Bharti Airtel has inked an exclusive partnership to offer its broadband customers two years of free subscription to Encyclopaedia Brittanica online. The subscription, to EB.com and Britannica.com is worth Rs. 6575. The pitch, probably to parents, is for “a growing need for authentic and trusted information sources”, taking a dig at that online resource that we prefer – Wikipedia. EB, though, has “rich multimedia” content, thus meeting Airtel’s requirement for offering its consumers content that will increase utilization of its service.

Our suggestion to K. Srinivas, Joint President, Telemedia Services, Bharti Airtel, who says that the company is committed to “offer an enhanced broadband experience to our customers, especially to children and the young adults” – it’s one thing to make more services available to existing users, but Airtel still has only 8.4% of the wireline market, compared with BSNL, which has 75.16%. While trying to woo new customers with Encyclopaedia Brittanica, also consider expanding the availability of Airtel’s broadband services to those who want it: Airtel Broadband still doesn’t cover all of the national capital region – doesn’t service my part of Delhi (so I’m stuck with unreliable MTNL), and neither does it entire Bangalore, so @achitnis has to look for another service provider in Bangalore because he is moving to a new home in the same city. Low hanging fruit etc…