Behtar Zindagi Now Available To Reliance Users

After launches by Idea Cellular and Tata Indicom, telco Reliance Communications (RCOM) has rolled out a value added service (VAS) for rural mobile users. Called 'Behtar Zindagi', meaning better life, the service was launched in partnership with Handygo Technologies Pvt Ltd, a provider of rural VAS solutions.

Rural users will benefit from information on issues that have a direct bearing on their livelihood, such as weather information, agricultural produce market prices, livestock, fishery and new schemes related to finance and health on their mobile phones. To offer the services, Handygo has tied up with Care India, Aviva Life Insurance, Indian Metrological Department, INCOIS, Hariyali Kisan Bazaar, Network for Fish Quality Management and Sustainable Fishing, Transparency International India, Sonalika and EKO India Financial Services.

The service is priced at Rs 30 for 30 days and can be activated by dialing a toll free number 55678.

"We are delighted to partner with one of India's leading CSPs –Reliance Communications. We envisage great potential in the untapped rural market and are positive about the great feedback from the end consumers. We have partnered with various large associations for ensuring the latest and authentic information for our CSP's subscribers. Our IVR based rural product is available in all regional languages along with Hindi and English," said Praveen Rajpal, CEO, handygo Technologies Pvt. Ltd.

Mobile operators continue to offer utility value added services to draw in the rural populace. As of January 2011, the number of rural mobile users was at 258.93 million, compared to the overall base of 771 million. However, adoption of mobile in rural areas is faster than urban India. In January 2011, the rural mobile userbase grew by 3.2% compared to 2.19% registered in urban areas.