New entrant, Etisalat DB claimed that it has soft launched its GSM-based mobile services in 15 circles. The move marks the company to be the last among all new entrants to have launched the service and comes after more than two years since the company received licence to offer GSM-based mobile services in the country.

Etisalat DB will be offering mobile services under the brand name, ‘Cheers’.

“This is an important step towards the entry of our services in the Indian market. We have currently soft launched into the low tele-density markets of Haryana, Punjab, Bihar, UP, Andhra Pradesh, Kerala, Karnataka, Tamil Nadu, Gujarat, Maharashtra, Madhya Pradesh, Mumbai, Delhi and Rajasthan under the brand name Cheers,” said the company.

Interestingly while Etisalat DB is the last to launch its services among the new entrants, it was among the first to attract foreign equity. Etisalat had paid Swan telecom $ 900 million for 45% stake.

There were allegations that Swan telecom is indirectly owned by Reliance Communications’, Anil Ambani. Interestingly, Etisalat has outsourced its passive infrastructure contract to Reliance Communications subsidiary, Reliance Infratel for a deal worth over $ 2 billion.

 The concept of ‘soft launch’ is yet to be truly defined by the telecom policies of India. Loop Mobile is another operator which claims to have soft launched its services in some circles.

Operators who gain mobile services licences are required to adhere to mandatory rollout obligations.

It remains to be confirmed when Etisalat plans to launch full fledge services on a commercial scale.