indian telecom industry -ashish guru bhai sharma

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SUMMER INTERNSHIP PROJECTTO STUDY OF VAS PRODUCTS IN TELECOM MARKET IN INDIAAT

BHARTI AIRTEL LIMITED, GURGAON (HARYANA)SUBIMITTED IN PARTIAL FULLFILLMENT OF PGDM PROGRAM

2009-2011

Submitted By: Ashish SharmaRoll No. : 17010 Finance & Marketing

Company Guide: Mr. Rajeev KandariHuman Resources Bharti Airtel Ltd.

Faculty Guide: Prof. Anuj VermaApeejay School of Mgt.

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ACKNOWLEDGEMENTThis 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


EXECUTIVE SUMMARYI 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 StudyPaisafication 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.


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. Airtels marketing strategies are analyses using various models like SWOT analysis, BCG Matrix, Ansoffs matrix, porters 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.


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


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

.



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 Indias GDP. 3% 15 % 7% 18 % 81 Million 120 Million 52.74 % 70 % 4 Million 10 MillionWireline 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.


Indian Telecom SectorInternational 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 Nations 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.


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.


B) Policy of Government of IndiaPre-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


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


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.)


Telecom Growth Comparison:

Mobile Subscriber Growth Chart1200 1000

400

0 1990

1995

16

200

2000

22 32 65

2005

36 2

600

2010

58 4

800

10 002015

2020

Total No. of Mobile Subscriber in the year 2015 will be 1000 Million.pdfMachine . A pdf writer that produces quality PDF files with ease! 17 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!

Different Services of Telecom Sector:

Growth of Telecom Network (PSUs & Private Player ) :


Tele-Density Growth in India:


Wire line & Wireless in India:


FDI in Telecom Sector in India :


Market Share of Technology & Connection:


C) Different Players of Indian Telecom IndustryThere 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


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%


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 CONSUMERS Wallet!!!!!!!!!!!


1st Player Bharti AirtelGSM 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%)

Bhartis 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 telecomoperator.

Work is Love, not Stress - Sunil Bharti Mittal


2nd Player- Reliance CommunicationsType 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:


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.


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


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, India1) 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


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 & CDMAType 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.


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.


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.


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


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)


11th Player-LOOP MOBILEGSM

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)


GSM PLAYER

12 Player-S TEL11th 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.


13th Player-PING (HFCL)

CDMA4TH 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.


14th Player-VIDEOCONGSM

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.


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.


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.


Airtel Brand: Taglines

Airtel Brand Logo:


Brand Ambassadors:

2010 2009 2008 2002 2003

Bharti Airtel: Introduction:Airtel comes from Bharti Airtel Limited, one of Asias 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 Asias 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.


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 Telcos.

The Digital TV business provides Direct-to-Home TV services across India.


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:


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


Organization Structure:


Awards and Recognitions: For the Year 2008 - 2009 Voted Indias 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 Airtels 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 Chairmans Award 2008. The highest honour in global telecom sector, recognized his tremendous contribution to the development of Indias telecom sector Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership Awards

Group Companies:


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 CycleThirteen 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 Products Lifetime


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 Indias first Global telecom player. Indias 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.


W: Weakness Outsourcing of Core Systems. Premium priced products, hence cant 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 Airtels 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 Worlds 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.


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 AirtelHIGH

Mobile Services DTH & IPTV Broad Band

LOW

LOW HIGH

65


4) Porters 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


LOW3. Suppliers Bargaining Power

4. Threat of Substitutes Landline CDMA Video Conferencing

HIGHDiminishing Market

Broadband Services

VOIP - Skype, Gtalk, Yahoo Messenger E-Mail & Social Networking Websites


LOW5. 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

Porters 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.


5) Ansoff Matrix

Market Penetration:Entered in Broadband and fixed line market.

Market Development:Looking for overseas market.

Product Development:IPLC products.

Diversification:Outsourcing.


6) PEST AnalysisIt 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.


PEST Analysis of Indian Telecom Industry: Political Factorso 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


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 PsP-Products. P- Price. P- Place. P- Promotion.


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.


E)

Major Emerging Trends:Changing Face of Indian Mobile Consumer

Handset Market in India:

Indias 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.


Telecom Services:

PMRTS

INTERNET VSATS RADIO PAGING GMPCS BASIC SERVICES MOBILE SERVICES

Technology


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


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 3040 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.


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.


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 States 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.


CHAPTER -3Need 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 followsValue 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 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


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


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)


VAS

4 Pillars of VAS:



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


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)


Mobile Internet Users in India


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 POPULATIONS1.78 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 operators 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. Mobile1) Screen Sizes & Resolution 2) Input Devices 3) Connection Speed 4) Cookies, JavaScript, Flash

Conclusion:Technical limitations Different User Experience Alternative Solutions Needed


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 Internet1) Better Network 2) Better Devices 3) Better Price 4) Better Education


CHAPTER 4Research 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.


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 companys 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.


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.


PART I Demographic: Gender Ratio:

Age Group:


Occupation:

Educational Level:


Annual Income:

Type of Connection:


Type of Technology :


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)


2) Usage of Multiple SIM

Inference:From the above chart it is clear that out of 106 respondents. 20 % use Multiple SIM. 80 % dont 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.


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 cant 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.


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.


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.


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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