NEW DELHI: Even as the mobile services market size in India expands at an exponential rate, with estimates indicating that the sector will close at Rs 95,000 crore by the end of the current year and Rs 1,30,000 crore by end-2015, the average revenue per user (ARPU) has steadily dipped, owing to a large base effect and tariff war between the competing service providers. According to a Telecom Regulatory Authority of India (TRAI) report, the total subscribers in India had reached 562.16 million at the end of December 2009 marked with 10 percent growth. The youth arguably constitutes a large part of this growing subscriber base given the country’s demographics.
Aircel, one of the key players in the national GSM segment, is taking strident steps to become one of the biggest services providers in the country, having set a target of attaining 100 million subscribers by year 2012. At the same time, the telecom major has been pro-actively offering a slew of mobile value-added services (M-VAS) to keep the youth engaged, which will have a beneficial impact on the company’s ARPU as well.
The Aircel ‘Music Connect’ service is a key step in this direction. This service enables subscribers to dial into a toll free number or browse the official Aircel Music Connect website or social networking website Facebook to call favourite songs on their Aircel mobiles. The ‘Music Connect’ feature also enables the users to share the songs with their friends through Facebook and Twitter.
To take this service to different parts of the country where Aircel enjoys market presence, the telecom major launched a one-month high-decibel campaign and vested the outdoor advertising duties with US Adcom. The campaign has been executed in different parts of the country including Delhi NCR, UP East, UP West, Himachal, J&K, Bihar, Kolkata, Rest of West Bengal, North-East, Assam, Orissa, Chennai, Rest of Tamil Nadu and Kerala.
Commenting on the campaign execution, U S Sharma, director, US Adcom, said, “Keeping in view that Aircel has come up with this campaign to target the youth, we have tried our best to capture all major youth-oriented areas. For this, we have used large format media at strategic points in the target cities. We have also come up with an innovation at the Ashram Chowk which is one of the major traffic junctions in Delhi. Around 70 percent of Delhi’s population passes through this point every day, so its impact is huge.”
The innovation has a cut-out of a youth listening into what is depicted as a peppy song, with dancing figures around him. The listening device is lighted up with neons, which makes the whole billboard display eye-catching.
To make the brand communication all-pervading, US Adcom has used a large media mix that includes large format hoardings, designer bqs, cycle stands, Metro pillars and mobile vans. Also, particular attention was directed on areas that have large youth presence, such as, the North and South Delhi University campus.
The campaign demonstrates that youth is the primary focus of M-VAS and that mobile is fast evolving as the convergence of voice and data and entertainment. Aircel is focused upon wresting a large share of this growing market.