Telecom Lead Asia: Bharti Softbank, a joint venture
between Bharti Enterprises and SOFTBANK, has partnered with mobile start-up
firm Y2CF Digital Media to launch mobile device-agnostic location based
service.

Y2CF and BSB have developed the location based check-in
service that works across all mobile devices, with the aim to build the hyper
local commerce ecosystem in India, wherein consumers get to explore rewards and
offers available with brands and merchants in their vicinity.

The BSB-Y2CF partnership plans to launch this service
under the hoppr brand name. BSB has picked up an equity stake in Y2CF with the
option of acquiring majority stake in the company.

BSB will actively participate in the growth of mobile
internet in India with focus on Social Media, Gaming and Commerce verticals.

We believe such a platform could also help organize the
vastly unorganized merchant base by connecting them with consumers who have
such devices near them. We are delighted to see the passion and commitment of
the Y2CF team and look forward to working with them to build out this vision
and take hoppr to the next level,” said Kavin Bharti Mittal, BSB’s Head of
Strategy & New Product Development.

Y2CF has already tied up with leading mobile service
providers – Airtel, Aircel, Idea, Reliance, Tata Docomo and Vodafone – for
hoppr, which will initially cover 3000 retail outlets/locations focused in top
4 cities – Delhi, Mumbai, Kolkata and Bengaluru, and offer customers great
rewards and special services on the go.

Mobile is the most powerful personal device carried by
every consumer. We have seen mobile growing from a pre-dominant voice usage to
being used for accessing information on a real-time basis. hoppr will make sure
that there isn’t a dull moment in the life of a consumer. hoppr’s location
specific communication of rewards and coupons will bring alive a hyper local
commerce platform which will benefit both consumers and merchants alike,” said
Md. Imthiaz, founder & CEO, Y2CF.

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