Standard ringtones on cellphones are just not good enough for the many customers who spend money to download song clips and custom sounds to their phones.
Now an Israeli startup, Vringo Inc, bets it can add another layer: the video ringtone. Vringo Inc launched its service on Thursday at the DEMO 2007 technology conference.
When one Vringo user calls another, the recipient not only hears the phone ring, but also sees a short video clip that has been chosen by the caller.
Licensed film clips are available, but users can also upload their own video. Of course, this requires a higher-end cellphone that can show video -- a small slice of the mobile market, at least for now.
Vringo is offering its service free of charge during its launch phase. Buying a video clip from Vringo will likely cost a few US dollars after the launch phase ends, but users will be able to send the video as many times as they want.