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Airtel launches ?One Touch Internet?

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MUMBAI: Bharti Airtel, the telecom service provider with operations in 20 countries across Asia and Africa, has announced the launch of ?One Touch Internet? ? a first of its kind initiative aimed at simplifying internet services for millions of first-time users in India.



 Airtel?s ?One Touch Internet? is a WAP (Wireless Application Protocol) portal designed with a simple, secure and intuitive interface that will allow first-time users to discover the internet easily and help them overcome common perception barriers around the mobile data experience. Now available for prepaid mobile customers on Airtel - ?One Touch Internet? will work as a single point destination for uninitiated internet users to see-try-buy a host of popular services (including social networking, videos, online shopping and travel bookings) through free tutorial videos and trial packs ? all with just one touch.



Bharti Airtel consumer business director Srinivasan Gopalan said, ?The Indian telecom market has entered a phase of data led growth. As data networks expand and internet enabled devices become affordable - more and more Indians are getting online on their mobile devices. However, our market research has shown that there are millions of customers across the country who own an internet-ready mobile device and are keen on getting online, but are apprehensive due to reasons like lack of know-how and fear of incurring heavy data charges. Airtel?s ?One Touch Internet? will address these very customer challenges and play the crucial role of hand-holding first-time mobile users as they discover the internet. We believe that this initiative can play a transformational role in breaking perception barriers among customers and demystifying the internet not only for the young and urban, but for people from across generations and social strata ? thus giving the Indian masses an opportunity to enjoy their first ever internet experience?.



The rapid penetration of mobile telephony has played a pivotal role in transforming the socio economic growth in countries world over, including India. According to estimates - India has over 220 million internet users today, of which, about 59 per cent get online over a mobile device. Projected to reach a whopping 385 million by 2017, the smartphone penetration in India is only growing stronger and contributing to a rapidly increasing base of internet users, which is expected to more than double to 480 million by 2017.



To self-learn or have family and friends explain the internet to them easily, Airtel prepaid mobile customers can now call 111 or simply visit http://one.airtel.in on their mobile phones? web browsers. Currently available in English and Hindi, ?One Touch Internet? will soon also be available in 8 Indian vernacular languages in weeks to come.



 To promote the launch of ?One Touch Internet?, Airtel is also launching a full-blown 360 brand campaign. The insight for its Television Commercial (TVC) film comes from the brand?s core territory of enabling relationships, and evokes a strong emotional connect compelling viewers to teach someone how to discover the joys of the internet. The TVC will also be supported by a strong digital leg.

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