ASHISH “GURU BHAI “SHARMA!!!!!!!
[email protected] [email protected]
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SUMMER INTERNSHIP PROJECT
“TO STUDY OF VAS PRODUCTS IN TELECOM MARKET IN INDIA”
AT
BHARTI AIRTEL LIMITED, GURGAON (HARYANA)
SUBIMITTED IN PARTIAL FULLFILLMENT OF PGDM PROGRAM
2009-2011
Submitted By: Ashish Sharma
Roll No. : 17010 Finance & Marketing
Company Guide: Mr. Rajeev Kandari
Human Resources Bharti Airtel Ltd.
Faculty Guide: Prof. Anuj Verma
Apeejay School of Mgt.
APEEJAY SCHOOL OF MANAGEMENT, NEW DELHI JULY -2010
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ACKNOWLEDGEMENT
This is serve gratitude to all those people without whom this PROJECT would have never seen the light of day. An endeavor is difficult to even initiate without the help of many souls who are always there by the grace of God. Researcher project is a result of help provided by many people. My project becomes a reality only because of cooperation of many people who had helped me in completing this project. I sincerely extend my gratitude to Mr. Rajeev Kandari (HR, Bharti Airtel Ltd.) who has given me this golden opportunity to have an insight in the corporate world and who has been a source of guidance and support. I sincerely thank my esteemed guide Miss Ashima Kanwar for her valuable guidance and cooperation rendered to me through out the project report. It would not have been possible for me to Complete this project without there meticulous guidance and suggestions. I give my thanks to Prof. Anuj Verma (PROJECT GUIDE) for his valuable contribution, cooperation and guidance from time to time for completion of this project. Last but not the least I would like to thank my parents, friends, Colleagues and the staff of Bharti Airtel, Gurgaon who directly or indirectly help me during the course of project without which project would have been a Herculean task.
Date:
ASHISH SHARMA Roll No. -17010 PGDM 2009-11
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TABLE OF CONTENTS
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EXECUTIVE SUMMARY
I got an opportunity to undergo my summer training in a reputed organization “Bharti Airtel Limited “Gurgaon, where I was allowed to work on the project titled “Study of VAS Products In Telecom Market in India”. Role Of Telecom Sector in Development Process The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. The Telecom Sector, which has the multiplier effect on the economy, has a vital role to play in economy by way of contributing to the increased efficiency. The available studies suggest that income of business entities and households increases by the use of telecom services. Thus it contributes to the growth in GDP. The Government of India reorganizes that provision of world class telecommunications infrastructure and information is key to rapid economic and social development of the country. Telecom industry in India started to set up in a phased approach. Privatization was gradually introduced, first in value-added services, followed by cellular and basic services. Telecom Regulatory Authority of India (TRAI) was established to regulate and deal with competition (the service providers). This gradual and thoughtful reform process in India has favored industry growth. Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010.
Need for the Study
Paisafication seems to be the name of the game in mobile telephony. But as the pricing game touches rock bottom and erodes value, gaining subscribers will mean winning the great brand battle. Thirteen Telecom Operators in India causing Ripple Effect & demanding for Innovation / Renovation in Saturated Indian Telecom Market.
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VAS was Internet Limited!!!!... With Mobile Internet MVAS becomes unlimited!! As ARPU declines and voice gets commoditized, the challenge is to retain customers, develop alternative revenue streams, and create a basis for differentiation in high-churn markets. In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow from VAS in the near future. Market growth drivers on the supply side include declining ARPU, brand differentiation needs, and growing focus on entertainment-related content; demand-side drivers include the booming Indian economy, increasing user comfort with basic mobility services, personalization of content and devices and cheaper handsets. From the early days of “Person-toPerson Short Message Service” (P2P SMS), the industry has witnessed an emergence of a growing portfolio of services including graphics/wallpapers downloads, ringtones and caller ring back Tones (CRBT), SMS contests, and games. Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU and increasing competition among operators it is imperative to focus on alternate revenue streams. That is where there is a felt need for capitalizing on the Value Added Services Market. This report on Bharti Airtel is done to find out certain objective regarding the strategic approach Adopted by Airtel to stand strongly in the competitive telecom market. Airtel’s marketing strategies are analyses using various models like SWOT analysis, BCG Matrix, Ansoff’s matrix, porter’s five forces etc.The outcomes of these models are properly analyzed to find out the various aspects like companies position and competitors position in the market This report on Airtel not just give description about the company but it also talks about the various marketing strategy adopted by the company. In this report I have tried to capture most of the areas of Telecom Industry. Major highlights of the report are History of Telecom Industry, Current Industry Analysis, Role of TRAI, Spectrum allocation, FDI Regulation, Competitive advantages, Outsourcing in Telecom, Emerging Technologies, Latest Innovation, and Growth Trends, Mergers and Acquisitions.
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CHAPTER 1:
INTRODUCTION
Mobile Phone Revolution:
Commenting on the emerging markets and use of cell phones, Bill Gates once said, “PC is the phone and phone is the PC.” In the same conference, Craig Mundie, Microsoft Chief Research Officer continued, “People in those rural environments are already buying computers. “ They happen to call them cell phones
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Welcome in the New AVATAR of TELECOM WORLD! India entering 2nd stage of “Telecom Revolution “.
INDIAN TELECOM SECTOR
FIRST PHASE OF REVOLUTION: VOICE
SECOND PHASE OF REVOLUTION: DATA
.
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Quick Facts: Next Super Power INDIA (March, 2010 )
Name Population of India (Approx. ) Mobile Users (Approx. ) Number of Players (Approx. ) Market Size (Approx. ) Growth Rate (Approx. ) Employment to People (Approx. ) TeleDensity Internet Users Internet Penetration Contribution to India’s GDP. 3% 15 % 7% 18 % 81 Million 120 Million 52.74 % 70 % 4 Million 10 Million
Wireline Subscription Overall Teledensity Broadband Subscription 36.96 Million 52.74 8.75 Million
Current Trends (In 2010) 120 Crore 584.32 Million 13 100,000 Rs. Crore 16 % Over 26 % 344,921 Rs. Crore 5-6 Players Over 1 Billion 135 Crore
Projected Trends (In 2015 )
Total Telephone Subscriber Base Wireless Subscription (With 20.31 Million New Addition )
621.28 Million 584.32 Million
All India Wireline Subscriber Base 38.5 37.95 37.81 37.65 38 37.54 37.41 37.33 37.31 37.25 37.16 37.06 36.99 37.5 36.96 36.96 37 36.5 36
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Impact of Telecom Sector on Indian Economy
Economic Benefits of Mobile Services in India :
1) Generate Huge Employment Opportunities. 2) Increase in Government Revenues 3) Boost to GDP Growth 4) Rural Development with Connectivity.
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Indian Telecom Sector
International Telecommunications Union( ITU)
“The mobile phone has moved beyond being a mere device to become a key “social object” present in every aspect of our daily lives”. The Indian Telecom Sector –Poster Boy of Economic Reforms. Fastest Growing Telecom Market with CAGR of 17 %. 3rd Largest Telecommunication Network in World. 2nd Largest Wireless Network in World. About 15 million connections are being added every month. about 3 % is the Contribution of Telecom Sector in Nation’s GDP.
? ? ? ? ? ?
The Unique Indian Business Telecom Model “Low Cost, High Volume, High MOU. “
Telecommunication (Definition) Technical: “Telecom in the real sense means transfer of information between two distant points in space.”
Managerial: “Telecom is a huge and varied bastion of technologies, companies, services and politics that is truly global in nature.”
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A) History of Indian Telecom Industry & Government Policy.
The Indian Telecom Journey:
:
Telecom Working Model:
Network Infrastructure Companies:
Telecom Equipment Manufacturers:
Telecom Service Provider:
Telecom Solutions Providers:
ALCATEL LUCENT, CISCO &
ERICSSON.
NOKIA, SAMSUNG & MOTOROLA.
BHARTI AIRTEL ,RELIANCE , VODAFONE & IDEA.
IBM DAKSH, WIPRO, SPANCO , ARICENT, AEGIS.
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B) Policy of Government of India
Pre-1991 1991-1994 1994 - 2002 2002 -2007
? ? ?
Telegraph Act 1885 Creation of DOT- 1985 MTNL & VSNL were set up1986
?
Cellular Phone Services were opened up to private sector1994 National Telecom Policy1994
? ? ? ? ?
?
1997 : TRAI was set up NTP 1999 TDSAT-2000 BSNL formed 2001 FDI - 49 %
? ?
Broadband policy 2004 FDI - 74% 2005
Up to 1991
Up to 1994
Upto 2002
Upto 2007
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Ministry of Communication & Information Technology
Licensor Dept of Telecom Unified License Operators
Fixed Line Operators Regulator Telecom Regulatory Authority of India National Long Distance Operators CDMA 1800 MHZ International Long Distance Operators Judiciary Telecom Dispute Wireless Operators Settlement Appellate Tribunal FDI in telecom recently revised to 74%. Government gets 15% of revenues from Unified Licensing
GSM 900 & 1800 MHZ
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Market Structure of India- (22Telecom Circles)
? Metro circles ?A circles (regions that
(Major cities*): • Mumbai • New Delhi • Kolkata Include other large cities): Andhra Pradesh Gujarat Karnataka Maharashtra Tamil Nadu*
? B circles (regions with ?C circles (rural areas):
smaller urban Areas and towns): Haryana Punjab Rajasthan Uttar Pradesh (East) Uttar Pradesh (West) West Bengal Assam Bihar Himachal Pradesh Jammu & Kashmir Northeast Orissa Kerala Madhya Pradesh
• • • • • •
(* Chennai, in the southeast, was previously a separate Metro circle, but as of March 31, 2008, it was Integrated into the Tamil Nadu A circle as a single entity.)
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Telecom Growth Comparison:
Mobile Subscriber Growth Chart
1200 1000
400
0 1990
1995
16
200
2000
22 32 65
2005
36 2
600
2010
58 4
800
10 00
2015
2020
Total No. of Mobile Subscriber in the year 2015 will be 1000 Million.
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Different Services of Telecom Sector:
Growth of Telecom Network (PSUs & Private Player ) :
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Tele-Density Growth in India:
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Wire line & Wireless in India:
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FDI in Telecom Sector in India :
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Market Share of Technology & Connection:
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C) Different Players of Indian Telecom Industry
There are three types of players in telecom services: • State owned companies (BSNL and MTNL) • Private Indian owned companies (Reliance Communication, Tata Teleservices) • Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea).
I WANT ONLY 1 SIM CARD
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Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India
(TRAI Report –March 2010)
All India GSM Cell Subscribers- March 2010 (COAI Report)
Sl. No. 1 2 3 4 5 6 8 9 10 11 Name of Company Bharti Airtel Vodafone Essar IDEA BSNL Aircel Reliance Telecom MTNL Uninor Loop Mobile Stel All India Total Sub Figures 127619314 100858358 63824688 63486339 36861174 16311206 4784453 4264036 2844583 1006827 421860978 % Market Share 30.25% 23.91% 15.13% 15.05% 8.74% 3.87% 1.13% 1.01% 0.67% 0.24% 100.00%
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Battle of Brands- Get Ready for Third World War !!!!!!
Thirteen Operators causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom Market. What is Future?????
Mergers & Acquisition (Small Companies) Mega Mergers (Large Companies) Global Mergers
Fighting for the Share of CONSUMER’S Wallet!!!!!!!!!!!
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1st Player – Bharti Airtel
GSM PLAYER- PAN 23 CIRCLES
1st Rank in Telecom Market of India with Subscriber Base of 127.6 Million & Market Share of 30.25 % ( TRAI , GSM Subscriber Base March 2010 Report )
Type Industry Founded Founder Headquarters Area served Key people Public (BSE: 532454) Telecommunications 7 July 1995 Sunil Bharti Mittal New Delhi, India Worldwide Sunil Mittal (Chairman) & (MD) Sanjay Kapoor (CEO) Wireless Telephone Internet Satellite television ? US$ 7.254 billion (2009) ? US$ 2.043 billion (2009) ? US$ 1.662 billion (2009) ? US$ 11.853 billion (2009) 25,543 (2009) Bharti Enterprises (64.76%) SingTel (30.5%) Vodafone (4.4%)
Bharti‘s Famous “Minute Factory Model” Combined with a low cost structure. Bharti Airtel an integrated Telecom Service Provider. Airtel is strong Brand Name. Airtel is other Name of strong Network, Coverage & Service. It is known for Trust & Ethics.
Products
Revenue Operating income Net income Total assets Employees Parent
?Bharti is now the world's third-largest, ?Single-country mobile operator and ?Fifth-largest integrated telecom
operator.
“Work is Love, not Stress “- Sunil Bharti Mittal
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2nd Player- Reliance Communications
Type Industry Founded Founder Headquarters Area served Key people Public BSE: 532712 Telecommunications 2004 Dhirubhai Ambani Navi Mumbai, Maharashtra India Anil Ambani (Chairman ) Satish Seth (MD) Wireless Telephone Internet Television Data Cards Recharge Vouchers Rs 22,948 crore (US$ 4.89 billion) Rs 9,305 crore (US$ 1.98 billion) Rs 6,045 crore (US$ 1.29 billion) Rs 102,207 crore (US$ 21.77 billion) Rs 1,032 crore (US$ 219.82 million) 31,884 ADAG
BOTH GSM PLAYER & CDMA PLAYER PAN in 23 Circles.
Products
Revenue Operating income Net income Total assets Total Equity Employees Parent
1st Rank in CDMA Telecom Market of India with Total Subscriber Base (Both GSM & CDMA) of 102.44 Million & Market Share in CDMA Of 59.39 %. 6th Rank in Purely GSM Market with Total Subscriber Base of 16.31 Million & Market Share in GSM Market is of 3.87 %.
Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs. Reliance Communication (R-Com) has launched a new tariff model for its pre-paid customers, which offers Unlimited talk time for a flat monthly fee. The ‘Simply Unlimited CDMA’ offer is available in two flavors : Simply Unlimited CDMA Local Pack& Simply Unlimited CDMA National Pack:
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3rd Player- Vodafone Essar 2nd Rank in Telecom GSM Market of India with Subscriber Base of 100 Million & Market Share of 23.91 %. (TRAI, March 2010 Report )
Type Limited Mobile telecommunications Hutchison Essar 1994 Mumbai, Maharashtra
GSM PLAYER PAN in 23 Circles
Industry
Predecessor Founded Headquarters
Products
Mobile networks, Telecom services, Etc.
Owner(s)
Vodafone Group (67%) Essar Group (33%)
Employees
10,000
Zoo Zoo Magic:
This was something which was created purely out of textbook and is totally an Indian idea. The characters are such that they lead simple lives, speak insane and incomprehensible language and move in a certain way with human emotions. But the interesting part is that Zoo zoos are not animated characters but are actually slim women actors from local Mumbai theatres, dressed in white costumes that are stuffed with foam to portray the characters.
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4th Player- IDEA Cellular
GSM PLAYER PAN IN ALL 23 CIRCLES
3RD Rank in Telecom GSM Market of India with Subscriber Base of 63.82 Million & Market Share of 15.13 % in GSM Market. ( TRAI ,March 2010 Report )
Public BSE: 532822 NSE: 532822 Telecommunications 1995
Type Industry Founded
Headquarters
Santa Cruz East, Mumbai, India Kumar Mangalam Birla (Chairman) Sanjeev Aga (MD) Rajat Mukharjee (VP Corporate Affairs) Mobile Aditya Birla Group (49.05%) Axiata Group Berhad (15%) Providence Equity (10.6%)
Key people
Products
Parent
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5th Player-TATA Teleservices Ltd. (TTSL)
IN TELECOM MARKET WITH 3 BRANDS :
2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India with Subscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market .
Type Industry Founded Headquarters Key people Public (BSE: 532371) Telecommunications Incorporated 1996 Navi Mumbai, India
1) TATA INDICOM- CDMA PLAYER
Mr. Ratan N. Tata Chairman) Anil Kumar Sardana (MD) Wireless Telephone Internet Television 350,000 Tata Group Tata Indicom (CDMA) Tata DoCoMo (GSM) Virgin Mobile India (CDMA/GSM)
3) VIRGIN MOBILE- BOTH CDMA & GSM PLAYER
Products
2) TATA DoCoMo - GSM PLAYER
Employees Parent
Divisions
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6th Player-BSNL
4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48 Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report )
BOTH GSM & CDMA
Type Industry Founded State-owned Telecommunications 19th century, incorporated 2000
Headquarters
Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi
Key people
Kuldeep Goyal (Chairman) (MD) Wireless Telephone Internet Television ? US$ 7.03 billion The Government of India 357,000
Products
Revenue Owner(s) Employees
BSNL: - Undisputed Leader in Broadband with 60 % Market Share. It has1.5 Million 3G Users out of 60 Million Total Consumer Base.
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7th Player-AIRCEL
GSM PLAYER IN PAN in 18 CIRCLES.
Type Industry Founded Headquarters Key people
Private Telecommunications 1999 Gurgaon Gurdeep Singh, COO Mobile Telecommunication operator Maxis Communications(74%) Apollo Hospital (26%)
Products
Parent
In a bid to raise awareness about the declining number of tigers, Aircel, partnering with World Wildlife Fund (WWF) India has launched the 'Save Our Tigers' initiative. The campaign, a little over a week old, has already created quite a buzz. 'Stripey the Cub', the face of the Initiative, has over 96,400 fans on popular social networking website, Face book; and the official Twitter page Have 3,027 followers already.
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8th Player –MTNL
Both GSM Player & CDMA Player 7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million & Market Share of 1.13 %. ( TRAI ,March 2010 Report )
State-owned Public NSE: MTNL NYSE: MTE Telecommunications 1986 Mumbai and New Delhi India Kuldip Singh (CMD) Anita Soni (CFO) S.M.Talwar (ED-New Delhi) J.Gopal (ED-Mumbai) Wireless Telephone Internet Television ? INR 52.895 million (2009) ? INR 1.626 million (2009) The Government of India
Type Industry Founded Headquarters
Key people
Products
Revenue Net income Owner(s)
MTNL provides fixed line telephones, cellular connection of both GSM — Dolphin (Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda -FW and Garuda-Mobile and internet services Through dialup and DSL — Broadband internet TriBand.
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9th Player-UNINOR
GSM Player PAN
8th Rank in Telecom GSM Market of India with Subscriber Base of 42.64 Million & Market Share of 1.01 %. ( TRAI ,March 2010 Report )
Type Industry Founded Headquarters Joint Venture Telecommunications 2009 Gurgaon, India
Key people
Stein-Erik Vellan (CEO) Sanjay Chandra (Chairman)
Products
Wireless Telephone Internet 2,000 Telenor (67.25%) Unitech Group (32.75%)
Employees
Parent
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CDMA PLAYER
10th Player- MTS (SSTL)
3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million & Market Share of 2.19 % in CDMA .
Industry
Mobile telecommunications 2009 as Sistema Shyam TeleServices Limited New Delhi, Delhi, India CDMA Sistema (73.71%) Shyam Group (23.70%)
Founded
Headquarters Products
Owner(s)
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11th Player-LOOP MOBILE
GSM
10th Rank in Telecom GSM Market of India with Subscriber Base of 2.84 Million & Market Share of 0.67 %. (TRAI ,March 2010 Report )
Type Industry
Private Telecom
Founded
1994 as BPL Mobile 2009 as Loop Mobile
Headquarters
Mumbai Maharashtra , India CEO Sandip Basu Mobile Telecommunication operator Essar Group (8%)
Key people
Products
Owner(s)
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GSM PLAYER
12 Player-S TEL
11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million & Market Share of 0.24 %. ( TRAI ,March 2010 Report )
th
S Tel is a GSM based cellular operator in India. It has a unified services access license in Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. It is Owned jointly by C Sivasankaran (51%) and Bahrain Telecommunications (49%). S Tel Private Limited (S Tel), a new telecom operator in the Indian marketplace, is a joint venture between Siva Group (formerly Sterling InfoTech Group) and Bahrain Telecommunications Company (Batelco). S Tel has acquired Unified Access Services Licenses (UASL) and spectrum to operate in six Category C circles – Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. These licenses will enable the company to provide Unified Mobile service, wireless broadband and innovative Value Added Services (VAS) covering a population of over 226 million across these circles Headquartered in NCR region of Delhi, the company plans to launch its mobile telephony service in India before close of 2009. Siva Group is a USD 3 billion group (about Rs.14, 000 crores), with diversified business Interests in verticals such as wind energy, shipping & logistics, hospitality & realty, media, EPC, education and agro business. Bahrain headquartered Batelco is a diversified, integrated telecommunications operator with Mobile, fixed and wireless broadband, Datacom and fixed line services. It has operations in 7 markets across the Middle East, North Africa and Asia.
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13th Player-PING (HFCL)
CDMA
4TH Rank in CDMA Telecom Market of India with Subscriber Base of 0.32 Million & Market Share of 0.19 % in CDMA .
HFCL Infotel Ltd. (Infotel) is a "Total Telecom Solutions Provider" offering Fixed Line telephony
(Telephone Services), Mobile telephony, Broadband Services, Customized Data Services and Value Added Services. Infotel provides a world class telecom experience when it comes to technology, products, customer services, Launched in Punjab in the year 2000 under the Connect brand name. Infotel has set up state-of-the-art Networks with coverage in over 200 towns of Punjab with an extensive optical fiber network coverage of over 4,000 km. Today, Infotel is one of Punjab's leading private sector telecommunication services providers with an aggregate customer base of 5, 10,263 as on 31st Dec 09.
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14th Player-VIDEOCON
GSM
Type Industry Founded Founder(s) Headquarters Key people
Public (BSE: 511389) Conglomerate 1979 Nandlal Madhavlal Dhoot Aurangabad, Maharashtra, India Venugopal Dhoot (Chairman) K. R. Kim (CEO) Consumer Electronics Home Appliances Components Office Automation Mobile phones Wireless Internet Petroleum Satellite television Power ? US$4 billion (2010) ? US$276 million (2010) 5,000 (2010)
Products
Revenue Net income Employees
Videocon Mobile Service., is a GSM based cellular operator in India based in Mumbai. Videocon Telecommunications Limited, a Videocon group company offers GSM mobile services GSM service under the brand name Videocon. The Videocon Group is a $4 billion, global business conglomerate with a strong presence in Household Consumer Goods, Oil & Gas, Retail, Telecom, DTH and the Power sector.
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Listed 15th Player- ETISALAT
Type Founded Headquarters
Public United Arab Emirates Government United Arab Emirates Mohammed Hassan Omran Chairman Mohammed Al Qamzi CEO ? $8.4 billion (FY2009)
GSM IN 15 CIRCLES
Key people
Revenue
SWAN Telecom RE- named ETISALAT DB TELECOM INDIA PVT. LTD Etisalat will shortly be launching its service. As of April 2010, signal testing has already begun in a few circles of Chennai [IND 922], Delhi & NCR [IND 913], Maharashtra & Goa [IND 918], Mumbai [IND 916] and Gujarat [IND 914].
Etisalat has signed a deal with bollywood actor Aamir khan which is biggest endorsement till date in the Indian advertising market for Rs. 350 million (35 Crores) for a three year contract. In May 2010. Etisalat is in talks to buy 25% stake in Reliance Communications.
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D) ANALYSIS OF BHARTI AIRTEL SUNIL BHARTI MITTAL: FIRST GENERATION ENTREPRENURS
1970 1982 1982 1990 1992 1995 UMBRELLA BRAND -AIRTEL Mobile Phone Service License Operator in Delhi Fax Machines, Cordless Phones and Other Telecom Gear. Electronic Push Button Phones Portable Generators
Bicycle Crankshaft Business
? SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman and Managing Director of Bharti Enterprises. ? He is a Pioneer, a Dreamer, and an Achiever. ? Asia's self-made billionaires. ? The Game Changer. ? Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering machines, the first fax machines“. ? In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor.
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Airtel Brand: Taglines
Airtel Brand Logo:
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Brand Ambassadors:
2010 2009 2008 2002 2003
Bharti Airtel: Introduction:
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with Operations in 18 countries across Asia and Africa. Bharti Airtel since its inception has been at the forefront of technology and has pioneered several innovations in the telecom sector. AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all the 22 Telecom Circles in India, and in Srilanka. It served an aggregate of 130,686,172 customers as of March 31, 2010, in India; of whom 127,619,314 subscribe to our GSM services and 3,066,858 use our Telemedia Services either for voice and/or broadband access delivered through DSL.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides Broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-toHome TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
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Four Strategic Business Units of Airtel:
1) Mobile 2) Telemedia
The mobile business offers services in India, Sri Lanka and Bangladesh.
The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
3) Enterprise
4) Digital TV
The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to Telco’s.
The Digital TV business provides Direct-to-Home TV services across India.
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Vision: 2010
Mission:
“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more”. .
Company Profile:
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Partners:
Mobile Services Network Equipment Telemedia & Long Distance Services Information Technology Call Centre Operations Equity Partner {Strategic} Nokia Siemens, Ericsson, Huawei Nokia Siemens, Juniper, Cisco, Alcatel Lucent, ECI, Tellabs IBM IBM Daksh, Hinduja TMT, Teleperformance, Mphasis, Firstsource & Aegis Singtel
Factsheets:
Proportionate Revenue Rs. 396,150 million (year ended March 31, 2010-Audited) Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP Accounts Proportionate EBITDA Rs. 160,268 million (year ended March 31, 2010 - Audited) Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP Accounts Shares in Issue Listings The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Market Capitalization US$ 25 billion. 3,797,530,096 as at Mar 31, 2010
Stock Quote
BSE: INR 267.00
TOTAL NO. OF EMPLOYEE
30,000
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Organization Structure:
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Awards and Recognitions: For the Year 2008 - 2009
? Voted India’s most innovative company – in a survey conducted by The Wall Street Journal in 2008
?
Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008 “2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008 ‘Best Content Service’ Award for its Farmer Information Dissemination Platform for Bharti Airtel’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008
?
?
?
Best Project Management’ Award for its Gujarat e-GRAM project - World Communications Awards 2008 “Best Telecom Company” at the NDTV Profit Business Leadership Awards Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco-Transformation award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008
?
?
?
Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honour in global telecom sector, recognized his tremendous contribution to the development of India’s telecom sector Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership Awards
?
Group Companies:
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Analysis of Bharti Airtel:
1) Product Life Cycle (PLC) Analysis. 2) SWOT Analysis. 3) BCG Matrix. 4) Porter Model. 5) Ansoff Matrix. 6) PEST Analysis. 7) Marketing Mix.
1) Product Life Cycle
Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in” Saturated Indian Telecom Market “.
Sales and Profits (Rs.) Sales
Profits
Time Decline Product Development Losses/ Investments (Rs.) Introduction Growth Maturity
Sales and Profits over the Product’s Lifetime
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2) SWOT Analysis:
S: Strengths
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? First Mover Advantage. Highly Focused on Indian Telecom Market. Leadership in fast growing Cellular Segment. PAN India Footprint. Heavy Brand Promotion Strategy. Huge Network Coverage. Proactive & Innovative Service Strong Financials Truly India’s first Global telecom player. India’s first fully integrated telecom player. Famous for Minute -Factory Model. Best Outsourcing Model. Airtel is another name of “Trust “& “Ethics “. Highly Successful in the minds of Common Man. Strong Network Coverage is helpful to earn more than 60 % Revenue from Rural Sector. The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for “Transformational Changes “. Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. It has a strong brand name, superior quality products and an enviable distribution network. It has a clear and well-defined organization structure and limits of financial authority. Strong Strategic Alliance. This means Business has access to Knowledge & Technology & Other Parts of Telecommunication World. The only Indian operator, other than VSNL, that has an international submarine cable.
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W: Weakness
? ? ? ? ? ? ? ? Outsourcing of Core Systems. Premium priced products, hence can’t compete in low price segment. No separate strategy for rural market (Untapped Rural Market). Distribution channel is not accurately categorized. Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player Stickiness due to Handset. Loosing Grounds among Teens & Youth against Virgin Mobile. No Free Local Calls & STD Calls Packs offered by it. Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) & Other Value Added Services.
O: Opportunities
? ? ? ? ? ? ? Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth. There is a lot of scope of product and market diversification. Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped. 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector. If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers Airtel will be in World’s Top 3 Rank by present 5th Rank. Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service. M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS.
T: Threats
• • • • • India centric – Major revenues from India Falling ARPU & AMOU Intense Competition from 13 Existing Players & Shortage of Bandwidth. Role of Government Policy Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage.
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3) BCG Matrix:
M A R K E T S H A R E I N %
H I G H
AIRTEL VODAFONE RELIANCE
BSNL IDEA CELLULAR AIRCEL TATA INDICOM
L O W VIRGIN MOBILE
HIGH
RELATIVE MARKET SHARE
LOW
BCG Matrix for Bharti Airtel
HIGH
Mobile Services DTH & IPTV Broad Band
LOW
LOW HIGH
65
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4) Porter’s Five Force Analysis:
1. Competitive Rivalry within an Industry
• • •
HIGH
Thirteen Players in Saturated Indian Telecom Market causing “Battle of Brands “with Paisafication strategy. New Players with Negative Cash Flows causing to Innovation/Renovation to be in the Telecom Market. “Tariff War “causing Cutthroat Competition to Survive & in adding 1st time User.
2. Customer Bargaining Power
HIGH
• • • • • Lack of differentiation among Service Providers Cut throat Competition Low Switching Costs Number Portability will have Negative Impact Businesses & Consumers
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LOW
3. Suppliers Bargaining Power
4. Threat of Substitutes ? ? ? Landline CDMA Video Conferencing
HIGH
Diminishing Market
Broadband Services
? ?
VOIP - Skype, Gtalk, Yahoo Messenger E-Mail & Social Networking Websites
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LOW
5. Threat of New Entrants
• • • • • Huge License Fees to be paid upfront & high gestation period Entry of MVNOs & WiMAX operators Spectrum Availability & Regulatory Issues Infrastructure Setup Cost - High Rapidly changing technology
Porter’s Generic Strategy:
Porter has identified three types of generic strategies that help a firm to cope with competitive forces and outperform other firms in the industry. These strategies are:1. Overall Cost leadership strategy 2. Differentiation strategy, and 3. Focus strategy.
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5) Ansoff Matrix
Market Penetration:
Entered in Broadband and fixed line market.
Market Development:
Looking for overseas market.
Product Development:
IPLC products.
Diversification:
Outsourcing.
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6) PEST Analysis
It is the technique of environmental scanning of any Industry on the basis of the factors like P-Political, E-Economic and S-Social & T-Technology.
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PEST Analysis of Indian Telecom Industry: Political Factors
o o o o o o o o o Antitrust Regulations Environmental Protection Laws Tax Laws Special Incentives Foreign Trade Regulations Attitudes toward foreign Companies Laws on hiring and promotion Stability of government
PEST Analysis of Indian Telecom Industry: Economical Factors
• • • • • • • • GDP trends Interest Rates Money Supply Inflation Rates Unemployment levels Price control Devaluation / Revaluation Cost
PEST Analysis of Indian Telecom Industry: Socio Cultural Factors
• • • • • • • • • Lifestyle Changes Career expectation Consumer activism Rate of family formation Growth rate of population Age distribution of population Regional shift in population Life expectation Birth rates
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PEST Analysis of Indian Telecom Industry: Technological Factors
• • • • • • • • Total Government spending for Research & Development Total Industry spending for Research & Development Focus of Technological efforts Patent Protection New Products Technology transfer from lab to marketplace Productivity improvements through automation Internet availability
7) Marketing Mix: 4 P’s
P-Products. P- Price. P- Place. P- Promotion.
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MARKETING MIX
PRODUCT Cell Phones
PRICE Lower End Segment to Super Premium End.
PLACE Exclusive Showroom, Shopping Mall, Chain Store
PROMOTION Print Media, Mass Media & Electronic Media
Product
• • • Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS)
Price
• • . Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.
Place
• • It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like: Paan shops, grocery stores, chemists, outlet etc.
Promotion
• • • Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones.
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E)
Major Emerging Trends:
Changing Face of Indian Mobile Consumer
Handset Market in India:
India’s Mobile Handset Market is Rs. 50,000 Crore Annually with 30 Handset Maker Company. About 100 Million Phones were sold in India in 12 Months to June 2009 say IDC Data. 10-12 Million Handsets are sold Per Month in India making India “Mobile Hub” after “Small Car Hub”.
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Telecom Services:
PMRTS
INTERNET VSATS RADIO PAGING GMPCS BASIC SERVICES MOBILE SERVICES
Technology
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Growth Factors:
Enterprise Telecom Services Managed Services Value Added Services
Infrastructure Sharing
GROWTH AVENUES
Rural Telephony
WIMAX 3G
Virtual Private Networks
Emerging Trends:
USSD
GPRS 3G
Voice
SMS MMS
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Growth Avenues:
1) Managed Service: Managed services are another segment that is attracting telecom companies. On account of the rapidly growing subscriber base, service providers find it difficult to manage their infrastructure and network management operations. In such cases, they completely or partially outsource their infrastructure or network management operations. 2) Infrastructure Sharing: To reduce their network deployment costs, many service providers are Considering infrastructure sharing offers the following advantages: Improved service quality. Increased affordability for customers. Faster roll out of services in rural and remote areas. Lower operating costs for service providers. 3) Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified communication services, etc. Telecom service providers are increasingly targeting enterprises by providing dedicated services and are expected to witness major developments in near future. 4) Virtual Private Networks: Virtual Private Network is a private data network that provides connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to heat up in the VPN segment as DoT has relaxed the norms for private players. 5) Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by inviting bids from domestic as well as foreign players & creating a competitive environment that offers better services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth drivers of telecom industry. The immense potential for 3G is reflected by the 30–40 percent annual growth in Value-Added Services.. 6) WiMAX has been one of the most significant developments in wireless communication in the recent past. Since this mode of communication provides network access in inaccessible locations at a speed of more than 4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services. Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in WiMAX technology in India.
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CHAPTER -2 Review of Literature:
Girija (1998), in its article “Socioeconomic Implications of Telecommunications Liberalization: India in the International Context” says that Telecommunications restructuring have evolved differently in Asia and Latin America. While Asian Governments have moved cautiously in bringing changes to the sector, Latin American nations have implemented radical ownership and market transformations. The Indian telecommunications reform falls in between these two general regional trends. The choice of a high component of competition, increased private participation, and no privatization of the national carrier set conditions that will trigger unique socioeconomic effects. This article identifies and highlights the likely implications of the Indian reform on key economic and social issues, such as the cost of services, cross-subsidies, network Interconnection, private investments, universal services, employment, and the possible rise Of an information-intensive economy. T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in India has been bungled. Shaped by legislation dating back to the colonial era and post Second World War socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure and service needed reform.
Anand (1999), in his article named “India's economic policy reforms” says that India was embarked on economic reforms in July 1991, in the wake of a balance of payments crisis. Bhattacharya (2000) constructs a vision of the Indian telecommunication sector for the year 2020. The paper aims at isolating agents of change based on international experiences and situates India in the development continuum. Das (2000), in her paper described the Liberalisation of the Indian telecommunications services which started in mid nineties with no change in the existing public monopoly structure, entirely controlled by Department of Telecommunications (DoT).This study implies that the choice of any reform policy should consider the trade-off between the loss of scale and scope economies and cost saving from the reduction in inefficiency of the incumbent monopoly in the event of competition. Narinder (2004), in his article “Enhancing Developmental Opportunities by Promoting ICT Use: Vision for Rural India” talks about the foremost benefits of Information and Communication Technologies (ICTs) in developing countries that can be helpful in improving governance including public safety and eradication of illiteracy. The benefits of ICTs have not reached the masses in India due to lack of ICT infrastructure, particularly in rural areas, where two-third of the population of the country lives.
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Mr. Banka (2006) gives an overview of the mergers and acquisitions in the Telecommunication industry. According to him Governments decision to raise the foreign Investment limit to 74% is expected to spur fresh rounds of mergers and takeovers in India. He foresees a sector that represents humongous opportunity waiting to be tapped By Indian and foreign conglomerates.
Thomas (2007), in his article describes the contribution made by telecommunications in India by the state and civil society to public service, this article aims to identify the State’s initial reluctance to recognize telecommunications provision as a basic need as Against the robust tradition of public service aligned to the postal services and finds hope In the renewal of public service telecommunications via the Right to Information Movement.
Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its “Quarterly Performance Analysis of Companies (April-June 2008)” has analyzed the Indian telecom Industry in the awake of recent global recession and its overall impact on the Indian Economy. The analysis is done in the background of wake of global recession and rising Inflation. Cygnus estimates, the Indian telecom industry is expected to maintain the Growth trajectory in the next quarter as well. With almost 5-6m subscribers are being Added every month, and the country is witnessing wild momentum in the telecom industry.
Shah (February, 2009), has analyzed Indian telecom industry and studied the sector Keeping in mind three companies; namely Bharti, R.Comm and idea in the background of Recent global meltdown. The study suggests that though there is no sign of slowdown in this sector, but surely a strong turmoil is going on in the industry. With the help of newer technologies, wireless penetration is expected to increase in the near future, which is basically fuelling the growth of the sector. While the 3G / Broadband adoption would ensure long term growth momentum, the article has thoroughly investigated about the intense competitive scenario, pricing pressure, high capital intensity & substantial regulatory uncertainties currently faced by the industry.
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CHAPTER -3
Need for the study:
Objectives:
Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU And increasing competition among operators it is imperative to focus on alternate revenue streams. That is Where there is a felt need for capitalizing on the Value Added Services Market. Today the various MVAS entities are still struggling with issues such as the correct definition of MVAS, The roles and responsibilities of each entity in the value chain, revenue sharing arrangements between Them and other critical issues such as regulation of the MVAS market. VAS: Next Key to Success Value Added Service (VAS) in telecommunication industry refers to non-core services, the core or basic services being standard voice calls and fax transmission including bearer services. A value added service may demonstrate one or more of these characteristics and not necessarily all of Them. In some cases, the value added service becomes so closely integrated with the basic offering that neither the user nor the provider acknowledge or realize the difference. A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their VAS revenue. Definition as per TRAI In the Unified Access Service License (UASL), VAS is defined as follows“Value Added Services are enhanced services which add value to the basic teleservices and bearer Services for which separate license are issued”. The Government of India issues licenses for the following Value Added Services
ublic mobile trunking service Voice mail service Closed users group domestic 64 kbps data network via INSAT satellites system Video tex service GMPCS Internet Audiotext Unified messaging service
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A to Z of Telecom VAS: Including and Beyond ABCD- The Indian Perspective
ABCD market -the Ayah, Bai, Carpenter, Driver market.
A: Astrology, AdRBT, AppStores B: Bollywood, Browsing, Blogging C: Cricket, Content, Community D: Devotion, Dating E: Education, Enterprise F: Fun G: Gaming, Gambling H: Health, Handsets I: Infotainment J: Jokes K: Knowledge L: Location Based Services, LIMI (Low Income Marginal Income) M: Music, M-Commerce N: Networking, News O: Ovi -like Stores P: Profile, Packaging, Pricing Q: Quiz R: Ring tones, Religion, Radio, Rural S: Search, Sachet T: TV on Mobile, Ticketing U: Utilities, UGC (User Generated Content) V: Vernacular, Voice W: Wallpaper, Widgets X: VAS.X Y: Youth-based Applications Z: Zoo Zoo
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VAS Industry:Indian Mobile VAS Industry valued at more than Rs 7000 Crore has so far been dominated by Entertainment Service. Focus should be on “Utility Based VAS “not on Entertainment VAS .Regional VAS – Regional Songs, Music, Alerts. MVAS: Mobile Value Added Services are those services that are not part of the Basic Voice offer and Are availed separately by the end user. They are used as a tool for Differentiation and allow Mobile Operators to develop another stream of Revenue.
Mobile Value Added Services in India: (1999- 2010)
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VAS
4 Pillars of VAS:
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Drivers of VAS:
Increasing Consumer Demand for VAS Growing Medium for Advertising Increase in Demand for Regional Content
Growing Rural Market
Demand Side
Drivers
Supply Side
Declining ARPU
Rising Mobile TeleDensity
Introduction of 3G Based Applications
Challenges of VAS:
Biased Revenue Sharing Model
Feature Rich Handsets beyond the Buying Power of Users
Lack of Awareness among Consumers
Challenges
Lack of Copyright Protection and Authentication s Standards
Dominance of Prepaid Customers
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Trends in VAS:
Increased Focus of PE/VC Firms
Strong Demand from Corporate for Enterprise VAS
Growth in Demand for Mobile Music and Gaming
Trends
Growth via Acquisitions
Partnerships between Mobile Manufactures/ Operators & MVAS Players
Next Wave of Growth in VAS is GPRS: General Packet Radio Service Some Quick Facts: ? Population of India -120 Crore ? Total Telephone Subscriber Base-621.28 Million. ? Wire line Subscription- 36.96 Million. ? Wireless Subscription- 584.32 Million. ? Broadband Subscription – 8.75 Million. ? PC Base – 35 Million. ? Internet Users – 81 Million. ? Internet Penetration – 7 %. ? Total GPRS Base – 60 Million. ? Only 4 % of the 36 Million Activate Internet Users. In India Mobile User access the Net over Cello phone Once a Month. (INTERNET & MOBILE ASSOCIATION OF INDIA)
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Mobile Internet Users in India
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Types of Internet Access:
? ? ? ? ? ? Dial up Landline (over Cable Internet access, Optical fiber or Twisted pairs) T- lines (Leased Lines) Wi-Fi Satellite 7 BILLIION Cell Phones POPULATIONS
1.78 BILLION PCS 4.6 BILLION PHONES
Will Mobile internet replace PCs based Internet in 3 years ?????
Main Challenges: GPRS
• • • • • Problems Faced by English knowing Mobile Application Users. Data connectivity; it is far too expensive, slow, and unreliable Mistrust about the mobile operator’s Value Added Services (VAS) offerings. The problem of awareness of existence of mobile applications and services. Opportunity in Enabling Non-English Mobile Data Services. (Language Barrier) Problems Faced by Indian Mobile Application Developers Diversity of Handsets (50 % Mobile Handsets are ULCH-Ultra Low Cost Handsets. More than 50 % Handsets in India are not GPRS enabled.
• •
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Traditional V/S. Mobile
1) Screen Sizes & Resolution 2) Input Devices 3) Connection Speed 4) Cookies, JavaScript, Flash
Conclusion:
Technical limitations ? Different User Experience ? Alternative Solutions Needed ?
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GPRS Problems
??
B T S Customer
??
BSC
??
SGSN
??
GGSN
??
APN
The problem could be on any of the nodes in the network.
Call helpdesk?
Use self help?
GPRS Trouble-shooter, captures the customers interaction with the network in real time and reveals where the problem on the network lies.
2 days to resolution
Customer dissatisfaction
Success Factor: Mobile Internet
1) Better Network 2) Better Devices 3) Better Price 4) Better Education
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CHAPTER – 4
Research Design:
Research Methodology:
“A research design is the specification of methods and procedures for acquiring the information needed. It is the over-all operational pattern or framework of the project that stipulates what information is to be Collected, from which sources and by what procedures”
Green and Tull Features of Research Design
· It is a plan that specifies the sources and types of information relevant to the research problem. · It is a strategy specifying which approach will be used for gathering and analyzing the data. · It also includes the time and cost budgets since most studies are done under these two constraints. Marketing research is often concerned with the behaviors of the consumer in the respect marketing research Have drawn heavily on the behavioral. Sciences such a psychology and sociology in fact the contribution of These science to marketing research have been very significant especially with regard to two Aspect. 1. The research technique used by psychology and they have amply used sociologists being of considerable Relevance to marketing researchers. 2. The concept and the theories of these behavioral sciences are also proved to be relevant to market Researcher. Type of Research This is descriptive research as this research includes surveys and fact-finding. So descriptive research help in Knowing about particular item or group of items. In other words it describes the state, as it exists at present.
Sample Unit Sampling unit may be a geographical one such as state, district, village etc., or a construction unit such as House, flat, etc., or it may be a social unit such as family, school, etc., or it may be an individual. The Specified zone for study was Delhi & NCR.
Sample Size This refers to the number of items to be selected from the Universe to constitute a sample. It should be optimum. An optimum sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility The size of sample was 106.
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Types of Data There are generally two types of data: Primary Data Primary data may be classified as those data that have been observed and recorded by the researchers for the First time to their knowledge. The primary data is original in character.
Secondary Data Secondary data may be classified as those data that have been already collected by someone else and which Have already been passed through the statistical process. Sources of Data This research includes primary as well as secondary data. Primary Data Primary data is collected directly from the respondent through questionnaire. Secondary Data Secondary data is collected from the company’s product book, magazines and from Internet. Data Collection Method This data is collected through questionnaire. First of all the questionnaire was framed according to the Requirements of the research and then it were made filled by the different respondents. Questionnaire: This was the most popular method for conducting the survey. It helped in collecting the information From the framed question, to get maximum necessary data for research. While designing the questionnaire, following aspect were considered. Type of information to be collected: 1. Phrasing of the questionnaire. 2. Order or sequence of the question. 3. Number of question to be asked. 4. Lay out of the questionnaire.
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CHAPTER -5
Data Analysis Techniques
Analysis of data is done through quantitative method i.e. numerical figure.
Data Analysis Instrument Various instruments for data analysis were used such as tabulation of data i.e. an orderly arrangement of data and pie chart.
The term analysis refers to the computation of certain data. The data, after collection, has to be processed and Analyzed. At last the completed Questionnaires were checked and edited (if necessary) to correct the errors. Then the computations for the estimates are performed.
Analysis of Survey: Sample Size -106 Respondents (Delhi & NCR) PART- I Questionnaire for basic information about Mobile Survey. PART – II Questionnaire for Mobile Internet usage. PART – III Questionnaire for Retailer about GPRS Service.
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PART – I Demographic: Gender Ratio:
Age Group:
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Occupation:
Educational Level:
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Annual Income:
Type of Connection:
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Type of Technology :
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1) Name of Your Current Operator:
Inference : From the above chart it is clear that out of 106 respondents 26 % respondents use Airtel. 20 % respondents use Vodafone. 17 % respondent use Reliance (GSM & CDMA). 17 % respondent use Tata Indicom & DoCoMo. 20 % respondent uses other Telecom Operator. Airtel with 26 % is Market Leader. (First Mover Advantage)
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2) Usage of Multiple SIM
Inference:
From the above chart it is clear that out of 106 respondents. 20 % use Multiple SIM. 80 % don’t use Multiple SIM. Multiple SIM increases Churning Rate & allow Customer to switch from one Operator to another affecting the Revenue. After Per -Second Plan in 2008 Multiple SIM usage increases up to 15 % & New Operator are among maximum Gain & Old Operator have to fight for earning Profit.
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3) Satisfaction Level with Current Operator:
Inference: From the above chart it is clear that out of 106 respondents 65 % are Highly Dissatisfied with their Current Operator. 23 % are can’t say (Neutral) with their Current Operator. 10 % are dissatisfied with their Current Operator. 2 % are Highly Satisfied with their Current Operator. 0 % is satisfied with their Current Operator. The Customer is highly dissatisfied with current Operator & want Optimal Balance of PSQ I.e. Price, Service & Quality.
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4) Best Brand Name:
Inference: From the above chart it is clear that out of 106 respondents 46 % respondents Perceive Airtel, 19 % respondents perceive Vodafone, 9 % respondent Perceive Reliance (GSM & CDMA), 17 % respondent Perceive Tata Indicom & DoCoMo, 20 % respondent uses other Telecom Operator. Customer Perceive Airtel as a ‘Best Brand’ due to Strong Network Coverage, Trust & Ethics.
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5) Monthly Usage of Mobile Phone while Talking ( In Hours ):
Inference : From the above chart it is clear that out of 106 respondents 38 % respondents monthly usage is 10-20 Hours. 25 % respondents monthly usage is More than 30 Hours. 23 % respondents monthly usage is Up to 10 Hours. 14 % respondents monthly usage is 20-30 Hours.
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6) Monthly Bill in Rs:
Inference : From the above chart it is clear that out of 106 respondents 39 % respondents monthly Bill is 501-1000 Rs. 38 % respondents monthly Bill is 201 – 500 Rs.. 20 % respondents monthly Bill is 51 – 200 Rs.. 3 % respondents monthly Bill is 0 – 50 Rs..
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7 ) Prefer Most while choosing New Operator ;
Inference : From the above chart it is clear that out of 106 respondents 59 % respondents Prefer Tariff Rates most while choosing a New Operator. 15 % respondents Prefer Talk time (Balance) while choosing a New Operator. 9 % respondents Prefer Talk Value (Validity) while choosing a New Operator. 9 % respondents Prefer influenced by Family/Friends while choosing a New Operator. 8 % respondents Prefer Other Reason while choosing a New Operator. Hence “Tariff Rate “is Still on High Demand among Customer & They know that Call Rates is Cheapest in India In all over the World. But They Still wants to come down more, New Operator has big role in increasing Customer high expectation.
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8) Other than calling Usage of Mobile:
Inference : From the above chart it is clear that out of 106 respondents 42 % respondents Prefer Internet most after Calling. 32 % respondents Prefer SMS after Calling. 8 % respondents Prefer Music Download after Calling. 7 % respondents Prefer MMS after Calling. 6% respondents Prefer Chatting after Calling. 5 % respondents Prefer Playing Games, Listen Songs & FM Radio. Either they use Mobile Office (AIRTEL Live) or activate GPRS for Wallpapers, Gaming, SNS, Information Search& Chatting.
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9 ) USAGE OF VAS :
Inference : From the above chart it is clear that out of 106 respondents 91 % don’t use VAS. 9 % use VAS. Main Reason for not using VAS is: 1) Language Barrier. 2) Less Information (Low Knowledge about how to Use GPRS, MMS, Mobile Radio) 3) It is also costly affair.
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10) Reason for not Using VAS:
Inference: From the above chart it is clear that out of 106 respondents. 38 % Respondents are not interested in using VAS service. 28 % Respondents are having no requirement at present of using VAS service. 26 % Respondents perceive using VAS service is Costly affair. 8 % Respondents have no Knowledge How to use Mobile Internet, MMS etc. Focus should be made on “Utility Based VAS “, while ‘Entertainment based VAS’ is still most popular among Customer.
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11) Awareness of MNP:
Inference : From the above chart it is clear that out of 106 respondents 63 % know about MNP. 37 % don’t know about MNP.
Mobile Number Portability (MNP) allows Mobile subscribers to change their service provider while retaining their subscriber number.
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12) After MNP implementation:
Inference: From the above chart it is clear that out of 106 respondents 43 % respondents want to switch on Airtel 20 % respondents want to switch on Vodafone, 20 % respondent wants to switch on Reliance (GSM & CDMA), 8 % respondent wants to switch on Tata Indicom & DoCoMo, 9 % respondents want to switch on other Telecom Operator. Customer wants to switch on Airtel due to Strong Network Coverage but still waiting to come down its Call Rates Down.
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13) Awareness of 3G
Inference : From the above chart it is clear that out of 106 respondents 63 % know about 3G Service. 37 % don’t know about 3 G Service. 40 % Handsets in India comes under ULCH –Ultra Low Cost Handset. It could be a question Mark On the Success of 3 G in India. 3 G Technology is Any Time, Any Where Data Transfer Process with High Speed making Video Calls & Video Conferencing available on Demand.
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14) Attraction towards Free SIM:
Inference : From the above chart it is clear that out of 106 respondents 40 % are attracted towards Free SIM Availability. 60 % are not attracted towards Free SIM Availability
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15) Variety Searching:
Inference : From the above chart it is clear that out of 106 respondents 40 % search Variety on a new Telecom Operator. 60 % don’t search Variety on a new Telecom Operator The Variety Searcher Customer sometimes increases Churn Rate i.e Switching Rate. The Teenager, Students & Youth are the Main Group who always search variety & change their Operator frequently
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16) Expectation from current Operator:
Inference: From the above chart it is clear that out of 106 respondents 60 % Respondents want Low Price Call Rates & SMS Charges from Current Operator. 34 % Respondents want good Customer Relationship Charger from Current Operator. 5 % Respondent want additional services from current operator. 1 % Respondent want Brand Loyalty programme from current Operator.
Low Price Call Rates & SMS Charges are Huge Key to success to attract first time Mobile User & it also attract Consumer to switch from his present operator to new low Call Rates offering Operator
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PART – II
1) Purpose of using Internet
Inference : From the above chart it is clear that out of 106 respondents 34 % Respondent use internet for Entertainment. 18 % Respondent use internet for Social Networking sites. 14 % Respondent use internet for Chatting. 14 % Respondent use internet for Information gathering. 10 % Respondent use internet for Work Related Task. 10 % Respondent use internet for all the Above Process.
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2) Awareness about GPRS Service
Inference : From the above chart it is clear that out of 106 respondents
44 % Respondents know about GPRS Service. 56 % Respondents don’t’ Know about GPRS Service
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3) First Company comes in Mind when I say Mobile Internet
Inference : From the above chart it is clear that out of 106 respondents 31 % Respondents select Aircel. 15 % Respondent select Reliance. 13 % Respondent select MTS. 12 % Respondent select Airtel. 12 % Respondent select MTNL. 10 % Respondent select IDEA. 7 % Respondent select OTHER.
‘Aircel’ is top on the list due to First Mover advantage & M.S.Dhoni as a Brand ambassador creates high awareness about Mobile Internet.
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4) Reason:
Inference : From the above chart it is clear that out of 106 respondents. 51 % Respondents select Awareness/Promotions. 29 % Respondents select Popularity among Peers. 20 % Respondents are currently using connection of same company that’s comes in to their mind first. The Most expensive Realty Space in today’s World is “Consumer Mind Share “. Hence Brand Promotion / Advertising are strong Medium to capture Mind Share of Consumer.
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SECTION –II (30 Respondent who use GPRS Service) 1) Name of Present GPRS Service Provider:
Inference : From the above chart it is clear that out of 30 respondents. 24 % Respondent are using Aircel GPRS Service. 16 % Respondent are using Reliance GSM GPRS Service. 16 % Respondent are using other Operator GPRS Service. 13 % Respondent are using Airtel GPRS Service. 13 % Respondent are using Idea GPRS Service. 11 % Respondent are using Vodafone GPRS Service. 7 % Respondent are using Tata DoCoMo GPRS Service. Aircel Offer Cheaper Suitable plans Like 14 Rs for 3 Days & 98 Rs for 1 month. Also it offer Unlimited Browsing but it lacks only in its Speed. Recently Aircel Launched 5 Rs. Pocket Internet Pack in which Customer can use 2 days free Unlimited Browsing.
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2) Reason for using Current Service Provider :
Inference : From the above chart it is clear that out of 30 respondents. 38 % Respondents select Economic/suitable Plans for using GPRS Service. 18 % Respondents select high level of Awareness & Promotions for using GPRS Service. 13 % Respondents select Early Entrant Player for using GPRS Service. 11 % Respondents select Good Network & Service for using GPRS Service. 11 % Respondents select recommendation from Family/Friends for using GPRS Service. 9 % Respondents select that they are using GPRS Service from before. Cheaper Suitable Plans with Unlimited Browsing with good Speed will be next wave of Growth in GPRS Service.
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3 ) On an average usage of Mobile Internet in a day
Inference : From the above chart it is clear that out of 30 respondents. 65 % Respondents use 0 to 2 Hours Mobile Internet in a Day. 31 % Respondents use 2 to 5 Hours Mobile Internet in a Day. 4 % Respondents use 5 to 10 Hours Mobile Internet in a Day. None Of Respondent use above 10 Hours Mobile Internet in a Day.
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4) Mode of recharge of GPRS
Inference : From the above chart it is clear that out of 30 respondents. 55 % Respondent prefer Mode of GPRS Service Recharge by SMS/USSD Short Code Like *567#. 29 % Respondent prefer Mode of GPRS Service Recharge by Paper Coupons. 9 % Respondent prefer Mode of GPRS Service Recharge by Easy Recharge. 7 % Respondent prefer Mode of GPRS Service Recharge by Online Recharge.
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5 ) Reason for satisfaction with current GPRS provider :
Inference : From the above chart it is clear that out of 30 respondents. 33 % Respondents select Reason for Satisfaction to Current Operator due to Cost Effective. 19 % Respondents select Reason for Satisfaction to Current Operator due to Good Speed. 16 % Respondents select Reason for Satisfaction to Current Operator due to Flexibility. 14 % Respondents select Reason for Satisfaction to Current Operator due to Good Connectivity. 11 % Respondents select Reason for Satisfaction to Current Operator due to Good Services.
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6 ) Dissatisfaction due to :
Inference : From the above chart it is clear that out of 30 respondents. 27 % Respondents select Reason for Dissatisfaction to Current Operator due to slow speed. 20 % Respondents select Reason for Dissatisfaction to Current Operator due to Expensive. 20 % Respondents select Reason for Dissatisfaction to Current Operator due to all of the above. 13 % Respondents select Reason for Dissatisfaction to Current Operator due to Bad Connectivity. 11 % Respondents select Reason for Dissatisfaction to Current Operator due to Unsatisfactory Services. 9 % Respondents select Reason for Dissatisfaction to Current Operator due to inflexibility.
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SECTION - III 1) Reason for not using GPRS Service :
Inference : From the above chart it is clear that out of 30 respondents. 31 % Respondents select Reason for not using GPRS Service is due to incompatibility of Handset. 20 % Respondents select Reason for not using GPRS Service is due to Unreasonable Cost. 17 % Respondents select Reason for not using GPRS Service is due to No Need at Present. 14 % Respondents select Reason for not using GPRS Service is due to Availability of Substitutes. 9 % Respondents select Reason for not using GPRS Service is due to Non Availability of Suitable Plans. 9 % Respondents select Reason for not using GPRS Service is due to Unavailability of .Mobile Internet offered by Current Operator.
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2) Expectation from GPRS Service Provider:
Inference : From the above chart it is clear that out of 30 respondents. 25 % Respondent expect Unlimited Browsing from GPRS Service Provider. 24 % Respondent expect Good Speed from GPRS Service Provider. 24 % Respondent expect Good Connectivity from GPRS Service Provider. 14 % Respondent expect Cost Effective from GPRS Service Provider. 13 % Respondent expect Good Service from GPRS Service Provider.
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Retailer Survey: PART –III 1) Usage of GPRS Service
Inference : From the above chart it is clear that out of 30 Respondent. 30 % Respondent used GPRS Service of any Telecom Operator. .70 % Respondent didn’t use GPRS Service of any Telecom Operator.
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2 ) Checking of Handset support GPRS :
Inference: From the above chart it is clear that out of 30 Respondent. 43 % Respondent check GPRS enabled Handset Compatibility of Customer. 57 % Respondent didn’t check GPRS enabled Handset Compatibility of Customer. .
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3) Knowledge to Activate Airtel’s GPRS settings:
Inference : From the above chart it is clear that out of 30 Respondent. 27 % Respondent know about GPRS Settings Activation of any Service Provider. 73 % Respondent didn’t know about GPRS Settings Activation of any Service Provider.
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4) Knowledge about Difference between Airtel Live & Mobile Office :
Inference: From the above chart it is clear that out of 30 Respondent. 37 % Respondent know about difference Between Airtel Live & Mobile Office. 63 % Respondent didn’t know about difference Between Airtel Live & Mobile Office.
.
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5 ) GPRS Recharge done in a Day :
Inference: From the above chart it is clear that out of 30 Respondent.
30 % Respondent do GPRS Recharge 1-2 in a Day. 23 % Respondent do GPRS Recharge 3-5 in a Day. 17 % Respondent do GPRS Recharge 6-8 in a Day. 13 % Respondent do GPRS Recharge 9-11 in a Day. 10 % Respondent do GPRS Recharge 11-15 in a Day. 7 % Respondent do GPRS Recharge 16-20 in a Day. 0 % Respondent do GPRS Recharge more than 21 in a Day.
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6) Mode of Recharge Prefer in Selling:
Inference : From the above chart it is clear that out of 30 Respondent.
63 % Respondent sell Paper Coupons of GPRS Service. 37 % Respondent sell E-Recharge of GPRS Service
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7)Company earns Revenue in GPRS recharge
Inference: From the above chart it is clear that out of 30 Respondent. 33 % Respondent select Aircel who earns Revenue for GPRS Recharge. 20 % Respondent select Idea who earns Revenue for GPRS Recharge. 17 % Respondent select Airtel who earns Revenue for GPRS Recharge. 17 % Respondent select Reliance GSM who earns Revenue for GPRS Recharge. 13 % Respondent select Vodafone who earns Revenue for GPRS Recharge
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8) Push Customer to use Selected Operator:
Inference : From the above chart it is clear that out of 30 Respondent. 33 % Respondent Push Customer to use Aircel GPRS Service. 27 % Respondent Push Customer to use Reliance GSM GPRS Service. 20 % Respondent Push Customer to use Idea GPRS Service. 13 % Respondent Push Customer to use Vodafone GPRS Service. 7 % Respondent Push Customer to use Airtel GPRS Service.
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9) Reason for selling Selected Operator GPRS Packs
Inference : From the above chart it is clear that out of 30 Respondent. 47 % Respondent get Higher Commission on Selling Selected Service Operator GPRS Pack. 33 % Respondent Sell Selected Service Operator GPRS Pack due to Better awareness of that Operator. 20 % Respondent Sell Selected Service Operator GPRS Pack due to High Demand of that Operator. .
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CHAPTER -6:
Findings
1) Strong Strategic alliance: The Company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among Others. The Company also has an Information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements. 2) Outsourcing: Bharti Airtel is Best Example of Ideal Outsourcing Model. The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, and Teletech & Mphasis. 3) Overseas Market: Saturation & Intense Competition in India gives an Opportunity to Airtel to Operate in Bangladesh, Sri Lanka, and South Africa making Airtel World’s Fifth Largest Integrated Telecom Operator.
4) Brand Ambassador: Airtel has strong brand ambassador, Sachin tendulcar, Shahrukh khan and A. R. Rehman , Sarman Joshi, Vidya Balan & R .Madhvan , Saif & Kareena Couple Factor to promote there product and services. 5) Leader in Telecom market: Airtel is holding a position of Market Leader by having 30.25 percent of the total market share (TRAI, March 2010). 6) Strong Trust among Common People: Strong Network Coverage makes it Popular among Common Man. 7) Strong Management Structure: Sunil Bharti Mittal who is known as “First Generation Entrepreneur “ with Manoj Kholi, Sanjay Kapoor & Akhil Gupta (Mittal’s fourth Brother) is the Key People in Success of Making Airtel as World’s Best Telecom Company.
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CHAPTER -7:
Conclusion
Albert Einstein
” You can not solve a Problem at same Level that it was created. You have to rise above it to next level”.
Indian consumers are in a phase of transformation from using basic telephony services to high end value added services. The technology improvement has helped the sector to perform better and has also expanded the meaning of the term “telecommunication” from just audio message transformation to virtual presence of person. The sector clearly shows a great scope for future. Indian Customers are Unique in Nature & now Flexibility in Choice Set of Service Providers has Real Challenge in front of Telecom Players. Adding a New Customers & Retaining Old Customers so that Profitability would be Maximized requires Effective Strategies to Fuel on Earning Revenues. Future of Mobile VAS in India Mobile VAS industry in India is undergoing a lot of structural changes. Mobile VAS industry is poised to grow and contribute greater revenues to the telecom industry. Consolidation of MVAS content provider’s market: Currently, the MVAS market is fragmented and consists of a large number of small content providers. Consolidation of MVAS market will happen, leading to emergence of few strong content providers. This would enable content providers to command greater share of revenue in the MVAS ecosystem. ?Rational revenue structure: With the growth of MVAS market in India, more rationality will emerge in the revenue structure. The revenue structure would be dependent on the value added by the respective stakeholder in delivering the product to the end user. This would enable the growth of MVAS market in India. Rural MVAS market: MVAS market in India is largely dominated by urban population, with rural constituting around 15% of the total market. Rural MVAS market would witness marginal growth and would grow to around 20% in the next couple of years. The growth drivers would be availability of vernacular content, entertainment services and voice based services. Growth of M-commerce market: M-commerce has tremendous growth opportunity in India. High penetration of mobile phones would give a boost to this industry. The stakeholders need to work in tandem to ensure that issues like low awareness, security constraints, user friendliness and pricing of the services are aligned towards the consumers. The services that would provide boost to the m-commerce markets in India are mobile marketing, mobile banking and mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines.
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Differential pricing of content: The telecom operators have already taken a step in this direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom operators will price the content in a manner suitable to the target respondent. Deployment of NGN network: Introduction of Next Generation Network would enhance the quality of services in the MVAS market in India. The users would be able to access more feature rich services. NGN uses soft switch technology, which is based on Packet Switching/IP phone and enables introduction of new MVAS speedily at reasonable cost. Soft switch in NGN provides basic and supplementary services called core services while the MVAS are outside the soft switch as application services configured through value added application servers. Generally the application servers are interfaced with soft switch with open and flexible application programming interfaces. This helps in brining down new MVAS launch time and cost. Hence with usage of NGN network in India, we can expect greater proliferation of feature rich MVAS. Number portability: Government of India is planning to launch number portability in the metros by September 2010 and in all the remaining circles by December 2010. This would enable users to change service providers while retaining the mobile number. Number portability is expected to have an interesting impact on the MVAS industry. Currently, MVAS services are not a key decision making parameter while purchasing the mobile phone connection. Therefore, with the introduction of number portability, operators are expected to focus their energy and investment in providing better voice services. But once the voice services (network, billing, etc.) cease to become a differentiating factor, the operators will focus more on MVAS to differentiate themselves and hold on to their customers. This is expected to give a boost to the MVAS industry.
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CHAPTER -8
Role of Government:
Recommendations:
•
• • • •
Build the National Infrastructure Make Metro cities Wi-Fi enabled Migration from separate license regime to composite license regime Establish a regulatory framework for carriage and content of telecommunication Establish a single regulatory and licensing authority
”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries) 1) Develop plans targeting the specific user groups like youth, students and women. ?2) Develop ultra economy plans for poor people; to whom maintaining a connection is still a luxury. 3) Educate customer on the benefits of Value-added services. ?4) Company should make more promotional campaign in commercial areas. ?5) Customer care services provided to the active customers should be more efficient towards the problem Solution. Price: Low Price Plans (Free Local Calls / Free STD Calls), Low Price GPRS, Low Price SMS Packs Place: GLOCAL: GLOBAL + LOCAL Think Global .Act Local. Untapped Rural Market with Local Regional Contents & Value Added Services Personal Networking: Strong Networking of Closed User Group like College Campus, University, Industry , Malls by” Don’t Tell me. Just Involve me. “is new Success Mantra. Promotion: A Brand is a Promise or Emotional Mindshare/Heart Share. Save the Environment is the Latest Brand Promotion Mantra. “Save Cows. Save India.” In Hinduism, the cow is a symbol of wealth, strength, abundance, selfless giving and a full Earthly life. “COW “– National Worship Animal for more than 70 Crore Hindus. It could be a Powerful Appeal to attract Rural Population. Three Most Emerging Group in India: 1) Rural Group 2) Youth Group 3) Working Women Group
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For Untapped Rural Market: ADVERTISEMENT CAMPAIGN:
” Har Gaon se Gaon ki awaj ko jodta hua! Humara Airtel ! ”
The whole advertisement and promotion is designed by taking urban youth in focus but there are large no of youths in rural sector as well and they can be their future consumers. Taking big stars as brand ambassador is good decision. But organizations can further use recent bronze medalist Boxer Vijendra Kumar as there Endorsement. Vijendra is having good looking personality and he belongs to rural area so in this way rural people will start associating themselves with that brand. Airtel can also use BALIKA VADHU fame “ANANDI” (Avika gaur) targeting rural women and rural youth.
For Youth Group: ADVERTISEMENT CAMPAIGN: Although Sarman Joshi endorsement is successful today but for both Voice Service & Data Service Two Different famous Youth like Chetan Bhagat & Abhinav Bindra could create in Positioning Airtel as “Yuva Bharat ka Yuva Airtel .”
“Yuva Bharat ka Yuva Airtel “.
For Working Women Group: Sania Nehwal would be the most appealing Star for Working Women Group.
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CHAPTER -9
LIMITATION:
No project is without limitations and it becomes essential to figure out the various constraints that I underwent during the study. 1. During the study, on many occasions the respondent groups gave us a cold shoulder. 2. Lack of time is the basic limitation in the project. 3. Some retailers refuse to cooperate with the queries. 4. Some retailers gave biased or incomplete information regarding the study. 5. Money played a vital factor in the whole project duration. 6. Lack of proper information and experience also because hurdle for me. 7 .Confidential Data of Company. 8 .?The size of the sample is too small looking to the nature of the study and due to time and money constraints relatively smaller sample was chosen.
Keeping in mind these constraints, best efforts were made to represent the whole view of competitive strategies prevailing in telecom sector.
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CHAPTER -10
Experiences and Learning:
The Internship was taken by me in the Marketing Department of Bharti Airtel Ltd., Gurgaon. I made regular visits to the Gurgaon Office.Airtel is a very large company, so it is a tedious task for the company to coordinate between various departments and this study has enabled me to understand the process of coordination and other process of Airtel.Understanding of all the functions processes & corporate culture which is existing at Airtel, Gurgaon.
The summer training gave me an opportunity to closely watch the working in corporate sector. It taught me how all the departments of an organization must co-ordinate and synchronizes their working in order to ensure the success of the organization.
The experience of summer training at Bharti Airtel Limited will act like a stepping stone for me and would support me in my career as a professional. At last but not the least there are lot many things which I have gone through in those days, I was treated as a part of the organization and was allotted with the work of the company due to which today I am aware of many practical concepts. I was able to understand the working culture of an organization with the help and support of the employees.
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BIBLIOGRAPHY:
In this project report, while finalizing and for analyzing quality problem in details the following Books, Magazines/Journals and Web Sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report. Information has been sourced from namely, books, newspapers, journals, industry portals, government agencies, industry news and developments and through access to database. ON-LINE WEBSITE: TRAI: www.trai.gov.in COAI: www.coai.com DOT: www.dot.gov.in India Telecom News: indiatelecomnews.com Afaqs Telecom Yatra: telecomyatra.afaqs.com Google Search Airtel Website: www.airtel.in
?
? ? ? ? ? ?
NEWSPAPERS: ? The Times of India ? The Economic Times ARTICLES: •?Frost & Sullivan (2007), “Telecom – Catalyzing India’s New Economy” •?Banka Sanjoy (2006), “Mergers and Acquisitions in Indian Telecom Industry-A Study” •?Jain Rekha (2001), “A review of The Indian Telecom Sector” •?Fortis Investments (2006),”Global Telecom Sector” •?Sharma Seema and Lokesh Singla (2009), “Telecom equipment Industry: Challenges and Prospects” •?Bhattacharya Manas (2000), “Telecom Sector in India: Vision 2020”
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Annexure:
QUESTIONNARE- (For Basic Information about Mobile User) PART –I Name …………………………………………Gender- Male Female Age …………….. Occupation……………………………………Education……………………………………………… Annual Income ……………………………….Type Of Connection & Technology…………………. Question (1) what is Name of Your Current Telecom Operator (tick if more than one)? Ans-AIRTEL IDEA RELIANCE CDMA RELIANCE GSM VODAFONE MTNL TATA INDICOM DOCOMO MTS OTHERS Question (2) Do you have Multiple SIM? Ans: Yes No AIRCEL
Question. (3) Rate Your Satisfaction Level with present Service Provider? Ans: Highly Satisfied Satisfied Dissatisfified Highly Dissatisfied
Cant’s Say
Question (4) According to you which is “BEST BRAND “? Ans: AIRTEL VODAFONE RELIANCE IDEA Others
TATA
MTNL
AIRCEL
Question (5) what is your Monthly Hours of Usage? Ans: Up to 10 Hours 10-20 Hours
20-30 Hours
More than 30 Hours
Question (6) what is your monthly bill? Ans : 0 Rs.- 50 Rs. 51 Rs. – 200 Rs. 201 Rs. - 500 Rs.
501 Rs. - 1000 Rs. More than 1000 Rs.
Question. (7) While choosing new operator what do you prefer most? Ans: Tariff Rates Talk Time (Balance) Talk Value (Validity) Family/Friends influence others (specify)
Question. (8) Other than calling what else do you do with your mobile? Ans: Internet Music Download Chatting MMS SMS
others (specify)
Question. (9)Do you use Value Added Services (caller tunes, alerts etc) on your mobile phone? Ans: Yes No Question (10) what is the reason for not using VAS Products? Ans: Costly Not Interested No Knowledge No Requirement at Present
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Question (11) Are you aware of Mobile Number Portability (MNP) in which Your Present number will remain same and you will choose a new operator at Rs. 19? Ans: Yes No Question (12) If yes which telecom provider would you choose? Ans: AIRTEL VODAFONE RELILANCE IDEA Others
MTNL
TATA
AIRCEL
Question (13) Are you Aware of 3 G Technology? Ans: Yes No
Question (14) would you go for “Free SIM “provided by any Operator? Ans: Yes No Question (15) Are you variety searching customer? Ans: Yes No
Question (16) what you expect from your service provider? Ans: Good Customer Relationship Brand Loyalty Programmes Lower Price Call Rates & SMS Charges Others (Specify)
CONSUMER SURVEY ON MOBILE INTERNET USAGE (Pre-paid GSM Users) PART –II SECTION-I Q.1. for what purpose do you use Internet (at home or office)? (you can tick multiple options) ? Work-related ? Information gathering ? Entertainment ? Social networking ? Chatting ? All of the above ? Q.2. Are you aware of GPRS services/ mobile internet? ? Yes ? No
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Q.3. which is the FIRST Company that comes to your mind when I say Mobile Internet? _______________________________ Why? ? I am currently using connection of the same company ? Awareness/ promotions ? Popularity among peers If you use internet on your Mobile? ? Yes (If Yes, please answer questions in Section II) ? No (If No, please answer questions in Section III)
SECTION-II (Answer if you use Mobile Internet, else move to Section III) Q.1. which company’s GPRS services are you currently using? ? Airtel ? Aircel ? Vodafone ? Idea ? Reliance GSM ? TATA docomo ? Others ____________________________________ Q.2. why did you buy that company’s services? ? Have been using that company’s services from before (and can’t change my number) ? Recommended by Friends/Family ? Economical/Suitable Plans ? Early entrant ? Good network / services ? High levels of awareness + promotions ? Other _______________________________ Q.3. On an average for how many hours do you use Mobile Internet in a day? ? 0-2 ? 2-5 ? 5-10 ? Above 10 . Q.4 what mode of recharge do you use? ? Easy recharge ? Paper coupons ? Online Recharge ? Through SMS/ USSD short code ( Ex. *567#)
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Q.5. Are you satisfied with the services being provided by your current service provider? ? Yes, because of o Good speed o Good connectivity o Good services o Flexibility (availability of lower priced versions ) o Cost effective o All of the above No, because of o Slow speed o Bad connectivity o Unsatisfactory services o Inflexibility (non- availability of lower priced versions ) o Expensive o All of the above
?
SECTION- III (Answer if you Do not Use Mobile Internet ) a. Why not?
? ? ? ? ? ? ?
No Need Unreasonable Cost My current service provider does not offer mobile internet Availability of substitutes like USB Internet (Ex. Reliance Net Connect) Incompatibility of handset Not- on –the Go Non-availability of suitable plans
b. If you consider availing Mobile Internet service what is/ are the most important factor(s) for you? (you can tick multiple options )
? ? ? ? ?
Good Connectivity Good Speed Cost Effective Good Services Unlimited Browsing
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Questionnaire ( RETAILER SURVEY ABOUT GPRS SERVICE ) PART- III Q1. Have you ever used GPRS services of any Telecom Operator? ? Yes No ? Q2. Do you check for the handset compatibility with GPRS of the customer who comes for Internet Recharge? ? Yes No ? Q3. Do you know how to receive internet settings on your mobile so as to use Mobile Internet? (ex. Airtel’s settings) If yes, how? ? Yes No ? Q4. Do you know the difference between Airtel Live and Mobile Office services offered by Airtel? If yes, what? ? Yes No ? Q5. How many GPRS recharges (approx) are done by you in a day? ? 1-2 3-5 ? 6-8 ? 9-11 ? 11-15 ? 16-20 ? 21 and more ? Q6. Which mode of recharge do you prefer in selling GPRS? ? Paper Coupons E-Recharge ?
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Q7. Which company earns the maximum revenue for you in GPRS recharges? ? Airtel Aircel ? Vodafone ? Idea ? Q8. Do you push customers to avail GPRS services? If yes, which operators? ? Yes No ? Q9. Why? ? Higher demand Higher commission ? Better awareness ? Others ?
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doc_128746762.pdf
[email protected] [email protected]
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SUMMER INTERNSHIP PROJECT
“TO STUDY OF VAS PRODUCTS IN TELECOM MARKET IN INDIA”
AT
BHARTI AIRTEL LIMITED, GURGAON (HARYANA)
SUBIMITTED IN PARTIAL FULLFILLMENT OF PGDM PROGRAM
2009-2011
Submitted By: Ashish Sharma
Roll No. : 17010 Finance & Marketing
Company Guide: Mr. Rajeev Kandari
Human Resources Bharti Airtel Ltd.
Faculty Guide: Prof. Anuj Verma
Apeejay School of Mgt.
APEEJAY SCHOOL OF MANAGEMENT, NEW DELHI JULY -2010
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ACKNOWLEDGEMENT
This is serve gratitude to all those people without whom this PROJECT would have never seen the light of day. An endeavor is difficult to even initiate without the help of many souls who are always there by the grace of God. Researcher project is a result of help provided by many people. My project becomes a reality only because of cooperation of many people who had helped me in completing this project. I sincerely extend my gratitude to Mr. Rajeev Kandari (HR, Bharti Airtel Ltd.) who has given me this golden opportunity to have an insight in the corporate world and who has been a source of guidance and support. I sincerely thank my esteemed guide Miss Ashima Kanwar for her valuable guidance and cooperation rendered to me through out the project report. It would not have been possible for me to Complete this project without there meticulous guidance and suggestions. I give my thanks to Prof. Anuj Verma (PROJECT GUIDE) for his valuable contribution, cooperation and guidance from time to time for completion of this project. Last but not the least I would like to thank my parents, friends, Colleagues and the staff of Bharti Airtel, Gurgaon who directly or indirectly help me during the course of project without which project would have been a Herculean task.
Date:
ASHISH SHARMA Roll No. -17010 PGDM 2009-11
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TABLE OF CONTENTS
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EXECUTIVE SUMMARY
I got an opportunity to undergo my summer training in a reputed organization “Bharti Airtel Limited “Gurgaon, where I was allowed to work on the project titled “Study of VAS Products In Telecom Market in India”. Role Of Telecom Sector in Development Process The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. The Telecom Sector, which has the multiplier effect on the economy, has a vital role to play in economy by way of contributing to the increased efficiency. The available studies suggest that income of business entities and households increases by the use of telecom services. Thus it contributes to the growth in GDP. The Government of India reorganizes that provision of world class telecommunications infrastructure and information is key to rapid economic and social development of the country. Telecom industry in India started to set up in a phased approach. Privatization was gradually introduced, first in value-added services, followed by cellular and basic services. Telecom Regulatory Authority of India (TRAI) was established to regulate and deal with competition (the service providers). This gradual and thoughtful reform process in India has favored industry growth. Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010.
Need for the Study
Paisafication seems to be the name of the game in mobile telephony. But as the pricing game touches rock bottom and erodes value, gaining subscribers will mean winning the great brand battle. Thirteen Telecom Operators in India causing Ripple Effect & demanding for Innovation / Renovation in Saturated Indian Telecom Market.
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VAS was Internet Limited!!!!... With Mobile Internet MVAS becomes unlimited!! As ARPU declines and voice gets commoditized, the challenge is to retain customers, develop alternative revenue streams, and create a basis for differentiation in high-churn markets. In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow from VAS in the near future. Market growth drivers on the supply side include declining ARPU, brand differentiation needs, and growing focus on entertainment-related content; demand-side drivers include the booming Indian economy, increasing user comfort with basic mobility services, personalization of content and devices and cheaper handsets. From the early days of “Person-toPerson Short Message Service” (P2P SMS), the industry has witnessed an emergence of a growing portfolio of services including graphics/wallpapers downloads, ringtones and caller ring back Tones (CRBT), SMS contests, and games. Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU and increasing competition among operators it is imperative to focus on alternate revenue streams. That is where there is a felt need for capitalizing on the Value Added Services Market. This report on Bharti Airtel is done to find out certain objective regarding the strategic approach Adopted by Airtel to stand strongly in the competitive telecom market. Airtel’s marketing strategies are analyses using various models like SWOT analysis, BCG Matrix, Ansoff’s matrix, porter’s five forces etc.The outcomes of these models are properly analyzed to find out the various aspects like companies position and competitors position in the market This report on Airtel not just give description about the company but it also talks about the various marketing strategy adopted by the company. In this report I have tried to capture most of the areas of Telecom Industry. Major highlights of the report are History of Telecom Industry, Current Industry Analysis, Role of TRAI, Spectrum allocation, FDI Regulation, Competitive advantages, Outsourcing in Telecom, Emerging Technologies, Latest Innovation, and Growth Trends, Mergers and Acquisitions.
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CHAPTER 1:
INTRODUCTION
Mobile Phone Revolution:
Commenting on the emerging markets and use of cell phones, Bill Gates once said, “PC is the phone and phone is the PC.” In the same conference, Craig Mundie, Microsoft Chief Research Officer continued, “People in those rural environments are already buying computers. “ They happen to call them cell phones
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Welcome in the New AVATAR of TELECOM WORLD! India entering 2nd stage of “Telecom Revolution “.
INDIAN TELECOM SECTOR
FIRST PHASE OF REVOLUTION: VOICE
SECOND PHASE OF REVOLUTION: DATA
.
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Quick Facts: Next Super Power INDIA (March, 2010 )
Name Population of India (Approx. ) Mobile Users (Approx. ) Number of Players (Approx. ) Market Size (Approx. ) Growth Rate (Approx. ) Employment to People (Approx. ) TeleDensity Internet Users Internet Penetration Contribution to India’s GDP. 3% 15 % 7% 18 % 81 Million 120 Million 52.74 % 70 % 4 Million 10 Million
Wireline Subscription Overall Teledensity Broadband Subscription 36.96 Million 52.74 8.75 Million
Current Trends (In 2010) 120 Crore 584.32 Million 13 100,000 Rs. Crore 16 % Over 26 % 344,921 Rs. Crore 5-6 Players Over 1 Billion 135 Crore
Projected Trends (In 2015 )
Total Telephone Subscriber Base Wireless Subscription (With 20.31 Million New Addition )
621.28 Million 584.32 Million
All India Wireline Subscriber Base 38.5 37.95 37.81 37.65 38 37.54 37.41 37.33 37.31 37.25 37.16 37.06 36.99 37.5 36.96 36.96 37 36.5 36
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Impact of Telecom Sector on Indian Economy
Economic Benefits of Mobile Services in India :
1) Generate Huge Employment Opportunities. 2) Increase in Government Revenues 3) Boost to GDP Growth 4) Rural Development with Connectivity.
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Indian Telecom Sector
International Telecommunications Union( ITU)
“The mobile phone has moved beyond being a mere device to become a key “social object” present in every aspect of our daily lives”. The Indian Telecom Sector –Poster Boy of Economic Reforms. Fastest Growing Telecom Market with CAGR of 17 %. 3rd Largest Telecommunication Network in World. 2nd Largest Wireless Network in World. About 15 million connections are being added every month. about 3 % is the Contribution of Telecom Sector in Nation’s GDP.
? ? ? ? ? ?
The Unique Indian Business Telecom Model “Low Cost, High Volume, High MOU. “
Telecommunication (Definition) Technical: “Telecom in the real sense means transfer of information between two distant points in space.”
Managerial: “Telecom is a huge and varied bastion of technologies, companies, services and politics that is truly global in nature.”
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A) History of Indian Telecom Industry & Government Policy.
The Indian Telecom Journey:
:
Telecom Working Model:
Network Infrastructure Companies:
Telecom Equipment Manufacturers:
Telecom Service Provider:
Telecom Solutions Providers:
ALCATEL LUCENT, CISCO &
ERICSSON.
NOKIA, SAMSUNG & MOTOROLA.
BHARTI AIRTEL ,RELIANCE , VODAFONE & IDEA.
IBM DAKSH, WIPRO, SPANCO , ARICENT, AEGIS.
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B) Policy of Government of India
Pre-1991 1991-1994 1994 - 2002 2002 -2007
? ? ?
Telegraph Act 1885 Creation of DOT- 1985 MTNL & VSNL were set up1986
?
Cellular Phone Services were opened up to private sector1994 National Telecom Policy1994
? ? ? ? ?
?
1997 : TRAI was set up NTP 1999 TDSAT-2000 BSNL formed 2001 FDI - 49 %
? ?
Broadband policy 2004 FDI - 74% 2005
Up to 1991
Up to 1994
Upto 2002
Upto 2007
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Ministry of Communication & Information Technology
Licensor Dept of Telecom Unified License Operators
Fixed Line Operators Regulator Telecom Regulatory Authority of India National Long Distance Operators CDMA 1800 MHZ International Long Distance Operators Judiciary Telecom Dispute Wireless Operators Settlement Appellate Tribunal FDI in telecom recently revised to 74%. Government gets 15% of revenues from Unified Licensing
GSM 900 & 1800 MHZ
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Market Structure of India- (22Telecom Circles)
? Metro circles ?A circles (regions that
(Major cities*): • Mumbai • New Delhi • Kolkata Include other large cities): Andhra Pradesh Gujarat Karnataka Maharashtra Tamil Nadu*
? B circles (regions with ?C circles (rural areas):
smaller urban Areas and towns): Haryana Punjab Rajasthan Uttar Pradesh (East) Uttar Pradesh (West) West Bengal Assam Bihar Himachal Pradesh Jammu & Kashmir Northeast Orissa Kerala Madhya Pradesh
• • • • • •
(* Chennai, in the southeast, was previously a separate Metro circle, but as of March 31, 2008, it was Integrated into the Tamil Nadu A circle as a single entity.)
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Telecom Growth Comparison:
Mobile Subscriber Growth Chart
1200 1000
400
0 1990
1995
16
200
2000
22 32 65
2005
36 2
600
2010
58 4
800
10 00
2015
2020
Total No. of Mobile Subscriber in the year 2015 will be 1000 Million.
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Different Services of Telecom Sector:
Growth of Telecom Network (PSUs & Private Player ) :
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Tele-Density Growth in India:
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Wire line & Wireless in India:
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FDI in Telecom Sector in India :
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Market Share of Technology & Connection:
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C) Different Players of Indian Telecom Industry
There are three types of players in telecom services: • State owned companies (BSNL and MTNL) • Private Indian owned companies (Reliance Communication, Tata Teleservices) • Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea).
I WANT ONLY 1 SIM CARD
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Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India
(TRAI Report –March 2010)
All India GSM Cell Subscribers- March 2010 (COAI Report)
Sl. No. 1 2 3 4 5 6 8 9 10 11 Name of Company Bharti Airtel Vodafone Essar IDEA BSNL Aircel Reliance Telecom MTNL Uninor Loop Mobile Stel All India Total Sub Figures 127619314 100858358 63824688 63486339 36861174 16311206 4784453 4264036 2844583 1006827 421860978 % Market Share 30.25% 23.91% 15.13% 15.05% 8.74% 3.87% 1.13% 1.01% 0.67% 0.24% 100.00%
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Battle of Brands- Get Ready for Third World War !!!!!!
Thirteen Operators causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom Market. What is Future?????
Mergers & Acquisition (Small Companies) Mega Mergers (Large Companies) Global Mergers
Fighting for the Share of CONSUMER’S Wallet!!!!!!!!!!!
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1st Player – Bharti Airtel
GSM PLAYER- PAN 23 CIRCLES
1st Rank in Telecom Market of India with Subscriber Base of 127.6 Million & Market Share of 30.25 % ( TRAI , GSM Subscriber Base March 2010 Report )
Type Industry Founded Founder Headquarters Area served Key people Public (BSE: 532454) Telecommunications 7 July 1995 Sunil Bharti Mittal New Delhi, India Worldwide Sunil Mittal (Chairman) & (MD) Sanjay Kapoor (CEO) Wireless Telephone Internet Satellite television ? US$ 7.254 billion (2009) ? US$ 2.043 billion (2009) ? US$ 1.662 billion (2009) ? US$ 11.853 billion (2009) 25,543 (2009) Bharti Enterprises (64.76%) SingTel (30.5%) Vodafone (4.4%)
Bharti‘s Famous “Minute Factory Model” Combined with a low cost structure. Bharti Airtel an integrated Telecom Service Provider. Airtel is strong Brand Name. Airtel is other Name of strong Network, Coverage & Service. It is known for Trust & Ethics.
Products
Revenue Operating income Net income Total assets Employees Parent
?Bharti is now the world's third-largest, ?Single-country mobile operator and ?Fifth-largest integrated telecom
operator.
“Work is Love, not Stress “- Sunil Bharti Mittal
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2nd Player- Reliance Communications
Type Industry Founded Founder Headquarters Area served Key people Public BSE: 532712 Telecommunications 2004 Dhirubhai Ambani Navi Mumbai, Maharashtra India Anil Ambani (Chairman ) Satish Seth (MD) Wireless Telephone Internet Television Data Cards Recharge Vouchers Rs 22,948 crore (US$ 4.89 billion) Rs 9,305 crore (US$ 1.98 billion) Rs 6,045 crore (US$ 1.29 billion) Rs 102,207 crore (US$ 21.77 billion) Rs 1,032 crore (US$ 219.82 million) 31,884 ADAG
BOTH GSM PLAYER & CDMA PLAYER PAN in 23 Circles.
Products
Revenue Operating income Net income Total assets Total Equity Employees Parent
1st Rank in CDMA Telecom Market of India with Total Subscriber Base (Both GSM & CDMA) of 102.44 Million & Market Share in CDMA Of 59.39 %. 6th Rank in Purely GSM Market with Total Subscriber Base of 16.31 Million & Market Share in GSM Market is of 3.87 %.
Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs. Reliance Communication (R-Com) has launched a new tariff model for its pre-paid customers, which offers Unlimited talk time for a flat monthly fee. The ‘Simply Unlimited CDMA’ offer is available in two flavors : Simply Unlimited CDMA Local Pack& Simply Unlimited CDMA National Pack:
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3rd Player- Vodafone Essar 2nd Rank in Telecom GSM Market of India with Subscriber Base of 100 Million & Market Share of 23.91 %. (TRAI, March 2010 Report )
Type Limited Mobile telecommunications Hutchison Essar 1994 Mumbai, Maharashtra
GSM PLAYER PAN in 23 Circles
Industry
Predecessor Founded Headquarters
Products
Mobile networks, Telecom services, Etc.
Owner(s)
Vodafone Group (67%) Essar Group (33%)
Employees
10,000
Zoo Zoo Magic:
This was something which was created purely out of textbook and is totally an Indian idea. The characters are such that they lead simple lives, speak insane and incomprehensible language and move in a certain way with human emotions. But the interesting part is that Zoo zoos are not animated characters but are actually slim women actors from local Mumbai theatres, dressed in white costumes that are stuffed with foam to portray the characters.
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4th Player- IDEA Cellular
GSM PLAYER PAN IN ALL 23 CIRCLES
3RD Rank in Telecom GSM Market of India with Subscriber Base of 63.82 Million & Market Share of 15.13 % in GSM Market. ( TRAI ,March 2010 Report )
Public BSE: 532822 NSE: 532822 Telecommunications 1995
Type Industry Founded
Headquarters
Santa Cruz East, Mumbai, India Kumar Mangalam Birla (Chairman) Sanjeev Aga (MD) Rajat Mukharjee (VP Corporate Affairs) Mobile Aditya Birla Group (49.05%) Axiata Group Berhad (15%) Providence Equity (10.6%)
Key people
Products
Parent
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5th Player-TATA Teleservices Ltd. (TTSL)
IN TELECOM MARKET WITH 3 BRANDS :
2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India with Subscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market .
Type Industry Founded Headquarters Key people Public (BSE: 532371) Telecommunications Incorporated 1996 Navi Mumbai, India
1) TATA INDICOM- CDMA PLAYER
Mr. Ratan N. Tata Chairman) Anil Kumar Sardana (MD) Wireless Telephone Internet Television 350,000 Tata Group Tata Indicom (CDMA) Tata DoCoMo (GSM) Virgin Mobile India (CDMA/GSM)
3) VIRGIN MOBILE- BOTH CDMA & GSM PLAYER
Products
2) TATA DoCoMo - GSM PLAYER
Employees Parent
Divisions
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6th Player-BSNL
4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48 Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report )
BOTH GSM & CDMA
Type Industry Founded State-owned Telecommunications 19th century, incorporated 2000
Headquarters
Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi
Key people
Kuldeep Goyal (Chairman) (MD) Wireless Telephone Internet Television ? US$ 7.03 billion The Government of India 357,000
Products
Revenue Owner(s) Employees
BSNL: - Undisputed Leader in Broadband with 60 % Market Share. It has1.5 Million 3G Users out of 60 Million Total Consumer Base.
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7th Player-AIRCEL
GSM PLAYER IN PAN in 18 CIRCLES.
Type Industry Founded Headquarters Key people
Private Telecommunications 1999 Gurgaon Gurdeep Singh, COO Mobile Telecommunication operator Maxis Communications(74%) Apollo Hospital (26%)
Products
Parent
In a bid to raise awareness about the declining number of tigers, Aircel, partnering with World Wildlife Fund (WWF) India has launched the 'Save Our Tigers' initiative. The campaign, a little over a week old, has already created quite a buzz. 'Stripey the Cub', the face of the Initiative, has over 96,400 fans on popular social networking website, Face book; and the official Twitter page Have 3,027 followers already.
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8th Player –MTNL
Both GSM Player & CDMA Player 7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million & Market Share of 1.13 %. ( TRAI ,March 2010 Report )
State-owned Public NSE: MTNL NYSE: MTE Telecommunications 1986 Mumbai and New Delhi India Kuldip Singh (CMD) Anita Soni (CFO) S.M.Talwar (ED-New Delhi) J.Gopal (ED-Mumbai) Wireless Telephone Internet Television ? INR 52.895 million (2009) ? INR 1.626 million (2009) The Government of India
Type Industry Founded Headquarters
Key people
Products
Revenue Net income Owner(s)
MTNL provides fixed line telephones, cellular connection of both GSM — Dolphin (Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda -FW and Garuda-Mobile and internet services Through dialup and DSL — Broadband internet TriBand.
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9th Player-UNINOR
GSM Player PAN
8th Rank in Telecom GSM Market of India with Subscriber Base of 42.64 Million & Market Share of 1.01 %. ( TRAI ,March 2010 Report )
Type Industry Founded Headquarters Joint Venture Telecommunications 2009 Gurgaon, India
Key people
Stein-Erik Vellan (CEO) Sanjay Chandra (Chairman)
Products
Wireless Telephone Internet 2,000 Telenor (67.25%) Unitech Group (32.75%)
Employees
Parent
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CDMA PLAYER
10th Player- MTS (SSTL)
3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million & Market Share of 2.19 % in CDMA .
Industry
Mobile telecommunications 2009 as Sistema Shyam TeleServices Limited New Delhi, Delhi, India CDMA Sistema (73.71%) Shyam Group (23.70%)
Founded
Headquarters Products
Owner(s)
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11th Player-LOOP MOBILE
GSM
10th Rank in Telecom GSM Market of India with Subscriber Base of 2.84 Million & Market Share of 0.67 %. (TRAI ,March 2010 Report )
Type Industry
Private Telecom
Founded
1994 as BPL Mobile 2009 as Loop Mobile
Headquarters
Mumbai Maharashtra , India CEO Sandip Basu Mobile Telecommunication operator Essar Group (8%)
Key people
Products
Owner(s)
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GSM PLAYER
12 Player-S TEL
11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million & Market Share of 0.24 %. ( TRAI ,March 2010 Report )
th
S Tel is a GSM based cellular operator in India. It has a unified services access license in Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. It is Owned jointly by C Sivasankaran (51%) and Bahrain Telecommunications (49%). S Tel Private Limited (S Tel), a new telecom operator in the Indian marketplace, is a joint venture between Siva Group (formerly Sterling InfoTech Group) and Bahrain Telecommunications Company (Batelco). S Tel has acquired Unified Access Services Licenses (UASL) and spectrum to operate in six Category C circles – Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. These licenses will enable the company to provide Unified Mobile service, wireless broadband and innovative Value Added Services (VAS) covering a population of over 226 million across these circles Headquartered in NCR region of Delhi, the company plans to launch its mobile telephony service in India before close of 2009. Siva Group is a USD 3 billion group (about Rs.14, 000 crores), with diversified business Interests in verticals such as wind energy, shipping & logistics, hospitality & realty, media, EPC, education and agro business. Bahrain headquartered Batelco is a diversified, integrated telecommunications operator with Mobile, fixed and wireless broadband, Datacom and fixed line services. It has operations in 7 markets across the Middle East, North Africa and Asia.
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13th Player-PING (HFCL)
CDMA
4TH Rank in CDMA Telecom Market of India with Subscriber Base of 0.32 Million & Market Share of 0.19 % in CDMA .
HFCL Infotel Ltd. (Infotel) is a "Total Telecom Solutions Provider" offering Fixed Line telephony
(Telephone Services), Mobile telephony, Broadband Services, Customized Data Services and Value Added Services. Infotel provides a world class telecom experience when it comes to technology, products, customer services, Launched in Punjab in the year 2000 under the Connect brand name. Infotel has set up state-of-the-art Networks with coverage in over 200 towns of Punjab with an extensive optical fiber network coverage of over 4,000 km. Today, Infotel is one of Punjab's leading private sector telecommunication services providers with an aggregate customer base of 5, 10,263 as on 31st Dec 09.
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14th Player-VIDEOCON
GSM
Type Industry Founded Founder(s) Headquarters Key people
Public (BSE: 511389) Conglomerate 1979 Nandlal Madhavlal Dhoot Aurangabad, Maharashtra, India Venugopal Dhoot (Chairman) K. R. Kim (CEO) Consumer Electronics Home Appliances Components Office Automation Mobile phones Wireless Internet Petroleum Satellite television Power ? US$4 billion (2010) ? US$276 million (2010) 5,000 (2010)
Products
Revenue Net income Employees
Videocon Mobile Service., is a GSM based cellular operator in India based in Mumbai. Videocon Telecommunications Limited, a Videocon group company offers GSM mobile services GSM service under the brand name Videocon. The Videocon Group is a $4 billion, global business conglomerate with a strong presence in Household Consumer Goods, Oil & Gas, Retail, Telecom, DTH and the Power sector.
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Listed 15th Player- ETISALAT
Type Founded Headquarters
Public United Arab Emirates Government United Arab Emirates Mohammed Hassan Omran Chairman Mohammed Al Qamzi CEO ? $8.4 billion (FY2009)
GSM IN 15 CIRCLES
Key people
Revenue
SWAN Telecom RE- named ETISALAT DB TELECOM INDIA PVT. LTD Etisalat will shortly be launching its service. As of April 2010, signal testing has already begun in a few circles of Chennai [IND 922], Delhi & NCR [IND 913], Maharashtra & Goa [IND 918], Mumbai [IND 916] and Gujarat [IND 914].
Etisalat has signed a deal with bollywood actor Aamir khan which is biggest endorsement till date in the Indian advertising market for Rs. 350 million (35 Crores) for a three year contract. In May 2010. Etisalat is in talks to buy 25% stake in Reliance Communications.
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D) ANALYSIS OF BHARTI AIRTEL SUNIL BHARTI MITTAL: FIRST GENERATION ENTREPRENURS
1970 1982 1982 1990 1992 1995 UMBRELLA BRAND -AIRTEL Mobile Phone Service License Operator in Delhi Fax Machines, Cordless Phones and Other Telecom Gear. Electronic Push Button Phones Portable Generators
Bicycle Crankshaft Business
? SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman and Managing Director of Bharti Enterprises. ? He is a Pioneer, a Dreamer, and an Achiever. ? Asia's self-made billionaires. ? The Game Changer. ? Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering machines, the first fax machines“. ? In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor.
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Airtel Brand: Taglines
Airtel Brand Logo:
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Brand Ambassadors:
2010 2009 2008 2002 2003
Bharti Airtel: Introduction:
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with Operations in 18 countries across Asia and Africa. Bharti Airtel since its inception has been at the forefront of technology and has pioneered several innovations in the telecom sector. AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all the 22 Telecom Circles in India, and in Srilanka. It served an aggregate of 130,686,172 customers as of March 31, 2010, in India; of whom 127,619,314 subscribe to our GSM services and 3,066,858 use our Telemedia Services either for voice and/or broadband access delivered through DSL.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides Broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-toHome TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
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Four Strategic Business Units of Airtel:
1) Mobile 2) Telemedia
The mobile business offers services in India, Sri Lanka and Bangladesh.
The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
3) Enterprise
4) Digital TV
The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to Telco’s.
The Digital TV business provides Direct-to-Home TV services across India.
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Vision: 2010
Mission:
“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more”. .
Company Profile:
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Partners:
Mobile Services Network Equipment Telemedia & Long Distance Services Information Technology Call Centre Operations Equity Partner {Strategic} Nokia Siemens, Ericsson, Huawei Nokia Siemens, Juniper, Cisco, Alcatel Lucent, ECI, Tellabs IBM IBM Daksh, Hinduja TMT, Teleperformance, Mphasis, Firstsource & Aegis Singtel
Factsheets:
Proportionate Revenue Rs. 396,150 million (year ended March 31, 2010-Audited) Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP Accounts Proportionate EBITDA Rs. 160,268 million (year ended March 31, 2010 - Audited) Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP Accounts Shares in Issue Listings The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Market Capitalization US$ 25 billion. 3,797,530,096 as at Mar 31, 2010
Stock Quote
BSE: INR 267.00
TOTAL NO. OF EMPLOYEE
30,000
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Organization Structure:
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Awards and Recognitions: For the Year 2008 - 2009
? Voted India’s most innovative company – in a survey conducted by The Wall Street Journal in 2008
?
Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008 “2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008 ‘Best Content Service’ Award for its Farmer Information Dissemination Platform for Bharti Airtel’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008
?
?
?
Best Project Management’ Award for its Gujarat e-GRAM project - World Communications Awards 2008 “Best Telecom Company” at the NDTV Profit Business Leadership Awards Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco-Transformation award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008
?
?
?
Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honour in global telecom sector, recognized his tremendous contribution to the development of India’s telecom sector Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership Awards
?
Group Companies:
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Analysis of Bharti Airtel:
1) Product Life Cycle (PLC) Analysis. 2) SWOT Analysis. 3) BCG Matrix. 4) Porter Model. 5) Ansoff Matrix. 6) PEST Analysis. 7) Marketing Mix.
1) Product Life Cycle
Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in” Saturated Indian Telecom Market “.
Sales and Profits (Rs.) Sales
Profits
Time Decline Product Development Losses/ Investments (Rs.) Introduction Growth Maturity
Sales and Profits over the Product’s Lifetime
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2) SWOT Analysis:
S: Strengths
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? First Mover Advantage. Highly Focused on Indian Telecom Market. Leadership in fast growing Cellular Segment. PAN India Footprint. Heavy Brand Promotion Strategy. Huge Network Coverage. Proactive & Innovative Service Strong Financials Truly India’s first Global telecom player. India’s first fully integrated telecom player. Famous for Minute -Factory Model. Best Outsourcing Model. Airtel is another name of “Trust “& “Ethics “. Highly Successful in the minds of Common Man. Strong Network Coverage is helpful to earn more than 60 % Revenue from Rural Sector. The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for “Transformational Changes “. Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. It has a strong brand name, superior quality products and an enviable distribution network. It has a clear and well-defined organization structure and limits of financial authority. Strong Strategic Alliance. This means Business has access to Knowledge & Technology & Other Parts of Telecommunication World. The only Indian operator, other than VSNL, that has an international submarine cable.
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W: Weakness
? ? ? ? ? ? ? ? Outsourcing of Core Systems. Premium priced products, hence can’t compete in low price segment. No separate strategy for rural market (Untapped Rural Market). Distribution channel is not accurately categorized. Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player Stickiness due to Handset. Loosing Grounds among Teens & Youth against Virgin Mobile. No Free Local Calls & STD Calls Packs offered by it. Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) & Other Value Added Services.
O: Opportunities
? ? ? ? ? ? ? Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth. There is a lot of scope of product and market diversification. Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped. 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector. If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers Airtel will be in World’s Top 3 Rank by present 5th Rank. Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service. M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS.
T: Threats
• • • • • India centric – Major revenues from India Falling ARPU & AMOU Intense Competition from 13 Existing Players & Shortage of Bandwidth. Role of Government Policy Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage.
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3) BCG Matrix:
M A R K E T S H A R E I N %
H I G H
AIRTEL VODAFONE RELIANCE
BSNL IDEA CELLULAR AIRCEL TATA INDICOM
L O W VIRGIN MOBILE
HIGH
RELATIVE MARKET SHARE
LOW
BCG Matrix for Bharti Airtel
HIGH
Mobile Services DTH & IPTV Broad Band
LOW
LOW HIGH
65
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4) Porter’s Five Force Analysis:
1. Competitive Rivalry within an Industry
• • •
HIGH
Thirteen Players in Saturated Indian Telecom Market causing “Battle of Brands “with Paisafication strategy. New Players with Negative Cash Flows causing to Innovation/Renovation to be in the Telecom Market. “Tariff War “causing Cutthroat Competition to Survive & in adding 1st time User.
2. Customer Bargaining Power
HIGH
• • • • • Lack of differentiation among Service Providers Cut throat Competition Low Switching Costs Number Portability will have Negative Impact Businesses & Consumers
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LOW
3. Suppliers Bargaining Power
4. Threat of Substitutes ? ? ? Landline CDMA Video Conferencing
HIGH
Diminishing Market
Broadband Services
? ?
VOIP - Skype, Gtalk, Yahoo Messenger E-Mail & Social Networking Websites
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LOW
5. Threat of New Entrants
• • • • • Huge License Fees to be paid upfront & high gestation period Entry of MVNOs & WiMAX operators Spectrum Availability & Regulatory Issues Infrastructure Setup Cost - High Rapidly changing technology
Porter’s Generic Strategy:
Porter has identified three types of generic strategies that help a firm to cope with competitive forces and outperform other firms in the industry. These strategies are:1. Overall Cost leadership strategy 2. Differentiation strategy, and 3. Focus strategy.
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5) Ansoff Matrix
Market Penetration:
Entered in Broadband and fixed line market.
Market Development:
Looking for overseas market.
Product Development:
IPLC products.
Diversification:
Outsourcing.
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6) PEST Analysis
It is the technique of environmental scanning of any Industry on the basis of the factors like P-Political, E-Economic and S-Social & T-Technology.
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PEST Analysis of Indian Telecom Industry: Political Factors
o o o o o o o o o Antitrust Regulations Environmental Protection Laws Tax Laws Special Incentives Foreign Trade Regulations Attitudes toward foreign Companies Laws on hiring and promotion Stability of government
PEST Analysis of Indian Telecom Industry: Economical Factors
• • • • • • • • GDP trends Interest Rates Money Supply Inflation Rates Unemployment levels Price control Devaluation / Revaluation Cost
PEST Analysis of Indian Telecom Industry: Socio Cultural Factors
• • • • • • • • • Lifestyle Changes Career expectation Consumer activism Rate of family formation Growth rate of population Age distribution of population Regional shift in population Life expectation Birth rates
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PEST Analysis of Indian Telecom Industry: Technological Factors
• • • • • • • • Total Government spending for Research & Development Total Industry spending for Research & Development Focus of Technological efforts Patent Protection New Products Technology transfer from lab to marketplace Productivity improvements through automation Internet availability
7) Marketing Mix: 4 P’s
P-Products. P- Price. P- Place. P- Promotion.
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MARKETING MIX
PRODUCT Cell Phones
PRICE Lower End Segment to Super Premium End.
PLACE Exclusive Showroom, Shopping Mall, Chain Store
PROMOTION Print Media, Mass Media & Electronic Media
Product
• • • Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS)
Price
• • . Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.
Place
• • It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like: Paan shops, grocery stores, chemists, outlet etc.
Promotion
• • • Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones.
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E)
Major Emerging Trends:
Changing Face of Indian Mobile Consumer
Handset Market in India:
India’s Mobile Handset Market is Rs. 50,000 Crore Annually with 30 Handset Maker Company. About 100 Million Phones were sold in India in 12 Months to June 2009 say IDC Data. 10-12 Million Handsets are sold Per Month in India making India “Mobile Hub” after “Small Car Hub”.
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Telecom Services:
PMRTS
INTERNET VSATS RADIO PAGING GMPCS BASIC SERVICES MOBILE SERVICES
Technology
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Growth Factors:
Enterprise Telecom Services Managed Services Value Added Services
Infrastructure Sharing
GROWTH AVENUES
Rural Telephony
WIMAX 3G
Virtual Private Networks
Emerging Trends:
USSD
GPRS 3G
Voice
SMS MMS
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Growth Avenues:
1) Managed Service: Managed services are another segment that is attracting telecom companies. On account of the rapidly growing subscriber base, service providers find it difficult to manage their infrastructure and network management operations. In such cases, they completely or partially outsource their infrastructure or network management operations. 2) Infrastructure Sharing: To reduce their network deployment costs, many service providers are Considering infrastructure sharing offers the following advantages: Improved service quality. Increased affordability for customers. Faster roll out of services in rural and remote areas. Lower operating costs for service providers. 3) Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified communication services, etc. Telecom service providers are increasingly targeting enterprises by providing dedicated services and are expected to witness major developments in near future. 4) Virtual Private Networks: Virtual Private Network is a private data network that provides connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to heat up in the VPN segment as DoT has relaxed the norms for private players. 5) Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by inviting bids from domestic as well as foreign players & creating a competitive environment that offers better services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth drivers of telecom industry. The immense potential for 3G is reflected by the 30–40 percent annual growth in Value-Added Services.. 6) WiMAX has been one of the most significant developments in wireless communication in the recent past. Since this mode of communication provides network access in inaccessible locations at a speed of more than 4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services. Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in WiMAX technology in India.
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CHAPTER -2 Review of Literature:
Girija (1998), in its article “Socioeconomic Implications of Telecommunications Liberalization: India in the International Context” says that Telecommunications restructuring have evolved differently in Asia and Latin America. While Asian Governments have moved cautiously in bringing changes to the sector, Latin American nations have implemented radical ownership and market transformations. The Indian telecommunications reform falls in between these two general regional trends. The choice of a high component of competition, increased private participation, and no privatization of the national carrier set conditions that will trigger unique socioeconomic effects. This article identifies and highlights the likely implications of the Indian reform on key economic and social issues, such as the cost of services, cross-subsidies, network Interconnection, private investments, universal services, employment, and the possible rise Of an information-intensive economy. T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in India has been bungled. Shaped by legislation dating back to the colonial era and post Second World War socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure and service needed reform.
Anand (1999), in his article named “India's economic policy reforms” says that India was embarked on economic reforms in July 1991, in the wake of a balance of payments crisis. Bhattacharya (2000) constructs a vision of the Indian telecommunication sector for the year 2020. The paper aims at isolating agents of change based on international experiences and situates India in the development continuum. Das (2000), in her paper described the Liberalisation of the Indian telecommunications services which started in mid nineties with no change in the existing public monopoly structure, entirely controlled by Department of Telecommunications (DoT).This study implies that the choice of any reform policy should consider the trade-off between the loss of scale and scope economies and cost saving from the reduction in inefficiency of the incumbent monopoly in the event of competition. Narinder (2004), in his article “Enhancing Developmental Opportunities by Promoting ICT Use: Vision for Rural India” talks about the foremost benefits of Information and Communication Technologies (ICTs) in developing countries that can be helpful in improving governance including public safety and eradication of illiteracy. The benefits of ICTs have not reached the masses in India due to lack of ICT infrastructure, particularly in rural areas, where two-third of the population of the country lives.
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Mr. Banka (2006) gives an overview of the mergers and acquisitions in the Telecommunication industry. According to him Governments decision to raise the foreign Investment limit to 74% is expected to spur fresh rounds of mergers and takeovers in India. He foresees a sector that represents humongous opportunity waiting to be tapped By Indian and foreign conglomerates.
Thomas (2007), in his article describes the contribution made by telecommunications in India by the state and civil society to public service, this article aims to identify the State’s initial reluctance to recognize telecommunications provision as a basic need as Against the robust tradition of public service aligned to the postal services and finds hope In the renewal of public service telecommunications via the Right to Information Movement.
Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its “Quarterly Performance Analysis of Companies (April-June 2008)” has analyzed the Indian telecom Industry in the awake of recent global recession and its overall impact on the Indian Economy. The analysis is done in the background of wake of global recession and rising Inflation. Cygnus estimates, the Indian telecom industry is expected to maintain the Growth trajectory in the next quarter as well. With almost 5-6m subscribers are being Added every month, and the country is witnessing wild momentum in the telecom industry.
Shah (February, 2009), has analyzed Indian telecom industry and studied the sector Keeping in mind three companies; namely Bharti, R.Comm and idea in the background of Recent global meltdown. The study suggests that though there is no sign of slowdown in this sector, but surely a strong turmoil is going on in the industry. With the help of newer technologies, wireless penetration is expected to increase in the near future, which is basically fuelling the growth of the sector. While the 3G / Broadband adoption would ensure long term growth momentum, the article has thoroughly investigated about the intense competitive scenario, pricing pressure, high capital intensity & substantial regulatory uncertainties currently faced by the industry.
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CHAPTER -3
Need for the study:
Objectives:
Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU And increasing competition among operators it is imperative to focus on alternate revenue streams. That is Where there is a felt need for capitalizing on the Value Added Services Market. Today the various MVAS entities are still struggling with issues such as the correct definition of MVAS, The roles and responsibilities of each entity in the value chain, revenue sharing arrangements between Them and other critical issues such as regulation of the MVAS market. VAS: Next Key to Success Value Added Service (VAS) in telecommunication industry refers to non-core services, the core or basic services being standard voice calls and fax transmission including bearer services. A value added service may demonstrate one or more of these characteristics and not necessarily all of Them. In some cases, the value added service becomes so closely integrated with the basic offering that neither the user nor the provider acknowledge or realize the difference. A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their VAS revenue. Definition as per TRAI In the Unified Access Service License (UASL), VAS is defined as follows“Value Added Services are enhanced services which add value to the basic teleservices and bearer Services for which separate license are issued”. The Government of India issues licenses for the following Value Added Services
ublic mobile trunking service Voice mail service Closed users group domestic 64 kbps data network via INSAT satellites system Video tex service GMPCS Internet Audiotext Unified messaging servicepdfMachine . A pdf writer that produces quality PDF files with ease! 67 APEEJAY SCHOOL OF MANAGEMENT, NEW DELHI Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, if you can print from a windows application you can use pdfMachine. Get yours now!
A to Z of Telecom VAS: Including and Beyond ABCD- The Indian Perspective
ABCD market -the Ayah, Bai, Carpenter, Driver market.
A: Astrology, AdRBT, AppStores B: Bollywood, Browsing, Blogging C: Cricket, Content, Community D: Devotion, Dating E: Education, Enterprise F: Fun G: Gaming, Gambling H: Health, Handsets I: Infotainment J: Jokes K: Knowledge L: Location Based Services, LIMI (Low Income Marginal Income) M: Music, M-Commerce N: Networking, News O: Ovi -like Stores P: Profile, Packaging, Pricing Q: Quiz R: Ring tones, Religion, Radio, Rural S: Search, Sachet T: TV on Mobile, Ticketing U: Utilities, UGC (User Generated Content) V: Vernacular, Voice W: Wallpaper, Widgets X: VAS.X Y: Youth-based Applications Z: Zoo Zoo
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VAS Industry:Indian Mobile VAS Industry valued at more than Rs 7000 Crore has so far been dominated by Entertainment Service. Focus should be on “Utility Based VAS “not on Entertainment VAS .Regional VAS – Regional Songs, Music, Alerts. MVAS: Mobile Value Added Services are those services that are not part of the Basic Voice offer and Are availed separately by the end user. They are used as a tool for Differentiation and allow Mobile Operators to develop another stream of Revenue.
Mobile Value Added Services in India: (1999- 2010)
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VAS
4 Pillars of VAS:
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Drivers of VAS:
Increasing Consumer Demand for VAS Growing Medium for Advertising Increase in Demand for Regional Content
Growing Rural Market
Demand Side
Drivers
Supply Side
Declining ARPU
Rising Mobile TeleDensity
Introduction of 3G Based Applications
Challenges of VAS:
Biased Revenue Sharing Model
Feature Rich Handsets beyond the Buying Power of Users
Lack of Awareness among Consumers
Challenges
Lack of Copyright Protection and Authentication s Standards
Dominance of Prepaid Customers
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Trends in VAS:
Increased Focus of PE/VC Firms
Strong Demand from Corporate for Enterprise VAS
Growth in Demand for Mobile Music and Gaming
Trends
Growth via Acquisitions
Partnerships between Mobile Manufactures/ Operators & MVAS Players
Next Wave of Growth in VAS is GPRS: General Packet Radio Service Some Quick Facts: ? Population of India -120 Crore ? Total Telephone Subscriber Base-621.28 Million. ? Wire line Subscription- 36.96 Million. ? Wireless Subscription- 584.32 Million. ? Broadband Subscription – 8.75 Million. ? PC Base – 35 Million. ? Internet Users – 81 Million. ? Internet Penetration – 7 %. ? Total GPRS Base – 60 Million. ? Only 4 % of the 36 Million Activate Internet Users. In India Mobile User access the Net over Cello phone Once a Month. (INTERNET & MOBILE ASSOCIATION OF INDIA)
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Mobile Internet Users in India
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Types of Internet Access:
? ? ? ? ? ? Dial up Landline (over Cable Internet access, Optical fiber or Twisted pairs) T- lines (Leased Lines) Wi-Fi Satellite 7 BILLIION Cell Phones POPULATIONS
1.78 BILLION PCS 4.6 BILLION PHONES
Will Mobile internet replace PCs based Internet in 3 years ?????
Main Challenges: GPRS
• • • • • Problems Faced by English knowing Mobile Application Users. Data connectivity; it is far too expensive, slow, and unreliable Mistrust about the mobile operator’s Value Added Services (VAS) offerings. The problem of awareness of existence of mobile applications and services. Opportunity in Enabling Non-English Mobile Data Services. (Language Barrier) Problems Faced by Indian Mobile Application Developers Diversity of Handsets (50 % Mobile Handsets are ULCH-Ultra Low Cost Handsets. More than 50 % Handsets in India are not GPRS enabled.
• •
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Traditional V/S. Mobile
1) Screen Sizes & Resolution 2) Input Devices 3) Connection Speed 4) Cookies, JavaScript, Flash
Conclusion:
Technical limitations ? Different User Experience ? Alternative Solutions Needed ?
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GPRS Problems
??
B T S Customer
??
BSC
??
SGSN
??
GGSN
??
APN
The problem could be on any of the nodes in the network.
Call helpdesk?
Use self help?
GPRS Trouble-shooter, captures the customers interaction with the network in real time and reveals where the problem on the network lies.
2 days to resolution
Customer dissatisfaction
Success Factor: Mobile Internet
1) Better Network 2) Better Devices 3) Better Price 4) Better Education
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CHAPTER – 4
Research Design:
Research Methodology:
“A research design is the specification of methods and procedures for acquiring the information needed. It is the over-all operational pattern or framework of the project that stipulates what information is to be Collected, from which sources and by what procedures”
Green and Tull Features of Research Design
· It is a plan that specifies the sources and types of information relevant to the research problem. · It is a strategy specifying which approach will be used for gathering and analyzing the data. · It also includes the time and cost budgets since most studies are done under these two constraints. Marketing research is often concerned with the behaviors of the consumer in the respect marketing research Have drawn heavily on the behavioral. Sciences such a psychology and sociology in fact the contribution of These science to marketing research have been very significant especially with regard to two Aspect. 1. The research technique used by psychology and they have amply used sociologists being of considerable Relevance to marketing researchers. 2. The concept and the theories of these behavioral sciences are also proved to be relevant to market Researcher. Type of Research This is descriptive research as this research includes surveys and fact-finding. So descriptive research help in Knowing about particular item or group of items. In other words it describes the state, as it exists at present.
Sample Unit Sampling unit may be a geographical one such as state, district, village etc., or a construction unit such as House, flat, etc., or it may be a social unit such as family, school, etc., or it may be an individual. The Specified zone for study was Delhi & NCR.
Sample Size This refers to the number of items to be selected from the Universe to constitute a sample. It should be optimum. An optimum sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility The size of sample was 106.
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Types of Data There are generally two types of data: Primary Data Primary data may be classified as those data that have been observed and recorded by the researchers for the First time to their knowledge. The primary data is original in character.
Secondary Data Secondary data may be classified as those data that have been already collected by someone else and which Have already been passed through the statistical process. Sources of Data This research includes primary as well as secondary data. Primary Data Primary data is collected directly from the respondent through questionnaire. Secondary Data Secondary data is collected from the company’s product book, magazines and from Internet. Data Collection Method This data is collected through questionnaire. First of all the questionnaire was framed according to the Requirements of the research and then it were made filled by the different respondents. Questionnaire: This was the most popular method for conducting the survey. It helped in collecting the information From the framed question, to get maximum necessary data for research. While designing the questionnaire, following aspect were considered. Type of information to be collected: 1. Phrasing of the questionnaire. 2. Order or sequence of the question. 3. Number of question to be asked. 4. Lay out of the questionnaire.
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CHAPTER -5
Data Analysis Techniques
Analysis of data is done through quantitative method i.e. numerical figure.
Data Analysis Instrument Various instruments for data analysis were used such as tabulation of data i.e. an orderly arrangement of data and pie chart.
The term analysis refers to the computation of certain data. The data, after collection, has to be processed and Analyzed. At last the completed Questionnaires were checked and edited (if necessary) to correct the errors. Then the computations for the estimates are performed.
Analysis of Survey: Sample Size -106 Respondents (Delhi & NCR) PART- I Questionnaire for basic information about Mobile Survey. PART – II Questionnaire for Mobile Internet usage. PART – III Questionnaire for Retailer about GPRS Service.
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PART – I Demographic: Gender Ratio:
Age Group:
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Occupation:
Educational Level:
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Annual Income:
Type of Connection:
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Type of Technology :
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1) Name of Your Current Operator:
Inference : From the above chart it is clear that out of 106 respondents 26 % respondents use Airtel. 20 % respondents use Vodafone. 17 % respondent use Reliance (GSM & CDMA). 17 % respondent use Tata Indicom & DoCoMo. 20 % respondent uses other Telecom Operator. Airtel with 26 % is Market Leader. (First Mover Advantage)
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2) Usage of Multiple SIM
Inference:
From the above chart it is clear that out of 106 respondents. 20 % use Multiple SIM. 80 % don’t use Multiple SIM. Multiple SIM increases Churning Rate & allow Customer to switch from one Operator to another affecting the Revenue. After Per -Second Plan in 2008 Multiple SIM usage increases up to 15 % & New Operator are among maximum Gain & Old Operator have to fight for earning Profit.
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3) Satisfaction Level with Current Operator:
Inference: From the above chart it is clear that out of 106 respondents 65 % are Highly Dissatisfied with their Current Operator. 23 % are can’t say (Neutral) with their Current Operator. 10 % are dissatisfied with their Current Operator. 2 % are Highly Satisfied with their Current Operator. 0 % is satisfied with their Current Operator. The Customer is highly dissatisfied with current Operator & want Optimal Balance of PSQ I.e. Price, Service & Quality.
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4) Best Brand Name:
Inference: From the above chart it is clear that out of 106 respondents 46 % respondents Perceive Airtel, 19 % respondents perceive Vodafone, 9 % respondent Perceive Reliance (GSM & CDMA), 17 % respondent Perceive Tata Indicom & DoCoMo, 20 % respondent uses other Telecom Operator. Customer Perceive Airtel as a ‘Best Brand’ due to Strong Network Coverage, Trust & Ethics.
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5) Monthly Usage of Mobile Phone while Talking ( In Hours ):
Inference : From the above chart it is clear that out of 106 respondents 38 % respondents monthly usage is 10-20 Hours. 25 % respondents monthly usage is More than 30 Hours. 23 % respondents monthly usage is Up to 10 Hours. 14 % respondents monthly usage is 20-30 Hours.
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6) Monthly Bill in Rs:
Inference : From the above chart it is clear that out of 106 respondents 39 % respondents monthly Bill is 501-1000 Rs. 38 % respondents monthly Bill is 201 – 500 Rs.. 20 % respondents monthly Bill is 51 – 200 Rs.. 3 % respondents monthly Bill is 0 – 50 Rs..
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7 ) Prefer Most while choosing New Operator ;
Inference : From the above chart it is clear that out of 106 respondents 59 % respondents Prefer Tariff Rates most while choosing a New Operator. 15 % respondents Prefer Talk time (Balance) while choosing a New Operator. 9 % respondents Prefer Talk Value (Validity) while choosing a New Operator. 9 % respondents Prefer influenced by Family/Friends while choosing a New Operator. 8 % respondents Prefer Other Reason while choosing a New Operator. Hence “Tariff Rate “is Still on High Demand among Customer & They know that Call Rates is Cheapest in India In all over the World. But They Still wants to come down more, New Operator has big role in increasing Customer high expectation.
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8) Other than calling Usage of Mobile:
Inference : From the above chart it is clear that out of 106 respondents 42 % respondents Prefer Internet most after Calling. 32 % respondents Prefer SMS after Calling. 8 % respondents Prefer Music Download after Calling. 7 % respondents Prefer MMS after Calling. 6% respondents Prefer Chatting after Calling. 5 % respondents Prefer Playing Games, Listen Songs & FM Radio. Either they use Mobile Office (AIRTEL Live) or activate GPRS for Wallpapers, Gaming, SNS, Information Search& Chatting.
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9 ) USAGE OF VAS :
Inference : From the above chart it is clear that out of 106 respondents 91 % don’t use VAS. 9 % use VAS. Main Reason for not using VAS is: 1) Language Barrier. 2) Less Information (Low Knowledge about how to Use GPRS, MMS, Mobile Radio) 3) It is also costly affair.
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10) Reason for not Using VAS:
Inference: From the above chart it is clear that out of 106 respondents. 38 % Respondents are not interested in using VAS service. 28 % Respondents are having no requirement at present of using VAS service. 26 % Respondents perceive using VAS service is Costly affair. 8 % Respondents have no Knowledge How to use Mobile Internet, MMS etc. Focus should be made on “Utility Based VAS “, while ‘Entertainment based VAS’ is still most popular among Customer.
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11) Awareness of MNP:
Inference : From the above chart it is clear that out of 106 respondents 63 % know about MNP. 37 % don’t know about MNP.
Mobile Number Portability (MNP) allows Mobile subscribers to change their service provider while retaining their subscriber number.
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12) After MNP implementation:
Inference: From the above chart it is clear that out of 106 respondents 43 % respondents want to switch on Airtel 20 % respondents want to switch on Vodafone, 20 % respondent wants to switch on Reliance (GSM & CDMA), 8 % respondent wants to switch on Tata Indicom & DoCoMo, 9 % respondents want to switch on other Telecom Operator. Customer wants to switch on Airtel due to Strong Network Coverage but still waiting to come down its Call Rates Down.
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13) Awareness of 3G
Inference : From the above chart it is clear that out of 106 respondents 63 % know about 3G Service. 37 % don’t know about 3 G Service. 40 % Handsets in India comes under ULCH –Ultra Low Cost Handset. It could be a question Mark On the Success of 3 G in India. 3 G Technology is Any Time, Any Where Data Transfer Process with High Speed making Video Calls & Video Conferencing available on Demand.
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14) Attraction towards Free SIM:
Inference : From the above chart it is clear that out of 106 respondents 40 % are attracted towards Free SIM Availability. 60 % are not attracted towards Free SIM Availability
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15) Variety Searching:
Inference : From the above chart it is clear that out of 106 respondents 40 % search Variety on a new Telecom Operator. 60 % don’t search Variety on a new Telecom Operator The Variety Searcher Customer sometimes increases Churn Rate i.e Switching Rate. The Teenager, Students & Youth are the Main Group who always search variety & change their Operator frequently
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16) Expectation from current Operator:
Inference: From the above chart it is clear that out of 106 respondents 60 % Respondents want Low Price Call Rates & SMS Charges from Current Operator. 34 % Respondents want good Customer Relationship Charger from Current Operator. 5 % Respondent want additional services from current operator. 1 % Respondent want Brand Loyalty programme from current Operator.
Low Price Call Rates & SMS Charges are Huge Key to success to attract first time Mobile User & it also attract Consumer to switch from his present operator to new low Call Rates offering Operator
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PART – II
1) Purpose of using Internet
Inference : From the above chart it is clear that out of 106 respondents 34 % Respondent use internet for Entertainment. 18 % Respondent use internet for Social Networking sites. 14 % Respondent use internet for Chatting. 14 % Respondent use internet for Information gathering. 10 % Respondent use internet for Work Related Task. 10 % Respondent use internet for all the Above Process.
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2) Awareness about GPRS Service
Inference : From the above chart it is clear that out of 106 respondents
44 % Respondents know about GPRS Service. 56 % Respondents don’t’ Know about GPRS Service
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3) First Company comes in Mind when I say Mobile Internet
Inference : From the above chart it is clear that out of 106 respondents 31 % Respondents select Aircel. 15 % Respondent select Reliance. 13 % Respondent select MTS. 12 % Respondent select Airtel. 12 % Respondent select MTNL. 10 % Respondent select IDEA. 7 % Respondent select OTHER.
‘Aircel’ is top on the list due to First Mover advantage & M.S.Dhoni as a Brand ambassador creates high awareness about Mobile Internet.
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4) Reason:
Inference : From the above chart it is clear that out of 106 respondents. 51 % Respondents select Awareness/Promotions. 29 % Respondents select Popularity among Peers. 20 % Respondents are currently using connection of same company that’s comes in to their mind first. The Most expensive Realty Space in today’s World is “Consumer Mind Share “. Hence Brand Promotion / Advertising are strong Medium to capture Mind Share of Consumer.
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SECTION –II (30 Respondent who use GPRS Service) 1) Name of Present GPRS Service Provider:
Inference : From the above chart it is clear that out of 30 respondents. 24 % Respondent are using Aircel GPRS Service. 16 % Respondent are using Reliance GSM GPRS Service. 16 % Respondent are using other Operator GPRS Service. 13 % Respondent are using Airtel GPRS Service. 13 % Respondent are using Idea GPRS Service. 11 % Respondent are using Vodafone GPRS Service. 7 % Respondent are using Tata DoCoMo GPRS Service. Aircel Offer Cheaper Suitable plans Like 14 Rs for 3 Days & 98 Rs for 1 month. Also it offer Unlimited Browsing but it lacks only in its Speed. Recently Aircel Launched 5 Rs. Pocket Internet Pack in which Customer can use 2 days free Unlimited Browsing.
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2) Reason for using Current Service Provider :
Inference : From the above chart it is clear that out of 30 respondents. 38 % Respondents select Economic/suitable Plans for using GPRS Service. 18 % Respondents select high level of Awareness & Promotions for using GPRS Service. 13 % Respondents select Early Entrant Player for using GPRS Service. 11 % Respondents select Good Network & Service for using GPRS Service. 11 % Respondents select recommendation from Family/Friends for using GPRS Service. 9 % Respondents select that they are using GPRS Service from before. Cheaper Suitable Plans with Unlimited Browsing with good Speed will be next wave of Growth in GPRS Service.
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3 ) On an average usage of Mobile Internet in a day
Inference : From the above chart it is clear that out of 30 respondents. 65 % Respondents use 0 to 2 Hours Mobile Internet in a Day. 31 % Respondents use 2 to 5 Hours Mobile Internet in a Day. 4 % Respondents use 5 to 10 Hours Mobile Internet in a Day. None Of Respondent use above 10 Hours Mobile Internet in a Day.
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4) Mode of recharge of GPRS
Inference : From the above chart it is clear that out of 30 respondents. 55 % Respondent prefer Mode of GPRS Service Recharge by SMS/USSD Short Code Like *567#. 29 % Respondent prefer Mode of GPRS Service Recharge by Paper Coupons. 9 % Respondent prefer Mode of GPRS Service Recharge by Easy Recharge. 7 % Respondent prefer Mode of GPRS Service Recharge by Online Recharge.
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5 ) Reason for satisfaction with current GPRS provider :
Inference : From the above chart it is clear that out of 30 respondents. 33 % Respondents select Reason for Satisfaction to Current Operator due to Cost Effective. 19 % Respondents select Reason for Satisfaction to Current Operator due to Good Speed. 16 % Respondents select Reason for Satisfaction to Current Operator due to Flexibility. 14 % Respondents select Reason for Satisfaction to Current Operator due to Good Connectivity. 11 % Respondents select Reason for Satisfaction to Current Operator due to Good Services.
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6 ) Dissatisfaction due to :
Inference : From the above chart it is clear that out of 30 respondents. 27 % Respondents select Reason for Dissatisfaction to Current Operator due to slow speed. 20 % Respondents select Reason for Dissatisfaction to Current Operator due to Expensive. 20 % Respondents select Reason for Dissatisfaction to Current Operator due to all of the above. 13 % Respondents select Reason for Dissatisfaction to Current Operator due to Bad Connectivity. 11 % Respondents select Reason for Dissatisfaction to Current Operator due to Unsatisfactory Services. 9 % Respondents select Reason for Dissatisfaction to Current Operator due to inflexibility.
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SECTION - III 1) Reason for not using GPRS Service :
Inference : From the above chart it is clear that out of 30 respondents. 31 % Respondents select Reason for not using GPRS Service is due to incompatibility of Handset. 20 % Respondents select Reason for not using GPRS Service is due to Unreasonable Cost. 17 % Respondents select Reason for not using GPRS Service is due to No Need at Present. 14 % Respondents select Reason for not using GPRS Service is due to Availability of Substitutes. 9 % Respondents select Reason for not using GPRS Service is due to Non Availability of Suitable Plans. 9 % Respondents select Reason for not using GPRS Service is due to Unavailability of .Mobile Internet offered by Current Operator.
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2) Expectation from GPRS Service Provider:
Inference : From the above chart it is clear that out of 30 respondents. 25 % Respondent expect Unlimited Browsing from GPRS Service Provider. 24 % Respondent expect Good Speed from GPRS Service Provider. 24 % Respondent expect Good Connectivity from GPRS Service Provider. 14 % Respondent expect Cost Effective from GPRS Service Provider. 13 % Respondent expect Good Service from GPRS Service Provider.
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Retailer Survey: PART –III 1) Usage of GPRS Service
Inference : From the above chart it is clear that out of 30 Respondent. 30 % Respondent used GPRS Service of any Telecom Operator. .70 % Respondent didn’t use GPRS Service of any Telecom Operator.
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2 ) Checking of Handset support GPRS :
Inference: From the above chart it is clear that out of 30 Respondent. 43 % Respondent check GPRS enabled Handset Compatibility of Customer. 57 % Respondent didn’t check GPRS enabled Handset Compatibility of Customer. .
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3) Knowledge to Activate Airtel’s GPRS settings:
Inference : From the above chart it is clear that out of 30 Respondent. 27 % Respondent know about GPRS Settings Activation of any Service Provider. 73 % Respondent didn’t know about GPRS Settings Activation of any Service Provider.
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4) Knowledge about Difference between Airtel Live & Mobile Office :
Inference: From the above chart it is clear that out of 30 Respondent. 37 % Respondent know about difference Between Airtel Live & Mobile Office. 63 % Respondent didn’t know about difference Between Airtel Live & Mobile Office.
.
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5 ) GPRS Recharge done in a Day :
Inference: From the above chart it is clear that out of 30 Respondent.
30 % Respondent do GPRS Recharge 1-2 in a Day. 23 % Respondent do GPRS Recharge 3-5 in a Day. 17 % Respondent do GPRS Recharge 6-8 in a Day. 13 % Respondent do GPRS Recharge 9-11 in a Day. 10 % Respondent do GPRS Recharge 11-15 in a Day. 7 % Respondent do GPRS Recharge 16-20 in a Day. 0 % Respondent do GPRS Recharge more than 21 in a Day.
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6) Mode of Recharge Prefer in Selling:
Inference : From the above chart it is clear that out of 30 Respondent.
63 % Respondent sell Paper Coupons of GPRS Service. 37 % Respondent sell E-Recharge of GPRS Service
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7)Company earns Revenue in GPRS recharge
Inference: From the above chart it is clear that out of 30 Respondent. 33 % Respondent select Aircel who earns Revenue for GPRS Recharge. 20 % Respondent select Idea who earns Revenue for GPRS Recharge. 17 % Respondent select Airtel who earns Revenue for GPRS Recharge. 17 % Respondent select Reliance GSM who earns Revenue for GPRS Recharge. 13 % Respondent select Vodafone who earns Revenue for GPRS Recharge
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8) Push Customer to use Selected Operator:
Inference : From the above chart it is clear that out of 30 Respondent. 33 % Respondent Push Customer to use Aircel GPRS Service. 27 % Respondent Push Customer to use Reliance GSM GPRS Service. 20 % Respondent Push Customer to use Idea GPRS Service. 13 % Respondent Push Customer to use Vodafone GPRS Service. 7 % Respondent Push Customer to use Airtel GPRS Service.
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9) Reason for selling Selected Operator GPRS Packs
Inference : From the above chart it is clear that out of 30 Respondent. 47 % Respondent get Higher Commission on Selling Selected Service Operator GPRS Pack. 33 % Respondent Sell Selected Service Operator GPRS Pack due to Better awareness of that Operator. 20 % Respondent Sell Selected Service Operator GPRS Pack due to High Demand of that Operator. .
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CHAPTER -6:
Findings
1) Strong Strategic alliance: The Company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among Others. The Company also has an Information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements. 2) Outsourcing: Bharti Airtel is Best Example of Ideal Outsourcing Model. The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, and Teletech & Mphasis. 3) Overseas Market: Saturation & Intense Competition in India gives an Opportunity to Airtel to Operate in Bangladesh, Sri Lanka, and South Africa making Airtel World’s Fifth Largest Integrated Telecom Operator.
4) Brand Ambassador: Airtel has strong brand ambassador, Sachin tendulcar, Shahrukh khan and A. R. Rehman , Sarman Joshi, Vidya Balan & R .Madhvan , Saif & Kareena Couple Factor to promote there product and services. 5) Leader in Telecom market: Airtel is holding a position of Market Leader by having 30.25 percent of the total market share (TRAI, March 2010). 6) Strong Trust among Common People: Strong Network Coverage makes it Popular among Common Man. 7) Strong Management Structure: Sunil Bharti Mittal who is known as “First Generation Entrepreneur “ with Manoj Kholi, Sanjay Kapoor & Akhil Gupta (Mittal’s fourth Brother) is the Key People in Success of Making Airtel as World’s Best Telecom Company.
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CHAPTER -7:
Conclusion
Albert Einstein
” You can not solve a Problem at same Level that it was created. You have to rise above it to next level”.
Indian consumers are in a phase of transformation from using basic telephony services to high end value added services. The technology improvement has helped the sector to perform better and has also expanded the meaning of the term “telecommunication” from just audio message transformation to virtual presence of person. The sector clearly shows a great scope for future. Indian Customers are Unique in Nature & now Flexibility in Choice Set of Service Providers has Real Challenge in front of Telecom Players. Adding a New Customers & Retaining Old Customers so that Profitability would be Maximized requires Effective Strategies to Fuel on Earning Revenues. Future of Mobile VAS in India Mobile VAS industry in India is undergoing a lot of structural changes. Mobile VAS industry is poised to grow and contribute greater revenues to the telecom industry. Consolidation of MVAS content provider’s market: Currently, the MVAS market is fragmented and consists of a large number of small content providers. Consolidation of MVAS market will happen, leading to emergence of few strong content providers. This would enable content providers to command greater share of revenue in the MVAS ecosystem. ?Rational revenue structure: With the growth of MVAS market in India, more rationality will emerge in the revenue structure. The revenue structure would be dependent on the value added by the respective stakeholder in delivering the product to the end user. This would enable the growth of MVAS market in India. Rural MVAS market: MVAS market in India is largely dominated by urban population, with rural constituting around 15% of the total market. Rural MVAS market would witness marginal growth and would grow to around 20% in the next couple of years. The growth drivers would be availability of vernacular content, entertainment services and voice based services. Growth of M-commerce market: M-commerce has tremendous growth opportunity in India. High penetration of mobile phones would give a boost to this industry. The stakeholders need to work in tandem to ensure that issues like low awareness, security constraints, user friendliness and pricing of the services are aligned towards the consumers. The services that would provide boost to the m-commerce markets in India are mobile marketing, mobile banking and mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines.
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Differential pricing of content: The telecom operators have already taken a step in this direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom operators will price the content in a manner suitable to the target respondent. Deployment of NGN network: Introduction of Next Generation Network would enhance the quality of services in the MVAS market in India. The users would be able to access more feature rich services. NGN uses soft switch technology, which is based on Packet Switching/IP phone and enables introduction of new MVAS speedily at reasonable cost. Soft switch in NGN provides basic and supplementary services called core services while the MVAS are outside the soft switch as application services configured through value added application servers. Generally the application servers are interfaced with soft switch with open and flexible application programming interfaces. This helps in brining down new MVAS launch time and cost. Hence with usage of NGN network in India, we can expect greater proliferation of feature rich MVAS. Number portability: Government of India is planning to launch number portability in the metros by September 2010 and in all the remaining circles by December 2010. This would enable users to change service providers while retaining the mobile number. Number portability is expected to have an interesting impact on the MVAS industry. Currently, MVAS services are not a key decision making parameter while purchasing the mobile phone connection. Therefore, with the introduction of number portability, operators are expected to focus their energy and investment in providing better voice services. But once the voice services (network, billing, etc.) cease to become a differentiating factor, the operators will focus more on MVAS to differentiate themselves and hold on to their customers. This is expected to give a boost to the MVAS industry.
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CHAPTER -8
Role of Government:
Recommendations:
•
• • • •
Build the National Infrastructure Make Metro cities Wi-Fi enabled Migration from separate license regime to composite license regime Establish a regulatory framework for carriage and content of telecommunication Establish a single regulatory and licensing authority
”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries) 1) Develop plans targeting the specific user groups like youth, students and women. ?2) Develop ultra economy plans for poor people; to whom maintaining a connection is still a luxury. 3) Educate customer on the benefits of Value-added services. ?4) Company should make more promotional campaign in commercial areas. ?5) Customer care services provided to the active customers should be more efficient towards the problem Solution. Price: Low Price Plans (Free Local Calls / Free STD Calls), Low Price GPRS, Low Price SMS Packs Place: GLOCAL: GLOBAL + LOCAL Think Global .Act Local. Untapped Rural Market with Local Regional Contents & Value Added Services Personal Networking: Strong Networking of Closed User Group like College Campus, University, Industry , Malls by” Don’t Tell me. Just Involve me. “is new Success Mantra. Promotion: A Brand is a Promise or Emotional Mindshare/Heart Share. Save the Environment is the Latest Brand Promotion Mantra. “Save Cows. Save India.” In Hinduism, the cow is a symbol of wealth, strength, abundance, selfless giving and a full Earthly life. “COW “– National Worship Animal for more than 70 Crore Hindus. It could be a Powerful Appeal to attract Rural Population. Three Most Emerging Group in India: 1) Rural Group 2) Youth Group 3) Working Women Group
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For Untapped Rural Market: ADVERTISEMENT CAMPAIGN:
” Har Gaon se Gaon ki awaj ko jodta hua! Humara Airtel ! ”
The whole advertisement and promotion is designed by taking urban youth in focus but there are large no of youths in rural sector as well and they can be their future consumers. Taking big stars as brand ambassador is good decision. But organizations can further use recent bronze medalist Boxer Vijendra Kumar as there Endorsement. Vijendra is having good looking personality and he belongs to rural area so in this way rural people will start associating themselves with that brand. Airtel can also use BALIKA VADHU fame “ANANDI” (Avika gaur) targeting rural women and rural youth.
For Youth Group: ADVERTISEMENT CAMPAIGN: Although Sarman Joshi endorsement is successful today but for both Voice Service & Data Service Two Different famous Youth like Chetan Bhagat & Abhinav Bindra could create in Positioning Airtel as “Yuva Bharat ka Yuva Airtel .”
“Yuva Bharat ka Yuva Airtel “.
For Working Women Group: Sania Nehwal would be the most appealing Star for Working Women Group.
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CHAPTER -9
LIMITATION:
No project is without limitations and it becomes essential to figure out the various constraints that I underwent during the study. 1. During the study, on many occasions the respondent groups gave us a cold shoulder. 2. Lack of time is the basic limitation in the project. 3. Some retailers refuse to cooperate with the queries. 4. Some retailers gave biased or incomplete information regarding the study. 5. Money played a vital factor in the whole project duration. 6. Lack of proper information and experience also because hurdle for me. 7 .Confidential Data of Company. 8 .?The size of the sample is too small looking to the nature of the study and due to time and money constraints relatively smaller sample was chosen.
Keeping in mind these constraints, best efforts were made to represent the whole view of competitive strategies prevailing in telecom sector.
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CHAPTER -10
Experiences and Learning:
The Internship was taken by me in the Marketing Department of Bharti Airtel Ltd., Gurgaon. I made regular visits to the Gurgaon Office.Airtel is a very large company, so it is a tedious task for the company to coordinate between various departments and this study has enabled me to understand the process of coordination and other process of Airtel.Understanding of all the functions processes & corporate culture which is existing at Airtel, Gurgaon.
The summer training gave me an opportunity to closely watch the working in corporate sector. It taught me how all the departments of an organization must co-ordinate and synchronizes their working in order to ensure the success of the organization.
The experience of summer training at Bharti Airtel Limited will act like a stepping stone for me and would support me in my career as a professional. At last but not the least there are lot many things which I have gone through in those days, I was treated as a part of the organization and was allotted with the work of the company due to which today I am aware of many practical concepts. I was able to understand the working culture of an organization with the help and support of the employees.
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BIBLIOGRAPHY:
In this project report, while finalizing and for analyzing quality problem in details the following Books, Magazines/Journals and Web Sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report. Information has been sourced from namely, books, newspapers, journals, industry portals, government agencies, industry news and developments and through access to database. ON-LINE WEBSITE: TRAI: www.trai.gov.in COAI: www.coai.com DOT: www.dot.gov.in India Telecom News: indiatelecomnews.com Afaqs Telecom Yatra: telecomyatra.afaqs.com Google Search Airtel Website: www.airtel.in
?
? ? ? ? ? ?
NEWSPAPERS: ? The Times of India ? The Economic Times ARTICLES: •?Frost & Sullivan (2007), “Telecom – Catalyzing India’s New Economy” •?Banka Sanjoy (2006), “Mergers and Acquisitions in Indian Telecom Industry-A Study” •?Jain Rekha (2001), “A review of The Indian Telecom Sector” •?Fortis Investments (2006),”Global Telecom Sector” •?Sharma Seema and Lokesh Singla (2009), “Telecom equipment Industry: Challenges and Prospects” •?Bhattacharya Manas (2000), “Telecom Sector in India: Vision 2020”
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Annexure:
QUESTIONNARE- (For Basic Information about Mobile User) PART –I Name …………………………………………Gender- Male Female Age …………….. Occupation……………………………………Education……………………………………………… Annual Income ……………………………….Type Of Connection & Technology…………………. Question (1) what is Name of Your Current Telecom Operator (tick if more than one)? Ans-AIRTEL IDEA RELIANCE CDMA RELIANCE GSM VODAFONE MTNL TATA INDICOM DOCOMO MTS OTHERS Question (2) Do you have Multiple SIM? Ans: Yes No AIRCEL
Question. (3) Rate Your Satisfaction Level with present Service Provider? Ans: Highly Satisfied Satisfied Dissatisfified Highly Dissatisfied
Cant’s Say
Question (4) According to you which is “BEST BRAND “? Ans: AIRTEL VODAFONE RELIANCE IDEA Others
TATA
MTNL
AIRCEL
Question (5) what is your Monthly Hours of Usage? Ans: Up to 10 Hours 10-20 Hours
20-30 Hours
More than 30 Hours
Question (6) what is your monthly bill? Ans : 0 Rs.- 50 Rs. 51 Rs. – 200 Rs. 201 Rs. - 500 Rs.
501 Rs. - 1000 Rs. More than 1000 Rs.
Question. (7) While choosing new operator what do you prefer most? Ans: Tariff Rates Talk Time (Balance) Talk Value (Validity) Family/Friends influence others (specify)
Question. (8) Other than calling what else do you do with your mobile? Ans: Internet Music Download Chatting MMS SMS
others (specify)
Question. (9)Do you use Value Added Services (caller tunes, alerts etc) on your mobile phone? Ans: Yes No Question (10) what is the reason for not using VAS Products? Ans: Costly Not Interested No Knowledge No Requirement at Present
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Question (11) Are you aware of Mobile Number Portability (MNP) in which Your Present number will remain same and you will choose a new operator at Rs. 19? Ans: Yes No Question (12) If yes which telecom provider would you choose? Ans: AIRTEL VODAFONE RELILANCE IDEA Others
MTNL
TATA
AIRCEL
Question (13) Are you Aware of 3 G Technology? Ans: Yes No
Question (14) would you go for “Free SIM “provided by any Operator? Ans: Yes No Question (15) Are you variety searching customer? Ans: Yes No
Question (16) what you expect from your service provider? Ans: Good Customer Relationship Brand Loyalty Programmes Lower Price Call Rates & SMS Charges Others (Specify)
CONSUMER SURVEY ON MOBILE INTERNET USAGE (Pre-paid GSM Users) PART –II SECTION-I Q.1. for what purpose do you use Internet (at home or office)? (you can tick multiple options) ? Work-related ? Information gathering ? Entertainment ? Social networking ? Chatting ? All of the above ? Q.2. Are you aware of GPRS services/ mobile internet? ? Yes ? No
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Q.3. which is the FIRST Company that comes to your mind when I say Mobile Internet? _______________________________ Why? ? I am currently using connection of the same company ? Awareness/ promotions ? Popularity among peers If you use internet on your Mobile? ? Yes (If Yes, please answer questions in Section II) ? No (If No, please answer questions in Section III)
SECTION-II (Answer if you use Mobile Internet, else move to Section III) Q.1. which company’s GPRS services are you currently using? ? Airtel ? Aircel ? Vodafone ? Idea ? Reliance GSM ? TATA docomo ? Others ____________________________________ Q.2. why did you buy that company’s services? ? Have been using that company’s services from before (and can’t change my number) ? Recommended by Friends/Family ? Economical/Suitable Plans ? Early entrant ? Good network / services ? High levels of awareness + promotions ? Other _______________________________ Q.3. On an average for how many hours do you use Mobile Internet in a day? ? 0-2 ? 2-5 ? 5-10 ? Above 10 . Q.4 what mode of recharge do you use? ? Easy recharge ? Paper coupons ? Online Recharge ? Through SMS/ USSD short code ( Ex. *567#)
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Q.5. Are you satisfied with the services being provided by your current service provider? ? Yes, because of o Good speed o Good connectivity o Good services o Flexibility (availability of lower priced versions ) o Cost effective o All of the above No, because of o Slow speed o Bad connectivity o Unsatisfactory services o Inflexibility (non- availability of lower priced versions ) o Expensive o All of the above
?
SECTION- III (Answer if you Do not Use Mobile Internet ) a. Why not?
? ? ? ? ? ? ?
No Need Unreasonable Cost My current service provider does not offer mobile internet Availability of substitutes like USB Internet (Ex. Reliance Net Connect) Incompatibility of handset Not- on –the Go Non-availability of suitable plans
b. If you consider availing Mobile Internet service what is/ are the most important factor(s) for you? (you can tick multiple options )
? ? ? ? ?
Good Connectivity Good Speed Cost Effective Good Services Unlimited Browsing
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Questionnaire ( RETAILER SURVEY ABOUT GPRS SERVICE ) PART- III Q1. Have you ever used GPRS services of any Telecom Operator? ? Yes No ? Q2. Do you check for the handset compatibility with GPRS of the customer who comes for Internet Recharge? ? Yes No ? Q3. Do you know how to receive internet settings on your mobile so as to use Mobile Internet? (ex. Airtel’s settings) If yes, how? ? Yes No ? Q4. Do you know the difference between Airtel Live and Mobile Office services offered by Airtel? If yes, what? ? Yes No ? Q5. How many GPRS recharges (approx) are done by you in a day? ? 1-2 3-5 ? 6-8 ? 9-11 ? 11-15 ? 16-20 ? 21 and more ? Q6. Which mode of recharge do you prefer in selling GPRS? ? Paper Coupons E-Recharge ?
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Q7. Which company earns the maximum revenue for you in GPRS recharges? ? Airtel Aircel ? Vodafone ? Idea ? Q8. Do you push customers to avail GPRS services? If yes, which operators? ? Yes No ? Q9. Why? ? Higher demand Higher commission ? Better awareness ? Others ?
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