Airtel ropes in Netflix, Flipkart to give customised offers to users

Reliance Jio Overtakes Vodafone To Become 2nd Largest Indian Telco by Revenue

NEW DELHI: Bharti Airtel is tying up ecommerce firms corresponding to Flipkart, MakeMyTrip and Netflix give customised offers to its subscribers because the telco tries to remodel right into a digital platform that might enhance buyer stickiness and, over time, generate greater revenues.

Housed beneath #AirtelThanks, the nation’s second-largest telco’s privilege membership programme, the offers are open to subscribers who contribute a month-to-month income of over Rs 100 on a mean, on the precept of upper the recharge, the larger the worth of the offers.

Vani Venkatesh, chief advertising and marketing officer at Bharti Airtel, mentioned the thought is to ensure a subscriber stays with the agency. “We studied telcos across the globe including T Mobile and Telstra for this,” she advised ET.

Amidst cutthroat competitors for subscribers, which has pushed voice and information costs to all-time lows, cell phone operators are more and more trying to differentiate their Companies by providing numerous Companies and merchandise, which might be monetised later.

Reliance Jio, for instance, leverages its personal digital retail platform, offline retail shops, and content material, to customise offers for its subscribers.

Reliance Jio’s offerings are compelling telcos to up their game,” mentioned Jaideep Ghosh, associate at consultancy agency KPMG. “In the currently competitive landscape, traditional sources of plain vanilla Telecom services and data services are facing intense pressure and telcos need to branch out into other services,” he mentioned.

Carriers want to get into partnerships to obtain this, which is essential to their future progress, Ghosh mentioned.

Airtel doesn’t have its personal content material and ecommerce platform. Hence, it’s trying to ring fence its over 350 million subscribers by means of tieups for content material and information Companies.

“The more you are invested in the brand, the higher differentiated products and more options thrown to you,” mentioned Sameer Batra, CEO – content material and apps, at Bharti Airtel.

The telco’s tieup with Flipkart revolves round providing money backs in the type of coupon recharges on shopping for a smartphone from the ecommerce platform.

The timing is essential because the trade, which has consolidated down to three personal sector gamers – Airtel, Jio and Vodafone Idea – has seen roughly steady pricing for the final 9 months.

Some trade observers count on the telcos to take a look at the market with minor worth hikes in the subsequent two to three quarters, and it’s essential for the likes of Airtel to maintain onto their subscribers in the face of Jio’s aggressive buyer acquisition efforts, after which step by step generate greater income from them over time by means of greater information utilization.

When requested whether or not the corporate was a tad late in getting onto the ecommerce bandwagon, Airtel executives disagreed.

“We have done fewer things in the past, but we have done impactful things,” Batra mentioned. He claimed that it was all coming collectively for the telco now, in phrases of tactical partnerships.

Venkatesh mentioned, “Previously also, we had partnerships but it was left for the customer to discover, now we are presenting things/offers to customers in a particular curated manner, give what is valuable.”

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