Ring-back tones offers consumers yet another way to customise their mobile phone service. Yet despite this - and the revenue opportunities that can be generated - many network operators don't provide ring-back tones.
In today's special feature we talk to Florent Stroppa of OnMobile to discover why the UK doesn't really seem to be bothered about ring-back tones... and whether the next-generation of interactive ring-back services could change this.