Telecom Sector in India

Ganesh Iyer-091115
Gagan Gupta-091114
Esha Nagar-091113
Dhawal Maheshwari-091112
Devika Tandon-091111
Some Stats……
 How big-270 million connections!
 5th largest in the world
 2nd largest in Asia
 Wireless :-54% of total telephone subscribers
GSM Vs. CDMA

17.9 82.1
Q3 FY08

CDMA
GSM

21.6 78.4
Q3 FY09

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Major Players

State owned companies (BSNL and MTNL)



Private Indian owned companies (Reliance Infocomm,



Tata Teleservices)

Foreign invested companies (Hutchison-Essar, Bharti Tele-



Ventures, Escotel, Idea Cellular, BPL Mobile, Spice

Communications)
Market Share

Vodafone
9.1 17.8
9.1 Airtel
Reliance
12.1 IDEA
24.3 BSNL+MTNL
11.1 TATA TELE
18.8 Others
AirTel SWOT Analysis
 Strengths

• Bharti Airtel has more than 65 million customers (July

2008).

• Stakeholders in Bharti Airtel include Sony-Ericsson, Nokia

- and Sing Tel, with whom they hold a strategic alliance.

• The company has covered the entire Indian nation with its
network.
SWOT
 Weaknesses
• Tower issues. Rival Vodafone’s strength.

• MTN Deal. Could hamper emerging market

growth.
SWOT
 Oppurtunities
• Despite being forced to outsource much of its
technical operations in the early days, this allowed
Airtel to work from its own blank sheet of paper, and
to question industry approaches and practices.

• The company is investing in its operation in

120,000 to 160,000 small villages every year.
SWOT
 Threats:
• Vodafone which owned a 5.6% stake in the Airtel
business sold it back to Airtel, and instead invested in
its rival Hutchison Essar. Knowledge and technology
previously available to Airtel now moved into the
hands of one of its competitors.
Vodafone
• Ownership- 67% Vodafone Plc(UK)
33% Essar
• 3rd Largest player in India.
• Expanding well since 2008
• Coverage: All 23 circles
76mn subscribers
18% market share
IDEA
 Idea is now gunning for a pan-India presence by
December 2009.
 Idea currently has footprint in 17 circles (including
Spice circles).
 Its market share in the 13 established circles
(excluding the four recent launches) is 15.4% with
share of 5.4% in Mumbai and Bihar circles
(combined) after 9-11 months of launch.
IDEA
Tata Teleservices
• 37mn subscribers
• 9% market share since CDMA launch
• To offer pan-India GSM service with NTT
DoCoMo
• Recieved spectrum in 18 circles out of 19
applied spectrums.
Marketing Strategies
 Ansoff Matrix(W.R.T. AirTel)
Product Present New
Market

Present Market Penetration

(Ad Campaigns)
Product
Development
(CUG, SMS
topups)

New Market
Development
Diversification
(DTH Services)
(Friends Circle)
AD Campaigns
Vodafone:
• Iconic ad campaigns
• Pug ad campaign
• ZooZoo-1
• ZooZoo-2
AD Campaigns
AirTel
• Express Yourself
• Value added services-M-Commerce
• Emotional Quotient

IDEA
• Sirjee- Innovative Ideas
Emerging Players
Aircel
• Aircel commenced operations in 1999 and
became the leading mobile operator in Tamil
Nadu within 18 months.
• Roped in MS Dhoni as brand ambassador.
• Voice and Data gave Aircel the highest rating for
overall customer satisfaction and network quality
in 2006.
Aircel- Emerging fast

Consistently growing market share of Aircel- fast

becoming a national player.
Competition
 VOIP
 Social Networking
 Chatting
Emerging Technologies
 Number Portability:
1. MNP allows subscribers to change the service
provider while retaining their existing telephone
number.
2. Widespread perception- operators opposed to
MNP.
3. Hence, getting delayed time and again.
Emerging Technologies
3G Technology
• Higher data rates and increased capacity
compared to 2G networks.
• 3G auctions to be held soon.
• Revenue from the auctions pegged at
Rs240bn.
• State players like BSNL,MTNL have got
preference.
 Days are not too
FAR

Going Online Going Mobile

References
 http://www.wikipedia.com
 ISI Emerging Markets
 http://www.marketingteacher.com
 TRAI
THANK YOU!!!