A PROJECT REPORT ON MARKETING STRATEGIES ADOPTED BY TELECOMMUNICATION COMPANIES SUBMITTED TO BARODA INSTITUTE OF MANAGEMENT STUDIES (AFFILIANTED TO SIKKIM MANIPAL

UNIVERSITY)

IN THE PARTIAL FULFILLMENT FOR THE REQUIREMETN OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDENCE OF MR.NEERAJ NANDA SIR (LECTURER AT BIMS) PREPARED BY: JASKARAN SINGH DHAVAL SHUKLA

MBA II

nd

SEMESTER

LIST OF CONTENTS
NO CONTENTS PG NO.

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TELECOMMUNICATION MARKET IN INDIA INDIAN CELLULAR MARKET INTRODUCTION PROMOTION STRATEGY STRATEGIES ADOPTED BY VARIOUS TELECOMUNICATION ADVERTISEMENT & PROMOTION TARIFF STRACTURE MARKET SHARE CONCLUSION

PREFACE “TRUE
LEARNING IS BORN OUT OF EXPERIENCE AND OBSERVATION.”PRACTICAL EXPERIENCE IS ONE OF THE COST TYPES LEARNING THAT ONE CAN REMEMNERS ASPECTS OF ADMINISTRATION & MANAGEMENT.” IT WAS A GREAT EXPERIENCE TO GAIN THE KNOWLEDGE ABOUT HOW MARKETING PLAYS ITS SIGNIFICANT ROLE IN TELECOMMUNICATION SECTOR.MARKETING STRATEGIES WORKS LIKE A BRAIN OF AN HUMAN BODY.THE MAIN OBJECTIVE OF OUR STUDY IS TO UNDERSTAND VARIOUS MARKETING STRATEGIES ADOPTED BY VARIOUS TELECOM COMPANIES TO SURVIVE IN SUCH A COMPETITIVE CELL PHONE INDUSTRY. FORTUNATELY WE GOT THE WONDERFUL OPPORTUNITY TO MAKE REPORT ON THE MARKETING STRATEGIES OF THE TELECOMMUNICATION COMPANY(DOCOMO,AIRTEL,IDEA,VODAFONE,BSNL).

DECLARATION
WE MONIKA PATEL,NIKITA NASHIKKAR,JASKARAN SINGH,DHAVAL SHUKLA STUDENT AT BARODA INSTITUTE OF MANAGEMENT STUDIES, HERE BY DECLARE THAT A REPORT ON “MARKETING STRATEGIES ADOPTED BY TELECOMMUNICATION COMPANY” ARE WORK OF OUR OWN DEEDS.

PLACE: BARODA DATE : 27th MAY, 2010 JASKARAN SINGH DHAVAL SHUKLA

ACKNOWLEDMENT
We acknowledge the sincere assistance provided to us from several rather unexpected quarters during the course of execution of this study. It would be a mammoth task to place on record my gratitude to each and every one of them but a whole hearted attempt would be made nevertheless, least we will be branded ungrateful.

We are extremely thankful to MR.NEERAJ NANDA, for giving us an opportunity to study various telecommunication MARKETING STRATEGY and making our study a memorable learning experience.

EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies adopted by various Telecom company and its impact on the perception on various Cellular Services.Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of our research was the measurement of customer satisfaction level for the services provided by various telecom services in India. Our job was not only to represent the Corporate Sales Dept. and collect the feedback from the clients but also to get the major complaints resolved through internal counseling. There can be no better opportunity to interact with the external as well as the internal customers of an organization. Finally the results of the research verify the fact that keeping the customer satisfied is the best strategy to not only retains the existing customers but also to expand the business to new horizons.

TELECOMMUNICATION MARKET IN INDIA
 The Indian telecommunications Network with 250m telephone connections is the fifth largest in the world and is the second largest among the emerging economies of Asia  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.

KEY PLAYERS IN INDIAN MARKET 1. Airtel 2. Vodafone 3. Spice 4. Bsnl 5. Docomo 6. Mtnl 7. Idea
8. Reliance

INDIAN MOBILE MARKET

23 circle for mobile service.

Circles are categorized into following: Metros (4 largest cities)

A circle (states with highest earning power)

-

B circle

C circle (states with least earning power)

INDIAN CELLULAR MARKET
 The Bharti Group, which operates in 23 circles, continues to be the country's largest cellular operator, with 130 lakh subscribers. BSNL, which operates in 22 circles, has a subscriber base of 37 lakh subscribers. Thus BSNL stands second largest cellular operator in terms of subscriber base at the end of the fiscal ending March 31, 2007, displacing Vodafone from the second position.  Vodafone, which operates in only eighteen circles, is the third largest operator with a subscriber base of 100lakh. Unlike fellow public sector undertaking, MTNL, which operates in Mumbai and Delhi, BSNL has been a very aggressive player in the market. "Cellular operators who expected BSNL to go the MTNL way, were taken by surprise and did not take effective steps to counter it, till it was too late in the day," said a telecom analyst.  Belying fears of a slowdown in cellular subscriber acquisitions, the cell club has reported a 7.92% growth, the highest growth in any month so far, during March 2005. Year-on-year, the cellular subscriber base in the country has almost doubled in March 2005, and is expanding at the rate of 25% per year thereafter.  The cellular subscriber club expanded by 21.31 lakh last month. This is much higher than 5.9 lakh subscribers added in February 2005 and 2.13 lakh in January 2005. Idea, which operates in seven circles, is the fourth largest operator with a subscriber base of 17.80 lakh, higher than BPL's 11.31 lakh subscribers across four circles.

The subscriber numbers per operator drop sharply with the sixth largest operator, Spice Communications, having a subscriber base of 9.40 lakh, followed by Reliance Telecom's 8.9lakh subscribers. MTNL is the ninth largest operator, with a base of 8.32 lakh subscribers.

While the subscriber base-jumped by 3.38% to 44.39 lakh in the metros, subscriber base of category A circles of Maharashtra, Gujarat, Andhra Pradesh, Karnataka and Tamil Nadu jumped by 10.18 % to reach 43.64 lakh. Category B circles of Kerala, Punjab, Haryana, Uttar Pradesh (West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh and West Bengal recorded a jump of 10.69%, with a total base of 33.74 lakh subscribers. Circle C has reported 12.74 % growth with subscriber numbers jumping to 5.08 lakh.

 Among the metros, while Mumbai added 1, 63,180 subscribers,

higher than the 1,58,646 added by Delhi, the Capital's cellular subscriber base of over 80 lakh is still higher than Mumbai's 66.89 lakh.

 While the cellular industry has been on roll for the first three

quarters of the previous financial year with an average of 16.75 lakh monthly additions in the third quarter, the first two months of 2007 had seen the growth slowing down.

STUDY OF OUR

PROJECT

INTRODUCTION

Airtel (Bharti Airtel Ltd.)

 Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services.  Its subsidiaries operate telecom services across India. Bharti Airtel is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 130 million total customers, which constitute, 120.6 million mobile and 9.4 million fixed line customers, as of March 31, 2010.  Airtel comes to us from Bharti Airtel Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Airtel, comes to us from Bharti Airtel 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 has also put its footsteps into Insurance and Retail segment in collaboration with Multi- National giants.  Bharti is the leading cellular service provider, with a footprint in 23 states covering all four metros and more than 130 million satisfied customers. Bharti adds 3 million users in April 2010.

S E Airtel Prepaid

R V

I

C

E

S

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises, India's leading integrated telecom service provider. Going mobile with Airtel Prepaid is a new way of life. With a host of great features, also simple to use, Airtel Prepaid makes everything that you dreamt and believed, possible. Total Cost Control You can control your Airtel Prepaid like never before. No more rentals or deposits – simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-. Pre activated STD/ISD without deposits or rentals You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No

more paying deposits or having a minimum balance in your account to make an STD/ISD call. Hassle-free calls are here to stay! Strong Network Coverage Enjoy complete clarity when calling with Airtel’s world-class technology and unbreakable network coverage that spans over 23 circles across the country. Instant Balance and Validity Enquiry Your account balance is updated on the screen of your handset at the end of each chargeable call. You can also call 123 from your mobile phone and listen to the voice announcement or simply dial *123#, press 'OK' or 'YES' button and your account balance will be displayed on the screen of your handset.

Prepaid Roaming Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected no matter wherever you are. You can also send or receive MMS, check your email and access other GPRS services while roaming in India as you would in your own city. While traveling abroad you can receive calls & send or receive SMS. SMS (Short Messaging Service) Send messages quickly and easily using text, if it's too noisy to talk or you don't have much time. It's the way to share those interesting one-liners, important reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world. Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone with Subscription Services. SMS <SUB NEWS> to 3333 for News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips.
MMS (Multi-media Messaging Service): Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465.

Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services, right on your phone device settings. Hello Tunes Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. What's more you can directly call the number for your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This would directly take you to your favorite artist's Hello Tunes listing. India and also over 160 countries, abroad. GPRS - Roaming Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails (e.g. BlackBerry services), from almost anywhere in India and abroad.

PROMOTIONAL STRATEGY
The Bharti Mobile promoted Airtel cellular service will go in for repositioning of its brand image. The new brand is portrayed in two distinct fashions - the tag line "Touch Tomorrow", which underscores the

leading theme for the new brand vision, followed by "The Good Life", which underscores a more caring, more customer centric organization. Aimed at re-engineering its image as just simply a cellular service provider to an all out information communications services provider, Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it. The new communication is about a new dimension in the cellular category that goes beyond the Internet, SMS, roaming, IVRS, etc but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services. The new campaign is in two phases - the first of which will communicate overall brand philosophy and the second products and services.

LIFE TIME PLAN PRE-PAID card users need not worry anymore about recharging their coupons every month. Company has launched a plan that allows users to take a pre-paid connection with lifetime validity for a one time payment of Rs. 249. Subscribers availing themselves of this scheme will also get full talk time for the recharge coupon they purchase and also have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs. 999.

MARKETING MIX

4ps is also called marketing mix. 4ps consists of Product  Price  Place  Promoti

PRODUCT
• • • • Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The different value added services provided by Airtel are  Instant Balance Enquiry 24Hr recharge Facility

    

Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service

PLACE
• It has wide and extensive presence even in the remotest areas • Airtel Customer Care Touch Points • Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc.

PROMOTION
• Large scale print and video advertising. • Big celebrities like SRK and Sachin are roped in to endorse the product.

Airtel got its Signature tune from A.R. Rehman; this signature tune is perhaps the most downloaded tune in India.

• Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.

"Friends" pre-paid connection for youth," Ladies Special" plan, seniors plan. Executives corporate plan (First to give prepaid in this category). Providing wallpapers and screensavers on website

• Special discounts in calling rates & sms services.

PRICING
• Customer based pricing strategies. • Flexible pricing mechanism • Controlled by TRAI.

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vadafone in India came with acquiring Hutchison Essar limited.vadafine was officially launched on 21st September 2007.

Vodafone is the world's leading international mobile communications group with approximately 341 million proportionate customers as on 31 March 2010. Vodafone currently has equity interests in 31 countries across five continents and around 40 partner networks worldwide. Vodafone Essar, formerly known as Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India based in Mumbai. Vodafone Essar is owned by Vodafone 67% and Essar Group 33%. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.

Hutchison had policies like

Where ever you go, our network follows you.

 Colourful and emotional adds
 

Without any brand ambassador Changed promotion pattern of whole telecom sector.

VADAFONE MARKETING STRATEGIES

ZooZoo was created to promote the value added services (VAS) of Vodafone. Vodafone was trying hard to capture the VAS Space because it is a potential cash cow for cellular companies. ZooZoo is a semi alien semi-human character living in an earthlike place (lot of which is left to the viewer's imagination).These are very very simpers beings who are very expressive. They laugh aloud, cry loud and have a child like simplicity around them. We think many of us wanted to be such an expressive being which makes ZooZoo very personal. The success of ZooZoo is the success of minimalism and simplicity. Although the production process of ZooZoo ads are not simple, as a consumer. We were attracted to the simplicity of the concept and the execution. ZooZoo also highlights the power of storytelling. Each ads tells a very simple story. Afterall brands are made through story telling. Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 70,000 and counting. The brand has come out with an interactive quiz that shows the type of ZooZoo. Vodafone has benefitted immensely by this campaign. It caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story.

DOCOMO

DOCOMO is acting as an innovation that improves a product or service in ways that the market does not expect, typically by being lower priced or designed for a different set of consumer.

Indian Telecom space may not remain the same in the near future. Tata DoCoMo is the latest player in the industry to change the way it works. They are offering a ‘1 paisa per second’ tariff.

 Tata DoCoMo is a joint venture between Tata Teleservices, an Indian mobile operator and NTT Docomo, a Japanese mobile operator. The joint venture was initiated when NTT Docomo bought a 26% stake in Tata Teleservices in November 2008.  Tata DoCoMo may be the next one to employ disruptive innovation in the Indian mobile industry. Currently the game is not played on the price front but Value added services front, which is evident from the advertisements of Airtel (Madhavan and Vidya Balan) and Vodafone (Zoozoos).

Currently the industry works on a 60s pulse, which means that even for a 1 second call, the user is charged for the entire minute. Tata DoCoMo is set to change all that. With a 1 second pulse and a 1p per second tariff, the Industry can potentially shift to a completely variable tariff rather than a step tariff which is being implemented now.

Docomo followed Intensive marketing policy such as: • First to introduce seconds’ tariff plan • Offering 1paise/6sec to any Tata network(Tata indicom,virgin,Docomo)

It utilized brand image of Tata services.

• Lowest call rates as compare to other operator. • Special Attractive schemes like: 21000 seconds anywhere in India at just Rs.160.

Offering GPRS at lowest plan with best access speed(256Kbps) at just Rs.48/month.

DOCOMO had trapped the subscriber with its ‘Seconds’ strategy as it is promoting all its scheme with second pulse and not minutes

Tata Docomo had rightly focused on mindset of Indian customer, by this they have attracted large portion of Indian customer by exploring seconds rather than minutes. In above promotion, you can see that Docomo had not mentioned minutes but they had mentions seconds i.e. of Rs.98.

500,000

seconds in front

IDEA CELLULAR
IDEA Cellular has licenses to operate in 11 circles. With a customer base of over 20 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email Services. IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings, for the first time in India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty program, for pre paid customers, introduced by a Cellular brand.

SERVICES
VAS 1. Onmobile Asia Pacific Ltd 2. Cellebrum India Ltd 3. Siddhivinayak Astro Services Ltd. 4. Kodiak Ltd 5. Mauj 6. Net4nuts India Ltd 7. Yahoo 8. Rediff 9. Indiatimes

The entry

of Abhishek gave the brand a lot of eyeballs. The brand had chosen a tagline “An Idea Can Change Your Life " and the entire brand communication was around this theme of ' an idea changing the life '. Before Abhishek coming in the campaigns, the brand had done a series of campaign highlighting the positioning around the theme.

The major breakthrough for the brand came from the campaign involving Abhishek as the Sarpanch (village chief). They also add in the campaign that “AB HAR ADMI NAAM SE NAHI APNE MOBILE NUMBER SE PAHECHANA JAYEGA”.

The add was very effective as it gives notion that role of cellular services is not limited to talking but it can be used to educate our nation.

So, we can conclude that idea cellular had always involved their promotion with some or other social cause.

BHARAT SANCHAR NIGAM LIMITED IS World’s 7th largest & India’s No.1 Telecommunication company. 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, 287 Satellite Stations, 7330 cities/towns and 5.5 Lakh villages.

MAIN OBJECTIVES To provide each & every village with a telephone

To encourage development of telecom facilities in remote, hilly, tribal areas of the country. To make available affordable & effective communications for the citizens.

To expand broadband, leased lines, cellular , WLL services with the state of the art technology

NEW INITIATIVES

WiMAX

 IPTV  VOIP  PREPAID BROADBAND  3G  DATA CARD  ATTRACTIVE TARIFF

BSNL had Promoted its tariff plan ,so that it can attract its customer by its tariff, special schemes for calling, sms etc. we believe its catchy idea to make subscribers aware about its products.

Its also wonderful promotion which explain about new generation mobile i.e 3G.Bsnl had hit the market with awesome tagline “LIGHTINING EXPERIENCE”. It shows to have freedom of ligtining power in your hand.

COMPARATIVE TARIFFS AND SPECIAL TARIFF BY TELECOM SECTOR

DOCOMO WITHIN OWN NETWOR K OTHERS STD Roaming 1paise/6s ec 1paise/se c 1paise/se c 1paise/se c

AIRTEL

BSNL

VADAFONE

IDEA

1paise/sec 20paise/m 1paise/sec Ipaise/sec in 1.2paise/s 50paise/m 1.2paise/s ec in ec 2paise/sec 1.40Rs/mi 2paise/sec n 2paise/sec 1Rs/min 2paise/sec 1.2paise/s ec 2paise/sec 2paise/sec

• AS WE ARE ABLE TO SEE HOW TOUGH IS THE COMPETION THAT ALMOST ALL TELECOM COMPANY ARE OFFERING SAME TARIFF,BUT THERE IS ONLY FIGHT BETWEEN HOW BETTER YOU PROMOTE IN MARKET USING VARIOUS TECHNIQUE OF ADDS.

TO MAKE BRAND POSITIONING, DOCOMO IS FIGHTING VERY TOUGH AS COMPARE TO OTHER TELECOM COMPANY.

SO, ONLY ASPECT OF SUCCESS IS HOW YOU IMPLIMENT MARKETING STRATEGY BECAUSE WITHOUT MARKETING IT IS VERD HARD TO

SURVIVE IN THIS COMPETITIVE ENVIRONMENT.

MARKET SHARE OF RESPECTIVE COMPANIES

CONCLUSION
BRIEFLY WE CAN SAY THAT ALL TELECOM PLAYERS MADE AN ATTEMPT FOR IDENTIFYING THE INDIAN CUSTOMERS, INDIAN PEOPLES.AS INDIAN MINDSET, AT OVERALL, IS MATERIALISTIC. IT BELIEVES IN SOLID GAINS, THINGS, RATHER THAN BECOMING GRAVITATED AT SHOWY THINGS LIKE COLOURS OF HORDINGS AND ADDS THEY FIRSTLY ALWAYS ASKS ABOUT ‘ RATES ‘. ALL THE OTHER THINGS COMES SECONDARYLY. EVEN MULTINATIONAL CULTURE COULD NOT ATTRACT THEM. TAKE THE FINEST EXAMPLE FOR THIS.

DOCOMO “.
EVEN MULTINATIONAL CULTURE COULD NOT ATTRACT GUJARAT MARKET BY GUJARI TAG LINE “ KEM CHHO GUJARAT “, “ NAVU LAGE CHHE TU GUJARAT”, RATHER THAN PUNCHING ENGLISH TAGS. DOESN’T IT LOOK LIKE AN ‘ODD’?, PARTICULERLY IN THIS ERA IN WHICH ENGLISH IS

DOMINATING EVERYWHERE ? OR IF THEY PEOPLE ARE NOT AWARE ENOUGH OF THIS ? THE FACT IS THAT THEY ARE DOING THIS WITH VERY THROUGH UNDERSTANDING, AND OBSERVATION OF THE MINDSET OF THE PEOPLE, WHICH IS BEING TRANSFORMED NOWADAYS. AND ALSO THE CHANGING MAREKETING WORLD, ITS NOTIONS. AN ANOTHER OBSERVATION WE HAVE MADE IS THE ONE ABOUT THE MULTINATIONAL COMPANIES. NONE OF THEM HAS STEPED IN TO THE MARKET WITH OWN LEGS. EACH ONE USED TO HAVE JV’S WITH ANY OF THE EXISTING INDIAN COMPANIES. IT MAY BE FOR THE LACK OF A THROUTH KNOWLEDGE OF INDIAN MARKET.

AND THEN AFTER THEY ALL HAVE ADOPTET A PENETRATING POLICIES, TO SNATCH THE PORTION OF THE MARKET FROM OTHER DEALERS. THEY USED TO APPLY THIS AT PAYING ANY COST FOR IT, EVEN AT MAKING LOSS ALSO. MOST OF THE PROMOTIONAL STRATEGIES REVOLVED AROUND CAPTURING THE YOUNGER GENERATION WHO FORMED A MAJOR PART OF THE TARGET MARKET. CELEBRITY ENDORSEMENTS, SPECIAL SEASON OFFERS, FESTIVAL DISCOUNTS, AND INNOVATIVE ADVERTISEMENT CAMPAIGNS WERE USED BY THE CELLULAR SERVICE PROVIDERS AS TOOLS TO

PUSH BACK THE COMPETITION AND INCREASE THEIR MARKET SHARE. AFTER HAVING STEPED UP IN TO THE INDIAN MARKET THE COMPANIES GENERALLY CHANGE THEIR POLICY. THEY USE TO SHIFT THEIR POLICIES ACCORDING TO THE PORTIONS OF THE SOCIETY. AND HAVE MADE THEMSELVES LIKE SKIMMING THE CREAM FROM THE MILK. I.E. THEY SUCCESSIVELY INCREASE THEIR RATES. LIKE VODAFONE HAS DONE. IT IS PROVIDING A BEST NETWORK CONNECTIVITY, BUT CHARGES MORE THAN THE OTHERS. IT MEANS IT HAS MADE HIMSEIF ONLY FOR THE UPPER CLASS OF THE PEOPLES WHO IS IN NEED OF CONNECTIVITY ANYWHERE HE GOES.

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