Prepared by: Harjot Singh Virdi on partial fulfillment of PGDM 1st year (2008-2010) Roll No: 0810110022 GNIT College

of Management, Greater Noida. Submitted to Mr.Vivek Srivastava (Faculty GNITCM)




 Acknowledgement.  Preface.  Introduction.  A Journey to Excellence in Telecom.  Major achievements in Telecom.  General environment of telecom in India.  Objectives of Study.  Corporate History of BSNL.  Company Structure.  BSNL present and Future.  About BSNL.  Vision, Mission & Objectives of BSNL.  Services of BSNL.  India’s Wireless Future.  About Project Vijay.  Method for Data Collection.  Main areas of the Survey.  Process of the Survey.  Market strategy.  Research Analysis & Interpretation.  Conclusion.  SWOT Analysis of BSNL.  Bibliography.


The satisfaction and euphoria that accompany the successful completion of any task would be incomplete without mentioning the name of people whose constant guidance and encouragement has

crowned all my effort with success. Firstly I would like to thank Mr. Akilesh Kumar Gautam, Sub Divisional Engineer-Marketing, BSNL, Kanpur for giving me the opportunity to carry out this project at BSNL and above all I would like to thank Mr. Harish Chandra Rai, Senior Divisional Engineer (Marketing) of BSNL Kanpur who extended their cooperation and help for completion of the project .I would also like to thank all the staff members of BSNL Kanpur for their help and cooperation during the project.

(Harjot Singh Virdi)


Despite several attempts over the last more than ten years, telecom infrastructure in rural areas is lagging behind the expected levels. There has been a phenomenal spurt in the growth of tele-density in the country, with the evolution of new wireless technologies, but the gap between the urban and the rural tele-density has been increasing. It is pertinent to re-look at the entire issue of rural communications to make a speedy headway. Some recommendation, either suo motu or on a request from the licensor, on ♦ Measures to facilitate competition and promote efficiency in the operation of telecommunication services so as to facilitate growth in such services. ♦ Measures for the development of telecommunication technology and any other matter reliable to telecommunication industry in general. This project is an invitation to all stakeholders to participate in a collective thinking process so as to achieve higher and higher quantitative and qualitative development in telecom facilities in the country, particularly in rural areas.

The Authority recognizes that without focus on rural areas, sizeable growth in telecom sector would not be possible and it had discussed various issues related to development of telecom facilities in rural areas and seeks the comments of various stakeholders on them.


Introduction of Telecom:
The developments taken place during the year in terms of growth of various kinds of services have been incorporated in this Part of the Report to give a flavor of the telecom sector during the financial year. The subscriber base (both wireless and wireline) of telecom sector in India during the financial year 2007-08 crossed 300 million Mark with 300.49 million subscriber as on 31st March 2008. During the period, India became the second largest wireless network in the world after China growth of during the past indicated below in a by overtaking USA. The subscriber base decade (1998-2008) is chart. total


A Journey to Excellence in Telecommunication
1. India became the second largest wireless network in the world, overtaking the USA and second only to China, with addition of about 8 million subscribers every month in the recent times. 2. Subscriber base reached 300.49 million as on 31st March 2008 as compared to 14.88 million for the same period in 1997. 3. Teledensity of 26.22 as on 31st March 2008 as compared to 2.30 for the same period in 1998 – much ahead of the teledensity target set under NTP, 1999 of 15 by the year 2010. 4. Rural teledensity at the end of March 2008 was 9.20 as compared to 0.40 for the same period in

1998 – Which too is much ahead of the NTP, 1999 target of 4 by the year 2010. 5. Decline in Tariffs: A. Local call tariff for mobile @ Rs. 15.00 is now less than Re. 1.00 B. One minute STD call between Delhi and Mumbai at the rate of Rs.37.00 now cost Re. 1.00 i.e. at the rate of local call. C. ISD call to American continent @ Rs. 75.00 now costs less than Rs. 7.00. D. Subscriber base of internet reached 11.09 million on 31st March 2008 as compared to 0.09 million in 1997. 6. Putting in place Interconnection and Cost Based Interconnection Usage Charges regime. 7. Introduction, continuation and phasing out of Access Deficit Charges regime. 8. Introduction of Calling Party Pay regime. 9. Introduction of Mobile Termination Charges, which is lowest in the world. 10. Putting in place Tariff Order regime with the issue of Telecom Tariff Order 1999 and shift to a regime of tariff de-regulation in gradual manner. 11. Important Recommendations on USO, Spectrum issues, Broadband, Internet Telephony, Growth of Telecom Sector in Rural areas facilitating the Government to formulate policies on these issues. 12. Putting in place a regulatory framework in the Broadcasting & Cable Sector after the same was brought within the purview of TRAI in January 2004. 13. Successful roll out of Conditional Access System (CAS) in the metro city of Delhi, Mumbai, Chennai and Kolkata. 14. Introduction of Tariff and Interconnection regime for the Broadcasting & Cable Sector. 15. Tariff ceiling for cable subscribers in Non-CAS areas. 16. Ensuring orderly growth of the sector with a Consumer Centric approach.


17. Engaging consumer Advocacy Groups (CAGs) & NGOs in regulation of the telecom sector and regular interaction. 18. Establishment of three tier consumer grievances redressal mechanism. 19. Establishment of Telecommunication Consumers Education and Protection Fund. 20. Putting in place a mechanism for restricting unsolicited commercial communications.

Major Achievements of Telecom in 2008

The total wireless subscriber base {GSM, CDMA and WLL (F)} stood at 261.07 million at the end of financial year.

2. The number of wireline subscribers on 31st March 2008 was 39.42 million. 3. On an average, around 8 million subscribers were added every month during the financial year. 4. The total number of PCOs in the country as on 31st March 2008 was 61, 85,904 and the number of VPTs was 5,59,503. 5. The overall teledensity at the end of March 2008 was 26.22% as compared to 18.23% ending March 2007. 6. The rural teledensity at the end of March 2008 was 9.20 as compared to 5.80 ending March 2007.

7. Institution of Telecommunications Consumers Education and Protection Fund and having a resource of Rs. 14.21 Crore in the Fund as on 31st March 2008, which is to be utilized, inter-alia for: A.

Study & Market Research Projects on matters relating to Protection of interests of Consumers. Organizing Seminars etc. on the subject of Telecommunication Consumer’s Welfare and Education.


8. There were 11.09 million internet subscribers on 31st March 2008 as compared to 9.27 million on 31st March 2007. 9. Besides the internet subscribers mentioned above, there are 66.09 million wireless data subscribers who are accessing internet through wireless (GSM and CDMA) networks. 10. The number of broadband connections on 31st March 2008 was 3.87 million compared to 2.34 million for the same period during previous year.

General Environment of Indian Telecom

Wireline Subscribers:

The subscriber base of Wireline services as on 31st March 2008 was 39.42 million as compared to 40.75 million subscribers on 31st March, 2007 registering a decrease of 1.33 million subscribers during the year 2007-08. Out of the 39.42 million wireline subscribers, 27.78 million are Urban wireline subscribers and 11.64 million Rural Subscribers. The status of the wireline subscribers during the last five years are depicted below: Wireless Subscribers: The wireless subscriber crossed the 261 million subscriber mark at the end of the financial year in comparison to the subscriber base of 165.11 million at the end of March, 2007. It added 95.96 million subscribers in the financial year 2007-08 registering an annual growth rate of about 58.12%.
2. 12

The total subscriber base of wireless services has grown from 33.69 million in March, 04 to 261.07 million in March, 08.

Internet Subscribers: The Internet subscriber base in the country as of 31st March 2008 stood at 11.09 million as compared to 9.27 million during the previous year, registering an annual growth rate of about 19.63%.

Broadband Subscribers: The total Broadband subscriber base has reached 3.87 million by the end of March, 2008 as compared to 2.34 million by the end of March 2007 thereby registering a net addition of 1.56 million broadband subscribers during the year 2008.





know about retailers attitude towards BSNL Mobile Service like Cellone, Excel.

To know the general

opinion of the retailers towards

Mobile services. What is their general views regarding different Mobile service providing companies? ➢ To assess competitors of BSNL.

To know about the competitors of BSNL like Airtel, Reliance,

Vodafone, Tata Indicom, Idea etc.
➢ ➢

To judge the awareness level of retailer towards BSNL. To know how many retailers are aware of BSNL services. To know about BSNL’s advertising effectiveness over the retailers. To know the behavior of staff and its effect on services.

➢ To judge the effectiveness of advertising.
➢ ➢



The data was collected through direct interviews from distributors and retailers through questionnaires provided by the BSNL.

The study helped the researcher in understanding the retailers viewpoint with regard to services, facilities, connectivity etc.

The study basically consists of survey of the retailer who deal with users, and collection of their suggestions for betterment of the services. On the basis of analysis the company can improve the services and can make long term competitive consumer friendly strategies.

The purpose of research is to discover answers to question through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered.
According to Redman & Mory

“Research is a systematized effort to gain new knowledge”

The data is collected through survey with the help of questionnaire, personal interviews from distributors, shopkeepers. The questionnaire includes closed as well as open-ended questions.


➢ Primary data is collected with the help of questionnaire. Survey method:(a) Sample size = 235 retailers

(b) Sample unit = Retailer, Distributors. (c)Sample area (d) Sample Type = Kanpur. = Convenience sampling

➢ Secondary data is collected from website, broachers, magazines, newspapers etc.

➢ Due to limited resources researcher could not select more areas to conduct survey. ➢ Some of the respondents were not cooperative.
➢ Limited time period.

➢ The report may be biased due to convenience sampling. ➢ Private Service providers always give hidden information.

Marketing department is the custodian for the customer in the organization. Marketing is expected to understand the customer needs and wants. This is critical to the organization success, as we manage different formats of retail in a country where the customer preferences change every hundred miles. Because of the customer understanding, the department design appropriate

advertising, communication and promotional programs. These are intended to increase footfalls: Increase conversion an impact the sizes of the customers. Essentially marketing has a very strong role in influencing the business. Besides these marketing also manages customer loyalty program for BSNL. There is the customer satisfaction whatever has been provided by BSNL to the customer. The main objective of this study was to check inclination of customers towards BSNL services. In this study we ask about the brand of connection, which an individual customer was using. We also asked about the pattern with which they were wearing it. Hence the main objective to get knowledge of customer choice in the BSNL services.


BSNL or Bharat Sanchar Nigam Limited is India’s largest Communication Service Provider (CSP), and seventh largest in the world. Previously known as DoT (Department of Telecommunications) when it was under federal government control, it became a corporation in 2000.BSNL has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL, and presently commands over 33.8 million Wireline, 2.8 million CDMA-WLL and 22 million GSM Mobile subscribers. BSNL's earnings for the Financial Year ending March 31, 2006 stood at US$ 8.6 billion with a net profit of US$ 1.9 billion. BSNL is a Public Sector Undertaking (PSU) wholly owned by Government of India with a status of 'Mini-Ratna'. BSNL has applied for the status of coveted PSU category, i.e. Navratna, which under consideration of the Government of India.


foundation of Telecom Network in


was laid by British sometime in


Century & history of BSNL

is linked with the beginning of Telecom in India. In 19th century and for

almost entire 20th century, the Telecom in India was operated as a Government of India wing. Earlier it was part of erstwhile Post & Telegraph Department (P&T). In 1975 the Department of Telecom (DoT) was separated from P&T. DoT was responsible for running of Telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. Subsequently in 1990s the telecom sector was opened up by the Government for Private investment, therefore it became necessary to separate the Government's policy wing from Operations wing. The Government of India corporatized the operations wing of DoT on October 01, 2000 and named it as Bharat Sanchar Nigam Limited.

BSNL Present & Future
Since its corporatization in October 2000, BSNL has been actively providing connections in both Urban and Rural areas and the efficiency of the company has drastically improved from the days when one had to wait for years to get a phone connection to now when one can get a connection in even hours. Preactivated Mobile connections are available at many places across India. BSNL has also unveiled very cost-effective Broadband internet access plans (Data One) targeted at homes and small businesses. BSNL plans to add 20 million subscribers annually for the next three years, and to achieve customer base of 120 million by 2008.With the frantic activity in the communication sector in India, the target appears achievable, however due to intense competition in Indian Telecom sector in recent past BSNL's growth has slowed down. Today, BSNL is India's largest Telco and one of the largest Public Sector Undertaking of the country with authorized share capital of $ 3977 million and net worth of $14.32. Bharat Sanchar Nigam Limited (BSNL) - India’s state-owned BSNL owns around 85% of the country’s copper wire local loop networks. The company is the largest telecom operator and the largest public sector enterprise in India, providing basic fixed-line services nationwide, except for the cities of Mumbai

and Delhi. BSNL lost its exclusive rights to local access and national telephony in 2001. To compensate for reduced revenues, it built a national GSM network and entered the mobile sector, becoming one of the country’s biggest GSM operators. The company also entered the international telephony market in February 2003.

ABOUT BSNL BSNL is the largest company in telecommunication, which is easily understood by the mergence of various reputed private companies like Reliance, Airtel, Vodafone etc. These companies register their share in BSNL and at every years ending they allocate 60% of their shares to the company.




Vision, Mission & Objective of BSNL

To become the largest telecom Service Provider in South East Asia.

To provide world class State-of-art technology telecom services on demand at affordable price.

ii. To provide world class telecom infrastructure to

develop the country's economy. OBJECTIVES
• •

To be a Lead Telecom Services Provider. Build customers confidence through quality and reliable service. Provide Bandwidth on demand. Contribute towards: National Plan Target of 250 million subscriber base for the country by December 2007. country by 2010 as per Broadband Policy 2004.

• • i.

ii. Broadband customers base of 20 million in the iii. Telephone in all villages.

iv. Implementation of Triple play as a regular commercial proposition.



Services provided by BSNL
When it comes to connecting the four corners of the nation, and much beyond, one solitary name lies embedded at the pinnacle - BSNL. A company that has gone past the number games and the quest to attain the position of a leader. It is working round the clock to take India into the future by providing world class Telecom services for people of India. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brand of the Nation.

Driven by the very best of Telecom technology from chosen

global leaders, it connects each inch of the nation to the infinite corners of the globe, to enable you to step into tomorrow.

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• • •


Transmission Systems as on 30.03.2008 Transmission Systems Digital (Route kms) Coaxial Microwave UHF Optical Fiber (Route kms) 7,824 82,730 55,130 5,70,116

What is GSM?
GSM (Global System for Mobile communications) is an open, digital cellular technology used for transmitting mobile voice and data services. GSM differs from first generation wireless systems in that it uses digital technology and time division multiple access transmission methods. GSM is a circuit-switched system that divides each 200kHz channel into eight 25kHz time-slots. GSM operates in the 900MHz and 1.8GHz bands in Europe and the 1.9GHz and 850MHz bands in the US. The 850MHz band is also used for GSM and 3GSM in Australia, Canada and many South American countries. GSM supports data transfer speeds of up to 9.6 kbit/s, allowing the transmission of basic data services such as SMS (Short Message Service). Another major benefit is its international roaming capability, allowing users to access the same services when travelling abroad as at home. This gives consumers seamless and same number connectivity in more than

210 countries. GSM satellite roaming has also extended service access to areas where terrestrial coverage is not available.

Services:With more than 2 billion people using GSM and approximately 80 percent of the world's population covered by mobile networks, GSM is fast becoming the preeminent way to deliver information, communication and entertainment services to people worldwide. From the launch of traditional voice services in the early 1990s, the GSM family of technologies has become increasingly sophisticated and GSM networks now offer a wealth of mobile data and entertainment services. The growth of SMS (Short Messaging Service), also known as 'text messaging', continues, with an estimated one trillion messages sent globally in 2005. More advanced messaging services - such as MMS (Multimedia Messaging Service), IM (Instant Messaging) and mobile email - offer users an even richer mobile messaging experience. Mobile communications also has the opportunity to become the new personal entertainment and information medium of choice. Already dubbed the 'fourth screen,' after television, cinema and the PC, the industry is delivering a vast array of media rich content to users throughout the world. Such services include advanced mobile gaming applications, mobile music, and TV and video content. For users, the mobile phone offers convenience, immediacy and personalization. Such benefits have fostered the growth of location-based services and mobile commerce applications. Meanwhile users are also able to enjoy the experience of accessing Internet-style services on hundreds of thousands of WAP sites that contain much of the information and images found on the wider Internet.

GPRS Platform:
GPRS (General Packet Radio Service) is the world's most ubiquitous wireless data service, available now with almost every GSM network. GPRS is a connectivity solution based on Internet Protocols that supports a wide range of enterprise and consumer applications. With throughput rates of up to 40 kbit/sec, users have a similar access speed to a dial-up modem, but with the convenience of being able to connect from anywhere. GPRS customers enjoy advanced, feature-rich data services such as colour Internet browsing, e-mail on the move, powerful visual communications such as video streaming, multimedia messages and location-based services. For operators, the adoption of GPRS is a fast and cost-effective strategy that not only

supports the real first wave of mobile Internet services, but also represents a big step towards 3GSM (or wideband-CDMA) networks and services

What is EDGE?
Further enhancements to GSM networks are provided by Enhanced Data rates for GSM Evolution (EDGE) technology. EDGE provides up to three times the data capacity of GPRS. Using EDGE, operators can handle three times more subscribers than GPRS; triple their data rate per subscriber, or add extra capacity to their voice communications. EDGE uses the same TDMA (Time Division Multiple Access) frame structure, logic channel and 200kHz carrier bandwidth as today's GSM networks, which allows it to be overlaid directly onto an existing GSM network. For many existing GSM/GPRS networks, EDGE is a simple software upgrade. EDGE allows the delivery of advanced mobile services such as the downloading of video and music clips, full multimedia messaging, high-speed colour Internet access and e-mail on the move. Due to the very small incremental cost of including EDGE capability in GSM network deployment, virtually all new GSM infrastructure deployments are also EDGE capable and nearly all new mid- to high-level GSM devices also include EDGE radio technology. The Global mobile Suppliers Association (GSA) states that, as of April 2006, there were 139 commercial GSM/EDGE networks in 78 countries, out of a total of 192 EDGE deployments in 102 countries. The regional breakdown of commercial EDGE networks is 59 in Europe, 45 in the Americas and Caribbean, 21 in Asia, and 14 in Africa and the Middle East. The GSA notes that 212 EDGE devices are launched in the market, including 34 devices supporting both EDGE and 3GSM/W-CDMA, and 10 devices supporting EDGE and WCDMA/HSDPA.

Making the Internet Mobile:
With the introduction of .mobi we have now enabled our popular GSM coverage maps and roaming information to be browsed on your mobile device*. Network, Services and Roaming information are continually updated to reflect the evolving situation worldwide. The coverage maps, updated quarterly, allow you to see where exactly you can use your phone. On your device visit for over 200 coverage maps worldwide.

WLL Service:


Tarang WLL-M is a communication system that connects customers to the The PSTN network using radio frequency signals instead of conventional copper wires, for the full or part connection between the subscriber and the exchange This comes with superior voice quality and high speed data capabilities. CDMA is popular with more than 100 million subscribers worldwide, and the number keeps on increasing exponentially. Terminal Type: Hand Held Terminal.

Service using Hand Held Terminal (WLL-M service) In this case, subscriber can carry a small handset of CDMA technology. There is no antenna or any other equipment at subscribers premises. Why Choose BSNL'S TARANG CDMA Mobile BSNL's WLL Tarang service is the most reliable and affordable service giving you the best of both fixed line telephony & Mobile telephony. It offers host of value added services at virtually no cost to our esteemed subscribers. Customer may get the handset by paying premium approx. Rs. 20/- per month only for the comprehensive policy taken for the cost of handset. SERVICES of Tarang WLL Tarang WLL-M offers you a host of value-added services: Voice-mail service: 24 hour personal call answering service Call waiting: allows you to receive an incoming call while already engaged in one call. Call hold: allows you to put a current call on hold and make a second call Call divert: allows you to divert calls within your SDCA 3-way call conferencing: allows a conference between 3

persons from your mobile handset. CLIP (Caller Line Identification Presentation): enables you to view the number of the calling person when you receive a call

CLIR (Call Line Identification Restriction): enables you to block presentation of your own number on a called person's phone Dynamic STD/ISD locking. Data / Fax transmission (upto 14.4.kbps). Morning alarm / Hotline.


Cellular Mobile Service

Countrywide Cellular Service

Pre-paid Card

BSNL’s GSM cellular mobile service CellOne has a customer base of over 5.2 million. CellOne provides all the services like MMS, GPRS, Voice Mail, E-mail, Short Message Service (SMS) both national and international, unified messaging service (send and receive e-mails) etc. You can use CellOne in over 160 countries worldwide and in 270 cellular networks and over 1000 cities/towns across India. It has got coverage in all National and State Highways and train routes. CellOne offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi).

(As on 30.03.2008)

Total number of connections

- 2,00,63,294

(As on 30.03.2008)

District Headquarters covered

- 725

• • • •

Total number of villages covered National Highway covered (Km) State Highway covered (Km) Railway route covered (Km)

- 1,79,857 53,052 48,116 24,479

Total Numbers of Mobile Connections in Kanpur (As on 30.03.2008) Post Paid Connections Pre- Paid Connections 92,948 2,87,829


Advertisement Strategy of BSNL:


Mobile Services
BSNL’s cellular service , India’s fastest growing cellular service , has taken the cellular telephony to the masses through innovative technology and strategic pricing .



Cellone is the Post paid service of the BSNL. It offers you a host of value added services and unmatched features not found in any other Cellular service As a proud subscriber of CellOne service you will stay in touch with your nears and dears any where in India because Cellone is the only Cellular service which is available in all major cities and covers all major highways. CellOne gives you all India roaming facility (including Delhi and Mumbai) and International roaming facility to more than 300 networks across the world. As a CellOne subscriber you will enjoy benefits like: No security Deposit if you are an existing BSNL subscriber. No security deposit or monthly rental for national roaming facility in Plan-325 & 525 Free BSNL to BSNL calls Local as well as Std under 725 plan and unlimited use of GPRS services on mobile and computer. Voice Mail recording and receiving facility free. CLIP free. Call waiting and Call holding facility free.


Why should you choose CellOne? • For the first time in the country, all major towns and cities are covered through our network • •

All major national and state highways are covered National and International SMS facility International roaming available for more than 300 networks across the world. See list>>

• •

The facility of one number roaming across the country Appropriate and reasonable tariff packages to suit every pocket Absolute transparency in billing. See your CellOne bills online no matter whatever place you belong to>>

All regular features of cellular telephony, such as SMS as well as advanced features like MMS are available.

24 Hour helpline all across the country.

The only Mobile service available throughout the country including Jammu and Kashmir and North Eastern states like Arunachal Pradesh, Nagaland, and Mizoram etc.
BSNL Service Plus:

CellOne provides a number of Value Added Services. These services helps BSNL serve you better & enhance the ease & quality of communication thus bringing global connectivity at your doorstep.


Voice Mail Service Value Added Services SIM Based service

Short Message Service (SMS) Group Messaging National & International roaming Call forwarding Corporate Virtual Private Network Call conferencing Friend and Family Talk Call waiting and Call holding facility Unified Messaging Services: This provides Voice mail, FAX, e-mail, text to voice services on your mobile phone. So stay in touch with your nears and dears by means you like the most. Wireless Application Protocol (WAP): Surf WAP enabled websites on Internet using this service. Excel: The Pre Paid mobile service

Pre-paid Service of CellOne

Excel is the Pre paid service of the CellOne Cellular Service of BSNL. It offers you a host of value added services and unmatched features not found in any other Cellular service. All India roaming facility is also available on Excel service. Initial activation charges for Excel is NIL and free talk value of Rs. 5/ is given to all subscribers.
Excel Pre paid cards are available in the denominations of Rs. 50,110, 175, Rs. 500, Rs. 1000 and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and 180 days respectively.

Moreover, on any later date if you want to convert your Excel pre-paid scheme to post paid scheme it can be done without paying any additional activation charge. The unutilized balance amount will not be adjusted in the post-paid scheme. (This conversion facility is subject to technical )


A host of value added services are also available at very economical charges:
Voice Mail Service Short Message Service (SMS) All India Roaming Call Forwarding(within same Service Area) Call Conferencing Call Waiting and Call holding facility Wireless Application Protocol(WAP): Surf WAP enabled websites on Internet using this service. Unified Messaging Services: Integrate your Mobile phone with the Internet and access your e-mails, faxes, voice mail etc on your mobile phone. To avail this service you can got to

So what's in store for India's wireless future ? The number of wireless subscribers will likely reach about 150 million, roughly the size of the US marked today. Sustaining a profitable business will be a challenge, given that ARPU is relatively low by world standards. However, companies with enough volume (such as Bharti or Reliance) should be able to thrive in India, especially with a growing overall economy. The political landscape, though altered recently, does not appear to be a large threat to growth at this time. Here are some significant markers ahead: • Consolidation of operators - only the largest ones will survive. • Intense competition, especially as operators try to match Reliance's growth rate. • Push-to-talk enters the market this year (Tata plans to roll out telecom BREW Chat platform). • 3G deployments later this year and in subsequent years will help boost data usage, and increase voice capacity. Risks: There are risks to India's growth story. These include: • Possible faltering economy sometimes in the next few years.

• •

Regulators putting the brakes on growth. Political turmoil with Pakistan disrupting the region. Foreign investment in the sector getting stymied by regulator .



The Project Vijay
The Project conducted by region was a Project 1st Phase of the overcome the and further strategies to fight market. This project was overcoming the spite of being company. It being conducted for the slow growth of BSNL in Asia’s largest telecom showed various areas

Vijay begin
BSNL in the UP East follow up program of SHIKHAR which was the BSNL’s effort to draw backs of it working implementing its the competition in the

where BSNL was lacking to face the competition and how to use critical skills to face other telecom companies which are globally established. The Project Vijay was mainly conducted for retailers to know the problems which lead to the slow growth of BSNL and knowing why consumers who where earlier attached with BSNL and where using its services has now diverted towards other operators. To know this problem a Questionnaire was begin prepared by BSNL which covered the major possible area which could lead diversification of consumer.

Method for Data Collection:
The Primary Data was being collected by surveying about 235 retailers through a questionnaire method in a simple format adopted both in Hindi and English for the ease of retailers to understand the questions easily.

The questionnaires used were of two kinds: Questionnaire 1- This was a single page questionnaire which was required to gather general information about the retailer who does wants to give his full business detail.


(A sample of Questionnaire 1)


Questionnaire 2: This was an extensive questionnaire which consisted of 3 pages and was required to gather the entire

information about the retailer’s business information regarding the telecom business being done by a retailer.
(A Sample of Questionnaire 2)

Page 1


Page 2


Page 3


Main areas of the Survey: Key Objectives:
• To baseline existing retailer before

pilot launch. • To develop channel norms for franchisee and service frequency, based on analysis of retailer universe.

Geography covered:

• Survey to be conducted in each SSA of circle.

• Both urban & rural areas to be covered.

Survey Duration:
• Survey to be completed in 3-4 weeks duration.

• Conveyance, based on TA rate.

• Incentive on every form filled.

Questionnaire Template:
• Survey Questionnaire.

• General instructions sheet.

Process of the Survey:
Survey process • Need to ensure sufficient surveyors are appointed to cover all retailers in survey duration. • Need to assign areas to retailer managers (every day/ every alternate day) • Update "Survey Tracker" with details of survey visits, and send to project Vijay node at circle office. • Collect filled in survey questionnaires from the retailer managers • Provide sufficient blank questionnaires to retailer managers Monitor data entry operator
• Format for entry will be provided; ensure correct data entry of questionnaire



Validation of filled in survey questionnaires • Follow-up with survey team members during the day, to make sure they are actually going to retailers. • Cross-check with sample set of forms for each survey team member, to make sure information is correct Compensation for survey teams • Conveyance, based on TA/ DA rate • Incentive on every form filled. E.g. Rs. 7 per form paid in UP (E) circle • Incentive will be withdrawn if form is found fake in validation later. • Ensure communication of compensation details to retailer managers.


General Instructions of the Survey to be carried out by the surveyor:


Main Strengths of BSNL: -Ease of the Project Vijay:


BSNL Ab Aapke Dawaar concept can help address
several issues with BSNL's sales and distribution in rural areas. 1. Provides 'on-the-ground' customer feedback for improving network availability and service. 2. Lack of grassroots feedback about network availability and service quality. 3. Leads to enhanced reach in rural areas through appointment of new rural retailers. 4. Poor reach in rural areas. 5. Increased number of customers in such areas will enhance. 6. BTS/exchange utilization. 7. Low utilisation of certain BTS/ wireline exchanges. 8. Widespread availability, publicity and awareness at the grassroots level is ensured through this process. 9. Low awareness and availability of BSNL products.


Following market domination by GSM operator Bharti since the mid -1990s, a change in the licensing of the mobile market allowing CDMA WLL operators to offer fully mobile services has propelled Reliance to the top spot. The new licensing regime, which came into effect in November 2003, has also triggered a process of consolidation in the market, which is rationalizing the number of GSM players down to a handful – from 12 at end 2003 Outlook: The increased competition level following the entry of the CDMA payers - in particular the aggressive Reliance combined with reduces handset duties and lowered licence fees for expanding mobile players, should drive the mobile market to outgrow the fixed 'market by end -2004.

Until 2003, India was a GSM -- only mobile market with 12 operators holding licenses across 23 circles. However the Telecom Regulatory Authority of India's (TRAI) decision In November 2003 to adopt a single licensing regime covering both basic (fixed-local) and a mobile service has completely altered the market's complexion. The ruling allowed basic service providers, through migration to their CDMA WLL systems, in direct competition with incumbent GSM network operators. A period of consolidation is now taking place, with the total number of players in the market likely to number just five or six by end of 2004, CDMA operator Reliance Infocom has also become the largest operator in the market, with 8.7m subscribers at August.


Research Methodology: Research is the cornerstone of any science, including both the hard sciences such as chemistry and physics and the social (or soft) sciences such as psychology, management, or education. It refers to the organized, structured, and purposeful attempt to gain knowledge about a suspected relationship. Many argue that the structured attempt at gaining knowledge dates back to Aristotle and his identification of deductive reasoning. Deductive reasoning refers to a structured approach utilizing an accepted premise (known as a major premise), a related minor premise, and an obvious conclusion. This way of gaining knowledge has been called a syllogism, and by following downward from the general to the specific, knowledge can be gained about a particular relationship. 1. Developing Hypothesis: The hypothesis is directly related to a theory but contains operationally defined variables and is in testable form. Hypotheses allow us to determine, through research, if our theory is correct. In other words, does prior work experience result in better grades? When doing research, we are typically looking for some type of difference or change between two or more groups. In our study, we are testing the difference between having work experience and not having work experience on college grades. Every study has two hypotheses; one stated as a


difference between groups and one stated as no difference between groups.


Sampling: In a

A population refers to the entire pool of possible subjects.

classroom or other setting where the entire population is relatively small, testing all subjects may be simple. However, if we are attempting to understand or gain knowledge related to a large population, such as all third grade children, all depressed adults, or all retail employees, gathering and testing everyone would be relatively impossible. In this situation, we would need to gather a sample of the population, test this sample, and then make inferences aimed at the entire population of which they represent.
 Area of my research: -West Kanpur  Sample size: - 235 retailers.



Data Analysis and Interpretation
Q.-1. Do you sell SIM cards?
Responses Yes No Total No. of Responses 235 0 235 Percentage 100% 0% 100%

Interpretation: - As it is clear from the above graph that 100% retailers sell all sim cards.

Q.-2. If yes,

of which company?

Company Name

No of Connections Sold monthly


Vodafone Airtel BSNL

45 20 40 62

19% 8% 17%

Reliance Total

130 235

55% 100%

Interpretation: -

As it is clear from the above graph that 45 Hutch connection, 20 Airtel connection, 40 BSNL connection and 130 Reliance connections are being sold.

Q.-3. Do you sell recharge card of all brands? Yes 187 80% No 48 20%

Interpretation: -

It is clear from above graph that 80% retailers sell recharge card of all the brands.

Q.-4. Do you sell BSNL mobile connections Pre Paid & Post Paid? Yes 176 75% No 59 25%


Interpretation: - The above graph shows that only 75% of retailers are interested in selling BSNL Connections. Q.-5 By which media you get the information about BSNL?

Media Newspaper T.V. Magazines Radio Internet Total

No. of respondents 120 60 8 12 35 235

Percentage 50% 25% 4% 6% 15 100%

Interpretation: -

As it is clear from the above graph that 30% respondents came to know about BSNL through T.V. and 60% respondents came to know from newspapers. It can be concluded that BSNL should focus their attention to Magazines and Radio advertisement.

Q.-6. Which attribute you like most in BSNL mobile service? Please give rank on scale from 1 to 5. Responses Cheaper than other Better networking Good service Easy availability Any other No. of respondents 88 48 42 38 19 64 Percentage 38% 20% 18% 16% 8% Rank 1st 2nd 3rd 4th 5th




Q.-7. Are you satisfied from the BSNL services? Responses Satisfied Unsatisfied Total No. of respondents 157 78 235 Percentage 62% 38% 100%

Interpretation: related to services

As it is clear from the above graph that 62% retailers are satisfied from

services and 38% retailers are dissatisfied from its services. This graph shows the problem

Q.-8. If no, then specify your problem area? Problems Call Drop Unclear Voice Network Busy Connectivity problem Ineffective Agents Total No. of Respondents 12 20 12 7 27 78 Percentage 15% 25% 15% 9% 35 100%


Interpretation: -

As it is clear from the above graph that 15% retailers not satisfied because call drop, 25% are not satisfied because of unclear voice, 15% are not satisfied because of network busy and 9% have connectivity problems and 35% of retailers are not satisfied with the agents and officials.


Are you satisfied from their grievance handling system? No. of Respondents 115 120 235 Percentage 48% 52% 100%

Responses Satisfied Dissatisfied Total

Interpretation: -

As it is clear from the above graph that 48% respondents are satisfied from grievances handling system and 52% respondents are not satisfied. This shows the problem solving ability of mobile section. Some improvement will be necessary.


Q.-10. From which department you are not satisfied? Department Customer service Dept Distribution department Customer care Dept. Any other Dep. Total No. of respondents 20 62 143 10 235 Percentage 8% 26% 60% 4% 100%

Interpretation: -

It is clear from the above graph that 20 respondents are not satisfied from bill dept, 62 respondents are not satisfied from Distribution dept., 13% respondents are not satisfied from service dept. and 10% respondents not satisfied from other department

Q.11. Behavior of BSNL employees towards problem solving? Responses Satisfactory Dissatisfactory Can’t say Total No. Respondents 95 104 36 235 Percentage 40% 44% 15% 100%


Interpretation: -

As it is clear from the above graph that 95 respondents said that behavior of BSNL employees is satisfactory and other 104 respondents said that behavior of BSNL employees is not satisfactory 36 can’t say. This graph shows the behavior of BSNL employees towards problem solving is not satisfactory so they should improve their behavior regarding their problem solving.


The conclusion is base done the data collected from the survey in KANPUR city. These are as follows1. CELLONE postpaid connection has high quality to attract customer. 2. Customer cannot face difficulty to buy this postpaid connection. 3. CELLONE postpaid connection consume less time to activate. 4. Their services are better than other competitors of the market. 5. The problem faced was by the Prepaid Recharge card retailers who were not able to tell their problem which occurred during e topping a mobile .if the customers card didn’t received the desired amount. 6. BSNL should provide more excel cards in the market with easy availability. 7. Network should be fast. 8. BSNL should improve customer care services.

9.BSNL should cut down services charges for ordering of connections much simpler and understandable to normal person. 10.BSNL should conduct feedback survey from representative to know about consumer’s problems. their

11.BSNL should provide such facilities, which can able to retain or increase their legal customer rate. 12.BSNL should provide new tariff information attach with their bills. 13.BSNL should make SMS free. 14.The suitable advertising campaign can be carried 15.BSNL should provide mobile handset at a cheaper rate. 16.BSNL payment should be in easy installments basis. 17.BSNL should give training to its employees every year.


➢ The BSNL is a Government organization and people have more faith. ➢ Large distribution of network. ➢ Peoples are aware about the BSNL. ➢ Transparent services, no hidden charges. ➢ Better coverage and multi services.

➢ The Tariff is decided by BSNL Board. ➢ The powers are centralized. ➢ The employee’s strength is high.
➢ The expenditure on salary is high.

➢ The BSNL has more variety and better quality of services it can highlight these attribute in its advertisement.


➢ The BSNL having vast infrastructure and man power it should start other services

like shopping complex, LIC, Loan etc.

➢ The competition is increasing. ➢ Other service providers are influencing the market.
➢ Competitors are coming with new schemes and technologies.

Bibliography Books: Marketing By Philip Kotler Magazines: Business Today. Economic Times.

71 Broachers: - From BSNL Additional help from the employees of BSNL.


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