Aircel, Micromax team up to offer bundled data, voice and content packages

Eyeing the growing data market, Aircel has entered into a strategic alliance with Micromax to provide bundled data and voice plans with the new Micromax devices.

By Kul Bhushan Published Date
25 - Sep - 2013
| Last Updated
25 - Sep - 2013
Aircel, Micromax team up to offer bundled data, voice and content...

Aircel and Micromax have entered into a strategic partnership under which the operator will offer discounted bundled voice/ data plans and free content worth Rs. 10,000 with the new Micromax devices including dongles, feature phones (Internet-enabled) and smartphones. The two companies will also share each other's Channel and Retail Network, Sales Resources and roll out an integrated devices sales activation programme. With the latest partnership, Aircel and Micromax are aiming to acquire 4-5 lakh device users per month.

For 3G Micromax phones, Aircel offers local calling at 1p/2 sec and STD calling at 1p/sec for 3 months, 2GB Data (2G/3G) per month for 3 months, Rs. 10,000 worth WAP content free over 3 months and Popcorn TV (internet TV) application free for 3 months.

For 2G Micromax phones, the operator offers local calling at 1p/2sec and STD Calling at 1p/sec for 3 months, 1GB Data (2G/3G) per month for 3 months and Rs. 10,000 worth WAP content free over 3 months. For dongles, Aircel offers 500 MB per month free for 3 months.

Aircel says users don't need to SMS/call or visit Micromax showrooms to avail the benefits. The operator will automatically identify the new Micromax device with Aircel connection.

While addressing the media at the launch event in Delhi, Mr. Anupam Vasudev, Aircel's Chief Marketing Officer, highlighted the forthcoming 'data revolution' in the country. He also asserted that the voice segment had reached a saturation point.

“India is at the cusp of a data revolution and device tie-ups will strengthen the telecom ecosystem in the country, which is critical to drive data penetration. According to a recent study, by the year 2020, mobile internet users are set to grow 4 - 5 times and smartphone penetration is set to increase 5 times to 50% in India,” he added.

“Affordability in devices will give a rise to data proliferation which will be the main revenue generator for both telecom operators as well as handset manufacturers in the near future. Aircel recognizes the importance of smartphone devices to drive data usage. In line with that, it is our focus to get into partnerships with leading smartphone device manufacturers in an endeavour to bring to our customers exciting bundled products. In this exclusive partnership with Micromax, we will share their robust channel and retail network to deliver innovative and best value for money products and services.”

LtoR: Anupam Vasudev, CMO, Aircel, Vikas Jain, Co-founder, Micromax, Sunil Kuttam, VP- Marketing, Aircel

Mr. Vikas Jain, co-founder, Micromax, said, “At Micromax, we have always believed in democratizing technologies for masses by bringing alive affordable innovations through our product and service offerings. We are very happy to partner with Aircel, as this partnership will be an excellent amalgamation of Aircel’s innovative offerings in the market place and superior hardware capabilities of Micromax, which will enable millions of consumers in India to enjoy seamless connectivity through affordable call rates, data usage and internet TV on Micromax devices.”

Latest Micromax devices showcased during the event

3G price war and 4G's arrival

According to Mr. Anupam Vasudev, Aircel is unlikely to cut down 3G tariffs further. “Tariffs are already pretty down. Slashing 3G data rates further will add on the pressure on the telecom operators.”

Referring to Airtel's plans to expand its 4G network, he added, “We're aware about the development...It'll be too early to comment on 4G's prospects in India. However, we'll address that market very soon."

“We know the market is growing towards data consumption... the markets for 2G, 3G and 4G will continue to co-exist like in the western markets.”