Dual network synergy

Amway and Reliance Infocomm strike a unique partnership.

Amway and Reliance Infocomm have decided to overlap their networks. Amway's human network of distributors in Delhi, NCR, Chandigarh, Bhopal, Ranchi and Kolkata can now do business through the CDMA phone network of Reliance India Mobile (RIM).

Business, in this context, would mean accessing Amway information, exchanging ideas, comparing notes, working out distribution details and doing the numbers for one's "downline" sub-network.

Not just that, regular clips of Amway products and services would pop up on the phone screen too "" in the Amway zone of handsets specially designed for this purpose. For all this, distributors get a special discount package: which includes zero clip charges, low-rate tariffs and free call user group (CUG), roaming and SMS facilities.

All Amway people have to do is walk into an RIM outlet, cite their Amway code, and get connected. So far, 300 distributors have taken a connection (available on discount), and thousands more are expected to (LG and Nokia handsets ranging between Rs 2,990 and Rs 7,500 are on offer).

"This scheme was launched only on May 10, 2006, with nine cities and we feel the response has been quite good so far," says a spokesperson for Amway India Enterprises, which sees an advantage in better coordination promised by better phone networking.

The plan goes all-India by next month, which could give RIM a boost of some 4.5 lakh Amway distributors who may opt for the deal. Neither company reveals the details of the revenue sharing model, but RIM is clearly pleased to find so many new customers.

For all the gung-ho words from both companies, the plan is not taking effect as quickly as they'd hoped at the beginning. The all-India rollout, for example, was meant to happen a lot sooner than the dates now being given. So is something the matter?

"It's taking a little longer," admits an Amway spokersperson, "but it will definitely happen by the end of this month or early July."

Reliance Infocomm, for its part, has swung the required resources behind the plan. Just one call to a Reliance customer care centre, and you can get a detailed update on the deal, the incentives on offer, and how the handsets can be procured.

The biggest attraction, however, is the R World application developed especially for Amway, what with customised video clips and the like.

As any Amway distributor would tell you, success involves signing on new distributors "" and an audio-visual presentation could vastly enhance the business pitch being made.