crbt

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CRBT

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Netxcell CRBT

Mobile Phone is grooming itself as an extension of the persona of the user. We are in an era where people are using mobile phones not just to be in touch but to express themselves, their attitude, feelings and interest. With Operators carrying the extra burden of customer retention, they are looking out for fresh applications and services to generate revenues. PRBT presents an exclusive possibility to derive revenues during the idle time when a mobile phone is ringing. Theoretically, the service provisions the subscriber to specify a pre-defined RBT (Ring back tone) to be played back to specific caller, set of callers or all callers instead of the traditional RBT.

PRBT also known as CRBT has a massive life-style value. It could be varying with different individuals and for the same individual at different times of the day. PRBT begets frequent use of provisioning channels like WAP, SMS, and IVR etc for selecting and changing RBTs, which directly drives the network usage revenue of the operator. This service doesn't require much of an advertisement because the callers of a subscriber are unlimited.

Tonestar from Netxcell is a proven carrier-grade solution that identifies itself with the lifestyle statement of the customers.

Tonestar:Netxcell's personalized ring back tone service

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Current Problem:In today's competitive market, the main challenge that the operators are facing is customer retention and declining ARPU. In order to overcome these challenges, it is important for the operators to focus on increasing the revenue out of every customer. Mobile telecom operators are finding it increasingly difficult to build revenue in the ever-more-saturated marketplace. Operators can only remain at the cutting edge by developing innovative advanced services that help to reduce churn, build customer loyalty and increase RPU.

Netxcell's Value Proposition for the Operator:Personalized ring-back tones are a significant advancement in wireless services for service providers. This service capitalizes on other successful personalization services such as downloading of polyphonic and monophonic ring tones, voice mail personalization and virtual personal assistant. It also helps to deliver a chargeable, feature-rich user experience. One crucially important difference between personalized ring-back tones and other services is that this network-based solution is independent of both handset and Subscriber Identity Module (SIM).

As a result, operators can offer personalized ring-back services to all type of subscribers (postpaid or prepaid, fixed or mobile). This distinction enables wireless service providers to generate revenue from service management, using a wealth of subscriber data that already exists. Personalized ring-back tones are already popular in several parts of the world. For example, in 2002, South Korean wireless service providers collected the equivalent of US$91.4 million in revenue from the service, despite the fact that it was only launched in April of that year.1 Penetration rates among cellular phone customers in that market segment reached 30% over the same 8-month period. This revenue increase came from:

• Higher average connect time, as the user experience was Enriched

• Incremental download fees associated with service acquisition

To quickly deliver this potentially lucrative service with the high quality customers expect, operators must be able to deploy solutions that are flexible, scalable and easy to implement in their networks infrastructure. These new

Netxcell CRBT

Mobile Phone is grooming itself as an extension of the persona of the user. We are in an era where people are using mobile phones not just to be in touch but to express themselves, their attitude, feelings and interest. With Operators carrying the extra burden of customer retention, they are looking out for fresh applications and services to generate revenues. PRBT presents an exclusive possibility to derive revenues during the idle time when a mobile phone is ringing. Theoretically, the service provisions the subscriber to specify a pre-defined RBT (Ring back tone) to be played back to specific caller, set of callers or all callers instead of the traditional RBT.

PRBT also known as CRBT has a massive life-style value. It could be varying with different individuals and for the same individual at different times of the day. PRBT begets frequent use of provisioning channels like WAP, SMS, and IVR etc for selecting and changing RBTs, which directly drives the network usage revenue of the operator. This service doesn't require much of an advertisement because the callers of a subscriber are unlimited.

Tonestar from Netxcell is a proven carrier-grade solution that identifies itself with the lifestyle statement of the customers.

Tonestar:Netxcell's personalized ring back tone service

•

•

Current Problem:In today's competitive market, the main challenge that the operators are facing is customer retention and declining ARPU. In order to overcome these challenges, it is important for the operators to focus on increasing the revenue out of every customer. Mobile telecom operators are finding it increasingly difficult to build revenue in the ever-more-saturated marketplace. Operators can only remain at the cutting edge by developing innovative advanced services that help to reduce churn, build customer loyalty and increase RPU.

Netxcell's Value Proposition for the Operator:Personalized ring-back tones are a significant advancement in wireless services for service providers. This service capitalizes on other successful personalization services such as downloading of polyphonic and monophonic ring tones, voice mail personalization and virtual personal assistant. It also helps to deliver a chargeable, feature-rich user experience. One crucially important difference between personalized ring-back tones and other services is that this network-based solution is independent of both handset and Subscriber Identity Module (SIM).

As a result, operators can offer personalized ring-back services to all type of subscribers (postpaid or prepaid, fixed or mobile). This distinction enables wireless service providers to generate revenue from service management, using a wealth of subscriber data that already exists. Personalized ring-back tones are already popular in several parts of the world. For example, in 2002, South Korean wireless service providers collected the equivalent of US$91.4 million in revenue from the service, despite the fact that it was only launched in April of that year.1 Penetration rates among cellular phone customers in that market segment reached 30% over the same 8-month period. This revenue increase came from:

• Higher average connect time, as the user experience was Enriched

• Incremental download fees associated with service acquisition

To quickly deliver this potentially lucrative service with the high quality customers expect, operators must be able to deploy solutions that are flexible, scalable and easy to implement in their networks infrastructure. These new

services must also be compatible with both operations Support Systems (OSS) and Business Support Systems (BSS).

Other key factors for an operator choosing a solution provider to help meet its technology, business performance, and competitive challenges include the service provider's portfolio, its capacity to adapt the service to specific customer needs, and an understanding of the operator's constraints. Operator margins also depend on the flexibility of the solution provider and its ability to react to the operator's needs.

Overview of Tonestar:

The platform comprises an application server that contains the database of ring tones. The application server provides a web interface for subscribers, customer care staff and administrators. The platform also includes a caller front-end, which manages the call flow and plays the appropriate ring back tones. Subscribers can setup various rules that allow them to assign different tones based on criteria such as individual callers, groups of callers, time/date and special events. If no specific ring back tone is associated with that particular caller-id, the system selects the generic ring back tone that the recipient has chosen. The multi-access subscription system based on WEB, WAP, IVR and SMS makes the service easy to activate. Users can choose from a database containing hundreds of songs. After purchase, the tones can be stored for immediate or future use.

The Tonestar solution provides a rich set of personalized ring-back features on a multi-services, modular communications platform. The solution is designed as an integrated system of servers and applications, ensuring a highly available, robust, multi-service platform. Tonestar solution incorporates many carrier-grade components. The Tonestar solution is based on a multi-services platform with a distributed architecture. This gives the service provider maximum flexibility to scale and adapt the platform as marketplace needs evolve. It also delivers a highly redundant, fault-tolerant platform that can meet the rigorous system up-time demands of carrier-grade applications.

Netxcell Limited chose Linux as the underlying operating system because of the robust feature set offered in carrier-grade Linux, which makes it easy for the system to continue to evolve to meet the operator's changing needs. Linux provides a cost-effective solution and, importantly, supports all the security and management functionalities. Choosing an open, standards-based operating system allows Netxcell Limited to provide critically secure and robust solutions while delivering cost-effective platforms to service providers.

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Netxcell's Tonestar: System Architecture

The Tonestar Solution is offered in three different architectures to ensure complete compatibility with differing service provider network architectures.

• Service Node• Intelligent Network• Switch-based

Service Node•

• The caller generates a call.• The call is routed to a Gateway Mobile Services

Switching Center (GMSC) of the called subscriber network.

• Customers of the service have a specific mark in the Home Location Register (HLR). The GMSC routes the call to the Services Platform (SPF).

• The SPF extracts the calling number, the MSRN, and the called number.

• The calling and called numbers are sent to the DPMP to determine the ring-back tone to be played.

• The DPMP sends back the ring-back tone name. At the same time, the SPF generates a call to the destination number.

• When the SPF receives the information that the subscriber's phone is ringing, the ring-back tone is played to the caller.

• When the SPF receives the information that the called subscriber has answered, the caller and subscriber are connected and the voice resource used to play the ring-back tone is liberated.

services must also be compatible with both operations Support Systems (OSS) and Business Support Systems (BSS).

Other key factors for an operator choosing a solution provider to help meet its technology, business performance, and competitive challenges include the service provider's portfolio, its capacity to adapt the service to specific customer needs, and an understanding of the operator's constraints. Operator margins also depend on the flexibility of the solution provider and its ability to react to the operator's needs.

Overview of Tonestar:

The platform comprises an application server that contains the database of ring tones. The application server provides a web interface for subscribers, customer care staff and administrators. The platform also includes a caller front-end, which manages the call flow and plays the appropriate ring back tones. Subscribers can setup various rules that allow them to assign different tones based on criteria such as individual callers, groups of callers, time/date and special events. If no specific ring back tone is associated with that particular caller-id, the system selects the generic ring back tone that the recipient has chosen. The multi-access subscription system based on WEB, WAP, IVR and SMS makes the service easy to activate. Users can choose from a database containing hundreds of songs. After purchase, the tones can be stored for immediate or future use.

The Tonestar solution provides a rich set of personalized ring-back features on a multi-services, modular communications platform. The solution is designed as an integrated system of servers and applications, ensuring a highly available, robust, multi-service platform. Tonestar solution incorporates many carrier-grade components. The Tonestar solution is based on a multi-services platform with a distributed architecture. This gives the service provider maximum flexibility to scale and adapt the platform as marketplace needs evolve. It also delivers a highly redundant, fault-tolerant platform that can meet the rigorous system up-time demands of carrier-grade applications.

Netxcell Limited chose Linux as the underlying operating system because of the robust feature set offered in carrier-grade Linux, which makes it easy for the system to continue to evolve to meet the operator's changing needs. Linux provides a cost-effective solution and, importantly, supports all the security and management functionalities. Choosing an open, standards-based operating system allows Netxcell Limited to provide critically secure and robust solutions while delivering cost-effective platforms to service providers.

•

Netxcell's Tonestar: System Architecture

The Tonestar Solution is offered in three different architectures to ensure complete compatibility with differing service provider network architectures.

• Service Node• Intelligent Network• Switch-based

Service Node•

• The caller generates a call.• The call is routed to a Gateway Mobile Services

Switching Center (GMSC) of the called subscriber network.

• Customers of the service have a specific mark in the Home Location Register (HLR). The GMSC routes the call to the Services Platform (SPF).

• The SPF extracts the calling number, the MSRN, and the called number.

• The calling and called numbers are sent to the DPMP to determine the ring-back tone to be played.

• The DPMP sends back the ring-back tone name. At the same time, the SPF generates a call to the destination number.

• When the SPF receives the information that the subscriber's phone is ringing, the ring-back tone is played to the caller.

• When the SPF receives the information that the called subscriber has answered, the caller and subscriber are connected and the voice resource used to play the ring-back tone is liberated.

• Intelligent NetworkOther messaging features would include the ability to define multiple greetings, each one of which would be invoked under different circumstances as defined / configured. These include:

• Standard Greeting

• The caller generates a call.• The call is routed to a GMSC of the called subscriber

network.• Customers of the service have a specific mark in the

HLR. The GMSC interrogates the SP in INAP Protocol.

• The SPF extracts the calling number, the MSRN, and the called number.

• The calling and called numbers are sent to the DPMP to determine the ring-back tone to be played.

• The DPMP sends back the ring-back tone name. At the same time, the SPF generates an INAP message to the Mobile Switch Center (MSC) to generate a leg call to the destination number.

• When the SPF receives the information that the subscriber's phone is ringing, a leg call is generated to the Intelligent Peripheral to play the ring-back tone and connect to the caller.

• When the SPF receives the information that the called subscriber has answered, the caller and called subscriber legs are connected and the voice resource leg used to play the ring-back tone is liberated.

Switch-Based Tonestar Solution also offers a fully integrated solution for Mobile Switching Centers (MSC), which support switch-enabled implementations. For such an implementation, the SCP functionality is integrated in the switch, significantly reducing costs for the operator and allowing complete integration into the network.

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• The caller generates a call, which is routed to a GMSC of the called subscriber network.

• The GMSC check a specific mark in the Home Location Register (HLR).

• The GMSC routes the call to MSC or Transit Center (TC).

• The TC or MSC creates a leg from the GMSC to the SPF and simultaneously, a leg is created to the destination number.

• The SPF extracts the calling number, the MSRN, and the called number.

• The SPF extracts the calling number, the MSRN, and the called number and sends it to the DPMP to determine the ring-back tone to be played. The DPMP sends back the Ringback tone name.

• The SPF plays the ring-back tone.• When the GMSC receives the information that the

called subscriber has answered, the caller and called subscriber legs are connected and the voice resource leg used to play the ring-back tone is liberated.

System Features

• Painless implementation inside the network.• Multi-access channels –Web, WAP, IVR, and SMS.• Protocols supported: HTTP, ISUP, INAP, and SS7.• Allows upload of user-created audio content.• Ring back tones can be programmed to play according

to time/date, caller/group or special events.• Manage subscriber accounts with the customer care

and administration modules.• Shuffle/sequential playback of Ring back tones.

• Intelligent NetworkOther messaging features would include the ability to define multiple greetings, each one of which would be invoked under different circumstances as defined / configured. These include:

• Standard Greeting

• The caller generates a call.• The call is routed to a GMSC of the called subscriber

network.• Customers of the service have a specific mark in the

HLR. The GMSC interrogates the SP in INAP Protocol.

• The SPF extracts the calling number, the MSRN, and the called number.

• The calling and called numbers are sent to the DPMP to determine the ring-back tone to be played.

• The DPMP sends back the ring-back tone name. At the same time, the SPF generates an INAP message to the Mobile Switch Center (MSC) to generate a leg call to the destination number.

• When the SPF receives the information that the subscriber's phone is ringing, a leg call is generated to the Intelligent Peripheral to play the ring-back tone and connect to the caller.

• When the SPF receives the information that the called subscriber has answered, the caller and called subscriber legs are connected and the voice resource leg used to play the ring-back tone is liberated.

Switch-Based Tonestar Solution also offers a fully integrated solution for Mobile Switching Centers (MSC), which support switch-enabled implementations. For such an implementation, the SCP functionality is integrated in the switch, significantly reducing costs for the operator and allowing complete integration into the network.

•

• The caller generates a call, which is routed to a GMSC of the called subscriber network.

• The GMSC check a specific mark in the Home Location Register (HLR).

• The GMSC routes the call to MSC or Transit Center (TC).

• The TC or MSC creates a leg from the GMSC to the SPF and simultaneously, a leg is created to the destination number.

• The SPF extracts the calling number, the MSRN, and the called number.

• The SPF extracts the calling number, the MSRN, and the called number and sends it to the DPMP to determine the ring-back tone to be played. The DPMP sends back the Ringback tone name.

• The SPF plays the ring-back tone.• When the GMSC receives the information that the

called subscriber has answered, the caller and called subscriber legs are connected and the voice resource leg used to play the ring-back tone is liberated.

System Features

• Painless implementation inside the network.• Multi-access channels –Web, WAP, IVR, and SMS.• Protocols supported: HTTP, ISUP, INAP, and SS7.• Allows upload of user-created audio content.• Ring back tones can be programmed to play according

to time/date, caller/group or special events.• Manage subscriber accounts with the customer care

and administration modules.• Shuffle/sequential playback of Ring back tones.

• Flexible integration of 3dparty content provider.

• Dynamic content management with automatic, configurable trash collection.

• Real-time performance statistics.

• Alarm Management.

• Subscriber self-activation and deactivation.

Benefits of Tone star

• Proven carrier-grade solution• High-margin revenue opportunity• Content-providers dedicated web access to upload

and manage content• Revenue from selling/renting ring back tones and

monthly subscription fee.• Creates a new revenue stream even before the call

connects.• Improves customer loyalty by introducing fun and

allowing subscribers to express their individuality.

About Netxcell

Netxcell Limited is a pioneer in developing niche products

and comprehensive solutions in the mobile space, enabling

the enterprises/users to be more productive. We are an ISO

9001 certified corporation duly incorporated in the year 2000

with a clear vision and focus to cater to the demanding global,

emerging trends in wireless technology.

Netxcell offers cutting-edge technology solutions. Many of

which are already being used by leading cellular service

providers in India and abroad. Apart from technology

solutions, Netxcell is also a content aggregator for most

cellular service providers in India. Netxcell is promoted by the

Prathima Group of Industries, Andhra Pradesh, India.

Netxcell has been working with mobile operators to provide

Value Added Services to mobile users on different platforms

– SMS, MMS, WAP and IVR. Today, Netxcell is catering to the

fast growing mobile subscriber base in India.

Netxcell has a number of firsts to its credit. Cricket on the

mobile, advertising on mobile and several others have been

pioneering products from Netxcell. A constant research on

the subscribers' needs has prompted the content team to

design innovative services like providing results of different

competitive examinations on mobile phone, delivering

budget related content and more.

We have a proven track record of helping organizations meet

their business goals.

• Flexible integration of 3dparty content provider.

• Dynamic content management with automatic, configurable trash collection.

• Real-time performance statistics.

• Alarm Management.

• Subscriber self-activation and deactivation.

Benefits of Tone star

• Proven carrier-grade solution• High-margin revenue opportunity• Content-providers dedicated web access to upload

and manage content• Revenue from selling/renting ring back tones and

monthly subscription fee.• Creates a new revenue stream even before the call

connects.• Improves customer loyalty by introducing fun and

allowing subscribers to express their individuality.

About Netxcell

Netxcell Limited is a pioneer in developing niche products

and comprehensive solutions in the mobile space, enabling

the enterprises/users to be more productive. We are an ISO

9001 certified corporation duly incorporated in the year 2000

with a clear vision and focus to cater to the demanding global,

emerging trends in wireless technology.

Netxcell offers cutting-edge technology solutions. Many of

which are already being used by leading cellular service

providers in India and abroad. Apart from technology

solutions, Netxcell is also a content aggregator for most

cellular service providers in India. Netxcell is promoted by the

Prathima Group of Industries, Andhra Pradesh, India.

Netxcell has been working with mobile operators to provide

Value Added Services to mobile users on different platforms

– SMS, MMS, WAP and IVR. Today, Netxcell is catering to the

fast growing mobile subscriber base in India.

Netxcell has a number of firsts to its credit. Cricket on the

mobile, advertising on mobile and several others have been

pioneering products from Netxcell. A constant research on

the subscribers' needs has prompted the content team to

design innovative services like providing results of different

competitive examinations on mobile phone, delivering

budget related content and more.

We have a proven track record of helping organizations meet

their business goals.

Mobile operators

Partners

Mobile operators

Partners

Netxcell LimitedPlot #6, SEEC Towers, APIIC Software Units Layout,

Hitec City, Madhapur, Hyderabad - 500 081, A.P. India

www.netxcell.com

T +91 40 4461 7200 | F +91 40 4461 7210Sales: [email protected] | Enquiry: [email protected]

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