While the earlier campaign focused on Jain ISP's instant connectivity owing to its port to subscriber ratio of 1:13, the new campaign, handled by creative agency iB&W, focuses on the ISP's bandwidth priority - instant connectivity, faster download, and unlimited access - by asking the audience to get ready to experience 400 MBPS of IP bandwith. Jain Networks has recently launched its teleport operations at 45 MBPS, which is scalable up to 400 MBPS.

The campaign for Jain ISP's PSDN dial-up products - Primer (30-days pack), Regular (100 days), Classic (1 year) and Premium (3-year) - will utilise media like print, outdoor and point of sales and stay through February 2001.

This will be followed by a TVC and radio campaign as Jain Networks plans to expand to 20 cities by March 2001.

The company claims to have secured a subscriber base of 76,000 through free Internet access offering (between July and December 2000) and 3,000 through the payment mode (started this month). To boost the base, the company plans to allocate Rs 6 crore for advertising and promotion in the fiscal 2000-01. By March 2001, it hopes to have a paid subscriber base of 8,000 in Delhi.

Says Mr Pradeep Mohan, vice-president, marketing, Jain Networks: ``In order to boost Net usage, retain customer base and win new customers in the cluttered as well as virgin markets, we will pursue a mix of strategies like tele-shopping, Direct-to-Office and forge linkages with educational institutions.''

Under tele-shopping, Jain ISP will target potential consumers, deliver the product and collect money from them. The DTO initiative will make use of multiple sales promotion agencies to reach out to corporate executives. Jain ISP has already tied up with NIIT, through which it supplied 5,000 connections across 44 centres in Delhi.

Says Mr Mohan: ``We expect DTO to account for 85 per cent of our ISP business. In terms of usage pattern in Delhi, we see corporates accounting for 50 per cent of overall usage and the balance is divided between cybercafes and households.''

Jain ISP has set a target of covering 500 retail outlets - out of an estimated 750 outlets - by March this year. It has already appointed six distributors and 101 dealers, covering 350 dealers.

Jain ISP expects the ISP business to account for 60 per cent of its revenues, payment getways 20 per cent and teleports 20 per cent in the truncated fiscal 2000-01. Says Mr Mohan: ``In the next fiscal the contribution of teleport business is expected to rise to 30 per cent while ISP will account for 50 per cent and payment getways 20 per cent.''

Jain Networks plans to roll out its ISP connections to 60 towns in fiscal March 2001-02. To boost its ISP offerings, the company has also plans to launch unified messaging services - like voice-into-text, e-mail-to-fax and vice versa - by May 2001. Jain Networks also plans to launch an international data centre gradually, which will specialise in disaster recovery, media streaming, banking applications and payment solutions platform.

Following the launch of ISDN lines, targeted at corporates and SMEs, in December 2000, Jain ISP is also in the process of selling leased lines. ``We expect 20 per cent of our revenues to come from ISDN offerings,'' says Mr Mohan.

Jain Internet has recently enhanced its capacity to service 1 lakh subscribers up from 65,000 subscribers with support from its technology partner Cisco.

Earlier, speaking to The Financial Express, Jain Internet CEO Mr Ramesh Awtaney indicated that the company would be targeting a turnover of Rs 15 crore in the truncated fiscal 1999-2000. The company has also plans to raise between Rs 60 crore and Rs 100 crore to beef up its Internet operations, data centre, teleports, call centres and ISP expansion. HP India has already extended a fund of Rs 45 crore to the project, which started in July 2000.