Directi, a technology player that develops mass-market web products has rolled out Ringo, an international low-cost calling application. With this, Ringo enters its 17th market worldwide.
Ringo, addresses the $2 billion international calling market in India, which makes it the fourth largest originator of ISD calls in the world.
The application works with smartphones on the iOS, Android and Windows platforms having an active data connection. Once the application is downloaded, one can use the application to dial-in the international number.
The service claims that it is 70 per cent cheaper than 'most carriers' in the country and 20 per cent cheaper than using Skype or Viber.
Speaking with Campaign India about the potential of competition with mobile network carriers, Bhavin Turakhia, CEO, Ringo, said, "Carriers around the world don't drop prices in general, unless other carriers drop prices. Besides that, I don't expect to take away 100 per cent of the market share (I hope I do), but that's not the expectation right now. The expectation is to co-exist to increase the entire call volume of India and allow people to communicate."
On marketing efforts, he added, "We are going to market the application pretty aggressively. I'm a strong believer of PR and prefer it to advertising. I believe in the notion of working with a community and spreading the word. When recommendations come from reputed people, I believe they make a stronger impact. We'll be doing an advertising campaign as well and are investigating the platform right now. But, for now the focus is going in to building the community and building viral marketing."