aying the mobile phone bill before the due date is a source of monthly irritation for postpaid subscribers. Seeking out a drop box which may or may not be conveniently located can prove irksome. For its customers, IDEA Cellular has introduced Pay Easy, which, on the face of it, will make the paying of a bill as simple as picking up eggs or bread at the neighbourhood store. The company describes the service, which was launched in June, as "the world�s first innovation in the post paid segment through the effective use of the prepaid channel".

Says Nilanjan Mukherjee, vice-president, corporate marketing, Idea Cellular: "The biggest concern of the postpaid customer today is that she must pay her bill on time to avoid disconnection. And it is more of when to go and pay the bill or how best to pay it. Pay Easy addresses this issue."... more