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This is to certify that Patel Akash Vinodbhai is a Postgraduate student of Kohinoor Business School, Khandala and has successfully undergone a Summer Internship Program (SIP), in the topic on “Sales and Marketing of Tikona
Digital networks Pvt. Ltd.
period April 2009 to
products”, during the
June 2009 with Tikona Digital
networks Pvt. Ltd.
The information submitted is true and original to the best of our knowledge.
DR.BIGYAN.PRAKASH VERMA DIRECTOR - KBSCMR
PROF. G.M.JAYASEELAN SIP-Co-ordinator
Kohinoor Business School, Khandala.
This is hereby stated that this report is very original in every sense of the term and it carries a sense of creditability and strength and that I have taken no shortcuts and remained both rigorous and scholarly. I have tried my best to keep this work as watertight and squeaky clean as possible. It may be further stated here that in the preparation of this report and projects undertaken some aid has been taken from a pool of professionally shared knowledge, a detailed description of which has been mentioned in the bibliography section of this report.
Patel Akash Vinodbhai
(Signature of Student)
Training is a real experience. Training for an MBA student, three months of summer training is practically more resourceful than all the management classes he had in the classroom. It is an experience, which sees one through his management career. This is mainly attributed to the fact that during these days of summer training every student comes to know about the real business world. Herein he learns how to put the lessons and the theories that he has learnt from numerous books at work. He learns business management in all ways. Firstly I would like to acknowledge our institute KOHINOOR BUSINESS SCHOOL for providing me an opportunity to work on the field of Marketing. I am also thankful to Dr. B. P. Verma (Director-KBS) on allotting his valuable time for interaction that helps in attaining proper orientation to the study. With due respect, I am sincerely thankful to Mr. Abhiram Bajpai (Zonal Sales Manager, Tikona Digital Networks) and Mr. Bhupendra Singh for the appropriate guidance, support & cooperation during this internship and in fact without them navigational assistance life would have been very difficult. I am also grateful to my faculty guide Prof. Saravan Krishnamurti and Prof. G.M. Jayseelan for guiding, inspiring and motivating me to work in this area. Without his line of action, invaluable guidance and time, it would not have been possible for me to complete this project work. I would also like to thank all those who directly or indirectly helped me in my training. I would like to express thanks to all my friends who helped me in time and again in whatever possible ways during completion of the project as well as those persons from whom I have learned much more in past that help me in applying my ideas in the project report.
Table of Contents
1. Executive summary …………………………………………………………….. 6
2. Introduction……………………………………………………………………… 7
3. Industry Profile………………………………………………………………….. 8
3.1- Classification of Telecom Sector 3.2 - Segmentation of target customers 3.3 - Broad band Industry 3.4- SWOT analysis of Broadband Industry
4. Company Profile : TIKONA DIGITAL NATWORKS PVT LTD…………….… 16 4.1 - About the company 4.2 - About Founders 4.3 - Vision 4.4 - Mission 4.5 - Values
4.6 - Corporate Social Responsibility 4.7 - Organizational structure of the company 4.8 - SWOT analysis of the company
4.9 - competitors of TDN 4.10
- Report on analysis of competitor’s
5. Products and services ……………………………………………………….... 26 5.1 - Tikona “Wi Bro” 5.2 - Bandwidth Doubler
5.3 - Circuit Breaker Plans 5.4 - Fixed monthly charge plans 5.5 - Technical Help Desk
6. Research Methodology…………………………………………………………. 29
7. Project: Marketing of TDN Products & Sales & Brand awareness ……….. 30
7.1 - Introduction 7.2 - Objective 7.3 - Procedure 7.4 - Additional Information
8. Project: Brand awareness And Selling Of TDN’s Products ……………….... 37
8.1 - Introduction 8.2 - Objective 8.3 - Procedure 8.4 - Additional Information
9. Conclusion and Recommendation …………………………………………… 43
Limitations of the study …………………………………………………….
Chapter 1 - Executive Summary
The purpose of this report is to literally act as a window to the projects undertaken as a part of the Summer Internship with the Organization Tikona Digital Networks that aims to define the breadth depth and scope of the various thinking processes that actually synthesized the projects undertaken. The Objective of the projects that have been assigned as a part of the internship are:
1. To enroll premier residential and commercial buildings across the city with Wireless
Broadband network (Wi-Bro) of Tikona Digital Networks.
2. Launch marketing campaigns in the assigned buildings (launch ,feedback ,execution) 3. Make the channel partner active/stable in Ville-Parle(W), Andheri(E), JVPD, Sion,
4. Using the complete all round training which TDN gave to me to help the Channel
Partner in the initial hand holding days and help them in setting up operations for CP.
For the benefit of understanding and presenting this report in an organized fashion this report has been organized into various sections where certain sections has been sub divided catering to need of proper organization of the report.
Chapter 2 - Introduction
This report has been prepared as a part of the Summer Internship program at Tikona Digital Networks. Very new in the market, formed in March 2009, Tikona Digital Network offers Wireless Broadband services. Right now they operate in two areas, i.e. home segment and corporate segment. Their primary target audiences for home segment are the authorized person of the buildings and complexes who give permission to put TDN’s access point (A.P) on the terrace of their buildings. After this the secondary target audiences are the people living in those complexes which will use the broadband services. For corporate segment they had not started yet but soon it will be started. The project given to me here is:
1. To enroll residential and commercial buildings to enable buildings across the city with
Wireless Broadband network (Wi-Bro) of Tikona Digital Networks. 2. Launch marketing campaigns in the assigned buildings (launch ,feedback ,execution)
3. Make the channel partner active/stable in Thane, Mumbai and New Mumbai. 4. To help the Channel Partner in the initial hand holding days and help them in setting
up operations for CP.
These entire tasks involved some research, fields work and much of thought process. Through this internship program I had got opportunities to meet and talk with some big shots of the market. It has been a great experience in working with TDN and the Channel Partner of TDN as an intern. Channel partner model of TDN is unique in the Indian telecom/ broadband industry. In the sense that CP is responsible for end to end service from pre sales, sales and customer acquisition, installation at customer premises, servicing, billing and collection. The CP owner is like a micro CEO and his organization is TDN’s exclusive representative for business in the allocated area.
Chapter 3 - Industry Profile
Telecom Industry: India is 4th largest market in Asia after China, Japan and South Korea. Indian telecom network is 8th largest in the world and 2nd largest among emerging economies. Contribution of telecom sector in terms of revenue is 2.1 % of GDP as compared to 2.8% in developed economies. Reforms in telecom sector began in 1980 with telecom manufacturing being opened for private sector followed by national telecom policy (ntp) in 1994 and 1999.Telecom Industry in India is regulated by 'Telecom Regulatory Authority of India' (TRAI). It has earned good reputation for transparency and competence. Three types of players exists in Telecom Industry India community – •
State owned companies like - BSNL and MTNL. Private Indian owned companies like - Reliance Infocomm, Tata Teleservices, Hathaway, U telecom, Tikona Digital Networks Foreign invested companies like – Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, Loop Mobile, Spice Communications etc.
There are around 180 major ISP’s in India.
3.1 - Classification of Telecom Sector
1. Fixed line telephony Current market size of fixed line telephony is Rs.30164 crore with 43 million lines. BSNL and MTNL account for 90% revenue for basic services and private sector available in 18 circles and collectively account for 10% of revenue. Private sector offer high end services like leased lines, Isdn, videoconferencing and many more, as a result ARPU (average revenue per user) is more for private players. 2. Mobile telephony There are 25 private companies providing cellular services in 19 telecom circles and 4 metro cities, covering 1500 towns across the country. Almost 80% of the cellular subscriber base belongs to the pre-paid segment. The DOT (Department of Telecommunication) has allowed cellular companies to buy rivals within the same operating circle provided their combined market share did not exceed 67 per cent. Previously, they were only allowed to buy companies outside their circle.
3. Internet Internet has become very easily accessible with cyber cafes. There is no restriction on the number of internet companies and more than 185 companies are operational. Internet telephony has been allowed officially from 1 April 2002. The growing demand of corporate for applications such as electronic commerce, internet leased lines, ISDN, VPN, videoconferencing etc is driving the growth of the internet services market. Currently the public players have more than 60% of the market share.
2.2 - Segmentation of target customers
The Target Customer of Tikona Wi-Bro can be divided into Demographic Sociographic Geographical According to the findings 28 million Indian uses internet which means that only 5.3% of total population of India uses Internet and 70% of people who know computer have used internet which is a healthy sign. (Source: comscore)
o Disposable o Discretionary– This is the income which a consumer will spend on internet. People with 35000 and above can only afford Rs. 2500 on internet.
o Students [5-25] -Surfing, Chatting, Projects etc. o Professionals [25-65] -Making Non-users to users o Retired personnel's [Above 60] -Pension plans Tours and Travels etc. o 19-40 years age group is major section (85%) using internet in India. o Also 15% older men, 14% school going kids and 21% college students use internet in India.
o Male o Female 85% of internet users in India are male compared to working women, which is only11%. The ratio is almost half (6%) in case of non-working women and even worst in case of house-wives (2%). The scenario is much better in case of young men (33%). Sociographic Personality
Lifestyle --match consumer aspirations with products, or to create aspirations relevant
to new products.
Value – Norms and cultural values Attitude-- is a hypothetical construct that represents an individual's degree of like or
dislike for an item.
Geographical • Mumbai has the maximum number of internet users (3.24 million) in India followed by Delhi (2.66 million). The top ten cities where people use internets are Mumbai, Delhi, Bangalore, Kolkata, Chennai, Pune, Hyderabad, Ahemdabad, Surat and Nagpur. • The total numbers of internet users of those 10 cities are 37% of the total numbers of internet users in India.
2.2 - Broadband
India has been identified as a massive potential market for internet companies. Its population is young, with half of the country under the age of 25, and they are increasingly getting their hands on technology and are keen to use more. Social networking sites are proving popular, and internet gaming parlors are often full of excited kids and fruity language.
Annual economic growth in recent years of 9% has helped to create jobs and boost the spending power of consumers. At present, only about one in 10 Indians, or about 100 million people, use the internet on a regular basis. Broadband services were launched in India in 2005. ADSL services now cover 300 towns with a combined 1.5 million connections. A country where broadband's average revenue per user (ARPU) is estimated at Rs. 368-460, requires very low equipment cost. The Indian telecom sector operates in a volume-driven market. If the broadband market in India grows to meet the government's revised targets, it might spur one of the world's largest broadband wireless markets. For example, target broadband connections have been currently revised to 20 million by 2010. Quite likely the majority of these will be wireless broadband connections because of the poor wire line infrastructure in place.
The broadband market here in India is being targeted by a number of large international players, as well as domestic giants like Bharti, Tata, Reliance and Sify. But the main projections for the growing broadband market have been made on the basis of BSNL’s aggressive approach towards broadband. The Indian broadband market is perhaps the only one presently where telecom giants, Internet service providers, cable operators and even the Indian Railways are fighting for a piece of the pie. In order to understand the current market scenario for broadband, we need to first understand the evolution of communication in India. Two years ago, the Internet was driving the PC boom, and the mood relating to the IT industry was optimistic and ambitious. Even then, broadband Internet access in the Indian home seemed to be the most lucrative market. The broadband market seemed very lucrative for a number of reasons. Over 45 million Indian households already possess cable TV connections. The players entering the broadband race
estimated that even if a portion of this segment opted for a broadband connection, the potential market would be huge.” The current market for broadband in India can at best be described as nascent. There is no doubt that the broadband market in India has taken off, but it can achieve far better penetration. In fact, it is still in its infancy as far as consumer uptake is concerned.”
3.3 - SWOT Analysis of the Broadband Industry
Broadband fever is getting more active in India, especially because the Government of India has taken some aggressive initiatives in this direction. Applications such as video-on-demand, intensive bandwidth, high end gaming, video conferencing, faster buffering etc. are making it a more attractive thing today. People today don’t have time to wait for anything, so increased broadband speed is making them more inclined towards it. Emerging new technologies in broadband such as 3G, EVDO, and OFDM etc.
The existing penetration of 0.2 broadband connections per 100 persons in India is in sharp contrast to the 25 per 100 persons in South Korea and even the 1.6 per 100 persons in China.
India’s population living in rural areas is not aware of broadband much, so lack of awareness. Weak Infrastructure Low PC penetration (36/1000 persons)
Opportunities— • •
Over 35 million Indian households already possess cable TV connections. The players entering the broadband race estimated that even if a portion of this segment opted for a broadband connection, the potential market would be huge. Gaming, e-commerce and sharing will definitely influence and dominate the market. Increased usage of E-governance, E-banking and E-commerce. Only 14% school going kids and 21% college going students are using internet in India. Increasing usage of Broadband in School and Colleges.
The term Wireless Broadband had made lots of misconceptions in the mind of the customers which are creating a negative impact. Lack of Proper Internet Security. Customer is not aware fully of the term Wireless Broadband.
Existing players treat broadband as their secondary business and telephony as primary. ( should com in WEAKENESS) Increasing numbers of broadband players will make this market saturated
Chapter 4 - Company Profile
Tikona Digital Networks (TDN) is engaged in building the next generation wireless broadband services for home and enterprise customers in India. TDN has an all India class A ISP license granted by the Ministry of Communications, Govt. of India, for this purpose. TDN envisions a powerful -Broadband enabled India and will make all possible contribution to make this happen. TDN would also be building a comprehensive services framework that can deliver leading edge voice, video, IT applications and multimedia content services over any broadband or IP centric network. Such a framework can be outsourced by service providers globally, who
desire to offer next generation services to their customers. TDN has engaged the best in class technology partners to build the required capability frameworks. TDN was founded in mid 2008 by veterans from the telecom industry, who have built some of the largest networks in India for mobile, enterprise, broadband and DTH services. TDN is adequately funded by top end global investors and is committed to comply with the highest standards of corporate governance. TDN thrives on innovation and aims at becoming India’s first wireless broadband service that will broadband-enable entire residential campuses and business parks, creating the much desired ‘Broadband on Demand’ availability at customer locations. Internet service provider Tikona Digital Networks has raised Rs 237.26 cr from Goldman Sachs Investment Partners, Indivision India Partners, Oak India Investments and Green Lotus. The four funds are taking a 69.9% stake in the firm. TDN plans to issue 38.86 lakh compulsorily convertible debentures (CCDs) and 34,560 equity share to the investors. Upon conversion of these stake of private equity investors will be 48.99%. The firm will issue additional CCDs to both promoters and investors, which will take latter stake to 69.9%.
4.2 About Founders:
The founders of the company are the known names and have vast experience in this field. Mr. Prakash Bajpai and Mr. Rajesh Tiwari is the co founders and the joint MD’s of the company, Tikona Digital Networks. Mr. Prakash Bajpai has a rich experience of 30 years in IT and Telecom industry. He started his career with IBM as an electronic engineer. He then moved to Phillips, where he was involved in the launch of color TV transmissions in India. He was one of the first few employees of Tata Telecom. He has worked with AT&T Network Systems in the US and there only he did mini-MBA in Financial Management from the inhouse Management Programs conducted by the AT&T School of Business Management. Mr. Prakash joined Hughes Telecom in India as President and CEO, where he pioneered India’s
first Integrated Broadband Network in Maharashtra & Goa. Prior to launching TDN, he was the President and CEO at Reliance Communications. Mr. Rajesh Tiwari has an undergraduate degree in Commerce from St. Xavier’s College in Kolkata and an MBA from University of Hull, England. He has a vast experience of more than 25 years across various industries. He began his career journey with Hindustan Lever Ltd., a part of Unilever. Before joining TDN, Mr. Rajesh Tiwari was Group Director at Reliance- Anil Dhirubhai Ambani Group. Further, he was Group President of Reliance’s Industries and was the member of Reliance core team having responsibility of Business Development and Corporate Affairs. Earlier in his career, he was part of the elite government service for 14 years where he was the part of the founding team of MTNL, government owned Telco, where he served in various capacities. He has also worked as Private Secretary to Minister of Information and Broadcasting (Government of India). He has been an Executive Director of Bharat Aluminium and has also served Afro-Asian Satellite Communications as its Executive Vice President.
4.3 - Vision
TDN’s vision is to be a leading Broadband and IT services company, offering innovative products and solutions to home, enterprise and other customers in India and globally. It believe that our next generation services will change the way India lives, transacts, and communicates and they also believe that they can make a significant contribution towards a powerful Broadband enabled India.
4.4 - Mission
TDN’s mission is to create a leading edge Broadband and IT services eco-system. TDN will endeavor to deliver enhanced customer experience through innovation, by use of cutting edge technology and by extensive knowledge dissemination to members of the partner eco-system. TDN shall relentlessly work to raise the benchmarks of customer experience in the country for all times to come.
4.5 - Values
Customer First Our core business strategy is guided by customer value, customer sensitivity and customer convenience. Respect for Talent We will create and maintain a transparent and respectful work environment that helps in attracting, retaining and nurturing the best talent. We encourage an open work culture that is conducive to making work joyful. Innovation Innovation is our driving force and we create environment for our people to conceive and incubate new ideas in order to develop and deliver useful services and solutions for our customers, thereby sustaining our competitive advantages.
Win Win for all We work for the success of our customers, investors, employees and our ecosystem partners. We believe in empowering, motivating, appreciating and inculcating a sense of ownership among the members of TDN eco-system. Integrity
We are accountable to all our stakeholders, regulators, government and customers and believe in adopting a culture of ethical business practices, transparency and highest standards of corporate governance
4.6 - Corporate Social Responsibility:
The Company imbibes in high standards of social and civic responsibility; it firmly believes that it should contribute to the society in which it operates. TDN aims at providing the community with its technology and solutions to support them in their growth and development. TDN is deeply committed to the cause of reducing the digital divide that exists in the country across geographies and different socio-economic segments. In this regard, it plans to extend Broadband and IT services at marginal costs to schools, healthcare institutes and government or non-government establishments engaged in providing services to masses that do not access to such services.
4.7 - Organizational structure of the company
In this section of project report I am going to provide information about the three customer facing departments of TDN. These are: Channel Partners (Sales), Installation Service Partner and Customer Care. All these three departments are under the supervision of the General Managers of city lead, here Mumbai city. The General Manager for Channel Partners at Mumbai is Mr. Rajesh Dubey and there is a supervisor under him who looks after these hired Channel Partners. Mr. Krishna Surendran leads the Installation Service Partner and Mr. Rahul Joshi is the General Manager of Customer Care department for Mumbai city. The basic organizational structure for these three departments is shown below individually.
4.8 - SWOT analysis of company
Strengths • Founded by veterans of telecom industry i.e. Mr. Prakash Bajpai and Mr. Rajesh Tiwari. • Single Business of broadband, unlike other existing players having telephony as primary business.
Weakness • • Newly launched, have to face tough competition. Higher numbers of complaints due to installation of the equipment (CPE) in the areas which are not yet live. • • Lower level of after sales services. Lack of office space for increasing number of employees. Threats • Cut throat competition which will make it difficult to penetrate into the market
Have latest 4th generation OFDM and MIMO technology. Have WPA2 and MAC level Security Opportunities Huge Untapped Market (58 million PC holders and only 6.28 million broadband users)
Increased usage of E-governance, E-banking and E-commerce. Increasing number of unsatisfied customers of existing broadband providers.
4.9 - Competitors of TDN
“Advertising gives you a reason to buy And Sales promotion gives you an incentive to buy” Today in this broadband field there are many competitors together competing for the same customer base that uses internet. The main aim of these ISP’s is to make people know more about internet and convert them from non-user to user of internet by which they will earn profit. Many companies like Reliance, Airtel, Tata Indicom, Bsnl and some smaller companies which also has a significant amount of customer base like You telecom, Hathway cable Pace net etc. are providing Internet today. These days the consumer has become quite smart, before selecting a provider the user considers• • • • • • • price services customer support satisfaction guarantee company size service plans
BSNL Bharat Sanchar Nigam Limited has the highest number of customer in the country and also captures a more than 50% of market share. Apart from broadband, it provides the services like Video multicasting, Video-on-demand and Interactive gaming, Audio and Video conferencing, IP Telephony, Distance learning etc. It also has very large customer base in rural part of India. Airtel Bharti Airtel is in second place in terms of market capturing of broadband. It acquires 13.65% of market after BSNL which has captured 54.44% of market (TRAI). Airtel has recently launched its 16 mpbs broadband, and is advertising through several advertising mediums such as –Mobile & Internet, Print, TV, Radio and Outdoor and Transit advertisements. Reliance Reliance has most
number of outlets in the country and they are retailing their new product through them. Reliance is retailing its new Net connect broadband plus in 12000 IT retail outlets across India as well as 2300 Reliance communication retail stores and 240 reliance world outlets. They have a unique selling approach. They make customer to buy their product once through attractive offers, and even if half of the total broadband user buy reliance net connect once and with lower profit margin also reliance will be benefited to a large extent.
Tata Indicom Tata Indicom is extensively advertising its new product Photon plus with a punch line Express Wireless Broadband. 4.10 - Report on analysis of competitor’s Building a strong business using the Internet is a challenge. E-commerce can yield tremendous returns, and may prove more cost-effective than traditional ways of doing business. The number of people using the Internet continues to grow, providing an attractive growth opportunity for e-commerce. This means that the Internet will be important for businesses in the foreseeable future. And for presenting yourself to the world you need a website. • • • • A business web site has to work effectively. The right people need to see it. It has to sell. And it has to give reasons for users to come back
• • •
Public relations – Media, Sponsorship, Events Advertising –Press, Poster, Road shows, Radio, TV Direct Marketing – Direct mail,, door to door, telemarketing
Online Promotion • • • • Banner Advertising Email Marketing Affiliate links to other sites Portals
CHAPTER 5 - PRODUCT AND SERVICES
The various product and services offered by the company Tikona Digital Networks Pvt. Ltd. are:
5.1 Tikona “Wi Bro”:
Wire Free Solution: The connection reaches wirelessly to homes and offices. Latest MIMO technology(multiple out multiple input) improves network coverage up to two times over conventional Wi-Fi
5.2 Bandwidth Doubler:
• Enjoy bonus bandwidth from 10p.m. to 10a.m.
The various plans under the category are: Details Download Speed Download Speed (22:00-10:00) hrs Monthly Plan Charges (Rs./Month) Refundable Security Deposit (Rs.) UL 649* 150 Kbps 300 Kbps 649 500 UL 899 300 Kbps 600 Kbps 899 1000 UL 1249 600 Kbps 1000 Kbps 1249 1500
5.3 Circuit Breaker Plans:
Complete control over bill amount. The circuit breaker plans allow customers to choose a cut of value for their bills. As soon as the bill value reaches the cutoff point, the charging stops. The service however continues to work, although at a reduced speed. The original speed is restored automatically upon receipt of bill payment. Alternatively, one can choose to make an ad hoc payment ahead of their regular bill payment date, to enjoy full speed service.
Rate Plan Name Download Speed Monthly Plan Charges (Rs.) Free Usage (MB) Charges Beyond Free Usage (Rs./MB) Circuit Breaker Fee(Rs.) Guaranteed Max Bill Amount(Rs.) MBs Consumed till Maximum Bill Amount
CB44 9 2Mbp s 449 1000 1
CB649 2Mbps 649 2500 0.8
CB799 2Mbps 799 5000 0.8
CB1249 2Mbps 1249 7000 0.8
500 949 1500
1000 1649 3750
1000 1799 6250
1500 2749 8875
5.4 Fixed Monthly Charge Plans
– – – Comes with half the tariff of available unlimited plans in the market Bundled with abundant usage No extra charge if usage exceeds above limit but bandwidth reduced to lower speed till end of the bill cycle
The speed is restored from the next billing cycle FMC 2499 2 Mbps 2499 1000 50 GB FMC 1499 1 Mbps 1499 1000 15 GB
Details Download speed Monthly plan charges Installation Charges Monthly Usage limit Reduced D/L Speed after usage limit (Kbps)
All Home Solution
5.5 Technical Help Desk:
For instant resolution of customers service support requirements. TDN’s Customer Care No. is 1800 20 94276
Chapter 6 - Research Methodology
Methodology is a process to gather information required to find out the objective of any work. Mainly two methods are used in collecting information and these are primary data collection and secondary data collection method. The method used here is Primary data collection method and secondary data collection. The primary data is collected through conducting interviews with respondents and the secondary data is collected through printed data in magazines, internet. The methods adopted in order to fulfill the research requirements of the project were done in phases. For the purpose of collecting primary data, initially an observation analysis was done where I did a differentiation between the different buildings. I went to enable buildings across the city with Wireless Broadband network – such building will be called as Wi-Bro Buildings. Wi-Bro Building Program is an initiative to enroll residential and commercial buildings (G+5 and above). Henceforth TDN will be able to offer Wi-Bro services to the residents and offices of these Wi-Bro buildings. I had to seek appointment of the decision makers like managers or secretaries or chairman Then I had to conduct or arrange for meeting and request for sign-up. I was assigned to one Channel Partner and helped them in the operations such as BEP (building enrollment program), marketing for TDN in different area and also with the initial launching of marketing schemes in building, customer interaction, sales, etc.
Chapter 7 - PROJECT: Marketing of TDN product
When I joined, TDN was in pre operative stage in many suburbs of Mumbai and we were allocated the areas for TDN’s building enrollment program in which I assisted the channel partner and his team of executives. We got trained for the Wi-Bro Building enrollment process. The methods adopted in order to market the TDN’s product the requirements of the project were done in phases. For the purpose of collecting primary data, initially an observation analysis was done where we did a differentiation between the different buildings; only G+5 buildings were targeted. To provide Wireless Broadband service to all users TDN installed the Access Point (AP) in the complex (one or more buildings) for receiving the signals from our network, at the cost of TDN. This will enable the company to provide the broadband service to all users in the premise. I was prepared to enroll the building in the first visit. A list of assigned target buildings was prepared and then I used to execute Wi-Bro Building Enrollment Program by preparing an action plan. I had to obtain contact details of decision makers of the particular society or building, government houses, business houses and corporate and then had to seek appointment of the decision makers like managers or secretaries or chairman. Thereafter I had to conduct or arrange for meeting and request for sign-up and then follow up and obtain full data of the building, irrespective of whether it is successfully enrolled or not. I had to capture the reason in case of disagreement to participate and to maintain status and log of daily visits and fill in the required details in the Planning Sheet and Submit the Planning Sheet to the Supervisor daily. I had to Inform the Supervisor about the cases likely to close and where help is required and submit the duly signed and stamped Acceptance of Invitation to TDN Channel Partner Manager. I also had to preserve a copy as a back-up and for reconciliation and submit the complete database (day-wise, executive-wise) to TDN. During internship TDN went from pre operative to operative stage and hence I also assisted the channel partner during the sales and daily customer operations management.
Wi-Bro Building Program – My Role
1. Get trained in the Wi-Bro Building enrollment process 2. Get the list of assigned target buildings, prepare action plan 3. Be prepared to enroll the building in the first visit 4. Obtain full data of the building, irrespective of whether it is successfully enrolled or not 5. Capture the reason in case of disagreement to participate 6. Execute Wi-Bro Building Enrollment Program 7. Maintain status and log of daily visits 8. Submit duly signed and stamped “Acceptance of Invitation” from successfully enrolled buildings to TDN 9. Submit complete data of the buildings with final status at the end of the project
Wi-Bro Building Enrollment Process
1. Plan your activity For the purpose of collecting primary data, initially an observation analysis was done where we did a differentiation between the different buildings; only G+5 buildings were targeted. To provide Wireless Broadband service to all users we will install, the Access Point (AP) in your complex (one or more buildings) for receiving the signals from our network, at our cost. This will enable us to provide the broadband service to all users in the premise. We were prepared to enroll the building in the first visit. I were well trained to handle the clients problem and rebuttal them. Every day I had to target a particular area and identify different building and target the owners or chairman or secretaries to arrange for a meeting.
2. Enroll buildings A list of assigned target buildings was prepared and then we used to execute Wi-Bro Building Enrollment Program by preparing an action plan. We had to obtain contact details of decision makers of the particular society or building, government houses, business houses and corporate. Then I had to seek appointment of the decision makers like managers or secretaries or chairman. Then I had to conduct or arrange for meeting and request for sign-up and then follow up.
3. Report status I had to obtain full data of the building, irrespective of whether it is successfully enrolled or not. I had to capture the reason in case of disagreement to participate. I had to maintain status and log of daily visits and fill in the required details in the Planning Sheet and Submit the Planning Sheet to the Supervisor daily. We had to Inform the Supervisor about the cases likely to close and where help is required. I had to submit the duly signed and stamped Acceptance of Invitation to TDN Channel Partner Manager. I had to preserve a copy as a back-up and for reconciliation and submit the complete database (day-wise, executive-wise) to TDN.
4. Submit Data I had to submit the duly signed and stamped Acceptance of Invitation to TDN Channel Partner Manager Mr. Mustaffa and preserved a copy as a back-up and for reconciliation and submitted the complete database (day-wise, executive-wise) to TDN
7.4 Additional information
Benefits of Wi-Bro building Once a building is Wi-Bro enabled, residents of that building can get a broadband service in their homes or offices. The service will offer the following benefits: • • • • • Secure, reliable and misuse proof wireless broadband connection No cabling in the society building or inside the home, except for specific cases Instant connection – same day installation and activation Flexible, simple and competitive tariff plans without any lock-in period “Full Home coverage” as an additional service from TDN. This eliminates hassle of technology and security complexities associated with self-installed Wi-Fi routers, which have become a nuisance in recent times. • • Excess Bill protection Excellent customer support
WI-BRO Security TDN has implemented highest level of security measures in respect of the service which shall be providing to the residents. These are • Wi-Fi Protected Access 2(WPA2): WPA2 is based on ratified IEEE 802.11i standard. It provides security by implementing the National Institute of Standards and Technology (NIST) FIPS 140-2 compliant AES encryption algorithm. • • • 802.1x is a IEEE standard for authentication of devices which is used for internet access MAC level binding to give secure internet access all times A unique combination of user name & password for every subscriber
Access Point will be installed in the society premises • • • • • Size will be less than 1 cubic feet Weighs about 2.5 kg Consumes very little power – 8 to 10 watts, equivalent to a night lamp Does not generate any noise Will be installed at a suitable place in the complex premises, usually on the rooftop
Wi-Bro: Supporting Infrastructure • A 2 Meter pipe for fixing small electronic equipment weighing under 3 kgs will be mounted on the parapet wall for receiving the Broadband feed from the TDN network – Max 1 pole per side • • The equipment are very-low power units and each consumes less than 10 watts of power, which is what a night lamp would typically consume. This by far is the most compact, light weight and low power wireless broadband equipment worldwide
The building shall be lighted with Broadband by a very compact and lightweight module called as the access point (AP), which looks exactly like a light fixture (see actual picture below)
These fixtures are mounted on a pipe like element on the terrace wall, in a manner that is similar to how building illumination lamps are mounted (see actual picture below)
The unit is hardly noticeable from the ground
Will the CPE create a strong RF radiation? Not at all. The power output is 200 milli watts, which is equivalent to the output of devices like cordless phones or Wi-Fi routers installed inside homes, which are not harmful. Contact for help or escalation
In case of any help or escalation required, the society may contact our authorized channel partner. The matter can be escalated to TDN’s Channel Partner Manager if required. Restriction on the number of residents subscribing to your service. Once the CPE is installed, potentially all residents having a PC at home in the society can enjoy the wireless Broadband services. Benefits
As opposed to mobile tower installation by other service providers, which is for the benefit of so many users other than the society members, Wi-Bro network is installed largely for the benefit of the residents of the society.
Also, unlike any other service providers’ heavy-duty network infrastructure that occupies relatively large space in the society premises and requires a lot of power, Wi-Bro network equipment is very light and requires negligible space and power.
Further, our network equipment does not pose any health hazard like “high radiation” to the residents of the society.
As an incentive, TDN bears all the cost to Wi-Bro enable the society and to maintain the installed network equipment. So that the society will be “Wi-Bro enabled” free of cost. No digging or trenching in the society premises
No compromise on the aesthetics of your society No heavy duty network infrastructure that occupies large and precious space in the society
No harmful radiations, sound or heavy power requirements Free of cost Wi-Bro enablement of the society
Chapter 8 - PROJECT: BRAND AWARENESS AND SELLING OF TDN BROADBAND
One of the objective of the Tikona Digital Networks (TDN) was to get the enough number of building permission and make them Wi-Bro enabled in the different area of Mumbai, Thane and New Mumbai so that TDN can stabilize their network. After a one and a half month of my internship, TDN got the permission for the approximately 3000 building in the different areas of Mumbai and also make them Wi-Bro enabled, to starts services in that particular buildings plus the building adjoining to that building. TDN has started a reverse process, earlier the process was like, TDN got the permission from the authorized person to make the building WI-Bro enable and then starts selling in that building, now the process is generate the sale in the building which is just adjoining to the WI-Bro enable building and then try to get the permission from the authorized person to make that buildings Wi-Bro enable. Till now I got the experience of identify the building and get the permission from the authorized person to make it Wi-Bro enable. Now, to learn more about the customer and the TDN, also about the sales and marketing, I request my team leader and guide to change my profile to do door to door sales. Now in this process of doing door to door sales, I was allocated the areas mostly active and having a network stable. We got trained in the WI-Bro door to door sales program. In order to do the sales of the TDN’s product, I was assigned the building which is WI-Bro enabled and the areas nearer to those buildings. I had to do the sales only in those nearby areas which are directly facing to the access points, so that we can receive a strong signal.
I had to go to each and every flats or bungalows to do the sale. I had to explain them each plan according to their requirement and try to convince them in the first visit. I also had to maintain the DSR (daily sales report), in which I had to write the name of the person, contact number, the plan customer is interested in and also which company’s service is being used, for the records and to identify the hard prospect. I had to submit the same to our team leaders
and inform the Supervisor about the cases likely to close and where help is required, so that I can close that case as soon as possible. We also launch the marketing campaign in the Wi-Bro enable buildings. We need to get the permission from the authorized person in the building to show the live demo of the service provided by TDN. With help of the manager of that particular building we need to circulate the latter from the company, that we have demo in their premises. With the help of the canopy and umbrella we can setup the demo anywhere in the premises, we also have laptop provided by the TDN so that customer can check the signal anywhere, and also check the speed on the websites like speedtest.com.
Wi-Bro sales program – My Role • • • • • • • • Get trained in the Wi-Bro sales program. Get the list of assigned target buildings, prepare action plan. Be prepared to do to the door to door sale. Try to give broacher to each person. Try to explain each and every plan of TDN with respect to their requirement. Go and make the detail records of which plan they were using and which plan they were willing to take. Also make the separate record of the interested persons with their contact numbers. Maintain the DSR on the daily basis and submitted the same to the team leader.
• • • •
Show the demo to the individual, if they want to check the service in their home. Follow the interested persons and try to close that case as soon as possible. Get the help of the senior person if it is necessary. Capture the reason in case of disagreement to participate.
Submit the customer enrollment form to the office. Try to conform that form will login to the system on the same day and the installation engineer do the installation on the next day as per commitment given by the company.
Sale with respect to the PC/Laptop interface
Basic Service with USB adaptor/dongle Basic service with modem & 2M extension cable Only USB Port If not feasible then propose all home solution Basic service with USB adaptor/dongle Basic service with modem & 2M extension cable If not feasible then propose all home solution If a customer does not want to take all home then propose Ethernet modem Wireless Interface + Ethernet Port + USB Port Propose basic service + all home solution Basic service with modem & 2M extension cable If not feasible then propose all home solution If a customer does not want to take all home then propose Ethernet modem
Pc/ Laptop Having
Ethernet & USB Port
8.4 Additional information
Tikona WI-BRO Experience
Broadband reaches home wirelessly • • No digging in premises, no cabling in building ducts/staircases 2 to 8 Mbps Wireless Broadband ( Tikona WI-BRO) to homes and offices (lower speeds available optionally) • • Wireless Broadband inside the homes (all home WIBRO) Option of ‘DSL equivalent’ solution on Ethernet or USB interface
Industry’s most advanced all Home WI-BRO
Built on 4th Generation technologies : OFDM, MIMO and beam steering
No cabling, hence no messing up with home interiors MIMO and beam steering : 2 x coverage vis a vis conventional WiFi
• • •
Share Broadband from multiple PCs or laptops in the home/office all home can connect even desktops wirelessly Customers get relief from risks of self installed home Wi -Fi
Enhanced Customer Experience • •
Same day delivery once building is enabled with WIBRO. Complimentary coverage in garden and open areas covered by WIBRO Tech Help Desk for instant Online resolution of technical problems Local servicing partner in your locality for same day support 16 x 7 call center for plan change, billing and general support e Bill sent to e-mail id; SMS on bill dispatch, no delays, privacy,
• • •
Cheque drop boxes within 250 meters of your building On-line bill payment to be available by Sept’09
Click to Connect – Dialer • • •
Full range of login options
Login with user id and password Login with only password (auto user id ) Click to connect (w/o user id / password) Launch on start up OR click to launch • • • Online usage details Speed test tool Access to tech info for enabling online tech support
Enhanced Security of your PC • India’s first Broadband with a default anti-virus solution (no extra cost) • • • • In the open market the AV package price is Rs. 2000/--- 2500/-
Anti Virus definitions updated every day to guard against new threats Anti Spyware to protect your privacy Optional Parental Control at a nominal monthly charge • • Allow permitted content access for children Block sites having content that may be inappropriate for children
Relieves customers from searching for a separate security solution
Innovative and customer friendly tariff schemes • Circuit breaker plans: Best of Both worlds • • 2 Mb/s speed with bill limit guarantee
1 and 2 Mbps Fixed Monthly Charge plans for Value users
Half the tariff of unlimited plans Abundant usage (1/2 GB per day in 1 Mbps, > 1.5 GB per day in 2
No extra charge if usage exceeds above limit – bandwidth reduced to
lower speed till end of the bill cycle, original bandwidth restored automatically on beginning of new bill cycle • plans Demo Guidelines in a Society • • • • • • Take prior permission from society if the demo is in building premises Timing of the demo/road should be on weekends/holiday Ideal location: society lawns, club house, just outside society main gate Before stat of the event distribute product leaflets to all residents Ensure the network coverage by Ethernet modem Demonstrate the following Bandwidth Doubler from 10pm to 10am on 300/600 Kbps unlimited usage
o Dialer : Self care functionality (change password, session details)
Speed test : www.speedtest.tikona.in MAC ID registration
o Contact interested customers and sign up the subscriber
Chapter 9 - Conclusion and Recommendation
The broadband industry is a highly competitive industry. Tikona Digital Networks is a highly competitive company in this field with help of new technology. It has an effective vision, mission and has its own strategies to excel in this competitive environment. We all are living in 21st century; we always think for more convenient product by which we can do our work in simplest manner. TDN is providing 4th generation wireless internet broadband. The company has a potential product for that it requires skillful executives, who can convince the customer & explain the benefit of product.
TDN is new company & it is providing wireless solutions to customers. The company has different strategy of marketing, TDN’s strategy is acquiring maximum buildings by that company can push its product in market .TDN is successful in their strategy because slowly but steady it is capturing more & more market share of wireless broadband. TDN got the permission for the approximately 3000 building in the different areas of Mumbai. In building acquisition I was convincing the authorize person of that building for giving NOC (no objection certificate) for installing the AP (access point) on the roof top of that building. After acquiring enough no. of building company is doing sales in those areas. I was selling TDN’s product in acquired buildings and building adjoining it. To sell the broadband I was giving brochures & live demonstration in societies with the help of technical and channel partner’s team. I approached customers door-to door & explained them the tariff plans & other information which they asked about regarding broadband. So we can conclude that I learned a lot during my internship in this company which will definitely help to me in my future. The experience I got in building acquisition & sales is very helpful for shaping my career in marketing & sales.
Taking the above analysis into consideration, the following points can be suggested to the company so that it can increase its productivity and save on time and reduce cost
TDN is new company & nobody knows about it, so they should advertise their product & services to penetrate in the market.
They should hire more skillful employees & technical executives who can create brand awareness in market.
They should go for more competitive prices according to market demand and come out with better plans.
TDN must start giving instant connection and make the areas live where AP has been installed. Attrition rate should be decreased as training new employees incurs more cost and more time is consumed to cover the same area by a new employee which is already covered before.
Should improve on after sales services. Try to develop more powerful network.
Chapter 10 – Key Learning
The key learning’s from the three months summer internship program are: About broadband industry
About TDN Digital Networks
On field interaction with customers Corporate Behavior interpersonal skills
Using the complete all round training which TDN gave to interns they were able to
help the CP in the initial hand holding days and were helpful in setting up operations for CP. Time management Practical experience on field and market knowledge Effectively handling objections of customers
Being a part of ground activity helped me to develop my interpersonal skills and interaction with customers when selling them a complex service helped our perception of sales force management.
Chapter 11 - Appendix
DSR for Building Permission:
Name of building : Flat No. Name Contact Number Which plan is he No. of PC Plan he is intereste Remark s 47
DSR for Sales:
Name of the Name of building and address Floors (G+X) Flat s authorized person Contact Number Remar ks
Chapter 12 - Limitations
As far as limitation is concerned, to convince the authorized person of society was difficult task because many of them were not aware of wireless broadband.
Taking out time for a meeting was a concern for the chairman or the secretaries Rent was a big concern. TDN did not pay money to install AP on the building so the authorize person was putting condition for NOC whereas in comparison they used to get huge amount of money from other big companies like Reliance and Airtel.
Security of society was major concern as people did not rely on the wireless internet. Commercial benefit to society… Competition… Cable operator issues… Company credibility… Power requirements… Harmful radiations… Interference… Society internal dispute… Buildings under the builder ownership… Single ownership buildings… Proof of Concept/ reference buildings… Demonstration of service capability…
• • • • • • • • • • • •
Although efforts have been taken to meet and overcome these limitations yet perhaps if they had not been there, more life could have been brought in the project.
Chapter 13 – Bibliography
http://www.tikona.in/ http://www.google.co.in/ http://www.airtel.in/ http://www.bsnl.co.in/ http://www.relianceinfo.com/ http://www.tataindicom.com/ http://www.youtele.com/
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