Players in the VAS ecosystem are realising that being innovative and developing products is the way ahead, and are increasingly working with music labels. In the same vein, Symbiotic Infotech in partnership with MereeDhun, the technology provider launched My Caller Tune app. The partners have now acquired content from Universal Music and Venus and are in talks with other music labels. The app, currently available only on android platform, allows people to personalise their name tunes. The app acts as a free interface, while users have to pay for normal CRBT downloads and activation charges. The service is currently live on Airtel, Idea and Tata, and would soon be available on other operators too. Name Tunes were launched couple of years back with calling a person’s introduction being the USP of the product. While it serves its basic purpose of being recorded primarily on standard background tune chosen by service provider, it deprived users from keeping their favourite song/ tune as caller tune, shares Parimit Parmar, MD and CEO of Mereedhun. “By introducing IPR based My Caller Tune, MereeDhun offers best of both worlds to the user. Now, they will be able to have their introduction embedded over their favourite song.” The normal practice followed by other service providers of going to studio and recording name to produce Name Tune has been eliminated from the MereeDhun process. This helps them in providing users with large choice of songs to choose from and most importantly addresses critical issue of TAT (turn around time) for processing user requests. Going a step further, we learnt that the company has developed technology to address more complex issue of personalising song, where in users can replace a phrase in the song to give it a more personalised touch. “We are equipped to deliver thousands of requests per day with various combinations,” states Parmar. The developers are currently working on Blackberry and iOS app and version 2 of the Android app is on the way too.
Posted on: Sat, 28 Sep 2013 19:23:01 +0000
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