BSNL is pulling off a revenge tour. Once one of the most important players in communication, it was left gasping for air by companies like Jio and Vi. But now, they are trying to mimic the strategy of Jio and Airtel.
It’s not rocket science.
They bait the audience with OTT subscriptions. With an inflated price tag, users get access to Netflix, Prime Video, Hotstar, or other OTT platforms. In most cases, these are the basic plans, so users are compromising on quality but getting hooked on the OTT platforms. It’s quite beneficial for the OTTs as well since they get more exposure.
One might expect that if BSNL is doing this, they’ll see huge growth. But that’s far from the truth, and here’s why:
Users don’t opt for Jio, Airtel, or even Vi only because of their OTT plans—there’s more to it. These companies have set a standard that makes them dependable. The internet speed is incredibly fast for the average user, and the introduction of 5G is the cherry on top.
While BSNL might match them with OTT plans, their user experience is far from ideal. They are nowhere near the big three in terms of quality. When it comes to issues like call drops, BSNL becomes a big problem. But do you know their real hamartia?
The internet.
While the big telcos are shifting from 4G to 5G, BSNL is stuck with 3G, and even that is of poor quality. So despite offering some solid plans, users either avoid BSNL or keep it as a secondary SIM, which is easily replaceable.
Even the OTT platforms tied with BSNL are a bonus, but they aren’t as flashy as what Jio or Airtel offers. Disney+ Hotstar, YuppTV (including SonyLIV and ZEE5), Lionsgate Play, ShemarooMe, and EpicON might sound good on paper, but the audience is drawn to names like Prime Video or Netflix. Though Hotstar might be a catch, considering its huge user base, it won’t have a significant impact.
To conclude, BSNL won’t be a big hit unless they magically fix their major issues. The OTT benefits feel like a small band-aid for a terminal disease. This won’t last long.