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Onmobile’s ringback tone mobile app in Spain is called Identity

OnMobile Global has launched a mobile application for ringback tones called Identity , which is currently available only for Vodafone Spain’s subscribers. OnMobile's senior management had said in an analyst call that the app would be called Yaoi (seems better sense prevailed as Yaoi means something else in the anime subculture) and that it would be a stepping stone for the new products OnMobile will launch later in March-June 2016. (Source: Anonymous tip-off). On the call, OnMobile chairman Francois-Charles Sirois said that the company is "trying to make sure is that the user reaction in Spain would be the same in India and other markets we are in, so it’s very important to do the proper market analysis to give us that confidence that when we launch." It is interesting to note that Onmobile had won the western circles from Airtel for Ring Back Tone business and became the largest Ring Back Tone partner for Airtel in India in the second quarter. It remains to be seen which telecom operators it will tie up for launching the app in India. OnMobile had launched a smartphone application in Spain in June this year which allows users to buy a subscription for ring back tones rather than buying individual tracks and allows them choose any number of tracks from a large selection of music. Spending 2% of revenue on new products Readers will also remember that OnMobile has spent 2% of its revenues on developing new products and strategy over the last two quarters. CEO Rajiv Pancholy…

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