Micromax, Aircel in strategic partnership to drive data growth

New Delhi: Telecom operator Aircel and domestic smartphone maker Micromax have entered into a strategic partnership where they will share their retail networks, sales resources and run an integrated device sales activation programme to drive data usage.

Under the pact, Micromax handsets would come with a bundled offer of low call rates, free internet usage and contents like videos, songs, games for the first three months from Aircel.

"Our objective is to churn customers from other networks under this offer. In the last two months, we have been leading market in terms of new customer acquisition. We expect to acquire 4-5 lakh device users every month from this arrangement," Anupam Vasudev, chief marketing officer of Aircel, said while announcing the agreement.

Aircel will charge local calls at the rate of 1 paisa for every 2 seconds and STD calls at the rate of 1 paisa per second from new customers of Micromax devices.

Micromax 3G smartphone buyers will get internet usage of 2GB a month for the first three months, while for buyers of Micromax's 2G phones, internet usage would be limited to 1 GB on 2G and 3G network.

"We will offer free 3G data services to customers only in 13 circles where we have 3G networks for rest it will be 2G network. In 3G circles, we will also offer free 3G data speed from 6 am to 9 am for customers experience 3G services," said Sunil K, vice president of data and devices at Aircel.

"Average 3G data usage per month in 650 MB but we are giving 2GB data on 3G network which is more than three times than the average consumption," he said.

In addition, Micromax phone buyers will get content like videos, songs and access to an internet TV application, Popcorn TV, worth Rs. 10,000 free during the promotion period.

"The idea is to create long terms traction, bring in experience in to the play. From here on, device becomes an automatic choice for the customer. The SIM card or the connectivity becomes the default choice of customer," said Vikas Jainm, Micromax's business director.

Micromax customers would not have to buy any recharge to activate these services as Aircel's system will automatically identify a new device once a SIM in placed in it, while the offers will be transferred on to the customer's connection.

Buyers of Micromax 3G dongle's will also get 500 MB of internet usage free for three months.