Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
When I ring a phone number I expect to hear a ring tone. I don't expect to hear music, jokes, quotes or gibberish but any or all of the above might be inflicted upon me next time I call a Telstra mobile: all thanks to the latest ARPU boosting initiative from BigPond.
BigPond Caller Tones allow Telstra customers to replace the standard 'brrring brrring' sound that a caller normally hears while they wait for their call to be answered with a personalised audio clip. Customers can choose from "a range of latest music releases, celebrity voices, footy anthems, jokes or quotes."
According to BigPond group managing director, Justin Milne, "Customers can even choose different tracks to play at different times and on different days or play special tracks for special callers. So for example you can play your footy song after a win, or perhaps a Mariah Carey ballad for your special someone."
Great. I might ring the same number, hear a different tune and think I've dialled the wrong number.
According to Milne, "BigPond Caller Tones are the latest option our customers have to add humour and personality to their mobile - and all before someone's answered the call...Now callers can get an idea of the personality of the person on the other end of the phone without hearing them speak."
Well, not quite. They might get an inkling of their tastes in music and draw some conclusions about their personality. Just because I like Leonard Cohen doesn't mean I'm about to go and slash my wrists!
Never mind, at $1.95 each month, plus a one-off purchase price of $3.50 for each track selected I have no doubt it will be a decent money-spinner. And once purchased the track can be used indefinitely. Details www.bigpond.com/callertones.
David Bass
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