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The unprecedented growth in the mobile market is, perhaps, the most
vivid facet of India's economic transformation since the mid 1990s. Mobile
technology and services came to India just about a decade ago. In the early
days, a mobile was seen to be a fashion statement for the rich. Today, it is
accepted as a basic communication medium for all socio-economic segments.
The Indian mobile market is, today, amongst the fastest growing and the most
competitive in the world. Today India has approximately 100 million phone
connections as on July 2005 (Source: Cellular Operators' Association of India
and Association of Basic Telecom Operators). Out of which a little over half
comprise of mobile subscribers.
Bharti’s true calling came in the mid 1990s when the government opened
up the sector and allowed private players to provide telecom services. Bharti
Enterprises accepted every opportunity provided by this new policy to evolve into
India's largest telecommunications company and one of India's most respected
brands. Airtel was launched in 1995 in Delhi. In the ensuing years, as the Airtel
network expanded to several parts of India, the brand came to symbolise the
very essence of mobile services.
Airtel provides a host of voice and data products and services, including
high-speed GPRS services. Airtel also offers a wide array of 'postpaid' and
'prepaid' mobile offers, with a range of tariff plans that target different segments.
A comprehensive range of value-added, customised services are part of the
unique package from Airtel. The company's products reflect a desire to
constantly innovate. Some of these are reflected in the fact that Airtel was the
first to develop a 'single integrated billing system'
The brands identified to be retained for theses services were – Airtel for its
mobile operations, Touchtel – for its fixed line phones, IndiaOne for its NLD
operations. In early 2001, The Bharti Mobile promoted AirTel cellular service
went in for repositioning of its brand image. The new brand ethos it portrayed
was in two distinct fashions - the tag line "Touch Tomorrow", which underscored
the leading theme for the new brand vision, followed by "The Good Life", which
underscored a more caring, more customer centric organization. This was aimed
at re-engineering its image as just simply a cellular service provider to an all out
information communications services provider, Touch Tomorrow meant to
embrace the new generation of mobile communication services and the changing
scope of customer needs and aspirations that come along with it.
The new communication was to potray new dimension in the cellular category. It
went to symbolize something beyond the Internet, SMS, roaming, IVRS, etc. It
symbolized the whole gamut of wireless digital broadband services that
constitutes tomorrow’s cellular services.
This branding came up with Touch Tomorrow