«MyCaller»: Ringback Service for US Mobile Operators

Wireless technology company NMS Communications and Cellus USA, a leading provider of premium mobile content in North America, are launching «MyCaller», a ringback service that should drive operator revenu.

The new service lets subscribers replace the common, non-distinctive "ring ring" sound for their callers to hear with music selections, celebrity voices, amusing sounds, and other types of premium, for-fee content.

BBC Research & Consulting recently validated the high interest in this service through a three-city concept test. Nearly 75 percent of the youth and young adults surveyed in geographically diverse Los Angeles, St. Louis, and Tallahassee liked or loved the MyCaller service, using "cool," "different," "entertaining," and "interactive" to describe the experience.

"Ringback tones go further than ringtones by allowing a subscriber to personalize not only their own calling experience, but also the calling experience of their friends. This creates a viral effect that rapidly spreads awareness and demand for ringback tones," according to Mark Winther, IDC's Group Vice President, Worldwide Telecommunications. "IDC believes this will be a big ARPU driver over the next few years, and NMS' MyCaller makes this an easy solution for operators."

NMS is providing the system platform, operating software, and networking expertise while Cellus USA is providing the subscriber and content management capabilities, as well as the actual for-fee content. The existing library of fully licensed content is in excess of 120,000 music tracks and 50,000 sounds and noises.

emily | 1:57 PM | Ringback Tones |
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