Applications
Tata Indicom launches an online store for mobile connections; builds on Vas offerings
MUMBAI: Telecom service provider Tata Indicom has launched an online store I-choose for mobile connections. Customers can buy postpaid connections at the click of a mouse with a commitment of activation and delivery of the handset within three days. The store is located at www.ichoose.com and can be accessed from over 400 cities across the country. The store allows consumers to choose froma range of Tata Indicom handsets, tariff plans and value added services (Vas). Customers can compare and select the appropriate tariff plan. Tata Indicom CEO Darryl Green says that the aim is to break away from the clutter of mobile offers by empowering customers to make an informed decision.“We are committed to introducing services which are in line with the changing lifestyles and needs of our discerning customers. I-choose will ehlp us extend our reach across different segments. It will also allow us to create awareness about our Vas which we have expanded during the course of last year.” |
Tata Indicom offers a library of 50 video games for download. One of its latest offerings was a Krrishh themed game. It also offers 3D sports games like motor racing. The games cost between Rs. 20- Rs. 100 a month. One can also access email and the Internet using a phone. That is because the firm provides high wireless speeds for the net. Tata Indicom also has a voice station where the user can listen to film songs, devotional hymns etc. Right now around five per cent of its revenues come from Vas but this is expected top grow. |
In terms of promotional activities for the i-choose store the company will use a lot of Internet banner advertising as well as outdoor hoardings. It also sponsors high profile events like the recent broadband convergence conference in Delhi. |
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
