Airtel becomes First to Offer SMS2.0

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Airtel, along with Affle, a leading mobile media company that currently operates out of India, Singapore, Thailand, UK, and USA, has launched SMS2.0, touted as the world’s first upgrade to SMS.

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.

SMS2.0 enables an interactive and non-intrusive platform on mobile phones that would allow Airtel users discover a host of relevant content services with enhanced messaging features.

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.

Commenting on the launch of SMS 2.0, Sanjay Gupta, chief marketing officer (Mobile Services) of Airtel, said, “Trends indicate that youth and young professionals are more active users of messaging. SMS2.0 represents a huge opportunity for Airtel to differentiate itself, and further gain both mind-share and market-share in these segments.”

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.