Cellcom Israel Upgrades Ringback Tone Platform

Comverse has announced completion of a project with Cellcom Israel that upgrades the mobile operator's own legacy ringback tone service to the Comverse Ringback Tone solution, that it says will boost sound quality and also add new features.

"As ringback tones had become highly popular among our users, we desired to upgrade the service," said Lipa Ogman, CTO, Head of Technology Division at Cellcom Israel, Israel's largest cellular operator with more than 3.2 million subscribers.

"The high audio fidelity that we now provide enables callers to hear the music better and enjoy it more fully," Ogman said. "Increased personalisation options give users new ways to have fun by better adapting the content to the interests of individual callers and groups. In addition, it is now easier and more enjoyable than ever for our users to browse and to purchase content by PC and WAP."

Companies also can transform ringback tones into an advertising channel for their brands.

Posted to the site on 13th July 2009