BPL Mobile Cellular Ltd on Tuesday launched Caller Ring Back Tone facility in its Mumbai circle, and is planning to extend the offering to its other circles within a period of 30 days.
CRBT is a personalised call connection tone where a caller can hear the ring tone set by the subscriber replacing the conventional ring tone.
"Traditionally, ring back tones were fixed by the service provider with just ringing and beeping sounds. But with CRBT, a new trend in personalisation of mobile phone usage has emerged," Krishna Angara, BPL Mobile executive vice-president (operations), said.
Stating this as the first-ever launch by any mobile player in the country, he said CRBT also opens up a 'powerful source of revenue' for BPL Mobile.
BPL Mobile's CRBT can be personalised by the user, with options like setting up ring tones, songs, celebrity voice, music clips, sound effect, jokes, news, voice or a combination of all these, he said.
BPL Mobile has over one million subscribers in its Mumbai region, while the company also operates in other circles like Maharashtra, Kerala, Tamil Nadu, Pondicherry and Goa.