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Why did BPL Mobile change its name to Loop Mobile recently?
A detailed research undertaken by us a couple of years back, revealed that our core customers are in the age group of 18-24 years. Hence the brand refresh was necessitated. The multi-colored BPL Mobile logo and the “get in the loop” brand refresh campaign symbolized the company's revitalized brand image, adding a spanking new feel to the brand. There was a conscious decision to reposition ourselves and connect to the youth in Mumbai. Now that we have achieved it, changing the name to Loop Mobile was the next thing. It is a logical transition of our communication strategy.

We believe that our superior network, unmatched customer service and innovative value-added services will get the customers in the loop.

Mumbai being overcrowded with operators, how do you plan to increase your subscriber base here? What is your market strategy?
We already have 2.16 mn customers in Mumbai. Going forward we will concentrate on our brand new NGIP network and innovative VAS services to break through the clutter and target the micro segments of the market by delivering customized and value-enhancing products. A host of VAS are planned for our customer base.

How much have you spent in network upgradation? What are the future plans in this regard?
We have successfully completed our Rs 300 cr network expansion plan. Last year, Loop Mobile had awarded the contract to Huawei Technologies for rapid augmentation of their existing capacities. The expansion has seen the existing network strengthen and to offer the best uninterrupted service with the latest state-of-art Next Generation Internet Protocol (NGIP) network to double the capacity and Enhanced Data rates for GSM Evolution(EDGE) technology. Huawei has also created all-IP Next Generation Network infrastructure for Loop Mobile. We now have over 1,500 cell sites and rapidly expanding.

What are the challenges you are facing?
Meeting customer's demand while continuing to focus on business viability is the key challenge today.

With a number of greenfield operators entering the market, how do you think the market will evolve in the country? Do you anticipate a serious price war?
Competition is always good since it keeps us focused on serving the customers. It also forces the company to innovate and find new ways of creating value for the customers and reducing the cost to serve. The coming years would see a lot of impetus on innovative and evolved VAS for customers.

Gagandeep Kaur
gagandeepk@cybermedia.co.in