Airtel said it has become the first operator to introduce an over-the-top (OTT) mobile application in the domestic market, which will work across all mobile players enabling customers to stream and download songs.

Airtel said Wynk is its first cross operator product and it plans to come out with more such products in future.

The company said in order to drive data consumption; it is targetting six categories including social networks, video, music, gaming, e-commerce and travel, where it would look to develop its own products.

"In these five-six categories where we believe that in the existing environment there isn't a simple high quality product which is transparent in pricing and works across all operators, we would look to develop our own products," Bharti Airtel Director (Consumer Business) Srinivasan Gopalan said.

He added where products already exist, the company would support it, distribute it and where is doesn't exist, it will build its own. Some cases might work across all operators other cases might not work.

"We don't think what we are trying to build overall is simply about it working across all operators...what we are saying is smartphones are booming and as that boom happens, to drive data consumption on those smartphones, these are five-six categories which are key to data consumption across the world," Gopalan added.

Airtel has already launched a product for the music category with Wynk and may also introduce video in some time.

E-commerce is other area where it wants to play a larger role.

Wynk is a free to download application available on Android and iOS platforms. With the free version of the app, users can stream songs online and tune into internet radio.

With Wynk Plus, users can enjoy unlimited in-app song downloads and play music offline at Rs 99 on Android and Rs 60 on iOS. Airtel customers using Android phones can have a introductory price of Rs 29 on this.

Wynk Freedom subscription at Rs 129 is available only to Airtel customers in 3G circles using Android phones which allows them to get all-inclusive unlimited streaming and download of music without incurring additional data charges.

Airtel customers can pay for all purchases on the app using their Airtel balance or bill. Other customers have the option to pay using online banking.