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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 1
Presented By :-July , 2010
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Flow of the Presentation.1 ) Introduction.2) History of Indian Telecom Industry &
Government Policy .3 ) Players of Indian Telecom Industry.4) Analysis of Bharti Airtel.5) Major Market Trends.6) Project Findings. 7) Conclusion.8) Recommendations & Suggestions.9) Learning's & Experiences
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Topic: 1 Introduction
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Executive Summary : 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 hasbecome 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.
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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). 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.
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. 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. 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.
Need for the Study :
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2010
Introduction :
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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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Contribution of 3 Leaders in India:
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Name Current Trends (In 2010)
Projected Trends (In 2015 )
Population of India (Approx. )
120 Crore 135 Crore
Mobile Users (Approx. ) 584.32 Million Over 1 Billion
Number of Players (Approx. )
13 5-6 Players
Market Size (Approx. ) 100,000 Rs. Crore 344,921 Rs. Crore
Growth Rate (Approx. ) 16 % Over 26 %
Employment to People (Approx. )
4 Million 10 Million
TeleDensity 52.74 % 70 %
Internet Users 81 Million 120 Million
Internet Penetration 7 % 18 %
Contribution to India’s GDP.
3 % 15 %
Quick Facts : Next Super Power India (March, 2010 )
8.75
Million
Broadband Subscription
52.74Overall Teledensity
36.96
Million
Wireline Subscription
584.32 Million
Wireless Subscription (With 20.31 Million New Addition )
621.28 Million
Total Telephone Subscriber Base
8.75
Million
Broadband Subscription
52.74Overall Teledensity
36.96
Million
Wireline Subscription
584.32 Million
Wireless Subscription (With 20.31 Million New Addition )
621.28 Million
Total Telephone Subscriber Base
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Impact of Telecom Sector on Indian Economy:
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Economic Benefits of Mobile Services in India :
• Employment• Government Revenues• GDP• Rural Development
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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”.
Indian Telecom Sector
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. “
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Telecommunication :
Managerial: “Telecom is a huge and varied bastion of technologies, companies, services and politics that is truly global in nature.”
Technical: “Telecom in the real sense means transfer of information between two distant points in space.”
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Topic: 2 : History of Indian Telecom Industry & Government Policy.
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The Indian Telecom Journey :
TELECOM
NETWORK INFRASTRUCTURE
COMPANIES :ALCATEL LUCENT , CISCO & ERICSSON
TELECOM EQUIPMENT
MANUFACTURERS:
NOKIA , SAMSUNG & MOTOROLA
TELECOM SERVICE
PROVIDER:BHARTI AIRTEL ,
RELIANCE , VODAFONE & IDEA
TELECOM SOLUTIONS PROVIDERS :IBM DAKSH,
WIPRO, SPANCO ,ARICENT, AEGIS
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Evolution of the Telecom Sector :
Pre-1991 1991-1994 1994 - 2002
Telegraph Act 1885
Creation of DOT- 1985
MTNL & VSNL were set up-1986
Cellular Phone Services were opened up to private sector-1994
National Telecom Policy-1994
1997 : TRAI was set up
NTP 1999 TDSAT-2000 BSNL formed
2001
FDI - 49 %
Broadband policy 2004
FDI - 74% 2005
2002 -2007
Up to1994
Upto2002
Up to1991
Upto2007
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Policy of Government of India :
FDI in telecom recently revised to 74%.
Government gets 15% of revenues from Unified Licensing
Regulator
Licensor
Judiciary
Telecom Regulatory
Authority of India
Telecom Dispute Settlement Appellate Tribunal
Dept of Telecom Unified License Operators
Fixed Line Operators
GSM
900 & 1800 MHZ
Wireless Operators
National Long Distance Operators
International Long Distance Operators
CDMA
1800
MHZ
Ministry of Communication & Information Technology
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Regulatory Framework & OrganizationUnified Access Licensing Regime (UALR)Access Deficit Charge (ADC) –Subsidising the Infrastructure CostUniversal Service Obligation (USO) – Building Rural Network
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Market structure of India- Telecom Circles : Metro
circles (major cities*):• Mumbai • New Delhi • Kolkata
B circles (regions with smaller urban
areas and towns):• Haryana • Punjab • Rajasthan • Uttar Pradesh (East) • Uttar Pradesh (West) • West Bengal
A circles (regions that include other large cities):Andhra Pradesh Gujarat Karnataka Maharashtra Tamil Nadu*
C circles (rural areas):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
0
200
400
600
800
1000
1200
1990 1995 2000 2005 2010 2015 2020
Total No. ofMobile Subscriberin the year2015 will be1000 Million.
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Different Services of Telecom Sector:
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Growth of Telecom Network (PSUs & Private ) :
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Teledensity Growth in India :
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All India Wireline Subscriber Base
37.95 37.81 37.6537.54 37.41 37.33 37.31 37.25 37.1637.06 36.99 36.96 36.96
36
36.5
37
37.5
38
38.5
Wireless & Wireline Subscriber Base 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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Topic: 3 Players of Indian Telecom Industry
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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 :
Overall Indian Telecom Industry Market Share : TRAI REPORT : MARCH 2010
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All India GSM Cell Subscribers- March 2010 (COAI Report) :
100.00%421860978All India
0.24%1006827Stel11
0.67%2844583Loop Mobile10
1.01%4264036Uninor9
1.13%4784453MTNL8
3.87%16311206Reliance Telecom6
8.74%36861174Aircel5
15.05%63486339BSNL4
15.13%63824688IDEA3
23.91%100858358Vodafone Essar2
30.25%127619314Bharti Airtel1
% Market ShareTotal Sub FiguresName of CompanySl. No.
100.00%421860978All India
0.24%1006827Stel11
0.67%2844583Loop Mobile10
1.01%4264036Uninor9
1.13%4784453MTNL8
3.87%16311206Reliance Telecom6
8.74%36861174Aircel5
15.05%63486339BSNL4
15.13%63824688IDEA3
23.91%100858358Vodafone Essar2
30.25%127619314Bharti Airtel1
% Market ShareTotal Sub FiguresName of CompanySl. No.
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Battle of Brands- Get Ready for Third World War !!!!!!
“PAISAFICATION “seems to be thename of the game inmobile telephony.
Fighting for the Share of Wallet !!!!!!!!!!!
Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom Market.
WHAT IS FUTURE ?????
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1st Player – BHARTI AIRTEL
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 )
Bharti is now the world's third-largest, single-country mobile operator and Fifth-largest integrated telecom operator.
GSM PLAYER- PAN 23 CIRCLES
Bharti ‘s Famous “Minute Factory Model” combinedwith a low cost structure.Bharti Airtel an integrated Telecom Service Provider.
Type Public (BSE: 532454)
Industry Telecommunications
Founded 7 July 1995
Founder Sunil Bharti Mittal
Headquarters New Delhi, India
Area served Worldwide
Key peopleSunil Mittal(Chairman) & (MD)Sanjay Kapoor (CEO)
Products
WirelessTelephoneInternetSatellite television
Revenue ▲ US$ 7.254 billion (2009)
Operating income ▲ US$ 2.043 billion (2009)
Net income ▲ US$ 1.662 billion (2009)
Total assets ▲ US$ 11.853 billion (2009)
Employees 25,543 (2009)
ParentBharti Enterprises (64.76%)SingTel (30.5%)Vodafone (4.4%)
“Work is Love , not Stress “ - Sunil Bharti Mittal
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2nd PLAYER- RELIANCE COMMUNICATIONS
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 %.
BOTH GSM PLAYER &
CDMA PLAYERPAN in 23 Circles.
Type Public BSE: 532712
Industry Telecommunications
Founded 2004
Founder Dhirubhai Ambani
Headquarters Navi Mumbai, Maharashtra
Area served India
Key peopleAnil Ambani (Chairman )Satish Seth (MD)
Products
WirelessTelephoneInternetTelevisionData CardsRecharge Vouchers
Revenue Rs 22,948 crore (US$ 4.89 billion)
Operating income
Rs 9,305 crore (US$ 1.98 billion)
Net income Rs 6,045 crore (US$ 1.29 billion)
Total assets Rs 102,207 crore (US$ 21.77 billion)
Total Equity Rs 1,032 crore (US$ 219.82 million)
Employees 31,884
Parent ADAG
Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs. R-Com has launched a new tariff model for its pre-paid customers, which offers Unlimited talk time for a flat monthly fee.
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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 )
GSM PLAYER PAN in 23 Circles
Vodafone ZOOZOO Magic
Type Limited
IndustryMobiletelecommunications
Predecessor Hutchison Essar
Founded 1994
Headquarters Mumbai, Maharashtra
ProductsMobile networks,Telecom services, Etc.
Owner(s)Vodafone Group (67%)Essar Group (33%)
Employees 10,000
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4TH PLAYER- IDEA CELLULARGSM 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 )
TypePublic
BSE: 532822NSE: 532822
Industry Telecommunications
Founded 1995
Headquarters Santa Cruz East, Mumbai, India
Keypeople
Kumar Mangalam Birla (Chairman) Sanjeev Aga (MD) Rajat Mukharjee (VP Corporate
Affairs)
Products Mobile
ParentAditya Birla Group (49.05%)Axiata Group Berhad (15%)Providence Equity (10.6%)
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5th Player-TATA Teleservices Ltd. (TTSL) 2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India withSubscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market .
IN TELECOM MARKET WITH 3 BRANDS :
1)TATA INDICOM- CDMA PLAYER
2) TATA DoCoMo - GSM PLAYER
3)VIRGIN MOBILE- BOTH CDMA & GSM PLAYER
Type Public (BSE: 532371)
Industry Telecommunications
Founded Incorporated 1996
Headquarters Navi Mumbai, India
Key peopleMr. Ratan N. Tata Chairman)Anil Kumar Sardana (MD)
Products
WirelessTelephoneInternetTelevision
Employees 350,000
Parent Tata Group
DivisionsTata Indicom (CDMA)Tata DoCoMo (GSM)Virgin Mobile India (CDMA/GSM)
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6th Player-BSNL BOTH GSM & CDMA
4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48 Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report )
BSNL ;- Undisputed Leader in Broadband with 60 % Market Share.
It has1.5 Million 3G Users out of 60 Million Total Consumer Base.
Type State-owned
Industry Telecommunications
Founded 19th century, incorporated 2000
HeadquartersBharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi
Key people Kuldeep Goyal (Chairman) (MD)
Products
WirelessTelephoneInternetTelevision
Revenue ▼ US$ 7.03 billion
Owner(s) The Government of India
Employees 357,000
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7th Player-AIRCEL GSM PLAYER IN PAN in 18 CIRCLE
5th Rank in Telecom GSM Market of India with Subscriber Base of 36.86 Millions & Market Share of 8.74 %. ( TRAI ,March 2010 Report )
Type Private
Industry Telecommunications
Founded 1999
Headquarters Gurgaon
Key people Gurdeep Singh, COO
ProductsMobileTelecommunication operator
ParentMaxis Communications(74%)Apollo Hospital (26%)
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, 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
7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million & Market Share of 1.13 %. ( TRAI ,March 2010 Report )
BOTH GSM PLAYER & CDMA PLAYER
TypeState-owned Public
NSE: MTNLNYSE: MTE
Industry Telecommunications
Founded 1986
Headquarters Mumbai and New Delhi India
Key people
Kuldip Singh (CMD)Anita Soni (CFO)S.M.Talwar (ED-New Delhi)J.Gopal (ED-Mumbai)
Products
WirelessTelephoneInternetTelevision
Revenue ▼ INR 52.895 million (2009)
Net income ▼ INR 1.626 million (2009)
Owner(s) The Government of India
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 Joint Venture
Industry Telecommunications
Founded 2009
Headquarters Gurgaon, India
Key peopleStein-Erik Vellan (CEO)Sanjay Chandra (Chairman)
ProductsWireless
TelephoneInternet
Employees 2,000
ParentTelenor (67.25%)Unitech Group (32.75%)
With ‘ Ab mera number hai', Uninor tells the world it has arrived.
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10th Player- MTS (SSTL) CDMA PLAYER
3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million & Market Share of 2.19 % in CDMA .
IndustryMobile
telecommunications
Founded2009 as Sistema ShyamTeleServices Limited
Headquarters New Delhi, Delhi, India
Products CDMA
Owner(s)Sistema (73.71%)Shyam Group (23.70%)
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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 Private
Industry Telecom
Founded1994 as BPL Mobile2009 as Loop Mobile
HeadquartersMumbaiMaharashtra , India
Key people CEO Sandip Basu
ProductsMobileTelecommunication
operator
Owner(s) Essar Group (8%)
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12th Player-S TEL GSM PLAYER
11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million & Market Share of 0.24 %. ( TRAI ,March 2010 Report )
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
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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
100 DAYS-100 CITIES Type Public (BSE: 511389)
Industry Conglomerate
Founded 1979
Founder(s) Nandlal Madhavlal Dhoot
Headquarters Aurangabad, Maharashtra, India
Key peopleVenugopal Dhoot (Chairman)K. R. Kim (CEO)
Products
Consumer ElectronicsHome AppliancesComponentsOffice AutomationMobile phonesWirelessInternetPetroleumSatellite televisionPower
Revenue ▲ US$4 billion (2010)
Net income ▲ US$276 million (2010)
Employees 5,000 (2010)
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 nameVideocon. 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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SWAN TELECOM RE- NAMED ETISALAT DB TELECOM INDIA PVT. LTD
GSM IN 15 CIRCLES
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.
Type Public
FoundedUnited Arab Emirates Government
Headquarters United Arab Emirates
Key people
Mohammed Hassan Omran ChairmanMohammed Al Qamzi CEO
Revenue ▲ $8.4 billion (FY2009)
Listed 15th Player- ETISALAT
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Topic :4 Analysis of Bharti Airtel
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News Paper Headlines :
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Sunil Bharti Mittal : FIRST GENERATION ENTREPRENURS
He is a Pioneer, a Dreamer, an Achiever.
Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering machines, the first fax machines“.
Asia's self-made billionaires.
In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor.
THE GAME CHANGER.
SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman and Managing Director of Bharti Enterprises.
1970 Bicycle Crankshaft Business
1982 Portable Generators
1982 Electronic Push Button Phones
1990 Fax Machines, Cordless Phones and Other Telecom Gear.
1992 Mobile Phone Service License Operator in Delhi
1995 UMBRELLA BRAND -AIRTEL
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Airtel Brand : Taglines :
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Airtel Brand Logo :
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Brand Ambassadors :
2008 2003 2002 2009
2010
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Bharti Airtel : Introduction Airtel comes to you 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-to-Home 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 :
The mobile business offers services in India, Sri Lanka and Bangladesh.
1) Mobile
The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
2 ) Telemedia
3 ) Enterprise
The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
4 ) Digital TV
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” .
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Company Profile :
Network Equipment
Mobile Services Nokia Siemens, Ericsson, Huawei
Telemedia & Long Distance ServicesNokia Siemens, Juniper, Cisco, Alcatel Lucent, ECI, Tellabs
Information Technology IBM
Call Centre OperationsIBM Daksh, Hinduja TMT, Teleperformance,Mphasis, Firstsource & Aegis
Equity Partner {Strategic} Singtel
PARTNERS :
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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 3,797,530,096 as at Mar 31, 2010
Listings The Stock Exchange, Mumbai (BSE)The National Stock Exchange of India Limited (NSE)
Market Capitalization US$ 25 billion.
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
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Group Companies :
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Analysis of 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.
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1 )Product Life Cycle
TimeProduct
Develop-ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/Investments (Rs.)
Sales andProfits (Rs.)
Sales and Profits Over the Product’s Lifetime
Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in “Saturated Indian Telecom Market “.
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2) SWOT Analysis: S: StrengthsFirst 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 ServiceStrong FinancialsTruly 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 fromRural Sector.The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for “Transformational Changes “.
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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.
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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.
O: Opportunities
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3 ) BCG MATRIX :
AIRTELVODAFONERELIANCE
BSNLIDEA CELLULARAIRCELTATA INDICOM
VIRGIN MOBILE
MARKETGROWTH Ratein %
HIGH
LOW
HIGH LOWRELATIVE MARKET SHARE
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BCG Matrix for Bharti Airtel :
LOWHIGH
HIG
HLO
W
70
Mobile Services
DTH & IPTV
Broad Band
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4 ) Porter's Five Force Analysis :
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• 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.
1. Competitive Rivalry within an Industry HIGH
•Lack of differentiation among Service Providers•Cut throat Competition•Low Switching Costs•Number Portability will have Negative Impact•Businesses & Consumers
2. Customer Bargaining Power HIGH
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3. Suppliers Bargaining Power LOW
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4. Threat of Substitutes
Landline CDMA Video Conferencing VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites
74
BROADBAND SERVICES
DIMINISHING MARKET
HIGH
5. Threat of New Entrants LOW
• 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
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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
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PEST Analysis of Indian Telecom Industry : Political FactorsoAntitrust RegulationsoEnvironmentaloProtection Laws & Tax LawsoSpecial IncentivesoForeign Trade RegulationsoAttitudes toward foreign CompaniesoLaws on hiring and promotionoStability 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
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• 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
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
PEST Analysis of Indian Telecom Industry : Socio Cultural Factors
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7 ) MARKETING MIX : 4 P’s
P-Products.P- Price.P- Place.P- Promotion.
MARKETING MIX
PRODUCTCell Phones
PRICELower End
Segment to Super Premium End.
PLACEExclusive
Showroom, Shopping Mall,
Chain Store
PROMOTIONPrint Media,
Mass Media & Electronic Media
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4 P’s 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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Topic : 5 Major Market Trends
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Major Emerging Trends: Changing Face of Indian Mobile Consumer
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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
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Technology :
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Growth Factors :
Managed Services
Infrastructure Sharing
WIMAX
3 G
VirtualPrivate
Networks
Rural Telephony
Value Added Services
Enterprise Telecom Services
GROWTH AVENUES
Managed Services
Infrastructure Sharing
WIMAX
3 G
VirtualPrivate
Networks
Rural Telephony
Value Added Services
Enterprise Telecom Services
GROWTH AVENUES
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Emerging Trends :
3G
USSD
GPRS
MMS
SMS
Voice
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Growth Avenues:• 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.
• 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.
• 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.
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• 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.
• 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..
• 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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Topic : 6 Project Findings
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Objectives:Need for the study: 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.
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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:- Public mobile trunking serviceVoice mail serviceClosed users group domestic 64 kbps data network via INSAT satellites system Video tex serviceGMPCSInternetAudiotextUnified messaging service
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A to Z of Telecom VAS: Including and Beyond ABCDThe 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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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 .
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VAS VAS
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4 Pillars of VAS:
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Four Component of VAS :
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Drivers of VAS:
Drivers
Declining ARPU Rising Mobile Tele-Density
Increasing Consumer Demand for VAS
Growing Medium for Advertising
Demand Side
Supply Side
Increase in Demand for Regional Content
Introduction of 3G Based Applications
Growing Rural Market
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Challenges of VAS:
Feature Rich Handsets
beyond the Buying Power
of Users
Lack of Copyright
Protection and Authentication
s Standards
Dominance of Prepaid
Customers
Lack of Awareness
among Consumers
Biased Revenue Sharing Model
Challenges
Feature Rich Handsets
beyond the Buying Power
of Users
Lack of Copyright
Protection and Authentication
s Standards
Dominance of Prepaid
Customers
Lack of Awareness
among Consumers
Biased Revenue Sharing Model
Challenges
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Trends in VAS:
Trends
Growth via Acquisitions
Strong Demand from Corporate for Enterprise
VAS
Partnerships between Mobile Manufactures/
Operators & MVAS Players
Growth in Demand for Mobile Music and Gaming
Increased Focus of PE/VC Firms
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Some Quick Facts : Population of India -120 CroreTotal Telephone Subscriber Base-621.28 Million.Wireline Subscription- 36.96 Million.Wirless Subscription- 584.32 Million.BraodBand 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 access the Net over Cello phone once a Month.( INTERNET & MOBILE ASSOCIATION OF INDIA ) TRAI REPORT
IN 2009
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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 Cell Phones
Will Mobile internet replace PCs in 3 years ?????
WAR FOR SURVIVAL 7 BILLIION POPULATION
1.78 BILLION PCS4.6 BILLION PHONES
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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.
Traditional V/S. Mobile
1)Screen Sizes & Resolution 2)Input Devices3)Connection Speed4)Cookies , JavaScript , Flash
Conclusion: 1.Technical limitations 2. Different User Experience 3 .Alternative Solutions Needed
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GPRS problems :
BTS
BSC SGSN GGSN APN
Call helpdesk?
Use self help?
2 days to resolution
Customer dissatisfaction
Customer
GPRS Trouble-shooter, captures the customers interaction with the network in real time and
reveals where the problem on the network lies.
The problem could be on any of the nodes in the network.
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Expectation of A Consumer from GPRS Provider :
WHAT I WANT FROM GPRS
Always on
Always with you
Always yours
ALWAYS CONNECTIVITY
LOW PRICE
HIGH SPEED
The networked world
UNLIMITED USAGE
GOOD SERVICES & BEST PLANS
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Consumer -Main Findings : About Airtel GPRS
GSM PLAYER- PAN 23 CIRCLES
INDIAN TELECOMMARKET LEADER
STRENGTHS:
GOOD SPEED
GOOD CONNECTIVITY
WEAKNESS :
HIGH COST (EXTRA CHAREGE
AFTER end of Limited Usage).
Unsuitable Plans for the 1st Time Users.
Brand Awareness about Mobile Internet is Low
UNSUITABLE
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Education Factor- Low Knowledge About Mobile Internet .
Customer Care as a Intermediate Result in to Value Chain Gap.
Low Profit Margin on Airtel Recharge Coupons (Approx. 1.8% TO 2 % ).
No Aggressive Promotions.More Focus on Selling of USB Modems (e.g.
Reliance Net connect ,MBLAZE .etc)
Retailer -Main Findings :About AIRTEL GPRS :
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Consumer - Main Findings about AIRCEL :
GSM PLAYER IN PAN in 18 CIRCLE
Aggressive Brand Awareness by endorsing M.S. Dhoni as a Brand Ambassador. .
STRENGTHS: WEAKNESS :1ST MOVER ADVANTAGE.
Unlimited Browsing.
Low Cost Plans (ECONOMIC BUDGET PLANS ) -14 Rs. For 3 Days
LOW SPEED (HEADACHE)
WEAK Connectivity
Value chain is now a value web
NO CONNECTIVITY
.Poor Services
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Critical Success Factor : Mobile Internet :
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Project 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. (Currently Operating in 18 Countries ).
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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) are the Key People in Success of Making Airtel as World’s Best Telecom Company.
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Topic : 7 Conclusion :
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Conclusion :” You can not solve a Problem at same Level that it was created. You have to rise above it to next level”. Albert EinsteinIndian 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 betterand 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 Customersso that Profitability would be Maximized requires Effective Strategies to Fuel on Earning Revenues.
Future of Mobile VAS in IndiaMobile 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.
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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 ruralconstituting 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 beavailability of vernacular content, entertainment services and voice based services.
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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.
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.
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Topic : 8 Recommendations & Suggestions :
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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
Role of Government :
”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries)
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Suggestions :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.Place: GLOCAL: GLOBAL + LOCALThink Global .Act Local. Untapped Rural Market with Local Regional Contents & Value Added ServicesPersonal Networking: Strong Networking of Closed User Group like College Campus, University, Industry , Malls .” 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.
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“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 Group2) Youth Group3) 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.
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For Youth Group: Advertisement Campaign:
“Yuva Bharat ka Yuva Airtel “.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 .”
For Working Women Group:Sania Nehwal would be the most appealing Star for Working Women Group.
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Topic : 9 Learning's & Experiences
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Overall Learning's And Experience Gain :Understanding of all the functions processes which is existing at AIRTEL GURGAON.
Understanding the culture of Bharti Airtel.
Understanding Revolution in Data Communication in Indian Telecom Industry.
Understanding Outsourcing Model of Business Organization.
Understanding Marketing Strategies of Circles of Telecom sector.
Understanding VAS Services role in earning Revenue in Falling ARPU.
Understanding GPRS (Mobile Internet ) Problems , Trends & Limitations.
Understanding Difference between Theoretical Knowledge & Practical Knowledge.
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Bibliography:
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
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ASHISH SHARMAE-Mail: ashishsharma.asm@gmail.com ashish_sharma599@yahoo.com
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