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“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 TO: RIMT-IMCT MANDI GOBINDGARH
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.
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 .
and the user base of India's largest GSM firm. Bharti. when 1.45 million users signed up. the world's fastest growing major mobile market. The customer base of Reliance Infocomm Ltd. India's largest provider of CDMA-based services.000 users opted for mobile services that work on the Code Division Multiple Access technology. These tariffs.484 million. The Cellular Operators Association. but still less than five in a 100 people own a handset.51 million new wireless users in November.152 5 . have helped the 46.. cents a minute. New Delhi-based BSNL's GSM user base rose to 8. taking their total subscriber base to 35. adding their user base stood at 9. Both companies do not release new user additions. Only last month.. added 1.937 million customers.S. and carriers such as Bharti Tele-Ventures Ltd. stood at 8.47 million user wireless industry grow between 3 and 4 percent each month. Mobile telephony began in 1995 in India.. At 2 U. (BSNL) and Mahanagar Telephone Nigam Ltd. the number of mobile users exceeded fixed-line customers. touched 9. but analysts say their combined base exceeds a million customers. industry associations said on Tuesday. This does not include the CDMA mobile customers of state-run Bharat Sanchar Nigam Ltd. which represents nine carriers. 28 percent owned by Singapore Telecommunications Ltd. said in a statement 1.728 million.416 million customers. are now furiously expanding across the country. More than 367. Indian call rates are about the cheapest anywhere in the world. and dropping handset rates.INTRODUCTION India. Overall monthly additions in November were higher than October. the rival association of CDMA carriers said.143 million users opted for their services based on the Global System for Mobile (GSM) standard.
Principal Telecom Analyst for Asia Pacific at Gartner. The Indian cellular market will account for 11% of the overall Asia Pacific and Japan market by 2009. 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. Time to market advantage is critical and favours those who follow aggressive network expansion. Gartner predicts that the Asia Pacific and Japan cellular services market will reach US$225bn in 2009. In the forthcoming years.858 million.million. representing a CAGR of 6." 6 .2% from 2004. it adds.6%. according to Gartner. investment and consolidation in the telecom sector. 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. "The cellular industry is a mass market phenomenon that relies on economies of scale. conglomerate rose to 6. recording a compounded annual growth rate (CAGR) of 35." said Kobita Desai. and the number of customers at the Indian mobile unit of Vodafone Telecommunications International Ltd. 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%. "Regulatory constraints have been eased in response to unrelenting market pressures and this has created ideal conditions for growth opportunity.
Mobile data accounted for 7% of service revenue in 2004 and it is expected to rise to 20% by 2009. Non-voice value added services such as ring tones. it adds. call-back tones. Overall penetration and market opportunity will increase. 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. resulting in low average revenue per unit (ARPU). However. operators will have limited success in generating incremental revenue from mobile data services on account of limited wallet 7 .A large proportion of the market opportunity in India will comprise low income users. feels Gartner. but with thinner margins.
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. Broadband & Telephone Services (Fixed line and Internet Connectivity). The AirTel brand has been one of the highly successful Telecom brands in India. VARIOUS MOBILE SERVICES PROVIDORS AND THEIR FUNCTIONS AIRTEL AirTel is a brand of cell phone services in India operated by Bharti Televentures. as of February 2007. 10 million mobile and 1 million fixed line customers. it adds. 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. believes Gartner. 8 . Bharti Televentures owns the AirTel brand and provides the following services under the brand name AirTel: Mobile Services (using GSM Technology).share for spending beyond basic voice services and the high cost of data services. These act as a barrier to entry for mass market adoption. Long Distance Services and Enterprise Services (Telecommunications Consulting for corporates). AirTel has ambitious plans to provide 25 million connections by mid-2008.
The company is thus well placed to capitalize on the fast growing mobile phone market. Another estimate by COAI sees the numbers at 50 million. Compounded annual growth of cellular subscribers in the FY97 . Despite that. This shows the potential of the telecom industry over the next four years. the cellular subscribers will grow to approximately 31 million in 2007 from the present 4.As of June 2007. 9 . approximately 92% of India's total number of cellular subscribers resided in Bharti's existing and proposed cellular circles. the market is still under-penetrated and offers significant potential for growth. Airtel has 12 million subscribers. we believe Bharti to see faster pay backs than any other players in the industry.FY01 period was 80%.8 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. According to Gartner estimates. 2001. However. Tapping an Unexplored Market : The cellular and fixed-line penetration levels in India are lower than those in most developed countries in the world. Money comes back faster : The telecom businesses are highly capital intensive and have long gestation periods. As of September 30. Right Positioning of Bharti : Bharti Tele-Ventures. World leaders in the telecom industry such as Vodafone and SingTel hold partial stakes in Airtel.
Wipro. Reliance. 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. HLL etc. Bharti is all set to make it to the top 10 Indian companies based on market cap straight on listing along with Infosys.
Vodafone subscriber base in India according to COAI . It covers most of India.west .VODAFONE Vodafone is a national cellular operator in India.Cellular Operator Association of India as on December 2007.817351 (Vodafoneison Telecom) Karnataka .350275 (Vodafone) Kolkata . It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros.914551 (Vodafone) Punjab . Now orange has been renamed as Vodafone with a red background instead of the previous orange colour. Vodafone recently bought BPL mobile.359153 (VodafoneTelecom) Key Investment Highlights 11 .1778144 (Vodafone) Chennai . It is often praised for its award winning advertisements which follow a non-cluttered approach. • • • • • • • • Delhi . A recurrent theme is that its message "Hutch is now Vodafone" stands out visibly though it uses only black letters on white background.526791 (Vodafone) Uttar Pradesh .451347 (Vodafone) West Bengal & Andaman and Nicobar .693991 (Vodafone) Mumbai .
• • • • • 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. 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 .
SPICE Spice Telecom the brand name of Spice communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka. Considered as one of the best providers of mobile telephony in India. Spice is a 51:49 joint venture between Spicecorp (India). Recently. 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.000 in two of India's most challenging and lucrative markets – Punjab and Karnataka. Spice has a distribution strength of over 5000 retail points in every corner of Punjab.00.000 subscribers in Punjab.the flagship company of MCorp Global group that first introduced India to mobile phone services and has interests in the field of telecommunications. During the course of time Spice has assumed the position of a market leader in both the circles of its operation. covering 93% of urban population.00. Today. In both the circles Spice retains its leadership position and continues to grow at a fast pace. OPERATIONS Launched over six years ago under the brand name of "Spice". with support from a strong operational and billing network. Spice Network covers more than 154 towns and cities of Punjab with seamless coverage over 2250 km of roads and highways. 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. 13 . With its central hub in Mohali (near Chandigarh). the Company's cellular services have already built up a strong customer base of over 7. Spice has further introduced innovative tariff packages tailor-made to extend its reach to more than 5.
we need to focus on two main thrust areas Total Quality Management & Professionalism. 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. we have set ourselves the goal of being market leaders in whatever we do. we will achieve our mission. 1. WORK FORCE AND INVESTMENT The company has a consolidated workforce of around 240 employees from diverse Educational and Cultural backgrounds. Benchmarking best practices to constantly monitor quality of service delivered to internal and external customers. Motivating employees to optimize productivity. To succeed. At present the service is operational in 46 key towns / cities with a coverage of more than 900 villages.616 crores on its operations in Punjab.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. SPICE VENTURE In Spice Telecom Punjab. 14 . 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. employees & shareholders. Facilitating employees work through well-defined processes. Spice has invested a sum of Rs. Out of these 60 % are professionally qualified. However achieving this is far difficult than saying it. By accepting and committing to these.
the positive approach and assertiveness of Spiceans. discipline. is reflected in the service extended to our external customers and the work culture in the Organization. We remain very focused on the business goals and all this is achieved through open lines of communication and commitment by our people. i. 15 . The openness. strive for excellence. trust. 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.Core Values. 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. Every Spicean reflects the core values of teamwork. integrity. to have satisfied customer. on which we have grounded ourselves. Discipline Culture and Behaviour The Spice culture is an expression of our corporate ideology. commitment and ownership. employees and shareholders. guided by the Mission and Values of Spice Communications Ltd. Team Work Trust Strive for Excellence Integrity Commitment and Ownership Recognition of Performance.e.
BSNL continues to serve this great nation . BSNL is the No.000 data customers . It has a network of over 45 million lines covering 5000 towns with over 35 million telephone connections. nation wide Network management & surveillance system (NMSS) to control telecom traffic and over 4. BSNL's financial and asset bases too are vast and strong.74 16 .AXE-10. 1.BSNL BSNL is the corporate entity of two former Government departments: DTO (Department of telecom operations) DTS (Department of telecom services) On October 1.FETEX. Along with its vast customer base. Today.VPN. 2000 the Department of Telecom Operations.DIAS.Web telephony.000 crore (US $ 22.NEC etc. Today with over 45 million line capacity. Broadband and more than 400. Bharat Sanchar Nigam Ltd is a name to reckon with in the world of connectivity. With latest digital switching technology like OCB. BSNL has managed to shoulder these responsibilities remarkably and deftly.9% of its exchanges digital. expansion of telecom network. as they speak volumes on BSNL's standing: The telephone infrastructure alone is worth about Rs.EWSD. DWDM system upto 80 gbps. Its responsibilities include improvement of the already impeccable quality of telecom services. Government of India became a corporation and was christened Bharat Sanchar Nigam Limited(BSNL).32 billion. 99. introduction of new telecom services in all villages and instilling confidence among its customers.00. Consider the figures.00.000 route kms of OFC network. 1 Telecommunications Company and the largest Public Sector Undertaking of India with authorized share capital of $ 3977 million and networth of $ 14. and widespread transmission network including SDH system upto 2.5 gbps.
Today. 17 . comprehensive range of telecom services and a penchant for excellence. and you have the ingredients for restructuring India for a bright future. ii. BSNL's nationwide coverage and reach. VISION AND MISSION VISION To become the largest telecom Service Provider in South east Asia. MISSION i.billion) Turnover of Rs.400 crore ( US $ 7.14 billion) Add to which. To provide world class State-of-art technology telecom services on demand at affordable price. To Provide world class telecom infrastructure to develop country's economy. 31. BSNL is most trusted Telecom Brand of India.
27.17mn 0.46mn 3.34mn 67.85mn 11.11mn 0. Maxis buys Aircel for $1. a total of 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 11.92mn 4.79mn November’05 119. taking the subscriber base of fixed line services to 48.28mn 71. This strong growth could be attributed to lifetime validity cards launched by almost all operators.93mn 0. During the year 2007.95mn 2.08bn 18 .00 48.46mn with highest ever GSM additions of 3. More than 30mn subscribers have been added in the year 2007.9mn 11.32mn 1. During December 2005. record 4.51mn 2.17mn.46mn 75.43 48.93mn. total additions during the month summed up to 4. In the fixed segment.66 48.43% with the subscriber base touching the 124mn mark.92mn subscribers were added as against 3.TELECOM SECTOR UPDATE (INDIA) Telecom statistics October’05 116.46mn 3.19mn and CDMA additions of 1.19mn 1.18mn December’ 05 123.47mn 0. In the mobile segment.8mn subscribers in November 2005.46mn subscribers were added during December 2007.12mn 10.91mn subscribers have been added.90mn 2.
is the leading telecommunications service provider in Malaysia. which started commercial operations in 1995. However. With a subscriber base of 850. Maxis Communications Berhad. higher than the Maxis offer. In June 2005. Sivasankaran had struck a deal with Vodafoneison Essar to sell the entire equity of the company for $362mn. This was the fourth time Sivasankaran struck a deal to sell Aircel. It has also begun 3-G services in the country. Aircel owns the Tamil Nadu and Chennai GSM circles and has a combined mobile telephone subscriber base of over 2. At an enterprise value of $1. Apart from Maxis. His earlier moves were stalled because the department of telecommunications (DoT) refused to issue the necessary clearances. Vodafone was willing to pay around Rs 18. it provides a wide range of mobile. the Malaysian company will be paying about $496 per subscriber for the deal.16mn. The talks fell though. In February this year. DoT proposes revenue sharing for ADC 19 . a group of US investors lead by Pequot Ventures had offered to buy 30% in Aircel for $350mn.000 at that time.07bn. the company was offering $546 per subscriber. fixed and international network services.000 per subscriber. The fifth largest public company in Malaysia.Maxis Communications Berhad has agreed to pay around $800mn for a 74% stake in the C Sivasankaran-controlled Aircel Ltd. Sivasankaran was also in talks with Telecom Malaysia for selling a stake in his company. The promoters of the Apollo Hospital Group would hold the remaining stake. But the deal fell through because the DoT did not clear the acquisition. In June last year. Sivasankaran signed an agreement with AFK Sistema of Russia to sell a 49 per cent stake for $450mn. This deal expired in March.
Currently. Last month. the government charges 30 paise per inter-circle call as ADC. 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. further. this month. 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.In a written communication to the PMO. 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 current jurisdiction of ADC lies with Trai. Trai and DoT have also pitched into a battle of supremacy on the spectrum issue. 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.000 crore. TRAI to investigate lifetime offers 20 . DoT opposed it saying that the regulator had gone beyond its brief. 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. While Trai recommended a GoM on the issue. DoT in turn barred Trai from issuing any statement on ADC under Section 25 of the Trai Act. a levy paid by private players to compensate for BSNL's rural operations. The proposed cut will effectively reduce ADC to just 4-5 paise per call. DoT has finalized a 5-6% of AGR (adjusted gross revenue) of a telecom company as the proposed ADC. The PMO is expected to give a decision regarding the shifting of ADC to a revenue-sharing base. the DoT has asked to delink the jurisdiction on access deficit charge (ADC) from Trai and hand it over to DoT. In case PMO asks DoT not to issue directive. which will lower call costs. then it will be Trai's prerogative to issue an order on ADC.
The trend-setter happened to be Sunil Mittal-owned Bharti Televentures which introduced a lifetime offer with one-time payment of Rs 999. Soon Vodafone. which had earlier offered a two-year validity on its pre-paid card. A TRAI official said that they would look into all aspects of these schemes. The regulator has announced that it will investigate the viability of the different lifetime validity options. Reliance Infocom. Recently there's been a spate of lifetime offers. with cellular operators seemingly in a mad rush to provide lifetime validity pre-paid cards. none wanted to be left out in the cold. However. and might take action if required and that TRAI would submit its report on the matter soon. The extended validity plan is the brainchild of Tata Teleservices. Spice and even state-run behemoths . by offering lifetime services in both the pre-paid and post-paid segments. which have been introduced of late. followed suit. Apparently. with a one-time entry fee.TRAI seems determined to stem the rising tide of euphoria over lifetime validity offers made by various cellular service providers. at the time the move was strongly opposed by the Cellular Operators' Association of India (COAI) saying it might amount to predatory pricing.MTNL and BSNL. 21 . Idea cellular even went a step further. Idea Cellular.
one million each was to be launched in both the Delhi and Mumbai by 2006. The CDMA network would be upgraded to 1x standards. almost 71% subscribers belonged to the GSM segment and the rest were CDMA segment. This strong growth is largely attributed to the lifetime validity cards launched by all major operators.5 lakh connections to the existing 1. CDMA upgrade in Mumbai by 2006 end MTNL plans to upgrade both its CDMA and the GSM networks in Mumbai. Mobile telephony update Mobile telephony services are rapidly expanding and have contributed approximately 91% to new subscriber additions in December 2007.92mn. which is expected to be completed by the year-end. while it was planning to add 40 more base transceiver stations (BTS) in Delhi by March 2006. Of the total subscriber’s added. On the GSM front.19mn subscribers in the month of December. The segment’s subscriber base grew a record 6. This will add another 1.5 lakh lines supported by the network.MTNL plans GSM. MTNL already has around 430 BTS in Delhi. that can offer all the three broadband services (voice.5 lakh CDMA lines in the metro. resulting in adding up 2. The upgrade is in the final stages of completion with network testing operations being carried. will help the public sector entity to offer an additional 1.5 lakh GSM connections and 2. the network would be upgraded to support 3G services. The company is also planning to float a tender for 4-million GSM lines. of which 25 per cent will be reserved for 3G services. The company was also planning to launch a ‘Triband’ service. 22 .24% mom to 75. taking the total number of CDMA lines to 10 lakh in the metro by the year-end. The highest ever addition since inception of service was largely due to life time cards and falling handset prices.5 lakh connections. The upgrade. Of the 4 million. GSM mobile segment India's GSM mobile operators added record 3. data and video) by March 2006.
7%) and Mumbai (3.571 2. which added over 1mn subscribers.627.416.172 2. West Bengal and Bihar circles.32mn in November 2005 and 1.3mn The month of December saw the GSM subscriber base increase by 5.187.76% mom to 58.2%.962 2.73 2.346 55.790 21. Gujarat recorded highest growth of 9.009.75 4.5% over the previous month.763 263.849 83.60 6. Kerala.443.40 2.002 13.700 1. the rate of growth recorded was highest for Chennai (4.000 subscribers. GSM subscribers Group Company Bharti BSNL Vodafone IDEA BPL Spice Aircel Reliance MTNL Total Source: COAI The Metro subscribers grew by 3.260 as of Additions In Subscribers Dec 911.298. Although Delhi and Mumbai continue to dominate in absolute terms.8%.25 0.413. For MTNL.553.510 53.868.3%) followed by Kolkata (3.682. Growth came from Kolkata.805 730.282.42mn in December 2004.044 1.9mn subscribers led by NE.76 .52 5. Mumbai witnessed a growth of 6.623.422 58.143 1.148 1. Gujarat.224 as of (%)Growth 5.526.7% over the previous month. Amongst the Category A circles. followed by Andhra Pradesh (5.085 10.277 6.9%) and 23 Subscribers November'05 15. Bharti added over 0.473.851 1.664.555 73.210.The total GSM subscriber base increased by 4. The growth was led by BSNL. The growth was largely due to the life time validity cards launched by major players.964 December'05 16.698 1.890 11.503.91 7. MP and UP (E) regions.076 3.889.150 14.5mn.39% to 55.76 5.84 4.315.289.576 1.514 6. MTNL.2mn subscribers as compared to 2.327. the state run PSU added over 80.3% and Delhi 5.468 40.081 2. The month saw the addition of 3.3%) Category A circles witnessed a growth of 5.228.
470.474.247 18.732 58.736 19.315.340. Andaman & Nicobar (12%) followed by Kerala (10.17 10. Circle wise subscriber addition Circle Metro A B C Total November Subscribers 13.86 6.2 Source: COAI 24 .8%).369.1%.260 December Subscribers 13. the highest additions were recorded by the NE (13%) followed by Assam (11%) and Orissa (10. Highest additions were recorded in West Bengal. Within Category C circles.812.3%).963.14 5. which recorded a healthy growth of over 6% over the previous month.8%).717 55.1%) and Rajasthan (9. which is much higher as compared to Metros and A & B circles.224 (%)Growth 3.253.036 20. Category C was followed by Category B circles. Category C circles continued to witness the highest rate of growth at 10.503.Karnataka (5. Among all circles.76 % Share 23.65 5.324 19.132 4.9 8.0 32.560 4.9 35.134.
Tata witnessed a whopping 14.420 3.7) 8. Reliance witnessed a 6.014.1% mom to 16.4% growth in the month of December.809 27.1 Source: AUTSPI.4 14.7 3.207. Reliance is gradually losing its market share to Tata but still remained a market leader with a total subscriber base of 13mn.967 3.229.682 61. touching the 3.027 (475) 1. CDMA subscriber data Group Company Reliance Tata Vodafone Shyam Total Subscribers November'05 12.7mn mark. This phenomenal growth witnessed over the last two months is largely due to the 2-year non-stop incoming mobility from Tata.849 as of Additions In Subscribers Dec 785.965 15.3 (1.CDMA mobile segment CDMA subscriber’s base grew 8. excluding MTNL numbers Market share of CDMA operators CDMA share of net additions Source: AUTSPI Fixed line 25 .609 63.026 December'05 13.786.78mn (figures excluding MTNL numbers which were not available) with Tata contributing a chunk of additions in subscriber base.927 2.260.680.782 27.875 as of (%)Growth 6.7% mom growth in subscriber base.526.490 16.547 472.
889 147 354. During the year 2005.517. Growth in fixed line segment continues to be driven by the fixed wireless terminals.4 10.667 22.379 22. about 4mn subscribers were added.858 41. Tata maintained it leadership position in FWT segment with 59.131.363.288 (38) 3.46mn subscribers were added in the fixed line segment and the total subscriber base stood at 48.705 27.736.2) 10. 0.9 (0.959 as of Additions In Subscribers Dec 118.636.2% mom growth.7% market share amongst private players.623 December'05 3.5 6.93mn.412 6. as compared to 2.091. Reliance led with 66% share. However.During December 2005.714 2. Subscriber data of private players in FWT Group Company Tata Reliance Bharti Vodafone Shyam Total Subscribers November'05 3. 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.594 27.337 232.582 as of (%)Growth 3.67mn added during 2004. In net additions.2 Source: AUTSPI Market share of private players in FWT Share of net additions of private players 26 .051 2.265 5.896 37.3 0. Fixed Wireless Terminals (FWT) FWT continues to be one of the fastest growing segments with a record 6.
4% market share.Source: AUTSPI Fixed wire line segment The subscriber base of private operators in fixed wire line segment crossed the 2.674 subscribers in Mumbai. Bharti continued with its top position among private players with a 55.1mn mark with the segment witnessing 3. It has a subscriber base of 10.7% mom growth. Last month witnessed Bharti starting its operations in Mumbai. Subscriber data for private fixed wire line players 27 .
360 593 15.393 as of (%)Growth 4.413 139.930 195.040 2.854 3.347 December'05 1.046 as of Additions In Subscribers Dec 53.2 0.3 3.0 1.176.655 406.125.416 188.986 2.4 8.Group Company Bharti Tata Vodafone Shyam Reliance Total Subscribers November'05 1.486 2.8 1.801 402.916 197.773 140.7 Source: AUTSPI Market share of private players in FWT Share of net additions of private players 28 .122.009 204.049.554 76.
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 .
DIFFERENT TYPES OF PROJECT HOUSEHOLD SHOPS STUDY CLT ( Central location test) CORPORATE STUDIES GD’S ( Group discussion0 DI’s ( Depth interviews) Panel RULES & REGULATIONS OF IMRB ADMINISTRATION RELATED COMMERCIAL RELATED FIELD RELATED PROJECT RELATED ADMINISTRATION RELATED ATTENDENCE REGISTER LATE EVENING AND HOLIDAY REGISTER MOVEMENT REGISTER 31 .
Bangladesh and Nepal. IMRB International is a pioneer in India in various research areas. 32 . IMRB International is the only research company in India today that offers the entire range of research based services to its clients. IMRB International managed 2.Established in 1971 and with over three decades of market research experience. IMRB International operates out of thirteen cities in India and has associate offices in Sri Lanka. strategic thinking. In 1996. industrial marketing.000.000 interviews. social marketing and rural marketing. Associated with a group of international market companies such as the British Market Research Bureau (BMRB) and Millward Brown International. execution and interpretation skills on all its clients' research needs.500 projects and 4. The 500 member strong IMRB International promises high quality conceptualisation. IMRB International's specialised areas are consumer markets. business to business marketing.
IMRB is part of the Kantar Group. Goldfarb and Winona. Kantar Group The Kantar group was established in 1993. a London based holding company responsible for WPP's worldwide information and consultancy interests. The research studies in over 130 countries. WPP comprises leading companies in: • • • • • • • • Advertising Media Investment Management Information. is the world's largest survey organization and is ranked 3rd overall.BMRB International. It comprises three global research businesses . the information. IMRB International. employing 110. clients have access to companies of all the necessary marketing and communications skills.Research International. when appropriate. Each is a leader in it's own area of expertise or specialization. Insight & Consultancy Public Relations and Public Affairs Branding & Identity Healthcare Communications Direct. WPP is one of the world's largest communications services groups. Millward Brown and Kantar Media Research and four regional ones . integrated range of communications services.000 people in own and associate companies. insight and consultancy wing of the WPP Group. Promotion & Relationship Marketing Specialist Communications Within WPP. 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 . This offers clients a comprehensive and. working in over 2. Kantar.OUR LINEAGE IMRB International is a division of Hindustan Thompson Associates (HTA) in India.000 offices in 106 countries.
Tunisia. Nepal. with 246 offices globally and more than 9200 employees. Pakistan. We work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market Research Bureau). Indonesia. Bangladesh and Myanmar. Calcutta. Egypt. Malaysia. Delhi. Philippines. Chennai and Bangalore and is supported by 15 other 34 . Thailand.Walter Thompson was founded in 1864. J. It has more offices in more than 50 countries and has an experience of working in over 130 countries. Singapore. a Branding Idea and Total Communication Plan. the recognised pioneer in customer satisfaction. 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.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. and through affiliates in Australia. Walker Information Global Network is the only international partnership dedicated exclusively to stakeholder measurement and management. own International. operates out of its five full service offices in Mumbai. Walker Information Global Network (WIGN) Customer Satisfaction Management & Measurement (CSMM). thomson total branding in now installed in all offices world wide guaranting a uniform level of excellence in the development of Brand Vision. one of the specialist units of IMRB International. Research International (RI) Research International is a world's largest custom market research agency. JWT's proprietary planning process. CSMM uses proprietary tools developed by Walker Information. IMRB International today. 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. is an exclusive-member of Walker Information Global Network (WIGN) in the Indian subcontinent.
the year in which television went commercial in a major way. The Social and Rural Research Institute specialises in social research and in conducting research on emerging rural markets. water. It has staff with special expertise in conducting Knowledge. the government and public sector units. It has also developed its own people meters. 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. Attitudes & Practice (KAP). PQR has created a validated tool-kit for product. The Media and Panel Group of IMRB International is a pioneer in the field of media research in India. multinational corporations and international companies that are eyeing the highly promising Indian market. environment and other fields. 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. To serve the diverse needs of our clients. It has been running India's only Television Rating Programme (TRP) since 1986. Customer Satisfaction Management & Measurement is part of the Walker Information Global Network and is the first such specialist organisation in India with an 35 . psychology and anthropology. communication and brand development. Drawing on learning from ethnography. It has been conducting the National Readership Surveys in India since 1978.regional centres for collection of survey information that literally span the entire country. in India as well as internationally.
IMRB International spun off the Business & Industrial Research Division to meet the growing and changing needs of the industrial marketer. software and services. Over a decade of research experience in telecommunication. the need for research based consultancy services was demanded of IMRB International. Brand Equity Measurement and Brand Tracking. In our three decades of research experience in India. the Quantitative Division at IMRB International is the oldest research unit in the country. knowledge and experience in a wide spectrum of hardware. for which we are the sole licensees for the Indian subcontinent. 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. 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. office automation.exclusive focus on customer and employee satisfaction. At IMRB International. the year in which television in India went commercial 36 . we have worked on almost all product categories. The Television Rating Points System (TRP) from IMRB International is India's only continuous Television Audience Measurement service since 1986. information technology and the convergence of these technologies has given the eTechnology Group of IMRB International. we use Millward Brown techniques for research related to Advertising Pre-testing. 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.
It is the largest and fastest growing qualitative research organisation in the country. several languages and dialects. SRI uses a combination of desk research. toiletries. Currently.Nielsen In addition. 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 fact. 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. been actively involved in for several years. social research and research of and for rural markets . in the belief that qualitative research demands expertise and training inputs of an exceptional kind. From its inception PQR has been associated with leading international qualitative research organisations. the Media & Panel Research Group also operates Consumer Purchase Panels in both urban and rural India which monitors the purchase of FMCGs. The TRP ratings are the official "currency" for air time transactions in the country. qualitative research techniques such as focus group discussions and participatory research as well as quantitative research techniques. namely. personal products and OTC medicinal products. the TRP Diary System is in the process of changing over to PeopleMeter based audience measurement service. 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. poor articulation. 37 .C. PQR provides research which is analytical and actionable. seeking to resolve particular client problems and questions and providing future direction. IMRBInternational'sDivisions: PQR Probe Qualitative Research (PQR) was established in 1979. In addition SRI approaches each research subject with an open mind and adapts market research techniques to suit the special requirements of illiteracy.in a major way.
SRI has two distinct missions that guide its operations: To study social issues with commitment. Currently. C. The Television Rating Points System (TRP) from IMRB International is India's only continuous Television Audience Measurement service since 1986. we have undertaken four nation wide surveys and have our presence in almost all parts of the country. where hitherto there has been a paucity of data. 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. the year in which television in India went commercial in a major way. and to set up databases and research expertise with regard to marketing in rural India . the TRP Diary System is in the process of changing over to PeopleMeter based audience measurement service. objectivity and an orientation towards actionability. both for social issues as well as for rural marketing. In last three years. Nielsen. It can undertake nation wide surveys almost simultaneously and much faster than others. SRI guided by its mission specialises in conducting Social research and Rural research. Coverage SRI takes pride in having the resources to conduct data collection in almost any part of the country. IMRB International's Divisions: Media & Panel Group IMRB International has been a pioneer in conducting large scale Media and continuous panel research in India. of and for rural areas. Rural research pertains to research in. Social research deals with research on causes and issues that can contribute to action which would bring about social change. 38 . It has historically been associated with the National Readership Surveys (NRS) conducted in India since 1978. expertise. The TRP ratings are the official "currency" for air time transactions in the country.
Even the experts are constantly caught by surprise. 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. "What you know is wrong!" Today. while the hardest combine all three aspects in any country.In addition. toiletries." "There is a tremendous excitement in India surrounding the Internet. India today is like the US was some three years ago. 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. 39 . The Henley Centre The Henley Centre is a demand led strategy-consulting group with a mission to help clients achieve and sustain profitable growth. personal products and OTC medicinal products. that may be the easiest advice anyone can give about technology market. the Media & Panel Research Group also operates Consumer Purchase Panels in both urban and rural India which monitors the purchase of FMCGs. barriers to progress continue to arise." As the technology evolves and creates communications infrastructure. In fact. Some problems are technical. 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. economic or policy-related. We have been wanting to come to India for sometime now.
financial services. travel. profitable growth. 4. fmcg. and telecom. leisure. To ensure that the supply-side processes & organization deliver consistently to the Demand-side mandate. The challenge to staying ahead in this seamless economy is to be competitive in both domestic & global markets. • Businesses will become competent on Supply but their Unique understanding of Demand will provide winning strategies to sustain competitive advantage & the challenge would be. To be relevant & differentiated through a well defined strategy to be aligned with the most profitable product markets & consumer segments. 1. 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. The easy availability of technology & capital. To successfully identify and understand holistic attractiveness of productmarkets. 40 . Therefore. Access to other WPP group companies add to the strength of our resources. As consumers and markets continuously evolve in their needs & sophistication. including new media. 3. Innovate and Develop brands to reflect the totality of the Demand Strategy. businesses would need to focus on understanding demand and use this understanding to drive their creation and delivery of supply. 2. utilities. The THC-SMCG Intellectual Capital cuts across all major industry sectors. retail.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. to maximise growth and profit and win over competition.
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 .
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. PRIMARY DATA The primary data is the data gathered for a specific purpose or specific research report.e. 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. which already exists & was collected for some other purpose. Two types of data can be used in research i. critically analyze of facts arriving at conclusion based on them. 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. 43 . research approaches. SECONDARY DATA The secondary data is the data. Designing a research plan includes decisions on data sources. research instrument & sampling plan. I have collected primary data with help of questionnaires. The secondary data 1 have used in my research report is basically collected from the business magazines. journals & websites of trade organizations. primary data & secondary data.
Large samples give more reliable results that is why I tried my best to cover more veterinarians of different cities in Punjab. a questionnaire is prepared which is very easy to understand. RESERARCH INSTRUMENT The instrument used for carrying out the research is questionnaire as it is the most economical. flexible & easy to understand device used for collection of data.. SAMPLING SIZE The sample size of my research is 100 mobile subscribers. as my study is exploratory. SAMPLING DEDIGN The first step in developing any sample design is to clearly define the set of objects. Sampling unit. as it is best suited to know customer preferences & practices. My approach to the research is survey based. in the pilot survey & changes were made. Sample Size — 100 Sample Unit – Mobile Subscribers (Airtel. SAMPLING UNIT In this research report the sampling unit includes the data collection of veterinarians and medicinal records.. Focus groups. Keeping in view the research objectives. Sample size & Sampling procedure. Vodafone.e. Surveys & Experiments.RESEARCH APPROACH Primary data can be collected in four ways: Observation. This questionnaire was tested to locate any discrepancy. Spice & BSNL) Area of Survey — Bhatinda. 44 . the sampling design includes three decisions i.
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
Regular Connectivity 34%
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
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
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
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. 51 .
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. 52 .
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 .
(a) Yes (b) No Consumer Prospective No 28% Yes 72% Interpretation: Yes. do you switch from your current mobile service.9: If the other mobile service gives more benefit regarding call rates and free roaming facilities. do you switch from your current mobile service 54 . the other mobile service gives more benefit regarding call rates and free roaming facilities.
free MMS and SMS services with free national roaming and low priced international calls.10: From your prospective. what extra facilities you expect from the mobile services. 55 . (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.
Chapter5 Conclusion & recommendations 56 .
key points for any mobile service 57 .FINDINGS Airtel has the maximum subscribers due to their better service and best network connectivity. 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. Yes. competition in the market and its full technical use make everyone taking usage and now maximum subscribers have connections for many days. Maximum subscriber have prepaid connections rather than the post paid ones as they want to use its fulltime usage of money. Mobile subscribers wants good connectivity. When you get the good service and connectivity you remain happy and satisfied. Cost not much matters but the regular connectivity and better services are the provider to be the best in the market. free MMS and SMS services with free national roaming and low priced international calls. Gone are the days when fewer people have mobile connection. the other mobile service gives more benefit regarding call rates and free roaming facilities. do you switch from your current mobile service. 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.
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. One notable break with the past is that with opening up of the developing economies and widespread sectoral reforms. At the higher end of the market. Developing countries with liberal policies have much better opportunity to leapfrog than before. Today’s market does not guarantee ‘reliable revenue stream’ to investors in new technology like VoIP. Side by side. This holds good even today. ‘Market maturing’ will be a continuous process at some of the segments of telecom sector. a process of diffusion will continue unhindered in respect of established technology in the mass market. 1 58 . catching up process has become faster. they have to be fully updated with the technology to get fit in the telecom sector. Mobile experience of the low-income countries bears testimony to this process.SUGGESTIONS Telecom companies whether GSM or CDMA. It will take time for the market for new technologies to consolidate. India is a participant in this global process. There is tremendous appetite to absorb new technology.
Tata Indicom and BSNL. as this is the booming business for the mobile service providers and giving an edge to telecom services in the country. Growing competition has make the telecom market flexible. it get improved but still needs attention as many of the user still don’t have internet facility. With the invasion of private service providers in the field of telecom services. now there is no fix limit or bar. Gone are the days when people are starving for just one telecom line connection.Conclusion In case of mobile services. their quality. 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 . the users are having maximum GSM service rather than the CDMA service. To provide better telecom services. now the scenario has changed and people now having 2 or also more than 2 telecom connections with them. companies are now providing discounts. schemes and other lucrative gifts to attract the customer and in this context. 59 . you can bargain at the time of arranging telecom connection for the personal and professional use . The area of the internet is still watchful. Mobile services have seen a remarkable growth in the telecom sector. competition has gone up but still BSNL toping the chart. Gone are the days when you have made queue for telecom connection. . efficiency specially the demand is increasing. Airtel and Vodafone are toping the chart in case of mobile communication in the country with respect to other mobile service providers like Reliance. now are the days when you just have dial toll free numbers and you will get the connection within few days.
QUESTIONNAIRE NAME: …………………….. LOCATION: ……………… PHONE NO. ……………… SEX: ………………………. 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 .
do you switch from your current mobile service.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. (a) Yes (b) No 10: From your prospective. (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 . what extra facilities you expect from the mobile services.
indianchild. Journal of the Center for Telecom management and Studies.com/ www. October 2000 • Bella Mody. Review of the Policy Changes in the Indian Telecom Sector: Implications for decision makers.com 62 .htm www.com/mobile_service_providers_india. Journal of communication 45(4) 1995 • Rekha Jain.com www.com www.bsnl.in www. State Consolidation through liberalization of Telecom.india-cellular.co. 10.spiceindia.indiamobiles. Journal of Global Information Management 1(3).Library Resources Bibliography • T H Chowdary.com/cellular_ mobile_service_providers_india.htm www.vodafoneindia.airtelworld. Hyderabad. No. Vol IX. 1993 Internet Resources • • • • • • • www.
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