India’s top telecom services providers such as Vodafone India Ltd, Bharti Airtel Ltd and Idea Cellular Ltd are gradually shifting focus from competing for new users in saturated urban markets to adding subscribers and building customer satisfaction and retention in semi-urban and rural markets.
The “revenue generation construct has changed”, said Murthy Bjas, associate director of products services, voice, at Vodafone. While earlier the industry was dependent on customer acquisitions to garner revenues, “retaining customers is a lot more important (now), with the acquisition market drying up”, he said.
Companies are now chasing revenue market share and not just subscriber market share, said analysts, pointing out that new subscriber additions have been falling after the department of telecommunications (DoT) two years ago introduced stiffer mobile subscriber verification norms.
Read More