There is a strong demand of ringback tone services in India. AirTel’s Hello Tune service has reached 1M subscribers and that within 5 months of service launch. The service is operated by WiderThan a South Korean company.
In order to provide optimal commercial service quality of ringback tones in India, WiderThan placed a priority on the sound quality of the service by reducing noise and latency. As a differentiator, Airtel with support from WiderThan also placed an emphasis on securing a vast selection of content from India's movie industry, Bollywood, and sourced voice clips from many of India's leading celebrities. WiderThan took into consideration India's many dialects, developing the IVR interface to accommodate the ringback tones service in six languages including English, Hindi, Telugu, Tamil, Punjabi & Kannad.
Airtel recently formed alliances with leading mobile operators in Asia such as Globel Telecom (Philippines), Maxis (Malaysia), Optus (Australia), SingTel (Singapore), Taiwan Cellular Corporation (Taiwan) and Telkomsel (Indonesia).
NMS communications delivers ringback tone services to a subscriber base of 170 million consumers globally. NMS' ringback solutions, including the company's MyCaller(TM) offering, let subscribers replace the traditional ring sound their callers hear with customized music, sound and video clips and other media of their choice.