(27 June 2007 3:46 pm)

MUMBAI: Affle, a UK-based mobile phone company, has unveiled a new SMS platform in India and Singapore wherein users will be able to send colored messages and emoticons from mobile phones at no additional cost.

Known as SMS 2.0 (short message and search two point zero), the application has enhanced features, content, promotions and a free Internet search facility. Users can schedule SMSes, send SMS to email, send graphic and multimedia attachments, access the Internet and receive updates on discounts and promotions from various advertisers.

In other words, default content will remain at the bottom of the screen and converts to full screen when either the message is sent or the consumer clicks on the content. It also links to other customizable search services such as online dictionaries, movies, Wikipedia and others.

Affle chairman and CEO Anuj Khanna said,“SMS 2.0 redefines the second ‘S’ in SMS, it is now Short Message and Search. We're working with various online search engines to power mobile search on SMS 2.0."

Currently, Affle is partnered with Group M to get advertisers on board and mobile operator Airtel to provide service to its customers. Khanna further added that the revenue from the services will be shared between the application provider, operator, handset manufacturer and advertising agency.

Affle is currently in talks with mobile operators in Malaysia to launch the product in the country. Besides India and Singapore, Affle plans to launch the SMS2.0 platform in Indonesia, Thailand, the Philippines, China, Taiwan, Japan and Australia.