With SmartNet, a subscriber can send and access text-based messages from other AirTel customers. He/she can also access information provided by various content providers. The information is all text-based and does not involve a voice transaction.

"It's a first step towards wireless internet," says Anil Nayar, executive director, Bharti Cellular Ltd. Wireless application protocol (WAP) technology is likely to be introduced in the second quarter of the year 2000, when handphones with WAP facility will be introduced in the market. Nokia's infrastructure division is providing the enabling technology for the SmartNet service.

SmartNet offers as many as 22 services which include an update on news, TV schedules, movies, sports, stock, weather, horoscope, bargain offers, events and even jokes. Gradually, it plans to add more services. "We hope we'll be in a position to set off a requirement where content providers start coming up in a big way," says Nayar.

AirTel is already offering a number of voice-led services which include Heart Helpline, MovieTel, TravelTel, CricketTel and FoodTel. However, compared to the voice-led service, SmartNet will offer a cheaper means to access data: The service will be free till January 31, 2000 as a trial offer. However, assures Nayar, "the pricing will be minimal".

If Nayar keeps his word, SmartNet message will work out much cheaper as compared to Rs 10 per minute in the voice call, particularly for its GSM subscribers for whom sending a text message will be much cheaper than calling.

However, AirTel's immediate priority is to motivate and convince more and more people to use the service. "Customers by now have got used to the voice part, it's time they do more than just talking with their cellphones," says Nayar. "The challenge is to get subscribers to use the service," he adds.

To that effect, besides a print campaign and direct mailers, AirTel - in the launch phase - is relying on making a `personal contact' with people to build awareness about SmartNet. Starting this week, the company will hold demos at major public places which include recreational, entertainment spots and business houses. It also expects `viral marketing' - to spread a word about it. Apart from these, it will provide hands-on training to its dealers as well as consumers who may drop in at AirTel's 20 franchise outlets.

AirTel hopes to get 20 per cent of its existing customers - over 1,45,000 subscribers - to opt for SmartNet in the next three to four months. With the average usage of 170 minute per month per subscriber, AirTel - by providing this complementary service free - hopes the usage could be increased substantially.

The company hopes that as people get more used to getting information on this mode, the scope for introducing more specialised services specific to different segments of consumers will widen.