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Airtel Organizational Study
Airtel Organizational Study
EXECUTIVE SUMMARY
Airtel comes to you from Bharti Airtel Limited. It is one of the leading integrated telecom services providers with operation in 18 countries across Asia and Africa. Sunil Bharti Mittal is the Founder, Chairman and Group CEO of Bharti Enterprises, one of Indias leading business groups with interests i n telecom, financial services, retail, reality, manufacturing and agriculture. Airtel is one of Asias leading providers of telecommunication services with presence in all the 22 licensed jurisdiction (Also known as Telecom Circles) in India and Sri Lanka. Airtel not only deals with telecom but also it has many other products. It has pioneered several innovations in telecom sectors. The company is structured into four strategic business units:- Mobile, Tele Media, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The telemedia business provides broadband. IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.
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INTRODUCTION
Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to success. A spirit charged with energy, creativity and a team driven to seize the day with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to achievement and continues to lead. As Indias leading telecommunications company Airtel brand has played the role as a major catalyst in Indias reforms, contributing to its economic resurgence. Today we touch peoples lives with our Mobile services, Telemedia services, to connecting Indias leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our callhome service.
Partners of Airtel:1. Network equipment Mobile Services : Nokia Siemens, Ericsson, Huawei. Telemedia & Long Distance Services : Nokia Siemens, Juniper, Cisco, Alcatel Lucent, ECI, Tellabs. 2. Information Technology : IBM 3. Call Centre Operations : IBM Daksh, Hinduja, Teleperformance, Mphasis, Firstsource & Aegis. 4. Equity Partner ( Strategic ) : Singtel.
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1. It helps students to understand the working environment and the procedural setup of the organization/company. 2. It is useful for the students for further reference. 3. It helps the students to gain practical knowledge. 4. To know about the Telecom Sector and the rising competition in this particular field. 5. To know about the functioning of the Telecom company.
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METHODOLOGY
The branch of philosophy that analyzes the principal and procedures of inquiry in a particular discipline. Also the method applied to collect the required information from the company.
Primary Data:
Primary Datas are first hand data those which are collected from the direct source. Here datas are collected by meeting the officials personally. This method of collection of data is very helpful as because we can know about the internal matter and also be able to get different answers as the mentality of person varies.
Secondary Data:
Secondary Datas are the second hand data which are usually taken or collected from the existing records. Datas collected from secondary sources are like companys record of work, companys web sites, reference texts, the documents of the company. The purpose behind the collection of the datas is to know about the past position of the company and the feedback of the customers towards the company and also the product of the company.
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LIMITATIONS:
There is no such work which remains untouched with the limitation. But no company will let themselves down by letting us know what are there limitations. And also the company didnt provide me the datas as those were confidential and were not discloseable in general.
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telecommunications network. The Internet is the largest example. On a smaller scale, example include: Telephone networks, Corporate and academic wide-area networks(WANs), Police and fire communication system.
HISTORY OF TELECOMMUNICATION:
The history of telecommunication began with the use of smoke
signals and drums in Africa, the Americas and parts of Asia. In the 1790s the first fixed semaphore systems emerged in Europe; however it was not until the 1830s that electrical telecommunication systems started to appear. This article details the history of telecommunication and the individuals who helped make
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telecommunication is an important part of the larger history of communication. Now let us see how the telecommunication has improved from the olden days of smoke signals and drums to the new changing technology of fast internet and mobile phones.
Early Telecommunication:
Early telecommunications included smoke signals and drums. Drums were used by natives in Africa, New Guinea and South America, and smoke signals in North America and China. Contrary to what one might think, these systems were often used to do more than merely announce the presence of a camp. In 1792, a French engineer, Claude Chappe built the first visual telegraphy (or semaphore) system between Lille and Paris. This was followed by a line from Strasbourg to Paris. In 1794, a Swedish engineer, Abraham
Edelcrantz built a quite different system from Stockholm to Drottningholm. As opposed to Chappe's system which involved pulleys rotating beams of wood, Edelcrantz's system relied only upon shutters and was therefore faster. However semaphore as a communication system suffered from the need for skilled operators and expensive towers often at intervals of only ten to thirty kilometres (six to nineteen miles). As a result, the last commercial line was abandoned in 1880.
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In 1880, Bell and co-inventor Charles Sumner Tainter conducted the world's first wireless telephone call via modulated light beams projected
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telegraphy to his students. By 1854 he was able to demonstrate a transmission across the Firth of Tay from Dundee to Woodhaven, a distance of two miles (3 km), using water as the transmission medium. On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated the transmission of moving silhouette pictures at the London department store Selfridges. In October 1925, Baird was successful in obtaining moving pictures with halftone shades, which were by most accounts the first true television pictures. This led to a public demonstration of the improved device on 26 January 1926 again at Selfridges. Baird's first devices relied upon the Nipkow disk and thus became known as themechanical television. It formed the basis of semi-experimental broadcasts done by the British Broadcasting Corporation beginning September 30, 1929.
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the Internet and many of the protocols the Internet relies upon today were specified through this process. In September 1981, RFC 791 introduced the Internet Protocol v4 (IPv4) and RFC 793 introduced the Transmission Control Protocol (TCP) thus creating the TCP/IP protocol that much of the Internet relies upon today. A more relaxed transport protocol that, unlike TCP,
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did not guarantee the orderly delivery of packets called the User Datagram Protocol (UDP) was submitted on 28 August 1980 as RFC 768. An e-mail protocol, SMTP, was introduced in August 1982 by RFC 821 and http://1.0 a protocol that would make the hyperlinked Internet possible was introduced on May 1996 by RFC 1945. However not all important developments were made through the Request for Comment process. Two popular link protocols for local area networks (LANs) also appeared in the 1970s. A patent for the Token Ring protocol was filed by Olof Sderblom on October 29, 1974.[20] And a paper on
the Ethernet protocol was published by Robert Metcalfe and David Boggs in the July 1976 issue of Communications of the ACM.[21]
Internet access became widespread late in the century, using the old telephone and television networks.
Telecom in India:
The Indian telecommunications industry is one of the worlds fastest growing industries, with 653.92 million telephone (landlines and mobile) subscribers and 617.53 million mobile phone connections as of may 2010. It is also the second largest telecommunication network in the world in terms of number of wireless connections after China. The Indian Mobile subscriber base has increased in size by a factor of more than one-hundred since 2001 when the number of subscriber in the country was approximately 5 million to 617.53 million in May 2010.
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As the fastest growing telecommunications industry in the world, it is projected that India will have 1.159 billion mobile subscriber by 2013. The industry is expected to reach a size of Rs. 344,921 crore by 2012 at a growth rate of over 26 percent and generate employment opportunities for about 10 million people during the same period. According to the analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly.
Modern Growth:
A large population, low telephony penetration levels, and a rise in consumers income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. The first operator is the stateowned incumbent BSNL. BSNL was created by corporatization of the erstwhile DTS (Department of Telecommunication Service), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Vodafone, Bharti Airtel, Tata Indicom, Idea Cellular, Aircel and Loop Mobile have entered the space. In 2008-2009 rural India outpaced urban India in mobile growth rate. Bharti Airtel now is the largest telecom company in India. Indias mobile phone market is the fastest growing in the world, with companies adding some 20.31 million new customers in March 2010. The tatal number of telephones in the country crossed the 600 million mark in Feb 2010. The overall tele-density has increased t 44.85% in Oct 2009.
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The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 543.20 million now. The wireline segment subscriber base stood at 37.06 million with a decline of 0.12 million in Dec 2009.
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COMPANY PROFILE
Airtel is one of Asias leading providers of telecommunication services with presence in all the 22 licensed jurisdictions( also known as Telecom Circles ) in India and in Sri Lanka. It served an aggregate of 133,708,496 customers as of April 30, 2010, in India; of whom 130,616,487 subscribe to GSM services and 3,092,009 use Telemedia Services either for voice and/or broadband access delivered through DSL. Airtel is the largest wireless service provider in the country, based on the number of customers as of April 30, 2010. It offer an integrated suite of telecom solutions to their enterprise customers, in addition to providing long distance connectivity both nationally and internationally. They also offer DTH and IPTV Services. All these services are rendered under a unified brand AIRTEL The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are two top providers of passive infrastructure services in India
Factsheet:
Name Business Description Bharti Airtel Limited. Provides mobile services in all the 22 telecom circles in India, Srilanka and Bangladesh. Was the first private operator to have an all India presence.
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Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP Accounts Proportionate EBITDA Rs. 160,268 million (year ended March 31, 2010 - Audited) Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP Accounts Shares in Issue 3,797,530,096 as at Mar 31, 2010 Listings The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Market Capitalisation Customer Base 130,616,487 GSM mobile and 3,092,009 Stock Quote: BSE: INR 295.00
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We at Airtel always think in fresh and innovative ways about the need of the customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more
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Airtel was rated as the Strongest Band in the Economic Times Brand Finance Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA rating. Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey 2009. Bharti Airtel ranked Indias second most valuable company, by Business Today in 2009.
Quarterly Results:
The periods for the quarterly results are demarcated into four quarters in a particular year.
The individual quarters are a cumulative sum of the months as described Quarter 4 (January, February, March)
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Annually Results: This section constitutes of the companys detailed financial statements. The financial data is available in United States Generally Accepted Accounting Principles (US GAAP) and Indian GAAP (Annual Reports).
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MOBILE:
Under mobile it is again divided into four. They are: Post Paid, Pre Paid, Black Berry and Smart Phones. People can opt according to their requirement and usage. All the provided schemes are available to the customer without any much problem.
POST PAID:
Here Post Paid means after using the service we are to pay the amount that which the customer has used. In post paid we are to select the Tariff before the usage. According to the Tariff, we will receive our bill. Then comes the way by which we can pay our bill. Airtel has provided hell lots of facilities for payment of bill hassle free. We can pay our bill through Internet, Paying to the Airtel bill payment outlets, through mobile and if you want to pay your bill sitting at home that is also possible without the use of internet, mobile, etc. A collection of bill
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PRE PAID
Pre Paid means we have to pay before we use the service. In case of pre paid we have different denominations of vouchers, we have to buy the recharge vouchers and then by entering the 12-digit number we have to recharge our number. We can also recharge our number online, with Lapu facility or by buying the recharge vouchers. Handset is also available with Pre Paid connections. We also have different tariff for pre paid and for reducing the call charges, those which are called as Power Recharge also. Roaming facilities are also give in pre paid all over India other than North East and Jammu & Kashmir for security reasons.
BLACK BERRY
BlackBerry from Airtel is an always connected wireless solution providing easy and secure access to your email and data. BlackBerry is the worlds most integrated communication device on Airtel. With this we can now be constantly accessible on mail, talk on phones and surf the internet at the same time, schedule and coordinate appointments in the middle of meetings, raise approval request, log in orders, update business databases and stay connected to your colleagues, customers, friends and family from anywhere, anytime.
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SMS/MMS
Camera*
Calender
Media*
SMARTPHONES
Smartphones are those which is supported by Windows mobile 6.5. We can say this smartphones as Mobile PC. We can access in internet and can keep all updates almost all the times. It has a very strong memory backup and can keep in its memory for longer time.
BROADBAND
Broadband is a high speed internet service which is provided by Airtel. As we all know how the broadband connection is, it comes with an extra wire which is connected with PC or Laptop whatever with the customer wants to use it. It also has different tariffs and many other variations in it. It is not moveable in every place, we have to use in that place where we have taken the connection. The broadband service is very much popular and is acceptable by the customer. It has a very great demand in the market.
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DIGITAL TV
Now a days this digital TV has become very famous and popular among the people. This digital TV comes with a dish which is directly connected with the satellite. In this service we can choose the channel required according to our wish. In digital TV also we have to subscribe for the channels. The picture quality with digital TV is very high and is very much clear. With digital TV we have the facility of recording and pause the programme. The provided cable TV service is now a days getting extinct among the people. With this modern change in technology people are also opting the change.
FIXED LINE
Fixed lines we all know what exactly it is. This are those telephone lines which is fixed in one place and is connected with a wire. This fixed lines are usually used in homes, shops, telephone boots, office, etc where the mobility of the phone line is not there. BSNL was the first to provide with fixed lines in the country. Now almost all the telecom companys provide fixed line connection. This fixed line has also the different tariffs. The fixed line is usually post paid, but we can opt for pre paid also. This is very much helpful to the customer because it has a less failure of lines and almost nil network problems. This is all about the product of Airtel which is provided in the market for the customer. All the products of Airtel is running successfully in the market without any failure. The service which is provided by Airtel is speechless and in any problem with the product they try to help the customer as fast as possible.
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TOUCH POINTS
OUTLETS
CALL CENTRE
SELF SERVICE
Now let me tell in details what are the Touch Points and what they actually does:-
OUTLETS:
The outlets are those where a connection is available and a customer can go and grab. The outlets are made by the company for easy access of the connection. If suppose a customer is facing any problem, he/she will go to the outlet first and ask what to do regarding it. They here at this point provide service to the customers for easy access and contact the company as and when required. The outlets work on behalf of the company and provide service to the customers. Through outlets a customer pays bill, recharge the number, launch complains, etc. Outlets are first place where from the functioning of the department starts.
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CALL CENTRE:
We are very much familiar with the term Call Centre. We know what it does and how it functions. A call centre receives a call from a customer and treats the customer according to their needs. A customer contacts a call centre through a given helpline number by the company. The call centre deals with the complains and also provide with information that is required to the customer. This is a place where they tries to solve the problem online if possible or they take the complain from the customer and gives the customer a complain number. Now a days call centre is available in almost all the companys. The main function of call centre is to solve the problem of the customers and follow up.
SELF SERVICE:
This is a touch point where a customer does everything themselves. This is done with SMS service. By following the guide one can do it. Here what happen is if a person wants to activate a service like miss call alert, caller tune, news, etc. The customer can read the instruction and do it by himself by sending one SMS or by dialling a specified number. If a customer wants to check the balance amount of the number using for a prepaid customer or if a post-paid customer wants to know the bill amount of the number, then the customer can by dialling the specified number provided by the service provider can check it.
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The CSD department has three departments. They are shown below:
CSD
CONTACT EXPERIENCE
Call centre, IVR(Interactive Voice Recorder), Service Recovery.
SERVICE EXPERIENCE
Communication, Collection, Service, Provisioning, Risk and Credit.
ZONAL OPERATION
SELF
CARE
AND
IVR(INTERACTIVE
VOICE
RECORDER)
This department aware customer about the launch of new product through message or through IVR. There are some customers who doesnt have time to go through the newly launched schemes and products in the market, in such case this department plays a very vital role in self caring the customers and making them aware of the products in the market.
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ESCALATION LEVEL
This are the levels of solving the problems of the customers whoever launches complains regarding facing of any problems with the service of the company. This has three level of solving the problems, they are:LEVEL 1: Front Line LEVEL 2: Nodal Officer LEVEL 3: Applete Officer After all this different divisions and all the levels of the CSD department, all this are divided into two parts POST PAID and PRE-PAID. All the problems are solved accordingly with the connection available with the customers.
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OBJECTIVES OF HRM:
Objectives are predetermined goals to which individual or group activity in organization is directed. Obesity of personal management is influenced by organizational goals, individual goals and social goals are instituted to attain certain specific goals. There are some of the basic objectives of HRM: To create and utilize the people in the organization.
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HUMAN RESOURCE
TALENT ACQUISITION
Now let us see what this departments usually does and what they provide to the employees of the organization.
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TALENT ACQUISITION:
1. ORGANIZATION STRUCTURE. For talent acquisition the HR department should be familiar with the organization structure. Because if they are not then they cannot know what are the people required and in which department.
2. MANPOWER REQUIREMENT/ PLANNING. Then comes the requirement of the manpower in the organization. Accordingly the HR manager will plan and recruit people in the organization and fill up the gap. While recruitment the company also has certain criteria for selection of candidates. The company sees whether the company requires an MBA or Graduate or Engineer i.e. we can say the type. They also sees that what type of skill is required for the job. According to Gisler, Man power planning is the process- including forecasting, developing and controlling by which a firm ensures that it has the right number of people and right kind of people at the right time at right place, doing work for which they are economically most useful. 3. SOURCING. Means what are the sources of selection of candidate. Candidates can selected from the Educational Institute, Consultancies, Job Sites and Direct Approach.
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3. TRAINING AND DEVELOPMENT. In this the employees are provided with training programmes to increase their efficiency and potentiality.
ADMIN/SUPPORT FUNCTION
This looks after all kinds of support and facilities of the organization.
TRANSFER PROCEDURE:
In Bharti all employment contracts are subject to transfer as per companys requirement. Employee can also opt for transfer /movement from one location to another due to family reasons .
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MARKETING
ACQUISATION
HIGH VALUE
INACTIVITY
We all know that the work of an mobile overs when we make a call by pressing the green button and cancelling with the red button. But there is a lot to know beyond this. Paying bill and recharging with the number doesnt end up. From the organization point of view there is a lot work to be done to satisfy the customers.
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ACQUISITION:
This is the department where customers when enters new into the service, this team plays a role there. They on board the customers in the company.
ENTRY
EXIT
BABY CARE:
Baby care is taken to those customers who are new for the company. And to make them comfortable with the company this care is taken. They are provided all the information and make the customer what all the products and schemes are available.
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MASS:
Mass group is that which means there are a large number of customers. And the mass group is the Pre Paid users. The company tries to retain the number of users. They are not so concerned with the income from them, but concerned mostly about the huge number of customers in the company.
HIGH VALUE:
High Value customers are the Post Paid customers. The number of Post Paid customers is less, but the revenue generated from the Post Paid customer is high. So the company tries to maintain the revenue earned from customer.
INACTIVITY:
This department plays a role when a customer comes out of the Cycle. They play a role of retaining the customers by offerings other schemes and by asking the reason behind leaving the company. And if the customer agrees with the new schemes offered by the company, they continues with the service and if not they will leave the company.
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VERTICALS
TAXATION
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TAXATION:
All the tax part is looked by this vertical. They decide the amount of tax to be included. What should be the payment of tax and how much tax is collected is looked by this vertical.
INVESTMENT:
Investments are mainly done in the setting up of network towers and underground fibre cables. And the outside investments are done by the higher authority like the CEO of the company.
COLLECTION OF REVENUE:
Revenues are collected from the three sources. They are: a) MTC (Mobile Terminating Cost) b) MOC (Mobile originating Cost) c) Roaming revenue.
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The company has to pay to the other telecom companies for using of the network. Suppose an Airtel customer makes a call to Reliance customer, then Airtel has to pay to Relience for making a call to the network. Rate of payment differs from step to step. There are different rates for making a local call, for STD call and for ISD call.
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STRENGTH
WEAKNESS
1. Strong network. 2. Unique strategy for retaining the customer. 3. Quick service 4. Solution of problems smoothly and following it up. 5. National presence. & International
OPPORTUNITY
THREATS
1. Rural market penetration 2. VAS ( Value Added Services) 3. Brand visibility 4. 3G presence.
1. Entry
of
new
telecom
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MISSION:
Being loved and admired by our customers and -respected by our partners
OBJECTIVE:
GOALS:
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FINDINGS:
Large number of Pre-Paid customers and small number of Post-Paid customers. Airtel is costlier than any other telecom service provider. Private sector employees mostly take up the Post-Paid connection.
Students take the Pre-Paid connections because of the low schemes and different other facilities on and off campus. They are linked with many private companies and also some of the govt. organization with their corporate plans.
They satisfy their customers and always read for any kind of help to the customers. In North East Airtel has given the Pre-Paid roaming facilities.
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SUGGESTIONS:
Make the plans cheap and make it open for all class of the people. Before any other competitor grab the opportunity of fill the demand of the customers, they should do it.
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LEARNING EXPERIENCE
Live experience can be otherwise called as the work experience and in this much of time of live experience we have learnt How to talk with people, How to approach people, How to work in a team, How to learn from others, How to respect people, etc. The most important thing I have learnt from the organization is how to be punctual and how to acquire knowledge. Working in an organization we can improve our communication skills. The environment is totally different in the corporate world and the organizations are doing their best to service in the market. Every work is done in a systematic manner and to shift the load every department is again sub-divided so that the organization runs smoothly. We should always keep in mind that we should assign right job to the right person.
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CONCLUSION
Airtel is fulfilling the needs of many people. The company should promote their product as attractively as possible. They should also maintain the market reputation they has and retain the customers. There are lot of competitors in the market, the company should face the tough competition and come out with better policies and plans. They should always focus on achieving the targets or objectives of the company. The company has a tie up with many large organizations and which is because of their service and reputation in the market. Hence, the organization should change its policies with the changing market and maintain its position.
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REFERENCE BOOKS : Aswathappa, k, Human Resource Management, 4th Edition, published by TATA MC Graw Hill, 2006. Chandra, Prasanna, Financial Management, 7th Edition, published by TATA MC Graw Hill, 2008. Kotler, Philip, Marketing Management, 11th Edition, published by Asoke K. Ghosh, 2003.
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