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IDEA Cellular Launches New Mobile Email Service with Critical Path

San Francisco, CA - Critical Path, Inc., a provider of messaging software and services, recently announced that IDEA Cellular Ltd., a GSM operator in India with more than 12 million subscribers and a network footprint that reaches nearly half of India's population, has launched Easy Mail - a new mobile email service, powered by Critical Path's Memova Mobile technology.The new email service is believed to be simple to use and works on any GRPS-enabled handset.

With approximately 6 million new mobile subscribers being added each month, India is the fastest growing mobile market in the world. Research shows that much of this growth is coming from the youth market, which represents 60 percent of the country's population. Tailored to the needs of consumers, prosumers and SMEs, IDEA Easy Mail meets the burgeoning demands of the mass market.

Commenting on IDEA's latest innovation, Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular Ltd. said, "Easy Mail is an exciting product for those of us who wish to remain accessible on the move. The product does indeed redefine email access and provides an easy-to-use interface for every IDEA GPRS user. I am certain that Easy Mail will prove beneficial, especially to our small and medium enterprise customers."

Memova Mobile pushes messages from existing email accounts to everyday mobile phones. As a result, smart phones and/or specialized client software are not required to use IDEA's Easy Mail service, making it particularly attractive to consumers and small business users with standard mobile phones. Designed for the mass market, the service offers a number of easy-to-use features. For example, since consumers do not necessarily want to receive all of their email on their phone, personalization features enable users to control which messages they receive. Additionally, users can send and receive emails with multimedia content, including pictures, video and audio.

"Considered an early adopter in India, the IDEA brand is associated with innovation and value in the market. Critical Path is excited to work with an operator of this caliber to provide mobile email services in India," said Donald Dew, CTO, Critical Path. "Memova Mobile will help IDEA Cellular unlock the enormous potential of the mass market in India by delivering the easy, personalized and affordable solution consumers are asking for."

SOURCE: Idea Cellular Ltd

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