Airtel was launched in Sri Lanka today (12th Jan 2008). The launch was delayed due to various reasons. The Indian company will have to deliver their best in order to capture the Sri Lankan market and also to maintain their share of the Indian market.
If we look at their entrance to the Sri Lankan market, it seems like they are going to some marketing strategies to win the Sri Lnkan consumer. As the first step they have to attract both the new and users of other netwrks.
- Lower rates for outside networks - In Sri Lanka, normally we experience the lowest rates within the same network. But at the start up the number of Airtel users are almost zero. So the stretgy is to give the lowest rates for both Airtel and non Airtel numbers and attract the customers.
- Allowing the customer to choose their own number - Many people like to have an easy to remember or else a "taxi service" kind of a phone number (ex : 07xx 248 248). So it prompt the customer to use the new connectioin. Also they can choose a number that is matching with the existing number they use (ex : 07++ 137512 and 07** 137512). So provided lowest call rates, the customer is encouraged to switch to the new connection.
- Building a good brand image by providing a good quality service - If the rates are similar, the companies are going to be tested based on their quality of service. Currently, it is said that some mobile service providers do not provide a quality service with regard to billing, data connections and customer services. So if Airtel can provide a better quality service, they have a good chance.
As consumers what we can do is just wait and see. Finally we are the ones who's going to be benefited from the competitiveness. The mobile service providers will have to deliver the best, to be in the race.
Otherwise!!!?
