Personal Ring Back Tone™ (PRBT)

The Must-Have Service to Personalize the Caller Experience

CallUp PRBT™ is an innovative IN or switch-based Ring Back Tone system

that enables subscribers to replace the dull, standard ringtone with
personalized jingles or songs.

CallUp PRBT intercepts incoming calls to the called party and connects the
caller to an IVR platform that plays the personalized ringtone instead of
the standard ringtone.

When the called party answers the call, CallUp PRBT automatically
disconnects the IVR and connects the caller to the called party by
returning the call to the switch.

If the called party does not answer the call (busy or unavailable) the
system disconnects the IVR and proceeds with the normal treatment of
the call (for example forwarding to a voice mail system).

CallUp PRBT increases ARPU and increases customer loyalty by providing a

fun service appealing to subscribers of all ages.

How does it work?

A flexible call flow management system takes care of the subscriber’s
preferences and associates the ringtone to with the caller.

© 2010 CallUp Net Ltd.

 Operator benefits Subscriber benefits
 Increased ARPU — monthly fee and  Fun service to personalize calls—
downloads subscribers can select the tunes
 Competitive service — aligns with  Enhances mobile experience
 market demands  Endless possibilities:
 Simple and quick to deploy  Associate ringtones to
 Comprehensive customer support groups of callers
 Part of CallUp Net Clarity™ platform  Associate ringtone to play
— a suite of cost effective, easy to at certain time of day
maintain value-added services  Sustain ringback tones to
play at certain periods

Features
 The subscriber can select ringtones by using SongMatcher, or via IVR, SMS or
through WEB/WAP portals.
 Pre-paid and post-paid charging and billing interfaces
 Sophisticated CallUp Content Management Platform (CMP)
 Up to 32 MCU media units may be added with 256 E1 voice lines

The Clarity platform can host a variety of Value Added Services, all of which can be
integrated into CallUp PRBT™. In the event that enhanced processing power is re-
quired, additional CPUs and memory can be added at any time.
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About CallUp
CallUp Net is a leading developer of enabling services for Fixed, Mobile and VoIP
carriers, integrating both telephony and Internet systems.

CallUp Net offers an efficient suite of core and revenue-generating services that
provide customers with a complete set of financial, technical and marketing
advantages, including products such as Call Completion Suite, Unified Messaging,
SMSC, MMSC, PRBT, multimedia and OTA (Over The Air) solutions.

Today, CallUp Net’s satisfied customers are successfully serving millions of

subscribers worldwide.

CallUp Net Ltd. is a dynamic, service-oriented private company. We are proudly part
of the One1 Software Group, one of the largest software groups in Israel.

CallUp Net Ltd. (Headquarters) Asia Pacific and Americas Office

1 Amal St. Afeq Park, 10 Oscar Road, Greenhithe
Rosh-Ha-Ayin, Israel 48092 Auckland, New Zealand 0632

Tel: 972 - 3 - 976 7481 Tel: 64 - 9 - 889 3664

Fax: 972 - 3 - 976 7401 Fax: 64 - 9 - 523 6757
E-Mail: info@callup.net E-Mail: apac@callup.net
Web: www.callup.net

Ver: 0410 © 2010 CallUp Net Ltd. CallUp reserves the right to modify the specification of this product at any time without prior notice.