Bharti Airtel, has extended its existing relationship with technology service provider IBM into its telemedia services for $ 150 million, the telephony giant said on Sunday.
The company will use the add-on services to launch IPTV, which involves supplying interactive video content over the Internet, and DTH (direct-to-home) broadcasting under its telemedia portfolio.
"With a thrust on these new areas, we are leapfrogging to the next level which will empower our customers to make informed choices and provide seamless access to a host of services," Jay Menon, Director-IT & Innovation, Bharti Airtel, said in a statement.
Airtel had signed a $ 100 million deal with IBM in August 2007 for a service delivery platform. Through the agreement, IBM had helped Airtel to deliver products, services and applications, to the company's customer base spanning mobile, landline and broadband services.
Through the extended agreement, IBM's IT systems are intended to enable Bharti Airtel to launch differentiated services in the new thrust areas of IPTV and DTH. IBM will work with Bharti Airtel in areas including LCR (Least Cost Routing), GIS (geographical information system) and other areas that boost efficiency and cut costs.
The agreement is also expected to enhance the delivery of value added products and services to the pre-paid segments, and will help the company penetrate rural markets.