MUMBAI: Digital entertainment services company RealNetworks has announced the global availability of Multimedia Ringback (MRB) Services, building upon Real`s success in Ringback Tones with this new 3G mobile feature.

MRB Services usher in a new level of personalisation in Ringback Tones (RBTs), allowing subscribers to incorporate audio, images and video to deliver a unique, customized experience for callers before they are connected, says a release.

Vice president of products and senior analyst, Mark Donovan said, "Mobile operators that offer continuously evolving and innovative services, such as multimedia content and ringback tones, are more likely to attract high-value, early-adopter subscribers." A pioneer in the wireless space, Real was the world`s first RBT service provider with SK Telecom in May 2002, and subsequently the first US RBT service provider with Verizon Wireless in November 2004.

Today, Real operates RBT services for more mobile subscribers than any other provider in the world. With more than 25.4 million active RBT subscribers worldwide and global adoption rates of over 9% -- more than double regional averages -- the company is positioned to score another market success with the introduction of MRB Services.