In the recent times, the telecom operators are not only competing in terms of tariffs, data, voice and offers, but the content has become another big differentiator when it comes to choosing a good telecom operator for the subscribers. While Reliance Jio has its portfolio with apps like JioCinema, JioSaavn, Bharti Airtel and Vodafone Idea have got apps like Vodafone Play, Idea Music and TV. However, until now Bharti Airtel did not have a solid app which would avail books to its subscribers. To fill that gap, the Sunil Bharti Mittal led telco has launched the Airtel Books app today. Until now, Airtel was offering apps like Airtel TV for video and Wynk music for audio-based content, but now the telco will be offering a wide range of e-books on this new platform.
Airtel's Strategic Partnership with Juggernaut to Come to Fruition
Speaking about the launch of this new app, Sameer Batra, CEO – Content & Apps, Bharti Airtel said, “Airtel Books is another major milestone in our journey towards building a world-class digital content portfolio. E-books is a fast-growing segment along with music and video, thanks to large screen smartphones becoming the cornerstone of the digital lifestyle. We are delighted to roll out this initiative and take it to the smartphone users across India through our deep distribution reach. As we have demonstrated with Wynk Music and Airtel TV, our aim is to use deep customer science to curate great reading content for our users and add to their smartphone experience on our best-in-class network.”
What’s interesting about this new app is that it will be available to both Airtel and non-Airtel subscribers on iOS and Android. In the beginning, Airtel will offer around 70,000 titles from leading Indian and international authors. The app will also provide newly launched books which will be part of a much more extensive collection. The company has also said that it plans to rapidly expand its e-books collection by partnering with leading publishers as well as leveraging its strategic partnership with Juggernaut Books. To recall, the telecom operator had bought a strategic stake in Juggernaut books back in December 2017. Juggernaut is a popular digital platform to read and discover books and to submit your writings as well.
Chiki Sarkar, Co-Founder of Juggernaut Books also spoke about this new app, “Reaching the growing smartphone users in the country and getting them phone friendly books at low prices has been the reason Juggernaut was set up. Our association with Airtel has helped really make this vision come alive.”
Airtel Books Pricing and Subscription Details
Talking about the pricing of the app, Airtel announced that Airtel Books users would get a complimentary 30-day trial to experience the app and they will be able to access ‘Free’ titles from the Readers Club. Airtel smartphone customers will also enjoy a one-time special benefit of being able to access any five ‘Paid’ titles from the Readers Club, which has a collection of over 5000 e-books.
The Reader’s Club which is Airtel Books’ subscription service will offer various subscriptions to the users, and it will be priced at Rs 129 for 6 months and Rs 199 for 12 months. However, you will also be able to buy your favourite titles on a per book basis.