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Introduction

This profile assesses Bharti Airtel's digital strategy, its digital service developments and deployments, and the performance of and prospects for the group's digital businesses.

Highlights

  • Bharti has reinforced its position in the home market. For the nine months ended September 2019, the group's total revenue improved 4.8% YoY to INR686.4bn. The operator’s focus on its high-value customers amid fierce competition has lifted mobile ARPU. Bharti, however, has continued to report a net loss from operations in its home market.
  • Bharti's digital efforts are focused on improving customer experience and customer value through digital tools. This approach is consistent across both consumer and enterprise customer segments. The operator has built a recommendations engine to deliver highly relevant, personalized, and contextual service offers for its Airtel Thanks platform.
  • To meet the growing appetite for mobile data among Indian consumers, Bharti has significantly improved its content offerings. It has built highly sophisticated personalization engines that understand user preferences and maintained its strong focus on securing partnerships to boost the variety of content it can offer.

Features and Benefits

  • Assesses Bharti Airtel's digital strategy and identifies its main tactics.
  • Discusses digital service developments and deployments at Bharti Airtel.
  • Reveals Bharti Airtel's approach to digital innovation.

Key questions answered

  • What is Bharti Airtel's digital vision?
  • What are Bharti Airtel's key focus areas in the digital services segment?
  • How is Bharti Airtel leveraging AI and analytics for digital services development?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Digital footprint

  • Bharti Airtel has the third-largest base of mobile subscriptions globally
  • High exposure to legacy services is a concern for Bharti

Market dynamics

  • Aggressive price competition finally subsided during 2019
  • LTE overtakes GSM in subscriptions share
  • Adoption of OTT video services has grown strongly, threatening traditional pay TV
  • Reliance Jio launched nationwide FTTx services

Digital services development

  • Bharti's digital initiatives aimed at driving customer value with analytics and AI
  • Content portfolio is strengthened by Wynk and Airtel TV
  • Airtel Money performs strongly with 15.5 million active subscriptions
  • Bharti's pay-TV strategy aims at integrating linear and on-demand content
  • Enterprise services: Curating a superior online experience for business customers

Appendix

  • Methodology
  • Further reading
  • Author

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