Star India embeds Plus in SE handsets

From October 1st ‘several hundred’ SE handsets will ship with the Plus storefront, through which consumers can download content products, catch up on TV, search for information, shop and bank.

Plus was launched in January of this year as a downloadable product to stimulate content sales for Star Mobile, which is a division of Star India (a subsidiary of News Corp). Star Mobile has been active in its domestic market since 2003, when it set up the country’s first short code. It has also worked extensively on TV interaction, famously handling 140 million premium text and voice calls for a single transmission of Who Wants To Be A Millionaire.