IDEA CELLULAR LIMITED

INTRODUCTION
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy

Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-customers, measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.

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IDEA CELLULAR LIMITED Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of the performance of the organization being measured. 2 Sri Kalahastiswara Institute Of Information & Management Sciences

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Definition: Customer satisfaction
The degree to which there is match between the customer's expectations of the product and the actual performance of the product. The broad definition of services implies that intangibility is a key determinant of whether an offering is a service. While this is true, it is also true that very few products are purely intangible or totally tangible. Instead, services tend to be more intangible than manufactured products, and manufactured products tend to be more tangible than services. For example, the fast-food industry while classified as a service, also has many tangible components such as the food" the packaging, and so on. Automobiles, while classified within the manufacturing sector, also supply many intangibles, such as transportation. Throughout this text, when we refer to services we will be assuming the broad definition of services and acknowledging that there are very few "pure services,, or "pure goods." The issues and approaches we discuss are directed toward those offerings that lie on the right side, the intangible side, of the spectrum.

As suggested earlier, intangibles arc not produced only in the service sector of the economy. Manufacturers such as Boeing Airplane Company and Ford Motor Company also produce products on the right end of the spectrum, both for sale to external consumers and to support internal production processes. For example, Boeing has provided consulting services and demand forecasting services for its airline customers. And within Boeing large departments (such as data processing and legal services) provide 3 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED Internal services to the organization.

Trends in the Service Sector
Although we often hear and read that many modern economies are dominated by services, the United States and other countries did not become service economies overnight. As early as 1929,55 percent of the working population was employed in the service sector in the united States, and approximxely 54 percent of the gross national product was generated by services in 1948. That the trend toward services has continued, until in 1999 services represented 78 percent of the gross domestic product (GDP) and 80 percent of employment. Note also that these data do not include internal services provided within a manufacturing company (such as IBM or Boeing) or services that these manufacturers sell externally.

CUSTOMER EXPECTATIONS OF SERVICE
Customer expectations are beliefs about service delivery that function as standards of reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality, thorough knowledge about customer expectations is critical to services marketers. Knowing what the customer expects is the first and possibly most critical step in delivering quality service. Being wrong about what customers want can mean losing a customer's business when another company hits the target exactly. Being wrong can also mean expending money, time, and other resources on things that don't count to the customer. Being wrong can even mean not surviving in a fiercely competitive market.

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IDEA CELLULAR LIMITED Among the aspects of expectations that need to be explored and understood for successful services marketing are the following: What types of expectation standards do customers hold about services? What factors most influence the formation of these expectations? what role do these factors play in changing expectations? How can a service company meet or exceed customer expectations.

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FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF SERVICE

Because expectations play such a critical role in customer evaluation of services, marketers need and want to understand the factors that shape them. Marketers would also like to have control over these factors as well. But many of the forces that influence customer expectations are uncontrollable. In this section of the chapter we try to separate the many influences on customer expectations.

Sources of Desired Service Expectations
The two largest influences on desired service level are personal needs and philosophies about service. Personal needs those states or conditions essential to the physical or psychological well-being of the customer, are pivotal factors that shape what we desire in service. Personal needs can fall into many categories, including physical, social, psychological, and functional. A fan who regularly goes to baseball games right from work, and is therefore thirsty and hungry hopes and desires that the food and drink vendors will pass by his section frequently, where as a fan who regularly has dinner elsewhere has a low or zero level of desired service from the vendors. A customer with high social and dependency needs may have relatively high expectations for a hotel's ancillary services, hoping, for example, that the hotel has a bar with live music and dancing. The effect of personal needs on desired service is illustrated by the different expectations held by two business insurance customers: Some customers are more demanding than others, having greater sensitivity to, and higher expectations of, service. Enduring service intensifiers are individual, stable 6 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED factors that lead the customer to a heightened sensitivity to service. One of the most important of these factors can be called derived service expectations, which occur when customer expectations are driven by another person or group of people. A niece from a big family who is planning a 90th birthday party for a favorite aunt is representing the entire family in selecting a restaurant for a successful celebration. Her needs are driven in part by the derived expectations from the other family members. A parent choosing a vacation for the family, a spouse selecting a home-cleaning service.

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CUSTOMER SATISFACTION What is Customer Satisfaction?
Everyone knows what satisfaction is, until asked to give a definition' Then, it seems’ nobody knows. This quote from Richard L. Oliver, respected expert and longtime writer and researcher on the topic of customer satisfaction, expresses the challenge of defining this most basic of customer concepts. Building from previous definitions' Oliver offers his own formal definition:

“Satisfaction is the consumer's fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment.” In less technical terms, we translate this definition to mean that satisfactorily is the customers' evaluation of a product or service in terms of whether that product or service has met their needs and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction with the product or service’

In addition to a sense” of fulfillment in the knowledge that one's needs have been met, satisfaction can also be related to other types of feelings, depending on the particular context or type of service. For example, satisfaction can be viewed as contentment-more. of a passive response that consumers may associate with services they don't think a lot about or services that they receive routinely over time' Satisfaction may also be associated with feelings of pleasure for services that make the consumer feel good or are associated with a sense of happiness. For those services that really surprise the consumer in a 8 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED positive way, satisfaction may mean delight. And in some situations, where the removal of a negative leads to satisfaction, the consumer may associate a sense of relief with satisfaction. It is also important to recognize that although we tend to measure consumer satisfaction at a particular point in time as if it were static, satisfaction is a dynamic, moving target that may evolve over time, influenced by a variety of factor’s. Particularly when product usage or the service experience takes place over time, satisfaction maybe rightly variable depending on which point in the usage or experience cycle one is focusing on. Similarly, in the case of very new services or a service not previously experienced, customer expectations may be barely forming at the point of initial purchase, these expectations will solidify as the process unfolds and the consumer begins to form his or her perceptions. Through the service cycle the consumer may have a variety of different experiences, some good, some not good-and each will ultimately impact satisfaction.

What Determines Customer Satisfaction?
Customer satisfaction is influenced by specific product or service features and by perceptions Of quality as suggested by Figure 4.1. Satisfaction is also influenced by customers' emotional responses, their attributions, and their perceptions of equity.

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Product and Service Features
Customer satisfaction with a product or service is influenced significantly by the customer's evaluation of product and services features. For a service such as a resort hotel, important features might include the pool area, access to golf facilities, restaurants, room comfort and privacy, helpfulness, and courtesy of staff, room price, and so forth. In conducting satisfaction, studies, most firms will determine through some means (often focus groups) what the important features and attributes are for their service and then measure perceptions of those features as well as overall service satisfaction. Research has shown that customers of services will make trade-offs among different service features (for example, price level versus quality, versus friendliness of personnel versus level of customization), depending on the type of service being evaluated and the criticality of the service.

Consumer Emotions
Customers' emotions can also affect their perceptions of satisfaction -with products and services. These emotions can be stable, preexisting emotions-for example, mood state or life satisfaction. Think of times when you are a very happy stage in your life (such as when you are on vacation), and your good, happy mood and positive frame of mind have influenced how you feel about the services you experience. Alternatively, when you are in a bad mood your negative feelings may carry over into how you respond to services, causing you to overreact or respond negatively to any little problem.

Specific emotions may also be induced by the consumption experience itself, influencing a consumer's satisfaction with the service. Research done in a river-rafting 10 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED context showed that the river guides had a strong effect on their customers' emotional responses to the trip and that those feelings (both positive and negative) were linked to overall trip satisfaction. positive emotions such has, happiness pleasure, elation, and a sense of warm-heartedness enhanced customers' satisfaction with the rafting trip. In turn, negative emotions such as sadness, sorrow, regret, and anger led to diminished customer satisfaction. Overall, in the rafting context, positive emotions had a stronger effect than negative ones. Similar effects of emotions on satisfaction were found in a Finnish study that looked at consumers' satisfaction with a government labor bureau, service.l6 In that study, negative emotions including anger, depression, guilt, and humiliation had astrong effect on customers, dissatisfaction ratings.

Attributions for Service Success or Failure
Attributions-the perceived causes of events-influence perceptions of satisfaction as well. When they have been surprised by an outcome (the service is either much better or much worse-than expected), consumers tend to look for the reasons, and their assessments of the reasons can influence their satisfaction' For example, if a customer of a weight-loss organization fails to lose weight as hoped for, she will likely search for the for the causes –was it something she did, was the diet plan ineffective, or did circumstances simply not allow her to follow the diet regimen-before determining her level of satisfaction or dissatisfaction with the weight-loss company. For many services customers take at least partial responsibility for how things turn out. Even when they don't take responsibility for the outcome, customer satisfaction may be influenced by other kinds of attributions. For example, in research done in a travel agency context it was found that customers were less dissatisfied with a pricing error

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IDEA CELLULAR LIMITED made by the agent if they felt the reason was outside the agent's control or if they felt it was a rare mistake, unlikely to occur again.

Perceptions of Equity or Fairness
Customer satisfaction is also influenced by perceptions of equity and fairness.2o Customers ask them selves: Have I been treated fairly compared with other customers'? Did other customers get better treatment, better prices, or better quality service? Did I pay a fair price for the service? Was I treated well in exchange for what I paid and the effort I expended? Notions of fairness are central to customers' perceptions of satisfaction with products and services. The example of Sears Auto Centers division illustrates consumers' strong reactions to unfair treatment. Over a decade ago the division was charged with defrauding customers in 44 states by performing unnecessary repairs. Sears employees had been rewarded based on the quantity of repairs sold resulting in substantial unnecessary charges to customers. The $27-million Sears paid settling complaints and the additional loss of business all resulted from extreme dissatisfaction of its customers over the unfair treatment.

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Other Consumers, Family Members, and Coworkers
In addition to product and service features and one's own individual feelings and beliefs, consumer satisfaction is often influenced by other people.22 For example, satisfaction with a family vacation trip is a dynamic phenomenon, influenced by the reactions and expressions of individual family members over the duration of the vacation. Later, what family members express in terms of satisfaction or dissatisfaction with the trip will be influenced by stories that are retold among the family and selective memories of the events. Similarly, the satisfaction of the rafters in Figure 4.2 is certainly influenced by individual perceptions, but it is also influenced greatly by the experiences, behavior, and view's of the other rafters. In a business setting, satisfaction with a new service or technology-for example, a new customer relationship management software service-will be influenced by individuals' personal experiences with the software itself, but also by what others say about it in the company, how others use it and feel about it, and how widely it is adopted in the organization. In Chapter 12 we will come back to this topic as we look at strategies for involving and managing other consumers to maximize satisfaction in the service experience.

National Customer Satisfaction Indexes
Because of the importance of customer satisfaction to firms and overall quality of life, many countries how have a national index that measures and tracks customer satisfaction at a macro level.23 Many public policymakers believe that these measures could and should be used as tools for evaluating the health of the nation's economy, along with traditional measures of productivity and price. Customer satisfaction indexes begin 13 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED to get at the quality of economic output, whereas more traditional economic indicators tend to focus only on quantity. The first such measure was the Swedish Customer Satisfaction Barometer introduced in 1989. Through out the 1990s similar indexes were introduced in Germany (Deutsche Kundenbarometer, or DK, in 1992), the United States (American Customer Satisfaction Index, ACSI, in 1994), and Switzerland (Swiss Index of Customer Satisfaction, SWICS, in 1998).

The American Customer Satisfaction index (ACS...)
The ACSI, developed by researchers at the National Quality Research Center at the University of Michigan, is a measure of quality of goods and services as experienced by consumers. The measure tracks customer perceptions across 200 firms representing all major economic sectors, including government agencies. Within each industry group, major industry segments are included" and within each industry the largest companies in that industry are selected to participate. For each company approximately 250 interviews are conducted with current customers. Each company receives an ACSI score computed from its customers' perceptions of quality, value, satisfaction, expectations, complaints, and future loyalty.

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REVIEW OF RELATED LITERATURE MARKETING:
Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging product and services of value with others.

MARKETING MANAGEMENT:
Marketing m management is the process of planning and executing the conception, pricing, promotion of ideas, goods and services to create exchanges that satisfy individuals and organization goals.

MARKETING MIX:
Marketing mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. Four factor classifications of these tools are called the four P’s: product, price, place and promotion.

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PRODUCT:
Product is the firm’s tangible offer to the market, which includes the product quality, design, branding and packaging.

PRICE:
Price is the amount of money the customers have to pay to obtain the product

PLACE:
Place makes the product of the company available to target customers.

PROMOTION:
Promotion includes all the activities of the company undertake to communicate and promote its product to the target market. It consists of advertising, sales promotion, public relation etc.

BRAND:
Brand is the name, term, sign, symbol of design or a communication of there intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors.

BRAND IMAGE:
It is nothing but the set of benefits to` consumers hold about a particular brand. 16 Sri Kalahastiswara Institute Of Information & Management Sciences

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ADVERTISING:
Any paid from of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

MARKET DEMAND:
Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period marketing environment under a defined marketing program.

MARKET POTENTIAL:
The market forecast shows expected demand, not maximum market demand. For the latter, we have to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increases in marketing effort would be little effect in stimulating further demand. Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

COMPANY DEMAND:
It is the company’s estimated share of market demand at alternative levels of company marketing effort in a time period. The company’s share of market demand depends on how its products, services, prices, communications, and so on are perceived relative to the competitor

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COMPANY SALES FORECAST:
It is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment.

COMPANY SALES POTENTIAL:
Company sales potential is the sales limit approached by company demand as company-marketing effort increases relative to that of competitors.

Marketing executives want to estimate total market potential, area market potential, and total industry sales and market shares.

TOTAL MARKET POTENTIAL
It is the maximum amount of sales that might be available to all the forms in an industry during a given period ‘under a given level of industry marketing effort and environmental conditions.

AREA MARKET POTENTIAL
Companies face the problem of selecting the best territories and allocating their marketing budget optimally among the best territories. Therefore, they need to estimate the market potential of different cities, states and nations.

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INDUSTRY SALES AND MARKET SHARES
Besides estimating total potential and area potential, a company needs to know the actual industry sales taking place in its market. This means identifying its competitors and estimating their sales.

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NEED FOR THE STUDY
IDEA has good market standing and company’s tariff plans and services level are good, which are largely responsible for its position. IDEA has to sustain its position against the expected stiff competition. The company has to know its customer perception, the satisfaction level and also its competitor’s customer satisfaction level and problems, which are facing their customers in order to take appropriate action. Hence, the study titled “A STUDY ON CUSTOMER SATISFACTION TOWARDS IDEA

CELLULAR SERVICES IN SRI KALAHASTHI” has been undertaken.

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OBJECTIVES OF THE STUDY
 To know the satisfactory level of the customers about IDEA Cell Phone services.  To find out the percentage of respondents connected to IDEA and usage of schemes.  To know the easy availability of recharge coupons.  To find out the priority the reason for using IDEA Cell Service.  To find out that how staff behavior is?

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SCOPE OF THE STUDY
In today’s context both markets and marketing is complex. Cellular Phones and mobiles have stormed the market in its fast growing world of technology. This survey under taken for Cell Phone services will enable it to Phone. The user’s awareness and satisfaction level towards IDEA Cell Phone services. This survey gathers information from Cell Phone users. It brings out the customer feedback on the product. Mainly this survey looks into the users profile and check for any relevant relation of dependence with the variable like occupation age group of respondents. This study restricts itself to SRI KALAHASTHI Division. It helps to understand user’s preference for the main competing brands of Cell Phone services like IDEA CELLULAR SERVICES,TATA DOCOMO,UNINOR, VODAFONE, MTS and

RELIANCE in. Sri Kalahasti. This will benefit company in making their future marketing decisions.

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RESEARCH METHODOLOGY MEANING OF RESEARCH:
According to D. Stephenson in the Encyclopedia of social sciences defines research as” the manipulation of thing, concepts are symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of an art.”

RESEARCH DESIGN:
Research Methodology include seven stages that to be followed sequentially. Those are listed below. 1. First the problem has to be defined and determined. Knowing the need of the study can do this. 2. The information that is required for solving the problem has to be specifically defined. 3. In this stage source from which the information can be obtained is identified 4. The next step is to obtain information through data collection techniques. 5. The obtained information is processed to get the required output 6. The findings from the processed information are then interpreted. 23 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED 7. Lastly the findings are presented. This can be symbolically represented as shown below DETERMINE THE PROBLEM

SPECIFY THE INFORMATION NEEDED

IDENTIFY THE SOURCE OF INFORMATION

OBTAIN THE INFORMATION

PROCESS THE INFORMATION

INTERPRET THE INFORMATION

PRESENT THE FINDINGS

The research design is the basic framework that provides guidelines for the rest of the research process. The research design specifies the method of data collection and analysis. Research was undertaken in SRI KALAHASTHI during JUNE 2010 to AUGUST 2010.

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2) DATA SOURCES:
Data sources are the sources from which we get the information. Data collected through company approved questionnaires have been used as the primary source of data and also usage of secondary data wherever applicable.

PRIMARY DATA
To understand the customer of newspaper in terms of brand choice and brand perceptions, primary data is necessary. By using primary data, collection method, consumers were collected. (COLLECT or Gather consumer responses). This was done with the help of fully prepared structured questionnaires with a prescribed sequence of open ended, and closed ended questions, multiple choices, discriminate, rating and ranking to capture the appropriate responses from the respondents.

SECONDARY DATA
This was collected through oral communication. Secondary data about the company profile and other details were collected from the company brochures through personal discussions with the company managers .Data pertaining to newspaper industry has been obtained through the book “The Mass Media and You “by Desmond A.D. Abcro.

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SAMPLING PROCEDURE
A sample of 120 respondents belonging to different areas in SRI KALAHASTHI was drawn. The sample was divided into different groups in such a way that it will represent different categories of the people.

SAMPLING TECHNIQUE
The location was chosen on a random basis. Even this sample was chosen by simple random sampling. A sampling technique in which every element of the population of interest has an equal probability of being included in this sample.

POPULATION:
All the Customers of IDEA have been deemed as the population of the study.

SAMPLE SIZE
The sample size is 120, and the respondents are from SRI KALAHASTHI.

PERIOD OF STUDY
The period of study is 2 months duration (JUNE to AUGUST 2010).

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QUESTIONNAIRE DESIGN

The questionnaire is of structured type, which consists of closed ended, open ended, Multiple Choice, and grade type of questions to suit the study.

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LIMITATIONS OF THE STUDY
 Time duration for the study was limited to 2 months.  The study was restricted to SRI KALAHASTHI.  A convenience sample was taken from SRI KALAHASTHI and the sample restricted to 120 customers. was

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OVERVIEW OF THE CHAPTER SCHEME
CHAPTER 1: Deals to the study of introduction CHAPTER 2: Deals with Design of the study. CHAPTER 3:Consist of Industry profile, Company profile, Product profile. CHAPTER 4: Deals with Data analysis & Interpretations. CHAPTER 5: Consist of Findings & Suggestions. CHAPTER 6: Deals with Conclusion. Consist of Annexure. Consist of Bibliography.

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INDUSTRY PROFILE

India is the fourth largest telecom market in Asia after China, Japan and South Korea. The Indian telecom network is the eighth largest in the world and the second largest among emerging economies. At current levels, telecom intensiveness of Indian economy measured as the ratio of telecom revenues to GDP is 2.1 percent as compared with over 2.8 percent in developed economies. Indian telecom sector has undergone a major process of transformation through significant policy reforms. The reforms began in 1980s with telecom equipment manufacturing being opened for private sector and were later followed by National Telecom Policy (NTP) in 1994 and NTP'1999. Historically, the telecom network in India was owned and managed by the Government considering it to be a natural monopoly and strategic service, best under state's control. However, in 1990's, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. India's telecom sector has shown massive upsurge in the recent years in all respects of industrial growth. From the status of state monopoly with very limited growth, it has grown in to the level of an industry. Telephone, whether fixed landline or mobile, is an essential necessity for the people of India. This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital investment and industrial 30 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED de-licensing resulted in fast growth of this sector. At present the country's telecom industry has achieved a growth rate of 14 per cent. Till 2000, though cellular phone companies were present, fixed landlines were popular in most parts of the country. With government of India setting up the Telecom Regulatory Authority of India, and measures to allow new players country, the featured products in the segment came in to prominence. Today the industry offers services such as fixed landlines, WLL, GSM mobiles, CDMA and IP services to customers. Increasing competition among players allowed the prices drastically down by making the mobile facility accessible to the urban middle class population, and to a great extends in the rural areas. Even for small shopkeepers and factory workers a phone connection is not an unreachable luxury. Major players in the sector are BSNL, MTNL, Bharti Teleservices, Hutchison Essar, BPL, Tata, Idea, etc. With the growth of telecom services, telecom equipment and accessories manufacturing has also grown in a big way.

Fixed-line Telephony

 

Public Players Subscribers Private Players Subscribers

Mobile Telephony

 Public Players Subscribers  Private Players subscribes

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Internet:
 Investment

The Indian telecom sector can be broadly classified into Fixed Line Telephony and mobile telephony. The major players of the telecom sector are experiencing a fierce competition in both the segments. The major players like BSNL, MTNL, VSNL in the fixed line and IDEA CELLULAR SERVICES, Hutch, Idea, Tata, Reliance in the mobile segment are coming up with new tariffs and discount schemes to gain the competitive advantage. The Public Players and the Private Players share the fixed line and the mobile segments. Currently the Public Players have more than 60% of the market share.

Market shares of public and Private Players
Both fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have 32 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobilecommerce. The much-awaited 3G mobile technology is soon going to enter the Indian telecom market. The GSM, CDMA, WLL service providers are all upgrading themselves to provide 3G mobile services. Along with improvement in telecom services, there is also an improvement in manufacturing. In the beginning, there were only the Siemens handsets in India but now a whole series of new handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones, etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's, etc. The value added services provided by the mobile service operators contribute more than 10% of the total revenue.

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IDEA CELLULAR LIMITED The leading cellular service providers have the following number of subscribers

Service Provider Reliance Tata IDEA CELLULAR SERVICES MTNL BSNL vodafone Idea Spice BPL Aircel

No of CDMA Subscribers 2.75 crores 1.07 crores

No. of GSM Subscribers 1.03 crores

8.88 crores

40.03 lakhs 4.27 crores 6.33 crores 4 crores 25.56 lakhs 20.07 lakhs 1.03 crore

IDEA CELLULAR SERVICES has the largest customer base with 31% market share, followed by Hutch and BSNL with each holding 22% market share. The 2009 budget has brought further relief to the customers with the reduction in the tariffs, both local and long distance, and with slashing down the roaming rentals. This is likely to lead to even more people going for cellular services and more and more use of the value added services. However, landline telephony is likely to remain popular, too, in the foreseeable future. MTNL, the largest landline service provider, has recently taken some bold initiatives to retain its market share and, if possible, expand it.

Policy reforms can be broadly classified in three distinct phases
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IDEA CELLULAR LIMITED "The Decade of 1980's saw private sector being allowed in telecommunications equipment manufacturing. Mahanagar Telephone Nigam Limited (MTNL) and Videsh Sanchar Nigam Limited (VSNL) were formed and a Telecom Commission was set up to give focus to telecommunications policy formation. “In 1990s, telecommunications sector also benefited from the general opening up of the economy. NTP 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. • • Availability of telephones on demand (targeted by 1997) Universal service covering all villages and one PCO per 500 persons in

urban areas at the earliest (targeted to be achieved by 1997) • • Telecom services at affordable and reasonable prices World standard quality of services

The Indian Telecom Sector:
• • Telecommunication Services Telecommunication Equipment

Telecommunication Services
Telecommunication services include Basic service, Cellular service, and Internet Service Provider (ISP) and Very Small Aperture Terminal (VSAT) services. Government of India (GOI) plans to introduce a unified license for all telecommunication services in India, and has already allowed full mobility to wireless in local loop (WLL) operators as a 35 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED first step. Telecom services are growing at an approximate rate of around 5 percent per year in terms of revenue and mere 10 % in terms of subscriber base in last five years. Partly the result is due to negative growth in NLD market (-14% Rs 51,410 million from Rs 59,880 million) and ILD market (-13% Rs 43,460 million from Rs 50,010 million) in 2003-04. Amongst telecom services, cellular services are the fastest growing, with CAGR of 40 percent over the past four years. Telecommunications Regulatory Authority of India (TRAI) expects that the total number of cellular connections would bypass the total number of fixed line connections by late 2004 and early 2005. (As on March 2004 subscriber base of cellular operators is 33 million and basic operator is 42.84 million) During the past three years, in terms of subscriber base telecommunications services have been growing at a CAGR of nearly 22%, owing largely to the rapid increase in cellular service subscribers.

Fixed Service Provider (FSPs) Cellular Services Internet Service Provider

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Fixed Service Provider (FSPs)
Fixed line services consist of basic services, national or domestic long distance and international long distance services. The domestic market (i.e. excluding international revenues), has been growing more than 5 per cent annually during the past three years, and has a current market size of Rs 30,164 crores, with a base of 43 million lines. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in 18 circles, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. As a result, average-revenues-per-user (ARPU) of private operators are more than twice those of the state-owned service providers. The main revenue contributing value added services were NLD and ILD. The reduction in NLD and ISD tariffs punctured the potential of the key revenue streams. Internet telephony for ISD worsened the potential. Added to it was the phenomenal growth rate in cellular services.

Growth Drivers
The Government has allowed unlimited competition in the basic sector. Considering the inherent advantage of scale that the incumbent state operators have, the private companies are setting their networks very selectively and targeting corporate clients with value added services. The government has introduced unified license for 37 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED fixed and mobile service providers. This allows all phone companies to become mobile operators by offering cellular and landline/WLL-M services under a single authorization, ending service-specific licensing. Indian fixed line network is likely to expand as the current low level of telephone penetration is very low coupled with the unmet demand for connections. India's fixed line telecom network is estimated to expand to about 47 million by March 2005 from 43 million in March 2004. The rate of growth in services revenues is however, likely to be lower in comparison with the pace of increase in the number of fixed lines.

Cellular Services Overview
There are 25 private companies providing Cellular Services in 19 Telecom Circles and 4 Metro cities, covering 1500 towns across the country. Presently, there are five private service operators in each area, and an incumbent state operator. Almost 80% of the cellular subscriber base belongs to the pre-paid segment. Several GSM cellular service companies are climbing the EDGE bandwagon. Hutch has already started and Bharti has made test calls on the EDGE platform and the company is in talks with Siemens for EDGE-enabling some of its circles. The DoT has allowed cellular companies to buy rivals within the same operating circle provided their combined market share did not exceed 67 per cent. Previously, they were only allowed to buy companies outside their circle.

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IDEA CELLULAR LIMITED Regulatory Structure The lack of clarity in the regulatory structure has made it difficult to predict the prospects for this industry. This uncertainty has best been typified by the issuance of a fourth license and the controversies with reference to limited mobility players. The Cellular Services was thrown open for third & fourth Service providers in 2002. The number of service providers increased to 68 in the year 2002-03 from 42.

Growth Drivers
Opening up of international and domestic long distance telephony services are growth drivers in the industry. Cellular operators now get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

Internet Service Provider

Internet has become very easily accessible with cyber cafes /kiosks increasing their density, not only in the metro towns but also in semi-urban towns. There is no restriction on the number of internet companies and more than 185 companies are operational. Internet telephony has been allowed officially from 1 April 2002. The growing demand of corporates for applications such as Electronic Commerce, internet leased lines, ISDN, VPN etc is driving the growth of the internet services market. 39 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED However, the industry continues to face a number of bottlenecks in terms of regulatory treatment of ISPs, high bandwidth prices, low PC penetration, high cost of telephone access etc.

Telecommunication Equipment
The domestic industry is worth Rs 303,000 million and has made little progress in comparison to the development of Telecom services in the country. The industry is faced with two major challenges: India is being steadily opened up to the global market, as trade restrictions are done away with, resulting in crashing ofimport duties across the board and easy movement of goods from overseas. It is forecasted that by 2005, imported telecom equipment will account for 75% of the Expenditure on telecom equipment in India. Secondly, to cut down on operations costs, US, European and East Asian multinationals are outsourcing manufacturing to cheaper destinations in Taiwan and China. (Refer to Appendix 5 for more details on this segment).

Growth Drivers
" Growth in the telecom equipment market is expected to be driven by an increasing demand for telecom services. " Key players like BSNL, Bharti, Reliance, BATATA, BPL and Hutchison will drive equipment market growth. Transmission equipment, cable and terminal equipment are expected to drive the market in the years to come. Also switching systems will remain a big market, with a size of around Rs 50 billion (CERC).

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CELLULAR TECHNOLOGY
In a cellular system the geographical area is dived into adjacent. Not overlapping, hexagonal shaped cells. Each cell has its own transmitter and receiver (called base stations) to communicate with the mobile units in that cell; a mobile switching station coordinates the handoff of mobile units crossing cell boundaries. Cellular system are based on the concept of frequency reuse: the same frequency is used by several sites which are fare enough from one another, resulting in a tremendous gain in system capacity. The counterpart is the increased complexity both for the network and the mobile stations, which must be able to select a station among several possibilities and the infrastructure cost because of the number of different sites. The system hands over calls from transmitter to transmitter as customers move around in their vehicles. This new techniques would allow more customers access to the system simultaneously and when more capacity which is popularly known as CELL SPLITTING. One of the most important concepts for any cellular telephone system is that of multiple accesses meaning that multiple simultaneous users can be supported through frequency reuse. In other words a large number of users share a common pool of radio channels and any user can again access to any channel (each user is not always assigned to the same channel). A channel can be thought as merely a portion of the limited radio spectrum which is temporarily allocated for a specific purpose, such as someone’s phone cell.

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Cellular Architecture:GSM System Components
A schematic overview of the GSM system is shown in the figure given below. The system is composed of three main elements; the switching sub-system, the base station sub-system and the mobile. The switching part controls the communication across the radio interface and the mobile acts as the transmitter receiver for the user.

STN
A schematic overview of the GSM System is shown in the figure given below. The system is composed of three main elements; the switching sub-system, the base station sub-system and the mobile. The switching part makes the connection between the two users, the base station part controls the communication across the radio interface, and the mobile acts as the transmitter

Mobile station
The best known part of the cellular network is certainly the mobile stations. Different types of mobile stations are distinguished by power and application. A significant architectural aspect of the MS relates to the concept of subscriber identity Module (SIM). The SIM card contains a unique international Mobile subscriber identity (ISMI) used to identify the subscriber to the system. The SIM is basically a smart card containing the entire subscriber related information on the user’s side of the radio interface.

42 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED A potential user may off course buy mobile equipment. But he may also lease borrow the equipment or purchase it through other channels fixed mobile stations are permanently installed in a card and may have a maximum allowed RF output of up to 20W. Portable (bag phones) can emit up to 8W and hand held portable units up to 20 with second Generation mobile (on the market since 1993), the GSM system is becoming more and more attractive. Hand – portable units are becoming much smaller and are coming with numerous features on it. This is giving the system boost popularity, especially in those markets with a particular demand for small mobiles such as in Asian and Pacific areas.

Base station sub-system
Base station sub-system groups the infrastructure machines. Which are specific to the radio cellular aspect of GSM. The BSS is in direct contact with the mobile station through the radio interface. As such, it includes the machines in charge in transmission and reception on the radio path, and the management thereof. On the other side, the BSS is in contact with the switches of Network sub-system (NSS). The BSS includes two types of machines.

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IDEA CELLULAR LIMITED BASE STATION OR BASE TRANSCEIVER STATION The counterpart to a mobile station within a cellular network is the base transceiver station (BTS). This is the mobiles interface to the network. Each cell site is equipped with a BTS is usually located of radio equipment that provides coverage within a cell. The transmitting power of the BTS is usually located in the center of a cell. A cell site is used to refer to the physical location of radio equipment that provides coverage within a cell. The transmitting power of the BTS determines the absolute cell size.

The BTS houses the radio transceivers that define a cell and handles the radio – link protocols with the mobile station. BTS are placed in the field to transfer a cell to customer’s handsets and there are between one and sixteen transceiver each of which represents a separate RF channel. A BTS may cover an area of 30-40 sq Kms. However in a congested, urban location the BTS coverage is much smaller. BTS can be considered as complex radio modems and have littler other function. A list of hardware located at a cell site includes power sources, interface equipment, radio frequency transmitters and receivers and antenna systems. Base Station Controller BSC: Base station controller is in contact with the switches of NSS. It monitors and controls several base stations, the number of which depends of the manufacturer and can be between several tens and several hundred of stations. A typical BSC can manage from one BTS to the entire BTS in service area, depending on their traffic capacity. The chief tasks of the BSC are frequency administration the control of a BTS and exchange functions. It handles radio – channels setup, frequency hopping and handovers. The BSC 44 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED is the connection between the mobile station and the mobile service switching center and is charge of all radio interface management through the remote command of the BTS and the mobile station, mainly the allocation and release of radio channels and the handover management. The BSC is connected on one side, to several BTSs and on the other side, to the network and switching sub system (more appropriately to a mobile switching centre). A BSC is in fact a small switch with substantial computations capability. The hardware of the BSC may be located at the same side as the BTS, s its own standalone site or the site of the Mobile switching centre (MSC). BSC and BTS together form a functional entity some times referred to as entity some time referred to as the

Base Station sub-system
Network and switching sub-system/switching sub-system The NSS includes the main switching functions, as well as the data basis needed for subscriber data and mobility management. The main role of NSS is to manage the communications between the GSM users and the other tele-communications network users. The NSS is responsible for performing call processing and subscriber – related functions.

Mobile service switching center
The MSC is the interface of the cellular network to the PSTN. MSC performs the telephony switching functions of the system. It acts like a normal switching node of the PSTN, and additionally provides all the functionality needed to handle and mobile subscriber, such as registration authentication location updating handovers and call 45 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED routing to a roaming subscriber MSC is the primary switching interface between the mobile telephone systems and the PSTN. It is capable of routing calls from the fixed network-via the BSC and the BTS to an individual mobile station. The MSC interface with BSS on one other side (through which it is contact with GSM users) and with the external networks on the other. The NSSs also need to interface with the external networks to make use of their capability to transport user data or signaling between GSM entitles. In particular, the NSS make use of a signaling support network at least partly external to GSM, usually referred to as the SS7 network.

Home Location Register (HLR)
The HLR is database about subscribers; it stores the identity and user data of all the subscribers belonging to the area or related MSC. These are permanent data, such as the international mobile subscriber number (IMSI) of an individual user, authentication key, including a subscriber’s service profile location information activity status and some temporary data. Temporary data on the SIM included such entries as (1) the address of the current visitor location register (VLR). Which currently administers the mobile stations (2) the number of which the calls must be forwarded (if the subscriber select call forwarding), and (3) some transient parameters for authentication and ciphering.

The IMSI is permanently stored on the SIM card. The IMSI is one of the pieces of important information used to identity a subscriber within GSM system. The first three digits of the IMSI identify the Mobile country code (MNC). Up to ten additional digits of the mobile subscriber identification number (MSIC) complete the IMSI.

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IDEA CELLULAR LIMITED Visitor Location Register The VRL contains the relevant data of al mobiles currently located in a serving [g] MSC. It is the database that contains temporary storing subscription data for those subscribers currently situated in the service area of the corresponding MSC as well as holding data on their location at a more precise level than the HLR. The VLR is always integrated with MSC. The permanent data are the same as data found in the HLR; the temporary mobile subscriber identity (TMSI), which is used for limited periods of time to prevent the transmission of the IMSI serves to protect the subscriber from high – technology of the TMSI for the IMSI Service to protect the subscriber from high – technology intruders and helps point to the location of the mobile station through the cell identity.

The VLR has to support the [G] MSC during a call establishment and an authentication procedure as it furnished data specific to the subscriber. Locating subscriber data in the VLR as well as in the HLR, reduces the data traffic to the HLR because it is not necessary to ask for these data every time they are needed. Another reason for strong the identical data at low different locations (in the HLR & VLR ) is the each serves a different purpose. The HLR has to prove the GMSC with the necessary subscriber data when a call is coming from the public network. The VLR on the other hand serves the opposite function. Providing the host (G) MSC with the necessary subscriber data when a call is coming from mobile station.

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Authentication center
The Authentication center (AC) is related to the HLR. It provides the HLR with different set of parameters to complete the authentication of a mobile station. The AC knows exactly which algorithms it has to use for a specific subscriber in order to calculate input values and issues to required results. Since all the algorithms for the authentication procedures are stored within AC, they are protected against abuse. The SIM card issued in area assigned to AC contains the same algorithms for authentication as the AC does. If the AC provides input and output parameters for these algorithms to either the HLR or the VLR, either location Register can verify (authenticate) the mobile station.

Equipment identity Register
The equipment identity register (EIR) is a database that contains a list of all valid mobile equipment on the network. Where each mobile station id identified by its international Mobile equipment identity (IMEI). An IMEI is market a invalid if it has been reported stolen or it not type approved. Within the EIR we find all the serial numbers of the mobile equipment that is either stolen or due to some defect in their hardware, may not be used in a network. The idea is to check the identity at each registration or call setup of any mobile station and then depending on its IMEI admit or bar access of the mobile station to the system. The implementation of EIR is relatively a new security feature of the GSM system.

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Operation & Maintenance center

The Operation & Maintenance center (OMC) has access to both the (G) MSC and the BSC, handless error messages coming from the network and control the traffic load of the BSC and the BTS. The OMC configures the BTS via the BSC and allows the operator to check the attached components of the system. As the cells become smaller and the number of base station increases. It will not be possible in the future

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COMPANY PROFILE
The established service areas are Delhi, Andhra Pradesh, Gujarat, Maharashtra, Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West). Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995, with network rollout and commercial launch achieved in 1997. In January 2001 the mobile operations in Andhra Pradesh Service Area were integrated with IDEA through a merger with Tata Cellular Limited. In June 2001, the mobile operations in Madhya Pradesh Service Area were fully integrated with IDEA through an acquisition of RPG Cellcom Limited. In October 2001, the license for Delhi Service Area was acquired during the fourth mobile license auction, with network rollout and commercial launch in November 2002. In January 2004, Escotel Mobile Communications Private Limited ("Escotel"), was acquired with its original licenses in the Service Areas of Haryana, Uttar Pradesh (West) and Kerala. All these Service Areas were re-branded and integrated with IDEA in June 2004.  Call forwarding

 Call conferencing  Call waiting and Call holding facility

 Unified Messaging Services: This provides Voice mail, 50 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED  Wireless Application Protocol (WAP): Surf WAP enabled websites on Internet using

VOICE MAIL
Cell One Voice Mail Service ensures that the customers never miss their calls even when their phone is busy, switched off, out of coverage, or the customer is simply too busy to take the call. In such cases, Cell One VMS greets the caller and records a message from the caller, which the customer can retrieve later at his convenience from anywhere in the world. This is available to all post-paid customers.

VALUE ADDED SERVICES
1. SMS BASED VALUE ADDED SERVICE : SIM BASED, SHORT CODE

BASED 2. 3. VOICE BASED VALUE ADDED SERVICE GPRS/MMS: The Cellular Mobile subscribers of IDEA who have the GPRS subscription, now have access and download the rich content like Polyphonic ring tones, True tones, Real tones, MP3 tones, SMS tones, Themes, Color wallpapers, Java Games, etc thorough the website (www.cellone.in) as well as the WAP site (wap.cellone.in). The detailed catalogue of the content can be seen either at the above website or the WAP site.

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IDEA CELLULAR LIMITED 4. The subscribers interested in knowing about how they can subscribe to GPRS of

IDEA need to send "GPRS" as SMS to short code "3733". 5. The subscribers who need to have the GPRS settings for activating their GPRS

subscription on their GPRS handsets can click here. 6. 7. The Companies who are interested in becoming the partners of IDEA. NEWSPAPER service: This is a new value added service under cellular

services (both prepaid and postpaid GPRS subscribers) in the name of "MOBILE NEWSPAPER" the WAP portal of IDEA "Cell One Safari".

SMS
Mobile to Mobile Messaging is a revolutionary new means of communication that allows Cell One mobile subscribers to send a short text message instantaneously to any other mobile subscriber. We can type down the message and send it to any mobile. The message can be of 160-character length including spaces, punctuation and special characters. The system sends the confirmation about the delivery of the message to the sender as soon as the message is delivered .If the called number is busy or out of coverage area, the system periodically monitors the status of the called number and sends the message as soon as it becomes active. IDEA provides national and International SMS facility to its post and pre-paid customers at very cheap price.

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CALL FORWARDING
In case we are in a meeting or our Cell phone is switched off, using the Call Forwarding feature, we can forward our calls on a fixed line or a cell phone where someone can see messages on your behalf. You can also forward an incoming call while speaking to someone.

CALL CONFERENCE
There are times when we have wished that we could speak to a group of people simultaneously. May be wanted to gossip with friends, or hold discussions with clients. Now we can have the privilege of a teleconference with up to 6 people, at the punch of a few buttons

CALL WAITING
This feature enables us to speak to two callers, one at a time, without hanging up on either one of them. When this network service is activated, the network notifies we of a new incoming call while we have a call in progress. If another person tries calling us midway through a conversation, he/she will hear a message informing him/her that your line is busy, while you will hear beeps at intervals. We can accept the second call while putting the first call on hold.

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UNIFIED MESSAGING ON CELLONE
1. FAX Message 2. E-Mail 3. E-Mail to Speech (ETS)

FAX-Message
This feature will enable the subscriber to sent/receive fax message. The fax can be sent/received to/by the subscriber either through IDEA UMN account or using fax machine. This feature will enable the subscriber to send/receive E-mail. The subscriber has to get IDEA UMN account for this feature.

E-Mail to Speech (ETS)
This feature will enable the subscriber to receive the Email on the mobile phone .In order to listen E-mail messages from your voice mailbox.

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PRODUCT PROFILE

Product Name

Year

Month

Sales Quantity

Sales Value(Rs.Million) % of STO

Telecom Service Revenue

2010

03

0.00

118502.21

100.00

Handsets/DataCards - Traded

2010

03

0.00

0.22

0.00

Telecom Service Revenue

2009

03

0.00

98383.47

99.81

Handsets/DataCards

2009

03

92703.00

187.33

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ANALYSIS
This chapter the percentage –based analysis of the questionnaire that has been presented been presented before 120 respondents in order to know the customer satisfaction towards IDEA Cellular services providers. Here the data collected through the questionnaire has been tabulated with table interpretations and inferences drawn from the tabulated data. This chapter forms the base for the whole study through its findings and suggestions. This particular chapter can be states as the pivotal chapter of the whole study.

RESULTS
Interpretation of results is the “so what?” of research. Research is wasted and useless it influences action. So as to make effective utilization of the research, the researcher has tried to provide suggestions so as to improve the overall satisfaction level of customers. The names of the books, journals, records etc.., have been given in bibliography section at the end of the report.

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DATA ANALYSIS AGE TABLE-1

AGE 15-20 20-35 35-50 Above50 Total

NO OF RESPODENTS 21 50 42 7 120

PERCENTAGE 9.16 41.6 35.00 5.30 100

Age
60 50 40 30 20 10 0 15-20 20-35 35-50 Abov e50 years 7 21 Respondents 50 42

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INFERENCE:
Most of the cell phone users age between20-35years have taken with in 41.60% we have observe the above table for 50 years persons having 5.4%.

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MAJOR CUSTOMER FOR IDEA SERVICES TABLE-2
CUSTOMERS STUDENTS EMPLOYEES BUSINES PEOPLES OTHERS Total NO.OF RESPONDENTS 18 35 55 12 120 PERCENTAGE 15.00 29.17 45.84 10.00 100

Customer for idea services

12

18 STUDENTS EMPLOYEES BUSINES PEOPLES OTHERS

35 55

INFERENCE:
Most of the business people are using the idea services 45.84% and 29.12% Employees, 15%of students and 10% of others are using idea services.

FROM HOW MANY YEARS ARE YOU CUSTOMER FOR IDEA SERVICE.
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TABLE-3

NO.OF CUSTOMERS Below one year 1-2years 2-5years Above 5years Total RESPONDENTS 30 52 34 21 120 PERCENTAGE 10.83 43.33 28.33 17.51 100

fromhow m any years are you custom for idea service er
60 50 40 30 20 10 0 52 30 34 21 R espondents

Below one year

1-2years

2-5years

Abov e 5years

years

INFERENCE:

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IDEA CELLULAR LIMITED Most of the cell phone users have taken idea service 1-2 yrs is 47.5%, 2-5 yrs customers are 45%, above 5 yrs are 17.5% and fresh customers are 9.17%

WHICH TYPE OF SREVICES ARE YOU HAVING. TABLE - 4

NO. OF SERVICES Pre paid Post paid Total RESPONDENTS 97 23 120 PERCENTAGE 80.83 19.17 100

which type of service you are having
120 100 80 60 40 20 0 Pre paid services Post paid 23 Respondents 97

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INFERFERENCE:
Most of the respondents are using Pre Paid service 80.83% and Post paid service respondents are 19.17%.

ARE YOU SATISFIED WITH THE IDEA NETWORK TABLE-5
CUSTOMERS Highly satisfied Satisfied Neutral Dis satisfied Total NO. OF RESPONDENTS 30 53 36 1 120 PERCENTGE 25.00 44.17 30.00 0.83 100

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Are you satisfied with the idea network

36

1

30

Highly satisfied Satisfied Neutral Dis satisfied

53

INFERENCE:
Majority of the respondents 44.17% are satisfied with the idea network and 0.83% respondents are dis satisfied.

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ARE YOU SATISFIED WITH THE SALES AFTER SERVICES PROVDE BY IDEA TABLE-6

Customer Highly satisfied Satisfied Neutral Totol

NO.OF RESPONDENTS 20 53 47 120

PERCENTAGE 16.67 44.16 39.17 100

Are you satisfied with the sales after service provide by idea
60 50 40 30 20 10 0 53 47 Respondents

20

Highly satisfied

Satisfied Customers

Neutral

INFERENCE:

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IDEA CELLULAR LIMITED Majority of the respondents are satisfy with sales after services 44.17%,highly satisfied respondents are 16.16% and no respondents are dissatisfied.

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ARE YOU SATISFIED WITH THE OFFERS PROVIDE BY IDEA TABLE – 7

CUSTOMERS Highly satisfied Satisfied Neutral Dis satisfied Total

NO.OF RESPONDENTS 23 47 46 4 120

PERCENTAGE 19.17 39.16 38.33 3.40 100

Are satisfied prode by idea offers

Highly satisfied Satisfied Neutral Dis satisfied

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INFERENCE:
Majority of the respondents 39.17% are satisfied with the idea services,38.14% respondents are neutral,19.16% respondents are highly satisfied and3.33% respondents are dissatisfied with the idea services.

ARE YOU SATISFIED WITH THE IDEA CALL RATES TABLE-8

NO.OF CUSTOMERS Highly satisfied Satisfied Neutral Dis satisfied Total RESPONDENTS 13 58 47 2 120 PERCENTAGE 10.83 48.33 39.17 1.60 100

Are you satisfied with the idea call rates
70 60 50 40 30 20 10 0 58 47 Respodents 13 2 Highly satisfied Satisfied Neutral Dis satisfied

Call rates

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INFERENCE: Majority of the respondents 48.33%satified with
rates,10.83% are highly satisfied and 1.67% respondents are dis satisfied.

idea call

ARE YOU SATISFIED WITH THE CALLER TUNES PROVIDED BY IDEA TABLE-9
ROAMING NO. OF RESPONDENTS FACILITY Highly satisfied Satisfied Neutral Dis satisfied Total 10 34 56 20 120
Are you satisfied with idea caller tunes

PERCENTAGE 8.34 28.33 46.67 16.66 100

20

10 Highly satisfied 34 Satisfied Neutral Dis satisfied

56

INFERENCE:
Majority of the respondents 46.67% are neutral with the caller tune provided by idea cellular service and 16.67% respondents are dis satisfied.

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ARE YOU FEELING AN IDEA SCHOOL ADVRETISEMENT TABLE-10
CUSTOMERS NO. OF RESPONDENTS Highly satisfied Satisfied Neutral Dis satisfied Total 61 41 18 0 120 PERCENTAGE 50.83 34.17 15.00 0 100

Are you feeling an idea school advertisment
70 60 50 40 30 20 10 0 Highly satisfied Satisfied Advertisment Neutral 18 41 Respondents 61

INFERENCE:
Half of the respondents 50.83% are highly satisfied with idea school advertisement and no respondents are dis satisfied with the idea school advetisment.

WHO RECOMMENDED IDEA SRERVICE TO YOU TABLE-11
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IDEA CELLULAR LIMITED CUSTOMERS Friends Dealers Your self Others TOTAL NO.OF RESPONDENTS 27 38 49 6 120
Who recommanded idea services to you
6

PERCENTAGE 22.5 31.67 40.83 5.00 100

27 Friends Dealers Your self Others 38

49

INFERENCE:
Majority of the respondents 40.83% arte self recommended and 22.5% friends,31.67% dealers and others are5%.

WOULD YOU LIKE TO CONTINUE WITH IEDA SERVICES TABLE-12
CUSTOMERS Yes No NO.OF RESPONDENTS 85 35 PERCENTGE 70.83 29.17 70 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED Total 120
Would you like to continue with idea services

100

35 Yes No 85

INFERENCE:
Majority of the respondents 70.83% are continuing with idea services and 29.17% are dis continuing the idea services.

IN YOUR POINT OF YOU VIEW MAIN COMPETITORS FOR IDEA SERVICES TABLE-13
NO.OF CUSTOMERS IDEA AIR TEL VODAFONE RESPONDENTS 24 51 38 PERCENTAGE 20.00 42.50 31.60 71 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED TATA DOCOMO TOTAL 7 120 5.83 100

W oa th m inc m e rstoid a h re e a o p tito e s rv e e ic s
6 0 5 0 4 0 3 0 2 0 1 0 0 5 1 2 4 AIR TEL BSNL 3 8 VODAFONE DOCOMO 7 TATA R sp n e ts e odn

C m etito o p rs

INFERENCE: Majority of the respondents 42.5% IDEA CELLULAR SERVICES
services are competitors, 31.67% Vodafone are competitors and 20% of IDEA and reliance and tata indicom are no competition with the idea services .

RANKS OF IDEA SERVICES COMPARED WITH COMPITETORS TABLE-14
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IDEA CELLULAR LIMITED RANKS 1st 2nd 3rd Can’t say Total NO.OF RESPONDENTS 16 24 30 50 120 PERCENTAGE 13.33 20.00 25.00 41.67 100

Rank of idea services compared with compitetors
60 50 40 30 20 10 0 50 30

24 16

Series1

1st

2nd Ranks

3rd

Can’t say

INFERENCE:Majority of the respondents 41.67% can’t say their opinion,25% of
respondents are giving 3rd rank and 13.33% of respondents giving 1st ran k with the idea services compared with competitors.

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ARE YOU ENJONG WITH IDEA ADVERTISMENT TABLE-15
CUSTOMERS Yes No Total NO.OF RESPONDENTS 98 22 120 PERCENTAGE 81.67 18.33 100

Are you enjoy idea advirtisement

22

Yes No

98

INFERENCE:
Majority of the respondents 81.67% are enjoying with idea advertisement and 18.33% are dis satisfied with idea advertisement.

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ARE SATISFIED WITH CUSTOMER CARE SUPPORT PROVIDED BY IDEA SERVICES TABLE-16
CUSTOMERS Highly satisfied Satisfied Neutral Dis satisfied Total NO.OF RESPONDENTS 21 51 43 5 120 PERCENTAGE 17.5 42.5 35.83 4.17 100

Are you satisfied with customer care support provided by IDEA services
Highly satisfied Satisfied Neutral Dis satisfied

INFERENCE:
Majority of the respondents 35.83% are satisfied with customer care support provided by idea services, 4.17% of dis satisfied by customer care support provided by idea services.

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YOU FEELING ABOUT IDEA POWER SERVICES TABLE-17
NO.OF Customer Highly satisfied satisfied Nuetral dissatisfied Total RESPONDENTS 19 43 47 11 120
Are you satir fied with idea power services
11

PERCENTAGE 15.83 35.83 39.17 9.17 100

19 Highly satisfied satisfied

47 43

Nuetral dissatisfied

INFERENCE:
Majority of the respondents 39.17%are neutral in their feeling about idea power services and 9.16% are dissatisfied with idea power services.

ARE YOU SATISFY THE NIGHT BALANCE TIMING FOR IDEA SERVICES COMPARE WITH OTHER COMPITETORS

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TABLE-18
CUSTOMERS Yes No Total NO.OF RESPONDENTS 39 81 120
Satisfy with night balance timings

PERCENTAGE 32.5 67.5 100

39 Yes No 81

INFERENCE:
Majority of the respondents 67.5% are satisfied with the night balance timings and 32.5% are dissatisfied with night balance timings of idea net work compared with other services.

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FINDINGS
• Based on age, most of the cell phone users age between20-35years have taken with in 41.0% • Major customers 45.83% business people, students 15%, employees 29.17% and others are 10% idea customers. • • • Half of the users of idea services have been in usage for 1 years . Prepaid is the most prioritized by users compared to post paid services . Coverage, tariff of idea is the main reason to divert many users from other services followed by coverage area. • • • All top up coupons available in the market. Every users is satisfied with overall issues of monthly bills. The main competitions are ,IDEA CELLULAR SERVICES, docomo, IDEA and reliance, among them IDEA CELLULAR SERVICES and Vodafone gives more computations in SRI KALAHASHI. • Half of users of cell phone are engaged with voice communication of instead SMS, GPRS, MMS, and internet. • • Coverage is the main reason for using in rural areas IDEA cell services . Most of the customers mainly 87.5% want to YOUR SELF go for IDEA services. • Majority of the respondents are not satisfied with night timings offers

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SUGGESTIONS AND RECOMMENDATIONS
 To reduce the coverage problem extension of tower capacity, location of new towers at problematic areas is necessary.  If we advice to develop the packages, which engages more customers in SMS and internet along with voice communication. It also helps reducing competition from the other services.  Customer care should be answerable to customers at any time with out delay.  Take steps to solve the customers request as early as possible.  IDEA should think about to concentrate on student segment with attractive offers.

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CONCLUSION
At last I conclude that the project report undertaken by me is satisfactory and the work has got very good response from the respondents. The coverage and tariff provided by the company are very much beneficial to respondents. In the process, majority of the respondents are very positive towards the IDEA CELLULAR SERVICES. According to my research, all the respondents are provided with better service by the company.

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CUSTOMER SATISFACTION ON IDEA (CELLULAR SERVICE) SRI KALAHASTHI
Ph.No: 1.Name : 2.Gender 3.Age? (A) 15-20 C) 35-50 B) 20-35 D) Above 50 Male Female [ ]

4. Major Customer For Idea Services? A) Students C) Business People B) Employees D) Others

[

]

5. From How Many Years Are You Customer For Idea Services? A)Below 1 Year C) 2-5 Years B)1-2 Years D) Above 5 Years

[

]

6.Which Type Of Services Are You Having ? A) Post Paid B) Prepaid

[

]

81 Sri Kalahastiswara Institute Of Information & Management Sciences

IDEA CELLULAR LIMITED 7. Are You Satisfied With The Idea Network? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied ] [ ]

8. Are You Satisfied With The Sales After Services Provided By Idea ? [ A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied [

9. Are You Satisfied With The Offers Provided By Idea? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied

]

10.Are You Satisfied With The Call Rates Provided By Idea? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied

[

]

11.Are You Satisfied With The Caller Tunes Provided By Idea ? A) Highly Satisfied C) Neutral B) Satisfied D) Dissatisfied

[

]

12. You Are Feeling An Idea School Advertisement? A)Highly Satisfied B)Satisfied

[

]

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IDEA CELLULAR LIMITED C)Neutral D)Dissatisfied [ ]

13.Who Recommended Idea Services To You? A)Friends C)Yourself B)Dealers D)Others

14.Would You Like To Continue With Idea Services? A)Yes B)No

[

]

15. In Your Point Of View Main Competitors For Idea Services? A) Airtel C) Vodafone E) Tata Docomo B) MTS E) Reliance F) Tata Indicom

[

]

16. Rank of idea sevices compared with competators ? A)1 C)3 B)2 D)can’t say

[

]

17.Are you satisfied with customer care support provded by idea services ? [ A)Highly Satisfied C)Neutral B)Satisfied D)Dissatisfied 83 Sri Kalahastiswara Institute Of Information & Management Sciences ]

IDEA CELLULAR LIMITED 18.Your feeling about idea power services? A)Highly Satisfied C)Neutral B)Satisfied D)Dissatisfied [ ] [ ]

19.Are you enjoying idea advertisements? A)Yes B)No

20.Are you satisfy the night balance timings for idea services compare With other compotators? A)Yes B)No [ ]

Any suggestions to Idea Company?

Place:

Date : Signature

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BIBLIOGRAPHY
1. PHILIP KOTLER “MARKETING MANAGEMENT” the millennium edition, New Delhi, Prentice-Hall India, Tenth Edition. 2. C.R KOTHARI “QUANTITATIVE TECHNIQUES’ New Delhi, Vikas publishing House Pvt.Ltd., 1978, Third Edition. 3. C.R KOTHARI “RESEARCH METHODOLOGY” New Delhi Wishwa prakashan, 2000, Second Edition. 4. S.P GUPTHA “STATISTICAL METHODS” Sultan chand & Co., New Delhi.

Web sites: www.google.com www.ask.com

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