Indian telecom market is complex. Lots of users expect quality service with least possible rates. Battles continue among operators to get customer base, spectrum for 3G, launch innovative services and so on. But why would a company want to start their own network when lots of networks are already available ? Well, we are the second most populated country in the World. And eventually mobile phone has became one of the basic need of an Indian. So it’s unlikely for a new network to have no customers !
Uninor is perhaps the first Indian operator which launched without big-ticket Television advertisements. In various cities and towns across the country, Uninor held Rallies at time of launch. With traditional dresses, music and promotional gifts like key chain, they tried to connect to people directly than through TV. But launch is just the beginning, why should a customer choose Uninor, while current operator for one, provides one second billing or so ? Answer : 24×7 Changing Discount Plan.
So what is this plan ? Uninor has basic call rate of 49p/min. On this rate they offer an extra discount depending on the place and time. You could see the discount you are going to avail at Cell Info display. Even when you make a call, an USSD message appears quoting discount. Discount varies from 15% to 60% at all the times and places.
Is that beneficial for user ? Of course it is ! You could see the discount you are getting, and call your old pals whenever discount is more ! Have invitation for a party at weekend ? Look for highest discount and invite your friends !
Is that beneficial for Uninor ? Well, yes. It is observed that more discount is offered during off peak hours. So they ensure that network is being used all the times, and hence earn all the time ! During peak hours, discount is usually less, or fine for a while.
Uninor really tried to come up with new ideas while entering Indian telecom market. Though it will take a little bit longer to acquire considerable customer base , 24×7 Discount plan has helped them carve out an unique position in the market.