Mobile phone ring tones have undergone a metamorphosis of sorts and its incessant evolutions have always ensured that they hog reams of newsprint and web space. In an attempt to live up to its reputation the media have time and again been successful in glorifying the status of these mobile phone 'must haves' and the sources through which they can be acquired.



Several websites have been dedicated to this technological innovation, with websites offering pre ? composed ring tones of famous tracks along with an opportunity for the users to compose their own tracks with the help of user friendly software available at almost a negligible cost. Certain softwares that attempt to offer more creative freedom to the users allow for carefully slicing certain portions of sound tracks desired as ring tones, thereby making them compatible to download as ring tones on to the mobile devices.

Mobile phone ring tones from websites can be downloaded using wireless technologies such as WAP, GPRS, Bluetooth, Infra ? red, et al for a nominal cost. Downloads through mobile phone operators usually come at a slightly higher cost and are more often than not a rude surprise especially to parents who are footing the bill for their teenagers' phones. As per several recent reports there have been several cases in the consumer courts of the world of the terms and conditions imprints being too fine and therefore being overlooked by children and teenagers who have only too happily jumped on to the bandwagon of downloading the latest mobile phone ring tones from easily accessible sources. And this is more so when they are initially misled to believe that the ring tone(s) are going to cost them just a small amount, whilst the marketers have carefully hidden the fact that in an attempt to download a ring tone even once, the young consumers are actually entering into a monthly subscription contract. This is just one of the signs of children and teenager's donning the role of aggressive consumers. Add to this the fact that opportunist mobile phone manufacturers are tapping into the latent needs of this relatively untargeted group to promote their handsets with the latest technological services bundled. The hype created by the marketers themselves around mobile phone ring tones, only adds to this group's fascination of the ring tone.

Researchers and tracking experts have touted festive seasons, in particular, an interesting period for the marketing of ring tones for children. Some of the all time favourite ring tones during the festive season, as reported, are Rudolph the Red Nosed Reindeer, Jingle Bells, Holy Night, Frosty the Snowman, et al. What's more, children opt for remixed and rock versions of these famous songs so as to aptly meet their tastes.

Mobile phone ring tones have off lately also emerged as a strong promotional tool for marketers of products, services, and entertainment. Producers of movies targeted at children and teenagers, along with their OST's release, also make freely available specifically composed mobile phone ring tones of the film's popular soundtracks. By ensuring that their target audience has an easy access to these ring tones, they are only making sure that there is no wastage of message by communicating directly with their audience. Children, as per reports, have known to have taken very well to the ring tones of Mickey Mouse and the Gang, Alvin and the Chipmunks, Pixar, et al.

With parents being non ? hesitant about giving their children mobile phone handsets, and marketers and web site promoters making sure they overcome every hurdle to reach their little audiences, there is an urgent need for a regulatory body to step in to the scene to guide these young consumers and prevent them from being misguided.