Idea Cellular joins hands with Opera Software, Quikr to offer sponsored data usage plans

New Delhi: Idea Cellular on Thursday joined hands with Opera Software and Quikr to offer sponsored mobile data through 'Sponsored Web Passes' to the No. 3 carrier's over 137 million customers in India.

Under the arrangement, Idea customers will get free 10 MB data usage for an entire day, sponsored by Quikr through Idea Web Pass on Opera Mini browser, the three companies said in a joint statement.

The tri-partnership is aimed at enabling more Indians to get online and experience internet on their mobile phones, the first such initiative in South Asia, according to the statement

"Data is going to be the next big game changer in the Indian telecom industry. However, there are certain entry-level barriers that must be overcome for mass adoption. The web pass concept has helped us surpass the barrier of cost and convenience and has led to a spike in the number of data users on our network," Sashi Shankar, chief marketing officer at Idea Cellular, said in the statement.

Shankar added that the Sponsored Web Pass will help bringing more non-data users, while giving an opportunity to advertisers to gain instant connect with consumers using the mobile platform.

The joint statement said that a web pass is an alternative to monthly data plans for consumers who do not require full-time internet access.

"This tool helps operators expand the reach of mobile internet to many more new users, who might otherwise be wary of spending on data plans," Sunil Kamath, Vice President for South Asia at Opera Software, said.

Idea had partnered with Opera earlier this year to offer web pass to Opera Mini users in India. The web pass provides affordable internet packages, tailor-made to enable Idea subscribers to enjoy internet access for particular timelines or websites, such as Facebook access for a day or internet access for an hour at just Re 1.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.