Idea repeats at the 2007 GSM Association Global Mobile Awards

16th February, 2007

Only Indian GSM awardee, wins two times in a row

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 per cent 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
two-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'."

About Idea Cellular
A leading GSM mobile services operator, Idea cellular has licenses to operate in 12 circles. With a customer base of over 13 million, Idea cellular has operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chattisgarh, Gujarat, Maharashtra, Goa, Andhra Pradesh, and Kerala. Idea Cellular's footprint currently covers approximately 60 per cent of India's potential telecom market.
Idea Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders.

More about IDEA Cellular Ltd. at

About the GSM Association Awards
The GSM Association (GSMA) is the global trade association representing more than 700 GSM mobile phone operators across 217 countries and territories of the world. In addition, more than 180 manufacturers and suppliers support the Association's initiatives as key partners.
The primary goals of the GSMA are to ensure mobile phones and wireless services work globally and are easily accessible, enhancing their value to individual customers and national economies, while creating new business opportunities for operators and their suppliers. The Association's members serve more than two billion customers - more than 80 per cent of the world's mobile phone users.

The GSM Association Global Mobile Awards are open to both members and non-members of the GSM Association and are presented annually at the mobile industry's leading event, the 3GSM World Congress.

For further information, please contact:
Carson Dalton,
Idea Cellular Ltd