Idea Cellular is all set to foray into the digital services space by launching a slew of application across segment such as movies, TV, music, games and others on December 30. With this move, the company is transforming itself into a full-fledged digital solutions company, which will be called, “Digital Idea”.

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The latest move is aimed at countering 4G entrant Reliance Jio Infocomm, which already offers a gamut of digital applications free of cost to its entire subscriber base. India’s leading telecom operator, Bharti Airtel, too offers a number of content and utility applications to its customers.

India’s second largest telecom operator, Vodafone India, has recently launched Vodafone Play to offer entertainment content to its users.

In an invite to media, Idea Cellular’s managing director Himanshu Kapania said, “As we leapfrog from being a voice and data services provider to becoming a full service digital solutions company, we continue to deliver on our promise of ‘changing lives’ and become the catalyst in fueling the Digital India movement.

“For a nation driven by entertainment, Idea is starting its Digital journey with the launch of a suite of apps across Movies, TV, Music, Games etc. among others to match the soaring demands of the “on- the- move” online generation,” Kapania added.

Idea Cellular had earlier said that it was strongly placed to capitalize opportunity in entertainment and payments space. During its last investor presentation, it had said that it expected strong video demand to drive 60% of data traffic by 2020.