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Once finalised, the initiative could be a game changer for the two rival telcos as well as the consumer conglomerate. The telcos will expand beyond time-bound tariff plan oriented content tie-ups to find expand customer base and push them towards higher tariff plans to boost average revenue per customer (ARPU<\/a>). At the same time, telemapping consumers will give HUL cloud-based analytics for better insight into consumer behavior.
“Both the telcos are in discussions with HUL and this will be the next stage of attracting subscribers,” said a person aware of the development. “This will also benefit HUL, which has been rooting to develop customer insights via cloud-based analytics.”
According to persons aware of the new strategy adopted by the FMCG firm and the two operators, the business model chalked out so far will be like this - an Airtel or Jio customer will get higher discount vouchers of HUL products on the mobile app if he\/she moves up the tariff plan. These vouchers will be used only in kirana stores and this in turn will help the consumer company to track the kind of products its customers are buying.
Tying discounts to tariff plans will work for both parters. Another person aware of the plan said that among the scenarios being discussed is a discount voucher of ₹250, of goods priced above a certain threshold, for a subscriber on the ₹499 plan, but the levels haven’t been finalised. “The discounts will be borne by the consumer firm, since the telco is offering its customer base,” the person added.
For Bharti Airtel, tapping into the consumer goods space and tying up with kirana stores is a fresh initiative to boost customer stickiness and ARPUs, having mainly focussed on entertainment and sports related content so far. It will then take on Jio head on in terms of connecting to retail consumers.
Mukesh Ambani-led Jio has been tying up with kirana stores using point of sale (PoS) terminal, the PoS machine — or card swipe terminal. The company has been talking to other FMCG brands as well for possible tie-ups.
While Airtel declined to comment, Jio did not respond to ET’s<\/strong> queries.
“There is an opportunity to enhance shopper experience in traditional trade environment and raise the game for small retailers with the help of technology solutions. In this endeavour, we are happy to partner with like-minded corporations,” an HUL spokesperson said in an emailed statement to ET.
“We believe Bharti will need to think beyond content, else segmentation may lose novelty over time, and one of the ways could be offering shopping vouchers from brands to kirana stores,” said Rajiv Sharma, co-head of research at SBICap Securities in a July16 report named “From “content to kirana”
Sharma added that Airtel’s strategy of tying up with Amazon and Netflix has its limitations as the two can pull out any time after the free offer period ends. Typically, Airtel offers Netflix free for three months and Amazon Prime for a year for subscribers to plans above a minimum level.
“In our view, both Jio and Bharti are attempting to get a foot in the door in the kirana segment and are likely to attempt discount coupons on the lines of Zomato Gold. With kirana shops in no hurry to move to digitisation, telcos may tie up with FMCG brands and rollout Jio Gold\/ Bharti Gold programs and accelerate the kirana digitisation process (leveraging their captive telco subscriber base),” the report added.
Bharti Airtel had 321.89 million customers while Jio had 314.80 million as of April end, according to telecom regulator’s data.
HUL has been investing to spot digital trends and drive agility at a time when disruptive technologies are challenging businesses.
“The partnership with Reliance Jio is one such initiative to digitise the traditional trade through deployment of POS terminals at retail outlets,” said a spokesperson for HUL.
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一旦完成,计划可能是一个改变游戏规则的两个敌对电信公司以及消费者的企业集团。面向电信公司将扩大有时限的关税计划以外的内容合作找到扩大客户基础,推动他们走向更高的关税计划提高每用户平均收入(ARPU)。同时,telemapping消费者将给HUL云分析更好的洞察消费者的行为。
“电信公司都在与户和这将是下一阶段的讨论吸引用户,“说一个人意识到发展。“这也将受益HUL,已生根发展客户通过基于云计算的分析见解。”
根据人员意识到通过的新战略的快速消费品公司和两家运营商,业务模型用粉笔画上了到目前为止将会是这样的——一个旅馆或Jio HUL产品的客户将获得更高的折扣券的手机应用程序如果他/她移动了关税的计划。将使用这些凭证只有在商店和拉这反过来将有助于消费者公司跟踪客户购买的产品。
把折扣关税计划将为两方工作。计划的另一个人知道说讨论的场景之一是250年₹折扣券,商品价格高于某个阈值,用户499年₹计划,但水平还没有敲定。“折扣将由消费者承担公司,由于电信提供其客户基础,”这个人说。
Bharti Airtel,利用空间和与消费品商店拉是一个新的计划,以增强客户粘性和arpu,拥有主要集中在娱乐和体育相关内容。然后,它将承担Jio头连接到零售的消费者。
穆克什Ambani-led Jio商店使用拉已经与销售点(PoS)终端PoS机——或者卡刷卡终端。该公司一直在与其他快速消费品品牌以及可能的合作。
虽然Airtel拒绝置评,Jio没有回应等的查询。
“有机会提高顾客体验在传统贸易环境,提高小型零售商的游戏技术解决方案的帮助。在这种努力,我们很高兴与志同道合的合作公司,”一个HUL发言人在一份电子邮件声明中表示等。
“我们相信Bharti需要超越内容,其他细分可能会失去新鲜感,和的方法之一可以提供购物凭证从基拉品牌商店,“Rajiv Sharma说,SBICap证券研究部联席主管July16报告名为拉”从“内容”
Sharma说,Airtel与亚马逊和Netflix的策略有其局限性两个可以退出以后的任何时间免费提供阶段结束。通常,Airtel Netflix提供免费三个月,Amazon Prime每年为用户计划高于最低水平。
“在我们看来,Jio和Bharti都试图让段拉进门,可能会尝试折扣券的行Zomato黄金。拉商店不急于转向数字化,电信公司可能与快速消费品品牌,推出Jio黄金/ Bharti拉项目,加快数字化过程(利用他们的俘虏电信用户数),”报告补充说。
Bharti Airtel有3.2189亿客户而Jio 3.148亿年4月结束,根据电信监管机构的数据。
户已经发现数字趋势和投资驱动敏捷时,颠覆性技术挑战性的企业。
与信实Jio就是这样一个“伙伴关系倡议数字化的传统贸易通过部署POS终端零售网点,“户发言人说。
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