‘Hello Tune’ services by Airtel, internationally known as ‘Ring Back Tone’ service has crossed the one million-customer mark within five months of its launch in India in July 2004. This multilingual service is available in six different languages – English, Hindi, Telugu, Tamil, Punjabi and Kannada and has exhibited fastest growth in India vis-à-vis the US, Europe and the Philippines.
The cellular services major has crossed yet another milestone – Airtel Live – the multi-access entertainment portal on the mobile has crossed the five-million-GPRS download within same span of time. The content on Airtel Live includes music messaging, video clips, mobile games, wallpapers and other value-added services. Airtel has introduced another new initiative for its customers. The subscriber can now download MF Hussain’s paintings on his GPRS/EDGE-enabled handset. In the initial phase, 25 out of 100 paintings belonging to the ‘Our Planet Called Earth’ series are available as downloadable wallpapers. The remaining 75 paintings will be made available as and when they are complete.
“Crossing the million-customer milestone for Hello Tunes and the five million GPRS download milestone for Airtel Live in a matter of just five months is a true testimony of the appeal of our value-added services. This phenomenal growth has further renewed our resolution to enrich the mobile telephony experience of all our customers. The latest testament to this endeavour is the launch of Hussain’s paintings now made available as downloadable wallpapers – exclusively for Airtel customers. I am confident that this service too would break all records,” said Atul Bindal, Group CMO & Director, Mobility, Bharti Tele-Ventures.
Airtel Live has now reached a penetration level of 15 per cent of the customer base of Airtel. Deepak Jolly, Airtel spokesperson, claimed, “These are very innovative services, we were the first to launch these services in India and have the first mover advantage. The services were marketed very well and had the right kind of back-hand support, the advertising was interesting and the services had the right mix of pricing.”
Speaking on the success of Hello Tunes, Jolly, said, “The content is excellent and we keep changing, updating and expanding it. Ring back tunes were made available in six languages and the methodology adopted in sourcing the music was completely legal and authorised.” He added, “The cornerstone of our Brand Airtel is trust and innovation and our value-added services are never run-of-the-mill”.