Idea Mall – Idea’s Online Application Store Powered by Ericsson eStore

Idea Cellular, India’s third-largest mobile operator in revenue terms and with over 84 million subscribers, is about to launch its Online Application Store named IdeaMall based on Ericsson’s eStore solution. Using Ericsson’s business model that features Software as a Service, Idea will be able to set up a successful business in the mobile application market and easily introduce new services to their subscribers. The ecosystem between Idea and Ericsson will support a developer community, thereby bringing richer, more relevant and better applications and games to the subscribers.

The application store will give Idea’s customers a superior user interface, transparent and affordable pricing, and all of Idea’s 2G and 3G subscribers using mobile handsets that support web browsing will be able to choose from more than 30,000 applications – both free and paid.

Under the contract, Ericsson is responsible for the complete end-to-end service management including technical operations, content eco-system partner management, testing and usability as well as business operations.

The Ericsson ConsumerLab report “India Country Study 2010” highlights the trend towards changes in mobile phone usage patterns among Indian subscribers. They are increasingly using their mobile phone for functions beyond voice and SMS. Data-intensive services such as games, multimedia download and entertainment applications are the favorites among consumers and the best revenue-producing opportunities.

Ambrish Jain, Director, Operations, Idea Cellular, says: “The application store will offer a rich mobile experience through a combination of both web and mobile platforms. We are delighted to partner with Ericsson to develop the platform on the latest technology and content that will bring the best and relevant experience in mobile entertainment and information for over 84 million Idea subscribers in India. The store will also offer 3G applications when we launch our 3G services.”

Gowton Achaibar, Head of Region India, Ericsson, says: “Through our eStore solution and the model for Software as a Service, Ericsson brings together telecom operators, application developers and consumers. Allowing our Business Operations team to manage all relations and contracts and taking advantage of our existing partnerships with content aggregators and application developers, Idea is gaining a great business opportunity in the mobile application market.”

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