PART-A

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INTRODUCTION TO THE COMPANY

HISTORY OF BHARTI
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability
under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures
received certificate for commencement of business on January 18, 1996. The Company was
initially formed as a wholly-owned subsidiary of Bharti Telecom Limited. The chronology of
events since Bharti Tele-Ventures was incorporated in 1995 is as follows:
Calendar year & Events
1995
- Bharti Cellular launched cellular services'AirTel'in Delhi
1996
- STET International Netherlands NV, or STET, a company promoted by Telecom Italia,
Italy acquired a 20% equity interest in Bharti Tele-Ventures
- Bharti Telenet launched cellular services in Himachal Pradesh
1997
- British Telecom acquired a 21.05% equity interest in Bharti Cellular
- Bharti Telenet obtained a license for providing fixed-line service in Madhya Pradesh circle
- Bharti Telecom and British Telecom formed a 51% : 49% joint venture Bharti BT, for
providing VSAT services

1998
- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT Internet
for providing Internet services

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- First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on
June 4, 1998 by Bharti Telenet thereby ending fixed-line services monopoly of DoT (now
BSNL)
1999
- Warburg Pincus (through its investment company Brentwood Investment Holdings
Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures

- Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular Holdings)

acquired an effective 32.36% equity interest in Bharti Mobile (formerly JT Mobiles), the
cellular services provider in Karnataka and Andhra Pradesh circles

- New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in Bharti Cellular

2000

- Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti Mobinet

(formerly Skycell Communications), the cellular services provider in Chennai

- Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in Bharti Telenet
and 18.8% from Bharti Telecom thereby making Bharti Telenet a 100% subsidiary of Bharti
Tele-Ventures

- SingTel (through its investment company Pastel Limited) acquired STET's 15.3% equity
interest in Bharti Tele-Ventures

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- Bharti Tele-Ventures acquired an additional effective 41.64% equity interest in Bharti

Mobile (by acquiring the remaining 36.55% equity interest in SC Cellular) resulting in Bharti
Tele-Ventures holding an effective 74% equity interest in Bharti Mobile.

2001

- Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular

- Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for establishing
a submarine cable landing station at Chennai

- Bharti Tele-Ventures issued additional equity for approximately US$ 481.30 million to
SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay Cellular and Bharti Telecom

- Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice Cell ),
the cellular services provider in Kolkata

- Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti Telecom and
Intel, respectively

- Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British
Telecom, thereby making Bharti Cellular its 100% subsidiary

- Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti Mobinet from
Millicom International and BellSouth

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International, thereby owning 89.5% equity interest in Bharti Mobinet, which was further
increased to 95.3% following an issuance of additional equity shares by way of rights issue

- Punjab license restored to Bharti Mobile by the DoT and migration to NTP - 1999 accepted

- Bharti Cellular entered into license agreements to provide cellular services in eight new
circles following the fourth operator cellular license bidding process

- Bharti Telenet entered into license agreements to provide fixed-line services in the
Haryana, Delhi, Tamil Nadu and Karnataka circles

- Bharti Telesonic entered into a license agreement with the DoT to provide national long
distance services across India

- Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license agreements with
the DoT to provide ISP services in India

- Bharti Telesonic launched national long distance services under the brand name of
IndiaOne

- Bharti Telenet launched fixed line services in Haryana under the brand name of TouchTel.

2002

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- Comes out with issue of 18.53 crore equity shares through book building route with a floor
price of Rs 45 per share, received bid for 18.55 crore shares. Through the issue, it becomes
the first company in India to come out with 100% book building issue

-Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises Rs 834 crore

-Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price of Rs 45

-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to contract leased
line connectivity for its cellular operations

-Mr. Ravi Akhoury ceases to be Director of Bharti Tele

-DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the company

-Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile

-Ties up with SSC (Secondary School Certification) Board, Hyderabad, where Bharti will
announce SSC results to its customers on their mobile phones

-ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs

-Bharti forays into Mumbai with offers

-Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti Tele-Ventures

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-Sunil Mittal, Chairman & Managing Director of the company, bags Businessman of the year
award by Business India

2003

-Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle

-Company accorded its approval for amalgamation of its subsidiary companies viz: Bharti
Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and Bharti Comtel Ltd
through scheme of Amalgamation. The merged entity would be renamed as Bharti Infotel Ltd

-Air Tel launches Local direct dialling facility in Chennai circle

-Mobilises 5 m long term foreign currency borrowings for expansion of cellular operations

-Bharti Cellular unveils CareTouch service

-Bharti Group's cellular brand Airtel has unveiled free multimedia messaging services
(MMS) for its customers. The company has also rolled out pan-India GPRS (General Packet
Radio Services) for its corporate subscribers

-Launches its `IndiaOne MeetXpress' audio-conferencing service

-Punjab, Haryana get free incoming calls from Airtel

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-AirTel provides SMS facilities to hearing impaired in Chennai

-Goa, Maharashtra gets 'voice portal' services by Bharti Cellular

-Launches free additional connection to its new subscribers in New Delhi

-Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board of Directors of
Bharti Tele Ventures Ltd with effect from February 27, 2003.

-Airtel provides SMS cricket updates

-Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile service in
Chennai, today launched its GPRS (General Packet Radio Service) network and an MMS
(multi-media messaging) on the GPRS platform

-AirTel unveils new ring tones for karnataka cellular market

-AirTel Subscribers exceed 3 million mark

-AirTel unveils RAD system

-Mr P M Sinha resigns from the Board of Directors of the Company with effect from March
31, 2003.

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-Bharti TeleVentures announces the completion of merger with Bharti Mobitel

-Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.

-AirTel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers

-AirTel, Touchtel jointly offer freeTouchtel land line for post-paid Airtel connection

-AirTel rolls out voice mail service for pre-paid customers

-AirTel unveils new scheme for pre-paid customers giving away free talk time worth Rs 10
crore

-Airtel surpasses 4 lakh subscriber base in Karnataka

-Bharti announces new tariff plan AirTel 012

-Offers 0-1-2, a new cellular package for the customers, which means zero charges on
incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on mobile-to-mobile STD
calls

-Rolls out Airtel messenger service

-AirTel offers bundled handset, connection package for Rs 5715

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-Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai

-Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its stake to
100% in Bharti Mobile

-Iinks distribution pact with Hathway Cable. With this alliance, Bharti is said to be the first
telecom firm to step into television distribution services

-Six cell operators move over from Bharti to VSNL

-Airtel augments cellular coverage in TN by including Arcot & Walajapet in its network

-Airtel ties up with Coke in Chennai to sell its Magic prepaid cards

-AirTel embarks on network expansion in Hyderabad

-Airtel unveils IndiaOne Long Distance Calling Card

-AirTel introduces unified tariff package in TN, Chennai

-Airtel becomes front runner in Karnataka's mobile services market

-Bharti Tele launches 'Always on' service to its subscribers

-SBI, AirTel announce EMI offer at Rs 299

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-Bharti and MTV join hands to launch new SIM card

-AirTel unveils new post-paid scheme at zero rental

-AirTel launches `Happy Plan' in AP

-Airtel emerges as the highest selling pre-paid card

-Airtel join hands with Alcatel & Videocon to launch new scheme

-AirTel service provider touches 5 lakh customers in Punjab

-Airtel offers 5 new services for its customers in Mumbai

-Bharti launches first dual band network in Delhi

-Gets 14th place among top 25 Cos in India

-Bharti Mobile crosses 4 lakh mobile subscribers in AP

-Airtel holds top position in terms of dealer penetration

-Prof. V S Raju has been inducted on the Board of Directors of the

Company.

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-Touchtel launches SMS service in fixed line phones in Karnal,

Panipat

-AitTel unveils special offers in Kerala

-AirTel launches InnoWest for the western region

-Bharti Tele-Ventures enters into an agreement with Telesystem

(Mauritius) Pvt. Ltd

-Airtel slashes out going sms price to 30ps

- AirTel on December 16, 2003 announced the launch of expense tracker service, which
provides customers the option of tracking their day-to-day expenses on a daily or monthly
basis. To avail of this service, the customer should register himself by sending EXP REG
Your mail ID{gt} to 3020. This service will allow a user to track expenses, while on the move
by sending an SMS. Each SMS sent to 3020 would cost Rs 3.

-AirTel introduces MTV Club Card in Chennai

2004

-Bharti unveils new card for Mecca piligrims

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-AirTel enrolls 50,000 customers in its mobile service in 60 days

-Launches WAP enabled portal Service in Kerala

- Bharti Cellular's AirTel has extended its mobile connectivity to

Karaikkal, Nagur, Mannargudi and Kovilpalayam in Tamil Nadu circle.

-Airtel customer base touches new high of 5 lakh mark in Andhra

Pradesh

- Mobile service provider AirTel is launching its first ever MMS (Multi Media service)
downloads in Tamil. The launch of this service has been timed to coincide with Pongal.

-AirTel tie up with MAA TV

-Airtel launches Rs 50 pre-paids recharge

-AirTel launched a family pack for its post-paid customers in Chennai on January 29.
According to a press release, the family pack may have a maximum of 10 members spread
across the country. The combined basic plan fixed charges/rental of all family members in the
pack will have to be equal to Rs 450 but less than Rs 1000 for the family 450 pack and above
Rs 1000 for the family 1000 pack. The offerings under family pack 450 include 15 free
mobile to mobile STD minutes within the family, 50 free local calling minutes to each family
member, calls within the family in same circle at 50 paise per minute, 25 free local SMS and
one subscription alert service free for 3 months.

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-Bharti Tele-Ventures enters into a three year service agreement with Ericsson

-Bharti Tele-Ventures (BTVL) has signed and received unified access service licence to
provide GSM services in five circles including Uttar Pradesh (East), West Bengal &
Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The licence has been granted to
Bharti Cellular Ltd (BCL), the cellular arm and subsidiary of BTVL.

-Airtel announces the signing of the first-ever bilateral roaming agreement between an
Indian mobile service provider and its counterpart in Pakistan. This facility will be available
to pre-paid as well as post-paid customers. AirTel's roaming agreement is with Mobilink, the
only GSM cellular service provider in Pakistan

-Acquires switching systems from Tekelec that will give a technological edge to the
company

-Bharti Tele-Ventures Ltd signed an information technology outsourcing deal with infotech
major IBM, estimated to be in the range of 0-750 million for a ten-year period.

-Jayant Khosla, new chief executive officer, Mumbai

-Signs MoU to join the South East Asia - Middle East - Western Europe 4 (SEA-ME-WE-4)
consortium along with 15 other global telecom operators.

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-Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the latter's 67.5 per
cent stake in cellular services company Hexacom for Rs 430 crore.

-Bharti Tele garners 0 m via FCCBs

- Samsung India Electronics Limited has tied up with cellular operator Bharti for bundling its
mobile handsets with a connection.

-The Bharti group finalised a Rs 500-crore deal to share its national long-distance (STD)
network with VSNL in a first-of-its-kind accord between two top telecom service providers in
a bid to optimise capacities in the NLD segment.

- Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL) has signed a
Right to Use (RoU) agreement to deploy mobile telephony major, Bharti Tele-Ventures'
existing National Long Distance (NLD) backbone.

-Airtel offers talktime transfer service

-Airtel has announced money-back guarantee offer in case of call drop or poor network
experience for its subscribers

-Bharti launches 2-in-1 card

-- Airtel launched two-way international roaming and GPRS for prepaid customers in the
Maharshtra and Goa circles

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-India's leading cellular company Bharti Tele-Ventures has bagged the Asian MobileNews
operator of the year award in India and the subcontinent

-Bharti Tele-Ventures Ltd has awarded a million equipment contract to Swedish telecoms
company Ericsson

-Bharti Televentures announced formation of a new strategic business unit to offer various
telecom and IT services through a single contact

-Bharti Televentures unveiled a mobile portal featuring sports, entertainment and news
among others

-Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system

-Bharti Tele-Venture on July 19 launched ring back tone service which is a personalized
mobile music service where the caller hears songs and other sound clips instead of the
traditional switchboard ring-ring tone

-Airtel, a private telecom services provider, has commissioned its first 24x7 customer service
centre in Andhra Pradesh

-Airtel unveils Rs 199 pre paid card

-AirTel join hands with NMIMS to offer executive MBA programme

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-AirTel introduces new scheme for hearing impaired in Maharashtra &

Goa

-AirTel inks pact with JP Mobile

- Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune on
September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-enabled handset.

-AirTel unveils first virtual calling cards in India

-BTVL rolls out EDGE services in Bangalore

-Airtel rolls out Full Talktime Advantage card

-Airtel rolls out wi-fi services in Mumbai

-BTVL launches new 'Airtel Broadband Friendly Offer'

-Airtel launches GPRS services for pre-paid customers

-Airtel partners with ITPO to set up Wi-Fi network in Delhi

-Airtel launches EDGE services and a new pre-paid plan for Chennai

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-Airtel introduces LAS in Karnataka

2005

-Airtel launches video services for its GPRS customers on February

22, 2005

-Airtel unveils new TV ad featuring Sachin, Sharukh

-Bharti Tele-Ventures launches telecom network in Andaman & Nicobar

-BTVL unveil fixed line, broadband services

-Bharti inks 5-m deal with Nokia for rural network expansion

-Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have joined hands
to launch mChq - a revolutionary new service - a credit card on the mobile phone

-Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India

-Bharti Tele Ventures announces agreement with Vodafone

-Airtel unveils 'free flight' offer

-Airtel unveils starter pack

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-Bharti Tele-Ventures launches under sea cable system

2006

-Airtel unveils Re 1 STD plans

-Airtel launches NetXpert.

-Airtel launches Post2Pre recharging service on April 04,2006.

-Airtel sets up customer centre

-Mobile service provider Airtel today announced the launch of `Save My Phone Contact'
service for its pre-paid and post-paid customers in Delhi

-Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive Service
Provider of the Year' awards

-Sunil Mittal bags CEO of the Year award

-Cellebrum join hands with Airtel

-Airtel Mega unveiled in Coimbatore

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-Airtel joins hand with Microsoft

-Bharti Airtel Ltd has informed that Microsoft and the Company announced a strategic
partnership that will offer a range of software and services for small and medium businesses
(SMBs) in India.

-Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the Adani Group for
establishing an end-to-end modern telecommunication network infrastructure for the latter's
multi-sector special economic zone (SEZ), located near Mundra Port in Kutch district of
Gujarat.

2007

-Bharti Airtel, telecom major, has come out with a slew of initiatives including buying out
SingTel's 50 per cent stake in joint venture under sea cable company Network i2i for 0
million.

-Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on Economics of
Quality.

-Bharti Airtel Ltd has announced the following changes in the operational leadership
structure and roles in the Company effective April 01, 2007.

-Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International Long
Distance Tariffs (ISD) for all its mobile customers in India.

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-Airtel signs agreement with HTC for touch screen mobile.

2008

- Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi million euro
contract from Bharti Airtel Ltd for deployment of a single interactive voice response (IVR)
platform across 23 circles. The three-year turnkey contract comprises designing, planning,
systems integration and optimisation services to raise overall customer experience. The new
IVR solution will enable Airtel to deliver services such as voice SMS, televoting, call
management services, caller ring back tone and voice portal on a faster time-to-market basis
and, therefore, reduce OPEX costs.

- Bharti Airtel Ltd on February 13, 2008 has announced that it hasachieved the 60 million
customer mark. This landmark has catapulted Bharti Airtel into the club of top mobile
operators in the world in terms of subscriber base. The 60 million customer base covers
mobile as well as fixed line and broadband customers.

- Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based iPhone in
the country.

- Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to launch
its Direct-to-Home (DTH) television services. Infosys, through its digital convergence
platform, will offer a suite of products including devices, application servers and
interactive applications for Airtel's DTH services.

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2009

- Bharti Airtel HAS signed a five-year managed services deal valued at 0 million with
Alcatel Lucent for its fixed-line and broadband operations.

- Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at offering
the added advantage to Airtel customers to be in touch with each other at an affordable rate of
50 paise per minute, be it a national long distance call (STD) or a local call.

- In order to create products and services for the small, medium and large enterprises, Bharti
Airtel and Cisco announced a strategic business alliance. The alliance would combine the
strengths of Airtel's network service and Cisco' Internet Protocol (IP) technologies.

- Bharti Airtel - Airtel and mChek announce milestone of One Million users; introduce a
broad range of new mCommerce services.

2010

- Bharti Airtel submitted its bid for 3G spectrum, the auction for which starts from April 9.

- Bharti Airtel has partnered with US-based software maker VMware Inc. It has done this in
order to focus on the cloud-based managed computer services market.

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- Bharti Airtel, India's No.1 cellular carrier has won broadband spectrum in four circles.
Earlier, Bharti has said that it had tied up the entire financing requirement of .3 bn for the
planned buy, through a series of banks.

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TELECOM HISTORY SINCE 1842 TILL NOW

With the dramatic changes in interpersonal communication over the past decade, Internet
messaging has emerged as the primary medium for transferring information quickly,
inexpensively, and reliably. However, the growing popularity of wireless telephones has
added another dimension to the communications equationmobility. As more Indians rely on
cellular communication, this market is expected to see explosive growth over the forecast
period.
Lets have a review of telecommunication History:-

TELECOM HISTORY
1842: Wireless by conduction
1843: Early electromagnetic research, wireless by induction
1865: Induction and Dr. Loomis
Early radio discoveries
1879: D.E. Hughes and the first radio-telephone reception
1880: The photo phone and the first voice radio-telephone call
1880 to 1900: Radio development begins in earnest
1910: The first car-telephone
1924: The first car-mounted radio-telephone
1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service
1947: Cellular systems first discussed
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1948: The first automatic radio telephone service

1969: The first cellular radio system
1973: The Father of the cell phone
1978: First generation analog cellular systems begin
1980: Growth of Japanese cellular development
1981: NMT -- the first multinational cellular system
1982: The rise of GSM
1990: North America goes digital: IS-54
1998: satellite phones

Prehistory (Birth to Bell Labs, 1924)

While puzzling over the mysteries of radio, many inventors worked concurrently on
power generation, telegraphs, lighting, and later, telephone. The thorough understanding of
electricity required to produce a reliable, practical radio system took a long time and
happened in different phases.

In 1820, Danish physicist Christian Ousted discovered electromagnetism, the science that
could help generate electrical power and, if fully understood and applied, usher in the era of
telecommunication.

Michael Faraday - 1791 to 1867

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In 1821 Michael Faraday reversed Oberstars experiment and in so doing discovered

induction. This helped him build the world's first electricity generator. He worked on different
electrical problems in the next ten years, eventually publishing his results on induction in
1831.

Joseph Henry - 1797 to 1878

In 1830 the great American scientist Professor Joseph Henry transmitted the first
practical electrical signal; showing that electromagnetism could do more than just create
current or pick up heavy weights -- it could communicate. In a stunning demonstration in his
Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did
not pursue electrical signaling, he did help someone who did. And that man was Samuel
Finley Breese Morse.

Samuel Morse - 1791 to 1872

In 1837 Samuel Morse invented the first practical telegraph, applied for its patent in
1838 and was finally granted it in 1848. Joseph Henry helped Morse build a telegraph relay
or repeater that allowed long distance operation. The telegraph brought the country closer and
eventually the world. Morse also experimented with wireless, not by passing signals though
the atmosphere but through the earth and water. Without a cable.

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Wireless by conduction
On October 18, 1842, Morse laid wires between Governor's Island and Castle
Garden, New York, a distance of about a mile. Part of that circuit was under water. But before
he could complete this demonstration a passing ship pulled up his cable, ending it seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals
through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on wire line
telegraphy, that is, conventional telegraphy carried over wires suspended on poles. Few
tinkered exclusively with wireless since a basic radio theory had not yet been worked out.
Telegraphy, however, did produce a good understanding of wireless by induction since wires
ran parallel to each other and often induced rogue currents into other lines.

Early electromagnetic research

In 1843 Faraday began intensive research into whether space could conduct
electricity.

In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic

Field" which concluded that light, electricity and magnetism were all related and that all
electromagnetic phenomena travelled in waves.

- 27 -

Induction and Dr. Loomis

In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first person to
communicate through wireless via the atmosphere. Between 1866 and 1873 he transmitted
telegraphic messages at a distance of 18 miles. At one location he even flew a metal-framed
kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another location
a similar kite picked up these signals and noted them with a galvanometer.

Early radio discoveries

Maxwell's 1864 conclusions were distributed around the world and created a
sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany, could
produce and detect radio waves consistently and reliably.
On November 22, 1875, while working on acoustical telegraphy, a science close to
telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks.
D.E. Hughes and the first radio-telephone reception
From 1879 to 1886, London-born David Hughes discovered radio waves but was told
incorrectly that he had discovered no such thing. Discouraged, he pursued radio no further.
Hughes noticed a clicking noise in his home built telephone each time he worked
using his induction balance, a device now often used as a metal detector. He transmitted
signals from one room to another in his house in London. But since the greatest range there
was about 60 feet, Hughes took to the streets with his telephone, intently listening for the
clicking produced by his clockwork transmitter, gradually diminishing until it no longer could
be heard.

Alexander Graham Bell was the man who invented the telephone and made the first
call on a wired telephone to Thomas Watson. Bell was also first with radio.

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1888 onwards: Radio development begins in earnest

In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's prediction that
electricity could travel in waves through the atmosphere. Unlike Hughes, the extensive and
systematic experiments into radio waves that Hertz conducted were recognised and validated
by inventors around the world.
Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a
bell remotely and to explode some gunpowder".

Marconi established the first successful radio system. In 1901, his radio-telegraph
system sent signals across the Atlantic Ocean. Ships were the first wireless mobile platforms.
In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck, thus producing
the first land-based wireless mobile transmitting data, not voice.

In December 24, 1906, Reginald Fessenden accomplished the first radio bandwave
communication of human speech over a distance of 11 miles, from Brant Rock,
Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraph
codes, no longer just a wireless telegraph, but a means of verbal communication.

The first car-telephone

From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson in
1876, and his wife Hilda, regularly worked the first car telephone. Access was not by radio,
instead there were two long sticks, like fishing rods, handled by Hilda. She would hook them
over a pair of telephone wires, seeking a pair that was free. When they were found, Lars

- 29 -

Magnus would crank the dynamo handle of the telephone, which produced a signal to an
operator in the nearest exchange.

Around the same time, the triode tube was developed, allowing far greater signal
strength to be developed both for wireline and wireless telephony. No longer passive like a
crystal set, a triode was powered by an external source, which provided much better reception
and volume.

Later, with Armstrong's regenerative circuit, tubes were developed that could either
transmit or receive signals, were stable and powerful enough to carry the human voice and
sensitive enough to detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company that one day would
have a reach across the globe. Heavy equipment maker ASEA, boiler and gas equipment
maker AGA and telephone manufacturer LM Ericsson, formed SRA Radio, the forerunner of
Ericsson's radio division.

The first car-mounted radio-telephone

Bell Laboratories claims to have invented the first version of a mobile in 1924. It was
a two-way, voice-based radio-telephone and the adjoining photograph from their site certainly
seems to confirm it.

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History of cellular mobile telephony: 1982 to 2001

1980 - First cellular phones began to appear
1982 - Nordic Mobile Telephony (NMT) standard
1983 - American Mobile Phone System (AMPS) standard
1986 - Nordic Mobile Telephony (NMT) 900 MHz
1991 - Commercial launch of the GSM service
1993 - Coverage of main roads GSM services start outside Europe
1994 - Japanese Digital Cellular (JDC)
1996 - USA Personal Communications Systems (PCS)
1982 - The beginning
During the early 1980s, analog cellular telephone systems experienced rapid growth
in Europe, particularly in Scandinavia and the United Kingdom, but also in France and
Germany. Each country developed its own system, which was incompatible with those of
others, in equipment and operation. This was an undesirable situation, because not only was
the mobile equipment limited to operation within national boundaries, but also limited to the
market for each type of equipment. This scenario in a unified Europe was undesirable.

The Europeans realized this early on, and in 1982, the Conference of European Posts
and Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to study
and develop a pan-European public land mobile system. The proposed system had to meet
certain criteria, which included:

1. Good subjective speech quality.

2. Low terminal and service cost.
- 31 -

3. Support for international roaming.

4. Ability to support handheld terminals.
5. Support for a range of new services and facilities.
6. Spectral efficiency
7. ISDN compatibility.
Nordic Telecom and Netherlands PTT proposed to the CEPT the development of a
new digital cellular standard that would cope with the ever-burgeoning demands on European
mobile networks. The European Commission (EC) issued a directive which required member
states to reserve frequencies in the 900 MHz band for GSM to allow for roaming.

1986 Main GSM radio transmission techniques were chosen.

1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisory
group signed the charter GSM (Groupe Spciale Mobile) MoU "Club" agreement, with a
launch date of 1 July 1991.
The original French name Groupe Spciale Mobile was changed to Global System for Mobile
communications; but the original GSM acronym remains.

GSM SPECIFICATIONS WERE DRAFTED.

1989 1998
In 1989, GSM responsibility was transferred to the European Telecommunication
Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990.
Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22
countries, with 25 additional countries like South Africa, Australia and many Middle and Far
East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers
worldwide.
- 32 -

The developers of GSM chose an unproven (at that time) digital system, as opposed to
the then standard analog cellular systems like AMPS in the United States and TACS in the
United Kingdom. They had faith in the advancements in compression algorithms and digital
signal processors to allow the fulfillment of the original criteria and the continual
improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI) defined GSM as the

internationally accepted digital cellular telephony standard.

1990
Phase 1 GSM 900 specifications were frozen
DCS adaptation started.
Validation systems implemented.
First GSM World congress at Rome had 650 participants.

1991
First GSM specification was demonstrated.
DCS specifications were frozen.
GSM World Congress at Nice had 690 participants.

1992
January - The first GSM network operator was Oy Radiolinja Ab in Finland.
December 1992 - 13 networks were on air in 7 areas.
GSM World Congress at Berlin had 630 participants.

- 33 -

1993
GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.
Roaming agreements between several operators were established.
By December 1993, 32 networks were on air in 18 areas.
GSM World Congress at Lisbon progressed with 760 participants.
Telkom '93 was held in Cape Town. First GSM systems were shown.

1994
First GSM networks in Africa were launched in South Africa.
Phase 2 data /fax bearer services were launched.
Vodacom became the first GSM network in the world to implement data/fax.
GSM World Congress at Athens drew 780 participants.
December 1994 -- 69 networks were on air in 43 areas.

1995
GSM MOU was formally registered as an association registered in Switzerland with 156
members from 86 areas.
GSM World Congress at Madrid attracted 1400 participants.
December 1995 - 117 networks were on air in 69 areas.
Fax, Data and SMS roaming started.
GSM phase 2 standardisation was completed, including adaptation for PCS 1900.
First PCS 1900 network was shown live 'on air' in the USA.
Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.
Namibia goes on-line.
Ericsson 337 wins GSM phone of the year.
US FCC auctioned off PCS licenses.

- 34 -

1996
December 1996 - 120 networks were on air in 84 areas.
GSM World Congress was held in Cannes.
GSM MOU Plenary was held in Atlanta GA, USA.
8K SIM was launched.
Pre-paid GSM SIM cards were launched.
Bundled billing was introduced in South Africa.
Libya goes on-line.
Option International launches the world's first GSM/Fixed-line modem.

2001
Feb -- GSM Conference held in Cannes.
By May 2001 there were 500m GSM 900/1800/1900 users worldwide.
16 billion SMS messages were sent in April 2001.
By April, 500 million people are GSM users.

- 35 -

COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of

the biggest private

integrated telecom conglomerate, Bharti Enterprises.

Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in 15 states covering all four
metros and more than 7 million satisfied customers.

VISION:
To make mobile communications a way of life and be the customers' first choice.

MISSION:
We will meet the mobile communication needs of our customers through:
Error-free service delivery
Innovative products and services
Cost efficiency
Unified Messaging Solutions

CORE VALUE:
We will delight our customer with our simplicity, speed & innovation.
We will honours our commitment.
We will follow the highest standard of professional integrity & behaviour.
We will respect individual, build winning teams and lead by example.
We will create a fun filled and friendly workplace.

- 36 -

AIRTEL MOBILE COMMUNICATIONS LIMITED

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services. Its subsidiaries operate telecom services across
India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications
services based on a strong customer base consisting of 7.42 million total customers, which
constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.

Bharti Tele-Ventures vision for its mobile business is To make mobile communications a
way of life and be the customers first choice.
The mission is to meet the mobile communication needs of the customer through 1) error free
service 2) Innovative products and services and 3) cost efficiency. The Companys strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as of
June 30, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of
June 30, 2004, is significantly lower than the average mobile penetration rate in other Asian
and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.

- 37 -

Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development of India's economy;

Higher quality mobile networks and services; and

Greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all
the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of June 30, 2004, approximately 92% of India's total mobile subscriber market resided in
the Company's sixteen mobile circles, which collectively covered only 56% of India's land
mass.

- 38 -

AIRTEL DISTRIBUTION SYSTEM

DISTRIBUTION SYSTEM
A proper distribution system is very important for every company because now a days
the customer wants full service without any pain. Airtel has a deep penetration in the
market of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the
market the happy faces of customers and retailers of Airtel because of the easy
availability of Airtel cards and coupons.
BENEFITS OF GOOD DISTRIBUTION SYSTEM
1.

Easy availability

2.

Satisfied customers

3.

Competitive advantage

4.

Better market reputation

5.

Saves time

DISTRIBUTION SYSTEM OF AIRTEL

1. Organisation (C&FA's)
2. Distributor
3. Retailer
4. Customer

- 39 -

O r g a n is a tio n
C & FA

D is tr ib u to r
S e v e ra l F O S
FO S

D iffe r e n t
R e ta ile r s

FO S

D iffe r e n t
R e ta ile r s

D is tr ib u to r

- 40 -

FO S

D iffe r e n t
R e ta ile r s

ORGANIZATION STRUCTURE

Organisation of AIRTEL provides services through FSO (Full Service Outlets) and
DSA (Direct Sales Agent)

MANAGEMENTHIERARCHYATAIRTEL

"M A N A G E M E N T H IE R A R C H Y "
C H IE F S A L E S A N D M A R K E T IN G O F F IC E R
V IC E P R E S ID E N T
M A R K E T IN G S T R A T E G Y

V IC E P R E S ID E N T
S A L E S P L A N N IN G

C H IE F G E N E R A L M A N A G E R

C IR C L E S A L E S & M A R K E T IN G H E A D
D IS T R IC T O P E R A T IO N H E A D

P R E P A ID H E A D C IR C L E

M A R K E T IN G H E A D

C H A N N E L O P E R A T IO N M A N A G E R

P R E P A ID M A N A G E R

M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B

- 41 -

THREE TYPES OF SALES:

1. Primary Sales - Organisation to Distribution of Prepaid, Postpaid Cards, Coupons,
easy recharge etc.
2. Secondary Sales - Distributor to Retailers
3. Tertiary Sales - Retailer to Customer.

PROCEDURE OF ACTIVATION OF PREPAID CONNECTION:

Dealer (Confirms on 570)
FOS (Saw that the form is completed and has Accessory papers
Distributor (Activates the card)

PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:

Dealer (Collects of Cash and facilitates in Competition)
FOS (Collects the Form)
Distributor (Activates the card)

- 42 -

MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti TeleVentures' existing mobile circles in India:

- 43 -

SOURCE:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The
population for Uttar Pradesh (West) circle is approximately 37% of the total population for
the state of Uttar Pradesh.
(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released by
COAI. Mobile market size comprises the total number of mobile subscribers of all the service
providers in a circle.
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state
capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in
Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not
include Noida & Delhi as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a combination of
organic growth and acquisitions of additional licenses and has been summarized below. The
information given below is for the total market and is not representative of our market share
or network coverage.
1)

Comprises

the

circles

of

Maharashtra

and

Goa.

2)

Comprises the circles of Delhi, Himachal Pradesh, Karnataka and

Andhra Pradesh.

3)

Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.

4)
5)

Comprises

the

sixteen

operational

circles

of

Bharti

Tele-Ventures.

Based on data released by the COAI on the total number of persons subscribing to
mobile services in our licensed areas.

- 44 -

PART-B

- 45 -

INTRODUCTION TO THE TOPIC

Some Marketing and Business Tools Adopted By AIRTEL As To

Promote Its Activities:
Seminars: seminars are conducted at different places by the expert time by
time to make people aware.
Publicity: publicity is done through various media.
Stalls at famous places: they conduct their stall after a particular period of time
on the famous and public place to attract them towards themselves.
DSA (Direct Sales Agency)
Print media
Hoarding
Banners
Advertisement
Leaflets
Follow ups
By KNOP

- 46 -

Mobile Strategy
Capture

maximum

telecommunications

revenue

potential

with

minimum

geographicalcoverage to maximise its revenues and margins.Build high quality mobile

networks by deploying state-of-the-art technology to offer superior services.
Use the experience it has gained from operating its existing mobile networks to develop and
operate other mobile networks in India and to share the expertise across all of its existing and
new Circles.
Attract and retain high revenue generating customers by providing competitive tariffs,
offering high quality customer support, proactive retention programs and roaming packages
across all of its mobile circles.
Provide affordable tariff plans to suit each segment of the market with a view to expand the
reach, thereby increasing the mobile customer base rapidly.

Key highlights of Jan-04 are as follows:

Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs this month. In
percentage terms, this translates to a increase of 8 % in net adds over last month.
The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36 Mn at the
end of Jan-04, a growth of 6.22 %.
All India monthly growth in subscriber numbers was 6.13 %. The growth elsewhere was :
Metros 5.28 %
A circles 6.22 %
B circles 7.75 %
C circles 3.43 %

- 47 -

 All Circles Total 6.67 %

Airtel 6.39 %
B Circle category has shown the highest growth in subscriber base on an individual basis
this month.
At Airtel, we have always sought to enhance value for you as a customer by providing you
the most relevant and easy to use services through innovation and by harnessing the latest
developments in technology. In line with this strategy, we have constantly introduced
innovative products and services to suit your unique needs and wants.

Our services range from CLI to Music Messaging to Lost Call Alerts

all to serve you

better.
Move your mouse over any service from the following menu to get a brief description on
what it is all about.
SMS
ASTROLOGY
RINGTONES
VOICE-MAIL
DAIL-A-RINGTONE
LOGOS
CALLER TUNES
MUSIC MESSAGING
FLASH MESSAGES
BLINKING MESSAGES
JOKES
LOVE JOKES

- 48 -

YAHOO! MESSAGING
YAHOO! MAIL
NEWS UPDATES
SPORTS
CALLER IDENTIFICATION

TRENDS IN MOBILE COMMUNICATIONS

The growth and penetration of sophisticated digital communication systems, infrastructures,
and services, has been increasing constantly over the last decade. Examples of these services
are the Internet, electronic mail, multimedia, pagers, PDA's, and mobile telephony. From
marginal penetration 15 years ago, these systems and services are becoming a commodity in
both professional and consumer markets worldwide. The developments in these fields are still
going strong. In particular, rapid advances - both in technology and services - can currently
be observed in wireless and mobile systems that support the communication of different
media, such as data, speech, audio, video and control.
Current wireless network and mobile phone services roll-out is centered around four available
technologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems. The wireless
application protocol (WAP), initially carried by second generation GSM and in the future by
third generation UMTS wireless networks, will turn the mobile phone into a networked
smart-phone capable of low to medium data rate Internet functionalities. Bluetooth will allow
for short-range data communication between consumer appliances in a domestic
environment. Positioning systems will become integral part of mobile phones such that
services can be made dependent on the location of the user in the network.
When projecting the progress in mobile networks and services into the future, three
developments are of importance. In the first place, we can observe that more and more

- 49 -

mobile phone-like devices start to include accessories such as a small keyboard, a display,
and a speech interface. Such communication and information-oriented systems are emerging
as hybrids between the mobile phone and the wireless laptop personal computer. With higher
bit rates supporting more advanced services, the integration of the personal computer and
personal communication devices will be pushed even further.
In the second place, we observe that computing resources are becoming ubiquitously - that is
everywhere and at all time - available. We will soon live in an environment that supports us
by providing ubiquitous Computing for a wide variety of tasks and services. Daily life
consumables, durable products and services already contain an ever-increasing number of
sensors, actuators, processing units, and (embedded) software. The personal computer has
entered daily life as a necessary commodity, and the development of sophisticated
communication systems in today's society relies heavily on the availability of computation
resources.
Finally, we observe that communication and computing is becoming increasingly personal.
The device (and therefore the user) is always on-line, the user is identifiable, the device can
be personalized, and the system knows about the users position.

CELLULAR

MOBILE

PRICING

STRUCTURE

AND

TRENDS
Successful growth and diffusion of mobile communication services is focusing greater
attention on how mobile relates to fixed networks. Accordingly, it is necessary for regulatory
authorities to review current frameworks in those instances where regulation might impede
the offering of certain pricing structures, such as calling party pays. This issue is critical in
putting fixed and mobile networks on an equal footing, so the potential for competition
between networks can be exploited. Testing the demand for new pricing structures can be left
to the market. Successful growth and diffusion of mobile communication services is focusing
- 50 -

greater attention on how mobile communication relates to the Internet and electronic
commerce. This report reviews and benchmarks the pricing of emerging services such as
short message services. These services are the harbingers of ? Third generation ? Information
services over mobile networks and policy makers need to review current regulatory
frameworks to enhance pricing innovation and competition in the provision of these services.

- 51 -

INDIVIDUAL CUSTOMIZATION
An important trend in our society is agility or mass individualization. Consumer behavior is
much more volatile, much less predictable and increasingly concerned with instant
gratification. The expectation is that in due course this trend towards individualization will
become a more important factor in the emerging markets too, particularly in the urban areas.
As well as setting quality standards for products, this attitude also demands delivery at the
right time and in the right place. At any moment, wherever the consumer may be, it has to be
possible to satisfy his or her requirements; it is a question of the consumer as a "moving
target" and how we can increase our chances of "scoring a hit".
In modern thinking about categories of consumers, every consumer has something of this
instant consumer in his or her make-up, alongside other possible descriptions, such as
"rational", "social" and "responsible". What's more, this can vary according to the product
category. One moment, moreover, this instant consumer will be demanding products on the
basis of flavor, convenience or cheapness, and in the next breath will be voicing concerns
about the environment, animal welfare or his or her own health. The likelihood is that in the
long term health, the environment and animal welfare will be significant factors in the
concept of quality, as safety already is.
Changes in consumption patterns are an important factor in this development. While the retail
trade is evolving from supermarket to household service provider in response to mass
individualization, consumers are increasingly also obtaining their food through other outlets:
company canteens, take-away meals, snack bars, old people's homes etc. "Young couples" in
Europe are rapidly moving towards the situation that already exists in the United States,
where 50% of the food consumed is prepared outside the home. This places different
demands on products in terms of keeping qualities (shelf life), convenience and presentation.

- 52 -

Consumer-driven technology development

These trends in the market and among consumers generate a demand for a more differentiated
and more rapidly changing product range and also call for a different approach to technology
development (dedicated production systems). In the future there will have to be product
development that takes the dynamic of the market and the divergent wishes of the consumers
as its starting point and uses the technologies of the future: biotechnology, separations
technology, sensor technology and modern information technology (IT). To achieve this,
product development will have to be tackled in a more structured way, and knowledge
deriving from different areas of research will have to be integrated more effectively. The
development of sensor technology in the agro sector, for instance, requires the integration of
materials technology, biotechnology and process technology. New scientific developments
also provide interfaces through which the sector may respond to wishes relating to health:
both the information about genetic aspects and the new insights into bioactive components substances that, in low concentrations, affect human health - offer interesting prospects of
made-to-measure food!
In the future, "made-to-measure food" will also mean "food produced in a way that the public
finds socially acceptable". Such aspects as the environment, animal welfare etc. will play a
major role. This will have to be specifically taken into account in the development of
technology.

From chains to flexible networks

As well as imposing requirements in terms of technology development, trends such as mass
individualization call for a responsive answer to a sharply fluctuating market demand. This
places considerable demands on the organization of agricultural production chains. The full
vertical integration of links in a chain can mean a loss of flexibility. It would appear to be

- 53 -

more efficient to opt for a continuation of the development of the chain concept; leading to
responsive networks that combine the advantage of co-ordination with the flexibility of more
loosely linked organizations. These independent organizations work closely together in the
flow of goods along the chain in order to achieve the desired "customer value" at the lowest
possible cost.

- 54 -

COMPANYS PLANS
PREPAID PLANS
Are you wary of committing yourself to a date for making your bill payments?
Is it too much of a bother for you to remember dates for bill payments? Do you often
end up paying late fees against your monthly utility services bills? Do you end up
spending too much if you have the option to pay the bill later?
Think over for if one of these represents you, we have a solution for you. Start
thinking prepaid is our advise!
So what exactly is this prepaid! It is simply a way of going cellular by paying
for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime
for a month, you can buy a recharge coupon which gives you that much talktime on
your cellphone. Once that money gets exhausted you can buy another recharge coupon
for the same or different denomination depending on your future need.
Prepaid allows you to be in control of your cellular expenses even while you are
spending. You will be surprised that today In India, Prepaid connections account for
almost 60 to 70 percent of the total new entrants into cellular telephony. Thats because
almost every one of us wants to be in control of our cellular expense.

- 55 -

Advantages of prepaid:
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as
much as you feel the need to! Now that's what we call complete freedom!

No Rentals
Buy an Airtel prepaid card without having to pay any rentals!

No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience
like never before!

Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple
steps!

- 56 -

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the
calling

party even before you answer the call, thus giving you the choice to

either reject or

take the call. It provides the added advantage of saving the

incoming number directly

you want to call the same person,

in the Handset Phone Book. So that the next time

you don't need to retype his number,

simply use your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your
Airtel prepaid card!

Short Messaging Service (SMS)

With Airtels Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or

- 57 -

when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 75 messages,
with each message of two-minute duration.

POST-PAID PLAN
Airtel welcomes you to a vibrant world of unlimited opportunities. More
exciting, innovative yet simple new ways to communicate, just when you want to, not
just through words but ideas, emotions and feelings.

To give you the unlimited

freedom to reach out to your special people in your special way.

Post paid Plan:

New Airtel 150

- 58 -

ONE TIME CHARGES (Rs.)

ONE TIME
CHARGES (Rs.) 250
Activation
Charges
Activation Charges
Membership
Fee
Membership Fee
Security
Security Deposit
Deposit

Rs.250
250
250
,converts into security deposit after 24
mnths
Rs.250(converts
security
deposit
post 24
250
(converts intotosecurity
after
24 months)

0mnths)
NA
Security Deposit
NA
MONTHLY
MONTHLY CHARGES
CHARGES (FIXED)
(FIXED) (Rs.)
(Rs.)
MONTHLY
CHARGES (FIXED)
(Rs.)
Bill
Rs.299
Bill Plan
Plan Charge
Charge
150
Bill Plan Charge
175
MONTHLY
MONTHLY CHARGES
CHARGES (OPTIONAL)
(OPTIONAL) (Rs.)
(Rs.)
MONTHLY CHARGES (OPTIONAL)
(Rs.)
CLIP
0
CLIP
50
CLIP
0
Airtel
Other GSM
GSM // Landline
Landline //
Airtel
Other
CDMA
(10
WLL
Airtel
Other GSM
Landline
/
CDMA
(10 / WLL
Digit)
CDMA
(10 WLL
Digit)
LOCAL
LOCAL RATES
RATES (Rs.
(Rs. // Min)
Min)
LOCAL RATES (Rs. / Min)
STD RATES (Rs. / Min)
STD
STD RATES
RATES (Rs.
(Rs. // Min)
Min)
ISD (Rs. / Min)
ISD (Rs. / Min)
USA,(Rs.
Canada,
ISD
/ Min)Europe (Fixed
USA,
Europe
(Fixed
Line), Canada,
Australia,
Singapore,
USA,
(Fixed
Line),
Australia,
Singapore,
Hong Canada,
Kong,Europe
Thailand,
Line),
Australia,
Singapore,
Hong
Kong,
Thailand,
Malaysia,
Indonesia,
New
Hong
Kong,
Thailand,
Malaysia,
Indonesia, New
Zealand.
Malaysia,
Indonesia, New
Zealand.
Gulf,
Europe
(Mobile),
Zealand.
Gulf,
Europe
(Mobile),
SAARC countries,
Africa
&
Gulf,
Europe
(Mobile),
SAARC
countries,
Africa &
Rest of the
world
SAARC
Rest of thecountries,
world Africa &
Cuba,
Sao
Tome & Principe,
Rest of the world
Cuba,
Tome
& Principe,
GuineaSao
Bissau,
Diego
Garcia,
Cuba,
TomeDiego
& Principe,
Guinea
Bissau,
Garcia,
Nauru, Sao
Solomon
Islands,
Guinea
Bissau,
Diego
Garcia,
Nauru,
Islands,
Vanuatu, Solomon
Cook
Islands,
Nauru,
Islands,
Vanuatu,
Cook Norfolk
Islands,
Tuvalu, Solomon
Tokelau,
Vanuatu,
Cook
Islands,
Tuvalu,
Tokelau, Norfolk
Island, Sakhalin
Tuvalu,
Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Island,
Sakhalin
SMS (Rs.)
Local(Rs.)
SMS
Local
Local
CDMA
CDMA
CDMA
National
National
National
International
International
International
VAS
VAS
VAS

- 59 -

11Per
Minute
0.75
1.5
1Per
1.5
Minute

2 11Digit)
0.75
1.5
1 1Per
1.5 1 Minute

6.4
6.4
6.4

9.2
9.2
9.2
40
40
40Rs

1
1
1
1
1
1.5
1.5
1
5
5
5
3.00
3
3 Airtel 175 Plan

11
0.75
1.5
1Per
1.5
Minute

Airtel Out of Home Circle

We have established one of the most extensive roaming tie-ups - both national and
international- with the best service providers in the respective regions to ensure that
you get uninterrupted coverage throughout. We currently provide roaming coverage in
more than 1000 cities and major highways across India. We also provide international
roaming in 56 countries across 101 networks.

To get more information on our roaming coverage, click on the respective links:
National Roaming
Our national roaming coverage currently spans across more than a 1000 cities across
India. To subscribe to National Roaming, you have to pay the following:

SecurityDepositRs1500
MonthlyRentalRs49
NationalRoamingTariffs:

Servicecategory
Outgoing

Location

Distance(K

Charges(Rs.)

m)
Within the roamed
Circle
M2M/PSTN/WLL Any

- 60 -

1.99

Outside the roamed

Circle(STD)
M2M
M2PSTN/WLL
ISD

0200
>200
0200
200500
>500

Gulf
RestoftheWorld

1.99
2.99
2.99
3.99
4.99
15.99
15.99

Incoming
Anysource

Anydistance 1.99

SMS
MobileOriginated
MobileTerminated

3
0

Customer Care
Do you need any clarifications on your bills? Do you have any feedback or
query on our Products & services? You can call us, send us an E-mail or meet us in
person. We shall be glad to help you out in every possible way.

Contact us by phone
If you are on Airtel; just call us on 121 your Airtel Prepaid phone.
If you are on Airtel postpaid, just call us on 121 from your Airtel Postpaid phone
These toll free numbers however, cannot be dialed when you are roaming.

- 61 -

Airtel launches Music Messaging service

Customers can dedicate songs along with their voice messages;
Airtel, one of the leading cellular operators in Maharashtra, Goa, and Daman & Due
and today announced the launch of a new innovative service called Music
Messaging. The service will allow music lovers to listen to the various songs and then
dedicate the same to any other Airtel mobile subscriber along with a personalized voice
message.

For using the service, the customer simply needs to dial 646 from his mobile
and follow the voice prompts. This will lead him to the options Hindi and English
songs. There are 10 songs under each option and the customer can either go on to listen
to the song clippings of 90 seconds each or move on to the next or previous song.
While listening to the song, the subscriber may choose to dedicate the song to some
other Airtel Subscriber after recording a 10 second long personalized voice message.
The music message will then be received by the person to whom it has been dedicated
as a Voice Message with the CLI of the sender. Once delivered, the message begins
with the senders voice message followed by a 30 second clip of the song that has been
dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.
Announcing the launch of the service, Mr. N.F.Aibara, COO, AirtelMaharashtra said The mobile phone today is no longer just a communication device.
Rather it is a driver of self-identity and creative pursuits especially for the youth
segment which constitutes about 70 % of the new customers that we enrol every month.

- 62 -

We have always sought to provide our customers with new and exciting services that
have been made possible through innovation and use of latest technology. The launch
of this new service is another step in the same direction as it enables customers to add a
musical edge to their messages-nothing can be more powerful than a message in ones
own voice along with a song to suit the situation. I am sure this service will be liked by
all our customers and more specially the youth

- 63 -

BHARTI CELLULAR FOOTPRINT

Bharti is to first achieve critical mass, then drill deep instead of spreading thin.
Thereafter, it is ready for controlled expansion.

In keeping with this, the company has been providing excellent service to its
subscribers in various states. It controls a portfolio of India's most attractive and
contiguous telecom geographies, including the states of Maharashtra (excluding
Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Delhi
(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular
accesses over 45% of India's

total telephony potential. With the objective of critical mass achieved, Airtel Cellular
turned to drilling deep.

- 64 -

RESEARCH METHODOLOGY
Research problem:
To study consumer trends, behaviour, preferences and level of
satisfaction in Airtel communication Ltd. The study was conducted in Delhi with
sample size of 50 and sample units were suppliers and
Consumer of mobile connection

Research Objectives:
o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.
o To study customer purchase decision behaviour.
o To understand the needs of different consumer segments.
o Comparative

study

of

different

mobile

companies.

Research Design
The following methodology was adopted for the study purpose:

Type of research:
Descriptive and qualitative research design were used while conducting the project.

- 65 -

Sampling Design was taken by the researcher as the Research design.

The major purpose of the study is to describe the state of affairs as it exists at present.
The study was based on the facts or information already available, & analysis of this
available information make a critical evaluation of the material.

Research Method/Technique:
In the project report the researcher used following techniques while conducting his
study:

Analysis of documents

Survey Method: A market survey was done on life insurance

companies.

Interview (Personal): Both open and closed ended (unstructured) questions

were asked while taking some information from the users of the cellular at
DELHI.

Questionnaire (Structured): A structured designed comprehensive questionnaire

was framed and pretested for data collection from the customer of mobile

Research Data
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design.
Data constitute the foundation of statistical analysis and interpretation.
Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources, namely:

1.

Primary Data

- 66 -

2.

Secondary Data

- 67 -

Primary Data:
Primary data are gathered for the specific purpose or for a specific
research project, consist of original information for the fulfilment of project objective.
When the data are required for the particular study can be found neither in the internal
record of the enterprises nor in published sources. In some cases it may become
necessary to collect original data.
Primary data can be collected in four ways:-

1. Observation
2. Survey
Secondary Data:
Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low cost and
ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from journals i.e.
internal sources report, government publication and books, professional bodies etc.
Internal data are reports and memos generated within an organisation to
facilitate its operations and annual report. External data are those specially produce for
outside consumption.

- 68 -

Sources from which the researcher has taken the secondary data are
as under:

1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
5. Airtels customers care office
6. Airtels Brouchers

SAMPLE DESIGN
Area of Sample:

The areas covered up in this survey was DELHI

Selection of units under study

Sampling Units from DELHI were suppliers and
Consumer of mobile connection

Source list (Sampling Frame)

SUPPLIERS: 10
CUSTOMERS: 40
Sample size: 50

- 69 -

Sampling Procedure: Probability Sampling (Simple Random Sampling)

- 70 -

OBJECTIVE OF THE STYDY

o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.
o To study customer purchase decision behaviour.
o To understand the needs of different consumer segments.
o Comparative study of different mobile companies.
To know why some retailers dont sell new connections of Airtel.

- 71 -

DATAANALYSISANDINTERPRATION
(1)

Doyouhaveownmobileconnection?

A. Yes
B. No.
Having mobile
Yes
No

Respondent
43
7

The data shows that the total sample size of 50 people taken for research out of
which 86% of persons keep mobile with them.

Sample size - 50

- 72 -

(2)

Which kind of phone you would like use?

The data shows that the total sample size of 50 people taken for research out of
which 50% of persons like to use land line phone and 30% person like to use mobile
and rest 20% person like to use WLL.

Sample size - 50
CONNECTION
LANDLINE
MOBILE
WLL

- 73 -

Respondent
25
15
10

(3)Which age group you belong to?

(a)

15-20

(b)

20-25

(c)

25-35

(d)

35- above

The analysis shows that 14% people from 15- 20 age group, 8% persons from 20-25
age group, 36% persons from 25-35 age group, and 42% of people from 35-above age
group keep mobile with them.

Samplesize50
Age
1520
2025
2535
35above

- 74 -

Respondent
7
4
18
21

(4)What occupation do you have?

(a) Business
(b) Professional
(c) Government Employee
(d) Student

The data shows that 50 persons are from, 23 persons are professionals, 16 persons are
Private and 5 persons are found retirement 6 person are government employee to
consume mobiles.

Occupation
Professional
Private
Retirement
Government

- 75 -

Samplesize50
Respondent
23
16
5
6

(5) Which connection would you prefer?

(a) MTNL
(b) Airtel
(c) Orange/ Hutch
(d) BPL
(e) Reliance

When the preferences for mobile phone connections were asked, results drawn that
40% of persons prefer to take BSNL because they believe in BSNLs better coverage &
cheaper rates after BSNL, 20% of people opt Reliance services because of its cheaper
rate and flexible schemes, then

Airtel is only 25% but there is very high

recommendation for its better connectivity. Airtel is rich in attractive schemes and plans
for business persons and persons related to corporate world.

- 76 -

Samplesize:50
PhoneConnections
Airtel
BPL
MTNL
OTHERS

- 77 -

Respondent
20
8
12
10

(6)YouwouldliketotakeprepaidconnectionorPostpaidconnection?
a.Prepaid
b.Postpaid

TheresearchstudyshowsthatalmostpeoplefromtheselectedsegmentgiveprioritytoPost
Paidconnection,becauseoftheflexibilityandattractiveplansforthismarketsegment.
Samplesize:50
Connection
Prepaid
Postpaid

- 78 -

Respondent
40
10

Airtel Competitor's Airtel Competitor's Airtel Competitor's

market % market% market% Market% Lapu %
Lapu %
Careters meeting Pt.
Final Touch
Naaz photo comm.
Tone & melodies
Milan comm.
Aalamcomm.
Vijay electronics
Aman comm.
Rose comm.

40%
67%
36%
45%
38%
45%
38%
42%
43%

60%
33%
64%
55%
63%
55%
62%
58%
57%

45%
45%
42%
43%
43%
57%
38%
40%
29%

55%
55%
58%
57%
57%
43%
63%
60%
71%

41%
45%
43%
40%
38%
29%
38%
38%
29%

59%
55%
57%
60%
63%
71%
62%
62%
71%

TOTAL

45%

55%

43%

57%

37%

63%

- 79 -

Outlet name

A 2 Z communication
B.K.Marketing
Santacruz mart
Mobile villa
Vakola Mall
Matrix telecom
Gupta Telecom
Moon contacts
Mobile city
Konkan electronics
TOTAL

- 80 -

Airtel market Competitor's

%
market%

43%
64%
61%
68%
80%
37%
58%
74%
44%
58%
61%

57%
36%
39%
32%
20%
63%
42%
26%
56%
42%
39%

Airtel
market%

Competitor's
market%

40%
50%
9%
27%
40%
50%
38%
42%
33%
38%
24%

60%
50%
91%
73%
60%
50%
62%
58%
67%
62%
76%

Airtel Competitor's
Lapu %
Lapu %

33%
40%
41%
44%
44%
30%
45%
53%
45%
43%
43%

67%
60%
59%
56%
56%
70%
55%
47%
55%
57%
57%

Airtel Competitor' Airtel Competitor's Airtel Competitor'

market % s market% market% market% Lapu % s Lapu %
Gala & sons
75.00%
25%
53%
47%
60%
40%
Bharat telecom
75.00%
25%
45%
55%
45%
55%
Praveen & sons
70.97%
29%
56%
44%
56%
44%
Zarina general store 64.52%
35%
57%
43%
48%
52%
Ravi communication 72.73%
27%
55%
45%
48%
52%
Sai communication
75.00%
25%
45%
55%
44%
56%
Quality inn
62.50%
38%
52%
48%
56%
44%
Nirmals shop
76.47%
24%
48%
52%
60%
40%
Andheri Shop
66.67%
33%
50%
50%
43%
57%
Total
72.27%
28%
49%
51%
54%
46%

- 81 -

Nair Gallery
Poonam Art
Gallery
Aman comm.
Khar
Internationals
Saif business
Unique telecomm.
Antique
Communications
Harmain Entp..
Orpat watches
Sindhi Mobiles
TOTAL

- 82 -

Airtel Competitor's Airtel Competitor's Airtel Competitor'

market % market% market% market% Lapu % s Lapu %
55%
45%
45%
55%
33%
67%
50%

50%

44%

56%

43%

57%

63%

38%

42%

58%

42%

58%

44%

56%

33%

67%

31%

69%

26%
43%

74%
57%

47%
36%

53%
64%

40%
67%

60%
33%

54%

46%

54%

46%

43%

57%

56%
56%
45%
50%

44%
44%
55%
50%

42%
56%
40%
43%

58%
44%
60%
57%

43%
29%
38%
40%

57%
71%
62%
60%

Airtel
market
%

competitor's
market%

Magic gallery
Photo world
Baba Telecom
Gift Point
Gift 4 U
Arco electronics
Marlboro telecom
Star comm.
Malik comm.
Highway
international

46%
40%
42%
48%
36%
43%
38%
43%
43%

54%
60%
58%
52%
64%
57%
63%
57%
57%

40%
40%
63%
5%
45%
35%
38%
30%
37%

60%
60%
37%
95%
55%
65%
62%
70%
63%

31%
35%
36%
37%
29%
36%
36%
36%
39%

69%
65%
64%
63%
71%
64%
64%
64%
61%

44%

56%

29%

71%

38%

62%

TOTAL

43%

57%

38%

62%

35%

65%

- 83 -

Airtel
competitor's Airtel competitor's
market
market% Lapu % Lapu %
%

Amar
Golden Bharat
enterprise
tel.
stores
s
Airtel prepaid
connection stock
Competitor's stock
Airtel coupon value
Competitor's coupon
value
Airtel Lapu value
Competitor's Lapu
value

- 84 -

Kapil
comm.

Plus
Point
comm.

Plaza New Star

comm. comm.

Kumai Juhu
l
general
comm. store

67%

58%

63%

71%

75%

73%

56%

50%

56%

33%
42%

42%
40%

38%
33%

29%
33%

25%
42%

27%
40%

44%
60%

50%
40%

44%
50%

58%

60%

60%

67%

58%

60%

40%

60%

50%

45%

40%

50%

56%

48%

47%

42%

40%

38%

55%

60%

50%

44%

52%

53%

58%

60%

63%

SALES OF DIFFERENT RETAILERS

Ginny Telecom

Transforming
Value
3000/a day

Doing (New Sim)

570
10 / a month

Sodhi Selection

3000/a day

7 / a month

Krishna Enterprises

3000/a day

2 / a day

Balajee Medical Store

1000/a day

Don't Sell Sim

Pastry Palace

500/a day

Don't Sell Sim

Sutech Photostat

1000/a day

Don't Sell Sim

Mobile Gallery

2000/a day

12 / a month

E-Zone

4000/a day

10 / a month

Vikas Teleco

1000/a day

5 / a month

Skyline Communication

1000/a day

5/ a month

Kohli Associates

5000/a day

12 / a month

Amit Cellnet

Don't Sell Lapu

Don't Sell Sim

Sunrise Communication

Don't Sell Lapu

Don't Sell Sim

Gurunanak Telecom

3000/a day

15 / a month

Lambawatch Service

5000/a day

4 / a day

Shri Balajee Communication

500 / a day

15 / a month

Bharija Telecom

1000/a day

4/ a month

Chabra Sons

1500 / a day

10 / a month

Gupta Telecom

3000/a day

3/a day

Goodluck Telecom

3000/a day

5/a day

Arora Telecom

5000/a day

2/a day

Baboo Music House

4000/a day

1/a day

Rincle Electronics

5000/a day

2/a day

Honest Telecom

3000/a day

1/a day

Prince Communication

2000/a week

2/a day

Jyoti Telecom

5000/a week

2/a day

Hari Telecom

3000/a day

1/a day

Bansal Communication

3000/a day

2/a day

Verma Communication

5000/a week

1/a day

2000/a day

1/a day

Don't Sell Lapu

Don't Sell Sim

S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.

Sunny Sound
Diksha Network

- 85 -

32.

Gogia Telecom

7000/a month
3/a month

33.
34.

Urvashi

3000/a day

2 /a day

Sharma Telecom

5000/a day

1/a day

- 86 -

SOME OF THE OUTLETS THAT I HAVE COVERED

Transforming
Value

Doing (New Sim)

571

Your's Shop

8000 / a week

2 / a week

Gaba Communication

6000 / a week

1 / a week

Gosain Electronics

20,000 / a week

4 / a week

Sant Bakers

10,000 / a week

2 / a week

Unique Communication

3000 / a week

1 / a week

Sukh Communication

3000 / a week

1 / a week

Arora Communication

3000 / a day

2 / a week

Balajee Communication

15000 / a week

10 / a week

Dase Enterprises

7000 / a week

3 / a week

Gift Corner

20000 / a week

5 / a week

Deepak Communication

2000 / a week

Don't Sell Sim

Kalptaru Communication

3000 / a week

4 / a week

3000 / a day

3 / a week

Hello Point

5000 / a week

2 / a week

Grover Communication

5000 / a week

1 / a week

Electronics Ways

20,000 / a week

15 / a week

Com-Com

15,000 / a week

7 / a week

Melhotra Telecom

35,000 / a week

7 / a week

Grover Car

Don't Sell Lapu

Don't Sell Sim

4000 / a week

Don't Sell Sim

3000 / a day

2 / a week

Bhawna Communication

3000 / a week

1 / a week

Anand Communication

3000 / a week

1 / a week

Vicky Communication

2000 / a day

1 / a week

B.S. Telecom

3000 / a day

2 / a week

Raju Telecom

6000 / a week

3 / a week

Noble Communication

9000 / a week

6 / a week

Sun Communication

5000 / a week

1 / a week

Tele Voice

3000 / a week

2 / a week

Asian Electronics

5000 / a week

4 / a week

Fine Computers

5000 / a week

1 / a week

S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.

JMD Communication

Puneet Communication
Digital Age

- 87 -

32.

Kundan Property

Don't Sell Lapu

Don't Sell Sim

33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.

Air Communication

5000 / a week

2 / a week

Melody

7000 / a week

2 / a week

44.
45.
46.
47.
48.
49.
50.
51.
52.

Style Communication
Apna Store

5000 / a week

2 / a month

Don't Sell Lapu

Don't Sell Sim

Jaishree harmilap

2000 / a week

2 / a month

Monu Studio

5000 / a week

1 / a week

Crazy Communication

2000 / a week

2 / a day

Chawla Telecom

3000 / a week

1 / a month

Bhola Telecom

Don't Sell Lapu

Don't Sell Sim

Broadway Music

5000 / a month

1 / a month

Cellular Hut

Don't Sell Lapu

4 / a month

Feeling Gift Point

Don't Sell Lapu

Don't Sell Sim

Jai Ambe Fancy Store

Don't Sell Lapu

Don't Sell Sim

Kiran STD

Don't Sell Lapu

Don't Sell Sim

Kundan Properties

Don't Sell Lapu

Don't Sell Sim

Ambika Telecom

2000 / a week

1 / Month

Manpreet Communication

Don't Sell Lapu

Don't Sell Sim

Naveen Corner

Don't Sell Lapu

Don't Sell Sim

Neha Enterprises

2000 / a week

1 / a month

Royal Amar Watch

2000 / a week

1 / a month

- 88 -

SWOT ANALYSIS OF AIRTEL

Strengths
INVESTORs FAITH:
Investors faith in Airtel that causes huge monetary support.
STRONG ADMINISTRATION:
Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-organized &
administrative company.
BRAND NAME:
Airtel as a brand is the synonym of success. It is the largest private limited organization of
India.

Weakness
Lack Of Co-Ordination Between Deptt.
Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.

Opportunity
favourable TARRIFS: Newly issued tariffs are suitable for Airtel so they can easily modify
their tariff plans according to it and gain customer attraction.

Threats
tough COMPETITION: Airtel has to face a tough competition with existing market leaders
like Reliance (Reliance is providing Free Outgoing also) Hutch, Idea, Dolphin and Trump.

- 89 -

FINDINGS
Airtel FSO
FSO - Full Service Outlet
Basically for providing customer services in terms of their queries to build good relation with
customers to reach a point of customer satisfaction. Building good customer relation does not
only help in expanding sales but also helps in knowing the customer better and knowing the
customer further leads to acknowledgement of tastes & preferences of the customer.

One of the various ways to reach the customer is through franchisee. It helps the customer to
be in touch with a particular business. The franchisee should be at many places to build a
strong relation with all segments of customer. It must also have many customer executives so
that there are enough people to attend all customers and time can be saved. It leads to instant
help to the consumer to be happy and satisfied and the sole purpose of marketing "Customer
Satisfaction is achieved.

OUTLOOK OF THE FRANCHISEE:

The franchisee was having transparent glasses outside so that anybody can look in that its
open from outside from inside the franchisee was beautifully furnished with furniture. Most
of the things there was of Red, black and white colour which are colours of Airtel. The
franchisee was centrally air-conditioned and have all the necessary things which customer
needs like sufficient number of seats, drinking water etc.

- 90 -

INTERACTING WITH THE CUSTOMER'S

All the customer's were treated well, when they enters the franchisee the executives greets
them. All the executives there listens the customer query very patiently and try there level
best to solve it they send the customer to the floor manager.
For eg.:
For the new connection - The executives first listening to the customer patiently (his needs
and preferences) than tell them postpaid and prepaid connection plans which most suited to
the customer and helps them to choose the best for them, on the basis of their budget, for
what purpose they are buying, how often he will use it etc.

SERVICES PROVIDED BY Franchisee:

New Postpaid and prepaid connection
New SIM issue
Duplicate SIM issue.
Coupons and Easy recharge (Value)
Bill deposit (In cash and cheque)
Solving Customer queries
Migration of prepaid connection to postpaid connection and vice versa
Name and Address change of postpaid connection
Activation of Roaming and STD
Bill details
Changing of plans
Disconnection of plan

- 91 -

Mobile problems
Queries regarding broadband, GPRS
Queries regarding Land line phone

OBSERVATION:
The executives there were not fully aware of all plans. For eg. the executives was not aware
that Rs. 2,000 prepaid Connection in which the customer's get two years incoming validity
was still going on, he come to know about it when the customer said that he got a message
from Airtel today about this plan.
Customer's of new connection were very unhappy that there connection will be activated after
a weak.
Customer's were not satisfied with the Airtel services.
Customer care number doesn't connects easily, it takes a lot of time to connect some-times a
day to speak with executive.
Many fraud cases were coming.
Most of the people are opting for postpaid connection instead of prepaid connection postpaid
and prepaid connection plans which most suited to the customer and helps them to choose the
best for them, on the basis of their budget, for what purpose they are buying, how often he
will use it etc.
Most of the people were opting for Rs. 1399 advance rental plan of 2 years.
Many customers were demanding for corporate connection but the executives said that
individual connection of corporate is not possible; they should be atleast five connections.
People were very happy with add-on scheme of postpaid and also opting for it.

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The franchisee sells 7 to 9 postpaid and 3 to 5 prepaid connection daily.

Many customer's were coming for making adjustment in their bill plan or amount.
Many customer's were coming with the problem that the plan they are assigned was not opted
by them.
Radio-connectivity of their system was getting very slow again and again by which the
customer's were getting irritated.
The customer's who need prepaid connection were getting less preference in comparison to
the customer's who need postpaid connection.
The customers were very happy with Airtel scheme in which the customer can make the
payment through bank automatically every month by filling ECR form.

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CONCLUSION
Good services is the way to retain the clients
AIRTEL CONNECTIONS ARE

SELLING

BECAUSE

OF

BEST

NETWORK COVERAGE.
GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN
SELLING.
LARGE MARKET COVERAGE, EASY AVAILABILITY OF COUPONS.
CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND
EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES.

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LIMITATIONS OF THE STUDY

While working on this project I have to face some difficulties while conducting the survey. People
were not interested in giving there actual information about their family income and airtime, as they
were extremely scared about the income tax some people have difficult to take them in confidence
so that they can give correct information.
Some of the limitations are:

Not at home
Refusal to co-operate
Respondent bias

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RECOMMENDATION
The company should go ahead with aggressive marketing. They should light competition on
1.

Awareness level.

2.

Pricing strategy.

Thus, the recommendations fir these are as follows:

1. AWARENESS
(a)

The company should sponsor local programs.

(b)

The company should arrange briefing sessions at prominent clubs such as LIONS
CLUB and ROTARY CLUBS etc.

(c)

The company should organize awareness quizzes through Newspapers, Magazines &
announce suitable rewards accordingly.

(d) The company should distribute, l eaflets of AIRTEL

Cellular in posh colonies of DELHI.

2. PRICING STRATEGY
(a) The company should look the strategies of the competitive companies.
(b) The company should try its level best to keep the price low as compare to competitors.
(c) The schemes should be updated as per the needs and occasions

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(a)

As the company have captured the western market they should retain the
customers

(b)

Try to capture the nearest other markets nearby

(c)

Occasional offers

(d)

Proper billings to the post paid users

(e)

Proper response to the customers on the helpline no. Or toll free nos.

(f)

Roaming deposits should be reduced

FURTHER RECOMANDATION
Match competitors schemes.
Communicate the schemes to fos. And retailers daily.
Better numbers in pre paid as customer requires choice.
Enhance the service in areas with weak network.
Coordination between departments must be improved.
There should be more customer care numbers and executives so that the problems of the
customers can be solved quickly.

They should have more space for payment.

The executives there should be given training time to time about new schemes and plans.
No phone calls should be attended while entertaining the customer.
Every executives should know his responsibility and work.

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- 98 -

SURVEY OF AIRTEL
Dear Sir/Madam,
We are thankful to you for patronizing AIRTEL. We hope that you are satisfied with
the product and quality of the services offered by the Airtel. As there is always scope for
improvement, we would like to get your opinion in these areas.
I would, therefore, request you to kindly assist us in our efforts by sparing a little
time to give us your valuable feedback and suggestions in the feedback form below. Please do
not hesitate to inform us of any observation that you think may be relevant. We assure you
that we would try to come up to your expectations.

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BIBLIOGRAPHY

BOOKS
Marketing Management by Philip Kotler 9th Edition
Research Methods for management by Dr. S. Shajahan 2nd Edition
Principle & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES
AIRTELs reports
Books & magazine on mobile communication

WEBSITES & SEARCH ENGINE

www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com

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