ADOTAS – CORRECTION: I misunderstood the press release — apparently the ad appears not in the ring tone but the ringback tone. So instead of hearing ring-ring when you dial a friend, you’ll hear a quick push for a product or service. I apologize and the snark has been justly castigated.
— Of all faux pas, you’re sitting in a meeting and you forget to turn your mobile ringer off. Instead of the Super Mario Bros. theme song that normally blares, a voice screams from your device, “Having rear-side trouble? Your favorite over-the-counter hemorrhoid cream is on sale at CVS!”
Oooh, I can only begin to imagine the uncomfortable situations that LiveWire Mobile’s new advertising ringtone service RingSpot could lead to.
The opt-in program will allow carriers to send a personalized message (a “short and clever marketing message” according to the press release) from a national advertiser, a non-profit or a local merchant to the consumer instead of the ring tone. When the user finishes his or her call, pressing a button will garner a text message with more information.
All jokes aside, this strikes me as crossing the line from engaging to invasive — a line that SMS coupons already straddle. I know it’s a rough economy, but are consumers really this hungry for deals?