Cellebrum joins hands with ICE to provide miTune BGM service

Cellebrum, Asia's leading integrated telecom VAS solutions provider, today announced its tie-up with ICE 365, mi-VAS™, the UK's premier mobile interactive community service provider.

With this, it can offer its value-added service, miTune Background Music (miTune BGM), to the subscribers of Spice Telecom.

miTune BGM, powered by Cellebrum and ICE 365, is a value addition to mobile peer-to-peer calling, easy and interactive, and it allows subscribers to create an ambiance during a call by playing music or sound clip of their choice in the background.

Commenting on the service, Paul Shoker, chief executive officer of ICE 365, said: "ICE 365 has constantly endeavoured to deliver products and services that are designed to meet the diverse demands of each customer category. We are pleased to partner Cellebrum to bring to the market a service that is trendy, fun and exciting to use. The launch of miTune BGM is in line with our goal to introduce user-generated and community-based applications and services that enhance customers' interaction with each other. Through this service, we hope to redefine the customer's mobile experience by clubbing his communication as well as entertainment needs."

Mukul Khanna, additional vice-president (marketing), Spice Telecom, said, "miTune BGM will enhance our customers' experience in using background music service. Our endeavour will be to keep introducing similar GPRS applications to enrich our customer's usage on this platform."

Saket Agarwal, chief operating officer of Cellebrum, said: "Our association with ICE 365 to offer miTune BGM to Spice is yet another step towards offering one of the most innovative products in the VAS category and we are confident that miTune BGM will help Spice achieve healthy growth. We have recently obtained copyright for BGM and have also enhanced the product, thus extending our user base."

Targeted at the 18-35 age group, the main purpose of the service provider is to personalise each call and make it special and exciting. The miTune BGM service is designed to be simple and easy to use with an intuitive user interface.

The user can download the application from Cellebrum's website "wap.cellebrum.com" via GPRS, the service then gets automatically installed onto the mobile phone of the user.

The application is thereafter activated by selecting miTune BGM option from the list of applications in the main menu of the handset following the options specified.

Once activated, the user can browse through a host of music from the available categories.

These sounds could range from chart topping numbers, famous Bollywood dialogues, ringing of the door bell, chirping of the birds or to any other preferred excuse.