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India embraces Mobile Number Portability

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VoicenData Bureau
New Update

The long wait finally ends, India embraces MNP

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The long await finally ends, and Mobile Number Portability (MNP) is here all set for the customers. With MNP seeing the light of day, customers can now bid goodbye to their existing service provider and switch to any other player of your choice.

Prime Minister Manmohan Singh will formally announce a nationwide roll-out of the much-awaited service today. Due to technical reasons and lack of preparedness by operators, the service missed at least three deadlines last year. However, it was introduced in Haryana as a trial in November 2010.

The roll out the technology in Haryana saw one lakh users changing their operator ever since MNP was introduced in the state a month ago.

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The implementation of the technology might be giving a feel good factor for the customer whom may think that they are on cloud nine. However, like any other technology it too brings with itself few loop holes for both the customers as well as the operators.

As customers, one would be happy with the plan they are offered from their current service provider but they might not be happy with the customer service they provide and hence they want to opt for MNP and change a provider.

However before actually being wooed by a lower tariff plan, they actually need to have a through check with existing subscribers of the operator and about the service and network quality that he/she might be going in for.

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Moreover, the customer can change the operator without changing the number only within their current service area, which means subscribers cannot take their Delhi number to an operator in Mumbai. They can only change their operator within Delhi.

Looking at the market that is predominantly prepaid, it is believed that competition will foster innovation in products and pricing strategies. Further, operators will be forced to re-look at the levels of customer service. However, the impact will be different for prepaid and postpaid subscribers as 'subscriber-engagement' with a service provider is different for both.

Mobile operators such as Idea Cellular, Vodafone Essar, Uninor, Reliance Communications, Airtel, MTS, Uninor and Aircel are all geared to introduce the MNP to give a boost to their subscriber base.

Operators as well as the experts feel that the technology may not be a gamechanger of the future. However, many service providers have initiated the churning war along with trials to retain their customers.

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Idea Cellular, the first mobile operator to announce the upcoming MNP has already launched a Toll Free Number 1800-270-0000 to guide over 700 million mobile subscribers on various aspects and procedures of number portability, prior to the national launch of the service on January 20th, 2011. The company has also Idea continues to lead the industry in MNP communication through a series of new advertisements.

The company in a statement said"Idea is ready to enable the MNP on its network and has made substantial investment in network, technology and processes to allow mobile subscribers to switch network and move to Idea, post MNP. Idea has also launched an MNP helpline to guide mobile subscribers on various aspects and procedures of number portability. The mobile users across all 22 circles can call up the toll-free number and register their requests for porting on the Idea network".

Meanwhile, Vodafone Essar has set up a customer care cell to get in touch with subscribers opting out of their system. The operator also recently launched an advertising campaign talking about how everyone is welcome to their networks.

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Whereas, emerging players Loop Mobile is trying to attract customers with a service guarantee they have decided to compensate their subscribers for every call drop.Loop Mobile spokesperson. says “This does not mean that we have not stopped bringing a superior network. In case of any call drop, a subscriber has to send an SMS NC to 50800 (postpaid) / 50505 (prepaid) and get their money back.”

MTS is looking to lure GSM subscribers to its network by offering subsidized rates for CDMA handsets and EMIs on smart phones. The company is also expected to launch a whole slew of an offer of offering half a paisa per second plan along with other freebies in the form of value-added service.

Vsevolod Rozanov, President and CEO, Sistema Shyam Teleservices Ltd says"at MTS, over the next few days, we are launching a slew of innovative offerings for migrating GSM and CDMA mobile customers across India. We are confident that all these migrating pre-paid and post paid customers, will find all our offers extremely appealing”.

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Olav Sande EVP Western Circle, Uninor, says, “We are ready and eager. In Dynamic Pricing, we have a product that stands apart from anything else out there in the market. MNP will now allow prepaid subscribers to get the benefits of upto 60% location and time based discounts on their calls by moving to Uninor”.

Mahesh Prasad, President, Marketing (WirelessBusiness) says"Customers will ask before choosing any operator : Does it have a right product/services/ tariffs/ customer service/network/ nd /VAS/ brand image.. If one operator has not got this right then the customer will now have freedom to switch to that operator rather than continuing with the existing operator. Our service is unmatched. We have pan India network. We welcome every customer who is looking for a choice to come to Reliance".

Public sector BSNL is also eyeing major gains in its subscriber base following the introduction technology. The operator is not charging any MNP or new subscriber identity module (SIM) fee from potential subscribers and additionally giving Rs 100 free talk value.Meanwhile, BSNL had been gearing up for MNP and is optimising its Base Transceiver Station (BTS) for seamless service.

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So, to know whether MNP may be a gamechanger or not we at least need to wait for six more months. However, if Haryana is any indication the technology seems to have a bright future.

ritus@cybermedia.co.in

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