New York-based video ringtone customization service Vringo has pacted with New Delhi-based mobile services company One97 to offer the Vringo video application service in India.

Vringo claims to be the first viral mobile application allowing users to choose, create and share video ringtones, bringing the online social networking experience to the mobile space.

"This is the first of its kind service to launch here," says One97 managing director Vijay Shekhar Sharma. The service was officially unveiled in New Delhi yesterday (Aug. 4), but was given a "soft" launch in early July.

Sharma says over 20,000 subscribers have started using the service since it went live last month to create their own video ringtones. "We also offer commercial video content," says Sharma, "such as clips of Bollywood songs -- retailing at 15 rupees ($0.37) -- via our existing agreements with most labels including 130 member labels of [national IFPI affiliate] the Indian Music Industry."

Sharma notes that Vringo users "can send each other video ringtones which act as caller ring tones. This can be a boost to create viral videos, especially for user-generated content"

One97 claims that every month 140 million unique subscribers access its various value-added services, which are offered to India's leading mobile carriers. According to latest figures from New Delhi-based government body Telecom Regulatory Authority of India (TRAI), India has over 270 million mobile users, making it the world's second largest market after China.