IMImobile has launched a mobile VAS offering for rural India — called ‘Cell Shakti’. The company claims that ‘Cell Shakti’ will help overcome the information constraints of rural India and strives to contribute towards empowering people with the right tools on the mobile device thus enabling them to make informed decisions. Cell Shakti aims at empowering the rural population with information primarily on IVR based services which include Weather Info, Health Care, Mandi Bhav, Educational Info and Information on Basic Law & Order. “Through Cell Shakti we plan to inform, empower and help bridge the digital divide in the rural markets. By giving reliable and comprehensive information on mobile on the key aspects of rural life, we aim to improve lifestyle productivity and earnings of the rural people. We strongly believe that with Cell Shakti services, we would be contributing in a small way towards empowerment of the rural population in India. Through our rural initiative we are in the plans to roll-out various other segmented services very soon,” stated Madhavan Iyer, vice president, managed services, IMImobile. Airtel Subscribers can call 52345006 to subscribe to Cell Shakti. User can also listen to the live updates in Telugu on their mobile by dialing 52345006. The subscription charges for this service will be Rs 1 per day.