Bharti Telesoft takes India's Color Ring Back Tone success story to Areeba Syria

Bharti Telesoft, a leading global supplier of Content Based Services for wireless and wireline carriers, has successfully deployed enhanced features of its Color Ring Back Tone (CRBT), a service originally developed for the Indian market, and a huge hit with millions of mobile subscribers in India, at Areeba Syria, bringing a livelier call experience for callers to Areeba Syria's 280,000 CRBT subscribers.

Areeba Syria, has over 2 million subscribers, just under 15% of whom are already subscribing to the CRBT service. With the introduction of more value added features, the subscriber base is expected to further grow.

For Bharti Telesoft, the solution being implemented in three phases - this Phase marking the half-way stage in the overall deployment of value added ring back tone services in Areeba Syria.

Whereas Phase 1 of the implementation involved deploying basic features such as allowing subscribers to select relevant content by browsing, as well as providing subscribers with the option of sending ring back tone gifts - to name a few, Phase 2 deals with advanced features. These include enabling the specification of groups of callers, with each group member hearing a ring tone especially chosen 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 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.

According to Naji Bouhabib, GM, Darts, "Darts 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, and avoid launching too many features, which might complicate the service and limit uptake. The phased approach was therefore a part of the plan."

"CRBT has been a major success story with Areeba Syria and with the completion of Phase 2, we believe Areeba will be set to further dramatically expand its CRBT subscriber base. Indeed, Bharti Telesoft's CRBT services are proving very popular in the wider EMEA region, and more such deals are expected in Yemen, Sudan, and Cyprus," elaborates Sanjiv Mital, CEO, Bharti Telesoft.

"We are glad to concretize our partnership with Bharti Telesoft with the deployment of CRBT at Areeba. We see tremendous potential for Areeba's subscribers to enjoy a variety of content-based offerings and value added services in the near future and look forward to further collaboration with Areeba in Syria and throughout the region," remarked Naji Bouhabib.