BSNL Shifts Its Focus to Consumer-Centric Moves to Survive the Telecom War

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The latest 4G tariff war has badly bruised every telecom operator out there and the government led, Bharat Sanchar Nigam Limited is no exception. BSNL was one of the first telecom operators to take the hit when Reliance Jio Infocomm made its entry into the Indian market since the operator had not prepared for launching a 4G network in the country and was late to attack. Even now, BSNL is crawling its way back into the arena amidst financially tough times. The company is making constant revisions to its prepaid plans, offering more data, free calling benefits and more. Not only that, but BSNL is also in the business of providing fixed line fibre services to its subscribers as well, as such the state-led telco is also revising its broadband plans to prepare for launch the Reliance Jio GigaFiber – a new fibre-based broadband service by the Mukesh Ambani led telecom operator. Now, in a new development, the state-run telco has revealed that it would also bring a drastic change to its method of customer interaction as well.


BSNL to Push FTTH Services Via Wide Distributor Channel

In its new announcement, BSNL has revealed that it would be leveraging its vast network of retailers providing BSNL SIMs and recharges to push its Fibre-to-the-Home (FTTH) and broadband products as well. BSNL will try to lure in the customers by using offerings like online ordering, online payments, and cashback rewards.

Shri Vivek Banzal Director CFA, BSNL also remarked about this new move, “Industry  is going through a tough phase of price wars and customer churn, in these challenging times we are focusing and engaging more on customer relationship directly or through our channel partners to win customer faith in our technology-rich products and affordable prices.”

In a related move, BSNL has also introduced a new revamped payments platform for its subscribers using which they will be able to pay their broadband and phone bills from anywhere. The government led telco has also indicated that it is investing heavily on Home WiFi and FTTH (Fibre-to-the-home) rollouts which will promise ultra-high bandwidths and quality HD content to its customers and will do so at attractive prices.

New Strategies to Attract Customers on All Fronts

BSNL also addressed the issues which were being voiced by a lot of subscribers. The telco said that since there have been complaints about delayed bill delivery in the rural areas, it will promote digital bill payments. The telco has announced that it has enabled these retailers with the new digital platform. Thus they will be able to make easy bill payments and bill information sharing via USSD based sessions on the mobile platform. To lure in more customers for its postpaid plans, BSNL has also rolled out a new scheme of 25% cash back for subscribers who opt for annual plans comprising of voice and data. Further, concluding the announcement, Director CFA BSNL, Vivek Banzal also added that the distributor channel of BSNL remains one of its biggest strength.

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Arpit spends his day closely following the telecom and tech industry. A music connoisseur and a night owl, he also takes a deep interest in the Indian technology start-up scene and spends rest of his time spilling poetry and stories on paper.

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