Hutchison Essar South has launched a personalized, interactive broadcast service, HutchAlive today, which provides text-based information services. The new application broadcasts a short message that arrives unobtrusively on a subscriber's phone, and should the consumer wish to seek more information, follows it up with a detailed message. While the first message is provided free of cost, the follow-up will be charged at normal SMS tariff i.e., Rs 1.50 per message.
Announcing the service here today, Kumar Ramnathan, the new chief operating officer for Hutch's AP circle, said the service would be available between 9 am and 8 pm. About 345 unique messages will be broadcast in a day and the total messages to be sent including repeats will be over 1900. If a subscriber does not wish to receive the service, he can deactivate it instantly, Ramnathan said.