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

27. COPYRIGHT PRESENTATION

28. Pictures copyright Slide 3 - http://cdn.imore.com/sites/imore.com/files/field/image/2013/04/iphone_5_call_hero.jp Slide 5 - http://farm9.staticflickr.com/8429/7759310220_6b8e35f671_h.jpg Slide 6 - http://st.gdefon.com/wallpapers_original/wallpapers/257461_tilt-shift_-parizh_-gorod_-lyudi_- yejfeleva_3072x2048_(www.GdeFon.ru).jpg Slide 7 - : http://www.flickr.com/photos/doug88888/8386940215/sizes/l/in/photolist-dM8g8v-aQGJhr-aTcqve-aQegnx- b3bGpp-aQ7mwB-a4ykF7-aQGHrr-82TbLR-9x7MxH-a2LfpV-8aGjRY-7YgLGe-88BECx-84e1yM-84RnLn- 88vLWu-83G1zb-87AdiH-89HgGy-7Ya1Jp-89fyMZ-7SgX9c-8a2D4W-8NcXUZ-8aZ2PA-7ZrAb6-836awh-89fKd8- a9MLNA-86RLyG-9KoBE2-fxMo3V-dMMAAD-7YAmmM-9fn3ab-dFgswr-84hZYS-as5goF-99yUaj-g3FWXw- 99yU33-8jEeEx-9CqGeM-8KoFyB-7zy512-7Etb3L-a9m6pk-8bkvxZ-a3wmFk-a3zd41/ Slide 8 - http://www.flickr.com/photos/brown_family_album/4607229186/sizes/o/in/photolist-828fHY-bsgV8P-ab8Y2y- arfH4E-dcLrm5-dCftix-7QtoqU-7Qqs3n-7QpZCB-ajWm9P-7QtgGw-7Qqu5z-7QtioQ-fQupJN-fQdrMa-fQuyMS- fQdz4n-fQurAh-fQczqn-fQcDLr-fQdKhr-fQuo7f-fQudTw-fQucdo-fQu1YL-a2R9Mn-bmt78u-fQdq48- fQdGw8-fQuALj-fQu6Z5-fQcGr4-fQuuQS-fQcu6M-fQcKAV-fQujAf-fQu3Kq-fQu8Rh-fQch9g-fQtYEQ-fQugjh-dGc1AW- fGf4Rz-9vcZmd-fGf2FR-fGf4Za-fGf4Gn-8mSJPK-7TcXfk-fQdk3V-fQvgc3 Slide 10 - Image: http://farm9.staticflickr.com/8429/7759310220_6b8e35f671_h.jpg Slide 11 - http://wp.streetwise.co/wp-content/uploads/2013/01/How-to-dominate-a-phone-interview.jpg Slide 12 - http://www.flickr.com/photos/baltic-development-forum/5369318551/sizes/l/in/photostream/ Slide 25 - http://www.flickr.com/photos/justingreen19/7765997812/sizes/l/in/photostream/ Slide 27 - http://www.ifrcmedia.org/blog/wp-content/uploads/2012/08/p-PHL0521.jpg