1

PATEL COLLEGE OF SCIENCE

AND TECHNOLOGY-INDORE




A RESEARCH PAPER
ON


~CONSUMER AWARENESS AND ACCEPTANCE OF 3G
SERVICES IN INDORE

Submitted in Partial FulIilment oI the requirement oI
Master oI Business Administration
2010-2011
(D.A.V.V)


Guided By: Submitted By:
Prof. PRASHANT GUPTA 1ITENDRA SHRIVASTAVA

CERTIFICATE OF THE GUIDE

This is to certiIy that the Project Work titled 'CONSUMER AWARENESS &
ACCEPTANCE OF 3G SERVICES IN INDORE is a bonaIide work oI
Mr./Ms.JITENDRA SHRIVASTAVA Enroll No:-D09MBA1480015 Carried out in partial
IulIillment Ior the award oI degree oI MBA oI DAVV, Indore under my guidance. This project
work is not submitted earlier Ior the award oI any degree / diploma or associate ship oI any other
University / Institution.






Signature oI the Guide

ProI. PRASHANT GUPTA






Declaration:


I, JITENDRA SHRIVASTAVA hereby declare that the Project Work titled ~consumer
awareness & acceptance of 3G services in Indore is being submitted to the DAVV, Indore in
partial IulIillment oI requirements Ior the award oI Master oI Business Administration under the
supervision oI Prof. PRASHANT GUPTA oI PATEL COLLEGE OF SCIENCE AND
TECHNOLOGY (Organization oI the guide).
Further I hereby declare that the work done by me can be used Ior academic purposes.


Signature oI the Student

ACKNOWLEDGEMENT

The most awaited moment oI successIul completion oI an endeavour is always a result oI
persons involved implicitly there in and it is impossible without the help and guidance oI
the people around us.
The successIul completion oI this project is the result oI dedicated eIIorts put in by many
people and this report would be incomplete without giving due credit to them. This
acknowledgement is a small token oI gratitude in recognition oI their help in my
endeavour. I sincerely thank my project guide Prof. PRASHANT GUPTA Ior providing
useIul guidance and constant motivation throughout the project.
I express a deep sense oI gratitude to Chairman (PCST Indore) and Ior their invaluable
technical and managerial guidance and constant encouragement which was oI great
support to bring this work to present shape.
I am deeply indebted to the college management, who provide us a well equipped
computer laboratory and library, which was an essential requirement Ior success oI this
project.
Last but not the least; I would like to thanks my colleagues, Iriends and my parents who
were a constant source oI encouragement and inspiration Ior me throughout the project.

With Regards
JITENDRA SHRIVASTAVA
M.B.A IV Semester








Contents
O CHAPTER 1
INTRODUCTION
O CHAPTER 2
REVIEW OF LITRATURE
O CHAPTER 3
RATIONAL OF THE STUDY
O CHAPTER 4
OBJECTIVES OF STUDY
O CHAPTER 5
RESEARCH METHODOLOGY
O CHAPTER 6
DATA ANALYSIS
O CHAPTER 7
RESULT AND DISCUSSION
O CHAPTER 8
CONCLUSION
O CHAPTER 9
SUGGESTION



O CHAPTER 10
BIBLOGRAPHY
O CHAPTER 11
"UESTIONNAIRE

































CHAPTER 1
INTRODUCTION











INTRODUCTION
3G is the next generation oI mobile communications systems. It enhances the services such as
multimedia, high speed mobile broadband, internet access with the ability to view video Iootage
on your mobile handset. With a 3G phone and access to the 3G network you can make video
calls, watch live TV, access the high speed internet, receive emails and download music tracks,
as well as the usual voice call and messaging services Iound on a mobile phone, like person to
person video, live streaming, downloadable video oI entertainment, news, current aIIairs and
sport content and video messaging.
It is a Iamily oI standards Ior wireless communications deIined by the International
Telecommunication Union which includes GSM EDGE, UMTS, and CDMA2000 as well as
DECT and WIMAX. Services include wide-area wireless voice telephone, video calls, and
wireless data, all in a mobile environment. 3G allows simultaneous use oI speech and data
services at higher data rates. Thus, 3G networks enable network operators to oIIer users a wider
range oI more advanced services while achieving greater network capacity through improved
spectral eIIiciency.
It has been deIined as the third generation (3G) oI mobile telephony standards to Iacilitate
growth, increase bandwidth, and support more diverse applications which was lacking in GSM
so that it could deliver not only voice, but also circuit-switched data at download speeds up to
14.4 kbps. But to support mobile multimedia applications, 3G had to deliver packet-switched
data with better spectral eIIiciency, at Iar greater speeds.
3G reIers to the third generation oI mobile telephony (that is, cellular) technology. The third
generation, as the name suggests, Iollows two earlier generations.
The Iirst generation (1G) began in the early 80's with commercial deployment oI Advanced
Mobile Phone Service (AMPS) cellular networks. Early AMPS networks used Frequency
Division Multiplexing Access (FDMA) to carry analog voice over channels in the 800 MHz
Irequency band.
The second generation (2G) emerged in the 90's when mobile operators deployed two competing
digital voice standards. In North America, some operators adopted IS-95, which used Code


Division Multiple Access (CDMA) to multiplex up to 64 calls per channel in the 800 MHz band.
Across the world, many operators adopted the Global System Ior Mobile communication (GSM)
standard, which used Time Division Multiple Access (TDMA) to multiplex up to 8 calls per
channel in the 900 and 1800 MHz bands.
The 3rd Generation Partnership Project (3GPP) was Iormed in 1998 to Ioster deployment oI 3G
networks that descended Irom GSM. 3GPP technologies evolved as Iollows.
General Packet Radio Service (GPRS) oIIered speeds up to 114 Kbps.
Enhanced Data Rates Ior Global Evolution (EDGE) reached up to 384 Kbps.
UMTS Wideband CDMA (WCDMA) oIIered downlink speeds up to 1.92 Mbps.
High Speed Downlink Packet Access (HSDPA) boosted the downlink to 14Mbps.
LTE Evolved UMTS Terrestrial Radio Access (E-UTRA) is aiming Ior 100 Mbps.
3G or 3
rd
generation mobile communication, is a generation oI standards Ior mobile
phones and telecommunication services IulIilling the International Mobile Telecommunications-
2000 (IMT-2000) speciIications by the international telecommunication mobile

Application
services include wide-area wireless voice telephone, mobile Internet access, video calls and
mobile, all in a mobile environment. To meet the IMT-2000 standards, a system is required to
provide peak data rates oI at least 200 kbit/s. Recent 3G releases, oIten denoted 3.5G and 3.75G,
also provide mobile broadband access oI several Mbit/s to smart phones and mobile in laptop
computers.

The Iollowing standards are typically branded 3G:
The UMTS system, Iirst oIIered in 2001, standardized by 3GPP, used primarily in
Europe, Japan, China (however with a diIIerent radio interIace) and other regions
predominated by GSM 2G system inIrastructure. The cell phones are typically UMTS
and GSM hybrids. Several radio interIaces are oIIered, sharing the same inIrastructure:
The original and most widespread radio interIace is called W-CDMA.
10

The TD-SCDMA radio interIace, was commercialised in 2009 and is only oIIered in
China
The latest UMTS release, HSPA, can provide peak data rates up to 56Mbit/s in
the downlink in theory (28 Mbit/s in existing services) and 22 Mbit/s in.
The CDMA2000 system, Iirst oIIered in 2002, standardized by 3GPP2, used especially in
North America and South Korea, sharing inIrastructure with the IS-95 2G standard. The
cell phones are typically CDMA2000 and IS-95 hybrids. The latest release EVDO Rev B
oIIers peak rates oI 14.7 Mbit/s down streams.

What is 3G?

'International Mobile Telecommunications 2000 (IMT 2000), popularly known as 3G
or3rd generation, is a mobile communication standard IulIilling the requirements as speciIied by
the International Telecommunication Union 24 The advantage over 3G over the present day
mobile communication systems is the wide range oI applications that can be run over it because
oI the higher bandwidth available in the 3G technology. As per the IMT 2000speciIication 3G
systems should support at least 200 Kbps oI peak data speed. HSPA technology which is an
evolution oI 3G technology can theoretically support up to 56 Mbps downlink speed.
Applications that a 3G network could possibly support are wide area wireless telephony, video
calls, mobile internet access and mobile TV.

Evolution of 3G

The speed that 2G oIIers is very less as compared to 3G. There have been Iew improvement sand
new releases oI 2G GSM standard like GPRS and EDGE which have improved the data
throughput speeds. EDGE has been considered a pre 3G technology and is part oI ITU8s
3GdeIinition28. Though the speeds on oIIer by EDGE could be compared to 256 Kbps DSL
broadband, however the circuit switch technology which it uses leads to a loss in eIIiciency oI
the network and a diminished user experience. The other problem with EDGE was that the
standards which were being Iollowed to develop the networks were diIIerent Ior diIIerent part oI
the world where the technology was deployed.

11

It was because oI the non-standardization oI the technology that The International
Telecommunication Union stepped up its eIIort to create a network whose services are
independent oI the technology platIorm whose network design standards are same globally and
thus began the 3GPP (3rd Generation Partnership Project)29.

The oIIicial standard set by ITU Ior 3G networks is IMT-2000. In Europe the standard was
christened as UMTS (Universal Terrestrial Mobile System). IMT2000 is the ITU-T name Ior the
third generation System, while cdma2000 is the name oI the American 3Gvariant27. WCDMA
is the technology platIorm in UMTS with base station or nod B, RNC (Radio Network
Controller),a part Irom WMSC (Wideband CDMA Mobile Switching Centre) and
SGSN/GGSN27. 3Gstandard gives a total mobile experience with wide area voice and video
telephony with broadband and data services at a high speed. New releases and advancements oI
3Gtechnology has led to the evolution oI HSPA technology (High Speed Packet Access) which
can oIIer speeds up to 14.4 Mbps on Downlink and 5.8 Mbps Uplink
ADOPTION OF 3G
3G was relatively slow to be adopted globally. In some instances, 3G networks do not use
the same radio Irequencies as 2G so mobile operators must build entirely new networks
and license entirely new Irequencies, especially so to achieve high-end data transmission
rates. Other delays were due to the expenses oI upgrading transmission hardware,
especially Ior UMTS, whose deployment required the replacement oI most broadcast
towers. Due to these issues and diIIiculties with deployment, many carriers were not able
to or delayed acquisition oI these updated capabilities..
In December 2007, 190 3G networks were operating in 40 countries and
154 HSDPA networks were operating in 71 countries, according to the Global Mobile
Suppliers Association (GSA). In Asia, Europe, Canada and the USA, telecommunication
companies use W-CDMA technology with the support oI around 100 terminal designs to
operate 3G mobile networks.
Roll-out oI 3G networks was delayed in some countries by the enormous costs oI
additional spectrum licensing Iees. (See Telecoms crash.) The license Iees in some
1

European countries were particularly high, bolstered by government auctions oI a limited
number oI licenses and sealed bid auctions, and initial excitement over 3G's potential.
The 3G standard is perhaps well known because oI a massive expansion oI the mobile
communications market post-2G and advances oI the consumer m phone. An especially
notable development during this time is the smart phone (Ior example, the IPhone, and
the Android Iamily), combining the abilities oI a PDA with a mobile phone, leading to
widespread demand Ior mobile internet connectivity. 3G has also introduced the term
"mobile broadband" because its speed and capability make it a viable alternative Ior
internet browsing, and USB Modems connecting to 3G networks are becoming
increasingly common.

3G IN INDIA

In 2008, India entered the 3G arena with the launch oI 3G enabled Mobile and Data
services by Government owned Bharat Sanchar Nigam Ltd. (BSNL).
Later, MTNL launched 3G in Delhi and Mumbai. Nationwide auction oI 3G wireless
spectrum was announced in April 2010.
In 2008, India Iaced a great crisis with corruption poisoning its Telecom sector and
exposing the 2G spectrum scam. The trial oI the scam is being conducted by the Joint
Parliamentary Committee (JPC) with the help oI the Central Bureau oI
Investigation (CBI). Many companies and politicians are being questioned and accounts
oI many companies are under the scanner.
The Iirst Private-sector service provider that launched 3G services is Tata DoCoMo, on
November 5, 2010. And the second is by Reliance Communications, December 13, 2010.
VodaIone Launched their 3G by mid oI March, 2011 . Then, Bharti Airtel launched their
3G services on 24 January 2011 in Bangalore and also launched in Delhi & Jaipur on
March 4, 2011(not GSM but only USB estick). Aircel also launched 3G in Kolkata in the
month oI February. Idea also launched its 3G services in mid April. Other providers like
Virgin are expected to launch 3G services by "1 2011.
1

All the operators provide 3G services on the 2100 MHz band. As oI now, the
Government owned BSNL is the most successIul company with the subscribers oI 3G
service. It has more than 3 million subscribers oI its 3G service. It also has the widest
coverage with around 700 cities across the country. The private operators like IDEA and
Reliance are increasing their 3G coverage as well as the number oI subscribers.
The 3G service is used by the minority users in the country who own 3G handsets and the
prices oI the 3G services are currently out oI reach oI the pockets oI most Indians. This
led to the slow adoption oI 3G. but the scenario is changing quickly with the introduction
oI cheap 3G handsets.


APPLICATION OF 3G SPECTURM IN INDIA
Video telephony:-
OMobile TV in which television channels can be viewed through mobiles.
OVideo on demand in which a provider sends movie to subscribers mobile phone.
OVideo conIerencing in which subscribers can see and talk to each other through mobile
phone.
OFaster internet on mobile.
OUseIul in e learning.
OTele medicine in which a medical provider gives advice to isolated subscribers.
OLocal services including weather, traIIic etc.
OFast communication
OMMS-Multimedia Messaging Service
O3D games



1

ENTRANCE OF 3G TECHNOLOGY IN INDIAN MARKET

Indians are waiting Ior the popular use oI the next generation technology in our nation. In India
3G services were Iirst launched by MTNL in Delhi. Presently 3G spectrum is allotted only to the
state owned BSNL and MTNL. The Department oI Telecommunications in India has planned an
auction oI the 3G spectrum in January 2009. This was postponed a number oI times due to
various reasons such as diIIerence oI opinion between the Ministry oI Finance and the Ministry
oI Communications and InIormation Technology, Loksabha elections etc. Now the auctions are
expected in February or March 2010. The results oI the auction and allocation would be done in
August 2010. The Government estimates to earn over Rs.25000 crier through the auction. Four
slots are planned Ior auction. Besides this one slot each has already been allotted to BSNL and
MTNL. The auction would be electronic through internet. Foreigners are also eligible to apply,
with the condition that only a maximum oI 74 oI the equity oI the concerned company should
be that oI the Ioreigner. Recently the Telecom Minister Mr.A.Raja has met the Prime Minister
and discussed issues related with the delay in the launch oI the auctions.
The Difference amongst 1G, 2G & 3G
1g 2g 2gCellular communications technology has developed through three major technological
phases, which are commonly known as generations. These three generations are reIerred as 1G
(Iirst generation), 2G (second generation) and 3G (third generation).
Signal Orientation
The biggest diIIerence between these three cellular generations lies in the radio signals, which
are used to transmit and receive data on cell phones. During the Iirst generation, 1G, the radio
signals used were analog, while the next two generations, 2G and 3G, used digital radio signals
Ior communications between two cell phones.
Data Types
Three generations oI cellular communications allowed diIIerent types oI data and services Ior
communications. In 1G, the only way oI communicating was voice transmission and reception,
or in other words, a phone call. 2G gave an additional beneIit oI SMS (short messaging service)
and MMS (multimedia messaging service) to its users. With the beginning oI 3G, users could
transmit and receive voice, data and videos, simultaneously.
1

Communication Standards
All three generations oI cellular communications are oIten known through global communication
standards presented by them. The major standards oI 1G were AMPS, TACS and ETACS, while
2G revolutionized the world oI communications with standards such as GSM, CDMA, TDMA
and EDGE. Finally, 3G, the current generation oI cellular communications as oI 2010, has
presented standards such as UMTS, WCDMA and HSPDA.

HISTORY OF 3G
The Iirst pre-commercial 3G network was launched by NTT DoCoMo in Japan, branded
as FOMA. It was Iirst available in May 2001 as a pre-release (test) oI W-CDMA technology.
The Iirst commercial launch oI 3G was also by NTT DoCoMo in Japan on 1 October 2001,
although it was initially somewhat limited in scope; broader availability oI the system was
delayed by apparent concerns over its reliability.
|10|

The second network to go commercially live was by SK Telecom in South Korea on the CDMA-
based 1xEV-DO technology in January 2002. By May 2002 the second South Korean 3G
network was by KT on EV-DO and thus the Koreans were the Iirst to see competition among 3G
operators.
The Iirst European pre-commercial network was an UTMS network on the Isle oI Man by Manx
Telecom, the operator then owned by British Telecom, and the Iirst commercial network (also
UTMS based W-CDMA) in Europe was opened Ior business by Telenor in December 2001 with
no commercial handsets and thus no paying customers.
The Iirst commercial United States 3G network was by Monet Mobile Networks,
on CDMA2000 1x EV-DO technology, but this network provider later shut down operations.
The second 3G network operator in the USA was Verizon Wireless in October 2003 also on
CDMA2000 1x EV-DO. AT&T Mobility is also a true 3G UMTS network, having completed its
upgrade oI the 3G network to HSUPA.
The Iirst pre-commercial demonstration network in the southern hemisphere

was built
in Adelaide, South Australia by m.Net Corporation in February 2002 using UMTS on
2100 MHz. This was a demonstration network Ior the 2002 IT World Congress. The Iirst
1

commercial 3G network was launched by Hutchison Telecommunications branded as %700 in
March 2003.
Emtel Launched the Iirst 3G network in AIrica.
By June 2007, the 200 millionth 3G subscriber had been connected. Out oI 3 billion mobile
phone subscriptions worldwide this is only 6.7. In the countries where 3G was launched Iirst
Japan and South Korea 3G penetration is over 70.
|11|
In Europe the leading country is Italy
with a third oI its subscribers migrated to 3G. Other leading countries by 3G migration include
UK, Austria, Australia and Singapore at the 20 migration level. A conIusing statistic is
counting CDMA2000 1x RTT customers as iI they were 3G customers. II using this deIinition,
then the total 3G subscriber base would be 475 million at June 2007 and 15.8 oI all subscribers
worldwide

VARIABLES
Market potential oI 3G services subscribers is depend upon various variable like -
O Gender
O Age
O Educational background
O Occupation
O Income







1








CHAPTER -2
REVIEW OF LITERATURE







1

REVIEW OF LITERATURE

A report by industry body FICCI and telecom consulting Iirm BDA said, "3G subscriber
base will reach 90 million by 2013 and the revenue Irom 3G is expected to reach 15.8
billion dollar by the same year." Moreover, the report Iurther said that the introduction oI
3G would also increase the Average revenue per users (ARPU).
Goodrick and Srivastava,( 2002).The market demand Ior 3G is a Iundamental part oI
the overall pictures, the best way to assess that demand is by looking at development s in
the 2G space, and at the growth oI data services and mobile internet access technologies
in particular
Cellular-news,( 2002) 3G is the most recently developed mobile technology, providing
advantages over the previous technologies in terms oI bandwidth, packet routeing,
guaranteed quality oI services and location-based services
UTMS Forum( 2000) The precursor oI 3G services is the mobile internet but not just it.
Do Como positioned i-Mode as a 'unique mobile experience. Many 3G services will not
be internet based but they will be truly unique mobility services. The mobile internet is a
priority Ior the 3G services providers. Positioning the 3G services as the 'mobile
internet sends the wrong message to the market and paints an incomplete picture oI 3G
services potential
The Indian mobile market has undergone a revolutionary change over the past Iew years
to become one oI the leading mobile markets on the global map. Easy availability oI low-
priced devices, better network coverage and aIIordable services are some oI the major
Iactors that have boosted its growth and will continue to do the same in Iuture. Wireless
teledensity has also risen to the level oI around 45 at the end oI 2009, but still there is a
vast scope Ior Iurther improvement because oI a wide gap in teledensity between urban
and rural areas. For instance the wireless teledensity in urban areas rose to around
112 in the mid 2010, while it stood at 24 in rural areas.
1

Our research anticipates that the deployment oI 3G services on a national scale will play
a vital role in bridging this huge gap. According to our new research report "Indian 3G
Mobile Forecast to 2012", the number oI 3G mobile subscribers is expected to grow at a
CAGR oI around 80 between 2011 and 2013 to around 55 Million by the end oI the
period. Our research provides in-depth analysis oI the various Iactors and issues that will
play an important role in the 3G market growth (Times Of India).
LaBarbera and Mazursky (2008). The report provides extensive research on the global
3G market. It discusses the Iactors and trends that have led to its global deployment. It
also provides an insight into the regional 3G market by technology and studies the key
opportunity areas that have emerged due to the global take-up oI 3G.
FICCI President Rajeev Chandrasekhar has said the introduction oI 3G services
would also help bring in large new investments in inIrastructure.
Robins (2008) This paper is about marketing the next generation of mobile
Telephones. The study is about third generation oI cell phone technology, what is usually
known as '3G Ior short. There are various issues about that new innovative. One is how
to price 3G handsets and services at a level which will enable telephone operating
companies to recoup the high prices they have already paid to governments Ior operating
licenses. Second the technology is not yet complete, there are no agreed international
standards and companies do not yet know what new services the technology will prove
capable oI delivering eIIectively. All variants oI 3G remain dependent on largely
unproven technology. Marketing 3G is going to be about services which are new and in
many cases, yet to be designed. At the same time, it will involve services which can also
be obtained by computer and other means. It Iollows that the marketing task will be
high risk. First, 3G has no obviously unique selling proposition to build on except,
perhaps, the combination oI live video and easy portability. Second, the potential
customers have not yet had adequate opportunity to signal their service likes and dislikes.
Third, the cost and complexity oI service provision leave doubt about the market`s
reaction to price.


0










CHAPTER-3
RATIONALE OF STUDY







1


RATIONALE OF STUDY

The reason that the mobile services are rising is that the mobile handset is more acceptable Ior
the consumers. Until 1992 it is very diIIicult to obtain a mobile phone because oI the high prices.
Mobiles used to be luxury products. Today the mobile is a Iirst need product Ior everyone. Now
in Indian market there are more than 653.92 million mobile subscribers,(according to TRAI) so
the industry needs to convince existing users to upgrade their mobiles rather than Iind new users
Ior buyers.
Because there is wide scope oI 3G markets in the developing countries with underdeveloped
network inIrastructure and low per capita income. These countries are continuously involved in
their inIrastructure development to reap the value oI mobility.
Individuals can perIorm a lot oI operations like sending data and getting them via wireless
capabilities. You can obtain data regardless oI the time or location. 3G is the current mobile tech
and is now the most rapidly growing host amongst mobile handsets, providing you with the
higher speeds, in comparison to diIIerent techs beIore it. You get to have quicker connection,
music entertainment with better quality and Iaster access to the Internet. You also receive the
advantages oI video calling because oI the quicker speed, enjoying calls to Iamily as well as
Iriends across the world using the video call Iacility. The calibre as well as clarity are
heightened, with the ability usable as long as the people are employing the new 3G tech.




\













CHAPTER-4
OB1ECTIVES OF STUDY












OB1ECTIVES OF STUDY


To know the level oI awareness about 3G services.
To know the acceptance level oI 3G services in Indore























CHAPTER - 5
RESEARCH METHODOLOGY













RESEARCH METHODOLOGY

Research Design : Descriptive in nature.
Research Area : Indore City.
Sample Size : 100 Respondents
Sampling Technique: Random sampling


Tools for Data Collection
Primary Data: It has been collected through selI structure & schedule by personally meeting
100 Respondent and taking their Ieedback about awareness and acceptance oI 3G services with
the help oI questionnaires method.
Secondary Data: it is collected with the help oI internet, journal, magazine newspaper,





















CHAPTER- 6
DATA ANALYSIS













DATA ANALYSIS

1.
India shall have 50 million 3G subscribers by 2012. With a 3G spectrum auction
scheduled on 9th April having international bidders including NTT DoCoMo, Emirates
Telecommunications, Deutsche Telekom, France Telecom in addition to Indian operators
like, Bharti Airtel, Reliance Communications, Idea Cellular, Tata Teleservices and
VodaIone Essar, a wider section oI Indian mobile phone users will experience the
exciting next generation services Irom their Telecom operators in India have been Iacing
issues oI declining ARPU and MPU on voice services which has brought call charges to
as low as halI a paise per second and even lower than that Ior certain operators,
questioning sustainability Ior these players. VAS has bettered the viability oI this sector
in recent times, and 3G will Iurther add to telecom operators data carrying capacity,
allowing them to roll out long awaited data-intensive services. This report analyses the
key concerns oI the telecom operators, their Iear regarding overspending Ior acquiring 3G
spectrums, the projection that a very small percentage oI their existing subscriber base
might switch to 3G. Enlist 3G services expected to be oIIered Study the viability oI
Indian Telecom Market aIter 3G . Study the impact oI 3G on competitive landscape oI
Indian Telecom Industry. Impact oI Mobile number portability on Indian Telecom
Market? Chapter 1: Mobile Telecommunications in India This chapter discusses the
evolution oI wireless communications in India, Irom the Iirst voice call via the analogue
Iirst generation technology up to the video call using the third generation technology.
Also, the regulatory ; inIrastructural norms Ior 3G in India are discussed in necessary
detail. The section on competitive landscape, proIiles the current players in the telecom
space

2. 3G in India: Technology and Market Analysis Indians love to talk. Or at least this
is what the telecom Iirms had in their mind when they bet Rs. 102.7 Crore Ior the
recently concluded 3G and BWA (Broadband Wireless Access) auctions. The Indian
telecom market has seen an average growth rate oI 30 Ior the past many years, and
today the number oI mobile phone subscribers in the country stands at almost 600
million, or nearly halI the population oI the country subscribes to cellular services.
By



2012, within three years oI its launch, 3G services in India are projected to reach 50
million subscribers. AIter the recently-concluded 3G spectrum auction, key telecom
operators in the country including Bharti Airtel, Reliance Communications, Idea Cellular,
Tata Teleservices and VodaIone Essar are preparing to usher in the next gen'
communication, content and entertainment experience Ior telecom subscribers. Taking a
lead, soon aIter acquiring the license, Reliance Communications has already announced
the roll out oI its 3G services, MobileNet Plan- providing unlimited Internet access,
multimedia content download, instant messaging, chat services, and access to social
networking sites and email to pre-paid and post-paid subscribers at an aIIordable Rs 99
per month. This is an early indicator oI how the 3G technology is set to alter, surely and
rapidly, the market dynamics in telecom and beyond.
3. In recent years, telecom operators in India have Iaced the challenge oI driving proIitable
growth. Declining ARPUs (Average Revenue per User) and MPU (Margin per User) on
voice services have brought call charges to as low as halI a paisa per second, or even
lower Ior certain operators, putting a question mark on the sustainability oI a voice-
dependent business model. Amidst this scenario, VAS is emerging as the long-term
savour Ior telecom players. 3G, with its technological advancements, will signiIicantly
enhance the telecom operators' data carrying capacity, allowing them to roll out speedier
data-intensive and unobstructed multimedia streaming service
4 .It covers the market estimates with respect to 3G subscriber base and Iorecasts. It also
discusses the 3G and BWA auction results in detail. The 3G Auction results operator wise are
elaborated and their strategic roadmaps are discussed. An analysis oI the Political, Economic,
Social, Regulatory, and Technology Factors have been done with respect to the Iuture
potential oI 3G in India. The drivers, restraints and challenges oI the 3G market going
Iorward are also dealt with. International Case studies are also discussed. A Scenario
Analysis is also done with respect to 3G deployment.

1

Data Interpretation
1) Awareness level oI service class people about 3G services is more than student business class
and housewives. They are described as Iollows:
Occupation

Frequency Percent Valid Percent
Cumulative
Percent
Valid Student 51 51.0 51.0 51.0
Business 16 16.0 16.0 67.0
Service 30 30.0 30.0 97.0
HousewiIe 3 3.0 3.0 100.0
Total 100 100.0 100.0



According to my survey 51 students are using the 3G services and 16 are used
by business, 30 are used by services, 3used by housewives respectively.




2) People who aware about 3G mobile services?


72 oI peoples are aware about the 3G mobile services while 28 oI people say that they don`t
know about 3G mobile services oI the sample size oI 100 people.














3) People interested with the news on 3G:



A majority oI people (41) say that are interested with the news on 3G. The above graph shows
how people are interested with the news on 3G.













4) People who know the video call service in mobile:



On the question oI knowing about video call services in mobile 81 people say that they know
the service while 19 say that they do not know the service.













5) People who know the availability oI Iast web service in mobile:



62 oI people know about the availability oI Iast web service in mobile.














6) People who Ieel 3G multimedia service is important Ior them:



38 oI people are Iind that 3G multimedia service some time important Ior them while 22 oI
people Iind in important oIten oI occasionally. 18 oI people Iind it important never.













7) People who are having 3G mobile:




There are very less people (32) who are having 3G mobile.













8) Familiarity level oI people about 3G multimedia services:
application level on 3G

Frequency Percent Valid Percent
Cumulative
Percent
Valid excellent 34 34.0 34.0 34.0
good 46 46.0 46.0 80.0
average 18 18.0 18.0 98.0
below average 2 2.0 2.0 100.0
Total 100 100.0 100.0


According to data above graph show that 34 oI people says that they are excellent and 46
good but with the application level on 3G multimedia services while 18 oI people Iamiliar
with the service on an average and 2 peoples are below average





9) What kind oI 3G multimedia services you can use Irom 3G multimedia services?

Ans: Generally people think oI : Video call, online game, online payment when we talk about 3G
multimedia services. People are less interested on other 3G multimedia services.

Video call 91
Online multimedia 44
Web browsing 49
Location inIormation
services 26
E-wallet 25
Tickets booking 38
Video email 42
Clip downloading 64
Online payment 80
Online real time news 16

Here we have two variable 1Ior yes & 2 Ior no than count variable yes and show the graph
according to my survey majority go with video call, online payment & downloading.






10


10) People who like to use 3G services in near Iuture:



The above graph shows that how people are interested to use 3G multimedia services in the near
Iuture. The majority oI people says that they would like to use 3G multimedia services in near
Iuture.









11



11) People who Ieel close relation between 3G multimedia services and services that they need
today:




People do not Ieel that there is a very tight relation between 3G multimedia services and services
they need today. As the results show that they Ieel in middle oI the relationship between the two.







1



12) People who Ieel supposed to be closer relation between 3G multimedia services and services
that he need in the near Iuture:

s

A majority oI people Ieel that there are very close relationship between 3G multimedia services
and the services that they need in near Iuture.








1








CHAPTER- 7
RESULT AND DISCUSSION









1


RESULT & DISCUSSION

The shiIt Irom 2G to 3G not only gives users Iresh ways to communicate but
also a variety oI new services such as browsing the Internet, e-mail, instant
messaging, video-conIerencing and digital television.

3G also makes guidance, presence, and location-based services available to
mobile users

It is important to consider user acceptance oI 3G services and to classiIy
diIIerent user needs. it is essential to understand the diIIerent situations in
which consumers and business users use mobile services.

Another important Iactor aIIecting Iuture oI 3G is the availability oI reasonably
priced handsets.

Pricing oI the 3G services is deIinitely one oI the biggest challenges Iacing
telecommunication companies

Setting the right price Ior service usage is diIIicult. Private use oI mobile data
services is heavily dependent upon pricing issues.





1


LIMITATION OF THE STUIDY



The Study is limited to areas oI Indore only.
There may be some bias in the responses oI the respondents which cannot be
ruled out Iully.
Merely asking questions and recording answers may not always elicit the
actual inIormation sought.
Due to continuous change in environment, what is relevant today may be
irrelevant.










1








CHAPTER -8
CONCLUSION










1


CONCLUSION

According to my survey more than halI oI the mobile users who are using the
mobile services used via 3G networks are already available in current 2G networks
(GPRS) such as browsing the Web, sending and receiving multimedia messages
(like pictures and video), and e-mailing. Here Iore, 3G should not be viewed as a
new technology surpassing the existing 2G networks, or a revolution in mobile
communication. Instead, 3G should be considered to be evolution oI existing
mobile communications. In the light oI the discussion in this paper, there is strong
evidence to suggest that the main outcome oI using 3G networks and services will
be to get access to the same services with Iaster data connection speed.
Furthermore, it seems that the success oI 3G lies in its ability to serve not only
mobile users but in providing access to the Internet with data cards inserted in
laptops. Thus, 3G networks will serve the same purpose as LAN and WLAN
networks.
The most eager group ready to adopt 3G was power users largely made up oI
working proIessionals and youth. A third oI these consumers indicated a strong
disposition towards 3G adoption. Other, less tech reliant groups, were less
enthusiastic about the next wave oI mobile services.







1

















CHAPTER- 9
SUGGESTION
















1





Future studies should concentrate on country speciIic research to provide a more
detailed understanding oI the phenomenon at hand. On this basis, Iuture research that identiIies
additional Iactors or views the Iactors presented in diIIerent light would contribute to the
understanding oI 3G acceptance.

The Study is limited to areas oI Indore only.
There may be some bias in the responses oI the respondents which cannot be ruled out Iully.
Merely asking questions and recording answers may not always elicit the actual inIormation
sought.
Due to continuous change in environment, what is relevant today may be irrelevant.













0









CHAPTER -10
BIBLIOGRAPHY










1

BIBLIOGRAPHY

1. Loudon D. L. "Consumer Behaviour: Concepts and Applications," MC graw Hill, London
1988.
2. Marketing Management: A south Asian perspective" 13th ed. Person, Prentice hall 2009.
3. Robins, F. 2003. The marketing oI 3G. Marketing Intelligence & Planning, 21 (6), 370-378.

4. Shankar, Ravi (2002). Services Marketing An Indian Perspective. New Delhi: Excel Books

5. Maheshwari, Yogesh (2002). The Changing Face oI Indian Banking In, Upinder Dhar,
Santosh Dhar , Mala Srivastava (Eds.), Local Champions To Global Masters . New Delhi :
Excels Books.

6. Sunder, K. Shyama (2002). Coming closer to the customers Indian management. December
49-51

7. Kallol, bose and bansal H.S. (2001). Regain management: issues and strategies. Advertising
and marketing, 90-92.
8. Virmani, B.R (1997), Economic Restructuring Technology TransIer and Human Resource
Management, Response Books, New Delhi.
9. Curwen, P. 2000. Next generation mobile: 2,5G or 3G? Journal oI Policy, Regulation and
Strategy Ior Telecommunications, 2 (5), 455-476.

10. Dholakia, R. R., & Dholakia, N. 2004. Mobility and markets: emerging outlines oI
mcommerce. Journal oI Business Research, 57 (12), 1391-1396.

11. Dziong, Z., Khan, F., Medepalli, K., & Nanda, S. 2002. Wireless Internet access using IS-
2000 third generation system: a perIormance and capacity study. Wireless Networks, 8 (4), 325-
336.


12. Harmer, J. A. 2003. Mobile multimedia services. BT Technology Journal, 21 (3), 169- 180.

13. France Telecom R&D. 2004. UMTS: the era oI mobile multimedia.
http://www.rd.Irancetelecom.com/en/technologies/ddm200401/dossier.php.

14. Kanter, T. G. 2003. Going wireless, enabling an adaptive and extensible environment.
Mobile Networks and Applications, 8 (1), 37-50.




15. www.bsnl.in/Iaq/

16. www.ieeexplore.ieee.org/Xplore/

17. www.oppapers.com/essays/
18. www.scribd.com/doc/36928674/3G-in-Greece
19. www.rcom.com

20. www.mobilein.com/3G.htm

21.www.symbian.com/technology/glossary.html

22.www.rd.Irancetelecom.com/en/technologies/ddm200401/dossier.php.


































CHAPTER -11
QUESTIONNAIRE














PATEL COLLEGE OF SCIENCE &TECHNOLOGY, INDORE
QUESTIONNAIRE

Dear respondent,
I am carrying out a major research project on a study oI 'consumer awareness and
acceptance oI 3G services in Indore
You are requested to pay some oI your valuable time to answer the given questions. This project
is purely academic in nature and no part oI the data will be made available to the public.

1. Name

2. Sex: (1) M (2) F

3. Age: (1) 18-25 (2) 26-35 (3) Over 35

4. Your occupation
(1) Student (2)Business (3) Service (4) housewiIe

5. Do you know about 3G mobile services?
(1) Yes (2) No

6. How interested are you with the news on 3G?
(1) Very (2) Some
(3) Little (4) No

7. Do you know about video call services in mobile
(1)Yes (2) No


8. Do you know availability oI Iast web service in mobile.
(1)Yes (2) No


9. Do you Iind any 3G multimedia services important to you?
(1) OIten (2) Sometimes



















(3)Occasionally (4) Never


10. Do you have any 3G mobile ?
(1) Yes, (2) No


11. How would you rate your Iamiliarity/application level on 3G multimedia services?
(1) Excellent (2) Good ( (3)Average (4)Below average

12. What kind oI 3G multimedia services you can use Irom 3G multimedia services?
Please response the Iollowing 3G services as your requirement / use, 1Ior the most important &
5 Ior the least important.
a. Video call
b. Online multi-users/single-user games
c. Web browsing
d. Location inIormation service
e. E-wallet
I. Tickets booking, such as movie tickets
g. Video Email/E-card
h. Video/movie prevue, MTV clip download
i. Online payment
j. Online real-time news notice, such as breaking news, sports news, Iinance news


13. Would you like to use more 3G multimedia services in the near Iuture than you do now?
(1) DeIinitely (2) Probably
(3)Not sure (4) No























(1) ulsLanL () Ldge () Mlddle () Closer () 1lghL
14. How close do you Ieel the relation is, between 3G multimedia services and services you need
today?