Airtel's One Rupee is the first service in India to offer a range of compelling video content to mobile users at an affordable price. Their challenges are compelling mobile video content offering at affordable rates and expanding addressable market for data consumption. They chose Cisco to overcome these challenges. They have implemented One Rupee mobile video service which provides first-time users access to mobile video at reasonable rates and One Rupee expanded entertainment service delivers premium content, social networking and information services to over 5500 device types including feature phones. The results of implementing Cisco were 10 million subscribers in first five months of service, strong pipeline of demand for mobile data and ARPU boost in large part due to increased data consumption.