1. Customer expects fast connectivity in every nook and corner; not only in few patches. Customer experience is solely based on these two factors in telecom. Do not focus only on speed aspect as it does not differentiate us from competitors as Airtel is doing presently. So positioning should be such that

a) It connects with youth as Airtel does presentlyb) Enhanced user experiences due to fast speeds(like no more buffering of videos or enhanced

online gaming or no voice lags over VOIP)c) Great connectivity in every nook and corner. No network drops. Airtel can develop

differentiation in this aspect providing superb connectivity as it did in late 90’s and early 2000’s

2. Product/Service offering

Provide VAS content that works seamlessly across 2G, 3G and 4G network

Facilitate flow of Vas content like Games, music/video streaming, news and specific feeds platform like weather forecast, farm advice and mandi price for farmers, job alerts. Depending on net-neutrality policy released by govt. Airtel can develop collaborations with content providers (OTT) to facilitate easy availability of this content to its subscribers

2G Adaptable call plans both prepaid and postpaid and basic VAS like farmer info feeds and job alerts in rural areas

3G Adaptable call plans for prepaid and postpaid and focus on driving data usage through high quality content like gaming, music/video streaming

4G Focus on data plans, Customizable plans add 4g plan to MY PLAN and facilitating flow of content viz. gaming, music/video streaming, educational content (vocational and other) and VOIP services

3. Pricing strategy should be in sync with competitors. For calls no more low prices, Airtel should carry on with its recent strategy of increasing voice rates. Pricing of 4G for now should be same as 3G as consumers shall not be ready to pay extra for 4G just for speed sake. Get consumers onboard initially, give them a great experience and depending on how Reliance Jio and other competitors keep prices Airtel shall have to compete on pricing. Create a pull by offering price promotions like 10% extra data on moving to 4G. Serve and Sell. Create a great experience initially and then service will sell itself

4. Superior network is a great plus when Call drops are frustrating subscribers and Airtel should leverage its superior network to build customer loyalty and promote this differentiation through ads to widen subscriber base. Distribution network can come in handy by making those network agents as influencers, making people shift from 2G to 3G and 3G to 4G giving distributors trade promotions. Higher margins or some other trade incentive can be ensured for them. At airtel stores Develop experience kiosks where people can experience 4G speeds

As current 4G device penetration is very low, focus on shifting 2g, 3G customers to 4G customers by bundling 4G sims with 4G devices purchased. Develop tie-ups with e-commerce sites to add a channel to order 4G sim along with phone. Customer would not be hesitant to receive a free sim

with no hassle. Question can be asked them if they need a 4G sim or not. And if response is positive sim can be provided at doorstep along with phone and free data bundling. And no price bars, any phones. Or use devices that can be used in tandem with phones to provide 4G experience over wifi to people. Like in malls giving experiences to people. Develop tie-ups with OEM across price bands to bundle 4G sims and data

Reliance Jio has a great reach in south and west India So Airtel should also focus on building reach there. Develop tie-ups with OEM across price bands to bundle 4G sims and data

Creating as much pull as possible by providing experience to people making them feel deprived of high data and providing data promotions. Launch Diwlai schemes in November as Relaince will launch post that in december