Uninor announced on Tuesday the launch of its global GSM service in Kolkata. Along with Kolkata and West Bengal, the service was simultaneously launched in Maharashtra and Goa, Mumbai and Gujarat circles.

With this launch, Uninor's services are now available in 13 telecom circles in India covering the states of Uttarakhand, Uttar Pradesh, Bihar, Jharkhand, West Bengal, Orissa, Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Maharashtra, Goa and Gujarat.

Uninor is owned by the Norway-based world's 6th largest mobile services provider Telenor Group and India's real estate major Unitech Ltd.

In a conversation with rediff.com, Uninor's executive vice president, Kolkata Hub, Akash Das, spoke about the company's USP, its vision, plans among other things.

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Distribution network

Uninor connections (only prepaid at the moment) will be available at over 11,000 points of sale through about 35 distributors and at 16 exclusive shops in Kolkata.

This, according to Das, is the largest ever launch distribution in the city achieved by any GSM operator in India.

For customer, it means a Uninor connection is available right next door -- at a supermarket, a kirana shop, chemist, local mobile outlet, an exclusive Uninor shop.

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Unique selling proposition

Along with its launch, Uninor brought forth a new concept -- '24x7 badalta discount plan' or a dynamic pricing plan -- that will offer customers changing discounts on their calls.

The discount ranges from 5 per cent to as much as 60 per cent, depending on their location and time at which they call.

This discount will be applicable on a basic call rate of 50 paisa per minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This means a 1-minute local call could cost as low as 20 paisa and never more than 50 paisa.

Throughout these changing rates, the mobile screens keep flashing these ever-changing discounts.

How does the 24x7 badalta discount plan work

During standby mode: The phone screen will keep flashing the changing discounts available in the area the subscribers are at that point of time.

During call connect: As they make a call, the applicable discount for that call will appear on the mobile screen. This discount doesn't change for the entire call duration irrespective of location or time.

After the call: Once the call is disconnected, the screen will display the total call charges, as per the discount and also the remaining account balance.

New subscribers or existing ones can enjoy the benfits of this plan by recharging Uninor prepaid connection with a special discount plan recharge of Rs 48.

What Uninor offers:

• All local calls at 29 paisa
• All STD calls at 49 paisa
• 100 free SMS -- Uninor to Uninor everyday
• Full talk value on ATM recharge
• Extra talk value on first recharge

ISD Rates

• USA, Canda, South East Asia, Bangladesh, Sri Lanka, Pakistan, Gulf, fixed for Australia, New Zealand & United Kingdom: Rs 6.4/minute 
• Africa, Rest of SE Asia, Rest of SAARC, Mobile phones for Australia, New Zealand & United Kingdom: Rs 14/minute 
• Rest of Africa, Rest of Europe: Rs 15/per minute 
• Rest of world (excluding special countries and inmarsat calls) Rs 55/minute 
• INMARSAT: Rs 550/min 

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Uninor believes in people more than in numbers

Ab mera number hain or 'My time is now' is the voice of the Uninor customer -- a young individual eager to succeed. "Our tagline isn't our directive to the customer," says Das.

"We will not sell dreams or tell our customers what to do. They know what they want, and we are simply here to help.

"We are breaking records in terms of footprint, speed and distribution... Our business is about people -- real life young, aspiring people whose dreams and aspirations our services will help fulfil", he added.

This is the reason why Uninor did not employ big celebrity brand ambassadors.

Close to 1,800 people from within Uninor, from its executive vice president to the newest employee celebrated the launch in the streets.

About the company

It holds a pan-India UAS license to offer mobile telephony services in each of India's 22 circles. The company has also received spectrum to roll out these services in 21 of the 22 circles.