CRBT - Color Ring Back Tone

Brighten Up Your Caller’s Day with every deployment of CRBT, Comviva enables
operators to achieve a rapid return on investment as well as
In the race to capture share of mobile users’ hearts and benefit from its extensive experience of running CRBT
wallets, operators have deployed mobile music solutions and services across rapidly growing markets globally.
enjoyed significant success. Among the varied portfolio of
mobile music offerings, ring back tones have achieved killer Why Comviva’s Color Ring Back Tone?
application status with mobile subscribers in many markets
worldwide. With ring back tones, subscribers replace the ring • Comviva provides Service Management with every
tone that callers normally hear with a personal choice of deployment of CRBT
music or audio content - bringing a more enjoyable calling -End-to-end management of business operations,
experience to their callers. service management and analytics
-Team of dedicated operational professionals for
Comviva’s CRBT service is more than an application; it is an operator customers
end-to-end solution. By providing service management -Work with the operator’s marketing team to ideate
and implement strategies to drive revenues
• Supports different business models such as Revenue
Share or Licensing model to meet operator objectives
• Proven expertise of deploying CRBT service across
different geographies and for different operators
How it Works?

C RBT

L o cal
C a lls D a ta b a s e
A - P a r ty
R o u t e s t h e c a ll
N e tw o r k 2
S e r v ic e D B IV R 3

4
C a ll To n e P la y e r

5
C R B T v e r ifie s s u b s c r ib e r
a n d fe t c h e s t h e C R B T in fo r m a t io n
C R B T p la y s t h e s o n g s e le c t e d
B - P a r ty b y B fo r A u n t il B a n s w e r s t h e c a ll
CRBT - Color Ring Back Tone
Operator Benefits
Features Increased ARPU
A hit across the entire subscriber base, CRBT increases VAS
Default RBT: Subscribed to RBT, immediately receive revenues and ARPUs
a song Impressive ROI
Caller/ Group based RBT: Different callers are
played different ring back tones A combination of low deployment costs, fast market
Special Condition RBT: The RBT is set depending on penetration, and high acceptance rates ensure an impressive
the day ROI
Gift a Tone: Ability to gift a tone to friends and family Mass Availability
Copy a Tone: Subscribers can adopt the RBT of Available for all prepaid and postpaid subscribers, without
someone they call if they like the tune any limitations
Fixed Album: The subscriber’s RBTs comprise those Mobile Device Independent
of a complete album and are played randomly to callers All subscriber segments can use the service, regardless of
Juke Box: Ability to select the playlist that callers hear their handset model
Corporate RBT: Employees set corporate jingles on Wide Availability
their RBTs Network independent – can be deployed on GSM, CDMA
Tailor Tone: Subscriber records a song that becomes and PSTN networks
the RBT Efficient Marketing
Search – Text & Voice: Search function to find a Following launch, CRBT uptake and usage has often grown
preferred song by word-of-mouth, effectively selling itself
RBT Client: Provides the above features from a Flexible Charging Options
handset client Subscription-based charging, or differential charging based
Roaming Tone RBT: Set a roaming tone to be played on the content
even when out of the network Improved Loyalty
Occasions-based Greetings RBT: Set a special RBT CRBT is a sticky service, building long-term customer loyalty
on a special occasion

CRBT System Architecture Subscriber Benefits

Personalization
Comviva CRBT Platform

MSC IVR SMS USSD WAP We b C lien t

Subscribers can reflect their personality and emotions by
Billin g
Prepaid/Postpaid
playing different ring back tones for different callers
Keep Callers Happy
Text Search En gin e Voice Search En gin e
Tone
ISUP/E1 Player C on ten t
Customer Care Charging Gateway Man agemen t
System Subscribers keep callers entertained whilst they wait to be
connected
Subscriber
Mgmt MIS
OAM HTTP

HLR
OAM
Flexibility
Subscribers can change their ring back tone based on user
DataBase

C on ten t
Providers mood and context, or use the varied features to gift or copy
Remote Network Reposts an d a ring back tone
Man agemen t System An alytics

Comviva is the global leader in providing mobile solutions beyond VAS. Its extensive portfolio of solutions help mobile service providers rationalise costs, accelerate
revenue growth and enhance customer value. Spanning applications, delivery platforms and VAS infrastructure, Comviva’s solutions are deployed by service providers
in over 85 countries and power services to more than 600 million mobile subscribers globally.
For more information, visit www.comviva.com

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