Nokia Siemens Networks has been selected by China Mobile Group Beijing (CMBJ) to provide its Usability Consulting Service, focusing on the companys colour ringback tone service and web portal user experience. The optimization project has seen monthly revenue for some services increase by 2 – 4 times, while subscriber activity levels and customer satisfaction have also dramatically improved.
With the rapid rate of change in mobile communications technology, services are no longer limited to voice communication, but have evolved from standardisation to customisation and personalisation, 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 optimise its colour ringback 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 colour ringback tone website optimisation 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.
The colour ringback tone service delivers customised music or a greeting instead of the traditional sound someone hears when they call a mobile phone. Since its launch in 2003, the colour ring back tone service provided by CMBJ has proved popular with subscribers, who use its website as the key channel for obtaining services. 
Mobile service user experience, while being a relatively new concept for the China market, is critical in bringing user-friendly experience and improving operators service quality, says Zhao Peng, Deputy General Manager of CMBJs Data Service Centre. We have introduced user experience into product design and optimization and will provide more user-friendly products and services.