iWorld
Airwaive signs strategic partnership with Shaurrya Teleservices to expand 5G broadband network in India
Mumbai: Airwaive on Wednesday announced an international strategic partnership with Shaurrya Teleservices (STS) to jointly develop 5G wireless networks in India to help telecommunications operators spearhead 5G technology across the country. As India prepares to develop next-gen 5G services, the country’s local Internet Service Providers (ISPs) are in a race to build and deploy 5G infrastructure to bring better and more affordable connectivity to their customers.
Airwaive’s platform is a marketplace for property owners to make their properties available for rent to wireless and IoT operators, giving them seamless services along with rental revenue. This also enables ISPs to identify and create new wireless access points to reach underserved markets. Airwaive has invested years of development in proprietary tools which streamline an ISP’s network planning and site acquisition, allowing wireless ISPs to realise tangible savings in both budget and time to market.
As part of the partnership, STS’ management, with decades of experience, will provide access to tools, channels, and market insights to showcase Airwaive’s technology and platform to operators across the country. Airwaive will work with STS to offer a seamless path to Airwaive’s advanced 5G network platform and continue to support its customers and business partners in the country. This joint collaboration will unlock the full potential of 5G infrastructure, bridge the digital divide, and bring affordable Internet services to the massive population of India while also giving an opportunity for everyone to make their properties available to ISPs for an additional source of revenue.
The key to a successful 5G implementation is the ability of wireless and IoT operators to use new models to build networks, which now require four times more cell sites than the total number of sites built in the last 25 years of mobility. This quick rise in the number of cell sites needed for 5G highlights the necessity of 5G wireless network solutions like Airwaive for this ever-growing market.
“Shaurrya Teleservices (STS) intends to build an infrastructure of trust (IOT) for the successful implementation of the internet of things in India on a build, operate, and lease model. STS understands the need for reliable infrastructure, understands the health concerns of the people of India and is committed to social responsibility by building green infrastructure. Our partnership with Airwaive is very exciting as this gives us a chance to launch a very unique, globally accepted technology in India, which will give everyone an opportunity to participate in the growth of 5G networks and web3,” said STS CEO Mahesh Choudhary.
5G will bring tremendous opportunities for wireless operators in India, not just for mobile phones but for the next generation of IoT services and fixed wireless. With 5G and fixed wireless, speeds are now fast enough to have broadband Internet connectivity into homes throughout India,” said Airwaive CEO Jeff Yee.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
