Telecom operator Aircel and domestic smartphone maker Micromax have entered into a strategic partnership where they will share their retail networks, sales resources and run an integrated device sales activation programme to drive data usage.
Under the deal, Micromax handsets would come with bundled offer of low call rates, free Internet usage and contents like video, songs, game for the first three months from Aircel.
"Our objective is to churn customers from other networks under this offer. In the last two months, we have been leading market in terms of new customer acquisition. We expect to acquire 4-5 lakh device users every month from this arrangement," Aircel's Chief Marketing Officer Anupam Vasudev said while announcing the agreement.
Aircel will charge local calls at the rate of 1 paisa for every 2 seconds and STD calls at the rate of 1 paisa per second from new customers of Micromax devices.
Micromax 3G smartphones buyers will get 2GB of internet usage free every month for first three months while for Micromax 2G phones buyers the free web usage would be 1 GB on 2G and 3G network.
"We will offer free 3G data services to customers only in 13 circles where we have 3G networks for rest it will be 2G network. In 3G circles, we will also offer free 3G data speed from 6 am to 9 am for customers experience 3G services," Aircel Vice President for Data and Devices, Sunil K said.
"Average 3G data usage per month in 650 MB but we are giving 2GB data on 3G network which is more than three times than the average consumption," Sunil said.
In addition, Micromax phone buyers will get Rs 10,000 worth of content on mobile phones like videos, songs and access to an internet TV application, Popcorn TV free during the promotion period.
"The idea is to create long terms traction, bring in experience in to the play. From here on, device becomes an automatic choice for the customer. The SIM card or the connectivity becomes the default choice of customer," Micromax Business Director Vikas Jain said.
Micromax customers would not have to buy any recharge to activate services as Aircel's system will automatically identify new devices once SIM in placed in it and the offers will be transferred on to the customer's connection.
Buyers of Micromax 3G dongle's will also get 500 MB of internet usage free for three months.