Personalizing mobile phones from screen savers to specialized ring tones are just a few methods mobile operators deploy to increase revenue within their subscriber base. Ringback tones add a more sophisticated dimension to customization. Unlike ring tones, which reside in the handset and may require specific resident features, the ringback tone service resides on the telecom provider’s network. Every mobile customer, regardless of handset, can use the ringback tones service, and all of their callers, regardless of whether they’re calling from a fixed-line or mobile phone, will hear the ringback that the customer has chosen for them to hear. Most importantly, ringback services provide an operator with other methods to increase average revenue per user (ARPU) by selling additional ringback tones to their subscribers.
Adding ringback tones into an operator network is a complex task. Managing user content, billing as well as network adaptation are just a few of the technical considerations that a ringback tone application supplier needs to consider.
NMS has the right set of building blocks to create and deploy a ringback solution. NMS Open Access media processors provide media processing solutions to manage ringback interactivity while the Open Access TX signaling solutions manage the intricacies of network signaling.