Bharti Telesoft's CRBT services boost caller experience for over one million Middle East and North Africa subscribers

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 Sabri Amireh, Regional Business Head, MENA, 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."