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Adtones is a small revolution. We change the paradigm of who makes money from advertising as well as the fundamental model in the telecoms industry by turning a paid utility into a free(mium) service. Adtones does this by taking a necessary waste of time in every call – the call connection period – and monetise this time by playing a personalised profiled ad while waiting for pick-up. – Adtones effectively turn every call into a new personal media channel. – Adtones gives each consumer control over privacy, data and ads making the individual consumer the owner of his or her own personal media channel. The call is never prolonged or extended.