As competition  in the telecom industry voice segment continues to tighten, firms are devising ways to attract new clients as well retain the old ones. This has forced telecoms to come up with products they hope can appeal to the public. Airtel is the latest to jump on this bandwagon by introducing a new offer dubbed ‘Airtel Friends and Family’, joining MTN which has a similar service.Karanja Njoroge, the Airtel head of sales and marketing, said the offer targets prepaid customers, allowing them to stay in touch with their loved ones and friends at discounted prices all for both on and off-net calls."This product is meant to increase competitiveness in the market and also add on Airtel’s growing customer base,” he said.