on “a study on customer satisfaction in indian telecommunication industry with special reference...

7/25/2019 On A Study on Customer Satisfaction in Indian telecommunication industry With Special Reference of Vodafone

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A

Project Study Report

On

A Study on Customer Satisfaction in Indian telecommunication

industry With Special Reference of Vodafone

Submitted in partial fulfilment for

Aard of de!ree of

"aster of #usiness Administration

2008-2010

Rajasthan $echnical %ni&ersity' (ota

Submitted By: Submitted To:

Manish Agrawal Ms. Deeti !aimini

Ape) Institute of mana!ement * Science'

+aipur


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INDEX

S.N. Particulars P. No.

1 Introduction to the Industry 6

2 Introduction to the Organization 38

3 Research Methodology 71

3.1 Title of the Study 71

3.3 Obecti!e of Study 71

3.4 Ty"e of Research 72

3.5 Sa#"le Size and #ethod of selecting sa#"le 72

3.6 Sco"e of Study 72

3.7 $i#itation of Study 73

4. %acts and %indings 74

5. &nalysis and Inter"retation 89

6. S'OT 92

7. (onclusion 99

8. Reco##endation and Suggestions 97

9. &""endi) 101

10. *ibliogra"hy 105


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AC(,OW-./0.".,$

" e#ress my sin$ere than%s to my ro!e$t guide& "s1 /..P$I +AI"I,I''or guiding me right (rom the

in$etion till the su$$ess(ul $omletion o( the ro!e$t. " sin$erely a$%nowledge her (or e#tending their

)aluable guidan$e& suort (or literature& $riti$al re)iews o( ro!e$t and the reort and abo)e all the

moral suort she had ro)ided to me with all stages o( this ro!e$t.

"A,IS2 A0RAWA-


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PR.3AC.

Someone has greatly said that ra$ti$al %nowledge is (ar better than $lassroom tea$hing.

During this ro!e$t " ha)e (ully reali*ed this and $ome to %now about the le)el o( satis(a$tion o( t

$ustomers o( tele$om se$tor and the (a$tors o( $ustomer satis(a$tion in tele$om se$tor.

The Sub!e$t o( my study was A Study on +ustomer Satis(a$tion in "ndian tele$ommuni$ation

industry ,ith Se$ial e(eren$e( /oda(one1+ustomer Satis(a$tion is one o( the mos

signi(i$ant (a$tors (or the ro(itability o( tele$om se$tor in "ndia. The eort $onsists o( all the

ne$essary in(ormation that relates to e((e$ti)e re$ommendations that are made to the

tele$ommuni$ation $omany (or in$reasing their $ustomer satis(a$tion le)el.

The main $on$ern o( the study is to ro)ide in(ormation that would hel the management o(

the ban% to e)aluate and redesign its $urrent mar%eting strategies in order to retain its e#isting

$ustomers and to attra$t new ones in todays $ometiti)e en)ironment. 'urthermore& this study

is based on the assumtion that atronages o( a tele$ommuni$ation $omany deend on the

degree o( $ustomer satis(a$tion.


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.4.C%$IV. S%""AR5

Th i s ro ! e$ t i s based on t e l e$om se$ t o r as t he t e l e$om se$ t o r i s g row i ng

a t a )e ry good a$e . The t e l e$om $omany wh i $h " ha)e se l e$ t ed ( o r my

r o! e$ t i s / D A' 3. T he r ea s on b eh in d s el e$ t i ng /o da (o ne i s i ts)a r i ous s$hemes i n rodu$ t 4 se r) i $e $a t ego ry 4 a l so i t s ( u t u re o l i $ i es

where t he $omany i s $om i ng ou t w i t h l o t s o ( new 4 a ( ( o rdab l e s$hemes

( or i ts $ us to me rs . /od a( on e i s a 5 6 b as ed $ om a ny 4 h as ) ar io us

b ran$hes a l l o)e r t he wor l d . The $omany was s t a r t ed i n t he m i d 70 s 4

s i n$e t hen i t has ne)e r l oo%ed ba$% . The rodu$ t s 4 se r) i $es o ( ( e red by

/oda(one i s o ( a )ery h igh ua l i t y 4 a l so a t an a ( (o rdab le ra tes . They ha)e

) ar io us la ns ( or ) ar io us $ us to me rs d e en di ng o n t he s ta tu s o ( t he

$us tomers .

/oda ( one has )a r i ous rodu$ t $a t ego r i es rang i ng ( rom $ha rge rs& i n t e rne t

m ob il e ho n es & h ea ds et s 4 h e ad h on e s 4 m an y m or e . " n t he s er )i $e

$a t ego ry i t has i n t e rne t se r) i $es wh i $h i n$ l ude b roadband i n t e rne t 4 9+

in te rne t ser) i $es .

Aar t ( rom the rodu$ ts 4 ser) i $es normal l y o ( (e red they a l so $ame ou t

w i t h some i n t e rest i ng 4 un i ue rodu$ t l i %e t he " hone . Th i s was one o (

t he b i gges t e)en t s i n t he h i s t o ry o ( " ndi an t e l e$om i ndus tr y . The hones

w e re a ) ai l ab l e a t a r o un d 2 0 00 - ;0 0 0 s w h i$ h h a s a u n i u e ( e at u re

$a l led as < sys tem.

/oda ( one a l so $ame ou t w i t h $e l l hones ( o r t he oo r wh i $h was a a r t o (

the i r so$ ia l resons ib i l i t y toward the oor $ lass eo le o ( t he so$ ie ty . The

hones were a)a i lab le i n the range o ( 1000 s - 1=00 s wh i$h was one o (

the su$$ess (u l s t ra teg ies o ( /oda(one.

A$$ord ing to the 2002-2008 da ta /DA'3 $atures the mar%e t wi th

1 7 . = ; > 4 i s a t t h e r d os i ti on ! us t a ( t e r Bha r t i w i t h 2? . ;@> 4 e l i an$e

wi th 17 .;8>.


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/oda ( one a l so $ame ou t w i t h one o ( bes t 4 mos t a t t ra$ t i )e ad)e r t i semen t

wh i $h no one has e)e r seen be ( o re $a l l ed as /DA'3 - S .

T h is a d )e r ti s e me n t w a s a a r t o ( / DA ' 3 S m a r% e ti n g s t ra t eg y t o

boos t i t s sa les dur ing the "9C 2 season. Th is was one o ( t he master mo)es

by /DA'3 t o i n t rodu$e - du r i ng t he " 9C 2 season wh i $h was

a S593-"T .

/ D A ' 3 i s l a n n i n g t o $ o m e w i t h i t s o w n a $ $ e s s o r i e s s t o r e s w h i $ h

wou ld be a one- t ime sho (o r i t s $us tomers where in the $us tomers w i l l ge t

a l l t he rodu$ ts under one roo ( . /oda(one s (u tu re lan i s to be$ome no .1

te le$om $omany by the year 2010-2011 wh i$h does no t seems to be )ery

d i ( ( i $u l t %ee ing in m ind the rogress i t has made in the las t = years .

/oda ( one has added a round = m i l l i on subs$ r i be rs i n t he yea r 2008 -200@

w h i $ h m a % e s i t t h e r d l a rges t t e l e$om $omany i n t he wor l d . /oda ( one

h a s ! o i n e d h a n d s w i t h o n e o ( t h e w o r l d l a r g e s t 4 t h e b e s t $ a r r a $ i n g

$ o m a n y ' 1 M + CA 3 M 3 + 3 D3 S t o h o st t h e 2 d a y e ) e n t . T h is i s t h e

ar t o ( t he ro mo ti on s tr at eg y o ( /o da (o ne t o b e$ om e t he w or ld w id e

leader i n te le$om indus t ry .

/oda ( one i s a l so t he o ( ( i $ i a l sonso r o ( t he 3ng l and + r i $%e t Team ( o r t he

o we r t es t s e ri es . " t h as a ls o s ha %e n h an d s w it h t he m os t o u l ar

(oo tba l l t ournament 53'A +AM9"S C3A


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I,$RO/%C$IO,

The tele$om networ% in "ndia is the (i(th largest networ% in the world meeting u with global

standards. 9resently& the "ndian tele$om industry is $urrently slated to an estimated

$ontribution o( nearly 1> to "ndias


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D T s t a nd s ( o r d e a r tm e n t o ( t e le $ o m. " t w a s s t a rt e d i n t h e y e a r 1 @ @ 2-

@ . The dea r t men t i s resen t l y headed by 9 ro ( M . . S r i ranga ra !u & who i s

suor ted by a team o ( ua l i ( i ed 4 ded i$a ted s ta ( ( members .

n t he ( or e( ro nt o ( d e) el o me nt 4 w it h t he a d) en t o ( t e$ hn ol og i$ a

r e)o lu tion 4 ua ntum d e)e lo men t i n th e ( i e l d o ( e le $t ron i$ s 4

$ommuni$a t ion due to myr iad $omle# i t i es o ( t he e -wor ld i t was ine) i tab le

( o r t h e e ) o l u t i o n o ( a n o t h e r ( i e l d t o m a % e a d i s t i n $ t i d e n t i t y o ( i t s o w n .

Thus the ba l l o ( de)e lomen t was se t in to mot ion 4 the

t e l e$ommun i $a t i on ( i e l d g radua l l y assumed a ro l e o ( re -em i nen$e wh i $h

is shared by (ew o ther eng ineer ing d i s$ i l i nes in the modern wor ld .

T h e D e a r t m e n t e s t a b l i s h e d i n t h e y e a r 1 @ @ 2 e m h a s i * e d i n r o ) i d i n g

u al it y e d u$ a ti on w it h t he r a$ t i $a l a s e $t s o ( l ea r ni ng g i )e n a m l e

i mor t an$e . The dea r t men t en$ou rages t e$h -sa))y 9 ro ! e$ t s wh i $h , he t

the s tudents aet i t e (o r te$hn i$a l e# lo ra t ion .

$RAI


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T A " s ta nd s ( or Tel e$ om eg ul at or y Au th or i t y o ( " nd ia . T A " w as

e s ta b li sh e d i n t he y ea r 1 @ @7 i n u rs ua n $e o ( T A " F rd i na n $e G 1 @ @7

wh i$ h wa s l at er r e la $e d b y a n a $t o ( ar li am en t t o r eg ul at e th e

t el e$ om mu ni $a ti on s er )i $e s. S om e o ( t he m a! or r e$ om me nd at or y

regu la to ry 4 ta r i ( ( se t t i ng .

3%,C$IO,S O3 $RAI

'un$ t i ons o ( TA" a re t o ma%e re$ommenda ti ons on t he need 4 t i m i ng ( o r

i n tr o du $ ti on o ( n e w s e r )i $ e r o) id e r e n su r e $ o m l ia n $e o ( t e r ms 4

$ o n d i t i o n s o ( l i $ e n s e & e ( ( e $ t i ) e m a n a g e m e n t o ( s e $ t r u m & l a y d o w n t h e

s t anda rds o ( ua l i t y o ( se r) i $e t o be ro) i ded by t he se r) i $e ro) i de rs 4

e n s u r e t h e u a l i t y o ( s e r ) i $ e 4 $ o n d u $ t t h e e r i o d i $ a l s u r ) e y o ( s u $ h

se r) i $e ro) i ded by t he se r) i $e ro) i de rs so as t o ro t e$ t i n t e res t o ( t he

+onsumers o ( t e l e$ommun i $a t i on se r) i $e & ensu re e ( ( e$ t i )e $om l i an$e o (

un i )e rsa l se r) i $e ob l i ga t i ons no t i ( y t he ra t es a t wh i $h t e l e$ommun i $a t ion

ser) i $es in "nd ia sha l l be ro) ide d under th i s a$ t e t$ .

e$en t l y i n e#e r$ i se o ( owers $on ( e r red by 9 ro) i s i on F6G F1 G o ( Se$ t i on 2

o ( t h e T A " A $ t & t h e + e n tr a l < o ) er n m e nt & / id e o ti ( i $a t io n n o S 0 ? ? F 3G

da t ed @ t h Hanua ry 200? & has no t i ( i ed B road$as ti ng 4 +ab l e se r) i $es t o be

te le$ommuni$a t ion ser) i $e .

R.CO,S$I$%$IO,


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" F A me nd m en t G A$ t & 2 0 00 h a d l ed t o r e$ o ns t i tu t i o n o ( t he a u th o ri t y. " t

$ o ns i st s o ( o ne + ha ir er s on & t wo ( ul l -t im e m em b er s 4 t wo a rt - ti m e

Members .

The resent $omos i t i o n o ( t he au thor i t y i s as (o l l ows:

S" . "93DA M"SA

6Chai rperson7

S" A .6 . SA,3E

6"ember7

S" .. 9ABA6A

6"ember7

9' . BACA6"SA

6Par t 8$ ime "ember7

D AH"/ 65MA

6Par t 8$ ime "ember7

9197 .&olution of the Industry 8 Important "ilestones:


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5ear /escription

18=1 'irst oerational land lines were laid by the go)t. near +al$uttaFseat o(

British 9owerG

1881 Telehone Ser)i$e introdu$ed in "ndia

188 Merger with the ostal system

1@2 'ormation o( "ndian adio Telegrah +omany F"TG

1@2 Merger o( 3T+ and "T into the "ndian adio and +ommuni$ation

+omanyF"++G

1@?7 ationali*ation o( all (oreign tele$ommuni$ation $omanies to (orm the

9osts& Telehone and TelegrahF9TTG& a monooly run by the

go)ernments Ministry o( +ommuni$ation

1@8= Deartment o( Tele$ommuni$ations FDTG established& an e#$lusi)e

ro)ider o( domesti$ and long-distan$e ser)i$e that would be its own

regulator Fsearate (rom the ostal systemG

1@8; +on)ersion o( DT into two wholly go)ernment-owned $omanies: the

/idesh San$har igam Cimited F/SCG (or international

tele$ommuni$ations and Mahanagar Telehone igam Cimited FMTCG

(or ser)i$e in metroolitan areas.

1@@7 Tele$om egulatory Authority o( "ndia $reated

1@@@ +ellular Ser)i$es are laun$hed in "ndia. ew ational Tele$om 9oli$y is

adoted.

2000 DoT be$omes a $ororation& BSC

The "ndian tele$ommuni$ations industry is one o( the (astest growing in the world and "ndia is ro!e$ted

to be$ome the se$ond largest tele$om mar%et globally by 2010.

"ndia added 11.2; million new $ustomers in 2008& the largest globally. "n (a$t& in Aril 2008& "ndia had

already o)erta%en the 5S as the se$ond largest wireless mar%et. To ut this growth into erse$ti)e

the $ountrys $ellular base witnessed $lose to =0 er $ent growth in 2008& with an a)erage @.= million

$ustomers added e)ery month. A$$ording to the Tele$om egulatory Authority o( "ndia FTA"G& the tota

number o( telehone $onne$tions Fmobile as well as (i#edG had tou$hed 8= million as o( De$ember

2008& ta%ing the tele$om enetration to o)er er $ent. This means that one out o( e)ery three


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"ndians has a telehone $onne$tion& and tele$om $omanies e#e$t this a$e o( growth to $ontinue in

200@ as well. I,e are e#tremely bullish that the growth will $ontinue in 200@. This year& the number o(

additions will be in e#$ess o( 10 million&I a$$ording to T./. ama$handran & Dire$tor


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a$$ording to the data released by +A". owe)er& this (igure does not in$lude the number o(

subs$ribers added by elian$e Tele$om.

"n ,iMa#& "ndia is slated to be$ome the largest ,iMAL mar%et in the Asia-9a$i(i$ by 201. A re$ent

study sees "ndiaKs ,iMAL subs$riber base hitting 1? million by 201 and growing annually at nearly10 er $ent. And in)estments in ,iMAL )entures are slated to to 5SJ =00 million in "ndia& a$$ording

to a reort by 5S-based resear$h and $onsulting (irm& Strategy Analyti$s.

Value8Added Ser&ices "ar;et

A reort by mar%et resear$h (irm "MB stated that the mobile )alue-added ser)i$es FM/ASG industry

was )alued at 5SJ 1.1= billion in Hune 2008& and is e#e$ted to grow raidly at 70 er $ent to tou$h

5SJ 1.@; billion by Hune 200@.

+urrently& M/AS in "ndia a$$ounts (or 10 er $ent o( the oeratorKs re)enue& whi$h is e#e$ted to rea$h

18 er $ent by 2010. A$$ording to a study by Stan(ord 5ni)ersity and $onsulting (irm BDA& the "ndian

M/AS is oised to tou$h 5SJ 2.7? billion by 2010.

Mobile ad)ertising& whi$h is an imortant /AS segment& o((ers great otential to be$ome an imortant

re)enue sour$e. Mar%eters are in$reasingly using M/AS as a ste ahead o( SMS-based mar%eting to

sell soas and shamoos& ban%ing& insuran$e rodu$ts and also entertainment ser)i$es& and rura

mar%ets are ro)ing to be )ery re$eti)e (or su$h mar%eting.

'urther& /enture +aitalists li%e +anaan 9artners& Draer 'isher Hu)ertson& elion& and e#us "ndia

are also inno)ating with ser)i$es li%e mobile ayment otions& ad)ertising& )oi$e-based SMS and

satellite )ideo streaming.

A$$ording to /enture "ntelligen$e& there were nine deals worth 5SJ ?1 million in 2007 in the mobile

/AS sa$e& and till August 2008& se)en deals worth 5SJ @1 million had already been (inalised

9resently& mobile /AS has a 5SJ 700 million mar%et with a 20 er $ent y-o-y growth& whi$h is li%ely to

tou$h 5SJ billion by 2012.

"ajor In&estments

The booming domesti$ tele$om mar%et has been attra$ting huge amounts o( in)estment whi$h is li%ely

to a$$elerate with the entry o( new layers and laun$h o( new ser)i$es.

Buoyed by the raid surge in the subs$riber base& huge in)estments are being made into this industry.


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orway-based tele$om oerator Telenor has bought a ;0 er $ent sta%e in 5nite$h ,ireless (or

5SJ 1.2 billion.

Haanese tele$om ma!or TT Do+oMo has a$uired a 27.1 er $ent euity $aital o( Tata

Teleser)i$es (or about 5SJ 2.; billion and a 20.2= er $ent sta%e in Tata Teleser)i$esFMaharashtraG Ctd (or about 5SJ [email protected] million.

Singaore Tele$ommuni$ations FSingTelG& whi$h has a 1 er $ent sta%e in BhartiAirtel has

re$ei)ed the go)ernments aro)al to o((er long distan$e ser)i$es in "ndia& a$$ording to a

$ommuni$ation ministry o((i$ial.

Mauritius-based 9= Asia olding "n)estments FMauritiusG Ctd will be in)esting around 5SJ

=?=.1 million to hold a 20 er $ent sta%e in Aditya Birla Tele$om Ctd FABTCG. The (unds will be

utilised (or networ% rollout and oerations o( ABTC in the Bihar $ir$le.

Bharat San$har igam Ctd FBSCG is lanning an in)estment o( around 5SJ 201.= million in the

Tamil adu +ir$le (or an additional 2 la%h mobile $onne$tions under both 2< and $hange o( sales " again

(ound that A"T3C get biggest $hange F.?2>G it shows raid growth in sales o( A"T3C.

Company ,ame RCO" $$"- AIR$.- I/.A S25A"

Sales 6


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Profit Comparison of $elecom Players

9rimary ob!e$ti)e o( a (irm is ro(it. ,hen we $omare the ro(it o( (irms in tele$om industry

we (ound that Airtel is mar%et leader in terms o( ro(it also.

Company Name RCOM AIRTEL IDEA SHYAMTEL TTML

Cash Profit 44301.1 94107.75 19211.24 39.55 3136.1

F9ro(it is in mn. uees.G

Comparison Chart of Profit6in mn1 in telecom industry6


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$otal $elecom 0roth Circle Wise 60S"7

CityCircle Operators AprD


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Circle State Operators AprD


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Circle State Operators AprD


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pre&iousmonth

5.9.F3G /oda(one 3ssar ;87@@1 717;=2

BSC =80@;2 =8=880

BhartiAirtel ;1?711 ;?;7=7

"D3A 208=;;2 22=182

Air$el Cimited ?1;1 7717


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CD Circle .9. BhartiAirtel @7??@= @@127= elian$e Tele$om 7?0== 7?0== BSC 8?7?= 8;@@08 "D3A 1?770 1=02?7 Dishnet ,ireless 18;1; 1?@;0?

/oda(one 3ssar =;8@? ;=17 @FFF? @F?< >1@B

Assam elian$e Tele$om 1?2=8; 1?2=8; BSC 8@1;1; 8@828 BhartiAirtel 1;22?77 1;8?1=@ Dishnet ,ireless 1808= 188077 /oda(one 3ssar 1@0?7? 21;2=

FE=@EG= G9


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I,$RO/%C$IO, $O $2. CO"PA,5

Introduction:

Vodafone is a mobile networ% oerator headuartered in Ber%shire& 3ngland& 56. "t is the

largest mobile tele$ommuni$ations networ% $omany in the world by turno)er and has a

mar%et )alue o( about 7= billion FAugust 2008G. /oda(one $urrently has oerations in 2=

$ountries and artner networ%s in a (urther ?2 $ountries.

The name /oda(one $omes (rom Vo ice da ta fone& $hosen by the $omany to Ire(le$t the

ro)ision o( )oi$e and data ser)i$es o)er mobile hones.I

As o( 200; /oda(one had an estimated 2;0 million $ustomers in 2= mar%ets a$ross =

$ontinents. n this measure& it is the se$ond largest mobile tele$om grou in the world behind

+hina Mobile.

"n the 5nited States& /oda(one owns ?=> o( /eri*on ,ireless.

"ission:

/oda(one is rimarily a user o( te$hnology rather than a de)eloer o( it& and this (a$t is re(le$ted in the

emhasis o( our wor% rogram on enabling new ali$ations o( mobile $ommuni$ations& using new

te$hnology (or new ser)i$es& resear$h (or imro)ing oerational e((i$ien$y and uality o( our networ%s&

and ro)iding te$hnology )ision and leadershi that $an $ontribute dire$tly to business de$isions.

Vision:

ur /ision is to be the worlds mobile $ommuni$ation leader O enri$hing $ustomers li)es& heling

indi)iduals& businesses and +ommunities be more $onne$ted in a mobile world.


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SO". I"POR$A,$ * I,$.R.S$I,0 3AC$S A#O%$

VO/A3O,.:

/oda (one i s the th i rd l a rges t $oman y in th i s $oun t r y b y mar%e t

$a i ta l i *a t ion . T h i s i s r e m a r % a b l e b e $ a u s e / o d a ( o n e i s a r e l a t i ) e l y n e w$omany.

M o s t e o le i n t h is $ o u n tr y i n s ta n tl y r e $ og n i *e t h e / o da ( o ne logo and

% n o w w h a t t h e $ o m a n y d o e s . / o da ( o ne s u l i es $us t omers w i t h mob i l e

t e l ehone ( a$ i l i t ies i n$ l ud i ng t e# t & games & mus i $ & mob i l e T/ & and i n t e rne t

se r) i $es. "n 20 0= /od a(o ne had aro und 1; m i l l i on 56 $u sto mer se m l o ye d o ) er 11 &= 0 0 e o l e a $ ro s s $ a ll $ e nt e rs & o (( i$ e s a n d r e ta i

shos .

The AS i s l ess we l l - %nown . " t i s a na t i ona l $ha r i t y wo r% i ng w i t h $h i l d ren

adu l t s & and (ami l i es a ( (e$ ted by aut i sm & and t hose ro ( ess i ona l s who wor%

a l o n g s i d e t h e m . A u t i s m i s a $ o m l e # l i ( e l o n g d e ) e l o m e n t a l d i s a b i l i t ya (( e$ t i n g a n i n $r e as i ng n u mb e r o ( $ h il d re n i n t he 5 6. T he term au t i sm

$ o ) er s a w i de r a n g e o ( b e h a )i o r al a n d $ o m mu n i $a t io n d i (( i $u l t ie s . ' o r

e#amle eo le w i th au t i sm ( i nd e)eryday so$ ia l i n te ra$ t ion )ery d i ( ( i $u l t .

T he ir a bi l i ty t o d e) el o ( r i en ds hi s i s g en er al ly l im it ed a s i s t he ir

$aa$ i t y t o unde rs t and o t he r eo l e K s emo t i ona l e# ress i on . 9eo l e w i t ha u t i s m $ a n o ( t e n h a ) e a $ $ o m a n y i n g l e a r n i n g d i s a b i l i t i e s b u t e ) e r y o n e

wi th the $ond i t i on shares a d i ( ( i $u l t y i n ma% ing sense o ( t he wor ld .

The AS $hamions t he i nt er e st s o ( e o l e w it h a u ti s m a n d r o) id e s

s e r ) i $ e s a r o r i a t e t o t h e i r n e e d s . A r o u n d = = & 0 0 0 e o l e i n t h e 5 6
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ha)e au t i s t i $ se$ t rum d isorders and 2 m i l l i on aren ts & $arers and ( r i ends

are a ( (e$ ted . 5nders tand ing o ( t he $ond i t i on remains l im i ted .

"n 1@82 a$al 3le$troni$s l$Ks subsidiary a$al Strategi$ adio Ctd. won one o( two 56

$ellular telehone networ% li$enses. The networ%& %nown as a$al /oda(one was 80> owned

by a$al& with Milli$om and the ambros Te$hnology Trust owning 1=> and => rese$ti)ely

/oda(one was laun$hed on 1 Hanuary 1@8=. a$al Strategi$ adio was renamed a$al

Tele$ommuni$ations


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Vodafones original logo used until the introduction of the speech mark logo in 1998.

n 21 Setember 1@@@ /oda(one agreed to merge its 5.S. wireless assets with those o( Bel

Atlanti$ +or to (orm /eri*on ,ireless. The merger was $omleted on ? Aril 2000.

"n o)ember 1@@@ /oda(one made an unsoli$ited bid (or Mannesmann& whi$h was re!e$ted.

/oda(oneKs interest in Mannesmann had been in$reased by the latterKs ur$hase o( range&

the 56 mobile oerator. +hris


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g /oda(one was introdu$ed in the "$elandi$ mar%et and in May 200 /oda(one "taly

Fmnitel9ronto-"taliaG was rebranded /oda(one "taly. n 21 Huly 200 Cithuania was added to

the $ommunity& with the signing o( a 9artner etwor% agreement with BitU.

"n 'ebruary 200? /oda(one signed a 9artner etwor% Agreement with Cu#embourgKs Cu#


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Sweden to Telenor. n 'ebruary 200; the +omany $losed its Birmingham +all +entre. "n 1

'ebruary 200; s%ar /oda(one be$ame

/oda(one +*e$h eubli$& adoting the re)ised logo and on 22 'ebruary 200; the +omany

announ$ed that it was e#tending its (ootrint to Bulgaria with the signing o( 9artner etwor%

Agreement with Mobiltel& whi$h is art o( mobil%om Austria grou.

n 12 Mar$h 200; (ormer $hie(& Sir +hristoher sta%e in

Swit*erlandKs Swiss$om (or +'?.2= billion F1.8 billionG. A(ter the deal& Swiss$om would still

be art o( the $ommunity as a 9artner etwor%. 'inally in De$ember 200; the +omany

$omleted the a$uisition o( Ase$ti)e& an enterrise ali$ations systems integrator in the

56& signaling /oda(oneKs intent to grow a signi(i$ant resen$e and re)enues in the "+T

mar%etla$e.

3arly in Hanuary 2007 Telsim in Tur%ey adoted /oda(one dual branding as Telsim /oda(one

and on 1 Aril 2007 Telsim /oda(one Tur%ey droed its original brand and be$ame /oda(one

Tur%ey. n 1 May 2007 /oda(one added Hersey and


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mobile networ% to (o$us an entire media $amaign on its newly laun$hed mobile "nternet ortal

in the 56. n 1 August 2007 /oda(one 9ortugal laun$hed /oda(one Messenger& a ser)i$e with

,indows Ci)e Messenger and Eahoo Messenger.

n 17 Aril 2008 /oda(one e#tended its (ootrint to Serbia as /"9 mobile was added to the

$ommunity as a 9artner etwor% and on 20 May 2008 the +omany added /"9 erator as a

9artner etwor% thereby e#tending the global (ootrint to Ma$edonia. "n May 2008 6all o( the

'aroe "slands rebranded as /oda(one 'aroe "slands.

n 0 $tober 2008& the $omany announ$ed a strategi$& non-euity artnershi with MTS

grou o( ussia. The agreement adds ussia& Armenia& Tur%menistan& 5%raine& and

5*be%istan to the grou (ootrint.


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2IS$OR5 O3 VO/A3O,.

/ od a (o n e i s t he w or l dK s l ea d in g i n te r na t i o na l m ob i le $ o mm u ni $ at io n s

$omany. +u r ren t l y i t has oe ra t i ons i n 2= $oun t r i es a$ ross = $on t i nen ts

and ?0 ar tner ne twor%s w i th o)er 2;0 m i l l i on $us tomers wor ldw ide .

/%RI,0 9E@?HS

/oda ( one made t he 56 K s ( i r s t mob i l e $a l l a t a ( ew m i nu t es as t m i dn i gh t

on 1 s t H a n u a r y 1 @ 8 = . , i t h i n ( i ( t e e n y e a r s & t h e n e t w o r % w a s t h e l a r g e s t

$omany i n 3u roe and t he l a rges t o ( i t s % i nd anywhere i n t he wor l d . By

t h e t u r n o ( t h e $ e n t u r y & a l m o s t e ) e r y s e $ o n d 5 6 $ i t i * e n h a d a m o b i l e O

and a th i rd o ( t hem were $onne$ted to /oda(one.

T h e / od a ( on e s t o r y i s o n e o ( i n ) es t me n t & i n n o ) a ti o n a n d a w a rd - w in n i ng

$us t omer se r) i $e . Abo)e a l l & i t s one o ( g row t h and t he ab i l i t y t o de l i )e rt he t remendous bene ( i t s o ( mob i l e $ommun i $a ti ons & no t ! us t i n t he 56 bu t

wor ldw ide .

9E@ in the 56 $omared to 2s 2?>.

>1=7 Opportunities:

The tele$ommuni$ations mar%et& e)en though highly saturated in some regions o((ers

great otential due to the ageing oulation and the sohisti$ation o( the $onsumers. "t o((ers

great oortunities through a $are(ul mar%et segmentation and e#loitation o( arti$ular

ro(itable segments. Di((erent strategies should be ursued O simle hones and simli(ied

ri$ing lans to the ageing oulation and more udated& sohisti$ated solutions (or younger

generations. The e#anding Boundaries o( the mar%et $ould ro)ide (urther oortunities by

allowing /oda(one to enter more aggressi)ely into (i#ed =line ser)i$e and to better en!oy the

bene(its o( its high in)estment in < te$hnology. Moreo)er the $omany has underta%en its

(irst stes in establishing strategi$ allian$es to de)elo $ustomi*ed solutions (or end =users

/oda(one re$ently announ$ed two new artnershis& one with suermar%et grou ASDA to

laun$h an ASDA branded mobile ser)i$e in the 56& and another with ele$tri$al retailer DS

on “a study on customer satisfaction in indian telecommunication industry with special reference...

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