In China, video ring back tones (VRBT), which play a short video on the caller’s handset before the call is answered, are hugely popular. Since China Mobile commercialised VRBT in 2018, these products have seen rapid adoption. By March 2024, more than 400 million China Mobile customers were using VRBT (accounting for nearly 50% of China Mobile’s total subscribers), and the revenue generated by VRBT products exceeded US$1.5 billion in 2023.

In the consumer and enterprise markets, VRBT products are widely used for personal interactions, corporate publicity and media communications, among other applications, demonstrating their commercial value. China Mobile, which has more than 70% of global patents relating to VRBT, has led the formulation of several international and industry standards, while developing core technologies and intellectual property rights. The telco has accumulated long-term practical experience in supporting and operating VRBT products, and has led the development of commercial applications.