A leading global telecommunications company as well as India's biggest telecom provider - found Airtel Zero, an open marketing platform that will allow mobile applications to be accessed by Airtel customers with zero information fees. Application programmers would pay Airtel to join the platform, but would in turn attract more users to their products. Promptly after its launching, Airtel Zero was subjected to severe criticism on the grounds that it offended the web neutrality principle, which advocated that content ought to be accessible to customers without any kind of prioritization.
Subsequently, in support of web neutrality, Flipkart - a prominent Indian e-commerce company - pulled out of the stage. Was Airtel Zero a possible risk to net neutrality? Susmi Routray is affiliated with Institute of Management Techology - Ghaziabad. Gunjan Malhotra is associate with Institute of Management Technology.
PUBLICATION DATE: January 06, 2016 PRODUCT #: W15615-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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