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With the rapid rate of change in mobile communications technology, services are no longer limited to voice communication, but have evolved from standardization to customization and personalization and as a result enhanced user experience has become a critical factor for achieving success in competitive markets. An enhanced user experience helps customers to better enjoy the convenience, efficiency and entertainment offered by mobile services.

Having recognized the importance of user experience, CMBJ has enlisted the support of Nokia Siemens Networks, and its experience in the product usability area, to develop and optimize its color ring back tone service and web portal user experience. Together the two parties have applied usability study methodology into the design and development of value-added mobile products. Through the implementation of its color ring back tone website optimization project, CMBJ has built a deeper understanding of its subscribers’ preferences and demands, and optimized its website operation procedure and user interface to meet their expectations and improve their experience.

Color ring back tone service refers to customized music or greeting instead of traditional sound someone hears when he calls a mobile phone. Since its launch in 2003, the color ring back tone service provided by CMBJ has been very popular among subscribers, who use its website as the key channel for obtaining services. Following the optimization project the monthly revenue derived from some services has increased by 2-4 times while subscriber activity levels and customer satisfaction also dramatically improved.