Those who inflict novelty ringtones on the rest of the world have paid good money for the privilege. I sat, open mouthed, through an advert on Sunday evening offering three "emergency service alarm sounds" per week, at a charge of £3 per tone!
However, once you have paid this money, you are not strongly incented to answer the phone as soon as it rings. You want to hear the tone you've paid so much money for - and, of course, you want to share your exquisite taste with those around you.
This means that the caller must wait longer for their call to be answered and the call is in "ringing" state for longer.
In the UK, callers don't pay for unanswered calls. Yet.... there must be some way to monetise all those phones that are ringing for several seconds longer than they need to.
- Adverts on the display of the callee? (What else are they going to do while they sit there, gormlessly, listening to the first verse of "Sweet Child of Mine" before answering it?)
- Some way of charging the caller from the second they hear the ringing tone?
- There has to be something....