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Superstar Mahesh Babu unveils Idea Ivory Smartphone in Hyderabad

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'Ivory from Idea — most affordable Android 4.0 Smartphone launched in India

Tollywood Superstar and Idea Brand Ambassador Mahesh Babu unveils the new 3G dual-S1M Smartphone in Hyderabad

Hyderabad, 15th January, 2013: Growing its devices portfolio, India's 3"d largest mobile operator, Idea Cellular has introduced yet another affordable, feature rich, dual SIM 3G smartphone — Ivory — which is powered by Android 4.0 Ice Cream Sandwich OS and 1 GHz processor, the latest in mobile devices technology.
The sleek looking 'Idea Ivory' was unveiled in the Indian market by Tollywood Superstar and Idea Brand Ambassador, Mahesh Babu in his home town, Hyderabad, today.

The new Android based, affordable 3G smartphone from Idea — Ivory - has beautiful aesthetics and excels with its good performance. Idea Ivory features a 3.5' Full Touch Bar and is powered by 1 GHz processor with internal memory 4 GB and 512 MB RAM. The dual-SIM smartphone from Idea is priced at Rs. 7,390 and is definitely the best value for money ICS smartphone in this category With strong battery support, Android Browser, G Sensor, Wifi, A-GPS, built-in social media apps - Android GMS standard application, Facebook, Twitter, I MAP, HTML, Music Video Player, documents to go, multi e-mail POP3, the new Ivory comes in two colour options of White and Black.

Speaking on the occasion, Mr. Rajat Mukarji, Chief Corporate Affairs Officer, Idea Cellular said, "Devices play an important role in enhancing service experience for the user, and has been a key component of Idea's 3G growth strategy. Idea Ivory, based on the latest Android 4.0 OS, and all other previous 3G smartphones, have been affordably priced to propagate data usage amongst mass consumers. Idea's continuous focus on enhancing consumer experience, and understanding and providing support to user(s) needs and requirements in the relatively new and emerging service area such as 3G, has enabled us to become the most associated brand with 3G and data."

This is the fifth Android based 3G smartphone from Idea, launched within just over a year of the mobile operator's entry into the devices category. Idea has been successful in promoting data usage through selling devices, as is seen in the rapid uptake of data on its network in the last few quarters consistently. The company has already sold more than 2.25 lakh devices in the Indian market.

Idea will use its existing distribution channel to sell the new 'Ivory', besides also making it available across other major mobile retail stores in the country.
Like all the other previous smartphones from Idea, the new dual SIM 3G smartphone, Ivory, also comes packed with attractive data usage offer for Idea 3G users. The pack offers 1 GB of free data every month for first 3 months and free Idea TV for just Rs. 261.

At the launch ceremony for Idea Ivory, Idea Brand Ambassador Mahesh Babu also met the winners of the consumer contests being run by the mobile operator for its customers in AP circle.

Idea 36 smartphones portfolio includes:

1 Idea Aurus: Front and back cameras with Video calling, Android 2.3.6 (Gingerbread) OS, Dual SIM , 800Mhz powerful processor, 4GB Micro SD card included (expandable to 32GB), 3.5" capacitive Multi touch screen, 5 MP camera (using software interpolation) , Cloud Backup, Social Networking apps and RSS feed support. Price: Rs. 7,190. 2. ID 918: Dual SIM, 2.3 Android (OS), 3.2 MP Camera, 3.2-inch Capacitive (Multi Touch) screen„ Micro SD support up to 32GB, Geo-tagging, GPS Navigator software, FM radio and M P3 Player, WiFi, Bluetooth, Social Media Apps such as Facebook, Twitter, Orkut, and pre-loaded Google and Youtube, besides a range of other high-end smartphone features and Idea TV. Price: Rs. 5,994. 3. Idea Blade: 2.2 Android OS with 3.5"FuII Touch Screen, Powerful battery, 3.2 MP camera, and Superior capacitive touch, G Sensor, Wifi and GPS. Price: Rs. 7,992.

About IDEA Cellular
IDEA Cellular is India's 3rd largest mobile operator, with over 115 million subscribers. With traffic in excess of a billion minutes a day, Idea ranks among the Top 10 country operators in the world. Using the latest in technology, Idea provides world-class service delivery through the most extensive network of customer touch points. 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 33 countries, and is anchored by more than 132,000 employees belonging to 42 nationalities. More information on the Company is available at: www.ideacellular.com and on the Group at:

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