Indian operator Idea Cellular has launched its HSPA+ service, branded Gold Standard. The operator plans a progressive national rollout of the service, bringing coverage to 200 towns by April 2011 and 4,000 towns by 2012. The company has revealed that 10% of its more than 86 million subscribers currently use 3G-enabled handsets. To encourage 3G data usage, Idea has also introduced a time-based billing plan, with no caps on the volume of data.

IDEA Cellular, India's third largest mobile operator today announced the launch of its 'Gold Standard' 3G services that will catapult mobile communication services and transform user experience. The third generation of mobile communication systems, 3G, lets customers use an extensive range of high-end data services on a wide variety of handsets and other devices.

Idea announced the launch of 3G services on its network in MP & Chhattisgarh, Gujarat and Himachal Pradesh today. To anchor the occasion, Idea unveiled a new 3G logo. The new branding will be implemented throughout India, across all customer touch points. Idea has set up 'Experience Kiosks' to provide a flavour of the services that customers can opt for. These will be available to all users at select 'My Idea' stores.
On the occasion of the 3G launch, Mr. Himanshu Kapania, Deputy Managing Director, Idea Cellular said: "3G services will mark the beginning of the next phase of India's telecom growth story and bring the sector on par with the most advanced telecom markets in the world. Beginning today, Idea subscribers will be the first in India to experience the Gold Standard in 3G services." Currently, 10% of Idea's over 86 million subscribers are said to be using 3G enabled handsets. It is expected that these users will be the early adopters of 3G services.

Idea's 3G services will be available in 200 towns by mid April '11, progressively growing at the rate of 10 towns per day to cover 750 towns by mid 2011, and 4,000 towns by the end of FY12. Idea has traditionally focused on growth from semi-urban heartlands of India and will continue to drive its 3G services from these industrial, agricultural and educational regions.

Speaking about the 3G network rollout, Mr. Ambrish Jain, Director – Operations, Idea Cellular, said: "Beginning with MP, Chhattisgarh, Gujarat and HP, Idea's 3G services will expand in a progressive manner to provide expansive coverage across 4,000 towns by year end. Idea will target areas of industrial and commercial activity, centres of learning, and high potential rural hinterlands where broadband is yet to make a breakthrough. Idea has set up the most extensive customer service network to educate customers on 3G and support their requirements, across the country."

Idea's 3G services will enable users to avail Video Conferencing, IdeaMall Application Store, Mobile TV, Video on Demand, and high-speed Internet Browsing. IdeaMall is Idea's Application Store which offers an entire catalogue of games and applications on Web & Mobile platforms.
Idea's 3G services will offer the best mobile experience in downloading songs, streaming videos on YouTube, streaming audio, photo updates on Facebook, mail and other online media, movie downloads, watching mobile TV, e-mailing with attachments, blog postings, viewing photos, and Flash & HD Gaming. Idea 3G users will experience speed up to 21 Mbps on 3G handsets, and higher speed on other devices depending on the device capability.  

Idea has introduced Time based Billing plan for 3G services enabling users to avail high-end data services without worrying about the volume of usage. To promote usage, Idea has introduced 'sachet' pricing offering attractive trial packages with per day billing. 

To know more about Idea's 3G services, and to check handset compatibility, customers can log onto www.ideacellular.com/3g or call Idea's customer care helpline: 12345. To feel the difference personally, mobile users can experience 3G services at special 'Experience Kiosks' set up inside 'My Idea' Stores.
Idea won 2.1 GHz (3G Spectrum) in 11 circles – MP & Chattisgarh, HP, Maharashtra & Goa, Gujarat, Kerala, Haryana, UP East, UP West, AP, J&K and Punjab – which contribute over 80% of the company's revenues. Idea has planned a progressive roll out of 3G services in these locations. Further, Idea is finalising long-term arrangements with select quality operators for service areas where Idea was not awarded 3G spectrum. Together, these will enable Idea subscribers, throughout the country, to enjoy the Gold Standard in 3G services, apart from deriving the benefit of nation-wide roaming.

About IDEA Cellular Ltd

IDEA Cellular is India's 3rd largest national mobile operator, with over 86 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 26 countries, and is anchored by more than 130,600 employees belonging to 40 nationalities.