Airtel, Google team up to counter Jio’s free cloud blitz with 100 GB storage

Unlike Jio, which has now cut its offer from 100 GB to 50 GB of free cloud storage with no specified validity, Airtel is offering 100 GB of Google One cloud storage free for six months.

Airtel's postpaid and Wi-Fi users will have to pay ₹125 per month to use Google One subscription for storing their photos, Gmail data and WhatsApp data. The fee is lower than ₹130 per month, which Google charges users after their free storage of 15 GB ends. 

Currently, Google offers the 100 GB plan at ₹35 per month for the first three months after users exhaust their default 15 GB of free storage. 

Telecom operators' offer for free cloud storage to their subscribers comes at a time when users are increasingly struggling with storage constraints, especially after WhatsApp backups began counting toward Google cloud limits. In the absence of storage, users have to frequently delete files or resort to expensive physical storage expansions. 

“With smartphones becoming the main device for managing both personal and professional information, storage has become a significant concern for users," said Siddharth Sharma, director marketing and chief executive officer–Connected Homes at Bharti Airtel. “This partnership (with Google) will present an opportunity for millions of our postpaid, Wi-Fi customers, allowing them access to a further 100 GB of storage."

As of the end of March, Bharti Airtel had 25.8 million postpaid users out of its total India mobile user base of 361.6 million.

Also Read: Supreme Court dismisses Vodafone Idea, Airtel, Tata Teleservices plea for AGR interest waiver

As part of the offer, Airtel will allow its users to share the storage with up to five additional people. Additionally, WhatsApp chats on Android are backed up to Google Account storage, which will make device switching easier for customers, Airtel said in a release. 

“Together, we will make it easier for our users to safely back up photos, videos and important files on their phones with more storage across Google Photos, Drive, Gmail and more," said Karen Teo, vice president, platforms & devices Partnerships, APAC, Google.

Also Read: Bharti Airtel eyes growth through price hikes for high-end users 

Jio, meanwhile, offers its Jio AI Cloud service for backing up various types of files. While it doesn’t specifically support WhatsApp backups, it allows general data backup.

"The Airtel-Google free storage offer is likely to attract users seeking to upgrade their Google One storage. This partnership not only adds value for Airtel users but also provides Google with potential revenue assurance, as users who experience extended free trials often continue with paid plans after the trial period ends," said Faisal Kawoosa, chief analyst at Techarc.

According to Kawoosa, Airtel could also see conversion of prepaid users to postpaid from this offer.

Prachir Singh, senior analyst at Counterpoint Research, said, “For Google to reach mass users for its Google One storage subscription, there is no better route than telecom operators like Airtel."

According to Singh, Airtel too has a great business proposition as it could see prepaid users shifting to postpaid because of the free cloud storage services.

Analysts said that since Airtel has a credible partner Google, it is possible that users will rely on Google more for storage-related services compared to Jio, which only recently started offering free storage.

At the 47th annual general meeting (AGM) in August last year, Reliance Industries Ltd chairman Mukesh Ambani announced the Jio AI Cloud welcome offer of 100 GB of free cloud storage. The offer was rolled out in November. 

Industry executives in the know said that Jio later reduced the offer to 50 GB free storage after seeing a jump in usage. For non-Jio users, the free cloud storage is for three months, which can be upgraded to a non-timeline offer if they port to Jio.

Also Read: Airtel’s equity conversion proposal to assess option, not a decision: Vittal