Project Progress Report:

BHARTI AIRTEL
(INDIA)

Specialization: Telecom & IT

By
Vikas Sharma
Rakesh Sonar
Lokesh Gupta
Manish Pandey
Baijnath Mandal
Aditya Mahakulkar

Balaji Institute of Telecom & Management

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TABLE OF CONTENTS

Chapter 1
Introduction..3
1.1 Summary of Abstract..4
1.2 Objective.8
1.3 Methodology...9

Chapter 2
Company profile...10
History..11
Organizational Structure...13
Value Chain..14.
SIPOC...16

Chapter 3
Marketing Strategy
BCG Matrix...
Porter Generic Matrix
5Force Model.
SWOT Analysis.

INTRODUCTION
We are one of Indias leading providers of telecommunication services with a nationwide
presence in all the 23 licensed jurisdictions (also known as Telecom Circles). We served
an aggregate of 88,270,194 customers as of December 31, 2008; of who 85,650,733
subscribe to our GSM services and 2,619,461 use our Telemedia Services either for voice
and/or broadband access delivered through DSL. We are the largest wireless service
provider in the country, based on the number of subscribers as of December 31, 2008. We
also offer an integrated suite of telecom solutions to our enterprise customers, in addition
to providing long distance connectivity both nationally and internationally. We have
recently forayed into media by launching our DTH and IPTV Services. All these services
are rendered under a unified brand Airtel. The company also deploys, owns and
manages passive infrastructure pertaining to telecom operations under its subsidiary
Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti
Infratel and Indus Towers are the two top providers of passive infrastructure services in
India.
Successful businesses have extensive knowledge about their customers and competitors.
Getting accurate and specific information about your customers and competitors is a
critical first step in market investigation and development of a marketing plan. Accurate
market assessment and development of an effective plan is critical to the success of both
new and existing businesses. The market impacts and directs all aspects of the company's
activities and ultimately will lead to success or failure of the business.
In developing a market plan, your primary functions are to understand the needs and
desires of your customer select or develop a product or service that will meet customer
needs, develop promotional material that will make the customer aware, and ensure
product or service delivery.

ABSTRACT
This document is the Final Research Product for BITM, titled OVERVIEW OF
TELECOM SERVICES INDUSTRY IN INDIA & ANALYSIS OF BHARTI
AIRTEL.

ABOUT BHARTI AIRTEL

Bharti Airtel is Indias no.1 reliable network, serving at around 88 million voice & data
user subscribers. The need of

research study is to study about Bharti Airtel,

understanding its various strategies that keep it ahead of all other competitors like
Vodaphone, Idea, Reliance etc.. This study is undergone through various steps of research
project. The method used for the research project are- Group Discussion, internet
browsing, different graphs & chart study etc. From this analysis we found that Bharti
Airtel has the largest market share due to its calling plans, Tariff plans and other
strategies.
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL).
India's largest and world's third largest cellular service provider.
More than 88 million subscribers as of 31 December 2008.
Airtel provides mobile & fixed wireless services using GSM technology across 23
telecom circles.
Largest Telecom Company listed on Indian Stock Exchanges.
The company also has a submarine cable landing station at Chennai, which connects
the submarine cable connecting Chennai and Singapore.

The service strategies of Bharti Airtel are

Best-in-class technology:
World-class Installation & Customer Service
Interactive VAS to Drive ARPU enhancement
One Airtel Synergies for Distribution, Brand & IT
Data Products: Internet, MPLS etc
Integrated Solutions to Drive Share of wallet
Strategic Alliances
Indirect Channel to Drive Penetration
Deeper & Not Wider: 94 Cities
Vertical & Not Horizontal: Hi-Rise
Network Enhancement to Deliver 8+ MBPS
New Products & VAS to drive Flat, combo plans

CORE BUSINESS AREA

Mobile Services - We offer mobile services using GSM technology on 900MHz and
1800MHz bands, and are the largest wireless service provider in the country, based on the
Number of customers. Our 85,650,733 mobile customers accounted for a market share of
24.7% of wireless market, as on December 31, 2008. We offer post-paid, pre-paid,
roaming and value added services through our extensive sales and distribution channel
covering 1,069,706 outlets. Our network is present in 5,057 census towns and 401,882
non-census towns and villages in India, thus covering approximately 79% of the
countrys population. Our network operating centers, which monitor the health of our
mobile network are located in Gurgaon, near Delhi, and Chennai.
Telemedia Services We provide broadband (DSL) and telephone services (fixed line)
in 95 cities with growing focus on new media and entertainment solutions such as DTH
and IPTV. We had 2,619,461 customers as on December 31, 2008 of which 37.9% were
subscribing to broadband/internet services. Our product offerings in this segment include
supply and installation of fixed-line telephones providing local, national and international
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long distance voice connectivity and broadband Internet access through DSL. We also
remain strongly committed to our focus on Small and Medium Business enterprises .We
provide a range of customised Telecom/ IT solutions and aim to achieve revenue
leadership in this rapidly growing segment of the ICT market. The strategy of our
Telemedia business is to focus on cities with high revenue potential, except for DTH
which is an all- India offering. Airtel digital TV is available to customers through 23,200
retail points in 120 cities across the country.
Enterprise Services - Enterprise Services provides a broad portfolio of services to large
Enterprise and Carrier customers. This division comprises the Carrier and Corporate
business units. Enterprise Services is regarded as the trusted communications partner to
India's leading organizations, helping them to meet the challenges of growth.
Carriers Carrier business unit provides long distance wholesale voice and data services
to carrier customers as well as to other business units of Airtel. It also offers virtual
calling card services in the overseas markets. The business unit owns a state of the art
national and international long distance network infrastructure enabling it to provide
connectivity services both within India and connecting India to the world. The national
long distance infrastructure comprises of 90,205 kms of optical fibre, over 1,500 MPLS
and SDH POPs and over 1,250 POIs with the local exchanges, providing a pan India
reach. The international infrastructure includes ownership of the i2i submarine cable
system connecting Chennai to Singapore, consortium ownership of the SMW4 submarine
cable system and investment in capacities across a number of diverse submarine cable
systems across transatlantic and transpacific routes. In recent past we have announced
investments in new cable systems such as Asia America Gateway (AAG), India Middle
East and Western Europe (IMEWE), Unity North, EIG (Europe India Gateway) and
Eastern Africa Submarine Cable System (EASSy).
Corporate This business unit delivers end to end telecom solutions to Indias large
corporate. It serves as the single point of contact for all telecommunication needs for
corporate customers in India by providing full suite of communication services across
data, voice and managed services. It specializes in providing customized solutions to
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address unique requirements of different industry verticals; BFSI, IT, ITeS,

Manufacturing and distribution, media, education, telecom, Government and PSUs and
retail among others. Backed by the alliances with leading technology companies
worldwide and state of the art infrastructure, it offers complete range of telecom
solutions. These solutions enable corporate to network their offices within India and
across the globe, provide them infrastructure to run business critical applications and
provide them means to connect with their customers, vendors and employees.

OBJECTIVE
The aim of this research project is to study about different strategies used, different
products used by Bharti Airtel. It also includes Indian market study, Bharti Airtel
Corporate Study, its financial & Industrial study. Under this research project following
points are covered-

METHODOLOGY

Viewing the mergers & acquisitions done by the company & predicting its
strategy .

Examine the research papers & annual reports published by the compan

Analysing the information given by the company about their products ,available
on company website

COMPANY PROFILE
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL).
India's largest and world's third largest cellular service provider.
More than 88 million subscribers as of 31 December 2008.
Airtel brand is headed by Sunil Bharti Mittal.
Airtel provides mobile & fixed wireless services using GSM technology
across 23 telecom circles .
Indias First Telecom Company that provides telecom services in all the
circles.
The company also has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and The
National Stock Exchange of India Limited (NSE) .
Per Share price of Airtel in BSE is Rs 601.40 (5th march 2009)

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HISTORY

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ORGANIZATIONAL STRUCTURE

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VALUE CHAIN- BHARTI AIRTEL

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SIPOC- BHARTI AIRTEL

There are 5 steps in the SIPOC process.
1.
2.
3.
4.
5.

Supplier
Inputs
Process
Outputs
Customers

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Telecom Process Detailed-

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MARKETING STRATEGY
Core Value Of Airtel

Performance
Dynamism
Leadership

Targeting

Elite
Up market professionals
Entrepreneur with business plans
Low income mass category
Youth
Women and senior citizens by post paid connection

AdvertisementAirtel basically uses two appeal to connect to the users

Emotional
Humorous

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BCG MATRIX-

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PORTER GENERIC MODEL-

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5 FORCE MODEL-

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SWOT ANALYSISStrength

Market Leader
Recognized Globally
Strong Brand Image
Strong New Business Development team
Strong Financials
Largest Telecom Player 22.6%

Weakness

Outsourcing of core system

Network Coverage

Opportunities

Low Broadband Penetration, Rural

Telephony
Bharti Infratel Cutting Down cost in rural area
Current Tele-Density 30.6 is still low among developing countries

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Threats

Falling ARPU
Intense Competition & Shortage of Bandwidth
New Players coming in India
Uncertain Economic Condition

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REFERENCES
1.
2.
3.
4.
5.

Voice & Data.(Dec-08)

http://www.bhartiairtel.in
http://capitaline.com
Investors presentation, Bharti Airtel Limited, November 2008
Telecommunication Services, Indian Industry: A Monthly Review, CMIE
November 2008
6. Analyst Report Bharti Airtel, Assist C. Mehta Investments Intermediates Ltd.
7. Telecommunication Sector Report March 2008, CRISIL

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