Bharti Airtel Ltd., India’s top mobile services firm, is investing more than $100 million in an IBM-designed platform to help the telecoms firm boost its value-added services in a cut-throat market.
New Delhi-based Bharti, 30.8 percent owned by Singapore Telecommunications Ltd., hopes to personalise high margin services such as the delivery of cricket scores, movies and music to offset competitive pressure on call tariffs.
“The content delivered to customers shall also be more friendly and customised as per the capability of their devices,” said Manoj Kohli, president at Bharti.