Indian googler

Telcom firms have launched a major advertising, marketing and promotional blitz to attract new and existing customers after the government launched a pan-India scheme that allows them to switch operators while retaining the numbers.

Although mobile number portability may not be a big game changer for the industry, it is certainly proving to be a boon for customers giving them the freedom to shift networks, as companies are not just improving their service but also throwing in freebies.

State-run Bharat Sanchar Nigam Ltd (BSNL), for example, has waived the porting charges and is offering a SIM card free of cost along with an additional talk value of Rs.100 for pre-paid customers who switch to their service from other operators.

Post-paid customers moving to BSNL will get 50 per cent rebate on their first bill. Idea Cellular, the first telcom operator which started campaigning for the service, has not announced any special offers for the customers, but it is making its presence with its round the clock "No Idea, Get Idea" campaigns.