SSTL expands EV-DO footprint, doubles marketing spending

24 Jun 2013

Russian-backed cellco Sistema Shyam TeleServices (SSTL), which operates under the MTS India moniker, has extended the footprint of its CDMA2000 1xEV-DO network in the Tamil Nadu circle, rolling out the ‘MBlaze’ branded service to 37 new towns. The deployment increases the number of towns in Tamil Nadu covered by the platform to 140. The development follows the announcement that the cellco had expanded its EV-DO network in Rajasthan, increasing the number of towns covered there by 31 to a total of 90.

Meanwhile, the Economic Times quotes Amitesh Rao, the operator’s director for brand and media, as saying that SSTL intends to increase its spending on marketing over the next six months. The cellco cut marketing expenses in late 2012/early 2013 amidst concerns over the cancellation of its licences but now, having secured concessions for eight areas, SSTL will increase spending to ‘almost what [it] had spent during the full twelve months period last year.’ Rao went on to say: ‘We will be running around five big campaigns in next six months which will include TV commercials, print and online. This time our media plan will reach out more to local and vernacular medium. It will be less focussed on national media … For [mobile] data campaigns, we will focus more on internet and print which will be supported by TV campaigns.’