Airtel launches voice portal in Karnataka

Category: VAS | No Comments | Posted on July 17, 2007

Airtel has launched a voice portal for content downloads with a regional language interface in Kannada.

The VAS portal, launched in Karnataka, enables customers to download ring tones, devotional songs, and listen to content. There are plans to make available Astrology, news and other services on the portal.

An Airtel customer needs to call 51111 at Re. 1 a minute with a monthly rental of Rs 15 for the portal services. Without paying rental, he can access the service at Rs 2 per minute.

It would be interesting to know about the uptake of the service and its usage. I think the portal is intended for the Kannada speaking rural masses, who are more comfortable accessing services in their mother tongue. Although there is a charge to access the portal for content discovery and browsing, there is a good chance that the service might succeed. Initially rural users might try it for the novelty value, but they might keep using it because its the simplest way for them to access the downloads compared with the wap and sms portals.

As per the Business Standard article, Airtel’s share of new subscriber additions is almost 50% in Karnataka. Airtel’s is the leading operator with a market share in the state is 39% and a customer base of 5 million.

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