New Delhi – India’s leading cellular operator IDEA Cellular Ltd. has announced the launch of “Music Masti” on Say Idea Voice portal (456). This unique service allows the customer to listen, dedicate, gift songs, preview and download ring-tones of their choice from Say Idea Voice portal.

IDEA customers can use MUSIC MASTI by dialing “456” and a voice welcoming the customer will inform him/her of the content that can be explored. The customers will be charged @ Rs. 6.99/min for accessing Music Masti through the voice portal, 456. For Polyphonic tones download, data charges will be applicable as per the GPRS tariff plan.

The customer can avail of the following services through Music Masti:

• Select a song or composition: Song selection can be done by browsing the different categories and then selecting the desired song by just saying its name.
• Music rendition: The Selected song is streamed to the customer’s handset. There are no handset pre-requisites. Customer can use any mobile handset and listen to the song.
• Device personalization using the song: After listening to the song, customer can:

• Preview and download Ring-tones: When the customer chooses to download the selected song as a ring-tone, a preview of that ring-tone is played back exactly as it would on their phone. Customer has to simply say download and he can download the song. For Polyphonic Ring-tones the preview process is same as above. For tones delivered via WAP the service prompts the customer for the model of the phone as well and informs that subscription to GPRS is a prerequisite.
• Multimodal Access to special songs: Music Masti provides for Multimodal access to songs or categories. Customers will receive SMS alerts when the content is refreshed or if any special songs are introduced.

Customer Service and Innovation are the drivers of this Cellular Brand. 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.

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’. A frontrunner in introducing revolutionary tariff plans, offering maximum savings to its customers, 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’ and other segmented offerings. The most recent offering - ‘Lifetime Idea’ is the first and only loyalty program, for pre paid customers, introduced by a Cellular brand and 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. Idea has also launched a complete suite of Mobile Email Services.

Idea has many milestones to its credit, mainly – scoring the highest percentage in Metros and Circle B & C in Customer Satisfaction and the highest percentage in Value Added Service and Overall Sales satisfaction as per the Voice and Data - Customer Satisfaction Survey in December 04. The largest M&A deal in India INC, through its acquisition of Escotel in 2004 and its Rs. 5000 crore financial closure, both being largest ever in the history of Indian telecom.

IDEA Cellular Ltd. is headquartered in Pune.