AirtelFollowing the Re 1 video download service, Airtel has launched a Re 1 Entertainment store that offers mobile content including music, videos, games and photos. Consumers will also be able to get internet browsing offers at Re 1 from this store.

To access the services, Airtel mobile customers can dial 56789 from their phones or log on to http://one.airtellive.com.

The company claims that the store is compatible with over 5,500 mobile devices including feature phones and offers 3,00,000+ content including videos, games, songs and photos across languages and genres. It also claims to offer news update links from over 60 newspapers in 11 languages.

Consumers can access Facebook, Yahoomail, Twitter and Linkedin direct links through one-day mobile internet packs with 3MB of data bundled.  Charges post 3MB will be applicable as per Volume Based Charges or data packs. If data pack is activated, the customer is sent to the respective WAP site on activation. The customer is also sent a SMS with direct link for future reference.

Pushing for mobile internet: Driven by an increase in its mobile data customers, Airtel has been making serious tariff changes with the hope to push for more mobile internet usage among subscribers. It is worth noting that Bharti Airtel had recently partnered with Google to launch Free Zone service that will offer Airtel subscribers with free access to Google services such as Google Search, feature phone friendly version of Gmail and Google Plus. It seems that the Google services have not been included under the Re 1 Entertainment store due to this partnership that was signed earlier this year.

In June 2013, Airtel had reduced the Volume Based Charges (VBC) on 2G data recharge vouchers of three denominations to 1 paisa per 10 KB from existing 10 paisa per 10 KB to increase the usage of mobile Internet among its subscribers. These include recharge vouchers worth Rs 22 (125 MB free data), Rs 25 (150MB free data) and Rs 125 (1 GB free data). The company had also extended the validity of these vouchers, following which Rs 22 and Rs 25 voucher will offer 30 days validity and Rs 125 voucher will offer 90 days validity.

Further in the same month, Airtel had also reduced its 4G tariff for prepay and postpay customers in  Bangalore, Kolkata, Pune and Chandigarh, lower than its 3G tariffs. Airtel’s new 4G data plans are available at a starting price of Rs 450 per month for 2GB of 4G data. Other monthly 4G plans include 3GB for Rs 650, 4GB for Rs 750, 10GB for Rs 999, 12GB for Rs 1299, 15GB for Rs 1449, 25GB for Rs 2049, 45GB for Rs 2999, and 80GB for Rs 4799.  However, the speed of the 4G connection has been reduced to 10Mbps.

It would make a lot of sense of Airtel to offer Re1 services with better internet speed considering that higher speeds would offer better user experience while accessing videos and songs over the mobile phone.