Bharti Airtel management has outlined a digital strategy to monetise demand across its digital assets from quality customers. To this end, Airtel has also started testing its adtech model.

According to Gopal Vittal, chief executive officer (CEO), Bharti Airtel, the telco is seeking to acquire more quality customers, retain them and create higher lifetime value. The operator is building an ad-tech platform using its powerful digital assets having a unique active user reach of over 155 million users. Further, Airtel is using its data, distribution and payment platforms to drive partner businesses from which Airtel earns commissions. Apart from partnerships like Verizon and Google among others, Airtel is also considering building digital products in house.

Meanwhile, Vittal also said that the average revenue per user (ARPU) must go up to Rs 300 for a sustainable business to continue, also added that commercial roll out of 5G is still a few years away and needs readiness of the ecosystem.