Manisha Maheshwari (roll no 26, A1)

Indian Telecommunication Industry

Last Updated: July-Septemer 2!!"
#he $ndian tele%ommuni%ations has een &oomin' up the 'rowth %ur(e at a )e(erish
pa%e, emer'in' as one o) the *ey se%tors responsile )or $ndia+s resur'ent e%onomi%
'rowth,
$ndia is has surpassed US to e%ome the second largest wireless network in the
world with a sus%rier ase o) o(er -!! million in April, a%%ordin' to the the #ele%om
.e'ulatory Authority o) $ndia (#rai),
The year 2007 saw India achieving significant distinctions:
1 having the world's lowest call rates 2-3 US cents
2 the )astest 'rowth in the numer o) sus%riers 1/,-1 million in 0 months
3 the )astest sale o) million moile phones in a wee*
the world+s %heapest moile handset US1 12,2
! the world+s most a))ordale %olor phone US1 22,02
1
" lar'est sale o) moile handsets in the third 3uarter
Seg#ent-wise growth
4ireless se'ment has emer'ed as the pre)erred mode o) telephone ser(i%e y the
%onsumers, re)le%ted in the risin' share o) moile phone %onne%tions to total
%onne%tions,
1, #he share o) moile phones has in%reased )rom 21,65 per %ent at the end o)
Mar%h 2!!6 to "2,6" per %ent at the end o) May 2!!",
2, 4hile total moile sus%rier ase was 222,52 million, wire line sus%rier ase
was -5,!/ million,
-, 6onse3uently, o(erall tele-density has in%reased to 22,/5 per %ent at the end o)
May 2!!",
$ndia is li*ely to e se%ond lar'est moile mar*et in the 7.$6 nations, with /6! million
moile users representin' the ne8t 'reat 'rowth %ur(e )or oth moile and intera%ti(e
mar*etin' industries, a%%ordin' to a report y eMar*eters,
Invest#ent
#he oomin' domesti% tele%om mar*et has een attra%tin' a%%eleratin' amount o)
in(estment, 9urin' April 2!!! to Mar%h 2!!", %umulati(e :9$ in)lows into the $ndian
tele%ommuni%ations se%tor amounted to US1 -,"0 illion, a%%ountin' )or 6,"1 per %ent
o) the total :9$ in)lows into the %ountry,
$n )a%t, the sur'e in moile ser(i%es mar*et is li*ely to see hu'e amount o) in(estment
implyin' a moile in the hands o) e(ery se%ond person in the %ountry,
7uoyed y the rapid sur'e in the sus%rier ase, hu'e in(estments are ein' made
into this industry y %ompanies li*e
; Ma8is 6ommuni%ations-owned moile ser(i%e pro(ider Air%el
; Srei <roup+s =uippo #ele%om $n)rastru%ture Ltd (=#$L)
; #he 6entral puli% se%tor enterprises(6>S?s) ha(e lined up in(estments )or
in)rastru%ture se%tors li*e tele%om ener'y and power )or 2!!"-!5,
2
; @oda)one ?ssar will in(est US1 6 illion o(er the ne8t three years in a id to
in%rease its moile sus%rier ase )rom 0! million at present to o(er 1!! million,
$an%fact%ring
$ndia is emer'in' as a handset super-power as more manu)a%turers set up ase in the
%ountry, it is not only the world+s )astest-'rowin' tele%om mar*et ut it is also ma*in'
remar*ale pro'ress in the tele%om manu)a%turin' spa%e, #he $ndian tele%om
e3uipment manu)a%turin' se%tor is set to e%ome one o) the lar'est 'loally y 2!1!,
Simultaneously, $ndia+s sur'in' domesti% mar*et is also pro(idin' e8%ellent in(estment
opportunities in other se'ments o) tele%om e3uipment industry,
; Ao*ia Siemens Aetwor*s (ASA) is shi)tin' its 'loal ser(i%es usiness unit
head3uarters )rom Muni%h to $ndia,
; Ao*ia set up its manu)a%turin' plant in 6hennai,
; Samsun' has set up its <SM moile manu)a%turin' ase in Manesar,
; Motorola has estalished a manu)a%turin' plant in Sriperumedur,
; Sony ?ri%sson has set up <SM .adio 7ase Station Manu)a%turin' )a%ility in
Jaipur and .B9 %entre in 6hennai,
; L< ?le%troni%s set up plant o) manu)a%turin' <SM moile phones near pune,
; ?l%ote3 has set up handset manu)a%turin' )a%ilities in 7an'alore
; ?le8troni%s has set up an S?C in 6hennai,
&al%e 'dded Services $arket
$ndia+s runaway su%%ess in moile telephony has also 'i(en a oost to the moile (alue
added ser(i%es (M@AS) mar*et, A%%ordin' to a study y Stan)ord Uni(ersity and
%onsultin' )irm 79A, the $ndian M@AS is li*ely to 'row at a 6A<. o) 00 per %ent 2!1!,
(overn#ent Initiatives
-
#he <o(ernment has ta*en many proa%ti(e initiati(es whi%h has pro(ided a )ramewor*
)or the rapid 'rowth o) the tele%om industry,
; Dpenin' the industry )or pri(ate se%tor parti%ipation,
; 1!! per %ent :9$ is permitted in tele%om e3uipment manu)a%turin' throu'h the
automati% route,
; :9$ %eilin' in tele%om ser(i%es has een raised to 20 per %ent,
; ?stalishment o) an independent re'ulator - the #ele%om .e'ulatory Authority o)
$ndia (#.A$)-)or the tele%om se%tor,
; $ntrodu%tion o) a Uni)ied a%%ess li%ensin' re'ime )or tele%om ser(i%es on a pan-
$ndia asis,
; $mplementation o) Aew #ele%om >oli%y (A#>+55),
; $ntrodu%tion o) 6allin' >arty >ay (6>>) re'ime and lowerin' o) a%%ess de)i%it
%oupled with introdu%tion o) re(enue share re'ime in A96,
; $ntrodu%tion o) Moile Aumer >ortaility in a phased manner, startin' with the
)ourth 3uarter o) 2!!",
; Allowin' ser(i%e pro(iders to share a%ti(e in)rastru%ture,
)oad 'head
A%%ordin' to a report y 7oston 6onsultin' <roup, while only one in 2! o) the
world+s )irst two illion moile sus%riers li(e in $ndia, as many as one in e(ery
)our o) the ne8t illion sus%riers will e an $ndian,
#he department o) tele%ommuni%ation estimates the total sus%rier ase to total
/!! million y 2!1!, out o) whi%h "! million are e8pe%ted to e )rom rural areas,
#he $ndian tele%om industry+s re(enue, li*ewise, is estimated to in%rease, whi%h
a%%ordin' to ?rnst B Eoun' is e8pe%ted to total US1 -/ illion, a%%ountin' )or -,6
per %ent o) the total <9> o) the %ountry,
4ith su%h 'rowth proFe%tion, this industry is li*ely to see in%reased in(estments, $n )a%t,
total in(estment is proFe%ted at US1 26,6 illion durin' the ele(enth plan period (2!!2-
12), >ri(ate se%tor is estimated to %ontinue its dominant share, a%%ountin' )or 62 per
%ent o) the total proFe%ted in(estment while puli% se%tor a%%ounts )or the rest,
0
Top players
The to* *layers +ased on cell%lar s%+scri+er ,in #illions- +ase were
6ellular ser(i%es %an e divided into two categories: <loal System )or Moile
6ommuni%ations (<SM) and 6ode 9i(ision Multiple A%%ess (69MA), #he <SM se%tor
is dominated y Airtel, @oda)one-Gut%h, and $dea 6ellular, while the 69MA se%tor is
dominated y .elian%e and #ata $ndi%om,
Surprisin'ly, 69MA mar*et has in%reased its mar*et share up to -!H than*s to
.elian%e 6ommuni%ation, Gowe(er, a%ross the 'loe, 69MA has een losin' out
numers to popular <SM te%hnolo'y, %ontrary to the s%enario in $ndia
Reasons for growth
#he two maFor reasons that ha(e )uelled this 'rowth are
1, low tari))s
2, )allin' handset pri%es,
/
Problems faced
#he +ottlenecks )or + $ndian #ele%om $ndustry + are:
Slow re)orm pro%ess,
Low penetration,
Ser(i%e pro(iders ears hu'e initial %ost to ma*e inroads and a%hie(in' rea*-
e(en is di))i%ult,
La%* o) in)rastru%ture in semi-rural and rural areas, whi%h ma*es it di))i%ult to
ma*e inroads into this mar*et se'ment as ser(i%e pro(iders ha(e to in%ur a hu'e
initial )i8ed %ost,
Gu'e initial in(estments,
Limited spe%trum a(ailaility and inter%onne%tion %har'es etween the pri(ate
and state operators,
Rural Telecom Market an emerging market
A%%ordin' to numers %ompiled y the #ele%om .e'ulatory Authority o) $ndia, nearly 21
per %ent o) the moile user ase now reside in the (illa'es o) $ndia, where a )ew years
a'o none o) the operators wanted to (enture, As on Septemer 2!!2, out o) the 2!5
million moile users in the entire %ountry, 0- million were in rural areas,
)%ral India will wrest 0 *ercent of new teleco# #arket
6
$ndiaIs rural tele%om %onne%ti(ity is poised )or e8plosi(e 'rowth in the ne8t )i(e to 1!
years, 'rain' a 0! per%ent share o) the new mar*et, a study released 4ednesday
said, JD) the estimated new 2/! million $ndian wireless users, in ne8t /-1! years
appro8imately 1!! million will e )rom rural areas,K said the study y the :ederation o)
$ndian 6hamers o) 6ommer%e and $ndustry (:i%%i) and ?rnst and Eoun',
Dperators ha(e demonstrated they %an achieve *rofita+ility y redu%in' )i8ed %osts,
%ontrollin' (ariale %osts and %are)ully tailorin' ser(i%es to the re3uirements o) their
%ustomers, A similar model with minor %ustomi&ation %ould e emulated in the rural
areas,
#he 'o(ernment will roll out new in%enti(es )or moile networ*s in rural $ndia,
$tIs also planned that the ultra-low %ost handset o) appro8imately .s,"0! (12!) to the
mar*et with uilt-in susidies, li)etime (alidity and minimal maintenan%e %osts ha(e
promoted moile usa'e in remote areas,
Moreo(er, operators %ould learn )rom usiness models that ha(e een e8perimented
a%ross the de(elopin' world )or e8pandin' rural %onne%ti(ity,
)easons for r%ral inclination
:ar )rom ein' %onsidered as a so%ial oli'ation, o))erin' tele%om ser(i%es in rural areas
has now e%ome the hot spot )or pri(ate tele%om operators,
Aearly 2/ per %ent o) the moile users in the (illa'es are now owned y pri(ate
operators as %ellular phones %at%h the ima'ination o) rural %onsumers, Until now, state-
owned 7harat San%har Ai'am Ltd was *nown to e the only si'ni)i%ant rural tele%om
operator in the %ountry,
Analysts said that the share o) rural tele%om %onsumers will %ontinue to in%rease as
operators ha(e initiated an a''ressi(e roll-out plan to %o(er remote areas o) the
%ountry, #his is primarily dri(en y a slump in the 'rowth rate o) moile user ase in the
metro and uran areas,
A%%ordin' to the data released y the 6ellular Dperators Asso%iation o) $ndia 6ir%le 6
and 6ir%le 7 States su%h as 7ihar, Lerala, Madhya >radesh and >unFa are showin'
etter 'rowth rates %ompared to the metros, #here)ore, most o) the moile operators
are in(estin' hea(ily in settin' up in)rastru%ture in these %ir%les,
#he tele%om re'ulator has su''ested a numer o) initiati(es to ma*e moile %onne%tion
attra%ti(e, in%ludin' lower entry %ost to ma*e it more a))ordale,
2
In a hi-tech market like telecom, Schumpeter's view that competition through innovation
is more important than price holds significance. Technology advancements, lower costs
and competition translate this into benefits for the consumer. Moreover, competition
drives innovation.
- Poonam Madan Sarmah, Head of Research, Genesis PR.
!e are looking at making the phone a more useful product than "ust an instrument to
e#change voices. !e want to be identified as a great value-added service provider.
- Harit Nagpal, Vice President (Corporate Marketing, Vodafone
Talented persons are like frogs in a wheelbarrow, which can jump at any point of
time when they sense opportunities
HUMAN RESOURCE MANAGEMENT
#he 'oal o) human resour%e mana'ement is to help an or'ani&ation to meet strate'i%
'oals y attra%tin', and maintainin' employees and also to mana'e them e))e%ti(ely,
#he pro%ess in(ol(es %arryin' out a s*ills analysis o) the e8istin' wor*)or%e, %arryin' out
manpower )ore%astin', and ta*in' a%tion to ensure that supply meets demand, #his
may in%lude the de(elopment o) trainin' and retrainin' strate'ies, #hrou'h G.> an
or'ani&ation stri(es to ha(e the ri'ht numer B the ri'ht *ind o) people at the ri'ht pla%e
at the ri'ht time,
"
RECRUITMENT
A%%ordin' to ?dwin 7, :lippo, J.e%ruitment is the pro%ess o) sear%hin' the %andidates
)or employment and stimulatin' them to apply )or Fos in the or'ani&ationK, .e%ruitment
is the a%ti(ity that lin*s the employers and the Fo see*ers,
Usually, the re%ruitment pro%ess starts when a man'er initiates an employee re3uisition
)or a spe%i)i% (a%an%y or an anti%ipated (a%an%y, Gowe(er, .e%ruitment is a %ontinuous
pro%ess wherey the )irm attempts to de(elop a pool o) 3uali)ied appli%ants )or the
)uture human resour%es needs e(en thou'h spe%i)i% (a%an%ies do not e8ist,
RECRUITMENT Process
5
SOURCES OF RECRUITMENT
Some Top Consultants
1!
I.T/).'0
1, #rans)ers,
2, >romotions,
-, Up'radin',
0, .etired ?mployees,
/, .etren%hed ?mployees,
6, 9ependants and .elati(es
o) 9e%eased ?mployees,
2, A%3uisitions and Mer'ers
/1T/).'0
1, >ress Ad(ertisements,
2, ?du%ational $nstitutes,
-, >la%ement A'en%ies M
Dutsour%in',
0, ?mployment
?8%han'es,
/, Laor 6ontra%tors,
6, Unsoli%ited
Appli%ants,
2, ?mployee .e)errals,
", Jo >ortals
5, :a%tory .e%ruits
1!, 4al*-ins, 4rite-ins
and #al*-ins
Latest Trends in Recruitment
1. 2UTS2U)3I.(
#he outsour%in' )irms help the or'ani&ation y the initial s%reenin' o) the %andidates
a%%ordin' to the needs o) the or'ani&ation and %reatin' a suitale pool o) talent )or
the )inal sele%tion y the or'ani&ation, Dutsour%in' )irms de(elop their human
resour%e pool y employin' people )or them and ma*e a(ailale personnel to
(arious %ompanies as per their needs, $n turn, the outsour%in' )irms or the
intermediaries %har'e the or'ani&ations )or their ser(i%es,
2. 42'35I.(6)'I7I.(
89%ying talent: (rather than de(elopin' it) is the latest mantra ein' )ollowed y the
or'ani&ations today, >oa%hin' means employin' a %ompetent and e8perien%ed
person already wor*in' with another reputed %ompany in the same or di))erent
industryN the or'ani&ation mi'ht e a %ompetitor in the industry, A %ompany %an
attra%t talent )rom another )irm y o))erin' attra%ti(e pay pa%*a'es and other terms
and %onditions, etter than the %urrent employer o) the %andidate, 7ut it is seen as
an unethi%al pra%ti%e and not openly tal*ed aout, $t has e%ome a %hallen'e )or
human resour%e mana'ers to )a%e and ta%*le poa%hin', as it wea*ens the
%ompetiti(e stren'th o) the )irm,
3. /- )ecr%it#ent
Many i' or'ani&ations use $nternet as a sour%e o) re%ruitment, ?- re%ruitment is the
11
use o) te%hnolo'y to assist the re%ruitment pro%ess, #hey ad(ertise Fo (a%an%ies
throu'h worldwide we, #he Fo see*ers send their appli%ations or %urri%ulum (itae
i,e, 6@ throu'h e mail usin' the $nternet, Alternati(ely Fo see*ers pla%e their 6@Is in
worldwide we, whi%h %an e drawn y prospe%ti(e employees dependin' upon their
re3uirements,
Top 5 Job Sites
1 www.naukri.com
2 www.monsterindia.com
3 www.clickjobs.com
4 www.jobstreet.com
5 in.jobs.yahoo.com
9 Recruitment Trends for '08
12
1- 9igger *aychecks, say "! per%ent o) the sur(ey respondents, D) those e8pe%tin' to
in%rease wa'es, 60 per%ent say it will e at least - per%ent, and 12 per%ent say /
per%ent or more,
2- ;le<i+le work arrange#ents are on the rise, Si8ty per%ent o) employers o))er
)le8ile wor* plans now O usually alternati(e s%hedules (shi)ted start and 3uit
times), %ondensed wor* wee*s or tele%ommutin', while -5 per%ent e8pe%t to o))er
some )orm o) )le8-time in P!",
3- 2nline candidate screening will 'row, and not only the use o) 3uali)yin' pre-
appli%ation 3uestions, ut )ull-lown sear%hin' o) so%ial networ*in' sites and sear%h
en'ine %he%*s,
- &ideo = a%dio )es%#e will e pre)erred as is a way )or Fo see*ers to show%ase
their ailities eyond the %apailities o) a traditional paper resume, #he (ideo
resume allows prospe%ti(e employers to see, hear and 'et a )eel )or how the
appli%ant presents themsel(es,
!- )etiree rehiring will in%rease as %ompanies remain pressured )rom the loss o) more
e8perien%ed wor*ers, #wenty-one per%ent say they are li*ely to rehire retirees )rom
other %ompanies in 2!!"N another 10 per%ent plan to pro(ide in%enti(es )or wor*ers
at or approa%hin' retirement a'e to stay on with the %ompany lon'er, #he numers
here arenIt lar'e, ut this trend wonIt 'o away,
"- )ecr%iting diversity workers, espe%ially wor*ers ilin'ual, will %ontinue to e an
important )o%us o) re%ruiters, Sur(ey respondents parti%ularly noted JmatureK
wor*ers,
7- ;reelance or contract hiring will %ontinue to e a *ey part o) the wor*)or%e mi8,
with -1 per%ent o) employers anti%ipatin' a wor*in' relationship with )reelan%ers or
%ontra%tors this year,
>- 4erks and +enefits will re%ei(e more attention )rom %ompanies wantin' to remain
%ompetiti(e in attra%tin' and *eepin' wor*ers, $n li'ht o) risin' health%are %osts,
nearly one-in-)i(e employers (15 per%ent) report their %ompanies plan to o))er more
%omprehensi(e or etter health ene)its to employees in 2!!", #en per%ent plan to
enhan%e or add per*s su%h as onuses, dis%ounts, %ompany %ars, sto%* options,
)ree %hild%are, edu%ational reimursement, transit passes and wellness pro'rams,
?- Dne in )our (26 per%ent) o) the sur(eyed %ompanies are li*ely to pro(ide #ore
*ro#otions and career advance#ent o**ort%nities in 2!!", More than hal) o)
wor*ers stated that a %ompanyIs aility to o))er %areer ad(an%ement is more
important than salary, so employers are ta*in' a%tion to %ar(e out %areer paths )or
employees,
#wenty-se(en per%ent o) wor*ers say they are dissatis)ied with pay, ut 62 per%ent o)
wor*ers reported they re%ei(ed a raise in 2!!2,
1-
A 3uarter o) the sur(eyed wor*ers plan to %han'e Fos within the ne8t two years: 01
per%ent are lea(in' their Fos to )ind a position with etter pay andMor %areer
ad(an%ement opportunitiesN " per%ent are %han'in' %areersN 2 per%ent say they want to
)ind a %ompany where they would )eel appre%iatedN 2 per%ent are retirin'N and / per%ent
plan to start their own usiness,
#his sur(ey was released y 6areer7uilder,%om %ondu%ted y Garris $ntera%ti(e,
tra%*in' proFe%ted hirin' trends )or 2!!", #he $%%& 'ob (orecast sur(ey is ased on the
responses o) -,!16 hirin' mana'ers and human resour%e pro)essionals in pri(ate-se%tor
%ompanies,
Telecom tops in employment growth
'ccording to esti#ates of the @orld 9ankA e#*loy#ent in the
teleco##%nications sector has grown +y 33 *er cent since 1??A the highest
growth amon' all the se%tors in the ser(i%es industry,
4hile the 4ord 7an* numers, released in its re%ent report on Q$ndia+s Ser(i%es
.e(olution,+ head-hunters and re%ruiters say that tele%om is still the )a(orite amon'
hi'her le(el pro)essionals,
#han*s to the a''ressi(e rollout o) a %ountrywide networ*, operators li*e .elian%e
$n)o%om, #ata #eleser(i%es and 7harti ha(e 'one on a hirin' o(erdri(e,
:rom a %areer point o) (iew, tele%om se%tor %ontinues to o))er 'rowth and new learnin'
as the se%tor matures and the usiness opportunities e8pand,
And, with new networ*s and usinesses ein' rolled out, this numer is e8pe%ted to
'row e8ponentially in the %omin' months,
#he 'rowth %an also e attriuted to the lar'e numer o) tele%om e3uipment
manu)a%turers and appli%ations de(elopers )rom Lorea, 6hina and ?urope )orayin' into
the $ndian mar*et in their id to ta*e a share o) the pie in the oomin' tele%om industry,
These Teleco# co#*anies reB%ire large n%#+er of tele%om en'ineers, tele%om
so)tware en'ineers and #ele%om test en'ineers in the )un%tional areas o) ?medded
so)tware de(elopment, Analo' 9i'ital en'ineerin' te%hnolo'y, #ele%om networ*in',
>roto%ol, 6hip 9esi'n ?n'ineerin', @LS$ So)tware #estin', $n the Mumai #ele%om
%ompanies there are So)tware ?n'ineer Fos, #ele%om so)tware ?n'ineers Fos, =uality
M #est ?n'ineer Fos, >rodu%t Mana'er Fo openin's, Aetwor* Se%urity Systems
Spe%ialist (a%an%ies, AMS ?n'ineer Fos, Aetwor* Mana'ement spe%ialists, Mana'ers,
10
UA$R Aetwor* Systems Dperations ?n'ineers, AMS Administrator Fos, 6is%o
Spe%ialist So)tware ?n'ineer et%,
#a*in' a %ue )rom the demand )or tele%om pro)essionals, to* ed%cational instit%tions
have +eg%n s*ecialiCed co%rses in tele%ommuni%ation mana'ement, Symiosis in
>une and Amity in 9elhi are e8amples o) su%h institutions, ?(en state-owned
Mahana'ar #elephone Ai'am Ltd (M#AL) has set up a trainin' )a%ility )or tele%om
en'ineers in Mumai,
5) ,e#*loy#ent- in teleco# ind%stry:
4ith more and more players enterin' the industry, the %ompetition in the industry in
terms o) attra%tin' and retainin' the est talent is also in%reasin', #he employment
s%enario in the tele%om se%tor is (ery promisin', #he se%tor is %reatin' employment
opportunities and addin' around 1 la*h people in its wor*)or%e, #he tele%om se%tor has
a hu'e demand )or the trained and 3uali)ied en'ineers and other pro)essionals
spe%iali&in' in tele%ommuni%ations,
3o#*ensation:
A%%ordin' to (arious studies in re%ent times, the tele%om se%tor o))ers the est salary
pa%*a'es at the entry le(el i,e, an a(era'e o) 2!*, #he a(era'e hi*e in salaries a%ross
the (arious le(els in the tele%om se%tor ran'es )rom 1/ to 2! per%ent, $n%enti(es also
)orm a part o) the %ompensation till the middle le(els,
'ttrition and retention:
Althou'h the se%tor )a%es the moderate attrition rates o) 2! to 2/ per%ent, the G.Is
prime strate'i% )un%tion in the se%tor is retainin' the talent and employee en'a'ement,
#he only )un%tional area whi%h )a%es the hi'h attrition rate is the sales people in the
tele%om industry,
TOP 10 Recruiters in Telecom Sector
Recruiters Total No. Of Vacancies
1 Vodafone Essar 45
2 Reliance communications 00
3 Bharti irtel 0-
!ata teleser"ices 2-
1/
! #able $ Wireless 15
" %&% mobile 10
7 V'() %nternet 'er"ices )td 12
> &otorola *orldwide 1!
? +!) )imited 0
10 (okia -
!he rankin, is based on the number of "acancies notified by the com-any on different job -ortals .!ill 2/th 0anuary
21123
Gere ran*in's o) the ten %ompanies in the $ndian #ele%om se%tor are 'i(en on the asis
o) their wor*)or%e relationship )a%tors, #en %ompanies were sele%ted on random asis
)rom the se%tor, #he %ompanies were 'i(en a %onsolidated ran* on a s%ale o) 1-1! on
the asis o) sum o) their indi(idual ranks on vario%s 5) *racticesA *roced%resA
*olicies and *ara#eters li*e re%ruitment pra%ti%es, %ompensation poli%ies, wor*
%ulture, re%o'nition )or 'ood wor*, retention, trainin' and de(elopment, per)orman%e
appraisals et al, #he s%ores are %onsolidated on the asis o) data %olle%ted throu'h
re%ent sur(eys and studies y renowned names li*e 7usiness #oday, Gewitt, $96 9ata
=uest, AASS6DM and nau*rihu,%om
hR CHALLENGES IN RECRUITMENT
$n the last )ew years, the Fo mar*et has under'one some )undamental %han'es in
terms o) te%hnolo'ies, sour%es o) re%ruitment, %ompetition in the mar*et et%, $n an
already saturated Fo mar*et, where the pra%ti%es li*e poa%hin' and raidin' are 'ainin'
momentum, G. pro)essionals are %onstantly )a%in' new %hallen'es in one o) their most
important )un%tion- re%ruitment, #hey ha(e to )a%e and %on3uer (arious %hallen'es to
)ind the est %andidates )or their or'ani&ations,
The #aDor challenges faced +y the 5) in recr%it#ent are:
16
1. 'da*ta+ility to glo+aliCation S #he G. pro)essionals are e8pe%ted and re3uired to
*eep in tune with the %han'in' times, i,e, the %han'es ta*in' pla%e a%ross the 'loe,
G. should maintain the timeliness o) the pro%ess
2. 0ack of #otivation S .e%ruitment is %onsidered to e a than*less Fo, ?(en i) the
or'ani&ation is a%hie(in' results, G. department or pro)essionals are not than*ed
)or re%ruitin' the ri'ht employees and per)ormers,
3. 4rocess analysis S #he immedia%y and speed o) the re%ruitment pro%ess are the
main %on%erns o) the G. in re%ruitment, #he pro%ess should e )le8ile, adapti(e
and responsi(e to the immediate re3uirements, #he re%ruitment pro%ess should also
e %ost e))e%ti(e,
4. Strategic *rioritiCation S #he emer'in' new systems are oth an opportunity as
well as a %hallen'e )or the G. pro)essionals, #here)ore, re(iewin' sta))in' needs
and prioriti&in' the tas*s to meet the %han'es in the mar*et has e%ome a %hallen'e
)or the re%ruitment pro)essionals,
5. 'ttracting highly talented ones - #he numer o) hi'hly talented pro)essionals is
less, All the i' MA6+s are tryin' to attra%t these people with hi'h salaries, per*s,
in%enti(es et%, #here is a tou'h %ompetition amon' these %ompanies to 'et these
%andidates on their roles,
#hese days, itIs not Fust salaries whi%h will pull the %andidate in ut (arious
)a%tors li*e +randA c%lt%reA location ADo+ sec%rityA re*%tation of the
co#*any et% play a maFor role in re%ruitin' a talented pro)essional,
12
2%r &ision = *ro#ise
9y 2010 'irtel will +e the #ost ad#ired +rand in India:
Lo(ed y more %ustomers
#ar'eted y top talent
7en%hmar*ed y more usinesses
J4e at Airtel always thin* in )resh and inno(ati(e ways aout the needs o) our
%ustomers and how we want them to )eel, 4e deli(er what we promise and 'o out o)
our way to deli'ht the %ustomer with a little it moreK
1"
9harti 'irtel
#ele%om 'iant 7harti Airtel is the )la'ship %ompany o) 7harti ?nterprises, #he 7harti
<roup, has a di(erse usiness port)olio and has %reated 'loal rands in the
tele%ommuni%ation se%tor,
Airtel %omes to you )rom 7harti Airtel Limited, $ndiaIs lar'est inte'rated and the )irst
pri(ate tele%om ser(i%es pro(ider with a )ootprint in all the 2- tele%om %ir%les, 7harti
Airtel sin%e its in%eption has een at the )ore)ront o) te%hnolo'y and has steered the
%ourse o) the tele%om se%tor in the %ountry with its world %lass produ%ts and ser(i%es,
#he usinesses at 7harti Airtel ha(e een stru%tured into three indi(idual strate'i%
usiness units (S7UIs) - Moile Ser(i%es, Airtel #elemedia Ser(i%es B ?nterprise
Ser(i%es, #he moile usiness pro(ides moile B )i8ed wireless ser(i%es usin' <SM
te%hnolo'y a%ross 2- tele%om %ir%les while the Airtel #elemedia Ser(i%es usiness
o))ers roadand B telephone ser(i%es in 50 %ities, #he ?nterprise ser(i%es pro(ide
end-to-end tele%om solutions to %orporate %ustomers and national B international lon'
distan%e ser(i%es to %arriers, All these ser(i%es are pro(ided under the Airtel rand,
2%r 9rand
Airtel was orn )ree, a )or%e unleashed into the mar*et with a relentless and unwa(erin'
determination to su%%eed, A spirit %har'ed with ener'y, %reati(ity and a team dri(en Jto
sei&e the dayK with an amition to e%ome the most 'loally admired tele%om ser(i%e,
Airtel, a)ter Fust ten years, has risen to the pinna%le o) a%hie(ement,
As $ndia+s leadin' tele%ommuni%ations %ompany Airtel rand has played the role as a
maFor %atalyst in $ndia+s re)orms, %ontriutin' to its e%onomi% resur'en%e,
#oday we tou%h peopleIs li(es with our Moile ser(i%es, #elemedia ser(i%es, to
%onne%tin' $ndia+s leadin' 1!!!T %orporates, 4e also %onne%t $ndians li(in' in USA
with our %allhome ser(i%e,
Business Divisions
15
FUTURE Development
$n the #o+ile +%siness, 7harti Airtel plans to ma*e %onsiderale in(estments in
Aetwor* e8pansion to estalish presen%e in all %ensus towns and o(er /!!,!!! (illa'es
a%ross $ndia y 2!1!, therey %o(erin' 5/H o) the %ountryIs total population, #he
%ompanyIs strate'i% )o%us will e on )urther stren'thenin' the Airtel rand throu'h est-
in-%lass %ustomer ser(i%e, whi%h is a%*ed y wide national distriution,
#he Airtel sus%rier ase a%%ordin' to 32'I - 3ell%lar 2*erator 'ssociation of India
as o) May 2!!"U2V was:
2!

#he total is 62,02/,5-/ or -2,"1H o) the total 2!/,06!,262 <SM moile %onne%tions in
$ndia till May 2!!",
Achievements
Airtel was the )irst pri(ate player in tele%om se%tor to %onne%t all states o) $ndia,
21
Airtel is the )irst moile ser(i%e pro(ider to introdu%e the li)etime prepaid ser(i%es
and ele%troni% re%har'e systems,
the networ* has spread o(er 5- per %ent alon' the Aational Gi'hways and "" per
%ent o) *ey rail routes a%ross the State ,
Ga(in' a%hie(ed hu'e su%%ess in moile ser(i%es- postpaid and prepaid- Airtel
has now entered )i8ed-line telephony pro(idin' roadand ser(i%es in 52 %ities
a%ross $ndia,
#he %ompany has an opti%al )ier networ* o) -/,!16 *m and a %ustomer ase o)
-/,00!,0!6 <SM moile and 1,"15,!"- roadand sus%riers,
Airtel is listed on #he Sto%* ?8%han'e, Mumai (7S?) and #he Aational Sto%*
?8%han'e o) $ndia Limited (AS?),
.apidly e8pands networ*, to roll out a%ross all %ensus towns and o(er /,!!,!!!
(illa'es S %o(erin' o(er 5/H o) the population,
7harti Airtel %rosses the /! million %ustomer mar* S D6# 1,2!!2 ( 6/million is
the latest )i'ure B addin' nearly 2 million sus%riers e(ery month)
7e%omes the )astest pri(ate tele%om %ompany in the world to a%hie(e this
milestone
?nters into the lea'ue o) the worldIs top tele%om %ompanies, mo(es towards top
/ 'loal moile %ompanies
Addin' 2/!!! towers e(ery month e8pandin' their networ* all o(er $ndia,
4ide ran'e o) @alue Added Ser(i%es S li*e rin'tones, %aller tunes, news et%
Dne o) the 1
st
%ompany to introdu%e moile an*in', moile ill payments et%
;or /#*loyees
$t has 2/!!! employees B with in%rease in networ*, it has wide prospe%ts,
>ro(ide attra%ti(e salary to employees, per)orman%e turno(er,
?SD>S( ?mployee Sto%* Dptions >ro'ramme)
>ro(ides an opportunity )or %areer 'rowth S )rom Mana'ement trainee to 6?D,
<i(es an opportunity to employee to 'row (erti%ally as well as hori&ontally,
<i(es an opportunity to mo(e any part o) the %ountry %onsiderin' they ha(e
networ* e(erywhere,,
22
Targets
A''ressi(e e))orts are on to pro(ide a superior networ* ser(i%e that is
%on'estion-)ree and to help %ustomers 'et %onne%ted the )irst time,
Also, the SMS %apa%ity is sou'ht to e raised )rom the %urrent /,/!! messa'es
per se%ond to 6,/!! messa'es per se%ond y Mar%h 2!!5,
A)ter estalishin' itsel) in the domesti% mar*et, Airtel is now spreadin' its win's
in US y pro(idin' its moile ser(i%e under the name +6ALLGDM?+ to the A.$s,
Advertisements
AirtelIs ad(ertisin' %ampai'ns are always admired, #heir idea o) %reatin' a si'nature
rin'tone with A . .ehman was rilliantN and they still %ontinue to use that tone, $n a
masterstro*e they ele(ated the rand without ha(in' to tal* o) tal* time , rates et%,
#hen %ame the almost ma'i%al P?8press Eoursel) P %ampai'n stunnin'ly
e8e%uted with e8%ellent ima'ery and %reati(ity, $t show%ased the ui3uitous utility o) the
moile phone throu'h the situations ( a )i'htin' %ouple, a ride enterin' %hur%h, an irate
mo) ut %on(erted a rational pur%hase de%ision to an e8tension o) oneIs (oi%e, And
)rom that 7hartiIs mar*et share has *ept in%reasin' to ein' the i''est moile ser(i%e
pro(ider,
#hey %hose the %ountryIs most popular people i,e, S.L, Lareena and Sa%hin )or
their %ampai'n B made %onne%tion with people, $ts ad(ertisements always tou%h the
%hord o) the people,
2-
Airtel to focus on rural expansion
7harti Airtel, whi%h had 0" million moile users in Septemer 2!!2, had 5,"! million
sus%riers %omin' )rom rural areas,
Airtel, the leadin' moile ser(i%e pro(ider, has planned to in%rease the pa%e o) its
networ* e8pansion in rural areas durin' 2!!"-!5,
>eople in the rural mar*ets are ready to 'o moile and the 'rowth depends on the
stren'th and the 3uality o) the networ*, 9istriution has een 'rowin' at a rapid pa%e
and Airtel will e in easy rea%h )or all %ustomers in the State, J4e want to in%rease the
rand presen%e and e%ome )ar more lo%al,K 6?D says,
20
Organizational Structure of AIRTEL
2/
Departments
Levels
26
!"# of organi$ational s%ccess depends %pon efficient
emplo&ee selection
The Talent Acquisition / Recruitment
Process
#he re%ruitment pro%ess is the asi% pro%edure, howe(er there are )ew %han'es in
di))erent departments, )or e,', $# dept B 6ustomer 6are dept %annot ha(e same type o)
re%ruitment pro%ess as the ailities B s*ills re3uired are di))erent in di))erent department,
Gowe(er the asi% pro%ess is as )ollowin' :
1, >repare the or'ani&ational %hart with the support o) respe%ti(e departments ased
on industry norms B proFe%tion o) 'rowth,
2, 6o-ordinate with all departments )or their manpower re3uirements,
-, 6reate the Fo pro)ile and person spe%i)i%ation as per department re3uisition,
0, 6reate the %ompany pro)ile )or ad(ertisin' the %ompany to attra%t prospe%ti(e
%andidates B also )or the %onsultants et%,
22
/, :ollow internal or e8ternal methods o) .e%ruitment
6ommonly used ?8ternal Methods
i, 6o-ordinate with re%ruitment a'en%ies B G. %onsultants e,',, G??9
6onsultan%y, A76 6onsultan%y et%
ii, Ad(ertisements in print e,',, #imes As%ent, Gindustan #imes et%
iii, 4e - in own wesite or portals li*e nau*ri,%om, monster,%om et%,
i(, 6ampus .e%ruitments
6ommonly used $nternal Methods ($J. S $nternal Jo .e3uirement)
i, ?mployees .e)erral
ii, #rans)er B >romotions
6, Appli%ation S%rutiny B >reliminary S%reenin' ,
2, Shortlist )or preliminary inter(iew S telephoni%, (ideo %on)eren%in', personal
inter(iew,
", Dr'ani&in' )urther rounds o) inter(iew with department heads et% dependin' upon
the position,
5, 7rie)in' %ompany pro)ile to potential %andidates, %on(in%in' them aout the
or'anisational stren'th B aout their %areer path B 6ompensation,
1!, >ro(idin' o))er letter to sele%ted %andidates B help them in Foinin' )ormalities within
the or'ani&ation,
11, $ndu%tion, )ollowed y trainin' as re3uired,
12, #a*in' monthlyM3uarterly )eeda%* )rom the department aout the %andidates who
ha(e Foined,
1-, Dr'ani&in' mar*et sur(ey o) salaries, Fo opportunities et%,
2"
Recruitment through AIRTEL Website
25
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Recruitment through Job Portals
Outlines for prospective candidates
#o apply )or a position, itIs important that you ha(e a %lear idea o) your %areer
pro'ression, in%ludin' how you wish to utili&e your s*ills and e8perien%e in your ne8t
role,
#here are two (2) ways to ma*e yoursel) *nown to usW #he )irst is a 'eneral sumission
o) your 6@ into one o) our 9i(isions, $n this %ase, you e%ome part o) a Jpool o)
%andidatesK %ate'ori&ed into a pro)essional s*ill area, 4hen the #alent A%3uisition
#eam e'ins a talent sear%h a'ainst a (a%ant role, 6@s in this pool are %onsidered
a'ainst the sele%tion %riteria, $) your details are mat%hed you will e lin*ed to the (a%ant
role and re(iewed )or suitaility well e)ore the role is ad(ertisedW #he se%ond way is to
apply dire%tly to an ad(ertised opportunity and in%lude a %o(erin' letter whi%h
demonstrated how and why you are suitale,
Usef%l ti*s for a**lying for *ositions
Eou are more li*ely to e su%%ess)ul in the re%ruitment pro%ess i) you tell us how
you )it the position you are applyin' )or, i,e, in your %o(erin' letter
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4e re%ommend you only apply )or tar'eted positions )or whi%h you ha(e suitale
s*ills and e8perien%e - applyin' )or multiple positions %an dama'e your %rediility
Ste* 2ne - Tailor yo%r 3&
Eour 6@ is (ery important S #hin* o) it li*e a >assport whi%h should e up-to-date and
%urrent at all times to )a%ilitate Jtra(elK to your ne8t %areer opportunityW
A 6@ should also JsellK and Jmar*etK you in an interestin' and honest manner, A
)un%tional 6@ should hi'hli'ht the s*ills and e8perien%e you ha(e 'ained throu'hout
your %areer to date, $t may e help)ul to %onsider the )ollowin' ti*s to enhan%e your
%urrent 6@:
a, 6ompile your 6@ in re(erse order (showin' your most re%ent e8perien%e )irst)
, Show the month and year you %ommen%ed ea%h position
%, $) there are any 'aps in your employment e8plain these
d, As well as responsiilities, list your a%hie(ements in a position
e, Leep it %on%ise
), 6he%* and doule %he%* your spellin' and 'rammar
', Gi'hli'ht in a %o(erin' letter why you elie(e your s*ills meet the re3uirements o)
the position
Ste* Two E '**lying 2nline
#o apply )or a position you will need to )ollow the steps in the online appli%ation pro%ess,
As part o) this pro%ess, you+ll e re3uired to %reate a personali&ed pro)ile, 6li%* the
+Apply Dnline+ lin* at the ottom o) the ad(ertised position to %reate or update your
pro)ile, 4hen you ha(e su%%ess)ully sumitted an appli%ation, you will re%ei(e a system
'enerated %on)irmation email, lettin' you *now we ha(e re%ei(ed your appli%ation,
As we o)ten re%ei(e a lar'e numer o) appli%ations )or any 'i(en position, you may not
hear )rom us a'ain until two or three wee*s a)ter we re%ei(e your details, howe(er we
are %ons%ious o) pro'ressin' as 3ui%*ly as possile and o)ten %an ad(ise o) your
suitaility or ne8t steps e)ore this,
$) your appli%ation will not pro'ress to the ne8t sta'e, you will e ad(ised in writin' (ia
email,
--
$), a)ter applyin' )or a position, you ha(e not heard )rom us within three wee*s please
%onta%t us and as* )or the .e%ruitment #eam, Alternati(ely you may email us
Ste* Three E Interviewing
4hen we pro'ress your appli%ation, you will e %onta%ted y phone and in)ormed o) the
ne8t steps, whi%h may in%lude an initial telephone inter(iew or )a%e-to-)a%e inter(iew,
Ste* ;o%r E 'ssess#ents and )eference 3hecks
4hen you pro'ress to the ne8t sta'es, )or some roles you may e re3uired to
parti%ipate in psy%hometri% assessments and )or all roles there will e re)eren%e %he%*s,
so please e prepared to pro(ide at least two pro)essional re)erees )or us to %onta%t,
#hese re)erees must ideally e people you ha(e reported to in prior positions - or at
least people who ha(e wor*in' *nowled'e o) your ailities and e8perien%e,
Ste* ;ive - 9eing $ade an 2ffer
$) you are su%%ess)ul in e%omin' the pre)erred %andidate, you will e ad(ised o) the
o))er y telephone and promptly pro(ided with a written employment a'reement, #he
o))er o) employment is (alid )or a )inite period o) time and re3uires your a%%eptan%e y
si'nature and its return to our G. 9epartment,
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