Enabling The Omnichannel Experience

Airtel is digitising its core businesses, mobility, broadband, DTH & B2B, making customer experience the cornerstone of a strategy that aims to build new digital businesses and revenue streams

Adarsh Nair CEO, Airtel Digital & Chief Product Officer, AirtelAS would be true for the telecom sector per se, Airtel had an interesting 2021. The telecom major stayed focused on a slew of activities and omnichannel emerged as the latest buzzword in customer experience. “Our focus is to digitise our core businesses, that is mobility, broadband, DTH and B2B and enable an omnichannel experience for our customers. Today, Airtel customers can switch seamlessly between online and offline channels for a consistent experience, wherever they are,” says Adarsh Nair, CEO, Airtel Digital & Chief Product Officer, Airtel.

The telecom major’s core businesses have helped extract four foundational platform strengths, as per Nair, which include network, data, payments and distribution. By leveraging these platforms, Airtel aims to build new digital businesses and revenue streams, some of which comprise the likes of Airtel IQ, Airtel Secure, and Airtel Ads.

“Airtel already has one of the biggest digital ecosystems in India with nearly 200 million MAU across its three platforms – Airtel Thanks, Wynk Music and Airtel Xstream. Our Mitra App for Airtel retailers is one of the largest platforms of its kind in India,” informs Nair.

Radical Escalation

Reflecting on the year so far, Nair agrees that the growth of digital services usage seen in the pandemic year continues to have repercussions that impact consumer behaviour and their expectations from their tech platforms.