Ericsson enables Idea's Online Application Store

• Idea Cellular to launch its Online Application Store based on Ericsson's eStore solution
• 84 million Idea customers will enjoy 30,000 applications suited to most handsets and wallets
• Idea to introduce new services using Ericsson's Software as a Service business model

Idea Cellular, India's third-largest mobile operator in revenue terms and with over 84 million subscribers, is about to launch its Online Application Store based on Ericsson's (NASDAQ:ERIC) eStore solution. Using Ericsson's business model that features Software as a Service, Idea will be able to set up a successful business in the mobile application market and easily introduce new services to their subscribers. The ecosystem between Idea and Ericsson will support a developer community, thereby bringing richer, more relevant and better applications and games to the subscribers.

The application store will give Idea's customers a superior user interface, transparent and affordable pricing, and all of Idea's 2G and 3G subscribers using mobile handsets that support web browsing will be able to choose from more than 30,000 applications - both free and paid.

Ambrish Jain, Director, Operations, Idea Cellular, says: "The application store will offer a rich mobile experience through a combination of both web and mobile platforms. We are delighted to partner with Ericsson to develop the platform on the latest technology and content that will bring the best and relevant experience in mobile entertainment and information for over 84 million Idea subscribers in India. The store will also offer 3G applications when we launch our 3G services."

The Ericsson ConsumerLab report "India Country Study 2010" highlights the trend towards changes in mobile phone usage patterns among Indian subscribers. They are increasingly using their mobile phone for functions beyond voice and SMS. Data-intensive services such as games, multimedia download and entertainment applications are the favorites among consumers and the best revenue-producing opportunities.

Gowton Achaibar, Head of Region India, Ericsson, says: "Through our eStore solution and the model for Software as a Service, Ericsson brings together telecom operators, application developers and consumers. Allowing our Business Operations team to manage all relations and contracts and taking advantage of our existing partnerships with content aggregators and application developers, Idea is gaining a great business opportunity in the mobile application market."

Under the contract, Ericsson is responsible for the complete end-to-end service management including technical operations, content eco-system partner management, testing and usability as well as business operations.

Notes to editors:

For more information about Idea Application Store, please visit www.ideamall.in

Press backgrounder - Consumer and Business Applications
http://www.ericsson.com/ericsson/press/facts_figures/doc/consumer_and_business_applications_september_2009.pdf

About Ericsson eStore
http://www.ericsson.com/article/estore_20100204125530

Press Releases
Ericsson wins push e-mail contract with Idea Cellular in India
http://www.ericsson.com/news/1003621

Ericsson joins the wholesale application community
http://www.ericsson.com/news/101018_wholesale_application_community_244218599_c

Ericsson is the world's leading provider of technology and services to telecom operators. Ericsson is the leader in 2G, 3G and 4G mobile technologies, and provides support for networks with over 2 billion subscribers and has the leading position in managed services. The company's portfolio comprises mobile and fixed network infrastructure, telecom services, software, broadband and multimedia solutions for operators, enterprises and the media industry. The Sony Ericsson and ST-Ericsson joint ventures provide consumers with feature-rich personal mobile devices.

Ericsson is advancing its vision of being the "prime driver in an all-communicating world" through innovation, technology, and sustainable business solutions. Working in 175 countries, more than 90,000 employees generated revenue of SEK 203.3 billion (USD 28.2 billion) in 2010. Founded in 1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on NASDAQ OMX, Stockholm and NASDAQ New York.

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About Idea Cellular Ltd

Using the latest technology, Idea Cellular provides world class service delivery through the most extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.

Idea Cellular is an Aditya Birla Group Company, India's first truly multinational corporation. The group operates in 26 countries, with over 130,600 employees belonging to 40 nationalities. More information on the company is available at: www.ideacellular.com and on the group at: www.adityabirla.com.