Down the broadband highway, WiMAX makes snail`s progress

Telcos may have begun their WiMAX rollouts, but the results are yet to show.

e4m by exchange4media Staff
Published: May 30, 2008 8:44 AM  | 5 min read
Down the broadband highway, WiMAX makes snail`s progress

Telcos may have begun their WiMAX rollouts, but the results are yet to show.

Major telecom operators like Reliance Communications and Tata Teleservices may have begun their Worldwide Interoperability for Microwave Access or WiMAX rollouts, but the results are yet to show in full measure.

Consider this. Tata Teleservices which deployed its first WiMAX network in Bangalore in March, and is expecting to gather a subcsriber base of about 2 lakh by the end of the year, has enrolled just about 7,000 customers in the city.

"This technology is a replacement for the current wireline internet present in the country. For a distance of about 1.5 km, it is highly effective. It is not only available at high speeds but the costs are also comparable to the wireline or broadband services in the country," explains Prateek Pashine, vice-president, planning broadband and retail business, Tata Communications.

Reliance WiMAX is also operational at a few places in India — including Bangalore and Pune — and is planning a large-scale deployment in the next year. "We are still waiting for the policy structure to be in place before large amounts of investments in this space," says a Reliance Communications spokeperson.

India's leading telecom operator, Bharti Airtel, has also forayed into the game, though it has not rolled out services yet. It aims to deploy WiMax nets in 300 towns. "We see good potential in this area, but we are not very active in this space as yet," says Sanjay Kapoor, president, mobile services, Airtel.

WiMax is said to be Wi-Fi on steroids since it can provide broadband wireless access (BWA) up to 30 miles (50 km) for fixed stations, and 3-10 miles (5-15 km) for mobile stations. In contrast, the WiFi/802.11 wireless local area network standard is limited in most cases to only 100-300 feet.

Analysts, however, are skeptical of this growth. Research and advisory firm Gartner predicts that India will have 6.9 million mobile and fixed WiMAX connections by end 2011. It cautions that India will remain a niche market for this technology until 2009.

As mobile frequencies will not be available in the short-term, Gartner does not expect mobile WiMAX rollouts to be available at larger scales before 2009, at the earliest. Therefore, most WiMAX connections in the short- and mid-terms will be for nomadic or fixed wireless applications.

At present, internet service providers (ISPs) in the country are using the 3.3 GHz spectrum for WiMAX roll out. In November 2007, the Department of Telecom (DoT) decided that it would auction the 3G and WiMAX Spectrum. For 3G, the Indian government allocated 30 MHz of bandwidth in the 2100 MHz band. Therefore, there will be three or six licenses released dependent on the government's decision on whether 5 MHz or 10 MHz will be given to each license holder. The government also decided to auction three WiMAX licenses in the 2.5 GHz band with 10 MHz each.

Alok Shende, head, IT and telecom, Ovum India, says: "WiMAX is a good technology for short-range use. However, for longer and more efficient usage, 3G will be more feasible as it has more carpet area." Naresh Singh, principal research analyst, Gartner, concurs: "In the near-term, the Indian WiMAX market is not very promising. Gartner advises carriers to focus on the enterprise market and high-end residential subscribers. At the present time, it is not clear if vendors would benefit from risk-sharing models with Indian operators.Overall, the long-term potential of the Indian WiMAX market heavily relies on spectrum allocation, WiMAX ecosystem maturation, and the timeliness of WiMAX and 3G licenses."

The technology was pegged by the government as a means to enhance rural connectivity, given ease in deploying wireless technology. State-owned BSNL, India's largest telecommunications company, has also partnered with Soma Networks in a revenue-sharing deal to deploy their WiMax network across four states till now, which will be extended to give a pan-India reach.

"This is a losing proposition, with the government not earning profits out of this venture. There are gaps in the technology and structure of policy deployed. There's a tough road ahead for this service," quips an official of BSNL.

Gartner believes that due to the limitations of the spectrum allocation, the only deployment for a sustained business case is to bring WiMAX broadband (point-to-point 802.16-2004) to rural centers in villages or schools, hospitals and so on. From the access point, individual access will then be available via a Wi-Fi mesh. In urban areas, WiMAX can be utilised to offer mobile and semi-mobile broadband to consumers and enterprise customers.

Shende also puts forward that in rural areas the low levels of PC penetration, will hinder the growth of WiMAX. "The next level of communication will be through mobile phones, for which 3G can also be used to transfer data, both technologies relatively perform the same functions, 3G is predominantly for voice while WiMAX is for transfer data. However 3G-enabled devices will also be able to transfer data," he says.

However, Pashine adds: "Operators are looking at gaining large chunks of spectrum for voice, and additional spectrum is required for data, so it is unlikely that WiMAX will be threatened by 3G."

The timeline and bandwidth of 3G and WiMAX licenses will heavily impact the future mobile broadband access market share in between 3G and WiMAX. The permission for mobility in the WiMAX license will also influence the future of WiMAX growth. These indicators will only be clarified once the policy matters on WiMAX become clear.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m

E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur

The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
Test

With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.

The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m

Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
test

Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."

The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."

COOL has been published by Simon & Schuster India and is available on Amazon.

Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m

Disney Star signs 9 sponsors for Asia Cup PAK

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board

e4m by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
Test

e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.

According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.

As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.

A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m

Sorted 360 wins creative & social media mandate of Reliance Mall

The agency will manage offline and online campaigns for Reliance Mall

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
test

Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.

"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m

test

test

e4m by exchange4media Staff
Published: Aug 25, 2023 4:39 PM  | 1 min read

test

test

e4m by exchange4media Staff
Published: Aug 25, 2023 4:38 PM  | 1 min read

KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
khugfu

KlugKlug has appointed Hemang Mehta as its Country Manager for India.

Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy

Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."

Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Tags e4m