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Jiomosassignmentmanosij 180408181320
Jiomosassignmentmanosij 180408181320
in Indian Telecom
Service Industry”
Presented By-
Manosij Raha
Topics that I am going to cover-
1. Introduction
2. Services and products
3. Brand Strategies
4. Potter’s Five Forces Model
5. STP
6. Competitor Analysis
7. Marketing Mix (4 P’s)
8. Gaps Model
9. Flower of Services
10. SWOT Analysis
About the Telecom Sector in India
Available international comparisons show that India has the second largest
number of telephone subscribers in the world (among 222 countries),
accounting for 12 per cent of the world’s total telephone subscribers.
Telecom sector is also one of the fastest growing in India in terms of telecom
subscribers.
Mobile tariffs in India are the second lowest in the world after Bangladesh.
Countries with the highest mobile tariffs include Austria, Venezuela, Greece,
Portugal, Australia, Japan, Spain, Switzerland, France, and Brazil.
The increasing demand for data based services such as the Internet is the
major catalyst in the growth of the sector. The scale of the mobile
opportunity in India is therefore immense.
s far as wireless broadband connections are concerned, the Indian wireless
broadband industry subscriber base has increased to 243.1 m as of February
2017, an addition of 110.4 m subscribers in one year; reflecting a solid growth
of 83.1%. This makes India the world's second-largest internet market after
China.
About Reliance Jio Infocomm Limited
Subsidiary of Reliance Industries
Headquartered in Navi Mumbai, Maharashtra
Officially launched in 5th September, 2016
1st VOLTE (Voice over LTE) service in India
coverage across all the 22 telecom circles in India (Covers over 21,000 cities and
over 4,00,000 villages)
Provide 4G service only
130 Million total users as per December, 2017
5,00,000 new Jio users per day
Market share of 12.39% with a growth rate of 5.30%, 58% market share on 4G service
as of December, 2017
Have more than 60,000 employees
Introduce home delivery of sim in India (Service available in 100 cities)
Brand ambassador is shahrukh khan; Official slogan “Jio Digital Life”
From where the journey have started
2010- Reliance acquired 96% stake in Infotel Broadband services for Rs. 4,800
Crores, some hours after Infotel won spectrum auction
2013- Infotel Broadband services were renamed to Reliance Jio Infocom limited
2013- In December Jio made a deal with Bharti Airtel for sharing under-sea cable
capacity, optic fiber network, wireless towers and internet broadband service for
its 4G roll out
2014- Reliance Jio signs optic fibre deal with Reliance Communications
2015- 4G services were tried amongst their employees
2016- 5th September services were commercially launched
Services of Reliance Jio
4G broadband
Jionet Wifi
Jio Apps-
MyJio
JioTV
JioCinema
JioChat
JioMusic
Jio4GVoice
JioMags
JioXpressNews
JioSecurity
JioCloud
JioMoney Wallet
JioSwitch
Products of Reliance Jio
So Jio launched the plans at least by 60 times cheaper with 4G service which
is better than 3G service
if 70% of the 130 million users use basic Rs. 149 plan then JIO can recover the
initial investment in 3 years.
The whole master plan is based on one single thing and it is “Volume”
Strategies
Airtel
Bharti Airtel led the telecom market with 24.21% share as of October-end
With the formation of Indus tower & partnering with Idea & Vodafone for
Indian Operations, Airtel has extended its infrastructure in the extreme
parts of the country for nationwide penetration
creating competitive edge over other players in terms of low operational
cost, better network connectivity, coverage, low call drops & better
customer service
High-speed broadband, which is best in class network
Data added back to next month and family pack plan is one of the cause of
huge success of Airtel
Competitor Analysis
Vodafone + IDEA
Vodafone Group and Aditya Birla Group’s IDEA announce leadership team of their
merger few days ago, which will make them the company which have the highest
market share (17.68% + 16.20%)= 33.88% market share as of October, 2017
The company employs over 65,000 staff worldwide and enjoys a generous
customer base of 130 million. The business is in operation in 31 countries
worldwide
Vodafone with its zoo-zoos ad campaign has been successful in creating top of
mind awareness amongst communication services companies around the world
Idea has a network that spans across India and is there in 40,000 towns across
the country. The idea is also credited with the fastest 4 G network in India close
to 230,000 sites and a fiber optic cable covering close to 1.28 lakh km. It is
proposed to expand the Idea 4G services to 20 circles which will cover more than
94 % of the total market
IDEA is at number 1 in a survey taken on customer satisfaction
IDEA have the highest market share in the rural market of India
Current 1GB/Day Data plans of Jio,
Airtel and Vodafone
• Provider gap 1:
Not knowing what customers expect
• Provider gap 2:
Not selecting the right service designs and
standards
• Provider gap 3:
Not delivering to service standards
• Provider gap 4:
Not matching performance to promises
REALATE THE GAP WITH THE TELECOM SERVICES
Provider gap 1:
• Not knowing what customers expect
• Regarding network
• Plan vouchers
• It may depend on person to person
Provider gap 2:
• Not selecting the right service designs and
Standards
Provider gap 3:
• Not delivering to service standards
• Not proper recruiting
• Customers who lack knowledge of their roles and responsibilities
Provider gap 4:
• Not matching performance to promises.
• Overpromising
• Lack of integrated services marketing communications
SWOT Analysis
Strength
Strong backing of parent company ie Reliance Industries backed up Mukesh Ambani
Excellent advertising and marketing of Jio helped the brand have a strong launch
Jio has brand ambassadors like Shahrukh Khan, Amitabh Bachchan which has helped
reach out to masses
Innovative technology i.e. 4G LTE services along with VoLTE
Has a strong pan India presence with its operations in more than 22 cirles
Jio apps are a unique feature offering movies, games, shopping, messenger, chat,
news etc under one roof
LYF smartphones at affordable costs would also boost the brand Reliance Jio
SWOT Analysis
Weakness
The ad campaign of Reliance Jio showing the PM was controversial
Late entrant in the India market, i.e. it would be challenging to increase market
share significantly
For a huge number of outgoing call from Jio to other operators, Jio need to pay a
huge amount of money to other operators
Previous controversies with Reliance Industries and current controversy of Jio & TRAI
Opportunities
The company can offer telecom, call, data services at lower prices or offer discount
coupons
Exclusive apps like Jio Tv
Focus on rural market and increasing purchase power and literacy rate in rural India
Threats
Merger of Vodafone and Idea And Airtel’s acquisition over Tata Docomo and Telenor
Price war in telecom sector
“If you don't build your dream, someone
else will hire you to help them build
theirs”
- Dhirubhai Ambani