BSNL discontinues PRBT service, invites fresh proposals for ad-funded AI-based model
NEW DELHI: State-controlled
Bharat Sanchar Nigam Limited
(
BSNL
) has withdrawn personalised ringback tone or PRBT service for enterprise customers, and in a new request for proposals (RFP), sought artificial intelligence (AI)-backed, ad-funded services.
The move, however, impacted closed user group (CUG) subscribers, including public sector firms that have taken bulk connections from the telco.
'Last month, BSNL closed down PRBT service, offered to large enterprise customers which was part of its offerings. The development has prompted BSNL call centres to flood with customer queries,' a source privy to the matter told ETTelecom.
Enterprise users who were impacted include Syndicate Bank, Canara Bank, Coal India, Oil and Natural Gas Corporation (ONGC) and Madhya Pradesh Police.
BSNL, however, defended its position and said that the telco is coming up with an AI-led ad-funded model that would unlock a new revenue stream.
'We are transforming BSNL's PRBT service into a customer-driven, cloud-native or AI-driven platform that will offer personalized services, integrated seamlessly with streaming and over-the-top (OTT) apps,' BSNL Chairman, A Robert J Ravi, told ETTelecom.
Personalised ringback tone or PBRT is a network-based service, offered by telecom carriers that enables subscribers to customise ringtone, allowing them to play a specified song or greeting to callers while dialling a subscriber.
Further, Ravi said that they are examining an ad-funded model with dynamic content targeting to "enhance user engagement while unlocking new revenue streams" for BSNL.
Last month, the state-run telco floated a tender that has now been extended with a deadline of May 16, 2025.
Several state-owned telco customers who opted for PRBT service as a part of bundled long-term plans and recharges were left in the lurch without any prior intimation, and that may lead to subscriber churn, a person told on the condition of anonymity.
The move comes at a time when the telco is grappling with challenges to retain its customers amid the next-generation or 4G network rollout.
Bengaluru-headquartered
OnMobile
is offering PRBT services in East and South zones, while Hyderabad-based
Digitral
provides custom ringtones to BSNL's enterprise customers in North and West zones.
Queries to OnMobile and Digitral did not elicit any response.
However, the regulatory framework encourages service providers to intimate customers about any service change at least six months in advance.
In its bid document, the telco indicated that it may "not recognise name tune as content" and shall not pay the revenue share to any PRBT partner.
In addition, BSNL in its proposal said that it reserves the right to buy out the deployed PRBT solution along with hardware, software, and Intellectual Property (IP) at ₹100 upon a year-long contract completion.
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