We will continue to focus on the youth

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How is BPL Mobile shaping up its business in India?
We have been on a growth path following completion of major network expansions and technology up-gradations in FY 2007-08. We have invested Rs 200 crore to ramp-up network infrastructure and to introduce new value added services.

We also revamped the brand through a recent brand refresh campaign, and have aligned our activities focusing on a new target segment, the emerging youth market. Also, we received the letter of intent from DoT to operate in 21 circles in India and have paid the license fee to the Department of Telecom.

What is your expansion and investment strategy?
We are targeting the commencement of our 21 circle operations with a minimum of one million subscribers a circle. We will invest about $2.5 bn in the expansion. At this stage, we are examining all possible options for funding-raising equity through equity partner/partners or a public listing, and the balance through debt.

What are the key challenges you have faced during your expansion?
There exists a huge potential in the mobile service market across India. In terms of market penetration, there is a huge gap. Currently only about 20% of the population are subscribers to cellular services.

BPL Mobile has been one of the first cellular service providers in the country and hence among the first to have revolutionized telecom from the early 1990's. We have a proven track record and more importantly the experience and expertise in the business to compete with the existing competition.

What is your future vision for the company?
We will continue to focus on the youth segment while constantly build up the general and corporate subscriber base. Our endeavor will continue to be competitive and committed towards customer satisfaction. Going ahead, we will focus on innovation and further strengthening of our existing mobile network. We are also looking forward to offering enhanced value added services to our subscribers.

What have been your recent initiatives?
We have introduced an exclusive 'Bartender Service', on the BPL Mobile WAP portal, wherein, our subscribers can browse and download recipes and instructions of cocktails of their choice on their mobile phone. Apart from the regular cocktail recipes, to make this service unique, BPL Mobile has tied-up with Hotel Intercontinental Marine Drive, for exclusive cocktail recipes from Mumbai.

Arpita Prem
arpitap@cybermedia.co.in