The first Indian Book Store to launch an interactive SMS service with Mobile 365

Bangalore, Karnataka, India, August 22, 2006 (XTVWorld.Com) -- “Integrate and Innovate� have been the ‘keywords’ behind the initiatives spearheaded by Oxford Bookstore in the new media. In conjunction with their pioneering business model of being the first integrated offline-online bookstore in India, Oxford Bookstore now launches an interactive SMS service to update booklovers on new releases and bestsellers on their mobile phones. In a strategic alliance with Mobile 365, the global leader in mobile messaging and data services, Oxford Bookstore brings this unique SMS service across India through the shortcode ‘6365.’

Millions of mobile users in any Indian city can now choose to receive an SMS alert whenever new books and bestsellers become available at Oxford Bookstore. To subscribe to the service, a reader needs only to send a keyword to 6365, and the information is received instantly. The SMS service provides readers with access to an in-depth database of books on 43 categories. This database is updated daily, and is intended to keep readers informed about authors, publications, and new releases. Customers can also use this service to send a query on any book or author, or to post comments or feedback to Oxford Bookstore.

Speaking on the initiative, Mr Rajiv Chowdhry, Chief Executive Officer, Apeejay Oxford Bookstores Pvt. Ltd., said, “We are glad to launch Oxford Bookstore SMS service with Mobile 365 and start our 24x7 interactive communication with millions of mobile users interested in books. Through this service in all the metros and non-metros, we will deliver information to users in seconds, and assist them to make informed buying decisions. Our focus in initiating this mobile relationship is to understand and value consumer preference when it comes to reading and buying books. In the future, we look forward to building a strong mobile community of booklovers through this non-intrusive, quick and well-focused information distribution channel.�

Oxford Bookstore’s SMS service is unlike push-based SMS marketing. Mobile users will receive SMS updates only after they send their request message to Oxford Bookstore. With mobile phones forming an integral part of consumers' lives, the service will help Oxford Bookstore to reach out to interested people who are otherwise hard to contact.

“Mobile 365 is delighted to team with Oxford Bookstore to augment its brand to its customers throughout the shores of India,� said Matthew Talbot, Managing Director, Asia, Mobile 365. “We are seeing great market traction in India at the moment, and this deal with Oxford Bookstore continues to solidify our foothold here. With an unrivalled reach to nearly 700 mobile operators worldwide, we see great potential for us to offer our market-proven expertise in mobile messaging (SMS and MMS) services and help customers and partners to quickly realize mobile content revenue.�

There are various keywords for different queries. For an immediate reply text, below are the following key words:

Keywords Functions SMS Text Sample

OBSNF: List of 3 new fiction releases: Alentejo Blue by Monica Ali Rs.495, Cold Blood by Theresa Monsour Rs.271, Selfish Jean by Cate Sweeney Rs.362.

OBSNNF: List of 3 new non-fiction releases: The Greatness Guide by Robin Sharma Rs.175, Four Elements by Rebecca Rupp Rs.495, Vitamins for the Soul by Sonia Choquette Rs.172.

OBSTF: List of Top 3 fiction titles: The Da Vinci Code by Dan Brown Rs.263, Five Point Someone by Chetan Bhagat Rs.95, One Night @ the Call Center by Chetan Bhagat Rs.95.

OBSTNF: List of Top 3 non-fiction titles: Identity And Violence: The Illusion of Destiny by Amartya Sen Rs.295, Blood Brothers A Family Saga by M. J. Akbar Rs.395, Serial Killers by Peter Vronsky Rs.185.

OBSCW: Choice of the week: A Call To Honour by Jaswant Singh Rs.495.

OBSEC: Editor’s Choice: The Wal-Mart Effect by Charles Fishman Rs.544, Forever Odd by Dean Koontz Rs.270, Diary Of A Married Call Girl by Tracy Quan Rs.275.

OBSREC: Oxford Recommends: Confessions of an Heiress by Paris Hilton Rs.686, Nyagrodha by Kalpish Ratna Rs.375, Anything for You, Ma'am by Tushar Raheja Rs.100.

OBS: Address & Phone numbers of stores: Kol: Park St, 03322297662; Del: Bkhamba Rd, 01123766080/83; Mum: Churchgate, 02256364477; Blr: Leela Galleria, 08041155222; Goa: Calangute, 09326060647. Buy books online at www.oxfordbookstore.com.

OBSHELP: List of keywords:Type OBSNF for new fiction OBSNNF for new non-fiction OBSTF for Top 3 fiction OBSTNF for Top 3 non-fiction OBSCW for Choice of the Wk OBSEC for Editor's choice

OBSREC: for Oxford Recommends OBS to contact stores OBSHELP for keywords OBSASK <query> for yr query OBSFB <feedback> for yr comment.

OBSASK: <query> Send Query on book/author: Thank you for sending your query to Oxford Bookstore. We will revert shortly.

OBSFB: <feedback>Feedback/Comment: Thank you for sending your feedback/comment to Oxford Bookstore. We will revert shortly.

About Mobile 365:
Delivering 3.5 billion messages per month, Mobile 365 leads the world in the global delivery and settlement of mobile messaging and data services, including SMS, MMS, and WAP. With reach to nearly 700 mobile operators around the world, Mobile 365 is at the forefront of mobile interoperability messaging and the distribution of premium content and value-added services. Headquartered outside of Washington, D.C., Mobile 365 has offices in Beijing, Guangzhou, Hamburg, Hong Kong, Johannesburg, Kuala Lumpur, London, Madrid, Mexico City, Milan, New Delhi, Paris, San Francisco, Shanghai, Singapore, Sydney, and Taipei. Major operator customers include Verizon Wireless, Vodafone, Cingular Wireless, T-Mobile, Telcel, Telefonica, O2, China Mobile, China Unicom, Hutchison, and Airtel. Major brand customers include Volvo, Sony Pictures, MSN, Skype, Citibank, Siemens, Ogilvy, Yahoo!, and Dunkin' Donuts. For more information, visit: www.mobile365.com.

About Oxford Bookstore:
Undoubtedly the most eminent and recognized bookstore in eastern India, Oxford Bookstore, owned by the Apeejay Surrendra Group, has a respected presence countrywide, across Mumbai, Bangalore, New Delhi and Goa. In Kolkata, located at Park Arcade, in the heart of the city, Oxford Bookstore covers over 6000 sq. ft. of split-level space. There is something for everyone here ¾ a virtual treasure trove or bibliophile of all ages and interests. www.oxfordbookstore.com, India’s favourite online bookstore stocks a fabulous collection of more than half-a-million book and music titles. For settling the bills there is an e-luxury of choosing from five payment options, and a fully networked supply chain that ensures effective and timely delivery.

Contact:
Murali R
IPAN
Ph: 41125287

Jean Loh/ Jann Yip
Mobile 365 Asia
Phone: +60 3 6203 2713/ +65 6477 1034
Email: jean.loh @ mobile365.com/ jann.yip @ mobile365.com