Comviva, a Mahindra Group firm and provider of mobility solutions, announced it signed a strategic partnership with Etisalat Misr to offer media rich Caller Ring Back Tone (CRBT) as a value added service (VAS).

With this new service Etisalat subscribers can reflect their personality and emotions by playing different ring back tones for different callers.

Etisalat expects personalized ring back tones will drive deeper customer engagement. 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.

The platform is an end-to-end offering, including product planning, partner management, storefront management, revenue management, and business analytics. CRBT software houses innovative features and interfaces, aimed at enhancing revenue across the customer lifecycle, Comviva said.