Tim Green @ Mobile-ent.biz: "Europeans just don't get ringback tones. But could the involvement of D2C companies change all that?
I have a friend with a ringback tone. There, bet that shocked you. When you call him, you get a faux-naive female voice sweetly intoning 'you're calling Richard'.
And what's your first thought when you hear it? Bloody voicemail. Yep, we Europeans just don't get ringbacks. It's one of the defining characteristics of our continent, along with great architecture and colonial misdeeds."