Microsoft picks up minority stake in the SMS2.0 firm Affle

Microsoft reportedly picked up a minority stake in a Singapore based SMS 2.0 firm Affle, the press release from the Affle reports that it has established a strategic relationship with Microsoft to strengthen its mobile media business where in Windows Live Search and MSN content services have already been integrated and deployed on SMS2.0 in India and have witnessed unprecedented results.

What exactly is SMS2.0?

Affle defines SMS2.0 as an upgrade to the SMS/Text Messaging application on the mobile phone and resides as the default messaging application on the handset. It offers users personalization and instant messaging type features on SMS. However, the most unique aspect of this upgrade is that it unifies messaging, content browsing and a search experience on the default text messaging screen itself. Users thus have access to the best of rich content services on the default messaging screen, thereby significantly boosting consumption of mobile media.

It should be noted that Affle’s SMS2.0 is not a SMS protocol standard, but rather it is leveraging the existing standard in a unique way. Affle acurrently operates in five countries including Singapore, India Thailand, Malaysia and UK, and have tie-ups with the mobile operators like Airtel, Idea and spice in India and claims its product SMS2.0 is a big hit and has already become the largest mobile media in India delivering over 120Mn monthly targeted impressions

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