Ringtones

I have written before that mobile phones are the first technology to be more quickly adopted in the developing world than in the places we usually associate with technology. There are lots of reasons for that, including that owning and operating one is not expensive and saves a person time and money. But that is not my story.

Dayle and I each have a phone here in Ghana with a network called MTN. We have a prepaid account, do not pay for incoming calls, and probably spend about $10 each per month on the phone, often less. Each mobile network has its own color and they each paint houses and buildings along the road in their color as advertisement.

Buidings painted in the colors of mobile phone networks

Buidings painted in the colors of mobile phone networks

To make a little money on the side, MTN sells custom ringtones. So, when I am making a call, instead of hearing a dialing tone (which would be wasted time, right?) I hear an advertisement for a ringtone with the option to push a certain key to download it for a small fee. Free enterprise at work, no story there. It is the ringtones themselves that caught my attention, even though have I not purchased one. The most frequent offerings are recorded songs by Ghanaian Gospel artists. They have a clear Christian message. So, while waiting for my call to connect, I am often treated to a few lines of song like

  • These are the days of Elijah, or
  • I pledge allegiance to the Lamb

And now you know what kind of songs and message MTN thinks its Ghanaian customers want. I’ll bet that they are right.

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