Innovative Business

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Though it does not have the tag of a fully integrated telecom operator, Vodafone Essar achieved 46.5% rise in telecom revenue in India with its income from operations touching Rs 15,477 crore in FY 2007-08, up from Rs 10,565 crore in the previous financial year.

A little over Rs 400 crore came from its NLD business, with the largest chunk coming from the mobile business, its main focus area in the country.

Vodafone Essar is yet to enter the enterprise business in India. Once it does, it will pose a threat to Reliance Communications, Tata Communications and Bharti Airtel.

The fiscal 2007-08 marked the entry of Vodafone into India, threatening the market share of domestic players such as Reliance, Bharti, BSNL, Idea and TTSL. Its innovative market strategies have paid off well. Having stayed away from regular tariff cuts, as done by its competition in India, this year Vodafone gave in to many tariff revisions.

Vodafone 4

Vodafone was also instrumental in kicking off some of the recent changes in tariffs across the country. In January, 2008, Vodafone Essar announced that its customers can make local calls at Re 1/minute within their circle.

It launched bonus recharge through the SMS facility for its customers in Tamil Nadu. Vodafone was also the first service provider to launch this service in the state. In many parts of Kerala, it launched self-service kiosks, improving its customer reach.

Vodafone also contributed back to society when it announced a unique prepaid Sambhav Card at Rs 151, for customers with hearing and speech disability, on the occasion of World Disability Day. This card enables consumers to use the phone purely for SMS purposes.

Vodafone has tried to be closer to its customers by slashing the security deposit for international roaming. With this initiative, the cellular service provider has brought down the security deposits from a high of Rs 10,000 to just Rs 1,500. Besides this, it made available basic international roaming at a monthly rental of Rs 99.

Vodafone enhanced its customers choices by extending the BlackBerry Connect software to a number of handsets including Nokia, Sony Ericsson, and Dopod. This has assisted high networth individuals to go for other handsets as well.

In May 2007, Vodafone Plc of the UK completed the acquisition of Hutchison Essar in India. After almost a year, Vodafone Essar is facing an India which is waiting for more operators and more special services.

Managing director,
Vodafone essar

Asim Ghosh

Address: Vodafone Essar Limited, Peninsula Corporate Park, Ganpatrao Kadam Marg, Lower Parel, Mumbai:400013
Tel: 91-22-66645000 Fax: 91-22-66661222
Website: www.vodafone.in