Just ask Jamster. The ringtone provider has made an estimated £10 million from people who, for reasons unknown to us, choose to advertise their personality through the 'Crazy Frog' ringtone. Since 1998, when Finnish operator Radiolinja launched the first mono-ringtones for Nokia, developments in polyphonic sound and true tones have sent sales rocketing. The UK market alone is set to hit £132 million this year. Informa Media predicts ringtones will make up 12% of music sales by 2008. This popularity is reflected in the Mobile Entertainment Forum's official ringtone chart, which boasts the Peter Kay-driven Amarillo as its most successful download - at number one for seven weeks. Ring-back tones, the noise a caller hears while waiting for an answer, are also flashing pound signs. A hit in Korea, they've earned SK Telecom more than £60 million and are now making inroads here.
So the drive towards individuality continues. To quote the chanting masses in Monty Python's Life of Brian: 'Yes, we are all different.' But that's not available as a ringtone. Yet.