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RingShow stacks up micro-video wins for carriers The development of network technologies means that an increasing number of carriers have deployed 4G networks and that global VoLTE network construction has accelerated. According to GSMA, 127 global carriers had commercially launched VoLTE HD voice service in 63 countries as of March 2018. How can carriers generate new revenue streams from this trend? By Liu Meiyuan, Guo Jun

he commercial use Based on native VoLTE experience for users and adding of VoLTE is a good communication, Huawei’s video ring monetization capabilities to VoLTE. opportunity for carriers back tone RingShow is the evolution T to add to their VAS of audio RBT. Before answering RingShow users can select videos repertoire, with now being the right a voice or video call on a VoLTE from the carrier's video library, time to innovate services to drive network, a video will play, which create their own, or upload videos VoLTE penetration and monetize the then disappears when the call is from their own libraries. Different value they add. answered, delivering a new video RingShow video content can be

46 2018.06 ISSUE 85 RingShow stacks up micro-video wins for carriers / How to Operate

played for different calling parties By raising the VoLTE experience, RBT service has attracted 400 million during different time segments. RingShow can help drive VoLTE RBT users and is now its main VAS, penetration and, for carriers, create allowing the operator to introduce Usage scenarios the impetus to develop mobile video music into the industry chain. With under a VoLTE and video strategy. VoLTE running in 29 provinces, China Individual service: For individual mobile had 200 million VoLTE users users, RingShow provides a personal What’s new? as of 2017. On the VoLTE network, entertainment media platform that China Mobile upgraded its RBT service gives users more room for self- New experience: delivers a fresh to provide the Video RBT service. expression and the chance to spread and innovative experience. RingShow positive vibes. Carriers can aggregate is a distinctive service with a China Mobile and Huawei jointly rich video content, DIY video tools, differentiated experience that boosts established the operator’s Video and OTT channels to provide users communication, loyalty, and carriers' RBT service standards, designed the with a personal display platform and digital brand image. technical solution design, built the seamless sharing experience. platform, and provisioned services. New revenue: applies carriers' Enterprise and advertising services: native communication capabilities In June 2017, China Mobile released RingShow’s digital media platform to fill mobile communication pipes. China Mobile 4G+ Mobile Phone provides a marketing and advertising The information transmission rate is White Paper, specifying that China platform for enterprises to get their 100 percent, making full use of the Mobile 4G+ mobile phones would message out. During work hours golden 15 seconds before a call and support the Video RBT service from companies can set videos with monetizing data traffic. The service October 1, 2017. core messaging like brand culture, expands the revenue of new markets marketing events, customer care, created for individuals, enterprises, In July 2017, China Mobile Yunnan and service navigation content, and ads, and micro-video communication. partnered with Huawei to launch the thus create brand ambassadors. Video RBT service, resulting in the New ecosystem: represents a world's first commercial Video RBT For advertisers, RingShow is a unique distribution and monetization service use trial. highly efficient advertising platform channel for the video industry, a that supports wide coverage and core control point, and important In March 2018, China Mobile's precise push mechanics. There foothold for carriers to integrate Video RBT service was launched in are multiple RingShow ad modes, the video ecosystem. It’s also an 29 provinces, with Migu Music app, including floating, inserted, and full. excellent opportunity for a large H5, and WWW providing the Video Advertisers can use the RingShow number of partners to build a carrier- RBT experience zone. platform for brand and product owned micro-video ecosystem. promotions, while carriers can obtain In the near future, Video RBT will advertising revenue in a reverse Case study: China be as widely used as audio RBT – business mode. RingShow ad users Mobile and China Mobile will be running can receive call fees or data traffic the world's largest micro-video from carriers as a reward. Over 10 years, China Mobile’s audio ecosystem.

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