Thursday 14 May, 2026
With the rapid adoption of smartphones, traditional calling experiences have been limited to basic ringtones and vibrations. In China’s competitive and tech-savvy market, demand is rising for a richer, more engaging caller experience. Consumers and businesses alike are looking for ways to add personality, branding, and interactivity to each stage of communication. Despite this demand, few solutions provide a compelling pre-call experience that can enhance personal connections, support corporate branding, and create monetisation opportunities.
China Mobile has addressed this gap by pioneering the Video Ring Back Tone (VRBT) service, enabling callers to view a short video on their handset before the call is answered. Commercialised by China Mobile in 2018, VRBT has since rapidly gained popularity, reaching over 400 million users by March 2024. This success translates into significant commercial impact, with VRBT generating over US$1.5 billion in revenue in 2023 alone. VRBT products now represent nearly 50% of China Mobile’s total subscriber base, demonstrating considerable market penetration and user engagement.
The versatility of VRBT goes beyond personal use to support enterprise applications, including corporate publicity and media communications, showcasing the solution’s broad utility across both consumer and business markets. China Mobile’s leadership in VRBT innovation is further reinforced by its ownership of over 70% of global VRBT patents. As a key contributor to industry standards, China Mobile has also built a strong foundation in VRBT technology and intellectual property rights, positioning the company as a market leader in VRBT product development and commercialisation.
Through its long-term commitment to VRBT, China Mobile continues to drive VRBT adoption and enhance its functionality, setting new standards in user experience and transforming caller interactions across China.
