Pay in patience for free mobile calls

Forget low call tariffs, cheap text messages, package offers, and discount plans. You could soon be paying nothing for making calls from your mobile phone, provided you have the patience to listen to 30-45 second ad jingles or commercials before a call goes through.

The service, christened "sponsored calls", is set to be offered soon by an Indian mobile operator, and will be similar to the one launched last year in the US. In the final stages of preparation, the marketing initiative is expected to be offered on local calls made within a network.

However, Arvind Rao, chief executive officer and founder of OnMobile, which developed this value-added service, declined to name the operator that intends to launch the service.

A senior executive with Bharti Airtel said the company had not made up its mind on offering the service "immediately."

In other instances of direct marketing on mobile phones entering a new dimension, mobile operators will soon be offering options that allow a mobile subscriber to choose a company's signature tune as his ring tone.

Callers to that particular number will listen to a jingle that sells the company's product, or promotes its brand. "With a person receiving at least 10 to 15 calls every day, this form of direct marketing is bound to create a lasting impression," he said.

While Rao declined to name the service provider launching this particular scheme, he emphasised that it was not the same operator that was launching sponsored calls.

At present, officials of corporates such as ITC, Fortis, and Ford India, and mobile operators like Airtel, Hutch and Idea have customised music as their ring tones.

Meanwhile, Airtel has tested another marketing initiative involving 45 restaurants in Bangalore. Subscribers in the vicinity receive short message services from Airtel, offering discounts at the restaurants.