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In a first-of-its-kind offer Sistema Shyam has launched a service whereby mobile users can make free calls in return for watching an advertising video clip.
Sistema Shyam, which operates under the MTS brand, is the first Indian operator to offer such a service.
Called mAd service, this is available on all Android devices on the MTS network including Samsung Galaxy Y and Samsung Galaxy Ace Duos CDMA. The company will also launch this service on BlackBerry and BREW-(Qualcomm’s operating system for CDMA handsets)-enabled, entry-level MTS handsets.
According to Leonid Musatov, Chief Marketing and Sales Officer, MTS India, “The service provides an opportunity to leading brands to connect with their customers in a personalised manner.” A slew of major brands including Coca-Cola, Pepsi, Mentos, Center Fresh, Fiat, Kellogg’s, Titan and Lenovo have associated with the mAd service to engage with customers.
Four free calls
MTS’ mAd service requires no charges for activation, application download and for data transfer while watching video ads. The user will get a seamless experience with no buffering and video streaming hassle. Customers using this service will be able to make as many as four MTS mAd calls in a day.
Customers using Android devices on MTS network just need to send an SMS with keyword “FREE” on MTS toll free number 55559 or just call up MTS Customer Care (toll free). Customers will get the MTS mAd Call application WAP link for download; the application needs to be installed on the smartphone.
After installation, a demo video will start playing, automatically demonstrating the entire process and benefits of service. Whenever the customer makes a call, an automatic pop-up will ask the customer to chose between a ‘free call’ and a ‘paid call’.
If the free call is selected, a video ad will play for 20-30 seconds, post that the call will be connected. After completion, a free 60 seconds of local calling will be credited to the customer’s account and confirmed via SMS. The advertisers will pay for the free credit. If the user has used up the daily free limit of four calls, the ‘free call pop up’ will not be displayed. The company may extend the limit to beyond four depending on the response.
thomas.thomas@thehindu.co.in
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