Marketing Project

August, 2010

Presented By Group 11 Kumar Gaurav, B10025 Nikhil Sobti, B10033 Varun Inani, B10057

Marketing of Tikona Digital Network

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Acknowledgements
We would like to extend our sincerest thanks to Dr. Debasis Pradhan for providing us an opportunity to carry out this research which has been an immensely enriching experience. His guidance on how to go about this research has been immensely helpful. Our thanks also to all the authors and researchers from whose writings and research we have taken inputs. Our thanks to friends and colleagues too who have helped us with interviews and other inputs.

Marketing of Tikona Digital Network

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Table of Contents
Acknowledgements................................................................................................................................. 2 Introduction ............................................................................................................................................ 6 Objectives of Tikona Digital Networks .................................................................................................... 7 Vision................................................................................................................................................... 7 Mission ................................................................................................................................................ 7 Corporate Social Responsibility .......................................................................................................... 7 Customer First ..................................................................................................................................... 7 Respect for Talent ............................................................................................................................... 7 Win-Win for all .................................................................................................................................... 7 Integrity ............................................................................................................................................... 7 Analysis ............................................................................................................................................... 8 Situation Analysis .................................................................................................................................... 9 Aggregate Market Factors .................................................................................................................. 9 Products and Services Offerings ..................................................................................................... 9 Market Size ..................................................................................................................................... 9 Indian Market................................................................................................................................ 10 Penetration in Indian Market / Internet Usage and Population Statistics of India ...................... 11 Growth of Broadband subscribers in India ................................................................................... 12 Stage in Product Life Cycle ............................................................................................................ 14 Category factors ................................................................................................................................ 15 Threats of new entrants................................................................................................................ 15 Bargaining power of buyers .......................................................................................................... 15 Bargaining power of suppliers ...................................................................................................... 15 Pressures from substitutes ........................................................................................................... 15 Category Capacity ......................................................................................................................... 16 Environmental Factors ...................................................................................................................... 16 Technological Factors.................................................................................................................... 16 Political Factors ............................................................................................................................. 16 Economic Factors .......................................................................................................................... 16 Social Factors ................................................................................................................................ 17 Legal Factors ................................................................................................................................. 17 Marketing of Tikona Digital Network Page 3

Company and Competitor Analysis ....................................................................................................... 18 Objectives ......................................................................................................................................... 18 Strategies .......................................................................................................................................... 18 Marketing Mix ................................................................................................................................... 19 Product .......................................................................................................................................... 19 Price .............................................................................................................................................. 19 Place .............................................................................................................................................. 20 Promotion ..................................................................................................................................... 20 Ability to design new products ..................................................................................................... 24 Ability to deliver Services .............................................................................................................. 24 Ability to Market ........................................................................................................................... 25 Ability to Finance .......................................................................................................................... 26 Customer Analysis ................................................................................................................................. 29 Segmentation .................................................................................................................................... 29 Geographic .................................................................................................................................... 29 Demographics ............................................................................................................................... 29 Consumer Behaviour......................................................................................................................... 30 Targeting ........................................................................................................................................... 31 Differentiation and Positioning ......................................................................................................... 31 Strategy – Product ................................................................................................................................ 34 Customer Targets .............................................................................................................................. 34 Competitor Targets ........................................................................................................................... 34 Service Features ................................................................................................................................ 34 Core Strategy .................................................................................................................................... 34 Value Propositioning ..................................................................................................................... 34 Strategy – Marketing Communications Programmes ........................................................................... 36 Integrated Marketing Communication Programmes........................................................................ 36 Offline Channels ............................................................................................................................ 36 Online Channels ............................................................................................................................ 36 Pricing Strategy ................................................................................................................................. 36 Channel Strategy ............................................................................................................................... 36 Recommended Strategy........................................................................................................................ 37 Mission .............................................................................................................................................. 37 Objectives ......................................................................................................................................... 37 Marketing of Tikona Digital Network Page 4

......... 38 Strategy – Product .............................................................................Corporate Objectives ........ 41 References .............................................................................................................................................................................................................................................................................................................................................. 40 Exhibits ................................................................................................................ 39 Integrated Marketing Communication Programmes ............................................................................................................................................................................................ 38 Customer Targets .......................................... 37 Marketing Objectives .................................................................. 39 Channel Strategy ............................... 38 Strategy – Marketing Communications Programmes ......................................................................................................................... 44 Marketing of Tikona Digital Network Page 5 ........ 37 Values ...........................................................................................................................................................................

schools. Now even my cat has its own page.in/Stat4-MarketShare.” The growth and reach of the internet worldwide over the years has been stupendous to say the least. only high energy physicists had ever heard of what is called the World Wide Web. This situation opens up a huge market potential for a player intent on dominating the broadband and internet services market. Bill Clinton said: “When I took office. More has been elaborated on the current market size in the Situation Analysis section. small business enterprises.Introduction In his announcement of the Next Generation Internet Initiative in 1996. digitalized world. educational institutes and other organizations. global..php Marketing of Tikona Digital Network Page 6 . Despite there being more than 100 Internet Service Providers (ISP) with class A license in India (see Exhibit 1) the reach of the internet services is yet to mature and extensively capture most of the households. Figure A: Major Indian ISPs Market Share as on Dec 09 Data Source: http://www.ispai. yet India finds itself as a laggard when it comes to accepting the language of the modern.. The following figure gives the market share of the major players in the Internet and Broadband services.

We encourage an open work culture that is conducive to making work joyful. retaining and nurturing the best talent. enterprise and other customers in India and globally. We aim at providing the community our technologies and solutions to support them in their growth and development. customer sensitivity and customer convenience. healthcare institutes and government or non-government establishments engaged in providing services to masses that do not have access to such services. transparency and highest standards of corporate governance. government and customers and believe in adopting a culture of ethical business practices. TDN will endeavour to deliver enhanced customer experience through innovation.Objectives of Tikona Digital Networks Vision Our vision is to be a leading Broadband and IT services company. We believe that our next generation services will change the way India lives. as we firmly believe that we should contribute to the society in which we operate. investors.2 Win-Win for all We work for the success of our customers.2 Integrity We are accountable to all our stakeholders.1 Customer First Our core business strategy is guided by customer value.1 Corporate Social Responsibility We imbibe in high standards of social and civic responsibility. TDN plans to extend Broadband and IT services at marginal costs to schools. and communicates and we believe that we can make a significant contribution towards a powerful Broadband enabled India.1 Mission TDN mission is to raise the benchmarks of customer experience in the country for all times to come. TDN is deeply committed to the cause of reducing the digital divide that exists in the country across geographies and different socioeconomic segments. appreciating and inculcating a sense of ownership among the members of Tikona eco-system. regulators. We believe in empowering. In this regard.2 Respect for Talent We will create and maintain a transparent and respectful work environment that helps in attracting. transacts. offering innovative products and solutions to home.2 Marketing of Tikona Digital Network Page 7 . by use of cutting edge technology and by extensive knowledge dissemination to members of its customer support teams. motivating. employees and our ecosystem partners.

being accountable to the customer. It is a classical case of marketing myopia3. The Mission while being customer oriented fails to delineate what goal and how it wants to achieve it for the customer. This way it defines a bigger paradigm that defines its business model while precluding being stereotyped as just another Internet company. where the company clearly sees the short term goal of providing India with a world class Broadband and IT services but fails to define for itself the bigger idea it wants to implement Indian context.Analysis The Vision of Tikona Digital Networks (TDN) while being grandly put is too narrowly defined wherein it stereotypes itself as one player in the realm of Broadband and IT services. TDN could have put forth that its vision is to see a seamlessly connected India and its mission is to being the facilitator of communication in the new digital world. While the company does not provide any objectives. These values are customer oriented and stress on creating a conscientious environment and focusing on the customer. stakeholders and regulators. respecting employees. Marketing of Tikona Digital Network Page 8 . it does nonetheless define certain values that it believes are important to its business.

Figure B illustrates the size of the Indian population vis-a-vis the population of the markets having better internet penetration than India. viruses and any malware. Japan or South Korea where internet penetration is significantly higher than in India.9% when compared to other developing nations. Wireless Broadband to Home (BTH) service with WPA2 and 802. India being the second largest populated nation offers huge market opportunities for internet usage in today’s digital age. while Figure C gives us an insight about the internet user distribution across the world. 3. Direct To Office (DTO) Wireless Internet Service Internet Leased Lines over Secure Wireless last mile. Figure B: World Population Distribution.1x security features.5 The current Internet market penetration in India is extremely low at 6. Wi-Bro service in Campuses and Buildings. Market Size The total subscriber base for internet users in India is 81 million as of 2009. hence provides Media diversity and Service Provider Redundancy to meet the Internet needs of the organizations.com/ Marketing of Tikona Digital Network Page 9 . It can be inferred quickly that the market for Internet services is in a very nascent stage in India. Internet penetration in India is one of the lowest in the world which is about 7.Situation Analysis Aggregate Market Factors Products and Services Offerings TDN’s products & services broadly target three sections: 1.4 2. 2009 Data Source: http://www. compared to other nations like United States. and the growth potential in the coming years is very high.internetworldstats.0% of the population. TDN also offers a complimentary licensed anti-virus package with this service that protects data on customer PC from spyware.

it is evident that there is a huge market potential. the subscribers population has increased from 13.6% over the past 9 months6.internetworldstats. From March ’09 to Dec ’09.com/ Indian Market The growth of Internet subscribers in India over the past 7 years is depicted in Figure D and Table 1 below.5 million to 15 .24 million showing a growth of 12.Figure C: World Internet Usage Distribution. When we compare this subscribers figure with our population. Figure D: Periodic growth of Internet Subscribers in India Data Source: TRAI Indicator Report (October-December 2009) Marketing of Tikona Digital Network Page 10 . It can be observed that there has been a steady growth in the subscribers’ numbers over these years. 2009 Data Source: http://www.

Interconnectivity is one of the basic requirements of growth and if India is to realise its dream of becoming a developed nation by 2020.90% Year 2004 2005 2006 2007 2009 2010 Table 2: Internet penetration in India over the years Data Source: http://www.72% 7.870.018 % Penetration 3. Japan with 75.5 69.677 1. it is still quite less when compared with our Asian counterparts like China with 28. South Korea with 77.58% 4.com/ Marketing of Tikona Digital Network Page 11 .000.000 Population 1.000 40.173.667.812 1.112.156.3%.225.Year Mar-03 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Jun-09 Sep-09 Dec-09 Subscribers (in lakhs) 36 45 56.4 140.000 81.09 135.897. This clearly shows that India has a long way to go as far as Internet penetration is concerned.7%.55% 3.094.5 %.000. While the percentage penetration has picked up in last couple of years.4 92.200.000.internetworldstats.000.71 110. it must take immediate and drastic steps to increase the internet penetration.21 Table 1: Periodic growth of Internet Subscribers in India Data Source: TRAI Indicator Report (October-December 2009) Penetration in Indian Market / Internet Usage and Population Statistics of India Table 2 shows the increase in Internet penetration in India over the years.528 1.600.00% 6.225.5 146. India aspires to be a developed nation like US where the internet penetration is 76.000 42.766 1.60% 3.3 152.129.812 1.108.112.000 50.4 Growth (%) 25 26 23 34 20 22 4 4 4. Users 39.000 81.3%7.

Figure F below gives a break-up of various modes of internet usage in India. is a high data rate Internet access—typically contrasted with dial-up access using a 56k modem. Broadband Internet access. By December ’09. The emerging trend is clearly towards Broadband subscription. Data Source: Internet Service Providers Association of India Figure E above compares the growth in Broadband subscription (>=256kbps) vis-à-vis other forms of Internet subscriptions (<256kbps). Figure E: Broadband subscribers vis-à-vis other Internet subscription. Marketing of Tikona Digital Network Page 12 . often shortened to just broadband.8 TDN aims to enhance user experience by offering Internet speed greater than or equal to 256k through broadband service.Growth of Broadband subscribers in India Tikona Digital Networks aims to connect India through Wireless Broadband service. the number of Broadband subscribers has overtaken subscribers availing other modes of internet.

“The current broadband Internet scenario is similar to what the mobile scenario was 10 years ago. MD & CEO. This offers a huge scope for TDN.”9 Prakash Bajpai. Marketing of Tikona Digital Network Page 13 . India has just a little less than 10 million broadband users while China has more than 120 mn broadband users. India has only 40 mn and only a fraction of this is usable for broadband. as it can target not only new internet users but can also seek to convert non-wireless users to wireless form of broadband.Figure F: Technology wise distribution of Internet users in India Data Source: Internet Service Providers Association of India Broadband sevice is povided by various ISPs through different technologies as depicted in Figure G below. We envision a powerful broadband enabled India and believe that it is an imperative for an emerging IT and software superpower. Tikona Digital Networks The figure shows that only 1% of Broadband users are availing wireless broadband technology. Wireless broadband is the only option for India to increase its broadband base to levels that are similar to China’s. TDN believes that wireless broadband is the way to go for India keeping in mind its inadequate wireline base. China could reach this level as they had a large wireline base of over 400 mn lines. Founder.

Marketing of Tikona Digital Network Page 14 .Figure G: Technology wise distribution of Broadband users in India Data Source: Internet Service Providers Association of India Stage in Product Life Cycle From the analysis above. It is still in earlier stages of its growth phase as shown in Figure H below. Product Life Cycle Internet Penetration in India Introduction Growth Maturity Decline Figure H: Stage of Internet Service in India in the Product life cycle. it can be asserted that the Internet service is very much in its initial stages in India.

the customer would be required to purchase/rent network devices.Category factors Threats of new entrants Opening up of the Broadband Wireless Access and 3-G market as a result of the recent auction has led to a large number of existing telecom players and Internet service providers to jump onto the BWA bandwagon. With their entry. The relevant reasons for such a pressure are:  Buyer’s propensity to substitute – mobile phones being the most easily available substitutes Page 15 Marketing of Tikona Digital Network . In such a scenario. the bargaining power of the consumer increases. do not have other players. in addition to purchasing a computer. Qualcomm. The reasons for the bargaining power of the consumer in the current situation are:     Low buyer volume . Also. as elucidated above. Uttar Pradesh (E). the pan-India market has become more competitive although in the short run Tikona has an advantage as the telecom circles it has bid for. Bargaining power of buyers With the increased options in the Internet service market. Uttar Pradesh (W). to provide them with high-end equipment like:         Routers Switches Wireless Security Physical Security and Building Systems Optical Networking Network Management Interfaces and Modules Given the low number of manufacturers and suppliers of IT equipment. Infotel (owned by Reliance Industries). it has to deal with IT equipment manufacturers. the presence of State owned entities like BSNL & MTNL affects the price expectancy as well as the price limit of the consumer. namely Gujarat. Aircel. Buyer price sensitivity Bargaining power of suppliers While Tikona does not have suppliers of Internet services to affect their operations. the pressure from substitutes increases. High buyer switching costs . Rajasthan. Pressures from substitutes With increase in entrants into the broadband market.For the broadband service. Himachal Pradesh. Availability of existing substitute products/services – The GPRS enabled handsets. presence of local Internet vendors. it is difficult for Tikona to drive a good bargain with them. Bharti. Augere as some of the new players that have entered the market. What has so far not been taken into account is that the substitutes will not only exists in terms of alternate services providers but also in term of alternate services like GPRS. the regular spate of discounts continues.Given the low Internet penetration and lower broadband penetration. 3G etc.

interest rates etc. customer support.  Economic Factors The recent economic crisis badly affected the economy. Political Controversies and there implications – the recent controversy regarding the Ministry of Communications and Information Technology affected the business by hiking up costs due to the auction of the Broadband Wireless Access spectrum. Some technological factors that have contributed to this transition are:     Penetration of computer/internet Rise in E-commerce Change in lifestyle to a younger. Other than such economic cycles. the government takes certain step to prevent abuse of market power by big business entities. a mobile can easily suffice a broadband connection Buyer switching costs – switching costs are low with some competitors giving discounts to existing users of rival products. affect the market by reducing consumer appetite for expenditure.the interest taken by the government in industry is related to the scope of employment. there is availability of excess category capacity to service current and short-term future needs of the market. satisfaction. this translated into lower consumer spending. Government relationship with industries
 . Ease of substitution – buying a substitute like a mobile is relatively easy to setting up a fixed broadband connection. Environmental Factors Technological Factors With introduction of the digital age in India. service plans etc before making a purchase decision. To prevent this. Marketing of Tikona Digital Network Page 16 . and support to other important sectors like manufacturing that the industry provides. factors such as the current high inflation rate.   Relative price performance of substitute – given the low demand of Internet usage. guarantee. cost of living. Category Capacity With setup of new broadband Internet service providers and low broadband penetration. the consumer has become more aware of technology and takes into account many factors like after-sale service. company size. social networking Change in business pattern with increased dependence on technology like in the banking sector Political Factors The government adopting a laissez-faire approach to business would have resulted in a free-for-all in the market. It is only the increased importance of Internet in the economy as a support system that the Government is forced to look into improving conditions for the broadband sector. upwardly mobile generation which values virtual presence. income enhancement. The following factors contribute to politics affecting the business environment:   Monetary & fiscal policies – the recent increase in tax on computer and IT equipments affects Tikona’s market by increasing prices of complementary products.

Difference in lifestyle – the current generation of consumer have had exposure to Internet from an early age as a result. provide services for its product.Social Factors How the society perceives a new technology is important to the way it consumes it. it makes it expensive for the company to provide for extra security without passing on the load to the consumer. the legislation can be passed such that it improves the scope of doing business or makes it difficult for the company to market. This helps improve the market condition as the society is more amenable to the product. Marketing of Tikona Digital Network Page 17 . The generation views Internet as a necessity making it easier to convince the consumer of making a purchase decision. Increased stress on Internet security – while the idea behind the legislation is to protect the society. Two income families – This social trend of having both working parents improves the market as disposable income increases while less interaction of the child with family members raises scope of viewing broadband as a source of engaging the child. Reacting to certain happenings. the demand for broadband has increased as is visible from the increased penetration of broadband internet. Internet has been accepted by the society as a norm to improve efficiency. interaction. Other factors that affect market are:   Change in consumption pattern – with increased dependence on internet.  Legal Factors Legislation affects businesses around the world. their conditioning to Internet is a given.

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. BSNL is a low-cost service provider of many services. Airtel Bharti Airtel is in second place in terms of market capturing of broadband. One of the objectives of the Tikona Digital Networks (TDN) is to get enough number of building permissions to make them Wi-Bro so that TDN can stabilize their network. It also has very large customer base in rural part of India. Ericsson. Today. it provides the services like Video multicasting. customer sensitivity and customer convenience. TV. Hinduja TMT. Audio and Video conferencing. In order to improve cost and quality. It has been successful in increasing its cellular subscriber base by pioneering its services in the rural terrain. Bharti has decided to use Airtel as the single brand name across all its categories such as cellular. Nortel. it is one of the fastest growing telecom companies in the world with more than 40 million subscribers. The company believes that an integrated approach such as One Airtel will help it in better addressing customer needs through bundled service offerings. IBM.44% of market (TRAI). Siemens. and is advertising through several advertising mediums such as –Mobile & Internet. the other state-owned player.Company and Competitor Analysis Objectives Tikona claims that their core business strategy is guided by customer value. BSNL is playing a leadership role in developing the telecom infrastructure in rural areas. Print. IP Telephony. These alliances provide access to new technologies and allow the company to adopt the best practices of enhancing customer experience. Video-on-demand and Interactive gaming. Apart from broadband. Radio and Outdoor and Transit advertisements.65% of market after BSNL which has captured 54. TDN got the permission from the authorized person to make the building WI-Bro enable and then starts selling in that building. Airtel has established alliances with Sing Tel. Nokia. TeleTech and MphasiS. to starts services in that particular buildings plus the building adjoining to that building. the company outsources non-core activities through business alliances. Strategies BSNL Bharat Sanchar Nigam Limited has the highest number of customer in the country and also captures a more than 50% of market share. Marketing of Tikona Digital Network Page 18 . In fact. Distance learning etc. Its services cover the whole of India. This strategy has helped BSNL in penetrating the market. TDN has started a reverse process. Corning. Airtel has recently launched its 16 mpbs broadband. which are covered by MTNL. earlier the process was like. TDN has got the permission for the approximately 3000 building in the different areas of Mumbai and also makes them Wi-Bro enabled. fixed and internet services. except Delhi and Mumbai. It acquires 13. This initiative is slated to increase Airtel’s ROI.

Tata Indicom Tata Indicom is extensively advertising its new product Photon plus with a punch line Express Wireless Broadband. They make customer to buy their product once through attractive offers. the prices and the plans available vary depending on the location. It has built a 60. Making use of free frequencies which reduce its cost significantly. crisscrossing the entire country. The following are some of the examples of the new offers that Tikona has made on its website. Price It is imperative that Tikona comes up with different pricing strategies to meet the needs of different customers. and you have a strong product from Tikona on paper. Fears of security are allayed due to the use of 4th Generation Technology (OFDM and MIMO). 1299 only. Also it needs to revise its pricing policy very frequently as in telecom sector the prices are always fleeting with introduction of new plans.000-kilometre-long fibre optic backbone. They have a unique selling approach. gives it an advantage in cost terms. They intend to provide broadband services completely via wireless networks which eliminate any need for digging up of the premises where internet has to be used. 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. It has different plans for enterprise use and home use. Marketing Mix Product Tikona’s product is by far the most innovative thing for broadband on paper. Reliance has most number of outlets in the country and they are retailing their new product through them. previously known as Reliance Infocom. We compare one of the plans of Tikona in Bangalore circle with that of Airtel in the same circle with the same broadband speed. While Airtel’s Impatience 1299-Airtel/KT/FL/20 plan provides 2Mbps speed at Rs. Add to these the standard features given by most of the other ISP’s like anti-virus packages etc. brought about a digital revolution in the Indian telecom industry by providing India’s vast population with affordable means of information and communication. This is a plan which will require the user to have an Airtel landline and it might require the user to have the Marketing of Tikona Digital Network Page 19 . 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.Reliance Reliance Communications.

It is quite clear that Tikona is looking to expand aggressively and improve its market penetration.in/wps/wcm/connect/airtel.in/airtel. 2010). Promotion Tikona is projecting itself as the next generation broadband. hence it must leverage these advantages. anticipating future customers in the building and expanding its infrastructure. The following data gives the details of the cities where it is present. Tikona plans to add around twenty more cities to its service circle. Reference: http://www. where it is providing its services in the form of broadband. Although it may not Marketing of Tikona Digital Network Page 20 . This is an effective way of vertical penetration in the cities where it already exists. Currently TDN services are available in following cities (as on July. Despite the stated fact it can be seen that there is a huge disparity in the price offerings of TDN’s Wi-Bro service and Airtel’s DSL service.airtelbroadband.lines installed for internet by some digging. service to be available in following cities (as on July. Similarly it invites people to enrol their buildings for Tikona Wi-Bro service. 2010) Agra Chandigarh Kochi Nashik Allahabad Jabalpur Kota Pondicherry Amritsar Jaipur Kozhikode Raipur Aurangabad Jalandhar Ludhiana Shimla Bhilai Jodhpur Margao Thiruvananthapuram Bhubaneswar Kolhapur Meerut Varanasi Tikona is making smart moves by making itself available to “partner enrolment”. This concept means that it is readily looking for partners who are willing to provide wireless broadband services of Tikona to the end consumer.in/home/forme_newuser/broadband+and+fixed+Line/br oadband/ Place Tikona digital Networks has a direct reach in thirty two cities. Ahmedabad Guntur Lucknow Pune Vijayawada Bengaluru Hubli Madurai Rajkot Vizag Bhopal Hyderabad Mangalore Solapur Chennai Indore Mumbai Surat Coimbatore Kanpur Mysore Trichy Delhi Kolkata Nagpur Vadodara Shortly. Tikona is a novel concept and has a superior technology at its disposal.

the fifth largest segment of the telecom services space (after Fixed-line.000 crore recorded for the year ending March 31. Again. The only saving grace appears to be the addition of 149 million subscribers for wireless data services on smart hand held devices that recorded a jump of 47 per cent in the 12-month period ended December 2009. NLD and ILD). 20007 SIFY recorded the following charges to the Marketing of Tikona Digital Network Page 21 . Bharti’s operating profit margins works out to 35% while for RCom the same works out to 21%. 2010. the top 30 cities contributed nearly 60 per cent to all the broadband subscribers. Sify Performance During the quarter ended Sept. Cellular. On the OPM front. Profits The Indian telecom services industry witnessed a growth of 20 per cent in revenues earned through Broadband. Revenue grew to Rs 435. This allows the company to grab a higher market share at a much faster rate. portal content and corporate services. RCom operates on the Reliance group principle.839 681. The difference exists because Bharti has the first mover advantage in the industry and has also broken even much ahead of RCom. the Indian government’s target of 20 million broadband connections by 2010 is likely to fall short with the year ending with just 8. Two key players BSNL and MTNL saw 57 per cent and 92 per cent growth in their broadband revenues respectively. Loss before interest expense.85 22.4 million) for the second quarter.8 million ($5. The below excerpt from a report on Sify reveal that it is making huge losses. at Rs 9.16 Please refer to the Exhibit 2 for more details on the financial statements. This is over three times the revenue of the corresponding quarter of the previous year and 35% higher than the June quarter. consisting of Internet access.75 million subscribers. According to a report by Voice & Data. Company Reliance Communications Airtel Telecommunications Revenue Operating Profit %Profit 2.383.39 24.1million).16 million ($9. also its market share has eroded rapidly in the past few years. 30.have the same spending power as that of the other biggies but its ads have been smart. During the quarter ended Sept.500 crore recorded a year ago. income taxes. 200 8 SIFY recorded significant growth in all three of its businesses. namely ‘high volumes and lower margins’.30 749. Here also. The profits of Reliance and Airtel for their broadband services has been calculated as given below using the data in Exhibit 2. 30. as against Rs 7. Although in general good profit margins exist in the industry but there are some cases where companies are making losses as well. depreciation and amortization for the September 30 quarter was Rs 232.00 3.

Deferred compensation expense of Rs 28.63 million ($7.6 million related to the amortization of stock-based compensation. Marketing of Tikona Digital Network Page 22 .9 million ($13.0 million ($2 million) Amortization of goodwill of Rs 328.1 million). which is being amortized over five years. Net loss for the quarter was Rs 614.3 million) after considering the above charges.41 million ($0.Profit and Loss Account Depreciation expense of Rs 94. largely consisting of the goodwill recorded in the India World transaction. Note: Financial data for TDN was not available and hence it is not possible to comment on the profit margins of Tikona.

Com Marketing of Tikona Digital Network Page 23 . FieldSVC.Value Chain Reference: Winning strategies for making money in the Field Service Business.

My user ID: 1101619186 If you have any queries or need any information please contact me on My Mobile No.9052255345 He approach to me and has shown very Marketing of Tikona Digital Network Page 24 . in a manner that is similar to how building illumination lamps are mounted. and this is often the grouse of its existing users.: +91 9966 850858.in/complaints/tikona-digital-networks-tdn-c414931. Mr.Differential Advantages of Competitors Ability to design new products TDN has certainly showed that it is far ahead when it comes to designing new products by introducing the novel concept of Wi-Bro services in India. frequent disconnection. This means that no digging in the premises is needed for installation of TDN broadband. no constant speed. Wi-Bro: Supporting Infrastructure  A 2 Meter pipe for fixing small electronic equipment weighing under 3 kgs is mounted on the parapet wall for receiving the Broadband feed from the TDN network.: 091570 Amount Rs: 6.html Since i got the connection i am not satisfied i am facing lots of problems slow connection not reaching closer to the subscribe speed. light weight and low power wireless broadband equipment worldwide. which looks exactly like a light fixture. If the landline connection is not already available in the locality there is a need to dig up the ground to lay wires for the same. which is what a night lamp would typically consume. a landline connection and a DSL router.618. Ability to deliver Services TDN does not have a very strong base for delivering services. Kareemullah Khan . For other companies the broadband services are generally provided through DSL technology (on the same copper cable that is used for connecting telephone).consumercomplaints. Also there are high number of complaints due to installation of the equipment (CPE) in the areas which are not yet live. The broadband fixtures are mounted on a pipe like element on the terrace wall.  The equipment are very-low power units and each consumes less than 10 watts of power. frequent disconnection and very poor response from the management. i subscribed for one year plan with 512mbps speed which i paid in advance thru AXIS Bank Cheque No.Area Manager . The building shall be lighted with Broadband by a very compact and lightweight module called as the access point (AP). Below is one comprehensive complaint from a TDN user that was posted on http://www.  This by far is the most compact.

Raghu .9160111777 or 8019621872 earlier he use to response my call but now he is not answering my calls. Wrong Billing address I have raised the following complaints since 10 July 2010 to 20 July 2010 with in 10 Day's none of them have solved satisfactorily. Mr. No Connectivity 5.Andhra Pradesh Nodal Officer . Whereas the service support of its competitors is pretty strong. Rehman was signed to develop Airtel’s signature tune. most have 24x7 customer support.interest before subscribing now he is not answering my calls. Srinath Rajula . Larger than life celebrities like Shahrukh Khan. Sachin Tendulkar have been roped in to endorse its products. Airtel has used novel ways to market broad band by positioning itself as a value adder in the youth segment for stamping its influence on B2C markets.R.Team Leader . No constant speed fluctuating 3.: 1. Marketing of Tikona Digital Network Page 25 . The first level of support will be resolution through the call centre technician over a phone complaint.earlier he response to my couple of mails with templates now no response from his side. Frequent disconnection 4. if the problem is not resolved in the next level a technician will visit the premises and resolve the problem the very next day. In addition Airtel has the financial muscle to carry out print and video advertising. Also if any change of equipment is needed it will be done immediately. A master stroke was played when A. Mr. Very Very Slow Speed not getting closer to subscribed plan 2. Please find below my complaints and Tikona Service No. Ability to Market Airtel Airtel’s reach is wide and extensive and the brand awareness is very high. they are just closing the service complaint without solving the problem on their website. in addition corporate plans have been floated to capture B2B market.

Pricing the product correctly.co. BSNL are behemoths when it comes to size. These factors ensure that these companies are leaps and bounds ahead of Tikona in terms of being able to obtain loans. Reference: http://www. data cards and so on. increased usage by consumers and demands for cheaper services. Producing a product with the appropriate features and quality.htm BSNL focuses on the Life Time Value of a customer and claims that they sell confidence. Promoting the product. Marketing Process of BSNL follows the following key points      Discovering what product.alttc.bsnl. Reliance Reliance is very much price focused and believes in setting lower prices for the same set of services offered by others. Ability to Finance Competitors like Reliance. also they have a strong reputation. And the vision of BSNL is  To become the largest telecom Service Provider in Southeast Asia. To provide world class telecom infrastructure to develop country's economy. Marketing of Tikona Digital Network Page 26 . spreading the word about why customers should buy it. Reliance also uses most of the strategies used by Airtel apart from this.BSNL Marketing vision of the BSNL has to be based on overall mission and vision of the organization. promotion costs et cetera. Expected Future Strategies It is expected that this industry will start seeing a price war even though there is still a lot of market to be captured due to use of new technologies. Airtel. Different products to lure customers will be used like broadband on mobile phones. For example a customer with 256 kbps can change to 1 Mbps during the video Conferencing session.in/altzine/vol_29032006/marketing. Selling and delivering the product into the hands of the customer. Highly customized packages and offers specific to the needs and demands of the consumers will be thrown in to the ring. credits and being able to finance new growth areas. The mission of BSNL is   To provide world class State-of-art technology telecom services on demand at affordable price. infrastructure. Bandwidth on Demand concept will be used as this will facilitate customer to change bandwidth as per his / her requirement. service or idea customers want.

Technical Capability of the BackboneThe Broadband Service will be given through the state of the art Multi Protocol Label Switching (MPLS) based IP Infrastructure. The Broadband service will be available on DSL technology (on the same copper cable that is used for connecting telephone). The services that would be supported includes always-on broadband access to the Internet for residential and business customers. Video-ondemand and Interactive gaming. Multi-site MPLS VPNs with Quality of Service (QoS) guarantees. IP Telephony. that will provide convergent services through the same backbone and broadband access network. Audio and Video conferencing. It shall provide the customer with the option to select the services through web server. The subscribers will be able to access the above services through Subscriber Service Selection System (SSSS) portal. Infrastructure In terms of infrastructure for broadband services NIB-II would put India at par with more advanced nations.  To provide both pre-paid and post paid broadband services. Interactive Gaming. convergent IP infrastructure through National Internet Backbone-II (NIB-II). Distance learning.BSNL Expanding Reach BSNL is in the process of commissioning of a world class. on a countrywide basis spanning 198 cities. through the Broadband Remote Access Server (BRAS).based billing. Value Added Services   Frills    To provide multicast video services. etc. Live and time shifted TV To provide Virtual Private Network (VPN) service to the broadband customers To provide dial VPN service to MPLS VPN customers. multi-protocol. Marketing of Tikona Digital Network Page 27 . Content based services. Messaging: plain and feature rich. Performance   To provide high speed Internet connectivity (upto 8 Mbps) High speed Internet Access: This is the always-on Internet access service with speed ranging from 256 kbps to 8 Mbps. Video and Audio Conferencing: Content based Services: Like Video on Demand. video-on-demand. multi-gigabit. which is designed to provide reliable routes to cover all possible destinations within and outside the country. Easy Billing Services  To provide a means to bill for the aforesaid services by either time-based or volume. Video multicasting.

Bandwidth and speed on demand functions will be used.  Per-minute charges. how fast they want to surf.Reliance  Online speed select will allow users to choose online.  Bonus bandwidth to improve your surfing experience. improved pulse rate gives flexibility in consumer spending.  Combo Plans Marketing of Tikona Digital Network Page 28 .

the scenario is drastically different in 2009.Distribution across Metros and Towns The above graph clearly indicates the growing penetration of Internet across cities with different population profile. From TDN’s point of view. So. they do it mainly through Cyber Cafes. ii) Lower Middle/ Poor income class : People who cannot afford Internet Connections at home and use Cyber Cafes etc. the internet users market in India (both Present and Potential) can be effectively segmented in following ways: Geographic Population: Population is an extremely effective criterion for segmentation as is evident from following graph10: Internet in India . They can hardly be categorised as potential customers for TDN in the short run. Around 23% of internet usage happens from home10. Around 37% Internet access happens from Cyber Cafes10. it is important to target the highest potential consumers.Customer Analysis Segmentation For focussed and effective marketing. broadly the market according to income level can be divided into two parts: i) Upper/middle income class: People who can afford an Internet connection at their homes. Segmentation is the first step in achieving this goal. Marketing of Tikona Digital Network Page 29 . While in 2000 Metros contributed 77% compared to just 5% by small towns. Demographics a) Income Level: Income classification is useful for TDN because although now even the poor people (students particularly) make use of internet.

Also. Here are the important excerpts: How long have you been using Tikona Internet Service? It’s been over an year now. Salaried employees: 62% uses internet from office as in most of the offices.b) Occupation : Occupation can be an effective segmentation criteria11: i) ii) iii) School children: 14% school going kids use internet in India. network coverage and tariff rates. which is far better than compared to other players. how has been your experience? How would you rate it on a scale of 10? It’s been a very satisfying experience so far. Have you faced any major problems with TDN’s service till now? Well. The following figure shows types of buying behaviour based on degree of buyer involvement and the degree of differences among brands13. an existing customer of TDN. Interview of a Tikona ISP user As a part of our endeavour to understand consumer behaviour. In order to win customers their behaviour and preferences have to be kept in mind and the service has to be improved and adapted according to their needs & preferences. So. it’s free. Consumer Behaviour Buying behaviour varies significantly with different purchases. a big disadvantage is that this service can be accessed only through PCs. I am getting an excellent speed at very cheap rate (2 mbps @ Rs 800/month). Did you try to contact their service persons about this? How has been their response? Marketing of Tikona Digital Network Page 30 . because there are a number of ISPs with significant differences between their levels of service. we interviewed Mr. I would rate it 8 out of 10. Aswin Mohan. High Involvement Significant Differences between Brands Complex Buying Behaviour Low Involvement Variety-seeking Buying Behavior Few Differences between Brands Dissonance Reducing Buying Behaviour Habitual Buying Behaviour Getting an Internet Connection would typically fall under ‘Complex Buying Behaviour’. it doesn’t connect to Wi-Fi devices like mobiles or I-pod. College students: 21% college students use internet in India. the customers usually get highly involved while taking an internet connection because there are high costs (time and money) involved.

Yes. it shows that TDN is working towards resolving its service related problems. 2. The place TDN occupies in consumers’ minds relative to competing ISPs is also extremely important. 2. since it is a wireless service. Targeting From the above segments TDN has to target the segments which offer the highest potential. 3. Offices/Businesses: TDN provides Direct To Office (DTO) Wireless Internet Service to meet the Internet needs of the organizations. However. These are high potential customers for TDN. So. 3. Marketing of Tikona Digital Network Page 31 . The feedback as evident from this interview has been largely positive. Also offers a complimentary licensed anti-virus package which protects data on Computer PC from spyware. which is a positive sign. The metros’ market is getting saturated but Tier 2 cities offer a huge growth potential. They have been fairly prompt in resolving such issues. TDN is targeting that section of the population which can afford an internet connection at their homes. Besides this. Did you find any other problems with TDN? Well. Wire Free Solution: The connection reaches wirelessly to homes and offices. this problem has been very rare. TDN has been rightly targeting following segments: 1. I did ask them about this.1x security features. When contrasted with some of the consumer experiences we have described above in ‘Differential Advantages of Competitors’ section. Latest MIMO technology: Improves network coverage up to two times over conventional Wi-Fi. They said that there are some compatibility issues and they are working on it. so sometimes during bad weather I am unable to connect to internet. The above interview helped us in understanding how an existing customer perceives TDN’s service. TDN highlights its following features to differentiate itself and carve a favourable position for itself in consumers’ minds12: 1. Differentiation and Positioning To attract customers it is imperative for TDN to differentiate itself from other ISPs. Assured wireless security: Uses WPA2 and 802. Metros/Tier 2 cities: TDN is working aggressively towards extending its services to over 150 cities across the country as it sees a huge potential there. viruses and any other malware. based on your experience would you recommend TDN to other potential consumers? In fact I have already recommended it to many of my acquaintances and one of my colleagues has recently subscribed to it too. no other issues. Upper/middle income class: Through its Wi-Bro service in Campuses and Buildings & Wireless Broadband to Home (BTH). The wireless solution simplifies the complex task of networking without spoiling the interiors.

” Marketing of Tikona Digital Network Page 32 . transacts. offering innovative products and solutions to home. communicates and we believe that we can make a significant contribution towards a powerful Broadband enabled India. enterprise and other customers in India and globally.TDN’s Vision & Mission statements highlight its effort towards an effective positioning in consumer’s minds12: “Our vision is to be a leading Broadband and IT services company. We believe that our next generation services will change the way India lives.

Marketing of Tikona Digital Network Page 33 .

“Full Home coverage” as an additional service from TDN. Flexible. d. Instant connection – same day installation and activation. Based on basic observation analysis. Share Broadband from multiple PCs or laptops in the home/office all home can connect even desktops wirelessly. Same day delivery once building is enabled with WIBRO. No cabling in the society building or inside the home. differentiation between buildings was made and only G+5 buildings were targeted. f. viii. no delays. Cheque drop boxes within 250 meters of your building On-line bill payment to be available. ii. vi. iii. simple and competitive tariff plans without any lock-in period. reliable and misuse proof wireless broadband connection. vii. have targeted all possible Internet users. g. except for specific cases. c. Local servicing partner in your locality for same day support. Competitor Targets The competitors. Tech Help Desk for instant Online resolution of technical problems. SMS on bill dispatch. Starting right from cell phone users of GPRS (General packet radio service) to small homes to corporate houses (leased lines). privacy. Core Strategy Value Propositioning i.Strategy – Product Customer Targets The company currently targets residential and commercial buildings given the huge potential and multiple users that can be simultaneously targeted. Complimentary coverage in garden and open areas covered by WIBRO. Service Features a. b. e. This eliminates hassle of technology and security complexities associated with self-installed Wi-Fi routers. 16 x 7 call center for plan change. Customers get relief from risks of self installed home Wi –Fi. billing and general support. iv. E-Bill sent to e-mail id. v. h. given their economic size. Marketing of Tikona Digital Network Page 34 . Built on 4th Generation technologies: OFDM. Secure. MIMO and beam steering: 2 x coverage vis a vis conventional WiFi. MIMO and beam steering. which have become a nuisance in recent times.

Marketing of Tikona Digital Network Page 35 . Optional Parental Control at a nominal monthly charge. x. No extra charge if usage exceeds above limit – bandwidth reduced to lower speed till end of the bill cycle. xi.ix. original bandwidth restored automatically on beginning of new bill cycle. India’s first Broadband with a default anti-virus solution (no extra cost). Innovative and customer friendly tariff schemes.

Uttar Pradesh East and West. once the customer is enrolled. We now take a look at what all-different approaches that have been used to project the product onto the consumer. Rajasthan and Himachal Pradesh that Tikona will target in the near future. Moreover. Installation Service Partner 3. given that the future interaction with the customer. Channel Strategy The Contractual Vertical Marketing Channel structure at Tikona has 3 channel partners as follows: 1. a pricing technique of setting a relatively low initial entry price. this seems to be the right pricing strategy. Given the relative undeveloped and potentially price sensitive markets of Gujarat. Online Channels Online advertisement – The increased penetration of Internet had meant that potential consumers of the service being offered are already using the Internet and this provides a huge opportunity to interact and inform potential customers of new products and establish online presence of the company and the product. Pricing Strategy The company uses Market Penetration Pricing.Strategy – Marketing Communications Programmes Integrated Marketing Communication Programmes This term is used to describe a holistic approach to marketing communication. The Channel Partner owner is like a micro CEO and his organization is Tikona’s exclusive representative for business in the allocated area. sales and customer acquisition. often lower than the eventual market price. and the delivery channel will be online having an online presence right from the start makes good sense. this form of marketing communication offers cost-effectiveness and breadth. Marketing of Tikona Digital Network Page 36 . Channel Partners (Sales) 2. Offline Channels Traditional Print (newspaper. The Channel Partner is responsible for the pre sales. installation at customer premises. magazine) – Given the wide spread reach of the print media and the new relatively undeveloped markets of Gujarat. to attract new customers. While such a strategy helps in achieving economies or sales impact that individually would have been difficult for Tikona. servicing and billing and collection services. Such a channel gives an impression that Tikona has effectively outsourced its core activities and it currently focusing on brand building. Rajasthan and Himachal Pradesh and well as the need to build a large user case quickly. it also increases the level of supervision that Tikona has to undertake to maintain quality. Uttar Pradesh East and West. Customer Care The current channel strategy is very unique to Tikona.

Objectives Corporate Objectives We want to achieve our mission with the following objectives in mind for our customers. Uttar Pradesh. Improve market penetration of our services by being the first movers in the states of Gujarat. In today’s world where instant connectivity is essential. Launching an extensive knowledge dissemination drive to raise awareness regarding the competitive advantage accruing to the customer as a result of the recent technological developments.    Marketing Objectives India has a huge potential with a 15. registering a quarterly growth of 4. conceiving and implementing new ideas that enhance the customer’s business process.03 million wireless subscribers have subscribed to Data services. while leveraging our cost advantage of using a 5.Recommended Strategy Mission We are in the business of helping people communicate.15 In view of the above statistics. Our newly acquired pan-India BWA (Broadband Wireless Access) license is a step in the same direction. it is essential that the company first understands the requirements of the customers and develops a service network to deliver value to the customer’s operations. Page 37    Marketing of Tikona Digital Network . 149. a market penetration of only 7% and an Internet user growth of 1. Innovating continuously. as reported by the wireless service providers.24 million strong Internet subscribers at the end of Dec-09. Engage customers to help them transition to the broadband Internet platform for all communication purposes.14 The above statistics are reinforced by statistics of 81 million Internet users. Apart from this. we propose to achieve the following objectives:  Increasing market reach from current 30 cities and 150. keeping in view the market opportunities available with a broadband penetration of less than 1%. Helping the customer successfully transition to the digital communication world.520% over 2000-09. Rajasthan and Himachal Pradesh that are home to around 30% of India’s urban population. Develop our proprietary technology and customize services to suit much larger spaces such as residential neighborhoods and extend our reach beyond smaller spaces such as homes or offices.8 MHz spectrum to deliver quality service.21%.  The fast evolving business scenario has seen connectivity services gaining primacy.000 subscribers16 to 150 cities in India. we want to provide the best-of-breed business solutions to our customers by leveraging Internet technology.

Sales Potential . the more importance the target should be given. retaining and nurturing the best minds and making work a joyful experience. 4. Responsiveness . 3G services. We are constantly looking for a new paradigm in the digital world that captures the imagination of the generation and delivers value to our customers. We ensure an environment that is conducive to attracting. GPRS.The more a target has the capacity to consume from the product offering.The more a target evinces interest in the company's marketing efforts. Intellectual Assets We recognize the importance of employees as the most important assets a company can possess and so taking care of this resource is important. Lifetime Value . the company should increase its target range to include all possible Internet users. delivery of better solution to the customer and higher satisfaction for the business partner and the company. Retention Potential . the more easily the sale can be made to the target. like Telecom sector which provide Blackberry. Growth Potential . Strategy – Product Customer Targets While many different bases can be used to find the right kind of customer some important factors are: 1.The more the consumption of the service the target is expected to make over its lifetime. 3. Engage business partners by providing support and understanding each other’s operations to help in better integration of the business processes. the more attention the target should be paid. Hierarchy of Ideas We believe in the ascendancy of ideas. Based on the above. Values Customer Delight We believe that customer satisfaction is the final measure of our success and so our business process aims at understanding and catering to the customer. the more valuable it is. 5. Marketing of Tikona Digital Network Page 38 . 2. A great idea is always worth the hard work and time. Integrity and Transparency While building long-term relations with the customer and fulfilling our obligations towards the shareholders and the society. we deem these virtues of ethics and sincerity are as important as the value we deliver. It has to start acting as if its competitors are not only other Internet service provider but all internet access providers.The growth scope is an important criterion in determining the value of the target group.The more likely the target can be economically maintained.

Uttar Pradesh East and West. We now take a look at what all-different approaches can be used to project the product onto the consumer. Rajasthan and Himachal Pradesh that Tikona will target in the near future. Marketing boost because of enrolling big business as customers. This combined with the fragmentation of mass markets implies that there is no singular strategy to pursue when it comes to reaching the consumer. A company develops its integrated marketing communication program using all the elements of the marketing mix (product. Television – This media remains the staple of the marketing communication strategy cause of the convincing. The need of moving onto the an Integrated Marketing Communication Program is not only the consistency and wide coverage that it offers but the exponential increase in the avenues available to the consumer today to keep informed. The broad range and easy availability of radio helps to cover a larger target audience. It aims to ensure consistency of message and the complementary use of media. Industry Relations – Given that a part of the company’s plans is to have businesses as customers. Offline Channels i. The concept includes online and offline marketing channels. iv. Knowing that the consumer is availing these varied forms of information dissemination. With other medium supporting it. that can be easily used by the company to generate awareness about the product. magazine) – Given the wide spread reach of the print media and the new relatively undeveloped markets of Gujarat. place. it is only logical for a business to exploit all of these possible media and look for further options. Traditional Print (newspaper. price. with high visibility potential. v. it makes sense for the company to build relations with companies as it would have dual advantage of: a. Public Relations – Improving upon public relations is a good way of increasing company/brand visibility thereby increasing awareness about product and services offered. Marketing of Tikona Digital Network Page 39 . seemingly tangible experience it offers. and promotion). vi.Strategy – Marketing Communications Programmes Integrated Marketing Communication Programmes Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. ii. Billboards – A conventional marketing medium. Increased business opportunity b. iii. this form of marketing communication offers cost-effectiveness and breadth. The company would use television as the main driver of the marketing communication program. Organizing events that fulfill corporate social responsibility are one way of establishing positive public relations. Radio – The wide dissemination of product knowledge required is fulfilled by this medium in a cost-effective manner.

Internet Radio and Internet TV – At a fraction of the cost of marketing through Television and Radio. iii. Online advertisement – The increased penetration of Internet had meant that potential consumers of the service being offered are already using the Internet and this provides a huge opportunity to interact and inform potential customers of new products and establish online presence of the company and the product. The heavy dependence on Channel Partner needs to be reduced. once the customer is enrolled. and the delivery channel will be online having an online presence right from the start makes good sense. this way of marketing helps reserve some space in potential customers’ mind so that the brand is always a part of the consideration set of the potential customer. Marketing of Tikona Digital Network Page 40 . ii.Online Channels i. Channel Strategy The current channel strategy is very difficult to manage for Tikona and might as well be the source of increased customer complaints on equipment and after sales support. iv. Blogs. Hence. the overall brand image might be affected unfavorably. In the absence of quality. Such reduced dependence will improve the overall quality that Tikona provides but at the cost of increased operational cost. given that the future interaction with the customer. Moreover. the dependency could either be reduced over a longer period of time or supervision of the Channel partners made more effective. Micro-blogging – Advent of the current times. E-marketing campaigns or programs – Promoting the product online through interactive/participative events also helps in establishing the product as a viable alternative in the market. the micro-blogging concept has altered the marketing landscape by making delivery of information easier for the marketer while at the same time increasing the number of people to whom the message is delivered.

Data Access (India) Ltd. Pvt. L&T Finance Ltd. 6. 2. A A A 820-274/99-LR 820-376/2000-LR 820-95 /98-LR 1/8/2000 10/6/2000 1/5/1999 A A A 820-594/2001-LR 820-546/2000-LR 820-49 /98-LR 2/8/2002 2/5/2001 11/12/1998 A A A A A 820-74 /98-LR 820-219/99-LR 820-201/99-LR 820-769/2004-LR 820-278/99-LR 1/15/1999 10/12/1999 10/11/1999 3/31/2004 2/23/2000 Marketing of Tikona Digital Network Page 41 . 25. Gujarat Info Petro Limited Gujarat Narmada Valley Fertilizers Company Ltd. 22. 30. Name of Company Astro Network India Pvt. Millennium Telecom. Ltd. 14. Hathway Cable & Datacom. Ltd. Dishnet Wireless Ltd. 29. 3. 13. 16.Exhibits Exhibit 1 List of ISP players in India with Class A license from TRAI Date ISP of license 1/17/2000 5/4/2003 10/1/2000 3/3/1999 12/24/1999 6/1/2000 4/17/2000 12/23/1998 7/14/2000 Sl No 1. 20. 9. Ltd. 4.(BSNL) Bharti Airtel Ltd Comsat Max Ltd.) Railtel Corporation of India Ltd Reach Network India Pvt. 23.Infinet Ltd Hughes Communications India Limited (Earlier M/s Hughes Escorts Communications Limited) A A A A A A 820-82 /98-LR 820-559/2001-LR 820-457/2000-LR 820-222/99-LR 820-377/2000-LR 820-293/2000-LR 12/9/1998 5/16/2001 8/8/2000 9/13/1999 4/13/2000 2/24/2000 17.58/98-LR 820-263/1999-LR 820-433/2000-LR 820-383/2000-LR 820-44 /98-LR 820-458/2000-LR 10. 24. HCL. M/s BT Global Communications India Private Limited (i2i Enterprise Limited) A 820-666/2002-LR 12/20/2002 18. 820-285/99-LR 820-699/2003-LR 820-517/2000-LR 820. Karuturi Telecom Private Limited (Earlier M/s Estel Communications Private Limited) Category A A A A A A A A A ISP Licence No. Indusind Media & Communications Limited [ Earlier M/s In2Cable (India) Limited ] A 820-5 /98-LR 12/4/1998 19. Reliance Wimax Limited (Earlier M/s Gateway Systems (India) Limited) A 820-391/2000-LR 5/4/2000 11. (Earlier Tata Power Broadband Company Ltd. M/s SIFY Technologies Limited (M/s SIFY Limited) Software Technology Parks of India SwiftMail Communications Ltd. 28. 12. 31. 26. Data Infosys Ltd. 15. 5. Ltd. VSNL Broadband Ltd. BG Broadband India Pvt Ltd (YOU TELECOM) Bharat Sanchar Nigam Ltd.) Trak Online Net (India) Pvt. GTL Ltd. 8. 21. VSNL Internet Services Ltd (EARLIER M/s DIL Internet Ltd. Ltd. 7. Tata Internet Services Ltd. 27.

Gas Authority of India Ltd.Ltd. 34. 54. 69. 71. IOL Telecom Pvt Ltd S Tel Private Limited Infotel Broadband Services Private Limited Netmagic Solutions Private Limited Noida Software Technology Park Limited Ortel Communications Limited Cordia L T Communications Private Limited Exatt Technologies Private Limited IKF Technologies Limited Opto Network Private Limited AT&T Global Network Services India Private Limited Broadband Pacenet (India) Private Limited DEN Networks Limited (Earlier M/s DEN Digital Entertainment Networks Private Limited) Limras Eronet Broadband Service Private Limited A 820-820/04-LR 11/2/2004 A 820-7 /98-LR 1/25/1999 A A A A A A A 820-96 /98-LR 820-536/2000-LR 820-634/2002-LR 820-739/2003-LR 820-144/99-LR 820-296/2000-LR 820-802/04-LR 1/15/1999 12/27/2000 6/27/2002 11/25/2003 12/2/1999 2/24/2000 11/2/2004 A A A A A A A A A A A 820-759/2003-LR 820-789/04-LR 820-527/2000-LR 820-709/2003-LR 820-415/2000-LR 820-27 /98-LR 820-43 /98-LR 820-479/2000-LR 820-108 /98-LR 820-147/98-LR 820-56 /98-LR 1/29/2004 7/14/2004 10/31/2000 5/29/2003 5/17/2000 1/29/1999 11/9/1998 9/5/2000 2/12/1999 3/22/1999 12/7/1998 A A A A A A A A A A A A A A A A A 820-806/04-LR 820-259/2000-LR 820-463/2000-LR 820-67 /98-LR 820-965/07-LR 820-962/07-LR 820-964/07-LR 820-947/06-LR 820-872/05-LR 820-974/07-LR 820-971/07-LR 820-977/07-LR 820-980/07-LR 820-981/07-LR 820-985/07-LR 820-984/07-LR 820-990/07-LR 12/2/2004 12/10/1999 2000/10/18 (*) 12/4/1998 10/25/2007 11/2/2007 11/15/2007 11/19/2007 11/19/2007 11/26/2007 1/4/2008 1/9/2008 1/11/2008 1/17/2008 1/24/2008 1/25/2008 2/6/2008 A 820-982/07-LR 2/8/2008 Marketing of Tikona Digital Network Page 42 . Wipro Ltd. 49. 47. 73. 70. 36. 40. 59. Tulip Telecom Limited (Earlier M/s Tulip IT Services Limited) Tata Communications Limited (Earlier M/s Videsh Sanchar Nigam Limited) ERNET Essel Shyam Communication Ltd. 67. Reliance Engineering Associates Pvt.32. 39. Ltd. Shivlink Services Pvt. 68. 53. 63. 50. 33. 51. 46. 38. 55. 43. 45. 62. Reliance Communications Infrastructure Ltd.) Tata Teleservices Ltd. 72. (Earlier Broadband Solutions Pvt Ltd) RPG Infotech Ltd. 74. DCT Networks Private Limited (Earlier M/s Manipal Software Private Limited) National Stock exchange of India Ltd. 35. HCL Comnet Systems & Services Ltd. 48. Information Technologies(India) Ltd. 44. 41. 65. 58. M/s Wire & Wireless (India) Limited [Earlier M/s Siti Cable Network Limited] Softeng Computers Private Ltd. Punjab Wireless Systems Ltd. Netkracker Ltd. 52. 64. Global One (India) Pvt. Ltd. 61. 56. Power Grid Corporation of India Ltd Primenet Global Ltd. 37. Punj Lloyd Ltd (Old name Spectra Net Ltd. 42. Nelco Ltd. 66. 57. 60.

94. 98. 86. 76. 90. M/s Viva Communications Private Limited (Earlier Mylai Karpagambal Information Systems Private Limited) S&A Internet Services Private Limited Financial Technologies Communications Limited RI Networks Private Limited Tatanet Services Limited D-Vois Broadband Private Limited Newgen Communications Private Limited Tayana Digital Private Limited Devas Multimedia Private Limited Softcell Technologies Limited (Earlier M/s Novanet Technologies Limited) Citycom Networks Private Limited (Earlier M/s Citicom Networks Private Limited) Tikona Digital Networks Private Limited Etisalat DB Telecom Private Limited (Earlier Swan Telecom Private Limited) Zylog Systems (India) Limited Spice Innovative Technologies Private Limited S V Teletech Private Limited Atria Convergence Technologies Private Limited Verizon Communications India Private Limited O-Zone Networks Private Limited M/s SingTel Global (India) Private Limited Equant Network Services India Private Limited Pipetel Communications Private Limited Vodafone Essar Spacetel Limited Smart IT-Concepts (Nagpur) Private Limited Idea Cellular Limited A 820-973/07-LR 2/8/2008 A A A A A A A A A 820-989/07-LR 820-993/08-LR 820-997/08-LR 820-952/07-LR 820-991/07-LR 820-1002/08-LR 820-1003/08-LR 820-936/06-LR 820-954/07-LR 2/28/2008 3/7/2008 3/17/2008 4/16/2008 4/23/2008 4/25/2008 4/30/2008 5/2/2008 6/23/2008 A 820-1016/08-LR 8/6/2008 A A 820-1019/08-LR 820-1028/08-LR 9/9/2008 10/10/2008 A A A A A A A A A A A A 820-1014/08-LR 820-1032/08-LR 820-1025/08-LR 820-1007/08-LR 820-619/08-LR 820-1035/08-LR 820-1031/08-LR 820-1050/09-LR 820-1069/09-LR 820-1051/09-LR 820-1059/09-LR 820-1078/09-LR 12/3/2008 12/8/2008 12/12/2008 12/19/2008 1/16/2009 2/4/2009 3/5/2009 9/23/2009 12/3/2009 12/11/2009 3/30/2010 4/28/2010 Exhibit 2 Attached in soft copy of the document are the financial reports of Reliance and Airtel Airtel_Published_res RCOM_4thConsoliate ults_Q4. 95. 97. 102. 84. 89. 91. 79. 83. 82. 81.pdf d_09-10. 85. 100.pdf Marketing of Tikona Digital Network Page 43 . 93. 88. 96. 92. 80. 89. 77. 87. 78.75. 101. 99.

tikona.in/pagedetail.org/wiki/Broadband_Internet_access 9. “Vision & Mission” Tikona Digital Network.tikona.wikipedia.expresscomputeronline.asp 15. Internet World Stats. Livemint. http://en.in 7. http://hbr. Gary Armstrong.internetworldstats.in/internet-usage-in-india-market-statistics-297/ 11.gov. Theodore Levitt. http://www.php?contentid=48&mid=13 5.com & The Wall Street Journal LOUNGE.html Marketing of Tikona Digital Network Page 44 . TRAI Annual Report 2008-09.internetworldstats. Livemint.wikipedia. Prafulla Y.December 2009”. ‘Principles of Marketing’ by Philip Kotler.in/pagedetail. http://en. Internet World Stats. TRAI Indicator report . http://www. Internet World Stats.tikona. http://www. “Broadband Internet Access”.pluggd.trai.in/traiannualreport. “The Indian Telecom Services Performance Indicators October .com36FirefoxHTML\Shell\Open\Command 6. http://www.com/20100301/news03.References 1.org/2004/07/marketing-myopia/ar/1 4. Tikona Digital Network. http://www. www.December 2009) – Published 6th April 2010.indiabroadband. “Tikona Digital Networks expands service network” Express Computer.http://www.com & The Wall Street Journal LOUNGE.com/2010/07/05220657/Tikona-to-go-RIL-way-on-BWA-te. Harvard Business Review. “Marketing Myopia”. TRAI Annual Report 2008-09.php?contentid=19&mid=14 13.trai. http://www. http://www.livemint.The Indian Telecom Services Performance Indicators (October . http://www.in/pagedetail.net/india-broadband-telecom-news/11169-some-statisticsabout-internet-users-india.htm 16.tikona.gov. “Tikona to go RIL way on BWA tech”.in/pagedetail. “Products & Services” Tikona Digital Network. http://www.html 12. “Top 58 Countries with the highest Internet penetration rate” Internet World Stats. Tikona Digital Network. “ASIA INTERNET USAGE AND POPULATION”. Tikona Digital Network. Express Computer.org/wiki/Communications_in_India#cite_note-internetworldstats. Agnihotri & Ehsan Ul Haque 14. “Values” Tikona Digital Network.com/stats3. “Tikona Digital Networks expands service network”.shtml 10.php?contentid=14&mid=10 3. http://www.com/ 8.php?contentid=13&mid=9 2.

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