Uninor launches India's first ever concept of dynamic pricing in call chargesUninor, A joint venture between Unitech & the Telenor Group and The Youngest and Emerging Telecom Brand of India has Changed the “TELECOM GAME” by introducing a radically new concept of ‘dynamic pricing’ that is likely to set a new trend in the pricing of mobile services in India. Branded as ‘24X7 Changing Discount Plan (DP)’, it will offer customers changing discounts on their calls based on traffic on the network.

Dubbed as ‘24X7 Changing Discount Plan (DP)’, customers will be able to avail a discount on their calls that ranges from 5% to as much as 60%, depending on their location and time at which they call. This discount will be applicable on a standard base call rate of 50 paisa per minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This means a 1-minute call could cost as low as 20 paisa and never more than 50 paisa.

The service is being launched simultaneously in the three telecom circles of Andhra Pradesh, Tamil Nadu and Karnataka. The plan can be activated by a customer by simply walking up to the nearest a retail shop. This Plan has a potential to Change the tariff structure in whole Indian telecom.

How 24X7 Changing Discount Plan (DP) works:

The dynamic discounts available at any given time will depend on network traffic and customers location at that time, providing customers maximum flexibility to choose between convenience and savings. The discount available at any given time will be visible on the screens of handsets that display cell broadcast. The discount visible on the screen at the time a customer calls will be the applicable discount for the call. When the call ends, a flash will appear on the phone screen indicating the actual discounted cost of the call.

“The 24X7 Changing Discount Plan (DP) will not only help customers make significant savings on their bills, but also empower them by placing the power of tariffs in their hands. We will pass on our network capacity savings to our customers.  It is a perfect model and I won’t be surprised if it soon becomes an industry practice.” said Ann Hofvander, Executive Vice-President, Karnataka Hub.

Screenshots of Uninor Dynamic pricing concept


Discount of Calls will calculated by a sophisticated ‘Discount Engine’ that relies on state-of-the-art IT systems to continuously monitor traffic at every tower in the network. For customers, this could literally mean discounts changing from, say 5% to 60%, just by crossing a street, as customers move into the coverage of another tower. Over a longer period, this would mean considerable savings on phone bills.