IDEA Cellular is now part of 'Asia Mobility Initiative Alliance' - Asia's premier regional international roaming alliance.

Senior Representatives from AMI		CMO of IDEA Cellular delivering a speech on the collaboration.

New Delhi , 13 September 2007 - IDEA Cellular Limited, a leading mobile services provider, is now part of ‘Asia Mobility Initiative’ (AMI) Alliance - Asia’s premier regional international roaming alliance. This alliance, will give IDEA customers an assured and seamless roaming experience along with great value in terms of support for best practices in the global telecom industry and access to products and services across all the represented countries.

The six members of the AMI alliance are: IDEA Cellular (India), Celcom (Malaysia), MobileOne (Singapore), Excelcomindo (Indonesia), Telstra (Australia) and DTAC (Thailand). AMI members have a combined subscriber base of over 58 million which means IDEA will now host a huge customer base of users who may want to travel to India.

Speaking on the occasion, Mr Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular Limited said, “This step is a part of IDEA Cellular’s constant endeavour to provide its customers, products and services that add value to their lives. At IDEA, we believe in putting the ‘Customer First’ and it gives me immense pleasure in announcing such an alliance which will once again place our customers in the forefront.”

“IDEA will continue to provide its customers preferential treatment not only nationally but internationally. Through this alliance, IDEA Cellular has not only consolidated its leadership position in the international telecom industry but has also proved that it can do so by keeping the customer’s preferences right at the top by enabling them to enjoy effortless, affordable and best quality roaming services with an international experience.” He added.

At the same function, Mr. Steven Chan, Executive Director, AMI said: “AMI Alliance provides a platform for its members to foster preferential relationships and collaborate to create new cross border services that generate new revenue streams. This is done through constant member feedback, communication and cooperation in developing and launching enhanced services and promotions across the region.”

On the occasion Mr. Sanjeev Aga, Managing Director, IDEA Cellular Limited said: “India is one of the fastest growing economies. Today, a mobile connection is not a luxury but a necessity to achieve progress. India is being recognised as the financial capital of the sub continent. Human as well as telecom traffic has seen a surge in recent times and due to this, a significantly large number of people from different countries have to travel across the globe in order to increase their business opportunities. It is therefore imperative for telecom operators to deliver superlative connectivity through roaming services that enable customers to stay connected at all times.”

Mr Neil Montefiore, Chief Executive Officer of M1 said: “We welcome IDEA Cellular to AMI. With the inclusion of India, the footprint of the alliance in Asia / Pacific will now be extended considerably, creating more opportunities for cross-border synergies. India is also one of the top roaming destinations for M1 customers and an important source of tourist and migrant worker arrivals to Singapore. We hope to work closely with IDEA and other member operators to enhance and add value to the mobile experience of our respective customers as they travel across the region.”

Dato’ Sri Shazalli Ramly, Chief Executive Officer, Celcom (Malaysia) Berhad said: “We are pleased to welcome IDEA Cellular Limited as the newest member of AMI. Through this strategic alliance, Celcom can now offer our powerful products and services in India. In addition, with the strong customer base of the Indian foreign workers market and enterprise sector in Malaysia, we view this partnership as a positive step forward in extending our powerful services to both segments.”

More about IDEA Cellular Ltd. at www.IDEAcellular.com
For more information on AMI Alliance, please check out http://www.ami-alliance.com

About IDEA Cellular

As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 13 service areas. With over 17 million customers, IDEA Cellular has operations in the states of Delhi, Haryana, Uttar Pradesh, Uttaranchal, Himachal Pradesh, Rajasthan, Gujarat, Maharashtra, Goa, Madhya Pradesh, Chhattisgarh, Andhra Pradesh and Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. IDEA also has licences to operate in the service areas of Mumbai and Bihar.

IDEA is a part of the Aditya Birla Group, a US $24 billion corporation with a market cap. of US $23 billion and in the League of Fortune 500, anchored by an extraordinary force of 100,000 employees, belonging to 25 different nationalities. Over 50 per cent of its revenues flow from its operations across the world.  In India, the Group has been adjudged “The Best Employer in India and among the top 20 in Asia” by the Hewitt-Economic Times and Wall Street Journal Study 2007.

More about IDEA Cellular Limited at www.ideacellular.com

About AMI Alliance

The alliance was formed in April 2003 by leading mobile operators in the region to provide their customers with an assured and seamless roaming experience. AMI Alliance provides the platform for the members to foster preferential relationships and collaborate to create new cross border services and generate new revenue streams. This is done through constant member feedback, communication and cooperation in developing and launching enhanced services and promotions across the region. The six members of AMI are: Celcom (Malaysia), MobileOne (Singapore), IDEA Cellular (India), Excelcomindo (Indonesia), Telstra (Australia) and DTAC (Thailand). Celcom and Excelcomindo are subsidiaries of the TM Group (Malaysia). The six AMI members have a combined subscriber base of over 58 million.

For further information, please check out www.ami-alliance.com