In the August of 2008, I then made the case, for Reliance Communications it made more sense to switch Voice / 2G Customers to GSM Network when it acquired 1800MHz Spectrum. However, the Anil Ambani managed company after 4 years has realized this and in its new strategy, CEO of Wireless Business, Mr Gurdeep Singh Revealed to GS Analysts that
RCOM has started migrating its CDMA voice subs to GSM and is focusing on freeing the CDMA network to use it only for data – both dongles and Smartphones. That way the company wants to efficiently utilize the CDMA spectrum and avoid cannibalization on voice between its CDMA and GSM networks. RCOM intends to bundle branded CDMA Smartphones.
Till now, RCOM has initiated market facing corrections like raising tariffs, improving relationships with retailers and streamlining organization. Going forward the company intends to re-harmonize its platforms to be future ready for data uptake and focus on educated retail stores which will help consumers on data offerings.
With mobile number portability it will be an easy task for reliance customers to switch from one network to the other. Mr. Gurdeep Singh also revealed RCom’s Wireless Business Strategy as,
Gaining incremental market share
Optimizing its network
Improving customer experience, particularly for data customers
Optimizing cost structure and
Improving branding.
RCom shifts the Business Mantra to Customer Centric as Mr. Singh said,
RCOM intends to charge differential rates from different consumers by offering them better services like dedicated network/call-centers etc. RCOM also intends to target the high-end postpaid/enterprise base in Metros very aggressively.
Reliance is surely gearing for the Wireless Data battle that will unfold with Infotel Broadband stepping into the market.