Orange has launched the Custom Ring Back Tone (RBT) service for its Orange mobile subscribers. The RBT will enable Orange Mobile customers to customise their own ring back tones by creating their own audio content.
Conventional ring back tones contain clips of pre-recorded and pre-selected music or other audio content that replace the standard ringing sound that incoming callers would normally hear while waiting for their calls to be answered.
Orange CEO Mickael Ghossein said that the launch of the Custom RBT is part of the firm’s long-term strategy to enable its Orange Mobile subscribers express their individuality through an innovative platform.
“The Custom RBT service therefore goes to demonstrate our commitment to our customers by delivering a stronger value proposition that is focused on more service options available to them,” adds Ghossein.
The Custom Ring Back Tones will also allow customers to leverage and extend their branding, promotional and advertising initiatives through this communications platform.
“Our customers will be able to make use of this service as a platform through which their businesses or commercial ventures can be advertised when calls are made to their phone,” said Ghossein.
To subscribe to this service, customers send an SMS to 1352 stating the message content to be recorded. This will cost the subscriber KShs 20. The tone is recorded within 24 hours and a code to access the tone sent to the customer via SMS. The customer then sends the code given to “7700” to set the tone as their default RBT. A communications policy will however guide and regulate the nature of the content to be recorded.
The custom tone has a validity of 30 days and incurs subscription fee of KSh 1.67 is charged to the customer for having the tone. A user can continue with the current subscription at the end of the validity period or change the ring back tone or unsubscribe from it. A three day grace period is provided to allow for renewal of the subscription.