Idea launched in Uttar Pradesh (East)

1st November, 2006

Idea Cellular Ltd., a leading cellular operator and an Aditya Birla Group company, today announced the launch of its mobile services in Uttar Pradesh (East). With this launch, Idea has united UP East with UP West, where it is the leader. Close on the heels of the launches in Himachal Pradesh and Rajasthan, Idea, the fastest growing operator in India, now achieves near total coverage across North, Central, and West India.

Idea's state-of-the-art congestion-free network services will cover over 100 towns and villages in the six zones of Lucknow, Kanpur, Allahabad, Varanasi, Gorakhpur and Jhansi, which act as the fulcrum for commercial activities in the circle. Idea would also be covering three major national highways.

For customers in UP (E), Idea fetches unmatched connectivity on a congestion-free network, with superb voice clarity. In addition, Idea will be offering top network quality, with innovative and affordable tariffs, and world-class customer care. The residents of UP East and West will now be able to roam within UP at local rates on the Idea network.

Announcing the launch of services in UP (East), said Mr. Sanjeev Aga, Managing Director, Idea Cellular Ltd., "With the launch of services in UP (East), we are today unifying residents of two circles with our superior services and unparalleled customer care. The launch of Idea in UP (East) will also facilitate social and economic development, making UP a prosperous destination. Our brand promise "An Idea can change your life" will hold true for all our customers.

As leaders in innovation in the telecom industry, Idea will offer a range of superior value-added services. Some of these are:

Friendly customer care: Idea believes in delighting customers at every step for a total mobile experience, which is being enjoyed today by over 1 crore customers across the country.

GPRS and MMS: Customers can receive instant access to the internet from their mobile phones through their Idea GPRS services, or send coloured picture messages with sound clips.

Say IDEA: Idea subscribers can just dial a short code, enter the voice portal, and access a wide range of services through simple and intuitive interaction. Some of the services offered are MusiCard (sing-along service like karaoke), cricket, movies, jokes, logos, horoscopes, news and stocks. Subscribers can access these services by dialing 456 from their Idea mobile phone.

About Idea Cellular:
A leading GSM mobile services operator, Idea Cellular has licenses to operate in 11 circles. With a customer base of over 1 crore , 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.

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', 'Background Tones', 'Group Talk', 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 customer friendly and competitive pre-paid offerings, for the first time in India, with 'Super Power', '2 Minutes Outgoing Free', 'Lifelong Offer', and other segmented offerings like 'Women's Card'. 'Lifetime Idea' is the first and only loyalty program, for pre-paid customers, introduced by a cellular operator.

Customer service and innovation drive Idea. A brand known for many firsts, Idea is the first to have launched GPRS and EDGE in the country.

The latest feather in the Idea cap is the GSM Association Award for "Bill Flash". This international award makes Idea the first Indian cellular operator to win an award on this prestigious platform.

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