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INDEX

S.N

TITLE

PAGE NO.

1.

PREFACE

2.

ACKNOWLEDGMENT

3.

DECLARATION

4.

EXECUTIVE SUMMRAY

5-6

5.

CHAPTER 1 (INTRODUCTION OF THE


PROJECT)

7-8

2.

CHAPTER 2 (INDUSTRY OVERVIEW)

10-26

3.

CHAPTER 3 (COMPANY PROFILE &


ANALYSIS)

28-45

4.

CHAPTER 4 (COMPETITORES )

47-62

5.

CHAPTER 5 (RESEARCH METHODOLOGY)

64-66

6.

CHAPTER 6 (DATA ANALYSIS)

68-92

7.

LIMITATIONS

93

8.

CONCLUSION

94-95

9.

FINDINGS

10.

SUGGESTION AND RECOMMENDATIONS

11.

BIBLIOGRAPHY

12.

ANNEXURE

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96
97-99
100
101-106

PREFACE
In the study of Management, is a vital role of making and analyzing different project
reports with their importance parameters. As students of MBA, i got this golden
opportunity of preparing the Grand Research Report on counter attack of reliance
communication on Airtel, Idea, Vodafone, Tata Indicom, and Bsnl. Seeking this
project I have analyzed that customers has the different perceptions regarding the
different schemes of the company.

As a part of the program of MBA syllabus I choose Reliance Communication for grand
project because, its management, administration, co-operation with societies and
employees and price policy is very well. Reliance Communication is a well-known name
in the telecommunication industry.

Thus as a part of my study, I have made this project report by concentrating on


awareness of mobile users regarding different schemes provided by telecom companies
and their satisfaction level.

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ACKNOWLEDGEMENT
As I know, theoretical knowledge is of no use unless and until we know how practically
the things work. Hence, MBA is expected to know both, the theoretical as well as the
practical aspects of business.

I am thankful to MAIET, MANSAROVAR, JAIPUR

to providing me this golden

opportunity. I am also thankful to my Faculty Guide Mr. Ankur Rastogi who gave full
support and encouraged me for preparing this report.

I am also thankful to Reliance Communication for granting permission for my project. I


am also very thankful to Mr. Sumit Aggarwal for all his support through the completing
project. And finally thanks for all the employees of Reliance Communication who have
helped me in completing my project successfully.

AJAY KUMAR BHAIRA

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DECLARATION

I, HEREBY, DECLARE THAT THE MINOR CAPSTONE PROJECT TITLED COUNTER


ATTACK OF RELIANCE SCHEMES ON AIRTEL, IDEA, VODAFONE, BSNL AND
TATA INDICOM IS ORIGINAL TO THE BEST OF MY KNOWLEDGE & HAS NOT
BEEN PUBLISHED ELSEWHERE. THIS IS FOR THE PURPOSE OF PARTIAL
FULFILLMENT OF MAIET REQUIREMENTS FOR THE AWARD OF THE TITLE OF
MASTER OF BUSINESS OF ADMINISTRATION, ONLY.

SUBMITTED BY:
Arpita Mathur

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SIGNATURE:

EXECUTIVE SUMMARY
These days organizations are looking forward to obtain competitive edge over their
competitors through highly developed employee skills, distinctive organizational
cultures, management processes and systems which are in contrast to traditional
emphasis on transferable resources such as equipment that can be purchased any time
by the competitors.

In RELIANCE also much work is done to develop the Marketing competencies so as to


have better results. In this context a part from the various departments the Marketing
sales department has got a crucial role to play.

In my study i have analyzed the counter attack of

reliance communication with

competitor. For this I have to go to different Retailers, mobile users and find out what
actually they think of the services given by the company.

Similarly as a part of my schedule, I have not only analyzed counter attack of reliance
communication but also got a chance to meet different retailers and know what is the
stand of reliance in front of its competitors and what the problems they are facing are
and how we can solve their problems. We also analyzed the how communication flow
from retailer to consumer. Thus the task was not only restricted in the purview of
interaction with the retailers but also providing an insight about understanding the
channel distribution.

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Thus the induction program followed by the associate manual not only makes the
employees familiar with the company but also make them enthusiastic to face
challenges and motivate to work for the growth of the organization.
The second part consists of data and their analysis, collected through a survey done on
100 people. It covers the topic counter attack of

reliance communication with

competitor. The data collected has been well organized and presented. Hope the
research findings and conclusions will be of use. It has also covered why people are not
happy with the service provided by the salesman. The advisors can take further steps to
approach more and more people and indulge them for taking their advices.
The whole task was manual and interactive, giving us a chance to have a word with the
customers.

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Introduction of project:
My major subject is marketting and my projects focus will be in the area of telecom
sector and my topic is Counter attack of Reliance Communication on Airtel, Idea,
Vodafone,Tata Indicom, Bsnl.

The project is mostly focused on the different schemes provided by the telecom
companies. And more focuses on the how it would provide benefits to the customers.

Rationale for selecting this project in telecom sector:


Today the Indian telecommunications network with over 500 Million
subscribers is second largest network in the world after China. India is also
the fastest growing telecom market in the world with an addition of 9- 10
million monthly subscribers.

The telecom network in India is the fifth largest network in the world meeting
up with global standards. Presently, the Indian telecom industry is currently
slated to an estimated contribution of nearly 1% to Indias GDP.

The project is selected by me because now a days the competition


prevailing in the Telecom industry is very high. Different schemes
provided by the different companies are somewhat similar in nature
but which scheme provide more benefit in terms of money &
satisfaction from the particular scheme.

So I wish to study the various schemes outcomes with respect to the


customers perception.
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Expected Contribution
1. To study the customers perception regarding various schemes.
2. To find the loyal customers enjoying regular benefits of different schemes.

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INDUSTRY OVERVIEW

Overview Of Telecom Industry


Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth
and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of
telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA,
and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private
Players are putting in their resources and efforts to improve the telecommunication technology so as to
give the maximum to their customers.

Telecommunications in India
For the past decade or so, telecommunication activities have gained momentum in
India. Efforts have been made from both governmental and non-governmental
platforms to enhance the infrastructure. The idea is to help modern telecommunication
technologies to serve all segments of Indias culturally diverse society, and to transform
it into a country of technologically aware people.

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History of Indian Telecommunications


Year
1851- First operational land lines were laid by the government near Calcutta
1881 - Telephone service introduced in India
1883- Merger with the postal system
1923- Formation of Indian Radio Telegraph Company (IRT)
1932- Merger of ETC and IRT into the Indian Radio and Cable
Communication Company (IRCC)
1947- Nationalization of all foreign telecommunication companies to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications
1985- Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own regulator
(separate from the postal system)
1986- Conversion of DOT into two wholly government-owned companies: the
Videsh Sanchar Nigam Limited (VSNL) for international telecommunications
and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan
areas.
1997 Telecom Regulatory Authority of India created.
1999 Cellular Services are launched in India. New National Telecom Policy is
adopted.
2000 DoT becomes a corporation, BSNL

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About Telecommunication Industry


Today the Indian telecommunications network with over 375 Million
subscribers is second largest network in the world after China. India is also
the fastest growing telecom market in the world with an addition of 9- 10
million monthly subscribers.

The telecom network in India is the fifth largest network in the world meeting
up with global standards. Presently, the Indian telecom industry is currently
slated to an estimated contribution of nearly 1% to Indias GDP.

Driven by rising income levels and favorable demographics, India is poised


to at least double its GDP in nominal terms from current levels by FY 2010,
as stated in one of the recent reports released by Merrill Lynch.

This era of rapid economic growth has been accompanied by exponential


growth in the telecom sector, particularly on the wireless side.

India has reached a wireless penetration of 8.3% in FY 2006, and its mobile
base has increased at a compounded annual growth rate of 85% over the
last seven years.
With increasing network coverage and affordability this growth is expected to
continue in the medium term.
With about 20.93 million mobile and broadband & telephone customers on
March 31, 2006, the Company is the largest private integrated telecom player
in India
It has invested approximately Rs 215 billion in the telecom sector and had
annual revenue of Rs. 117 billion in the year under review.
The Company has a market capitalization of over Rs. 760billion and is among
the top 10 listed entities in India.

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Introduction
The Indian Telecommunications network with 110.01 million connections is
the fifth largest in the world and the second largest among the emerging
economies of Asia.
Today, it is the fastest growing market in the world and represents unique
opportunities for

U.S. companies in the stagnant global scenario.

The total subscriber base, which has grown by 40% in 2005, is expected to
reach 250 million in 2007.According to Broadband Policy 2004, Government
of India aims at 9 million broadband connections and 18 million internet
connections by 2007.
The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57
million in FY 2004-2005. In the last 3 years, two out of every three new
telephone subscribers were wireless subscribers. Consequently, wireless now
accounts for 54.6% of the total telephone subscriber base, as compared to
only 40% in 2003.
Wireless subscriber growth is expected to bypass 2.5 million new subscribers
per month by 2007. The wireless technologies currently in use are Global
System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA).
There are primarily 9 GSM and 5CDMA operators providing mobile services
in 19 telecom circles and 4 metro cities, covering 2000 towns across the
country.

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The
list
of
telecom
operators
operating
in
India with their
market share is
detailed
a s
under:

Recent things to watch out in Indian telecom sector are:


1. 3G and BWA auctions
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2. MVNO
3. Mobile Number Portability
4. New Policy for Value Added Services
5. Market dynamics once the recently licensed new telecom operators start rolling out
6. Services.
7. Increased thrust on telecom equipment manufacturing and exports.
8. Reduction in Mobile Termination Charges.
9. Due to technological advancement and increase in traffic.

Major Players
There are three types of players in telecom services:
State owned companies (BSNL and MTNL)
Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)
Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures,
Escotel, Idea Cellular, BPL Mobile, Spice Communications)

BSNL
On October 1,
2000
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the

Department of Telecom Operations, Government of India became a


corporation and was renamed Bharat Sanchar Nigam Limited (BSNL).
BSNL is now Indias leading Telecommunications Company and the
largest public sector undertaking. It has a network of over 45 million lines
covering 5000 towns with over 35 million telephone connections.
The state-controlled BSNL operates basic, cellular (GSM and CDMA)
mobile, Internet and long distance services throughout India (except Delhi
and Mumbai).
BSNL will be expanding the network in line with the Tenth Five-Year Plan
(1992-97). The aim is to provide a telephone density of 9.9 per hundred by
March 2007.
BSNL, which became the third operator of GSM mobile services in most
circles, is now planning to overtake Bharti to become the largest GSM
operator in the country. BSNL is also the largest operator in the Internet
market, with a share of 21 per cent of the entire subscriber base.
BHARTI AIRTEL
Established in 1985, Bharti has been a pioneering force in the telecom
sector with many firsts and innovations to its credit, ranging from being the
first mobile service in Delhi, first private basic telephone service provider
in the country, first Indian company to provide comprehensive telecom
services outside India in Seychelles and first private sector service
provider to launch National Long Distance Services in India.

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for


promoting investments in telecommunications services. Its subsidiaries
operate telecom services across India. Bhartis operations are broadly
handled by two companies: the Mobility group, which handles the mobile
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services in 16 circles out of a total 23 circles across the country; and the
Infotel group, which handles the NLD, ILD, fixed line, broadband, data,
and satellite-based services.
Together they have so far deployed around 23,000 km of optical fiber
cables across the country, coupled with approximately 1,500 nodes, and
presence in around 200 locations.
The group has a total customer base of 6.45 million, of which 5.86 million
are mobile and 588,000 fixed line customers, as of January 31, 2004.
In mobile, Bhartis footprint extends across 15 circles. Bharti TeleVentures' strategic objective is to capitalize on the growth opportunities
the company believes are available in the Indian telecommunications
market and consolidate its position to be the leading integrated
telecommunications services provider in key markets in India, with a focus
on providing mobile services.

MTNL
MTNL was set up on 1st April 1986 by the Government of India to upgrade
the quality of telecom services, expand the telecom network, and
introduce new services and to raise revenue for telecom development
needs of Indias key metros Delhi, the political capital, and Mumbai, the
business capital. In the past 17 years, the company has taken rapid
strides to emerge as Indias leading and one of Asias largest telecom
operating companies.

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The company has also been in the forefront of technology induction by


converting 100% of its telephone exchange network into the state-of-theart digital mode.

The Govt. of India currently holds 56.25% stake in the company. In the
year 2003-04, the company's focus would be not only consolidating the
gains but also to focus on new areas of enterprise such as joint ventures
for projects outside India, entering into national long distance operation,
widening the cellular and CDMA-based WLL customer base, setting up
internet and allied services on an all India basis. MTNL has over 5 million
subscribers and 329,374 mobile subscribers.

While the market for fixed wire line phones is stagnating, MTNL faces

intense competition from the private playersBhatia, Hutchison and Idea


Cellular, Reliance Infocommin mobile services. MTNL recorded sales of
Rs. 60.2 billion ($1.38 billion) in the year 2002-03, a decline of 5.8 per cent
over the previous years annual turnover of Rs.63.92 billion.

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TATA TELESERVICES
Tata Teleservices is a part of the $12 billion Tata Group, which has 93

companies, over 200,000 employees and more than 2.3 million


shareholders.
Tata Teleservices provides basic (fixed line services), using CDMA

technology in six circles: Maharashtra (including Mumbai), New Delhi,


Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has over 800,000
subscribers. It has now migrated to unified access licenses, by paying a
Rs.5.45 billion ($120 million) fee, which enables it to provide fully mobile
services as well.
The company is also expanding its footprint, and has paid Rs 4.17 billion
($90million) to DoT for 11 new licenses under the IUC (interconnect usage
charges) regime.
The new licenses, coupled with the six circles in which it already operates,
virtually gives the CDMA mobile operator a national footprint that is almost
on par with BSNL and Reliance Infocomm.
On April 1, 1986, the Videsh Sanchar Nigam Limited (VSNL) - a wholly
Government owned corporation was born as successor to OCS.
The company operates a network of earth stations, switches, submarine
cable systems, and value added service nodes to provide a range of basic
and value added services and has a dedicated work force of about 2000
employees.
VSNL's main gateway centers are located at Mumbai, New Delhi, Kolkata
and Chennai. The international telecommunication circuits are derived via
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Intelsat and Inmarsat satellites and wide band submarine cable systems
e.g. FLAG, SEA-ME-WE-2 and SEA-ME-WE-3.
The company's ADRs are listed on the New York Stock Exchange and its
shares are listed on major Stock Exchanges in India.
The Indian Government owns approximately 26 per cent equity, M/s Pan

atone Finvest Limited as investing vehicle of Tata Group owns 45 per cent
equity and the overseas holding (inclusive of FIIs, ADRs, Foreign Banks)
is approximately 13 per cent and the rest is owned by Indian institutions
and the public.
The company provides international and Internet services as well as a
host of value-added services.
Its revenues have declined from Rs. 70.89 billion ($1.62 billion) in 2001-02
to Rs. 48.12 billion ($1.1 billion) in 2002-03, with voice revenues being the
mainstay.
To reverse the falling revenue trend, VSNL has also started offering
domestic long distance services and is launching broadband services. For
this, the company is investing in Tata Telservices and is likely to acquire
Tata Broadband.

VODAFONE
Hutchs presence in India dates back to late 1992, when they worked with
local partners to establish a company licensed to provide mobile
telecommunications services in Mumbai.

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Commercial operations began in November 1995. Between 2000 and


March 2004, Hutch acquired further operator equity interests or operating
licences.
With the completion of the acquisition of BPL Mobile Cellular Limited in
January 2006, it now provides mobile services in 16 of the 23 defined
licence areas across the country.
Hutch India has benefited from rapid and profitable growth in recent years.
it had over 17.5 million customers by the end of June 2006.
IDEA
Indian regional operator IDEA Cellular Ltd. has a new ownership structure
and grand designs to become a national player, but in doing so is likely to
become a thorn in the side of Reliance Communications Ltd.
IDEA operates in eight telecom circles, or regions, in Western India, and
has received additional GSM licenses to expand its network into three
circles in Eastern India -- the first phase of a major expansion plan that it
intends to fund through an IPO, according to parent company Aditya Birla
Group.

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Major market trends

The telecoms trends in India will have a great impact on everything from the
humble PC, internet, broadband (both wireless and fixed), and cable, handset
features, talking SMS, IPTV, soft switches, and managed services to the local
manufacturing and supply chain.

This report discusses key trends in the Indian telecom industry, their drivers and
the major impacts of such trends affecting mobile operators, infrastructure and
handset vendors.

Higher acceptance for wireless services

Indian customers are embracing mobile technology in a big way (an average of
four million subscribers added every month for the past six months itself)

They prefer wireless services compared to wire-line services, which is evident


from the fact that while the wireless subscriber base has increased at 75 percent
CAGR from 2001 to 2006, the wire-line subscriber base growth rate is negligible
during the

users are willing to change their handsets every year to newer models with more
features, which is good news for the handset vendors.

The other impact is that while the operators have only limited options to generate
additional revenues through value-added services from wire-line services, the
mobile operators have numerous options to generate non-voice revenues from
their customers same period.

In fact, many customers are returning their wire-line phones to their service
providers as mobile provides a more attractive and competitive solution.

The main drivers for this trend are quick service delivery for mobile connections,
affordable pricing plans in the form of pre-paid cards and increased purchasing
power among the 18 to 40 years age group as well as sizeable middle class a
prime market for this service.

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Some of the positive impacts of this trend are as follows. According to a study, 18
percent of mobile Some examples of value-added services are ring tones
download, colored ring back tones, talking SMS, Moreover, there exists great
opportunity for content developers to develop applications suitable for mobile
users like mobile gaming, location based services etc.

On the negative side, there is an increased threat of virus spread through


mobile data connections and Bluetooth technology in mobile phones, making
them unusable at times. This is good news for anti-virus solution providers, who
will gain from this trend.

Mergers

Demand for new spectrum as the industry grows and the fact the spectrum
allocation in done on the basis of number of subscribers will force companies to
merge so as to claim large number of subscribers to gain more spectrum as a
precursor to the launch of larger and expanded services.

However it must also be noted that this may very well never happen on account
of low telecom penetration.

Risks and concerns

Industry is subject to extensive regulation by the Government, which could have


an adverse effect on our business.

Business units compete with government-owned or government controlled


companies. The regulatory environment may tend to benefit them over the
private operators. We, however, do not perceive adverse changes in the
regulatory environment. We are confident that the government will continue to
ensure a level playing field for all operators keeping the customers best interest
in mind.

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Recent developments

The telecom industry is one of the most dynamic industries in the country today
and is characterized by a constantly evolving regulatory environment.

The relative importance of regulatory changes should be viewed in light of the big
challenges and opportunities that the industry is facing today (as detailed in
Section 2 of this report).

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INTRODUCTION TO THE ORGANISATION

"As we spread wings to expand our capabilities and explore the


New horizons, the fundamental focus remains unchanged: seek
Out the best technology in the world and put it at the service
of our ultimate user: our customer."
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SUNIL MITTAL

SUNIL BHARTI MITTAL


CHAIRMAN AND MANAGING DIRECTOR OF BHARTI GROUP

Sunil Bharti Mittal, founder, Chairman and Managing Director of Bharti Group can be
labeled as the most ambitious telecom entrepreneur in India. Sunil a former student of
Harvard Business School graduated from Punjab University. The son of a
parliamentarian, Sunil did not want to follow his father's footsteps. He had shown an
interest in business even from his teenage days. So after graduation, Sunil got together
with his friend and formed a small bicycle business with borrowed capital in the1970s.
But by 1979, he realized that this business would remain small. So he moved out of
Ludhiana, spent a few years in Mumbai and in 1981, was running an import and
distribution operation out of New Delhi and Mumbai.

By 1982, Mittal had started a full-fledged business selling portable generators imported
from Japan and that gave him the chance to involve himself in activities like marketing
and advertising. Things went smoothly until the government banned the import of
generators as two Indian companies were awarded licenses to manufacture generators
locally.

Sunil Mittal got interested in push button phones while on a trip to Taiwan, and in 1982,
introduced the phones to India, replacing the old fashioned, bulky rotary phones that
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were in use in the country then. Bharti Telecom Limited (BTL) was incorporated and
entered into a technical tie up with Siemens AG of Germany for manufacture of
electronic push button phones. By the early 1990s, Mittal was making fax machines,
cordless phones and other telecom gear.

The turning point came in 1992 when the Indian government was awarding licenses for
mobile phone services for the first time. One of the conditions for the Delhi cellular
license was that the bidders have some experience as a telecom operator. Mittal
clinched a deal with the French telecom group Vivendi. Two years later, Sunil secured
rights to serve New Delhi. In 1995, Bharti Cellular Limited (BCL) was formed to offer
cellular services under the brand name AirTel. Within a few years Bharti became the first
telecom company to cross the 2-million mobile subscriber mark. The company is also
instrumental in bringing down the high STD/ISD, cellular rates in the country by rolling
the countries first private national as well as international long-distance service under
the brand name IndiaOne. In 2001, the company entered into a joint venture with
Singapore Telecom International for a $650-million ubmarine cable project, the
Countries first ever undersea cable link connecting Chennai in India and Singapore.

Always on the move and making an impact and excelling in whatever he did, this clear
thinking risk taker has changed the face of the Indian ICT space. For his contributions
he has been honored with several awards. He was chosen as one of the top
entrepreneurs in the world for the year 2000 and amongst 'Stars of Asia', by 'Business
Week', he received IT Man of the Year Award 2002 from Dataquest and CEO Of the
Year, 2002 Award (World HRD Congress).

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He is the member of National Council of Confederation of Indian Industry (CII),


Federation of Indian Chambers of Commerce & Industry (FICCI), Chairman, Indo-US
Joint Business Council, Member, Advisory Committee constituted by Ministry of IT. Mittal
has to his credit the breaking up of the 100 year old monopoly of state run companies to
operate telecom services in India.

Now he heads a successful empire focused on different areas of business through


independent Joint Venture companies with a market capitalization of approximately $ 2
billion, employing over 5,000 people and still growing.

Bharti Foundation has funded over 50 schools in Madhya Pradesh and also donated
Rs 200 million to IIT Delhi for building a Bharti School of Technology and Management.

In spite of his deep involvement in work, Mittal the man is calm, seldom ruffled and very
down to earth. He says he achieves a sense of detachment and peace with regular
practice of yoga. He is thankful for a supportive family including a daughter and twin
sons, with whom understandably he doesn't get much time to, spend. His brothers
Rakesh and Rajan are with him in the business.

ABOUT THE BHARTI GROUP

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services.
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Established in 1976, Bharti has been a pioneering force in the telecom sector with many
firsts and innovations to its credit. Bharti provides a range of telecom services, which
include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti
also manufactures and exports telephone terminals and cordless phones.
Bharti is the leading cellular service provider, with a footprint in 15 states covering all
four metros. It has over four million satisfied customers.

JOINT VENTURES

Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom);
Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International
Finance Corporation, USA and New York Life International, USA.

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting


investments in telecommunications services. Its subsidiaries operate telecom services
across India. Bharti Tele-Ventures is India's leading private sector provider of
telecommunication services based on a strong customer base consisting of
approximately 8.37 million total customers which constitute, approximately 7.67 million
mobile and approximately 704,000 fixed line customers, as of June 30, 2004.

MANAGEMENT STRUCTURE

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

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

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BHARTIS VISION

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


choice.

BHARTIS MISSION
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Meet the mobile communication needs of the customer through1)

Error free service

2)

Innovative products and services and

3)

Cost efficiency.

4)

Unified messaging solutions

CORE VALUE OF BHARTI


The core values of Bharti are:
Innoventuring

Generating and implementing entrepreneurial and innovative ideas, to create


new growth engines.

Customer First

Committed to delivering service beyond the expectations of the customer.

Performance Culture

Benchmarking processes and performance against world-class standards helps


to distinguish between performers and non-performers by valuing achievement at
the individual as well as the team level.
The culture encourages and invites feedback, learning and ideas sought and
acted upon.

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Valuing Partnership

Committed to building exemplary relationship with partners, which stands on the


principles of mutual trust and mutual growth.

Valuing People

Nurtures an environment where people are respected and their uniqueness is


valued. Firmly believing that people are key differentiates.

Responsible Corporate Citizenship

Committed to making a positive and proactive contribution to the community and


as a responsible corporate citizen will contribute to and abide by environmental
and legal norms.

Ethical Practices

Will uphold the highest ethical standards in all internal and external relationship
and will not allow misuse or mis-representation of any facts.

BUSINESS STRATEGY

Bharti Airtels strategic objective is:


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

Focus on maximizing revenues and margins.

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Capture

maximum telecommunications

revenue

potential

with

minimum

geographical coverage.

Offer multiple telecommunications services to provide customers with a "one-stop


shop" solution.

Position itself to tap data transmission opportunities and offer advanced mobile
data services.

Focus on satisfying and retaining customers by ensuring high level of customer


satisfaction.

Leverage strengths of its strategic and financial partners.

Emphasis is laid heavily on human resource development to achieve operational


efficiencies.

MOBILE STRATEGY

Capture

maximum telecommunications

revenue

potential

with

minimum

geographical coverage to maximize its revenues and margins.

Build high quality mobile networks by deploying state-of-the-art technology to


offer superior services.

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

Reliance Communication Page 35

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

Attract and retain high revenue generating customers by providing competitive


tariffs, offering high quality customer services.

COMPETITIVE STRENGTHS

1. Bharti Airtel believes that the following elements will contribute to the Company's
success as an integrated telecommunication services provider in India and will
provide the Company with a solid foundation to execute its business strategy.

2. Nationwide Footprint - As of June 30, 2004, approximately 92% of India's total


mobile subscribers resided in the Company's sixteen mobile circles. These 16
circles collectively accounted for approximately 56% of India's land mass.

3. Focus on telecommunications to enable the Company to better anticipate


industry trends and capitalize on new telecommunications-related business
opportunities.

4. The strong brand name recognition and a reputation for offering high quality
service to its customers.

5. The Company's strong relationships with international strategic and financial


investors such as Singtel, Warburg Pincus, International Finance Corporation,
Asian Infrastructure Fund Group and New York Life Insurance.

Reliance Communication Page 36

6. Quality management teams with vision and proven execution skills.

MOBILE DIVISION

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

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development;

Higher quality mobile networks and services; and

Greater variety and usage of value added services.

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

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

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All India AIRTELs Position

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Chennai - 4,055,704
Delhi - 2,468,016
Mumbai - 1,823,532
Kolkata - 1,852,838
Maharashtra & Goa - 4,345,945
Gujarat - 3,004,824
Andhra Pradesh - 6,516,332
Karnataka - 7,316,500
Tamil Nadu - 4,218,705
Kerala - 1,703,298
Punjab - 3,239,200
Haryana - 1,067,990
Uttar Pradesh (West) - 1,624,001
Uttar Pradesh (East) - 3,897,278
Rajasthan - 4,242,006

Madhya Pradesh - 3,084,776


West Bengal & Andaman and Nicobar - 2,106,163
Himachal Pradesh - 809,829
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Bihar - 4,912,900
Orissa - 1,911,070
Assam - 939,746
North Eastern States - 585,213
Jammu & Kashmir - 1,100,069

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(Numbers represents number of users in state)

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

ACHIVEMENTS

The largest private sector in integrated telecommunications services group in


India in terms of the number of customers.

Largest Mobile footprint in India, covering 20 of the 23 licensed areas.

Proven track record of managing growth - both organic as well as by way of


acquisitions.

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Existing foreign shareholders have acquired direct and indirect equity interests in
the Company for a total consideration exceeding US$1 billion.

First and largest private telecommunications services company offering fixed-line


services in India.

First private telecommunications company to launch long distance services.

First off the block to launch fixed-line services in all the four circles of Delhi,
Haryana, Karnataka and Tamil Nadu.

FIRST AMONGST

FIRST operator to revolutionize the concept of retailing with the inaugurations of


connects (exclusive showrooms) in 1995.

FIRST mobile communication service provider in India to be certified for


ISO9001: 2000.

FIRST

in

world

certified

Communication.
Reliance Communication Page 43

by

British

Standards

Institution

for

mobile

FIRST to expand its network with the installation of second mobile switching
centers in 1997.

FIRST TO introduce the intelligent network platform first to provide retail


subscribers by forming an association called World 1 Network.

FIRST to provide roaming facility in USA.

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

AWARDS AND RECOGNITION

Bharti Tele-Ventures, its subsidiaries and management have received several awards
and recognitions, including:

Bharti Airtel crosses the 60 million customer mark in Feb. 2008.

Bharti Airtel enhances empowerment, strengthens business roles in 2007.

Reliance Communication Page 44

Bharti Enterprises announces new Apex level Strategic Organization Structure in


2007.

Indias Most Famous Icons Fight for Supremacy in 2005.

Airtel Becomes The First GSM Operator In The Country To Cross The 10 MillionCustomer Milestone in 2005.

Bharti, Indias leading telecom conglomerate, declared countrys best-managed


company by Asia-money in 2004.

Airtel wins the World Communications Best Brand Award in 2004.

Bharti makes it to the Hewitt top 25 Best Employers in 2003.

Bharti moves ahead in the creation of a single power brand in 2003.

Bharti gets international long distance service license in 2002.

Sunil Mittal is 'Businessman of the Year 2002'

Sunil Bharti Mittal awarded the Dataquest IT Man of the Year 2002.

Bharti was recognized as one of the "Leading Lights of Telecom" in Asia in


November 2001 in the Asian edition of the "tele.com" magazine with analytical
inputs from research consultants Frost &Sullivan.

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The leading telecommunications service provider in India in a survey of Indian


companies conducted by Business World in association with Indian Marketing
Research Bureau in September 2001.

The Techies award from Information Communications World, an international


business magazine, for four consecutive years (1997 to 2000) for brand
excellence, network quality, customer service and value added service in our
Delhi mobile circle.

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

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

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

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

Reliance Communication Page 46

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

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

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

Reliance Communication Page 47

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INTRODUCTION
As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate
in 11 circles. With a customer base of over 17 million, IDEA Cellular has operations in
Delhi,Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh,
Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA Cellular's footprint
currently covers approximately 45% of India's population and over 50% of the potential
telecom-market.
As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is
the first cellular company to launch music messaging with 'Cellular Jockey', 'Background
Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email
Services.
Idea Cellular is a wireless telephony company operating in various states in India. It
initially started in 1995 as a join venture between the Tatas, Aditya Birla Group and
AT&T by merging Tata Cellular and Birla AT&T Communications.
Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in
2004 gave Idea a truly pan-India presence covering Maharashtra (excluding Mumbai),
Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (East and
West), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR). The company has its
retail outlets under the "Idea n' U" banner. The company has also been the first to offer
flexible tarrif plans for prepaid customers. It also offers GPRS services in urban areas.
Holding
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Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the
company. But following AT&T Wireless' merger with Cingular Wireless in 2004, Cingular
decided to sell its 32.9% stake in Idea. This stake was bought by both the Tatas and
Birlas at 16.45% each.
Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMAbased
mobile provider, cropped differences between the Tatas and the Birlas. This dual holding
by the Tatas also became a major reason for the delay in Idea being granted a license
to operate in Mumbai. This was because as per Department of Telecom (DOT) license
norms, one promoter could not have more than 10% stake in two companies operating
in the same circle and Tata Indicom was already operating in Mumbai when Idea filed
for its license. The Birlas thus approached the DOT and sought its intervention, and the
Tatas replied by saying that they would exit Idea but only for a good price. On April 10,
2006, the Aditya Birla Group announced its acquisition of the 48.18% stake held by the
Tatas at Rs. 40.51 a share amounting to Rs. 44.06 billion. While 15% of the 48.14%
stake was acquired by Aditya Birla Nuvo, a company in-charge of the Birlas' new
business initiatives, the remaining stake was acquired by Birla TMT holdings Private
Ltd., an AV Birla family owned company.Currently, Birla Group holds 98.3% of the total
shares of the company.
Idea has successfully launched 3 more new circles (states) in India viz. Rajasthan,
Himachal Pradesh and UP (East) to make itself a pan-India player. Recently, Idea got
licenses to operate in Mumbai & Bihar. They are awaiting the spectrum from DoT.

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INTRODUCTION
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian
Conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of
India. The company forms part of the Tata Group's prescence in the Telecommunication
Industry in India, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL.
TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile
services in India, specifically in the state of Andhra Pradesh.

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In December 2002, the company acquired the erstwhile Hughes Telecom (India) Ltd.
which was renamed Tata Teleservices (Maharashtra) Limited. In September 2007, Tata
Indicom launched the Talk World plan, an International Long Distance Plan.
Tata is the direct competitor with Reliance, both CDMA operators in India. The company
provides unified telecommunication solutions including mobile, fixed wireless, fixed line
and broadband. Other competitors are Vodafone, Airtel, Aircel, Idea, MTNL, BSNL
providing GSM based mobile telephony.
The company was first in India to provide free intra network calling within city limits.
They launched a unique scheme providing lifetime rental free connectivity on its mobile
and fixed wireless for a one time charge. Tata Teleservices is part of the INR Rs. 119000
Crore (US$ 29 billion) Tata Group, that has over 87 companies, over 250,000
employees and more than 2.8 million shareholders. With a committed investment of INR
36,000 Crore (US$ 7.5 billion) in
Telecom (FY 2006), the Group has a formidable presence across the telecom value
chain.
Tata Teleservices spearheads the Groups presence in the telecom sector. Incorporated
in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the
Andhra Pradesh circle.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed
Tata Teleservices (Maharashtra) Limited] in December 2002 the company swung into an
expansion mode. With the total Investment of Rs 19,924 Crore, Tata Teleservices has
created a Pan India presence spread across 20 circles that includes Andhra Pradesh,
Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar,
Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W),
Kerala, Kolkata, Madhya Pradesh and West Bengal.
Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has

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established a robust and reliable 3G ready telecom infrastructure that ensures quality in
its services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network. The company, which
heralded convergence technologies in the Indian telecom sector, is today the market
leader in the fixed wireless telephony market with a total customer base of over 3.8
million. Tata Teleservices bouquet of telephony services includes Mobile services,
Wireless Desktop Phones, Public Booth Telephony and Wireline services. Other
services include value added services like voice portal, roaming, post-paid Internet
services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards,
calling card services and enterprise services.
Some of the other products launched by the company include prepaid wireless desktop
phones, public phone booths, new mobile handsets and new voice & data services such
as BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive
applications like news, cricket, astrology, etc. Tata Indicom redefined the existing
prepaid mobile market in India, by unveiling their offering Tata Indicom Non Stop
Mobile which allows customers to receive free incoming calls. Tata Teleservices today
has Indias largest branded telecom retail chain
and is the first service provider in the country to offer an online channel www.ichoose.in
to offer postpaid mobile connections in the country.
Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created more
than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of its
manpower needs.
Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited
serves over 21 million customers in over 4000 towns. With an ambitious rollout plan
both within existing circles and across new circles, Tata Teleservices offers world-class
technology and user-friendly services in 20 circles.

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INTRODUCTION
Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation
Limited) is a public sector communications company in India. It is the India's largest
telecommunication company with 25.14% market share as on December 31, 2007. Its
headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath,
New Delhi. It has the status of Mini-ratna - a status assigned to reputed Public Sector
companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently
BSNL has a customer base of 68.5 million (Basic & Mobile telephony). It has footprints
throughout India except for the metropolitan cities of Mumbai and New Delhi which are
managed by MTNL. As on December 31, 2007 BSNL commanded a customer base of
31.7 million Wireline, 4.1 million CDMA-WLL and 32.7 million GSM Mobile subscribers.
BSNL's earnings for the Financial Year ending March 31, 2007 stood at INR 397.15b
(US$ 9.67 b) with net profit of INR 78.06b (US$ 1.90 billion). Today, BSNL is India's
largest Telco and one of the largest Public Sector Undertaking with estimated market
value of $ 100 Billion. The company is planning an IPO with in 6 months to offload 10 %
to public.
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has
become one of the largest public sector unit in India.
BSNL has installed Quality Telecom Network in the country and now focusing on
improving it, expanding the network, introducing new telecom services with ICT
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applications in villages and wining customer's confidence. Today, it has about 47.3
million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity,
more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of
OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330
cities/towns and 5.5 Lakhs villages. BSNL is the only service provider, making focused
efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact
there is no telecom operator in the country to beat its reach with its wide network giving
services in every nook & corner of country and operates across India except Delhi &
Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of
the country. BSNL serves its customers with its wide bouquet of telecom services.
BSNL is numero uno operator of India in all services in its license area. The company
offers vide ranging & most transparent tariff schemes designed to suite every customer.
BSNL cellular service, CellOne, has more than 17.8 million cellular customers,
garnering 24 percent of all mobile users as its subscribers. That means that almost
every fourth mobile user in the country has a BSNL connection. In basic services, BSNL
is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent
share of the subscriber base and 92 percent share in revenue terms.
BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers
who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account
Less Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.
BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure
that provides convergent services like voice, data and video through the same
Backbone and Broadband Access Network. At present there are 0.6 million DataOne
broadband customers.
The company has vast experience in Planning, Installation, network integration and
Maintenance of Switching & Transmission Networks and also has a world class ISO
9000 certified Telecom Training Institute. Scaling new heights of success, the present
turnover of BSNL is more than

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Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $
2.26 billion) for last financial year. The infrastructure asset on telephone alone is worth
about Rs.630,000 million (US $ 14.37 billion).

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Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
16 telecom circles in India Despite the official name being Vodafone Essar, its products
are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 16 of the country's 23 licence areas.
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
16 telecom circles in India . Despite the official name being Vodafone Essar, its products
are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone
coverage throughout India and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 16 of the country's 23 licence areas.

OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held
by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the remaining
Reliance Communication Page 58

33%. The whole company was valued at USD 18.8 billion . The transaction closed on
May 8, 2007.

PREVIOUS BRANDS:
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide,
consolidating its services under a single identity. The Company entered into agreement
with NTT DoCoMo to launch i-mode mobile Internet service in India during 2007.
The company used to be named Hutchison Essar, reflecting the name of its previous
owner, Hutchison. However, the brand was marketed as Hutch. After getting the
necessary government approvals with regards to the acquisition of a majority by the
Vodafone Group, the company was rebranded as Vodafone Essar. The marketing brand
was officially changed to Vodafone on 20 September 2007.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition
exercises in recent times.
Vodafone Essar is spending somewhere in the region of Rs 250 crores on this highprofile transition being unveiled today. Along with the transition, cheap cell phones have
been launched in the Indian market under the Vodafone brand. There are plans to
launch co-branded handsets sourced from global vendors as well.
A popular daily quoted a Vodafone Essar director as saying that "the objective is to
leverage Vodafone Group's global scale in bringing millions of low-cost handsets from
across-the-world into India."
While there is no revealing the prices of the low-cost Vodafone handsets, the industry is
abuzz that prices might start at Rs 666, undercutting Reliance Communications' muchhyped 'Rang Barse' with cheap handsets beginning at Rs 777.

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Meanwhile, Vodafone Essar sources said there would be no discounts or subsidized


handset offers -- rather handset-bundled schemes for customers.
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country,
is expected to provide several Vodafone handsets in India. Earlier this year, Vodafone
penned a global low-cost handset procurement deal with ZTE.

GROWTH OF HUTCHISON ESSAR (1992-2005):


In 1992 Hutchison Whampoa and its Indian business partner established a company
that in 1994 was awarded a licence to provide mobile telecommunications services in
Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in
November 1995. Analjit Singh of Max still holds 12% in company.
By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa
had acquired interests in six mobile telecommunications operators providing service in
13 of India's 23 licence areas and following the completion of the acquisition of BPL that
number increased to 16. In 2006, it announced the acquisition of a company that held
licence applications for the seven remaining licence areas.
In a country growing as fast as India, a strategic and well managed business plan is
critical to success. Initially, the company grew its business in the largest wireless
markets in India - in cities like Mumbai, Delhi and Kolkata. In these densely populated
urban areas it was able to establish a robust network, well known brand and large
distribution network -all vital to long-term success in India. Then it also targeted
business users and high-end post-paid customers which helped Hutchison Essar to
consistently generate a higher Average Revenue Per User ("ARPU") than its
competitors. By adopting this focused growth plan, it was able to establish leading
positions in India's largest markets providing the resources to expand its footprint
nationwide.

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In February 2007, Hutchison Telecom announced that it had entered into a binding
agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect
equity and loan interests in Hutchison Essar Limited for a total cash consideration
(before costs, expenses and interests) of approximately US$11.1 billion or HK$87
billion.
1992: Hutchison Whampoa and Max Group established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through
ESSAR acquisition
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh
and Chennai
2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which operated in Rajastan,
Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar
Pradesh West' and 'West Bengal'
2005: Acquired BPL, another mobile service provider in India
2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa and has
successfully launched its services in the following circle.
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network.
Hutch was often praised for its award winning advertisements which all follow a clean,
minimalist look. A recurrent theme is that its message Hello stands out visibly though it
uses only white letters on red background. Another recent successful ad campaign in
2003 featured a pug named Cheeka following a boy around in unlikely places, with the
tagline, Wherever you go, our network follows. The simple yet powerful advertisement
campaigns won it many admirers.

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Comparison of lifetime plans of all cellular


Companies

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Pay Per Second Versus Pay Per Minute, TelecomTalks Exclusive Tariff Comparison-:

Duration 50p/min
of calls
(Reliance,
(seconds) BSNL,
Airtel,
Vodafone,
S Tel etc)

30
45
60
80
120
150
180
200
240
275
300
320
360
400
500
600

1p/sec
(Tata
Docomo,
Aircel,
Airtel,
BSNL,
Vodafone,
Reliance,
# BSNL
Loop, &
charged
49p/minute all)
under
all@49
plan

1p/2sec#
(MTS
Kolkata
lifetime offer;
Aircel, Idea,
Tata
Docomo with
Rs45/month)

50p
50p
50p
Re1
Re1
Rs1.50
Rs1.50
Rs2.00
Rs2.00
Rs2.50
Rs2.50
Rs3.00
Rs3.00
Rs3.50
Rs4.50
Rs5.00

15p
23p
30p
40p
60p
75p
90p
Re1
Rs 1.20
Rs 1.38
Rs 1.50
Rs 1.60
Rs 1.80
Rs2.00
Rs2.50
Rs3.00

30p
45p
60p
80p
Rs1.20
Rs1.50
Rs1.80
Rs2.00
Rs2.40
Rs2.75
Rs3.00
Rs3.20
Rs3.60
Rs4.00
Rs5.00
Rs6.00

Uninor
29p/min
with call
setup
charge of
39p per
call

Reliance
Mobiles
Re1/3minu
te

68p
68p
68p
97p
97p
Rs1.26
Rs1.26
Rs1.55
Rs1.55
Rs1.84
Rs1.84
Rs2.13
Rs2.13
Rs2.42
Rs3.00
Rs3.29

Re1
Re1
Re1
Re1
Re1
Re1
Re1
Rs2
Rs2
Rs2
Rs2
Rs2
Rs2
Rs3
Rs3
Rs4

Tata
Indicoms
Teen Pe
Teen with
1p/sec
(CDMA)

MTNL
(MumbaiDelhi)

30p
45p
60p
80p
Rs1.20
Rs1.50
Rs1.80
Rs1.80
Rs1.80
Rs1.80
Rs1.80
Rs1.80
Rs1.80
Rs2.20
Rs3.20
Rs3.20

# MTNL has 0.5p/sec (Half Paisa per Second) tariff,and odd and even figure of the call charges
according to the call duration will be adjusted in next call.

The focus of Indian mobile price war now completely shifted to Roaming tariff. Reliance
Mobile which is first operator to roll out lowest National Roaming tariff, once again
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targeted its rival by media ads which clearly take on Bharti Airtel on Roaming tariff.
Recently when the largest telecom operator Bharti Airtel has slipped to third position in
terms of monthly new subscriber additions, it has slashed Roaming tariff nearly by 63%
and introduces Airtel turbo plans. But Reliance Mobile once again comes with new
aggressive campaign on Roaming tariff and say that customer can save their money
only with Reliance.

Its 2nd time when Reliance Mobile has openly come up with an ad campaign targeting
its rival and market leader AIRTEL quoting AIRTEL DOES NOT OFFER PER SECOND
TARIFF CHARGES ON ROAMING and Reliance Mobile bring Indias best Roaming
Plans go for it.
Reliance Communication is the 1st operator who has come up with direct challenge to
its market competitors on the Local STD and Roaming tariff. With the new media
advertisements Reliance Mobile quoted customer can save their money while on
Roaming with Its CDMA and GSM mobile service approx 52% in comparison to Airtel.
According to Reliance Mobile, Its tariff plan is clear as crystal. As accustomed to Simply
Reliance their plan very simple and easy to understand. All calls originating from
Reliance GSM and CDMA Mobile phones will be charged at a flat rate of 1p/sec be it
local, STD or when you are in Roaming. SMS charges are just 50 paisa irrespective of
local or national. If anybody consider Reliance Mobiles plan with Airtels Turbo plans
then its cleared that only with Reliance Mobile subscriber can save 52% from Airtel.
Roaming
Outgoin Same
g
Network
Other
Network
Incomin
g
SMS
Local
National

Airtel

Reliance Mobile (GSM and


CDMA)
60p/mi 1 Paisa One Second
n
80p/mi
n
60p/mi
n
Re.1
50 Paisa
Rs.1.5

Reliance Communication Page 64

0
Now its just a wait and watch game to see who heads for the crown and immerges as the
number one service provider in India. The battle has just taking a new shape Estblished and as
new operators are still to join the war.
(Source: http://telecomtalk.info/reliance-mobile-once-again-triggers-airtel-on-roamingtariff/13511/)

SMS SCHEMES:When Simply Reliance was recently launched, their plans and offerings were plain and
simple. No conditions, no clauses. Even now, Reliance subscribers will be the only ones
who can send SMSes at the same tariff that they have opted for. Even the new SMS
packs launched by Reliance that allows All India SMS @1 paisa and virtually unlimited
free SMSes per day at a daily rental of Re. 1 will be maintaining the same tariffs even
on festive days unlike subscribers of other leading operators such as Airtel, Vodafone or
DoCoMo.These will be the only subscribers having 10 to 15 times lesser SMS spends
as compared to similar usage by subscribers of other operators.

Reliance Communications, today initiated a radical move in the Indian telecom industry
by making SMSs more affordable to all mobile customers in India. Reliance Mobile
customers can avail of two revolutionary SMS tariff plans:
o

ONE PAISE PER SMS

UNLIMITED SMSs @ Re. 1 PER DAY

The new SMS tariff plans are add-on plans and are applicable for all Reliance Mobile
customers irrespective of CDMA or GSM network as well as prepaid and postpaid
customers.

Reliance Communication Page 65

The tariffs are applicable for non-commercial use only. To prevent these attractive SMS
tariffs being misused by telemarketers a fair usage cap of 15000 SMSs per month is
applicable on the Unlimited SMS.

Pre-Paid SMS Plans


Type

Value Proposition

SMS STV

1p/SMS for Local, National


& Roaming

Daily Pack

Unlimited SMSs (Local,


National and Roaming)

Pack Rental
Rs. 11 per month
Re. 1 per day

Post Paid SMS Packs


Type
Simple SMS Pack
Free SMS Pack

Value Proposition

Pack Rental

1p/SMS for Local, National


& Roaming

Rs. 11 per month

Unlimited SMSs (Local,


National and Roaming)

Rs. 25 per month

SMS continues to grow every year with more and more innovative ways of utilizing its
potential coming in the forefront. Indians are using SMS as a mode of communication to
keep in touch with friends and family. With select subscriber groups, SMS is a preferred
communication mode over voice calls. On account of significant tariff disparity in the
recent months, it has lost its due share of attention. Considering this, Reliance
Reliance Communication Page 66

Communications with its 1st in the industry initiative, aims to revitalize SMS usage in the
country, said Mr. Mahesh Prasad, President Reliance Communications.
Like our earlier Simply Reliance offerings of Local, STD and Roaming calls at 50p/min
and 1p/sec from any Reliance mobile to any phone on any network, yet to be matched
by any competitive offering. With this best in the industry initiative, we offer significant
value not only to our existing 9 Crore CDMA and GSM customers, but are also aimed at
gaining new acquisitions from high SMS usage groups of the GSM community such as
young professionals and the youth across India, he added.
Source:

http://telecomtalk.info/reliance-mobile-unveils-two-revolutionary-sms-tariff-

plans/13647/

Reliance Communication Page 67

Reliance Communication Page 68

Research Methodology
Objectives:
Management Objective:

To identify What are the effects of reliance communication on Airtel, Vodafone,


Idea, and Tata indicom .

Research Objectives:

To compare the different schemes of telecom compnies.

To get the idea about the customers mindset regarding various schemes
provided by the telecom companies.

To study the Customer Awareness regarding the scheme launched by Reliance


recently and also to identify satisfaction level of reliance users and other mobile
subscribers.

Scope of the Study:


The primary learning objective of my project is to study the Effectiveness of Counter
attack of Reliance Communication on Airtel, Idea, Vodafone, Tata Indicom, & Bsnl in
the geographical area of Jaipur area.
Research design:
The methodology proposed for conducting the study includes the specifications of
research design, sample design, questionnaire design, data collection and statistical
tools used for analyzing the collected data are as given:

Reliance Communication Page 69

Data Collection sources:


Primary Data Collection:
The primary data was collected throughfilling Questionnaires. The questionnaire which
i have prepared . A five point scale was used such as very satisfied, quite satisfied,
neither satisfied nor dissatisfied, very dissatisfied, quite dissatisfied.

Secondary Data :
Internet/ Websites
Newspaper or Magazine
Books, and Articles
Retailers.
Distributors.
Sales executives.
Data collected from the Company
Type of Research :
Exploratory Research.
Type of sampling :
According to the target population the sample type is Convenience sampling.&
Nonprobability sampling.
Sample Population :
It is the total collection of the elements about which we wish to make the
inferences, i.e. Mobile users in Jaipur and Jodhpur.

Sample unit :
Mobile users in Jaipur region .
Reliance Communication Page 70

Sample Size:
100 respondants would be surveyed.
Sample Scope:
Scope of the sample is within the Jaipur region.
Research Tools :
We take Questionnaire as a research tool.
Contact method :
Personal intrerview.
Data Analysis tools :
Graphical interpretations of the questions by pie chart & hypothesis testing,
correlation Chi- Square test.

Reliance Communication Page 71

Reliance Communication Page 72

DATA ANALYSIS:
CHART ANALYSIS:
HERE I HAVE TO ANALYZE THE DATA THAT I HAVE COLLECTED. THE CHART
ANALYSIS IS BEING DONE THROUGH EXCEL SHEET.

1.The Landline/Mobile Connection?

LANDLINEORMOBILECONNECTION
Cumulative
Frequency
Valid

YES

100

Percent
100.0

Valid Percent
100.0

Percent
100.0

HERE ALL THE PEOPLE WE HAVE MET HAS MOBILE AND THE LANDLINE
CONNECTIONS. SO THE GROWTH OF TELECOM INDUSTRY IS SIGNIFICANT. THE
COMPANIES CAN GET MAX. BENEFIT FROM THAT.
2.number of Mobile connections a person has?
Reliance Communication Page 73

NO.OFMOBILECONNECTION
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

ONE

55

55.0

55.0

55.0

TWO

30

30.0

30.0

85.0

MORE THAN TWO

15

15.0

15.0

100.0

100

100.0

100.0

Total

HERE THE MOBILE USER HAVING MORE THAN TWO CONNECTION IS 30%. SO WE CAN
SAY THAT THE GROWTH OF THE COMPANIES IS UPWARD. THEY HAVE TO ATTRACT
THE CUSTOMER TO GET THE MAX. BENEFIT.

3. Number of RIM subscribers.


Reliance Communication Page 74

RIMSUBSCRIBER
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

YES

34

34.0

34.0

34.0

NO

66

66.0

66.0

100.0

100

100.0

100.0

Total

HERE OUT OF 100, 33% ARE THE RIM MOBILE USER SO THE RELIANCE IS THE BIG
GIANT WHO HAS CAPTURED THE MARKET. HERE OTHER COMPANIES HAVING THE
CUSTOMERS IS 66%.

4. If No, connection of the company used by a person.

Reliance Communication Page 75

OTHERCOMPANYCONNECTION
Cumulative
Frequency
Valid

BSNL

Valid Percent

Percent

8.0

9.5

9.5

AIRTEL

19

19.0

22.6

32.1

VODAFONE

30

30.0

35.7

67.9

IDEA

26

26.0

31.0

98.8

1.0

1.2

100.0

Total

84

84.0

100.0

System

16

16.0

100

100.0

TATA INDICOM

Missing

Percent

Total

CUSTOMER USING OTHER COMPANY CONNECTION ARE MORE. SO THE GROWTH OF


THE TELECOM COMPANIES CAN BE MORE IN NEAR FUTURE.

5. Cheapest service provided by the company.

Reliance Communication Page 76

SERVICE@LOWERCOST
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

RELIANCE

32

32.0

32.0

32.0

BSNL

20

20.0

20.0

52.0

AIRTEL

17

17.0

17.0

69.0

VODAFONE

10

10.0

10.0

79.0

IDEA

11

11.0

11.0

90.0

TATA INDICOM

10

10.0

10.0

100.0

100

100.0

100.0

Total

HERE PEOPLE USING THE SCHEMES OF THE TELECOM COMPANIES FEEL THAT
RELIANCE COMMUNICATION IS A COMPANY WHICH PROVIDES A SERVICE @ LOWER
COST.

6. The last bought Reliance Scheme/ Other mobile Scheme by a person.

Reliance Communication Page 77

LASTPURCHASEOFSCHEME
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

IN THE PAST MONTH

18

18.0

18.0

18.0

2-3 MONTHS AGO

20

20.0

20.0

38.0

4-6 MONTHS AGO

17

17.0

17.0

55.0

1-2 YEARS AGO

24

24.0

24.0

79.0

MORE THAN 2 YEARS AGO

21

21.0

21.0

100.0

100

100.0

100.0

Total

HERE FROM THE DATA WE CAN SAY THAT PEOPLE USING DIFFERENT SCHEME IS
BEING USED BY THE CUSTOMERS ARE HAVING SOME VALIDITY PERIOD. SO THEY ARE
USING THE SCHEME MOSTLY IN A YEAR. THERE ARE SOME PEOPLE WHO USED THE
SCHEME IN 2-3 MONTHS.

7. The frequency of usage of Reliance Scheme/Any Other Mobile Scheme by aperson.

Reliance Communication Page 78

FREQUENCYOFUSINGSCHEME
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

2-3 TIMES A MONTH

26

26.0

26.0

26.0

ONCE A MONTH

20

20.0

20.0

46.0

ONCE EVERY 3 MONTHS

18

18.0

18.0

64.0

ONCE OR TWICE A YEAR

26

26.0

26.0

90.0

LESS FREQUENTLY

10

10.0

10.0

100.0

100

100.0

100.0

Total

PEOPLE USING SCHEMES AT DIFFERENT FREQUENT LEVEL. SOME OF THE PEOPLE


USING SCHEMES ONE OR TWICE IN A MONTH AND SOME ARE USING IT ONCE IN A
YEAR.

8. Heard of the schemes of RIM/ any other companies by a person.

Reliance Communication Page 79

SCHEMESHEARDOF
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

PAY PER CALL

15

15.0

15.0

15.0

PAY PER MINUTE

12

12.0

12.0

27.0

PAY PER SECOND

35

35.0

35.0

62.0

30 PAISA/MINUTE

16

16.0

16.0

78.0

10

10.0

10.0

88.0

12

12.0

12.0

100.0

100

100.0

100.0

LOCAL+STD@1PAISA/SEC
OND
ALL OF THESE
Total

HERE PEOPLE HAD HEARD DIFFERENT SCHEMES ARE FREQUENT. PEOPLE HEARD
THE PAY PER SECOND SCHEME IS ABOUT 35. SO HERE PEOPLE IS AWARE ABOUT THE
RECENT SCHEME LAUNCHED IN INDIA. THEY ALSO KNOW THAT WHICH SCHEME
WOULD BE AS PER THEIR EXPECTATION.

Reliance Communication Page 80

9. Usage of Scheme of Reliance/ any other companies.

SCHEMESUSED
Cumulative
Frequency
Valid

PAY PER CALL

Percent

Valid Percent

Percent

5.0

5.0

5.0

PAY PER MINUTE

16

16.0

16.0

21.0

PAY PER SECOND

37

37.0

37.0

58.0

30 PAISA/MINUTE

24

24.0

24.0

82.0

11

11.0

11.0

93.0

7.0

7.0

100.0

100

100.0

100.0

LOCAL+STD@1PAISA/SEC
OND
NONE OF THESE
Total

PEOPLE HEARD PAY PER SECOND SCHEME IS ABOUT 35. BUT PEOPLE USING THE
SCHEME IS MORE AND ABOUT 37 PEOPLE USING THIS SCHEME.

Reliance Communication Page 81

10. The Scheme liked by a person the most


SCHEMESLIKEMOST
Cumulative
Frequency
Valid

PAY PER CALL

Percent

Valid Percent

Percent

10

10.0

10.0

10.0

PAY PER MINUTE

7.0

7.0

17.0

PAY PER SECOND

44

44.0

44.0

61.0

30 PAISA/MINUTE

23

23.0

23.0

84.0

9.0

9.0

93.0

ALL OF THESE

6.0

6.0

99.0

1.0

1.0

100.0

100

100.0

100.0

LOCAL+STD@1PAISA/SEC
OND

Total

CUSTOMER IS BEING ATTRACTED BY THE PAY PER SECOND SCHEME INTRODUCED BY


TELECOM COMPANIES. HERE FROM TH DATA WE CAN SAY THAT PEOPLE ARE MORE
SATSFIED AND THEY LIKE PAY PER SECOND SCHEME MORE THEN OTHERS. IT IS
ALMOST 44%.

Reliance Communication Page 82

11. Why is that?


REASON
Cumulative
Frequency
Valid

CHEAPER

Valid Percent

Percent

26

26.0

41.9

41.9

9.0

14.5

56.5

19

19.0

30.6

87.1

3.0

4.8

91.9

1.0

1.6

93.5

4.0

6.5

100.0

Total

62

62.0

100.0

System

38

38.0

100

100.0

LESS EXPENSIVE
SAVES MONEY
FEASIBILITY OF SCHEME
EFFECTIVE
ADVERTISEMENT
AS PER EXPECTATION

Missing

Percent

Total

WHILE THE SURVEY PEOPLE ASKED ABOUT WHY THEY LIKE THE SCHEME? MOST OF
THE PEOPLE DID NOT KNOW THE REASON AND STATED THAT SHOP-KEEPER SAID AND
WE HAVE USED THE SCHEME. PEOPLE WHO FEEL THAT THE SCHEME ACTIVATION
CHARGE ARE LOW. SO THEY HAVE OPTED THE SCHEME.

Reliance Communication Page 83

12. Mode of finding out information about Reliance Scheme.


INFORMATIONSOURCE
Cumulative
Frequency
Valid

TV

Percent

Valid Percent

Percent

36

36.0

36.0

36.0

3.0

3.0

39.0

14

14.0

14.0

53.0

SPECIALIST MAGAZINES

1.0

1.0

54.0

DIRECT MAIL

1.0

1.0

55.0

11

11.0

11.0

66.0

18

18.0

18.0

84.0

8.0

8.0

92.0

8.0

8.0

100.0

100

100.0

100.0

RADIO
GENEARL NEWS PAPER
OR MAGAZINE

IN MY LOCAL OUTLATES
FROM FRIENDS &
COLLEAGUES
FROM SALES
REPRESENTATIVES
OTHERS
Total

PEOPLE USING THE SCHEMES HAVE GOT THE INFORMATION MOSTLY FROM THE TV AD. IT IS ALMOST
ABOUT THE 36% OF THE SAMPLE WE HAVE COLLECTED. PEOPLE HAVE GOT INFORMATION FROM
FRIENDS ARE ALMOST 18%.

Reliance Communication Page 84

13. Overall satisfaction with RIM/Other companies?


OVERALLSATISFACTION
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

40

40.0

40.0

40.0

QUITE SATISFIED

44

44.0

44.0

84.0

9.0

9.0

93.0

QUITE DISSATISFIED

4.0

4.0

97.0

VERY DISSATISFIED

3.0

3.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

PEOPLE USING DIFFERENT SCHEMES HAVE BEEN ASKED ABOUT THE SATISFACTION
STATED THAT THEY HAVE BEEN SATISFIED FEOM THE SCHEMES. BUT SOME TIMES
THEY FELT SOME DISSATISFACTION FROM THE SCHEME.

Reliance Communication Page 85

14. Satisfaction with the Connectivity of RIM/Other companies?

SATISFIEDWITHCONNECTIVITY
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

52

52.0

52.0

52.0

QUITE SATISFIED

29

29.0

29.0

81.0

9.0

9.0

90.0

QUITE DISSATISFIED

5.0

5.0

95.0

VERY DISSATISFIED

5.0

5.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

HERE FROM THE GRAPH WE CAN ANALYZE THAT PEOPLE HAVE OVERALL
SATISFACTION HAS GIVEN THE RIGHT INFORMATION OR NOT. PEOPLE WHO ARE
USING SCHEMES ARE SATISFIED BY THE CONNECTIVITY OF THE COMPANY SIM.

Reliance Communication Page 86

15. Satisfaction with the voice clearance of RIM/ Other companies?

SATISFIEDWITHVOICECLEARENCE
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

53

53.0

53.0

53.0

QUITE SATISFIED

26

26.0

26.0

79.0

11

11.0

11.0

90.0

QUITE DISSATISFIED

4.0

4.0

94.0

VERY DISSATISFIED

6.0

6.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

PEOPLE USING DIFFERENT CONNECTION ARE SATISFIED FROM THE VOICE


CLEARENCE OF THE COMPANY SERVICE.

Reliance Communication Page 87

16. Satisfaction with the Network of RIM/ Other companies?

SATISFIEDWITHNETWORK
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

57

57.0

57.0

57.0

QUITE SATISFIED

26

26.0

26.0

83.0

5.0

5.0

88.0

QUITE DISSATISFIED

5.0

5.0

93.0

VERY DISSATISFIED

7.0

7.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

PEOPLE USING THE CONNECTION ARE SATISFIED WITH THE NETWORK ARE 57%.

Reliance Communication Page 88

17. Satisfaction with the Schemes of RIM/ Other companies?

SATISFIEDWITHSCHEME
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

46

46.0

46.0

46.0

QUITE SATISFIED

41

41.0

41.0

87.0

8.0

8.0

95.0

QUITE DISSATISFIED

3.0

3.0

98.0

VERY DISSATISFIED

2.0

2.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

WHEN PEOPLE ASKED ABOUT THAT THEY ARE SATISFIED WITH THE SCHEMES,
STATES THAT THEY ARE SATISFIED FROM THE SCHEMES. MOSTLY THE STUDENTS
USING THE SIM STATES THAT SCHEMES ARE AS PER THEIR EXPECTATION. SO THEY
ARE FULLY SATISFIED.

Reliance Communication Page 89

18. Satisfaction with the Value of the price of RIM/ Other companies.

SATISFIEDWITHVALUE
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

42

42.0

42.0

42.0

QUITE SATISFIED

43

43.0

43.0

85.0

11

11.0

11.0

96.0

QUITE DISSATISFIED

3.0

3.0

99.0

VERY DISSATISFIED

1.0

1.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

WHEN PEOPLE ASKED ABOUT THE SATISFACTION FROM THE VALUE AND PRICE THEY
PAY FOR THE ACTIVATION STATES THAT THEY WERE SATISFIED FROM THE PRICE
THEY PAID FOR ACTIVATION.

Reliance Communication Page 90

19. Satisfaction with the Easily Available of RIM/ Other companies?

SATISFIEDWITHEASYAVAILIBILITY
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

59

59.0

59.0

59.0

QUITE SATISFIED

23

23.0

23.0

82.0

9.0

9.0

91.0

QUITE DISSATISFIED

6.0

6.0

97.0

VERY DISSATISFIED

3.0

3.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

THE FEASIBILITY OF SCHEME IS EASILY AVAILABLE IN THE MARKET. PEOPLE HAVE


FOUND THE SCHEME EASILY.

Reliance Communication Page 91

20. Satisfaction about recent message scheme of Reliance/any other companies?

SATISFIEDWITHMESSAGESCHEME
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SATISFIED

41

41.0

41.0

41.0

QUITE SATISFIED

25

25.0

25.0

66.0

11

11.0

11.0

77.0

QUITE DISSATISFIED

15

15.0

15.0

92.0

VERY DISSATISFIED

8.0

8.0

100.0

100

100.0

100.0

NIETHER SATISFIED NOR


DISSATISFIED

Total

RIM HAS LAUNCHED THE MESSAGE SCHEME IN MARKET. PEOPLE USING DIFFERENT
SIM ARE SATISFIED WITH THE MESSAGE SCHEME PROVIDED BY THEIR SERVICE
PROVIDER.

Reliance Communication Page 92

21. Companys message scheme most likable?

MESSAGESCHEMELIKE
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

RELIANCE

48

48.0

48.0

48.0

BSNL

16

16.0

16.0

64.0

AIRTEL

14

14.0

14.0

78.0

VODAFONE

12

12.0

12.0

90.0

IDEA

8.0

8.0

98.0

TATA INDICOM

2.0

2.0

100.0

100

100.0

100.0

Total

PEOPLE USING DIFFERENT SIM OF DIFFERENT COMPANIES LIKE THE MESSAGE


SCHEME OF RIM MOST. RIM PROVIDE THE MESSAGE SCHEME AT LOWER COST.

Reliance Communication Page 93

HYPOTHETICLE ANALYSIS:
Here we have to find out the hypothesis of the data we have collected. We have
the following objectives of our study:
1. To study the effect of Reliance schemes on BSNL, TATA, AIRTEL, IDEA and
VODAFONE.
2. To study the customer awareness as well as the satisfaction level.
For the purpose of Hypothesis we have to considered the effect of schemes on
other companies.
Here we have taken,
STEP 1.
H0

People satisfied with the scheme

H1

People are not satisfied with the scheme

STEP 2.
Here we have to find out the Z value of the data. Which can be find out by the
following formula.

p^ - p

Here,
First of all we have to find out the value of the p^.
It can be find out as follows:
P^

X/N
48/100
48%

Reliance Communication Page 94

0.48

Ans.

Now we, we have to find out the value of the q.


Here we assumed that p= 0.46
q =

1 p

= 1 0.46
= 0.54

Now ,
|Z|

p^ - p

0.48 0.46

So Z

0.40128

Thus the Hypothesis is accepted.

Cross Tabulation:

Reliance Communication Page 95

SCHEMESHEARDOF * SCHEMESUSED Crosstabulation


SCHEMESUSED
LOCAL+S
30
PAY PER
CALL
SCHEMESHEARDOF

PAY PER CALL


PAY PER
MINUTE
PAY PER
SECOND
30
PAISA/MINUTE

TD@1PAI

PAY PER PAY PER PAISA/MI SA/SECO


MINUTE SECOND

NUTE

ND

NONE
OF
THESE

Total

15

12

20

35

10

16

10

12

16

37

24

11

100

LOCAL+STD@
1PAISA/SECO
ND
ALL OF THESE
Total

Here we are comparing the people who provide us the answers. We compared the
Schemes heared of and Schemes used by the people.
Chi-Square Test:

Reliance Communication Page 96

Chi-Square Tests
Monte Carlo Sig. Monte Carlo Sig. (1(2-sided)

sided)

95%

95%

Confidence Confidence
Interval
Asymp

Uppe Lowe

. Sig.

(2Value
Pearson ChiSquare
Likelihood Ratio
Fisher's Exact
Test
Linear-by-Linear
Association
N of Valid Cases

df
25

.000

74.460

25

.000

59.938
11.054c

.001

Upper

Lower Boun Boun Boun

sided) Sig. Bound

77.842a

Interval

.
000b
.
000b
.
000b
.
000

Sig.

.030

.000b

.000 .030
.000 .030
.000 .030
.000 .030 .000

100

a. 31 cells (86.1%) have expected count less than 5. The minimum expected
count is .50.
b. Based on 100 sampled tables with starting seed
2000000.
c. The standardized statistic is 3.325.

Here the calculated value is 77.45 for the chi-square at degree of level of 25 and the
table value is 37.6525. So here the table value is less than the calculated thus the
hypothesis is accepted.

Reliance Communication Page 97

Limitation of the project:


The survey conducted to study the is restricted to the geographic area of specific

cities like Jaipur.


In our study we take 5 companies only; due to which We may not get the proper

and accurate results.


Their may be biases in case of filling questionnaire due to lake of time of
customer.
Here we have considered the schemes introduced before the January. So
recently launched schemes of docomo and all that we have not considered for
the project.

Conclusion:
Indian economy is an emerging one and is growing very fast at the average GDP
rate

8-9%

so

in

this

emerging

market

competition

level

among

telecommunication services provides new players are coming who will


necessarily intensify the competition. New products and new schemes are being
offered by the telecom service providers. The need for large information capacity
Reliance Communication Page 98

has grown tremendously due to the demand of real time information.


Telecommunication has now become a major information transmission system
and telecom has undoubtedly emerged as the most important industry in India.
Indian telecom companies are putting in their best offer to rope in major telecom
operators of the world e.g. Vodafone, Aircel and MTN etc. are playing their role in
synergy with the operation of the Indian companies. Process of acquisition and
merger are in process and future will be only for those companies who have an
edge over others in the field. Service provided and the better quality of network
etc. is provided at affordable cost. In this process of competition it is assumed
that only those companies will survive who adopt suitable market strategy and
technology innovation and up gradation to suit the aspiration and demand of the
consumer.

RCOMM cellular ltd. An Anil D.Ambani Group of cos. Is very fast catching up with

the market by providing cheaper calling rates. But this is not a thing for self
contentment as the survey reveals that in network, service and distributor, its
place is very far behind to other competitors viz. Airtel, BSNL, and Tata indicom
etc. so to withstand the competition resources mobilization and technological
innovation on the part of cos. To upgrade its quality of network and services is
urgently called for.

Market access and growth is alright but the improvement of quality on the above
counts is necessity of the time.

So, the overall conclusion of the study is:

Reliance Communication Page 99

Most of the companies are not differentiate themselves so that the

switching may be possible.


Because of the more competition the price of the product of SIM
companies would be competitive. So ultimately the benefit goes in the

hands of the customer.


Switching barrier would be threat for all the companies as customer
attracted by the scheme provided by other companies.

Findings:
By the way of survey we can come to know:

Reliance Communication Page 100

People having the different perception regarding the schemes of different


mobile companies.

In case of message scheme, people using other mobile sim except


reliance wants to switch over to RIM.

People can be switched over to other mobile companies as per their


requirement because in some cases their expectations doesnt match
with the services and scheme provided by the companies.

Suggestions and recommendations:


Companies has to differentiate them self from others. (New Schemes)
The schemes should be as per the requirement of consumer, they have to
compete on the basis of new and different scheme.
Right now the company has to make the focus on SMS scheme. Because people
using another SIM also like it.

RETAILERS FINDING
Services provided by Retailers: Reliance Communication Page 101

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM,
and Tariff Voucher of all the cellular service companies.
Satisfaction: Most of the retailers i.e. around 74% of respondents are satisfied with RCOMM
brand, 10% of them push RCOMM brand to the customer and rest 16% retailers
are not satisfied with RCOMM brand due to claim pending and the distributor.
The retailers dont get schemes communicated in time by distributor and
distributor does not provide RCV & e-Top properly.
Problems: Around 25% of the respondents that there is network problem with RCOMM, on
the other hand they found its competitors viz. Airtel, VODAFONE, TATA Indicom
network connectivity of very good to good level.
Support from company: Most of the retailers ensnared that they are supported by the companies
personnel & companies helpline.
All companies provide POP at right time and in adequate number.
Claim process:In case of RCOMM process is be claimed very belatedly i.e. almost 77% of the
cases take 60-90 days, where as in case of Airtel most of the i.e. 88% is being
finalized in time limit 0-30 days.
The claim process services of other competitors viz. AirCel, Vodafone, & Tata
Indicom are almost at par with the IDEA cellular ltd.

Reliance Communication Page 102

On the basis of extensive study and research, here are some recommendation and
suggestion which may help the company to market the product and service more
profitability and increase its share in the Telecom market.
1. PROMOTIONAL ACTIVITIES
The company expand the budget allocation for promotional campaign
because of high competition in the market. So it has affected the sale service
brand image of Reliance
There may be some useful tools which can be summarized as follows:(1) Advertising advertising should have a clear objective and message,
which has not been found in recent ads. Reliance is a faster growing
provider service in each state .every offers and schemes they should
show with proper message for benefit to the customer. In busy life
customer do not remembered any offers and which service we can
provided for the customer therefore they should by force showing
advertisement in growing market and among customer .customers wants
continuously exposure in Cable and Local newspapers.
(2) Persuasive Advertising :Now there is a need of persuasive advertising for Reliance service which
can be moved into the category of comparative advertising. It will help
the company to establish the superiority of its brand service through
specific comparison of one or more attributes and features.
(3)Technical Expertise:The advertisement should show the companys expertise, experience and
pride in market the product service sale.
Media A combination of print ads and TV commercial do a better job. Local
ads and publicity should be giving more stress. Hoardings, banners, wall
Reliance Communication Page 103

painting should be promoted, as some expenses are also beard by


dealers. Ads on Cable network result greater audience attention.
Schemes, gift offers etc. must be highlighted through Radio and Local
newspapers.

(4)Frequency of Advertising:The advertisement of Reliance Communication is good but they cant show it
frequently on TV,Radio or through banners like Vodafone, doccomo, idea.

2. SALES PROMOTION

Cash discount
Premiums
Appointment of sale promoter
Financial schemes

3. OCCASIONAL DISCOUNT
The company may go for occasional discount offers or price off from time to
time specially during any festival. Off season discount may also prove helpful
to check fluctuating sales.
4. PRODUCT QUALITY AND TECHNICAL FEATURES
As for as some hand set mobile product quality is concerned, there is an
urgent need of technical up gradation of Reliance mobile product line. It would
Reliance Communication Page 104

be beneficial for company to launch some colors mobile hand set with the
some added feature and minimum price.

BIBLIOGRAPHY:
Websites:

www.telecomtalk.com
www.rcom.org
www.airtel.org
www.indianomics.com
http://telecomtalk.info/reliance-mobile-once-again-triggers-airtel-on-roamingtariff/13511/
http://telecomtalk.info/reliance-mobile-unveils-two-revolutionary-sms-tariffplans/13647/
http://telecomtalk.info/reliance-mobile-now-triggers-rivals-on-sms-black-outdays/15217/
http://telecomtalk.info/all-std-calls-at-39p-with-reliance-mobile/10092/
http://telecomtalk.info/bsnl-life-time-prepaid-now-cost-rs-10/14263/
http://telecomtalk.info/bsnl-all-calls-at-49pmin-prepaid-plan-in-details/14091/

Books:

1.
2.

Marketing Research: By Naresh Malhotra.


Advertisement and Sales Promotion.
By kruti shah
Alen Dsouza

Reliance Communication Page 105

Reliance Communication Page 106

QUESTIONNAIRE
Dear Sir/Madam,
I, the student of FMS-MAIET, Jaipur, is conducting a brief survey to know your
views on the Mobile Schemes. I would grateful if you would spend a few minutes to
participate in it. I assure you that the purpose of the study is purely academic.
Kindly extend your cooperation in filling this questionnaire and enable us in doing the
survey.
Name:
Occupation:
1.Do you have any Landline/Mobile Connection?
Yes
No
2.How many Mobile connections do you have?
One

More than two

Two

3. Are you a RIM subscriber?


Yes

No

4. If No, Then Which company connection you are using?


BSNL

Airtel

Vodafone

Idea

Tata Indcom

5. According to You, which company provide cheapest service?


Reliance

BSNL

Airtel

Reliance Communication Page 107

Vodafone

Idea

Tata Indcom

6. When did you last buy Reliance Scheme/ Other mobile Scheme?

7. How frequently do you use, Reliance Scheme/Any Other Mobile Scheme?

8. Which the following schemes of RIM/ any other companies have you heard of?

9. Which Scheme of Reliance/ any other companies have you used?

Reliance Communication Page 108

10. Which Scheme you like most?

12. How do you find out information about Reliance Scheme?

Reliance Communication Page 109

TV/ Radio.
General newspapers or magazines........................................
Direct mail...............................................................................
Leaflets...................................................................................
In my local outlet.....................................................................
From friends or colleagues.....................................................
From sales reps......................................................................
From special exhibitions or seminars.....................................
Other (PLEASE WRITE IN)....................................................

13. How satisfied are you overall with RIM/Other companies?

14.How satisfied are you with the Connectivity of RIM/Other companies?

Reliance Communication Page 110

15. How satisfied are you with the voice clearance of RIM/ Other companies?

16. How satisfied are you with the Network of RIM/ Other companies?

17. How satisfied are you with the Schemes of RIM/ Other companies?

18. How satisfied are you with the Value of the price of RIM/ Other companies?

Reliance Communication Page 111

19.How satisfied are you with the Easily Available of RIM/ Other companies?

20.Are you satisfied about recent message scheme of Reliance/any other companies?

21. which companys message scheme do you like most?


Reliance

BSNL

Airtel

Vodafone

Idea

Tata Indcom

Thank you for taking part in this survey. All your answers will be treated confidentially. If
you have any queries please call...

Reliance Communication Page 112