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The reinvention of Ringback tones by OnMobile
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The reinvention of Ringback tones by OnMobile

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

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

Published in: Technology, Business

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  • Image: http://cdn.imore.com/sites/imore.com/files/field/image/2013/04/iphone_5_call_hero.jpg
  • http://farm9.staticflickr.com/8429/7759310220_6b8e35f671_h.jpg
  • http://st.gdefon.com/wallpapers_original/wallpapers/257461_tilt-shift_-parizh_-gorod_-lyudi_-yejfeleva_3072x2048_(www.GdeFon.ru).jpg
  • Image : 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/
  • 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/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/

    The ringback tone (or "RBT") is in most cases generated in the distant switch and transmitted in-band. A message is also sent over the signaling system (usually SS7). In most public phone networks the tone is not generated in the handset or by the local switch, as customized tones or voice announcements may be generated by the distant switch in place of a ringing signal.


  • Image: http://farm9.staticflickr.com/8429/7759310220_6b8e35f671_h.jpg

    Also known as Caller Tunes etc…

  • Image: http://wp.streetwise.co/wp-content/uploads/2013/01/How-to-dominate-a-phone-interview.jpg

  • Image: http://www.flickr.com/photos/baltic-development-forum/5369318551/sizes/l/in/photostream/
  • According to a study done by UCN, an average of 12.4 billion calls everyday
  • Transcript

    • 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- 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