Vi partners with Celltick and APSDMA to launch Pubic Broadcast based Public Warning System

Vodafone Idea Limited (VIL) yesterday announced its partnership with cell broadcast-based products provider Celltick and the Andhra Pradesh State Disaster Management Authority (APSDMA), Government of Andhra Pradesh to deploy a CAP-compliant Integrated Public Alert and Warning System (IPWAS). The telco claimed to be the first telecom service provider (TSP) to deploy the state-of-the art IPWAS commissioned by the World Bank aid awarded to Celltick late last year.

Celltick had last year won the mandate post an International Competitive Bidding (ICB) process. The company’s CBC platform will enable authorities to leverage telco networks by broadcasting location-based time-sensitive information to mobile devices in critical times. Cell-based Commercial Mobile Alert System (CMAS) sends out emergency warning during extreme disasters with the capability to deliver emergency messages to hundreds of millions of people during crucial hours without the need for mobile numbers of citizens in the impacted area, potentially saving lives. CMAS is immune to traffic loads and network jams which spike during disasters.

The CMAS system tipped to India’s first Cell Broadcast based emergency mass alerting system will deliver real-time geo targeted warning alerts securely in over ten Indian languages during any kind of natural or man-made disasters to Vi subscribers in Andhra Pradesh circle and as well as domestic and international roaming customers on Vi’s AP network.

“The safety of our users, while delivering exceptional experiences, is always our utmost priority including during any crisis. At Vi, we are always looking out for partners and solutions which are path-breaking and provide customer convenience along with safety and security. We are privileged to be the first to collaborate with the APSDMA and Government of Andhra Pradesh to leverage CMAS – a first-of-its-kind in the country- alerting mechanism. Based on the highest global standards, it will enable us to securely reach our users in a language they understand while also protecting their privacy, in times of emergency.”

P Balaji, Chief Regulatory & Corporate Affairs Officer, Vodafone Idea Limited

Speaking about the launch of the CMAS system, Ronen Daniel, CEO of Celltick said, “We are proud to deliver our state-of-the-art Emergency Mass Alert system, in collaboration with VIL, to the state of Andhra Pradesh that will benefit and protect their citizens. As the world largest cell broadcast provider source and years of experience in sending out urgent warnings, updates, or instructions during critical times, we understand the importance of deploying such a service to a cyclone prone State like Andhra Pradesh. With an uptime of 99.75% and a fail-safe mechanism in place, we look forward to continuing to work with several other states and telecom service providers to further enable the safety of the citizens of India in times of need.”