Bharti Airtel, one of the leading global telecommunications company, is eyeing to tap education and healthcare sectors through its digital services. The decision, reportedly, has been taken to further diversify its content portfolio with an aim to create a pool of high-value customers.
With an intense fight for subscribers with rivals Reliance Jio and Vodafone Idea, this step by Bharti Airtel seems to be in the right direction.
Speaking on the latest development, Sameer Batra, Chief Executive Officer-Content and Apps, Bharti Airtel, said, “The game is to offer more value to the customers, be it through Amazon, Netflix or live TV. We will continue to make attempts to aggregate content and add value”.
“Education, healthcare will be areas exciting us. We want to be able to create services in sectors where we can have scale. We don’t want to do it in niche segments,” he explained on the choice of sectors.
Airtel maintained that it is striving towards improving stickiness of high-value customers through the new products. “If you are able to get customers locked in certain services, then their stickiness to Airtel as a brand goes up,” Batra added.
Notably, with voice and data crashing to floors, India’s leading mobile phone operators have boosted up their content play to increase subscriber stickiness. These subscribers, at a later stage, can generate high data revenue, once the telecom industry will once again have the power to command ‘pricing’.
Unlike the rival Jio, Airtel has been banking on partnerships for its content services. And with its entry into education and health, the model will remain the same. “We are very clear that partnership is our game. When you think about partnerships, partners care about distribution, billing relation with customers, and whether we are partnering with a brand that has high value customers,” he explained.
Interestingly, the company had recently launched Airtel Books, offering a collection of over 70,000 e-books from top Indian and international authors, for smartphone users. Meanwhile, the company is dedicated towards bringing more content on its music and video platforms.