If you look at the history of Airtel, it will undoubtedly surprise all. It is one of the relatively new players in the telecom industry and it has shown great growth since its launch. Airtel was founded only in 1985 and they have many innovative products and tariff structures to attract all types of users. Until September 2004, we have known Airtel as Touchtel. It is have ventured into every aspect of telecommunications including landline, mobile communication, broadband internet, dial up internet, digital TV, GPRS and much more. They have captured 32.81% of the GSM mobile market as of 2008 May. No other brands were able to match the growth pace of Airtel. BSNL, which was only Telecommunication Company in India, had to revise its strategies to win back the losing market to Airtel.
Until the arrival of Airtel, there was not fierce competition in the market. BSNL, which is taking great marketing initiatives today, was lying low with the monopoly they enjoyed in the market before the arrival of the private telecom companies. Airtel was one of the first telecom providers to bring broadband connection to India. They employed highly strategic marketing initiatives and it is not only their marketing efforts that made them popular, it is there excellent service that attracted more user. Though BSNL has a wider network, Airtel as a private telecom player has done well to extend its coverage at a rapid pace in the shortest time, as it knew that one of the essentials of capturing the market is to extend the coverage.
Airtel’s another strong point is their prompt customer service and follow up. Customer’s complaint calls were attended at times in less than an hour and we cannot expect such a service level with BSNL. Airtel also stood for reliable broadband connectivity and decent internet connection speed. Airtel offers premium service at a price that can be afforded; it is yet match BSNL on the pricing. However, as a private telecom company they have their own constrictions in terms of offering their services at a further lower price. When compared to the other private telecom companies such as Reliance or Tata Indicom, Airtel is more competitive.
Airtel broadband has understood the Indian market better than anybody else and this is evident in their tariff structure. They have a wide range of broadband tariffs to match various customers. They cater to both residential and commercial broadband connection. Most residential users prefer Airtel broadband over other telecom companies because, with regard to Airtel broadband, they did not have to run around to process the application process. They were able to offer new connections in as short as 3 days. They have a professional installation procedure that allows them to cater to their increasing customer base in the shortest time possible. Their service representatives too are more than willing to help their customers. On the whole, Airtel broadband is by and far the best broadband service in India.



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