Alcatel-Lucent 5900 PRBT

Personalized Ring Back Tone

Mobile subscribers spend approximately 2.5 hours each year listening to mechanical ring back tones while waiting for someone to answer the phone. The Alcatel-Lucent 5900 Personalized Ring Back Tone (PRBT) application delivers a variety of content, including music, jokes, famous quotes, user generated content, and corporate ads, to entertain callers while increasing mobile operator revenues.

Easy to use
The 5900 PRBT has several key advantages: anyone can understand the concept, how it works, and the value it brings. It makes it easy for anyone to selfsubscribe to a personalized ring back tone service, purchase a ring back tone, and set up the corresponding play conditions. The 5900 PRBT is handset-independent, and users do not have to change their mobile phone settings or download special software to use it. With the well-designed, intuitive user interfaces, subscribers can assign specific ring back tones to individual contacts or groups of callers, based on individual preferences. For example, one tone can be chosen for a family member, one for the boss, and another for colleagues. Subscribers can even specify that certain ring back tones be played to callers only on specific days, such as birthdays or holidays, or only at a certain time of day. In addition, subscribers can offer ring back tones as gifts or record their own personalized ring back tone messages.

The service is also open to corporate subscribers, with specific corporate content and play conditions based on business hours.

Exciting enough to become a mass-market service

A personalized ring back tone offering can quickly become a widely accepted mass-market service. Shortly after the service is introduced, it typically becomes a must-have for end users. The service has natural self-promoting characteristics. Callers who experience the service while waiting for a 5900 PRBT subscriber to answer often subsequently want to subscribe to the service themselves. In addition, features such as gift ring back tones that allow a subscriber to offer a ring back tone to friends or relatives promote exchanges and are a strong incentive to encourage new subscriptions.

Figure 1. 5900 PRBT calling scenario

ARPU limited to voice call

Calling party hears the mechanical tone

Called Party

Generates extra ARPU opportunities and business models

Calling Party
Discover PRBT service Subscribe to PRBT service Listen & Buy ringtones: music, sound, user content. video, etc.

Called Party
Subscribe to PRBT Consume bandwidth (IVR/SMS/WEB/WAP) Buy contents Recommend the service

Large audience for content and advertising monetization

2 Alcatel-Lucent 5900 PRBT

The 5900 PRBT service offers numerous exciting end user features and an innovative roadmap, including evolution to video PRBT. To round out the 5900 PRBT service, AlcatelLucent has partnered with major content providers to enable a quick and successful service introduction.

A market-leading service
The Alcatel-Lucent 5900 PRBT is commercially proven, with a growing number of references and millions of subscribers worldwide. It is an end-to-end, fully internal solution that has been pre-integrated in Alcatel-Lucent labs to guarantee safe and rapid market deployment. The 5900 PRBT supports a full range of service, user and platformmanagement features. It also supports complete content-management features to handle multiple content providers as well as content uploaded through a full workflow-validation process. And, the 5900 PRBT platform can interface with a variety of billing systems to support prepaid and postpaid subscriber charging. This unique service supports any charging model, including monthly subscription fees, or fees per content download with or without a validity period. Integration with the Alcatel-Lucent payment suite is native to the 5900 PRBT platform, and its application programming interfaces (APIs) offer the flexibility of connecting to any non-Alcatel-Lucent payment system.

Fastest-growing wireless service

Mobile service providers usually expect new services to achieve a market penetration of five to eight percent, but the trend for ring back tones is much higher. Market analysts report that personalized ring back tone services are the fastest-growing services in wireless, with the potential to drive higher average revenue per user (ARPU) over the next few years. According to analysts, personalized ring back tone services have already generated more revenue than all multimedia messaging services combined, and they follow the same trend as downloadable ring tones. By 2011, market analysts predict that the personalized ring back tone market will reach revenues of more than 3.9 billion U.S. dollars. Personalized ring back tone services have been particularly successful in Asian countries. In the Korean market, for example, personalized ring back tone services have already surpassed the revenue generated by very successful and profitable downloadable ringtone services. The market potential for personalized ring back tone services has convinced many European and North American service providers to launch this service in their markets. The personalized ring back tone service is spreading throughout the world.

The 5900 PRBT supports various ring back tone business models. Consumer-RBT, Corporate-RBT and Advertising-RBT can all be provided on the same platform. By offering several business models, the 5900 PRBT enables service providers to extend their customer segments and generate more revenue from the right back tone service. For example, with the 5900 PRBT Advertising-RBT model, service providers can receive revenue from media agencies and increase service penetration by attracting new customers interested in free personalized ring back tone service and other benefits (for example, free airtime or free Short Messaging Service).

Network implementations adapted to existing network capability

The 5900 PRBT is built on two key building blocks: PRBT-Content Management System (CMS) for content management, service provisioning and personalization PRBT-Content Delivery System (CDS) for playing sounds and for interactive voice-response interaction with end users Both building blocks are designed with an easily expandable, modular architecture, making them a safe investment that supports 5900 PRBT platform growth and network configuration changes, as needed.

Ready for all ring back tone business models

The 5900 PRBT offers OPEN APIs based on XML to ensure maximum flexibility for adapting to a variety of environments and eco-systems. It provides a real-time interface for off-deck portals, carriers multi-content on-deck portals, and supports a WEB/PC developer community for User Generated Content (UGC) right back tones.

Alcatel-Lucent 5900 PRBT

Partner with Alcatel-Lucent

With its experience and expertise in complex multi-vendor network integration projects, Alcatel-Lucent is uniquely positioned to provide fixed and mobile network adaptation solutions, customized for any network environment. Alcatel-Lucent has already proven its abilities in the field by successfully deploying the 5900 PRBT solution for major vendors around the world over a variety of networks, including Global System for Mobile Communications (GSM), Universal Mobile Telecommunications System (UMTS), next-generation network (NGN), IP Multimedia Subsystem (IMS), Code Division Multiple Access (CDMA), and Personal Handyphone System (PHS). Alcatel-Lucent is a pioneer of personalized ring back tone solutions. Its market leadership with personalized ring back tone services is based on numerous successful commercial deployments and millions of 5900 PRBT subscribers worldwide.

FarEasTone (FET), Taiwan FarEasTone (FET) was the first Taiwanese operator and the fifth worldwide to offer the 5900 PRBT service to subscribers. The highly successful rate of adoption in FETs market followed the same pattern as that experienced by South Korea (SK) Telecom in its market. As a result, after just three months of operation, Alcatel-Lucent was asked to increase capacity to cope with the booming mass market demand. Bell Mobility, Canada Bell Mobility, a subsidiary of Bell Canada, was the first carrier in Canada to launch ring back tone service and, therefore, faced the challenge of educating the market. It has used the 5900 PRBT to deliver its Caller Ring Tunes service since March, 2005. The Alcatel-Lucent 5900 PRBT enables Bell Mobility to transform a mundane service feature into a unique entertainment experience for its customers.

Mobicom, Mongolia Mobicom is a Mongolian/Japanese joint venture formed to introduce cellular telecommunication services to Mongolia. Mobicom launched its ring back tone service called HiTone with the 5900 PRBT in September, 2007. The ring back tone service was a success from the start and follow-on capacity extensions were provided by Alcatel-Lucent in early 2008. MobiTai, Taiwan MobiTai Communications, a leading operator in Taiwan, selected the 5900 PRBT solution to deliver its end-to-end personal ring back tone MyFeeling service in December, 2003. Leveraging the capabilities of the 5900 PRBT, Mobitai is one of the first carriers in the world to have launched a successful ring back tone service.

Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners. The information presented is subject to change without notice. Alcatel-Lucent assumes no responsibility for inaccuracies contained herein. Copyright 2009 Alcatel-Lucent. All rights reserved. CAR9718081213 (01)

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