Mobile service operator Vodafone has launched USB internet dongles under a new service line, NetCruise which essentially offers internet access through CDMA operator MTS' EVDO network. This was first reported by Telecom Talk, which also mentioned that the service is being run as a pilot in the selected cities of Pune (Maharastra), Mysore (Karnataka), Jaipur (Rajasthan) and Coimbatore (Tamilnadu). The NetCruise website also mentions the same in fine print : " Vodafone Mobile’ branded services are being offered by MTS through a brand franchise with Mobile Commerce Solutions Limited (MCSL). MCSL will provide MTS with designing, marketing and servicing of ‘Vodafone Mobile’ branded products being powered by MTS." Similar to MTS' MBlaze, the service offers prepaid and postpaid data plans with speeds of upto 3.2 Mbps. It also free browsing on Yahoo and Wikipedia websites. Paying a Premium just for a Brand? While the arrangement made by MTS is to leverage Vodafone's premium brand equity, we fail to understand why the service is priced at a premium compared to MTS' own data plans on the same network. For example, the Unlimited 799 plan on NetCruise has a fair usage policy cap of 3.5GB, after which speeds are throttled to 144 Kbps or 64 Kbps from upto 3.2 Mbps. MTS' MBlaze offers a similar plan with a monthly rental of Rs 750 and the usage cap is 5GB. Clearly, the NetCruise service is charging a premium for the Vodafone branding. This is not the first time that such tie-ups have been inked.…
