I-RECALL: Behind the Hype - Paid-for accessories for mobile phones Yellphone supplies mobile phones with games, logos and ringtones: for a price.

Another brave stab at the much hyped mobile marketing market, Yellphone.com offers mobile phone users the chance to access ringtones, games, logos and other gimmicks online through the site. The revenue streams for the company will come in through banner advertising and, perhaps more importantly, through SMS advertising.

Another brave stab at the much hyped mobile marketing market, Yellphone.com offers mobile phone users the chance to access ringtones, games, logos and other gimmicks online through the site. The revenue streams for the company will come in through banner advertising and, perhaps more importantly, through SMS advertising.

Users signing up to the site can opt-in to receive SMS messages from advertisers, and Yellphone.com sells the space to marketers. The downside is that you have to pay to download ringtones and logos. And the price is quoted in dollars, although this is due to be adjusted shortly.

Characteristics You know right from the start that something's up as to join you are obliged to give a lot of information including your name, your address and your mobile phone number. OK, so it makes sense that you have to give your mobile phone number to receive the items, but your address too? Only a muppet wouldn't smell the advertising ambush waiting to pounce.

The sight itself is a garish bright blue, but easy to use with simple navigation and an astounding array of ringtones. Some of the logos are a bit tasteless, but there you go. The subversive side of the web is ever present.

Target audience Mobile phone users in the younger age bracket - older people don't care about gadgets so much.

Principals The company was founded by its managing director, David Warburton.

He is a classically trained musician who composes all of the ringtones.

Funding Yellphone.com was started with a small amount of investor funding - pounds 50,000.

Marketing Yellphone.com is going to rely on the power of viral marketing to spread the word about the site and its offerings.

Competition Mobile phone gimmicks are the latest trend which the youth of today are currently hooked on, so there are sites aplenty, for example iobox.com and qdodge.com, which allows you to compose your own phone logo and ringtone

THE YEAR AHEAD

Survival in question

It's a lively market, but with fierce competition and the fact that users have to pay for the gimmicks on offer? Well, that could stop the potential users dead in their tracks.



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