MTS (Mobile TeleSystems) is among the top ten global mobile phone operators in and one of the 100 most powerful brands in the world. This brand entered the Indian telecom space in December 2000 as joint venture between Sistema of Russia and the Shyam Group of India.
In India MTS operates in 22 telecom circles and caters to more than 16 million wireless subscribers. MTS is a pure-play CDMA operator and dongle market leader among CDMA and 3G operators in Kerala, Delhi, Rajasthan and Tamil Nadu. It is the only operator in India to have upgraded its software, hardware and network in the Rev B Phase II technology to launch 3G-plus telecom network.
The MTS India subscriber can experience with MBlaze Ultra – the next avatar of MBlaze Hi-Tech dongle . It provides data speeds of up to 9.8 Mbps to subscribers. MBlaze is the company’s most successful dongle that offers high-speed mobile broadband service to more than 1.7 million subscribers.
MTS India predominately offers services in the area of voice and data. Some of the best-known services are MTS TV, LIVE TV and Video on demand service. MTS also offers VAS services, like games on demand, movies, songs and devotional service. To offer its subscribers movies they have partnered with Hungama. MTS has also forayed in the smartphone business by tying up with MicroMax and ZTE to increase the 3G penetration in India.
MTS India is known for its inventive advertisement campaigns like MTS’ Born for the Internet Campaign, “Change is Near”. To attract young subscribers it signed on Shraddha Sharma the young YouTube singing sensation and famous cricket blogger ‘Fake IPL Player’,Anupam Mukerji to recommend its broadband services ‘MBlaze’. It recently launched a campaign “It’s all about me” campaign for introducing Micromax Canvas Blaze, a smartphone preloaded with MBlaze.
These initiatives have helped in reaching out to new subscribers in the circle the company is operating. The fifth anniversary (26th March 2014)of the company’s operations in India was celebrated by offering free MBlaze ultra dongle + 10 GB data to all babies born on that day.
Most of MTS India revenues come from data services. The rest of its revenues (30-33 percent) come from non-voice services. To further increase revenues from data services the company has launched IP-based remote surveillance app. Also it is exploring options to create new revenue streams from cloud offerings.
Indian subscribers rely more on OTT (over-the-top) services for message and voice many telecom operator are losing out on voice and SMS revenues. This reliance has minimal effect on MTS India. To capitalize on the OTT trend the MTS India which is strong in data services has tied-up up with Google and Yahoo for OTT services .
One of the challenges the company faces is price wars. The company is facing tough completion from open market GSM dongles. These operators are providing1 GB of usage for Rs 150. MTS India provides 1 GB data for Rs. 250 as the cost attached to the dongle is a little high. Another challenge is increasing the post-paid subscriber base as revenue from the post-paid services is low compared to prepaid services.
MTS India is committed to offering exceptional high quality service to its subscribers. Its increasing subscriber base and recent ranking as 82nd most valuable brand in the world by Millward Brown is testimony to this.
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