(26 Februuary 2009 6:00 pm)

MUMBAI: In a bid to expand brand awareness, Reliance Communications has tied up with mobile advertising and marketing technology provider Flytxt.

Reliance will integrate Flytxt's carrier-class mobile marketing software platform - Neon - with its network as part of the partnership deal.

The software platform features a mobile CRM database along with other mobile applications, required to conduct large-scale mobile customer engagement programs.

Reliance Communications head – Vas business and marketing Krishna Durbha said, "Implementation of Neon System will give us a competitive edge in stimulating brand awareness and driving sales by reaching out to millions of customers in a cost effective manner through targeting.”

With Flytxt Neon in place, Reliance Communications will be able to leverage its existing business data and boost voice and VAS revenues through intelligent mobile marketing.

Flytxt executive VP worldwide sales Tim Williams said, "We are proud to partner with Reliance Communications in this transformational approach to customer-centric mobile marketing."

Apart from using mobile marketing for existing products, Reliance also offers mobile ad solutions for other companies.