A Project Report

ON

(Study of Market Potential for Telecom Service Provider in Corporates, Pune)

AS PARTIAL FULFILLMENT OF PGDM PROGRAM, II year

SUBMITTED BY
VIKAS KUMAR SHARMA
PGDM (Marketing-II)
Roll No- DM13B49
PRN No- DM13M94

IAEERS PUNE INSTITUTE OF BUSINESS MANAGEMENT

(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)
PUNE
BATCH-(PGDM) 2013-2015

DECLARATION

I, Vikas Kumar Sharma hereby declare that this project report is the record of authentic work
carried out by me during the project from 14th May 2014 to 14th July 2014 and has not been
submitted earlier to any university or institute for any award of any degree/diploma etc.

Name of the Student:Date:-

CERTIFICATE

This is to certify that Mr. Vikas Kumar Sharma has completed SIP under my guidance.

Date of Submission:-

Name of Internal Guide:-

Signature

ACKNOWLEDGEMENT

This project has been an honest and dedicated attempt to make the analysis on marketing
materials as authentic as it could. And I earnestly hope that it provides useful and workable
information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization people
who shared with me their experience and helped me in completion of my research.

I express my sincere thanks to my project guide Mr. Vishant Bhonsle (Senior Manager Sales
(CWG)) and Mrs. Palak Sharma and Mr. Surendra Nandwani my institute faculty for guide
me.

Lastly I am grateful to my parents who have been my mentors and motivators. I am also
thankful to all my batch mates who have been directly or indirectly involved in successful
completion of this project.

Table of Contents
Introduction about Telecom Industry in India .......................................................................................... 6
TRAI:- ......................................................................................................................................................... 7
DOT:- ......................................................................................................................................................... 8
Top Player In India:- .................................................................................................................................... 11
About Late. Shri.Dhirubhai H. Ambani ........................................................................................................ 18
RELIANCE ANIL DHIRUBHAI AMBANI GROUP OF COMPANYS. (ADA)......................................................... 19
Reliance Communication:- .......................................................................................................................... 22
VISION: .................................................................................................................................................... 22
Indias leading integrated telecom company.......................................................................................... 22
COMPANY LOGO .............................................................................................................................. 23
Board of Directors ............................................................................................................................... 24
Reliance work in this Frequency:- ....................................................................................................... 25
Product Portfolio ......................................................................................................................................... 26
Department ................................................................................................................................................. 31
Department Structure............................................................................................................................. 32
STRATEGIC ANALYSIS OF THE COMPANY .................................................................................................... 33
ANSOFFS MATRIX ................................................................................................................................... 33
PEST ANALYSIS ........................................................................................................................................ 34
SWOT Analysis......................................................................................................................................... 35
BCG MATRIX ............................................................................................................................................ 36
Financial Highlights ..................................................................................................................................... 39
Major Rewards & Recognition during the year FY2014.......................................................................... 42
Objective and Research Methodology ........................................................................................................ 43
RESEARCH METHODOLOGY .................................................................................................................... 45
Type of Research ................................................................................................................................. 46
OBSERVATIONS:- ......................................................................................................................................... 72
Limitations:- ................................................................................................................................................ 72
Findings:- ..................................................................................................................................................... 73
Learning:- .................................................................................................................................................... 74
Recommendations:- .................................................................................................................................... 75
Conclusion:- ................................................................................................................................................ 76

History of Telecom Sector in India:-

India's telecommunication network is the second largest in the world based on the total number
of telephone users (both fixed and mobile phone). It has one of the lowest call tariffs in the world
enabled by the mega telephone networks and hyper-competition among them. It has the world's
third-largest Internet user-base. According to the Internet And Mobile Association of India
(IAMAI), the Internet user base in the country stood at 190 million at the end of June,
2013. Major sectors of the Indian telecommunication industry are telephony, internet and
television broadc Industry in the country which is in an ongoing process of transforming
into next generation network, employs an extensive system of modern network elements such as
digital telephone exchanges, mobile switching centres, media gateways and signalling
gateways at the core, interconnected by a wide variety of transmission systems using fibreoptics or Microwave radio relay networks. The access network, which connects the subscriber to
the core, is highly diversified with different copper-pair, optic-fibre and wireless
technologies. DTH, a relatively new broadcasting technology has attained significant popularity
in the Television segment. The introduction of private FM has given a fillip to the radio
broadcasting in India. Telecommunication in India has greatly been supported by
the INSAT system of the country, one of the largest domestic satellite systems in the world. India
possesses a diversified communications system, which links all parts of the country by
telephone, Internet, radio, television and satellite

Introduction about Telecom Industry in India

India is the worlds second-largest telecommunications market, with 898.02 million subscribers
as of March 2013. The sector's revenue grew by 13.4 per cent to reach US$ 64.1 billion in FY12.
Wireless and wireline revenue increased at a compounded annual growth rate (CAGR) of 10.4
per cent to reach US$ 39.1 billion over FY0613; revenues from the telecom equipment segment
in FY12 stood at US$ 23.5 billion as compared to US$ 23.4 billion in FY11.

Availability of affordable smartphones and lower rates are expected to drive growth in the Indian
telecom industry. The Government of India plans to cut license fees up to 33 per cent for
operators that cover services for over 95 per cent of the residential areas in a calling circle. The
issuance of several international and national long-distance licenses has created opportunities
and attracted new companies into the market. The government has also allowed foreign direct
investment (FDI) of up to 74 per cent in basic and cellular, unified access, national/international
long distance, and V-Sat services as well as public mobile radio trucked services. FDI of up to

100 per cent is permitted for infrastructure providers offering dark fiber, electronic mail and
voice mail.

The mobile application (app) market is expected to expand at a CAGR of 70.4 per cent during
201215 and reach US$ 100 billion. The segments growth is expected to be driven by rising
mobile connections and availability of low-range smartphones. Over 100 million apps are
downloaded every month across different platforms such as iOS, Blackberry, Nokia, and
Android.

TRAI:TRAI (Telecommunication Regulatory Authority of India) was set up in 1997 by the

government of India. The Telecommunication Regulatory Authority of India acts as an
independent regulator of the business of telecommunications in the country.
TRAI consists of a chairperson, 2 whole time members, and 2 part time members. The
chairperson of Telecommunication Regulatory Authority of India is Sh. Rahul Kullar, the whole
time members are Sh. A. K. Sawheny and Sh. R. N. Prabhakar, and the part time members are
Dr. Rajiv Kumar and Prof. N. Balakrishnan. The mission of TRAI (Telecommunication
Regulatory Authority of India) is to create and nurture such conditions that encourage the growth
of the telecommunications sector in India so that the country can play an important role in the
world telecommunications society. The main objective of TRAI is to form a transparent and fair
policy environment that encourages fair competition.
TRAI (Telecommunication Regulatory Authority of India) issues huge numbers of
directives, regulations, and orders that deal with various subjects such as interconnection, service
quality, and tariff. The various powers and functions of TRAI (Telecommunication Regulatory
Authority of India) are that the authority recommend the timing and need for the introduction of
a service provider that is new, ensure successful inter- connection and technical compatibility
between various service providers, and suggest the conditions and terms on which license would
be provided to a service provider. Further the various powers and functions of TRAI are that the
authority sees that conditions and terms that it has formulated are being followed, regulate the
arrangements between the service providers in order to ensure that they share the revenue that
are derived from supplying telecommunication services, and suggest license revocation when
there is non- compliance of conditions and terms of the license.
The various powers and functions of Telecommunication Regulatory Authority of India are that
the authority promotes efficiency and encourage competition in the telecommunication operation
services in order to encourage growth in the services, in the telecommunication services protect
the consumers interest, and lay down the period of time for providing long distance and local

telecommunication circuits between various different service providers. Also the various powers
and functions of TRAI (Telecommunication Regulatory Authority of India) are make an
inspection of the various equipments that are being used in the network, recommend the kind of
equipments that the service providers must use, monitor the service quality, and also conduct
survey periodically of the service that is being provided by the service providers.
TRAI (Telecommunication Regulatory Authority of India) powers and functions includes
settlement of disputes that arise between service providers, maintaining a register of the
agreements that are interconnected, and give advice to the government at the center on subjects
that are connected with the development of the telecommunication technology. Further the
various functions and powers of TRAI are charge fees at rates that may be fixed by regulations,
perform functions that the central government may entrust, and also carry out functions that are
necessary according to the TRAI Act, 1997.
TRAI (Telecommunication Regulatory Authority of India) has been set up by the government of
India in order to ensure the growth of the telecommunications sector in the country. The
Telecommunication Regulatory Authority of India thus should make all efforts to encourage the
growth of the telecommunications sector in the country for this will ensure that the country will
play an important role in the emerging world information society.

DOT:The telecom services have been recognized the world-over as an important tool for socio
economic development for a nation and hence telecom infrastructure is treated as a crucial factor
to realize the socio-economic objectives in India. Accordingly, the Department of Telecom has
been formulating developmental policies for the accelerated growth of the telecommunication
services. The Department is also responsible for grant of licenses for various telecom services
like Unified Access Service Internet and VSAT service. The Department is also responsible for
frequency management in the field of radio communication in close coordination with the
international bodies. It also enforces wireless regulatory measures by monitoring wireless
transmission of all users in the country.

Telecom Commission
The Telecom Commission was set up by the Government of India vide Notification dated 11th April,
1989 with administrative and financial powers of the Government of India to deal with various
aspects of Telecommunications. The Commission consists of a Chairman, four full time members,
who are ex-officio Secretary to the Government of India in the Department of Telecommunications
and four part time members who are the Secretaries to the Government of India of the concerned

Top Player In India:The major players in the mobile phone service industry are enlisted as:

BSNL
The Bharat Sanchar Nigam Limited,
countrys largest cellular service operator
was set up in the year 2000. It is a state
owned telecom company with its
establishment in India. As of April, 2011
87.1 million users have been reported to be
BSNL users.

MTNL
Mahanagar Telephone Nigam
Limited (MTNL) was set up in the year
1985, to run telecom operations in the major
metro cities of India, Mumbai and Delhi. Its
headquarters are based in Mumbai. MTNL
was the first company in India to initiate 3G
services in India, having the brand name of
MTNL 3G Jadoo Services which provided
options as Video call, Mobile TV, Mobile
Broadband etc to the customers.

headquarters located in New Delhi. BSNL is

also the largest land line telephone.

Airtel

Also known as Bharti Airtel

Limited was started in July 1995, with its
head office based in New Delhi. Airtel runs
its operations in as many as 19 countries
across the world and is also ranked fifth as
telecom service provider globally. As of
April 2011, figures show that Airtel has over
164.61 million users which make it the
biggest mobile service operator in India. Its
service includes both 2G and 3G facilities.

Reliance Communications
Also known as RCOM was set up in
2004, with its head office in Navi
Mumbai. Reliance Communications as of
now has more than 128 million users all
across the world.

Aircel

Aircel was founded in 1999, with its

head office in New Delhi. It is a joint
enterprise between Maxis Communications
and the Apollo Hospitals.

Vodafone
Vodafone Essar was founded in 1994
with its head office at Mumbai. Vodafone
provides services to 23 telecom circles
across India.

Tata DOCOMO

Idea Cellular

Virgin Mobile

The Tata Teleservices was founded

in 1996, with its headquarters in Navi
Mumbai.

Idea Cellular was started in 1995,

with its head office in Mumbai. It also
provides 3G services to its subscribers.

Virgin Mobile started its services in India in

2008, March. It is a U.K. based company.

Uninor

This Company is a joint venture

between Telenor Group and Unitech Group
and was started in 2009.

Videocon
Videocon Telecom,
formerly Videocon Mobile Services, is an
Indian cellular service provider that
offers GSM mobile services in India. The
company is a subsidiary of Videocon
Industries, and is headquartered
at Gurgaon, Haryana. The company was
known as Videocon Mobile Services, until
it changed its logo and rebranded to
Videocon Telecom on 19 September
2013. At its peak, Videocon held licenses to
provide mobile services in 18 out of 22
telecom circles of India. However,
Videocon launched commercial services
only in 11 out of the 18 circles it held
licenses in. Following the 2G spectrum
scam, the Supreme Court cancelled 122
licenses issued by the Indian Government
in 2008, including 21 licenses belonging to

Videocon. In the 2012 spectrum auction,

Videocon won back licenses in 6 circles.

Loop Mobile:-

Loop Mobile, usually referred to

as LOOP and formerly known as BPL
Mobile, was an Indian mobile network
operator. On 18 February 2014, Bharti
Airtel announced that it had agreed to
acquire Loop Mobile for
700 crore (US$120 million).

MTS:Sistema Shyam TeleServices Limited

(SSTL), also known as Mobile
TeleSystems and commonly referred to by
the abbreviationMTS, is the Indian
subdivision of Russian Mobile
TeleSystems telecommunication company
headquartered in New Delhi, India. It
provides wireless voice, broadband
Internet, messaging and data services in
India.

Think big, think fast, think ahead.

Ideas are no ones monopoly.

- Dhirubhai H. Ambani

About Late. Shri.Dhirubhai H. Ambani

Few men in history have made as dramatic a contribution to their countrys economic fortunes
as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy
that is more enduring and timeless.
As with all great pioneers, there is more than one unique way of describing the true genius of
Dhirubhai: the corporate visionary, the unmatched strategist, the proud patriot, the leader of
men, the architect of Indias capital markets, the champion of shareholder interest.
But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In
one lifetime, he built, starting from the proverbial scratch, Indias largest private sector
enterprise.

When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300
(around Rs 14,000). Over the next three and a half decades, he converted this fledgling
enterprise into a Rs 60,000 crore colossusan achievement which earned Reliance a place on
the global Fortune 500 list, the first ever Indian private company to do so.
Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance
Textile Industries Limited first went public, the Indian stock market was a place patronised by a
small club of elite investors which dabbled in a handful of stocks.
Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to
participate in the unfolding Reliance story and put their hard-earned money in the Reliance
Textile IPO, promising them, in exchange for their trust, substantial return on their investments.
It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian
markets.
Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest
growth stories in corporate history anywhere in the world, and went on to become Indias largest
private sector enterprise.
Through out this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the initial
investors in the Reliance stock, and creating one of the worlds largest shareholder families.

RELIANCE ANIL DHIRUBHAI AMBANI GROUP OF COMPANYS. (ADA)

Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among
Indias top three private sectors business houses in terms of net worth. The group has business interests that
range from telecommunications (Reliance Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).
Reliance Groups flagship company, Reliance Communications, is India's largest private sector information and
communications company, with over 150 million subscribers. It has established a pan-India, high-capacity,
integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services
spanning the entire infocomm value chain.
Other major group companies Reliance Capital and Reliance Infrastructure are widely acknowledged as
the market leaders in their respective areas of operation.

Reliance Capital:-

Reliance Capital is one of Indias leading and fastest growing

private sector financial services companies, and ranks among the top 3 private sector financial
services and banking companies, in terms of net worth. The company has interests in asset
management and mutual funds, life and general insurance, private equity and proprietary
investments,
stock
broking
and
other
activities
in
financial
services

Reliance Energy:- .Reliance

Energy Limited, incorporated in 1929, is a fully integrated utility

engaged in the generation, transmission and distribution of electricity. It ranks among Indias top listed private
companies on all major financial parameters, including assets, sales, profits and market capitalization.

Reliance Health:-

In a country where healthcare is fast becoming a booming industry, Reliance

Health is a focused healthcare services company enabling the provision of solution to Indians, at affordable
prices.Reliance Health aims at revolutionizing healthcare in India by enabling a healthcare environment that is
both affordable and accessable through partnerships with government and private businesses.

Reliance Entertainment:-

Reliance Anil Dhirubhai Ambani Groups vision of assuming a

position of leadership in communications, media and entertainment, Reliance Entertainment is geared to create a
significant presence in businesses across various vectors of content,

services

and

platforms

for

distribution. Reliance Introduce Big TV (DTH) service in the market. Reliance Entertainment has made
an entry into the FM Radio having won 45 stations in the recent bidding, BIG 92.7 FM is already Indias largest
private FM radio network with 12 radio stations across the country.

Reliance Communication:A dream come true

The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to
affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest
private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and
communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and
lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)
started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on
28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected
demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent
(voice, data and video) digital network. It is capable of delivering a range of services spanning the entire
infocomm (information and communication) value chain, including infrastructure and services for
enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is
revolutionizing the way India communicates and networks, truly bringing about a new way of life.

VISION:
We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information
and communication services affordable to all individual consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity. We will also
generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to
deliver their services globally.

Indias leading integrated telecom company

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of
companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading
integrated telecommunication company with over 40 million customers.
Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It
includes broadband, national and international long distance services and data services along with an exhaustive
range of value-added services and applications. Our constant endeavour is to achieve customer delight by
enhancing the productivity of the enterprises and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous
occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance
Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in
India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and
communication, by bestowing it in the hands of the common man at affordable rates.

COMPANY LOGO

ABOUT COLOUR
Reliance Blue

BLUE
Blue represents stability, confidence, optimism & above all integrity.
RED
Red represents energy, passion & determination.

Reliance Red

Board of Directors
Mr. Anil D. Ambani - Chairman
Mr. Ramachandran
Mr.S.P. Talwar
Mr. Deepak Shourie
Mr. A.K.Purwar

Company Secretary & Manager

Mr. Hasit Shukla

Auditors
M/s. Chaturvedi & Shah
M/s. BSR & Co

Reliance work in this Frequency:Reliance

GSM (2G)

CDMA

1800 MHz

800 MHz

Data + Mobile

Mobile

Data Card

3G

Available in 11 circles

Product Portfolio

CHART: 1

Fig: 1

Reliance uses C.D.M.A. ( Code Division Multiple Access ) technology for its wireless communication
service which is used for Mobile as well as Fixed line services. C.D.M.A. is known for better voice
quality and higher data throughput across the air interface at low operating cost .

RELIANCE MOBILE
POSTPAID
FEATURES OF POSTPAID
a) 1 INDIA- Now call any phone, anywhere in India for just ONE RUPEE per min.
b) My Plans- Presenting a range of Postpaid plans designed to fit every lifestyle

.So go ahead get on

to Local gossip , chat for hours on STD , get close to your group or jest get lost in new horizon.
c) Joy Plans- Reliance Mobile postpaid is a joy to use. Our postpaid plans help you save on costs.
Take your pick from a wide choice of plans with economical tariff rates, according to your use and
budget.
d) On-net Talk time Pack- Get 1,000 minutes of FREE talk time. Thats right. Now, you can enjoy the
first 1,000 minutes of calling to all Reliance mobiles and fixed wireless phones and terminals (FWP/T)
in your circle, absolutely free!
e) Get Started Kit- Do not be tied down by a particular handset or phone number. Now set yourself free
with the new Get started kit from Reliance Mobile.
f) Bill Payments- Introducing convenient bill payments. Now pay your bills directly from your credit
card or bank account, and save precious time.
g) INMARSAT- Save up to 70 per cent on calls to satellite phones. Reliance exclusively offers its
subscribers significant savings up to 70 per cent depending on the type of terminal and the location
for voice calls made to any Inmarsat number.

 PREPAID
FEATURES OF PREPAID
a) Prepaid Tariffs- Choose the tariff plan that suits you needs.
b) E-Recharge- Now you can recharge your prepaid with any amount, from Rs.10 to Rs.10,000. So
don't let your budget stop you. Choose a recharge value that suits you and stay mobile.
c) 1INDIA- Introducing 1 INDIA recharges options of 1 day, 1 week and 1 month validity.
d) Get Started Kit- Gone are the days when you were bound by a particular handset and a certain
phone number. You can now set yourself free with the new Get Started Kit from Reliance Mobile.
e) Chat & Play - Now you can recharge your prepaid with any amount, from Rs.10 to Rs.10,000. So
don't let your budget stop you. Choose a recharge value that suits you and stay mobile.

Reliance HELLO

Reliance landline:
FEATURES
A complimentary bouquet of features
a) Next-Gen caller ID: Reliance Landline displays the name and/or number of a waiting caller while
you are in the middle of a conversation. It allows you the flexibility to choose between two calls or
switch from one caller to another.
b) Mobile phone features: Now enjoy all the interactive benefits of a mobile phone. Store and recall
numbers from the phone book, check the history of missed / dialed / received calls. Whats more, you
can also use the history menu to make fresh calls.
c) Delayed hotline: You can program your Reliance Landline to automatically call a predefined
number by lifting the receiver and holding it for seven seconds.
d) Navigation keys: Using the navigation keys on Reliance Landline you can activate phone features
like delayed hotline, line locking, etc now you need not remember complicated feature codes and
cumbersome procedures. You can also set your preferred ring tone, ringer volume and LCD contrast.
e) Remote phone management: You can lock or unlock the STD/ ISD facility or hotline settings on
your Reliance Landline, remotely from anywhere, from any tone / DTMF phone.

Plus, you get host of other interesting features like speaker phone, 3-way conferencing, quick dialing,
and many more.

Fixed Wireless Phone

Benefits:
a) No wires attached
Get on the wireless connectivity bandwagon. And straight away become

immune to cuts in the

cable, rains etc. Carry the set along with you when you move from one room to another or when you
shift your home/office.

Wireless Internet (Reliance Net connect)

The FWP has an in-built modem for high speed internet connectivity. Surfat speeds up to 115 kbps.
Whats more, you do not need a separate ISP connection for operating the set.
Mobile Phone's Features
Enjoy all the features of a mobile phone: SMS, In-built caller line identification, voice mail, 99number phone book, speaker phone, a choice of many ringtones, etc.
City Mobility
You can use your FWP anywhere within your city and still receive and make calls, at no extra cost.

FIXED WIRELESS TERMINAL(FWT)

Fixed terminal, limitless benefits
BENEFIT
Great Savings
Unbelievably low call rates. Substantial savings on ISD calls.
Zero Effective Rentals
Value of free calls almost equivalent to monthly plan charges.
Parallel Connection Facility
Two voice ports to connect two telephone instruments to be used as parallel connections.

No Wires Attached
Wireless connectivity-immune to cable cuts, rains etc. Carry it along when you shift your home/office.

Wireless Internet (Reliance Net connect)

In-built modem for high speed Internet connectivity at speeds of upto 115 kbps. No separate ISP
connection required.
State-of-the-art features
Three-way Call Conferencing, Speed Dialing, Hotline, Call Restrict/Call Lock, Call Wait/Call Hold,
Call Divert, Alarm and Caller Line Identification enabled.

Department
CWG:- CWG stands for Corporate Wireless Group. They can handle or manage the
corporate clients for wireless products. In this group they can give customize plan to the
corporate they customize according to category wise.
A Category
Minimum turnover 500Cr.
Minimum employee 500
All Multi-National Companies (MNC)
B Category
Turnover minimum 100Cr and less than 500Cr.
C Category
Turnover less than 100Cr.
Plans are based on 3 components:COCP: - COCP stand for Company Own Company Paid in this component the owner is
company but user is employee. All bills are paid by the company.
EOEP: - EOEP stand for Employee Own Employee Paid in this component the owner
is employee and user is also employee. All bills are paid by the Employee.
EOCP: - EOCP stand for Employee Own Company Paid in this component the owner is
employee and user is also employee but bills are payable by company.

Department Structure
CWG Head

Key Account Managers

Head

Key Account Managers

Sells Executive

STRATEGIC ANALYSIS OF THE COMPANY

ANSOFFS MATRIX
The Ansoff product-market matrix helps to understand and assess business development
strategy. It has two dimensions, products and markets. Four different growth strategies can be
formulated and any business can choose which strategy to employ, whether purely or as a
mix. The strategies are
Market Penetration
Market Development
Product Development
Diversification
Reliance FWT PCOs can be categorized as product development. Product development involves
selling new products in existing markets.

MARKET

PRODUCT

PENETRATION

DEVELOPMENT

Penetrating the market for Product A, B,

C, D wherever leadership is there.

Introduction of new Facilities, customer

friendly Service, attractive Instruments etc.

MARKET

DIVERSIFICATION

DEVELOPMENT

The company
may try
providing
consultancy for Telecom infrastructure
Creation in developing countries in Middle
East, South Asian regions.

Introducing the Product B, C, D in newer

markets (New territorial region within
the country)

Nepal, Bhutan, Bangladesh

TABLE: 1

PEST ANALYSIS

POLITICAL

ECONOMICAL

Permission of FDI (100%)

New Telecom Policy 1999
Recommendations Of TRAI for
growth in WLL phones
Policy changes for public-private
partnerships
Unified Access Licensing Scheme

SOCIAL

Indias Per Capita holds higher teledensity potential

Increasing demand for telephony
strong association between service
sector growth and telecom
development

TECHNOLOGICAL

High purchasing power of people.

new sources of employment
welfare enhancing consequences
improved access in the fields of
education, healthcare,
governance

growth of telecommunications
infrastructure
shortage of telephone lines and
high telephone charges
Last Mile Connectivity
Technological innovation in the
form of CDMA and 3G.

TABLE: 2
The PEST analysis is a useful tool for understanding market growth or decline, and as such the
position, potential and direction for a business. A PEST analysis is a business measurement tool. PEST
is an acronym for Political, Economic, Social and Technological factors, which are used to assess the
market for a business or organizational unit.

SWOT Analysis

Weaknesses

Strengths

Huge wireless subscriber potential

Lowest call tariffs in the world

Fastest growing mobile market in the world

Consumers are ready to pay for cutting edge

services

Market strongly regulated by Government

body Governing both ISP and Telecom
sectors

Government proposes to hike FDI limit in

Too many authorities ruling the sector

Telecom to 74%

Huge potential for low end and cheap

handsets

Wide scale Consumer churn in Telecom

and ISP

Wide spread VAS deployment is restricted

due to language and literacy problems

Primarily a voice based market

Unified license regime

Opportunities

To offer value added services on GSM, CDM

Threats

Low cost service providers no

possibility of breaking even in short
term

Weak IPR protection

Software and digital content Piracy

Political instability

Regulatory interfe

And IP

Language independent services

Mobile Marketing concepts

Content influenced by local culture and Global

success stories

M-Commerce

Unified messaging platforms

Foreign investment in form of equity or

technology

ANALYSIS OF COMPETITIVE POSITION

BCG MATRIX

BCG matrix is based on the product life cycle theory that is used to explain how different
products should be prioritized in a companys portfolio. It has two dimensions: market
share and market growth. The two dimensions are used to create a quadrant matrix in
which all the products in a companys product portfolio are categorized into the four
categories. This analysis helps avoid a strategy mistake made frequently that is of
measuring the performance of different products on the basis of a single criteria e.g.
generic growth rate. This framework assumes that an increase in relative market share
will result in an increase in generation of cash.

STARS

These are high growth products which have a large market share in fast growing
industries. In case of reliance Communications its FWT services can be called stars
since they have a share of 21% of the market and are growing at the rate of 9%. This
service contributes 18% of total revenues and justifiably accounts for a large percentage
of total investment. Continuous investments should be undertaken by the company to
expand market share of WLL services because this could lead to them becoming cash
cows for the company in the future.

CASH COWS
These are the products which are leaders in markets which are slow growing but the company
has a large share of the market. As a result these products generate large amounts of cash and
profits but because of the slow rate of growth of the market investments in these products
should be kept low. These products are the foundation for a company and provide the cash
required to turn question marks into market leaders. In context of Reliance its cellular services
are growing at 4% p.a., are the cash cow which form the foundation of the company.

DOGS

These are the products in which the company has a small share in a slow growing market. As a
result their contribution to overall revenues is limited and they can turn into cash traps because
of money tied up in a business which has limited potential. Therefore the company should be
beware of expensive turnaround plans and should try to divest in these products. In case of
reliance its fixed line services can be called the dog for the company.

QUESTION MARKS

These are the products that are growing rapidly and thus consume large amounts of cash, but
because they have a low market share they dont generate much cash. But if proactive
measures are not undertaken to increase the market share they degenerate into dogs after
years of cash consumption. Therefore the company should aim at either investing heavily to
increase market share or sell off to generate whatever cash it can. In case of Reliance there are
a number of products which can be put into this category for example ISPs and LPCs and WLL
PCOs.

A major limitation of this model is that it assumes market growth rate to be the only factor of
industry attractiveness and relative market share to be the only indicator of competitive
advantage. Therefore it ignores the strategy where a business might use a dog to gain a
competitive advantage in other business units.

STAR

QUESTION MARK

Fixed Wireless phone

Fixed Wireless Terminal Phone

CASH COWS

PCOs
ISP and Broadband Services
GSM cellular service.

DOGS

Cellular Services
Reliance India Card
Recharge Coupons

Fixed Wire line Phones

TABLE: 3

Financial Highlights

Summarized Consolidated Statement of Operations

Summarized Statement of Operations by Segment

India Operations

Global Operations

Summarized Consolidated Balance Sheet

Key Performance Indicators

(Source: All financial data is taken from Reliance Quarterly Report on the Financial Results
for the Quarter ended March 31, 2014)

Major Rewards & Recognition during the year FY2014

Nasscom DSCI Excellence Award - RCOM won this prestigious award for
security in telecom sector for its innovative IT Security and Privacy efforts which
focuses on robust risk management and compliance.
IT EDGE Award - RCOM is the only Telco to receive this year for IT, given by
UBM. It is awarded for our Innovative and Agile IT processes setup using TM
forum standards, benchmarked in International arena.
IT Transformers Award by EMC - Awarded for Enterprise Storage Management
innovative Solution which enables RCOM to virtualize the exponential storage
requirements for Tier 1 applications through optimization and effective solution
engineering of Storage, at the same time improving the SLAs for its businesses.
Amdocs Innovation Award - RCOM set the industry benchmark in customer
experience, enhanced Customer loyalty and reduced Customer churn, increased
productivity by decreasing the average handling time. Reliance Group wide
information security strategy and deployment: for a Second year in a row
The INFOSEC Maestros Award - RCOM won this annual industry award for
deploying the anti-DDOS Solution (Distributed Denial of Services) for real time
protection from DDOS attacks.
The Top 100 CISO Award - RCOM won this prestigious award for security in
Telecom sector for 'Automation of User Access Management', an innovative IT
Security and Data Protection solution focusing on robust Risk Management and
Compliance.

Objective and
Research
Methodology

Main Objectives
1. To get a practical Corporate Exposure.
2. To study the company products, and services solutions offered by Reliance
Communications in Enterprise Sector.
3. To understand the telecom terms, working, designations, strategies, teams used in
company.
4. To interact with Reliance Communications corporate customers and competitors
customer over the phone.
5. Making client visits with industry guide.
6. Business process learning
7.

Gathering information from corporate customers like Plan details, number of

connections, authorized person name and contact details this information for
voice and data. This information gathering also included any suggestions or feedback
they liked to give regarding the Reliance Communications service and other service
provider are using that..

8. Understanding the importance of service.

9. Working towards increasing customer satisfaction.
10. To proceed with 1-2-1 interaction with more corporates.
11. To know and help the company improve companys products and services in the
following aspects:
Plan Details
Factors
Interested,
Authorized person Details

RESEARCH METHODOLOGY

Research Objective
The study is titled Study of Market Potential for Telecom Service Provider in
Corporates, Pune Region. The research is aimed to know about the uses of
telecom product Voice & Data (wireless) by enterprises in Hinjewadi, Baner,
Wagholi, Sanswadi and Tathawade region of Pune.

Objective of the Project

Business Development for Reliance communication.
To retain the existing customers

Scope of the Project

The target will be to understand the requirement of various companies
through the medium of questionnaire.
The aim will be to make the companies switch to Reliance communication
with better facilities.

Type of Research
Primary Research
Primary Research consists of a collection original primary data collected by
researcher. It is often undertaken after the researcher has gained some insight into
the issue by reviewing secondary research or by analyzing previously collected
primary data.

Research Design
Exploratory Research
Exploratory research is research conducted for a problem that is not clearly
defined. When the purpose of research is to gain familiarity with a phenomenon or
acquire new insight into it in order to formulate a more precise problem or develop
hypothesis, the exploratory studies (also known as formulative research) come in
handy. If the theory happens to be too general or too specific, a hypothesis cannot
be formulated. Therefore a need for exploratory research is felt to gain experience
that will be helpful in formulating relevant hypothesis for more definite
investigation.

Data Collection
Survey Method
Data are usually collected through the use of questionnaires. The data is collected
by mean of simple survey done in the Corporate Customers

Method & Tools Adopted for Analysis

Personal Interviews
Personal interviews are highly susceptible to inadvertent signaling to the
respondent. The cumulative effect of several facial expressions is likely to be felt.
By the use of this method the facial expressions tell about how a customer feels
about the product, and his knowledge about the product in the scheme.
This

will let us know following: The reason could be known that why a product is not liked and what are
shortcomings in the product?
The preference for the product of the customer?

Who are the loyal customers?

Projective Techniques
Projective techniques are used when a consumer may feel embarrassed to admit to
certain opinions, feelings, or preferences. It has been found that in such cases,
people will tend to respond more openly about someone else. Thus, we may ask
them to explain reasons why others not buying the product, or why other customers
are not willing to take advantage of the scheme, or what changes they want should
be there for their convenience.

Time Taken
14th May 2014 - 14th June 2014

Sample Size
A Sample of 120 companies was collected for study.

Data Interpretation

Over All Dominating Players

Voice

Operators
Reliance
Vodafone
Airtel
Tata
Docomo
Idea

Area
Hinjewadi Wagholi Sanaswadi Tathawade Banner
4
1
6
2
5
23
8
4
7
4
5
3
7
1
1
2
13

2
8

1
10

0
4

0
4

Over All Dominating Players in Voice

25
20
15
10
5
0
Hinjewadi

Wagholi
Reliance

Vodafone

Sanaswadi
Airtel

Tathawade
Tata Docomo

Baner
Idea

Vodafone is dominant telecom service provider in Hinjewadi, Wagholi & Tatahwade,

while Idea and Reliance is leaders in Sanaswadi & Baner respectively.

Data card
Overall Dominating Players in Data card
Area
Operators
Hinjawadi Wagholi Sanaswadi Tathawade Banner
Reliance
18
3
5
4
6
Vodafone
6
1
3
0
1
Tata Photon
12
6
5
2
3
Idea
3
2
4
3
1
Tata Docomo
0
4
1
2
5
Broad Band Connection
3
7
6
3
1
Airtel
3
0
0
0
0

Overall Dominating Players in Data card

20
18
16
14
12
10
8
6
4
2
0
Hinjewadi
Reliance

Vodafone

Wagholi
Tata Photon

Sanaswadi
Idea

Tata Docomo

Tathawade

Baner

Broad Band Connection

Airtel

Reliance is market leader in data card service provider in Hinjewadi and Tathawade and
Baner but in Wagholi and Sanaswadi have mostly Broad band connection respectively. Thats
means Reliance is not good in manufacturing sectors.

Area Wise Dominating Players

Hinjawadi Area

Voice

Operator
Reliance
Vodafone
Airtel
Idea
Tata Docomo

No. of Companies
3
23
5
13
2

According to pie- chart In the Hinjewadi area Vodafone lead by 50%, Airtel is 28% but Reliance
Is only 7% shares in voice category.

No. of companies
Tata Docomo
4%

Airtel
28%

Idea
11%

Vodafone
50%

Reliance
7%

Data Card

Operators
Reliance
Vodafone
Tata Photon
Broad Band Connection
Airtel
Idea
.

No of Companies
18
6
12
3
3
3

No. Of Users
Airtel
7%
Broad Band
Connecation
6%

Idea
7%

Reliance
40%
Tata Photon
27%
Vodafone
13%

So in this Pie chart we can see Reliance is in first position and captured 40% market share of
Hinjawadi area. And Tata photon is number second with 27% of market share. After Vodafone
take 13% of total market and rest of Idea and Airtel take 7%. And 6% .

Baner
Voice
Operators

No. Of Companies

Reliance

Vodafone

Airtel

Idea

No .of Users

Airtel
29%

Reliance
36%

Idea
7%
Vodafone
28%

In this chart Reliance takes first position with 36%. And after Airtel takes 29% of market
share and Vodafone takes 28%. And Idea has 7% of market share in Baner IT hub.

Data Card
Operates
Reliance
Vodafone
Idea
Tata Photon
Tata Docomo
Broad Band Connection

No. Of Companies
6
1
1
3
5
1

No .of Users
Broad Band
Connecation
6%

Tata Docomo
29%

Reliance
35%

Tata
Photon
18%
Idea
6%

Vodafone
6%

Reliance takes first position with 35%. And after Tata Docomo takes 25% of market share
and Tata Photon takes 18%. And Idea has 6% of Banner market share. And Vodafone and Brad
Band connection are capturing equal market share.

Tathawade
Voice

Operators
Reliance
Vodafone
Idea
Airtel

No, Of Companies
2
7
4
1

No of Companies use
Airtel
7%

Reliance
14%

Idea
29%

Vodafone
50%

As per Pie chart we can identified that Vodafone is capture 50% of markets share and
after rest of 50% capture by Idea, Reliance and Airtel. So according to our survey Vodafone is
the market leader in Tathwade manufacturing area.

Data Card

Operators
Reliance
Tata Docomo
Idea
Tata Photon
Broad Band Connection

No. Of companies
4

2
3
2
3

In data cards Reliance is a market leader in Tathwade with 29% shares. After Reliance Idea
capture 22% of market share. Broad band connections are very high in this area. Rest of 14% is
capture by Tata Docomo and Tata photon respectively.

No. Of companies

Broad Band
Connection
21%

Reliance
29%

Tata Photon
14%
Tata Docomo
14%
Idea
22%

Wagholi

Voice
Operators

No. of Companies

Reliance
Vodafone
Idea
Tata Docomo
Airtel

1
8
8
2
3

As per pie char in Wagholi area Vodafone and Idea capture same number of market share 38%.
and Airtel comes in second position with 14% and Reliance has only 5% of total market shares.
and Tata Docomo has 10% of market share in Wagholi.

No. Of Users

Reliance
5%

Airtel
14%
Tata Docomo
9%
Vodafone
36%

Idea
36%

Data Card

Operators

No. of Companies

Reliance
Vodafone
Tata Photon
Idea
Tata Docomo
Broad Band Connection

3
1
6
2
4
7

In data card market leader in Wagholi out of 100% market share Broad Band connection
captured 31% and then after 26% Tata photon, 17% capture by Tata Docomo. Reliance has 13%
market share, Idea and Vodafone has 9% and 4% market shares respectively.

No. of Users
Reliance
13%

Vodafone
4%

Broad Band
Connection
31%

Tata Photon
26%
Tata Docomo
17%
Idea
9%

Sanaswadi

Voice

Operators
Reliance
Vodafone
Idea
Airtel
Tata Docomo

No. of Companies
6
4
10
7
1

In this area the market leader is Idea. Idea has 36% of total market share. And then after Airtel
has 25%.after that Reliance has 21% and Vodafone takes 14%. So rest 4% has taken by Tata
Docomo.

Tata Docomo
4%

No Of users
Reliance
21%

Airtel
25%

Vodafone
14%

Idea
36%

Data Card

Operators

No. of Companies

Reliance
Vodafone
Idea
Broad Band
Tata Photon
Tata Docomo

5
3
5
7
5
1

In Sanaswadi area most of the companies are using Broad Band connection. Then after
Idea,Reliance and Tata Photon has equal market share 19%. And Vodafone has 12%. Tata
Docomo has equal 4% of market share Major Competitor of Reliance in this area is Idea and
Tata Photon.

No . Of Users
Reliance
19%
Broad Band
27%
Vodafone
12%
Tata Docomo
4%
Tata Photon
19%

Idea
19%

Sector Wise & Over All Dominating Players

Over All Dominating Players

Voice

Overall Dominating Players in Voice(Sector Wise)

IT

Manufacturing

Services

Reliance

Vodafone

20

13

13

Idea

13

19

Tata Docomo

Airtel

Overall Dominating Players in Voice

(Sector Wise)
25
20
15
10
5
0
IT

Manufacturing
Reliance

Vodafone

Idea

Tata Docomo

Services
Airtel

Sector Wise Dominating Players

Voice

Tata Airtel
Docomo 7%
2%

IT

Reliance
20%
Idea
28%
Vodafone
43%

In IT sector Vodafone is market

leader and Idea in second position and then
after Reliance with 20%. And Rest of Airtel
with 7% market share. And Tata Docomo
has 2% of market share.

Manufacturing
Tata
Docomo
4%

Airtel
14%

Reliance
16%

Vodafone
27%

Idea
39%

In manufacturing sector market leader is Idea with 39%. And Vodafone has 27% of
market share. Then after Reliance has 16% of market share. And Airtel comes in fourth position
with 16% of market share and Tata Docomo comes with 4% of market share.

Services
Reliance
6%
Airtel
19%
Tata
Docomo
6%

Vodafone
41%
Idea
28%

In services sector Vodafone is market leader with 41% market shares and then Idea has
28% market share of service sector. Then after 19% market share has captured by Airtel. And
Reliance has 6%. Rest of 6% has captured be Tata Docomo.

All Over Dominating Players

Data Card
Sector Wise Dominating Players in Data Card
IT

Manufacturing

Services

Reliance

21

Vodafone

11

10

Idea

Tata Docomo

Lan/others

Airtel

Tata Photon

Sector Wise Dominating Players in Data Card

25
20
15
10
5
0
IT
Reliance

Vodafone

Manufacturing
Tata Photon

Idea

Tata Docomo

Services
Lan/others

Airtel

For data card Overall dominating players is Reliance for IT, Tata photon for Manufacturing,
Brad Band connection for Services and in Pharma Tata photon is the dominating players.

Sector Wise Dominating Players

Data Card

IT

Lan/othe
rs
6%
Tata
Docomo
13%

Airtel
2%

Reliance
45%

Idea
6%

Dominating player in IT sector Reliance has

captured 45% of market share and rests of 57%
are like this. 24% Tata photon, and 13% Tata
Docomo, as we see Idea and Broad Band
connection both has 6%. And Airtel has rest of
2%.

Tata
Photon
24%
Vodafon
e
4%

Airtel
5%

Manufacturing
Reliance
15%

Tata
Docomo
10%

Lan/other
s
20%

Idea
18%

Tata
Photon
25%

Vodafone
7%

Tata Photon is the market leader in

manufacturing sector with 25% of market
shares, Idea hold second position with 18%
market shares and Reliance hold third
position with 15% of market shares.

Services
Airtel
0%

Reliance
23%

Lan/others
31%

Vodafone
0%
Tata Photon
19%

Tata Docomo
12%

Idea
15%

I find most of the companies using broad band connection in service sectors. If we
consider Data card than Reliance is the market leader with 23% shares. Than Tata
Photon hold second position with 19% shares and Idea has third position with 15%
of total market shares.

Factors while selecting any operator..

A cat.
Price

Network

Service and After Sales Service

13%

39%

48%

Categories Company are basically focus on network or services. 48% respondents are
give preference to network.

B Cat.
Price

Network

Service and After Sales Service

24%

36%

40%

OBSERVATIONS:Strong scheme for postpaid plans.

The schemes of Reliance are better in comparison to others.
Reliance CDMA has wider network reach.
Better internet plans compare to others.
Better roaming plans.
Reliance Communication have strong customer segment in corporates.
Lacking in promotional activity.
Billing problem
Other competitors know what their customers need and they provide
them accordingly.
After sales service is not so good for Reliance Communication.

Limitations: Lack of Universal application: - since the study had been conducted
only in a selected region and only in corporate consumers, the
applicability of the study in different region and consumer product are
restricted.
Business of the Respondents: - Walk in respondent were busy with
their schedule and hesitate to corporate with the researcher and
because of their rushing to home or office, they had completed the
questionnaire quickly which may yield some inherent errors.

Findings: Quality of the service provided plays an important role in keeping the
existing customers and to bring new customers.
In most of the organization, internet plays an important role in the day to
day activities.

Most of the organization prefers broadband connection over other type of

connection because of speed and other compatibility of service.
A number of organizations Preferred Vodafone because of the quality of
service provided and also for the network they provide for voice.

Many customers have rated the speed of the data transmission is very
good. Some customers had complaints regarding the network of Reliance
Communication.
After sales service plays essential part of customer satisfaction.

Reliance Communication has good response from corporate in data cards

CDMA service.

Learning:Doing a great opportunity to practically understand and experiencing the

marketing field. I express my deep sense of gratitude to Reliance Communication
for giving me this opportunity and for providing platform to undergo training and
get the valuable knowledge of telecom industry.
As Reliance Communication is a telecom company the project was totally a
marketing project hence it helped me to practically understand the
telecommunication services.
The company helped to understand various schemes.
The company also helped me to understand every step of their competitors
in the market.
During the survey it is observed that the real problem faced by the
customers.
Meeting different people in various segment, interviewing with corporate
and actual user helped me to learn the basics of the telecom industry.
During the survey I came to know the real competition between the major
players of telecom industry. It helped me to understand the future of
telecom industry with its opportunity and threats.

Recommendations: The company should improve its connectivity problem as early as possible
because of the stiff competition it is facing in the market. Reliance
communication is at 3rd position that I analyzed after doing my survey of
corporate sector.
Company should focus on resolving the billing related issues with speedy
coordination with corporates.

Should focus on online payment for corporates and also for individual
customers as this would lead to satisfaction within consumers.
The company should strive hard to keep its after sales services best as now
the customer have increased largely.

Should focus on regular activities in corporate in order to understand the

pain areas of the actual users.

Conclusion:-

The study investigates the major reasons behind the cancellation of

services by the customers. The major findings are: The customers are dissatisfied with service provider because of the poor
after sales services, network issues

The main reasons for cancellation of the services were:-coverage problem,

customers service, billing complaints shows the negative impression to the
company.

Idea and Airtel etc. are the major competitors of Reliance

Communication and they are providing the quality services which Reliance
is lacking to provide and these services are the major needs of the
Corporates. This will give an insight into the customer problems, they have
to settle at the earliest, which will help to expand its market and improve
the image.

ANNEXURE

BIBLIOGRAPHY
Websites:
Reliance Communications:
http://www.rcom.co.in

TRAI - Telecom Regulatory Authority of India:

http://www.trai.gov.in

DoT Department of Telecom:

http://www.dot.gov.in/

Internal Sources:

Company Resources
A generic customer feedback form