iWorld
What are the rules for testing telecom networks
MUMBAI: The Telecom Regulatory Authority of India, on Monday, started a consultation process to frame rules for the network testing before full-fledged commercial launch after witnessing the controversy related to Reliance Jio’s free trial run.
“The DoT requested the Authority (TRAI) to provide its recommendations on testing of network before commercial launch of services including enrolment of customers for testing purposes before commercial launch, duration of testing period etc…,” TRAI consultation paper stated.
Incumbent telecom operators had voiced concern that enrolment of subscribers and provision of service free of cost before commercial launch are leading to a non-level playing field. They also said the volume of voice traffic generated by such test users, due to free offers, is choking points of interconnect, and impairing the quality of service of other operators. The last date for seeking comments on the issue is May 29 and for counter comments 12 June.
Telecom service providers (TSPs) are bound by roll-out obligations and other licence conditions, TRAI stated. The TSPs are required to install applicable systems for providing mobile services to the subscribers. It is important that these systems are tested before commencement of commercial services because a licensee has to ensure that its service meets the Quality of Service (QoS) standards prescribed by the Licensor or TRAI. As per the general practice, the Telecom Service Providers use test SIM Cards to check the quality of network, before the commercial launch of services.
The Department of Telecommunications (DoT), through its letter dated 9 September 2016, communicated that at present, network testing is being carried out by licensees on the basis of erstwhile practices followed by DoT/BSNL and test SIM Cards are issued by such licensees to check the quality of network, before the commercial launch of services. However, the present licenses for various services issued by DoT do not mandate any time period for network testing before commercial launch of services by the licensees. Therefore, DoT requested TRAIto provide its recommendations
on testing of network before commercial launch of services including enrolment of customers for testing purposes before commercial launch, duration of testing period etc. under the terms of clause 11(l)(a) of TRAI Act 1997 as amended.
In view of the above, Consultation Paper on ‘Network testing before commercial launch of services’ has been released to discuss issues involved, possible solutions and framework to bring clarity on the matter. Written comments on the issues raised in the Consultation, Paper are invited from the stakeholders by 29th May 2017 and counter-comments by 12 June 2017.
Comments and counter-comments may be sent, preferably in electronic form at advmn@trai.gov.in. For any clarification / information Sanjeev Banzal, Advisor (Networks, Spectrum & Licensing), TRAI, may be contacted at Telephone Number +91-11-23210481.
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iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
