Today, the mobile phone has evolved from a personal communication device to a tool enabling mass communication as well. ABP’s foray into the mobile media is through its dedicated short-code 56569 branded as Mjoy. 56569 is the medium for providing Value Added Services (VAS) on mobile and is also present on the web as www.mjoy.in , thus converging the two new media, mobile and internet.

With a rich content portfolio segmented according to the needs of specific markets across India, Mjoy or 56569 has carved a niche for itself in the industry.

Mjoy is accessible through all the major cellular service providers of India including Airtel, Vodafone, BSNL, Reliance (CDMA and GSM) and Tata Indicom and provides a whole host of information and entertainment services through SMS and GPRS.

Mjoy is highly popular amongst the youth, the key driver of mobile VAS. The short-code 56569 is also available to businesses as an advertising platform that reaches out to a well-targeted audience through a very personal medium, the mobile phone.

www.mjoy.in