envIO to powers Airtel social marketing service

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envIO to powers Airtel social marketing service

Deployment to back social marketing service for Airtel’s hello tunes

Monday, September 29, 2008

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NEW DELHI, INDIA: envIO networks, a provider in social marketing, today announced its commercial deployment with Bharti Airtel, India's leading mobile services provider.

The envIO platform is expected to power Airtel's Hello Tunes Manager that is available via a free download to Airtel's 75-plus million mobile customers, said a press release.

It stated that the users could instantly find out what tune they just heard or review a history of recently heard tunes, and send ratings, comments and requests to their friends.

The Hello Tunes Manager would help the users search the Hello Tunes catalog to find the latest choices, receive recommendations from their friends or new tune promotions from the envIOWorks platform.

envIO and Airtel released the Hello Tunes Manager in a "soft launch" in the second quarter of 2008 and have seen exponential growth in service usage, propelled entirely by the viral effect of social marketing, said the release.

"Our Hello Tunes service lets our subscribers create and experience a personalized calling experience for their friends – their social community," said Sanjay Gupta, chief marketing officer, mobile services, Bharti Airtel.

"Music in its various forms, genres strikes a universal chord with mobile users and envIO's Hello Tunes Manager fits in with the vision of recognizing and leveraging the power of innovative mobile content as the right catalyst for social marketing."

He added that the service would enrich user experience of Hello Tunes, giving a whole new dimension to the way they engage with near and dear ones. It would even increase both service usage and content consumption.

"We believe our success at Airtel is an excellent validation of our vision," said Prakash Iyer, founder and chief executive officer, envIO networks. "Mobile content is inherently social, and mobile users want a social experience around this content. Our platform delivers this – and unleashes the power of social marketing to accelerate discovery and consumption of all types of mobile content."

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