Company Press Release:
 
Idea launches the “shared access” initiative with the GSM Association in Maharashtra
* Takes the lead in pioneering sustainable and affordable communication
*LAUNCHES FIRST IN MAHARASHTRA

New Delhi, June 10, 2006: IDEA Cellular Ltd, India’s leading cellular operator, headquartered in Pune today launched the Shared Access (Voice & Data) program for Rural India. After a successful trial in Maharashtra, Idea Cellular takes the lead in connecting the un-connected and helping change lives by announcing the launch of the Shared Voice & Data services under an initiative run by the GSM Association (GSMA), the global trade association for mobile phone operators.  The Shared Voice & Data services are slated for launch across all Idea Circles shortly.

“Shared Access”, refers to the sharing of a mobile telecommunication device, making the PCO immobile phone service a thing of the past. This model extends the accessibility of communication whilst creating a new revenue stream for low income rural entrepreneurs who own the mobile phone. Rural entrepreneurs can sell airtime on their mobile phones to people in the community wishing to make a call or send a text message. This innovative approach allows entrepreneur to set up a payphone business for just the cost of a handset. Specially devised software with a printer will be developed to enable the owner of the mobile handset to provide a bill if required to the customer making the call. Call charges are also displayed on the handset to ensure transparency in the transaction. Additionally, Idea will offer shared Internet access in these rural communities to provide an even broader range of data services.

“The GSM Association is supporting this launch by Idea Cellular, as well as other shared voice and data initiatives, because we believe this concept is the best way to bring the many benefits of mobile communications and Internet access to people who can’t afford their own handset or computer,” said Rob Conway, CEO of the GSM Association, the global trade association for mobile operators. “Our hope is that shared voice and shared data services will spread across India and other developing countries, providing major social and economic benefits to rural communities that have had limited access to telecommunications.”

Commenting on this initiative, Pradeep Shrivastava, VP – Marketing, Idea Cellular Ltd says,” This unique initiative is going to create the much needed thrust for the rural communities as it will increase accessibility at affordable prices, empowering the rural strata of society and promoting entrepreneurship.”


For more information about the GSM Association see:  www.gsmworld.com/digitaldivide/

About IDEA Cellular:
As India’s leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles. With a customer base of over 8 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP- West and Kerala. IDEA Cellular’s footprint currently covers approximately 45% of India’s population and over 50% of the potential telecom-market.

As a leader in Value Added Services, Innovation is central to Idea’s VAS Factory. It is the first cellular company to launch music messaging with ‘Cellular Jockey’, ‘Global SMS’ in over 540 networks across all technology platforms, a voice portal with ‘Say IDEA’ and a complete suite of Mobile Email Services. A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings, for the first time in India, with ‘Eco Talk’, ‘Flexi-charge’, ‘Super Power’, 2 Minutes Outgoing Free and other segmented offerings. ‘Lifetime Idea’ is the first and only loyalty program, for pre paid customers, introduced by a Cellular brand.

Customer Service and Innovation are the drivers of this Cellular Brand. Pay Easy which is bill payment through the effective use of the pre-paid channel, IDEA is the only operator in the world to launch this service With GPRS currently available on all its’ networks, for both pre and post paid customers, IDEA Cellular is the first company to commercially launch next generation EDGE technology (a 3G technology) for its Delhi circle.
 
The latest feather in the IDEA cap is the GSM Association Award for Bill Flash, it has recently won making it the first cellular operator in India to win an award on an international platform.

More about IDEA Cellular Ltd. at http://www.ideacellular.com