KUALA LUMPUR (Feb 23): Axiata Group Bhd’s Indian associate Idea Cellular (Idea) is offering cashbacks for its 4G smartphone buyers in response to its rival Reliance Jo Infocomm’s cashback offers.

India’s Economic Times yesterday reported that Idea has even planned advertising campaigns.

Quoting Idea chief marketing officer Sashi Shankar, it said the primary barrier for 4G adoption has been 4G handset affordability.

“The focus is on upgrading the customer to 4G by making 4G handsets more affordable," he said.

Shankar added this was targeted to all subscribers buying a new 4G phone.

The report said that for the past few months, battle of tariffs, amongst telcos has been on cash back offers aimed to get more subscribers via multiple alliances with handset makers.

According to the Economic Times, Idea prepaid customers need to do a cumulative recharge of Rp3,000 in the first 18 months to avail cashback of Rp750, while the remaining cashback of Rp1,250 will be credited at the end of next 18 months if the cumulative recharge for the period is Rp3,000.

For postpaid customers, the cashback offer is applicable on all Nirvana voice combo plans starting Rs. 389 for the entire duration of 36 months.

The offer starts from February 23 and is available till April 30.