Cell Surf is a service which allows an Essar subscriber to access information provided by a content provider (in this case: Rediff-On-The-Net) without involving a voice transaction. Nokia's infrastructure division is providing the enabling technology for the Cell Surf service toEssar.

Essar subscribers can also access information through voice-led services like NDTV on line (dial 900) and Remind Me (dial 707). However, compared to the voice-led services, Cell Surf will offer a cheaper means to access data: the pricing for a Cell Surf message is fixed at Rs 3 a message, as compared to Rs 6 to Rs 12 in the voice call.

Says Essar chief marketing officer Atanu Mandal: ``In Delhi the average usage is 120 minutes per month per subscriber. By this complementary service which gives information at a reasonable cost, the usage could be increased by 10-15 per cent.''

India's entry into Super Six has come at an opportune time for Essar. A Cell Surfer just needs to press SCORE or 1234 to get the latest cricket information such as: the score, tournament news, list of teams participating in the tournament, timings of the next match, points position, and player statistics.

``This is just the beginning,'' says Nokia general manager, sales and marketing, Sanjay Bhasin. ``We can replicate thisexperience in the forthcoming elections, where one can check the latest tally of seats.''In addition to cricket, content provider Rediff-On-The-Net will offer current news, horoscopes, stock market information and a weather update.

By late June it will also offer information on top 25 scrips. Later, Essar also hopes to offer information on local traffic; train, bus and flight schedules; movie, theatre and banking details; restaurants and dining out; promotional messages and even jokes. Says Nokia's Sharma: ``As people get more used to getting information on this mode, the scope for introducing more specialised services specific to different segments of consumers will widen.''

Nokia is now talking to a host of cellular operators in other metros to push its new technology platform from its infrastructure division. Bhasin believes that the platform allows for an extremely local content -- from providing coffee prices in Bangalore to chilly prices in Vijayawada. But understanding that its success hinges onthis first venture's performance, Nokia plans to conduct a sustained joint initiative with Essar for advertising, promotion and end-user education.

To that end, Essar and Nokia plan to run a year-long advertising campaign to promote Cell Surf. The two-pronged advertising, handled by Euro RSCG, will focus on: creating awareness about the service and how to use it; and also on the contests to induce trials. Presently, this is being supported by outdoor media, involving 200 kiosks; and direct mailers to Essar's one lakh subscribers explaining the service and providing a quick reference guide.

Essar hopes to get 5,000 of its existing customers to opt for Cell Surf in the next three to six months. ``We expect at least 10 to 15 messages a subscriber a month. A user would access some information at least once in two days,'' says Mandal. ``In a couple of years, we expect value added services to contribute 10 per cent to our turnover.'' Essar expects a turnover of Rs 200 crore for the financial year 1999-2000.