One97 Communications in association with Vringo announced launch of new video-based VAS services for the Indian mobile subscribers including an option for the users to set customized visual or video call back ring tones. Even pictures, slide shows, avatar or video can be set for callers to view.

Additionally a new video portal application is also on offer to the subscribers which the company claims will provide enhanced interactivity with innovative options to choose from and allow single access for converged video applications.

Vijay Shekhar Sharma, MD One97 said “Customer experience has been at the core of our business and product innovations.  As we enter the next generation in mobile technology we are introducing the next big thing in mobile entertainment – Video. Mobile Video applications are the future, it’s no longer a question of whether these applications will be available in India, but more of when and how will these applications be available."