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Shelley Singh
The cellphone has grown from being a status symbol to a high utility contraption. And now cellphone users not only want their instruments to enable conversations, but also to provide them value-added services. The value-added services, which range from smart roaming options to astrological advice, are mainly to save customers' time and give them more value for their money.
In this context, the findings of the recent survey done by Essar Cellphone throws new light on just what it is that customers are seeking. As part of the survey, 200 randomly selected Essar cellphone subscribers were targeted and a structured questionnaire given to them. The respondents belonged to the age group of 18 years and above. The findings were:
Following the results of the research, Essar Cellphone started the astrology service called the Cell Rashi. Says Atanu Mandal, chief of marketing and sales, Essar Cellphone: ``We often do surveys to find out the requirements of our customers. The value-added services fall under two categories. These are information services and subscription features. Under the information services fall the Cell Rashi, dial-n-deliver, news onthe phone, ticket booking in Anupam PVR cinema, etc. The subscription services are enabled by the kind of handset you have and what you pay for at the time of taking a connection. These include caller line identification, voice mail, short message service (SMS), fax-data, cell mail, Internet etc.''
Essar's rival in Delhi, Airtel, also has a range of value-added services. These include information on travel, flower delivery, buying and selling prices on the Delhi Stock Exchange etc. Commenting on the reasons as to how important these services are, Mandal points out: ``These are very critical from the customers' point of view. An average user talks for about 120 minutes a month on the cellphone. This might appear too little but you can imagine that in this time the client is using the phone to not only talk, but also have access to the value-added services. The cell market has matured and customers look for ways in which they can put their handsets to maximum use. And this is where the value- added servicescome into the picture.''
Adds Anil Nayar, executive director, Airtel: ``Modern handsets offer a wide variety of features. From simple communication instruments to chic fax-mail contraptions - literally everything can be packed on your palm. Much depends on what you need it for and the price you are willing to pay. Value- added services are targeted to meet customers' expectations. This can include automatic roaming facilities, access to local services and even flexible or smart payment options.''
To enable easy payments, Airtel recently launched magic card with no monthly rentals, no security deposit and a one-time activation charge. The USP of the card is its flexible tariff options for different usage pattern, easy recharging, access to all value-added services and availability through 500 retail points which will eventually increase to 2,000. The entry fee for the magic card is Rs 2,260 and recharging is in multiples of Rs 1,000, Rs 2,000 or Rs 3,000.
The present airtime charge in Delhi is Rs 16.80per minute during the peak hours, Rs 8.40 per minute in standard hours and Rs 4.20 in off-peak hours. For availing information services, there are no additional charges except for airtime. But operators may charge separately for specific features.
Though recently there has been a move to reduce fixed costs and make the services cheaper. For instance Airtel has done away with monthly rentals for roaming facility. Also, the security deposit for domestic roaming is down to Rs 3,000 from Rs 15,000 and for international roaming to Rs 25,000 from Rs 50,000. These measures are aimed at increasing usage.
In recent months, cellphone operators have seen an increase in genuine users rather than those who take handsets for snob appeal. Says Nayar: ``There are nearly one million call attempts everyday and hence the kind and quality of service forms a vital part of our operations. The customers are becoming more demanding. To provide more access we have 160 cities within India connected via smart roam and 31 networkslinking 22 countries worldwide.''
Adds Mandal: ``The market has grown at a fast pace in the last three years and has now matured. To expand operations, we are looking at new markets like residential segment and self-employed traders. For this segment, the value added services are not only a bonus but a vital part of their usage time.''
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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This story was printed from Net Express located at http://www.expressindia.com. Net Express provides a portal to India, with news from The Indian Express and The Financial Express along with sites on travel and tourism, the entertainment industry, the power sector, the environment and much more.
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