Reliance Communications launched Change2Broadband offer

Anil Ambani-run Reliance Communications is targeting 15-20 per cent of its revenue from its data and value-added services verticals.

According to company sources, RCom is giving a major push to its data business and expects it, along with the VAS business, to contribute 15-20 per cent of overall revenues.

To achieve its revenue target, RCom is planning to target high-value customers of rival companies.

The company is planning to launch a swap offer 'Change2Broadband' wherein data-card customers of competitors will be upgraded to Reliance's Netconnect Broadband Plus service, sources said.

Under 'Change2Broadband', RCom will offer a Rs 3,600 annualised savings scheme to these churn customers.

A potential high-value customer for RCom is one who is currently subscribing to tariff plans of over Rs 1,099.

This could translate into a revenue contribution of over Rs 800 crore every quarter.

RCom is also planning a similar swap offer to upgrade its own Reliance Netconnect customers to Netconnect Broadband Plus. RCom has tied up with Alcatel Lucent to establish its data network.

RCom's high-speed data network will provide seamless coverage across 20,000 towns and 4.5 lakh villages. The company has invested over Rs 600 crore in its pan-Indian network for its data business.