Airtel considers ARPU jump via Airtel Black, Telecom News, ET Telecom postpaid plans

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NEW DELHI: Bharti Airtel, India’s second largest telecom operator, has launched all-in-one packages, called Airtel Black, to offer fiber, DTH and mobile services under one package with one bill. The move aims to attract high-paying customers and generate Average Revenue Per User (ARPU), a key performance metric for carriers.

“This is a postpaid offer. This will bring in high value customers and boost APRU. Customers are willing to pay for premium services … we might see savings in the long run, but it’s not the primary driver but ARPU is the primary driver, ”said Shashwat Sharma, Marketing Director at Airtel.

As part of the Airtel Black plans, the phone company run by Sunil Mittal promises to offer premium service with faster installation and priority customer service with account managers for bill resolution. Customers can also customize the plans according to their needs.

A customer can bundle 2 or more Airtel services such as fiber, DTH and mobile to create the Airtel Black package. Airtel also offers zero switching and installation costs associated with free lifetime service visits.

In order to expand the addressable market, the phone company is aggressively expanding its home broadband coverage and engaging with over-the-top (OTT) content partners to soften the market.

“We are in talks with OTT partnerships for seamless integration with the Black plans. We will have something to share soon,” said Adarsh ​​Nair, Airtel’s chief product officer.
Airtel considers ARPU jump via Airtel Black postpaid plansSunil Taldar, CEO and director of DTH Business, said Airtel aims to expand its broadband coverage to 1,000 cities, from 225 cities. “We are aggressively deploying Airtel broadband services to expand the Black offering. This will happen in a few months.”

Airtel said the Black plans are adopted by small and medium-sized businesses.

Airtel Black plans are priced between Rs 998 per month and Rs 2,099 per month.

The Rs 2,099 per month package offers 3 mobile connections, 1 fiber connection and 1 SRD connection. The package Rs 1,598 per month offers 2 mobile connections and 1 fiber connection.

The package Rs 1,349 per month offers 3 mobile connections and 1 SRD connection. The Rs 998 per month plan provides 2 mobile connections and 1 DTH connection, the phone company said.


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