RINGBACK TONE, REINVENTED

TADS Conference - November 2013

WHAT IS

RINGBACK TONE?

When someone calls you,

you hear a ringtone

When you are calling someone,

you hear her ringback tone

It sounds like this in the USA

like this in Europe

… and this in UK

It comes from the network and it

decides if it should be a ringback

or a busy tone

Years ago, it was generated by

those machines

Before the standard,

synthesized ring and busy

tones, those sounds were

generated by large rotating

machines and analog

electronics.

Since there was a wide

array of different

equipment used in different

places, no two exchanges

sounded exactly the same.

Today it is much more advanced.

In many countries, ringback music

is a popular means of expression.

As an example, when I call my

boss, I listen to this ringback

music

Tomorrow, when you call me,

you will listen to this ringback

3 THINGS ARE CHANGING

THE ENVIRONMENT FOR

RINGBACK TONES

1.  Rise of smartphones

2.  Simple RBT APIs

3.  VoLTE

•  Apps are simplifying the manual

process of updating the Ringback tone

•  Smartphones are always connected

and are aware of the surrounding

context

•  Apps can change the tone

automatically based on the

underlying context

Smartphones are context-aware

Simple RBT API

•  OnMobile is updating its RBT platform with

rich set of REST APIs and device SDKs

•  Any type of audio can be supported – user

generated music, app generated voice

•  Simple APIs are all about reducing friction

for developers and thus enabling new use

cases for end-users

•  With VoLTE, we are moving to HD Voice

(also known as Wideband Audio)

•  Where previous cell phone voice codecs

only supported frequencies up to 3.5 kHz,

Full-HD Voice supports the entire

bandwidth range from 20 Hz to 20 kHz.

•  This is the same qualitative leap that when

we moved from tape to CD

VoLTE will transform

audio quality

Circuit  Switched  Voice  

RBT IN NUMBERS

RBT is already big

•  500M ringback music played per day

•  500 Press* to copy per second

•  5 new accounts per seconds – like FB

•  OnMobile RBT service reaches 800M people

per day globally

TAKING A DIFFERENT LOOK

AT RINGBACK TONE

RBT is 8 seconds of airtime

•  There are billions of calls made everyday. In

most of them, the boring ringback tone is

played and the rest is used to play

ringback music

•  The 8 seconds of airtime before the call is

an underused asset, perceived as low-tech.

•  140 characters and copper could also be

seen as low-tech but we have twitter and

broadband internet

RBT  8  secs    of  audio  

 

Info  

Faith  

Music  

Ads  Sports  

VOICE  

AUDIO  

A lot can be conveyed in 8 seconds

Callee Info

Thanks to personal data and

smartphones, a wide range of callee*

info can be transmitted to the network:

•  Availability

•  Low battery level

•  Location (kids when parents call)

•  Roaming status

Sports – Ringback sports

Sports - Ringback Sports

•  Ringback music is about expressing

yourself through music

•  Ringback sports is about supporting your

team during tournaments and global

events such as the World Cup

Cause-RBT Help users support a cause and virally

ask for donations

Ad-RBT

•  Ad‐RBT does not require special handsets or 3G

data service: it works with 100% of mobile users.

Fixed, local or international, at home or roaming

abroad all receive RBT

•  Ad‐RBT reaches a highly attentive audience as the

caller is waiting for the callee to answer

•  The RBT is the only “unused time” during the call

which is suitable for advertising.

EVOC8

The evoc8 platform

Evoc8 is the platform that will

allow third parties to build RBT

app on top of OnMobile RBT

infrastructure

•  The Facebook platform

helps Web developers build

Facebook apps.

•  iOS helps mobile app

developers build iPhone and

iPad apps

•  Evoc8 helps telco app

developers build RBT apps

A few demo apps using evoc8

We are launching a developer

challenge during TADS

THANKS for your attention

Bangalore, Mumbai,

Paris, Seattle

www.onmobile.com

COPYRIGHT

PRESENTATION

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