The portal enables surfers to compare prices of cellular phones in the market (including the grey market), compare tariffs within AirTel, auction cellular instruments, buy and sell instruments, recharge SIM cards online, and purchase of AirTel contract packages among others.

According to Kapoor, "www.airtelworld.com is a one-stop-shop for those who do not have the requisite information, nor the time to gather it. In order to make a purchase for a handset, tariff option, value-added service, etc www.airtelworld.com provides a detailed and accurate source of data."

The site also lets the user choose a desired number. While there is a price tag attached to some special numbers, which are listed as diamond, gold, and silver numbers, other than those, the rest can be selected for free.

Kapoor says people buying handsets online will not be charged anything extra: "The price of the handset will remain the same." The site will also provide localised information about handset outlets, for people who want to physically purchase the handsets.

AirTel have tied up with Easy Netcom Private Limited for the payment gateway, providing offline credit card transactions/solutions on the Net. Subscribers will have the option of making payments through a randomly generated Personal Key Number (PKN) or credit cards.

To ensure security, a person who logs in to check the bill and make payments is first supposed to enter the mobile number. The system then randomly generates a password, which is sent as an SMS on the mobile of the subscriber. "This will ensure that other people who know your mobile number will not be able to log in to check your bill," says Kapoor.

A user can recharge their Magic Card instantly, while on the Net. A user can also buy a Magic Card online. It allows a Magic customer, the ability to recharge their cards whenever needed, by simply accessing the portal and purchasing more airtime. The protal will give the subscribers the `anytime anywhere' advantage of the Web, says Kapoor: "Even when on holiday, the subscriber can purchase a new service package or a change of the tariff package currently in use".

Apart from option of settling bills online, customers can programme the site to send a reminder through an SMS message on their mobile as soon as their airtime crosses a certain billed amount or touches an unbilled amount.