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Telecom operators are going the sachet way, launching low-cost packs to hook the new cell phone-Netizen.
From one rupee a day to Rs 25 for seven days’ usage, telecom service providers are coming up with novel plans to attract mobile Internet users. Aircel, Idea Cellular and Vodafone India have launched, or are launching, inexpensive data packs aimed at students and those who have never logged in via their smartphone.
“We are seeing adoption of mobile Internet from small towns and cities, but not from the rural areas,” said Anupam Vasudev, Chief Marketing Officer, Aircel.
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Aircel, the first to come up with the idea of pocket Internet, has five-six tariff schemes, including one where users can surf the Net for just Rs 22 within a 30-day validity period.
“The attempt is to bring non-Internet users into the fold and further the usage of data on mobile phones,” said Vasudev. The tariff vouchers are mainly used to access social networking sites, check e-mails, download songs and surf for Bollywood-related content. These activities, are not high revenue-earners for the telcos, but do get users hooked to surfing the Web more often.
For instance, Vodafone India has introduced one-time trial packs for both 2G and 3G users to make “mobile Internet more interesting and less intimidating”. The Mumbai-based company has priced its latest data packs at an attractive Rs 25 for 2G and Rs 49 for 3G services, with seven-day validity and 500 MB data usage limit.
Sistema Shyam Teleservices, which provides CDMA services under the ‘MTS’ brand, too has data plans priced as low as Rs 5 (for 8 MB usage with single-day validity) and Rs 799 (for 10 GB unlimited usage).
Uninor, offering only pre-paid services, has plans ranging between Rs 5 and Rs 95, with validity from one day to 30 days, and data limit of 30 MB to 6 GB.
“These schemes help users keep a tab on their mobile expenses, and appeal most to students. For the industry, it is a learning curve as they help in gauging user patterns,” said Rajan S. Mathews, Director-General, COAI.
At present, 2-3 per cent of the nearly 862 million mobile subscribers (TRAI data as of February) access the Web via mobiles.
TRICKLING REVENUES
But how are these plans faring? Revenues are trickling in, even though it would be a while before they become substantial, and data traffic has increased.
“Currently, 16 per cent of our subscribers access Internet services on mobile phones compared to 11-12 per cent in 2012,” said Uninor Chief Product officer Amaresh Kumar.
“We are seeing the adoption of mobile Internet from small towns and cities, but not from the rural areas,” Anupam Vasudev of Aircel, said.
There is an increase of 20-25 per cent in data usage for the past 30-50 days, COAI’s Mathews said.”
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