TERM PAPER

ON
TELECOM INDUSTRY (PESTLE ANALYSIS)

Submitted To:

Respected Sir Keshri Nandan Chaudhary

Submitted By:

VISHAL MALIK

(MBA)

SECTION- RR1903B43

REGN. NO.10903425

ACKNOWLEDGEMENT
My project is that the “telecom industry”. Co-operation and co-ordination of various people is involved in the creation of a project. It is
impossible to thank each of them individually, but I am making a humble effort thank some of them.

First of all I am very thankful of my respected lecturer MR. Keshri Nandan Chaudhary for assigning me such a great project. They not only
assigned me a responsible role in the project but also showed confidence in me throughout the project.

With my immense reverence I express my sincere thanks to Mrs. Rashmi Mittal, Dean Executive of Lovely Professional University for giving
all of us the best possible support.

VISHAL MALIK

CONTENTS
• Introduction

• Indian telecom services

• Market services

• FDI and other activites

• Major player of telecon industry

• SWOT analysis

• Liberalisation

• 3G tecnology

• Growth and revenue

• Pestel analysis

• Applicability of factor

• References
TELECOM INDUSTRY

INTRODUCTION:
• The Indian Telecom sector is third largest network in the world.

• Subscriber numbers already crossed 250 million.

• Average growth rate of over 40% in respect of subscribers.

• Monthly additions of above 7 million phones.

• Growth impetus from wireless segment with 84% wireless and 16% wired.
• National teledensity at 26%.
• Rural teledensity stands at 7%, while the urban at 57%.

• Further access is provided by 54 lakh PCOs and 5 lakh VPTs.

• 9 million Internet and 2.5 million broadband subscribers.

• More than a thousand cities have been provided with broadband connectivity out a total of five thousand cities.
Indian Telecom Industry – Facts
additions – 261.07 million (March 2008)
• One of the fastest growing cellular markets • Expected to reach total subscriber base of
in the world in terms of number of subscriber
 about 500 million by 2010 (i.e., more than • Tele density – 26.22 percent (March 2008)
one phone for every household)
• Number of new mobile subscribers added
• Annual growth rate of the telecom
last quarter – 27.62 million (March 2008)
subscribers – 42 percent (2007–08)
• ARPU for GSM – USD 5.28* (USD./sub/
• More GSM subscribers than fixed-line
month)
Subscribers
• Telecom equipment market – USD 34,100
• Total telecom subscribers – 300.49 million million (2007–08)
(March 2008 Cellular + Fixed Line ) • Handset market – USD 7,250 million (2007–08)
TELEPHONY SERVICES (MOBILE AND BASIC) AND INTERNET SERVICES DOMINATE THE
INDIAN TELECOM SERVICE

• The Indian telecom market generated revenues of approximately USD 32 billion in 2007–08. It registered a CAGR of
approximately 32 percent from 2002–03 to 2007–08. The CAGR from 2008–08 to 2011–12 is expected to stabilise at 21
percent. Apart from mobile telephony services, other value-added services are also gaining importance

• The Indian telecom services can be divided predommantly in to basic, mobile and internet service.it also comprises smaller
Segments,asia dio paging services, very small aperture terminals(VSATS), Public mobile radio trunked services (PMRTS) and
Global mobile personal communication by satellite(GMPCS).
• The growth witnessed in the mobile services and internet services segments was much higher as compared to other services,
Such as basic services and radio paging services which are nominal in terms of numbers.

• Basic services include fixed wireline and

wireless in local loop (WLL-fixed). In 2007–
08, basic services subscribers exceeded 60
million.
• Fixed wire line services hold a major market
share of 83 percent in basic services.
• BSNL and MTNL are market leaders in this
segment.
• Although the government-owned BSNL
dominates the segment in terms of
subscriber base and market share, private
players have registered a notable growth.
MOBILE TELECOM SERVICES PROVIDE AN UNPRECEDENTED
GROWTH OPPORTUNITY FOR COMPANIES
1. Mobile services have led to a spectacular growth in the Indian telecom industry.
Currently, 12 players are active in this segment. The total number of wireless subscribers
escalated to 261.07 million at the end of March 2008, with a monthly addition of more
than 6 million wireless subscribers. Despite the decreasing ARPU*, the minutes of usage
is on a rise, which provides impetus to the mobile services growth in India.

2. The declining ARPU implies that India Inc. is tapping a large market at the bottom of the
pyramid by reducing tariffs; thereby, enhancing affordability.

3. Despite a low teledensity of approximately 19 percent, India has the second highest
minutes of usage per

4. The telecom subscriber base has witnessed an explosive growth; the additions in the
current year
registered a growth of approximately 47 percent over the previous year.

NOTE- The state-owned BSNL was the second largest service provider after Bharti Airtel
(23 percent) in the Indian wireless telecom market with a market share of approximately
19 percent for the year ending March 2008.
 • VARIOUS OTHER SERVICES EMERGED BY LEVERAGING THE TELECOM SERVICES
INDUSTRY

RADIO PAGING:
In 1995, radio paging services emerged as a promising segment in India. However, this segment
could not compete with cellular services in general and SMS technology in particular, and is
currently shrinking. At present, only four radio paging service providers are present in the
Indian market

PUBLIC MOBILE RADIO TRUNKED SERVICES:PMRTS have not grown to their expected
potential in India. The high license fee leaves a very thin margin for services providers; thereby,
inhibiting its growth. About 31,000 subscribers are currently availing this service in India from
12 different operators.

GMPCS:
GMPCS services were launched in India in 1999. These services allow a subscriber to
communicate from any
point on earth through a hand held terminal. Moreover, the telephone number remains
unchanged,
Irrespective of the subscriber’s location.

VERY SMALL APERATURE TERMINAL (VSAT)

The market for VSAT services increased by 5.73 percent during the quarter ending in December
2006, and the segment had a total subscriber base of 55,070. HCL Comnet is the largest of the
eight players functioning in the
market.

BROADBAND SEERVICE TO DRIVE INTERNET PENETRATION IN

INDIA
1. The emergence of private players and new technologies have provided a strong impetus to the
growth of Internet and broadband services. The quality and penetration of these services have
undergone changes, with significant improvement in the telecom infrastructure. The Internet
subscriber base registered a CAGR of 60 percent for the period 1997–98 to 2007–08.

2. BSNL and MTNL caters to more than two-thirds of Internet subscribers in India.

3. The total no. of Broadband Subscribers of these 13 Service Providers have increased from
3.1 millon to 3.82
million by adding 0.72 million (23.35%)subscribers in the quarter ending March, 2008.
4. Private players are catching up fast due to increased penetration of Internet and broadband
services in India

5. The telecom market will experience high penetration of Internet services with the support
from government policies and introduction of novel technologies in India
.

INDIAN TELECOM HANDSET MARKET BOOMING ALONG WITH

MOBILE SERVICES INDUSTRIES
1. The Indian handset market grew at a phenomenal rate in 2006 with the sale of
approximately 30–35 million handsets. It is estimated that by 2011, sales of mobile
handsets will reach150 million units.
2. Competitive pricing has triggered the growth of coloured handsets, which accounted for
75 percent of the market in2006; whereas, the share of monochrome handsets has
declined to 25 percent.
3. Mobile phones are available at prices as low as USD 19–31.
4. Camera phones currently occupy 15 percent of the sales volume.
5. The CDMA category is growing faster than the GSMcategory. It captured 25 percent of
the market volume in
6. 2005–06 as against a 20.5 percent share in the previous year.Overall, Nokia has a
market share of 53 percent; it dominate the gsm mobile handset with a marketshare of
approximately 73 percent.
7. The dominate in the CDMA handset market with a maket share of 60 percent

INDIAN: AN IDEAL DESTINATION FOR INVESTEMENT IN TELECOM

SECTOR
World’s largest democracy
Independent judiciary
 Skilled and competitive labour force
 Fifth largest telecom network in the world; second largest among the emerging economies
after China
 On an average, about 6–7 million new users added per month, making India the world’s
fastest growing wireless services market

 Liberal Foreign Investment Regime–FDI limit increased from 49 percent to 74 percent; the

rural telecom equipment market is also open to large investments

 Among the countries offering the highest rates of return on investment

 The large untapped potential in India’s rural markets–1.9 percent teledensity in rural markets

as compared to the national level of 18 percent

 Expected to become the second largest telecom market by 2010
 The government promoting telecom manufacturing by providing tax sops and establishing
telecom specific Special Economic Zones
 Fully repatriable dividend income and capital invested in telecom equipment manufacturing

IMPORTANT REGULATION AND THEIR IMPACT ON THE INDIAN

TELECOM INDUSTRY
Unified Access Service License Regime (UASL)
Unified licensing marked the end of the license regime in the Indian telecom industry. It helped
in aligning convergent technologies and services. The establishment of the Unified Access
Licensing Regime (2003) eliminated the need for different licenses for different services. Players
are now allowed to offer both mobile and fixed-line services under a single license afterpaying
an additional entry fee. This does not take into account national and international long-distance
services and Internet access services.
ACCESS DEFICIT CHARGE (ADC)

ADC makes it mandatory for a service provider at the caller’send to share a percent of the
revenue earned with the service provider at the receiver’s end in long-distance telephony. This
subsidises the infrastructure costs of the service provider enabling access at receiver’s end,
especially because rentalfor fixed-line services is low
UNIVERSAL SERVICE OBLIGATION (USO)
The USO policy was laid along with NTP ’99 to widen the reach of telephony services in rural
India. Al telecom operators are bound to contribute 5 percent of their revenues to this fund. This
system was put in place to bridge the wide gap between urban and rural teledensity, bringing it
down from the current 31 percent. Initially, only basic service providers were under the purview
of USO. Later, its scope was expanded to include mobile services also. Although it increases the
cost burden for the telecom companies, USO helps in building the telecommunication
infrastructure in the rural areas.

FDI AND OTHER M&A ACTIVITES INCREASING IN NUMBER

Major trends in the telecom sector is increasing M&A activity, de-regulation of telecom policies
and growing interest of international investors.

VODAFONE
Vodafone purchased stake in Hutch
from Hong Kong's Hutchison
Telecom International for USD
11.08 billion.

RELIANCE
Reliance Communications Limited has sold a five percent
equity share capital of its subsidiary Reliance Telecom
Infrastructure Limited to international investors across the
US, Europe and Asia. The deal was worth USD 337.5
million.

TM
Telekom Malaysia acquired a 49
percent stake in Spice
Communications for USD 179
million.

MAXIS
Maxis Communications acquired a
74 percent stake in Aircel for USD
1.08 billion

ERICSSON
Ericsson to design, plan, deploy and
 manage Bharti Airtel network and
facilitate their expansion in the rural
areas, under a USD 2 billion
contract.
.

MAJOR PLAYER IN DIFFERENT SEGMENT OF INDIAN TELECOM INDUSTRY

BASIC SERVICES OPERATOR
BSNL

MTNL

RELIANCE

TTSL

INTERNET SERVICE OPERATOR

BSNL

MTNL

RELIANCE

TTSL

AIRTEL
 • The Indian telecom industry has a 74 percent FDI limit in the
Telecom services segment.
• The Go has permitted 100 percent FDI in manufacturing of
Telecom equipment in India.
• The Indian telecom industry has always attracted foreign investors. In fact, the
cumulative FDI inflow, during the August1991 to March 2007 period, in the
telecommunication sector amounted to USD 3,892 million. It is the their largest
sector to attract FDI in India in the post-liberalization era.FDI calculation takes
into account radio paging, cellular mobile and basic telephone services in the
telecommunication sector

SWOT ANALYSIS OF TELECOM INDUSTRY

Strengths:
• Huge wireless subscriber potential.
• Fastest growing mobile market in the world.
• Consumers are ready to pay for cutting edge Services.
• Government proposes to hike FDI limit in Telecom to 74%
• Unified license regime.

Weaknesses
• Lowest call tariffs in the world
• Market strongly regulated by Government body –
Governing both ISP and Telecom sectors
• Too many authorities ruling the sector
• Huge potential for low end and cheap handsets
• Wide scale Consumer churn in Telecom and ISP
• Wide spread VAS deployment is restricted due to
Language and literacy problems
• Primarily a voice based market
.

Opportunities
• To offer value added services on GSM, CDMA and IP
• Language independent services
 • Mobile Marketing concepts
• Content influenced by local culture and Global success stories
• M-Commerce
• Unified messaging platforms
• Foreign investment in form of equity or technology

Threats
• Low cost service providers – no possibility of breaking
Even in short term
• Weak IPR protection
• Software and digital content Piracy
• Political instability
• Regulatory interference

Liberalisation of telecom industry in India

• The Indian government was composed of many factions (parties) which had different
ideologies. Some of them were willing to throw open the market to foreign players (the
centrists) and others wanted the government to regulate infrastructure and restrict the
involvement of foreign players. Due to this political background it was very difficult to
bring about liberalization in telecommunications. When a bill was in parliament a
majority vote had to be passed, and such a majority was difficult to obtain, given to the
number of parties having different ideologies.
• Liberalization started in 1981 when Prime Minister Indira Gandhi signed contracts with
Alcatel CIT of France to merge with the state owned Telecom Company (ITI), in an
effort to set up 5,000,000 lines per year. But soon the policy was let down because of
political opposition. She invited Sam Pitroda a US based NRI to set up a Center for
Development of Telemeters(C-DOT), however the plan failed due to political reasons.
During this period, after the assassination of Indira Gandhi, under the leadership of Rajiv
Gandhi, many public sector organizations were set up like the Department of
Telecommunications (DoT) , VSNL and MTNL. Many technological developments took
place in this regime but still foreign players were not allowed to participate in the
telecommunications business.
• The demand for telephones was ever increasing. It was during this period that the P.N
Rao led government introduced the national telecommunications policy [NTP] in 1994
which brought changes in the following areas: ownership, service and regulation of
telecommunications infrastructure. They were also successful in establishing joint
ventures between state owned telecom companies and international players. But still
 complete ownership of facilities was restricted only to the government owned
organizations. Foreign firms were eligible to 49% of the total stake. The multi-nationals
were just involved in technology transfer, and not policy making.
• During this period, the World Bank and ITU had advised the Indian Government to
liberalize long distance services in order to release the monopoly of the state owned DoT
and VSNL; and to enable competition in the long distance carrier business which would
help reduce tariff's and better the economy of the country. The Rao run government
instead liberalized the local services, taking the opposite political parties into confidence
and assuring foreign involvement in the long distance business after 5 years. The country
was divided into 20 telecommunication circles for basic telephony and 18 circles for
mobile services. These circles were divided into category A, B and C depending on the
value of the revenue in each circle. The government threw open the bids to one private
company per circle along with government owned DoT per circle. For cellular service
two service providers were allowed per circle and a 15 years license was given to each
provider. During all these improvements, the government did face oppositions from ITI,
DoT, MTNL, VSNL and other labor unions, but they managed to keep away from all the
hurdles.
• After 1995 the government set up TRAI (Telecom Regulatory Authority of India) which
reduced the interference of Government in deciding tariffs and policy making. The DoT
opposed this. The political powers changed in 1999 and the new government under the
leadership of Atal Bihari Vajpayee was more pro-reforms and introduced better
liberalization policies. They split DoT in two- one policy maker and the other service
provider (DTS) which was later renamed as BSNL. The proposal of raising the stake of
foreign investors from 49% to 74% was rejected by the opposite political party and leftist
thinkers. Domestic business groups wanted the government to privatize VSNL. Finally in
April 2002, the government decided to cut its stake of 53% to 26% in VSNL and to throw
it open for sale to private enterprises. TATA finally took 25% stake in VSNL.

• This was a gateway to many foreign investors to get entry into the Indian Telecom
Markets. After March 2000, the government became more liberal in making policies and
issuing licenses to private operators. The government further reduced license fees for
cellular service providers and increased the allowable stake to 74% for foreign
companies. Because of all these factors, the service fees finally reduced and the call costs
were cut greatly enabling every common middle class.family in India to afford a cell
phone.

Growth of mobile technology

• India has become one of the fastest-growing mobile markets in the world.The mobile
services were commercially launched in August 1995 in India. In the initial 5–6 years the
average monthly subscribers additions were around 0.05 to 0.1 million only and the total
mobile subscribers base in December 2002 stood at 10.5 millions. However, after the
 number of proactive initiatives taken by regulator and licensor, the monthly mobile
subscriber additions increased to around 2 million per month in the year 2003-04 and
2004-05.
• Although mobile telephones followed the New Telecom Policy 1994, growth was tardy
in the early years because of the high price of handsets as well as the high tariff structure
of mobile telephones. The New Telecom Policy in 1999, the industry heralded several
pro consumer initiatives. Mobile subscriber additions started picking up. The number of
mobile phones added throughout the country in 2003 was 16 million, followed by 22
million in 2004, 32 million in 2005 and 65 million in 2006. As of January 2009, total
mobile phone subscribers numbered 362 million, having added 15 million that month
alone. India ranks second in mobile phone usage to China, with 472 million users as of
September 2009.
• India has opted for the use of both the GSM (global system for mobile communications)
and CDMA (code-division multiple access) technologies in the mobile sector. In addition
to landline and mobile phones, some of the companies also provide the WLL service.
• The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$0.15 only. In 2005 alone
32 million handsets were sold in India. The data reveals the real potential for growth of
the Indian mobile market.
• In March 2008 the total GSM and CDMA mobile subscriber base in the country was 375
million, which represented a nearly 50% growth when compared with previous year.

In April 2008 the Indian Department of Telecom (DoT) has directed all mobile phone
service users to disconnect the usage of unbranded Chinese mobile phones that do not
have International Mobile Equipment Identity (IMEI) numbers, because they pose a
serious security risk to the country. Mobile network operators therefore planned to
suspend the usage of around 30 million mobile phones (about 8 % of all mobiles in the
country) by 30 April.

EMERGING TECHNOLOGY: 3G AND WiMAX

The Indian government auctioned the spectrum for 3G services by inviting bids from Domestic
as well as foreign players and creating a competitive environment that offers better Services to
consumers in January 2008. Therefore, the 3G spectrum is among the major Investment
opportunities and growth drivers of the telecom industry.

• The immense potential for 3G is reflected by the 30–40 percent annual growth in
Value-
Added Services.
• Cell phone manufacturers are striving to develop USD 100 priced 3G handsets for the
Indian
Market.
• India expects to replicate its 2G growth in 3G services.
• MTNL has soft launched its 3G service and calls it MTNL 3G Jadoo.
 • WiMAX has been one of the most significant developments in wireless communication
in the recent Past. Since this mode of communication provides network access in
inaccessible locations at a speed Of more than 4 Mbps, it is expected to be a major factor
in driving telecom services in India, especially Wireless services. Thus, it will lead to the
increased use of telecom services, Internet, value-added Services and enterprise services.
WiMAX is expected to accelerate economic growth and assist in providing better
education, healthcare and entertainment services.
• It is estimated that India will have 13 million WiMAX subscribers by 2012.
• Aircel is the pioneer in WiMAX technology in India.
• The state-owned player, BSNL, aims to connect 74,000 villages through WiMAX.
• Bharti, Reliance and VSNL have acquired licenses in the 3.3GHz range to utilise the
opportunities Offered by this domain.

COMPOSITION OF NET SERVICE REVENUES

Revenue and growth

• The total revenue in the telecom service sector was Rs. 86,720 crore in 2005-06 as
against Rs. 71, 674 crore in 2004-2005, registering a growth of 21%. The total investment
in the telecom services sector reached Rs. 200,660 crore in 2005-06, up from Rs. 178,831
crore in the previous fiscal.
• Telecommunication is the lifeline of the rapidly growing Information Technology
industry. Internet subscriber base has risen to 6.94 million in 2005- 2006. Out of this 1.35
million were broadband connections. More than a billion people use the internet globally.
• Under the Bharat Nirman Programme, the Government of India will ensure that 66,822
revenue villages in the country, which have not yet been provided with a Village Public
Telephone (VPT), will be connected. However doubts have been raised about what it
would mean for the poor in the country.
• It is difficult to ascertain fully the employment potential of the telecom sector but the
enormity of the opportunities can be gauged from the fact that there were 3.7 million
Public Call Offices in December 2005 up from 2.3 million in December 2004.
• The value added services (VAS) market within the mobile industry in India has the
potential to grow from $500 million in 2006 to a whopping $10 billion by 2009.

PESTEL Analysis of telecom industry

• Political factors, are how and to what degree a government intervenes in the economy.
Specifically, political factors include areas such as tax policy, labour law, environmental
law, trade restrictions, tariffs, and political stability. Political factors may also include
goods and services which the government wants to provide or be provided (merit goods)
and those that the government does not want to be provided (demerit goods or merit
bads). Furthermore, governments have great influence on the health, education, and
infrastructure of a nation.
• Economic factors include economic growth, interest rates, exchange rates and the
inflation rate. These factors have major impacts on how businesses operate and make
decisions. For example, interest rates affect a firm's cost of capital and therefore to what
 extent a business grows and expands. Exchange rates affect the costs of exporting goods
and the supply and price of imported goods in an economy companies have used
telecommunication to help build global empires. This is self-evident in the case of online
retailer but according to academic Edward Lenert, even the conventional retailer has
benefited from better telecommunication infrastructure compared to its competitors. In
cities throughout the world, home owners use their telephones to organize many home
services ranging from pizza deliveries to electricians. Even relatively poor communities
have been noted to use telecommunication to their advantage. In Bangladesh's Narshingdi
district, isolated villagers use cell phones to speak directly to wholesalers and arrange a
better price for their goods. In coffee growers share mobile phones to follow hourly
variations in coffee prices and sell at the best price.

Social factors include the cultural aspects and include health consciousness, population
growth rate, age distribution, career attitudes and emphasis on safety. Trends in social
factors affect the demand for a company's products and how that company operates. For
increasing the cost of labor). Furthermore, companies may change various management
strategies to adapt to these social trends (such as recruiting older workers).
Telecommunication is playing an increasingly important role in social relationships. In
recent years, the popularity of social networking sites has increased dramatically. These
sites allow users to communicate with each other as well as post photographs, events and
profiles for others to see. The profiles can list a person's age, interests, sexuality and
relationship status. In this way, these sites can play important role in everything from
organizing social engagements to courtship. Prior to social networking sites, technologies
like SMS and the telephone also had a significant impact on social interactions. In 2000,
market research group Ipsos MORI reported that 81% of 15 to 24 year-old SMS users in
the United Kingdom had used the service to coordinate social arrangements and 42% to
flirt.

• Technological factors include ecological and environmental aspects, such as R&D

activity, automation, technology incentives and the rate of technological change. They
can determine barriers to entry, minimum efficient production level and influence
outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and
lead to innovation. technological change in the telecom and computer have radically
change in business scenario in turn the new demands of business have spurred many
telecom technological innovation in order to exploit these innovation for completing in
global market business community the world over has been putting pressure on
government to revise the policy regulation and structure of the telecom sector.several
country across the world have responded by restructuring the state controlled telecom
service provider increasing private participation and deregulating service provision.

• Environmental factors include weather, climate, and climate change, which may
especially affect industries such as tourism, farming, and insurance.Furthermore, growing
awareness to climate change is affecting how companies operate and the products they
offer--it is both creating new markets and diminishing or destroying existing ones.
 • Legal factors include discrimination law, consumer law, antitrust law, employment law,
and health and safety law. These factors can affect how a company operates, its costs, and
the demand for its products.

Applicability of the Factors

The model's factors will vary in importance to a given company based on its industry and the
goods it produces. For example, consumer and B2B companies tend to be more affected by the
social factors, while a global defense contractor would tend to be more affected by political
factors. Additionally, factors that are more likely to change in the future or more relevant to a
given company will carry greater importance. For example, a company who has borrowed
heavily will need to focus more on the economic factors (especially interest rates).

Furthermore, conglomerate companies who produce a wide range of products (such as Sony,
Disney, or BP) may find it more useful to analyze one department of its company at a time with
the PESTEL model, thus focusing on the specific factors relevant to that one department. A
company may also wish to divide factors into geographical relevance, such as local, national, and
global.

REFERENCE

1. PESTLE analysis history and application, CIPD. Retrieved 2009-10-21.

2. PEST: Political, Economic, Social, and Technology Analysis". The Decision Group.
http://www.decide-guide.com/pest.html. Retrieved 2009-01-27.
3. PESTEL analysis of the macro-environment". Oxford University Press.
2007.http://www.oup.com
4. http://economictimes.indiatimes.com
5. http://www.trai.gov.in
6. Government of India : Economic survey
7. BSNL