MTS launches mAD – Now just watch an ad to make a free call

MTS has launched a innovative service called “MTS mAD”, whereby mobile users will be able to make free local calls by just watching a video ad. Sistema Shyam, operating under the MTS brand, is the first Indian operator to offer such a service on a pan India basis.

The MTS mAd service is available on all Android devices on the MTS network including MTS MTag 3.1, MTS MTag 351, MTS MTag 352, MTS MTag 353, MTS MTag 401, MTS Pulse, Samsung Galaxy Y and Samsung Galaxy Ace Duos CDMA. The Company is working to expand the scope of this service by also launching it on Blackberry and BREW enabled entry level MTS handsets.

Commenting on the launch, Leonid Musatov, Chief Marketing and Sales Officer, MTS India,said, “Innovation is one of the core values of MTS India. The launch of mAd service is a testament of our deep rooted commitment to the same value. MTS mAd is a unique service which enables our Smartphone customers to make free calls by just watching a video ad on their device. The service also provides an opportunity to leading brands to connect with their customers in a personalised manner. I am confident that the mAd service would find its appeal amongst both our customers and the advertising fraternity.”

Coca-Cola, Pepsi, Mentos, Center Fresh, Fiat, Kellogg’s, Titan, Lenovo etc. are a few leading brands that have already associated with the MTS mAd service to engage with customers.

This unique service requires no charges for activation, application download and for data transfer while watching video ads. The user will get a seamless experience with no buffering and video streaming hassle. Customers using this service will be able to make as many as 4 MTS mAd calls in a day.

Android device users on the MTS network, just need to send an SMS with keyword “FREE” on the MTS toll free number 55559 or call MTS Customer Care (toll free). They would then get the MTS mAd call application WAP link for download; the application needs to be installed on the Smartphone.

After installation, a demo video will start playing automatically, demonstrating the entire process and benefits of service. Now, whenever the customer makes a call, an automatic pop-up asks the customer for a ‘Free Call’ or ‘Paid Call’. In case the customer selects free call, a seamless video ad will play for 20-30 seconds, post that the call will be connected. After completion, free 60 seconds of local calling will be credited to the customer’s account and the same will be confirmed via SMS.

The free credit would be paid by the advertisers. In case a user has already used the daily free call limit, then the ‘Free call pop-up’ will not be displayed.


13 Years in the Mobile , Web, Consumer Apps, eCommerce space.

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