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Bharti Tele-Ventures, one of India’s leading telecom conglomerates, has unveiled a unified brand strategy for all telecom services, with Airtel as the flagship brand. The unified brand strategy will make life simple for customers, providing them with more choice, a larger distribution network, best value plans and unique bundling offers, said K Krishnan, CEO, Bharti Broadband Services.

Under the Airtel brand, the company will offer a suite of world-class telecom services and solutions ranging from wireless to fixed-line, from data and broadband to long-distance and enterprise services. Bharti’s unified brand strategy is pursuant to the coming in of the unified licence regime and the company’s high growth strategy to make life simple for its customers, Krishnan said. The unified brand will result in cost-efficiencies, economies of scale and quality advantages for Bharti while also making Airtel India’s first truly integrated telecom services brand. Consequent to the unified brand strategy, Touchtel and IndiaOne brands will now be Airtel, pointed out Sanjay Mohanty of Airtel.

Under the new brand architecture, Bharti’s telecom services are being clubbed under four heads

• Airtel Mobile Services - Mobile Services 

• Airtel Telephone & Broadband Services 

• Airtel Long Distance Services 

• Long distance service (ILD & NLD)

• Airtel Enterprise Services 

• Single window end-to-end telecom solutions for large corporates 

Krishnan said, "A unified brand approach for all our telecom services will ring in the benefits of common identity, scale and size for our services and it takes forward our high growth philosophy of being a single window provider of a suite of world class telecom services. An integrated brand will also bring in the benefits of a larger distribution network, best value plans, unique bundling offers and much more to all our customers including the existing fixed line customers."

Enhanced Convenience

The country’s first truly integrated telecom services brand, Airtel will be a one-stop provider of telecom services, thereby bringing in added convenience to its customers. More than 9 million customers will now have a uniform, ‘special’ service experience at nearly 600 Airtel Connects in the country spread, across its length and breadth. There will also be added convenience on bill payment, query redressal, access to drop boxes and other ‘best in class’ common quality standards and processes. 

The change to leverage opportunities

With a vision to be "a globally admired company that delights customers", the integrated brand Airtel, will bring in the virtues of trust, innovation and scale to the entire spectrum of telecom services being offered by Bharti. Airtel will also bring simplicity in identity, build greater product and brand differentiation, offer enhanced value for every segment and be a single window provider of customised telecom service and solutions, thereby delivering simple but ‘special’ brand experience at all touch points - every single time. This will help the company emerge as a leader, which offers the largest menu of relevant world-class telecom products and services for all segments across the length and breadth of India. 

Bharti Tele-Ventures is one of India’s leading private sector providers of telecommunications services with an aggregate of 9.04 million customers as of the end of August ‘04, consisting of over 8.28 million mobile customers. The company today offers mobile services in 17 out of 23 circles in India. The company also provides fixed-line services and Internet access over DSL in 5 circles. For more information, visit www.bhartiteleventures.com

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