11/5/2002 - More than one-half million Korean mobile phone subscribers signed up in the first month for a new service that lets them choose what people will hear when they call their phone instead of the boring "ring ring" of yesterday, in the latest innovation to personalize mobile phone use. SK Telecom is offering the service using an enhanced services platform from NMS Communications, the leading supplier of technology for tomorrow's networks. Subscribers have already topped 3.5 million, creating a substantial new high margin service revenue source for SK Telecom.
Subscribers pay a small monthly fee for a limited selection of rings, and additional fees to select from thousands of ring sounds and melodies such as popular songs, classical music, and pre-recorded messages like "Happy birthday to you" on SK Telecom's network. They can choose tones for individual contacts – one tone for their spouse to hear, another for their boss, etc. They can even choose one tone for daytime and another for the evening. Users make their choices from either a web interface on a PC, mobile handset by WAP, or an interactive voice menu service and do not have to download any new tunes into their mobile phone. The tones are played by a server that replaces the ring-ring tone generator in the switch. This makes adding and changing tones fast and easy.
"Our subscribers have responded enthusiastically to this first-ever service. By using NMS' scalable, carrier-ready platform, we can expand the service easily as subscriber demand continues," said Jang Yong Ha, Engineering Division vice president, SK Telecom. "The NMS platform was easy to integrate with our existing network, making it possible for us to deploy the Color Rings service quickly."
SK Telecom's Color Rings service is based on NMS' Alliance Generation® (AG) 4000, Convergence Generation (CG) 6500 and TX Series platforms. The AG 4000 provides a cost-effective platform that offers unmatched capability for mixed media types to service a wide range of voice and signaling applications. NMS' TX Series provide powerful and flexible hardware for a variety of Signaling System 7 (SS7) applications. SS7 is often used as the signaling protocol for voice over Internet Protocol (VoIP) gateway applications, wireless infrastructure, and for a wide variety of Enhanced Services such as SK Telecom's Color Rings service.
"SK Telecom moved quickly to capitalize on one of the last frontiers for customizing the mobile phone experience. This service has great potential for enhancing subscriber loyalty and improving revenue. We're pleased to provide the platforms that make it possible," said Critz Chan, vice president and general manager of NMS Asia. "NMS and SK Telecom are additionally cooperating in selling a similar capability to other phone companies in other countries."
About NMS Communications
NMS Communications (Nasdaq: NMSS) designs, delivers, and supports technology-leading systems and system building blocks for innovative voice, video, and data services on wireless and wireline networks. The world's top communications equipment suppliers, solution developers, carriers, and network operators trust NMS to help them bring applications and services to market faster and at lower costs.
Headquartered in Framingham, Massachusetts, with offices around the world and products deployed in over 90 countries, NMS has a record of technology innovations that have advanced the growth of the global communications industry. These achievements include voice quality enhancement software that pairs noise reduction and compensation to make it easy for both parties to hear each other during mobile phone conversations, in even the noisiest environments. They also include the industry's first complete and open IP gateway, packet media server, and multimodal system for enhanced services.
NMS Communications, Convergence Generation, and TX Series are trademarks of NMS Communications Corporation. Alliance Generation is a registered trademark of NMS Communications Corporation.
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