Not too long ago Airtel had launched an ad campaign on television which mentioned google search on mobile. So if in that case a google product was available on Airtel network but now it seems airtel is returning the favour to Google by launching Airtel’s brand new portal called airtellive.com which is hosted and powered by the application that powers iGoogle using Google apps.

Also it seems Airtel live is using Google’s iGoogle platform like a fancy Ad page where various advertisers have taken on block to show off their discounts and banners. On a personal level this page has zero value add besides for the branding of airtel and a bunch of not so interesting offers. What’s funny is that publications like The Economic Times covered this as it was the next best thing to google! Whats even funnier is that such quotes are given:

“airtellive.com is a milestone in Airtels broadband strategy and it builds upon the current broadband ecosystem infrastructure to establish an internet destination for web applications,” said Airtel Telemedia Services President Atul Bindal.

Im not sure what the longterm agenda for airtel with this portal is but on the basis of the article I can say that this might be used as a default page for airtel’s broadband customers. So in effect it will mean more traffic to Google and possible adoption for iGoogle. What is means for Airtel? Well ad monies I guess after all even though they just used the google platform its they who are creating the buzz around this page (I refuse to call it a portal anymore.. its a igoogle page nothing more..)

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