Celltick, on Thursday announced its partnership with Intex Technologies. Through this partnership, Intex will launch an innovative Android interface based on Celltick’s ‘Start’ on its devices. Start, a next-generation intelligent Android interface layer allows users to access what matters to them most from their start screen.

“Intex has always been a leader in introducing innovative products and services to its customers. We strive to provide easy to use technology products at the best value. With this new interface, we believe that our users will be able to better utilize their Intex device. Start allows us to offer our customers a unique personalized experience that will help maintain brand loyalty,” said Sanjay Kalirona, Mobile Business Head, Intex.

“We aim to provide users with a personalized intelligent experience that is best-in-class in the industry. We are proud to partner with Intex to be able to realize our vision and add value to millions of users in India. Users want their mobile device to be a reflection of who they are. We look forward to help users personalize their Intex device and use it to the best of its capabilities,” said Ronen Daniel, CEO of Celltick.

Intex phones will now have a custom interface for its users which will allow consumers to easily launch apps, get a quick view into their social media networks, access news, music services and multimedia. Start’s recommendation engine learns and adapts the start screen based on big data technology and collaborative filtering to personalize the interface for the user based on how they use their device.

Other than inherently providing a unique way for users to simplify and better utilize their phone, Celltick Start allows Intex to engage in a continued relationship with their customers. Intex can now maintain their relationship with customers beyond the point of sale and continue to provide useful tips and money saving offers that enhances brand loyalty to the customer.

The growing Start ecosystem has a variety of themes and plugins. With this partnership, Celltick continues to expand its reach and making start a widely accepted intelligent interface for Android devices. In 2013, Celltick powered billions of mobile-initiated commerce transactions for virtual and physical goods serving more than 110 million active consumers across 25 countries.