Idea Cellular is set to roll out its 4G service in Kerala once the ecosystem is ready, Ambrish Jain, the company’s Deputy Managing Director, has said.

Jain was here to launch the Idea movie store on Tuesday, a first of its kind initiative, offering 1,000 full length movies in different languages for subscribers. The movie store is a mobile platform for downloading movies.

According to Sashi Shankar, Chief Marketing Officer, the company has covered 97 per cent of Kerala population with 10,000 sites for 2G and 3G. The company has emerged as No 1 operator with a subscriber base of over 9.3 million. “Today, one out of three Keralites is an Idea subscriber and the network covers 97 per cent of the population,” he said.

With a focus on mobile entertainment, the company has tied up with various partners to provide service and content for customers, he added.

Vinu Verghese, Chief Operating Officer, Kerala, said the high penetration of mobile devices and smart phones in Kerala has prompted the company to launch the service in the State. There are two offerings – the subscriber can either pay ₹50 per movie and download or pay a subscription of ₹100 a month for four movies.