Bharti Telesoft to rebrand itself, to work with Arms Crestra

Televisionpoint.com Correspondent | Mumbai
Bharti Telesoft, a subsidiary of Bharti Enterprises, is in the process of rebranding itself to establish a strong foothold in the Indian market.

Arms Crestra, the advertising entity run by former Hakuhodo Percept hands Debashis Bose and Sangeeta Sen, has been assigned the duties for communicating the HR initiatives across Bharti Telesoft.

The value-added services (VAS) firm enjoys a considerable position in the global markets. The initiative hopes to reinvent the image of Bharti, which has acquired a leadership position in the Indian mobile market.

Bharti Telesoft's association with Bharti is preempting the company from grabbing major deals from Indian telecom operators. According to people with knowledge of the development, the company has already started working on rebranding the firm and the process is expected to be completed soon.

Bharti Telesoft operates in 65 countries and works with about 100 operators. Africa and West Asia are the largest markets for Bharti Telesoft. India contributes 30 per cent of the total revenues of the company.

OnMobile, mauj.com and Cellnext Solutions are the major VAS players in the Indian market. VAS contributes about 15 per cent of the revenues of telecom operators, which is expected to increase in the near term.

Sequoia Capital and Cisco hold about a 10 per cent in Bharti Telesoft. The company's customers include operators such as MTN, Orange/France Telecom, Celtel, Vodafone and Airtel among others.

Bharti Telesoft also plans to be on the bourses within a year. The proceeds from the planned public issue will be used to part finance some of its international acquisition plans in Latin America and Africa.