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Submitted to INTERNATIONAL I NSTITUTE FOR SPECIAL EDUCATION FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF PGDM SESSION 2011-2013
Submitted by: DINESH CHANDRA BAHUGUNA Roll: - 1296
I acknowledge the sincere assistance provided to me from several rather unexpected quarters during the course of execution of this study. It would be a mammoth task to place on record my gratitude to each and every one of them but a whole hearted attempt would be made nevertheless, least I be branded
ungrateful. I am extremely thankful to GUIDANCE AT COMPANY NAME , (Unit Advisor) for giving me an opportunity to undergo training in BHARTI AIRTEL MARKETING and making my stay at AIRTEL MARKETING a memorable learning experience.
The project aims at understanding the Marketing strategies at Airtel and its impact on the perception of Airtel Cellular Services. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the
measurement of customer satisfaction level for the services provided by Bharti Airtel. The research was done for the corporate clients of Bharti Airtel. My job was not only to represent the Corporate Sales Dept. and collect the feedback from the clients but also to get the major complaints resolved through internal counselling. There can be no better opportunity to interact with the external as well as the internal customers of an organization. Finally the results of the research verify the fact that keeping the customer satisfied is the best strategy to not only retain the existing customers but also to expand the business to new horizons.
SWOT ANALYSIS 13. BIBLIOGRAPHY 15. 7. 2. 6. CONCLUSION 14. TELECOMMUNICATION MARKET IN INDIA GSM MARKET IN INDIA INTRODUCTION TARIFF STRUCTURE PROMOTIONAL STRATEGY MARKET SITUATION COMPETITIVE SITUATION MARKETING STRATEGY ADAPTED BY BHARTI OBJECTIVE 7 11 23 39 48 50 51 60 69 70 71 79 81 82 83 10.TABLE OF CONTENTS 1. 9. LIMITATION 12. 8. 3. QUESTIONNAIRE . 4. RESEARCH METHODOLOGY 11. 5.
Greater challenge. . which is my first step in the field of professionalization. I would also like to thank the faculty members and the staff members of “R . what you have to do. I would like to pay my sincere regards and thanks to those. who directed me at every step in my project work. greater was our effort to overcome it. the harder is the climb. has been successfully accomplished only because of my timely support of well-wishers. The goal was fixed and we began with a determined resolved and put in ceaseless sustained hard work. S DISTRIBUTORS MORADABAD” for their kind support and help during the project.ACKOWLEDGEMENT Achievement is finding out what you would be then doing. This project work. The higher the summit.
Today it is the fastest growing market in the world and represents unique opportunities for UK companies in the stagnant global scenario. wireless is the principal growth engine of the Indian telecom industry. Tata and Reliance and with the State sector .5% in 2007 and is set to increase to 20% in the next five years beating the Govt. Given the current growth trends. Accordingly.INTRODUCTION TO THE TOPIC TELECOMMUNICATION MARKET IN INDIA The Indian telecommunications Network with 250m telephone connections is the fifth largest in the world and is the second largest among the emerging economies of Asia. which was languishing at 2% in 1999. Vodafone. has shown an impressive jump to 9.5% in 2006 and 10. Tele-density. India requires incremental investments of USD 20-25 bln for the next five years. cellular connections in India will surpass fixed line by late 2004/early 2005. With more than 33 million users (both CDMA and GSM). Private operators have made mobile telephony the fastest growing (over 164% p. Intense competition between the four main private groups Bharti.a.) in India. target by three years.
which operates in 23 circles. BSNL. The Indian government has merged the IT and Telecom Ministries to speed up reforms and decision on the Communication Convergence Bill to enable the common regulation of the Internet. INDIAN CELLULAR MARKET The Bharti Group. An independent regulatory body (TRAI) and dispute settlement body (TDSAT) is fully functional. Customs duties on hardware and mobile handsets have been reduced from 14 percent to 5 percent. There has been almost 74% in cell phone charges. these have all been addressed now. with 50 lakh subscribers. continues to be the country's largest cellular operator. ushering in competition and paving the way for growth. broadcasting and telecoms will be taken after the new Government assumes responsibilities in may this year.incumbents-BSNL and MTNL has brought about a significant drop in tariffs. While there were regulatory irregularities earlier. which operates in 22 circles. 70% in ILD calls and 25% drop in NLD charges. resulting in a boom time for the consumers. resulting in litigation. The Government has played a key enabling role by deregulating and liberalising the industry. has a subscriber base of 37 .
displacing Vodafone from the second position. Belying fears of a slowdown in cellular subscriber acquisitions.92% growth. Year-on-year. which operates in Seven circles. BSNL has been a very aggressive player in the market. Idea. This is much higher than 5. during March 2005. were taken by surprise and did not take effective steps to counter it. is the third largest operator with a subscriber base of 32 lakh. which operates in only eighteen circles. The subscriber numbers per operator drop sharply with the sixth largest operator. "Cellular operators who expected BSNL to go the MTNL way. and is expanding at the rate of 25% per year thereafter. till it was too late in the day." said a telecom analyst. MTNL.9 lakh subscribers added in February 2005 and 2. The cellular subscriber club expanded by 21.31 lakh last month.80 lakh. 2007. Thus BSNL stands second largest cellular operator in terms of subscriber base at the end of the fiscal ending March 31.31 lakh subscribers across four circles. Vodafone. Spice Communications. the cellular subscriber base in the country has almost doubled in March 2005. is the fourth largest operator with a subscriber base of 17.lakh subscribers. Unlike fellow public sector undertaking. higher than BPL's 11. having a . the highest growth in any month so far. which operates in Mumbai and Delhi.13 lakh in January 2005. the cell club has reported a 7.
higher than the 1.32 lakh subscribers.63. while Mumbai added 1. Circle C has reported 12. Punjab. with a base of 8. Among the metros. Uttar Pradesh (West).64 lakh. with a total base of 33.69%.08 lakh. subscriber base of category A circles of Maharashtra.180 subscribers.89 lakh. Gujarat.18 % to reach 43. . While the cellular industry has been on roll for the first three quarters of the previous financial year with an average of 16. Category B circles of Kerala.38% to 44. the Capital's cellular subscriber base of over 80 lakh is still higher than Mumbai's 66.subscriber base of 9. Rajasthan. followed by Reliance Telecom's 8.9 lakh subscribers. MTNL is the ninth largest operator.646 added by Delhi. Uttar Pradesh (East).75 lakh monthly additions in the third quarter.74 % growth with subscriber numbers jumping to 5.40 lakh.39 lakh in the metros. the first two months of 2007 had seen the growth slowing down. While the subscriber base-jumped by 3. Karnataka and Tamil Nadu jumped by 10. Madhya Pradesh and West Bengal recorded a jump of 10. Andhra Pradesh.74 lakh subscribers. Haryana.58.
After two rather difficult years.7 per cent a year. India is potentially one of the most exciting GSM markets in the world. Much of this success can be attributed to the stabilisation of the licensing and regulatory environment. the past 12 months have seen the region's promise beginning to come to fruition.GSM MARKET IN INDIA Regional Interest Groups . More significant liberalisation followed in 1996 with the licensing of new local fixed line and mobile service .1 billion growing at roughly 1.GSM India With a population of around 1. India's telecommunications have undergone a steady liberalisation since 1994 when the Indian government first sought private investment in the sector.
'The policy's mission statement is 'affordable communications for all'. it has been the government's New Telecom Policy (1999) that has had the most radical impact on the development of GSM services. In addition. However. India has more than 40 networks. over 7000 towns and several Lacs villages. the policy places significant emphasis on greater competition for both fixed and mobile services. Such depth of coverage has required enormous investment from India's operators.' Competition in the mobile sector has already had a visible impact on prices with calls currently costing less than 9 cents per minute. One of the challenges facing GSM operators in India is the diversity of the coverage regions -from remote rural regions to some of the most densely populated metropolitan areas in the world. IT and media. It is estimated that more than Rs200 billion had been invested in . There is a genuine commitment to creating a modern and efficient communications infrastructure that takes account of the convergence of telecom. which cover the seven largest cities. This means that service costs have fallen by 60 per cent since the first GSM networks became live in 1995. It also helps explain why a recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile subscribers felt that prices were now at a reasonable level.providers.
" Alan Hadden. GSM India will work with its members to realise the potential of early packet services in anticipation of the award of 3GSM licences. With India's low PC penetration and high average Internet usage -at 14-20 hours a month per user it is comparable to the US -the market for mobile data and m-commerce looks extremely promising. At this pace. "For GSM. said at a news conference in New Delhi.India's GSM industry by mid-2000. The good news is that subscriber growth is beginning to look healthy. a figure that is set to be supplemented by a further Rs. WAP services have already been launched in the subcontinent and the first GPRS networks are in the process of being rolled out. India is a success story. president of GSA. India fastest growing GSM mart India is expected to have 145 million GSM (global system for mobile communications) customers by 2007-08 compared to 26 million subscribers as on March 2005. the target of 150 million subscribers by 2007-2008 is definitely achievable. It is one of the fastest growing markets with its subscriber base doubling in 2005. he said. 300 billion over the next five years. . the GSM market reached 1 billion users in February 2005. Globally. according to the Global Mobile Suppliers Association. In the year ahead.
it is amongst the highest taxed industries in the country." he said. spectrum charges and other taxes. Although India‟s mobile sector is the world‟s fastest growing major wireless market. Commenting on the raging debate over GSM versus CDMA in mobile services arena.adding GSM accounted for 80 per cent of the new subscriber growth in 2005. Mobile carriers pay as much as 25 percent of their revenue as licence fee. “These revenue growth rates cannot be maintained unless there is a concerted ."Almost every Latin American operator has chosen GSM. Hadden said: "GSM is the world's most successful mobile standard with over 1 billion users.08 billion rupees ($1. According to T.V. The Cellular Operators Association of India (COAI) said revenue for fiscal 2003/04 stood at 83. director general at COAI. It also supports automatic international roaming. and is an open mobile standard." India’s GSM mobile firms’ revenue up 30 pct India‟s private telecoms firms offering GSM-based mobile services reported a 24 percent rise in revenue in the year to March 2007 but said future growth rates could slow because of heavy taxes on the nascent industry. which is a major contributor to business plans.86 billion) compared with 64 billion rupees a year earlier. Ramachandran. In North America GSM growth is bigger than CDMA (code division multiple access).
effort by the government to cut excessive levies and allow sharing of infrastructure” “But the potential to do much better exists as there is still huge demand in the sector. has Growth not slowing. a key measure of profitability.63 million in February. There are 150 million GSM customers and more than 96 million users of the rival CDMAbased mobile services in the country. the second-ranked player. Sales jumped because of a doubling of the GSM (Global System of Mobile Communications) user base as more people entered the flourishing market thanks to one of the lowest call rates in the world.9 million in the previous month and 1. But the monthly average revenue per user. and Mahanagar Telephone Nigam Ltd.25 million users took up the service in April compared with 1.” Ramachandran said the sector was still losing money but declined to elaborate. The pace of growth in monthly additions is slowing after just 1.4 percent to 432 rupees in the fourth quarter compared with 523 rupees in the first quarter due to a cut in tariffs and excessive competition untapped: among The companies. Ramachandran blamed the slowdown on a majority of small GSM . declined 17. the demand financial association included performance and the GSM-user base of state-run firms Bharat Sanchar Nigam Ltd. Ramachandran said.
28 percent owned by Singapore Telecommunications.operators being unable to expand networks into rural swathes where demand remained largely untapped. .” he said. Reliance Infocomm Ltd and the Indian GSMunit of Vodafone group battle in the hotly competitive sector. Carriers are now subsidising handset costs to woo users into the underpenetrated industry forecast to have more than 250 million customers by 2007. “Our surpluses are not enough to cover costs of network expansion and financing charges on loans. Roughly three percent of Indians own a mobile phone compared with about 20 percent in China. We are making money only to cover operating expenses. About a dozen firms such as Bharti Airtel Ltd.
who incidentally also have their other foot firmly placed in the CDMA pie.DOES GSM HAVE THE EDGE? GSM operators are not the only ones who are worried about the rapid strides made by CDMA mobile players Reliance Infocomm and Tata Indicom in the Indian cellular market? The GSM suppliers – both handset and equipment . the miserable showing of the four global standard for mobile (GSM) based networks that launched general packet radio service (GPRS) . are beginning to lose some sleep over what was earlier termed as `niche‟ and `minuscule‟ data carriage market by the operators Apart from the strong success of the two CDMA operators whose networks are based on code division multiple access (CDMA).
Global mobile Suppliers Association (GSA) now believes that even though India will primarily remain a voice traffic-led market in next two-three years. and other data services. an optimism that it‟s trying to make GSM operators feel as well. on the other hand. the data traffic component will grow by 25-30 per cent. THE CDMA CHALLENGE CDMA players had launched their services with CDMA 2000 1Xbased networks. which has not significantly . always-on connectivity to the Internet. which can give hi-speed. GSM operators.service for data connectivity in last three years. have had to migrate from the frustrating experience of WAP (wireless application protocol) to GPRS. has the vendors worried.
As against the total GSM cellular base of 5. the two CDMA operators have about 120 lakh connections. BPL Mobile and Idea Cellular had launched GPRS. the country has between 2.met on Tuesday in the capital to persuade the operators to adopt EDGE (Enhanced Data rates for GSM Evolution) and leave GPRS behind as a dream gone sour. a major reason why GPRS growth has been so slow. All these sets are data compliant. In comparison.improved the subscriber‟s experience of surfing the Net on/from mobile. Only Airtel. the EDGE! Bharti Cellular is close to commercially launching its EDGE service in Delhi and Mumbai by end May or early June. the figure is believed to be respectable as a percentage ratio for CDMA.61 crore. Bharti is almost there But first. Vodafone.80. Alcatel and Lucent Technologies . Siemens. The company was the first to conduct field trials in November with its equipment supplier Ericsson. but the actual speeds have not exceeded 14-18 kbps. Ericsson.000 lakh GPRS users only. The field trials gave a speed of around 54 kbps. The top brass of GSA. Though no figures are available as to how many use these for data services. Idea too held EDGE field trials in February this year with its vendor . but the data transfer speeds of GPRS have been abysmal. an organisation comprising Nokia. sources said.
there are over 1. . The scalable cost of migrating from GPRS to EDGE is not too high and mainly comprises software upgrades in case of a modern network such as Bharti and Hutch. if achieved. GSA president Alan Hadden predicted that GSM growth will far outstrip CDMA as was happening globally. but perhaps after seeing the response to Bharti‟s service. promises the launch of many data applications. The revenue of top 25 global operators from data averages 18 per cent and 22 of these operators run GSM networks. Overall. He felt India could have as many as 200 million GSM subscribers by 2007-2008. Will GSM maintain its headstart? At the GSM Evolution Forum held in New Delhi.Nokia. claimed chairman of GSA India chapter Rakesh Malik.1 billion GSM subscribers worldwide as against 250 million CDMA customers. According to GSA. Vodafone and BPL are yet to hold the trials. there are 76 operators in 50 countries that have committed to deploy EDGE. The two companies would eventually migrate to EDGE. up from nine million in December 2004. EDGE holds the promise of delivering data speeds of around 170180 kbps (as against the theoretical speed of around 380 kbps) which.
“People are using their phones for much more than voice.Almost every country has a GSM-based network and even those US operators. “Besides. the automatic roaming provided by GSM networks in almost 200 countries is a power that CDMA doesn‟t give you. Even the migration to a full-fledged 3G level of Wideband CDMA (WCDMA) will be smooth with EDGE. But CDMA is no pushover with Korea and Philippines as the shining jewels in its crown. The first CDMA 2000 1X was commercially deployed in October 2000. which operated on now-defunct TDMA technology. not CDMA.” he added. At least. . The Forum is a global GSA program to assist the operators for evolution to third generation (3G) technologies. Fifteen networks have commercially launched EDGE as it can run 3G like services in the existing spectrum for the operators without needing a 3G license. were migrating gradually to GSM. We know for sure that almost 20-25 per cent of the revenue for some GSM operators comes from roaming customers. 81 operators have launched 77 CDMA 2000 1X networks whereas nine have launched services based on 1xEV-DO platform across Asia. pointed out Hadden at the GSM Evolution Forum. Already. the Americas and Europe.” said Hadden. 16 new 1X and six 1xEV-DO networks are scheduled to be deployed in 2004.
Even now. provided their handset supports all this. same has not been the case with GSM.according to CDMA Development Group. GPRS handsets have not become commonplace and GPRS feature is found only in mid and high-end segment handsets. End sum game When the networks deploy EDGE. full multimedia messaging. Where are the models? What will matter a lot in this war will be the availability of EDGE compliant handsets at affordable rates. EV-DO and EV-DV are the next level of evolution on the CDMA 2000 1X platform. While the two CDMA operators have been giving out handsets that can give hi-speed data transfer. capable of delivering services comparable to 3G WCDMA. But the real cruncher will be the migration at a later stage to 3G technologies such as WCDMA. WCDMA for example promises delivery of a phenomenal 2 megabytes per . EV-DO or EV-DA as and when the government decides what to do with the 3G licences. besides highspeed Internet and e-mail access. subscribers can expect the delivery of advanced mobile services such as easy downloading of video and music clips.
A Korea and Japan may not be waiting to happen in India. In the coming months. but India will probably be more like the Chinese market with both standards co-existing. GSM rules! . equivalent to what a leased line in many middle level corporates gives. but Indian market could well throw an interesting scenario that industry experts will do well to watch. WCDMA will spawn a whole new range of full motion audio-video applications. Reliance plans to offer its CDMA subscribers much more than what GSM players intend to deliver through their EDGE for their subscribers.second (mbps). More importantly. Who succeeds in this battle for mobile customer‟s eyeballs is most difficult to predict. For now. including video telephony. GSM lobby may continue to remain gung ho over the future of their technologies over that boosted by the American firms Qualcomm and Motorola.
Bharti Airtel is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 50 million total customers. Airtel comes to us from Bharti Airtel Limited . . Basic. as of March 31. 2007.) Bharti Airtel Limited was incorporated on July 7. which constitute. which include Cellular. Its subsidiaries operate telecom services across India.4 million fixed line customers. 44.INTRODUCTION Airtel (Bharti Airtel Ltd.6 million mobile and 5. Bharti Enterprises. Bharti provides a range of telecom services.a part of the biggest private integrated telecom conglomerate. 1995 for promoting investments in telecommunications services.
000/-. Bharti is the leading cellular service provider.National giants. Bharti also manufactures and exports telephone terminals and cordless phones. possible. also simple to use. No more rentals or deposits – simply recharge as much as you need to from as low as Rs. Total Cost Control You can control your Airtel Prepaid like never before. 10. with a footprint in 23 states covering all four metros and more than 50 million satisfied customers. it is also the first company to export its products to the USA. With a host of great features.Internet and recently introduced National Long Distance. . the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. S E R V I C E S Airtel Prepaid Airtel Prepaid. to as high as Rs. Apart from being the largest manufacturer of telephone instruments in India. Bharti has also put its footsteps into Insurance and Retail segment in collaboration with Multi. Going mobile with Airtel Prepaid is a new way of life. India's leading integrated telecom service provider. Airtel Prepaid makes everything that you dreamt and believed. 10.
from a variety of tailor– made recharge coupons with different denominations. Hassle-free calls are here to stay! Strong Network Coverage Enjoy complete clarity when calling with Airtel‟s world-class technology and unbreakable network coverage that spans over 23 circles across the country. The calling value on your card keeps reducing as you make calls or use any other chargeable service. press 'OK' or 'YES' button and your account balance will be displayed on the screen of your handset. . Recharge your Airtel Prepaid Recharging is Easy. You can also call 123 from your mobile phone and listen to the voice announcement or simply dial *123#. No more paying deposits or having a minimum balance in your account to make an STD/ISD call.Pre activated STD/ISD without deposits or rentals You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. Choose the Airtel Prepaid Recharge Coupon that‟s right for you. Instant Balance and Validity Enquiry Your account balance is updated on the screen of your handset at the end of each chargeable call.
a wide range of Services that will change the way you communicate. so you stay connected no matter wherever you are. The best part is that there's no extra monthly cost for . to recharge your phone. Call management Services Call waiting. You can also send or receive MMS. Try them and discover a whole new world of fun and excitement. Simply follow the procedure mentioned below. or you‟re too busy to answer the phone.which are available at a number of outlets across your city. Airtel Voicemail will answer your calls and record a message. call divert and Caller Line Identification Presentation – all with your Airtel prepaid connection. Other Services Airtel brings you. Voice Mail When your handset is switched off. Prepaid Roaming Airtel Prepaid comes preactivated with 'National Roaming'. While traveling abroad you can receive calls & send or receive SMS. call hold. check your email and access other GPRS services while roaming in India as you would in your own city.
Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. SMS (Short Messaging Service) Send messages quickly and easily using text. important reminders and rib-tickling jokes. anytime. health and films on your Airtel mobile phone with Subscription Services. jokes. images and video clippings. Subscription Alerts Get regular alerts on news. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips. if it's too noisy to talk or you don't have much time. anywhere in the world. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. business. <SUB JOKE> for Jokes. with MMS from Airtel! To activate MMS on your phone. SMS 'MMS' to 56465 and save service settings.setting up Voicemail . with anyone. SMS <SUB NEWS> to 3333 for News.you just pay for the phone call when you use the service. <SUB BIZ> for Business News. It's the way to share those interesting one-liners. right on your phone! .
and name the service. You can also get news clips. Airtel Live! Portal can be accessed from you GPRS enabled phone. wallpapers. latest National / International News. Bollywood / Hollywood / Indi Pop Ring tones. To download new services on your Airtel SIM. To get Airtel Live! settings on your phone. Movie Reviews or Stock Market Updates. on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. For e. games. Cricket. videos and much more. watch live TV and download full songs on you phone. choose the "What's new" option under the "Airtel services" menu.g. You can also choose a variety of content options like Live Cricket Commentary. In case you need assistance SMS. say ring tones to download your favorite ring tones. by sending a SMS 'FUN' to 56465. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose Astrology / Horoscope. SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. . stocks.Airtel Live! WAP Services: Download the latest ring tones. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. Airtel Live! Voice Services: Just Dial 56465. Help to 56465.
call 678005 for English New and 678001 for Hindi New. You will get an SMS notification upon successful receipt of that gift. Copy a Hello Tune Get the tune you want. e. What's more you can directly call the number for your kind of music. just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number.g. . Gift a Hello Tune Forget gifting chocolates.Hello Tunes Tired of that boring old „tring tring‟ on your phone? Well now when a friend calls. you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. Once inside the copy feature. flowers and greeting cards. all you have to do is call 55055 and follow the simple voice instructions to copy your favorite Hello Tunes. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. Just call 55055 and choose the song that you want to gift. This would directly take you to your favorite artist's Hello Tunes listing. Say it with a song instead! Gift a Hello Tune to that special someone.
in the subject of the mail for a quicker response. 9810012345. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited opportunities. accessible from anywhere in the country. even while roaming. More exciting. Hard Rock to Gujrati Garba. Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. just when you want to. *In case of email. dial '121' . .com.Airtel Music Shops Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk time. You can also send us an SMS to 121 or mail us at 121@airtelindia.Buy Music .our toll-free number. innovative yet simple new ways to communicate. Choose from Bollywood Hits to Indipop Remixes. not just through words but ideas. like. Bhajans to Jazz. To give you the unlimited freedom to reach out to your special people in your special way. emotions and feelings. Reach us Anytime Anywhere In case you need assistance. mention your mobile no. Simply walk into your nearest Airtel Shop and walk out with your favorite song.
at the click of a button. Anytime Anywhere You can choose from a host of convenient payment options only with Airtel. Sort your calls between personal and official or analyze your usage. All you have to do is fill the Standing Instruction Form and mail. Easy Payment Options.Easy Billing Enjoy a host of rich features only with Airtel e-bill. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through your credit card. fax it to us or drop it any of our relationship centres. You can also opt for easy payment options like: Standing Instructions You can give us standing instructions to debit your credit card account for your monthly Airtel bills. . To change your tariff plan call our IVR at 121 and leave a request. Register free on „My Airtel‟ section and view your monthly bill with call details for last three months. Walk into any Airtel relationship centre and make your payments by cash or credit card.
keeps track of your usage and ensures that your mobile phone is not misused. Pay while roaming Airtel has introduced 'Anywhere payment' that offers you the convenience of making payments while you roam. fax it to us or drop it any of our relationship centres to directly debit your bank account for your monthly Airtel bill. Should you exceed your credit limit. you will be informed via a voice or a non-voice message to make an interim payment and reduce your account balance below your credit limit. Walk in to any Airtel Relationship Centre in the country.Electronic Clearing System Fill an ECS form and mail. make payments by cash or credit card and enjoy uninterrupted Airtel Services.You can also make use of ECS facility. You may also choose to pay us an additional refundable deposit to enhance your credit limit or opt for our convenient payment method of Credit Card Standing instruction . Credit limit Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile charges in control. .
Widest Roaming . . GPRS . abroad. In more than just words. from almost anywhere in India and abroad. with Services from Airtel Airtel brings you a wide range of Services that will change the way you communicate. Try them and discover a whole new world of fun and excitement. Say it.National and International Airtel's roaming service allows you to stay connected and use your mobile phone to make or receive calls from almost anywhere in India and also over 160 countries.Strong Network Coverage Enjoy complete clarity when calling with Airtel . BlackBerry services).It offers you world class technology and unbreakable network coverage that spans over 23 circles across the country. to access the internet and office mails (eg. while roaming. Long Distance Calling Facility Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone.Roaming Use Airtel Postpaid's GPRS services.
The best part is that there's no extra monthly cost for setting up Voicemail . call hold. call divert and Caller Line Identification Presentation. dial *135*2# then press the call button and wait for the request to be completed.Call management Services Call waiting. In fact. To know more.you just pay for the phone call when you use the service. help you do more with your Airtel Postpaid connection! Conference call You can hold a teleconference with 5 people simultaneously with Call Conferencing service from Airtel. Airtel Voicemail will answer your calls and record a message. Voice Mail When your handset is switched off. To activate. . or you‟re too busy to answer the phone. The SMS will detail the CLI and the time when the call was made. call customer service at 121. Missed call alert A missed call alert is a SMS that you will receive for all the calls that you missed. you can set up a conference even when the other five are using a landline phone.
SMS <SUB NEWS> for News. <SUB JOKE> for Jokes. right on your phone! . business. images and video clippings. Subscription Alerts Get regular alerts on news. if it's too noisy to talk or you don't have much time. important reminders and rib-tickling jokes. using text.SMS (Short Messaging Service) Send messages quickly and easily. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. anywhere in the world. It's the way to Share those interesting one-liners. with anyone. with MMS from Airtel! To activate MMS on your phone. jokes. health and films on your Airtel mobile phone with Subscription Services. Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. anytime. <SUB BIZ> for Business News. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333. SMS 'MMS' to 56465 and save service settings.
Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. by sending a SMS 'FUN' to 56465. For e. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. wallpapers. games. Cricket. Bollywood / Hollywood / Indi Pop Ring tones. To download new services on your Airtel SIM.Airtel Live! WAP Services: Download the latest ringtones. Movie Reviews or Stock Market Updates. You can also choose a variety of content options like Live Cricket Commentary. You can also get news clips.g. choose the "What's new" option under the "Airtel services" menu. say „Ring tones‟ to download your favourite ring tones. stocks. Airtel Live! Portal can be accessed from you GPRS enabled phone. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465 ! Choose Astrology / Horoscope. . watch live TV and download full songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. videos and much more. on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. In case you need assistance SMS „Help‟ to 56465. latest National / International News.
What's more.g. Hello Tunes Tired of that boring old „tring tring‟ on your phone? Well now when a friend calls. Access e-mails and internet across Airtel's panIndia presence using 'Mobile Office' with your phone or a phone and laptop both. you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. .GPRS (General Packet Radio Services) Log on to the internet. you can directly call the number for your kind of music. Get the EDGE Browse the internet on your mobile phone with Airtel's EDGE services. call 678005 for „English New‟ and 678001 for „Hindi New‟. Enjoy live TV. e. with GPRS that allows data transmission at a higher speed. This would directly take you to your favourite artist's Hello Tunes listing. enhanced WAP experience and Airtel Data Cards on our high speed network.
You will get an SMS notification upon successful receipt of that gift. Simply walk into your nearest Airtel Shop and walk out with your favourite song. Gift a Hello Tunes Forget gifting chocolates. just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. Say it with a song instead! Gift a Hello Tune to that special someone.Copy a Hello Tunes Like a tune you want. Bhajans to Jazz. Once inside the copy feature.Airtel Music Shops Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with talktime. Buy Music . Just call 55055 and choose the song that you want to gift. Choose from Bollywood Hits to Indipop Remixes. flowers and greeting cards. Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. all you have to do is call 55055 and follow the simple voice instructions to copy your favourite Hello Tunes. . Hard Rock to Gujrati Garba. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to.
*In case of email. Anytime Anywhere In case you need assistance. all over the city at over retail outlets including 24-hour outlets. . mention your mobile no. like 9810012345 in the subject of the mail for a quicker response. Airtel Prepaid Ready Cellular Card and Recharge Cards are available. all over the city at over retail outlets including 24-hour outlets.our toll-free number. even while roaming. dial '121' . accessible from anywhere in the country.Reach us. TARIFF STRUCTURE Prepaid Tariffs Airtel Prepaid Ready Cellular Card and Recharge Cards are available.
Bharti Mobile Limited. Jagdish Kini. which underscores the leading theme for the new brand vision. Karnataka "We are adopting a new brand. According to Mr.the first of which will communicate overall brand philosophy and the second products and services. etc but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services. The new campaign is in two phases .the tag line "Touch Tomorrow".PROMOTIONAL STRATEGY Airtel to “Touch Tomorrow” with a new brand vision The Bharti Mobile promoted AirTel cellular service will go in for repositioning of its brand image. SMS. more customer centric organization. roaming. which underscores a more caring. Aimed at re-engineering its image as just simply a cellular service provider to an all out information communications services provider.platform . Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it The new communication is about a new dimension in the cellular category that goes beyond the Internet. IVRS. followed by "The Good Life". Chief Operating Officer. The new brand ethos is portrayed in two distinct fashions .
Subscribers availing themselves of this scheme will also get full talk time for the recharge coupon they purchase and also have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs. 1. Company has launched a plan that allows users to take a pre-paid connection with lifetime validity for a one time payment of Rs. The move is aimed at stopping the churn in the pre-paid subscriber base.. he will always be an Airtel subscriber whether the mobile is being used or not. Once a subscriber takes this plan.not only to reflect our corporate ethos but also business strategy". AirTel will incorporate the latest branding in all of its communication and will soon be going in for an enhanced promotional drive to establish the brand's presence.Touch Tomorrow . Black and White colours along with lower case typography to convey warmth. 999. The new identity will have the logo in Red. LIFE TIME PLAN PRE-PAID card users need not worry anymore about recharging their coupons every month.399. .
the market was at a nascent stage.MARKET SITUATION At the time of launch The first mover in the market was Airtel which launched its services in Delhi in Aug 1995 (Informal launch). Essar Cellphone followed by launching its services informally in Oct 95. awareness level was low and both operators independently tried to spread awareness and educate the people Once the networks were commercially launched. this led to a number of schemes being offered and prices crashing. In the first two years. This coupled with the steep license fee paid to DOT put pressure on the operators to breakeven by rapidly expanding their markets. it became a number game with a multitude of schemes being offered to woo customers Initially the cellphone was perceived as a status symbol and utility took a back seat The target segment in Delhi were corporate and the high income group. At this point of time.5 lakh subscribers. The average capacity installed was for 1. .
they have restrained from using comparative advertising Hoardings have been a very popular medium for carrying the advertisements Airtel has also been advertising on television using the Bharti Telecom name. Essar. both the players have been dependent on tactical advertising However. However. Airtel is perceived as the high quality provider and has a premium image. Major Accounts (Direct Channel) Handles corporate (named and famed) accounts Forecasting of sales Mapping the accounts Providing after sales support to the subscribers.COMPETITIVE SITUATION Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage premium clients. This is a very competitive industry with the two companies differentiating either on value-added services or price. Maintaining call reports for records. Airtel positions itself as the market leader on the basis of the number of subscribers. . Essar is trying to counter this by emphasising on the reach of its network and the quality of its service. SALES DEPARTMENT AND STRATEGY A. Essar is somewhat not been very successful largely due to the inconsistency in advertising To promote themselves. on the other hand. is perceived as the lower end service provider.
Logistics Monitor handset and SIM card requirements of channel partners and co-ordinate with stores Settle areas of concerns such as incentive claims of channel partners 2. Follow up with the customers. Telesales Call customers and generate sales lead. IDC (indirect Channel) C. if they need any assistance Pass on the sales lead to the channel department. Handling distribution Maintaining records and level check of the channel partner Liaisoning between the channel partner and the company. Target achievement Training the executives of the channel Distribution Support 1. Provide cellular phones on rent Useful for people visiting Delhi for a short interval. . 3 Rental Provide cellular services (SIM cards) on rent. B. Providing Feedback to the marketing department regarding the requirement of the market.
better ability to fine-tune a product / service to the requirement of target buyer and the resultant ease in designing a proper designing marketing mix strategy In this case segmentation is on the bade of income. minimization of risk exposure. pagers and conventional phones is as follows Cellular Phones Pager Conventional Phones X Market Segment Targeted Premium Upper Lower X X X X X X Middle Upper X X X Lower X X Economy Upper Lower X - . MARKET SEGMENTATION Segmentation is beneficial because of better predictability of the target consumer group. 5. Retail Locate shops to open retail counters.4 Audit Consultant to the AirTel showrooms. Monitor the operations at the AirTel distribution outlets Organize training. Monitor the retail counters. In evaluating different market segments the company looks at two factors The overall attractiveness of the segments and the company's objectives & resources The present market for Cellular phones.
About 15% are foreign organisations and the rest are professionals and small businessmen. It Is also planning to target the business tourists during their stay in the capital About 60% of the clientele are top executives of corporate houses. because getting them to switch brand loyalty later would be hard So far Airtel marketers have been concentrating totally on the business executive class but now that the basic viable volumes has beer) built up and prices have declined to a certain extent they are planning to venture further a field. POSITIONING The product is sought to be positioned as a business efficiency tool. The rationale behind it is that only those segments should be targeted who value time and have the paying capacity.TARGET MARKET SEGMENT Airtel has targeted the premium and upper middle class. a lifestyle revolution and a status symbol The emphasis is to remove misconception that the cellphone is an expensive means of communication and drive home the point that the cellphone is actually a day-to-day utility . During the introduction stage there was intense pressure to get consumers across to hook up with their brand.
This involves the selection of the suitable hardware (handset) and its software (its services. Airtel's main It has marketing strategy is to be a first mover all the time. In addition. Without a product or a service customers' needs cannot be satisfied. Effective product segmentation has to be carried on continuously because basic services can be and will be copied and in time become expected component of the product. At present the cellular phone market has reached the maturity stage.) with reasonable price in order to deliver maximum price performance to its customers. The product policy and planning depends on the stage of the product life cycle.because in the field of Communication & Information Technology changes occur at a tremendous pace. Airtel seeks to carry out this segmentation through provision of new information services and making new facilities available. In order to do so Airtel is trying to optimise the price performance package by offering suitable "product bundling". recognised the significance of making the first move-. Since. The basic product promise by Airtel is mobility.PRODUCT POLICY AND PLANNING The product or service is the heart of the marketing mix. the premium segment is nearing saturation the company targeting the upper middle and middle-middle class. it offers .
Only price doesn't serve as an effective differentiator. It has also opened a 24 hours customer service. Voice Mail service This system is similar to the answering machine . iii) Mobile Fax 1 Data Service This service helps the subscriber to send and receive Faxes.if the user is not able to answer a call for some reason the caller can leave messages in the voice mail box which can be later retrieved by the user ii) Short Message Service The short message service is like a two-way pager.free Airtime services and other concessions to make the prices and thus the product more attractive. value added services become the effective differentiator. download computer files from other systems and remotely log on to another computer and surf the Internet. The "Value Added Services" provided from Airtel are:1). . It gives an option of sending and receiving text messages directly from one mobile phone to another without the intervention of an operator. access E-mail.
Call Broadcast et cetera. All it requires is the payment of an initial amount. vi) Outgoing call restriction To prevent or limit outgoing calls. or to limit the outgoing calls to a listed number. It is in the operators -Interest that they not only get many subscribers but also get them to use the mobile facility frequently. This is a useful service for people who travel to Delhi often and those who want to control the expenses on their calls. in peak hours. for example. to permit only local calls. or any geographical region.iv) Cash Card The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time in advance. v) Caller ID Displays calling person's number. viii) Call forward Incoming calls can be forwarded to another fixed or mobile phone.Call conferencing. Also possible to exclude one or several countries. In the early stages getting increases to subscribe may be easier than getting them to talk since they will find it costlier to use the mobile phone as compared to a conventional phone [if is believed that initially cellphones would be used buy] . Besides these some other services provided by Airtel are .
quickly & efficiently. subscriber is In any other city or country. . Roaming facility is Once a available manually* as well as semi-automatically. a) They take personal responsibility to "get" the answer for any problem faced by the customer b) They anticipate customers' problems and take pro-active steps to prevent them c) They give answers to the questions & requests. Since this is a high-involvement expensive product. simply insert the SIM card of the local operator Into your handset and start talking. * Manual Roaming means a separate SIM card is provided for each city ** Semi automatic roaming means one card has the facility for different cities. the service provider has to fully take care of the customers. AIRTEL'S MARKETING ORIENTATION.viii) Roaming Facility Roaming facility is available while the subscriber is travelling. d) They have a positive tone & manner while interacting with customers. where a GSM network is available. The billing is done in the home network (Delhi).
Therefore it care of the has come up with various innovative tariff schemes to take needs of different category of customersGenerally. This is due to the reason that the operating companies are required to pay a fee to the government for using airtime.e) They end the interaction on a positive or a humorous notemaking the last 30 seconds count. PRICE AND PRICING POLICY AIRTEL has realised that the Indian market is price sensitive. hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the customer. . Airtel realises that attracting people 'Is easy but converting them into loyal customers is hard. the cellular services are more expensive than the land line based telephone services.
price doesn't qualify as an effective differentiator. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection brought up. What now the buyer is looking at is to get the optimum price-performance package. Airtel. it is the network efficiency and the quality of service that becomes important. Given the Cell phone category. also the fact that a Cellular phone is a high involvement product. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city. Since the cellular phone category itself is too restricted.' bearing just the company's name and without explaining what Airtel was. It is trying to set up a thematic campaign to build a stronger brand equity for Airtel. the company had put up large no of hoardings and kiosks in and around Delhi. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature.MARKETING STRATEGY ADOPTED BY BHARTI Bharti has spent a considerable amount on advertising its mobile phone service. The image of the service provider counts a great deal. Vans . Besides print advertising. The objective behind designing a promotion campaign for the „Airtel‟ services is to promote the brand awareness and to build brand preferences.
About 50. Airtel 's The figures show that Airtel is a healthy and a campaign strategy is designed keeping in mind its marketing strategy.with Airtel logos roamed the city. the Airtel campaign began to focus on the utility of Cellphone.). tenor and the stance of the visual ads are designed to convey the image of a market leader in terms of its market share. As for aided it -is 100% (by giving clues and hints etc. handing out brochures about the company and its services to all consumers. As of today the awareness level Is 60% unaided. In the first four months alone Airtei's advertisement spend exceeded Rs. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel.000 direct callers were sent out. Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. The tone. When the name was well entrenched in the Delhiites‟s mind. Every company has a goal. thriving brand. It tries to portray the image of being a "first mover every time" and that of a "market leader". . which might comprise a sales target and a game plan with due regard to Its competitor. 4 crores.
medium and low categories. Airtel. It is still on the rising part of the product life cycle curve in the maturity stage. there is an to focus on those who can afford. The right hand side shows the revenue share earned from the three types of users. Concerts like the "Freedom concert" are being organised by Airtel in order to promote sales. The population which has just realised the importance of cellular phones has to be roped in. The product promise (which might cost different 1 higher) is an important variable in determining the target audience. But.20% of the population the other segment cannot be neglected. values its heavy users the most and constantly indulges in service innovation. since heavy users comprise only 15 . mind. The diagram on the left hand side shows the percentage of the users classified into heavy. . It is for this reason that the service provider offers a plethora of incentives and discounts. attempt The media channel is chosen with economy in The target segment is not very concrete but. keeping in mind the importance of the customer retention. The print advertisements and hoarding are placed in those strategic areas which most likely to catch the attention of those who need a cellular phone.The status of the product in terms of its life cycle has just reached the maturity stage in India.
(i) People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. . attacking advertisements and tactical advertisements. launch advertisements. promotional advertise-ments. pre launch advertisements. congratulatory advertisements. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. other promotional strategies that Airtel has adopted are . image campaigns.Besides this. (ii) There have been educational campaigns.
For this the. This person acts as an liaison between the company and the franchises. The franchises can it any number of dealers as long as their territories do not overlap. company contributes .DISTRIBUTION Company Franchisee Distributor Dealer Dealers Customer Customer The. Each franchises has to invest Rupees Ten Lakhs. The franchises can carry out his 1 her own promotional strategy.They also have 8 'instant access cash card counters.Each franchises or distributor can have any number of dealers under him as long as the person is approved by the Airtel authority. But unfortunately Airtel has not been very successful in controlling territorial overlaps of dealers.company whose operations are concentrated in and around Delhi. It 27 Franchisees and 15 Distributors. to obtain a franchise and should employ an officer recruited by Airtel.
The staff of the dealers and the franchisees are provided training by the Airtel personnel. The complaints encountered by the franchisees and dealers are either handset being non-functional or the SIM Card not getting activated. The dealer has to invest Rupees. The dealers under the franchisee receive the same The franchises and the dealer obtain the feedback commission. Anything more complicated is referred to the main Airtel office in Delhi. from the customers and they are sent through the liaison officer on a day-to-day basis to Airtel. The dealer provides service promptly. Hence the dealers can also go for their own promotions like banners and discounts on festivals etc. The consumer on providing the bill of purchase for the handset and proof of residence has only to wait an hour before getting connected. The dealer of Airtel are not allowed to provide any other operators' service. .75% of the money and the franchises contributes 25% of the money. Target set for distributors and the dealers is 100 -150 activations per month. One Lakh as an initial investment.
Each SIM card contains a PIN code (Personal Identity Number) which may be entered by one. An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) . Just plug your SIM card into your cellular phone. His card activates Airtel cellular services and contains a complete micro-computer chip with memory to enable one to enjoy one's cellular phone thoroughly. PRODUCT LIFE CYCLE The pattern of cellphone subscriber growth observed elsewhere in the world reveals that the growth in the market is Initially slow followed by a sharp acceleration. the subscriber wouldn't just get a personal phone that lets him/her be in touch. but so far that has not happened in India. . enter the PIN code and it becomes 'your' personal phone'.WHAT DOES AIRTEL OFFER? With Airtel. always. but also gets a host of benefits that let him/her manage his/her time like never before.that is the key to operating his/her cellular phone. Indians are at the beginning of the maturity stage. As far as the Product Life Cycle is concerned.
Price Charge costplus Price to penetrate market Distribution Build selective distribution Build Intensive distribution.Introduction Growth Maturity MARKETING OBJECTIVES Create product awareness and trial Maximise market share Maximise profits whole defending market share Strategies Product Offer a basic product/ service. Offer value added services Increase in number of value added services. . Advertising Build product awareness among early adopters and Build awareness Stress brand and interest in the mass market differences and benefits. Price to match or best competitors Build more intensive distribution.
. Sales Promotion Use heavy sales promotion to entice people to subscribe. Increase to build and maintain relationships with customers.dealers. Increase to encourage brandswitching.
To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry.OBJECTIVES OF THE STUDY Objectives: To study the importance and development of tele – communication industry in today‟s scenario. To make a comparative study of the major players in Indian Service Provider. .
Their input has been valuable. The conclusions have been drawn by exploratory research work. its features and the buying patterns of the product.RESEARCH METHODOLOGY The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. . A good amount of data has been collected from various published articles and reports found in magazines and journals. Another vital source has been the Internet and particularly the companies own website. There have been two sources of information collected: a) Primary Sources I have met retailers of the Airtel of the company and have been able to get first hand information regarding the product. b) Secondary Sources Secondary source has played a vital role to play in this report.
Time pressure and fatigue on the part of respondents and interviewer. (3) Courtesy bias.LIMITATIONS Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100% perfect I believe that there will still the chance for error on account of following limitations(1) (2) Respondent‟s unavailability. .
FINDINGS 1. No 1 1 1 1 Yes 4 4 4 4 0 2 4 6 AirTel 8 Vodafone 10 Idea 12 MTNL 14 16 18 . Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL Yes 4 4 4 4 No 1 1 1 1 As according to the above table 16 (80%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers are of belief that India is potentially one of the most exciting mobile service providers in the world. whereas some 4 (20%) of them do not agree to this view.
2. whereas some 5 (25%) of them deny this.5 0 Yes No AirTel Vodafone Idea MTNL . Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes 4 3 3 5 No 1 2 2 -- As according to the above table 15 (75%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers find that the government‟s telecom policy has had the most radical impact on the development of mobile service providers.5 3 2.5 2 1. 5 4.5 4 3.5 1 0.
whereas interestingly another 10 (50%) of them deny this.5 0 Yes No AirTel Vodafone Idea MTNL .3. 3 2. Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Idea MTNL Yes 2 3 3 2 No 3 2 2 3 As according to the above table 10 (50%) out of the total 20 interviewed people in the mobile service providers are of belief that one of the challenges facing mobile operations in India is the diversify of the coverage regions.5 2 1.5 1 0.
5 1 0. does you find that mobile service providers is a very complex standard? Company Airtel Vodafone Idea MTNL To some extent (1-5) 3 2 2 3 To great extent (6-10) 2 3 3 2 As according to the above table 10 (50%) out of the total 20 interviewed people in all the above four major the mobile service providers in Indian Cellular industry find only to some extent that GSM is a very complex standard.5 0 AirTel Vodafone Idea MTNL To some extent To great extent . whereas the another 10 (50%) respondents find to great extent that mobile service providers is a very complex standard.4. 3 2. To what extent.5 2 1.
3 2 No 2 2 MTNL Idea Vodafone AirTel 3 Yes 2 3 3 . Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes 9 8 8 5 No 1 2 2 5 As the above shows 30 (75%) out of total 40 respondents are of the belief that mobile service providers comes close to fulfilling the requirements for a personal communication system. whereas 10 (25%) of them are in no way to this belief.CONSUMER LEVEL 1.
No 1 0 3 2 2 Yes 9 5 10 AirTel 7 15 Vodafone Idea 8 20 MTNL 25 8 30 35 . whereas the remaining 8 (10%) respondents deny this.2. Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes 9 7 8 8 No 1 3 2 2 As the above shows 32 (80%) out of total 40 respondents find that mobile service providers as the most exciting and satisfying mobile standard.
Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes 10 8 10 8 No -2 -2 As the above shows 36 (90%) out of total 40 respondents are of the belief that their service providers have a genuine commitment to creating a modern and efficient communications whereas the remaining 4 (10%) respondents deny this.3. 2 0 No 2 0 MTNL Idea Vodafone AirTel 10 Yes 8 8 10 .
WEAKNESSES To prove credibility Price pressures Need for Government support Awareness Sales and Marketing .SWOT ANALYSIS STRENGTHS Cost advantage Current leaders in quality service Largest distribution network Ability to constantly innovate Highly skilled workforce Entrepreneurial zeal Airtel‟s increased equity and market cap.
OPPORTUNITIES To sustain passion and commitment Airtel‟s market share increasing at other service provider expense. Thus opportunity to wipe it out. Attain higher value services Collaborative business needs to be explored Vertical repeatable solutions. Low penetration level in rural markets.
Global trends moving from GPS to WLL. Lack of global parity in telecom tariff
From above the details I conclude that 70% Airtel users preferred to remain with Airtel. Also good no. of users who were willing to switch from their respective subscribers showed interest in Airtel. Hence, these statistics imply a bright future for the company. Also the company is now providing more services like the door to door services which is you dial the Airtel customer care and would like to send someone flowers the Airtel company delivers those flowers to the person concerned. Also Airtel is providing free text messaging service and free voice mail service. Call
conferencing is also another feature Airtel provides.
Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System. In EUROCON 88, June 2005. Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal Communication Services. IEEE Personal
Communications. 1(1), 1994. Moe Rahnema. Overview of the GSM System and Protocol Architecture. IEEE Communications Magazine. April 1993. C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario, editors, Cellular Radio Systems, Artech House, Boston, 1993. Robert G. Winch. Telecommunication Transmission Systems. McGrawHill New York, 1993. Vodafone Airtel Idea MTNL
Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL Yes No 2.QUESTIONNAIRE NAME: ____________________________________ ADDRESS: ____________________________________ OCCUPATION: ____________________________________ 1. Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes No .
Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Idea MTNL Yes No 4. To what extent. does you find that mobile service providers is a very complex standard? Company To some extent (1-5) Airtel Vodafone Idea MTNL To great extent (6-10) .3.
CONSUMER LEVEL 1. Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes No 3. Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes No 2. Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes No .
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