The facility enabled a subscriber to get the latest update on scores by dialling into a number --12346 ---and being directed to the precise information sought. Of course, while the service came free of charge, the subscribed paid for the airtime used in accessing the information, and hence the whopping calls indicates a ringing in of revenues as well.

``Our earlier efforts of providing cricket updates to our subscribers really came to fruition in this World Cup. The response was overwhelming and we are indeed delighted that our new infrastructure proved successful in dealing with this flow of calls from eager subscribers,''said chief operating officer of Hutch Max Telecom, Sandip Das.

For Hutch Max, the world cup campaign could not have come at a better time as the company has been working on a shift in its marketing strategy to induce people to use a cellular phone more. The idea is to get a person to use the phone first as only after that would the consumer understand the merits of the service.

Hence, the emphasis has been more on making people ``talk''. Towards this end, the large number of calls made by subscribers during the campaign, is a case of good timing, feel company officials.

``With more than 50,000 hits each day, especially in the matches involving India, we realised just how much of a need there is for such a service. Anticipating this, we had put up many new lines in place, besides gearing up the entire infrastructure in terms of people as well as service,'' said Das. With its cellular usage up -- not to mention revenues --12346 did eventually prove to be a magic number for Hutchison Max.