Within weeks of launching its service in India, Uninor has introduced a radically new concept of ‘dynamic pricing’ that is likely to set a new trend in the pricing of mobile services in India. Branded as ‘24X7 Badalta Discount Plan (DP)’,it will offer customers changing discounts on their calls based on traffic on the network. The discounts will change with location and with time, with each cellphone tower broadcasting a different discount. At the same location, the discount will change on an hourly basis.
By putting customers in control of costs, with 24X7 changing discount rates, this could very well change the tariff structure in Indian telecom. Under the ‘24X7 Badalta Discount Plan (DP)’, customers will be able to avail a discount on their calls that ranges from 5% to as much as 60%, depending on their location and time at which they call.
This discount will be applicable on a standard base call rate of 50 paisa per minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This means a 1-minute call could cost as low as 20 paisa and never more than 50 paisa. The service is being launched simultaneously in the three telecom circles of Andhra Pradesh, Tamil Nadu and Karnataka.
The plan can be activated by a customer by simply walking up to the nearest a retail shop. The plan will be subsequently extended to other circles where Uninor services are present.
The discount available at any given time will be visible at all times on the screens of handsets that display cell broadcast. The discount visible on the screen at the time a customer calls will be the applicable discount for the call. When the call ends, a flash will appear on the phone screen indicating the actual discounted cost of the call.