Two days after Bharti Cellular launched its low-tariff Airtel mobile services in the city, rivals BPL Mobile and Orange have had to cut their rates too.
Both of them have brought their tariffs to around Bharti's levels. They have offered 30- and 60-second pulse rate options to their post-paid subscribers.
The BPL post-paid subscribers can choose a 60 second pulse at a rate of Rs 1.49 per minute, for up to 250 minutes or he can choose a 30-second pulse at Rs 0.90 per pulse.
However, for its pre-paid customers, BPL has only one tariff plan which will include a 30 second pulse rate at Rs 0.90 per pulse. "There is some technical hitch and equipment constraints, so we are offering only a 30 second pulse rate," Deepak Varma, president & COO of BPL Mobile, said.
BPL's revised tariff plans also include free airtime for new subscribers on three outgoing numbers - one local, one national and one international number.
Existing subscribers will have to pay Rs 75 for the first two numbers. Besides for every additional number the subscriber will have to shell out Rs 75 per month.
Varma said, "We are quite aware of the needs of the subscriber in Mumbai and think that a one minute pulse is a value proposition. We are transparent with our subscriber and have decided to give our subscriber a choice of using a 60 second pulse or a 30 second pulse."
On the other hand, Orange has cut tariff by 20 per cent for its post-paid subscribers with no monthly commitment, a choice of 30 and 60 second pulse rates, and free usage on pre-designated local, STD and ISD numbers.
In one of its three monthly plans, Orange fixed the slabs at Rs 1.80 per minute for those opting for the 30-second pulse, while fixing at Rs 1.49 per minute for those opting for the 60-second pulse. Also, the rate of pulse for both pulse duration schemes will drop down on higher usage.
Sandip Das, chief executive officer, Orange said, "Our understanding of the Mumbai user led to the creation of the 60-second pulse, since it offers the best value. In addition, the 30-second plans are available to the customer and Orange is now leaving the choice to the customer."
Meanwhile, Bharti has reported an "overwhelming response" at its AirTel exclusive shops. There are about 32 exclusive shops across the city offering connections to customers in the city.
Sanjay Kapoor, executive director, western region, Bharti Cellular, said, "It is too early to respond," but added, "Considering enquiries at exclusive shops, retail outlets and the rush at the call centres are any indications to go by, the response is overwhelming."
Rajju Makol, proprietor of AirTel Spot Telecom, an exclusive Airtel shop at Prabhadevi in Mumbai, said "There has been an amazing response from customers. The shop was jampacked as there were enquiries about various schemes and rate plans offered by Bharti on the one hand and customers booking their numbers on the other hand."
Makol said there was a greater demand for post-paid cards. However, he could not give exact sales figure but pointed out that "we are matching the last five digit numbers of the customer who wish to shift from an existing operators to AirTel. We are also giving them preferred numbers depending upon the availability of the series".
