Airtel

Our Intellectual Capital consists of our strong brand, highly experienced people, world - class technology and robust processes and systems. The intellectual capital underpins our vision to ‘win customers for life’. We consistently strive to innovate with new offerings, technologies and accessibility to bring brilliant customer experience in an evolving industry landscape.

Brand Airtel: Innovative, Bold & Honest

Brand ‘Airtel’ stands for its bold & audacious communication approach and yet at the same time being honest & transparent with its customers. The brand has always been known for its industry first initiatives like Open network, wherein we opened our network information to customer’s scrutiny & in turn established a stronger connect with them. During the last year, we also strengthened our innovation & category leader credentials with initiatives like “Postpaid Promise” – wherein we redefined the postpaid category, “Launch of Airtel TV” in OTT space & campaigns like “Sab Kuch Try Karo, Phir Sahi

Chuno” (Try everything and choose what is right for you). These campaigns have helped us to further fortify the ‘Airtel’ brand which is reflected with highest-ever scores# on key brand metrics of Saliency and Consideration.

6.6%

Salience - Y-o-Y increase as per March 2018 exit scores

5.8%

Consideration - Y-o-Y increase as per March 2018 exit scores

The strength of brand ‘Airtel’ was further demonstrated by the fact that Airtel was declared India’s second largest brand in terms of brand valuation i.e. $10.2 Bn by Kantar Milwardbrown 2017 report*. Not only this, for our various campaigns across different media and consumer segments, the brand received many awards and accolades.

Recognition of our brand initiatives

*Source: www.millwardbrown.com/brandz/top-indian-brands/2017

#Data collected by Market Research agency - Ipsos Research Private Limited

Digital Innovation

The digital sphere is the new norm that businesses today cannot overlook. At Airtel, digital innovation across our operations has been essential in helping us stay ahead of the curve and deliver value to our customers. Our digital innovation team develops quality services that focus on creating better experiences for our customers

Project Next

Airtel’s ‘Project Next’ is a digital innovation program aimed at transforming customer experience. A bouquet of digital innovative services under this project is expected to enrich Airtel’s customer experience. Some of the services introduced were:

Next-Gen Airtel Stores: Highly interactive customer relationship centres with digital screen, touch screen table top and entertainment hub.

Online Store: Launched in October 2017, Airtel’s online store www.airtel.in/onlinestore offers a range of premium smartphones with affordable down payment, instant credit verification and financing and bundled monthly plans.

Airtel Secure: As a key differentiator from the market, Airtel launched handset damage protection as an additional service for the postpaid customers.

Airtel Postpaid Promise: A first of its kind ‘Data Rollover’ feature for postpaid customers to carry forward unused data to next billing cycle.

MyAirtel App: An updated version with exciting new features for better customer experience was launched.

Project Leap

With a total investment of H 600,000 Mn, Project Leap was introduced in 2015 to help Airtel emerge as the most preferred smartphone network in India.

5G

At Airtel, we have always believed in pioneering innovation for our customers. To empower our customers with next generation of mobile internet connectivity, offering faster speeds and more reliable connections on smartphone, we have already conducted trial for India’s first 5G network.

Strategic Partnerships

At Airtel we have always believed in the philosophy of ‘win customers for life.’ Anticipating future market trends, we entered into several strategic partnerships to enrich our service offerings.

Exclusive Online Content

Digitization continues to gain traction with technology reshaping the consumer experience. With people increasingly consuming more content, we have partnered with leading online content providers to bring our customers closer to best of content across different genres. Our partnership with Hotstar, Amazon and ALT Balaji are first-of-its kind partnerships in the industry, that have helped us strengthen our competitiveness.

Expanding Smartphone Reach

Mera Pehla Smartphone

Other Technology Partnerships

Technology continues to play a critical role in a dynamic industry like ours. Airtel partnered with SK Telecom, Symantec Corp, OneWeb, Airbus, Delta and Huawei etc. to leverage their technical excellence and integrate the same into its product portfolio. Some of these partnerships have helped

create a stronger security platform amidst the evolving digital landscape:

Enhanced cyber security

To serve the growing cyber security requirements, Airtel’s partnership with Symantec Corp makes it an exclusive Cyber Security Services partner for Symantec in India and aims to leverage Airtel’s strength in India’s Business to Business (B2B) segment by helping them address the challenges of the Cloud Generation with Symantec’s innovative Integrated Cyber Defense Platform.

Telecom Infra Project (TIP) Community Lab

Airtel announced the launch of India’s first Telecom Infra Project (TIP) Community Lab. Airtel is among the early members of TIP – a global initiative founded by Facebook, Deutsche Telekom, Intel, Nokia and SK Telecom to create a new approach for building and deploying telecom network infrastructure.

Massive MIMO

An industry first approach aligned to Project Leap, Massive Multiple-Input Multiple-Output (MIMO) technology in partnership with Huawei Telecommunications is aimed to expand our existing network capacity and enhance user experience.

Highly skilled and experienced workforce

We believe in empowering our employees by building a culture of excellence in our operating environment. Our business sustainability is built upon our experienced, engaged, skilled and talented workforce. Our in-house researchers, technologists, engineers and innovators act as ‘think tanks’ and deliver relentlessly to help Airtel create long term value for its stakeholders.

381

Digital Talent base as on March 31, 2018

2017-18

Integrated Report

Statutory Reports

Financial Statements

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Intellectual Capital