The telcos will expand beyond time-bound tariff plan oriented content tie-ups to find expand customer base and push them towards higher tariff plans to boost average revenue per customer (ARPU). At the same time, telemapping consumers will give HUL cloud-based analytics for better insight into consumer behavior.“Both the telcos are in discussions with HUL and this will be the next stage of attracting subscribers,” said a person aware of the development. These vouchers will be used only in kirana stores and this in turn will help the consumer company to track the kind of products its customers are buying.Tying discounts to tariff plans will work for both partners. “The discounts will be borne by the consumer firm, since the telco is offering its customer base,” the person added.For Bharti Airtel, tapping into the consumer goods space and tying up with kirana stores is a fresh initiative to boost customer stickiness and ARPUs, having mainly focussed on entertainment and sports related content so far. It will then take on Jio head on in terms of connecting to retail consumers.Mukesh Ambani-led Jio has been tying up with kirana stores using point of sale (PoS) terminal, the PoS machine — or card swipe terminal.

Source: Economic Times July 18, 2019 03:00 UTC