Airtel, Affle Launch World’s First Upgrade To SMS

Source: Financial Times | View Print Article

Airtel and Affle today launched the SMS 2.0 world’s first upgrade to SMS. Airtel is the first mobile operator to offer this innovative 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 a host of relevant content services along with enhanced messaging features.

The unique messaging has leveraged the popularity of SMS, and has converged messaging, content and contextual advertising into one seamless application, which resides as the default SMS application on the customer’s mobile handset.

Commenting on the launch of SMS 2.0, Sanjay Gupta, Chief Marketing Officer, Mobile Service, Airtel, said.

“Trends indicate that youth and young professionals are more active users of messaging, SMS 2.0 represents a huge opportunity for Airtel to differentiate itself and further gain both mind-share and market-share in these segments. This service will open up an entirely new set of options that will enrich the messaging experience of our customers. Our endeavor will be to continue to deliver new innovative services that not only simplify the communication experience of all Airtel users but also add more value to them.”

The SMS2.0 application is a ‘Free Upgrade’ to the regular SMS application. To download SMS 2.0, the Airtel customer simply sends “SMS2” to 543210 free of charges.

Anuj Kumar, Executive Director (South Asia) Affle, says “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.”