IDEA Network launches 'pretones' in AP

IDEA Cellular, the pan-India integrated GSM operator, has become the first operator to launch a first-of-its-kind Value Added Service, titled "PreTones' for mobile consumers in Andhra Pradesh. In line with its strategy to drive mobile innovation, Idea has launched "PreTones', in partnership with Oorja Mobile Services, to offer exclusive content to its over 6 million subscribers in the state.

Idea subscribers using "PreTones' can enjoy listening to highly compelling content of their choice, everytime they make a voice call. A rich portfolio of content such as live cricket action, jokes to tickle the funny bone, breaking news as it happens, astrology forecast, latest movie review and spicy Bollywood gossip, will be available at the user's fingertips. The caller can listen to these updates, before the call gets connected.

Idea subscribers can access this unique service by simply dialling 55955 from their mobile phone, for Re. 1 per day. The content is live and available for all prepaid Idea subscribers in Andhra Pradesh. PreTones' users can register their preferences on the IVR, and can resume listening to the content by dialling 55955, after the call is completed.

Launching the new initiative, Mr. Subbaraman Iyer, Chief Operating Officer - Andhra Pradesh, IDEA Cellular said, "At Idea, we constantly innovate to bring facilities closer to mobile consumers and delight them with rich content offering in the mobile infotainment space. "PreTones' brings the best-of-breed technologies to the mobile market, promising a first-of-its-kind mobile calling experience for over 6 million Idea subscribers in Andhra Pradesh".

Mr. Rajiv Madhok, CEO of Oorja states, "In order for a service to prove successful it should meet the user requirements, along with easy access and value for money. Through PreTones, we aim to fulfill all these expectations. Our partnership with Idea Cellular will enable us to reach out to a large base of mobile consumers in AP".