Uninor Banks on IT For 'Dynamic Pricing'

Uninor has introduced the concept of ‘dynamic pricing.’ Branded as ‘24X7 Badalta Discount Plan (DP)’, it will offer customers changing discounts on their calls based on traffic on the network. The discounts will change with location and with time, with each cellphone tower broadcasting a different discount. At the same location, the discount will change on an hourly basis. Discounts are calculated by a sophisticated ‘Discount Engine’ that relies on state-of-the-art IT systems to continuously monitor traffic at every tower in the network.

The discount available at any given time will be visible at all times on the screens of handsets that display cell broadcast. The discount visible on the screen at the time a customer calls will be the applicable discount for the call. When the call ends, a flash will appear on the phone screen indicating the actual discounted cost of the call.

The dynamic discounts available at any given time will depend on network traffic and customers location at that time.

The service is being launched simultaneously in the three telecom circles of Andhra Pradesh, Tamil Nadu and Karnataka.

“Customers first and then technology that makes it happen. We make a strong demonstration of this guiding principle with the launch of dynamic pricing,” said Stein-Erik Vellan, Managing Director, Uninor.