IDEA repeats at the 2007 GSM Association Global Mobile Awards

(Pune, February 16, 2007) Idea Cellular Ltd, a leading Indian Cellular operator, and an Aditya Birla Group Company, became the only Indian operator to have won an award at the 12th Annual GSM Association Global Mobile Awards, at the recently concluded 3GSM World Congress in Barcelona, Spain, in an august gathering of senior industry leaders.

IDEA is the only GSM operator in India to hold the unique distinction of having won an award at the prestigious GSM Association Global Mobile Annual Awards. This award makes it two years in succession! The award was presented for IDEA Cellular’s unique, "CARE" service in the "Best Billing or Customer Care Solution" category in stiff competition with top-notch international nominees.

"CARE" is an SMS based application, which the user initiates by sending the keyword "CARE" to 4444 to get the desired information by return SMS. This service, another IDEA first, was created after research revealed that approximately 70% of prepaid customers were calling Idea’s call centres to inquire about "voucher details, promotional schemes, account balance and last call details". ‘CARE’- available 24/7, empowers customers to have such information at the click of a key, and was developed and launched in the Gujarat Circle this year.

Acknowledged as the Oscars of the GSM Mobile Industry, the Global Mobile Awards are now the centrepiece of the world's largest mobile industry event. The 3GSM World Congress 2007, saw a record number of 600 submissions with only 19 winners. The 2-phase evaluation and judging process carried out by distinguished journalists, analysts and academics that review the mobile industry, underlines that each year, the bar is raised for heightened competition and differentiation in the GSM mobile sector.

Accepting the award, Mr. Sanjeev Aga, Managing Director, Idea Cellular Ltd, said, "Innovation is central to our business, and service is the key. Our Service Deliver and Quality team is primed to develop simple solutions, which gain customer confidence. I am proud of our team, which has created CARE and emphasised our slogan that "An Idea can Change Your Life".

Source : Equity Bulls

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