Idea Cellular Limited announced to launch a gamut of apps across movies, TV, music, games and others next week as part of its bid to transform into a full-fledged digital services company to take on new entrant Reliance Jio Infocomm. As leapfrog from being a voice and data services provider to becoming a full service digital solutions company continue to deliver on promise of 'changing lives' and become the catalyst in fueling the Digital India movement. The company plans to cater to the demands of Indians driven by entertainment and of the on-the-move online generation. Analysts say the focus of carriers on content offerings has intensified over the past few months amid Jio's entry, especially since the Mukesh Ambani-led 4G entrant is trying to position itself as a digital content firm to ring in a value proposition distinct from rivals.