Idea Cellular Launches 'Seamless Recharge' Feature for Prepaid Subscribers

Idea Cellular on Tuesday launched a 'seamless recharge' feature that is aimed at offering more ease to its prepaid subscribers in recharging their mobile numbers. The feature, which is specifically designed for the My Idea app and Idea's official website site, eliminates multiple steps involved in the previous recharge process by offering customised links through app notification and text messages. Idea claims that the proprietary feature is an industry first.

To make the recharge process easier, Idea will start pushing special offers and new pack details through its app notifications and text messages that will include custom links. Once tapped, the link takes subscribers right to the payment platform that completes the transaction - omitting the requirement for adding mobile numbers and pack value.

"We realised that through this customer-centric innovation we can make the recharge experience of our consumers quicker and simpler. Idea customers can now recharge seamlessly with the recommended MRP directly from the message sent by us. This innovation is an Industry first," said Sunil Tolani, Digital Head, Idea Cellular, in a press statement.

In a telephonic conversation with Gadgets 360, an Idea spokesperson mentioned that the new feature is a part of the entire Web revamping programme. There are also new services such as free home delivery of Idea postpaid SIM, customised and recommended packs, cashback offers on digital wallet usage, and live status of the network coverage through My Idea Network microsite.

Idea presently has nearly 200 million subscribers across India. The company is strongly attempting to rival competitors such as Bharti Airtel and Reliance Jio that are introducing new packs to retain their leadership. As per a recent report by Telecom Regulatory Authority of India (TRAI), Idea added nearly 3.20 million new subscribers in the country in the month of November last year.