Vodafone smart 3G Internet strategy revealed

Vodafone India has drafted its smart 3G Internet strategy for Mumbai.

Mumbai was selected as the launch pad as Vodafone India is the market leader in the metro with over 6.5 million customers, as per April 2013 data from COAI.

Vodafone India’s revenue market share in Mumbai is 29 percent as on March 2013.

The telecoms is strong in Mumbai with 36 Vodafone stores, 136 Vodafone Mini Stores, 5  AD VMS and 36 SSK. The total number of point of sale is over 41,000.

Vodafone India enjoys the highest postpaid base in Mumbai. Mumbai Circle generates the highest data revenue in the country amongst all operators.

Its 3G revenue is growing at the rate of 12 percent to 14 percent month on month basis.

2 million Mumbaikars using smartphone sit on Vodafone network. Out of this 2 million, 47 percent use 3G services.


Reliance Communications recently started offering 3G at 2G prices. This had a significant impact on several telecoms such as Airtel, Idea Cellular and Vodafone. All the top telecoms are yet to respond to Reliance Communications latest 3G pricing strategy.

Vodafone clearly sent a strong message to Reliance Communications with the Rs 44 pack that gives 175 MB data for 7 days. There is no change in its pricing strategy. All the existing packs remain the same.

Vodafone executed the Be Smart Mobile Internet initiative at a time when the company is seeing significant spurt in smartphone usage in India.

To encourage data consumption, Vodafone also promotes usage with its Mobile Internet packs competitively priced. The starting price of 3G package is from INR 44 in Mumbai. The company does not say that the same promotions will be offered in other circles as well.

The strategy is to induce usage with HSPA enabled handsets and experience 3G.


Vodafone Be Smart Mobile Internet initiative communicates the need for synergizing 3G technology with HSPA enabled handsets, for a faster, smarter and better mobile internet experience.

“Our new Be Smart Mobile Internet initiative targets smartphone users and we hope to intrigue, excite and educate them on the faster, smarter and better experience of using 3G on their handsets on the go,” said Arvind Vohra, business head – Mumbai, Vodafone India.

Its focus of Be Smart mobile internet initiative is to tap the remaining 53 percent and drive 3G adoption. “We are expecting to grow by another couple of percentage points through this new initiative,” Vohra added.

Education on 3G usage is one of the strategies of Vodafone India. The telecoms will try to offer 3G package and better Internet experience in several malls in Mumbai.

Engaging situations related to categories such as Music, GPS Navigation etc. have been developed.

Interestingly, Vodafone will also talk about 3G speed — one of the main concerns of mobile users in India.

3G spectrum to private operators was made available in 2010. The year 2013 is becoming the year of 3G, thanks to involvement of 3G stakeholders. The Indian telecom industry is coming out of its 3G spectrum shock and the recent 100 percent FDI and a set of forthcoming guidelines will assist telecom operators to stay fit in the much competitive market in the country.

3G growth will increase if the ongoing consolidation continues. At present, there are 13 telecoms in India and majority are not making profit from their investments. Also, India’s economy needs to stabilize to improve consumer spending. 2014 (or 2013) being an election year, the industry expects more investments in the country — initiated by India government.

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