The company has stated that the best feature of the product is, that the tones can be customised caller wise. For instance Friends can get a special tone and family can get an altogether different tone. There are several options in selecting the tone that customers want their callers to listen to: Set a common tune for all or customize a tune for individual callers.

It is also possible for the user to select groups. Here the same song/tone would be played to anyone calling from the set group. Extremely simple to use, Dialer Tones can be accessed by dialing into 456, the Say Idea voice portal service. Worldwide this service is extremely popular and one of most accessed value added services.

Idea Cellular CEO Vikram Mehmi, said, "We have always believed in providing exciting and innovative services for our customers. Idea offers the most comprehensive bouquet of value added services and all of them have been very popular among our customers. These services not only create a rich, creative and engaging mobile experience for our customers but also trigger higher revenues for us.

"We shall continue to offer more and more exciting value added services in the future. "