Mobile initiated commerce firm Celltick has partnered with Indian mobile phone company Intex Technologies to produce an innovative Android interface for customers in India.

The interface, based on Cellticks Start, enables users to access what matters to them most straight from the start screen.The Start recommendation engine learns and adapts the start screen using big data technology and collaborative filtering to automatically personalise the device based on how users engage with their device.

All Intex phones will now come with the custom interface pre-installed, giving users a way to more easily launch apps, get a quick view into their social networks and access news and music services.

For Intex, the use of Start provides a way to engage in a continued relationship with customers, enabling the company to maintain a stronger link with customers beyond the point of sale, and continue to provide useful tips and money saving offers that enhance brand loyalty.

“Intex has always been a leader in introducing innovative products and services to its customers,” said Sanjay Kalirona, mobile business head at Intex. “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 utilise their Intex device. Start allows us to offer our customers a unique personalised experience that will help maintain brand loyalty.”