Airtel launches ‘One Touch Internet’

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 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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