The Hindu Business Line : Ontrack launches SMS service in UAE for cricket fans

The service is aimed at providing cricket fans with updates of the latest scores of the day during the current one-day and test series between India and Pakistan.

According to a press release issued here, Ontrack will operate the facility from its own software development centre in Kolkata. The content will be delivered using ETISALAT's gateway in the UAE.

The company has already developed a product called SMSXprez for providing value-added services using SMS as a messaging tool. The technology platform provides for effective integration of any business and consumer application, which needs to deliver instant messages to mobile phones. Ontrack has a few installations of the product in the UAE as well.

The release states that many leading brands and retail chains in the UAE have recognised the advertising potential of the Indo-Pak cricket series using text message as a medium to communicate to a large section of the expatriate population.

Ontrack's SMS application platform provides support for delivering messages in Arabic and this provides local advertisers in the UAE with an opportunity to reach out to large sections of Arabic mobile phone users in the UAE, according to the release.

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