Muzicall, which offers ringback tone services, is launching a centre of excellence for the marketing of ringback tones to consumers, which will be led by Lourens de Beer, the companys newly-appointed Chief Marketing Officer.

Muzicall says it will act as a dedicated resource for its managed service partners to deliver bespoke, innovative, multi-channel marketing campaigns that will increase awareness and discovery of ringback tones, as well as generating sales and enhancing customer retention.

“Lack of awareness is repeatedly cited as one of the reasons why so few consumers in Europe have ringback tones, but we are changing this with innovative marketing and unique content,” says de Beer. “Muzicall combines leading edge RBT technology and best in industry marketing knowledge to increase consumer awareness of RBTs and drive sales.”

Muzicall say its centre of excellence will offer its managed service partners substantial ring-fenced marketing budget and expertise to implement marketing strategies, including dedicated specialist campaign managers for each country, and bespoke marketing content tailored to each target country.

de Beer has been appointed as Muzicalls Chief Marketing Officer following the companys successful £9 million fundraising round in November, plus the additional £2.1 million of funds raised in February. As CMO, de Beer will be responsible for leading all aspects of marketing for Muzicall, as well as driving the marketing of ringback tones to European consumers in partnership with operators.

De Beer joins Muzicall after eight years at Net Mobile UK. Prior to that, he managed direct-to-consumer mobile marketing strategies in over 20 territories as CEO of Pitch Entertainment Group (now Playphone, EMEA) and as Head of Global D2C Marketing for iTouch Plc (now part of Buongiorno).