Airtel eyes ARPU jump via Airtel Black postpaid plans

NEW DELHI: Bharti Airtel, India’s second largest telecom operator, has launched all-in-one plans, called Airtel Black to offer fiber, DTH and mobile services under one plan with single bill facility. The move is aimed at attracting high-paying customers and to drive average revenue per user (ARPU), a key performance metric for telecom firms.

“This is a postpaid offering. This will bring high value customers and will drive APRU. Customers are willing to pay for premium services…we could see some cost efficiencies in the long term but it is not the core driver rather ARPU is the main driver,” said Shashwat Sharma, chief marketing officer at Airtel.