Airtel Report

Introduction
BHARTI GROUP
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services.
Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts
and innovations to its credit. Bharti provides a range of telecom services, which include Cellular,
Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and
exports telephone terminals and cordless phones.
Bharti is the leading cellular service provider, with a footprint in 15 states covering all four
metros. It has over four million satisfied customers.
JOINT VENTURES
Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); Warburg
Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance
Corporation, USA and New York Life International, USA.
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-
Ventures is India's leading private sector provider of telecommunication services based on a
strong customer base consisting of approximately 8.37 million total customers which constitute,
approximately 7.67 million mobile and approximately 704,000 fixed line customers, as of June
30, 2004.
Bharti Tele-Ventures current businesses include -

• Mobile services
• Fixed-line
• National and international long distance services
• VSAT, Internet services and network solutions
Introduction to organization
Company Profile
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About the company: Airtel Enterprise Services (AES) is the telecommunications
solutions group of Bharti Infotel Ltd., a fully owned subsidiary of Bharti Tele-Ventures Ltd.
(BTVL)
Bharti Tele-Ventures is one of India’s leading private sector provider of telecommunications

services with an aggregate of 13.76 million customers as of end of July ‘05, consisting of
approximately 12.79 million mobile customers. The company is the only operator to provide
mobile services in all the 23 circles in India covering all four metros. The company also provides
telephone services and Internet access over DSL in 15 circles. The company complements its
mobile, broadband & telephone services with national and international long distance services.
The company also has a submarine cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore. The company provides reliable end-to-end
data and enterprise services to the corporate customers by leveraging its nationwide fiber optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international
bandwidth access through the gateways and landing station. For more information, visit
www.bhartiteleventures.com
Bharti also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments in India, it is also the first company
to export its products to the USA.
Sunil Bharti Mittal Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading
provider of telecommunications services. The businesses at Bharti Airtel have been structured
into three individual strategic business units (SBU’s) - mobile services, telemedia services (ATS)
& enterprise services. The mobile services group provides GSM mobile services across India in
23 telecom circles, while the ATS business group provides broadband & telephone services in 94
cities. The Enterprise services group has two sub-units - carriers (long distance services) and
services to corporates. All these services are provided under the Airtel brand.
Organizational structure:
Bharti enterprise:
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Profile of Airtel Enterprise Services:
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Airtel Enterprise Services is the "total telecom provider" for India's large enterprises. It harnesses
the power of alliances to combine with ownership of media and technologies to create business-
enabling end-to-end solutions.
AES works closely with its Enterprise customers to uniquely address all their strategic
connectivity needs, by using a mix of applications & technologies.
AES’s entire organization is tailored to bring focus to our customers' needs through a unique
multi-dimensional structure.
Their end-to-end solutions are supported by global quality standards shaped by Six Sigma
methodologies and world-class customer care.
At Airtel Enterprise Services, the philosophy is "value creation" for the customers. Therefore,
they create solutions that are flexible, scalable and robust. Also AES is technology neutral and
customer focused.
AES has a blue-chip client list, and the largest enterprises in India are their customers. Airtel
Enterprise Services (AES) is the telecommunications solutions group of Bharti Infotel Ltd., a
fully owned subsidiary of Bharti Tele-Ventures Ltd. (BTVL).
Highlights of Airtel Enterprise Services:
1. Airtel Enterprise Services (AES) is the telecommunications solutions group of Bharti

Infotel Ltd., a fully owned subsidiary of Bharti Tele-Ventures Ltd. (BTVL).
2. A single point of contact for all the data and telecommunication needs.
3. Created especially to provide platinum service to Enterprise customers.
4. Provides customized telecommunications solutions, which give the organization an edge

in business.
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5. AES harnesses the power of alliances and leading edge technology, to create business-
enabling end-to-end solutions.
·
1. AES has a Regional organization to ensure customer proximity
2. AES’s "Vertical" organization - also available regionally - ensures depth of customer

understanding and focus for extensive coverage
3. AES has a Solutions group - to construct superior solutions
4. Their Projects team ensures top class execution of a solution, and
5. AES provides high quality post-implementation support through its Customer Services team.
About Bharti Airtel Limited
Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider of

telecommunications services. The businesses at Bharti Airtel have been structured into two main
strategic business groups - the Mobility Leaders business group and the Infotel Leaders business
group. The Mobility business group provides GSM Mobile Services across India in twenty three
telecom circles, while the Infotel business group provides broadband & telephone services, long
distance services and enterprise services. All these services are provided under the Airtel brand.
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has
a diverse business portfolio and has created global brands in the telecommunication sector.
Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-
Mart for the cash & carry business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and
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has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom sector
in the country with its world class products and services. The businesses at Bharti Airtel have
been structured into three individual strategic business units (SBU’s) - Mobile Services, Airtel
Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed
wireless services using GSM
technology across 23 telecom circles while the Airtel Telemedia Services business offers
broadband & telephone services in 95 cities and has recently launched India's best Direct-to-
Home (DTH) service, Airtel digital TV. The Enterprise services provide end-to-end telecom
solutions to corporate customers and national & international long distance services to carriers.
All these services are provided under the
Airtel brand.
Highlights
» Bharti Airtel and Alcatel-Lucent form Managed Services Joint Venture for
Broadband and Telephone Services
» Bharti Airtel announces results for the fourth quarter and full year ended March 31,
2009
» Airtel pioneers 16 Mbps Broadband in India
» Bharti Airtel and Australia Japan Cable collaborate to create a new connectivity
solution to Australia from Singapore and the US
» Airtel digital TV brings Home the Magic with Kareena Kapoor
» Bharti Airtel announces apex level organisation changes
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About Bharti Tele-Ventures
Bharti Tele-Ventures is one of India’s leading private sector providers of telecommunications

services with an aggregate of over 20.93 million customers as of end of March ‘06, consisting of
more than 19.58 million mobile customers. The company is the only operator to provide mobile
services in all the 23 circles in India. The company also provides telephone services and Internet
access over DSL in 15 circles. The company complements its mobile, broadband & telephone
services with national and international long distance services. The company also has a
submarine cable landing station at Chennai, which connects the submarine cable connecting
Chennai and Singapore. The company is a part of the consortium, which jointly owns and has
developed the next generation undersea cable system SEA-ME-WE-4. The company provides
reliable end-to-end data and enterprise services to the corporate customers by leveraging its
nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs,
ISP and international bandwidth access through the gateways and landing station. For more
information, visit www.bhartiteleventures.com
Highlights about Bharti Televentures Limited:
· 18.45 Million GSM customers and 1.29 mn Fixed line customers (> 4 bn US $ spent on
creating Infrastructure)
· One of the world’s top five mobile operators in terms of service and subscriber base
· The company is amongst the top ten companies in India on Market cap (> 15 bn US $)
· The only service provider to have an all India footprint with presence in all 23 telecom
circles
· High quality product and services backed by Six Sigma
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quality process and world-class customer support
· State-of-the-art infrastructure to provide end-to-end

telecommunications solutions
· The most respected telecom company in the country as per

the recent “Business World” magazine report
· “World communications best brand of the year” award by London based Emap
Communications Group
· “Emerging company of the year" award by the Economic Times
· Featured in Global 1000, the world’s most valuable companies Business Week, July
Asian edition
· Bharti enters “ Forbes 400 ” list

· Over Rs 16000 crore of investment in telecom (~US$ 3.0 Bn)
· Over Rs 8,000 crore of annualized revenue (>~US$ 2.0 Bn)
Divisions of bharti enterprises:

Bharti Enterprises is one of India 's leading business groups with interests in telecom,
agri business, insurance and retail. Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit. Bharti Airtel Limited, a group company, is one
of India 's leading private sector providers of telecommunications services spanning
mobile, fixed line, broadband and enterprise services. Bharti Airtel was recently ranked
amongst the top 10 best performing companies in the world in the Business Week IT 100 list
and emerged as ‘The Second most trusted Brand' in the most trusted Brand 2007
survey conducted by The Economic Times (ET) Brand Equity.
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Bharti Airtel is structured into three strategic business units - Mobile services, Broadband &
Telephone (B&T) services and Enterprise services. The mobile business provides mobile &
fixed wireless services using GSM technology across 23 telecom circles. The B&T business
provides broadband & telephone services in 94 cities. The Enterprise services provide end-
to-end telecom solutions to corporate customers and national & international long distance
services to carriers. All these services are provided under the Airtel brand. Airtel's
high-speed optic fiber network currently spans over 40,000 kms covering all the major cities
in the country.
BHARTI’S VISION
“To make mobile communications a way of life and be the customers first choice”.
BHARTI’S MISSION
Meet the mobile communication needs of the customer through
1) Error free service

2) Innovative products and services and
3) Cost efficiency.
4) Unified messaging solutions
Airtel from Bharti Cellular Limited is a part of the biggest private integrated telecom
conglomerate, Bharti Enterprises.
CORE VALUE OF BHARTI
The core values of Bharti are:
Innoventuring
• Generating and implementing entrepreneurial and innovative ideas, to create new
growth engines.
Customer First
• Committed to delivering service beyond the expectations of the customer.
Performance Culture
• Benchmarking processes and performance against world-class standards helps to
distinguish between performers and non-performers by valuing achievement at the
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individual as well as the team level. The culture encourages and invites feedback,
learning and ideas sought and acted upon.
Valuing Partnership
• Committed to building exemplary relationship with partners, which stands on the
principles of mutual trust and mutual growth.
Valuing People
• Nurtures an environment where people are respected and their uniqueness is valued.
Firmly believing that people are key differentiates.
Responsible Corporate Citizenship

• Committed to making a positive and proactive contribution to the community and as a
responsible corporate citizen will contribute to and abide by environmental and legal
norms.
Ethical Practices
• Will uphold the highest ethical standards in all internal and
external relationship and will not allow misuse or
mis-representation of any facts.
BUSINESS STRATEGY
Bharti Tele-Ventures' strategic objective is
“To capitalize on the growth opportunities that the Company believes are available in the
Indian telecommunications market and consolidate its position to be the leading integrated
telecommunications services provider in key markets in India, with a focus on providing
mobile services”.
The Company has developed the following strategies to achieve its strategic objective:
• Focus on maximizing revenues and margins;
• Capture maximum telecommunications revenue potential with minimum geographical
coverage;
• Offer multiple telecommunications services to provide customers with a "one-stop shop"
solution;
• Position itself to tap data transmission opportunities and offer advanced mobile data
services;
• Focus on satisfying and retaining customers by ensuring high level of customer
satisfaction;
• Leverage strengths of its strategic and financial partners.
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Emphasis is laid heavily on human resource development to achieve operational efficiencies.
MOBILE STRATEGY
• Capture maximum telecommunications revenue potential with minimum geographical
coverage to maximize its revenues and margins.
• Build high quality mobile networks by deploying state-of-the-art technology to offer
superior service
• Use the experience it has gained from operating its existing mobile networks to develop
and operate other mobile networks in India and to share the expertise across all of its
existing and new circles.
• Provide affordable tariff plans to suit each segment of the market with a view to
expand the reach, thereby increasing the mobile customer base rapidly.
• Attract and retain high revenue generating customers by providing competitive tariffs,
offering high quality customer services.
•
COMPETITIVE STRENGTHS
Bharti Tele-Ventures believes that the following elements will contribute to the Company's
success as an integrated telecommunication services provider in India and will provide the
Company with a solid foundation to execute its business strategy:
• Nationwide Footprint - As of June 30, 2004, approximately 92% of India's total mobile
subscribers resided in the Company's sixteen mobile circles. These 16 circles collectively
accounted for approximately 56% of India's land mass;
• Focus on telecommunications to enable the Company to better anticipate industry trends

and capitalize on new telecommunications-related business opportunities;
• The strong brand name recognition and a reputation for offering high quality service to its
customers;
• The Company's strong relationships with international strategic and financial investors
such as Singtel, Warburg Pincus, International Finance Corporation, Asian Infrastructure
Fund Group and New York Life Insurance.
• Quality management teams with vision and proven execution skills.
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MOBILE DIVISION
The Indian mobile market, according to the (COAI), has increased from approximately
1.2 million subscribers as of March 31, 1999 to approximately 37.38 million subscribers
as of December 31, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 3.6% as
of December 31, 2004, is significantly lower than the average mobile penetration rate in
other Asian and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the
next four years, 2006 projected it at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue
to grow rapidly as a result of the following factors:
 Lower tariffs and handset prices over time;

 Growth in pre-paid customer category;
 Greater economic growth and continued development;
 Higher quality mobile networks and services; and
 Greater variety and usage of value added services.
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in
all the twenty-three telecom circles in India.
It proposes to consolidate all its subsidiaries providing mobile services under Bharti
Cellular Limited.
MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti Tele-
Ventures' existing mobile circles in India:
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The key demographics of Bharti Tele-Ventures' mobile circles are set forth below.
Airtel IN RAJASTHAN
Rajasthan is India’s largest state with 10.4% of the country’s geographical area and 5.5%
of the country’s population. Located in the western India, Rajasthan is a popular tourist
destination with tourism contributing nearly 12% of the state's revenue. The state has a
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low wireless density of 1.68% and offers huge potential for the growth of wireless
services
Recently, Bharti has reached an agreement with the Shyam group to acquire their equity
stake of 67.5% in Hexacom, whereby Bharti Tele-Ventures has successfully acquired
the Rajasthan operations. The addition of the Rajasthan circle to its domain of mobile
operations is a step ahead towards an all India footprint.
Hutch (Aircel Digilink), BSNL, Reliance, Shyam Telelink are the other four existing
wireless service providers in the Rajasthan circle.
As on June 30, 2004, Hexacom had approximately 296,700 GSM customers in Rajasthan,
with a GSM market share of approximately 38% in the circle.
CELLULAR ANALOGY
Introduction to telecomm technologies
There are two types of telephone service infrastructure –
• Fixed – wired (standard telephones using copper or fibre cables) and wireless
(cordless analogue and DECT digital)
• Mobile – cellular analogue and digital (GSM), and satellite
The technologies used by these services may be analogue, or in the case of newer
technologies, digital. Most can be used for more than simple voice telephony, for
example to transmit faxes and to transfer files including data, audio and video.
Fixed telephony
• POTS – the standard (or "plain old") telephone service, an analogue system using
copper wires.
• ISDN – Integrated Services Digital Network. ISDN uses the same copper wires as
POTS, but by (at its simplest) providing two channels per physical line can be
thought of as the equivalent of two lines. In larger installations one physical line
can carry up to 30 voice or data channels.
• ADSL – Asymmetrical Digital Subscriber Line. ADSL, which also uses existing
copper wires, is a fast and permanent "always on" connection to the Internet,
which includes one phone line or voice channel which can be used at the same
time.
• Cable modems – use the hybrid fiber coax (HFC) networks of the cable
companies. Shared bandwidth means speeds 5-10 times as fast as single channel
ISDN, similar to ADSL. ADSL and cable modem connections are referred to as
‘Broadband’.
• Fixed wireless – fixed base station and wireless DECT type handsets are gaining
in popularity for voice telephony. Wireless LAN systems’ using a base station and
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cards with aerials inserted into computers are on the market and becoming more
popular. These wirelesses LANs are also appearing in shared working spaces
although there are some concerns about security of such networks. They are
referred to as WiFi or 802.11 networks. An associated technology called ‘Mesh’
turns each wireless appliance into a repeater station so spreading the range of the
network.
Mobile telephony
• GSM – unlike cellular (analogue) mobile phones, GSM is a digital service. It can
provide e-mail/text messaging and WAP Internet connectivity, but at a relatively
low bandwidth, and therefore slow or restricted functionality.
• GPRS – a new data network which offers an "always on" connection to the
Internet, and increases the speed at which data is transferred over mobile phones.
A GPRS device, such as a desktop/laptop/palm top computer, can be permanently
connected to the network through an internal card or external box, with an aerial
for Internet and other services. Starting bandwidth is up to 28 or 56kbps
depending on strength of signal, with plans to increase this to 128kbps. At the
higher bandwidth the service could be a viable, always-on alternative to ISDN.
• Third generation (3G) mobile or UMTS (Universal Mobile Telephone Service)

will provide fast Internet access, which will in practice enable data transfer and
network applications to be used from laptop, notebook and handheld computers.
• Satellite phones are bulky and expensive but can be used most anywhere in the
world.
At the basic level, mobile phones are either analog or digital. Some are both. Today's
mobile phones are primarily digital, especially in India and run on different technologies
such as CDMA (Code Division Multiple Access) and GSM (Global System for Mobile
Communications). Code Division Multiple Access (CDMA) is a very new concept in
wirelesses communications, which has lead to improve both; the system capacity as well
as the service quality.
CDMA is a form of spread-spectrum, a family of digital communication techniques that
have been used in military applications for many years. The core principle of spread
spectrum is the use of noise-like carrier waves, which have bandwidths much wider than
that required for simple point-to-point communication for the same data rate.
GSM Technology
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The development of GSM started in the early 1980s. It was the mainstay of the plans for
Europe’s mobile communication infrastructure for the 1990s. Today, GSM and its DCS
1800 and PCs 1900 versions have spread far beyond Western Europe with networks
installed across all continents.
The story begins in 1982 when the European Conference of Posts and
Telecommunications Administrations (CEPT), consisting then of the telecommunication
administrations of twenty-six nations made two very significant decisions. The first was
to establish a team with the title "Groupe Spéciale Mobile" (hence the term "GSM",
which today stands for Global System for Mobile Communications) to develop a set of
common standards for a future pan-European cellular network. The second was to
recommend that two blocks of frequencies in the 900 MHz band be set aside for the
system.
The CEPT made these decisions in an attempt to solve the problems created by the
uncoordinated development of individual national mobile communication systems using
incompatible standards. The impossibility of using the same terminal in different
countries whilst traveling across Europe was one of these problems; another was the
difficulty of establishing a Europe-wide mobile communications industry that would be
competitive in world markets due to the lack of a sufficiently larger home market with
common standards .By 1986 it was clear that some of these analogue cellular networks
would run out of capacity by the early 1990s. As a result, a directive was issued for two
blocks of frequencies in the 900 MHz band, albeit somewhat smaller than recommended
by the CEPT, to be reserved absolutely for a pan-European service to be opened in 1991.
The digital system would offer improved spectrum efficiency, better quality transmission
and new services with enhanced features including security. It would also permit the use
of Very Large Scale Integration (VLSI) technology, which would lead to smaller, and
cheaper mobiles, including hand held terminals. Finally, a digital approach would
complement the development of the Integrated Services Digital Network (ISDN) with
which GSM would have to interface.
GSM initially stood for Group Spécial Mobile, the CEPT (Conference of European Posts
& Telegraphs) formed the group to develop a Pan-European cellular system to replace the
many systems already in place in Europe that were all incompatible.
The main features of GSM were to be International Roaming ability, good sound quality,
small cheap handsets and ability to handle high volumes of users. GSM was taken over in
1989 by the ETSI (European Telecommunications Standards Institute) and they finalized
the GSM standard in 1990. GSM service started in 1991. It was also renamed this year to
Global System for Mobile communications (GSM).
Today there are approx. 105 countries with GSM networks or planned networks and
many more are planned with around 32 million subscribers worldwide on the 139
networks. The MoU "Memorandum of Understanding" has over 210 members from 105
countries, this organization meets ever three to four months to look at new or better
implementations to the GSM system.
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Home Location Register (HLR)
A Home Location Register (HLR) is a database that contains semi-permanent mobile
subscriber information for wireless carriers' entire subscriber base. HLR subscriber
information includes the International Mobile Subscriber Identity (IMSI), service
subscription information, location information (the identity of the currently serving
Visitor Location Register (VLR) to enable the routing of mobile-terminated calls),
service restrictions and supplementary services information.
The HLR handles transactions with both Mobile Switching Centers (MSCs) and VLR
nodes, which either request information from the HLR or update the information
contained within the HLR. The HLR also initiates transactions with VLRs to complete
incoming calls and to update subscriber data.
Traditional wireless network design is based on the utilization of a single Home Location
Register (HLR) for each wireless network, but growth considerations are prompting
carriers to consider multiple HLR topologies.
Visitor Location Register (VLR)
A Visitor Location Register (VLR) is a database which contains temporary information
concerning the mobile subscribers that are currently located in a given MSC serving area,
but whose Home Location Register (HLR) is elsewhere.
When a mobile subscriber roams away from his home location and into a remote
location, SS7 messages are used to obtain information about the subscriber from the
HLR, and to create a temporary record for the subscriber in the VLR. There is usually
one VLR per MSC.
International Mobile Subscriber Identity (IMSI) Number

The IMSI is a unique non-dialable number allocated to each mobile subscriber in the
GSM system that identifies the subscriber and his or her subscription within the GSM
network. The IMSI resides in the Subscriber Identity Module (SIM), which is
transportable across Mobile Station Equipment (MSE). The IMSI is made up of three
parts
1 (1) The mobile country code (MCC) consisting of three digits,

2 (2) The Mobile Network Code (MNC) consisting of two digits,
(3) The Mobile Subscriber Identity Number (MSIN) with up to 10
digits.
Mobile Subscriber ISDN (MSISDN) Number

The MSISDN is the dialable number that callers use to reach a mobile subscriber. Some
phones can support multiple MSISDNs - for example, an U.S.-based MSISDN and a
Canadian-based MSISDN. Callers dialing either number will reach the subscriber.
Mobile Station Equipment (MSE) Subscription Services
GSM carriers typically order Mobile Station Equipment (MSE) (or GSM phones) from
their suppliers (Nokia, Motorola, Sony, etc.) in large quantities (e.g. 1000 Units). After
receiving an order, the equipment supplier will program the ordered MSE SIMs with a
range of IMSI numbers.
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Once the range of IMSI numbers has been determined, the HLR can be populated with
the new IMSI records that will be configured and activated at a future date by authorized
sales or service subscription representatives. The fact that the HLR can be populated with
ranges or blocks of IMSI numbers creates efficiencies in the storage and retrieval of
routing information.
The wireless carrier distributes the Mobile Station Equipment to Sales Outlets that sell
GSM subscription services. When a new subscriber orders a GSM phone at one of the
outlets, the service representative will create a Service Order (SO) to enter the new
subscriber's service subscription information, including the MSISDN number.
The key to the Service Order is the IMSI that is programmed in the SIM. The SO is sent
to the HLR, where the IMSI record is created. It can either be set to an active state
immediately, allowing the new subscriber to send and receive telephone calls or it can be
activated at a future date.
GSM Call Routing
Mobile Subscriber Roaming
When a mobile subscriber roams into a new location area (new VLR), the VLR
automatically determines that it must update the HLR with the new location information,
which it does using an SS7 Location Update Request Message. The Location Update
Message is routed to the HLR through the SS7 network, based on the global title
translation of the IMSI that is stored within the SCCP Called Party Address portion of the
message. The HLR responds with a message that informs the VLR whether the subscriber
should be provided service in the new location.
Mobile Subscriber ISDN Number (MSISDN) Call Routing

When a user dials a GSM mobile subscriber's MSISDN, the PSTN routes the call to the
Home MSC based on the dialed telephone number. The MSC must then query the HLR
based on the MSISDN, to attain routing information required routing the call to the
subscribers' current location.
The MSC stores global title translation tables that are used to determine the HLR
associated with the MSISDN. When only one HLR exists, the translation tables are
trivial. When more than one HLR is used however, the translations become extremely
challenging, with one translation record per subscriber (see the example below). Having
determined the appropriate HLR address, the MSC sends a Routing Information Request
to it.
When the HLR receives the Routing Information Request, it maps the MSISDN to the
IMSI, and ascertains the subscribers' profile including the current VLR at which the
subscriber is registered. The HLR then queries the VLR for a Mobile Station Roaming
Number (MSRN). The MSRN is essentially an ISDN telephone number at which the
mobile subscriber can currently be reached. The MSRN is a temporary number that is
valid only for the duration of a single call.
The HLR generates a response message, which includes the MSRN, and sends it back
across the SS7 network to the MSC. Finally, the MSC attempts to complete the call using
the MSRN provided.
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Adding a Second HLR to the GSM Network
As a GSM wireless carrier's subscriber base grows, it will eventually become necessary
to add a second HLR to their network. A service subscription record storage capacity
issue, or perhaps an SS7 message processing performance issue might prompt this
requirement. It might possibly be prompted by a need to increase the overall network
reliability.
Typically, when new subscribers are brought into service, the second HLR will be
populated with blocks of IMSI numbers that are allocated when new MSE equipment is
ordered.
Much more complicated SS7 message routing Global Title Translations are required for
Routing Information Request transactions between the MSCs distributed over the entire
wireless carrier serving area and the two or more HLRs. MSC Routing Information
Requests are routed to the appropriate HLR based on the dialed MSISDN and not the
IMSI.
Unlike the IMSI numbers, the MSISDN numbers can not easily be arranged in groups to
reside within a single HLR and therefore, the MSC must contain an MSISDN to HLR
address association record for every mobile subscriber homed on each of the MSCs. As
the example illustrates, the MSC routing tables quickly grow much more extensive than
the STP tables. The network administration becomes increasingly complex and prone to
error.
Facilities provided by Airtel - Pre-Paid...
→Total Cost Control

Provides the liberty of total cost control. Re-charge as much as one feels the need to!
→No Rentals
Airtel prepaid card is available without having to pay any rentals!
→No deposits
Airtel prepaid card comes without having to pay hefty deposits!
Page 19
→STD/ISD facility till the last rupee
complete freedom of allowing STD/ISD facility to make long distance calls in India and
Overseas from your cellular phone!
→Voice Mail service

Voice Mail facility allows to receive messages even when the handset is switched off or
outside the coverage area. Messages could be heard whenever one feels like, from
anywhere in the world. Voice Mail can store up to 75 messages, with each message of
two-minute duration.
→Caller Line Identification

Call Line Identification provides facility to know the phone number of the calling party
even before you answer the call, thus giving you the choice to either reject or take the
call. It provides the added advantage of saving the incoming number directly in the
Handset Phone Book. So that the next time if the same person calls, he is identified.
→60-second pulse
Airtel provides you with a 60-second pulse rate!
Freedoms for you to experience like never before!
→Instant Balance Inquiry

talk-time limit could be checked instantly by calling toll-free number!
→Instant Recharge
Re-charge could be made on prepaid card with just a few simple steps!
→24-hour recharge facility

Round-the-clock recharge facility enables to recharge prepaid card anytime, anywhere!
→Call Divert, Call Hold and Call Wait

special services like call waiting, call hold and call divert are available with prepaid card!
→Short Messaging Service (SMS)

Short Messaging Service (SMS) facilitates sending messages
→SMS based Information Services

SMS based information services provides upto-the-minute cricket scores, order flowers
as well as send couriers or check daily horoscope!
→Roaming (National and International)
Page 20
Airtel's Roaming service enables usage of mobile phone to make or receive calls from
almost anywhere in India and abroad!
→Roaming - GPRS - BlackBerry [International]

Airtel's GPRS Roaming service provides GPRS services to access the Internet and office
mails from almost anywhere in India and abroad.
→Prepaid Roaming
Freedom to enjoy the luxury of Airtel’s roaming facility with prepaid connection.
→Itemized Bill
Keeps track of billing procedure with Airtel’s itemized billing viz. message as well as
call charges with the easy-to-decipher itemized billing sheet that is billed every month.
→Conversion from Post-Paid to Prepaid
→Conversion from Prepaid to Post-Paid
Market Position in Jaipur
RAISAR PLAZA
About the market:
This market is the hub for the electronic gadgets retailing cash card and Telecom outlets.
It has shops dealing in apparel and a couple of offices. This plaza consists of six floors
out of which the ground, basement and 1st floors deal with the retailing of cash cards.
Total Number of Shops : 488

Shops Dealing in Cash Cards : 33
OBSERVATIONS
1. Details of the retail outlets
NATURE OF RETAIL NO OF RETAIL OUTLETS SELLING

OUTLETS OUTLETS CASH CARDS
(i) STD/ISD/PCO 5 -
(ii) Departmental - -
Page 21
Stores
(iii) Telecom Outlet 38 31
(iv) Electronic 14 -
Gadgets
(v) Others 431 2
Total 488 33
2. Brand holding in the retail outlets
BRAND NO. OF OUTLETS

Oasis 26
Hutch 26
BSNL 7
Reliance 6
Exclusiveness and combination of brands selling along with OASIS
Oasis & Exclusive Exclusive Exclusive Oasis & Oasis &

Hutch Hutch Oasis BSNL BSNL RIM
24 2* 2** - 6 6
∗ Out of the 2 outlets 1 sells BSNL Recharge coupon

∗∗ Out of the 2 outlets 1 sells BSNL Recharge coupon
“OTHERS” Outlet details:
RETAIL OUTLET NO. OF OUTLETS

Electronic Repair Shop 2
INFERENCE:
MARKET LEADER: HUTCH

The retailers prefer hutch because
∗ Numerous schemes
∗ Better service
∗ Customer preference
RAJA PARK
About the market:
Page 22
This place occupies a prominent position due to the absence of other market in near by
vicinity. The market is an agglomeration of boutiques, showroom dealing in apparel,
departmental stores and lots of telephone booths.
Total number of Shops : 810

Shops dealing in cash cards : 24
OBSERVATIONS
Details of the retail outlets
NATURE OF RETAIL OUTLETS NO OF RETAIL OUTLETS

OUTLETS SELLING CASH
CARDS
(i) STD/ISD/PCO 20 1
(ii)Departmental 17 -
Stores
(iii)Telecom Outlet 9 9
(iv) electronic Gadgets 12 2
(v)Others 752 12
Total 810 24
2.Brand holding in the retail outlets
BRAND NO. OF OUTLET

Oasis 21
Hutch 21
BSNL 12
Reliance 8
3. Exclusiveness and combination of brands selling along with OASIS

20 - 1* 1 6 4
∗ Outlet sells BSNL Recharge coupon along with OASIS cash card
“OTHERS” Outlet details

Pharmaceuticals 2
Page 23
Book Depot. 2
Stationary Stores 2
Music Gallery 1
Bakery 1
Mobile Repair Shop 1
Ice Cream Parlor 1
Garment Shop 1
INFERENCE:
MARKET LEADER: OASIS

Oasis has an edge in this area.
∗ The shops here have high inventory & the sale is also higher.
∗ The absence of any other major market also helps them.
∗ The “OTHERS” have an upper hand in terms of sale than the
electronics, STD/PCO, Departmental etc.
M I ROAD
About the market:
Market with a rich history. It’s frequented with bookstores, Telecom outlet, Banks
(CANARA, STANDARD CHATERED), showrooms of apparel, footwear houses, and
theater & flower shop. This market surrounds the city.
Total number of Shops : Above 450

OBSERVATIONS
NATURE OF RETAIL NO OF RETAIL OUTLET OUTLETS SELLING

OUTLETS CASH CARDS
Stores
(iii)Telecom 5 4
Outlet
Electronic 18 -
Gadgets
(v) Others 2
Total 15
Page 24
BRAND NO. OF OUTLET

OASIS 15
HUTCH 15
BSNL 3
RELIANCE 2

15 - - - 3 2
OTHERS Outlet details

Pharmaceutical 1
Watch Showroom 1
INFERENCE:

∗STD/PCO outlets have a major holding over here followed closely by the telecom
outlets.
∗The customers of this area are mostly of working class followed by students and
∗Hutch with its better coverage & corporate image satisfies there
Needs.
CHANDPOL
About the market:

Highly populated area. It has shops dealing in whole sailing i.e. in the bulk selling of the
goods to the retailers & other shops regarding food grains, stationers, timber related
products & shops selling cycles.

Shops dealing in cash cards :5
Page 25
OBSERVATIONS
Specifications of the retail outlets
NATURE OF RETAIL NO OF RETAIL OUTLET OUTLETS SELLING

OUTLETS CASH CARDS
(I) STD/ISD/PCO 6 2
Stores
(iii)Telecom 1 1
Outlet
Electronic 10 -
Gadgets
(v) Others 425 2
Total 463 5
BRAND NO. OF OUTLET

OASIS 5
HUTCH 5
BSNL 2
RELIANCE 1

5 - - - 2 1

Stalls 1
Pharmaceutical 1
INFERENCE :
MARKET LEADER: Neck-to-Neck between Hutch and Oasis

∗It’s not a commercial area the sales of the cash card is low.
∗Proximity to johari bazaar, chaura raasta and other major markets
Page 26
thus it’s facing a lot of competition.
∗BSNL recharge coupons are a big hit with the customers.
STATION ROAD
(From Station to Grah sangrah)
About the market

This market covers the station (Railways). Thus you find here dhabas, bookstores, STD/
PCO Booths and sweet-meat shop.

Shops dealing in cash card :9
OBSERVATIONS

OUTLETS OUTLET CASH CARDS
(ii)Departmental 9 2
Stores
(iii)Telecom - -
Outlet
Electronic - -
Gadgets
(v) Others 138 4
Total 156 9
2. Brands holding in the retail outlets

OASIS 8
HUTCH 9
BSNL 3
RELIANCE 1

8 1 - - 3 1
Page 27

Hotel + STD 1
Enterprise + STD 1
Book Depot. 1
Panwala 1
Trading Company 2
INFERENCE:

The Recharge coupon of BSNL sales is high. More prominence in this area is given to
Oasis with majority of shops selling more Oasis cards. The reasons are:
∗Village connectivity is less in case of Hutch.
∗Good service to customers & more profit to retailers. For some it’s
Affiliation & sense of duty.
RAILWAY STATION ROAD

(Extended from Grah Sangrah to Chandpol)
About the market:

Covers a stretch of 2-3 kilometer. It’s the most prominent area of the city playing host to
hotels, main bus depot (sandhog camp bus station) and Janana Maternity Hospital, Travel
Agencies.

OBSERVATIONS

Stores
(iii)Telecom - -
Outlet
Electronic 7 -
Gadgets
(v) Others 329 2
Page 28
Total 376 8
BRAND NO.OF OUTLETS

OASIS 5
HUTCH 7
BSNL 1
RELIANCE 1

Hutch Hutch Oasis RIM BSNL RIM
5 2 - 1 1 -
Exclusive retail Outlet of Hutch
1. Medical shop
2. STD Outlet

Pharmaceuticals 1
INFERENCE:

∗With its large number of telephone booths and medical shops the market is a major
attraction.
∗Still the coverage here is dramatically poor, only 8 shop deals in cash card retailing.
LAL KOTHI
About the market:

The focal point of this market is the SMS stadium. The market is an agglomeration of
departmental stores, flower shops & petrol pump. Situated adjacent to tonk phatak.

OBSERVATIONS
Page 29

(i) STD/ISD/PCO 6 2
Stores
(iii)Telecom - -
Outlet
Electronic - -
Gadgets
(v) Others 113 -
Total 127 4
BRAND NO. OF OUTLET

OASIS 4
HUTCH 4
BSNL 2
RELIANCE 1

4 - - - 2 1
INFERENCE :
MARKET LEADER: HUTCH Vs BSNL

∗ Irrespective of the fact that oasis has more outlets it’s BSNL
Recharge coupon that seems to have a hold in this area.
TONK PHATHAK
About the market:

Surrounded by K.v.no.1 School & SBI bank this area consists of Bookshops, stationers,
departmental stores and STD/PCO outlets along with a couple of telecom outlets.

Page 30
OBSERVATIONS

Stores
(iii)Telecom 8 6
Outlet
Electronic 7 4
Gadgets
(v) Others 222 13
Total 275 34

OASIS 26
HUTCH 22
BSNL 10
RELIANCE 6

22 7 2 - 10 6

Pharmaceuticals 2
Book Depot. 2
Studio 2
Bakery 1
Cyber Café 1
Travel Agency 1
Hard Wares Shop 1
Textiles 1
Fashion House 1
Page 31
Auto Parts Shop 1
INFERENCE:

∗Due to its location (it’s one of the favorable trade routes) & prominent location the sales
in this area is high with Oasis having a clear gain over Hutch.
∗People relate to Oasis as a pride of Rajasthan.
∗The major contributors of this area are the Others followed by
STD/PCO Outlets.
UNIVERSITY MARG
About the market:

Adjacent to the university, Canoria College, Commerce College & podar institute. The
market consists of agglomeration of Xerox shops, PCO booths &departmental stores.
Total number of shops : 128
OBSERVATIONS

(i) STD/ISD/PCO 4 2
Stores
(iii)Telecom - -
Outlet
Electronic - -
Gadgets
(v) Others 121 5
Total 129 9
BRAND NO. OF OUTLET

OASIS 8
HUTCH 9
Page 32
BSNL 2
RELIANCE -

8 1 - - 2 -

Photostat Shop 4
Ice Cream Parlor 1
INFERENCE:
MARKET LEADER: Neck-to-Neck between Hutch and Oasis

∗ Place is frequented by students & hence here they are the prominent
Customers
∗ Sales low.
JANTA STORE
About the market:

Adjacent to the main market tonk phatak. This market consists of departmental stores,
cyber cafe, gift shops, restaurants & ice cream parlors.
Total number of Shops :62

Page 33
OBSERVATIONS

(i) STD/ISD/PCO 4 0
Stores
(iii)Telecom - -
Outlet
Electronic 1 1
Gadgets
(v) Others 40 1
Total 62 6
BRAND NO.OF OUTLET

OASIS 5
HUTCH 6
BSNL 2
RELIANCE 1

5 - - - 2 -

Ice Cream Parlor 1
INFERENCE:

∗ This is an residential area near the university campus thus it has a
P.G. houses & covers the govt. Quarters of indira nagar.
Page 34
MALVIYA NAGAR
About the market:

It is a residential area, covering two to three main markets. The most prominent locale is
the Gaurav Towers, which is turning out to be the hub of life for teenagers plus it’s a
prime location area.
Total no of shops : 179

OBSERVATIONS
NATURE OF RETAIL NO OF RETAIL OUTLETS

OUTLETS OUTLET SELLING CASH
CARDS
Stores
(iii)Telecom 3 1
Outlet
Electronic 6 2
Gadgets
(v) Others 136 3
Total 179 14
BRAND NO. OF OUTLET

OASIS 12
HUTCH 13
BSNL 5
RELIANCE 3

12 1 - 1 5 3
Page 35
Xerox Shop 2
Stationary Stores 1
INFERENCE:

∗Compared to the vast area, the numbers of shops dealing with the cash cards are less;
this discrimination is due to the fact that Malviya Nagar is a residential area with three
main markets and each being at the center of 3-4 sectors. Thus limiting the growth of
other shops and the shops has their own faithful customers.
∗Gaurav towers provide the maximum sales in compared to this main market
HAWA MAHAL
About the market

This market deals with the shops selling the traditional dresses of Rajasthan; it’s also a
major tourist attraction center. The market mainly comprises of clothes shops,
departmental stores and spare automobiles shop.
Total no of shops : 479

OBSERVATIONS

Stores
(iii)Telecom 1 1
Outlet
Electronic 2 -
Gadgets
(v) Others 477 -
Total 479 5
BRAND NO. OF OUTLET

OASIS 5
HUTCH 5
BSNL 1
RELIANCE 2
Page 36

5 - - - 1 2
INFERENCE:
MARKET LEADER: HUTCH Vs OASIS

∗It’s a run down market in respect to the cash cards. This place
doesn’t seem to be gaining the customer’s confidence.
JOHRI BAZAAR
About the market:
Johri Bazaar is basically known for jewelry shops with a considerable number of
clothes apparel shops and very few electronic retail outlets.
Total number of Shops :387

OBSERVATION

Stores
(iii)Telecom - -
Outlet
Electronic 5 -
Gadgets
(v) Others 336 2
Page 37
Total 387 9

OASIS 5
HUTCH 6
BSNL 3
RELIANCE -

4 2 - 1* 3 -
*Only one BSNL Distributor

Stationary Store 1*
Jewelry Shop + STD 1*
*Exclusively sells Hutch
INFERENCE:
∗Since most of the stores deal with jewelry shops and clothes apparel they don’t want to
diversify into the retail outlets for the cash cards
∗This is the reason as to why the market though having comparatively larger amount of
departmental stores but only Two shops has gone in for sale of cash cards.
∗Hutch is doing better in terms of market penetration as it is having 2 exclusive retail
outlets.
CHOURA RASTA
About the market:

Choura rasta is an agglomeration of bookstores, watch shops and stationary shops.
There are very few showrooms.
Page 38
Shops dealing in cash card : 10
OBSERVATION

(ii)Departmental 1 1(recharge
Stores coupon)
(iii)Telecom 1 1
Outlet
Electronic - -
Gadgets
(v) Others 357 6
Total 378 10
. Brands holding in the retail outlets
BRAND NO.OF OUTLETS

OASIS 6
HUTCH 8
BSNL 3
RELIANCE -

6 2 - 3 - -

Stationary Stores 1
Pharmaceuticals 1
Watch Co.(showroom) 1
Page 39
Music Gallery 1
INFERENCE :
MARKET LEADER: OASIS Vs HUTCH
∗One remarkable thing to be noted over here is that out of 10 to12
Watch shops, 3 shops are going in for the sale of cash cards.
∗And here Hutch sells exclusively in 2 outlets (no exclusive outlet of
Oasis). Moreover here the stock level is comparatively less than that
of Johri Bazaar but the % of sales is high.
∗Here the STD/ISD/PCO shops that do sell cash cards are in fact the
subsidiary of the main shops. Their details are:
STD + Plastic center + Telecom outlet

STD + General Stores
STD + Stationery (only recharge coupon)
KISHAN POLE BAZAAR
About the market:

Kishan Pole Bazaar constitutes of Toys (Bicycle) shops; Outlets dealing with Plastic
based goods, Oil and Paint shops. There are good amount of Provisional (Kirana) stores
also. This bazaar also has a Fine Arts college and an Ayurvedic Hospital and thus few
ayurvedic medicine shops.

OBSERVATIONS

(i) STD/ISD/PCO 8 2
Stores
(iii)Telecom - -
Outlet
Electronic 6 -
Gadgets
(v) Others 304 5
Total 338 7
Page 40

OASIS 6
HUTCH 6
BSNL 4
RELIANCE 2
Oasis & Exclusive Exclusive Exclusive Oasis & **Oasis

Hutch Hutch Oasis RIM BSNL & RIM
6 - - 1 4 2
** Outlet having Oasis Cash Cards & 1 Reliance Recharge Coupon only

Watch Co. + STD 1
Stationary + STD 1
Pan Shop 1
Ice Supplier 1
Oil Trading Corp. 1
INFERENCE:
MARKET LEADER: HUTCH Vs BSNL
∗There is considerable number of departmental (Kirana) stores but

not even a single shop has gone in for sale of cash cards.
∗Baring 1 to 2 shops HUTCH has got more sales followed by BSNL,
And then OASIS
NEHRU BAZAAR
Page 41
About the market:
Nehru Bazaar is situated left to Choura Rasta. Shops mainly comprise of clothes
apparels & few Electrical repair shops.

OBSERVATIONS

(i) STD/ISD/PCO 4 4
Stores
(iii)Telecom - -
Outlet
Electronic 29 2
Gadgets
(v) Others 143 2
Total 177 8
BRAND NO. OF OUTLET

OASIS 7
HUTCH 8
BSNL 4
RELIANCE 3

7 1 - - 4 3

Book Store 1
Page 42
Watch Company 1
INFERENCE:
MARKET LEADER: Stiff competition between Oasis and Hutch.
∗Due to its location i.e. being adjacent to the main market it
Faces a lot of competition.
∗The market primitively deals in apparels and thus there are
Only few shops which have ventured for the retailing of the
Cash card
BAPU BAZAAR
About the market:

Bapu Bazaar is situated left to Johri Bazaar. Shops mainly comprise of clothes
apparels, fancy stores & footwear shops.

Shops dealing in cash card : Nil
OBSERVATIONS

(i) STD/ISD/PCO 3 -
Stores
(iii)Telecom - -
Outlet
Electronic 7 -
Gadgets
(v) Others 185 -
Total 192 -
INFERENCE :
∗This market is all about women starting from Apparels to Footwear

thus the soul of the market is care of woman’s need.
∗There isn’t even a single outlet that deals with cash card, this could
be due to the fact that Sarogi Mansion is situated facing the main
road.
Page 43
SAROGI MANSION
About the market:

Sarogi Mansion is a Shopping Complex. It is an extension of Bapu Bazaar.
Total number of Shops : Above 200

OBSERVATIONS

(i) STD/ISD/PCO 1 -
(ii)Departmental - -
Stores
(iii)Telecom 5 4
Outlet
Electronic - -
Gadgets
(v) Others -
Total 4
BRAND NO. OF OUTLET

OASIS 4
HUTCH 4
BSNL -
RELIANCE -

4 - - - - -
INFERENCE :
MARKET LEADER: HUTCH Vs OASIS
∗Has high inventory stock and so is the sales.
Page 44
∗Is prominent because of it’s location on the main road and is
particularly famous with the youth as it’s just a version of a mall.
INDRA BAZAAR
About the market:

Indra Bazaar is just attached to Jayanti Bazaar. Raizar Plaza (complex known for
Telecom outlets, Computers and Electronic Gadgets) is also included in Indra Bazaar’s
part. Though this Bazaar contains all kinds of shops but there is considerable number of
clothes apparels. Market is also famous for vehicle repair shops & service center.

OBSERVATIONS

(i) STD/ISD/PCO 5 -
Stores
(iii)Telecom 6 2
Outlet
Electronic 18 4
Gadgets
(v) Others 491 8
Total 528 14
2.Brands holding in the retail outlets
BRAND NO. OF OUTLET

OASIS 14
HUTCH 14
BSNL 4
RELIANCE 4
Page 45
Watch Company 1
Cassette Shop 1
Sari Matching Center 1
Fancy Store 1
Auto Parts Shop 1
INFERENCE :
∗The location of this area is a bit subdued in comparison to others.

Let’s say Raizar Plaza has more than 100 outlets dealing with cash
cards & Jayanti Bazaar is known for its reliability & has a
reputation to live up to.
∗This is the reason as to why out of the total shops only 14 deals with
the cash cards. Moreover there is vast diversity among the outlets.
The stock level is also low.
∗Retailers give prominence to Hutch as they feel that a national brand
sells & that its connectivity is increasing steadily by leaps &
bounds. But the decision is mostly centered on the customer
preference and service than the commission to the retailer.
JAYANTI BAZAAR
About the market:

Jayanti Bazaar is located as an extension of M.I. road. This market is specific for
Electronic goods shops(includes T.V, washing machines, refrigerators, V.C.D
etc.).Moreover shops dealing with telecom products like handsets, service centers are
there. Some shops are combination of both electronics and telecom outlets. This market is
divided into two parts :one as main Jayanti Bazaar (with 55 shops) and second as Jayanti
Bazaar Extension (with 48 shops).

OBSERVATIONS

(i) STD/ISD/PCO 2 -
(ii)Departmental - -
Stores
(iii)Telecom 6 6
Page 46
Outlet
Electronic 29 9
Gadgets
(v) Others 66 -
Total 103 15
BRAND NO. OF OUTLET

OASIS 13
HUTCH 14
BSNL 3
RELIANCE 1

13 2 - - 3 -
INFERENCE :

The stock level is high that ranges from Rs.15, 000 - Rs.1, 50,000. Inspite of tough
competition from Hutch, Oasis seems to have an edge & people are going in for Oasis
because of:
∗It’s Image of being first in Rajasthan.
∗Better services.
∗Customer preference.
But shops, which have newly started, prefer Hutch assuming that it would be more
profitable to them.
TRIPLOLIA BAZAAR
About the market:

Tripolia Bazaar is full of Utensils shops, Watch shops, Clothes and Electrical
components & repair shops.

Page 47
OBSERVATIONS

(i) STD/ISD/PCO 7 1
Stores
(iii)Telecom - -
Outlet
Electronic 2 1
Gadgets
(v) Others 362 6
Total 382 8
BRAND NO. OF OUTLET

OASIS 8
HUTCH 8
BSNL 3
RELIANCE 1

8 - - - 3 1

Repair Shop 2
Watch Co.(showroom) 4
INFERENCE :
Page 48
∗Though the STD shops are few in numbers but only 1 is concerned
with selling the cash cards. Watch holds most of the stock
companies & none by the departmental store (kiranas). There was
no exclusive shop of Hutch.
COLLECTRATE CIRCLE
About the market:

This area encloses the Court, post office, some Government offices & the residential area
Bani Park. This area is near to Station also thus lot of hotels is also there.

OBSERVATIONS

(i) STD/ISD/PCO 7 1
Stores
(iii)Telecom - -
Outlet
Electronic - -
Gadgets
(v) Others 42 -
Total 45 3
BRAND NO.OF OUTLET

OASIS 3
HUTCH 3
BSNL 2
RELIANCE -
INFERENCE :
MARKET LEADER : Competition between Oasis & Hutch.
Page 49
∗Though this area has a good amount of shops but only 3 are dealing
in cash cards. Here the stocking among the shopkeepers is high as
there are only 3 shops dealing in Prepaid and more numbers of
customers.
Research Methodology
TYPE OF RESEARCH:
Descriptive research:
Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research cannot
describe what caused a situation. Thus, descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical calculations. Often
the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers may
follow-up with examinations of why the observations exist and what the implications of
the findings are.
Page 50
In short descriptive research deals with everything that can be counted and studied. But
there are always restrictions to that. Your research must have an impact to the lives of the
people around you. For example, finding the most frequent disease that affects the
children of a town. The reader of the research will know what to do to prevent that
disease thus, more people will live a healthy life
As per the definition of descriptive I m supposed to find out the reasons why churn is
taking place in airtel and what can be the recommendations I should give to remove
churn from the organization and how the customers can be retained so far.
In descriptive research everything that can be studied must have an impact people around
as per the research the study I m doing will have an effect of the customers of airtel who
are going to churn in a positive way by rectifying their complaints.
Sample size and method of selecting sample:

Sample size 55 airtel customers
Method of selecting the sample was random.
.
RESEARCH INSTRUMENT -: The research instrument used was a questionnaire. A
few basic things were taken care of in formulation of the questionnaire as:
v The questionnaire was prepared short and crisp so that it was not difficult to
ask them.
v The wording of the questions was simple so that even a layman could
understand it.
v The questions were put in such a format that one was related to the other
and one supported the other.
v A few questions asked were open ended so that there is no limitation and
bondage for a person to answer in a particular frame. This gave respondents
a free hand to express their views clearly about all aspects, which was not
possible to cover in closed ended questions.
Page 51
chose the method as hard copy of questionnaire in which
DATA SOURCE -:
The secondary data sources as well as primary data sources were used to collect the data.
Scope of the study:
To know the main reason for the churn of customers from Airtel Enterprise
Services, jaipur region and give recommendations to minimize the churn rate and to find
out the reasons of dissatisfaction of the churned customers the study was conducted to the
limited area ie jaipur itself.
Limitations of the study:
BUDGET CONSTRAINT:
Due to insufficiency provided to carry out the research limited its scope.
Time constraints:
Lack of required time was one of the major limitations.
Customer approach:
Only a limited number of customers could be approached.
Limited region:
Due to lack of time and money only limited region was covered.
Vast market:
Market is so vast and the time was in sufficient to cover.
Less open ended questions:
Open ended questions were less so the responses were not as accurate as to
take a major decision.
Bias:
Due to biasness of people exact responses could not be obtained.
Page 52
Facts and findings:
Largest among others:
Airtel is one of the largest players among all the telecom players in India.
Widest network:
Airtel is having the widest network in india. In terms of connectivity airtel has
been rated as one of the best network in all over India.
Low rural area penetration:
Airtel is losing its lot of revenues due to low rural area penetration.
Intense competition:
Airtel is facing an intense competition in the market place due to existing
players.
Entry of new players:
Entry of new players like idea, Tata, mts etc. have made the conditions
more difficult for airtel.
Churning of customers:
Page 53
Customers are switching over to other players due to some shortcoming in airtel.
Analysis and Interpretation

Details of shops surveyed
market position
8000
7000
6000
number of shops
5000
4000
3000
2000
1000
0
all shops surveyed others
Shops surveyed
total
shops dealing in cash cards
FRAGMENTATION of “Total Shops”
Page 54
MARKET POSITION
300
250
200
No. of Shops
150
100
50
0
std dept telecom electronics
specification of retail outlets

total no.of shops
shops dealing in cash cards
MARKET SHARE OF TELECOM PLAYERS IN JAIPUR
Relative market position of brands
RIL
8%
BSNL
14% Oasis
38%
Oasis
Hutch
BSNL
RIL
Hutch
40%
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Exclusiveness of a BRAND
RIL Oasis
BSNL 6% 15%
Oasis
26% Hutch
BSNL
Hutch RIL
53%
SWOT Analysis Bharti Airtel
Strengths
*0 Bharti Airtel has more than 65 million customers (July 2008). It is the largest cellular
provider in India, and also supplies broadband and telephone services - as well as
many other telecommunications services to both domestic and corporate customers.
*1 Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel,
with whom they hold a strategic alliance. This means that the business has access
to knowledge and technology from other parts of the telecommunications world.
*2 The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.
Weaknesses
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*3 An often cited original weakness is that when the business was started by Sunil
Bharti Mittal over 15 years ago, the business has little knowledge and experience
of how a cellular telephone system actually worked. So the start-up business had
to outsource to industry experts in the field.
*4 Until recently Airtel did not own its own towers, which was a particular strength
of some of its competitors such as Hutchison Essar. Towers are important if your
company wishes to provide wide coverage nationally.
*5 The fact that the Airtel has not pulled off a deal with South Africa's MTN could
signal the lack of any real emerging market investment opportunity for the
business once the Indian market has become mature.
Opportunities
*6 The company possesses a customized version of the Google search engine which
will enhance broadband services to customers. The tie-up with Google can only
enhance the Airtel brand, and also provides advertising opportunities in Indian for
Google.
*7 Global telecommunications and new technology brands see Airtel as a key

strategic player in the Indian market. The new iPhone will be launched in India
via an Airtel distributorship. Another strategic partnership is held with
BlackBerry Wireless Solutions.
*8 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 - for example replacing the Revenue-
Per-Customer model with a Revenue-Per-
*9 Minute model which is better suited to India, as the company moved into small
and remote villages and towns.
*10 The company is investing in its operation in 120,000 to 160,000 small

villages every year. It sees that less well-off consumers may only be able to afford
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a few tens of Rupees per call, and also so that the business benefits are scalable -
using its 'Matchbox' strategy.
*11 Bharti Airtel is embarking on another joint venture with Vodafone Essar
and Idea Cellular to create a new independent tower company called Indus
Towers. This new business will control more than 60% of India's network towers.
IPTV is another potential new service that could underpin the company's long-
term strategy.
Threats
*12 Airtel and Vodafone seem to be having an on/off relationship. 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 moves into the hands of one of its competitors.
*13 The quickly changing pace of the global telecommunications industry

could tempt Airtel to go along the acquisition trail which may make it vulnerable
if the world goes into recession. Perhaps this was an impact upon the decision not
to proceed with talks about the potential purchase of South Africa's MTN in May
2008. This opened the door for talks between Reliance Communication's Anil
Ambani and MTN, allowing a competing Inidan industrialist to invest in the new
emerging African telecommunications market.
*14 Bharti Airtel could also be the target for the takeover vision of other
global telecommunications players that wish to move into the Indian market.
• Conclusion:
As per the detailed analysis it can be said precisely that the customers of airtel
enterprises are churning mainly due to these following loopholes:
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1.offer related problems.
2.billing related problems.
3.customer services related problems.
4.connectivity
5.rural area penetration low
As far as these services are concerned airtel should keep shrewd eye on these
shortcomings and keep always innovating to fascinate the customers because in today’s
era getting new customers is more difficult than to retain the old customers.
Recommendation & Suggestion
(1). Keep Innovating

India is today one of the world' s most promising markets, but for the telecom
companies it is both promising and difficult. With at least 6 operators in each circle, the
Indian market is extremely competitive. The customer is very demanding and is willing
to churn easily and adding fuel to fire, ARPU is dropping by 4 percent every quarter. So
Page 59
to survive and prosper, telecom companies must innovate and innovate every day, every
hour. It is obvious that to attract and retain customers and meet their ever growing
demands and creates profits, service providers must come up with not just with
innovative services and products, but must go for new innovative ways of reaching out to
the customers. And this is what Indian telecom companies seem to be doing- innovating,
so AES too should join the bandwagon and keep innovating.
(2). Competitor’s analysis

It is necessary to keep a track of the competitor’s rate plan and market size before
formulating your own strategies and rate plan. As could be seen that majority of our
customers (21%) churned due to a better offer from our competitors, so competitor
analysis becomes a crucial factor.
(3). Provide Better connectivity

As our customers are scattered in a vast region so it’s necessary to provide a good
network to them, this could be done by setting up more BTS or doing collaboration with
the service providers who are having BTS in an area where we don’t have any. A number
of our customers (15%) left us just because they were not satisfied with our network.
(4). Segmentation, and Competitive Differentiators will lead to growth path

The kind of growth that the operators have been witnessing, differentiators will die and it
is segmentation, which would be the key. The biggest challenge of tomorrow is to define
who we are. The answer to that is going to define differentiators and segments and build
a loyal tribe of customers for us. Besides branding and segmentation, operators are
working to create differentiators by coming up with new Value Added Services (VAS)
and it has started paying off with the increase in\par revenue and reduction in customer
churn.
(5). A well-trained customer care

The customer care people should be well trained so that they can handle the customer’s
problem in a better manner. When a customer calls up the customer care, then he should
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not get a feel of talking to someone who himself is unaware of various schemes and rate
plans. Also the rate at which customer complains are handled should be increased.
(6). Error free bills

The bills generated by the billing department should be checked and re-checked before
being delivered to the customers. If there is any error in the bill than the first thought that
comes to a customer’s mind is that he is being cheated and he is least bothered about the
type of error occurred. He links it directly with any malicious intension of the Service
Provider. Thus it won’t be wrong to say that a bill is directly linked with the image of the
company.
(7). Key developments for increase usage of VAS

With a shift from GPRS to EDGE to W-CDMA, the world is poised to embrace mobile
data services as a way for users to stay connected while on the move. Mobile data
services are key in driving the critical business metrics - subscriber growth, increased
Average Revenue Per User (ARPU) and reduced churn. 3G is going to play a major role
in getting services on a mobile phone like paying bills, reminder services, watching
television images, teleconferencing, music playbacks, games, traffics jam updates, digital
photography, navigation and many more applications.
(8). No hidden costs

A proper transparency should be maintained so that the customers don’t get the feel that
they have been cheated. Hidden costs lead to a bad word of mouth publicity.
(9). Post/Pre-paid convergence

It helps reduce churn and increase ARPU Give prepaid subscribers the same features &
services that postpaid have: e.g. GPRS is a must. Prepaid subsidies are history in some
markets, so other/new "features" have to keep up attractiveness for new (prepaid)
customers. Mobile Internet, mobile data (WAP, GPRS, LBS) services require real-time
charging for consumed content. Cost control is desired by ALL customers - A reservation
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/ expense limit scheme for postpaid subscribers. Anonymous payment via prepaid is also
attractive to postpaid subscribers.
Flexibility is a must - Additional flexibility in design of pricing for prepaid users. Prepaid
- postpaid migration options for customers. Simplicity of payment will stimulate
consumption and so increase ARPU. Cost Control - Safe Feeling - "Easier" Spending
"One-stop-shop" for customers: one order/customer management interface. Keep
customers that want to change the contract type or who want more flexibility in the tariff.
(10). Acquire loyal customers

Take preventive measures with existing customers; identify customers most likely to
deflect (offering incentives to those customers you want to keep), Emphasize on
enterprise-wide CRM strategy that can generate benefits to all business and functional
units.
(11). Effective use of channels

Limit the scope of churn through the effective use of channels. With the proliferation of
new technologies and the growing demand for telecommunication services, the demand
on spectrum has increased manifold. It is therefore, essential that spectrum be utilized
efficiently, economically, rationally and optimally. There is a need for a transparent
process of allocation of frequency spectrum for use by a service and making it available
to various users under specific conditions.
(12). Local market understanding

In North Korea, most of the websites are in local language and games, which is the major
revenue generator is also produced in local language. So an understanding of the mindset
of the local consumer is a must. India is a price sensitive market till date. But there is a
difference between the mentalities of people living in urban areas with those living in
rural areas. Also the offerings and services should be given according to the region.
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Indian states are divided into Class A, Class B, and Class C regions, where Class A is the
heaviest users, i.e. in the metros. Games and content should be developed keeping local
trends and taste in mind. Since a major portion of population is illiterate or cannot
understand English, data should be used of a local language.
(13). Churn between 1 Month to 3 Months is very high and it is a cause of major
concern. Even churn in 1 year to 2-year period is very high and it has also been constant.
A possible reason for the churn between 1 to 3 months could be fake connections shown
by the agents in order to gain commission. So while giving any new connection, a proper
investigation of genuinity of customer needs to be done.
(14). Market data more aggressively

Data includes the VAS given by the cellular service provider. This data should be
innovative and should be marketed very aggressively showing the benefits to the
customer. This is the only solution to acquire new customers and retain the existing ones.
(15). Emotional bond

Airtel Enterprise Services should tie up with customers not just professionally but also
emotionally, for example AES should wish it’s customer’s Birthday and marriage
anniversary with message or phone calls. This would take customers to a level of ecstasy
and customers will feel that AES does care for them.
(16). Additional Revenue that could be generated

Right now there are customers willing to re-associate with AES. If we try to bring back
these Ex-customers by giving them gift and convincing them, then I am sure that we can
bring back them. Each AES customer will give us the revenue of at least Rs. 500/ per
month and will stay with us for at least a period 6 months.
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Questionnaire:
1. How do you rate the overall services (including sales, service, network, billing
etc.) provided by us: (Tick any one)
a. Excellent ( )
b. Very good ( )
c. Good( )
d. Average ( )
e. Below average ( )
2. With the booming growth of telecom sector, how would you rank us with
respect to our competitors: (Give the brand that provides best services 1’st
rank)
a. Airtel ( )
b. Hutch ( )
c. Reliance ( )
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d. Spice ( )
3. Please mark your satisfaction or dissatisfaction with the following services.

Write for : Satisfied (S) ; Dissatisfied (D).
a. Customer Service ( )
b. Our network/connectivity ( )
c. Our offers ( )
d. Our billing ( )
e. If any other dissatisfaction, please specify
4. Would you like to continue association with Airtel for at least a period of 1
year ? ( Tick whichever applicable )
a. Yes [ ] b. No [ ]
If no then please give the name of the service provider you would like to switch
Please provide your valuable suggestion for the improvement of our services.
Page 65
Bibliography:
References:
Marketing Management :- Kotler Philip
Research Methodology :- C.R.kothari’s
Websites:
www.airtel.in
www.bhartiairtel.in
www.google.com
other sources:
Newspapers
Times of India
Economics times
Magazines
Business world
India today
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Introduction

Bharti Tele-Ventures current businesses include -

Bharti Tele-Ventures is one of India’s leading private sector provider of telecommunications

1. Airtel Enterprise Services (AES) is the telecommunications solutions group of Bharti

3. Created especially to provide platinum service to Enterprise customers.

4. Provides customized telecommunications solutions, which give the organization an edge

1. AES has a Regional organization to ensure customer proximity

2. AES’s "Vertical" organization - also available regionally - ensures depth of customer

3. AES has a Solutions group - to construct superior solutions

4. Their Projects team ensures top class execution of a solution, and

About Bharti Airtel Limited

Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider of

» Airtel pioneers 16 Mbps Broadband in India

» Airtel digital TV brings Home the Magic with Kareena Kapoor

» Bharti Airtel announces apex level organisation changes

Bharti Tele-Ventures is one of India’s leading private sector providers of telecommunications

Highlights about Bharti Televentures Limited:

· High quality product and services backed by Six Sigma

· State-of-the-art infrastructure to provide end-to-end

· The most respected telecom company in the country as per

· “Emerging company of the year" award by the Economic Times

· Bharti enters “ Forbes 400 ” list

· Over Rs 8,000 crore of annualized revenue (>~US$ 2.0 Bn)

Divisions of bharti enterprises:

Meet the mobile communication needs of the customer through

1) Error free service

CORE VALUE OF BHARTI

The core values of Bharti are:

Responsible Corporate Citizenship

• Focus on telecommunications to enable the Company to better anticipate industry trends

• Quality management teams with vision and proven execution skills.

 Lower tariffs and handset prices over time;

• Third generation (3G) mobile or UMTS (Universal Mobile Telephone Service)

International Mobile Subscriber Identity (IMSI) Number

1 (1) The mobile country code (MCC) consisting of three digits,

Mobile Subscriber ISDN (MSISDN) Number

Mobile Subscriber ISDN Number (MSISDN) Call Routing

Facilities provided by Airtel - Pre-Paid...

→Total Cost Control

→Voice Mail service

→Caller Line Identification

→Instant Balance Inquiry

→24-hour recharge facility

→Call Divert, Call Hold and Call Wait

→Short Messaging Service (SMS)

→SMS based Information Services

→Roaming (National and International)

→Roaming - GPRS - BlackBerry [International]

→Conversion from Post-Paid to Prepaid

→Conversion from Prepaid to Post-Paid

Market Position in Jaipur

About the market:

Total Number of Shops : 488

1. Details of the retail outlets

NATURE OF RETAIL NO OF RETAIL OUTLETS SELLING

2. Brand holding in the retail outlets

BRAND NO. OF OUTLETS

Exclusiveness and combination of brands selling along with OASIS

Oasis & Exclusive Exclusive Exclusive Oasis & Oasis &

∗ Out of the 2 outlets 1 sells BSNL Recharge coupon

“OTHERS” Outlet details:

RETAIL OUTLET NO. OF OUTLETS