On Mobile To Enhance CRBT PotentialCaller Ring back tones (RBT), or caller tunes, have come a long way from being a novelty in the earlier part of the decade to comprising around 30 per cent of Value-Added Service (VAS) revenue for Indian telecom operators today.

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In fact, OnMobile, India’s leading VAS player, witnessed over 250 million song downloads from its RBT platform in 2009, a 55 per cent increase year-on-year.This is indicative of the tremendous potential of RBT in generating revenue for operators, in the face of falling ARPUs and the need to increase consumer stickiness.

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Additionally, there is still a lot of potential for innovation in this particular segment.Taking this proposition in mind On Mobile wants to leverage the social networking with RBT thus combining both the platforms generally opted by users to express themselves, ring back tones can be integrated with social networking, allowing users to not just share musical preferences but also update their closest circle on their moods and thoughts. OnMobile’s “Social RBT” addresses this requirement.

·Vital Analytics predicts that mobile VAS in India will be a USD 1 billion industry in 2010

·RBT comprises over 30% of the VAS market in India

·The future of ring back tones in India lies in innovative variations of the service such as Social RBT and Reverse RBT

·OnMobile is the largest RBT provider, catering to several operators in India and globally. Till date, OnMobile’s RBT is present across six countries, 12 deployments and 53 languages.