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Introduction:

MTNL has a strong financial base and has shown consistent improvement in

performance over the years. It has a customer base of 5.92 million.

Mahanagar Telephone Nigam Limited(MTNL) is astate-ownedtelecommunications service provider in the metro citiesofMumbaiandNew DelhiinIndiaand in the island nationofMauritiusinAfrica.The company had amonopolyin Mumbai and Delhiuntil 1992, when the telecom sector was opened to other service providers."Transparency makes us different" is the motto of the company.TheGovernment of Indiacurrently holds 56.25% stake in the company.[2]Inrecent years, MTNL has been losing revenue and market share heavily dueimmense competition in the Indian telecom sector.[3]

History

MTNL was set up on 1 April 1986 by theGovernment of Indiawith the aimof upgrading the quality of telecom services, expanding the telecomnetwork, introducing new services and raising revenue for the telecomdevelopment needs of India's key metros -DelhiandMumbai.[4]

MTNL's history in Mumbai dates back to 1882 when a company calledBombay Telephone was founded. Bombay Telephone set up the firstTelephone exchange in Mumbai (then known as Bombay) at Fort on 28

January 1882.

Delhi's first telephone system with manual exchange was established in1911.[5]

The latest mission statement of the MTNL is as follows -

To be a total telecommunication solution providing company To provide world class telecommunication services at affordable

prices across its operating circles To be a global telecommunication company To be in the list of 'Fortune 500' companies To be the largest provider of private networks and leased lines across

Delhi and Mumbai

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To explore other areas of business which compliments their strengths,both in the domestic market and international markets

The products and services offered by Mahanagar Telephone NigamLimited are as follows -

Triband Broadband Internet Services Internet Express Bol Anmol Internet Telephony Leased Line Dolphin Mobile

Garuda WLL Basic Telephony ISDN INET International Private Leased Circuit (IPLC) Service National Private Leased Circuit (NPLC) Internet Leased Line Service Managed Data Network Service Virtual Private Network Service Broadcast Data Center Services Video Conferencing Corporate Net Telephony Messaging and Collaboration Services Ethernet WAN Services International Long Distance National Long Distance Calling Cards

Joint VenturesMTNL-STPI IT Services Limited

MTNL-STPI IT Services Ltd. is a 50:50 Joint Venture between SoftwareTechnology Parks of India (STPI) and Mahanagar Telephone NigamLimited, (MTNL). The joint venture formed in 2006 combines the STPI's richexperience as an ISP and MTNL's track record of being India's leading

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telecom operating company to offer niche portal services to the Indiancommunity. The joint venture was formed to realize one of the 10-pointagenda of MoC&IT, which are of extreme importance to India for bringingabout an all-round economic development. The joint venture aims toprovide exclusive data center services, messaging services, businessapplication services to the identified sectors of economic activity andthereby also popularizing the .in domain in the networked communityacross the world.

Millennium Telecom Limited (MTL)

MTNL has restructured Millennium Telecom Ltd. (MTL) as a Joint Venturecompany of MTNL andBSNLwith 50% and 50% equity participationrespectively. The company will now be entering into new business streamof international long distance operations and will be executing a project of

submarine cable system, both east and west from India.

BSNL - MTNL Merger Plans

On February 23, 2011, The Department of Telecommunications (DoT)wanted to revive a proposal for the merger of state-owned operators BSNLand MTNL. In its draft plan, the DoT, while showing concern over thedeteriorating performance of BSNL and MTNL, said that BSNL and MTNLshould be merged as they have complimentary operations and can

combine their strengths for synergies. DoT said the government should setup a multi-stakeholder committee to develop a restructuring plan for bothfirms. The committee should have members from public enterprises, theDoT, Department of IT, and Ministry of Finance. The telecommunicationoperators should focus on enterprise business, services to government andthe public sector, value-added services, and technologies like 3G, thedepartment recommends.

CHARACTERISTICS :- (frm n.b)

1. Intangibility

2. Perishability

3. Inseparability

4. Ownership

5. Heterogeneity

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6. Simultaneity

7. Quality Measurement

8. Nature of Demand

Classification

1) End User

2) Degree of Intangibility

3) High Contact

4) Highly Professional Service

5) Profit oriented

6) Geographical Limitations

Factors stimulating Growth of MTNL :-1. Demographic Change

2. Social Change

3. Economic changes

4. Political & legal changes

Reasons for growth of MTNL :-

(http://mtnl.in/growth/modernization.htm)

Modernization Information Technology

IT support is essential to implement effective businessstrategies. A business has to coordinate on entire supply -chain process and corresponding information flow.

MTNL being a service organization is reaching out to itscustomers with a customer focussed strategy to betterinformation about customer profiles.

The whole world is witnessing convergence of technologiesevolved by the Information Technology, voice & dataservices are being offered on single platform.

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Credit Card Service

Cellular Mobile Services MTNL, with world- class vision, has ordered GMS equipment

worth 100,000 subscribers, to enter into GSM technology toattain global excellence & leadership in business. The network envisaged will support applications like -

Intelligent Network, Gateways, Landline Networks:

VALUE ADDED SERVICES a) Voice Mail Service: The receipt of a voice mail message results in the generation

of a message waiting indicator on the customer's mobilephone.

b) Short Message Service :

GSM network provides the capability to send & receive shorttext messages to & from mobile handsets.

c) Cell Broadcast Service : Cell Broadcast Short Messages are addressed to a radio cell

& are destined to be received by all subscribers within aradio cell or range of radio cells.

d) Intelligent Network Services : (i) International Roaming support

(ii) Advanced Roaming Services (ARS)- Freephone - Split charging e.g. local tariff anywherewithin country

- Premium rate e.g. information lines & entertainment- Universal Access Number

(iii) Prepaid (iv) Virtual Private Network (VPN)

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The 7 Ps of Services Marketing

This section does notciteanyreferences orsources.Please help improve this section byaddingcitations to reliable sources.Unsourced material may bechallenged andremoved.(July 2013)

The first four elements in the services marketing mix are the same as thosein the traditional marketing mix. However, given the unique nature ofservices, the implications of these are slightly different in case of services.

Product:In case of services, the product is intangible, heterogeneous and

perishable. Moreover, its production and consumption are inseparable.Hence, there is scope for customizing the offering as per customerrequirements and the actual customer encounter therefore assumesparticular significance. However, too much customization wouldcompromise the standard delivery of the service and adversely affect itsquality. Hence particular care has to be taken in designing the serviceoffering.

Pricing:Pricing of services is tougher than pricing of goods. While thelatter can be priced easily by taking into account the raw material costs, in

case of services attendant costs - such as labor and overhead costs - alsoneed to be factored in. Thus a restaurant not only has to charge for the costof the food served but also has to calculate a price for the ambienceprovided. The final price for the service is then arrived at by including amark up for an adequate profit margin.

Place:Since service delivery is concurrent with its production and cannotbe stored or transported, the location of the service product assumesimportance. Service providers have to give special thought to where theservice would be provided. Thus, a fine dine restaurant is better located in

a busy, upscale market as against on the outskirts of a city. Similarly, aholiday resort is better situated in the countryside away from the rush andnoise of a city.

Promotion:Since a service offering can be easily replicated promotionbecomes crucial in differentiating a service offering in the mind of theconsumer. Thus, service providers offering identical services such asairlines or banks and insurance companies invest heavily in advertising

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their services. This is crucial in attracting customers in a segment wherethe services providers have nearly identical offerings.

The final three elements of the services marketing mix - people, processand physical evidence - are unique to the marketing of services.

People:People are a defining factor in a service delivery process, since aservice is inseparable from the person providing it. Thus, a restaurant isknown as much for its food as for the service provided by its staff. Thesame is true of banks anddepartment stores.Consequently, customerservice training for staff has become a top priority for many organizationstoday.

Process:The process of service delivery is crucial since it ensures that thesame standard of service is repeatedly delivered to the customers.Therefore, most companies have aservice blueprintwhich provides the

details of the service delivery process, often going down to even definingthe service script and the greeting phrases to be used by the service staff.

Physical Evidence:Since services are intangible in nature most serviceproviders strive to incorporate certain tangible elements into their offering toenhance customer experience. Thus, there arehair salonsthat have welldesigned waiting areas often with magazines and plush sofas for patrons toread and relax while they await their turn. Similarly, restaurants investheavily in their interior design and decorations to offer a tangible andunique experience to their guests.

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Complaints Handling

Complaint on vigilance matters related to officials of MTNL can be made by

anybody as this forms the main source of information related to corruption.

However, complaints regarding defective services not involving any vigilance

angle and malafide intentions need to be reported to the respective area officials

posted for operation/maintenance of services. The complainant should also note

the following:

Anonymous/pseudonymous complaints are not entertained. The

complainant must mention his complete address, telephone/mobile No.etc. and sign the same.

Only those complaints which are against officials and organizations within

the jurisdiction of the Commission and have allegations of corruption will

be got investigated.

Complaints must be brief and contain factual details, verifiable facts and

related matters. They should not be vague or contain sweeping general

allegations.

Complaint should be addressed directly to the CMD or CVO or CVC.

Complaints marked to a large number of functionaries are normally notpursued.

No further correspondence in the matter will be entertained, but it shall be

ensured that the complaints are investigated and action taken to its logical

conclusion.

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VISION:-

To be one of the preferred "Telecom Technology and

Management Training Centres" in Afro Asian Countries.

MISSION:-

To develop leadership competency in the participants through

quality training to face challenges in the field of Telecom

Technology & Management.

To improve accessibility of participants to training ofinternational repute.

To explore, create and develop knowledge through applied and

concept research in Telecom Technology and Management.

To hold exhibitions/ conferences/ international trade show in

Communication and Convergent Technologies to promote the

industry pro-actively.

VALUES:-

Core Values of CETTM

Customer Oriented Approach

Excellent Programes and Facilities Total Quality Management Transparency in Dealings Mutual Respect and Trust

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mtnl-adopt-various-measures-to-improve-performance

Faced with heavy financial losses and stiff competition from privateplayers, Bharat Sanchar Nigam Limited (BSNL) and Mahanagar

Telephone Nigam Limited (MTNL) are taking rapid steps to improvetheir standing, say news reports.

Milind Deora, Minister of State for Communications and InformationTechnology, has reportedly informed the Lok Sabha that theDepartment of Telecommunications (DoT) is also helping theincumbents stand on their feet. To this end, it reportedly periodicallyexamines the companies performance very closely.

Also, Deora has said that a committee has been established by DoTto identify and encourage operational synergies between the two

operators. The panel has reportedly recommended that DoT ought toencourage the creation and recognition of a synergistic alliance ofBSNL and MTNL through appropriate policy interventions andsupport the optimum utilisation of their resources.

Besides, Deora said that both companies are pulling out all stopsinternally as well.

For example, both are looking at optimising capex and opex viaconvergence and consolidating their infrastructure. Also,strengthening stable revenue streams through a focus on broadbandand enterprise business is another measure.

Both companies are focused on monitoring the revenues obtainedfrom the countrys top 100 cities and are focusing on customer care,service delivery, service assurance, revenue management and assetmanagement.

Aggressively promoting data usage and value added services isalso on the agenda, as is segregating commercial and socialactivities, migrating the current network to a next generation

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one and consolidating and delivering various services to endcustomers across different technologies.

MTNL

Parent Company MTNL

Category Mobile service provider

Sector Telecommunication

Tagline/ Slogans Transparency makes us Different

USP SMS rates are reasonable; high speech quality and is capable of

delivering high bandwidth using DSL technologies

STP

Segment Senior citizens, Conservative audiences

Target Group Middle class from urban areas

Positioning Most reliable and low priced service

SWOT Analysis

Strength 1.High on cash and established infrastructure

2.Enjoys large consumer base in New Delhi, Mumbai

3.Being a Govt. company, it enjoys a strong reliability among users

4.First to introduce 3G services at low prices5.Cheapest tarrif rate; Lowest international calling rates

6.Gets opportunity to be innovative first mover advantage

Weakness 1.Weak marketing as compared to other popular brands

2. Bureaucratic organizational structure

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Opportunity 1.Fast expanding cellular market

2.Latest and low cost technology

3.Untapped urban market

4.Value added services

5.Better connect with customers through ads and service centres

Threats 1.Competitors low price offering

2. Saturation point in Basic telephony service

3.Mobile Number Portability

Competition

Competitors 1.Reliance

2.Idea

3.Vodafone

4.Tata Docomo

5.Aircel

6.Airtel

7.BSNL

8.Uninor

9.Tata Indicom

10.Virgin

telecom ministerKapil Sibalrecently appealed to Prime

MinisterManmohan Singhto expedite steps to revive both BSNL

and state-run MTNL to "prevent them from going sick".

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