Reliance Communications (RCom) today launched a new VAS application, ‘Socially’ to be offered over its RWorld platform and targeted towards those mobile subscribers which are active on social networking sites such as Facebook, Twitter and LinkedIn.

The new application provides a single client interface for accessing popular social networking sites. The service also shows up-to-date social information of the caller during an incoming call and collates significant events across social networks and pushes them as alerts on select smartphones supporting the application, enabling users to have better conversations, says RCom.

Krishna Durbha, Head – VAS, Reliance Communications, says, “An address book is at the core of mobile usage. In it a user stores all the critical people he or she networks with, of which one application is making voice calls &SMS. Now with this service, Reliance Communications has empowered its consumers and made the phone address book far more powerful & linked it to social networking sites like Facebook, Twitter & LinkedIn. In future, the use will also be extended to video calls & other cool enablers for a person’s social network.”

Antarix Networks is the technology partner for RCom for this initiative. Nagesh Rao, Founder, Antarix Networks, said, “We are delighted to partner with RCOM to launch this 3G social service. Social Networks have moved from hype to now being used by most web consumers. Our vision for Socially is to provide a social OS layer on top of mobile phones; embedding social info into the address book, calls, idle screen.”

Socially is downloadable from RWorld and users can subscribe to the service @ Rs. 10 / 30 days without having to pay any additional browsing charges.