Spice Telecom, the leading cellular operator in Punjab introduced a slew of Hindi content based services for its subscribers based on the USSD or Unstructured Supplementary Services Data platform. With this new initiative, Spice customers can enjoy a whole range of Hindi content ranging from ringtones, SMS tones, picture messages, cricket, chutkule, shayari and even dohe.

To access the Hindi content based services, Spice pre paid and post paid subscribers need to dial *555#. If the subscriber's handset supports Hindi, then the customer will get an option to choose from Hindi or English menu and if the hand set does not support Hindi text then he will get a direct access to the English menu. The subscriber can then choose from any of the Hindi value added services mentioned on the mobile screen.

Commenting on the launch of Hindi service on USSD Mr. Mukul Khanna, Assistant Vice President - Marketing, Spice Telecom, Punjab, stated that, "The launch of Hindi value added service on the USSD platform, will change the dimensions of the way consumer's access and use value added services. Subscribes will be provided with an instant and easy access to an array of services ranging from Chutkule, Dohe, Shayari, ring tones, SMS tones and much more. With this first-of-its kind launch we hope to target a much wider audience, especially our rural subscribers, who can access these exciting services, written in Hindi. With this unique launch we hope to provide our subscribers across social economic categories - a faster, economical, accessible and an exciting mode of communication."

Charges applicable for the Hindi content based services are as follows:

Download	Charge
Ring Tones	Rs.8.00
Picture Messages	Rs.8.00
SMS Tone	Rs.8.00
Cricket Score	Rs.3.00
Jokes - Chutkule, Shayari and Dohe	Rs.3.00

Benefits of USSD

USSD, which is a GSM service, allows high-speed, menu driven interactive communication between the subscribers and services offered across any GSM Network. Spice Telecom through this technology will be able to offer to its subscriber's instant and easy access to the value added services as well as basic services like last call charge, bill on screen and many other even while roaming.

Other benefits accruing through the USSD platform is the considerable flexibility that is avaliable to the user, both in terms of the length and content of the message - the length of the message can reach up to 190 characters vis-à-vis the 160 character limit in SMS.

About Spice Telecom, Punjab:
Spice is Punjab's premier mobile phone service provider and is the first cellular operator in India to be ISO 9001-2000 certified for its entire operations. Spice has an extensive network across more than 205 cities and towns in the state, covering 95% of Punjab’s urban area. In addition, it also covers more than 3250 km of roads and highways in Punjab including connectivity on the National Highway and GT Road. Spice subscribers can roam on national and international networks. In fact, Spice has the highest International roaming coverage involving tie-ups with over 416 International operators across 199 countries.