Indian Telecom Sector
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Aircel introduces ‘Blyk’ in India
Aircel introduces ‘Blyk’ in India
India’s first Interactive, Youth focused Mobile Service Anytime Anywhere
Aircel is now present in all Telecom circles Pan India
The number 1 Telecom player in Tamil Nadu, Chennai, Assam and North East
New Delhi, November 19, 2010
Aircel, a leading telecom player with Pan-India operations and a subscriber base of over 48 million, along with Blyk, a UK based organization and pioneers of interactive and multi-media mobile messages and brand engagements for the Youth, today launched “Blyk on Aircel” in India.
Mr. Gurdeep Singh, Chief Operating Officer, Aircel said, “We at Aircel have always engaged with the Youth in innovative ways offering to them a variety of products and services, be it the Aircel Pocket Internet, the Aircel Pocket Apps, INQ - the first social mobile in the country, Aircel Unlimited Dialer Tunes etc. Today the Youth comprises over 51% of the total population in India and a large percentage of the Youth are using the mobile which then becomes a very powerful medium to interact, engage, entertain and connect with the Youth lending them our ears to voice their areas of Interest, Preferences and Views. Blyk on Aircel brings for the youth a truly exciting and interactive experience and even great Brand engagement. It gives them the Best deals i.e. Blyk on Aircel Lifetime membership along with irresistible offers by Aircel such as unlimited dialer tunes up to a period, Aircel Pocket Internet, Music connect and much more. This therefore, becomes a movement among the Youth and opens to them a world of possibilities.”
Chairman, Blyk India and Co-founder, Blyk Worldwide Antti Ohrling adds: "Aircel is the perfect partner for Blyk in India, unpretentious, fresh, modern and easy to do business with. They've got an entirely new approach to capturing the consumer market and a strategy for fast growth through innovative consumer offerings. Together we intend to develop Blyk on Aircel to become a game-changing engagement media in the Indian market"."Additionally, in a much cluttered Indian market youth brands are warmly welcoming a high engagement communication channel like Blyk. We are very confident that both the global and great Indian brands will make use of Blyk on Aircel to connect and engage with the youth audience", continues Antti Öhrling.
Blyk on Aircel users will be sent content by way of messages, both SMS and MMS, across categories i.e. Entertainment, Sports, Lifestyle comprising travel, fashion, wellness, gadgets etc. and Other activities such as city specific events, dating & relationships tips, Comics and careers advice. As users respond to the content and indicate their preferences, after a period of 6-8 weeks, they are then sent content from their areas of interest and finally that is tailored to their individual preferences which further helps in relevant interaction with the Youth and active brand engagements.
Blyk on Aircel is friendly, warm, knows your pulse and is your partner for life. It truly offers you the best deals by way of a Lifetime Blyk on Aircel membership of “Network for the Youth” with referral schemes as you bring your friends on board and profile linked offers and benefits. Over and above this there are a host of VAS benefits such as the Pocket Internet, Unlimited Dailer tunes, Music Connect etc. for a period of time on Blyk on Aircel recharges.
The Blyk product will be available in all retail outlets and exclusive Aircel stores which are state- of -the art experiential zones where the consumers get a first-hand experience on products and applications. It will also be available on the web at, www.aircel.com/blyk
Always recognized for its high focus on Customer Care and service, Aircel has specialized Customer Care Centres with the latest technology and multilingual Customer care handling capability. This will help its subscribers to connect better and get the best service.
About Aircel
Aircel, a part of Maxis Communications Berhad, Malaysia, is India’s fifth largest GSM mobile service provider with a subscriber base of over 48 million and is the fastest growing mobile operator in the country. It is the market leader in Tamil Nadu, Assam, North-East and Chennai. . Aircel is now present in 23 Telecom Circles (Mumbai, Pune, Uttar Pradesh East, Uttar Pradesh West, Delhi, Andhra Pradesh, Karnataka, Kerala, Kolkata, Assam, Bihar, Chennai, Himachal Pradesh, Jammu and Kashmir, North-East , Orissa, Tamil Nadu, West Bengal, MP & Chhattisgarh, Haryana, Punjab, Gujarat & Rajasthan) and with spectrum secured for all the remaining circles (a total of 23 circles in India), the company is on track to become a leading Pan-India Operator. For more information, please log on to www.aircel.com
About Blyk
Blyk is a mobile messaging media that works with operators to link young people with brands and other stuff they like. Blyk launched its innovative mobile service in the UK in September 2007 and quickly became known as a leader in mobile advertising, audience engagement, and for its ability to drive unprecedented response rates and return on investment for advertisers. Blyk pioneered the use of interactive text and multi-media messaging as an advertising format, leveraging the most predominant, everyday behaviour of young people (sending and receiving messages on their phones) and enabling young people to communicate with brands in the same way they do with everyone else. Blyk has offices in, Helsinki, London, Amsterdam, Singapore and New Delhi.
Blyk (pronounced /ˈblɪk/) is a "free" ad-supported mobile phone network that offers text messages and customer-to-customer calls. It targets young people (16-29) has offices inFinland, the Netherlands, the United Kingdom and in India.
Blyk was first launched in the UK. It was the first mobile network funded byadvertising[citation needed], and was targeted at 16- to 24-year-olds. Users signing up to the network received advertising messages on their mobiles, and in return were given a monthly allowance of free top-up.
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[edit]History
Blyk was founded by two Finns, Pekka Ala-Pietilä (formerly president of Nokia) and Antti Öhrling (ex-chairman and founder of the Contra advertising group). Its headquarters were in Helsinki but it also had an office in London. In October 2007, Shaun Gregory was appointed UK CEO and resigned on January 9, 2009 due to personal reasons. Following Gregory's resignation, Antti Ohrling took over as UK CEO.
Before February 2009, the network offered 43 free minutes and 217 free texts to be used each month. Balances were reset after 30 days, so unused credit did not roll over. If the balance was used up before the monthly reset, users could pay 15p/min and 10p/text; thus, the free credit was worth £28.15.
In February 2009, the rates were changed to 24p/min and 8p/text. At this level, the free balance would have been worth £27.68/month. However, the system was also altered so that users' balances now reset to £15.00 every month. This can be spent on any combination of calls, texts, picture messages and data. Some people think this was because the company was making cutbacks due to the recession.
In July 2009, Blyk announced that they were ending their service in the UK at the end of August, to become a partner for other established operators, including Orange in the UK and Vodafone in the Netherlands. [1]
The Blyk service in the UK ended for all members on 26 August 2009.
[edit]Reaction
The response from the British press towards Blyk placed its emphasis on debating the potential effectiveness of mobile-based advertising, with concerns that it may prove intrusive in a similar manner to pop-ups on websites or spam email. The Guardian commented that "advertisers will have to be careful not to annoy their new users with the mobile equivalent of spam",[1] with Channel 4 stating that the fact that "you have to suffer the ads" was the network's downside.[2] Tech Digest also noted that if advertisers don't embrace the interactivity offered by the network, they may have to resort to spam.[3]
Channel 4's technology correspondent Benjamin Cohen also raised the issue that targeting individuals with advertising for brands such asMcDonalds and Coca-Cola could open up a debate about childhood obesity.
Other sources, however, praised the network's approach to its adverts, whereby users can respond to messages they receive free-of-charge to receive a more personal service. SMS Text News stated that this aspect of the network "may well be extremely welcome",[4] and The Times reported that certain analysts believed that Blyk "could provide a boost to the nascent market in mobile marketing".[5]
[edit]Market
Blyk was distinguished by the age restriction that it operated for its membership. The 16-24 age range is exclusive and was applied by means of ID checks with several national databases during sign up. Members who joined before turning 25 were not removed from the network on their 25th birthday, but were unable to rejoin if they left.
Membership was by invitation only, available via special promotions and from existing members. Potential members joined the network via its website. As part of the process they were asked a range of profiling questions. Blyk used the information it gathered to target them with relevant advertising messages at a rate of up to 6 a day. On 25 Sep 2007 it was reported by telegraph.co.uk that the company had secured 44 brands for its service, including Coca-Cola, NatWest, Boots Group and Mastercard.[6]
On April 24, 2008 Blyk announced that they had reached their twelve month target of 100,000 clients six months ahead of schedule.[7]
[edit]Ending UK service
On July 27, 2009 Blyk UK announced that the service was to end on August 26, 2009 due to the company deciding to change the way the business is run globally. Blyk UK is changing from being an independent mobile operator to become a partner to other established operators to bring the benefits of mobile advertising to their customers. In this way, Blyk claims it will be able to reach more people and share the "Blyk experience" not just in the UK, but globally.
According to their website, they are working with Vodafone in the Netherlands, Aircel in India and with Orange in the UK.
[edit]Blyk re-launches
In May 2010, Blyk launched its service to the young people in the Netherlands. The service is created in partnership with Vodafone, and it gives targeted ads and content to the young (16- to 29-year-olds) and monthly 1000 free Blyk-to-Blyk calls and 1000 free texts to any networks. [2]. The launch advertisers include Beachmasters, Universal Pictures, McDonald’s, Pearle and Electronic Arts.
[edit]
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Thursday, June 9, 2011
Key features of the National Telecom Policy 2011
- Spectrum to be awarded on market-based pricing mechanism
- Operators will receive adequate spectrum
- New licence issued to operators will be in nature of unified licence
- Licence holders will be free to offer any service
- There will be no more contractual spectrum
- The concept of initial/start-up spectrum will be eliminated
- A uniform rate for all players for revenue sharing will be ensured
- Services will be made technology-neutral
- The new telecom policy will not be with retrospective effect
- The new policy will create a level playing field in the telecom space