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Project Report

ON

IMPACT OF COMMUNICATION ON
SERVICES BRAND EVALUATION IN
AIRTEL MOBILE
Submitted for the partial fulfilment for the award
Of
Bachelor of Business Administration from
Chaudhary Charan Singh University, Meerut
2012-15
Submitted To:
SHANTI INSTITUTE OF TECHNOLOGY MEERUT

Under The supervision of: -

Submitted

By:Mr.RAHULSHARMA
(H.O.D,ofBBA,Dept)

MANSI
BBAVISEM
Roll No. 3396518

DEPARTMENT OF MANAGEMENT
SHANTI INSTITUTE OF TECHNOLOGY MEERUT

BATCH-2012-15

ACKNOWLEDGEMENT

I must, however, especially acknowledgement by indebtedness to Project Guide Mr.


Rahul Sharma H.O.D., BBA Department , SIT Meerut. who have been source of
continuous guidance and inspiration to me. My sincere thanks towards.

I am really appreciative to this organization (Airtel Family, including all employees) for full
co-operation, support and motivation that helped me a lot in completing my project here.

MANSI
BBA VI SEM
Roll No. 3396518

DECLARATION

I MANSI Student of BBA- VI Sem declare that the project entitled Impact Of
Communication On Services Brand Evaluation Submitted to Project Guide Mr. Rahul
Sharma H.O.D., BBA Department , SIT Meerut is my original work, Submitted to CCS,
University, Meerut done by me, during my Training.

MANSI
BBA VI SEM
Roll No. 3396518

PREFACE

Its a thing of massive gratification for me to present this Report on the topic
IMPACT OF COMMUNICATION ON SERVICES BRAND EVALUATION
completed in an unrivaled organization Communication.
Mobile telephony adoption is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the wireless telephone. Leveraging the power of
these new capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next "killer application," yet we are still learning
about people's information and communication needs while "on the go."
I know that even in the areas in which I have a little knowledge, I do not know
enough. There are new tasks in these areas for which I am not yet equipped with tested,
proven approaches and tools. New areas of challenge and new technology problems has
arisen, where I have done little work so far and where I have so far only ignorance rather than
even a modicum of knowledge.

TABLE OF CONTENTS

1. Introduction

5-24

2. Objective of the study

56-55

3. Company Profile

25-54

4. Research Methodology

57-67

5. Data analysis

68-76

6. Findings

77-78

7. Conclusion

84-86

8. Limitations

79

9. Suggestions and Recommendation

80-83

10. Bibliography

87-88

11. Appendix

89-94

Questionnaire

INTRODUCTION
TELECOM HISTORY SINCE 1842 TILL NOW..
With the dramatic changes in interpersonal communication over the past
decade, Internet messaging has emerged as the primary medium for transferring
information quickly, inexpensively, and reliably. However, the growing popularity of
wireless telephones has added another dimension to the communications equation
mobility. As more Indians rely on cellular communication, this market is expected to
see explosive growth over the forecast period.
Lets have a review of telecommunication History:Telecom history
1842: Wireless by conduction
1843: Early electromagnetic research, wireless by induction
1865: Induction and Dr. Loomis

Early radio discoveries


1879: D.E. Hughes and the first radio-telephone reception
1880: The photophone and the first voice radio-telephone call
1880 to 1900: Radio development begins in earnest
1910: The first car-telephone
1924: The first car-mounted radio-telephone
1937: Early conventional radio-telephone development

The modern era begins


1946: The first commercial American radio-telephone service
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1947: Cellular systems first discussed


1948: The first automatic radio telephone service
1969: The first cellular radio system
1973: The Father of the cell phone
1978: First generation analog cellular systems begin
1980: Growth of Japanese cellular development
1981: NMT -- the first multinational cellular system
1982: The rise of GSM
1990: North America goes digital: IS-54

Prehistory (Birth to Bell Labs, 1924)


While puzzling over the mysteries of radio, many inventors worked
concurrently on power generation, telegraphs, lighting, and later, telephone. The
thorough understanding of electricity required to produce a reliable, practical radio
system took a long time and happened in different phases.

In 1820, Danish physicist Christian Ousted discovered electromagnetism, the


science that could help generate electrical power and, if fully understood and applied,
usher in the era of telecommunication.

Michael Faraday - 1791 to 1867

In 1821 Michael Faraday reversed Oberstars experiment and in so doing


discovered induction. This helped him build the world's first electricity generator. He

worked on different electrical problems in the next ten years, eventually publishing his
results on induction in 1831.
Joseph Henry - 1797 to 1878

In 1830 the great American scientist Professor Joseph Henry transmitted the
first practical electrical signal; showing that electromagnetism could do more than just
create current or pick up heavy weights -- it could communicate. In a stunning
demonstration in his Albany Academy classroom, Henry created the forerunner of the
telegraph. While Henry did not pursue electrical signaling, he did help someone who
did. And that man was Samuel Finley Breese Morse.

Samuel Morse - 1791 to 1872

In 1837 Samuel Morse invented the first practical telegraph, applied for its
patent in 1838 and was finally granted it in 1848. Joseph Henry helped Morse build a
telegraph relay or repeater that allowed long distance operation. The telegraph brought
the country closer and eventually the world. Morse also experimented with wireless,
not by passing signals though the atmosphere but through the earth and water. Without
a cable.

Wireless by conduction

On October 18, 1842, Morse laid wires between Governor's Island and
Castle Garden, New York, a distance of about a mile. Part of that circuit was under
water. But before he could complete this demonstration a passing ship pulled up his
cable, ending it seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph
signals through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on
wire line telegraphy, that is, conventional telegraphy carried over wires suspended on
poles. Few tinkered exclusively with wireless since a basic radio theory had not yet
been worked out. Telegraphy, however, did produce a good understanding of wireless
by induction since wires ran parallel to each other and often induced rogue currents into
other lines.

Early electromagnetic research


In 1843 Faraday began intensive research into whether space could conduct
electricity.
In 1864 Maxwell released his paper "Dynamical Theory of the
Electromagnetic Field" which concluded that light, electricity and magnetism were all
related and that all electromagnetic phenomena traveled in waves.

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Induction and Dr. Loomis


In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first
person to communicate through wireless via the atmosphere. Between 1866 and 1873
he transmitted telegraphic messages at a distance of 18 miles. At one location he even
flew a metal-framed kite on a metal wire, perhaps taking inspiration from Benjamin
Franklin. At another location a similar kite picked up these signals and noted them with
a galvanometer.

Early radio discoveries


Maxwell's 1864 conclusions were distributed around the world and created a
sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany,
could produce and detect radio waves consistently and reliably.
On November 22, 1875, while working on acoustical telegraphy, a science
close to telephony, Thomas Alva Edison noticed unusual looking electro-magnetic
sparks.
D.E. Hughes and the first radio-telephone reception
From 1879 to 1886, London-born David Hughes discovered radio waves but
was told incorrectly that he had discovered no such thing. Discouraged, he pursued
radio no further.
Hughes noticed a clicking noise in his home built telephone each time he
worked using his induction balance, a device now often used as a metal detector. He
transmitted signals from one room to another in his house in London. But since the
greatest range there was about 60 feet, Hughes took to the streets with his telephone,
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intently listening for the clicking produced by his clockwork transmitter, gradually
diminishing until it no longer could be heard.

Alexander Graham Bell was the man who invented the telephone and made
the first call on a wired telephone to Thomas Watson. Bell was also first with radio.

1888 onwards: Radio development begins in earnest


In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's
prediction that electricity could travel in waves through the atmosphere. Unlike
Hughes, the extensive and systematic experiments into radio waves that Hertz
conducted were recognised and validated by inventors around the world.
Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to
ring a bell remotely and to explode some gunpowder".

Marconi established the first successful radio system. In 1901, his radiotelegraph system sent signals across the Atlantic Ocean. Ships were the first wireless
mobile platforms. In 1901 Marconi placed a radio aboard a Thorny croft steampowered truck, thus producing the first land-based wireless mobile transmitting data,
not voice.
In December 24, 1906, Reginald Fessenden accomplished the first radio
bandwave communication of human speech over a distance of 11 miles, from Brant
Rock, Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to
telegraph codes, no longer just a wireless telegraph, but a means of verbal
communication.

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The first car-telephone


From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson
in 1876, and his wife Hilda, regularly worked the first car telephone. Access was not by
radio, instead there were two long sticks, like fishing rods, handled by Hilda. She
would hook them over a pair of telephone wires, seeking a pair that was free. When
they were found, Lars Magnus would crank the dynamo handle of the telephone, which
produced a signal to an operator in the nearest exchange.

Around the same time, the triode tube was developed, allowing far greater
signal strength to be developed both for wireline and wireless telephony. No longer
passive like a crystal set, a triode was powered by an external source, which provided
much better reception and volume.

Later, with Armstrong's regenerative circuit, tubes were developed that


could either transmit or receive signals, were stable and powerful enough to carry the
human voice and sensitive enough to detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company that one
day would have a reach across the globe. Heavy equipment maker ASEA, boiler and
gas equipment maker AGA and telephone manufacturer LM Ericsson, formed SRA
Radio, the forerunner of Ericsson's radio division.

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The first car-mounted radio-telephone


Bell Laboratories claims to have invented the first version of a mobile in
1924. It was a two-way, voice-based radio-telephone and the adjoining photograph
from their site certainly seems to confirm it.

History of cellular mobile telephony: 1982 to 2001


1980 - First cellular phones began to appear
1982 - Nordic Mobile Telephony (NMT) standard
1983 - American Mobile Phone System (AMPS) standard
1986 - Nordic Mobile Telephony (NMT) 900 MHz
1991 - Commercial launch of the GSM service
1993 - Coverage of main roads GSM services start outside Europe
1994 - Japanese Digital Cellular (JDC)
1996 - USA Personal Communications Systems (PCS)

1982 - The beginning


During the early 1980s, analog cellular telephone systems experienced rapid
growth in Europe, particularly in Scandinavia and the United Kingdom, but also in
France and Germany. Each country developed its own system, which was incompatible
with those of others, in equipment and operation. This was an undesirable situation,
because not only was the mobile equipment limited to operation within national
boundaries, but also limited to the market for each type of equipment. This scenario in
a unified Europe was undesirable.
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The Europeans realized this early on, and in 1982, the Conference of
European Posts and Telegraphs (CEPT) form a study group called the Group Special
Mobile (GSM) to study and develop a pan-European public land mobile system. The
proposed system had to meet certain criteria, which included:

1. Good subjective speech quality.


2. Low terminal and service cost.
3. Support for international roaming.
4. Ability to support handheld terminals.
5. Support for a range of new services and facilities.
6. Spectral efficiency
7. ISDN compatibility.

Nordic Telecom and Netherlands PTT proposed to the CEPT the


development of a new digital cellular standard that would cope with the everburgeoning demands on European mobile networks. The European Commission (EC)
issued a directive which required member states to reserve frequencies in the 900 MHz
band for GSM to allow for roaming.

1986 Main GSM radio transmission techniques were chosen.


1987 September - 13 operators and administrators from 12 areas in the CEPT GSM
advisory group signed the charter GSM (Groupe Spciale Mobile) MoU "Club"
agreement, with a launch date of 1 July 1991.

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The original French name Groupe Spciale Mobile was changed to Global System for
Mobile communications; but the original GSM acronym remains.
GSM specifications were drafted.

1989 1998
In

1989,

GSM

responsibility

was

transferred

to

the

European

Telecommunication Standards Institute (ETSI), and phase I of the GSM specifications


was published in 1990. Commercial services started in mid 1991, and by 1993 there
were 36 GSM networks in 22 countries, with 25 additional countries like South Africa,
Australia and many Middle and Far East countries opting for GSM. By the beginning
of 1994, there were 1.3 million subscribers worldwide.

The developers of GSM chose an unproven (at that time) digital system, as
opposed to the then standard analog cellular systems like AMPS in the United States
and TACS in the United Kingdom. They had faith in the advancements in compression
algorithms and digital signal processors to allow the fulfillment of the original criteria
and the continual improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI) defined GSM


as the internationally accepted digital cellular telephony standard.

1990
Phase 1 GSM 900 specifications were frozen
DCS adaptation started.
Validation systems implemented.
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First GSM World congress at Rome had 650 participants.

1991
First GSM specification was demonstrated.
DCS specifications were frozen.
GSM World Congress at Nice had 690 participants.

1992
January - The first GSM network operator was Oy Radiolinja Ab in Finland.
December 1992 - 13 networks were on air in 7 areas.
GSM World Congress at Berlin had 630 participants.

1993
GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.
Roaming agreements between several operators were established.
By December 1993, 32 networks were on air in 18 areas.
GSM World Congress at Lisbon progressed with 760 participants.

Telkom '93 was held in Cape Town. First GSM systems were shown.

1994
First GSM networks in Africa were launched in South Africa.
Phase 2 data /fax bearer services were launched.
Vodacom became the first GSM network in the world to implement data/fax.
GSM World Congress at Athens drew 780 participants.
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December 1994 -- 69 networks were on air in 43 areas.

1995
GSM MOU was formally registered as an association registered in Switzerland with
156 members from 86 areas.
GSM World Congress at Madrid attracted 1400 participants.
December 1995 - 117 networks were on air in 69 areas.
Fax, Data and SMS roaming started.
GSM phase 2 standardisation was completed, including adaptation for PCS 1900.
First PCS 1900 network was shown live 'on air' in the USA.
Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.
Namibia goes on-line.
Ericsson 337 wins GSM phone of the year.
US FCC auctioned off PCS licenses.

1996
December 1996 - 120 networks were on air in 84 areas.
GSM World Congress was held in Cannes.
GSM MOU Plenary was held in Atlanta GA, USA.
8K SIM was launched.
Pre-paid GSM SIM cards were launched.
Bundled billing was introduced in South Africa.
Libya goes on-line.
Option International launches the world's first GSM/Fixed-line modem.

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2001
Feb -- GSM Conference held in Cannes.
By May 2001 there were 500m GSM 900/1800/1900 users worldwide.
16 billion SMS messages were sent in April 2001.
By April, 500 million people are GSM users.

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Cellular Mobile Pricing Structures and Trends

Successful growth and diffusion of mobile communication services is focusing


greater attention on how mobile relates to fixed networks. Accordingly, it is necessary
for regulatory authorities to review current frameworks in those instances where
regulation might impede the offering of certain pricing structures, such as calling party
pays. This issue is critical in putting fixed and mobile networks on an equal footing, so
the potential for competition between networks can be exploited. Testing the demand
for new pricing structures can be left to the market. Successful growth and diffusion of
mobile communication services is focusing greater attention on how mobile
communication relates to the Internet and electronic commerce. This report reviews and
benchmarks the pricing of emerging services such as short message services. These
services are the harbingers of? third generation? information services over mobile
networks, and policy makers need to review current regulatory frameworks to enhance
pricing innovation and competition in the provision of these services.

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Individual customization
An important trend in our society is agility or mass individualization. Consumer
behavior is much more volatile, much less predictable and increasingly concerned with
instant gratification. The expectation is that in due course this trend towards
individualization will become a more important factor in the emerging markets too,
particularly in the urban areas. As well as setting quality standards for products, this
attitude also demands delivery at the right time and in the right place. At any moment,
wherever the consumer may be, it has to be possible to satisfy his or her requirements;
it is a question of the consumer as a "moving target" and how we can increase our
chances of "scoring a hit".
In modern thinking about categories of consumers, every consumer has
something of this instant consumer in his or her make-up, alongside other possible
descriptions, such as "rational", "social" and "responsible". What's more, this can vary
according to the product category. One moment, moreover, this instant consumer will
be demanding products on the basis of flavor, convenience or cheapness, and in the
next breath will be voicing concerns about the environment, animal welfare or his or
her own health. The likelihood is that in the long term health, the environment and
animal welfare will be significant factors in the concept of quality, as safety already is.
Changes in consumption patterns are an important factor in this development.
While the retail trade is evolving from supermarket to household service provider in
response to mass individualization, consumers are increasingly also obtaining their

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food through other outlets: company canteens, take-away meals, snack bars, old
people's homes etc. "Young couples" in Europe are rapidly moving towards the
situation that already exists in the United States, where 50% of the food consumed is
prepared outside the home. This places different demands on products in terms of
keeping qualities (shelf life), convenience and presentation.
Consumer-driven technology development
These trends in the market and among consumers generate a demand for a more
differentiated and more rapidly changing product range and also call for a different
approach to technology development (dedicated production systems). In the future
there will have to be product development that takes the dynamic of the market and the
divergent wishes of the consumers as its starting point and uses the technologies of the
future: biotechnology, separations technology, sensor technology and modern
information technology (IT). To achieve this, product development will have to be
tackled in a more structured way, and knowledge deriving from different areas of
research will have to be integrated more effectively. The development of sensor
technology in the agro sector, for instance, requires the integration of materials
technology, biotechnology and process technology. New scientific developments also
provide interfaces through which the sector may respond to wishes relating to health:
both the information about genetic aspects and the new insights into bioactive
components - substances that, in low concentrations, affect human health - offer
interesting prospects of made-to-measure food!

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In the future, "made-to-measure food" will also mean "food produced in a way
that the public finds socially acceptable". Such aspects as the environment, animal
welfare etc. will play a major role. This will have to be specifically taken into account
in the development of technology.
From chains to flexible networks
As well as imposing requirements in terms of technology development, trends
such as mass individualization call for a responsive answer to a sharply fluctuating
market demand. This places considerable demands on the organization of agricultural
production chains. The full vertical integration of links in a chain can mean a loss of
flexibility. It would appear to be more efficient to opt for a continuation of the
development of the chain concept; leading to responsive networks that combine the
advantage of co-ordination with the flexibility of more loosely linked organizations.
These independent organizations work closely together in the flow of goods along the
chain in order to achieve the desired "customer value" at the lowest possible cost.

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OBJECTIVES OF THE STUDY


To study the consumer trends in telecommunication sector.
To study the level of customer satisfaction in Airtel.
To study customer purchase decision behaviour and factor influence the
decision process.
Comparative study of different mobile companies.
To study competitive marketing strategies adopted by Airtel.
To understand the needs of different consumer segments.
To study consumer preferences. .

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COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises.
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. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first company to export its
products to the USA. Bharti is the leading cellular service provider, with a footprint in
15 states covering all four metros and more than 7 million satisfied customers.
VISION:
To make mobile communications a way of life and be the customers' first choice.
MISSION:
We will meet the mobile communication needs of our customers through:
Error- free service delivery
Innovative products and services
Cost efficiency
Unified Messaging Solutions
CORE VALUE:

We will delight our customer with our simplicity, speed & innovation.
We will honours our commitment.
We will follow the highest standard of professional integrity & behaviour.
We will respect individual, build winning teams and lead by example.
We will create a fun filled and friendly workplace.

Airtel Mobile Communications Limited


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
telecommunications services based on a strong customer base consisting of 7.42
million total customers, which constitute, 6.76 million mobile and 657,000 fixed line
customers, as of April 30, 2004.
Bharti Tele-Ventures vision for its mobile business is To make mobile
communications a way of life and be the customers first choice.
The mission is to meet the mobile communication needs of the customer through 1)
error free service 2) Innovative products and services and 3) cost efficiency. The
Companys strategic objective is to consolidate its leadership position amongst the
mobile service providers in India.

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The Indian mobile market, according to the COAI, has increased from approximately
1.2 million subscribers as of March 31, 1999 to approximately 29.21 million
subscribers as of June 30, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8%
as of June 30, 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. By 2006 it is projected 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 of India's economy;

higher quality mobile networks and services; and

greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in
all the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of June 30, 2004, approximately 92% of India's total mobile subscriber market
resided in the Company's sixteen mobile circles, which collectively covered only 56%
of India's land mass.

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

27

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Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.
The population for Uttar Pradesh (West) circle is approximately 37% of the total
population for the state of Uttar Pradesh.
(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released
by COAI. Mobile market size comprises the total number of mobile subscribers of all
the service providers in a circle.
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of
state capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are
included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) &
Uttaranchal does not include Noida & Meerut as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a
combination of organic growth and acquisitions of additional licenses and has been
summarized below. The information given below is for the total market and is not
representative of our market share or network coverage.

1) Comprises the circles of Delhi and Himachal Pradesh.


2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and
Pradesh.

Andhra

3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.
4) Comprises 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.
Mobile Strategy

Capture maximum telecommunications revenue potential with minimum


geographical coverage to maximise its revenues and margins.

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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.

Attract and retain high revenue generating customers by providing competitive


tariffs, offering high quality customer support, proactive retention programs and
roaming
packages
across
all
of
its
mobile
circles.

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

Key highlights of Jan-04 are as follows:

Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs this
month. In percentage terms, this translates to a increase of 8 % in net adds over last
month.
The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36
Mn at the end of Jan-04, a growth of 6.22 %.
All India monthly growth in subscriber numbers was 6.13 %. The growth
elsewhere was :
Metros 5.28 %
A circles 6.22 %
B circles 7.75 %
C circles 3.43 %
All Circles Total 6.67 %
Airtel 6.39 %
B Circle category has shown the highest growth in subscriber base on an
individual basis this month.

At Airtel, we have always sought to enhance value for you as a customer by


providing you the most relevant and easy to use services through innovation and by
harnessing the latest developments in technology. In line with this strategy, we have
constantly introduced innovative products and services to suit your unique needs and
wants.
Our services range from CLI to Music Messaging to Lost Call Alerts
you better.

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all to serve

Move your mouse over any service from the following menu to get a brief description
on what it is all about.

SMS
Astrology
Music Messaging
Ring tones
Dial-a-Ring tone
Logos
Blinking SMS
Flash SMS
Jokes
Love Logos
Caller Line
Identification

Voice Mail
Itemised Billing
Inquiry Services
Picture Messages
Yahoo Dating
Yahoo! Mail
Yahoo Messenger
Group Messaging
Mobile Banking
News Updates

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Idea Cellular antecedents date back to 1995, when the Aditya Birla Group and AT&T (through Birla
AT&T Communications Maharashtra & Gujarat circle) and the Tata Group (through Tata
Cellular - Andhra Pradesh circle) set up cellular networks. Both the above company was amongst
the first company to commercially start operation in circles other than metros and achieve
financial closure in Indian Telecom industry.

In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T
Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh circle) in the
year 2001 - helped take the company to aim even further and led to the formation of Birla Tata
AT&T Limited.

In year 2001, company won fourth cellular license for Delhi metro circle and in year 2002 company
introduced common brand "Idea" and changed the name to IDEA Cellular Limited.
Since then, there has been no looking back for IDEA Cellular. The company launches Delhi
operations in year 2002 and added a record 100,000 subscriber within one month of launch.

In 2003, the company achieved the largest financial closure in Indian Telecom for its entire circle. In
2004, the company entered into definitive agreement to acquire Escotel Mobile Communications
(existing operator in Haryana, Kerala and UP(W)) and Escorts Telecommunications (cellular
licensee holder for UP(E), Himachal Pradesh and Rajasthan).
Today, Idea Cellular is a part of the Aditya Birla Group. The group is India's first truly multinational
corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic
pegged on value creation for its multiple stakeholders.
IDEA Cellular Ltd. Corporate Profile:An IDEA which has turned two
It was just two years ago in the year 2002 when three big entities, each one with a distinct knack for
business, having a reputation of being one of the most admired corporates in their domains
Tata, Birla & AT&T joined hands and an IDEA was born. Even before IDEA celebrated its 2nd

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birthday, it made its presence in the annals of Indian telecom by concluding the largest ever
acquisition in Indian wireless industry when it acquired Escotel.
With the Escotel acquisition, IDEAs footprint now covers around 60% of Indias population and over
65% of the potential telecom-market. And IDEA has leapfrogged to become a national player
having its presence in 11 circles across the country. IDEA is also the only company with one of its
circle having crossed One Million subscriber mark barring the metro markets.
An IDEA of Customer-Focus
Ahead of the numbers, market shares, revenues, profits, technologies, marketing, advertising,
footprint, investment, growth, and whatever it takes to run a successful telecom business, remains
a single idea of providing an ultimate customer service that creates a happy, satisfied and loyal
base of customers. Therefore, customer service is an utmost priority for everyone at IDEA and
becomes the single most important driving force gushing through the arteries, veins and the
nervous system of the company. Be it the people or the technology at the call centre or any other
entity within the system, it is solely geared to ensure the highest level of customer satisfaction.

IDEA covers over 3,660 small and major towns & villages along with a total highway connectivity of
over 6,000 kilometers. Today, there are over 380 IDEA n U outlets and Idea shops and a wellentrenched network of over 44,000 retailers and dealers across the country. Each circle with its
own dedicated call centre with a single call resolution approach towards the customer is a unique
effort provided by any operator.

Idea offers roaming across 200 networks in India and across the world, two way pre-paid roaming is
also available to customers while roaming in India, Customers can stay connected internationally
by receiving calls and sending and receiving SMS.

33

An IDEA of Footprint in India


IDEA controls a portfolio of Indias most attractive and mainly contiguous properties including the 7
states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, UP (W), Haryana, Kerala and Delhi (inclusive of NCR). Having operations in four of
the five largest cellular circles in India, IDEA is the market leader in the Maharashtra& Goa,
Kerala, UP(W) and Madhya Pradesh & Chattisgarh circles in terms of number of subscribers.
With Escotel acquisition IDEAs footprint has spread into Kerala, Haryana, Utter Pradesh, Rajasthan,
Uttaranchal and Himachal Pradesh virtually covering India from North to South, through 11
circles of telecom operations in India.
IDEAs Delhi circle is also the fastest growing fourth operator in the country, which is an
achievement in itself and also showcases the customer confidence of a high degree.
An IDEA of VAS Factory
With a clear focus on providing unique, distinct innovative and tremendously valuable services to the
subscribers, IDEA embarked upon an initiative to setup a VAS (value-added services) factory
within the company, which conceptualizes and provides tailor-made value-added services. Since
April 1, 2003, the VAS factory has produced over 47 value-added services. For IDEA, most of
them proved to be the revenue drivers for the current year and were able to enhance customer
loyalty to far reaching heights.
IDEA was the first and only company to bring the concept of Cellular Jockey to all its subscribers.
IDEA also launched Global SMS for the first time in the country, which allows the users to send
and receive SMS from over 540 networks and 170 countries across the technology platforms like
GSM, CDMA, TDMA and Satellite Phones. Recently, IDEA introduced Mobile Top-Up (a
flexible anytime anywhere recharge service for prepaid customers) and Say IDEA feature that
allows the users to access value added services by speaking into their mobiles.
An IDEA of Technological Superiority
The challenge of the wireless revolution demands a technology IDEA to match. IDEA Cellular has
been, and will remain, uncompromisingly demanding to its commitment, to deploy only the best
equipment in the world.
IDEA; Delhi is an EDGE network where IDEA has demonstrated EDGE and is now commercially
available. We are the first and only operator in the country to demonstrate and commercially

34

launch it. The Company has already started deploying EDGE ready networks, which would
provide a platform for offering innovative and the latest services to keep the customer experience
one-step ahead of the competition. Not the least important element of the technology is the
enduring partnerships IDEA enjoys with the GSM champions, Ericsson and Nokia, transmission
equipment makers, Alcatel and billing systems providers, SchlumbergerSema etc.
An IDEA of People
It is people who make the organization. With a clear focus on professionalism, highly skilled and
trained manpower of superior quality, IDEA today boasts of strength of around 1700 employees.
Most of them have come from reputed management and technical institutions from around the
country.
Management graduates, engineers, teams of support staff what all of them have in common at
IDEA is a vivacious, youthful, energetic, and a positive attitude at work. With the average age of

35

An IDEA of Growth
IDEA is an original licensee in seven of the eight circles with frequency and other advantages and is
expanding the number of subscribers by adopting a mass-market strategy. IDEA firmly believes
that cellular services will continue to grow in popularity among masses hence the focus would be
on growing the base of pre-paid customers and attracting and retaining the quality post-paid
subscribers.
Since its inception IDEA Cellular has been a fabulous growth story. Idea is the fastest growing GSM
operator in its area of operations. The growth rate in the last 6 months has been 85% in its area of
operations as against 84% of all operators in the same area of operations. The company is now
cash positive, and is expected be profit positive in the financial year 04-05.
An IDEA of Finance
IDEA has invested as much as Rs. 52,000 million in its existing 5 circles. IDEA Cellular has been
blessed with the support of its bankers and a clean capital structure where the sponsors have
directly contributed equity of around Rs 23,000 million. Its recent financial closure with a project
cost of Rs. 5,000 crores was the largest ever in the Indian telecom history.
An IDEA of Awards and Recognitions
IDEA owing to its innovation, excellent customer service and superior quality of service has been
endorsed by various industry authorities by several awards and recognitions. Some of them are as
follows:
Golden Peacock Innovative Product / Service award in the communication sector from the
Government of India for implementation of the M-coupon product in the Delhi Circle in 2003;
Madhya Pradesh circle was rated number one operator twice in two consecutive surveys of Quality
of Service (QOS) conducted by TRAI in August 2002 and March 2003
Chosen as the winner of the award Indira Award for Marketing Excellence for being the highest
recalled brand in the year 2003
Ranked second in overall user satisfaction by the Voice & Data IDC Mobile Users Satisfaction
Survey, October 2003, which was based on parameters like network availability and performance,
customer care, value added services, pre-sales and sales effort, and billing.

36

KEY WORDS:Access fee


This is an annual or monthly charge to connect to a wireless network. This fee indicates whether the
phone is actually used or not.
Activation
The process of programming a wireless phone so that it is ready to transmit and receive calls on the
wireless network.
Airtime
Airtime is the total time for which you use your connection. This includes time for calls made and
received.
Alphanumeric display
This includes the ability of an LCD or display unit to display text as well as numbers.
The display unit is found on the front of a wireless handset or pager.
Analog
It is a method of storing or transmitting information in the same form as the original sound.
Any-key answer
Any-key answer is a phone feature that lets you answer an incoming call by pressing any key on the
keypad.
Authentication
This is a feature used to reduce fraud by confirming the identity of a phone to the wireless network.

37

Vodafone Group
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licences; the other going to British Telecom

[4][5]

The network,

known as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros
Technology Trust owning 15% and 5% respectively. Vodafone was launched on 1
January 1985. Racal Strategic Radio was renamed Racal Telecommunications Group
[6]

Limited in 1985. On 29 December 1986 Racal Electronics bought out the minority
[5]

shareholders of Vodafone for GB110 million.

[7]

In September 1988 the company was again renamed Racal Telecom and on 26 October
1988 Racal Electronics floated 20% of the company. The flotation valued Racal
Telecom at GB1.7 billion. On 16 September 1991 Racal Telecom was demerged from
[8]

Racal Electronics as Vodafone Group.

[9]

In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for
30.6 million.
Peoples Phone

[10]

On 19 November 1996, in a defensive move, Vodafone purchased

for 77 million, a 181 store chain whose customers were overwhelmingly

using Vodafone's network.

[11]

In a similar move the company acquired the 80% of Astec

Communications that it did not own, a service provider with 21 stores.

[12]

In 1997 Vodafone introduced its Speechmark logo, as it is a quotation mark in a circle; the
O's in the Vodafone logotype are opening and closing quotation marks, suggesting
conversation.
On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc. and
changed its name to Vodafone Airtouch plc. Trading of the new company commenced
on 30 June 1999.
Mobilfunk.[14]

[13]

To approve the merger, Vodafone sold its 17.2% stake in E-Plus

The acquisition gave Vodafone a 35% share of Mannesmann, owner of the

largest German mobile network.


Vodafone's original logo used until the introduction of the speechmark logo in 1997

38

On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of
Bell Atlantic Corp

to form Verizon Wireless.

[15]

The merger was completed on 4 April 2000.

In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was
rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase
of Orange, the UK mobile operator.

[16]

Chris Gent would later say Mannesmann's move

into the UK broke a "gentleman's agreement" not to compete in each other's home
territory.

[17]

The hostile takeover provoked strong protest in Germany and a "titanic

struggle" which saw Mannesmann resist Vodafone's efforts. However, on 3 February


2000 the Mannesmann board agreed to an increased offer of 112bn, then the largest
corporate merger ever.

[17]

The EU approved the merger in April 2000. The conglomerate

was subsequently broken up and all manufacturing related operations sold off.
On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In
April 2001 the first 3G voice call was made on Vodafone United Kingdom's 3G
network.

39

A map showing Vodafone Global Enterprise' footprint.

Vodafone Operating Countries

Vodafone's partners and affiliates


In 2001 the Company took over
Vodafone Ireland.

Eircell,

then part of

eircom

in

Ireland,

and rebranded it as

It then went on to acquire Japan's third-largest mobile operator J-Phone,

which had introduced camera phones first in Japan.


On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by
signing TDC Mobil of Denmark. The new concept involved the introduction of Vodafone
international services to the local market, without the need of investment by Vodafone.
The concept would be used to extend the Vodafone brand and services into markets
where it does not have stakes in local operators. Vodafone services would be marketed
under the dual-brand scheme, where the Vodafone brand is added at the end of the local
brand. (i.e., TDC Mobil-Vodafone etc.)

Vodafone Global Enterprise


Global Enterprise

Vodafone's

is a business set up by Vodafone with the sole purpose of handling

multinational

clients. It is the high end

business to business

section of Vodafone

group, and acts like an operating country (such as for example Vodafone UK). Devices
and services available in any operating country, are available to Global Enterprise
customers in the same country, and so Vodafone Global Enterprise are able to offer a
wide range of products. Vodafone Global Enterprise have a presence in over 65
countries and this number is expected to grow in future, as with the recent aqcuisition

40

of

Ghana Telecom.

Since its foundation in 2007, Global Enterprise has aimed to be a

world leader in managed mobility services. Vodafone Global Enterprise are


headquartered in

Newbury,

but do have operatives around the world; while many of

Vodafone's marketing employees are relocated to

London,

Global Enterprise' team will

remain in Newbury.
Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global
Enterprise in 2007 and continues to define the

strategy

and operational execution for

Vodafone's relationship with multi-national corporate customers. Global Enterprise


have a dedicated group of account managers, at both global and national levels, who
look after customers needs, and are supported by pre-sales and technical consultancy
teams.
Products and Services include Enterprise Central, Telecomms Management, Global
Device Portfolio and Managed Mobility Services. In 2009 Vodafone Global Enterprise
was the winner of Best Mobile Enterprise Service at the GSMA Global Mobile Awards
2009.

41

Europe
Networks in Europe

Majority-owned Minority-owned

No Ownership

Albania

France

Austria

Belgium

Czech Republic

Poland

Bulgaria

Channel Islands

Germany

Croatia

Cyprus

Greece

Denmark

Estonia

Hungary

Finland

Faroe Islands

Ireland

Iceland

Latvia

Italy

Lithuania

Luxembourg

Malta

Rep. of Macedonia

Norway

Netherlands

Russia

Serbia

Northern Cyprus

Slovenia

Sweden

Portugal

Switzerland

Ukraine

Romania

42

Spain

Turkey

UK

In February 2002 Finland was added into the mobile community, as Radiolinja is
signed as a Partner Network. Radiolinja later changed its named to Elisa. Later that year
the Company rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3
December 2002 the Vodafone brand was introduced in the Estonian market with
signing of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti)
later changed its name to Elisa.
On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom
Austria.

As a result, Austria, Croatia, and Slovenia were added to the community. In April

2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy
(Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was
added to the community, with the signing of a Partner Network agreement with Bit.
In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to
rename its mobile phone operations to Cytamobile-Vodafone. In April 2004 the
Company purchased Singlepoint airtime provider from John Caudwell (Caudwell
Group) and approx 1.5million customers onto its base for 405million, adding sites in
Stoke on Trent (England) to existing sites in Newbury (HQ), Birmingham, Warrington
and Banbury. In November 2004 Vodafone introduced 3G services into Europe.
In June 2005 the Company increased its participation in Romania's Connex to 99% and
also bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech
Republic was rebranded as Oskar-Vodafone. Later that year on 17 October 2005
Vodafone Portugal

launched a revised logo, using new text designed by Dalton Maag, and a

3D version of the Speechmark logo, but still retaining a red background and white
writing (or vice versa). Also, various operating companies started to drop the use of the

43

SIM card pattern in the company logo. (The rebranding of Oskar-Vodafone and
Connex-Vodafone also does not use the SIM card pattern.) A custom typeface by Dalton
Maag

(based on their font family InterFace) formed part of the new identity.

On 28 October 2005 Connex in Romania was rebranded as Connex-Vodafone and on 31


October 2005 the Company reached an agreement to sell Vodafone Sweden to Telenor
for approximately 1 billion. After the sale, Vodafone Sweden became a Partner
Network. In December 2005 Vodafone won an auction to buy Turkey's second-largest
mobile phone company, Telsim, for $4.5 billion.

[18]

In December 2005 Vodafone Spain

became the second member of the group to adopt the revised logo: it was phased in
over the following six months in other countries.
In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a
centre of expertise for the company dealing with Customer Care for its higher value
customers, technical support, sales and credit control. All cancellations and upgrades
started to be dealt with by this call centre. On 5 January 2006 Vodafone announced the
completion of the sale of

Vodafone Sweden

to

Telenor.

On February 2006 the Company

closed its Birmingham Call Centre. In 1 February 2006 Oskar Vodafone became
Vodafone Czech Republic ,

adopting the revised logo and on 22 February 2006 the Company

announced that it was extending its footprint to

Bulgaria

with the signing of Partner

Network Agreement with Mobiltel, which is part of mobilkom Austria group.


On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the honorary
post Chairman for Life in 2003, quits following rumours of boardroom rifts. In April
2006 the Company announced that it has signed an extension to its Partner Network
Agreement with BITE Group, enabling its Latvian subsidiary "BITE Latvija" to
become the latest member of Vodafone's global partner community. Also in April 2006
Vodafone Sweden

changed its name to Telenor Sverige AB and Connex-Vodafone became

Vodafone Romania,

also adopting the new logo. On 30 May 2006 Vodafone announced the

then biggest loss in British corporate history (14.9 billion) and plans to cut 400 jobs; it
reported one-off costs of 23.5 billion due to the revaluation of its
subsidiary. On 24 July 2006 the respected head of Vodafone Europe,
unexpectedly

[19]

Mannesmann

Bill Morrow,

quit

and on 25 August 2006 the Company announced the sale of its 25%

stake in Belgium's

Proximus

for 2 billion. After the deal, Proximus was still part of the

44

community as a Partner Network. On 5 October 2006 Vodafone announced the first


single brand partnership with
Iceland

Og Vodafone

which would operate under the name

Vodafone

and on 19 December 2006 the Company announced the sale of its 25% stake in

Switzerland's

Swisscom

for CHF4.25 billion (1.8 billion). After the deal, Swisscom

would still be part of the community as a Partner Network. Finally in December 2006
the Company completed the acquisition of Aspective, an enterprise applications
systems integrator in the UK, signaling Vodafone's intent to grow a significant presence
and revenues in the ICT marketplace.
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as
Vodafone

and on 1 April 2007

Telsim Vodafone

Telsim

Turkey dropped its original brand and

became Vodafone Turkey. In addition , Vodafone Turkey also gives service in Turkish Republic of
Northern Cyprus.

On 1 May 2007 Vodafone added Jersey and Guernsey to the community, as

Airtel was signed as Partner Network in both

crown dependencies.

In June 2007 the

Vodafone live! mobile Internet portal in the UK was relaunched. Front page was now
charged for and previously "bundled" data allowance was removed from existing
contract terms.
Garden

[20]

All users were given access to the "full" web rather than a

Walled

and Vodafone became the first mobile network to focus an entire media

campaign on its newly launched mobile Internet portal in the UK.


Vodafone Portugal

launched Vodafone Messenger, a service with

[21]

On 1 August 2007

Windows Live Messenger

and

Yahoo! Messenger.

On 17 April 2008 Vodafone extended its footprint to Serbia as Vip mobile was added to the
community as a Partner Network and on 20 May 2008 the Company added
as a Partner Network thereby extending the global footprint to the

VIP Operator

Republic of Macedonia.

In May 2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.
On 30 October 2008, the company announced a strategic, non-equity partnership with
MTS

group of Russia. The agreement adds

Uzbekistan

to the group footprint.

Russia, Armenia, Turkmenistan, Ukraine,

and

[22]

On 20 March 2009, it was announced that the group's

Luxembourg

partner has been

changed to Tango: the agreement with LuxGSM was not renewed in favour of
Luxembourg unit of another partner network, Belgacom of Belgium.

45

[23]

Tango,

the

At the end of 2007 Vodafone Germany was ranked 6th in Europe by subscriber
numbers, whilst its Italian operation was listed as 10th. Vodafone UK was ranked 13th.,
whilst Spain was listed in 16th. place

[24]

46

Asia-Pacific

Networks in Asia-Pacific

Majority-owned Minority-owned

No Ownership

Australia

China mainland

Afghanistan

Armenia

India

Fiji

Azerbaijan

Hong Kong

New Zealand

India

Japan

Malaysia

Samoa

Singapore

Sri Lanka

Thailand

Turkmenistan Uzbekistan
In July 1993 BellSouth New Zealand's network went live and October 1993 Vodafone
Australia's

network also went live. This was followed in July 1994 by Vodafone Fiji's

network going live.


In November 1998 Vodafone purchased BellSouth New Zealand which later became
Vodafone New Zealand.

In 1999 J-Phone launched the J-sky mobile internet service in

response to DoCoMo's i-Mode service. In December 2002 J-Phone's 3G network went live.

47

On 1 October 2003 J-Phone became 'Vodafone' and J-Phone's mobile internet service JSky became Vodafone Live!. On 3 November 2003 Singapore became a part of the
community as M1 was signed as partner network.
In December 2004 Vodafone Australia agreed to deploy high-speed MPLS backbone
network built by Lucent Worldwide Services using Juniper hardware.

[25]

Then in April 2005 SmarTone changed the name of its brand to 'SmarTone-Vodafone' after
both companies signed a Partner Network Agreement. In August 2005 Vodafone
launched 3G technology in New Zealand and in October 2005 it began launching 3G
technology in Australia. On 28 October 2005 the Company announced the acquisition of
a 10 per cent stake in India's Bharti Televentures, which operates the largest mobile phone
network in India under the brand name AirTel. On 22 December 2005 the Company
announced the completion of the acquisition of the 10% stake in Bharti Televentures of
India.

In January 2006 Indonesia, Malaysia, and Sri Lanka were added to the Vodafone footprint as
Vodafone Group signed a partner network agreement with Telekom Malaysia. On 17 March
2006 Vodafone announced an agreement to sell all its interest in Vodafone Japan to
SoftBank

for 8.9 billion of which 6.8 billion will be received in cash on closing of

deal. Vodafone Japan later changed its name to SoftBank Mobile. On 9 October 2006
Vodafone New Zealand

bought New Zealand's 3rd largest I.S.P., iHug and on 1 November

2006 Vodafone Australia signed the Australian Football League (AFL)'s biggest individual club
sponsorship deal with the Brisbane Lions for seasons 2007, 2008 and 2009.
On 6 February 2007 along with the partnership with Digicel Caribbean (see below),
Samoa was added as a Partner Market. Then on 11 February 2007 the Company agreed

48

to acquire a controlling interest of 67% in Hutchison Essar Limited for US$11.1 billion. At
the same time, it agreed to sell back 5.6% of its AirTel stake back to the Mittals.
Vodafone would retain a 4.4% stake in AirTel. On 21 September 2007 Hutch was
rebranded to Vodafone in India.
On 6 February 2007, Vodafone Group signed a three-year partnership agreement with
Digicel

Group. The agreement, which includes Digicel's sister operation in Samoa, will

result to the offering of new roaming capabilities. The two groups will also become
preferred roaming partners of each other. Along with Digicel's markets, the Vodafone
brand is now present in 81 countries, regions, and territories. What is interesting to
note, is that as well as being partners, Digicel and Vodafone are also rival operators in Fiji,
where Digicel Fiji recently launched, and Vodafone owns a minority (49%) stake in
Vodafone Fiji.
On 10 February 2008 Vodafone announced the launching of M-Paisa mobile money
transfer service on Afghanistan's Roshan: Afghanistan was added to the Vodafone
footprint.
On 5 September 2008 Vodafone purchased Australia's largest bricks and mortar mobile
phone retailer Crazy John's adding 115 retail stores to its local operations .
[26]

49

COMPANYS PLANS

Prepaid Plans

Are you wary of committing yourself to a date for making your bill payments?
Is it too much of a bother for you to remember dates for bill payments? Do you often
end up paying late fees against your monthly utility services bills? Do you end up
spending too much if you have the option to pay the bill later?

Think over for if one of these represents you, we have a solution for you. Start
thinking prepaid is our advise!

So what exactly is this prepaid! It is simply a way of going cellular by paying


for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime
for a month, you can buy a recharge coupon which gives you that much talktime on
your cellphone. Once that money gets exhausted you can buy another recharge coupon
for the same or different denomination depending on your future need.

Prepaid allows you to be in control of your cellular expenses even while you are
spending. You will be surprised that today In India, Prepaid connections account for
almost 60 to 70 percent of the total new entrants into cellular telephony. Thats because
almost every one of us wants to be in control of our cellular expense.

50

Advantages of prepaid:

Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much
as you feel the need to! Now that's what we call complete freedom!

No Rentals
Buy an Airtel prepaid card without having to pay any rentals!

No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee


Now experience complete freedom like never before with Airtel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Instant Balance Inquiry


Check your talk-time instantly by calling our toll-free number!

60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience like

51

never before!

Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple steps!

24-hour recharge facility


With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!

Caller Line Identification


Call Line Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to either
reject or take the call. It provides the added advantage of saving the incoming
number directly in the Handset Phone Book. So that the next time you want to call
the same person, you don't need to retype his number, simply use your phone book.

Call Divert, Call Hold and Call Wait


Avail of special services like call waiting, call hold and call divert all with your
Airtel prepaid card!

Short Messaging Service (SMS)


With Airtels Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

52

SMS based Information Services


With Airtel's SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!
Voice Mail service
Voice Mail lets you receive messages even when your handset is switched off or
when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 75 messages,
with each message of two-minute duration.
Airtel Out of Home Circle
We have established one of the most extensive roaming tie-ups - both national
and international- with the best service providers in the respective regions to ensure that
you get uninterrupted coverage throughout. We currently provide roaming coverage in
more than 1000 cities and major highways across India. We also provide international
roaming in 56 countries across 101 networks.

To get more information on our roaming coverage, click on the respective links:
National Roaming
Our national roaming coverage currently spans across more than a 1000 cities across
India. To subscribe to National Roaming, you have to pay the following:
Security Deposit- Rs 1500
Monthly Rental- Rs 49

53

Customer Care

Do you need any clarifications on your bills? Do you have any feedback or
query on our Products & services? You can call us, send us an E-mail or meet us in
person. We shall be glad to help you out in every possible way.

Contact us by phone

If you are on Airtel, just call us on 121 your Airtel Prepaid phone.

If you are on Airtel postpaid, just call us on 9897012345 or toll free 121 from your
Airtel Postpaid phone.

These toll free numbers however, cannot be dialed when you are roaming.

Airtel launches Music Messaging service

Customers can dedicate songs along with their voice messages;

Dec. 22, 2003, Merrut : Airtel, one of the leading cellular operators in Haryana,
UP(West) & Uttranchal and Kerala today announced the launch of a new innovative
service called Music Messaging. The service will allow music lovers to listen to the
various songs and then dedicate the
same to any other Airtel mobile subscriber along with a personalized voice message.

54

For using the service, the customer simply needs to dial 646 from his mobile
and follow the voice prompts. This will lead him to the options Hindi and English
songs. There are 10 songs under each option and the customer can either go on to listen
to the song clippings of 90 seconds each or move on to the next or previous song.
While listening to the song, the subscriber may choose to dedicate the song to some
other Airtel Subscriber after recording a 10 second long personalized voice message.
The music message will then be received by the person to whom it has been dedicated
as a Voice Message with the CLI of the sender. Once delivered, the message begins
with the senders voice message followed by a 30 second clip of the song that has been
dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.

55

Announcing the launch of the service, Mr. N.F.Aibara, COO, Airtel-Haryana


said The mobile phone today is no longer just a communication device. Rather it is a
driver of self-identity and creative pursuits especially for the youth segment which
constitutes about 70 % of the new customers that we enrol every month. We have
always sought to provide our customers with new and exciting services that have been
made possible through innovation and use of latest technology. The launch of this new
service is another step in the same direction as it enables customers to add a musical
edge to their messages-nothing can be more powerful than a message in ones own
voice along with a song to suit the situation. I am sure this service will be liked by all
our customers and more specially the youth

56

Coverage

Bharti Cellular footprint


Bharti is to first achieve critical mass, then drill deep instead of spreading thin.
Thereafter, it is ready for controlled expansion.
In keeping with this, the company has been providing excellent service to its
subscribers in various states. It controls a portfolio of India's most attractive and
contiguous telecom geographies, including the states of Maharashtra (excluding
Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Delhi
(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular
accesses over 45% of India's total telephony potential. With the objective of critical
mass achieved, Airtel Cellular turned to drilling deep.

57

58

MANAGEMENT HIERARCHY AT AIRTEL

"M A N A G E M E N T H IE R A R C H Y "
C H IE F S A L E S A N D M A R K E T IN G O F F IC E R
V IC E P R E S ID E N T
M A R K E T IN G S T R A T E G Y

V IC E P R E S I D E N T
S A L E S P L A N N IN G

C H IE F G E N E R A L M A N A G E R

C IR C L E S A L E S & M A R K E T IN G H E A D
D IS T R IC T O P E R A T IO N H E A D

P R E P A I D H E A D C IR C L E

M A R K E T IN G H E A D

C H A N N E L O P E R A T IO N M A N A G E R

P R E P A ID M A N A G E R

M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B

59

60

Some Marketing And Business Tools Adopted By AIRTEL As To Promote Its


Activities:

Seminars: seminars are conducted at different places by the expert time by time
to make people aware.

Publicity: publicity is done through various media.

Stalls at famous places: they conduct their stall after a particular period of time
on the famous and public place to attract them towards themselves.

DSA (Direct Sales Agency)

Print media

Hoarding

Banners

Advertisement

Leaflets

61

Follow ups

By KNOP
COOPERATIVE STUDY OF DIFFERENT MOBILE COMPANIES

PREPAID
COMPANY
Airtel
Idea
BSNL

Circle
S.T.D.
Circle
S.T.D.
Circle
S.T.D.

AIRTEL

IDEA

BSNL

OTHER /

2.25/3.25/0.99/2.99/0.90/2.00/-

2.25/3.25/0.99/2.99/0.90/2.00/-

2.25/3.25/0.99/2.99/0.90/2.00/-

PNT WLL
2.25/3.25/1.89/2.99/0.90/2.00/-

Note: All calls are per minutes

62

POST PAID

AIRTEL

CIRCLE
S.T.D.
Monthly

Airtel

Airtel

Airtel

Airtel

Airtel

rant
99/-

Airtel
2.40/-

GSM
2.40/-

PNT/other
2.40/-

Airtel GSM
2.99/2.99/-

Airtel PNT/other
2.99/- per 50-200
km.
3.99/- 200-500km

200/150+50

1.00
1.00

1.00
2.00

2.40/2.00

3.00
2.00

3.00
3.00

4.99/- 500 to above


3.25
3.00

(CLI)
999/-

Free

Free

1.20

2.00

2.00

2.00

Note:

1. If rental plane 150, 25 paid extra. All GSM calls is 1/-/ minute in circle.

2. If paid 75 extra, all India STD GSM 2/- min.


POST PAID
BSNL

63

CIRCLE

S.T.D.

Monthly rant

BSNL to

BSNL to PNT / other

BSNL to all

BSNL to PNT

325/225/525/-

all G.S.M
0.80/0.90/0.40/-

1.20/1.20/1.20/-

G.S.M
1.80/2.00/2.00/-

/ other
1.80/2.00/2.00/-

64

POST PAID
IDEA

CIRCLE

S.T.D.

Monthly rant

Idea to all

Idea to PNT /

Idea to all

Idea to PNT / other

99/-

G.S.M
2.49/-

other
2.49/-

G.S.M
2.99/-

2.99/- (50 200 km)


3.99/- (200 - 500 km)

349/399/- (Zero rental

1.00/2.49/-

1.20/2.49/-

2.99/2.99/-

plan)

4.99/- (500 to above)


2.99/2.99/- (50 200 km)
3.99/- (200 - 500 km)
4.99/- (500 to above)

Note:- 339 rental plane is zero rental plan because in this plan we get 399/- talk time.

65

66

RESEARCH METHODOLOGY:
An Introduction

Meaning of research

Research in common parlance refers to a search for knowledge. One can


also define research as a scientific and systematic search for pertinent information as a
specific topic. In fact, research is an are of scientific investigation. The Advanced
Learners Dictionary of Current English lays down the meaning of research as a
careful investigation or inquiry specially through search for new facts in any branch of
knowledge.
Redman and Mory define research as a
systematized effort to gain new knowledge. Some people consider research as
movement, a movement from the known to the unknown. It is actually a voyage of
discovery. We all possess the vital instinct of inquisitiveness makes us probe and attain
full and fuller understanding of the unknown. This inquisitiveness is the mother of all
knowledge and the method, which man employs for obtaining the knowledge of
whatever the unknown, can be termed as research.

67

Research is an academic activity and as such the term should be used in


a technical sense. According to Clifford Woody research comprises defining and
redefining problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions; and at
last carefully testing the conclusions to determine whether they fit the formulating
hypothesis. D. Slesinger and M Stephenson in the encyclopedia of Social Sciences
define research as the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art Research is , thus, an original
contribution to the existing stock of knowledge making for its advancement. It is
pursuit of truth with the help of study, observation , comparison and experiment. In
short, the search for knowledge through objective and systematic method of finding
solution to a problem is research. The systematic approach concerning generalization
and the formulation of a theory is also research. As such the term research refers to the
systematic method consisting of enunciating the facts and reaching certain conclusions
either in the from of solutions(s) towards the concerned problem or in certain
generalizations for some theoretical formulation.

68

Defining the research problem:

A researcher must find the problem and formulate it so that it becomes


susceptible to research. Like a medical doctor, a researcher must examine all the
symptoms (observed by him) concerning a problem before he can diagnose correctly.

And therefore, I have also defined the research problem i.e. to study
consumer trends, behaviour, preferences and level of satisfaction in Airtel
communication Ltd.

69

Research methodology:
After defining the research problem the foremost step will be planning
for the further investigation. Preparing the blue print to undertake the research called
research design. In other words,

A research design is the arrangement of condition for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in
procedure".
Under this chapter methodological step has been adopted in the study of
consumer trends, behaviour, preferences and level of satisfaction in Airtel
communication Ltd. The research procedures followed are described as under:

70

Research Approach
The research approach for the purpose was secondary research to collect
the information on the subject.

Research Instrument
I used direct observation, customer data & survey as research instrument.
Research Design
In this project use exploratory research design and for data collection fill-up the
questionnaires from the customer of mobile, survey of the market and some
information collect by interview of the users of the cellular at Meerut
SAMPLING:
I used Random Sampling because from a finite population refer to that method of
sample selection which gives each of possible sample of combination an
equal probability of being picked up and each item in the entire
population to have an equal chance of being included in the sample.
Sample Design:

A sample design is a definite plan for obtaining a sample from a given

population.

71

Sample design may as well lay down the number of items to be included in the

sample is the size of the sample,

i) Type of Universe

The first step in developing any sample design is to clearly define the set of

objects, technically called the universe to be studied. The universe is

infinite as the number of customer is unlimited.

ii) Sampling Unit:

The study to be taken on the suppliers and consumer of mobile connection.

(iii) Size of the samples

As the universe is infinite so the number of consumers will be limited.

Hence sample size is of 50 consumers belong to various levels of society.

72

STEPS IN SAMPLING

Define the Universe

Select the sample frame

Specify the sampling units

Select the sample design / methods

Determine the sample size

Specify the sampling plan

Select the sample

73

Area of Research
Meerut region
Sources of Data:
Research Data
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design.
Data constitute the foundation of statistical analysis and interpretation.
Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources, namely:
1.

Primary Data

2.

Secondary Data

74

Primary Data:
Primary data are gathered for the specific purpose or for a specific
research project, consist of original information for the fulfilment of project objective.
When the data are required for the particular study can be found neither in the internal
record of the enterprises nor in published sources. In some cases it may become
necessary to collect original data.

Primary data can be collected in four ways:1. Observation


2. Focus
3. Survey
4. Experiment

75

Secondary data:

Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low cost and
ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from journals i.e.
internal sources report, government publication and books, professional bodies etc.

Internal data are reports and memos generated within an organisation to


facilitate its operations. External data are those specially produce for outside
consumption.

Sources from which I have taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
5. KNOPs

76

77

DATA ANALYSIS
(1)

Do you have own mobile connection?

A. Yes
B. No.

14

Having Mobile
Not having
mobile

86

The data shows that the total sample size of 50 people taken for research out of
which 86% of persons keep mobile with them.
Sample size - 50

Having mobile
Yes
No

Respondent
43
7

78

(2)

Which kind of phone you would like to use?

Land line
Mobile
WLL

The data shows that the total sample size of 50 people taken for research
out of which 50% of persons like to use land line phone and 30% person like to use
mobile and rest 20% person like to use WLL.
Sample size 50
CONNECTION
LANDLINE
MOBILE
WLL

Respondent
25
15
10

79

(3) Which age group do you belong to?


(a)
(b)
(c)
(d)

15-20
20-25
25-35
35- above

15-20
20-25
25-35
35-above

The analysis shows that 14% people from 15- 20 age group, 8% persons from 20-25
age group, 36% persons from 25-35 age group, and 42% of people from 35-above age
group keep mobile with them.
Sample size - 50
Age
15-20
20-25
25-35
35-above

Respondent
7
4
18
21

80

(4) What occupation do you have?


(a) Business
(b) Professional
(c) Government Employee
(d) Student
25
20
15
Occupation

10
5
0

The data shows that 50 persons are from, 23 persons are professionals, 16 persons are
Private and 5 persons are found retirement 6 person are government employee to
consume mobiles.
Sample size - 50
Occupation
Professional
Private
Retirement
Government
(5) Which connection would you prefer?

Respondent
23
16
5
6

(a) BSNL
(b) Airtel

81

(c) Escotel or Idea


(d) Reliance

45
40
35
30
25
20
15
10
5
0

preferences

BSNL

ESCOTEL RELIANCE

AIRTEL

When the preferences for mobile phone connections were asked, results drawn that
40% of persons prefer to take BSNL because they believe in BSNLs better coverage &
cheaper rates after BSNL, 20% of people opt Reliance services because of its cheaper
rate and flexible schemes, then

Airtel is only 25% but there is very high

recommendation for its better connectivity. Airtel is rich in attractive schemes and plans
for business persons and persons related to corporate world.

Sample size: 50
Phone Connections
VSNL
Escotel / IDEA

Respondent
20
8

82

AIRTEL
RELIANCE

12
10

83

(6) You would like to take prepaid connection or Post paid connection?

a. Prepaid
b. Post paid

post
paid
40%

pre paid
60%

The research study shows that almost people from the selected segment give priority to
Post Paid connection, because of the flexibility and attractive plans for this market
segment.
Sample size: 50
Connection
Pre paid
Post paid

Respondent
30
20

84

7. How would you rate Airtel over all?


a. Very good
b. Average
c. Not good

The above chart show that 30% buyers response is very good and 50% buyers
response is average and 20% buyers response is not good.
Sample size 50
Rating
Very good
Average
Not good

Respondents
15
25
10

85

86

FINDINGS
The data shows that the total sample size of 50 people taken randomly
for the research, 43 people out of then taken mobile with them. This segment comproise
of professions, businessperson, service man & students.

About awareness of Telecom Company in Modinagar the data collected


shows that 60% of the people knows about all the telephone companies dealing in
Modinagar market, 30% of person knows only few companies, 5% of person knows
only one company, 5% are not knowing any other company.

The segment belongs to business and professional like to have Post paid
connection. Whereas students and service persons give their preference to Prepaid
connection.

When the preferences for mobile phone connections were asked, results
drawn that 40% of persons prefer to take BSNL because they believe in BSNLs better
coverage & cheaper rates after BSNL, 20% of people opt Reliance services because of
its cheaper rate and flexible schemes, then awareness of Airtel is only 25% but there is
very high recommendation for its better connectivity. Airtel is rich in attractive schemes
and plans for business persons and persons related to corporate world.

87

88

CONCLUSION
Liberalization of the telecommunications market has entered a new phase:
competition already exists (albeit in limited form) in some markets, such as the longdistance market and the market for Internet access via the STN. Other segments, such
as the local loop (essentially the high-speed Internet access market), are being opened
up. At this stage, it is no longer simply a question of opening up particular markets, but
rather, consolidating the play of competition in those markets that have been opened as
well as developing competitive new services. This explains the importance of highspeed access technologies for the future of the sector.
To face up to these challenges, regulatory activity is changing. It is constantly
adapting to market trends and to economic situations, which are often difficult. Among
its priorities it now counts new economic and social concerns as the information society
develops: national coverage is a major issue and Airtel intends to play its part to
protect the interests of all consumers.
To this backdrop, a new regulatory organisation is emerging. It must supply
regulatory activity with new tools to encourage lasting competition in the
telecommunications sector. It must also contribute to the development of a more
consistent UP west market that is better able to face up to the challenges of the
information society within the context of globalisation.

89

After thorough analysis and interpretation of result obtained I studied


overall consumer trends in Airtel Telecommunication Ltd. How people react to its
services and schemes. How company attract its customer by adopting effective
strategies. In the last the conclusion is drawn through this research that being the
biggest and oldest network of mobile telecommunication in Uttar Pradesh West, having
good quality of service, taking along a big part of people aware about Airtel, it is
subsisting hard. For Airtel connection most of customers are professional and business
segment.

Good service is the way to retain clients

90

LIMITATIONS
While working on this project I have to face some difficulties while conducting the survey.
People were not interested in giving there actual information about their family income and
airtime, as they were extremely scared about the income tax some people have difficult to
take them in confidence so that they can give correct information.
Some of the limitation are:

Not at home
Refusal to co-operate
Respondent bias.

91

92

RECOMMENDATION & SUGGESTIONS

The company should go ahead with aggressive marketing. They should light
competition on 1. Awareness level,
2. Product differentiation
3. Customer retention
4. Pricing strategy.

Thus, The recommendations fir these are as follows:


1. AWARENESS
(a) The company should sponsor local programs.
(b)

The company should arrange briefing sessions at prominent clubs such as


LIONS CLUB and ROTARY CLUBS etc.

(c)

The company should organize awareness quizzes through Newspapers,


Magazines & announce suitable rewards accordingly.

(d)

The

company

should

distribute,

Cellular in posh colonies of Western U.P.

93

leaflets

of

AIRTEL

2. PRODUCT DIFFERENTIATION
(a)

In order to build upon the theme of AIRTEL SANSAR the company


should try to position itself as a trustworthy and everlasting partner [WE
DO WHAT WE SAYS (Offering prompt, better, quality services at the
most affordable prices).

(b)

The company should highlight its strengths vis-a-vis competition.

3. CUSTOMEIR RETENTION
The company should develop personal /intimate relations with the subscribers:

(a) Wishing birthdays


(b) Offering subsidized airtime on festivals.
(c) Giving free lasses to high air time user for the events
Sponsored by the company.
(d)

Offering life insurance policy to the subscribers at nominal


Prices.

94

SUGGESTION

1. Company should provide special offer on time to time.

2. They should be provided every latest information

3. After sale service should be better

4. The company should offer installment facilities on handset.

5. Activation fees should be reduced

6. Credit facilities should be given

7. There should be no billing problem.

95

96

BIBLIOGRAPHY
Websites & Search Engine:
www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com
AIRTELs reports
Books & magazine on mobile communication
Marketing Management by Philip Kotler
Research Methodology by C.R. Kothari
The Economics Times
The times of India
Business today
Business word
The economist
Competition wizard

97

98

QUESTIONNAIRE

Q-1: Which kind of phone you would like use?

a. Landline

b. Mobile (GSM)

c. WLL

Q-2: Which connection would you prefer?


a. Airtel

b. Idea c. BSNL

d. Reliance

Q-3: Which kind of connection you prefer?


a. Prepaid

b. Postpaid

Q-4: Do you own mobile connection?


a. Yes

b. No

Q-5: If yes, name the company and your plan (Post or Prepaid)

99

Q-6: Please rank (In 1 to 10) according to your experience that factor that
influence your purchase decision. (You can give same rank to more
than 1 factor)
a. Connectivity
b. Easy accessibility
c. More talk time
d. Pulse rate
e. CDMA/GSM
f. Added feature like new rings tones
g. Rooming feature
h. Brand ambassador
i. Network area
j. Reduce the cost of Sim.

Q-7: How would you rating Airtel over all?


a. Very good b. Average

c. Not good

Q-8:- Name: _________________________________________________


Q-9: Address: _______________________________________________
Q-10: Phone No:_____________________________________________
Q-11: E-Mail________________________________________________
Q-12: Gender

Male

Q-13: Marital status

Married

Q-14: Date of birth:

DD/MM/YY

Female
Single

100

Q-15: Age:
a. Below 20
b. 20-30
c. 31-40
d. 41-55
e. 56-65
f. 66 to above
Q-16: Education:
a. School

b. Graduate

c. Post graduate

Q-17: Occupation:
a. Government

b. Private

c. Retirement d. Professional

Q-18: House hold income:


a. Below - 15,000
b. 15,000 20,000
c. 20,000 25,000
d. 25,000 30,000
e. 30,000 above

101

FEED BACK FORM

Q.1 Do you have mobile Phone Connection.

(a) Yes

_____

(b) No _____

Q.2 Do you know, how many telecoms Cos is present in Modinagar .

(a) Yes

_____

(b) No _____

Q.3 Name any 2 Telecom companies.

(1)

(2)

Q.4 If you have to purchase mobile phone connection, which Co. you will prefer and
why.

Ans.

Q.5 You will take Post- paid or Pre-paid.

(a) Post-Paid _____

(b) Pre-Paid _____

102

Q.6 Can you suggest a friend who intends to buy mobile.

(a) Yes ____

(b) No _____

YOUR NAME AND ADDRESS


__________________________
__________________________
______________

103