New Delhi: July, the company that delivers Mi branded live mobile internet channels, has partnered with NDTV Convergence, a player in digital media, to launch Mi SMS, a mobile internet information service specifically created for the Indian market.

The Mi SMS service will deliver Mobile 2.0 - live, personalized, interactive and multi-media experiences on the phone.

Consumers can access the Mi SMS service by sending 'MiNEWS', 'MiCRI' or 'MiSTO' to the NDTV short code 56388. They will receive a link that connects to the mobile internet for detailed multimedia content. News with images and video, cricket scores with auto refreshing ball-by-ball commentary, stock quotes with symbols, graphs and company news can be browsed then.

Speaking at the launch, Sanjay Trehan, CEO, NDTV Convergence said "In a converged ecosystem where content is moving beyond devices, our endeavor is to cater to the evolving needs of the changing consumer. Mi SMS will help mobile users to get a taste of accessing internet on the go with a technology that they are most comfortable with - SMS."

"We are partnering with NDTV Convergence, one of the most trusted media brands in India to launch the Mi SMS product. India is a unique market especially in terms of mobile usage behavior," said Rajesh TS Reddy, Co-Founder & President of July Systems.