IBM today announced an agreement with IDEA Cellular to provide a Service Delivery Platform (SDP) to enable the service provider to deliver innovative messaging and WAP-based content services to its 50 million+ subscriber base over 2G and 3G wireless networks in India. IBM's SDP will help IDEA integrate content and applications across all of its service lines to deliver a consistently high-quality user experience and bring new services to the marketplace much more quickly.

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This seven-year contract will deliver the following SDP services to IDEA in addition to the overall operations and management of the SDP:

  --  IT systems, software and service for value added revenue services
      (VAS), such as content management, downloading, portal browsing and
      subscription services
  --  Integration with Business Support System (BSS), Network elements and
      other VAS applications

  --  Migration of existing messaging services, content-based services, WAP
      portal, and subscription services

IBM's SDP is a recognized global telecom platform built on IBM's Service Provider Delivery Environment (SPDE) framework, the industry's most mature flexible framework for launching innovative value added services. IBM's industry frameworks, designed around software modules that match specific industry needs, enable faster business solution deployment with lower project cost risk, expanded choice through a validated ecosystem of partners, and accelerated adoption of business IT standards.

"IDEA has been a pioneer in introducing unique and interesting mobile value added services for subscribers across India," said Prakash Paranjape, Chief Information Officer for IDEA Cellular. "With our rapidly growing subscriber base, IBM's SDP will pave the way for us to sustain our unique approach by further enhancing our proximity with subscribers, and more importantly provide impetus to innovative initiatives targeted at our valued customers."

IDEA subscribers will have easy access to multiple channels such as SMS, MMS, WAP and Web. IBM will also provide 24x7 monitoring and management from a central BSS network operating centre including all tools required for operations and management. The Service Delivery Platform will cover integrated portal, content management, digital rights management, offline transcoding of content, messaging gateway and subscription management. The implementation of SDP will allow content providers to publish content once and distribute through multiple channels - SMS, MMS, WAP and Web. Bulk uploading of content, along with protection of digital content shall also be possible now. IBM's SDP will also support 3G services and will be compliant to upcoming Mobile Number Portability (MNP).

"This is a milestone deal for us since it not only strengthens our partnership with IDEA Cellular but further instills their trust in us as their preferred partner," said Ashish Kumar, general manager, Global Technology Services, IBM India/South Asia. "IBM's Service Delivery Platform is a unique offering that will allow IDEA Cellular to give its subscribers innovative, real time and effective services. We are delighted to be with IDEA Cellular on this iconic journey."

The deal builds on the existing 10-year business transformation pact that IBM had signed with IDEA Cellular in March 2007 to integrate, innovate and transform IDEA's business processes and IT infrastructure. The pact is designed on an innovative risk-reward sharing model that is based on a shared revenue arrangement. It covered all of IDEA's existing operations, expansion into new circles and potential new additions. In June 2007, IBM signed another 10-year contract to deploy, integrate, innovate and transform IDEA's Interactive Voice Response Self-Service project. In addition, in December 2008, IBM signed another 8 year contract to include integration, transition and migration of existing Spice applications, hardware, packages and products to the IDEA Transformed Applications platform in Punjab and Karnataka.

  About IBM

  For more information on IBM visit www.ibm.com/services.

  About IDEA Cellular Ltd.:

IDEA Cellular Ltd. is a leading GSM mobile services operator with over 50 million subscribers, under brand IDEA. It is a pan India integrated GSM operator with 90% coverage of the telephony potential of India, along with NLD and ILD operations. IDEA is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India. IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation. The group operates in 25 countries, and is anchored by over 130,000 employees belonging to 30 nationalities. More information on the company is available at: www.ideacellular.com and on the group at: www.adityabirla.com.

  Media Contact
  IBM India
  Anjani M More
  Ph: +91-98201-58051
  E-mail: anjamore@in.ibm.com

  IDEA Cellular Limited
  Shivanjali Singh
  Ph: +91-11-23730134
  shivanjali.singh@idea.adityabirla.com

First Call Analyst:
FCMN Contact: knechtj@us.ibm.com

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SOURCE: IBM