Professional Documents
Culture Documents
RAJIV RANJAN
1
ACKNOWLEDGMENT
I am happy to disclose the individuals who have spent their valuable time
I wish to express our most sincere appreciation and deep sense of gratitude
and invaluable help. Their sustained interest, patience, sound counsel and
innovative ideas have largely contributed to bring this work into its present
2
Last but not the least I am also thankful to my faculty Mrs. Kiran Malhotra
(RAJIV RANJAN)
4th Sem.
Delhi business
School
New Delhi.
3
PREFACE
is to help the student to correlate and integrate the theory practice. The
4
CANDIDATE’S DECLARATION
I here by declare that the work presented in this project report entitled,
(NewDelhi).
RAJIV RANJAN
Place
Date
5
TABLE OF CONTENTS
Title Page
No
1. Introduction…………………………………………...……6
2. Executive Summary………………………………….… …7
9. VAS characteristics…………………………………......…23
6
14. The present study………………………………………..…41
16. Observations……………………………………………….43
18. Questionnaires……………………………………….…….53
20. Suggestions………………………………………….……..56
21. Bibliography……………………………………………….57
7
INTRODUCTION
of the user. We are witnessing an era when users buy mobile phones not just
to be in touch, but to expert, Thus, there exists a vast world beyond voice
that needs to be explored and tapped and the entire cellular industry is
operators on the basis of the value added services they offer. ess themselves,
Customers continuously want more from their phone. They use their cellular
phones to play games, read news headlines, surf the Internet, keep a tab on
astrology, and listen to music, make others listen to their music, or check
their bank balance. The increased importance of VAS has also made content
developers burn the midnight oil to come up with better and newer concepts
and services.
8
IAMAI and IMRB International have jointly prepared the Mobile VAS
Report to focus back stage and uncover the trends in the cellular industry,
expected roadblocks.
This is the first publicly available study on Mobile VAS in India and the
insights provided herein can be used by both the mobile operators and the
and strategic action would help nurture the mobile VAS market in India.
9
EXECUTIVE SUMMARY
now the 5th country in the world to have crossed the 100 million mark in
subscriber base and has in the last two months become the fastest growing
As average revenue per user decrease from voice drops, and voice becomes
revenue stream. The end users have also embraced VAS and it contributes
between 5-10% of the revenues of different Telcos. Thus Mobile VAS has
Yet it is also equally true that there is little clarity on business issues and
10
The Road Ahead
We believe that while the mobile VAS space is all set to grow rapidly, all
significant roadblocks and thus unlock the true potential of Mobile VAS in
India.
appeal to the younger consumers, the overall focus for Mobile VAS would
11
THE ROLE OF VAS
This is where the role of VAS (Value Added Services) comes into focus.
Operators are facing cutthroat competition and with the call rates in India
being one of the cheapest in the world, the margins are very low. Therefore
they are looking at VAS as the next wave for growth. It has become the
likely to come from VAS services in the years to come. But it is not only
effort from operators which is driving the growth of VAS, there are
The growth of VAS in India has been helped both by macro level
category.
12
THE FUTURE OF VAS IN INDIA
Mobile operators will lose prominence in the value chain as the market
for Content Aggregators will consolidate and with their better bargaining
the value chain. The VAS market will reflect revenue sharing
down from the levels. End users want control and interactivity and
therefore the applications to look out for in future will be user generated
popular both in voice and non- voice services. Players have anticipated
13
the trend and this is leading to regional content development. With
towns.
in the internet content space especially configure their sites for access
mobile domain being set up. Thus GPRS usage should pick up
significantly
14
INDIAN TELECOMMUNICATION INDUSTRY
feverish pace, emerging as one of the key sectors responsible for India's
the world with a subscriber base of over 300 million in April, according to
subscribers months
3 The fastest sale of million mobile phones in a week
4 The world's cheapest mobile handset US$ 17.2
5 The world's most affordable color phone US$ 27.42
6 Largest sale of mobile handsets in the third quarter
15
SEGMENT-WISE GROWTH
to total connections.
1. The share of mobile phones has increased from 71.69 per cent at the
end of March 2006 to 87.68 per cent at the end of May 2008.
16
2. While total mobile subscriber base was 277.92 million, wire line
India is likely to be
mobile users
interactive marketing
industries, according
to a report by
eMarketers.
17
INVESTMENT
billion, accounting for 6.81 per cent of the total FDI inflows into the
country. In fact, the surge in mobile services market is likely to see huge
Buyed by the rapid surge in the subscriber base, huge investments are being
for 2008-09.
18
• Vodafone Essar will invest US$ 6 billion over the next three years in a
GOVERNMENT INITIATIVES
19
• Establishment of an independent regulator - the Telecom Regulatory
on a pan-India basis.
ADC.
ROAD AHEAD
Indian.
20
• The department of telecommunication estimates the total subscriber
35 billion, accounting for 3.6 per cent of the total GDP of the country.
the eleventh plan period (2007-12). Private sector is estimated to continue its
dominant share, accounting for 67 per cent of the total projected investment
TOP PLAYERS
21
Surprisingly, CDMA market has increased its market share up to 30%
scenario in India
The two major reasons that have fuelled this growth are:
2. Low tariffs,
PROBLEMS FACED
• Low penetration.
22
• Lack of infrastructure in semi-rural and rural areas, which makes it
ABOUT AIRCEL
769, 5th Fl., Spencer Plz., Anna Salai, Chennai, 600002, India
23
Wireless Telecommunications
Face Book Orkut etc, Aircel today announced the launch of Unlimited
If GPRS connection cost is burning a hole in your pocket than one can heave
for Rs.14 for 3 Days and Rs.98 per month for prepaid customers.
24
Aircel Mumbai today launched an innovative offer wherein subscribers will
have an opportunity to get monthly FREE TALK TIME worth Rs.50 for 6
month and 100 Local & National SMS FREE every month up for 12
Months.
Aircel has teamed up with the world’s largest handset maker Nokia the two
25
After the launch of Virgin Mobile’s Indian Hatke League another telecom
It is a Fantasy Online Cricket game conducting along with IPL matches any
one can select players for his/her team and win prizes. Whenever your
selected players play well in real IPL, your fantasy team get points. It is
completely free and fun. The registration of teams starts from Apr 18, 2009
Social
networking sites are lucrative medium for corporate or Brand owner to get
fastest growing telecom operator Aircel join hands with Face Book and has
launched a Voice Message Application for Face Book users. The ‘Aircel
26
Voice SMS Face Book Application’ allows networking site user’s to leave
each other voice messages instead of plain text posts on the social
However, before you jump with joy, let me clarify it again – it’s Web
Application for web to web usage. Within 10 days, Aircel has managed to
VALUE-ADDED SERVICES
INTRODUCTION
Value-added services (VAS) are unlike core services. They have unique
way. They also provide benefits that core services can not.
term for non-core services or, in short, all services beyond standard voice
calls and fax transmissions but, it can be used in ANY service industry (e.g.
Web 2.0) for the services providers provide for no cost to promote their
27
value-added services add value to the standard service offering, spurring the
subscriber to use their phone more and allowing the operator to drive up
like SMS, MMS and GPRS are usually considered value-added services, a
premium-charged content.
typically connect to the operator using protocols like Short message peer-
1. Not a form of basic service but rather adds value total service offering
28
2. Stands alone in terms of profitability and/or stimulates incremental
premium price
VAS also has a certain time dimension associated with them. Subjectively
29
There are two types of VAS. The first service types are those value-added
services need not be coupled with other services, but they can be. Many non-
voice services fall into this category. They are often provided as an optional
service along with voice services, but they could be offered and used by
themselves without the voice service. For example, SMS could be offered
The second, and arguably more numerous and important type of VAS, are
those services that do not stand-alone. Instead, this category adds value to
VAS EXAMPLES
Push-to-Talk
30
• Drives additional revenue to the wireless carrier, but doe not
This type of service can not stand alone as a service. Instead, it adds value to
the subscriber receives a call. Many call management services allow the
subscriber to establish when, where, and under what circumstances they may
be reached by calling parties. This provides value to the core service - voice
bundled with other the core service offering. The benefit of bundling would
core service.
31
Location Sensitive Billing
location sensitive billing (LSB) adds value to the core service by location
treatment may be applied. For example, a "home zone", "work zone", and
This is viewed as a value-added service to both the customer and the mobile
operator. The customer benefits from LSB through his ability to use the
benefits from incremental revenues derived from additional usage and from
premium charge zones where there is already high demand and perhaps
existing service arises, customer behavior and studies indicate a net benefit
Taken together, call management services and LSB also depict characteristic
user may want to receive certain calls at the home zone, but not at work, and
provides the additional synergistic benefit of location based billing when the
data services are considered value-added because they depict many of the
• Provides differentiation
mobile data services will determine the limit of their value. For example,
33
personalization. Two of the most significant ways to personalize wireless
services are through location enabling them and making them personal
profile driven.
Mobile data services are utilized to obtain information, content, and to perform
transactions. All of these activities are more meaningful if they are tailored to the
individual. Location based services add value by way of putting the data into a location
context for the user. Personal profiles further enhance the value through Personalization.
AIRCEL
Pocket Internet.
34
Non-stop downloads of your favorite stars' Wallpaper, latest
What’s more, activating this service is free and browsing the portal is
for downloads.
35
Rs 450 monthly rental Rs. 1 Daily Rs 230
Rs. 20 Daily
Rental
Unlimited
Internet
Want to know who called you when your mobile was switched off or
DIALER TONES
36
• Caller Ring Back Tone (CRBT)
• Aircel introduces Dialer Tunes! Get rid of boring tring tring and make
period of 90 days.
LIVE ASTROLOGY
customers can call at Rs. 9/min and talk to formally trained &
experienced ASTROLOGERS.
MUSIC ON CALL
37
• Now listen to music of your choice from the list of hit numbers
Subscription pack through IVR 543213 (Toll Free) where in you can
DOCTOR ON CALL
38
and wellness queries from a panel of doctors specializing in various
fields.
VOICE STATION
• Aircel 55500 service offers you a host of never before services - from
is call 55500 from your Aircel mobile and follow the simple
• Prayers
• Astrology Service
• News
• Sports
• Jokes
39
MULTIMEDIA MESSAGING SERVICE
now start sending picture (images), audio & video clips with MMS.
SUBCRIPTION SERVICES
Subscription Send
Service Charges Alerts Time
Keyword To
News Headline + SUB NEWS 58000 Rs 7/week Twice a day10:30 &
40
Breaking News 16:40
Cricket NEWS & Ball by Ball
SUB CRI 58000 Rs 7/week 9:00
SCORES update
Jokes Alert SUB JOKES 58000 Rs 7/week Once a Day 13:30
SUB ASTRO
Astro Pack 58000 Rs 7/week Once a Day 13:00
<SUNSIGN>
10:15 &
Thrice a
Stock Alert SUB STOCK 58000 Rs 7/week 13:00 &
Day
17:00
Though of the
SUB THO 58000 Rs 7/week Once a Day 9:30
Day Alerts
Mehfil-E- SUB Twice A 13:00 &
58000 Rs 7/week
Timepass/Shayari SHAYARI day 14:55
11:15 &
Love Express SUB LOVE 58000 Rs 7/week Once a Day
14:00
Beauty Tips
SUB BTIP 58000 Rs 7/week Once a Day 13:45
Alerts
Health Tips
SUB HTIP 58000 Rs 7/week Once a Day 17:30
Alerts
Receipe Tips
SUB RTIP 58000 Rs 7/week Once a Day 15:20
Alerts
Fun Unlimited 10:00 &
SUB FUN 58000 Rs 7/week Once a Day
Alerts 14:45
Regional News
SUB RNEWS 58000 Rs 7/week Once a Day 14:50
Alerts
41
Ayurvedic Tips
SUB ATIP 58000 Rs 7/week Once a Day 7:30
Alerts
Amazing Facts
SUB AF 58000 Rs 7/week Once a Day 12:30
Alerts
Numerlogy SUM NUM1
58000 Rs 7/week Once a Day 13:45
Alerts TO NUM9
Guru Granth
SUB GURU 58000 Rs 7/week Once a Day 7:00
Sahib Alerts
Geeta Shloakas SUB Geeta 58000 Rs 7/week Once a Day 6:40
Holy Bible Alerts SUB BIBLE 58000 Rs 7/week Once a Day 6:40
Quran Alerts SUB QUR 58000 Rs 7/week Once a Day 8:45
Ram Charit
SUB RAM 58000 Rs 7/week Once a Day 8:45
Manas Alerts
Friendship SUB
58000 Rs 7/week Once a Day 14:00
Messages Alerts FRIENDS
10:00 &
Career Guru Pack SUB CG 58000 Rs 7/week Twice a day
14:00
11:00 &
Fundoo Pack SUB FNP 58000 Rs.30/month Twice a day
16:00
Super Sports 10:00 &
SUB SSP 58000 Rs.30/month Twice a day
Pack 15:00
Word-a-Day SUB WORD 58000 Rs 7/week Once a Day 9:35
SUB
Bihar News 58000 Rs 7/week Once a Day 11:40
NEWSBH
SUB
News - Bengal 58000 Rs 7/week Once a Day 11:40
NEWSBN
42
SUB
News - Kerela 58000 Rs 7/week Once a Day 11:40
NEWSKER
News – SUB
58000 Rs 7/week Once a Day 11:40
Kernataka NEWSKK
News - SUB
58000 Rs 7/week Once a Day 11:40
Maharashtra NEWSMAH
SUB
News - NCR 58000 Rs 7/week Once a Day 11:40
NEWSNCR
News - North SUB
58000 Rs 7/week Once a Day 11:40
East NEWSNE
SUB
News - Punjab 58000 Rs 7/week Once a Day 11:40
NEWSPUN
SUB
News - Rajasthan 58000 Rs 7/week Once a Day 11:40
NEWSRAJ
SUB
News - TN 58000 Rs 7/week Once a Day 11:40
NEWSTN
SUB
News - UP 58000 Rs 7/week Once a Day 11:40
NEWSUP
SUB
News - Gujrat 58000 Rs 7/week Once a Day 11:40
NEWSGJ
SUB
News - AP 58000 Rs 7/week Once a Day 11:40
NEWSAP
SUB
News - J&K 58000 Rs 7/week Once a Day 12:40
NEWSJK
Aduilt Jokes SUB AJ 58000 Rs 7/week Once a Day 10:00
43
SMS Charges: Rs.3/SMS
Voice Station
Aircel 55500 service offers you a host of never before services - from music on your
mobile to tit-bits about celebrities. All you need to do is call 55500 from your Aircel
mobile and follow the simple instructions to enter a world of information and
entertainment. The service recognises your voice and gives information based on the
Browse through the rich selection of music across the various categories and
languages and listen to your favorites while on the go, also you can dedicate songs
with a personal message to any Aircel number. You can download ringtones of these
44
songs.
Rakhi, Diwali, Holi, New Year and song collections on Latest hits, Classic, Romantic
Hits
Prayers
devotional songs like Supbrapatham, Bhajans, Amman Songs, Gayathri & Gurbani.
Astrology Service
You can check your horoscope for the day, by entering your birth date. Astro info is
News
Get the latest news updates. Information is available across Regional, State, National
Sports
Get the latest news and information about the happening in the sports world, like live
45
Jokes
Smile with us by listening to the jokes. We have exhaustive collection which will
PRODUCT DETAILS
1. Rs. 19- Aircel to Aircel call charges in night (11pm to 6 am) is Rs.
0.10/min.
46
3. Rs. 49- All local calls charges is Rs. 0.50/min and Aircel to Aircel
1. Rs.15- STD call rates to Bihar, Punjab and Delhi are Rs. 1/min.
2. Rs. 18- STD call rates to Maharashtra, Goa and Mumbai are Rs.
1/min.
47
US/CAN (except Alaska, Hawaii & Guam): 2.00
US (Others): 5.00
UK (Fixed): 3.75
SMS Pack
3.
Minute Packs
6. Rs.79- 100 Local Aircel to Aircel minutes and 100 local minutes for
all networks.
48
THE PRESENT STUDY
The activity has been carried out under AIRCEL. I carried out my project
within AGRA CITY of UTTAR PRADESH state where target segments are
AIRCEL with special reference to AGRA city. This project also helps Aircel
in taking their corporate decision. This project would also help AIRCEL to
recognize the main strength and weaknesses and would also help to increase
vital from the point of AIRCEL and would help them to increase their sales
• Through the project work AIRCEL can take a better knowledge about
Research Methodology
50
Research Design
In order to understand the likings of the people which are the most important
on.
Exploration of Document
Primary data have been collected personally from the runners and feeders
questionnaire and more over data collection process also includes oral
interview.
51
SELF ANALYSIS
Agra.
Services.
4. Sold new connections and promote the Value Added Services like
52
7. Participated in telecalling to customers and convinced them to use
OBSERVATIONS
2. Most of the GPRS users use this plan to use internet in their mobile.
53
4. Most of the customers are not able to use Internet service with their
problem.
7. Aircel provides STD Rate Cutter at Rs. 30 which reduces the STD
calls at Rs 1/min. But our competitor like Idea provides the STD Rate
Cutter at Rs. 54 in which reduces the STD call rate to Rs. 0.75/min.
SWOT ANALYSIS
Strength
• Aircel provides Low call rates like Re.1 for first minute, 60p. for next
another minute and 40p. for rest of the call duration in a continue call.
• Low rate of Rate Cutters vouchers like Rs.29 and Rs. 49.
54
• All the rate cutters vouchers works in UP WEST as well as in UP
EAST also where our competitors does not gives this facility.
• 300 local and national SMS at just Rs.27 only where other
55
• Aircel provide unlimited calling and sms on the same network with
the recharge of Rs 225 only and also the customer’s get local calls at
• Aircel give 100 local minutes only at Rs. 55 and can use to all
network but our other competitors give these minutes to only own
network.
Weakness
recharged with Rs 98 and received GPRS settings but they are not
56
Opportunity
• Indian market is too vast that we can grab this opportunity and we can
• Can cover the rural area to mature potential from that area.
• If Aircel provide a proper service and speed of GPRS internet for our
14.
• At this time limited numbers of people are using internet services and
57
Threats
connections.
• STD rates are high. We have to reduce STD rates or reduce the rate of
STD rate cutter because other competitors like idea are providing
internet.
• Some customers are access the pocket internet with mobile but they
threat for us if any competitor took advantage and start giving these
58
services at same or low cost then we can loose our present and future
customers.
QUESTIONNAIRES
Aircel 14 7%
Airtel 58 29%
Idea 42 21%
59
BSNL 33 16.5%
Vodafone 27 13.5%
60 58
50
42
40
33
30 27 26
20
14
10
0
Aircel Idea Vodafone
In Number Percentage
Yes No
60
7
93
Yes No
Yes No
41
59
Yes No
Yes No
61
36
64
Yes No
24
67
62
Satisfied highly satisfied Dissatisfied
16
21
63
63
20
54
26
Yes No
93
Yes No
64
9. Which features of your service provider you use most?
100
80
60
100
40 76 68
20
0
14
Voice calls Text Gprs Others
messages
10.Are you updated with latest offers & schemes by your service
provider?
Yes No
65
11.Are you satisfied with the amount of information provided by your
service provider?
12
26
62
66
11
18 43
22
Yes No
67
3. Are you using our Pocket Internet?
Yes No
Yes No
company?
68
Satisfied Highly satisfied Dissatisfied
GPRS Others
10.Are you updated with latest offers & schemes by your service
provider?
Yes No
service provider?
69
12.How is the customer service of call center in terms of response
SUGGESTIONS
1. We should cover the rural areas through better network coverage because
providers give local rate cutter is more than Rs.29 and call rates are
Rs.60/min.
70
3. We give free local Aircel to Aircel calling and SMS in Rs.225 but our
competitor gives this service in just Rs. 199, so we should give some
4. Aircel is mind only Pocket Internet but we also promote other Value
BIBLIOGRAPHY
• www.aircel.in
• www.wikipedia.com
71
• www.mobileindia.info
• www.mobigyaan.com
• www.telecomtalk.info
72