Reliance comes up with new mobile tariff
JAMES MATHEW
TIMES NEWS NETWORK ?[ THURSDAY, NOVEMBER 21, 2002 01:25:59 AM ]
NEW DELHI: Trust Reliance when it comes to finance. Reliance Infocomm, which is currently giving the final touches to its tariff strategy for becoming “the cheapest telecom service” in India, is proposing a plan that allows a customer to make a one-time upfront payment of Rs 15,000 and not pay anything for the next three years for the limited mobility (WLL) service.
According to officials, the company is targeting 40-50 lakh customers with this plan. If everything goes as planned, Reliance Infocomm can mop up Rs 4,000 crore in the first year of operations from this package alone which, industry analysts say, could even make the operations break even. Besides, the company will have a captive customer base for the next three years. The company, which will launch its WLL services on December 28, is learnt to be finalising three alternative tariff packages.
Though the details of the other packages were not immediately available, sources said they will be “equally innovative.” A Reliance Infocomm spokesperson declined comment on the issue.
Though the verdict on the legal tussle between the cellular operators and basic operators is yet to be given, the company is sticking to the launch date of December 28, the birthday of founder chairman Dhirubhai Ambani. The company’s marketing team has already started working on the customer mobilisation drive under the proposed scheme.
Reliance Infocomm is learnt to have approached some companies with the proposed upfront payment scheme. Sources said the company will mainly focus on bulk customers such as companies, institutions and co-operative societies for the proposed package.
Industry analysts said though the target of 40-50 lakh subscribers in a short time frame is a ‘little ambitious,’ Reliance Infocomm could still hope to sign up a huge chunk of customers as it will have a nationwide service network. Besides, the company’s brand equity could also bring in a lot of customers, they said.
Reliance group, which is known for its successful implementation strategy, is learnt to have given each of its marketing circles a tough target. Significantly, the company’s huge marketing team is mainly drawn from service sectors such as FMCG, financial services and other hospitality sectors.
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