It took more than half a decade for two cellular operators in Gujarat to add services, which they could have done years ago. And it took AirTel to give them the nod to satisfy the customer’s needs. It is this lust for staying ahead in the competition that Idea – the Tata, AT&T, Birla joint venture – has now started using the bread and butter instrument – mobile phones – to pay their own bills. Launched from September 3, this service will be extended to areas where electronic debit clearance facilities of the banks are available and currently it is operational in Ahmedabad, Gandhinagar, Baroda and Surat. The customers have to fill up a simple form and get it attested from their banker. Once activated, just SMS PAYIDEA to a specified number and the amount gets automatically debited from the bank account. Sukanta Dey, COO of Idea Cellular said that the launch, for the first time in India, will revolutionize the way bills are paid. “Gradually the billing will be extended to other services as well,” he said during the launch. Dey emphasized that cheques and cash to pay utility bills will no longer be in operation and mobiles will be the key instrument for payments. Without bothering a possible threat of Birlas withdrawing and the interest of the Tatas in the WiLL and fixed phone lines in Gujarat, Idea Cellular will infuse more funds into the Gujarat circle. “We have already crossed 2 lakh customers and the rising competition compels us to make provision for expansion,” Dey said. 

Idea will also have Schlumberger BSCS billing system and will also open more customer care centers, especially at small centers where mobile penetration is new. Idea claimed that it has the largest highway coverage in Gujarat – 1550 kilometers and said that it has received more calls for new connections in the last two months than ever before. But with BSNL also entering the fray within a month, four players will compete for the lucrative Gujarat circle that has shown no signs of stagnation.

(CNS)