A Hartlepool entrepreneur has developed an innovative piece of software that is music to the ears of mobile phone users both in the UK and overseas.

Pete Noble developed Tonebook, under the InnoVii brand, after spotting a gap in the market for a single piece of software that would allow people to extract sounds from anywhere - including CDs, DVDs or iTunes – for use as a ringtone or message alert. Keen to get help in turning his idea into a viable business, he contacted Business Link for advice and support from the outset.

He said: “I was working as a manager for a mobile phone company who had taken the decision not to administer ringtones due to competition from subscription services. We found that we were still getting high volumes of enquiries as these kind of services can tie in customers and be difficult to end. “There was complex music editing software on the market that would allow people to create their own ringtones, however it became clear that there was a need for a single piece of user friendly software without any restrictions, that could create ringtones from any source. “Although I had experience in business management, I had never set up my own enterprise so was keen to get some advice and guidance from Business Link in developing the concept and setting up the online business under the InnoVii brand.”

Over the past two years Business Link adviser Luc Gueriane has been able to provide advice and guidance across a wide range of areas to support the development of InnoVii and the Tonebook software, including concept development, business planning and identifying funds to get the website up and running. Pete commented: “It’s been extremely beneficial to be able to pick up the phone to Luc and have that additional assistance when I’ve needed it. He’s really helped me to guide the business in the right direction.” The business launched six months ago and through an intensive online marketing campaign is already attracting large numbers of customers worldwide who have been impressed by Tonebook’s unique capabilities, which also includes the option to mix three sounds together so users can create their own exclusive ringtones. Pete is continuing to look at new ways to develop Tonebook, including making it a one-stop-shop for phone applications including video, javascript and wallpaper. In addition, he is currently involved with a consultancy project to evaluate the success of the website and to guide the future development of the business. Business Link has been able to help the business access funds from the Tees Valley Investment Package (TVIP) - an additional support channel for Tees Valley firms available through the North East England Investment Centre (NEEIC) - towards the project.

Pete added: “With Business Link’s support my business has gone from being a thought, a concept, some scribbled diagrams on paper and box loads of research, to being fully operational. I now have a polished product, a completed website and a sound business model which I hope to repeat with future projects.”

Business Link adviser Luc Gueriane said: “Pete is a perfect example of how innovation can bring about business success. He spotted a gap in the market, and through hard work and determination, has been able to attract worldwide interest in Tonebook. It’s been a pleasure to work with Pete from the outset and to see his idea develop with Business Link’s support. I look forward to working with him in the future development of Tonebook and as he launches new products under the InnoVii brand.”

Business Link has a team of expert advisers who offer advice, help and information to individuals and companies across the region, giving them access to the ‘business brains’ who will help to get their business idea off the ground, or grow their existing company. For further information about Business Link visit www.businesslink.gov.uk/northeast or call 0845 600 9 006.