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Case Title:

Airtelís Pact with Infosys: Can it Create Ripples in the Indian DTH Market?

Publication Year : 2010

Authors: P Johnson, A Syed

Industry: Telecommunications

Region:India

Case Code: SCJ0024IRC

Teaching Note: Not Available

Structured Assignment:  Available

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Abstract:
In October 2008, Bharti Airtel, India's leading telecommunications service provider launched its DTH (Direct To Home) service called 'Digital TV'. Industry experts felt Airtel had taken too much time to enter the growing Indian DTH market already dominated by five players. However, barely a week after its DTH service launch, Airtel, entered into an innovation and technology partnership with Infosys Technologies, India's leading IT service provider to gain all technical support like devices, application servers, interactive services, etc. With rapid development of digital technology, DTH broadcast operators in India are yet to introduce a great number of interactive applications on television besides the existing entertainment programmes. The case focuses on the dynamics of the Indian DTH market and more importantly the rationale of Airtel's partnership with Infosys. Can this pact give Airtel a competitive edge over its rivals? Even if it does, how much of the subscriber base would it give Airtel as these interactive services can easily be duplicated by its rivals?

Pedagogical Objectives:

    This case study aims at achieving the following pedagogical objectives:
  • To analyse the Indian DTH market dynamics along with the existing players.
  • To analyse the challenges faced by Airtel as a late mover.
  • To discuss the rationale of Airtel's partnership with Infosys.

Keywords :  Indian DTH (Direct To Home) industry, Bharti Airtel, Entry into new market, Airtel digital TV, Competitiveness, Partnership, Airtel's pact with Infosys, Airtel's entry into Indian DTH market, Competitive edge, Interactive services, Next generation interactivity, Digital conversion platform, Technical support, DTH subscribers

Contents : 
Indian Direct-to-Home (DTH) Industry
Guidelines Set for DTH Operators in 2000
Bharti Airtelís Partnership with Infosys Technologies
Internet Protocol Television (IPTV)
Profile of Infosys Technologies

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