Vodafone GroupPlc's Indian unitVodafone India hasdeveloped a new vertical in an attempt to curate and generate content while itbundles its data services on 3G and 4G technologies, The Economic Times of Indiareported May 10.

Under the initiative, Vodafone India has formed a 10-memberteam that has the right to curate resources from other departments if required.The major purpose of the team is to develop partnerships with content firms togain more accessible content for Vodafone customers. The team will also createcontent that will be aimed at specific segments in the market, such that itwill unlock usage of the internet.

This strategic move comes after rival Reliance Jio InfocommLtd. announced plans to promote video content and consumer applications as anoption for customers to switch services.