Ringback Tones in Hong Kong

Interactive Technology Holdings (ITHL) says that about 70% of Hong Kong mobile operators have now selected it's customizable PRBT solution that enables customers to have their own personalised dial tone when a person calls them.

Personalized ringback services are attractive to consumers wishing to develop unique ringback tones that express their individuality and entertain callers. For subscribers, the ability to customize provided by ITHL's PRBT is an innovative improvement on previous services and is an enhancement of their mobile experience. It is expected that the penetration rate of PRBT will reach approximately 8% of the total mobile population in Hong Kong very soon.

ITHL's PRBT solution has been well received in Asia Pacific and has already been implemented by the majority of mobile operators in Hong Kong, Macau, Taiwan and Singapore. Hutchison Telecom's "Hello" Ring service is an example of ITHL's recent PRBT deployments, and reflects ITHL's commitment to thoroughly understand its customers' needs and tailor the service for specific consumer markets. A distinctive service feature, "Automatic Download", with its two unique settings of "Top Hit" and "Orange's Favourites", was developed by ITHL.

Mr. Eden Lau, Director of Marketing of Hutchison Telecommunications (Hong Kong) Limited said, "Hutchison Telecom is pleased to offer Orange users the personalized and entertaining "Hello" Ring Service. From now on, Orange users can select their favourite pop hits or melodies as connecting tones from the rich "Hello" Ring library, record their own messages with music background, preset a time in special days for DIY messages or music to amuse incoming callers and select different connecting tones for different caller groups. To allow Orange users a truly hassle-free experience, we have also introduced the "Automatic Download" feature, which offers automatic update of the latest and most popular connecting tones for users on a regular basis. Since its launch, "Hello" Ring Service has been very well-received by Orange users and we will continue to enhance both the content and tailor-made features of "Hello" Ring Service."

"The ringback tone is no longer a basic calling tone, but a potential revenue stream for mobile operators," said Raymond Cheung, CEO and chairman of the board of directors, ITHL. "ITHL is proud to introduce the customizable PRBT solution designed to address the needs of mobile operators like Hutchison in competitive environments such as Hong Kong. The solution delivers true business value by enabling operators to open up new revenue streams."

Posted to the site on 15th December 2003