{"id":8810,"date":"2024-11-12T10:39:47","date_gmt":"2024-11-12T10:39:47","guid":{"rendered":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/?post_type=gsma_theme_study&#038;p=8810"},"modified":"2024-11-19T12:12:50","modified_gmt":"2024-11-19T12:12:50","slug":"new-multimedia-communications-for-the-5g-era","status":"publish","type":"gsma_theme_study","link":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/gsma_study\/new-multimedia-communications-for-the-5g-era\/","title":{"rendered":"New multimedia communications for the 5G era"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">With the rapid adoption of smartphones, traditional calling experiences have been limited to basic ringtones and vibrations. In China\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s total subscriber base, demonstrating considerable market penetration and user engagement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The versatility of VRBT goes beyond personal use to support enterprise applications, including corporate publicity and media communications, showcasing the solution\u2019s broad utility across both consumer and business markets. China Mobile\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-\"><\/h2>\n\n\n\n            <div class=\"orgs\" id=\"orgs-ff261bed\"  data-ids=\"3743\" data-display=\"\" data-show-names=\"false\"><\/div>\n        \n<script>\n    window.addEventListener(\"load\", function(){\n      const orgs_list = new Orgs_List();\n      orgs_list.init(\"orgs-ff261bed\");\n    });\n<\/script>\n    \n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-project-resources\">Project Resources<\/h2>\n\n\n\n            <div class=\"resources\" id=resources-1e8627b9 data-display=\"\" data-more-button=\"\" data-more-link=\"\" data-limit=\"\" data-category=\"5G-era\"><\/div>\n        \n<script>\n    if(typeof Resources_List == \"undefined\"){\n    console.log(\"defer resoiurce until loaded\");\n    window.addEventListener(\"load\", function(){\n      const resources_list = new Resources_List();\n      resources_list.init(\"resources-1e8627b9\");\n      \/\/console.log(list);\n    });\n    }else{\n    console.log(\"running inline?\");\n      const resources_list = new Resources_List();\n      resources_list.init(\"resources-1e8627b9\");\n    }\n<\/script>\n<style>\nbody > div.resources_image > a > div > img,\nbody main.wrapper .resources .aresource .resource_image img,\n.resources_image_link img {\n    width: auto !important;\n    max-width: 100% !important;\n    aspect-ratio: auto !important;\n    object-fit: initial !important;\n    overflow: visible !important;\n    margin: auto !important;\n    max-height: 190px !important;\n    display: block;\n}\n.page-template-page-resources .resources .aresource .resource_image img, body main.wrapper > .resources .aresource .resource_image img,\nbody main.wrapper .resources a {\n    display: block;\n}\n<\/style>\n    \n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the rapid adoption of smartphones, traditional calling experiences have been limited to basic ringtones and vibrations. In China\u2019s 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, [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":8811,"template":"","meta":{"image":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/wp-content\/uploads\/2024\/11\/Asian-woman-on-phone.jpg","json":{"gsma_study_logo":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/wp-content\/plugins\/plugin_gsmatheme_study\/assets\/case-study.jpg","gsma_study_category":"82","gsma_study_member":"0","gsma_study_website":"","gsma_study_email":"","gsma_study_twitter":"","gsma_study_facebook":"","gsma_study_linkedin":"","gsma_study_country":"","gsma_study_bg":false,"gsma_study_video":"","gsma_study_sdg":"","gsma_study_hfi":null,"gsma_study_orgs":"3779"},"cats":{"benefit":[{"term_id":82,"name":"5G Monetisation","slug":"5g_monetisation","term_group":0,"term_taxonomy_id":82,"taxonomy":"casestudy_categories","description":"","parent":73,"count":13,"filter":"raw"}],"status":[{"term_id":81,"name":"delivered","slug":"delivered","term_group":0,"term_taxonomy_id":81,"taxonomy":"casestudy_categories","description":"","parent":76,"count":55,"filter":"raw"}]},"orgs":[{"ID":3779,"post_author":"9","post_date":"2022-08-24 09:25:22","post_date_gmt":"2022-08-24 09:25:22","post_content":"","post_title":"China Mobile","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"china-mobile-capital","to_ping":"","pinged":"","post_modified":"2025-11-25 13:26:55","post_modified_gmt":"2025-11-25 13:26:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/gsma_orgs\/china-mobile-capital\/","menu_order":0,"post_type":"gsma_theme_orgs","post_mime_type":"","comment_count":"0","filter":"raw","logo":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/wp-content\/uploads\/2022\/08\/China-Mobile-Capital.png"}]},"tags":[],"casestudy_categories":[82,81,215],"algolia_discover_type":[],"class_list":["post-8810","gsma_theme_study","type-gsma_theme_study","status-publish","has-post-thumbnail","hentry","casestudy_categories-5g_monetisation","casestudy_categories-delivered","casestudy_categories-gsma-foundry-project"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.4 (Yoast SEO v24.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New multimedia communications for the 5G era - GSMA Foundry<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/gsma_study\/new-multimedia-communications-for-the-5g-era\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New multimedia communications for the 5G era\" \/>\n<meta property=\"og:description\" content=\"With the rapid adoption of smartphones, traditional calling experiences have been limited to basic ringtones and vibrations. In China\u2019s 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. 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