The Hindu Business Line : Tata Tele, Reliance Info told to pull out `misleading' ads

THE Telecom Regulatory Authority of India (TRAI) has asked Tata Teleservices and Reliance Infocomm to withdraw advertisements that promote fixed wireless services as mobile phones.

While the Tata Teleservices was projecting its fixed wireless services called `Walky' as a mobile phone with landline tariffs, Reliance was advertising it as `Unlimited Cordless'.

The move comes after state-owned Bharat Sanchar Nigam Ltd (BSNL) and the private cellular operators complained to the regulator that the companies were providing mobile services under the garb of fixed line telephony in order to take benefits of the Access Deficit Charge regime. Fixed line operators are not only exempt from paying ADC but also receive charges for outgoing calls. BSNL had alleged that though Walky was a mobile service, Tata Tele was claiming ADC as if it was an extension of fixed line telephony.

Recognising the complaint, TRAI said, "Referring to fixed wireless phone service as `Walky' and `Unlimited Cordless' conveys the impression to potential customers that the facility provided is similar to mobile service when actually fixed wireless services are offered. The Interconnect Usage Charges and Access Deficit Charge regime provide different treatment for calls from mobile and fixed services, including wireless fixed." The operators have been directed to file a compliance report by January 13.

TRAI has directed the two private operators to stop referring to fixed wireless as `Walky' and "Unlimited Cordless' and withdraw from the market all promotional material, including banners, brochures and information sheets. It has also asked the operators to make corrections on their Web sites.

The Cellular Operator's Association of India (COAI) had also written to TRAI saying, "The situation is becoming a severe non-playing field issue vis-à-vis the cellular mobile service providers since the mobile Walky appear to be enjoying landline benefits. Additionally, BSNL is also being severely disadvantaged since they would not receive ADC from the Walky calls."

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