How Bharti Airtel is using content to improve stickiness and consumer spend

At a time when consumers are talking about jumping on to the 5G bandwagon, ensuring consumer satisfaction and unstinting loyalty to the brand are some challenges for mobile operators

With tremendous product parity in the telecom industry, consumer loyalty is at an all-time low. A widespread, pan-India mobile network and data packages at unbelievable prices are no longer the product or service differentiators. For operators these are hygiene at a time when consumers are talking about jumping on to the 5G bandwagon. In such a scenario, how do operators ensure, first, consumer satisfaction and second, unstinting loyalty to the brand? One way is to focus on offering consumers a bouquet of content that improves stickiness and increases the opportunity for the consumer to spend. Telecom leader Airtel has upped