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Uninor recently launched its unlimited Facebook and WhatsApp plans on hourly and weekly basis, claims that pricing data usage per MB downloaded is like selling air tickets by kilometer. The plans which are targeted towards services that people use Internet for the most, is also one of the cheapest data plans across the country.
"We are getting more people to try the Internet and we are also targeting users who possess feature phones with Internet capabilities,"said Amaresh Kumar, the head of Uninor's Internet project. Such plans exclusive only to one site, are targeted towards the new-age data users who would like to be 'social' all the time. The operator is already known for its cheapest voice tariffs, and has also acquired liberalised spectrum in six circles, and can offer high-speed data services.
Aircel too recently launched a unique data plan with Micromax handsets. In addition to free data of 500 MB, the operator also bundled Rs 10,000 worth WAP site browsing which is spread over three months. "This is for those who would use mobile handsets and tables to tether it into a wi-fi hotspot and do not use a dongle for surfing on the Internet," said a company official, who refused to be quoted. These plans are also targeted towards devices which Micromax devices that cater to the 'super-mid market' that includes smartphones, feature phones, 3G tablets and 3G data card dongles.
However, such plans and discounts do not account to a full-blown data tariff war. "I do not think we are engaged in a tariff war. We are trying to get more subscribers to try the service and there is a lot of potential," said Kumar. Also, since it is a new service adoption that operators are looking at, there would not be any poaching of subscribers, either.
While more such plans targeting usage maybe offered by other operators, they would not necessarily fight on the cheapest plan or reduce tariffs. "Uninor is a fringe player with low market share. So, the big guys may not follow him," said Mahantesh Marilinga, telecom analyst at FinQuest.
Top operators had already reduced the prices of 3G offerings, in order to induce trial. In mid-2012, the top three players-Bharti Airtel, Vodafone India and Idea Cellular reduced tariffs by around 75-80%. Reliance Communications too came up with plans last year equating 2G data rates to 3G. While these measures had helped increase 3G data consumption, growth and subscribers, operators also say that their margins have been hit.
"The subscribers are enjoying the benefits but there has been an increased frenzy on data rates. We hope the battle does not continue," Himanshu Kapania, the managing director of Idea Cellular said. He also said that as the contribution of data to revenues increases, any more tariff cuts might impact them.
