BPL Mobile has launched India's first 'caller ring back
tone' (CRBT) service. Over 1 million BPL Mobile subscribers
in Mumbai can now benefit from BPL Mobile's SR 9.1 advanced
network to decide what they will hear during interconnection
instead of legacy electronic call connection ring tone
and deployed using the ISUP IN-based technology,
the CRBT service is a unique network feature that replaces
standard ring-back tones with any tone the subscriber
chooses using a simple, multi-criteria customisation process.
BPL Mobile subscribers (both prepaid and post-paid) can
assign the ring back tone in the form of a normal ring
tone, a celebrity voice, music clips, sound effects, jokes,
news, personal voice or a combination of these.
on the new service, Krishna Angara, EVP-business operations,
BPL Mobile said, "Traditionally, ringback tones were
fixed by the service provider and consisted of uninteresting
ringing or beeping sounds. Now, with CRBT we present our
subscribers the newest trend in cell phone personalisation.
With CRBT, we have once again demonstrated that BPL Mobile
remains committed to providing the technology for next-generation
services that attract new users and enhance existing consumer
loyalty through a compelling competitive differentiation."
provided by BPL Mobile, this value-added service brings
a bouquet of features and benefits allowing the subscribers
to pre-set a specific ring tone to be activated on a particular
date or at a particular time. The subscriber can personalise
the ring back tone for all callers or different callers,
set a ringtone for a specific time period of the day and
set different ring back tones for different days of the
week and different dates.
subscriber can conveniently activate this service and
download ring back tones through an SMS / call to 666
or by calling the customer care at nominal monthly charge.
to Subir Ghosh, COO, BPL Mobile, Mumbai, "Today,
many in the industry are looking for a killer application.
At BPL Mobile, we have invented a simple idea that utilises
our 2.5G-enabled SR 9.1 network to deliver a broad range
of exciting multimedia mobility services like CRBT that
work on all handsets.
has great potential in this country with analysts forecasting
that by 2007, 80 per cent of mobile users across India
and Asia Pacific likely to opt for this service."
BPL Mobile also plans to market the CRBT service to its
leading corporate clients as a unique and effective communication
tool for advertising or targeted delivery of their messaging.
Corporates availing of this service can preset the ring
tone to customised jingles and other similar communiqué
for the caller.
CRBT launch along with the proposed launch of 'push-to-talk'
service will ensure that BPL Mobile dominates the fun
and entertainment space. Its existing basket of value
added services in this space include MMS, GPRS, mobile
games and send-a-song amongst others.
Mobile has been rated as India's best mobile service in
the latest nation wide survey conducted by International
Data Corporation (IDC) across GSM and CDMA service providers,
and amongst the most admired and trusted telecom brands
in the country, in an AC Nielsen-ORG Marg survey carried
in The Economic Times' Brand Equity.
Mobile has over two million subscribers across 209 cities