'Airtel Zero' breaching net neutrality?

NEW DELHI: Telecom firm Bharti Airtel has announced the launch of ‘Airtel Zero’ – an open marketing platform that will allow customers to access mobile applications at zero data charges.

However, industry experts believe that the plan is for few apps and not for all and this breaches net neutrality. Net neutrality is a term used to describe that internet service providers and the government should treat all data on internet equally, irrespective of content, users, applications etc.

Akin to the established concept of toll-free voice calling, ‘Airtel Zero’ will allow everyone from big marketers to small-time application developers to make parts or their entire mobile app free for customers – thus reviving interest of dormant customers, attracting new potential users and increasing retention, a release said.

The platform will be a big win for customers as it will allow them to access their favourite mobile applications at no data charges, and also encourage them to try out new applications.

"Specifically, ‘Airtel Zero’ can work as a highly efficient marketing mechanism for small developers or startup shops that face budget constraints towards driving promotions and app downloads,” the company claimed.

“The results of our pilot program indicate that ‘Airtel Zero’ can deliver the same results as traditional digital marketing channels at 1/3rd the cost – thus underscoring the immense value it can deliver for developers across. Following an extremely successful pilot phase, we are seeing a lot of interest from businesses across the board (including several small startup firms), and expect a large number of applications to sign on.

We invite all application developers to register their interest in ‘Airtel Zero’ and see the compelling reach it can deliver to Airtel’s 200 million plus customers across India,” said Srini Gopalan, Director--Consumer Business, Bharti Airtel (India).