VODAFONE TO PROVIDE SOCIAL NETWORKING SERVICES OVER SMS AND USSD

Telecom operator Vodafone Essar has entered into
a partnership with Switzerland-based mobile software
company Myriad to provide social networking services
to its subscribers in India via SMS and Unstructured
Supplementary Service Data (USSD).
As part of the agreement, Vodafone will be using
Myriad's flagship mobile social networking platform
Xumii and will deploy Myriad Updates, a one-of-its-
kind text-based mobile social networking service, which
isalso accessible on low-end phones. Moreover,
subscribers will not require any Internet connection to
access to the social networking services via its text
message and USSD menu interfaces.
"Adoption of social networking on mobile devices
across India is growing exponentially. In order to keep
pace with market demands, our partnership with
Myriad will enable us to quickly and seamlessly deliver
socialnetworking services on a massive scale across
our entire subscriber base using SMS and USSD,"
says Kumar Ramanathan, CMO, Vodafone Essar.
Vodafone also plans to roll out more from Myriad's
portfolio such as SMS, instant messaging services, and
mobile email, in the near future.
"Along with our important relationship with Telefonica
in LATAM, our partnership with Vodafone Essar is
further proof of Myriad's unique and compelling
portfolio for emerging markets," says Simon Wilkinson,
CEO of Myriad. "Not only does this agreement
reinforce our leadership in mobile messaging and
mobile social networking, it also extends our footprint in
what is an exciting and fast-growing sector."
Vodafone's new venture comes months after rival
Airtel brought the USSD-based social
networking services in India. With the USSD
feature, one can use social network such as Facebook
without having an Internet connection. Vodafone
seems to be targeting the youth, which is extensively
following the social networking sites. The telecom
operator recently launched a Facebook-integrated
phone called Vodafone Blue.