GSMA Foundry is excited to share insights into China Mobile Migu’s pioneering 5G service, Video Ring Back Tone (VRBT). As one of the largest 5G multimedia services worldwide, VRBT has reached commercial scale with over 400 million China Mobile users—nearly 50% of its customer base—and supports 700 million calls daily. This service exemplifies how mobile operators can leverage 5G networks to deliver high-value multimedia experiences, establishing a new standard in digital communication.
China Mobile’s VRBT success is attributed not only to its scale but also to its flexible business model. Subscribers can choose from a range of payment options, including monthly subscriptions, pay-per-use, or family group packages where one member pays for shared access. With VRBT, businesses also benefit from innovative communication options, allowing them to engage customers creatively, especially during major events like the Qatar 2022 World Cup. These approaches have driven the service’s revenue to over USD 1.5 billion, providing a return on China Mobile’s 5G infrastructure investment.
A critical component of VRBT’s impact has been China Mobile’s operational expertise and technological advancements. By refining call flows and integrating immersive 3D effects, VRBT has evolved into a suite of services—such as Caller VRBT, HD VRBT, Business VRBT, and AI VRBT—each designed to enrich the calling experience. AI-driven enhancements further allow users to generate content like music and videos from text, leveraging China’s leading text-to-video AI models to support creativity across all user levels.
“China Mobile’s VRBT has initially achieved technological, scene, and media integration, realising full-scene coverage before, during, and after calls based on 5G network,” shares Yan Zhongwei, Deputy General Manager of Migu Co., China Mobile’s digital content subsidiary. “With four billion daily touchpoints, we aim to refine business scenarios, enhance user experiences, and drive new mobile media formats.”
China Mobile is also fostering an ecosystem to fuel VRBT’s growth, collaborating with third-party developers, content creators, and media partners to enrich the service and accelerate its global adoption. GSMA Foundry is proud to have partnered with China Mobile Migu on the “New Multimedia Communications for the 5G Era” case study, which provides a detailed overview of VRBT’s development and impact.
For more information on potential collaborations, please contact:
- China Mobile Migu [email protected]
- GSMA Foundry: [email protected]
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