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Introduction

Bharti Airtel, the leading operator in India, has launched WAP portal One Touch Internet, offering a range of data-oriented services for prepaid subscribers with Internet-enabled devices.

Highlights

  • Getting users acquainted with and connected to mobile Internet services – especially IM apps, by far the most popular service among smartphone users – creates links between smartphone “haves” and feature-phone “have-nots.”
  • Popular over-the-top and third-party content will drive data-led VAS revenues. One Touch users can access and download popular OTT applications such as Bharti’s online music streaming application, Wynk; mobile games; videos; and popular IM services from the WAP portal.
  • Aimed at introducing data services to prepaid 2G and 3G subscribers with Internet-enabled devices, the majority of whom are still feature-phone users, One Touch Internet addresses affordability and digital literacy, two prime barriers to adoption of mobile broadband services.

Features and Benefits

  • Gain a broad understanding of Bharti Airtel's One Touch Internet portal.
  • Understand the strategic goals behind the introduction of the One Touch Internet portal and its impact on adoption of mobile data services among Bharti's existing subscribers.
  • Provides an overview of 3G subscription growth trends in India.
  • Recommends data pricing strategies for the prepaid segment.
  • Analyzes the strengths, weaknesses, opportunities, and threats facing Bharti's One Touch Internet portal.

Key questions answered

  • What is Bharti's One Touch Internet portal?
  • Why did Bharti launch this service, and what impact has it had on Bharti's KPIs?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Overview

  • Market overview
  • Service overview

Strategic goals

  • Tapping the “next n” mobile data subscribers
  • Strengthening data ARPU through popular VAS

Results

  • Robust growth in data activations

Appendix

  • Methodology
  • Further reading
  • Author

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