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12 SUPERBRANDS
simplify customers’ lives and set people free to
express themselves.
From the very beginning the brand has been
the leader of change in India’s dynamic
telecommunications space. This would not have
been possible without a passion for innovation.
Products, services, processes are all guided by a
desire to do things differently and better. This is
evident in the company’s self care and single
billing platform. These novel steps and ideas are
designed to enrich customers’ lives – to
educate, entertain, inform, update and stimulate.
In this never-ending quest for customer
delight, Airtel continuously seeks opportunities
to think ahead, to consider alternatives to the
old ways of working and, above all, attempts to
anticipate what will make a genuine difference
to its customers.
Airtel impacts the lives of millions across
India. It gives people the unlimited freedom to
communicate. The company’s brand values are
all centred on leadership, performance, trust,
care, innovation and sensitivity. These are
reflected not just through advertising, but
in fact, through each interface Airtel has
have an all-India presence. Promotion with its customer.
Bharti Airtel provides Airtel is now a truly national
broadband (DSL) and player, adding more than one www.airtel.in
telephone services in 90 cities million customers every month.
across India. As on 31st March In the last couple of years an
2006 the company had array of innovations like lower
1,346,740 Broadband and denomination recharge coupons
Telephone Services (B&TS) and lifetime validity schemes
customers of whom 315,729 have been pioneered. Each has
were also subscribers to DSL. paved the way for a rapid drop
The Enterprise Services in barriers to using modern
business unit has two sub-units: telecommunication services.
carriers and corporates. In the The 999 Lifetime Validity
former, Airtel complements prepaid card service has truly
its mobile, broadband and revolutionised the Indian
telephone services with national and telecom space. For just Rs. 999 (US$ 22.2) a
international long distance services. mobile customer can continue to receive calls
The corporate business unit provides secure, for a lifetime without having to recharge or
scalable, seamless, reliable and customised worry about the validity period of the card or
integrated voice and data solutions to corporate coupon. This has made
customers and to small and medium enterprises mobile communication
through a single window and dedicated affordable to millions of
relationship management. people who would
otherwise not have
Recent Developments been able to benefit
The Indian market is poised to grow from the convenience
at an accelerated pace with the mobile of mobile
population expected to touch 210 million communication.
by 2010. With its constant focus on providing The RC 200 prepaid business
customers with a range of never-before contributes almost 25% of Airtel’s customer
innovative products and services, Airtel is base. With the launch of Airtel Easy Music the
in an enviable position to take advantage company has become the world’s largest retailer THINGS YOU DIDN’T KNOW ABOUT
of this fast growth. With a consolidated of music.
customer base of nearly 21 million The company’s vision is to make it the most Airtel
subscribers and varied product offerings, admired brand in India by 2010 – not just in
Airtel is all set to unify the brand and telecommunications, but across all categories Airtel was amongst the first operators to
consolidate its image in customers’ minds. and segments. launch the recharge coupon that brought a
It will strike a powerful emotional connect The market mantra is to make Airtel loved by paradigm shift in the market. It was
with them as all three business units, Mobility, more customers, targeted by top talent and accompanied by a huge mass media campaign
B&TS and Enterprise Services will have an benchmarked by more businesses. The that was extensively aired on all TV channels. In
identical look, feel and tone of voice. company’s new motto is: ‘Think Fresh. Deliver the rural areas special Airtel mobile vans went
More’. Its messaging is aimed at out from place to place promoting the RC 200.
highlighting the commitment to Easy Music is a pioneering service that enables
customer delight. ‘Think Fresh’ implies Airtel’s mobile customers to buy any one of
a fresh focus on customer satisfaction 18,000 songs in twenty languages from over
to which internal perspectives will play 100,000 Bharti Airtel retail outlets across
second fiddle. ‘Deliver More’ is the the country.
key driver to customers’ delight and
ensures that the company, at their The company has over 32,900 route kilometres
cost, takes no shortcuts. of fibre on its national long distance network.
SUPERBRANDS 13