Marketing strategy FOR RINGTONE Product experience is important, hence, induce trials – Listening posts, R BT delivery on phones Inform about the titles to generate interest – Media Innovation Get the user hooked by free trials; upsell with continuous updation and refreshments – SMSs Simplify the acquisition process aided by technology - Delivery and activation by pressing a button on the phone- Tune delivery on Phone. Push with bundled offers –Pay for 1 month, get another free. Buy 2 get 2 free. Pay for 1 your friend gets free Cross sell with voice and data packs - Buy RO 10 voice, get RBT free. Communication Strategy More experience led than media led Tactical promotions Use of technology to drive trials Engagement thru activation and digital