New Delhi, March 25: Bharti Telesoft, a leading global supplier of VAS and mEntertainment services for mobile operators, has now deployed Color Ring Back Tone (CRBT) for 9 leading operators across the Middle East region, boosting the caller experience for over 1 million mobile users in the region. CRBT is a hugely popular service, which allows subscribers to choose a tune or song to be played to callers, in place of the traditional ‘beep beep’. Frequently seen as the preserve of the mobile space, this service is also available to fixed line users, who can now liven up their caller’s call experience.

CRBT is an easy to use service, that enables subscribers to quickly select their preferred ring back tone, but it also offers more advanced features, such as allowing subscribers to send ring back tone gifts. Further advanced features include enabling the specification of groups of callers, where each group member hears a ring tone exclusively for that group. Subscribers can also chose certain songs to be played at certain times of the day or on specific dates. The subscriber can even set tunes to mark his own business hours, with a ‘business’ tune being played to callers as they wait for call connection during defined times. The subscriber can then choose a more personal song to be played out of office hours.

Bharti Telesoft has deployed CRBT in countries like Jordan, Oman, Yemen, Cyprus, Sudan and Syria. In many of the regions, the product has been deployed in association with MT2, a major content service provider and partner to telecom operators in the Middle East .

“The rapid uptake of ring back tones in India has marked it as a killer application. CRBT in particular, has been a big hit globally and we are therefore pleased to be associated with CRBT. MT2 had a defined roadmap for Bharti Telesoft’s CRBT service with our partners in the telecom space in the Middle East and Gulf region, as we wanted to deliver the benefits of ring back tones to subscribers quickly and simply,” remarked Naji Bouhabib, GM, MT2.

According to Manoranjan Mohapatra, Chief Executive Officer, Bharti Telesoft, “The uptake of CRBT in the MENA region has been very encouraging. In 2005, we deployed CRBT in Jordan and since then Bharti Telesoft has had the privilege to work with all leading operators of the region.

The number of expansion orders we have had for CRBT has been incredibly positive and this proves that the product is poised to repeat the success that it has enjoyed in India in the Middle East region. I am glad to announce that Bharti Telesoft’s CRBT has the highest number of installations in the Middle East and North Africa. Our team in India has done a commendable job of providing customized CRBT services to Middle East & North Africa operators.”

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About Bharti Telesoft

Bharti Telesoft is a major provider of software products and solutions to mobile operators worldwide. Its portfolio of scalable and flexible applications enables carriers to unlock the revenue potential of their networks and covers key service and operational areas for operators today: Value Added Services and mEntertainment, mCommerce, and Business Support Systems. Bharti Telesoft has deployed over 400 product-based solutions for over 85 service providers in more than 45 countries worldwide, helping power services to over 350 million subscribers around the globe. Bharti Telesoft is owned by Bharti Enterprises, one of India’s leading business groups with a market capitalization of US$45bn, Sequoia Capital, a leading Venture Capital business whose interests make up 10% of the NASDAQ’s value and whose investments have included Apple, Oracle, Google, Yahoo and YouTube, and Cisco, the world’s leading provider of network equipment and management for the Internet. For more information, please visit www.bhartitelesoft.com

About MT2

MT2 SAL Offshore, part of Global Call, is a young and dynamic company. It combines the skills of an Application Service Provider, Content Provider, and a Consulting Firm, supporting telecom operators in building their businesses, particularly through the implementation of value added services. With sister companies and partnerships with a group of service providers in a number of geographies, Mt2 is present in over fourteen countries located in the Middle East, North Africa, Europe, and North America. For more information, please visit www.globalcallholding.com