Airtel Looking to Attract 4G Customers by Device Partnerships, Postpaid Offers and More

Bharti Airtel might be the leading telecom operator of India, but the telco’s overall 4G subscriber base is less than 100 million and comparatively lower than that of Jio’s. The Sunil Mittal-led telco is looking to up its 4G game and wants to become a primary option for users looking to join a 4G network. As per an ET report, Airtel is looking to attract its existing 2G and 3G customers to upgrade to 4G by providing attracting postpaid offers, bundle device-specific offers and more. The publication achieved this info from an analyst presentation which also revealed that Airtel is planning some loyalty programs and make full use of micro-marketing to cover every part of the country.


To make this happen, Airtel is backing on an estimated capital expenditure of Rs 24,000 crore for FY19. For the unaware, Airtel had a capex of Rs 23,968 crore in FY18 and around the same amount will be spent this year. Reliance Jio, on the other hand, spent Rs 14,000 crore alone in the Q4 FY18.

Airtel is a GSM operator, while Jio is an LTE-only operator. Airtel is offering 4G across 22 telecom circles of India, but the LTE availability on Jio network is much higher than that of Airtel’s. Furthermore, every subscriber which Jio adds will be counted as a 4G subscriber and that isn’t the case with Airtel.

The report also added that Airtel is looking to increase its revenue through Wynk Music and Airtel TV this fiscal. In addition to the broadband and DTH segment, Airtel will likely step its foot into other streams such as cybersecurity and Internet of Things (IoT).

Reliance Jio is now the third-largest operator in terms of Revenue Market Share (RMS) as very recently it pipped Idea Cellular to acquire the new position. Bharti Airtel is leading the list with 32% of RMS, and the surge happened because of the telco’s Tata Teleservices acquisition.

The ARPU of Airtel stood at Rs 116 at the end of March 2018 and with Jio stepping in the postpaid segment, it’s expected to go down even more. Airtel and incumbent operators are yet to react to Jio’s aggressive foray into the postpaid segment and going by this report, it might happen in the next few weeks.

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39 Comments on "Airtel Looking to Attract 4G Customers by Device Partnerships, Postpaid Offers and More"


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Girish Gowda | bengaLuru
June 14, 2018 5:05 pm 5:05 PM

Airtel is like Sudeep at the end of the movie Huchcha now xD

dhiraj supat
June 14, 2018 2:12 pm 2:12 PM

Airtel is worst service provider, it’s very bad in postpaid my complaints are pending from last 7 months and still waiting to get resolve regarding network issues data usage and even calling issues no.of my wife which is also an airtel when I dial ~it’s an invalid no. Wow ..for airtel services…about the complaints appellate authority replys …to wait but no timeline…7months passed how long more…no answer …just sorry for inconvenience cause to you…

Vipin (Mumbai)
June 15, 2018 10:48 pm 10:48 PM

Raise complaint through PGPORTAL website. It works.

Faruk Kadir
June 15, 2018 1:21 am 1:21 AM

Switch to jio then compare with airtel.
Jio is most buggy network i have ever seen. For permanent number i won’t be a good choice.

jio lover
June 14, 2018 5:29 pm 5:29 PM

Get jio. All problems will b solved

June 14, 2018 4:42 pm 4:42 PM

please go with JIO something better
transperant tariffs, no hidden chargers
network expansion going good

June 14, 2018 1:50 pm 1:50 PM
Forget about customer care people over the phone, AirTel has to improve face-to-face customer care a lot. I had to go to Vodafone store (local one) and Airtel store (located at the head office of a telecom circle) recently. Vodafone people were super helpful and professional. Informed about post-paid plans and broadband etc (without me asking for it) but never did a hard sell. There were two post-paid customers at AirTel store who haven’t paid their bills after due date and demanding to know why they have to pay penalty. The customer care people did such a bad job explaining… Read more »
Girish Gowda | BengaLuru
June 14, 2018 2:49 pm 2:49 PM

Lots of bogus cooked up stories from the Chinese.

Kaushik IMA
June 14, 2018 4:18 pm 4:18 PM

Girish it is true that airtel CC is amongst the worst even if not quite as bad as dragonmonk says.

Girish Gowda | BengaLuru
June 14, 2018 10:22 pm 10:22 PM

I have been to their local offices thrice and its been a very pleasant experience to say the least. Chinamonk sits and does his propaganda for the Chinese govt.

June 14, 2018 5:32 pm 5:32 PM

@ I hope so. If their CC is just as bad at every store, they might as well be closing shop now.