Airtel has played a new card in the market to cast a spell on consumers who like to use new apps yet want not to pay for the data used for them. If Airtel is to be believed, Airtel Zero is an open marketing platform that will allow customers to access mobile applications at zero data charges.
Airtel compares it to its concept of toll-free voice calling. ‘Airtel Zero’ will allow everyone from big marketers to small-time application developers to make parts or their entire mobile app free for customers – thus reviving interest of dormant customers, attracting new potential users and increasing retention.
Airtel further claims that the platform will be a value add for customers as it will allow them to access their favourite mobile applications at no data charges, and also encourage them to try out new applications. However, it is very difficult to state right now whether the platform will emerge as a new and innovative channel for the operator which is now trying to be an OTT player for quite some time now.
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