MUMBAI: With an aim to strengthen its hold in Tier II and Tier III cities, mobile service provider ‘Aircel’, has introduced a new IVR service ‘Mobile Radio’. The service allows customers can call a specific number and enjoy songs free of cost.

Aircel Ltd CMO Anupam Vasudev told Radioandmusic.com, "We are delighted to offer our customers a unique service where they do not have to pay any subscription charges when listening to their favourite music, absolutely free and irrespective of their handset. While a customer listens to his favourite song, it also allows the advertiser to place an advertisement after each song. This makes Aircel Mobile Radio a viable platform to attract mobile advertisers and gain a foothold in the mobile advertising market."

When asked the reason to target Tier II and III cities, Vasudev further added, "Tier II and III cities are low on data penetration hence, the demand for free music comes from these towns." He believes that the service will create a new benchmark for the way music is consumed in India and will change the entire landscape of M-VAS music streaming.

The service, which is powered by Techzone, offers customers an option to select their songs ranging from different genres, artistes and in various regional languages.

Techzone CEO Naveen Bhandari said, "It is a new benchmark for the way music is consumed in India and will change the entire landscape of M-VAS music streaming. Our platforms are robust, scalable and will meet the demands of Aircel and their subscribers."

The service is being made available to new and existing customers.