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"VI," the new brand identity of Vodafone Idea Ltd.

After adjusted gross revenue (AGR) verdict to pay 10-year dues by the Supreme Court of India, every telecommunications operator focused on how to optimize its Average revenue per user (ARPU.) But Vodafone Idea played a completely different ball game by renaming its brand identity to "VI" and coming up with a new logo. Is this another move against existing and powerful players like Reliance Jio and Bharti Airtel.

Officials from Vodafone Idea Ltd have announced that they have completed their network expansion in both urban and rural India and have become the world's largest telecommunications provider in record time. Although VI's current subscribers stand at 280 million users, reduced from 408 million when the merger that happened two years ago, it hopes that this re-branding would allow Vodafone Idea Ltd to stand out again. The new positioning is centered around the promise that VI will meet customers' needs to get ahead in life.

“In their various avatars, since the mid-90s, Vodafone and Idea steered the growth of the sector for over decades separately. Both Vodafone and Idea have set new benchmarks in network experience, rural connectivity, customer service, enterprise mobility solutions,” says Kumar Mangalam Birla, chairman of Aditya Birla Group,

But Vodafone Idea is starving to increase their ARPU. It is the central purpose of this re-branding, and "VI" is just seeking to do so by increasing their prepaid tariffs as they did earlier with their postpaid plans. Lately, Vodafone Idea Ltd's ARPU was Rs 114, which is slightly lower than Jio's Rs 140 and Airtel 's Rs 157 ARPU. As of now, VI has not revealed any new tariff plans, they are just implementing their existing plans including Rs 49 with a 28-day validity.

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