Spectrum Auctions Underway, Radiowaves Valued at Rs 3.92 Lakh Crore Up for Bidding

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Spectrum auction in India began on Monday, with 2,251.25 megahertz (MHz) radiowaves valued at Rs 3.92 lakh crore up for bidding. The auction entailing seven frequency bands for mobile services 700 MHz, 800 MHz, 900 MHz, 1800 MHz, 2100 MHz, 2300 MHz and 2500 MHz bands is currently underway, industry sources said.

The current auction does not include frequencies in 3,300-3,600 Mhz bands that were identified for 5G services, which will happen later. Successful bidders can pay entire bid amount in one go (upfront), or exercise an option to pay a certain amount (25 per cent for spectrum won in 700 MHz, 800 MHz, 900 MHz bands or 50 per cent for spectrum won in 1800 MHz, 2100 MHz, 2300 MHz, 2500 MHz bands) upfront with the remaining amount in a maximum up to 16 EMIs, after a moratorium of two years.

Spectrum will be offered for assignment for a validity period of 20 years. Reliance Jio, Bharti Airtel and Vodafone Idea had submitted a total earnest money deposit (EMD) of Rs 13,475 crore for the spectrum auctions. India’s largest telecom company Reliance Jio with a networth of Rs 1.79 lakh crore had submitted EMD of Rs 10,000 crore for the auctions, the highest among the three private telcos. Market watchers had said that Jio’s EMD amount indicated its healthy appetite for spectrum in the auctions, particularly on the back of its swelling subscriber base.

Bharti Airtel with a networth of Rs 71,303 crore has submitted EMD of Rs 3,000 crore and Vodafone Idea with a negative networth of Rs 43,474 crore has submitted EMD of Rs 475 crore. Analysts expect the auctions this time to be a low-key affair, and see bids in the range of Rs 30,000 crore-Rs 50,000 crore for the radiowaves valued at around Rs 3.92 lakh crore at base price.

Some experts believe that spectrum auction in India has turned into a buyer’s market and may see “minimal competition” with operators going after airwaves that yield the best value for money instead of focusing on renewing all expiring spectrum.



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Airtel Looks To Leverage 320 Million Users For The New Made For India Airtel Ads Platform

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Bharti Airtel has announced a Made For India advertising platform called Airtel Ads that would allow brands to target customers with relevant advertisements and for customers to get hyper-targeted offers and more. This official release comes after the beta testing of the Airtel Ads platform, which saw more than 100 brands join the platform, with more than 8 billion impressions per months and more than Rs 100 crore in annualized revenue. Airtel will leverage platforms such as the Airtel direct to home (DTH) TV service, Airtel Thanks app, Airtel Xstream and Wynk Music, as well as the Airtel retail points. Airtel insists that the homegrown Airtel Ads is built for India and will be monitoring ad experiences to notice when a customer drops off, indicating that the ad delivery mechanism needs rework. At this time, Airtel has 320 million users in India, across the services they offer, including prepaid and postpaid mobile, Xstream broadband and DTH TV.

Airtel insists that the user data never leaves their ecosystem when the ads are delivered to users. Secondly, Airtel says that when the consumer engages with an advertisement on the Airtel Ads platform, all the user data remains private and secure and is not shared with any intermediaries. Also, Bharti Airtel says they will only work with brands that don’t offer family safe and child friendly content for advertising, across their platforms. What will be the focus ad delivery mediums for Airtel Ads? Airtel Ads will leverage their own apps and services including the Wynk music streaming app, the Airtel Thanks app and Airtel Xstream video streaming apps, as well as the Airtel DTH platform and the retail points at a market near you. Airtel believes that the real-world test they undertook last year with HDFC Bank at these stores translated into as many as 35,000 units per day sales for a unique life insurance pack priced at Re1 per day that were bundled with the Airtel prepaid recharge options.

Can Airtel Ads be disabled? Yes, there is an opt out feature across platforms allowing you to opt out of personalized ad suggestions. At this time, Airtel says they are working on a centralized toggle system to turn these ads on or off, but even now, the option is available across platforms.

The Indian Advertising Industry was worth $10 billion in the year 2020 and will be worth as much as $19 billion by the year 2025, according to the Digital Advertising In India 2020 report by the Dentsu Aegis Network. Of this, the share of the digital advertising specifically was $2 billion in 2020 while that is expected to grow to $8 billion by the year 2025. For Airtel Ads, there are more than 100 brands that are already using the platform including Pepsi, Zomato, Myntra, YouTube, SBI Card, CRED, Vahan, Lenskart.com, Unilever and Tata AIG.

Airtel has the highest mobile average revenue per user (ARPU) of Rs 166 per month and says that the average monthly data usage per customer is as high as 16.8GB, across the network. There are more than 17 million homes that are connected with the Airtel DTH service. The Airtel mobile network handles more than 3 billion calls every day while more than 55% of Airtel users make online transactions, with these totaling up to as much as Rs 5 billion worth of daily transactions including on the Airtel Payments Bank and Mitra platforms.



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