This presentation was first done publicly at the TADS (Telecom Application Developer Summit) organised by Alan Quayle in Bangkok.

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
• 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.

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-
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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-
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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