Vodafone launches data plan to increase internet traffic

'Double data' offer targets prepaid customers, will provide twice the value of data amount pack bought during offer period

In a bid to drive data traffic, Vodafone India on Thursday launched offers to primarily convert customers still using mobile internet over the second-generation (2G) network to the 3G one. The double-data offer, targeted primarily at pre-paid customers, will provide two times the value of the data amount pack purchased during the offer period.

For the Mumbai circle, Vodafone has more than eight million customers, of which 82 per cent have data-enabled smartphones. Upgrading 2G customers to 3G pays, as most telecom operators have reported a sharp rise in data traffic and revenue due to rise in the 3G customer base in the April-June quarter. Vodafone said during the quarter, revenue from mobile data contributed to 17 per cent of its India revenue.

For Mumbai circle, the data contribution was 32 per cent of the circle revenue.

“Initially, the plan will be launched for Mumbai circle only. Later, it will be expanded to all other circles across the country in a phased manner,” said Ishmeet Singh, business head for Mumbai circle with Vodafone India.

To widen its coverage of the special data offer, Vodafone will rely on TV, FM radio stations , websites and out-of-home advertisements as well as educate retailers to inform customers about advantage of high speed internet.

Vodafone did not divulge the target it has set for data revenue to grow in the current fiscal.

On rolling out 4G services, Vodafone said it was investing in building ecosystem for it and said it was expecting to launch the services by the end of December this year.