Wednesday, January 2, 2008

The next gen of SMS

Airtel and Affle have launched SMS2.0 - the world's first upgrade to
SMS. Airtel is the first in India to offer this service to its 55
million customers. SMS2.0 enables an interactive and non-intrusive platform on the
mobile phone that allows Airtel users to discover content services
along with enhanced messaging features.
With Affle being the inventor of this
technology, Airtel claims to be the first in the country to offer this
innovative service to its 55 million-odd customers.


While riding on the popularity of the
familiar SMS application, SMS2.0 is unique in that it converges
messaging, content, and contextual advertising into one seamless
application that resides as the default SMS application on the
customer's mobile handset.


SMS2.0 also serves free content to users, contextual to their areas
of interest. The content is served in the form of teasers on the
Message Compose/Read window and a Full Screen that appears along with
the Message Sent/Sending Window.
SMS2.0's message personalization options
include additional features like composing and sending messages with a
variety of text, background colors, and emoticons.


The content experience is driven around leveraging SMS, and
delivering user-relevant content such as news, jokes, movie updates,
Cricket, Astrology, etc -- all seamlessly integrated into the messaging
experience.


Available as a 'free upgrade' to the regular SMS application,
Airtel subscribers can download SMS2.0 by sending "SMS2" to 543210.
There are no charges for downloading the new application or for
subsequent content delivery on this platform.


Anuj Kumar, Executive Director (South Asia) Affle, says, "India is a
very exciting mobile market and in Airtel we have found a great partner
to take our services to users. We are confident that SMS2.0 would
redefine the messaging experience for a large set of users and become
their entry window to the world of Mobile Internet. We have already
seen a very positive response from users, for the value features and
the rich non-intrusive content, and expect to grow it substantially
during this launch. We are very confident that given Airtel's
significant marketing efforts, this service would soon be accessible to
a huge mass of users."



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