Data war: Idea again slashes rates by up to 67 per cent

Telecom operator Idea Cellular today announced up to 67 per cent reduction in 4G and 3G mobile Internet rates to compete with rival Bharti Airtel and ward off threat from Reliance Jio.
"Idea Cellular has now slashed the rates of its 4G, 3G BIG Internet packs by up to 67 per cent, providing more value to heavy Internet users who consume data packs of 2GB to 10 GB," Idea said in a statement.
This is the second move by the company within a week and is triggered by telecom major Bharti Airtel announcing up to 67 per cent cut in 4G and 3G mobile Internet packs for pre-paid customers.

"Idea is now offering 10 GB 4G, 3G data pack for just Rs 990. Idea's 2 GB data is now priced at just Rs 349, as against the earlier price of Rs 449. Idea users will now get 5 GB of 4G, 3G data at just Rs 649 - a 67 per cent more value than 3GB data earlier," Idea said in the statement.
Idea said that the reduced tariff for pre-paid users have gone live across all Idea 4G and 3G provider circles, and postpaid roll-out is underway.
Last week, Reliance Jio claimed to have 15 lakh subscribers of its 4G network even before its commercial launch. The SIM card of Reliance Jio comes bundled with LYF smartphones priced as low as Rs 2,999.

Jio is offering 90 days of free unlimited 4G mobile Internet and voice calling in the SIM cards.

Earlier last week, Idea had announced the price reduction by 45 per cent for light Internet users (below 1 GB).
"While the price reduction in our sachet data packs was aimed at inducting more users into the world of Internet, the reduction in rates of BIG Recharge packs now, is aimed at delivering significantly higher Value for Money to our regular Internet users," Idea Cellular Chief Marketing Officer Sashi Shankar said,
Idea has also launched new Freedom Packs, which are low cost data packs starting at just Rs 35 with four weeks' validity, the statement said.

"Competitive pricing and disruption happened in voice market a few years ago. We are seeing a sequel to that now, in data. There is expectation of disruption in the data space resulting in competitive pricing," Deloitte Haskins & Sells LLP, Partner, Hemant Joshi said.
Asked if anticipated more rounds of data war in the run up to Jio's commercial launch, Joshi said "The amount and quantum of benefits will be calibrated with the situation on ground...As things unfold different players will react differently.