Hike Messenger, India’s only messaging client (with 100 million active users) that comes close to rivalling WhatsApp (200 million users in India), has a new plan to attract more users to its platform. The company has rolled out a new version of Android for smartphones called ‘Total’ that promises to run applications even if you don’t have data.
The company claims that over 736 million users in India still find it hard to access internet, and with the ‘Total’, they want to end that problem.
So, how does this feature work and what’s the technology behind it? Here’s a detailed look at everything we know.
What is Hike’s ‘Total’?
According to Hike, the ‘Total’ is their warped-up version of the Android skin that has been put over the Unstructured Supplementary Service Data (USSD) protocol, which you’ve been using for stuff like checking mobile balance by dialling codes like *121# or even to access other value added services.
In technical terms, the USSD is a communication protocol seen on GSM mobile phones we use today, that can be used to connect with the operator’s computer network. After configuring the phone to its network (Hike’s, in this case), you’ll be able to send messages, pay/receive money (via Wallet).
Hike is making ‘Total’ exclusive to brands that partner with them. You won’t be able to download its apps from the regular Google Play Store.
The incentive that Hike is giving with Total is the convenience of single login to access all apps on the device.
In a statement issued by the company, Kavin Bharti Mittal, founder and chief executive officer of Hike, said:
For the next billion true mobile first users, coming online can still be quite complicated and intimidating. We’ve taken the 15-20 step process of someone coming online and made it only a few steps – buy a phone, turn it on, and you’re good to go. Everything, all the essential services, works out of the box even without data.
Mittal was bullish about the company’s efforts to work with operators like Airtel and BSNL, among others, to enable technology like USSD and data upsell on Total.
Data upselling is the constant reminders you’ll get if your mobile doesn’t have an active data plan. This mostly happens when doing heavy data-centric stuff like video calling or even sharing videos with someone over message.
What’s Behind Total’s ‘No-Data Needed for Apps’ Feature?
So, you must be wondering how Total manages to run apps without using data. Basically, Hike has used the already-existing USSD technology and wrapped it over its claimed proprietary feature named Universal Transfer Protocol (UTP). This way, you’re able to access all features provided by Hike (as given below) in the form of VAS that connects to apps like Hike Messenger and Hike Wallet to function within its ecosystem.
Features like live cricket, checking train status, horoscope, payment and messenger are some of the products available for Total right now, and we expect more to be added in the coming months. Hike claims that these products, which take less than 1 MB data, offer services that don’t really make you crave for data.
And while that might be right, you’ll still need some sort of data to go beyond basic social activity. For this, Hike is offering data plans costing as low as Re 1.
‘Total’ lets users access essential services such as messaging, news, recharge and more even without an active data connection, and paves the way for them to get on data by providing packs as low as Re 1.Press release quoting Kavin Bharti Mittal
Total users will get up to Rs 200 to spend on any of the services when they buy one of its devices.
So, if you’re looking to browse videos or even share photos, then data packs will come in handy. Also, to make use of apps like WhatsApp (which most of you might) and Twitter, you’ll need all the data on offer.
How Can You Use Total on Smartphone?
To use Total on a smartphone, you’ll definitely have to get a new device.
Supported Phones:
- Intex Aqua Lions N1
- Intex Aqua Lions T1
- Intex Aqua Lions T1-Lite
- Karbonn A40 Indian
All these phones running on Total will be available from 1 March, Hike said, and will be supported by three telecom operators – Airtel, Aircel and BSNL – for now. So, why is Hike restricting itself to these operators and only two mobile brands?
Well, that’s a question that only Kavin Mittal and co. can answer. Hike claimed that with over 42 percent market between Airtel, Aircel and BSNL, it was the logical choice to make. By leaving Jio out, they are setting up the groundwork to go against the Ambani-owned telco behemoth.
Ever since the launch of the JioPhone, we have seen many other mobile makers divulging into the 4G volte feature phone segment. And this could have prompted Hike to stay away from the crowd. Hence, a product like Total.
According to latest shipment figures, both Intex and Karbonn didn’t get a mention, and this could probably mean that Hike is taking it easy right now by opting for these two brands.
It’s quite clear that Hike isn’t reaching out to you or me, who’re already hooked to the internet. But to fulfill its mission, Mittal would have to do more than just live up to the promise of cheap data. They have to sell it to millions of people who are starved of basic internet services right now.
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