IDEA-7-3-06

Company Press Release: IDEA launches Background Tones First Operator in the Country to launch new VAS innovation

New Delhi, March 7, 2006: In keeping with the promise of providing world class products and services, to its customers, IDEA Cellular Ltd., India’s leading cellular operator today added another first to its list of many firsts, by announcing the launch of its new VAS innovation- Background Tones across all 8 circles. Background Tones is a service wherein (background) music is played after the call is connected and for the entire call duration.

Background Tones is one of the first mobile VAS service that allow customers to activate songs, personalized music or even sounds during conversations.
Background Tones allows the customers to select different background music to suit the mood of the conversation without interrupting it.
Background Tones offers personalized features that enable customers to select different music according to different caller groups.
Background Tones are available to customers by dialing 246 on their Idea mobile
Background Tones is available at a monthly charge of Rs. 15/-. Additionally, customers will be charged Rs. 10 per download and Rs. 3/- for calls.

(Refer annexure for additional details and usage of Background Tones)

Announcing the launch of the service, Mr. Vikram Mehmi, CEO, Idea Cellular Ltd, said, “As seen with Dialer Tones, music has emerged as the primary means of entertainment; with mobile users. It would be relevant to say that it has even become the signature of the user, one that he is identified with.” He added, “We find that customers are increasingly looking for new means to be engaged and entertained through their mobile devices. Our launch of Background Tones adds an interesting twist to the concept of music-on-the-go. I am confident that this path breaking service would redefine the mobile telephony experience of all our customers.”

Annexure:

Back Ground Tones solution is as under:

Scenario 1:

Party A has opted for the Background Tones service and has assigned a market noise tone for Party B
Party A can call Party B through normal peer-to-peer voice call or use Background Tones service by prefixing Party B', number, for e.g. (246) 9891005579. Market noise would be played throughout the call duration, and Party B would feel as if Party A is in a busy market place, whereas Party A could be resting in his/her house

Scenario 2:

Party A (Husband) has opted for the Background Tones service and has assigned a romantic tone for Party B (Upset Wife)
Party A can call Party B through normal peer-to-peer voice call or use Background Tones service by prefixing Party B', number, for e.g. (246) 9891005572. The romantic tone will be played throughout the call duration, and Party B would feel nice as a romantic ambience is created.

Tones or Songs can be of a situation (like market noise) or of any popular Hindi movie etc,

Subscribers have various options to choose from:

One can either set one common tune for all or
Customize a tune for individuals

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 7 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.