Do ringback tones exist?
What are ringback tones?
Ringback tones are customizable audio clips that play instead of the normal ringing sound when someone calls your phone. They allow you to personalize the ringing experience for anyone who calls you. The caller hears the audio clip of your choice playing on loop instead of the standard ringing noise while waiting for you to answer.
Ringback tones work through your wireless carrier. When someone calls your number, the call gets routed through your carrier’s system before ringing your phone. Your carrier checks if you have a custom ringback tone set, and if so, plays that audio clip for the caller instead of a ringtone. From a technical perspective, the ringback tone gets played through the caller’s phone speaker rather than your phone speaker.
Ringback tones first gained popularity in the early 2000s when carriers like Verizon, Sprint and T-Mobile introduced the feature. It gave mobile users a new way to customize their phone experience and express their personality through the latest pop songs, funny audio clips or personal recordings. Ringback tones peaked in the mid-2000s, with some estimating that at one point, 20% of mobile subscribers in the U.S. had personalized ringback tones.
Sources:
https://haulixdaily.com/2020/08/rip-ringback-tones-video
https://www.youtube.com/watch?v=1kAgcp-_oeM
The rise in popularity of ringback tones
Ringback tones first emerged in the early 2000s as a way for mobile phone users to customize the ringing sound a caller would hear when calling their number. While normal ringtones customize the sound for the phone owner, ringback tones allowed users to choose the sound heard by the person calling them. According to Verizon Wireless, ringback tones officially launched on their network in March 2005 (Verizon Wireless Announces Most Popular Ringback Tones In Pittsburgh, Pennsylvania).
Several factors drove the rapid adoption of ringback tones in the mid 2000s. First, they allowed a new form of personalization and self-expression for one’s mobile identity. With colorful screens and customizable ringtones already popular, ringback tones were a natural extension of this personalization trend. Second, the ability to assign a favorite song or sound effect gave users a way to impress and amuse callers. Ringback tones introduced an audio dimension to the calling experience at a time when unique ringtones were still novel. Finally, aggressive marketing campaigns by wireless carriers made ringback tones seem like an exciting new capability to try out.
Ringback tones peaked in popularity between 2005 and 2008. They became a major profit source for wireless carriers, collectively generating over $4 billion globally by 2007 according to some estimates (Verizon discontinuing ringback tones, once-popular feature). Major artists even released special ringback-only singles to capitalize on the trend. However, ringback tones began declining after smartphones emerged, offering endless new ways to customize one’s digital identity and share media.
Unique aspects of ringback tones
Ringback tones had a number of unique aspects compared to regular ringtones. One key difference was the customizability. While ringtones were limited to what the phone manufacturer offered or what could be purchased, ringback tones allowed much greater personalization since they were hosted on the carrier’s network (Wikipedia). Users could choose songs, sound effects, or audio clips to play for callers instead of the standard ringing noise.
This customizability meant ringback tones also allowed for more personal expression. By picking a favorite song or funny audio clip, users could share a bit of their personality with everyone who called them. It was a way to set yourself apart when the phone ringing was still a key part of social interactions.
The music industry also saw ringback tones as a new potential revenue source. Artists and record labels partnered with carriers to allow their songs to be used as ringback tones for a fee. At their peak around 2007, ringback tone sales generated over $600 million globally (Wired). The customizability again played a role, as users wanted the latest and trendiest songs for their ringback tones.
Downfall of ringback tones
Ringback tones started to decline in popularity in the late 2000s. There were two main factors that contributed to this downfall:
The first was the advent of smartphones like the iPhone and Android devices. As more people adopted smartphones, the usefulness of ringback tones diminished. Smartphones allowed people to customize their ringtones, send text messages, and use apps – reducing the need for ringback tones as a personalization feature (source).
The second factor was a decline in the appeal and novelty of ringback tones. After enjoying initial popularity, many consumers got bored of ringback tones and viewed them as more of an annoyance. The ringtones were seen as disruptive to conversations, and people preferred hearing a normal ring (source).
As a result, ringback tones entered a period of steep decline after 2008. Major carriers like AT&T and Verizon discontinued their ringback services by 2011 (source). The custom ringtones that once defined phone calls faded from popularity and use.
Do ringback tones still exist today?
Despite their initial popularity, ringback tones have substantially declined in usage over the years. However, they do still exist in some capacity today. Most major carriers like Verizon, AT&T, T-Mobile, and Sprint have kept ringback tones available as an option, though they are no longer heavily marketed or promoted [1]. Usage and purchase of ringback tones is a small fraction of what it once was during the peak of their popularity in the mid 2000s.
These days, ringback tones tend to appeal most to niche demographics. Based on anecdotal evidence, they are still utilized by some older customers who may not be as tech-savvy, as well as younger teenagers and pre-teens who want to express their musical tastes. Additionally, niche communities like independent musicians or fandoms may use custom ringback tones to promote their work or “stan” their favorite artists. So while ringback tones are essentially a relic of the 2000s, they have held on with smaller subsets who still find value in their novelty and customizability.
Overall, ringback tones undeniably exist today, but have been largely replaced by an endless array of customizable ringtones, notification sounds, and other options afforded by smartphones. Their usage is now a mere fraction of their once widespread popularity in the 2000s when they were hailed as a hot new trend. Though nostalgia and niche use cases have kept ringback tones alive, they are unlikely to see a major resurgence anytime soon.
Ringback tones around the world
Ringback tones gained popularity in different parts of the world at different times. In the early 2000s, ringback tones became widely used in Europe, especially in Finland where they were first launched by an operator called Radiolinja (now part of Elisa) in 1999 [1]. By 2001, ringback tones had spread to many Asian countries including Taiwan, South Korea, Indonesia, Malaysia, Thailand, the Philippines, Singapore, and India [2].
The adoption and usage of ringback tones varies across cultures. In India, caller tunes, as they are known there, are hugely popular with many services offering a wide selection of the latest Bollywood hits as ringback tones [3]. Indians view caller tunes as a form of personal expression and some studies suggest caller tunes spread faster than ringtones in India. In contrast, ringback tones have seen lower adoption rates in Western countries. Reasons for this include greater individualism in Western cultures, less social pressure to conform, and users finding ringback tones irritating or an invasion of privacy. Overall, cultural factors appear to play a major role in the differing global popularity of ringback tones.
Impact of ringback tones
Ringback tones generated significant revenue at their peak popularity in the mid to late 2000s. According to one source, the global ringback tone market was valued at over $4 billion in 2008 [1]. Major carriers profited from ringback tone subscriptions and individual sales. At one point, ringback tones accounted for over 10% of overall carrier revenue in certain markets like India and China [2].
Beyond direct revenue, ringback tones had a lasting cultural influence. They allowed personal expression through music selection and became a way for people to showcase their personality. Custom ringtones were a popular way to demonstrate musical taste and personal style. Many pop songs and artists gained exposure through ringback tones. The trend also paved the way for growth in mobile customization and personalization [3]. Even as ringback tones declined, they left a legacy on mobile culture.
Future of ringback tones
Though ringback tones have declined in popularity, there is still potential for innovative new uses of the technology in the future. Some possibilities for a ringback tone resurgence include:
Integration with streaming music services – Platforms like Spotify or Apple Music could potentially allow songs from a user’s library to be used as custom ringback tones. This would open up a much wider selection of ringback options.
New viral ringback trends – Viral songs and memes that catch on with users could spur a temporary revival of ringback tones, similar to how certain songs have trended on TikTok. A popular meme or viral song could lead to a spike in ringback tone usage.
Enhanced customization – Advances in ringback technology could allow for more personalized and interactive ringback experiences. For example, having a customized message with the caller’s name inserted or integrating sound effects and audio clips.
Improved marketing uses – Brands may find new and creative ways to implement ringback tones as part of an advertising or marketing campaign. This could drive some renewed interest in the feature.
Overall, while they are past their peak, there are still potential opportunities for ringback tones to experience a resurgence with the right innovations or cultural moments. The custom audio experience they offer continues to have innate consumer appeal if implemented in a fresh, new way. Some companies and music services are still exploring these options to revive interest.
Notable ringback tones
Some of the most popular and memorable ringback tones included:
- “Crazy Frog” by Axel F in 2005 – This electronic song was one of the first big ringback tone hits. Its infectious melody made it popular worldwide.
- “Chicken Noodle Soup” by DJ Webstar in 2006 – Based on a hip hop dance, this ringback tone’s lyrics “Let it rain and clear it out” became a cultural phenomenon.
- “Lollipop” by Lil Wayne in 2008 – This rap song ringback tone hit #1 on the Billboard charts, making it one of the most popular ringback tones ever.
- “Just Dance” by Lady Gaga in 2008 – Lady Gaga’s upbeat dance song created a perfect, catchy ringback tone that epitomized late 2000s pop music.
Some funny and unique examples of ringback tones included:
- William Shatner’s spoken word renditions of songs like “Lucy in the Sky with Diamonds.” His dramatic readings surprised callers.
- Custom comedy sketches made specifically as ringback tones, with the caller becoming part of the joke.
- Sound effects like , car horns, or movie quotes as absurdist ringback tones.
- Foreign language ringback tones in places like China and India, which sounded like gibberish to English speakers.
Ringback tones vs ringtones
While ringback tones and ringtones both play audio clips for incoming calls, there are some key differences between the two:
– Ringback tones play for the caller before the recipient picks up the phone, while ringtones play for the recipient when receiving an incoming call [1].
– Ringback tones can be customized on a per-caller basis, allowing different callers to hear different tones when calling the same number. Ringtones play the same for all incoming calls to a device [2].
– Ringback tones are server-based, so they can be updated and changed remotely. Ringtones are device-based and have to be manually changed on each device [1].
– While both ringback tones and ringtones started as paid services for custom audio clips, many providers now include default options for both free of charge [3].
– Some mobile providers allow custom ringtones and ringback tones to be used interchangeably, so the same audio file can be set for incoming calls or outgoing calls depending on user preference [3].