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BHARTI Airtel has roped in about 100 companies including Infosys, Indiagames, Mobile2Win, Versa, Symbiotic, Pyro, Hungama and OnMobile amongst others on its service development platform (SDP), which has now become completely operational. Bharti along with IBM had invested about $100 million over the last two years to build this platform.
Bharti's SDP, which is the firstof-its-kind in India and perhaps even globally will work as follows: This platform will allow these 100-plus companies to develop and offer services related to content, messaging and applications to all Airtel customers across services such as mobile, landline, broadband services or DTH service. Bharti Airtel's director, technology and customer service Jai Menon told ET that the telco expected over 1000 companies from India and abroad, which includes individual developers, to partner its SDP by 2010.
"Any company that develops Value Added Service (VAS) or interactive application can plug their solutions into the SDP. For these companies, the time to market is reduced significantly — by up to 90%. They can now offer their products and services to Airtel customers in such a short time," Mr Menon explained. On Wednesday, Bharti Airtel had announced a deal with Infosys Technologies Ltd where the latter offer interactive services for the telco's recently launched DTH services. 'Infosys will plug into to the SDP to offer all interactive applications to our DTH customers — this deal marks the last leg of the SDP platform," Mr Menon added.
According to Bharti Airtel's president (mobility) Sanjay Kapoor, the SDP could help the telco uniquely channel advertisements to its 80 million subscribers. "For instance, if a customer were to download a song, he will get ads on his mobile screen that are related to it. Similarly, the SDP keeps tracks of all his preferences and therefore the ads will be very specific. We can go down minute details such as ads that are specific to the customer's geography, the time of the day etc," Mr Kapoor explained.
WHAT IS SDP?
Airtel's service delivery platform (SDP) is one into which any company can plug in and offer services related to content, messaging and application to all of Airtel's customers—mobile, landline or broadband services
"Any company that develops Value Added Service (VAS) or interactive application can plug their solutions into the SDP. For these companies, the time to market is reduced significantly — by up to 90%. They can now offer their products and services to Airtel customers in such a short time," Mr Menon explained. On Wednesday, Bharti Airtel had announced a deal with Infosys Technologies Ltd where the latter offer interactive services for the telco's recently launched DTH services. 'Infosys will plug into to the SDP to offer all interactive applications to our DTH customers — this deal marks the last leg of the SDP platform," Mr Menon added.
According to Bharti Airtel's president (mobility) Sanjay Kapoor, the SDP could help the telco uniquely channel advertisements to its 80 million subscribers. "For instance, if a customer were to download a song, he will get ads on his mobile screen that are related to it. Similarly, the SDP keeps tracks of all his preferences and therefore the ads will be very specific. We can go down minute details such as ads that are specific to the customer's geography, the time of the day etc," Mr Kapoor explained.
WHAT IS SDP?
Airtel's service delivery platform (SDP) is one into which any company can plug in and offer services related to content, messaging and application to all of Airtel's customers—mobile, landline or broadband services
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