Ways to use 4G data while paying 3G rates

Ways to use 4G data while paying 3G rates

With mobile companies offering faster 4G data service at 3G rates, many customers are shifting to the newer technology. After all, who does not want more speed at the same price? But here’s a catch — faster speed means quicker usage of data packs.

However, just because 4G consumes more data, one does not have to stick with 3G to save on data consumption. Checking emails, sending and receiving messages over WhatsApp, checking Facebook and Twitter doesn’t eat much of your data. Usually, streaming media services like videos and games dries up a large chunk of data.

If you can change settings of your apps and proactively manage their data consumption, you can reduce your 4G bill. For example, if you go to YouTube app’s settings, you can choose to stream HD videos only when the phone is connected to Wi-Fi. Similarly, in video conference apps such as Skype, you can opt for lower quality video.Read more.

Airtel strikes gold with 4G girl Sasha Chetri

Sasha Chettri, Airtel’s 4G girl, is the ad world’s newest poster girl. Chettri has gone viral on social media, ever since Airtel kicked off its 4G campaign last July, and, in the process, has delivered for brand Airtel what no other campaign has - high recall value. With her unconventional and provocative approach, 21-year-old Chettri has firmly put brand Airtel on the country’s 4G landscape.

Today, 4G in India means Airtel just the way years ago Coca-Cola staked claim on the entire soft drinks category through its Thanda Matlab Coca-Cola campaign with Aamir Khan.

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Given that the next generation of mobile broadband, or 4G, is about speed, the television commercial showing two girls racing their phones on a terrace in Lucknow was an unusual way to break the clutter on television. Given that other telcos have not come up with such high-decibel campaigns, Chettri has become a shorthand for 4G as a category.

In advertising parlance, the success of a campaign is measured through top-of-the-mind awareness and Chettri has helped Airtel increase this score by 13 per cent compared to other campaigns such as Har Ek Friend Zaroori Hota Hai.

It isn't just the brand recall value that has shot up, Airtel's revenue market-share touched a six-year high of 31.4 per cent in December 2015. In the five key data markets - Mumbai, Delhi, Karnataka, Tamil Nadu and Kerala - Airtel increased its marketshare by 140 basis points in the nine months ending December 2015. According to CLSA, Airtel is upping the ante on data offerings. On the ground, Bharti Airtel has stepped up its 4G data offering through a slew of industry firsts on product as well as distribution. The company has deployed long-term evolution, or LTE, using carrier aggregation in Kerala, enabling speeds of up to 135mbps on its 4G network.

The campaign has many firsts to its credit. For starters, Airtel went with an unknown face to launch a big shift in broadband technology and secondly, it showed the gumption to use a young woman for this.

Explains Chettri, “In India, women are still used to endorsing soaps and shampoos but not technology as stereotypes still exist.” Agnello Dias, chairman and co-founder of Taproot, the agency behind the campaign, says: “Sasha is right and she is both loved and trolled at the same time for breaking stereotypes, but there is little doubt that the campaign has embedded Airtel's ownership of 4G in the public consciousness. While the campaign has resonated strongly right through several SECs, it has allowed the brand to own 4G like no one else.”Read More.

Vodafone launches 4G in Mumbai on 1,800 Mhz

Vodafone, country's second largest telecom operator, launched its fourth generation broadband services in Mumbai. The service was unveiled by chief minister Devendra Phadnavis, a Vodafone customer himself. The company launches its services months after Bharti Airtellaunched its 4G services across 300 towns in India.

At the launch, Chief Minister Phadnavis said mobile was a key aspect of its JAM trinity (Jandhan, Aadhaar, Mobile) which was transforming governance. He said that he would have liked if Vodafone had launched 4G in Mumbai first as it was the commercial capital of the country.

The 4G era: Will it change the game for media firms?

The data party just began. Earlier this month, Vodafone launched its 4Gservice in Kerala. This Sunday, Mukesh Ambani-controlled Reliance Industries launched Lyf, its 4G-enabled phone, and its Jio 4G services - only for employees currently. A full commercial launch is due in end March or early April 2016. Just before Jio, came Idea. Airtel and Aircel have already launched their 4G services.

4G, or LTE as it is called globally, compresses huge amounts of data making it easier to transport it over the airwaves. This means “better speeds and, therefore, more video consumption. And anything that pushes up video consumption is good for us,” says Sudhanshu Vats, group CEO, Viacom18 Media.

That is an understatement. 4G, say analysts, is the single biggest game changer in the Rs 100,000-crore market for media and entertainment in India. Largely because it could trigger massive consumption of mobile video, expanding the market for everything - from films and music to newspapers and TV shows. And because it brings the big boys, the telecom and broadband network operators, back into the media game.