I think we’ve finally found the “killer ap” for Voice over IP (VOIP), the one application that will get folks off of conventional POTS (Plain Ol’ Telephone Service) and onto Internet Telephony. And the irony is — it’s not an offering by the VOIP vendors.
You pick up a phone. You dial a number. You hear a ringing signal that will continue until the call is answered or you hang up. You are listening to a “ring back” signal that is currently being replaced by music and eventually, advertisements.
Today, major telecoms like AT&T and Verizon have introduced ring back replacement with customized music. Kind of like a higher-end ring tone where the caller hears the music, not the person receiving the call.
If Perceptive Impression has their way, the music will be replaced with targeted advertisements the company creates. Perceptive Impression claims that “ring back” ads are the newest advertising platform. According to consultancy Ovum, the worldwide market for “ring backs” is projected to grow from $148 million in 2003 to $2.4 billion by 2008.
Yes, instead of hearing the phone ringing, or even music, you’ll get to hear advertisements! Is that great service, or what? Is that progress, or what? Is that something that will make you look for alternatives to POTS, or what?
Yup.
(via J-Walk)