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Airtel Takes Its VAS Subscription Service To The Web, But Not Mobile Web

An interesting little trend has emerged over the last month or so: Bharti Airtel has launched a web interface for its mobile services, including for its Caller Ringback Tones (Hello Tunes) and other mobile Value Added Services, apart from launching its own online recharge platform a few weeks ago. While the web interface for CRBT offers Airtel subscribers a listing of all its Hello Tunes, which can be bought, sampled, and gifted, the other site allows users to browse, search and subscribe to about 85 VAS products including missed call alerts, Airtel Radio, Airtel Talkies, Mobile TV, Friends Locator and others. This helps improve discovery of VAS products, which at times gets lost in SMS keywords and shortcuts, or, in case of CRBT, put off by the cumbersome process of searching through service IVR portals. Why No Mobile Interface? We tried…

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