Cell firms eye PCO business

In a bid to make up on the squeeze on revenue from falling tariffs, cellular companies are now tapping the lucrative PCO market -- the domain of fixed-line operators.

Bharti Cellular's Airtel has launched the country's first GSM-based cellular PCO booth in Delhi, and other operators are set to follow.

"Fixed-line PCOs generate an average revenue of around Rs 7,000 per month. With revenue from calls made by our subscribers declining, PCO is a ready market for us -- especially when the global trend is to replace wireline with wireless communication," a Bharti executive said. At present, there are over 30,000 fixed-line PCOs in the Capital.

An advantage of having a cellular PCO is that it can be set up even in densely populated areas where wiring is a problem.

"Cellular PCOs ensure accurate on-the-spot billing. It will also act as a boon for customers who cannot afford to have roaming facilities on their mobile phones," said a cellular operator.

Mobile service providers, including Hutch, BPL and Idea, are also looking at the possibility of setting up cellular PCOs in various parts of the country.

Cellular operators are also planning to offer better terms to woo PCO booth owners. While a cellular PCO booth can be set up in 5-6 days, a normal fixed-line PCO takes 25-30 days to be set up.

The Airtel PCOs will also be equipped with easy bill payment options -- where payment can be made at any of its 32 full service outlets across Delhi & National Capital Region.

At present, the Airtel PCOs are offering only STD and ISD services. The tariffs offered to subscribers are on a par with fixed-line rates instead of mobile long-distance fares.

Airtel plans to set up 600 PCOs in Delhi initially and, by the end of the year, will take the number up to 5,000.

Public call buzz

• Fixed-line PCOs generate an average revenue of around Rs 7,000 per month
• Cellular PCOs can be set up even in densely populated areas where wiring is a problem
• Cellular PCOs ensure accurate on-the-spot billing
• A cellular PCO booth can be set up in just 5-6 days