GSMA Foundry is excited to share insights into China Mobile Migu\u2019s 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\u2014nearly 50% of its customer base\u2014and 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.<\/p>\n\n\n\n
China Mobile\u2019s 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\u2019s revenue to over USD 1.5 billion, providing a return on China Mobile\u2019s 5G infrastructure investment.<\/p>\n\n\n\n
A critical component of VRBT\u2019s impact has been China Mobile\u2019s operational expertise and technological advancements. By refining call flows and integrating immersive 3D effects, VRBT has evolved into a suite of services\u2014such as Caller VRBT, HD VRBT, Business VRBT, and AI VRBT\u2014each designed to enrich the calling experience. AI-driven enhancements further allow users to generate content like music and videos from text, leveraging China\u2019s leading text-to-video AI models to support creativity across all user levels.<\/p>\n\n\n\n
\u201cChina Mobile\u2019s VRBT has initially achieved technological, scene, and media integration, realising full-scene coverage before, during, and after calls based on 5G network,\u201d shares Yan Zhongwei, Deputy General Manager of Migu Co., China Mobile\u2019s digital content subsidiary. \u201cWith four billion daily touchpoints, we aim to refine business scenarios, enhance user experiences, and drive new mobile media formats.\u201d<\/p>\n\n\n\n
China Mobile is also fostering an ecosystem to fuel VRBT\u2019s 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\u2019s development and impact.<\/p>\n\n\n\n
For more information on potential collaborations, please contact:<\/p>\n\n\n\n