With an eye on entry-level smartphone users, Bharti Airtel on Tuesday launched Wynk Tube - a music and video streaming app.

The company aims to target 200 million smartphone users in tier II and III cities and rural areas.

The app will be available in 12 Indian regional languages including Kannada, Marathi, Telugu, Tamil, Bhojpuri. To start with, English, Hindi, Punjabi and Bhojpuri has been made available and going forward it will be expanded to other regional languages.

With Wynk Tube, users will have option to switch to videos/audios of any song while playing and will focus on vernacular content to reach out to users in small towns and cities, Bharti Airtel chief executive officer (content and apps) Sameer Batra said.

Going forward, the company has eyes on education and healthcare segment to create more content offerings. However, Batra refused to divulge any specific details.

The non Airtel users will have to pay Rs 99/month, after 30 days of free trial while for Airtel users, the app would be free. However, in both cases, data charges will be applicable separate as per usage.

Airtel already has a music app Wynk, which claims to have 100 million users.

Wynk Tube, which is an extension of Wynk Music, is currently available for Android smartphones. Wynk Tube has been built as an extremely light app (only 5MB) that will operate seamlessly on even basic smartphones, including Android Go variants. It will also allow deep voice enabled search to help users discover their favourite music.

Wynk Tube will accelerate our journey to the next 100 million users. Regional content and personalisation through AI, big data will continue to be a big agenda, Batra said. Wynk Tube is launching with a collection of over 40 lakh songs and related videos.

"Wynk Tube has been built for India 2.0, keeping in mind the digital entertainment needs of hundreds of millions smartphone users in non-metros and small towns. An integrated audio-video music experience delivered in a simple yet intuitive vernacular interface makes Wynk Tube a unique and powerful proposition," he said.

With rising data consumption, telecom players are increasingly focusing on content offerings -- be it music or videos to drive data usage and ultimately, helping in improvement in average revenue per user, a key matrix for profitability.