COMPANY PROFILE

The company was incorporated as Birla Communications Limited on March

14, 1995 and commenced business on August 11, 1995.
Registered office was in Mumbai, Maharashtra.
The company name was changed to Birla AT&T Communications Limited on
May 30, 1996 following the execution of a joint venture agreement dated
December 5, 1995 between AT&T Corporation and Grasim Industries
Limited.
Changed name to Idea Cellular Limited and launched "Idea" brand name in
2002.
Idea became a pan-India operator in 2009
Subscriber base as on December 31, 2009: 57,611,872

Companys Vision: To be the most customer-focused mobile service brand,

continuously innovating to help liberate our customers from the shackles of
time & space.

Companys Mission : We will delight our customers while meeting their

individual communication needs time anywhere. We survive because of our
customers.

TIER 1- Metropolitan Circle

Customer Segmentation Description
Products

pre-paid and post-paid mobile services

Services

GPRS, voice and SMS based entertainment services, callforwarding, call conferencing, regional, on-net, national and
international roaming, GSM gateways, vehicle tracking; and
Automatic Meter Reading

Channels

Direct Outlets

Complementors

Ericsson, Nokia, Siemens

Unique Competencies

6 SIGMA, Net Setter Data Cards & Blackberry Solution, largest

customer base, NLD License, market leader in the
Maharashtra, Strong distribution channels

TIER 2- Urban Circle

Customer Segmentation

Description

Products

pre-paid and post-paid mobile services

Services

GPRS enabled information services like

internet browsing, data cards and mobile
email, call-forwarding, Ring Back Tones,
background Music, voice and SMS chat,
ringtones, horoscopes, expert advise and
subscription services;

Channels

Both Direct & Indirect

Complementors

Ericsson, Nokia, Siemens

Unique Competencies

6 SIGMA, High quality network structure,

Centralization of several applications.

TIER 3 Rural Circle

Customer Segmentation

Description

Products

pre-paid and post-paid mobile services

Services

Krishi Voucher, NOKIA Life Tools,

Providing health care services

Channels

Indirect

Complementors

Ericsson, Nokia, Siemens

Unique Competencies

usage of solar power for Base

Transceiver Station (BTS), frequency
optimization techniques

VALUE PROPOSITION
Value Proposition
Element

Description

Experiences

A national brand with high quality network structure, strong distribution

channel and large expanding customer base.

Value Delivery Systems

Value Appropriation

Highly educated, experienced, and skilled employees

distributed network architecture for our base station controllers
(BSC)
Highly experienced and well-positioned GSM
Intelligent Network system from Ericsson and Nokia
Standardization and centralization of several software system
emphasis on employee development
evaluate our employees engagement levels
Embracing the values like integrity, commitment, passion, seamlessness
and speed
Network coverage and focused customer service.
Improved customer care services

Value gained by customers: - New and unique services, better network

coverage, GPRS enabled entertainment and information services.
Value gained by IDEA Cellular: -Market leader in the Maharashtra and Uttar
Pradesh (West), Continuously increasing subscriber base, increased
promoter group
Value gained by both: Good customer base due to quality services provided
by the company.

CUSTOMER SCOPE: Existing Customer Scope

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Metropolitan Circle
Urban Circle
Rural Circle

New Customer Scope

Orissa
North East
West Bengal
Jammu & Kashmir

CHANNEL SCOPE
Existing Channel scope

----

Direct
Joint Ventures
Subsidiaries

New Channel Scope

Indus Towers Limited (Indus)
Vodafone Essar group

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SERVICE SCOPE
Existing Service scope

----

---- E

GPRS enabled entertainment services

GPRS enabled information services
Ring Back Tones, background Music, voice and SMS chat, ringtones,
horoscopes, expert advise and subscription services
call-forwarding, call conferencing, voice mail, regional, on-net, national and
international roaming

New Service scope

usage of solar power for Base Transceiver Station (BTS),
Fixed Cellular Terminal for corporate needs,
Online Service Control
Centralized Enterprise Resource Planning using Oracle Financials,
interconnect billing using customized software, a call management system
and a fraud management system.

PROMOTIONAL STRATEGIES

2 Minutes Outgoing Free, Lifelong offer, Women's Card, 'Lifetime Idea' etc are some of the
offerings of IDEA.
IDEA is the firstcellular company to launch music messaging with 'Cellular Jockey','Background
Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email
Services.
They are also providing GPRS and EDGE services for transferring data.
The new product introduced by IDEA is the EDGE enabled USB Data Card which is named as
'NetSetter'. Initially NetSetter was offered to post paid customers only but now available to
prepaid customers in selected circles.
Ideas patnership with IIFA awards
Associated with IPL
MTV roadies and Idea Star Singer
Various campaigns showing Abhishek Bachchan in different settings showing corporate social
responsibility.

PARTNERS/COMPLEMENTORS

Aditya Birla Nuvo Limited

Grasim Industries Limited
Hindalco Industries Limited
Birla TMT Holdings Private Limited.

COMPETITORS

BSNL/MTNL
Bharti Airtel
Reliance Communications
Tata Telecom
Aircel
Vodafone
Stel
Uninor

MERGERS AND ACQUISITIONS

In February 2001, acquired RPG Cellcom Limited, the mobile operator in the
Madhya Pradesh Circle, with full integration of this Circle with ours achieved
by June 2001
Subsequently, in January 2000, merged with Tata Cellular Limited, the
mobile operator in the Andhra Pradesh Circle, and integrated its operations
by January 2001.
Acquired the license for the Delhi Circle during the fourth mobile license
auction in October 2001, with network rollout and commercial launch by
November 2002.

CHALLENGES

Maintain Consumer satisfaction level.

Maintain the quality of the service which they are providing.
New launches and projects in CDMA, 3 G and WiMax
Expansion of telecom networks and improving connectivity, specially in rural
areas.
To increase the market share.
Maintain the low cost structure.
Postpaid prices.
Updating the technology.
It faces competition from Government-owned companies such as BSNL and
MTNL.
It may face additional competition from alternative or new mobile
technologies.