Reliance Communications Introduces User Generated Caller Tunes

Reliance Communications has introduced a twist to its caller tune service. They are making a foray into user generated content. The service will now enable subscribers to record their own content through a Tune Maker platform and set it as their own caller tune. These tunes can even be shared with other Reliance customers.


Reliance Communications has partnered with Atruist Technologies – a voice and web based VAS provider – for the necessary infrastructure to offer this service. Mr. Anil Pande, Head – VAS, Reliance Communications said “UGC  (user generated content) has seen exponential growth over the last few years. India being a multilingual country, voice is an important part of UGC. The service allows voice based content of Users Choice to be shared and set as their Caller Tune. The technology support offered by Altruist enables to edit, link, and create the content posted by customer, besides activating it as Caller Tune.” This service will be available on Reliance’s CDMA, GSM and 3G networks.


The service will be available on the reliance website – – and on IVR. Web users will need to go the website and to modify and edit caller tunes. IVR customers will have to call 56694400. They can then submit a 30 second recording which will be set as their caller tune. Subscription involves a one time charge of Rs.30 and each tune/tune renewal costs Rs.5 thereafter.

The Mobile VAS market is estimated to be around Rs.11,860 Cr as per an IAMAI report from July 2010 and caller tunes are among the most commonly used ones.

Have you tried these user generated caller tunes? Give them a spin and let us know..

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