The video ringback is a new service from Comverese that utilises pre bought music videos and video clips, or free promotional video clips. While the phone is ringing or while in going or out going calls are being made the video plays on the phone screen. It is proposed that the video ringback will help 3G operators see a return on their investment with the platform offering a valuable advertising channel. Equally it has been suggested that the video ring back might encourage users to use P2P video calling services more readily.