India's largest private telecom company Bharti Airtel sees the need for massive investments data analytics, spectrum and customer relationship management to ride the next wave of growth encompassing the mobile Internet and the data services. "We are just about to enter the J-curve of business growth given the opportunities that exist in data and mobile Internet services in the country,"Airtel Global chief financial officer B Srikanth said on Saturday, while hinting at a lot more investments by the company in these specific areas, unlike in the past where physical infrastructure like cell phone towers and the buildings took the priority. Delivering a keynote address on big data and social media at the annual leadership summit organised by the Indian School of Business (ISB), Srikanth said the company had so far invested Rs 1.34-lakh crore on the telecom business in India and that included Rs 94,000 crore on the network and IT and Rs 40,000 crore on the Spectrum.