Cellular Wireless

Telecom Industry
In India

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 GROUP MEMBERS
BVIMSR

• Suchita Topre 119

• Tejas Wagh 120
• Anushree Zanje 121

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 Telecom-Industry Overview

• Gross Subscriber Base crosses 200

million Mark.
• The total wireless subscriber (GSM,
CDMA & WLL(F)) base is 162.53
million.
• During the eleven months of current
financial year 62.60 million lines
have been added as compared to
35.93 million lines provision in the
same period during the financial
year 2005-06.

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Statistics

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 Government Regulations and Policy
Independent regulation has been a critical
factor in growth 2006
Number portability
Convergence

2005
Unified Licensing
TRAI’s recommendations Quality of Service regulation
Rural Telephony
2004
Intra-circle merger guidelines
Internet / broadband penetration

2003
Calling Party Pays Regime
Unified Access Licensing
Reference Interconnect Order

2002
Internet Telephony allowed.
Reduction in License fees
Mature regulatory regime and an enabling policy
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framework already in place
Telecom in India

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 GSM Subscriber Base

Sl No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas
    April'06 May'06 April'06 May'06    
1 Bharti 20.68 21.86 28.67 29.03 5.71 23
2 BSNL 17.59 18 24.39 23.91 2.33 21
3 Hutch 16.06 16.77 22.27 22.27 4.42 16
4 IDEA 7.64 8.06 10.59 10.71 5.50 11
5 Aircel 2.83 3.02 3.92 4.01 6.71 7
6 Reliance 2.01 2.16 2.79 2.87 7.46 8
7 Spice 1.98 2.03 2.75 2.70 2.53 2
8 MTNL 2.02 2.1 2.80 2.79 3.96 2
9 BPL 1.31 1.29 1.82 1.71 -1.53 1
  TOTAL 72.12 75.29 100.00 100.00    

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 Competitive environment
• Market challengers
Market Share
1. Hutch
2. BSNL
• Followers
1. Idea
• Nichers
1.Aircel
2.Spice

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BVIMSR
 Market Leader

• Airtel comes to you from Bharti Airtel Limited

• The businesses at Bharti Airtel have been structured into three
strategic business units (SBU's) - Mobile services, Broadband
& Telephone services (B&T) & Enterprise services.
• First private telecom service provider to connect all states of
India .
• Covers 23 telecom circles of the country, has 21 million
customers
• Highly successful brand in India

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 Mission
• We will meet the mobile communication needs of
our customers through :
 Error-free service delivery.
 Innovative products and services.
 Cost efficiency.
Vision
• ‘To be the most admired brand in India by 2010’
Values
• We will always put our customers first. We will
always trust and respect each other. We will
respect our associates as we respect each other.
We will work together through a process of
continuous improvement. BVIMSR
 ..Contd
Partnerships :
• Partner with world's finest companies like
Vodafone, Singtel (Singapore Telecom), Ericsson,
Nokia,Blackberry,IBM and many more to bring the
best of products & service.

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 ..Contd
The Company is:
• The First to launch full roaming service on pre-paid in the
country.
• The First to launch 32K SIM cards.
• The First in Asia to deploy the multi band feature in a
wireless network for efficient usage of spectrum.
• The First to deploy Voice Quality Enhancers to improve
voice quality and acoustics.
• The First telecom company in the world to receive the ISO
9001:2000 certification from British Standards Institute.

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MARKETING MIX

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 Product

• Airtel Pre-paid
• Airtel Post-paid
• Blackberry Wireless Handheld
• Value Added Services (VAS)
The different value added services provided by Airtel are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service
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 ..Contd

 Hello Tunes & Ring Tones

 Voice Mail Service
 Easy Post-paid bill collection
 Gifting of Ring Tones & Hello Tunes
 GPRS

• Business Solutions

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 Price

• Customer based pricing strategies.

• Flexible pricing mechanism
• Controlled by TRAI.

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 Place

• It has wide and extensive presence even in the remotest areas

• Airtel Customer Care Touch Points
• Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc.

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Outlets

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 Promotion

• Large scale print and video advertising.

• Big celebrities like SRK and Sachin are roped in to endorse
the product.
• In 2002 Airtel got its Signature tune from A.R. Rehman, this
signature tune is perhaps the most downloaded tune in India.
• Provides innovations such as Bollywood movie premiers,
music services such as ring back tones & many more.

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 ..Contd
• "Friendz" pre-paid connection for youth," Ladies Special"
plan, Seniors plan.
• Executives corporate plan(First to give prepaid in this
category).
• Special discounts in calling rates & sms services.
• Providing wallpapers and screensavers on website.

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SWOT

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 STRENGTHS
Market share.

Pan India Footprint.

The only operator in India other than VSNL having

international submarine cables.

Customer care.

Promotions.

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 WEAKNESS

Price Competition from BSNL and MTNL

Losing lead on technical expertise.

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 OPPORTUNITIES

The fast extending IPLC market.

 Latest technology and low-cost advantage.

Growth of mobile phone users.

Untapped Rural Market.

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 THREATS

Market Maturity in basic telephony segment.

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 Market Leadership Strategies

• Segmentation
• Long Term Outlook
• Product Innovation
• Quality Strategy
• Heavy Advertising & Media Pioneer
• Effective Sales Promotion
• Competitive Toughness
• Customer care

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 Brand Positioning

• Became the 1st Indian company to win the ‘Best Bottom Line
IT’ & ‘Best Knowledge Management’ awards by defeating
companies such as ONGC, Birla Corp., the Tatas & Reliance
at Asian level.
• Positions itself as juvenile brand by linkages to celebrities
such as SRK and Sachin.
• Airtel is transforming itself fully into a Service Led Brand.

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 The Airtel Logo
• The Airtel logo is a strong, contemporary and
confident symbol for a brand that is always
ahead of the rest. It is a specially drawn word
mark.
• The Airtel Image style
• The Airtel Typographical style
• The Airtel Colour Palette

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 Future Strategies to retain its
market share

• New tariff plans.

• More value added services.
• Increase in visibility and coverage
• The AirTel - AirTel advantage
• New innovative packages
• More of the e-factor

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 THANK YOU
&
EXPRESS YOURSELF

BVIMSR