“Changing consumer prospective services” On various mobile

Submitted to: -

(Punjab Technical University)
Jalandhar In Partial Fulfillment of Requirements For The Degree of Masters in Business Administration Session (2007-2009)


SUBMITTED BY: Sunil kumar. ROLL.NO. 7116223127



This project has been a great learning experience for me and I would like to express my gratitude towards all the people who guided me throughout, and without whose guidance and support, this project would not have been completed successfully. I would like to thanks to Mr. Harpreet singh gabba who allow to me to get training in imrb. I also thankful to Mr. jagdeep Singh from IMRB who help me a lot in completing my project report. My sincere gratitude to my faculty guide, Mr. vishal , and Mr. Pushpinder who has been a source of knowledge and inspiration. I would like to thank all the respondents who gave there precious time to fill my questionnaires.

Sunil Kumar



This project report is the result of my efforts for customer perception towards leading brands of various mobile services. It is an integral part of MBA course and it aims to provide practical experiences to the students besides theoretical knowledge. The practical implementation of theoretical concepts helps the students to analyze the real world and which in turn widely influence their conception and perception. A project work program helps us to get an overall view and exposure of the industry and various trends and opportunities in that industry. It enhances the confidence and boosts the morale of the students and broadens their area of knowledge. These programs are included in the curriculum of studies for the development of the personality of the students and help them come out of just the limited scope of books. I am happy that we have an opportunity to work on the project where I got to learn a lot about the mobile service sector, the consumer perception towards these. I have tried my best to present each and every aspect of the study as clear as possible and hope my efforts will not go in vain.


Chapter 1st “Introduction” 4 .

but still less than five in a 100 people own a handset.728 million. 28 percent owned by Singapore Telecommunications Ltd. industry associations said on Tuesday. the world's fastest growing major mobile market. said in a statement 1. This does not include the CDMA mobile customers of state-run Bharat Sanchar Nigam Ltd. Both companies do not release new user additions. Indian call rates are about the cheapest anywhere in the world. the rival association of CDMA carriers said. (BSNL) and Mahanagar Telephone Nigam Ltd. Mobile telephony began in 1995 in India.. but analysts say their combined base exceeds a million customers. stood at 8. Only last month. touched 9. The customer base of Reliance Infocomm Ltd.51 million new wireless users in November.45 million users signed up.484 million. and dropping handset rates. when 1. At 2 U. taking their total subscriber base to 35. More than 367. Bharti.937 million customers. These tariffs. and the user base of India's largest GSM firm. and carriers such as Bharti Tele-Ventures Ltd.000 users opted for mobile services that work on the Code Division Multiple Access technology. Overall monthly additions in November were higher than October.INTRODUCTION India. the number of mobile users exceeded fixed-line customers. are now furiously expanding across the country. have helped the 46.152 5 .416 million customers. added 1..S. adding their user base stood at 9. cents a minute.143 million users opted for their services based on the Global System for Mobile (GSM) standard. India's largest provider of CDMA-based services. New Delhi-based BSNL's GSM user base rose to 8.47 million user wireless industry grow between 3 and 4 percent each month. which represents nine carriers.. The Cellular Operators Association.

"The cellular industry is a mass market phenomenon that relies on economies of scale. the capability and capacity to invest in penetrating semi-urban and rural markets will be important determinants for increasing market share and creating sustainable businesses in the Indian cellular marketplace. and the number of customers at the Indian mobile unit of Vodafone Telecommunications International Ltd. In the forthcoming years. INDIA'S MOBILE SERVICE REVENUE TO HIT US$24BN BY 2009 Revenues of the Indian cellular services market will reach US$24bn by the end of 2009. conglomerate rose to 6. it adds. The Indian cellular market will account for 11% of the overall Asia Pacific and Japan market by 2009.million. The global technology research firm also stated that the Indian cellular services market recorded the highest growth across Asia Pacific and Japan in 2004 with a CAGR of 67%.6%." 6 . Gartner predicts that the Asia Pacific and Japan cellular services market will reach US$225bn in 2009." said Kobita Desai. "Regulatory constraints have been eased in response to unrelenting market pressures and this has created ideal conditions for growth opportunity. representing a CAGR of 6. recording a compounded annual growth rate (CAGR) of 35. according to Gartner. Principal Telecom Analyst for Asia Pacific at Gartner. investment and consolidation in the telecom sector.858 million. Time to market advantage is critical and favours those who follow aggressive network expansion.2% from 2004.

Non-voice value added services such as ring tones. Mobile data accounted for 7% of service revenue in 2004 and it is expected to rise to 20% by 2009. games and music downloads will play a significant role as a service differentiator and as an important revenue stream that will help cushion the pressure on overall service revenues. according to Gartner. but with thinner margins. it adds. resulting in low average revenue per unit (ARPU). operators will have limited success in generating incremental revenue from mobile data services on account of limited wallet 7 . feels Gartner. Overall penetration and market opportunity will increase.A large proportion of the market opportunity in India will comprise low income users. However. call-back tones.

Broadband & Telephone Services (Fixed line and Internet Connectivity). There is fierce competition among local telecommunications companies to provide better service and AirTel is regarded as one of the top communications service provider in the Asian region too. Long Distance Services and Enterprise Services (Telecommunications Consulting for corporates). 8 . AirTel has ambitious plans to provide 25 million connections by mid-2008. The AirTel brand has been one of the highly successful Telecom brands in India. believes Gartner.share for spending beyond basic voice services and the high cost of data services. it adds. Bharti Televentures owns the AirTel brand and provides the following services under the brand name AirTel: Mobile Services (using GSM Technology). 10 million mobile and 1 million fixed line customers. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 11 million total customers which constitute. as of February 2007. VARIOUS MOBILE SERVICES PROVIDORS AND THEIR FUNCTIONS AIRTEL AirTel is a brand of cell phone services in India operated by Bharti Televentures. These act as a barrier to entry for mass market adoption.

the cellular subscribers will grow to approximately 31 million in 2007 from the present 4.FY01 period was 80%. Compounded annual growth of cellular subscribers in the FY97 . Airtel has 12 million subscribers.8 million. the market is still under-penetrated and offers significant potential for growth. 9 . As of September 30. Despite that. This shows the potential of the telecom industry over the next four years.  Money comes back faster : The telecom businesses are highly capital intensive and have long gestation periods. However. The company is thus well placed to capitalize on the fast growing mobile phone market. we believe Bharti to see faster pay backs than any other players in the industry.   Right Positioning of Bharti : Bharti Tele-Ventures.As of June 2007. Another estimate by COAI sees the numbers at 50 million. one of the main holding companies of unlisted Bharti Enterprises has emerged as one of the strongest players in the fast-changing and rapidly growing Indian telecommunications market. approximately 92% of India's total number of cellular subscribers resided in Bharti's existing and proposed cellular circles. 2001. According to Gartner estimates. Tapping an Unexplored Market : The cellular and fixed-line penetration levels in India are lower than those in most developed countries in the world. World leaders in the telecom industry such as Vodafone and SingTel hold partial stakes in Airtel.

Reliance. HLL etc.  Attractive Pricing : The floor pricing of the bid is likely to done at a level which will be profitable for both short and long term investors 10 . Stock market Titan in the making : With 185 million shares on offer. Wipro. Bharti is all set to make it to the top 10 Indian companies based on market cap straight on listing along with Infosys.

Cellular Operator Association of India as on December 2007.817351 (Vodafoneison Telecom) Karnataka .451347 (Vodafone) West Bengal & Andaman and Nicobar .526791 (Vodafone) Uttar Pradesh . • • • • • • • • Delhi . Vodafone subscriber base in India according to COAI . It is often praised for its award winning advertisements which follow a non-cluttered approach.1778144 (Vodafone) Chennai . Now orange has been renamed as Vodafone with a red background instead of the previous orange colour.693991 (Vodafone) Mumbai .VODAFONE Vodafone is a national cellular operator in India.west .350275 (Vodafone) Kolkata . It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. It covers most of India. Vodafone recently bought BPL mobile.914551 (Vodafone) Punjab . A recurrent theme is that its message "Hutch is now Vodafone" stands out visibly though it uses only black letters on white background.359153 (VodafoneTelecom) Key Investment Highlights 11 .

Low mobile penetration Sizeable population base Stable political and regulatory environment and Economic development • Build superior mobile operations Product innovation Branding Customer service • • Leverage the group resources Maximize return 12 .• • • • • Unique spread of telecom operations in dynamic markets Consistent track record of creating value Management strength and depth Leading market positions Strong growth momentum Strategy • Invest in emerging markets with.

Spice is a 51:49 joint venture between Spicecorp (India).000 subscribers in Punjab. OPERATIONS Launched over six years ago under the brand name of "Spice". With its central hub in Mohali (near Chandigarh). Spice has further introduced innovative tariff packages tailor-made to extend its reach to more than 5. During the course of time Spice has assumed the position of a market leader in both the circles of its operation.SPICE Spice Telecom the brand name of Spice communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka. 13 . Recently. Today. office automation and information technology and DISTACOM (Hong Kong)-a company with over 20 years of experience in mobile communication which was responsible for bringing mobile telephony to Hong Kong along with Vodafoneison Telecom. covering 93% of urban population. the Company's cellular services have already built up a strong customer base of over 7. Considered as one of the best providers of mobile telephony in India. Spice Punjab added another feather in its cap by being declared the Number one operator for having the highest number of international roaming partnerships in over 169 countries.the flagship company of MCorp Global group that first introduced India to mobile phone services and has interests in the field of telecommunications. Spice has a distribution strength of over 5000 retail points in every corner of Punjab.00. with support from a strong operational and billing network. In both the circles Spice retains its leadership position and continues to grow at a fast pace.00.000 in two of India's most challenging and lucrative markets – Punjab and Karnataka. Spice Network covers more than 154 towns and cities of Punjab with seamless coverage over 2250 km of roads and highways.

14 . At present the service is operational in 46 key towns / cities with a coverage of more than 900 villages. Benchmarking best practices to constantly monitor quality of service delivered to internal and external customers. To succeed. However achieving this is far difficult than saying it. employees & shareholders. we have set ourselves the goal of being market leaders in whatever we do. Focus Areas The above said mission will be achieved through/ by Setting and implementing the budget and Business Plan. Mission of Spice Telecom is… To have satisfied customers. Out of these 60 % are professionally qualified. we will achieve our mission. Motivating employees to optimize productivity. SPICE VENTURE In Spice Telecom Punjab. Spice has invested a sum of Rs. WORK FORCE AND INVESTMENT The company has a consolidated workforce of around 240 employees from diverse Educational and Cultural backgrounds.616 crores on its operations in Punjab. 1. The company’s roll out plan is on target as it has covered 90% of district headquarters within a span of four years of operation. we need to focus on two main thrust areas Total Quality Management & Professionalism. By accepting and committing to these.In Karnataka Spice has undertaken a large cellular infrastructure project that involves a 1100 km Optic Fiber Cable backbone catering to the needs of customers all over the state. Facilitating employees work through well-defined processes.

employees and shareholders. We welcome new ideas and objective criticism to improve upon current methodologies and practices to benchmark them and bring them at par with the world standards. Our strong beliefs have helped us to serve our Customers better than the best in the cellular Industry and that is what makes us the differentiators. the positive approach and assertiveness of Spiceans.Core Values. We remain very focused on the business goals and all this is achieved through open lines of communication and commitment by our people. Team Work Trust Strive for Excellence Integrity Commitment and Ownership Recognition of Performance. guided by the Mission and Values of Spice Communications Ltd. 15 . Every Spicean reflects the core values of teamwork.e. The openness. Discipline Culture and Behaviour The Spice culture is an expression of our corporate ideology. integrity. commitment and ownership. i. on which we have grounded ourselves. discipline. to have satisfied customer. trust. is reflected in the service extended to our external customers and the work culture in the Organization. strive for excellence.

DWDM system upto 80 gbps.000 crore (US $ 22. nation wide Network management & surveillance system (NMSS) to control telecom traffic and over 4.00.32 billion. BSNL is the No. 1. Consider the figures. introduction of new telecom services in all villages and instilling confidence among its customers.AXE-10.BSNL BSNL is the corporate entity of two former Government departments: DTO (Department of telecom operations) DTS (Department of telecom services) On October 1. Its responsibilities include improvement of the already impeccable quality of telecom services. BSNL's financial and asset bases too are vast and strong.000 data customers . and widespread transmission network including SDH system upto 2.5 gbps.DIAS. Along with its vast customer base.VPN.00. BSNL continues to serve this great nation .9% of its exchanges digital. It has a network of over 45 million lines covering 5000 towns with over 35 million telephone connections. Today.000 route kms of OFC network. With latest digital switching technology like OCB.Web telephony.FETEX.74 16 . as they speak volumes on BSNL's standing: The telephone infrastructure alone is worth about Rs. Today with over 45 million line capacity. 1 Telecommunications Company and the largest Public Sector Undertaking of India with authorized share capital of $ 3977 million and networth of $ 14. 2000 the Department of Telecom Operations. Broadband and more than 400. BSNL has managed to shoulder these responsibilities remarkably and deftly. 99. Bharat Sanchar Nigam Ltd is a name to reckon with in the world of connectivity. Government of India became a corporation and was christened Bharat Sanchar Nigam Limited(BSNL).NEC etc. expansion of telecom network.EWSD.

14 billion) Add to which. ii. To Provide world class telecom infrastructure to develop country's economy. BSNL is most trusted Telecom Brand of India. and you have the ingredients for restructuring India for a bright future. 17 . comprehensive range of telecom services and a penchant for excellence. 31. To provide world class State-of-art technology telecom services on demand at affordable price. MISSION i.billion) Turnover of Rs. Today. VISION AND MISSION VISION To become the largest telecom Service Provider in South east Asia.400 crore ( US $ 7. BSNL's nationwide coverage and reach.

During the year 2007.79mn November’05 119. In the fixed segment.51mn 2. During December 2005. a total of 0.08bn 18 .92mn subscribers were added as against 3.11mn 0.18mn December’ 05 123.32mn 1.90mn 2.91mn subscribers have been added.46mn 75.93mn.66 48.93mn 0.43 48.19mn and CDMA additions of 1. Maxis buys Aircel for $1.9mn 11.46mn with highest ever GSM additions of 3.43% with the subscriber base touching the 124mn mark.46mn 3. More than 30mn subscribers have been added in the year 2007. total additions during the month summed up to 4.17mn. In the mobile segment.46mn subscribers were added during December 2007. 27.92mn 4. taking the subscriber base of fixed line services to 48.47mn 0.95mn 2.12mn 10.28mn 71.46mn 3.85mn 11.TELECOM SECTOR UPDATE (INDIA) Telecom statistics October’05 116.17mn 0.17mn Total subscribers Tele-density Fixed line Additions during the month Mobile Total additions during the month GSM additions CDMA additions Source: TRAI India’s tele-density in December 2007 reached 11.8mn subscribers in November 2005. This strong growth could be attributed to lifetime validity cards launched by almost all operators.00 48. record 4.19mn 1.34mn 67.

it provides a wide range of mobile. is the leading telecommunications service provider in Malaysia. In June last year. the company was offering $546 per subscriber. The fifth largest public company in Malaysia. higher than the Maxis offer. Sivasankaran signed an agreement with AFK Sistema of Russia to sell a 49 per cent stake for $450mn. His earlier moves were stalled because the department of telecommunications (DoT) refused to issue the necessary clearances. Apart from Maxis. which started commercial operations in 1995. The talks fell though. But the deal fell through because the DoT did not clear the acquisition. the Malaysian company will be paying about $496 per subscriber for the deal. DoT proposes revenue sharing for ADC 19 . Maxis Communications Berhad. fixed and international network services. Sivasankaran had struck a deal with Vodafoneison Essar to sell the entire equity of the company for $362mn. In February this year. Sivasankaran was also in talks with Telecom Malaysia for selling a stake in his company. This deal expired in March.000 per subscriber. a group of US investors lead by Pequot Ventures had offered to buy 30% in Aircel for $350mn. The promoters of the Apollo Hospital Group would hold the remaining stake. In June 2005.Maxis Communications Berhad has agreed to pay around $800mn for a 74% stake in the C Sivasankaran-controlled Aircel Ltd. With a subscriber base of 850.000 at that time. It has also begun 3-G services in the country.16mn. This was the fourth time Sivasankaran struck a deal to sell Aircel. However. At an enterprise value of $1. Vodafone was willing to pay around Rs 18. Aircel owns the Tamil Nadu and Chennai GSM circles and has a combined mobile telephone subscriber base of over 2.07bn.

further. which had earlier ordered for the winding up of ADC mechanism by 2008 and before that wanted a gradual reduction in ADC to BSNL from the current Rs 5. the government charges 30 paise per inter-circle call as ADC. which will lower call costs. a levy paid by private players to compensate for BSNL's rural operations. DoT has also pleaded with the PMO to quickly decide on the issue as it is already gearing up for a OneIndia regime of two-slab tariff structure (one for local and one for inter-circle) and if ADC is not moved from per call basis at present to revenue-share then the lower tariffs would not be possible. Currently. Trai had opposed DoT’s draft on ADC saying that a higher revenue share will encourage grey market and may result in calls getting costlier.000 crore. DoT has finalized a 5-6% of AGR (adjusted gross revenue) of a telecom company as the proposed ADC. DoT in turn barred Trai from issuing any statement on ADC under Section 25 of the Trai Act. The current jurisdiction of ADC lies with Trai. the DoT has asked to delink the jurisdiction on access deficit charge (ADC) from Trai and hand it over to DoT. DoT is awaiting the PMO's decision before issuing any directive and has asked Trai not to issue any order on ADC unless asked by DoT to do so. The department is hopeful that it would receive positive response from the PMO before the end of this month so that this can be announced as a New Year package to customers along with the already announced fee cut in the STD/ISD licenses. then it will be Trai's prerogative to issue an order on ADC. The proposed cut will effectively reduce ADC to just 4-5 paise per call. Last month. In case PMO asks DoT not to issue directive. Trai and DoT have also pitched into a battle of supremacy on the spectrum issue. TRAI to investigate lifetime offers 20 .In a written communication to the PMO. While Trai recommended a GoM on the issue. DoT opposed it saying that the regulator had gone beyond its brief. this month. The PMO is expected to give a decision regarding the shifting of ADC to a revenue-sharing base.

Idea cellular even went a step further. Idea Cellular. Recently there's been a spate of lifetime offers.MTNL and BSNL. A TRAI official said that they would look into all aspects of these schemes. Apparently. none wanted to be left out in the cold. with cellular operators seemingly in a mad rush to provide lifetime validity pre-paid cards. by offering lifetime services in both the pre-paid and post-paid segments. Spice and even state-run behemoths . followed suit. Soon Vodafone. Reliance Infocom. The extended validity plan is the brainchild of Tata Teleservices. However. which have been introduced of late. at the time the move was strongly opposed by the Cellular Operators' Association of India (COAI) saying it might amount to predatory pricing. which had earlier offered a two-year validity on its pre-paid card. The trend-setter happened to be Sunil Mittal-owned Bharti Televentures which introduced a lifetime offer with one-time payment of Rs 999.TRAI seems determined to stem the rising tide of euphoria over lifetime validity offers made by various cellular service providers. 21 . and might take action if required and that TRAI would submit its report on the matter soon. with a one-time entry fee. The regulator has announced that it will investigate the viability of the different lifetime validity options.

5 lakh connections. The highest ever addition since inception of service was largely due to life time cards and falling handset prices. The company is also planning to float a tender for 4-million GSM lines. This will add another 1. This strong growth is largely attributed to the lifetime validity cards launched by all major operators.24% mom to 75. will help the public sector entity to offer an additional 1. of which 25 per cent will be reserved for 3G services.5 lakh lines supported by the network.5 lakh connections to the existing 1.92mn. the network would be upgraded to support 3G services. Of the total subscriber’s added. that can offer all the three broadband services (voice. resulting in adding up 2. MTNL already has around 430 BTS in Delhi. taking the total number of CDMA lines to 10 lakh in the metro by the year-end. Mobile telephony update Mobile telephony services are rapidly expanding and have contributed approximately 91% to new subscriber additions in December 2007. The CDMA network would be upgraded to 1x standards. Of the 4 million. The upgrade is in the final stages of completion with network testing operations being carried.19mn subscribers in the month of December. 22 . while it was planning to add 40 more base transceiver stations (BTS) in Delhi by March 2006. The company was also planning to launch a ‘Triband’ service. GSM mobile segment India's GSM mobile operators added record 3. one million each was to be launched in both the Delhi and Mumbai by 2006.5 lakh GSM connections and 2. The upgrade. On the GSM front. CDMA upgrade in Mumbai by 2006 end MTNL plans to upgrade both its CDMA and the GSM networks in Mumbai.5 lakh CDMA lines in the metro. which is expected to be completed by the year-end.MTNL plans GSM. almost 71% subscribers belonged to the GSM segment and the rest were CDMA segment. The segment’s subscriber base grew a record 6. data and video) by March 2006.

39% to 55.790 21.000 subscribers. The growth was led by BSNL.298.42mn in December 2004.289. For MTNL.172 2.282.9%) and 23 Subscribers November'05 15.682.91 7. the rate of growth recorded was highest for Chennai (4.315. followed by Andhra Pradesh (5.3%) followed by Kolkata (3. West Bengal and Bihar circles.260 as of Additions In Subscribers Dec 911.044 1. Kerala.085 10.5% over the previous month.700 1.8%.422 58.416.76 5.3mn The month of December saw the GSM subscriber base increase by 5. MTNL.228.868.851 1.555 73. Amongst the Category A circles.84 4.75 4. Although Delhi and Mumbai continue to dominate in absolute terms.443.081 2.849 83.623. The month saw the addition of 3.627.150 14. Mumbai witnessed a growth of 6.148 1.076 3.576 1.805 730.210.327.510 53.698 1.3%) Category A circles witnessed a growth of 5.890 11. Gujarat recorded highest growth of 9.60 6.The total GSM subscriber base increased by 4.571 2.40 2.962 2.32mn in November 2005 and 1. which added over 1mn subscribers.964 December'05 16. Growth came from Kolkata.346 55.7% over the previous month.3% and Delhi 5. the state run PSU added over 80.526.25 0.143 1.468 40.9mn subscribers led by NE.002 13.503.664.76 .7%) and Mumbai (3. MP and UP (E) regions.413.2mn subscribers as compared to 2.76% mom to 58.009. GSM subscribers Group Company Bharti BSNL Vodafone IDEA BPL Spice Aircel Reliance MTNL Total Source: COAI The Metro subscribers grew by 3.277 6.514 6.187.224 as of (%)Growth 5.52 5.763 263.553.889. The growth was largely due to the life time validity cards launched by major players.473. Bharti added over 0.5mn. Gujarat.73 2.2%.

369.17 10.470.8%).76 % Share 23. Category C was followed by Category B circles.9 8.560 4.14 5.812. which recorded a healthy growth of over 6% over the previous month.3%).134. which is much higher as compared to Metros and A & B circles. Category C circles continued to witness the highest rate of growth at 10.224 (%)Growth 3.Karnataka (5. Andaman & Nicobar (12%) followed by Kerala (10.963. Circle wise subscriber addition Circle Metro A B C Total November Subscribers 13.132 4.036 20.732 58. the highest additions were recorded by the NE (13%) followed by Assam (11%) and Orissa (10.717 55.0 32.8%).2 Source: COAI 24 . Highest additions were recorded in West Bengal.324 19.503.315.253.736 19.1%. Among all circles. Within Category C circles.9 35.86 6.340.247 18.1%) and Rajasthan (9.260 December Subscribers 13.65 5.474.

420 3.4% growth in the month of December. Reliance witnessed a 6.260.7) 8.1 Source: AUTSPI.849 as of Additions In Subscribers Dec 785.965 15.7 3. This phenomenal growth witnessed over the last two months is largely due to the 2-year non-stop incoming mobility from Tata. Reliance is gradually losing its market share to Tata but still remained a market leader with a total subscriber base of 13mn.490 16.CDMA mobile segment CDMA subscriber’s base grew 8. CDMA subscriber data Group Company Reliance Tata Vodafone Shyam Total Subscribers November'05 12.609 14.967 3.927 2.680.782 27. touching the 3.682 61.547 472. excluding MTNL numbers Market share of CDMA operators CDMA share of net additions Source: AUTSPI Fixed line 25 .229.786.875 as of (%)Growth 6.78mn (figures excluding MTNL numbers which were not available) with Tata contributing a chunk of additions in subscriber base.7mn mark.027 (475) 1.7% mom growth in subscriber base. Tata witnessed a whopping 14.1% mom to 16.809 27.3 (1.526.026 December'05 13.

896 37.9 (0.379 22. 0.714 2.288 (38) 3.959 as of Additions In Subscribers Dec 118.091.3 0.705 27.7% market share amongst private players.889 147 354.412 6.337 232.623 December'05 3.363. Tata maintained it leadership position in FWT segment with 59.2% mom growth.131. Subscriber data of private players in FWT Group Company Tata Reliance Bharti Vodafone Shyam Total Subscribers November'05 3. Reliance led with 66% share. Fixed Wireless Terminals (FWT) FWT continues to be one of the fastest growing segments with a record 6.93mn. Dot’s latest ruling removing FWT service from the ambit of basic service and instead terming it a ‘limited mobile service’ liable to ADC levy may be a serious blow to the growth of this segment. Growth in fixed line segment continues to be driven by the fixed wireless terminals.594 27. as compared to 2.667 22.265 5. During the year 2005.736.4 10.67mn added during 2004.858 41.582 as of (%)Growth 3. about 4mn subscribers were added. In net additions. However.051 2.During December 2005.5 6.46mn subscribers were added in the fixed line segment and the total subscriber base stood at 48.636.517.2 Source: AUTSPI Market share of private players in FWT Share of net additions of private players 26 .2) 10.

674 subscribers in Mumbai. Subscriber data for private fixed wire line players 27 .Source: AUTSPI Fixed wire line segment The subscriber base of private operators in fixed wire line segment crossed the 2.1mn mark with the segment witnessing 3.4% market share. Last month witnessed Bharti starting its operations in Mumbai. Bharti continued with its top position among private players with a 55. It has a subscriber base of 10.7% mom growth.

176.655 406.854 3.986 2.773 140.554 76.801 402.7 Source: AUTSPI Market share of private players in FWT Share of net additions of private players 28 .347 December'05 1.413 139.916 197.125.3 3.122.930 195.393 as of (%)Growth 4.046 as of Additions In Subscribers Dec 53.Group Company Bharti Tata Vodafone Shyam Reliance Total Subscribers November'05 1.416 188.0 1.009 204.049.2 0.360 593 15.486 2.4 8.040 2.8 1.

Chapter 2nd “Company Profile” 29 .

PRESENTATION REGARDING THE LEARNING IN IMRB DIFFERENT DEPRTMENTS IN IMRB RESEARCH OFFICE FIELD OFFICE ANALYSIS FIELD DIFFERENT RESEARCH OFFICES  CSMM( Customer satisfaction Measurement and Management)  BIRD ( Business and Industrial Research Division)  PQR ( Pro Qualitative Research)  SRI ( Social in Rural Research) 30 .


000. execution and interpretation skills on all its clients' research needs. business to business marketing. The 500 member strong IMRB International promises high quality conceptualisation.000 interviews. IMRB International operates out of thirteen cities in India and has associate offices in Sri Lanka. In 1996.Established in 1971 and with over three decades of market research experience. IMRB International managed 2. social marketing and rural marketing.500 projects and 4. 32 . industrial marketing. Bangladesh and Nepal. IMRB International is a pioneer in India in various research areas. IMRB International's specialised areas are consumer markets. IMRB International is the only research company in India today that offers the entire range of research based services to its clients. Associated with a group of international market companies such as the British Market Research Bureau (BMRB) and Millward Brown International. strategic thinking.

The Kantar group specialises in : • • • • • • • • Qualitative and quantitative research Tracking studies International research Predictive modelling Media measurement Data capture and handling Strategic research Customer handling 33 . is the world's largest survey organization and is ranked 3rd overall. This offers clients a comprehensive and. Goldfarb and Winona. Promotion & Relationship Marketing Specialist Communications Within WPP. employing 110.000 people in own and associate companies. working in over 2. a London based holding company responsible for WPP's worldwide information and consultancy interests.OUR LINEAGE IMRB International is a division of Hindustan Thompson Associates (HTA) in India.000 offices in 106 countries. The research studies in over 130 countries.BMRB International. the information. Millward Brown and Kantar Media Research and four regional ones . insight and consultancy wing of the WPP Group. when appropriate. Kantar Group The Kantar group was established in 1993. IMRB is part of the Kantar Group. clients have access to companies of all the necessary marketing and communications skills. WPP is one of the world's largest communications services groups. Kantar. IMRB International. Each is a leader in it's own area of expertise or specialization. WPP comprises leading companies in: • • • • • • • • Advertising Media Investment Management Information. It comprises three global research businesses . Insight & Consultancy Public Relations and Public Affairs Branding & Identity Healthcare Communications Direct. integrated range of communications services.Research International.

Calcutta. J. Pakistan. Philippines. JWT's proprietary planning process.Walter Thompson was founded in 1864. Egypt. Walker Information Global Network (WIGN) Customer Satisfaction Management & Measurement (CSMM). a Branding Idea and Total Communication Plan. IMRB International today. Walker Information Global Network is the only international partnership dedicated exclusively to stakeholder measurement and management. Malaysia. the recognised pioneer in customer satisfaction. one of the specialist units of IMRB International. thomson total branding in now installed in all offices world wide guaranting a uniform level of excellence in the development of Brand Vision. and through affiliates in Australia. IMRB International has been offering over 30 years of specialist research services to clients in India and overseas on products and services covering the entire gamut of business and industry. Tunisia. Research International specialises in : • • • • • • Branding and Communication Innovation and Product Development Category Management Consumer strategy Customer Relationship Service measurement Associates and Affiliate companies IMRB International has acted as a catalyst in the development of market research infrastructure in neighboring countries. Nepal. Chennai and Bangalore and is supported by 15 other 34 . We work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market Research Bureau). Thailand. Indonesia. Bangladesh and Myanmar. Research International (RI) Research International is a world's largest custom market research agency. It has more offices in more than 50 countries and has an experience of working in over 130 countries.Walter Thompson Company The world's first global brand communication company that provides its clients with both short term sales success and long term brand value.J. operates out of its five full service offices in Mumbai. Singapore. own International. CSMM uses proprietary tools developed by Walker Information. with 246 offices globally and more than 9200 employees. Delhi. is an exclusive-member of Walker Information Global Network (WIGN) in the Indian subcontinent.

environment and other fields. It has also developed its own people meters. The Media and Panel Group of IMRB International is a pioneer in the field of media research in India. the year in which television went commercial in a major way. communication and brand development. Studies on health and sanitation. we also have five specialist units :• • • • • Probe Qualitative Research (PQR) Social and Rural Research Institute (SRI) Media & Panel Research Group Customer Satisfaction Management & Measurement (CSMM) Business & Industrial Research Division (BIRD) and the eTechnology Group@IMRB International Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods. PQR has created a validated tool-kit for product. Customer Satisfaction Management & Measurement is part of the Walker Information Global Network and is the first such specialist organisation in India with an 35 . We are able to provide the highest quality of professional services to the utmost satisfaction of our clients which include the small medium and large scale industries. multinational corporations and international companies that are eyeing the highly promising Indian market. the government and public sector units. Attitudes & Practice (KAP). To serve the diverse needs of our clients. Drawing on learning from ethnography. psychology and anthropology. The Social and Rural Research Institute specialises in social research and in conducting research on emerging rural markets.regional centres for collection of survey information that literally span the entire country. It has been conducting the National Readership Surveys in India since 1978. It has been running India's only Television Rating Programme (TRP) since 1986. in India as well as internationally. water. It has staff with special expertise in conducting Knowledge.

the year in which television in India went commercial 36 . the Quantitative Division at IMRB International is the oldest research unit in the country. knowledge and experience in a wide spectrum of hardware. At IMRB International. Brand Equity Measurement and Brand Tracking. Over a decade of research experience in telecommunication. The Television Rating Points System (TRP) from IMRB International is India's only continuous Television Audience Measurement service since 1986. office automation. we use Millward Brown techniques for research related to Advertising Pre-testing. software and services. and have the expertise in the entire gamut of research methodologies and techniques. reputation and stakeholder assessment Business & Industrial Research Division (BIRD) and the eTechnology Group@IMRB International: As industrial markets transformed from monopolies to competitive markets. the need for research based consultancy services was demanded of IMRB International. IMRB International spun off the Business & Industrial Research Division to meet the growing and changing needs of the industrial marketer. In our three decades of research experience in India. IMRB International's Divisions: Consumer Research Set up in 1971. It has historically been associated with the National Readership Surveys (NRS) conducted in India since 1978. we have worked on almost all product categories. You can find out more about the Millward Brown International Process in India by downloading it in IMRBInternational's Divisions: Media Panel Group IMRB International has been a pioneer in conducting large scale Media and continuous panel research in India. for which we are the sole licensees for the Indian subcontinent.exclusive focus on customer and employee satisfaction. information technology and the convergence of these technologies has given the eTechnology Group of IMRB International.

37 . namely. It also provides high quality insight and multi-disciplinary exploration of consumer motivation and behaviour through a strong base of multilingual research executives and moderators.Nielsen In addition. seeking to resolve particular client problems and questions and providing future direction. qualitative research techniques such as focus group discussions and participatory research as well as quantitative research techniques. IMRBInternational'sDivisions: PQR Probe Qualitative Research (PQR) was established in 1979. Currently. PQR provides research which is analytical and actionable. SRI uses a combination of desk research. social research and research of and for rural markets . several languages and dialects. It is the largest and fastest growing qualitative research organisation in the country. been actively involved in for several years. IMRBInternational'sDivisions: SRI The Social and Rural Research Institute (SRI) was set up in 1990 with the objective of establishing a specialist unit to give focus and identity to two aspects of research that IMRB International had. In addition SRI approaches each research subject with an open mind and adapts market research techniques to suit the special requirements of illiteracy.C.in a major way. toiletries. From its inception PQR has been associated with leading international qualitative research organisations. the TRP Diary System is in the process of changing over to PeopleMeter based audience measurement service. The industry contract to set up the National PeopleMeter based Television Audience Measurement System has been awarded to the joint venture company being set up by IMRB International in collaboration A. in the belief that qualitative research demands expertise and training inputs of an exceptional kind. in fact. personal products and OTC medicinal products. the Media & Panel Research Group also operates Consumer Purchase Panels in both urban and rural India which monitors the purchase of FMCGs. poor articulation. The TRP ratings are the official "currency" for air time transactions in the country.

Nielsen. the TRP Diary System is in the process of changing over to PeopleMeter based audience measurement service. It can undertake nation wide surveys almost simultaneously and much faster than others. Coverage SRI takes pride in having the resources to conduct data collection in almost any part of the country. In last three years. expertise. Social research deals with research on causes and issues that can contribute to action which would bring about social change. The Television Rating Points System (TRP) from IMRB International is India's only continuous Television Audience Measurement service since 1986. The industry contract to set up the National PeopleMeter based Television Audience Measurement System has been awarded to the joint venture company being set up by IMRB International in collaboration with A. both for social issues as well as for rural marketing. It has historically been associated with the National Readership Surveys (NRS) conducted in India since 1978. IMRB International's Divisions: Media & Panel Group IMRB International has been a pioneer in conducting large scale Media and continuous panel research in India. Currently. objectivity and an orientation towards actionability. where hitherto there has been a paucity of data. Rural research pertains to research in. C. and to set up databases and research expertise with regard to marketing in rural India . 38 . of and for rural areas. we have undertaken four nation wide surveys and have our presence in almost all parts of the country. SRI guided by its mission specialises in conducting Social research and Rural research. The TRP ratings are the official "currency" for air time transactions in the country. the year in which television in India went commercial in a major way.SRI has two distinct missions that guide its operations: To study social issues with commitment.

" "There is a tremendous excitement in India surrounding the Internet. the Media & Panel Research Group also operates Consumer Purchase Panels in both urban and rural India which monitors the purchase of FMCGs. Even the experts are constantly caught by surprise. IMRB International's Divisions: eTechnology Group@IMRB International "It took 50 years for the world to have 50 million telephones and only 5 years for Internet to reach 50 million users. personal products and OTC medicinal products.In addition. toiletries. that may be the easiest advice anyone can give about technology market. "What you know is wrong!" Today. In fact. The Henley Centre The Henley Centre is a demand led strategy-consulting group with a mission to help clients achieve and sustain profitable growth. The Technology Group@IMRB International can dare claimimg that it is probably one of the very few groups that has constantly monitored the technology market and actually estimated this difficult market quite well during the last few years. How far things are estimated right? It is the continuous link with the industry and constant monitoring that has given a few the capabilities of understanding the movement of technology market and estimating things right. 39 . We have been wanting to come to India for sometime now. Some problems are technical." As the technology evolves and creates communications infrastructure. while the hardest combine all three aspects in any country. economic or policy-related. India today is like the US was some three years ago. barriers to progress continue to arise.

to maximise growth and profit and win over competition. To ensure that the supply-side processes & organization deliver consistently to the Demand-side mandate. businesses would need to focus on understanding demand and use this understanding to drive their creation and delivery of supply. To be relevant & differentiated through a well defined strategy to be aligned with the most profitable product markets & consumer segments. leisure. utilities.Our Strategic Construct: Demand led Approach • Managing Profitable Growth will be the biggest challenge in the emerging border-less business world Geographical boundaries no longer limit business. retail. The THC-SMCG Intellectual Capital cuts across all major industry sectors. fmcg. The easy availability of technology & capital. 1. including new media. and telecom. To successfully identify and understand holistic attractiveness of productmarkets. As consumers and markets continuously evolve in their needs & sophistication. Innovate and Develop brands to reflect the totality of the Demand Strategy. Access to other WPP group companies add to the strength of our resources. 3. profitable growth. travel. The challenge to staying ahead in this seamless economy is to be competitive in both domestic & global markets. 40 . combined with reliance on cost leveraged supply side strategies tend to weaken competitive insulation over time and eventually lead to commoditization of brands and the parity of players. 2. financial services. • Businesses will become competent on Supply but their Unique understanding of Demand will provide winning strategies to sustain competitive advantage & the challenge would be. 4. Therefore.

Chapter 3rd “Objectives & research Methodology” OBJECTIVE 41 .

• • • • • To study the various mobile services To study the market strategy and promotion sales of mobile services To study the various aspects about the mobile services To find out the consumer prospective regarding the various mobile services To study the features and benefits of the mobile services 42 .

Formulation of the problem is the first & vita) step in research John says that “It is a familiar & significant saying that problem well put in is half solved. Designing a research plan includes decisions on data sources.RESEARCH METHODOLOGY Research refers to the organized method consisting of enunciating the problem collecting facts. DATA COLLECTION Collection of data regarding the problem under research is called data collection. I have used primary data as well as well as secondary data for my project report.” RESERCH DESIGN After research objectives the second stage of research calls for developing the most efficient plan for gathering the needed information. critically analyze of facts arriving at conclusion based on them. PRIMARY DATA The primary data is the data gathered for a specific purpose or specific research report. research approaches. I have collected primary data with help of questionnaires. journals & websites of trade organizations. primary data & secondary data. The secondary data 1 have used in my research report is basically collected from the business magazines.e. 43 . Two types of data can be used in research i. SECONDARY DATA The secondary data is the data. research instrument & sampling plan. which already exists & was collected for some other purpose.

RESEARCH APPROACH Primary data can be collected in four ways: Observation. RESERARCH INSTRUMENT The instrument used for carrying out the research is questionnaire as it is the most economical. in the pilot survey & changes were made. a questionnaire is prepared which is very easy to understand.. as it is best suited to know customer preferences & practices. Vodafone. Keeping in view the research objectives. Sample Size — 100 Sample Unit – Mobile Subscribers (Airtel. SAMPLING DEDIGN The first step in developing any sample design is to clearly define the set of objects. Large samples give more reliable results that is why I tried my best to cover more veterinarians of different cities in Punjab. This questionnaire was tested to locate any discrepancy. the sampling design includes three decisions i. Sampling unit. Sample size & Sampling procedure. Surveys & Experiments.. SAMPLING UNIT In this research report the sampling unit includes the data collection of veterinarians and medicinal records. as my study is exploratory. Focus groups. SAMPLING SIZE The sample size of my research is 100 mobile subscribers. 44 . My approach to the research is survey based. flexible & easy to understand device used for collection of data. Spice & BSNL) Area of Survey — Bhatinda.e.

Chapter 4th “Data Analysis & Interpretation” 45 .

1: Which mobile service you are using? (a) (b) Airtel Vodafone (c) ( D) Bsnl Spice Consumer Prospective BSNL 13% Spice 20% Airtel 42% Airtel vodafo ne Spice BSNL vodafo ne 25% Interpretation: Airtel has the maximum subscribers due to their better service and best network connectivity 46 .

2: Which connection do you have? (a) post paid (b) pre paid Consumer Prospective Post Paid 38% Prepaid 62% Interpretation: Maximum subscriber have prepaid connections rather than the post paid ones as they want to use its fulltime usage of money. 47 .

3: Which thing has made you to purchase that product? (a) cost (b) service (c) regular connectivity
Consumer Prospective

Regular Connectivity 34%

Cost 28%

Service 38%

Interpretation: Cost not much matters but the regular connectivity and better services are the Key points for any mobile service provider to be the best in the market.


4: How long have you been using the service of this company? (a) 1-3 months (b) 3-6 months (c) 6-12 months (d) More than a year

Consumer Prospective
1-3 months 15%

more than a year 41%

3-6 months 18%

1-3 months 3-6 months 6-12 months more than a year

6-12 months 26%

Interpretation: Gone are the days when fewer people have mobile connection,
competition in the market and its full technical use make everyone taking usage and now maximum subscribers have connections for many days.


5: Why did you use this service? (a) business purpose (b) casual use (c) status symbol

Consumer Prospective

Status Symbol 28%

Business Purpose 40%

Casual Use 32%

Interpretation: Maximum usage of mobile is in the business area and then come the casual use


51 .6: Which facility you use more? (a) incoming (b) out going (c) both equally Consumer Prospective both equally 26% Incoming 36% Outgoing 38% Interpretation: Mix response have been watched by the subscribers as they want to take full use of it whether incoming or outgoing.

52 .7: Are you satisfied by the call rates and monthly rental? (a) Yes (b) No Consumer Prospective No 41% Yes 59% Interpretation: When you get the good service and connectivity you remain happy with the call rates and monthly rentals but if get poor service then definitely it pinches.

8: Are you satisfied with the service you are getting ? (a) Yes (b) No Consumer Prospective No 38% Yes 62% Interpretation: When you get the good service and connectivity you remain happy and satisfied. 53 .

the other mobile service gives more benefit regarding call rates and free roaming facilities.9: If the other mobile service gives more benefit regarding call rates and free roaming facilities. (a) Yes (b) No Consumer Prospective No 28% Yes 72% Interpretation: Yes. do you switch from your current mobile service 54 . do you switch from your current mobile service.

55 .10: From your prospective. what extra facilities you expect from the mobile services. (a) Better Network Connectivity (b) Free National Roaming (c) Low Price International calls (d) Free MMS and SMS Services Consumer Prospective Free MMS and SMS Services 30% Better Netw ork Connectivity 28% Better Network Connectivity Free National Roaming Low Price International Calls 20% Free National Roaming 22% Low Price International Calls Free MMS and SMS Services Interpretation: Mobile subscribers wants good connectivity. free MMS and SMS services with free national roaming and low priced international calls.

Chapter5 Conclusion & recommendations 56 .

Cost not much matters but the regular connectivity and better services are the provider to be the best in the market. When you get the good service and connectivity you remain happy with the call rates and monthly rentals but if get poor service then definitely it pinches. the other mobile service gives more benefit regarding call rates and free roaming facilities. Gone are the days when fewer people have mobile connection. When you get the good service and connectivity you remain happy and satisfied. Yes. free MMS and SMS services with free national roaming and low priced international calls. competition in the market and its full technical use make everyone taking usage and now maximum subscribers have connections for many days. Mobile subscribers wants good connectivity. do you switch from your current mobile service.FINDINGS Airtel has the maximum subscribers due to their better service and best network connectivity. key points for any mobile service 57 . Maximum subscriber have prepaid connections rather than the post paid ones as they want to use its fulltime usage of money. Maximum usage of mobile is in the business area and then come the casual use Mix response have been watched by the subscribers as they want to take full use of it whether incoming or outgoing.

1 58 . At the higher end of the market. catching up process has become faster. This holds good even today. Today’s market does not guarantee ‘reliable revenue stream’ to investors in new technology like VoIP. ‘Market maturing’ will be a continuous process at some of the segments of telecom sector. It will take time for the market for new technologies to consolidate. India is a participant in this global process. India will mimic the most sophisticated telecom technology of the world and face all types of uncertainties that are associated with any new technology anywhere in the world. broadband and 3G since they lack an existing client base1. Developing countries with liberal policies have much better opportunity to leapfrog than before. they have to be fully updated with the technology to get fit in the telecom sector. There is tremendous appetite to absorb new technology.SUGGESTIONS Telecom companies whether GSM or CDMA. a process of diffusion will continue unhindered in respect of established technology in the mass market. Side by side. Mobile experience of the low-income countries bears testimony to this process. One notable break with the past is that with opening up of the developing economies and widespread sectoral reforms.

Gone are the days when people are starving for just one telecom line connection. . With the invasion of private service providers in the field of telecom services. now there is no fix limit or bar. it get improved but still needs attention as many of the user still don’t have internet facility. schemes and other lucrative gifts to attract the customer and in this context. their quality. The area of the internet is still watchful. Gone are the days when you have made queue for telecom connection. Tata Indicom and BSNL. Growing competition has make the telecom market flexible. The telecom sector has to grow its technology as to provide more and more broadband services to the users in connection to remit out dial up connections which are slow ones . companies are now providing discounts. now are the days when you just have dial toll free numbers and you will get the connection within few days. now the scenario has changed and people now having 2 or also more than 2 telecom connections with them. To provide better telecom services. 59 . efficiency specially the demand is increasing. competition has gone up but still BSNL toping the chart. the users are having maximum GSM service rather than the CDMA service. Airtel and Vodafone are toping the chart in case of mobile communication in the country with respect to other mobile service providers like Reliance.Conclusion In case of mobile services. Mobile services have seen a remarkable growth in the telecom sector. you can bargain at the time of arranging telecom connection for the personal and professional use . as this is the booming business for the mobile service providers and giving an edge to telecom services in the country.

LOCATION: ……………… PHONE NO. 1: Which mobile service you are using? (c) Airtel (d) Vodafone (e) Spice (f) BSNL 2: Which connection do you have? (c) post paid (d) pre paid 3: Which thing has made you to purchase that product? (d) cost (e) service (f) regular connectivity 4: How long have you been using the service of this company? (a) 1-3 months (b) 3-6 months (c) 6-12 months (d) more than a year 5: Why did you use this service? (d) business purpose (e) casual use (f) status symbol 60 .. ……………… SEX: ……………………….QUESTIONNAIRE NAME: …………………….

what extra facilities you expect from the mobile services. (e) Better Network Connectivity (f) Free National Roaming (g) Low Price International calls (h) Extra Value Added Services (i) Free MMS and SMS Services Thank for your co-operation Date: sunil kumar 61 . do you switch from your current mobile service. (a) Yes (b) No 10: From your prospective.6: Which facility you use more? (d) incoming (e) out going (f) both equally 7: Are you satisfied by the call rates and monthly rental? (c) Yes (d) No 8: Are you satisfied with the service you are getting ? (c) Yes (d) No 9: If the other mobile service gives more benefit regarding call rates and free roaming facilities.

Vol IX.indiamobiles. No. State Consolidation through liberalization of Telecom.indianchild.htm www. Hyderabad.com/ www.vodafoneindia.airtelworld. Journal of Global Information Management 1(3).co. 1993 Internet Resources • • • • • • • www. 10.htm www. Review of the Policy Changes in the Indian Telecom Sector: Implications for decision makers. Journal of the Center for Telecom management and Studies.com www.com www.in www.com/mobile_service_providers_india.com 62 . Journal of communication 45(4) 1995 • Rekha Jain.spiceindia.bsnl.com/cellular_ mobile_service_providers_india.Library Resources Bibliography • T H Chowdary. October 2000 • Bella Mody.india-cellular.

63 .

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