This presentation was first done publicly at the TADS (Telecom Application Developer Summit) organised by Alan Quayle in Bangkok.
Transcript of The reinvention of Ringback tones by OnMobile
1. RINGBACK TONE, REINVENTED TADS Conference - November 2013
NON COMMERCIAL PRESENTATION
2. WHAT IS RINGBACK TONE?
3. When someone calls you, you hear a ringtone
4. When you are calling someone, you hear her ringback
tone
5. It sounds like this in the USA
6. like this in Europe
7. and this in UK
8. It comes from the network and it decides if it should be a
ringback or a busy tone
9. 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.
10. Today it is much more advanced. In many countries, ringback
music is a popular means of expression.
11. As an example, when I call my boss, I listen to this
ringback music
12. Tomorrow, when you call me, you will listen to this
ringback
13. 3 THINGS ARE CHANGING THE ENVIRONMENT FOR RINGBACK
TONES
14. 1. Rise of smartphones 2. Simple RBT APIs 3. VoLTE
15. Smartphones are context-aware 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
16. 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
17. 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
18. VoLTE will transform audio quality Circuit Switched
Voice
19. RBT IN NUMBERS
20. RBT is already big 500M ringback music played per day 500
Press* to copy per second 5 new accounts per seconds like FB
21. TAKING A DIFFERENT LOOK AT RINGBACK TONE
22. 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
23. A lot can be conveyed in 8 seconds RBT 8 secs of audio Info
Faith Music Ads Sports VOICE AUDIO
24. 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
25. Ad-RBT AdRBT 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 AdRBT
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.
26. THANKS for your attention Bangalore, Mumbai, Paris, Seattle
www.onmobile.com