Dishnet is back as Dishnet Wireless Ltd. It has announced the launch of Wi-Fi services under the brand name Dishnet RED Broadband Wi-Fi. The branding has been evolved along with Dishnet's new advertising partner, Orchard.
The business focus of the Dishnet Wireless is expected to be in three areas, according to V G Suri, Vice President, Enterprise and Wireless Services Division, who addressed media persons at the launch of Dishnet RED at Chennai on Wednesday. Of these, Enterprise Solutions are expected to bring home 50 per cent of the revenues in the first year of operations, while Wireless Broad Band and Wi-Fi hotspots are expected to contribute 30 per cent and 20 per cent of the revenues respectively.
Suri said, "Over the last twelve months, we evaluated the shortcomings in the wireless space and tried to find solutions, and now are in a position to say that we are pioneering Wi-Fi, Wi-Max Solutions."
In the last 45 days, the company has tied up with more than 250 properties across the country. In Chennai, it has 53 hotspots that are fully Wi-Fi-enabled of the total of 107 that have been signed on. The company spokesperson said that the remaining would be operational in the next 35 days. Across India, the company plans to cover 38 cities with 6,000 'hotspots' in a few years. The initial investment figure is projected at Rs.250 crore for the first year.
Suri added that the subsequent investments would come from the revenues that come in.
Dishnet RED would be visible in the form of print advertising soon, according to Prakash Dharmarajan, Brand Partner and Branch Director, Orchard Advertising, Chennai. Speaking to exchange4media on the logic behind the brand RED, he said, "We believe that Wireless Broadband is the hottest thing in the Internet space. The RED branding gels with manifests like Hotspots, is short, simple to understand, powerful and evocative. It will also be communicative when carried forth to any media, including BTL." Teasers for the new brand name, which began on Sunday, are to culminate shortly.
With India being the third fastest growing laptop market in Asia with an estimated annual growth rate of 21.9 per cent, the company is bullish on the Wi-Fi segment. It was said that the target groups would include Business Executives, Students and Self Employed professionals.
For Wi-Fi access, customers would shell out between Rs.25 and Rs.40 per hour at Cafes and other hotspots. In three and four star hotels, this charge would go upto Rs.100 per hour and at five star hotels, Rs.250 per hour. The revenue is to be split with the property owners on the basis of a share of revenue from keys and also as a share of usage revenue. The company is riding on predictions that the share of broadband will go up to 50 per cent of the total Internet user base in the next five years.