In a move to expand volumes in the third-generation (3G) technology data business, incumbent telecom operators, including Bharti Airtel, are coming up with various marketing plans to get better paying customers.
Being termed as reverse subsidy, this is where a consumer pays an upfront cost for the handset, which is the market price. But if a consumer buys it from the operator, the plan offers a 50 per cent discount on monthly rental for two years.
If the customer is a pre-paid one, the same amount will be credited to the account. Consumers also have the freedom to exit from the plan as and when they please.
Bundling 3G data with iPhone 4 will also help companies to catch and identify consumers likely to consume a lot of data. They are also marketing the data plans, saying consumers can recover the cost of the handset by saving through these.
"Both Bharti and Aircel are offering significant savings on monthly bills in an attempt to encourage data usage. Notably, operators are refraining from a direct handset subsidy; we view this as positive," said a report by HSBC Global Research.
For the operator, plans like these would mean a high-value consumer who would stay on the network for a longer time.
Analysts say Bharti is focused on exploring the data potential among high-end users and driving subscriber stickiness. The view on Aircel is of attempting to churn the high-end subscribers with competition.
Strategy
As it is against the rules in India to lock-in an operator to a handset, experts say this method of reverse subsidy is a better way forward for operators, rather than subsidising handsets upfront,
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