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Tareekh pe tareekh was an apt
Bollywood movie dialogue
for MNP in India. But finally, the much awaited phenomenon
was rolled out in Rohtak, Haryana, on November 25, 2010 and
the Department of Telecommunications (DoT) announced its plan
of launching the same across India from January 20, 2011. MNP is
a facility which allows users to switch to a different mobile telecom
service provider from their own without having to change their
mobile number. For example, if an Idea subscriber finds Vodafone's
network better, he may opt for a Vodafone connection without changing
the Idea mobile number. This will help the users to switch between
service providers without getting mobile numbers changed and losing
on important contacts.
Currently, telecom operators' readiness for MNP is at its peak.
In the past, SPs have used several tactics to build their customer base, in
a way similar to the methods used for promoting consumer
products. Through visuals, advertisements and celebrity endorsements, they
have attracted customers and built revenues. But with MNP becoming
a reality, things are going to be different and difficult.
Mobile operators have rolled out various campaigns to affirm that they
are ready to enable MNP on their networks and also to see to it
that implementation of MNP does not result in a huge subscriber
exodus. Players like Idea, Vodafone, Airtel, Tata DoCoMo and BSNL to name
a few, have already launched their promotional campaigns to create
a buzz as well as awareness among the masses regarding MNP. |
