Aircel sees Value added services as a collateral channel to augment core revenue generated from voice and data services

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Aircel the 6th largest telecom operator by subscriber base in India has 2G license Pan India, 3G license in 13 circles and BWA license in 8 circles. As a young data led telecom player, Aircel has constantly been at the helm of introducing innovative and value for money products and services for its customers, which are industry firsts, be it the Aircel Pocket Internet, taking the first step in making 3G affordable for the masses, being the first telecom player to introduce Facebook Voice Updates on Aircel, and many more. The Smart Pocket Internet data plans by Aircel truly changed the way mobile internet was perceived and consumed.


With a backdrop of the constantly growing smartphone adoption in India and a consumer who uses his mobile phone for much more, Aircel is building up a focus on introducing multiple innovative products in the space of Content VAS for its customers to move up the value chain and increase the ARPUs. Aircel’s VAS offering is comprehensive, providing customers with all their needs at fingertips. Whether it is music, entertainment, Caller Tunes, Voice Chat, USSDs, Contests, Gaming, Utility, Sports or Videos. Aircel has pioneered multiple VAS concepts such as ‘Cut Your Dialer Tune’ that enables customers to listen, choose and set their favorite part of a song as Dialer Tune or ‘Quiz Factory’ –which enables customers to use all forms of communication available on a mobile handset to play it, such as Voice, SMS and Data.

Reena Rathi, Head-VAS at Aircel, said, “VAS is a very interesting space for us at Aircel. While it gives us the opportunity to grow as a company in ways more than one, it also helps us improve many lives. For instance, an Aircel customer knows best and in the simplest of ways what the day ahead for him looks like, because he gets an ‘Astro Buddy’ alert each morning that fills his day with positivity. He isn’t disturbed with phone calls while driving, because he has set his signature caller back ring tone giving that message to the caller. There are so many customers whose lives have transformed after winning bumper prizes such as cars and SUVs in our VAS contests.”

She added,“Studies prove that about 46% of what people do on their smartphones and tablets today is the “ME TIME” that’s used for activities such as exchange of e-mails, calling, entertainment, online, etc. Most of Aircel’s VAS taps this space and as the Indian MVAS market is estimated to grow at a whopping 18.5% CAGR during 2015 and 2020, we’re committed to strengthening this portfolio for an inclusive growth of the company and for the industry.” 

Also read: Astrology plays a major role in Aircel’s revenue stream

What do you as a reader and subscriber feel about this initiative of Aircel? In an age of smartphones with high speed internet access and the world of apps and media content at your fingertips to freely browse, stream and download, do you believe VAS by operators are still a relevant offering? Would you spend on subscribing to these services? Let us know your views and opinions through your comments.

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Esmail is our very own in-house spectrum specialist. He is passionate about Telecom, DTH and OTT video streaming apps. When not writing an article, you can find him binge watching shows on Netflix while sipping on a cup of coffee.

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