FRAMINGHAM, Mass.-NMS Communications today said Italy’s leading UMTS mobile operator, 3 Italy, has launched its ring-back service built on NMS’ MyCaller and deployed as part of L.M. Ericsson’s personalized greeting service.
NMS’ MyCaller ring-back service allows any of 3 Italy’s 4.1 million subscribers to replace the traditional ‘ring, ring’ their callers hear with audio entertainment, such as music, sounds or celebrity voices, reflecting the personality or image the subscriber wants to project.
NMS said that with MyCaller the entertainment can be tailored to specific callers, times of days, holidays and seasons, and can be changed as often as the subscriber likes. What individual callers hear depends on the personal ring-back profile previously chosen and set by the 3 Italy subscriber, and profiles may be set easily via SMS, WAP, Web and Interactive Voice Response.
The launch marks the second NMS/Ericsson ring-back deployment within the last two weeks, according to NMS
“Our partnership with Ericsson indicates that NMS has achieved critical mass in the ring-back space,” said Brian Demers, vice president of mobile applications at NMS. “Ericsson is the largest supplier of mobile phones in the world today, and being chosen for this partnership is a testament to our expertise in the field of mobile content delivery.”
