The telecommunications industry is very progressive and well-received all over the world, and the number of mobile and internet users is rapidly on the rise. In this fast-paced digital world, the way network providers connect with consumers is key, given the rising demand for refined consumer services and experiences. 

For a global telecommunications giant such as Bharti Airtel, one of the top 3 mobile providers globally, with a dominant presence in over 18 countries, the company’s aspirations for Sri Lanka is no different.

In this interview, Airtel Lanka Chief Executive Officer and Managing Director, Ashish Chandra, shares his insights on how the company plans on differentiating itself and achieve its aspirations.

Q: How has the telecommunications market evolved, from the time of Airtel’s entry into Sri Lanka?

A: One of the first challenges Airtel faced when entering the market in 2009, was making sure that every person had a mobile phone, which was followed by bringing mobile internet to all users.

Mobile penetration in Sri Lanka over the last decade has reached a phenomenal 140 percent, with a tele-density of 142 percent, marking us among the highest penetrated telecommunication companies in the south Asian region. With a population of 21 million, we have nearly 31 million mobile phones.

However, when we look at mobile internet penetration, this figure is still at about 50 percent, according to the Telecommunications Regulatory Commission of Sri Lanka (TRCSL). So only half the people have access to, or use mobile internet services, and this is a huge opportunity for Airtel to capitalise on.

As far as coverage goes, nearly 95 percent of Sri Lanka has been covered under one of the country’s five network providers.

As for the remaining five percent, the TRCSL is working with the support of all of Sri Lanka’s network providers to implement the ‘Gamata Sanniwedanaya’ initiative, which is working towards connecting the unconnected areas.

Q: Where is Airtel Lanka today?

A: In terms of reach, Airtel Lanka has covered almost the entire island. Population coverage across the island is nearing 90 percent, and as per the TRCSL’s declared figures we have a market base of 3 million customers, serving 15% of the population.

With the onset of the pandemic, data consumption doubled. Fortunately, during this same period, the TRCSL allocated us additional spectrum. This enabled Airtel to launch a world-class 4G network which is also 5G-ready.

Throughout, our strategy has been focused on two crucial areas: delivering a world-class network experience, and ensuring that our service was always giving maximum value and affordability to our users.  

A good network is the bread and butter for any experience. That’s why over the last year, Airtel Lanka has invested in rolling out nearly 2,200 4G sites across the island, which are also 5G-enabled, increasing our capacity by four times. So the moment 5G services are enabled in Sri Lanka and licenses are issued, Airtel will be absolutely ready to launch 5G.

Our 4G penetration is currently about 50 percent, and we are focusing on boarding the remaining 50 percent to utilise its 4G broadband services.

Next is the service experience, which is further broken down into simplicity and product landscape, which is not prevalent in the country yet, as most providers still offer a plethora of different internet access packages to use different apps.

Q: In this context, what has Airtel Lanka done to streamline and enhance customer experience?

A: Airtel’s endeavour in this aspect is to simplify product offerings and making it affordable to all. Our recently launched 4G Freedom Packs eliminates the need for multiple recharges and offers ample data, voice and SMS’s to fit a user’s requirement. So while this single prepaid recharge gets customers out of this reload trap of having to do multiple recharges, it also offers up to five times more value for money, when compared to other products in the market. 

We also introduced the novel data rollover mechanism for postpaid users to help consumers reduce wastage by carrying over any remaining data from the current billing month to the next, so that the data is not wasted.

In essence, Airtel’s innovations focus on consumer needs, and we differentiate ourselves on the basis of the experience provided to consumers. We are confident that given the unparalleled experience that we provide, customers will always choose Airtel.

Driving a 4G network enhancement throughout the island, Airtel Lanka announced the completion of the expansion in the Eastern Province, boosting coverage in Ampara, Batticaloa and Trincomalee districts.

The additional 4G sites will enhance user experience offering Internet speeds that are up to 4X faster with 50% better indoor coverage. Airtel’s 4G infrastructure is also 5G-ready, capable of transitioning to the new network with ease.

The 4G expansion that is currently underway island-wide will give a quantum jump of Airtel’s network experience to all Sri Lankans. Airtel’s 4G network is built on a triple layer network, which gives it a solid combination of coverage and capacity to deliver a superior experience

From online learning to work-from-home to virtual socialising, every user from children to adults will be able to benefit from not having to face any more call drops, interruptions or coverage issues.

Users can also benefit from Airtel’s novel Freedom Packs, which not only gives access to Airtel’s robust 4G network, but also value with savings up to 80 percent from their mobile spend.

From left: Imbulpe Pradeshiya Sabha Chairman Srilal Senarath, Gamata Sanniwedanaya Additional District Secretary Udaya Kumari, TRCSL Director General Oshada Senanayake and Airtel Lanka CEO/Managing Director Ashish Chandra

Airtel Lanka, under the Telecommunication Regulatory Commission’s (TRCSL) Gamata Sanniwedanaya initiative, announced the completion of the second tower in Welekumbura, Ratnapura. The newly commissioned 4G tower covers an area of 80.6 square-kilometres, facilitating a total population of 33,737 with drastically improved network coverage.

January 02, 2021: Equipped with its new and improved, faster, robust and much more powerful 4G network, Airtel Lanka is heightening the seasonal spirit this year-end with its latest campaign, inviting all inactive Airtel users to have a first-hand experience of its new 4G network without any charges.

“This new year we wanted to let everyone in on what they’re missing, with our justifiably highly anticipated 4G network. What better can anyone wish for this New Year than a network experience that will never fail them! We invite everyone to try out Airtel’s new 4G network, and wish you all compliments of the season!” commented Airtel Lanka CEO/Managing Director Ashish Chandra.

The offer enables eligible users – those who used to have an Airtel connection – with a first-hand experience of Airtel’s value-driven 4G network and Freedom Packs. They can simply put their old Airtel Sim in a handset, dial ‘123’ and avail themselves to attractive discounted offers, including up to seven days of free calls and 4G data.

Airtel Lanka pledges to the guaranteed performance of its refined 4G network and Freedom Packs, enabling up to 4X faster internet speed, 50 percent better indoor coverage and a colossal savings of up to 80% in value, when compared to conventional reloads. Airtel’s 4G network is built on a triple layer network, which gives it a solid combination of coverage and capacity to deliver a superior experience with drastically improved coverage with stronger signal penetration.

Over the last year, Airtel Lanka accelerated its efforts towards refining and strengthening its 4G network covering the entire country, to meet and exceed customer expectations for a greatly consistent and easily accessible mobile internet experience. Now, Airtel’s 4G network and value-centric Freedom Packs have continuously performed well to win the trust and support of users from all walks of life. The company believes that every Sri Lankan deserves affordable access to the best network, and Airtel Lanka commits not to disappoint its ever-growing user base.

About Bharti Airtel Lanka

Bharti Airtel Lanka (Airtel Lanka) commenced commercial operations of services in Sri Lanka on January 12th, 2009, and was the fastest operator to reach 1 million customers in the country. With its network footprint panned out across the nation and capturing strategic ranking positions in various areas in less than three years of operations, Airtel has emerged as Sri Lanka’s fastest expanding network, thus ensuring coverage across the whole island. Registered under the Board of Investment in Sri Lanka, Airtel provides digital mobile services which include voice and data services. To learn more, visit www.airtel.lk.

Driving a 4G network enhancement throughout the island, Airtel Lanka announced the completion of the expansion in the Northern Province, boosting coverage in Jaffna, Kilinochchi, Mannar, Mullaitivu, and Vavuniya districts.

The additional 4G sites will enhance user experience offering Internet speeds that are up to 4X faster with 50% better indoor coverage. Airtel’s 4G infrastructure is also 5G-ready, capable of transitioning to the new network with ease.

The 4G expansion that is currently underway island-wide will give a quantum jump of Airtel’s network experience to all Sri Lankans. Airtel’s 4G network is built on a triple layer network, which gives it a solid combination of coverage and capacity to deliver a superior experience.

From online learning to work-from-home to virtual socialising, every user from children to adults will be able to benefit from not having to face any more call drops, interruptions or coverage issues.

Users can also benefit from Airtel’s novel Freedom Packs, which not only gives access to Airtel’s robust 4G network, but also value with savings up to 80 percent from their mobile spend.

November 17, 2021: Pushing through the challenges posed through every evolving variant of the globally disruptive coronavirus since last year, Airtel Lanka marked a key milestone, when the youth preferred telco was recognised among the Best Workplaces in Asia – Small and Medium List 2021, by Great Place to Work.

This is the first time that Airtel Lanka was bestowed with this recognition, and is a testament to the company’s efforts for being one of the only telecommunication service providers to push innovation and early-adaption for a new and resilient workplace culture.

The entire process however, does not overlook the essentials and facilities that employees require. In fact, it increases focus on specific employee-centric areas to enable the workforce to be productive in the time they spend working, driven to achieve, and contented in nearly every aspect of their personal lives.

“In times like this, being connected is a key driver in ensuring the wellbeing of our employees. Increasing our engagement with them through innovative digital mediums really gave us the opportunity to support them in an emotional, physical and financial sense,” noted Bharti Airtel Lanka CEO Ashish Chandra.

According to Airtel Lanka’s Head of Human Resources Kanishka Ranaweera, for most organisations, much like Airtel, there are four key areas they should increase focus on.

Firstly, an increase focus on improving employee wellbeing, not only are they protected from the threat of the pandemic but also supported in their emotional, physical and financial wellbeing.

Secondly, the adaption to ‘Work from Home’. The WFH culture started as a novel alternative to physically going to work, but after a whole year, it’s evolved into a way of life.

Third, encouraging a comfortable and flexible working lifestyle. Employees can put in their own working hours and work when it is most suitable to them. We don’t monitor employees, rather trust them for a timely delivery.

Last, utilising effective tools and platforms for employee skills development. Organisations have witnessed platforms and digital tools rapidly improve and become more adaptable to employees and this was also the case for us.

“Focusing on these four areas is what gave us an edge over the competition. Implementing this train of change before the first lockdown even came into effect last year, helped the adaption process become more quick and efficient. So, our culture has become more collaborative and empathetic, making our workforce more equipped to handle even a higher demand,” commented Kanishka.

On top of the key focus areas, Airtel’s success is attributed to two main factors- the level of trust placed in employees and how they embraced and adapted to the new normal. “Humans thrive on good relationships and trust, and our approach towards our employees reflects the same,” he added.

Equipped with strategic business continuity plans, Airtel Lanka also emphasises on elevating the sense of security and safety among employees. They are provided with everything, from necessary personal protective equipment, to access to quality healthcare for preferential treatments, insurance covers for COVID-related testing and consultancy through oDoc, free-of-charge.

Also, in the unfortunate event that an employee tests positive for the coronavirus, the telco ensures paid leave and family support during that period.

“We also made it a point to enhance our engagement with our employees. Always being connected through new and innovative digital mediums, engaging through virtual games that are fun and helpful in development, and even hosting traditional events and competitions online, from Bakthi Gee and Carols to Art Competitions for the whole family to be a part of,” Kanishka said.

“Even on the corporate level, after realising the importance of increasing and improving communications, the CEO Connect and HR Connect sessions were birthed.”

For the telco, the return of all the investing and care for its employees is a very satisfied customer base. Airtel Lanka’s engagement scores have improved drastically, with attrition at an all-time low. With satisfied employees taking the organisation to new heights in the new normal, the telco commits to continuously innovating and enabling its workforce, proving indeed to be a great place to work for all.

– End –

About Bharti Airtel Lanka

Bharti Airtel Lanka (Airtel Lanka) commenced commercial operations of services in Sri Lanka on January 12th, 2009, and was the fastest operator to reach 1 million customers in the country. With its network footprint panned out across the nation and capturing strategic ranking positions in various areas in less than three years of operations, Airtel has emerged as Sri Lanka’s fastest expanding network, thus ensuring coverage across the whole island. Registered under the Board of Investment in Sri Lanka, Airtel provides digital mobile services which include voice and data services. To learn more, visit www.airtel.lk.

November 28, 2021: Airtel Lanka, a subsidiary of international telecom giant Bharti Airtel Limited, recently revealed its plans to strategically expand its new 4G network across the island.

As such, over 400 new 4G sites are being commissioned across the country, which is in addition to the 2,000 plus 4G sites Airtel added during the launch of its 4G.

The new 4G sites are mapped out to ensure enhanced capacity in highly populated areas and coverage penetration into rural regions. Airtel’s 4G network is built on a triple layer network, which gives it a solid combination of coverage and capacity to deliver a superior experience with drastically improved indoor coverage with stronger signal penetration.

Having already completed over a third of the newly planned 4G sites, the finished sites are estimated to cover over an additional one million of the population. A prominent cause for the company to expedite its expansion drive was the two-fold increase in data usage since the pandemic brought along a new normal.

“I am certain that our rapid expansion strategy will directly benefit our consumers across the island, giving them a refreshed and enhanced network experience through our world-class 4G capabilities. Until adequate or even excess coverage is obtained, we will continue our 4G expansion drive, with every location also being 5G-ready to seamlessly accommodate the next generation of network when the time comes,” commented Airtel Lanka CEO/MD Ashish Chandra.

Through this drive, Airtel users will be given the opportunity to enjoy a network experience unlike ever before. As Airtel is also equipped with a refreshed prepaid and postpaid model with the recent launch of ‘Freedom Packs’, the launch of Airtel 4G is the telco’s single largest investment in Sri Lanka since its entry into the island in 2009. The purpose-built 4G network promises users a superior user experience including 99% buffer-free streaming, noticeably quicker loading times and improved indoor coverage with 4G signals that never fail.

From online learning to work-from-home to virtual socialising, every user from children to adults will be able to benefit from not having to face any more call drops, interruptions or coverage issues.

In addition to the company led expansion of amplifying coverage island wide, Airtel’s joint venture with the Telecommunication Regulatory Commission of Sri Lanka’s (TRCSL) Gamata Sanniwedanaya aims to achieve 100% island wide coverage by 2022 by bridging the digital gap in rural districts with poor network coverage, by providing equal access to mobile connectivity for all Sri Lankans.

About Bharti Airtel Lanka

Bharti Airtel Lanka (Airtel Lanka) commenced commercial operations of services in Sri Lanka on January 12th, 2009, and was the fastest operator to reach 1 million customers in the country. With its network footprint panned out across the nation and capturing strategic ranking positions in various areas in less than three years of operations, Airtel has emerged as Sri Lanka’s fastest expanding network, thus ensuring coverage across the whole island. Registered under the Board of Investment in Sri Lanka, Airtel provides digital mobile services which include voice and data services. To learn more, visit www.airtel.lk.

October 28, 2021: Working in partnership with the Telecommunications Regulatory Commission of Sri Lanka (TRCSL), Airtel Lanka announced the recent completion of a new 4G tower in the Ratnapura District under the Gamata Sanniwedanaya initiative.

The newly built 4G tower under the initiative, commissioned in Ulupitiya, Ratnapura District, covers an area of 91 square-kilometres, facilitating a total population of 12,219 with drastically improved network coverage. The digitisation of rural communities aims to keep everyone connected and productive in their daily lives, supporting seamless distance-learning and flexible working requirements.

Airtel Lanka CEO/MD Ashish Chandra noted that “With the commissioning of the tower in Rathnapura, residents of Ulupitiya now have access to our world-class, buffer free 4G network. Airtel will continue to partner with the TRCSL, to fulfil our vision of enriching the lives of Sri Lankan’s, especially the deep rural community who has no access to mobile connectivity.”

Aiming to achieve 100 percent island-wide coverage by 2022, the ‘Gamata Sanniwedanaya’ initiative aims to bridge the digital gap in rural districts with poor network coverage, by providing equal access to mobile connectivity for all Sri Lankans.

Additionally, Airtel is also executing an independent and rigorous expansion drive of its 4G network with the construction of new 4G towers island-wide. Airtel Lanka’s plan to expand its 4G coverage across the island is strategically mapped out to ensure that, as well as rural areas, highly populated areas are also covered with no room for poor network qualities.

Airtel’s advanced 4G network delivers a solid combination of coverage and capacity to deliver a superior smartphone experience with drastically improved indoor coverage and stronger signal penetration. Raising the benchmark in mobile network services across Sri Lanka, Airtel 4G signals the advent of buffer free videos, superior indoor coverage and faster loading times.

About Bharti Airtel Lanka

Bharti Airtel Lanka (Airtel Lanka) commenced commercial operations of services in Sri Lanka on January 12^th, 2009, and was the fastest operator to reach 1 million customers in the country. Registered under the Board of Investment in Sri Lanka, Airtel provides digital mobile services including the best voice and data services in the market. To learn more, visit www.airtel.lk.

August 31, 2021: Following the launch of Airtel Lanka’s revolutionary 4G services and Freedom Packs, the telco revealed its Postpaid Promise; an innovative ‘Data Rollover’ feature for its Freedom Postpaid customers.

Another industry first from Airtel, ‘Data Rollover’ allows postpaid customers to carry forward all unused data benefits to the next billing cycle and make sure the data they paid for doesn’t go to waste.

In the current context, network providers who charge a premium from their postpaid customers completely reset the allocated quotas at the end of each billing cycle forfeiting the unused data quota. So far, postpaid customers did not get any options to utilise this data quota that they already paid for. With launch of data rollover, Airtel is putting a stop to this.

Thus, this ‘Data Rollover’ facility is a first-of-its-kind innovation in the Sri Lankan mobile telecommunications landscape introduced by Airtel, with a clear emphasis on empowering the customer with not only a simplified and better-valued networking experience, but also a proactive approach to bring more customer centricity into the industry.

With the Airtel Postpaid Promise customers will be entitled to carry forward and accumulate up to 200 GB data as part of Data Rollover. This innovative feature is available by default on the new Freedom postpaid plans and other select plans.

“Freedom is what we want to offer our customers with the introduction of our world-class 4G services. All of our services are now focused towards customer empowerment, shifting away from the current norm of mobile telecommunications, towards one that is simple and has no restrictions. We are proud to introduce two back-to-back industry-firsts to Sri Lanka, and we invite everyone to experience and enjoy true networking Freedom with Airtel 4G.” remarks Airtel Lanka CEO and Managing Director Ashish Chandra.

Through this facility, customers will no longer lose unused data in their billing cycle, and will not end up paying for unused data as well. Especially for those with variable data requirements for every month, this data rollover facility is extremely beneficial.

Airtel Lanka currently offers two of the most aggressive postpaid plans in the industry under the Freedom category. The Freedom 900 bill plan offers 40 GB of anytime 4G data along with 500 minutes free off-net calling, and the Freedom 1800 bill plan offers 100 GB of anytime 4G data along with 500 minutes free off-net calling. Both packages offer unlimited Airtel-Airtel voice connectivity and 300 Local SMS throughout the validity period and includes the Postpaid Promise of Data Rollover.

The ‘Freedom Packs/Plans’ are backed by the telco’s single largest investment in Sri Lanka since its entry into the island in 2009. Airtel’s purpose-built 4G network promises a superior user experience including 99% buffer-free streaming, noticeably quicker loading times and improved indoor coverage with 4G signals.

About Bharti Airtel Lanka

Bharti Airtel Lanka (Airtel Lanka) commenced commercial operations of services in Sri Lanka on January 12th, 2009, and was the fastest operator to reach 1 million customers in the country. With its network footprint panned out across the nation and capturing strategic ranking positions in various areas in less than three years of operations, Airtel has emerged as Sri Lanka’s fastest expanding network, thus ensuring coverage across the whole island. Registered under the Board of Investment in Sri Lanka, Airtel provides digital mobile services which include voice and data services. To learn more, visit www.airtel.lk.

September xx, 2021: The understanding behind a consumer’s choice to opt for a prepaid plan with their network provider is for better value, as well as the fact that they prefer to enjoy the freedom of controlling their data allocations and consumption. But in an industry where the prepaid service offerings are very restricted, how much freedom are consumers really getting?

On average, the Sri Lankan prepaid consumer purchases up to 15 reload cards each month, to fully satisfy their data and voice requirements. These reloads account for a multitude of data packages as well as top-ups, which are highly likely to include a separate package for data- further segregated to day time and night time, social media, video conferencing apps and even for video streaming apps.

Due to this, the prepaid concept has become an extremely compartmentalised path for most consumers. Every month, Sri Lankan prepaid users purchase over 90 million reload cards, which is over 3 million reloads each day, and the idea of ‘freedom’ is becoming almost non-existent in terms of practicality, with a long-term strain on affordability.

However, bringing an international prepaid concept which addresses these pain points, Airtel Lanka, a subsidiary of India’s Bharti Airtel, introduced the ‘Airtel 4G Freedom Packs’, offering customers a month’s worth of data, voice and SMSs through a single reload package, eliminating the need to purchase additional data packages.

The four Freedom Packs are distinctly priced at Rs.999, Rs.599, Rs.399 and Rs.199, offering 2GB/day (60GB), 1GB/day (30GB), 500MB/day (15GB) and 1GB of data (only), respectively. This Anytime Data is provisioned through a daily quota which runs for 30 days. These packages also provide unlimited Airtel-Airtel talk time, 1000 Airtel-Airtel SMSs and 50 local SMSs throughout their validity. For off-net calls they offer 300 minutes, 300 minutes, 200 minutes and 100 minutes respectively.

But how do these packs stand against what other providers offer?

Among the three other key providers in the country, the overall data offering around the Rs.999 price point ranges from 15GB (Anytime) to 24GB (Day time/Night time). Apart from the significantly lower data allocation, none of these packages offer voice or SMS bonuses.

Around the Rs.599 price point, customers can expect between 10GB (Anytime) and 17GB (Day time/Night time) of data through other providers, still excluding any voice or SMS bonuses. The Rs.399 price point range similarly offers between 5.5GB (Anytime) to 7.6GB (Day time/Night time), without voice or SMS services.

While the most value in data, voice and SMS, as well as the choice to use the data for anything is offered to the consumer through Airtel’s 4G Freedom Packs at the moment, other providers have not yet announced any plans of launching any similar packages.

This new way of offering affordable and refined networking capabilities to the end-consumer will undoubtedly shift the paradigm in the local prepaid ecosystem, and create a competitive atmosphere for network providers to introduce refreshed and refined packages with maximum value focused towards the consumer.