Comverse and Cellcom Israel Bring Enhanced Musical Ringback Tones to Mobile Phone Users

Comverse today announced completion of a project with Cellcom Israel that upgrades the mobile operator’s own legacy ringback tone service to the Comverse Ringback Tone solution, which will boost sound quality and also add new features.

Ringback tones enable users to personalize the calling process by replacing the standard system ringing sounds with music and other content for their callers to hear while waiting for calls to be answered.

"As ringback tones had become highly popular among our users, we desired to upgrade the service,” said Lipa Ogman, CTO, Head of Technology Division at Cellcom Israel, Israel’s largest cellular operator with more than 3.2 million subscribers.

"The high audio fidelity that we now provide enables callers to hear the music better and enjoy it more fully,” Ogman said. "Increased personalization options give users new ways to have fun by better adapting the content to the interests of individual callers and groups. In addition, it is now easier and more enjoyable than ever for our users to browse and to purchase content by PC and WAP.”

Cellcom Israel selected Comverse Ringback Tone for this service upgrade because it is a proven industry-leading solution that enables the operator to provide users with a world-class service, which features the richest collection of frequently updated local and international music favorites. Cellcom Israel’s business customers also can use the service to promote their products and services even before the call is answered — for example, by using catchy corporate jingle ringback tones.

"Ringback tones continue to demonstrate rampant popularity and strong growth in many markets around the world because of the pleasure they bring users, and Comverse’s global edge in ringback tone deployments is a tribute to the rich feature set and the high sound quality that we deliver,” said Urban Gillstrom, Group President of Global Sales at Comverse, the world's leading supplier of software and systems enabling value-added messaging and content services, converged billing and active customer management, and IP communications.

A global ringback tone market leader, Comverse has been selected by more than 60 operators worldwide, including more than 10 tier-1 operators, serving nearly half a billion subscribers. Companies also can transform ringback tones into an advertising channel for their brands.

About Cellcom Israel

Cellcom Israel Ltd., established in 1994, is the leading Israeli cellular provider; Cellcom Israel provides its more than 3.2 million with a broad range of value added services including cellular and landline telephony, roaming services for tourists in Israel and for its subscribers abroad and additional services in the areas of music, video, mobile office etc., based on Cellcom Israel's technologically advanced infrastructure.

About Comverse

Comverse is the world’s leading provider of software and systems enabling value-added services for voice, messaging, mobile Internet and mobile advertising; converged billing and active customer management; and IP communications. Comverse’s extensive customer base spans more than 130 countries and covers over 500 communication service providers serving more than two billion subscribers. The company’s innovative product portfolio enables communication service providers to unleash the value of the network for their customers by making their networks smarter. Comverse’s solutions support flexible deployment models, including in-network, hosted and managed services, and can run on circuit-switched, IP, IMS or converged network environments. Comverse is a subsidiary of Comverse Technology, Inc. (CMVT.PK). For more information, visit www.comverse.com.

All product and company names mentioned herein may be registered trademarks or trademarks of Comverse or the respective referenced company(s).

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