Yet another twist on the ringtone has emerged, this time with "Push Ringer" -- a service that lets the caller dictate the ringtone that will play on the phone of the person being called.

The Push Ringer concept comes from startup company Emotive, founded by ringtone pioneer Anthony Stonefield and backed with $7.7 million in funding from investors that include Warner Music Group.

Push Ringers can include anything from simple audio tones, to video, animations, avatars or even flash files. And if the person being called likes the ringtone, he or she can instantly buy a copy of the file for additional personal use.

Emotive first introduced the technology on the VoIP service Skype, which markets it as Ringjacker. The mobile prototype is scheduled to be unveiled at an upcoming conference April 24.