways, Saregama did find something good with them and have partnered to launch their predesigned and filled cards which they expect Indian users  to buy (Rs 25-100)and fill their phones with ring tones, caller tones and even songs.  Hmm, excuse me, whats the meaning of mobitunes again ? According to their website : “Mobitunes – A new way to greet your incoming callers – instead of listening to the conventional Tu Tu, with Mobitunes you can now make your callers listen to your chosen Tune.” Whats a Tu-Tu ?

Wasnt mobile tones and music on your cellphone about ease of use, that a user doesnt have to go and buy another item to be able to use tones and music on their cell phone. Instead of seeing it as a service on phone, its now an accessory, just like the leather pouch for your cellphone.

Mr.Atil Churamani Vice President A &R, Publishing and New Media goes on to say “We initiated this concept after a thorough research on the consumers’ usage pattern. We realized that ring tones is considered only a youth thing. Middle – aged people, housewives weren’t even aware of the availability of the variety of ring tones. Our Mobitune Cards has greater choice in content, provides complete choice on formats and have sharability. We are trying to emphasize on the fact that your ring tone talks about your personality and we are providing diverse set of users the vast availability in the industry.”

Hey did you read carefully ? Its targeted towards Middle-aged users and housewives who were not even aware that such a service was available, are you kidding me ? Above this, they will have sharability, did he mean that same user can use the tunes on multiple headsets, wow, thats like buy one time and let the whole family use the same tunes again and again, might as well put in on Ebay to let others buy and use it.  I am sure this would not be possible, there must be some checks in place, but use the words properly and do not comment such things in press yaar.

It is also stated that it will be available free in their CDS, did I hear correctly, FREE !! hmmm, whats the catch ??

One thing is good, its usable across all platforms and providers, hmmm, wonder how the cellphone providers would like this. Is Saregama trying to cut the middleman, by partnering with another middleman, only time will tell.

-Indian Wizard