PREFACE

Indian industry is waking up to the challenges thrown in by market economy, policies and globalization. To survive in this highly competitive scenario, heavy emphasis is laid on getting to know the customers basic needs and keeping abreast with the latest technology. The collective efforts of both assume relevance in this context. Knowledge of market is essential for the development of the product. The needs of the consumers change very often and so the companies are forced to incorporate these changes within themselves. This point becomes more important for an organization that is acquiring a brand that is considered as a regional brand, OASIS the voice of Rajasthan. The present study attempts to capture the economics of telecom prevalence in Jaipur with a view to facilitate increased and value added services to the customers. The main purposes of the project are following: To study the market players in telecom in Jaipur. To find out the most preferred brand in the market. To know the awareness level of consumers about Airtel.

TABLE OF CONTENTS
Preface About Bharti Group Airtel in Rajasthan GSM Technology Research methodology Findings Conclusions 1 11 13 17 45 47

BHARTI GROUP
Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Bharti is the leading cellular service provider, with a footprint in covering all four metros. It has over eight million satisfied customers. JOINT VENTURES Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA.
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunication services based on a strong customer base consisting of approximately 8.37 million total customers which constitute, approximately 17.67 million mobile and approximately 2704,000 fixed line customers, as of June 30, 2004Bharti Tele-Ventures current businesses include

Mobile services Fixed-line National and international long distance services VSAT, Internet services and network solutions

MANGEMENT STRUCTURE
The group has been structured to create functional and operational specialization with a linear vision of business lines and functional areas.

The Company is headed by Chairman and Group Managing DirectorSunil Bharti Mittal who is assisted by two Joint Managing DirectorsAkhil Gupta and Rajan Bharti Mittal. The Company also has two Presidents- President Mobile Services and President Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband Services. The Presidents report to the Group Chairman and Managing Director. The head of units and Strategic Business Units (SBU) report to the respective business's President.

BHARTIS VISION

To make mobile communications a way of life and be the customers first choice.

BHARTIS MISSION
Meet the mobile communication needs of the customer through
1) 2) 3) 4)

Error free service Innovative products and services and Cost efficiency. Unified messaging solutions

Airtel from Bharti Cellular Limited is a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises.

CORE VALUE OF BHARTI

The core values of Bharti are:

Innoventuring Generating and implementing entrepreneurial and innovative ideas, to create new growth engines. Customer First Committed to delivering service beyond the expectations of the customer. Performance Culture Benchmarking processes and performance against world-class standards helps to distinguish between performers and nonperformers by valuing achievement at the individual as well as the team level. The culture encourages and invites feedback, learning and ideas sought and acted upon. Valuing Partnership Committed to building exemplary relationship with partners, which stands on the principles of mutual trust and mutual growth. Valuing People Nurtures an environment where people are respected and their uniqueness is valued. Firmly believing that people are key differentiates. Responsible Corporate Citizenship Committed to making a positive and proactive contribution to the community and as a responsible corporate citizen will contribute to and abide by environmental and legal norms. Ethical Practices Will uphold the highest ethical standards in all internal and external relationship and will not allow misuse or mis-representation of any facts.

BUSINESS STRATEGY
Bharti Tele-Ventures' strategic objective is

To capitalize on the growth opportunities that the Company believes are available in the Indian telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile services. The Company has developed the following strategies to achieve its strategic objective:

Focus on maximizing revenues and margins; Capture maximum telecommunications revenue potential with minimum geographical coverage; Offer multiple telecommunications services to provide customers with a "one-stop shop" solution; Position itself to tap data transmission opportunities and offer advanced mobile data services; Focus on satisfying and retaining customers by ensuring high level of customer satisfaction; Leverage strengths of its strategic and financial partners.

Emphasis is laid heavily on human resource development to achieve operational efficiencies.

MOBILE STRATEGY

Capture maximum telecommunications revenue potential with minimum geographical coverage to maximize its revenues and margins. Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.

Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.

 Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.

Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer services.

COMPETITIVE STRENGTHS
Bharti Tele-Ventures believes that the following elements will contribute to the Company's success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy: Nationwide Footprint - As of June 30, 2004, approximately 92% of India's total mobile subscribers resided in the Company's sixteen mobile circles. These 16 circles collectively accounted for approximately 56% of India's land mass; Focus on telecommunications to enable the Company to better anticipate industry trends and capitalize on new telecommunications-related business opportunities; The strong brand name recognition and a reputation for offering high quality service to its customers; The Company's strong relationships with international strategic and financial investors such as Singtel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund Group and New York Life Insurance. Quality management teams with vision and proven execution skills.

MOBILE DIVISION
The Indian mobile market, according to the (COAI), has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 37.38 million subscribers as of December 31, 2004. Despite this rapid growth, the mobile penetration rate in India, at approximately 3.6% as of December 31, 2004, is significantly lower than the average mobile penetration rate in other Asian and international markets. The number of mobile subscribers in India is expected to show rapid growth over the next four years, 2006 projected it at 50 million by COAI and 44 million by Gartner. Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time; Growth in pre-paid customer category; Greater economic growth and continued development; Higher quality mobile networks and services; and Greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited.

MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti Tele-Ventures' existing mobile circles in India:

The key demographics of Bharti Tele-Ventures' mobile circles are set forth below.

All India Bharti Circles Bharti as % of All India

Number of circles 22 16 73% Area of the circles (in '000 sq. km)(1) 3,278 1,848 56% Population in the licensed areas (in Mn)(2) 1,027 593 58% Market Mobile subscribers in the licensed areas (in Mn) (3) 37.38 36.31 97% Market DELs in the licensed area (in Mn) (4) 37.7 30.7 81% Number of vehicles in the licensed areas (in '000s)(5) 36,132 29,025 80%

(1)

Area estimates are from National Census, 2001.

(2) Population estimates for all the circles other than the metropolitan areas are as per National Census, 2001 and are as of March 1, 2001. Population estimates for the Uttar Pradesh (West) circle is 37% of the total population of the state of Uttar Pradesh. (3) Based on data released by the COAI on the total number of mobile subscribers in the circles as of December 31, 2004. (4) DELs as on March 31, 2002. Based on data released questions and Government statistics as per The Financial Express dated June 10,2002. (5) Vehicles comprise four wheeler and two wheeler non-commercial.

(6) Vehicles and are derived from data released by the Motor Transport Statistics of India as of March 31, 1997 in its most recent report.

BHARTI OVER THE YEARS

The organization is designed to ensure identical businesses are run along similar lines and best resources in any functional field, be tapped to serve the best interests of the entire group. With its experience and expertise it has totally empowered to manage respective companies and are fully responsible for business operations to build world-class organizations with a high degree of customer focus. 1995

Bharti Tele-Ventures Limited incorporated on July 7, 1995 Bharti Cellular launched mobile services Airtel in Delhi Bharti Telenet launched mobile services in Himachal Pradesh

1996

1997

Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle Bharti Telecom formed a joint venture, Bharti BT, for providing VSAT services. Bharti Telecom formed a joint venture, Bharti BT Internet for providing Internet services First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services monopoly of DoT (now BSNL) Bharti Tele-Ventures acquired an effective equity interest in Bharti Mobile (formerly JT Mobiles), the mobile services provider in Karnataka and Andhra Pradesh circles. Warburg Pincus (through its investment company Brentwood investment Holdings Limited) acquired equity interest in Bharti Televentures. Bharti Tele-Ventures acquired an effective equity interest in Bharti Mobile (formerly JT Mobiles), the mobile services provider in Karnataka and Andhra Pradesh circles.

1998

1999

2000

New York Life Insurance Fund, or NYLIF, acquired equity interest in Bharti Cellular. Bharti Tele-Ventures acquired an effective equity interest in Bharti Mobinet (formerly Skytel Communications), the mobile services provider in Chennai. Bharti Tele-Ventures acquired equity interest of Telecom Italia and Bharti Telecom in Bharti Telenet thereby making Bharti Telenet a 100% subsidiary of Bharti Tele-Ventures. Singtel (through its investment company Pastel Limited) acquired STET's equity interest in Bharti Tele-Ventures. Bharti Tele-Ventures acquired an additional effective equity interest in Bharti Mobile resulting in Bharti Tele-Ventures holding an effective 74% equity interest in Bharti Mobile.

2001

Bharti Telesonic entered into a joint venture, Bharti Aquanet, with Singtel for establishing a submarine cable landing station at Chennai. Bharti Tele-Ventures acquired NYLIF's equity interest in Bharti Cellular. Bharti Cellular acquired a 100% equity interest in Bharti Mobile (formerly Spice Cell), the mobile services provider in Kolkata. Bharti Tele-Ventures acquired equity interest in Bharti Cellular from British Telecom, thereby making Bharti Cellular its 100% subsidiary. Bharti Tele-Ventures acquired an additional equity interest in Bharti Mobinet from Millicom International and BellSouth International. Punjab license restored to Bharti Mobile by the DoT and migration to NTP- 1999 accepted. Bharti Cellular entered into license agreements to provide mobile services in eight new circles following the fourth operator mobile license bidding process.

Bharti Telenet entered into license agreements to provide fixedline services in the Haryana, Delhi, Tamil Nadu and Karnataka circles. Bharti Telesonic has entered into a license agreement with DoT to provide National Long Distance Services in India and has been the first service provider to start service in the country. Bharti Aquanet, Bharti Telesonic and Bharti Cellular have entered into license agreements with the DoT to provide ISP services in India.

2002

Bharti launched mobile services in Gujarat, Haryana, Kerala, Madhya Pradesh circle, Maharashtra, Mumbai, Punjab, Tamil Nadu, Uttar Pradesh (West) circle. Bharti listed on the National stock Exchange, Bombay Stock Exchange and the Delhi Stock Exchange on February 18, 2002. Bharti entered into a license agreement with the DoT to provide international long distance services in India. Bharti launched fixed-line services in the Delhi, Haryana, and Karnataka and Tamil Nadu license areas. Bharti became the first private telecommunications services provider to launch international long distance services.

1999 Pre-4th License Post-4th License

Number of Mobile Circles 2 5 20 Number of Fixed-Line Circles 1 1 6 Population covered in our licensed area (%) 2% 16% 58% Area covered in our licensed areas (%) 2% 16% 56% Wireless Coverage Area(% of Mobile Customers covered) 16% 38% 97%

1) Comprises the circle of Delhi and Himachal Pradesh. 2) Comprises the circle of Delhi, Himachal Pradesh, Karnataka and Andhra Pradesh. 3) Comprises the circle of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and Chennai. 4) Comprise the sixteen operational circles of Bharti Tele-Ventures. 5) Based on data released by the COAI on the total number of persons subscribing to mobile services in our licensed areas.

ACHIVEMENTS

The largest private sector in integrated telecommunications services group in India in terms of the number of customers. Largest Mobile footprint in India, covering 20 of the 23 licensed areas. Proven track record of managing growth - both organic as well as by way of acquisitions. Existing foreign shareholders have acquired direct and indirect equity interests in the Company for a total consideration exceeding US$1 billion. First and largest private telecommunications services company offering fixed-line services in India. First private telecommunications company to launch long distance services. First off the block to launch fixed-line services in all the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.

FIRST AMONGST
FIRST operator to revolutionize the concept of retailing with the inaugurations of connects (exclusive showrooms) in 1995. FIRST mobile communication service provider in India to be certified for ISO9001: 2000. FIRST in world certified by British Standards Institution for mobile Communication. FIRST to expand its network with the installation of second mobile switching centers in 1997. FIRST TO introduce the intelligent network platform first to provide retail subscribers by forming an association called World 1 Network. FIRST to provide roaming facility in USA.

FIRST to introduce a wide array of value added services like Smart mail, fax facility, call waiting, Web-messages, information services etc. to enhance the convenience of its subscribers.

AWARDS AND RECOGNITION

Bharti Tele-Ventures, its subsidiaries and management have received several awards and recognitions, including: Bharti was recognized as one of the "Leading Lights of Telecom" in Asia in November 2001 in the Asian edition of the "tele.com" magazine with analytical inputs from research consultants Frost &Sullivan.

The leading telecommunications service provider in India in a survey of Indian companies conducted by Business World in association with Indian Marketing Research Bureau in September 2001.

The Techies award from Information Communications World, an international business magazine, for four consecutive years (1997 to 2000) for brand excellence, network quality, customer service and value added service in our Delhi mobile circle.

Golden Peacock National Training Award 1999 to Bharti Cellular for our Delhi mobile operations from the Institute of Directors, a nonprofit association in India committed to improving the competitiveness of Indian business by focusing on development of business leaders, for the best human resources and training practices.

Ascent Times of India and Sodexho Pass award in 1999 from the Asia Pacific HRD conclave to Bharti Cellular for corporate excellence in the category of most innovative human resource practices.

Mr. Sunil Bharti Mittal (Chairman and Group Managing Director) was honored as " One of the Top Entrepreneurs Worldwide" for the year 2000 and "Stars of Asia" for the year 2001 by international business magazine, Business Week.

Mr. Sunil Bharti Mittal was selected as the "Businessman of the year 2002" by Business India.

Mr. Sunil Bharti Mittal was awarded the Dataquest IT man of the year 2002.

Mr. Sunil Bharti Mittal was selected the "CEO of the year 2002" by World HRD congress.

Mr. Akhil Gupta (Joint Managing Director) was adjudged as the Chief Financial Officer for year 2001 for Mergers & Acquisitions activities by EIU.

PROJECT UNDERTAKEN

Market Analysis of Telecom Sector in Pre-Paid Cash Card Retailing

Airtel in Rajasthan GSM Technology Survey Methodology

Salient Findings Conclusions

Airtel IN RAJASTHAN
Rajasthan is Indias largest state with 10.4% of the countrys geographical area and 5.5% of the countrys population. Located in the western India, Rajasthan is a popular tourist destination with tourism contributing nearly 12% of the state's revenue. The state has a low wireless density of 1.68% and offers huge potential for the growth of wireless services Recently, Bharti has reached an agreement with the Shyam group to acquire their equity stake of 67.5% in Hexacom, whereby Bharti TeleVentures has successfully acquired the Rajasthan operations. The addition of the Rajasthan circle to its domain of mobile operations is a step ahead towards an all India footprint. Hutch (Aircel Digilink), BSNL, Reliance, Shyam Telelink are the other four existing wireless service providers in the Rajasthan circle. As on June 30, 2004, Hexacom had approximately 296,700 GSM customers in Rajasthan, with a GSM market share of approximately 38% in the circle.

CELLULAR ANALOGY
Introduction to telecomm technologies There are two types of telephone service infrastructure Fixed wired (standard telephones using copper or fibre cables) and wireless (cordless analogue and DECT digital) Mobile cellular analogue and digital (GSM), and satellite The technologies used by these services may be analogue, or in the case of newer technologies, digital. Most can be used for more than simple voice telephony, for example to transmit faxes and to transfer files including data, audio and video. Fixed telephony POTS the standard (or "plain old") telephone service, an analogue system using copper wires. ISDN Integrated Services Digital Network. ISDN uses the same copper wires as POTS, but by (at its simplest) providing two channels per physical line can be thought of as the equivalent of

two lines. In larger installations one physical line can carry up to 30 voice or data channels. ADSL Asymmetrical Digital Subscriber Line. ADSL, which also uses existing copper wires, is a fast and permanent "always on" connection to the Internet, which includes one phone line or voice channel which can be used at the same time. Cable modems use the hybrid fiber coax (HFC) networks of the cable companies. Shared bandwidth means speeds 5-10 times as fast as single channel ISDN, similar to ADSL. ADSL and cable modem connections are referred to as Broadband. Fixed wireless fixed base station and wireless DECT type handsets are gaining in popularity for voice telephony. Wireless LAN systems using a base station and cards with aerials inserted into computers are on the market and becoming more popular. These wirelesses LANs are also appearing in shared working spaces although there are some concerns about security of such networks. They are referred to as WiFi or 802.11 networks. An associated technology called Mesh turns each wireless appliance into a repeater station so spreading the range of the network.

Mobile telephony GSM unlike cellular (analogue) mobile phones, GSM is a digital service. It can provide e-mail/text messaging and WAP Internet connectivity, but at a relatively low bandwidth, and therefore slow or restricted functionality. GPRS a new data network which offers an "always on" connection to the Internet, and increases the speed at which data is transferred over mobile phones. A GPRS device, such as a desktop/laptop/palm top computer, can be permanently connected to the network through an internal card or external box, with an aerial for Internet and other services. Starting bandwidth is up to 28 or 56kbps depending on strength of signal, with plans to increase this to 128kbps. At the higher bandwidth the service could be a viable, always-on alternative to ISDN.

Third generation (3G) mobile or UMTS (Universal Mobile Telephone Service) will provide fast Internet access, which will in practice enable data transfer and network applications to be used from laptop, notebook and handheld computers. Satellite phones are bulky and expensive but can be used most anywhere in the world.

At the basic level, mobile phones are either analog or digital. Some are both. Today's mobile phones are primarily digital, especially in India and run on different technologies such as CDMA (Code Division Multiple Access) and GSM (Global System for Mobile Communications). Code Division Multiple Access (CDMA) is a very new concept in wirelesses communications, which has lead to improve both; the system capacity as well as the service quality. CDMA is a form of spread-spectrum, a family of digital communication techniques that have been used in military applications for many years. The core principle of spread spectrum is the use of noise-like carrier waves, which have bandwidths much wider than that required for simple point-to-point communication for the same data rate.

GSM Technology

The development of GSM started in the early 1980s. It was the mainstay of the plans for Europes mobile communication infrastructure for the 1990s. Today, GSM and its DCS 1800 and PCs 1900 versions have spread far beyond Western Europe with networks installed across all continents. The story begins in 1982 when the European Conference of Posts and Telecommunications Administrations (CEPT), consisting then of the telecommunication administrations of twenty-six nations made two very significant decisions. The first was to establish a team with the title "Groupe Spciale Mobile" (hence the term "GSM", which today stands for Global System for Mobile Communications) to develop a set of common standards for a future pan-European cellular network. The second was to recommend that two blocks of frequencies in the 900 MHz band be set aside for the system. The CEPT made these decisions in an attempt to solve the problems created by the uncoordinated development of individual national mobile communication systems using incompatible standards. The impossibility of using the same terminal in different countries whilst traveling across Europe was one of these problems; another was the difficulty of establishing a Europe-wide mobile communications industry that would be competitive in world markets due to the lack of a sufficiently larger home market with common standards .By 1986 it was clear that some of these analogue cellular networks would run out of capacity by the early 1990s. As a result, a directive was issued for two blocks of frequencies in the 900 MHz band, albeit somewhat smaller than recommended by the CEPT, to be reserved absolutely for a panEuropean service to be opened in 1991. The digital system would offer improved spectrum efficiency, better quality transmission and new services with enhanced features including security. It would also permit the use of Very Large Scale Integration (VLSI) technology, which would lead to smaller, and cheaper mobiles, including hand held terminals. Finally, a digital approach would complement the development of the Integrated Services Digital Network (ISDN) with which GSM would have to interface. GSM initially stood for Group Spcial Mobile, the CEPT (Conference of European Posts & Telegraphs) formed the group to develop a PanEuropean cellular system to replace the many systems already in place in Europe that were all incompatible. The main features of GSM were to be International Roaming ability, good sound quality, small cheap handsets and ability to handle high

volumes of users. GSM was taken over in 1989 by the ETSI (European Telecommunications Standards Institute) and they finalized the GSM standard in 1990. GSM service started in 1991. It was also renamed this year to Global System for Mobile communications (GSM). Today there are approx. 105 countries with GSM networks or planned networks and many more are planned with around 32 million subscribers worldwide on the 139 networks. The MoU "Memorandum of Understanding" has over 210 members from 105 countries, this organization meets ever three to four months to look at new or better implementations to the GSM system. Home Location Register (HLR) A Home Location Register (HLR) is a database that contains semipermanent mobile subscriber information for wireless carriers' entire subscriber base. HLR subscriber information includes the International Mobile Subscriber Identity (IMSI), service subscription information, location information (the identity of the currently serving Visitor Location Register (VLR) to enable the routing of mobile-terminated calls), service restrictions and supplementary services information. The HLR handles transactions with both Mobile Switching Centers (MSCs) and VLR nodes, which either request information from the HLR or update the information contained within the HLR. The HLR also initiates transactions with VLRs to complete incoming calls and to update subscriber data. Traditional wireless network design is based on the utilization of a single Home Location Register (HLR) for each wireless network, but growth considerations are prompting carriers to consider multiple HLR topologies. Visitor Location Register (VLR) A Visitor Location Register (VLR) is a database which contains temporary information concerning the mobile subscribers that are currently located in a given MSC serving area, but whose Home Location Register (HLR) is elsewhere. When a mobile subscriber roams away from his home location and into a remote location, SS7 messages are used to obtain information about the subscriber from the HLR, and to create a temporary record for the subscriber in the VLR. There is usually one VLR per MSC. International Mobile Subscriber Identity (IMSI) Number The IMSI is a unique non-dialable number allocated to each mobile subscriber in the GSM system that identifies the subscriber and his or

her subscription within the GSM network. The IMSI resides in the Subscriber Identity Module (SIM), which is transportable across Mobile Station Equipment (MSE). The IMSI is made up of three parts 1 2 (1) The mobile country code (MCC) consisting of three digits, (2) The Mobile Network Code (MNC) consisting of two digits, (3) The Mobile Subscriber Identity Number (MSIN) with up to 10 digits.

Mobile Subscriber ISDN (MSISDN) Number The MSISDN is the dialable number that callers use to reach a mobile subscriber. Some phones can support multiple MSISDNs - for example, an U.S.-based MSISDN and a Canadian-based MSISDN. Callers dialing either number will reach the subscriber. Mobile Station Equipment (MSE) Subscription Services GSM carriers typically order Mobile Station Equipment (MSE) (or GSM phones) from their suppliers (Nokia, Motorola, Sony, etc.) in large quantities (e.g. 1000 Units). After receiving an order, the equipment supplier will program the ordered MSE SIMs with a range of IMSI numbers. Once the range of IMSI numbers has been determined, the HLR can be populated with the new IMSI records that will be configured and activated at a future date by authorized sales or service subscription representatives. The fact that the HLR can be populated with ranges or blocks of IMSI numbers creates efficiencies in the storage and retrieval of routing information. The wireless carrier distributes the Mobile Station Equipment to Sales Outlets that sell GSM subscription services. When a new subscriber orders a GSM phone at one of the outlets, the service representative will create a Service Order (SO) to enter the new subscriber's service subscription information, including the MSISDN number. The key to the Service Order is the IMSI that is programmed in the SIM. The SO is sent to the HLR, where the IMSI record is created. It can either be set to an active state immediately, allowing the new subscriber to send and receive telephone calls or it can be activated at a future date. GSM Call Routing Mobile Subscriber Roaming When a mobile subscriber roams into a new location area (new VLR), the VLR automatically determines that it must update the HLR with the new location information, which it does using an SS7 Location Update Request Message. The Location Update Message is routed to the HLR through the SS7 network, based on the global title translation of the

IMSI that is stored within the SCCP Called Party Address portion of the message. The HLR responds with a message that informs the VLR whether the subscriber should be provided service in the new location. Mobile Subscriber ISDN Number (MSISDN) Call Routing When a user dials a GSM mobile subscriber's MSISDN, the PSTN routes the call to the Home MSC based on the dialed telephone number. The MSC must then query the HLR based on the MSISDN, to attain routing information required routing the call to the subscribers' current location. The MSC stores global title translation tables that are used to determine the HLR associated with the MSISDN. When only one HLR exists, the translation tables are trivial. When more than one HLR is used however, the translations become extremely challenging, with one translation record per subscriber (see the example below). Having determined the appropriate HLR address, the MSC sends a Routing Information Request to it. When the HLR receives the Routing Information Request, it maps the MSISDN to the IMSI, and ascertains the subscribers' profile including the current VLR at which the subscriber is registered. The HLR then queries the VLR for a Mobile Station Roaming Number (MSRN). The MSRN is essentially an ISDN telephone number at which the mobile subscriber can currently be reached. The MSRN is a temporary number that is valid only for the duration of a single call. The HLR generates a response message, which includes the MSRN, and sends it back across the SS7 network to the MSC. Finally, the MSC attempts to complete the call using the MSRN provided. Adding a Second HLR to the GSM Network As a GSM wireless carrier's subscriber base grows, it will eventually become necessary to add a second HLR to their network. A service subscription record storage capacity issue, or perhaps an SS7 message processing performance issue might prompt this requirement. It might possibly be prompted by a need to increase the overall network reliability. Typically, when new subscribers are brought into service, the second HLR will be populated with blocks of IMSI numbers that are allocated when new MSE equipment is ordered. Much more complicated SS7 message routing Global Title Translations are required for Routing Information Request transactions between the MSCs distributed over the entire wireless carrier serving area and the two or more HLRs. MSC Routing Information Requests are routed to the appropriate HLR based on the dialed MSISDN and not the IMSI.

Unlike the IMSI numbers, the MSISDN numbers can not easily be arranged in groups to reside within a single HLR and therefore, the MSC must contain an MSISDN to HLR address association record for every mobile subscriber homed on each of the MSCs. As the example illustrates, the MSC routing tables quickly grow much more extensive than the STP tables. The network administration becomes increasingly complex and prone to error.

Facilities provided by Airtel - Pre-Paid... Total Cost Control

Provides the liberty of total cost control. Re-charge as much as one feels the need to!

No Rentals

Airtel prepaid card is available without having to pay any rentals! No deposits Airtel prepaid card comes without having to pay hefty deposits! STD/ISD facility till the last rupee complete freedom of allowing STD/ISD facility to make long distance calls in India and Overseas from your cellular phone! Voice Mail service Voice Mail facility allows to receive messages even when the handset is switched off or outside the coverage area. Messages could be heard whenever one feels like, from anywhere in the world. Voice Mail can store up to 75 messages, with each message of two-minute duration. Caller Line Identification Call Line Identification provides facility to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage

of saving the incoming number directly in the Handset Phone Book. So that the next time if the same person calls, he is identified. 60-second pulse Airtel provides you with a 60-second pulse rate! Freedoms for you to experience like never before! Instant Balance Inquiry talk-time limit could be checked instantly by calling toll-free number!

Instant Recharge Re-charge could be made on prepaid card with just a few simple steps! 24-hour recharge facility Round-the-clock recharge facility enables to recharge prepaid card anytime, anywhere! Call Divert, Call Hold and Call Wait special services like call waiting, call hold and call divert are available with prepaid card! Short Messaging Service (SMS) Short Messaging Service (SMS) facilitates sending messages SMS based Information Services SMS based information services provides upto-the-minute cricket scores, order flowers as well as send couriers or check daily horoscope! Roaming (National and International) Airtel's Roaming service enables usage of mobile phone to make or receive calls from almost anywhere in India and abroad! Roaming - GPRS - BlackBerry [International] Airtel's GPRS Roaming service provides GPRS services to access the Internet and office mails from almost anywhere in India and abroad. Prepaid Roaming

Freedom to enjoy the luxury of Airtels roaming facility with prepaid connection. Itemized Bill Keeps track of billing procedure with Airtels itemized billing viz. message as well as call charges with the easy-to-decipher itemized billing sheet that is billed every month. Conversion from Post-Paid to Prepaid Conversion from Prepaid to Post-Paid

Research Methodology
Definitions: a. Research is the systematic investigation to establish facts or collect information on a pre-decided subject. b. Methodology is the specification of the system of principles and techniques used in a particular discipline.
Define the problem and research objective

Develop the research plan

Collect the information

Analyze the information

Finding & Recommendations

RESEARCH DESIGN

Research design involves a general plan of how to go about answering the research questions set keeping in mind the research objective. SOURCES SECONDARY SOURCES: For the completion of the research it was important that the secondary data should be supplemented by primary data originated specifically for the research in hand. The primary data was gathered through questionnaires. My research findings are based on information collected from filled questionnaires. The main sources of secondary data were: Internal Data: Some previous market studies provided by the guide. Reports and database of HEXACOM provided by guide. PRIMARY DATA COLLECTION METHOD Method used to collect primary data is: Questionnaire Questionnaire Method: For the purpose of the study survey was conducted across different areas of Jaipur city. The Questionnaire (a sample copy is attached) was prepared according to the objectives of the project and was administered accordingly. The data gathered through this exercise became the primary data. SAMPLING ERRORS While interpreting the results I kept in mind the potential errors. Two sources of errors are random sampling error, which arises due to the fact that the sample may not be a true representative of the population, and non-sampling error which comes up because of faulty coding, untruthful responses, respondent fatigue etc. LIMITATIONS IN RESEARCH All research papers have its own limitations in terms of methodology and the resources available for its conduct. This study is no exception to it and has been carried under following limitation: Some of the respondents were not forthcoming with information as they thought it to be a waste of time. A number of respondents were biased towards a particular brand, which was giving them better returns.

 Some of the respondents were not available so, contacted person was not able to present a fair view. Respondents lack of time to give information and their casual attitude was a big hindrance in the study.

QUESTIONNAIRE DEVELOPMENT PROCESS

In order to gather primary data, I used structured questionnaires, prepared in advance to elicit the necessary response from the respondents. Questionnaires help to facilitate communication and know the perceptions of the respondents clearly. The following points were kept in mind while structuring the questionnaire. Content of the questions: the questions had been framed keeping in mind the objective of the research. Type of questions: the questionnaire consists of open-ended, closedended, dichotomous and multiple-choice questions. Further I made use of likert scale to get a more vivid response. Wording of the questions: the questions are such that they are easy to understand and the respondents do not have any hesitation in answering the questions. Note: - A sample questionnaire is enclosed with the report in AnnexureI at the end.

RAISAR PLAZA
About the market: This market is the hub for the electronic gadgets retailing cash card and Telecom outlets. It has shops dealing in apparel and a couple of offices. This plaza consists of six floors out of which the ground, basement and 1st floors deal with the retailing of cash cards. Total Number of Shops : 488 Shops Dealing in Cash Cards : 33 OBSERVATIONS 1. Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLETS 5 38 14 431 488 RETAIL OUTLETS SELLING CARDS 31 2 33 CASH

(i) STD/ISD/PCO (ii) Departmental Stores (iii) Telecom Outlet (iv) Electronic Gadgets (v) Others Total

2. Brand holding in the retail outlets BRAND NO. OF OUTLETS

AIRTEL VODAFONE BSNL Reliance

56 38 7 6

Exclusiveness and combination of brands selling along with O Oasis Hutch 24 & Exclusive Hutch 2* Exclusive Oasis 2** Exclusive BSNL Oasis & Oasis & BSNL RIM 6 6

Out of the 2 outlets 1 sells BSNL Recharge coupon Out of the 2 outlets 1 sells BSNL Recharge coupon OTHERS Outlet details: RETAIL OUTLET Electronic Repair Shop INFERENCE: MARKET LEADER: HUTCH The retailers prefer hutch because Numerous schemes Better service Customer preference NO. OF OUTLETS 2

RAJA PARK
About the market: This place occupies a prominent position due to the absence of other market in near by vicinity. The market is an agglomeration of boutiques, showroom dealing in apparel, departmental stores and lots of telephone booths. Total number of Shops Shops dealing in cash cards : 810 : 24

OBSERVATIONS Details of the retail outlets NATURE OUTLETS RETAIL NO OF RETAIL OUTLETS OUTLETS SELLING CASH CARDS (i) STD/ISD/PCO 20 1 (ii)Departmental 17 Stores (iii)Telecom Outlet 9 9 (iv) electronic Gadgets 12 2 (v)Others 752 12 Total 810 24 2.Brand holding in the retail outlets BRAND Oasis Hutch BSNL Reliance NO. OF OUTLET 21 21 12 8 OF

3. Exclusiveness and combination of brands selling along with OASIS Oasis Hutch 20 & Exclusive Hutch Exclusive Oasis 1* Exclusive BSNL 1 Oasis & Oasis & BSNL RIM 6 4

Outlet sells BSNL Recharge coupon along with OASIS cash card OTHERS Outlet details RETAIL OUTLET Pharmaceuticals Book Depot. NO. OF OUTLETS 2 2

Stationary Stores Music Gallery Bakery Mobile Repair Shop Ice Cream Parlor Garment Shop INFERENCE:

2 1 1 1 1 1

MARKET LEADER: AIRTEL Airtel has an edge in this area. The shops here have high inventory & the sale is also higher. The absence of any other major market also helps them. The OTHERS have an upper hand in terms of sale than the electronics, STD/PCO, Departmental etc.

M I ROAD
About the market: Market with a rich history. Its frequented with bookstores, Telecom outlet, Banks (CANARA, STANDARD CHATERED), showrooms of apparel, footwear houses, and theater & flower shop. This market surrounds the city. Total number of Shops Shops dealing in cash cards OBSERVATIONS Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others 32 1 5 18 RETAIL OUTLETS SELLING CASH CARDS 9 4 2 : Above 450 : 15

Total

15

2. Brand holding in the retail outlets BRAND AIRTEL VODAFONE BSNL RELIANCE NO. OF OUTLET 15 15 3 2 with

3. Exclusiveness and combination of brands selling along OASIS

Oasis Hutch 15

& Exclusive Hutch -

Exclusive Oasis -

Exclusive BSNL -

Oasis & Oasis & BSNL RIM 3 2

OTHERS Outlet details RETAIL OUTLET Pharmaceutical Watch Showroom INFERENCE: MARKET LEADER: HUTCH STD/PCO outlets have a major holding over here followed closely by the telecom outlets. The customers of this area are mostly of working class followed by students and Hutch with its better coverage & corporate image satisfies there Needs. NO. OF OUTLETS 1 1

CHANDPOL
About the market:

Highly populated area. It has shops dealing in whole sailing i.e. in the bulk selling of the goods to the retailers & other shops regarding food grains, stationers, timber related products & shops selling cycles. Total number of Shops Shops dealing in cash cards OBSERVATIONS Specifications of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (I) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 6 21 1 10 425 463 RETAIL OUTLETS SELLING CARDS 2 1 2 5 : 463 :5

CASH

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 5 5 2 1 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 5 & Exclusive Hutch Exclusive Oasis Exclusive BSNL -

Oasis & Oasis & BSNL RIM 2 1

OTHERS Outlet details

RETAIL OUTLET Stalls Pharmaceutical INFERENCE :

NO. OF OUTLETS 1 1

MARKET LEADER: Neck-to-Neck between Hutch and Oasis Its not a commercial area the sales of the cash card is low. Proximity to johari bazaar, chaura raasta and other major markets thus its facing a lot of competition. BSNL recharge coupons are a big hit with the customers. STATION ROAD (From Station to Grah sangrah) About the market This market covers the station (Railways). Thus you find here dhabas, bookstores, STD/ PCO Booths and sweet-meat shop. Total number of Shops Shops dealing in cash card OBSERVATIONS 1. Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 19 9 138 156 RETAIL OUTLETS SELLING CARDS 3 2 4 9 CASH : 156 :9

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE

NO. OF OUTLETS 8 9 3 1

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 8 & Exclusive Hutch 1 Exclusive Oasis Exclusive BSNL -

with

Oasis & Oasis & BSNL RIM 3 1

OTHERS Outlet details RETAIL OUTLET Hotel + STD Enterprise + STD Book Depot. Panwala Trading Company INFERENCE: MARKET LEADER: OASIS The Recharge coupon of BSNL sales is high. More prominence in this area is given to Oasis with majority of shops selling more Oasis cards. The reasons are: Village connectivity is less in case of Hutch. Good service to customers & more profit to retailers. For some its Affiliation & sense of duty. RAILWAY STATION ROAD (Extended from Grah Sangrah to Chandpol) About the market: Covers a stretch of 2-3 kilometer. Its the most prominent area of the city playing host to hotels, main bus depot (sandhog camp bus station) and Janana Maternity Hospital, Travel Agencies. NO. OF OUTLETS 1 1 1 1 2

Total number of Shops Shops dealing in cash cards OBSERVATIONS Specifications of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO 37 (ii)Departmental 3 Stores (iii)Telecom Outlet Electronic 7 Gadgets (v) Others 329 Total 376 2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO.OF OUTLETS 5 7 1 1

: 376 :8

RETAIL OUTLETS SELLING CASH CARDS 5 1 2 8

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 5 & Exclusive Hutch 2 Exclusive Oasis Exclusive RIM 1

with

Oasis & Oasis & BSNL RIM 1 -

Exclusive retail Outlet of Hutch 1. Medical shop 2. STD Outlet OTHERS Outlet details

RETAIL OUTLET Pharmaceuticals INFERENCE:

NO. OF OUTLETS 1

MARKET LEADER: HUTCH With its large number of telephone booths and medical shops the market is a major attraction. Still the coverage here is dramatically poor, only 8 shop deals in cash card retailing. LAL KOTHI About the market: The focal point of this market is the SMS stadium. The market is an agglomeration of departmental stores, flower shops & petrol pump. Situated adjacent to tonk phatak. Total number of Shops Shops dealing in cash cards OBSERVATIONS Specifications of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO 6 (ii)Departmental 8 Stores (iii)Telecom Outlet Electronic Gadgets (v) Others 113 Total 127 2. Brand holding in the retail outlets BRAND OASIS NO. OF OUTLET 4 RETAIL OUTLETS SELLING CASH CARDS 2 2 4 : 127 :4

HUTCH BSNL RELIANCE

4 2 1

3. Exclusiveness and combination of brands selling along with OASIS Oasis Hutch 4 & Exclusive Hutch Exclusive Oasis Exclusive BSNL Oasis & Oasis & BSNL RIM 2 1

INFERENCE : MARKET LEADER: HUTCH Vs BSNL Irrespective of the fact that oasis has more outlets its BSNL Recharge coupon that seems to have a hold in this area. TONK PHATHAK About the market: Surrounded by K.v.no.1 School & SBI bank this area consists of Bookshops, stationers, departmental stores and STD/PCO outlets along with a couple of telecom outlets. Total number of Shops Shops dealing in cash cards OBSERVATIONS Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others 21 17 8 7 222 RETAIL OUTLETS SELLING CARDS 7 4 6 4 13 CASH : 275 : 34

Total

275

34

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLETS 26 22 10 6

3. Exclusiveness and combination of brands selling along with OASIS Oasis Hutch 22 & Exclusive Hutch 7 Exclusive Oasis 2 Exclusive BSNL Oasis & Oasis & BSNL RIM 10 6

OTHERS Outlet details RETAIL OUTLET Pharmaceuticals Book Depot. Studio Bakery Cyber Cafe Travel Agency Hard Wares Shop Textiles Fashion House Auto Parts Shop INFERENCE: MARKET LEADER: OASIS Due to its location (its one of the favorable trade routes) & prominent location the sales in this area is high with Oasis having a clear gain over Hutch. People relate to Oasis as a pride of Rajasthan. The major contributors of this area are the Others followed by NO. OF OUTLETS 2 2 2 1 1 1 1 1 1 1

STD/PCO Outlets.

UNIVERSITY MARG About the market: Adjacent to the university, Canoria College, Commerce College & podar institute. The market consists of agglomeration of Xerox shops, PCO booths &departmental stores. Total number of shops Shops dealing in cash cards OBSERVATIONS Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 4 4 121 129 RETAIL OUTLETS SELLING CARDS 2 2 5 9 CASH : 128 :9

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 8 9 2 -

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 8 & Exclusive Hutch 1 Exclusive Oasis Exclusive BSNL -

with

Oasis & Oasis & BSNL RIM 2 -

OTHERS Outlet details RETAIL OUTLET Photostat Shop Ice Cream Parlor INFERENCE: MARKET LEADER: Neck-to-Neck between Hutch and Oasis Place is frequented by students & hence here they are the prominent Customers Sales low. JANTA STORE About the market: Adjacent to the main market tonk phatak. This market consists of departmental stores, cyber cafe, gift shops, restaurants & ice cream parlors. Total number of Shops Shops dealing in cash cards :62 :6 NO. OF OUTLETS 4 1

OBSERVATIONS Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO 4 (ii)Departmental 17 Stores (iii)Telecom Outlet Electronic 1 Gadgets (v) Others 40 Total 62 RETAIL OUTLETS SELLING CASH CARDS 0 4 1 1 6

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO.OF OUTLET 5 6 2 1 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 5 & Exclusive Hutch Exclusive Oasis Exclusive BSNL -

Oasis & Oasis & BSNL RIM 2 -

OTHERS Outlet details RETAIL OUTLET Ice Cream Parlor INFERENCE: MARKET LEADER: HUTCH NO. OF OUTLETS 1

 This is an residential area near the university campus thus it has a P.G. houses & covers the govt. Quarters of indira nagar. MALVIYA NAGAR About the market: It is a residential area, covering two to three main markets. The most prominent locale is the Gaurav Towers, which is turning out to be the hub of life for teenagers plus its a prime location area. Total no of shops Shops dealing in cash cards OBSERVATIONS 1. Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total 24 10 3 6 136 179 RETAIL OUTLETS SELLING CARDS 6 2 1 2 3 14 CASH : 179 : 14

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 12 13 5 3 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch & Exclusive Hutch Exclusive Oasis Exclusive BSNL

Oasis & Oasis & BSNL RIM

12

OTHERS Outlet details RETAIL OUTLET Xerox Shop Stationary Stores INFERENCE: MARKET LEADER: HUTCH Compared to the vast area, the numbers of shops dealing with the cash cards are less; this discrimination is due to the fact that Malviya Nagar is a residential area with three main markets and each being at the center of 3-4 sectors. Thus limiting the growth of other shops and the shops has their own faithful customers. Gaurav towers provide the maximum sales in compared to this main market HAWA MAHAL About the market This market deals with the shops selling the traditional dresses of Rajasthan; its also a major tourist attraction center. The market mainly comprises of clothes shops, departmental stores and spare automobiles shop. Total no of shops Shops dealing in cash cards OBSERVATIONS 1. Details of the retail outlets NATURE OF RETAIL NO OF OUTLETS OUTLET (i) STD/ISD/PCO 10 (ii)Departmental 7 Stores (iii)Telecom 1 Outlet Electronic 2 Gadgets RETAIL OUTLETS SELLING CASH CARDS 4 1 : 479 :6 NO. OF OUTLETS 2 1

(v) Others Total

477 479

2. Brand holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 5 5 1 2 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 5 & Exclusive Hutch Exclusive Oasis Exclusive BSNL -

Oasis & Oasis & BSNL RIM 1 2

INFERENCE: MARKET LEADER: HUTCH Vs OASIS Its a run down market in respect to the cash cards. This place doesnt seem to be gaining the customers confidence. JOHRI BAZAAR About the market: Johri Bazaar is basically known for jewelry shops with a considerable number of clothes apparel shops and very few electronic retail outlets. Total number of Shops Shops dealing in cash card :387 :9

OBSERVATION Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 13 33 5 336 387 RETAIL OUTLETS SELLING CARDS 5 2 2 9 CASH

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE

NO. OF OUTLETS 5 6 3 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 4 & Exclusive Hutch 2 Exclusive Oasis Exclusive BSNL 1*

Oasis & Oasis & BSNL RIM 3 -

*Only one BSNL Distributor OTHERS Outlet details RETAIL OUTLET Stationary Store Jewelry Shop + STD NO. OF OUTLETS 1* 1*

*Exclusively sells Hutch INFERENCE: MARKET LEADER: OASIS Since most of the stores deal with jewelry shops and clothes apparel they dont want to diversify into the retail outlets for the cash cards This is the reason as to why the market though having comparatively larger amount of departmental stores but only Two shops has gone in for sale of cash cards. Hutch is doing better in terms of market penetration as it is having 2 exclusive retail outlets. CHOURA RASTA About the market: Choura rasta is an agglomeration of bookstores, watch shops and stationary shops. There are very few showrooms. Total number of Shops Shops dealing in cash card OBSERVATION Specifications of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 19 1 1 357 378 RETAIL OUTLETS SELLING CASH CARDS 2 1(recharge coupon) 1 6 10 : 378 : 10

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

. Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE

NO.OF OUTLETS 6 8 3 -

3. Exclusiveness and combination of brands selling along with OASIS Oasis & Exclusive Exclusive Exclusive Oasis & Oasis & Hutch Hutch Oasis BSNL BSNL RIM 6 2 3 -

OTHERS Outlet details RETAIL OUTLET Stationary Stores Pharmaceuticals Watch Co.(showroom) Music Gallery NO. OF OUTLETS 1 1 1 1

INFERENCE : MARKET LEADER: OASIS Vs HUTCH One remarkable thing to be noted over here is that out of 10 to12 Watch shops, 3 shops are going in for the sale of cash cards. And here Hutch sells exclusively in 2 outlets (no exclusive outlet of Oasis). Moreover here the stock level is comparatively less than that of Johri Bazaar but the % of sales is high. Here the STD/ISD/PCO shops that do sell cash cards are in fact the subsidiary of the main shops. Their details are: STD + Plastic center + Telecom outlet STD + General Stores STD + Stationery (only recharge coupon)

KISHAN POLE BAZAAR About the market: Kishan Pole Bazaar constitutes of Toys (Bicycle) shops; Outlets dealing with Plastic based goods, Oil and Paint shops. There are good amount of Provisional (Kirana) stores also. This bazaar also has a Fine Arts college and an Ayurvedic Hospital and thus few ayurvedic medicine shops. Total number of Shops Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 8 20 6 304 338 RETAIL OUTLETS SELLING CARDS 2 5 7 CASH : 338 :7

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE

NO. OF OUTLETS 6 6 4 2

3. Exclusiveness and combination of brands selling along OASIS

with

Oasis Hutch 6

& Exclusive Hutch -

Exclusive Oasis -

Exclusive RIM 1

Oasis & **Oasi BSNL s & RIM 4 2

** Outlet having Oasis Cash Cards & 1 Reliance Recharge Coupon only OTHERS Outlet details RETAIL OUTLET Watch Co. + STD Stationary + STD Pan Shop Ice Supplier Oil Trading Corp. INFERENCE: MARKET LEADER: HUTCH Vs BSNL There is considerable number of departmental (Kirana) stores but not even a single shop has gone in for sale of cash cards. Baring 1 to 2 shops HUTCH has got more sales followed by BSNL, And then OASIS NO. OF OUTLETS 1 1 1 1 1

NEHRU BAZAAR
About the market: Nehru Bazaar is situated left to Choura Rasta. Shops mainly comprise of clothes apparels & few Electrical repair shops. Total number of Shops Shops dealing in cash card : 177 :8

OBSERVATIONS

Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 4 1 29 143 177 RETAIL OUTLETS SELLING CARDS 4 2 2 8 CASH

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE

NO. OF OUTLET 7 8 4 3

3. Exclusiveness and OASIS Oasis & Exclusive Hutch Hutch 7 1

combination of brands selling along with Exclusive Oasis Exclusive BSNL Oasis & Oasis & BSNL RIM 4 3

OTHERS Outlet details RETAIL OUTLET NO. OF OUTLETS Book Store 1 Watch Company 1 INFERENCE: MARKET LEADER: Stiff competition between Oasis and Hutch. Due to its location i.e. being adjacent to the main market it Faces a lot of competition.

The market primitively deals in apparels and thus there are Only few shops which have ventured for the retailing of the Cash card BAPU BAZAAR About the market: Bapu Bazaar is situated left to Johri Bazaar. Shops mainly comprise of clothes apparels, fancy stores & footwear shops. Total number of Shops Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 3 3 7 185 192 RETAIL OUTLETS SELLING CARDS CASH : 192 : Nil

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total INFERENCE :

This market is all about women starting from Apparels to Footwear thus the soul of the market is care of womans need. There isnt even a single outlet that deals with cash card, this could be due to the fact that Sarogi Mansion is situated facing the main road.

SAROGI MANSION

About the market: Sarogi Mansion is a Shopping Complex. It is an extension of Bapu Bazaar. Total number of Shops Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 1 5 RETAIL OUTLETS SELLING CARDS 4 4 CASH : Above 200 :4

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 4 4 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 4 & Exclusive Hutch Exclusive Oasis Exclusive BSNL -

Oasis & Oasis & BSNL RIM -

INFERENCE :

MARKET LEADER: HUTCH Vs OASIS Has high inventory stock and so is the sales. Is prominent because of its location on the main road and is particularly famous with the youth as its just a version of a mall. INDRA BAZAAR About the market: Indra Bazaar is just attached to Jayanti Bazaar. Raizar Plaza (complex known for Telecom outlets, Computers and Electronic Gadgets) is also included in Indra Bazaars part. Though this Bazaar contains all kinds of shops but there is considerable number of clothes apparels. Market is also famous for vehicle repair shops & service center. Total number of Shops Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 5 8 6 18 491 528 RETAIL OUTLETS SELLING CARDS 2 4 8 14 CASH : 528 : 14

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2.Brands holding in the retail outlets

BRAND OASIS HUTCH BSNL RELIANCE OTHERS Outlet details RETAIL OUTLET Watch Company Cassette Shop Sari Matching Center Fancy Store Auto Parts Shop INFERENCE :

NO. OF OUTLET 14 14 4 4

NO. OF OUTLETS 1 1 1 1 1

MARKET LEADER: HUTCH The location of this area is a bit subdued in comparison to others. Lets say Raizar Plaza has more than 100 outlets dealing with cash cards & Jayanti Bazaar is known for its reliability & has a reputation to live up to. This is the reason as to why out of the total shops only 14 deals with the cash cards. Moreover there is vast diversity among the outlets. The stock level is also low. Retailers give prominence to Hutch as they feel that a national brand sells & that its connectivity is increasing steadily by leaps & bounds. But the decision is mostly centered on the customer preference and service than the commission to the retailer. JAYANTI BAZAAR About the market: Jayanti Bazaar is located as an extension of M.I. road. This market is specific for Electronic goods shops(includes T.V, washing machines, refrigerators, V.C.D etc.).Moreover shops dealing with telecom products like handsets, service centers are there. Some shops are combination of both electronics and telecom outlets. This market is divided into two parts :one as main Jayanti Bazaar (with 55 shops) and second as Jayanti Bazaar Extension (with 48 shops). Total number of Shops : 103

Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 2 6 29 66 103

: 15

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

RETAIL OUTLETS SELLING CARDS 6 9 15

CASH

2. Brands holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO. OF OUTLET 13 14 3 1

3. Exclusiveness and combination of brands selling along with OASIS Oasis Hutch 13 & Exclusive Hutch 2 Exclusive Oasis Exclusive BSNL Oasis & Oasis & BSNL RIM 3 -

INFERENCE : MARKET LEADER: OASIS

The stock level is high that ranges from Rs.15, 000 - Rs.1, 50,000. Inspite of tough competition from Hutch, Oasis seems to have an edge & people are going in for Oasis because of: Its Image of being first in Rajasthan. Better services. Customer preference. But shops, which have newly started, prefer Hutch assuming that it would be more profitable to them. TRIPLOLIA BAZAAR About the market: Tripolia Bazaar is full of Utensils shops, Watch shops, Clothes and Electrical components & repair shops. Total number of Shops Shops dealing in cash card OBSERVATIONS Details of the retail outlets NATURE OUTLETS OF RETAIL NO OF OUTLET 7 11 2 362 382 RETAIL OUTLETS SELLING CARDS 1 1 6 8 CASH : 382 :7

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

2. Brands holding in the retail outlets BRAND NO. OF OUTLET

OASIS HUTCH BSNL RELIANCE

8 8 3 1 with

3. Exclusiveness and combination of brands selling along OASIS Oasis Hutch 8 & Exclusive Hutch Exclusive Oasis Exclusive BSNL -

Oasis & Oasis & BSNL RIM 3 1

OTHERS Outlet details RETAIL OUTLET Repair Shop Watch Co.(showroom) INFERENCE : MARKET LEADER: OASIS Though the STD shops are few in numbers but only 1 is concerned with selling the cash cards. Watch holds most of the stock companies & none by the departmental store (kiranas). There was no exclusive shop of Hutch. COLLECTRATE CIRCLE About the market: This area encloses the Court, post office, some Government offices & the residential area Bani Park. This area is near to Station also thus lot of hotels is also there. Total number of Shops Shops dealing in cash card : 45 :3 NO. OF OUTLETS 2 4

OBSERVATIONS Details of the retail outlets

NATURE OUTLETS

OF

RETAIL NO OF OUTLET 7 7 42 45

(i) STD/ISD/PCO (ii)Departmental Stores (iii)Telecom Outlet Electronic Gadgets (v) Others Total

RETAIL OUTLETS SELLING CARDS 1 2 3

CASH

2. Brands holding in the retail outlets BRAND OASIS HUTCH BSNL RELIANCE NO.OF OUTLET 3 3 2 -

INFERENCE : MARKET LEADER : Competition between Oasis & Hutch. Though this area has a good amount of shops but only 3 are dealing in cash cards. Here the stocking among the shopkeepers is high as there are only 3 shops dealing in Prepaid and more numbers of customers.

Details of shops surveyed

market position
8000 7000 6000 number of shops 5000 4000 3000 2000 1000 0 all shops surveyed Shops surveyed total shops dealing in cash cards others

FRAGMENTATION of Total Shops

MARKET POSITION
300 250 200 No. of Shops 150 100 50 0 std dept telecom electronics

specification of retail outlets total no.of shops shops dealing in cash cards

MARKET SHARE OF TELECOM PLAYERS IN JAIPUR

Relative market position of brands

BSNL 14%

RIL 8% Oasis 38%

Oasis Hutch BSNL RIL

Hutch 40%

Exclusiveness of a BRAND
RIL 6% Oasis 15%

BSNL 26%

Hutch 53%

Oasis Hutch BSNL RIL

CONCLUSION
It is seen that in the normal course of business as presented Knowledge of market is essential for the development of the product. Thus

apparently there is an increasing need for the development of product in-syncro not only with customer needs but also try to provide more than customer basic needs. With the customer now becoming techsavvy and prevalence of other service providers viz. Hutch, Reliance, and BSNL etc. has resulted in a paradigm shift regarding consumer behavior and preferences and thus incorporation of changes effectively is the key word to success. Hence the effect of globalization is perceptible. This dynamic change has revolutionized marketing. CONSUMER IS THE KING is the new value proposition that is being called upon .In addition, there are many competitors providing more or less the same services and fighting for a greater share of pie. It is not surprising that new marketing ideas keep surfacing so as to meet the new market place tests. The problem is further compounded with anti-regional brand drive i.e. OASIS the voice of Rajasthan was also the pride of Rajasthan and Airtels takeover has resulted in some friction. This may lead to a tendency towards a general compromise / shifting of brands by the consumer in the market. One way to deal with the problem is to ensure that some sort of solidarity is worked upon and transgression of oasis into Airtel is smooth. The survey has identified major areas like Raisar plaza, M.I. Road and other prominent areas where emphasis has to be laid, so that appropriate targeting and distribution of cash cards for the different segments brings in results, moreover absence of exclusive showrooms or tie up with cellphone showrooms would be beneficial. Few giant players in the telecom sector have lead to cutthroat competition and many organizations in the market are offering same/similar type of product/s ,with Hutch ruling the roost (Jaipur). In the current market scenario, retailers play important role to create the image of the company and the product plus incentives are to be better packaged so that the network acts as a forum to advocate, pursue and promote the brand Airtel .The companies have to convince the customer and therefore advertising plays an important role in promoting the companys products and with the acquisition of oasis by Airtel the onus has doubled.