The Ring Back Tones (RBT) culture is something unique to the Malaysian market. We call it the CallerTunes service, and it was launched around 2004. For the uninitiated: a subscriber buys a song, and his callers get to listen to this song when they call. It’s a great way to personalise your mobile experience.
Over the years, with more customers switching to social messaging apps like WhatsApp, the question I get is often whether CallerTunes is still relevant. I believe it is here to stay as voice calls will still be needed in the years to come.
Moreover, it’s also a great way for artists to engage their fans in promoting their latest singles. In Malaysia, ~70% of digital music revenues is contributed by RBTs.
We’ve recently launched a new app to help DiGi smartphone users buy and manage their CallerTunes. It’s a fantastic experience on mobile, that allows you to preview the songs, add, and remove songs as you please. It’s also an easy way to support your favourite artists.