Airtel debuts "One Touch Internet" for new Internet users

First-of-its-kind initiative aimed at simplifying internet services for millions of first-time users in India, Bharti Airtel has announced the launch of “One Touch Internet”. Airtel’s “One Touch Internet” is a WAP (Wireless Application Protocol) portal designed with a simple, secure and intuitive interface that will allow first-time users to discover the internet easily and help them overcome common perception barriers around the mobile data experience. Now available for prepaid mobile customers on Airtel – “One Touch Internet” will work as a single-point destination for uninitiated internet users to see-try-buy a host of popular services (including social networking, videos, online shopping and travel bookings) through free tutorial videos and trial packs – all with just one touch.

Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel, said, “The Indian telecom market has entered a phase of data-led growth. As data networks expand and internet-enabled devices become affordable – more and more Indians are getting online on their mobile devices. However, our market research has shown that there are millions of customers across the country who own an internet-ready mobile device and are keen on getting online, but are apprehensive due to reasons like lack of know-how and fear of incurring heavy data charges. Airtel’s ‘One Touch Internet’ will address these very customer challenges and play the crucial role of handholding first-time mobile users as they discover the internet.”

The rapid penetration of mobile telephony has played a pivotal role in transforming the socio economic growth in the countries world over, including India. According to estimates, India has over 220 million internet users today, of which about 59% get online over a mobile device. Projected to reach a whopping 385 million by 2017, the smartphone penetration in India is only growing stronger and contributing to a rapidly-increasing base of internet users, which is expected to more than double to 480 million by 2017.

To promote the launch of “One Touch Internet”, Airtel is also launching a full-blown 360° brand campaign. The insight for its Television Commercial (TVC) film comes from the brand’s core territory of enabling relationships, and evokes a strong emotional connect compelling viewers to teach someone how to discover the joys of the internet. The TVC will also be supported by a strong digital leg.