Etisalat chooses Comviva for its Digital Transformation Journey in Egypt

With this new service Etisalat subscribers can reflect their personality and emotions by playing different ring back tones for different callers. The new service will help Etisalat to drive next phase of growth with digital adoption being key for new digital services.

Comviva’s media rich CRBT platform  brings in innovation in digital journey and will allow Etisalat to drive deeper customer engagement with personalized ring back tones. With this new service, subscribers can replace the ring tone that callers normally hear with a personal choice of music or audio and video content, bringing a more enjoyable calling experience to callers.

Music consumption has evolved to include use cases such as short videos and user-generated content. Comviva’s CRBT solution brings in elements for integration with music streaming, user’s self-recorded status and video ringback tone. It is a future ready solution supporting VoLTE/ViLTE ready software, innovative digital interfaces such as mobile app, OTT store-fronts, YouTube, Chatbot and integration with smart devices like Alexa.

“Our new partnership with Comviva as this service will bring a livelier call experience to our customers’ at Etisalat Misr. Adopting new and exciting technologies and offering them to our customers has always been a core focus at Etisalat Misr, and that is why we are introducing this new service where the callers can change their ring back tone based on user mood and context, or use the diverse features to gift or copy a ring back tone. CRBT is yet another service that would elevate our calling experience to a whole new level.”

Amr Fathy, IT Vice President, Etisalat Misr

With Comviva’s CRBT footprint spanning across two dozen deployments across the globe, the company has seen the volume of caller tunes increase on its platform exponentially. CRBT Platform is powering one billion caller tunes in India every day, constituting 86 percent of all the CRBT traffic originating in the region. Globally, the company is powering personalized music ring back tone for 224 million mobile users, constituting 45 percent share in worldwide market.