As more and more telecom operators envisage becoming experience providers – digital enablement holds the big key to succeed. Keeping this thought in mind, Telenor is engaged in a number of initiatives directed towards getting digitally engaged with its customer base.
KC Narendran, Circle Business Head, UP East, Telenor speaks with Zia Askari from TelecomDrive.com about the company’s performance in UP East circle how it is looking at achieving bigger growth.
What has been UP East performance for the past year and its contribution to the overall operations of Telenor India??
UP East is one the largest and best performing circles within Telenor India. Telenor has consistently gained market share in the circle with respect to other operators over the last one year. Currently we are the no. 3 operator in customer market share with over 13.3% of total subscribers in the circle.On revenue market share we are no. 4.
Please share your growth drivers and strategies adopted in the circle?
Telenor has established itself in the market as the most affordable operator that offers more value on every transaction done. To reinforce and gain market share we have worked on a three pillar strategy of being best in basic services, best in mass market distribution and being highly efficient in our operations.
We have innovated on product as well as technology and retail distribution side to create our leadership position in the market. As demand for data services increases, we are modernizing our network to deliver high speed Internet services to our customers.
Please share with us details about developments on the recent initiatives undertaken by Telenor India in the circle?
Telenor has always believed in offering more value to its customers. Last year, the company launched a free life insurance programme that extends the benefit of insurance to the mass market customers without charging any premium from them. The scheme called ‘Telenor Suraksha’ has witnessed more than 5.6 million customers enrolling themselves in the circle.Telenor has also extended the benefit to all its channel partners and retailers as well as the retail sales executives.
Telenor has also modernized 30% of its existing network sites to deliver high speed internet and enhanced voice experience to its customers in the circle.
What are your revenue targets and user base in the circle?
Telenor India does not comment revenue targets. Our customer base in the circle is currently at 12.3 million, which is the third highest amongst all operators in UP East.
What are the challenges you face in this circle?
UP East circle has one of the highest population density in the country. It is one of the most competitive telecom market within the country. Our endeavor has been to be loved by our customer by being available close to them and offer relevant services at affordable price.
How does Telenor look at embracing digital transformation in this circle?
Telenor aims to become the preferred partner in the customer’s digital journey. Last year we started a modernization programme to make our network future ready. We have already swapped over 30% sites with new equipment that is spectrally more efficient and reduces power consumption by up to 20%.
At these sites we have deployed Lean GSM that increases coverage, improves voice quality and Internet speeds by using the same resources. All this delivers a better network experience for the customers as he embraces new services on a digital network.
What are some of innovative initiatives that Telenor is taking to drive greater adoption in this circle?
Telenor UP East has kept its focus of being extremely relevant as a mass-market telecom operator. We have over 400 exclusive Telenor branded stores in the circle. Out of these more than 60% are in rural areas. To spread awareness around mobile and digital services, some of the stores have been converted into Grahak Shiksha Kendras (GSK or customer education hubs).
These GSKs educate customers on Internet and the offers theproducts that are most relevant to them. Customers also get an opportunity to experience free Wi-Fi services at these specially designed stores. Also Telenor offers free Internet trials to its subscriberson anew and upgraded network.