Airtel launches 'One Touch Internet'

Airtel’s ‘One Touch Internet’ is a WAP (Wireless Application Protocol) portal designed with a simple, secure and intuitive interface that will allow first-time users to discover the internet easily and help them overcome common perception barriers around the mobile data experience.

Now available for prepaid mobile customers on Airtel - ‘One Touch Internet’ will work as a single point destination for uninitiated internet users to see-try-buy a host of popular services (including social networking, videos, online shopping and travel bookings) through free tutorial videos and trial packs – all with just one touch.

Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel said, “The Indian telecom market has entered a phase of data led growth. As data networks expand and internet enabled devices become affordable - moreand more Indians are getting online on their mobile devices. However, our market research has shown that there are millions of customers across the country who own an internet-ready mobile device and are keen on getting online,but areapprehensivedue to reasons like lack of know-howand fear of incurring heavy data charges."

"Airtel’s ‘One Touch Internet’ will address these very customer challenges and play the crucial role of hand-holdingfirst-time mobile users as they discover the internet. We believe that this initiative can play a transformational role inbreaking perception barriers among customers and demystifying the internet not only for the young and urban, but for people from across generations and social strata – thus givingthe Indian masses an opportunity to enjoy their first everinternet experience," he said.

The rapid penetration of mobile telephony has played a pivotal role in transforming the socio economic growth in countries world over, including India.

According to estimates - India has over 220 million internet users today, of which, about 59% get online over a mobile device. Projected to reach a whopping 385 million by 2017, the smartphone penetration in India is only growing stronger and contributing to a rapidly increasing base of internet users, which is expected to more than double to 480 million by 2017.

To self-learn or have family and friends explain the internet to them easily, Airtel prepaid mobile customers can now call 111 or simply visithttp://one.airtel.inon their mobile phones’ web browsers. Currently available in English and Hindi, ‘One Touch Internet’ will soon also be available in 8 Indian vernacular languages in weeks to come.

To promote the launch of ‘One Touch Internet’, Airtel is also launching a full-blown 360° brand campaign. The insight for its Television Commercial (TVC) film comes from the brand’s core territory of enabling relationships, and evokes a strong emotional connect compelling viewers to teach someone how to discover the joys of the internet. The TVC will also be supported by a strong digital leg.