India’s premier mobile Value Added Services (VAS) company, Spice, has announced the launch of one of its flagship services, Mobile Radio, in partnership with Safaricom

Branded iDJ, the service will make the customers’ favorite music available to them anytime, anywhere. Safaricom’s subscribers will be able to save their favorite music tracks in a personalised zone on the network, and access the music irrespective of the device features.

A unique offering of iDJ is to send personalised song dedications. The service was tested with great success during Valentine’s Day with enthusiastic customers recording their voice messages and sending a song dedication to their loved ones. The iDJ service is available to Safaricom’s over 17 million subscribers by dialing the short code 813 at a browsing fee of Sh1 per minute. There is no subscription fee for the initial three-month trial period.

Safaricom’s subscribers will be able to save their favorite music tracks in a personalised zone on the network, and access the music irrespective of the device features. “All it takes is a mobile phone and a connection to Safaricom. The iDJ service is not dependant on any special features on the phone since it can be accessed by making a simple voice call from any Safaricom number.

It is like having your iPod in your phone, only it has a much wider choice of music,” said Arun Nagar, Chief Executive and Managing Director of Spice VAS Africa Pte Ltd, a subsidiary of Spice Group formed specifically to expand its footprint in Africa.