Mobile search made simple

Source: Ergo | View Print Article

Less than a month after UK-based Affle debuted in India, the global mobile company is planning to target India mobile users with a mobile search option. The company, which holds collaborations with Bharti Airtel on its innovative feature SMS2.0, aims to introduce its newest service by the second half of the year.

“We are working on solutions whereby one can access information on the mobile by just texting a message,” said Anuj Kumar, Executive Director (South Asia), Affle, “We plan to integrate search on the SMS window and make it even more simpler and easier.”

While the modalities to access the free service on the mobile and phone service provider are still being worked out, Affle hopes to make a mark by introducing fancier applications in mobiles.

Gen next service

Affle, which has operations in UK, Singapore, Malaysia, USA and India, is amongst the newest entrants in the Indian mobile market. Its first initiative in India was the SMS2.0, touted to be the next generation SMS service, where messaging, content, search and marketing are all made available. The default SMS application on handsets also combines colour messages, fonts of choice and more, which allow one to customize one’s SMS. It also delivers content on news, jokes, astrology, movie and cricket updates among other applications.

“While personalised messaging is the biggest draw for the youth segment, news on entertainment tops our services for those in their 30s. What’s best is that all these enhancement come at no additional cost,” said Kumar.

At a time when SMS is a money-spinner for several telecom players, Affle’s long-term tie-up with Airtel comes as a smart ploy to built customer loyalty.