Value-added services like RBT are critical for telecom operators to boost Average Revenue Per User (ARPU) . Experts predict VAS could contribute over 20% of total telecom revenue by 2025.
Trends like "Green VAS" (e.g., promotional RBTs for environmental causes) are emerging to align with Gen Z consumer values. VAS Telecom: Top Services to Boost ARPU in 2025 - Telesens Ring Back Tone (통화연결음)
The most significant recent shift is the transition to , which plays short-form video content on the caller's screen during the call setup period. Value-added services like RBT are critical for telecom
As of 2021, the service offered approximately 4,000 types of videos , including K-pop idol content and user-created videos. VAS Telecom: Top Services to Boost ARPU in
V Coloring is increasingly being positioned as a mobile advertising platform for businesses.
While SKT launched V Coloring in September 2020, all three major Korean carriers (SKT, KT, LG U+) began offering it as a unified joint service in May 2021.
South Korea pioneered this market, with SK Telecom (SKT) launching the world’s first RBT service, "Coloring," in March 2002 . Within 10 months, it achieved a 35% subscriber penetration rate. Korean Carrier Variants: SK Telecom: Coloring (컬러링). KT: Tooring (투링). LG Uplus: Feeling (필링). 2. Service Evolution: From Audio to Video (V Coloring)