Customers of Airtel Thanks will now get free, unlimited access to ZEE5’s premium content library as part of their exclusive benefits, the companies announced.
Airtel, like rival Reliance Jio, has been inching towards a bundled app ecosystem powered by content.
“Each of the telecom operators caters to a largely specific price conscious bracket. While there will be a dent to Jio’s ecosystem, these are customers who will continue to be vary about data privacy before signing up with services that will monetise their data even if it may be anonymized. This will now turn into a customer experience war between the telcos,” said Sanchit Vir Gogia, chief executive and chief analyst, Greyhound Research.
Telcos have already invested in content, TV, music ecosystem and the Jio deal will add to the pressure on forging new partnerships. Gogia added that Singtel, which holds 35% stake in Bharti Airtel, still has scope for more foreign direct investment infusion to fight the battle with Jio.
P.S.: To read a research report on the investments in Jio Platforms, click here.
Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global, Award-Winning, Technology & Innovation Research & Advisory firm. To read more about him, click here.
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