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53005151 Comparitive Study of Mobile Service Providers in Mumbai Prashant Deepak

53005151 Comparitive Study of Mobile Service Providers in Mumbai Prashant Deepak

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Comparative Study of Mobile Service Providers in Mumbai

Prashant V Deshinge MMS Second Year Roll NO: 05

Deepak Salian MMS Second Year Roll No: 35

ACKNOWLEDGEMENT

We express our deep gratitude to Prof. Meera Vijaykumar for her constant support, guidance and motivation which helped me immensely in completing this project. The project provided us with an opportunity to understand the fundamentals of research methods in a better manner and apply them.

I also would like to thank our respondents for giving us their valuable time and providing us with the information needed to carry out the research successfully.

Prashant Deshinge SIES College of Management Studies MMS (Second Year) 2009-11 Roll No 05

Deepak Salian SIES College of Management Studies MMS (Second Year) 2009-11 Roll No 35

Table of Contents
1. Introduction................................ ................................ ................................ ................................ ... 4 1.2 1.3 1.4 1.5 Objectives ................................ ................................ ................................ .......................... 5 Problem ................................ ................................ ................................ ............................. 5 Scope & Limitations................................ ................................ ................................ ............ 5 Defining the Variables ................................ ................................ ................................ ........ 5

2. Literature Review................................ ................................ ................................ ........................... 6 2.1 2.2 Theoretical Literature Review................................ ................................ ............................. 6 Research Literature Review ................................ ................................ ................................ 6 Consumer Satisfaction with Quality of Mobile Services. ................................ .............. 6 Industry Overview Cellular Telephone................................ ................................ ........ 7
   

2.2.3 2.2.4

2.2.5 Customer Loyalty and Approach of Service Providers An Empirical Study of Mobile Airtime Service Industry in India................................. ................................ ................................ 8 2.2.6 Entry and Innovation in Maturing Markets Virtual Operators in Mobile Telecommunications ................................ ................................ ................................ .................. 8 2.2.7 2.2.8 Mobile Value Added Services in India................................ ................................ .......... 9 Innovations in Pricing of Prepaid services adopted by CMSPs (Cellular .................... 10
 

Mobile Service Providers) and it s impact on the Revenue Per Minute in................................ .. 10 Raising their bottom line : A case study of TRUMP1 MTNL, Mumbai during.............................. 10 2.2.9 Sector 2.2.10 Strategies for succeeding at the Bottom of Pyramid (BOP) market in Telecom Services 11 Factors affecting consumer attitude towards mobile advertising in India.................. 11

2.2.11 Mobile Number Portability More Attractive To India's Postpaid Users and High Spenders: Nielsen Study................................ ................................ ................................ ........... 12 2.2.12 2.2.13 2.2.14 Comparative study of telecom service providers in India................................ ........... 13 India s Buzziest brands................................ ................................ .............................. 14 Comparative study of telecom service providers in India................................ ........... 14

3. RESEARCH METHODOLOGY ................................ ................................ ................................ .......... 15 3.1 3.2 3.3 3.4 Research design ................................ ................................ ................................ ............... 15 Sources of data................................ ................................ ................................ ................. 16 Sample design ................................ ................................ ................................ .................. 16 Sample size................................ ................................ ................................ ...................... 17

4. Results and Findings................................ ................................ ................................ ..................... 18 4.1 Gender ................................ ................................ ................................ ............................. 18

4.2 How many different mobile service providers you use ................................ ........................... 18

............................................................................... ................ ...........................................................................................3 OTHER REFERENCES ................ ......................................... ............ ..............4............................... ....................... 27 .. 22 4.......................... ........8 Please select the services you use on your mobile....... 26 7........................... .... 24 6............. .................. ....................................... .............................................. ............ Recommendations ...................2 WEBSITES......... ............ 26 7......... ...............................................................1 Books ..... ......................... ......................................... ...... ... 20 4........... Conclusion .............................. ... 26 7............ ............ .......... ........................ ....... . 21 4..... 26 8............. ..4 Will you change your provider if your mobile number remains same?........................ 22 4............................. 20 4................................................................. ..... .............................. .. ............ ....................... 27 8................... .. ..................7 Are you willing to change the mobile service provider if your service provider doesn t have 3G option? ............6 What are the technologies which you are aware? ..... .................................................. ......................................... .............................................................1 Online Questionnaire ......... ......... ........................................ .............10 Are you satisfied with your service provider? .................... . 23 5.................. BIBLIOGRAPHY ............. ................... 21 4...................................................................... ........... ..........5 Do you feel your service providers have fulfilled all promises? ......9 Will you change the service provider if only one of the factors like calling rates or SMS rate or VAS charges or better network coverage or more accessible service centres or better technology? ....... ANNEXURES ...................... ... 25 7..........................................

is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections. Reliance Infocomm. The dominant players are Airtel. the number of mobile phone connections has crossed fixed-line connections. Idea cellular and BSNL/MTNL.1. . The rates are supposed to go down further with new measures to be taken by the Information Ministry. Introduction 1. Vodafone. The mobile service has seen phenomenal growth since 2000. Government and several private players run local and long distance telephone services.1 Background The Indian telecommunication industry. The Indian telecom industry is one of the fastest growing in the world and is projected that India will have 'billion plus' mobile users by 2015. Projection by several leading global consultancies is that India¶s telecom network will overtake China¶s in the next 10 years. Efforts have been made from both governmental and non-governmental platforms to enhance the infrastructure. called circles (roughly along state boundaries). telecommunication activities have gained momentum in India. with about 525 million mobile phone connections (Dec 2009). The Mobile telecommunications system in India is the second largest in the world and it was thrown open to private players in the 1990s. For the past decade or so. The country is divided into multiple zones. In September 2004. Competition has caused prices to drop and calls across India are one of the cheapest in the world. with operations in only a few states. There are many smaller players. and to transform it into a country of technologically aware people. The idea is to help modern telecommunication technologies to serve all segments of India¶s culturally diverse society.

Mobile services forms important share of the telecom services along with internet facility providers. 1. Pricing policy  Dependent Variables: Customer satisfaction. iii. the findings may vary with larger sample and the finding are dynamic in nature and may change with respect to time.2 Objectives The main objectives that the research is focusing is to find out i. The respondents residing in the areas of Mumbai. the country having the second largest population in the world has huge business opportunity for the mobile operators.4 Scope & Limitations The scope of the study is limited to finding out the competitiveness of the mobile service providers operating in Mumbai area. Thane & Navi Mumbai are taken into consideration. Technology. 1. This paper deals with the study of competitiveness of various mobile operators (domestic and multinational players) and their strategies for achieving the major share in the sector.5 Defining the Variables  Independent Variables: Network coverage. India. To understand user preferences with respect to the features and the service quality To study the factors contributing to the new subscription To study the competitiveness of the mobile service providers as per new advancements in the technology iv. The sample size is restricted to 44. VAS. As the no of respondents are less. Subscription rate .3 Problem The telecom sector is one of the fastest growing service industries in India. To study the factors affecting the service quality and the overall satisfaction level among the user 1. ii.1.

In this study we have covered 4745 respondents from the 4 metro cities .by V A Zeithaml. M J Bitner. Methodology followed by Sample Treatment. Jangpura. Idea. Ajay Pandit. Reference: Services marketing.2.Executive Tables and chapter 5 . In service providers there are different types of gaps in the services and it is challenge to match the customer perception of service.2 Research Literature Review 2. The different roles are to be played by the service delivery by employees and the customers and managing the demand and supply capacity. Airtel. 2. Literature Review 2. New Delhi ± 110014. Descriptive µcomparisons¶ between Service Providers have been carried out as µtrend comparisons¶ and not as a tool to make (quality) rankings.the . It is the customer¶s perception of satisfaction with the services delivered by their service providers. Mumbai. Reliance.Delhi. which are central to our study. India The study on the µConsumer Satisfaction with Quality of Mobile Services¶ is an endeavour to understand empirically the ground level situation in quality of service and customer care being delivered by Service Providers (SPs) in the background of TRAI regulations for Mobile Service Providers from the eyes of the consumer. Tata. The report is designed in a way that it flows in a sequence beginning with Introduction. Then the report moves to focus on the major findings of the study in Chapter 4 .2. 441. Vodafone. Aircel. Mathura Road.1 Theoretical Literature Review Mobile Service providers form distinctive part of the service industry in India. BPL and MTNL. Chennai and Kolkata and ten service providers operating in these cities. These ten SPs are: BSNL. at the same time the cost of research should match the value of the information. (Basement).3 Consumer Satisfaction with Quality of Mobile Services. The primary data has been collected by means of face-to-face interviews and Computer Aided Telephonic Interview.

In the last section of Annexure. demand would further increase due to the potential cost savings ‡ Cellular operators are acquiring existing small players. This suggests immense potential for investment in cellular sector in India ‡ Demand is growing with the reduction in tariffs and handset prices.6% which is very low compared to other countries such as China (penetration of 6%). 2. competing on pricing and value added service offerings to gain market share ‡ Key players in this market have been reporting revenue growth.Summary of Individual Service Providers. If Telecom Regulatory Authority of India (TRAI) successfully introduces calling party pays (CPP). Introduction of wireless in local loop (WLL) also created additional competition ‡ Investment cap of 49% restricts foreign investors to make an aggressive en into the try market ‡ The average revenue per unit subscriber has been decreasing with introduction of pre-paid cards and tariff cuts Potential option for foreign investors to enter India¶s cellular market would be to buy out stakes in the existing licensees/ cellular operators in most cellular circles. . The latter section of the report deals with the detail of General Aspects. the descriptive analysis of each service provider is explained on two major fortes: Quality of Service and Quality of Customer Care Service.4 Industry Overview: Cellular Telephone Services in India by PIPALANSWERS 2002 Cellular industry in India is attractive to foreign investors because: ‡ Current penetration is about 0. It is further intensified by the incumbent fixed line operators like MTNL and BSNL entering the cellular foray. Operations are experiencing losses but are expecting to have significant profitability growth in the future Investing in India¶s cellular industry is subject to a number of constraints: ‡ Government policies on the industry are still strict despite the changes occurred in the recent past ‡ Competition is fierce with 70% of the market controlled by 3 major players.2. Quality of Service. Quality of Customer Care Service and Overall Satisfaction.

The aim of this research is to improve our understanding of the entry of virtual operators in general. i. . Especially in the case of a service like mobile airtime service where there is no service encounter.e.2. MNOs actually facilitate the entry of potential competitors for their own downstream service providers. Traditionally. It looks into the airtime service market in India and delves into customer psyche 2.2.6 Entry and Innovation in Maturing Markets: Virtual Operators in Mobile Telecommunications In the last few years the mobile telecommunications industry has witnessed the entry of a large number of new service providers. This article tests the relationship of customer loyalty and the approach of service providers in India. attributes required for brand loyalty become more complex.5 Customer Loyalty and Approach of Service Providers: An Empirical Study of Mobile Airtime Service Industry in India.ac. where competition is intense and MVNOs proliferate.in Sharma. Authors: Gupta. they are µmobile virtual network operators¶ (MVNOs). mobile users get their mobile services from the service providers owned by vertically integrated mobile network operators (MNOs). This study focuses on the mobile market of the Netherlands. Atul Services are always unique from a marketing perspective due to their intangible nature. By granting these virtual operators access to their networks. The new entrants do not own a network of their own however. because they use the existing mobile infrastructure.2. These new entrants might attract additional users by offering competitive services and create extra value with their well-known brand names and other complementary assets. Devashish Das devashish@iiml. and specifically by explaining why and how virtual operators enter the mobile market and the impact they have on competition in the mobile market.

and maps business models. The report also goes on to identify the roadblocks that need to be addressed for the current growth to be sustained. India is 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 mobile market in the world. This report explores the key issues around the value chain of Mobile VAS in India and provides a much needed holistic perspective to macro and micro issues in this space It . As average revenue per user decrease from voice drops. Thus an understanding into the VAS space is needed to help stakeholders give a direction to this wave of growth.2.2. Yet it is also equally true that there is little clarity on business issues and growth seems to be driven by more by inherent market momentum than a concentrated effort on the part of the stakeholders differences exist even on basic issues like definition for Mobile VAS.7 Mobile Value Added Services in India A Report by IAMAI & eTechnology Group@IMRB The mobile subscriber base is growing at a scorching pace in India. Thus Mobile VAS has become an important element in the growth of mobile telephony in India. Telcos are increasingly looking at data as an additional revenue stream. clearly defines the constituents of Mobile VAS. The end users have also embraced VAS and it contributes between 5-10% of the revenues of different Telcos. examines the environmental factors driving it. market size and revenue sharing arrangements. and voice becomes commoditized. .

The µincoming free for life time¶ 3pricing model for prepaid mobile services. Pradip Manjrekar. MTNL has positioned Trump its prepaid brand as the most affordable mobile service in the market by providing Price Leadership in voice and data services. it is becoming difficult for them to retain their market share. Dr. The teledensity2 in India is governed by three factors viz. Mumbai during the last 12 month period of (January to December 2006) is discussed in detail to further support this hypothesis. Most of them have outsourced their non-core business activities. innovative price models adopted by CMSPs and telecom regulations. There are more than five CMSPs in each circle. The objective of this research is to find out the innovative price models adopted by CMSPs and its impact on their bottom line. The CMSPs are making all possible efforts to increase their market share. It is now having the second largest number of mobile connections in the world after China. They are adopting competitive strategy to differentiate their services from others. is selected for detailed analysis. The mobile services market in India is the fastest growing market in the world.´ B B Chaudhary. Vijay Wagh. A case study of TRUMP MTNL. In order to penetrate the market they are offering the lowest call tariffs in the world. Some of them have tied up with software firms to provide content and niche services. Mumbai during the 12 month period of 2006. growing household income. The mobile services provided by all of them are having almost same features. which was one of the driving forces behind the explosive growth of mobile connections in 2006. In March 2008 the number of mobile connections in India crossed 261 million marks.2. The only way to earn profit is by the economy of scales. Vani Kamath.8 ³Innovations in Pricing of Prepaid services adopted by CMSPs (Cellular Mobile Service Providers) and it¶s impact on the Revenue Per Minute in Raising their bottom line : A case study of TRUMP1 MTNL. . Dr. The competitive strategy of CMSPs is to get the maximum number of customers by reducing prices.2.

and many a times at unreasonable prices. India is adding over six million mobile subscribers per month. they are charged usurious rates of interest and provided highly deficient services. they are even more useful in the developing world. there has also been a growth in the mobile advertising space in India. Although several papers have . Traditionally. marketing to the BOP was considered uneconomical and not profitable by larger organizations. C. where the availability of other forms of communication--roads. Phones can be shared by a village. Phones let fishermen and farmers check prices in different markets before selling produce. reported that the poor pay up to 300% more for a mobile than their rich counterparts. according to a research by The Diffusion Group.2.10 Factors affecting consumer attitude towards mobile advertising in India Mary Mathew and Anirudha Dambal There has been a tremendous growth in the mobile telecommunication industry in India. due to perceived high risk. postal systems or fixed-line phones--is often limited. Just over 10% of India¶s population owns a Conference on Global Competition & Competitiveness of Indian Corporate 3 mobile phone.K Prahalad terms this as the µPoverty Penalty¶. Though mobile phones have become indispensable in the rich world. 2007. Driving down these premiums can make serving the BOP more profitable than serving the top.9 Strategies for succeeding at the Bottom of Pyramid (BOP) market in Telecom Services Sector Prof U S Rao Sai Sangeet C Indian Telecom Scenario The overall mobile subscriber base in the country has crossed 200 million as of end of February. At the same time. The poor pay a premium on everything from rice to credit--often five to 25 times what the rich pay for the same services. make it easier for people to find work. Pre-paid calling plans reduce the need for a bank account or credit check. on 23rd December 2006. India has already crossed the 250 million users mark in February 2008.2. 2. Indian mobile phone market is expected to touch 348 million by 2010. In the area of financial services. Economic Times.2. with the result that this market was being serviced by unorganized sector with low quality goods and services. allow quick and easy transfers of funds and boost entrepreneurship.

500 mobile subscribers were surveyed across 50 centres in India. postpaid subscribers and business subscribers show a greater tendency to switch if Mobile Number . high spenders. 2. It concluded that the two factors affecting consumers' attitude towards mobile advertising are non-consumer centric factors and consumer centric factors. After surveying the increasing body of recent literature on mobile advertising.been written in the recent times about consumer attitudes towards mobile advertising. a systematic study of these for India is lacking. The study is aimed at understanding the attitudes towards mobile based advertisement and variables influencing it. with the Consumer Insights part of the study measuring metrics such as satisfaction. And according to a recently conducted Mobile Consumer Insights study conducted by The Nielsen Company to gauge consumer attitudes and behaviour towards mobile operators in India. In the third consecutive round of the Mobile Consumer Insights study by Nielsen in India. it seems that close to one in five (18%) Indian mobile phone subscribers would change their mobile operator if Mobile Number Portability is introduced into the market. 2009 /India PRwire The introduction of Mobile Number Portability is considered good news for consumers. Tata. July 29. the paper proposed a conceptual model.11 Mobile Number Portability More Attractive To India's Postpaid Users and High Spenders: Nielsen Study Reliance. The study also showed that non-consumer centric variables namely technology and content of advertisements must be managed to create a positive attitude towards mobile based advertising in India. followed by close to one in five (19%) of BSNL subscribers. Nielsen augments the study with objective measurement of network performance. reasons for churn and reasons for operator selection. and BSNL Subscribers More Likely To Switch Mumbai. but presents a looming threat for mobile operators since it presents consumers with the choice of retaining their current mobile phone numbers even if they change their operator. According to the Nielsen Mobile Consumer Insights study. willingness to recommend. Among the respondents. one in four Reliance and Tata Indicom subscribers would be keen to change their operator if Mobile Number Portability is introduced. 12. This model was empirically tested to find the factors contributing to a positive consumer attitude towards mobile advertising. Maharashtra. The paper revealed that the overall attitudes towards mobile advertisement are not too high in the Indian sample.2. This paper has tried to address this need.

customer service. Primary data has been collected to measure the level of satisfaction (LOS) of the Indian telecommunications' customers. Growth is the prime aim for any company. Idea Cellular. 2. an online questionnaire was prepared and was distributed to mobile phone users via email and social networking sites. an empirical study has been done and conclusions have been brought out on the basis of the data collected though an online field survey. market capitalization and profit after tax. it has become essential for the technology-driven companies to identify their core competencies and have a competitive edge over others. market capitalization and level of satisfaction of the customers are important indicators depicting the stand of the companies in the market. Univ.0 for Windows. profit after tax. Eng. accountability of bill. The LOS was determined for various factors like network coverage. Post-paid subscribers have almost double the minutes of usage compared to pre-paid subscribers and the incidence of data application usage is also higher among postpaid and high spenders. & Commun. Prepaid. To achieve this objective. Tata Indicom in India has been presented in this paper on the basis of secondary data which includes last five year figures of nets sales. A comparative analysis of the leading telecom service providers such as Bharti Airtel. etc. tariff rates. It was concluded that Bharti Airtel is the overall leader in all three business matrices mentioned above. . of Inf.12 Comparative study of telecom service providers in India Aggarwal. low and medium spend users are not motivated to switch. plan.. M. Jaypee Inst. Noida. Business matrices like net sales. Reliance Communications. For this purpose.. V. Vodafone has the highest postpaid subscriber base in India.Portability is introduced. With the changing times and growing competition. Technol. The collected data was analyzed with the help of SPSS (Statistical Package for the Social Sciences) version 12. Gupta. Electron. Vodafone Essar.2. A sensitivity analysis was done to verify the significance of the factors considered for determining the LOS. India.

Noida. According to the survey. Vodaphone Essar is top among the peers it has secured the second position overall and followed by Idea (4th). market capitalization and profit after tax.0 for Windows.13 India¶s Buzziest brands Afaq! Reporter has conducted the survey of the brands which have created the buzz around the country in the past year. The LOS was determined for various factors like network coverage. etc.. It was concluded that Bharti Airtel is the overall leader in all three business matrices mentioned above. Technol. The collected data was analyzed with the help of SPSS (Statistical Package for the Social Sciences) version 12. Jaypee Inst. Virgin Mobile(24th) and Tata Indicom(27th). Business matrices like net sales. M. Aircel(21st). Reliance Communications. A comparative analysis of the leading telecom service providers such as Bharti Airtel. Airtel (16th). V. Tata Indicom in India has been presented in this paper on the basis of secondary data which includes last five year figures of nets sales. With the changing times and growing competition. Vodafone Essar.2. of Inf. tariff rates. Among the telecom brands. & Commun.2. market capitalization and level of satisfaction of the customers are important indicators depicting the stand of the companies in the market. . 2. an empirical study has been done and conclusions have been brought out on the basis of the data collected though an online field survey. Eng. Univ. customer service.. accountability of bill. an online questionnaire was prepared and was distributed to mobile phone users via email and social networking sites.14 Comparative study of telecom service providers in India Aggarwal. For this purpose. India Growth is the prime aim for any company. plan. there are 6 telecom brands out of top 50 successful brands. Idea Cellular. To achieve this objective. Primary data has been collected to measure the level of satisfaction (LOS) of the Indian telecommunications' customers. A sensitivity analysis was done to verify the significance of the factors considered for determining the LOS.2. it has become essential for the technology-driven companies to identify their core competencies and have a competitive edge over others. profit after tax. Electron. Gupta.

income. data gathering and statistical instrument used. It is defined as ³A careful investigation or enquiry especially through search for new facts in any branch of knowledge´. This chapter presents the methodology that will be use in the conduct of this study and will include the discussion of research design. Defining objective of the study. An exploratory research focuses on the discovery of ideas and is generally based on secondary data. educational level. Research refers to the systematic method consisting of enunciating the problem. descriptive and casual research. 3. . collecting the facts or data. there are 3 categories of research design ± exploratory. It is actually a voyage of discovery. A casual research is undertaken when the researcher is interested in knowing the cause and effect relationship between two or more variables. RESEARCH METHODOLOGY Research is an art of scientific investigation. The type of research used in this study is descriptive research.3.1 Research design A research design specifies the methods and procedures for conducting a particular study. respondents. Analysis and interpretation of primary data. occupation. Formation of questionnaire to capture primary data. A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age. analyzing the facts and reaching certain conclusions in the form of solutions towards the concerned problem. Broadly speaking. Conclusion out of primary and secondary data. samplings. Following method was adopted during study y y y y y Review of literature to understand recent development in the field. etc. Research is a movement from the known to the unknown.

The sample questionnaire is included in the Annexure. wiki. The questionnaire is of structured no disguised type. Tools and techniques adopted Data was collected with the help of questionnaire.com). etc. The questionnaire was mailed to the respondents and responses collected online.com. There were many research journals which were referred to.com. Secondary data Secondary data consists of information that already exist in form of magazines and online journals and data that were being collected in the past for some other purposes. It is given in Annexure.2 Sources of data The sources of data used in this project report are both primary and secondary data. Primary data Primary data consists of response of the survey questionnaire made for specific purpose of this research project using Google Documents.scribd. Secondary data used in this study were collected from external sources like books. The questions are of mixed type. www.3.3 Sample design Sampling technique adopted The sampling technique used for online survey was a non-probabilistic convenience sampling. email for filling . questionnaire was prepared using third party tool (www. Some websites which were really helpful are www. 3. For online survey. The respondents in the sample were included having the age group of 22-30. There is a good mix of both the genders in the survey.slideshare.docs.google. which are using the mobile phones more than 4 years. Population All students & working professionals in the age group 22-30 comprise population for offline survey.

Total invitations send for this was about 100.questionnaire was send to potential respondent and response was collected on the third party site on which questionnaire was prepared.4 Sample size For online survey sample size is 44. . This makes the ratio of 44%. The email invitations provided a direct link to the survey and well directed for giving the appropriate answers to the questions. The third party tool made data reliable owing to the self-reported demographic attributes of the respondents. There were about 56 uncompleted or abandoned surveys which were rejected. 3.

2 1 ¡ The sample is a good mix of both genders hence is giving the unbiased view on the question. 4. Results and Findings 4. 23 Male 52% Female 48% Fe ale.1 Gender Male.4.2 How many different mobile service providers you use AirTel Vodaphone Idea MTNL MTS Aircel Reliance Tata Docomo BSNL Other 9 20% 26 59% 1 2% 7 16% 0 0%% 1 2% 6 14% 3 7% 2 5% 2 5% .

Thus around 75% of the respondents agree that they spend less than 800 Rs per month on the mobile phones. the new telecom operators have small market share in the market. which profess Airtel leads in the subscription. 9 Below 300 20.11% .3 Average monthly spends on the phone? Rs 8011200. 4. The next preference is for the Airtel followed by MTNL & Reliance.4 Below Rs 300. £ ¢ ove Rs 1200. The average time duration of the use for each Vodaphone Essar customer is 4 years the minimum time is being 2 years and the maximum time being 7 years.45% 301-800 54.54% 801-1200 15.According to the survey conducted the maximum no of respondents have favoured the Vodaphone Essar as favourite mobile operator in the Mumbai region. 24 9.90% Above 1200 Rs 301800. 7 The average monthly spending on the mobile is in between 301 to 800 Rs for around 55% of the respondents around 20% of respondents have their monthly charges below 300 Rs. This finding is not according to the overall survey conducted in India.

4 Will you change your provider if your mobile number remains same? Yes 57. .18% The above information shows that change in mobile number is the major concern for majority users thus it was a discouraging factor for the majority users.0% No 50.4. Thus now after announcement of new directions by TRAI. Thus it is seen that there are some service gaps between the services offered and the external communications done to the customer.82% No 43.0% According to the survey half the respondents believe that the mobile operators have not fulfilled all the promises they have done to the customer.5 Do you feel your service providers have fulfilled all promises? Yes 50. 4. telecom operators may observe change in the service providers. These include the problems as ³unclear billing policies´.

Less no of respondents are aware about the 4G technology.7 Are you willing to change the mobile service provider if your service provider doesn¶t have 3G option? Yes 25. 93% of respondents are aware of the GSM technology and 3G mobiles.4.6 What are the technologies which you are aware? CDMA GSM Satellite Phones 3G 4G Other 43 100% 40 93% 18 40 12 0 42% 93% 28% 0% The above data represents that the all respondents are aware of the CDMA technology. . This is very interesting finding as if we see the awareness level of the users is high but the willingness to change the service provider is not there.0% No 75. even if the provider is not equipped with 3G facilities.0% This response shows that the majority of the respondents are not ready to change their mobile services even if their service providers are not having the 3G licence. This statistics represents that awareness level of majority respondents about new age technology is good. 4.

34.3% and call divert services is used by 6.3% Yes.1% Call divert Caller ring tone S Call Divert Call Ring Tone 6.1% The above chart shows that out of different kind of services available. 15 Yes 34. GPRS GPRS 34. The others are happy with the kind of service they are receiving. customers use GPRS and Caller Ring Tone most widely. ¤¤ MMS 0 5 10 15 20 11.9 Will you change the service provider if only one of the factors like calling rates or SMS rate or VAS charges or better network coverage or more accessible service centres or better technology? The majority of the users which are around 66% say that they are ready to change their service providers provided even only one of the parameters like the Price. Network coverage or the better technology comes into the picture.1% No.8 Please select the services you use on your mobile.1% of respondents prefer GPRS and Caller ring tone and MMS service is used by 11.8% 34.9% . 29 No 65. 4.4.8% of the respondents.

cheaper call rates etc. Thus it proves to be a challenge to the telecom industry to target the neutral and the dissatisfied customer and the thereby capture the competitors market share. .10 Are you satisfied with your service provider? Very Satisfied Satisfied Neutral Dis-satisfied 16% 66% 13% 5% As per the survey. ³unclear billing´. µHigh call rates´. ³cheating in bills´. Thus it is clear that the users are mostly satisfied by the good network coverage. good VAS services. 16% of the respondents are Very Satisfied with the service they get.4.7 that users are not still looking for the high end services on the phone. the Dissatisfied portion is only 5% and Neutral opinion is given by 13% and 66% of the respondents say that they are Satisfied with the services given by the service providers. low calling rates and good VAS. Hence it can be seen that still users are being satisfied by the primary requirements and the as seen in the Q. The users which are satisfied are satisfied by the good network coverage. The respondents have major problem of the ³network coverage in some area of Mumbai´.

MTNL. . Vodaphone Essar. Majority of the users are still not looking for the revolution in the mobile technology and they are satisfied with the current technologies and services they are getting. It was found that the leading subscriber (Vodaphone) is scoring good on customer loyalty. better network. The majority usage on mobile phone is restricted to talking and SMS till date and other services like GPRS. better serve delivery (in terms of VAS). Idea and Aircel. The majority of users say that the network coverage is the very important factor for the consumer loyalty and satisfaction.5. Tata Indicom. The mobile number portability will bring change in the service providers. As per the responses. Reliance. Airtel. MMS are not popular yet. we came to know the mobile service providers are. Virgin Mobiles. the major subscriber in the Mumbai is Vodaphone Essar and followed by AirTel. Conclusion In Mumbai. leading brand awareness through the latest advertisement campaign of ZOO-ZOO.

3. The other factor increasing the dissatisfaction level is less clarity of the mobile bills thus mobile operators need to bring more transparent services for paying the bills. This is the important factor for increasing the satisfaction level. Recommendations The study has given lot of important insights about the customer expectations of mobile services. thus in short term to have more no of subscribers operators should concentrate on better quality of basic services on mobiles. The new mobile operators norms like µmobile no portability. The Customers right now less worried about latest technology like 3G operators. Based on the survey findings. The very important factor which is deciding the satisfaction level among the customer is network coverage which is considered more important than the cost effectiveness. 1. 2. changing norms and the current level of satisfaction level.6. . are going to create good amount of turbulence in the industry thus it is very important for the service providers to minimise their service gaps and increase the service delivery to the customers as change in the mobile number is seen as major barriers for those who want to change the service providers. followed by the price competitiveness and then the VAS services. there are few recommendations for the service providers about the technology requirements.

Excel Books. Bitner M J. 1990 Zeithaml V A. New Delhi. Research Methodology. 2003 C Bhattacharjee.in/StudyPapers_content. Services Marketing.asp 7. Services marketing.trai.com http://www. C.indiatimes.1 Books y y y Kothari.7.3 OTHER REFERENCES y Afaqs! Reporter.com http://web.trai.org/wiki/Indian_Telecommunication_Service http://www. Feb 15-28.com/biz /sep 23 2009/Mobile-No-Portability-in-metrosA. TMH publishing house. 2006 7.New Delhi. BIBLIOGRAPHY 7.Circle-by-Dec-31 http://en.gov.ebscohost. First Edition. third edition. Wishwa Prakashan.gov.R.Pg 28 .2 WEBSITES y y y y y y http://timesofindia. Second Edition.wikipedia. Pandit Ajay. New Delhi.in http://www.indiaprwire. 2010.

8.google.com/viewform?formkey=dDNvUVFNY003aWlkNDR6cy0xT0hMZ2c6MA .1 Online Questionnaire The online quistainnaire is attached in the photo copy the link to this questionnaire is given below https://spreadsheets. ANNEXURES 8.

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