EDGE progressing slowly: Airtel

Location access service launched

AirTel has admitted that its recently-launched Enhanced Data rates for Global Evolution (EDGE) services has not taken off in a big way due to the delay on the part of handset manufacturers in releasing EDGE-enabled handsets.

However, the company is confident that this will soon change in the coming days as well-known handset manufacturers are on the verge of releasing their new EDGE-enabled mobile phones.

"We have not seen a significant increase in the number of subscribers opting for EDGE as some of the manufacturers delayed the launch of certain models of EDGE-enabled handsets. Currently, we have a Nokia 6220 and Nokia 6230 that are EDGE-enabled. We are aware that Ericsson and Nokia are soon coming out with new EDGE-enabled handsets," Deepak Mehrotra, COO-Bharti Cellular Ltd, Karnataka, said.

EDGE, a 3G technology, is a service which provides broadband Internet speed on the mobile. It was launched with much fanfare in Bangalore during September this year. This service assures speeds of upto to 200 kbps and offers faster downloads, video/audio streaming and hordes of services like remote surveillance webcam, Live TV viewing and multiplayer game.

As a promo offer, AirTel had decided to offer EDGE at charges that are similar to GPRS, which is a monthly rental of Rs 600. AirTel's base of GPRS subscribers were migrated to EDGE. However, EDGE phones are essential to avail EDGE speeds.

According to Mehrotra, the shortage of EDGE-enabled handsets in Karnataka has resulted in only about 4,000 subscribers opting for this service, since September 2004.

"By this time, we had expected about 10,000 subscribers if the handsets were available on a large scale. However, we are confident that this will be possible once the market is flooded with EDGE-enabled handsets," Mehrotra added.

AirTel, on Monday, announced the launch of Location Access Services in Karnataka. This service will offer customers details of 10 services nearest to their current location including police stations, hospitals, ambulance services, water bill payment centres, 24-hour chemists, ATMs, cinema halls, restaurants, pubs among others.

Subscribers can send a short code (like POL for police stations or WATERBILL for water bill payments) to 4242, a predesignated number and the return SMS will give three records of the service requested. The service has been launched in association with Sarayu Telecom.

Currently, AirTel has nearly 1.1 million subscribers in Karnataka, which is next only to its customer base in Delhi and Punjab. The company is adding at the rate of 40,000-50,000 subscribers per month.

AirTel provides coverage across 226 towns in Karnataka and plans to touch a total of 240 towns by the end of this fiscal. It also plans to add another 100 towns once it meets the target for this fiscal.