A Summer Internship Project Report

On

Market Development
Master of Management Studies under the University of Mumbai ByArshadShiakh ,35

Specialization :( Marketing)

AllanaInstitute ofManagement Studies and Research

CST, Mumbai-400001 2011

ACKNOWLEDGEMENT
It is indeed a matter of great pleasure and privilege to work on the project titled MARKET DEVELOPMENT. I would like to express special thanks to andfor providing me an excellent opportunity to complete my summer internship at OZONE WIFI NETWORKS LTD. I would like to express my Indebtedness to Mr. L.Jayaraman (AGM), Mr. P.F.Gurbani, Mr. Pradeep Patel &all the staff member of C&IC Dept. for their excellent guidance and valuable suggestions for the successful completion of the project. I would also like to thank entire staff of OZONE WIFI NETWORKS LTD, for providing their excellent support. I am bound to the Honorable for his stimulating support and guidance. Without the support of everyone mentioned above, this project wouldnt have been possible.

DECLARATION
I BhavinKirankumar Shah the student of Anjuman-I-Islams Allana Institute of management Studies Research (2010-2012) hereby declare that the project report on Corporate finance with Bank of India Mumbai South Zonal branch is based on my own experience at bank. The information submitted is true and original to the best of my knowledge. Further I also declare that I have tried to my best to complete this project with almost sincerity, honesty and accuracy.

Signature Bhavin k. shah Roll No. 33

Table of Content
Sr. No.
1. 2. 3. 4. 5. 7. 8. 9. 10. 11. 12. 13.

Topics
Executive Summary Introduction Objective & Scope Company Profile Product Profile Field experience Problems & issues in the organization with SWOT analysis Business Model in Organization (IF ANALYSED) Observation & Findings Recommendations Conclusions Bibliography

Page No.

EXECUTIVE SUMMARY:
Title of the Project: Market Development Of Ozone Company Name: Ozone India Pvt. Ltd. Mentor Name: Malhar Broker Summary of the Project: This Project aims at increasing the market for ozone in order to widen the customer base for the purpose of selling more to them. Ozone has made an attempt to enter a new and potential market like Mumbai with wifi as its product . Ozone India Pvt Ltd is a Delhi based company powered by Mr. Bobby Sarin who is also the CEO of the company. It already has its presence in cities like delhi, Bangalore and Hyderabad. With an aim of expanding its market, Ozone targeted Mumbai as its potential market and hence initiated a drive in which hired summer interns from business schools across Mumbai and assigned the task of launching the product in the market through means of direct selling. Mumbai was segmented into three parts Central Harbour Western Groups were formed in order to reach every nook and corner of Mumbai. Areas of operations were assigned to each group and the task of approaching retailers that ran coffee shops, restaurants, beauty salons and spas were to be targeted. Thus through this project I have tried to explain the following points: Providing information about competitiors and level of penetrations possible in the market, since there are existing players like tata, tikona etc. Issues faced by me during the process of direct selling, meeting various retailers, coming up with different objections. Suggested suitable solutions for the questions raised by the clients during the internship which is cost effective and beneficial for the company. Detailed analysis of the competitors has been done nad have explained the possibility of further scope of development in the strategy of entering in a new market. I have tried my best to analyse the market condition and provide as much data as possible which would be valuable to the company .

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Scope and Objectives of the Project:

The project will help us to identify and conclude the potential of a new market like Mumbai for the product which is Wi-fi. It will not only help us in understanding the demand for wifi but will also help us in analyzing the extent to which the demand for it can be met. The project will help us in making clear and precise strategies for a new market like Mumbai for Ozone as it will provide an insight about the competitors details and extent of penetration of the competitors in the market. Thus a more logical Blueprint could be prepared for future trade-offs. The project defines certain problems that exist in a new market and also as per the observations and findings useful recommendations have been made in order to handle such situations and possibly eliminate them from occurring in the future. The project aims at defining a target market and target customers for an existing product which is wifi for a new market which is Mumbai. The objective is to penetrate the market through effective pricing policy by implementing extensive direct selling. The objective is to provide wireless internet and mobility solutions across retail at affordable prices, thus trying to connect with the people in a new market in productive and meaningful ways. The objective was also to understand the current pain areas and the issues faced in the new market, to identify the satisfaction level of the customers and also to create an awareness about the company and its offerings in a new market.

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Industry Analysis

Major Breakthroughs in Indian Telecom Sector

1992
Private Players were allowed in Value Added Services

1994
National Telecom Policy was Formulated

1997
Independent Regulator, TRAI was Established

1999
NTP -99 to migration from high cost fixed line license to low cost revenue sharing regime

2000
BSNL was established by DOT

2002
ILD service was open to competition Reduction of License Fees Internet Telephony was initiated

2003
Unified Access Licensing regime was introduced calling party pay was introduced

2004
Intra circle Guideliness were established Broadband Policy was introduced

2005
Measure to boost rural technology FDI limit was increased from 40 to 74 percent

2006
Number Portability was introduced

2008
3G policy was announced

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Ministry of Communication and Information Technology

The Ministry of Communication and Information Technology i an Indian government mini try. It contains three departments:
  

Department of Telecommunications Department of Information Technology Department of Posts

ORGANIZATION CHART

Telecom Regulatory Bodies

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Department of Telecom

Overview
The Department of Telecommunications (DOT) is responsible for policy formulation, performance review, monitoring, international cooperation, Research & Development and grant of licenses to operators for providing basic and value added services in various cities and telecom circles as per approved policy of the Government. The Department also allocates frequency and manages radio communications in close coordination with the International bodies. It is also responsible for enforcing wireless regulatory measures and monitoring the wireless transmission of all users in the country The Wireless Planning and Coordination Wing in the Department of Telecommunications, deals with the policy of spectrum management, wireless licensing, frequency assignments, international coordination for spectrum management and administration

Objective
1. Policy, Licensing and Coordination matters relating to telegraphs, telephones, wireless, data, facsimile and telematic services and other like forms of communications. 2. Promotion of standardization, research and development in telecommunications. 3. Promotion of private investment in Telecommunications. 4. Financial assistance for the furtherance of research and study in telecommunications technology and for building up adequately trained manpower for telecom programme, including(a) assistance to institutions, assistance to scientific institutions and to universities for advanced scientific study and research; and (b) grant of scholarships to students in educational institutions and other forms of financial aid to individuals including those go ing abroad for studies in the field of telecommunications. 5. Procurement of stores and equipment required by the Department of Telecommunications 6. Telecom Commission. 9|Page

7. Telecom Regulatory Authority of India. 8. Telecom Disputes Settlement and Appellate Tribunal. 9. Administration of laws with respect to any of the matters specified in this list, namely:a. The Indian Telegraph Act, 1885 (13 of 1885); b. The Indian Wireless Telegraphy Act, 1933 (17 of 1933); and c. The Telecom Regulatory Authority of India Act, 1997 (24 of 1997). 10. Indian Telephone Industries Limited. 11. Post disinvestment matters relating to M/s Hindustan Teleprinters Limited. 12. Bharat Sanchar Nigam Limited. 13. Mahanagar Telephone Nigam Limited 14. Videsh Sanchar Nigam Limited and Telecommunications Consultants (India) Limited. 15. All matters relating to Centre for Development of Telematics (C-DOT).

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Telecom Regulatory Authority of India

Overview
TRAI's mission is to create and nurture conditions for growth of telecommunications in the country in a manner and at a pace which will enable India to play a leading role in emerging global information society.

Objective
One of the main objectives of TRAI is to provide a fair and transparent policy environment which promotes a level playing field and facilitates fair competition. In pursuance of above objective TRAI has issued from time to time a large number of regulations, orders and directives to deal with issues coming before it and provided the required direction to the evolution of Indian telecom market from a Government owned monopoly to a multi operator multi service open competitive market. The directions, orders and regulations issued cover a wide range of subjects including tar iff, interconnection and quality of service as well as governance of the Authority

Scope of Work

1.

Notwithstanding anything contained in the Indian Telegraph Act, 1885 the functions of the Authority shall be to :-

a. recommend the need and timing for introduction of new service provider. b. recommend the terms and conditions of license to a service provider. c. ensure technical compatibility and effective inter-connection between different service providers. d. regulate arrangement amongst service providers of sharing their revenue derived from providing telecommunication services. e. ensure compliance of terms and conditions of license.

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f. recommend revocation of license for non-compliance of terms and conditions of license. g. laydown and ensure the time period for providing local and long distance circuits of telecommunication between different service providers.

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Telecom Disputes Settlement and Appellate Tribunal

Overview

The Telecom Regulatory Authority of India Act, 1997 was amended by the Telecom Regulatory Authority of India (Amendment) Act, 2000. The amendments were brought about to remove certain difficulties that had arisen in implementation of the Act. The desired objectives of bringing about functional clarity, strengthening the regulatory framework and the disputes settlement mechanism were attained by bringing about a clear distinction between the recommendatory and regulatory functions of Telecom Regulatory Authority of India (TRAI) by making it mandatory for Government to seek recommendations of TRAI in respect of specified matters and by the setting up of a separate dispute settlement mechanism etc. By the Amendment Act an Appellate Tribunal known as the Telecom Disputes Settlement & Appellate Tribunal has been set up under Section 14 of the Telecom Regulatory Authority of India Act, 1997 by TRAI (Amendment) Act, 2000 (hereinafter called the Act) to adjudicate disputes and dispose of appeals with a view to protect the interests of service providers and consumers of the telecom sector and to promote and ensure orderly growth of the telecom sector.

Objective

The functions of the appellate tribunal are to adjudicate any dispute between a licensor and licensee, between two or more service providers, between a service provider and a group of consumers, and to hear and dispose of appeals against any decision or order of TRAI, the appellate tribunal consists of Chairperson and two Members.

Scope of work
TDSAT can adjudicate any dispute between: (i) a licensor and a licensee, (ii) two or more service providers, (iii) a service provider and a group of consumers.

The following types of cases cannot be settled by TDSAT: 13 | P a g e

(i) the complaint of an individual consumer maintainable before a Consumer Redressal Forum or a Consumer Disputes Redressed Commission or the National Consumer Redressal Commission established under section 9 of the Consumer Protection Act, 1986; (ii) the monopolistic trade practice, restrictive trade practice and unfair trade practice which are subject to jurisdiction of the Monopolies and Restrictive Trade Commission established under sub-section (1) of section 5 of the Monopolies and Restrictive Trade Practices Act, 1969; (iii) dispute between telegraph authority and any other person referred to in sub-section (I) of Section 7 B of the Indian Telegraph Act, 1885;

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Department of Information Technology

Overview Mission of the Department

e-Development of India through multi pronged strategy of e -Infrastructure creation to facilitate and promote e-governance, promotion of Electronics & Information TechnologyInformation Technology Enabled Services (IT-ITeS) Industry, providing support for creation of Innovation / Research & Development (R&D), building Knowledge network and securing India's cyber space.

Objective of the Department of Information Technology

y y y y y

e-Government: Providing e-infrastructure for delivery of e-services. e-Industry: Promotion of electronics hardware manufacturing and IT-ITeS industry. e-Innovation / R & D: Providing Support for creation of Innovation Infrastructure in emerging areas of technology. e-Education: Providing support for development of e -Skills and Knowledge network. e-Security: Securing India's cyber space.

Scope of work
y y

y y y y y y

Policy matters relating to Information Technology, Electronics and Internet. Initiatives for development of Hardware / Software industry including knowledge based enterprises, measures for promoting Information Technologyexports and competitiveness of the industry. Promotion of Information Technology and Information Technology enabled services and Internet. Assistance to other departments in the promotion of E-Governance, E-Infrastructure, EMedicine, E-Commerce, etc. Promotion of Information Technology education and Information Technology -based education. Matters relating to Cyber Laws, administration of the Information Technology Act. 2000 (21 of 2000) and other Information Technology related laws. Matters relating to promotion and manufacturing of Semiconductor Devices in the country. Interaction in Information Technology related matters with International agencies and bodies. 15 | P a g e

y y y y y

Initiative on bridging the Digital Divide, Matters relating to Media Lab A sia. Promotion of Standardization, Testing and Quality in Information Technology and standardization of procedure for Information Technology application and Tasks. Electronics Export and Computer Software Promotion Council (ESC). National Informatics Centre (NIC) All matters relating to personnel under the control of the Department.

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Major Indian players in Telecom Sector

Bharti Airt l %

B NL 5%

MARKET SHARE

AIRTEL Bharti irtel imited ,commonly known as Airtel, is an Indian telecommunications company that operates in 19 countries across South Asia, Africa and the Channel Islands. It operates a GSM network in all countries, providing 2G or 3Gservices depending upon the country of operation. Airtel is the fifth largest telecom operator in the world with over 207.8 million subscribers across 19 countries at the end of 2010. It is the largest cellular service provider in India, with over 164.61 million subscribers at the end of 2011 April.Airtel is the 3rd largest in-country mobile operator by subscriber base, behindChina Mobile and China Unicom. Airtel also offers fi ed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. BhartiAirtel is the first Indian telecom service provider to achieve this Cisco Gold Certification. To earn Gold Certification, BhartiAirtel had to meet rigorous standards for networking competency, service, support and customer satisfaction set forth by Cisco. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. It also acts as a carrier for national and international long distance communicatio services. n The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. 17 | P a g e

IDEA %

daf n E ar %

MTNL t l n % % % L p M bil Unin r 0% Air l % 0% id

  

    

Eti alat 0%

VODAFONE ESSAR
Vodafone Essar, formerly known as Hutchison Essar, is a cellular operator in India that covers 23 telecom circles in India. It is based in Mumbai. Vodafone Essar is the Indian subsidiary of Vodafone Group. Formerly, 33% share in the firm was owned by Essar Group. Vodafone Group bought out the 33% stake of Essar Group for $5 billion to became the sole owner of the firm. It is the second largest mobile phone operator in terms of revenue behind BhartiAirtel, and third largest in terms of customers. Vodafone had about 134.5 million customers as of February 2011.

IDEA
Idea Cellular, usually referred to as Idea, is a wireless telephony company operating in all the 22 telecom circles in India based in Mumbai. n 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born and was later branded as Idea.

AIRCEL
Aircel group is a mobile phone service provider in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout India. Aircel is a joint venture between Maxis Communications of Malaysia and the Reddy family of Chennai. Maxis has a 74% stake in Aircel and the remaining 26% is with Sindya Securities & Investments Private Limited (Sindya Securities & Investments Private Limited is promoted by P. Dwarakanath Reddy and Suneeta Reddy . It is Indias Seventh largest GSM mobile service provider with a subscriber base of over 51.83 million, as of January 31, 2011. It has a market share of 6.72% among the GSM operators in the country. As on date, Aircel is present in all 23 telecom circles (including Andhra Pradesh, Assam, Bihar & Jharkhand, Chennai, Delhi & NCR, Gujarat, Haryana, Himachal Pradesh, Jammu & Kashmir, Karnataka, Kerala, Kolkata, Madhya Pradesh, Mumbai, North East, Orissa, Punjab, Rajasthan, Rest of Maharashtra & Goa, Rest of Tamil Nadu, Rest of West Bengal, Uttar Pradesh East, Uttar Pradesh West) as per the company plans to become a pan-India operator by 2010.Additionally, Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. It also has the largest service in Tamil Nadu.

UNINOR
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Uninor is a mobile telephony and network operator in India. The company holds a panIndia UAS licenceto offer telecommunications services in each of Indias 22 circles. It has also received spectrum to roll out these services in 21 of the 22 telecom circles. Uninor is subsidiary of Norwegian telecom giant Telenor Group (67.25%) and Unitech Group (32.75%). Uninor has started mobile services in India at the end of 2009, focusing on the GSM technology.

TATA TELE SREVICES

Tata Teleservices Limited (TTSL) is a subsidiary of the Tata Group headquartered in Navi Mumbai, an Indian conglomerate. It operates under the brand name Tata Indicom in various telecom circles of India. In Nov 2008, Japanese telecom giant NTT Docomo picked up a 26 per cent equity stake in Tata Teleservices for about Rs 13,070 crore ($2.7 billion) or an enterprise value of Rs 50,269 crore ($10.38 billion). [1] In Feb 2008, TTSL announced that it would provide CDMA mobile services targeted towards the youth, in association with the Virgin Groupon a Franchisee model basis. Tata Teleservices Provides mobile services under 3 Brand names:
   

Tata Indicom (CDMA Mobile operator) Tata DoCoMo (GSM Mobile operator) Virgin Mobile (CDMA Mobile operator) Virgin Mobile (GSM Mobile operator)

Tata Indicom in April 2009, crossed the 35 million subscribers mark in the wireless category with an overall subscriber base of over 36 million. Tata Teleservices is no. 2 slot in terms of Market Share in Delhi NCR region with a subscriber base of 5 million. Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal on Tata Indicom BREW-enabled mobile phones, in Hindi. This service has applications, pricing details, downloads and browsing instructions in Hindi. The rationale behind this was simple: - 66% of all Indians speak Hindi, while less than 5% understand English.Under its VAS bouquet, TTSL offers services such as News, Games, Faith and Prayers, Ringtones, Streaming TV, Fun Shows, Video Zone, Song Download Express, Cricket, Internet Surfing, Astrology, and Mobile Office among others.

BSNL
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Bharat Sanchar Nigam Limited is a state-owned telecommunications company headquartered in New Delhi, India. BSNL is one of the largest Indian cellular service providers, with over 87.1 million subscribers as of April 2011, and the largest land line telephone provider in India. However, in recent years the company's revenue and market share plunged into heavy losses due to intense competition in Indian telecommunications sector.[4][5] BSNL is India's oldest and largest communication service provider (CSP). It had a customer base of 90 million as of June 2008. [6] It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam Limited (MTNL). As of June 30, 2010, BSNL had a customer base of 27.45 million wireline and 72.69 million wireless subscribers.

RELIANCE COMMUNICATIONS
Reliance Communications Limited (commonly called RCOM is a major Indian telecommunication company headquartered in Navi Mumbai, India. It is the 16th largest operator in the world with more than 128 million subscribers. RCOM, founded by Dhirubhai H Ambani (19322002), is the flagship company of the Reliance Anil DhirubhaiAmbani Group. t ranks among the top 5 telecommunications companies. Retrieved 2010-04-14.in the world by number of customers in a single country. Reliance Communications corporate clientele includes 2,100 Indian and multinational corporations, and over 800 global, regional and domestic carriers. The company has established a pan-India, next-generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supporting services spanning the entire communications value chain, covering over 24,000 towns and 600,000 villages. Reli ance Communications owns and operates the nextgeneration IP-enabled connectivity infrastructure, comprising over 190,000 kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.

Internet and Broadband

History of Internet
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The Internet was the result of some visionary thinking by people in the early 1960s who saw great potential value in allowing computers to share information on research and development in scientific and military fields. J.C.R. Licklider of MIT, first proposed a global network of computers in 1962, and moved over to the Defense Advanced Research Projects Agency (DARPA) in late 1962 to head the work to develop it. Leonard Kleinrock of MIT and later UCLA developed the theory of packet switching, which was to form the basis of Internet connections. Lawrence Roberts of MIT connected a Massachusetts computer with a California computer in 1965 over dial-up telephone lines. It showed the feasibility of wide area networking, but also showed that the telephone line's circuit switching was inadequate. Kleinrock's packet switching theory was confirmed. Roberts moved over to DARPA in 1966 and developed his plan for ARPANET. These visionaries and many more left unnamed here are the real founders of the Internet. The Internet, then known as ARPANET, was brought online in 1969 under a contract let by the renamed Advanced Research Projects Agency (ARPA) which initially connected four major computers at universities in the southwestern US (UCLA, Stanford Research Institute, UCSB, and the University of Utah). The contract was carried out by BBN of Cambridge, MA under Bob Kahn and went online in December 1969. By June 1970, MIT, Harvard, BBN, and Systems Development Corp (SDC) in Santa Monica, Cal. were added. By January 1971, Stanford, MIT's Lincoln Labs, Carnegie-Mellon, and Case-Western Reserve U were added. In months to come, NASA/Ames, Mitre, Burroughs, RAND, and the U of Illinois plugged in. After that, there were far too many to keep listing here. The Internet matured in the 70's as a result of the TCP/IP architecture first proposed by Bob Kahn at BBN and further developed by Kahn and Vint Cerf at Stanford and others throughout the 70's. It was adopted by the Defense Department in 1980 replacing the earlier Network Control Protocol (NCP) and universally adopted by 1983.

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Broadband Policy 2004

In a bid to encourage high speed Internet growth in the country and to address the demand of application requiring more bandwidth, TRAI came up with its consultation on Accelerating Growth of Internet and Broadband Penetration in November 2003 and submitted its recommendations to DoT on 29th April 2004. Department of Telecom issued Broadband Policy thereafter. As per Broadband policy broadband is defined as An `always-on data connection that is able to support interactive services including Internet access and has the capability of the minimum download speed of 256 kilo bits per second (kbps) to an individual subscriber from the Point of Presence (POP) of the service provider intending to provide Broadband service where multiple such individual Broadband connections are aggregated and the subscriber is able to access these interactive services including the Internet through this POP. The interactive services will exclude any services for which a separate license is specifically required, for example, real-time voice transmission, except to the extent that it is presently permitted under ISP license with Internet Telephony.

YEAR ENDING

INTERNET SUBSCRIBERS 6 Million 18 Million 40 Million

BROADBAND SUBSCRIBERS 3 Million 9 Million 20 Million

2005 2007 2010

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SWOT Analysis of Indian Telecom Industry

Facts
y y y y y y

Indian Telecom market is one of the fastest growing market in the world. Indian Telecom Network has about 562.21 million connections as on 31 December 2009 With 525.15 million wireless connections, Indian telecom has become the second largest wireless network in the world after China. About 15 million connections are being added every month. Wireless telephones are increasing at faster rate. The share of wireless telephones as on December 31, 2009 is above 93% of the total phones. The share of private sector in total telephone is about 82.33%.

STRENGTHS Huge Customer potential y Teledensity still being 48% and rural tele-density 21%. y The broadband subscribers grew from 0.8 million in 2005 to 6.2 million as on 30 April 2009 and about 7.98 million, at the end of the December 2009. High Growth Rate y Wireless subscribers growing at a CAGR of 60 per cent per annum since 2004. Allowed FDI limit ranging from 74% to 100% y The total FDI equity inflows in telecom sector have been US$ 2223 million during April November 2009-10. High return on Investment y Easier to create economies of scale thereby increasing return on investment. Liberalization efforts by Government y The share of private sector in total telephone connection is now 82.33% as per latest statistics available for December 2009 as against the merger 5% in 1999. Lower Capital expenditure y In Indian Telecom market is a high density area which means more population per tower. This means lower capital expenditure cost.

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WEAKNESS
Poor Telecommunication Infrastructure y Resulting large number of call drops. Late adopters of new technology y India will be among the last countries in the world to get access to 3G Technology. Some estimates suggests that nearly 132 countries across the world already have 3G Technology and mobile services in one form or the other. Most competitive market y 10-12 companies offer mobile service in most parts of India, globally, the average is 4. A market is strongly regulated by Government Difficult to enter because of requirement of huge financial resources y Eg Auction of 3G License has reached Rs. 15841.15 Crores.

OPPORTUNITIES
3G Telecom service and 4G services More Quality service y Mobile number portability will force the service provider to improve their quality to avoid using subscriber. Value Added service (VAS) y The mobile value added services include, text or sms or menu based services, downloading of music or ringtones, mobile TV, Videos, Streaming, Sophisticated m-commerce applications, etc. y Mobile banking, mobile ticketing etc. Boost to telecom manufacturing companies y Production of telecom equipments in value terms as increased from Rs 412700 million (2007-08) to Rs 488000 million during 2008 -09 and expected to increase to Rs 575840 million during 2009 -10. Telecom Equipments Exports y The Indian Telecom Industry is expected to reach a size of Rs 344921 Crore by 2012 at a growth rate of over 26% and generate employment opportunities for above 10 million people during the same period. The sector would create direct employment for 2.8 million people and for 7 million indirectly, according to a frost and Sullivan report. 24 | P a g e

Horizontal Integration y Entry into other consumer segments leveraging the present channels. y Eg. DTH service like Reliance Big TV, Tata Sky, Airtel Digital TV by Telecom majors like Reliance, Tata and Airtel respectively. y Other examples: Airtel website builder. Providing fiber connectivity to 2,50,000 village panchayat by 2012 More scope in content related service, since, the consumer is influenced by local culture. y Local festivals like baisakhi, chhathpooja, religious festivals like Diwali, Christmas, etc, national festivals like Independence Day,etc.

THREATS
Telecommunication Policies y Eg. Trais 2G Direction effecting new players most notably Tata teleservices, Norways Telenor and Essar owned Loop Telecom. y Renewal of 2G license on the basis of market rates of 3G Auctions. y TRAI intentions of ruling out 4G or the fourth generation technology, known as Ultra broadband in 2-3 years raising fears rendering 3G services somewhat obsolete. Declining ARPU (average revenue per user) y Eg, Price wars like per second billing which is deflating revenues and making sure that survival of the fittest. Partiality on the part of Government y Eg, Allowing 3G service in a PSU (MTNL, BSNL) before auctioning to private sector.

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Company Profile Introduction

O-Zone Company Background O-Zone is building Indias largest public Wi-Fi network. Its primary assets is comprised of the Wi-Fi network that it builds/owns, long term exclusive contracts for Wi-Fi deployment (DLF, Ansals, Caf Coffee Day, Subways, Chokola, Hard Rock Caf, Aqua Java Cafs, Trident) at strategic sites and key locations across India and sizeable O-Zone subscriber base. O-Zone is fully funded and backed by one of leading Private Equity fund house in the world. O-Zone has assembled a world class executive management team that has a success record of building, delivering and managing leading edge Wi-Fi solutions and some of the largest managed telecom services deployments across the world.

About O-zone :
y y y y

y y y

y y

Ozone is a neutral host , public wifi provider . O-zone network pvt ltd was founded with the aim of providing wireless internet and mobility solutions to the masses across india. our objective is to provide a fully integrated and seamless mobile broadband experience across all of networks at affordable prices. ozone vision is to be indias largest wireless broadband connected community across commercial, enterprise and city based networks and to have fifty thousand hot spots by 2013. ozone delivers a unique, simple, compelling and predictable service experience through intelligent integration devices, application and services. the management team of ozone has extensive international and national business experience and deep knowledge of telecom, network solutions and applications. withozoneswi fi you can be assured of high speeds, highest level of security and seamless connectivity and mobility throughout your premises and thus leading to increase in productivity. ozone is currently present in to six retails, real estate, hospitality, hospitals, education and transportation. website: www.ozonewifi.com

ORGANIZATIONAL STRUCTURE 26 | P a g e

Chairman

CEO

CFO

General manager

Organi ation Structure Of O-zone Networks Pvt Ltd.

Capital Structure O-Zone Networks is backed by Access Industries which is a privately -held, U.S.-based industrial group with long-term holdings worldwide. Its industrial focus spans three sectors: Natural Resources and Chemicals, Media and Telecommunications, and Real Estate. The combined revenue of the businesses in which Access has major invest ents exceeds $100 m billion. Access Industry has 33% of stake in the company , rest of 67% is in hold with Mr. SanjeevSarin. Apart from that company is planning to raise the equity from Indian market in coming years.

Departments within the CompanyMarketing :

!  

Marketing Exe uti e

Marketing Exe uti e

Finan e Mananger

Finan e manager

Finan e manager 3

 

Nati nal head Marketing

Nati nal Head Finan e

 

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The company has outsourced entire operations to other core partners. The company is only engaged in marketing

Management team of ozone Ceo and founder: Mr. Sanjeev (Bobby) Sarin
y y y

wifi guru with 25 years of experience in the tele communication sector across europe. northamerica and asia. Was Group Operating Officer for the cloud, europes largest wifi provider. Executive global vice president for british telecom, being responsible for nine billion gbp in revenue and 25 thousand people across 100+ countries.

y CFO and Co-founder: Mr. Dharmendra Amin. y 15 years experience in financial service including business management, operations and finance for large corporates and enterpreneurial organizations. y Was the director and chief administration officer for merill lynch GM( head nation wide sales): Mr. saurabhvatsa y Was working with AMEX and Accenture, before joining ozone. y Was top performer in Accenture india in the year 2007.

O-Zone Mission Statement By 2012, O-Zone mission is to offer countrys most preferred brand of Wi-Fi at affordable price with provision of Public and Enterprise Wireless Broadband Mobility across Tier1 retail, hospitality, real-estate, transportation, coffee/restaurants chains on a long term contract, thus creating the leading Wireless Broadband brand in India.

O-Zone Unique Differentiator O-Zone has a strong track record in Wi-Fi and Telecom Services with proven execution skills. O-Zone team has managed and delivered Wi-Fi and managed telecom services for leading companies like British Telecom, Nortel, HP, Merrill Lynch, IBM and The Cloud. Collectively, O-Zone team has collectively 40 + years experience in Wi-Fi and Telecom space. O-Zone has also partnered with the leading technology vendors Wipro, Cisco, Colubris and other to delivery the most robust and enterprise scale Wi-Fi technology platform.

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O-Zone is the only Wi-Fi service provider in India that has successfully integrated and tested multiple Wi-Fi devices including Laptops, Nokia N-series mobiles phones, PDA and gaming consoles on a secure authentication platform that adheres to Indian government internet security regulations and standards.

2. Objective:To Build and operate Indias largest public wireless Hotspots across the high footfall and Tier 1 commercial locations to address the demand of neutral WiFi connectivity.

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2. O-ZONE CUSTOMER TRACK RECORD a. O-Zone Customer Deployments O-Zone has successfully deployed public Wi-Fi networks across multiple DLF Commercial locations, Ansal Malls, Oberoi Hotels & resorts, Trident Hotels, The Lalit, Radisson Hotels, The Claridges, The Hans Hotels, Choice Hotels and many more and 300+ retail outlets like Caf Coffee Day, Subway, java city, Chokla etc. O-Zone has setup dedicated kiosk at the above outlets for people to buy pre-paid Wi-Fi vouchers. OZone, through acquisition of a Wi-Fi services provider, is providing Wi -Fi services for the past 4 years to some of the leading hotels. O-Zone Global Wi-Fi Deployment Expertise O-Zone management team has the experience of deploying public Wi-Fi and managed services for some of the leading brands across Europe. The team was instrumental in making the City of London Business District completely Wi-Fi enabled. The team has also successfully deployed Wi-Fi networks across other leading chains like McDonalds , Ritz Hotel, Best Western , Manchester United Stadium , Chelsea stadium, SAP Arena, Heathrow Airport, Liverpool Airport and many more

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. Technology / Network Diagram:

1. Neutrality: O-Zone being a Neutral Access Provider has the technology to seamlessly integrate with any Internet Service Provider that COSTA COFFEEchooses. Our intention is to ensure that you get the best solution at an optimum price regardless of the operators. Our solutions chosen are built on open standard technology to allow the users best flexibility. This will prove to be an advantageous situation for the international cus tomers as well as they will seamlessly be able to connect to the O-Zone Hotspots. 2. Rock Solid Wireless Security: O-Zone provides a 2 layer security with AAA capabilities for a secured and tightly integrated mobility solution. This provides a platform for delivering new functionality to the enterprise, such as Network Access Protection and Fixed Mobile Convergence (FMC) that is fully validated in a large network environment. Our security network has the ability to develop and enforce custom security policies for different individuals, devices and groups, and actively 31 | P a g e

monitor for 100-percent compliance. It also supports all major authorization and encryption standards. Our enterprise carrier grade solution allows the Department to run separate isolated networks to run applications inside and outside of the firewall for the Departments core applications. This ensures that services and access rights for various user groups can be configured as authorized.

3. Giving users seamless connectivity/ Mobility/ Increase productivity: Customers can have the first hand experience of roaming wirelessly without losing internet connectivity as per the defined policies. With increasing usage of Laptops/ PDAs/Smart Phones within the work environment. The wireless nature of our standalone networks will allow users to access core network resources from nearly any convenient location within their primary networking environment and thus in turn increasing convenience. It provides seamless mobility services across all access points in the network covering all indoor and outdoor areas equally. O-Zone is also working with other carriers to provide its customers with the home and away concept 4. Bandwidth Management: Disproportionate demand for bandwidth is often due to unattended applications, such as peer-to-peer (P2P) and streaming video. Such bandwidth-hungry applications consume bulk of available network capacity and affect performance of mainstream interactive applications. With no effective bandwidth policy management, providers run the risk of continually overprovisioning their networks without achieving the expected performance improvement. With the subscriber and application intelligence that the O-Zone solution delivers, the IT administrators can maximize on their existing network capacity and avoid adding costly infrastructure until its truly warranted. Our capabilities measure network traffic by application, activity and subscribe, to meet the following dual objectives of: i. Reduced costs through improved network utilization, resulting in an infrastructure that supports more subscribers while using the same capacity. Improved broadband services through traffic prioritization, dynamic quality of service (QoS) and real-time bandwidth control to satisfy user requirements, reduce churn and offer differentiated services in an increasingly competitive market. The O-zone intelligent bandwidth management capabilities stem from its unique ability to measure network traffic by application, activity and subscriber.

ii.

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5. Authentication: In order to ensure that only authorized users can access the network, all users will go through a set of authentication processes that validate the identification and access rights of the user, as well as the device they are using (MAC ID authentication). This stepped process would ensure that

a. Only valid users are allowed on the network b. The devices they use to access the network are locked to their unique ID (hence passwords cannot be passed on to unauthorized users). Our Authentication process follows the DoT and the TRAI Guidelines.

6. Device Integration: Customers tend to use a host Wi-Fi enabled devices such as Smart Phones, PDAs, and gaming console. It may prove to be a difficult task to integrate the existing and new devices within the network on the outlets. O-Zones network enables the new devices coming to the market to be seamlessly integrated into the authentication process and the system access is not limited only to existing laptops. 7. Global Access: O-Zone has exclusive tie ups with leading global giants such as iPass,Boingo,Deutsche Telecom and British Telecom for providing them services across our network and help them roam across seamlessly in India. Thus O-Zones network can provide the same network access to all the international customers that A C FFEE locations. will come to C
" $ " #

8. Guest login: We provide the O-Zone Guest managed service that enables guest access (Pre-paid cards) and employee mobility solutions in the enterprise. We provide an authentication hub that shall allow you to provide secure internet and network access for visiting customers. Our managed service is governed by stringent enterprise class SLAs. 9. Redundancy: At O-Zone we understand your concern for providing seamless connectivity throughout and thus we offer a backup line for the leased line so that in case the primary line crashes the customers are still able to access internet without any problem. We also provide fully managed services and an impressive uptime to give your customers an experience in using Wi-Fi within your campus. 10. Content filtering: O-Zone provides content filtering software to prevent viewing inappropriate web sites or contents. from

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11. Parallel network / Standalone network: Our solution had the capabilities to build a parallel network which allows the departments existing core network to offload its current bandwidth load and non critical applications like Learning Management Systems, Knowledge Management, and Judicial Management and general information downloading to the standalone secured network and thus overcome its capacity and delivery constraints. 12. Triplane Architecture: O-Zones wireless network supports the Triplane architecture to allocate separate resources to management, control, and data forwarding and thus offers distributed network intelligence to the wireless edge. 13. Built operate and Maintain model: Our Wi-Fi network takes complete ownership for building, operating and maintaining wireless solutions and services across the complete network. 14. Constant R&D: O-Zone is constantly working with various technological partners to keep abreast with all the technological advancements and up gradations so that it can always be the pioneer in the field of Wireless Mobility Solutions.

Network Diagram:

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How is ozone network secure?

y y

Delivers layer 2 security. AAA server.

Prevention defending network integrity against wireless vulnerable such as:

y y y y y y y

unauthorised client connection. hackers attack time consuming false positive alerts. client dis association MAC spoofing adhoc connection. maintain a log of all users for a period of five years.

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ROAMING PARTNERS:

LOCATION PARTNERS:

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TECHNOLOGY PARTNERS:

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MARKET DEVELOPMENT
Market develop is a marketing technique aimed at increasing a company's market in order to widen the customer base for the purpose of selling more products. There are several approaches that can be used to make a market larger, ranging from capturing customers of rival companies to expanding to a previously unserved segment of the market. These practices are organized and driven by marketing personnel who can work within a company or be consulted specifically to assist with market development. When a company believes that it has a need to increase the size of its market, the first step is usually a development of a profile to find out what segments of the market are currently being served. This study includes an analysis of the kinds of customers the company has and what those customers are buying. This information is used to develop an efficient and comprehensive market development strategy. Companies must use cost effective strategies so that they do not end up spending more money developing a market than they could potentially earn by expanding the market. One aspect of market development involves getting current customers interested in products and services that they are not currently buying. This includes newly launched products and services. Such customers can be a potentially easy sell because they already have a relationship with the company and may be predisposed to expand that relationship. Another tactic requires identifying consumers who buy from rival companies and finding ways to appeal to them, such as offering targeted promotions. Customers who are not buying a product or service at all are a potentially untapped market. Market development can focus on introducing them to a company or brand to get them interested so that they will become customers. Finally, companies can expand their markets. If a company is only selling in one region or focusing on a given demographic, it can expand its reach to increase the size of its market. Developing a strong market development strategy is an important aspect of helping a company grow. If companies are limited by only having a small share of the market, they can find it difficult to sell more products, raise capital, and expand their operations. Sma ll companies with limited marketing experience may turn to consultants for this, while experienced large companies have internal marketing departments that may be responsible for market development. It is an ongoing part of doing business for successful co mpanies.

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Expand With New Market Development Overview The decision to expand your business into additional markets can be both exciting and daunting. On the one hand, you're hoping for sales and profit growth. On the other hand, however, you're faced with uncertainty about the effort and cost of expansion. This article will provide a road map for the expansion process. It will help you sort through your options when looking at expansion and set realistic targets for growth. Use this tool to research possible market opportunities, develop your expansion plan, and initiate action. By following the steps outlined here, your business will have a better chance of succeeding in a new market. Outline I. II. III. IV. V. VI. VII. VIII. IX. X. XI. Choosing an Expansion Mode Expanding Geographically Expanding With New Target Customers Identify Potential Markets Do Your Research Niche Markets Begin With Limited Offerings Ramp Up to Full Offerings Expanding Promotions Monitoring Success Resources

I. Choosing an Expansion Mode Market expansion sounds wonderful, but it does not come risk-free. You may be successful in your current market, but that's because you are already familiar with it: You have researched it, worked in it, and are comfortable in it. Once you move into different markets, it's a whole new ball game. You're the new kid on the block, having to prove yourself all over again. You're also running your business on a much larger scale. You'll have more employees to manage, new customers to service, and new competitors to fend off. Thus, when considering market expansion, it is generally a good idea to approach it enthusiastically, but also with caution. That's not to say that you don't have a few aces up your sleeve. After all, you've already succeeded in a least one market, so you have a good idea of what it takes to win. Also, you already have a product or service line, and manufacturing and distribution channels in place, so you aren't starting from scratch, which gives you a huge advantage. You will now have to figure out how to do more of the same, only on a much larger scale. Think of yourself standing at a fork in the road. One route has a sign that reads "Geographic Expansion"; the other route has a sign that reads "New Target Market Expansion." How do you know which road to go down? A good way to begin making your decision is to list the pros and cons of each. For instance, branching out geographically has many advantages. 39 | P a g e

You have a leg up because you already understand your customers, even taking into account regional differences. Thus, you can continue to do business as you always have, just on a much greater level. However, there are times, especially when you venture into new countries, when you may have to alter things a little in order to meet some very specific customer needs. Are you prepared to do this? If not, you may want to take the other route and expand by targeting new customers. In going down this road, you need to carefully examine your product and see if there is a group of customers out there that you have paid little attention to in the past. Then, list some different ways you could possibly attract them. Once you have successfully targeted one market with your product or service, and you have the staff, processes and implementation strategies in place, it may be time to consider expanding your target market. Ask yourself if your service or product could be altered slightly to reach a different market without needing to change the entire operations of your business. For example, a health club provides high-impact aerobic classes to its high-energy clientele. But with so many insurance companies now reimbursing senior citizens for exercise programs, the health club could offer a low-impact seniors class that would attract an entirely new market without having to make major adjustments other than designing a new class and hiring a qualified instructor to reach the market. Remember, in choosing which path to follow, there is no definitive right or wrong answer. It's all about what works best for you. II. Expanding Geographically Perhaps the most common way to expand into new markets is geographically. Cape Cod Potato Chips is a perfect example. The company started in Massachusetts and expanded west all the way to California. Today, this once-small business has its product in 42 states and five countries. How were its managers able to accomplish this? Simple. They had an overall understanding of what their product was and a clearly defined business strategy for geographic expansion. While your goal may be to take your company immediately to a national level, it is important to exercise some restraint. Cape Cod Potato Chips didn't take on the world overnight. Instead, they started slowly, venturing into their immediate backyard, which happened to be New England. Once successful in New England, the next obvious move for them or so they thought was Manhattan. If they could make it there, they could make it anywhere, right? Perhaps, but they suffered a setback. They couldn't find a distributor in Manhattan and, for a while, they thought it was over. New England would be as far as they would go. It was then that they went back to their original marketing strategy. Cape Cod Potato Chips had decided two important things up front. First, they weren't going to try and be a chip that was all things to all people. They were a high-end potato chip, which cost more but tasted better. Second, their goal was to build a loyal customer base; to accomplish this, they knew they had to get their product into the hands of as many potential customers as they could. But how was this little mom-and-pop company going to do this? Well, they may not have had a lot of money, but they were extremely rich in creativity, and it paid off. They began to hand out samples not just random samples, but calculated ones. For example, they got their product on airlines so that people all over the country 40 | P a g e

would have the chance to try them. Thus, these potential customers would already be aware of the great-tasting chips when the company entered their geographic region. They also partnered with other businesses, such as beer companies, as an inexpensive way to get their product out to new regions. In states with beaches, they hired interns to pound the sand and hand out their product. In short, they created a buzz, and soon, they were on the shelves in Florida. From there they took off to other geographic regions, including their dream market: Manhattan. As you attempt to expand geographically, think of Cape Cod Potato Chips, and don't try to take on too much territory at once. It is better to expand slowly from region to region than to attempt too much at once. Also, when setbacks happen, don't automatically give up. Just because one region says "no thanks" doesn't mean other regions will do the same. If Cape Cod Potato Chips had stopped at the New York border, they would not be half the company they are today. While your goal may be to go national immediately, it is important to exercise some restraint. When thinking in terms of geographic expansion, remember the world can be your oyster. While it is definitely easier to expand across America, don't feel compelled to stop at the U.S. border if you truly believe there is a global need for your product or service. Depending on what you are offering, you may feel there is a greater need for it in a city like London vs. a city like Lincoln, Nebraska. For obvious reasons, expanding internationally can be a lot more complicated, but if done correctly, it can also be quite lucrative. For more information, see How to Expand Your Business Globally. Self-Assessment: The following questions are designed to help you determine if you are ready to expand geographically. Ask yourself: 1. Does my business operate with strict processes, guidelines and standards that are easily reproduced in different locations? 2. What changes will I have to make to my business to successfully expand into a new market? 3. Staffing? Budget? Operations? Resources? Marketing Program? Marketing Materials? Sales Staff? Sales Materials? Capabilities? 4. Do you need to have a physical presence in the location you are considering? Or could establishing an Internet presence or mail-order process eliminate the need to physically move into a new market? If yes, what will that mean to your business? 5. How is the geographic market different from the one you are in now? 6. Can your operations to expand financially support additional office space, new staff, equipment, etc.? 7. Is it feasible to compete with existing establishments in the geographic region you are considering? 41 | P a g e

III. Expanding With New Target Customers Believe it or not, it is also possible to expand into new markets without ever leaving your own backyard. How? Market expansion can also occur when you identify new groups of target customers in your current region. To begin identifying these potential markets, look at who is currently buying your product or service. Ask yourself why they are buying. What need are you filling? Now do some brainstorming. Ask yourself what other groups might benefit from your product or service. Get creative and dig deep. Are there changes you could make in packaging your product or service that might appeal to different customer groups? For example, if you own a dry-cleaning business, what services could you add to make yourself more appealing and attract a different clientele? You could offer same-day service, for example, that would be extremely attractive to busy executives who are always racing around doing things at the last minute. Or you could add a tailoring service. Or how about a weekly discount to attract a less affluent clientele? Do you see a theme emerging here? The trick is to attract new customers while at the same time keeping existing ones. McDonald's is a perfect example of a company that expanded by targeting new customers. When you think of this fast-food restaurant chain, what images come to mind? A family restaurant with lots of screaming kids running around? Ronald McDonald, the company clown, Happy Meals and playgrounds in the parking lot? The truth is, at first McDonald's target customers were children. But research showed that even though they had been hugely successful with this campaign, they were in fact missing a much larger customer base: adults. Research proved that adults consume more burgers than children do, so McDonald's decided to go after two new groups of target customers: teenagers and adults. They unveiled new ad campaigns that were much slicker and sophisticated than previous ones, while at the same time promising potential new customers a burger for adults called an "Arch Deluxe." But look carefully and you will see, despite the new name, what changed here was not so much the burger, but rather to whom the burger was being sold. A word of caution: When looking to expand into different markets by generating new customers, it is important to thoroughly think about what adding new benefits or features would mean to you. Same-day service seems like a great idea on the surface, but providing that service may be much more difficult than it sounds. Ask yourself how you will logistically provide a same-day service. Will you farm out the task to a larger firm and simply take a percentage, or will you have to add equipment and manpower to your current operation? In contrast, adding a tailor a couple of days a week or offering discounts seems much easier.

Self-Assessment: The following questions are designed to help you understand if you are ready to venture into new markets. Ask yourself: 1. How well is my product or service doing in its current market? If your business is going as planned, what are the contributing factors? Will these factors be present if targeting a new market? If your business is not going as planned, what are the 42 | P a g e

barriers prohibiting growth? Will these barriers be present in targeting a new market? Will there be new barriers that arise when targeting a new market? 2. How is the target market you wish to enter different than the one you are in now? What are the positives? What are the negatives? 3. What changes will I have to make to my business to successfully expand into a new market? Staffing? Budget? Operations? Resources? Marketing Program? Marketing Materials? Sales Staff? Sales Materials? Capabilities?

4. Have I completely researched my new customers? What will they expect from my business? 5. Have I thoroughly investigated my new competitors? IV. Identify Potential Markets The first step to identifying potential markets is to first determine precisely who the market is. To whom do you wish to sell your product or service? What are the demographics? Male or female?Wealthy or middle class? What is the age range? Are you selling to housewives or women who work outside the home? Do they live in a particular geographic location? Does the market have seasonal or annual needs? You must have answers to all of these questions before you can begin to move forward. Once you have established a potential new market, you must determine their needs and desires. You must not only discover what your prospects want, but why they want it. Then and this is crucial you must find out if your product or service meets those w ants and needs.

Market Assessment: Do your company and your potential new market have a perfect fit? The following questions should help you discover if the potential in the markets you are pursuing really exists. 1. What are consumers in this new market looking for? 2. Why are they looking for it? 3. How does my product or service meet their needs and desires?

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4. Do I consider my product or service to be a perfect fit with what I know about this new market? Why or why not? 5. Now take out a piece of paper and list the specific reasons that your product or service fills the need of that particular market. If the paper is more than half blank, you should probably consider other options. V. Do Your Research Assuming you were able to list many reasons, it is safe to say that a potential market may very well exist for you. How will you know for sure? You can't ever be 100 percent certain, though you can greatly increase your chances of successful expansion by researching your new potential market. If you are unsure how to research a new market, think back and ask yourself how you evaluated the potential of your existing market. Even if you used a nonscientific method, chances are you did some sort of informal research to determine that people would want to buy your product or service. It is important to remember that while you are indeed venturing into new waters, you are not an inexperienced swimmer. You have already been successful in a least one market. Don't be afraid to fall back on that experience and knowledge as you forge ahead. Some common ways to research a new market include the Internet, industry publications and trade shows. If possible, go out and talk to target customers. They are the ones who can give it to you straight. And don't forget when you research your potential market to make sure you check out your competitors. If you fail to determine who you are going up against, the results could be devastating. Once you have established a potential new market, the time has come to pay the piper. You must approach target customers and see if they are as excited about your product or service as you are. Is your company the answer to their prayers? Some easy ways to get potential customer reaction is through focus groups, and telephone or direct -mail surveys. If you want to get creative, you could go to an event or location where you know you will find your target customers. For instance, if you are targeting young-to-middle-aged men, a sporting event or a golf course might be a good place to talk to them. On the other hand, if your target customers are teenagers, check out pizza parlors, video stores and record stores. If applicable, bring along product samples or brochures that describe your services and ask if it is something that interests them. And be sure to listen to all feedback, even if it's not what you want to hear. The biggest mistake you can make is to forge ahead in a market if everyone is holding up "not interested" signs. If you think you are disappointed now, wait until you've spent blood, sweat and tears introducing your product or service only to find out the market doesn't want it, based on everything you were already told ahead of time. VI. Niche Markets Quite simply defined, niche markets are small, definable groups of people that have a shared set of demographic characteristics. Think of the niche market as a specialty market of like-minded individuals that can be a valuable and profitable customer pool for your products or services.

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If you own a small bed and breakfast in New England, for example, your customers probably tend to be both travelers on annual vacations as well as those who just happen upon you looking for a place to spend the night. In other words, your market is any a nd all travelers. By adding a few simple services, you may be able to expand into a niche market. What if you hired a driver and chauffeured guests to and from airports in style? What if you added a gourmet chef and expanded your meal service to include quiet romantic dinners? Or hired a masseuse and really spoiled your guests?

VII. Begin With Limited Offerings Once you have done the research and decided that you are going to expand into new markets, you must think about how you are going to introduce you r products or services to your target customers. A common mistake in market expansion is the tendency to spread yourself too thin and try to do everything at once. One way to avoid this is by employing a gradual roll out, expanding region by region, market by market rather than trying to be everywhere at the same time. This roll out strategy can be extremely successful for a number of reasons. First, you conserve your resources. Imagine the money you would need up front in advertising and promotion to enter 10 regions, as opposed to just one. And, by entering one market at a time, you should also be able to generate revenue that you can put back into the advertising pot for the next region. By going slowly but surely, you will also insure that you are able to meet consumer demand. The last thing you want is to have eager customers who can't purchase your products or services because you can't keep pace with their needs. Of course, on the flip side, if the market proves unsuccessful, you also won't end up with a warehouse full of unusable product. Additionally, a gradual roll-out allows you to cash in on word-of-mouth promotions. If one region gets excited about your product or service, the next region may be salivating, waiting for you to come down the road. A perfect example of this is a product called Clean Shower, developed by Automation Inc., which promises that you will never have to scrub your shower walls again. Of course, what human being wouldn't jump at the chance to stop cleaning shower walls? Clean Shower was introduced with a limited offering but word of mouth from state to state had customers anticipating its arrival. An alternative to a regional roll-out is a roll-out to select distributors. For example, if you have created a special blend of herbal tea, you may want to look at certain types of restaurants or hotels where you think your product might do well. If your tea takes off, you can then expand not only to hotels and restaurants, but also to coffeehouses and gourmet specialty stores. VIII. Ramp Up to Full Offerings Once your product takes off in the initial regions, you can graduate to a full offering. Again, a full offering can mean geographical regions, or it can mean scaling up to additional distribution channels. One entrepreneur recently invented a Bloody Mary Mix intended to 45 | P a g e

put all previous Bloody Mary mixes to shame. He began by marketing his recipe to local restaurants. As the product took off, he was able to branch out to more restaurants; then he added hotels and liquor stores to his list of distributors. Now that he has proven success in his own backyard, he will be able to scale up and eventually graduate to a full offering. The key to this strategy is to think big, but start small. So how do you know when it is time to graduate to a full offering? The following questions should help you understand if the time is right for you to move forward: 1. Have I been successful in the markets I have attempted? Why or why not? 2. Do I have the money to venture into new markets? If I need to obtain outside funding, how will I attempt to raise it? 3. Do I have a sufficient staff to enter new markets or do I need to hire? 4. Is my product or service heavily anticipated in other regions due to word of mouth from my current markets? 5. Is my product moving or do I have an overstocked warehouse?

IX. Expanding Promotions You have to pay special attention to how you will promote your products and services in the new markets. Once again, you can fall back on your previous experience, but previous promotional methods may not be effective with a new geographic location or niche market. As you know, traditional promotional methods such as TV, radio and billboard advertising are costly, and in today's technologically advanced society, it is hard to capture prospects' attention at all, let alone hold it long enough to sell them a product. Therefore, you may want to consider some creative, nontraditional promotional methods to reach your new markets in new ways and save on the costs as well. Here is a sampling of ways to raise product awareness without spending an arm and a leg:
y

y y

Write and distribute a newsletter about your product or service. Make it humorous, eye-catching and full of useful information about the benefits offered by your product or service. Take out ads in church bulletins, yearbooks or community theater playbills. You will still reach a large group of prospects, but at a much lower cost. Sponsor a contest. Don't underestimate the number of people who get a thrill thinking about the possibility that they could win something. The prize you offer can be as simple as one free month of services or one free product, depending on what you can afford. In the end, all things considered, you will probably spend the same amount on a contest that your competitors will by handing out traditional coupons and rebates on their products or services but you will get a much bigger bang for your buck with the buzz it creates. Rent a booth in a prime location at your industry's annual trade show. The prospects you reach will be targeted and open to your sales message, and you will have the opportunity to talk one-on-one with potential customers to obtain valuable feedback on how you can improve your products and services. The key to making a trade show work for you is to give your booth pizzazz. Whether you plan an off-the-wall booth design, giveaways, music or food, you will need to give people a reason to 46 | P a g e

stop by and talk to you. Also, bring staff along to man the booth while you walk around networking with attendees. Give away free samples. Most people love to get something for nothing. Free samples may seem like a hassle, but don't write them off. They are an excellent way to get prospective customers to try your product, and if they like it, they will surely come back for more. Be willing to go to extremes. If you have invented a super new deodorant, for example, set up a stand outside a ballpark in the dead of summer. When sweaty customers roll out of the stadium, let them compare your deodorant with that of your top competitors and see which they prefer. Go against the grain. If most of your competitors typically advertise in radio, go for TV or print. Come up with an ad campaign that instantly knocks people's socks off.

Next Step: What other ideas can you think of to creatively promote your product and service in your new market(s)? When venturing into new markets, many people are concerned that they won't be able to promote their product or service correctly simply by virtue of the fact that they don't live in the region. Thus, your temptation might be to hire a PR firm or contract a sales representative. Both of these options are extremely expensive, however, and these outsiders don't share your knowledge or emotional attachment to your product or service. The bottom line is, no one can promote your "baby" better than you can.

X. Monitoring Success Now that you are up and running in more than one market, you must continuously monitor your success and be willing to make changes based upon public reaction to your product or service. The best way to do this is by listening to your customers. How you respond to customer feedback can mean the difference between the success and failure of your product or service. Remember, customers are people, and they like to feel that they have been heard. Asking for comments about your product or service and then getting defensive is not going to serve any purpose, except perhaps to insure the death of your product or service . Just because a product or service has done well in one market does not mean it will do as well in all markets. Different geographic regions often have different tastes and expectations. But don't sweat it. Even if you start out slowly in a market, you may be able to tailor your product or service to a particular region, providing you listen to what your customers tell you and you act upon what you hear. How do you know what customers are thinking? It's very simple. You ask them. Obtaining customer feedback is not a difficult task, and there are many ways to do it. Including a survey within the packaging of your product or service is a common way to go. Be sure the questions you ask are direct and to the point. A survey that looks too time -consuming almost guarantees that most customers will toss it. You will also want to be sure that you include a section for comments. Sample Survey Questions

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The following are some typical questions you might consider including in your customer survey:
y y y y y y y y

How did you hear about the product or service? What did you like about the product or service? What did you not like about the product or service? What would you like to see changed about the product or service? Did you find the product or service to b e fairly priced? Would you buy the product or service on a regular basis? Why or why not? Was the product or service easy for you to obtain? Why or why not? Would you recommend the product or service to a friend? Why or why not?

Other ways to obtain customer feedback include:

y

y y

A Web Page -- Include a feedback page that allows people to submit comments and suggestions. This is a relatively inexpensive process, and one that more and more people participate in. Warranty Cards -- A high number of customers will probably answer survey questions in this format because they are getting something out of the process. A Toll-Free Telephone Number -- You can establish a line that is manned by a customer service representative (CSR), if your budget allows, or one that links directly to your voice mail. If you can't afford to hire a CSR, ask customers to leave their telephone numbers with their message so you can contact them should you have further questions. If time permits, you may want to get back to people and thank them for their time while also reassuring them that their comments are extremely valuable to you. Personal Interviews -- Nothing beats the time-tested method of conversing with customers to ask them for their honest feedback. This method works best when you have a relationship based on trust with your clientele; if your customers don't think you care or won't do anything about their suggestions, they will only tell you what you want to hear.

Ansoff's product / market matrix

Introduction
y y

The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy. Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it marketsnew or existing products in new or existing markets.

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The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the business strategy. These are described below: Market penetration Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. Market penetration seeks to achieve four main objectives: Maintain or increase the market share of current products this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling Secure dominance of growth markets Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors Increase usage by existing customers for example by introducing loyalty schemes A market penetration marketing strategy is very much about business as usual. The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research.

y y y

y y

Market development

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y y y y y y

Market development is the name given to a growth strategy where the business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including: New geographical markets; for example exporting the product to a new country New product dimensions or packaging: for example New distribution channels Different pricing policies to attract different customers or create new market segments

Product development Product development is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.

y y y

Diversification Diversification is the name given to the growth strategy where a business markets new products in new markets. This is an inherently more risk strategy because the business is moving into markets in which it has little or no experience. For a business to adopt a diversification strategy, therefore, it must have a clear idea about what it expects to gain from the strategy and an honest assessment of the risks.

MARKETING MIX PRODUCT

What is Wifi? A way to get internet access, the term wifi is a play upon the decades-old term hi-fi that /describes the type of output generated by qautlity musical hardware, wifisatnds for wireless fidelity and use to define any of the wireless technology in the IEEE 802.11 specification-including( but not necessarily limited to) the wireless protocols 802.11a, 802.11b, and 802.11g. The wireless alliance is the body responsible for promoting the term and its association with various wireless technology standards.

What is wifi hotspot?

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A wifi hotspot is defined as any location in which 802.11 (wireless) technology both exists and is available for use to customers. In some cases the wireless access is free and in others, wireless carriers charge for wifiusage.generally, the most common usage of wifi technology is for laptop users to gain internet access in locations such as airports, coffee shops, and so on, where wifi technology can be used to help consumers in their persuit of work based or recreational internet usage. Why shuould i use wifi? Broadband speeds: experience the net at blistering speeds. download music, watch movies, the latest videos, play games, share ideasand much more.All in the blink of a eye. Wireless Access: freedom to move around and surf anywhere within the dell-ozone wifi hotspot. Just go: no waiting to conect to the net and no busy signals. just click and you are online instantly and wirelessly. Phones not busy: talk on the phone and surf the web at the same time. never worry about missing an important call. How does wifi compare to 3G? Wifi is the most cost effective and technological mature wireless technology in the market today. wifi allows data traffic to exploid the un licensed free spectrum unlike the dreadfully expensive 3g/wimaxspectrums.publicwifi networks can offer atleast ten times better speeds than 3g at the fraction of the cost.

Parameters Functionalty

3g It is popular wireless network technology used mainly for mobile phones for mobile connectivity.

Wifi Wi-fi is the broadband technology used with wi-fi enabled device ( mobiles, smart phones, ipads, laptops, ipods)

3G is a service that is completed provided by the Wi-fi access can be control by service provider. a router located in the specific range from the access point. For availing 3G, you need to get in touch with your service For availing the wifi facility, 51 | P a g e

provider.

you will have to visit the hotspot which provides the wifi zone.

Range & Signal

Speed

The 3G scores well over wifi with regards to range and signals, since it depends on the mobile service providers. You will receive signal reception as long as you are in the network range. The maximum speed on 3g network is considered to be about 2.05 mbps

Incase of wifi, you will be able to receive good, uninterrupted reception as long as you are within the range of the router situated in the hotspot.

Wifi is faster as compared to 3g. The maximum speed on the A standard of the latest wifi technology is reported to be 600mbps. Wifi is cheaper than 3g. The cost of wifi at some hotspot starts at 27 rs for 1 hr, and onwards.

Cost

3G is costlier than wifi. The cost of 3g access depends on the plan you have choosen from your service provider.

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Capacity

GSM GPRS:114 kbps EDGE:upto 384 kbps

Chipset price

EDGE chip set=$ 10 -15 IPR royalty=$7 600 million

Device nos by 2013 Advantage

3G UMTS:upto 1 mbps HSDPA upto 14.4 mbps (max 3.6 mbps in india) 3g modem chip set=$20-25 IPR royalty=$15 275 million

WIMAX DL.144 mbps UL 35 mbps

WIFI LTE 802.11 n up to DL 100 mbps 300 mbps UL 50 mbps

WIMAX chipset=$20

802.11 a/b/g Predicted to be chipset<$1 $15 in 2011

14 million Cell size NLOS 3-4 km LOS 50 km Expensive spectrum high CAPEX/OPE X ROI 3-5 years

250 million Free spectrum Low CAPEX/OPEX ROI<12 months Limited cell size 300-500 m

56 million Lower latancy>100ms simultaneous use support High infrastructure cost Consumer needs new device Consumer consumes a lot of battery

Disadvantages

Max cell size 35 Max cell sizes km 2-3 km Good coverage Mobility indoor Mobility Expensive Expensive spectrum I spectrum CAPEX/OPEX HighCAPEX/O ROI 3-5 years PEX ROI 3-5 years Poor indoor coverage

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Wifivswimax

Wimax requires specific infrastructure to be put up, where as 3G and LTE can piggy back on preexisting infrastructure. Thus wimax requires much more capex even though the base equipments is cheaper than 3G. Higher frequency need for high data rates will reduce base station range and make additional towers necessary, pushing up capex further. According to qualcommindia head Kalwalinder Singh, wimax will only find using limited urban environments, as it will be unable to meet its opex demands even if it charges rupees 750+ per user. the cheapest cost makes wimax devices less accessible to user compare to wifi.

Where does wifi stand out?

y

Wifi is the most cost effective and technologically mature bearer.Data rate of wifi is almost 100 times 3G, cost of wifi is almost 1/40th of 3g. Wifi allows data traffic to exploid the unlicensed free spectrum. Wifi cheapest cost less tha $1. So now it is present in all laptops, smart phones and most new mobile devices. Wifi offers " time to capacity" advantages that cant be matched by building a cellular capacity. The cost savings associated with 3g data offload over wifi are significant as operators deploying an offload strategy can expect saving in the range of 20 to 25% per annum. In the US market, operator will save between $30 and $40 billion per annum by 2013 through an offload strategy alone. AT&T's policy to offload traffic to wifi has brought a 70% cost advantage, report morganstanley, owing to lower congestion, lower equipment cost, and zero licencing cost for wifi.

y y

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Scope of wifi enabled device in india: y India to have 875 million mobile users by 2013, 1 billion by 2015 y Worldwide, the proportion of mobile handset shipped with wifi will account for 29 % of all mobile users handset by 2013 and 42% in 2015 y the proportion of wifi enabled mobile phones owners who use the facility on their devices will reach to 80% by 2015 y This translates to 200 million actual mobile wifi device users in india by 2013 and 335 million by 2015. What are teh device available in the indian market where wifi can be accessed? y Smartphone y laptops and tablets y notebook

What kind of activities can be carried out over the wifi network? y Download songs y Movies y stream videos y watch live matches y social networking y browsing picture videos.

QUALITY OF SERVICE The Wi-Fi Alliances WMM (Wi-Fi Multimedia) program is derived from 802.11e and is based on prioritizing different data streams with support at the 802.11 MAC layer. WMM allows a network owner to setup different priorities on Wi-Fi equipment for four predominant types of network traffic. - The highest priority is typically given to voice - The second highest to video - The third priority is for browsing, email and other best effort applications - The lowest priority may be used for background applications like printing.

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PRICE

PRICING MODEL

WITH BROADBAND
(RS. 1500p.m)
Revenue sharing ratio [70:30] Fixed price model Rs.750 p.m Vouchers worth rs.3000

WITHOUT BROADBAND
Fixed price unlimited model Rs.2000 p.m Unlimited vouchers

Voucher time 15mins 30mins 60mins

Price Rs.10 Rs.15 Rs.27

Data usage 15mb 30mb 60mb

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PRICING MODEL WITH BROADBAND

This pricing model is for those customers who do not have a broadband facility at their respective outlets for such customers ozone provides them with broadband facility at their outlets. The network carrier company which provides the best service in the area is chosen and a broadband of such a company is installed. Ozone has tie-ups with Aircel, Airtel etc. for providing broadband. The charges for such services are fixed per month at Rs.1500 and it is further divided into two categories: 1) Revenue sharing model: In this model there is a sharing of revenues by the client and ozone pvt ltd in the ratio of 70:30 the 70% of the revenues are taken by ozone and the remaining 30% is kept with the client. This model has an advantage and that is the client does not have to pay anything for the service on a monthly basis its free of cost and the cost is borne by the company hence it takes the major portion of the profits. This model is suitable for small outlets who want to test whether this service can bring any benefits to the profits or not once the outlet owner is satisfied he can switch to the fixed pricing model. At any time the owner can switch to any pricing model. 2) Fixed pricing model:This is a fixed price method of charging customers. In this model the customers are charged on a monthly basis at a fixed price unlike the revenue sharing model. There are 2 types of pricing techniques depending upon a main constraint whic h is broadband. If the outlet has a broadband already in the outlet then there are no broadband charges. The following are the two schemes: a)If there is already a broadband in the outlet the owner has to pay a flat rs.750 p.m for which he will get vouchers worth Rs.3000. There are vouchers of Rs 10,15, and 27 respectively he can get any combination of these three prices vouchers eg.300 vouchers of Rs.10 after these vouchers are exhausted the plan automatically gets converted into revenue sharing model b)Rs.2000 model: This is an unlimited vouchers model in this model there is a fixed charge of Rs.2000 p.m and the outlet owner can avail unlimited vouchers of whatever combinations and whatever prices. C)If there is no broadband the outlet owner has to pay additional Rs.1500 per month as rent for hiring a broadband service from ozone along with the plan he/she is taking like a Rs.750 model or a Rs.2000 unlimited model respectively.

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The speed which the customers will get depends on the broadband they have. If the customers take broadband from ozone the speed will be 2mbps.The time taken for installing the service is 2weeks in case the outlet has its own broadband connection and 4-6 weeks if ozone is providing its own broadband connection.

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PLACE
 Brand partners(Hot Spots)

Retail

Real estate

Hospitality

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Hospitals

Education

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Five years back, nobody could envisage the present success of coffee shop culture in India with youngsters spending hours working, chatting and socialising in these coffee chains. Ten years back, nobody could visualise the addiction of Indian middle class to mobile phones, with subscriber base crossing 600 million today. And in the present scenario, one cannot imagine that how Wi-Fi adoption will change the internet penetration in the country after five years. Recent times have seen increased number of hotspots in the country, estimated at around 5,000, courtesy efforts by telecom operators, retail chain owners and third party Wi-Fi providers. A hotspot is any location that offers wireless internet access. This implies, any person carrying a laptop or a Wi-Fi-enabled smartphone can access the internet from a hotspot. For instance, multinational chain Caf Coffee Day, parts of Delhi University, Indian Institute of Management Bangalore (IIMB), shopping malls like Ansal Plaza, prominent hotels, restaurants and health clubs, and even hospital chains have Wi-Fi hotspots for their customers. Bobby Sarin, CEO of Ozone, a wireless internet and mobility solutions company says, Telecom operators want to increase their user base by offering Wi-Fi services. Most of the youngsters use hotspots connection for seeing video content, listening to music and social networking. On the other hand, sales and marketing officials have to constantly use emails for data transfer and other official interactions. Ozone has created various hotspots across Caf Coffee Day, Ansal Plaza, Trident and Oberoi hotels, Coffee Beans and Tea Leaves, and other niche outlets across various cities like Delhi, Bangalore, Kolkata and Hyderabad. Sarin further explains that the business model of companies like Ozone is to be an intermediate between the location owner and the telecom operator, where Ozone creates a Wi-Fi hotspot and partners with both the parties. Ozone aims to build 20,000 hotspots by 2013.Customers, usually take a prepaid coupon to us e Wi-Fi services, but often these services are also free at locations like the airports. Industry analysts feel that customers no longer subscribe to Wi-Fi services, but rather seek out places that offer wireless internet services for free. This trend has resulted in several cafes, restaurants and other commercial outlets such as airports and hospitals include free Wi-Fi as an added incentive for their customers. JaideepGhosh, director, KPMG tells that while telecom operators are concentrating on Wi-Fi penetration in residential areas, Wi-Fi solution providers are concentrating on creating hotspots in public domains. Compared to global trends, industry estimates also show Asia will soon be the top region for broadband wireless access (BWA) video consumption and, by 2017, this region is predicted to generate over half (53%) of all traffic, followed by Europe (26%) and North America (14%). BhartiAirtel currently offers connectivity across major airports and cafes and plans to grow Wi-Fi hotspots in India. Going ahead, Airtel Wi-Fi hotspots will be located at hotels, hospitals, chains of restaurants, coffee shops and corporate buildings that are the hub of corporate, community and social activities, a company spokesperson says. Last year even Tata Communications Internet Services and Tomizone announced a 61 | P a g e

partnership deal by which the former will use Tomizone proprietary software to increase the base for Wi-Fi hotspots in the country. Auckland headquartered Tomizone is a leading Wi-Fi hotspot and metro Wi-Fi zone solutions provider. Early last year, the company had 1,000 Wi-Fi hotspots in India with Tata Indicom Wi-Fi having a share of over 50%. In June 2009, India had the lowest penetration of broadband in the world at about 0.6% with 6.62 million subscribers. But the country is expected to take a leap in penetration with a Confederation of Indian Industry (CII) and IMRB Broadband Report forecasting 214 million subscribers by 2014. Analysing the mindset of a handset provider, AmitGujral, assistant general manager at LG Electronics says, Nowadays, youngsters constitute for majority of the mobile users in current times and LG as a popular telecom handsets provider wants to give its users all the lucrative communication tools for better service and quality. Ozone brings the possibility to have high speed internet at less rates on the move through its wide network of Wi-Fi hotspots. The major advantage in tying up with Ozone is that they are present at lot of popular coffee shops, various hotels, malls which will help LG mobile users to stay connected even while on the move. Interestingly, organised retail is just opening up in India and is a signif icant user of wireless computing solutions. World-class manufacturing facilities in the telecom and automotive sectors being setup in India are being Wi-Fi enabled. Healthcare seeking tourists are driving demand for Wi-Fi equipped hotels; hospitals are gearing up to provide the best in connectivity. Moreover, mobile Wi-Fi will grow as handset markets use Wi-Fi for product differentiation and internet service providers (ISP) find innovative business models. Analysts claim that falling consumer electronics prices and a content hungry and tech-savvy younger generation are driving change. One of the major issues Indias hotspots are facing, apart from competition from data cards is the billing problem particularly at airports and coffee shops. Systems integrators have reported that in most cases, pre-paid usage cards are being used to charge customers use of hotspots, but these solutions pose administrative difficulties, are not seamless, and sometimes do not work at all. A second problem is roaming accounts for travelers. Travelers are often reluctant to buy fixed slots of time from hotspot providers if they cannot use leftover in another airport elsewhere. National roaming accounts are yet to come on offer from hotspot providers at the airports. Billing and roaming at Indias Wi-Fi hotspots too remain in need of seamless solutions. This presents an opportunity to Wi-Fi solution providers. Thus, as India is moving towards a more mobile population, Wi-Fi connection will play an important role in increasing internet penetration in the country, which has reached 80 million today as, per comScore.

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PROMOTION
O-Zone plans tie-ups with Vodafone, Idea for Wi-Fi services O-Zone Networks Pvt Ltd, a wireless internet service provider, is planning to tie up with cellular operators Vodafone and Idea to provide Internet connectivity at Wi-Fi networked public places such as cafeterias, hotels and airports. O-Zone is a major WiFi provider at public hotspots and is already in tie-up with Airtel and Aircel. O-Zone Networks helps in setting up Wi-Fi connections in buildings and public places. However, instead of towers atop buildings, Wi-Fi services are provided through different wireless access points (routers). It already has 5,000 such access points across the country. The company has provided Wi-Fi connections in cafeterias and food joints such as Caf Coffee Day, Subway, Coffee Bean, Tea Leaf and Aqua Java. Discussions are also on to have Wi- Fi access points in different airports of the country. MrSajeev (Bobby) Sarin, ceo, O-Zone Networks, told Business Line: We act like a mobile tower company that will provide network services irrespective of who the operator is. We are in talks with Idea and Vodafone while we will provide Wi-Fi access points for Aircel and Airtel subscribers. Under the present agreement, telecom operators will be charged as per the data usage in different areas which have connections provided by OZone. OTHER TIE UPS The company will soon enter into a joint market development partnership with Alcatel for carrying out product innovation. It will also outsource to Alcatel the maintenance operations of its network. An announcement in this regard is likely to be made next week. O-Zone is also looking at exploring a revenue sharing agreement with mobile handset makers (device companies). It is already holding discussions with makers such as LG amd Maxx who will manufacture Wi-Fi enabled handsets that can be used to access Internet from O-Zone connected hotspots. Users will have to use a recharge coupon provided by O-Zone to access the Internet from these handsets. O-Zone, Alcatel Lucent sign MoU for creating Wi-Fi spots Internet service provider O-Zone Network and telecom equipment maker Alcatel Lucent have inked an agreement for jointly developing Wi-Fi hotspots across the country. As per the agreement, Alcatel Lucent will provide technology to O-Zone that will enable seamless migration of telecom users from their existing mobile networks to Wi-Fi -- a wireless internet service -- whenever the user is within the Wi-Fi hotspots developed by O-Zone. "We have an agreement with Cafe Coffee Day, Hard Rock Cafe, DLF, Trident, Fortis and others to create Wi-FI hotspots in their premises," O-Zone Networks CEO and Founder Sanjiv Bobby Sarin told PTI. Sarin mentioned that company has 5,000 Wi -Fi hotspots in its list, out of which 3,000 hotspots are already providing service. O -Zone has plans to create 20,000 Wi-Fi hotspots in India. "We expect to have 20,000 Wi-Fi hotspots running by the end of 2012," Sarin said. Wi-Fi hotspots created by O-Zone are locations where people can access Wi-Fi Internet services when they are within the range of these locations. "Telecom service providers are looking for easing load on their network and use their spectrum efficiently. Hence, there is ample opportunity coming up for Wi-Fi hotspots in India," said Alcatel Lucent India Managing Director, India regional Unit, Munish Seth. Sarin added that O-Zone already has partnered with airtel for its Wi-Fi service and is in talks with other telecom service providers in India for creating Wi-Fi hotspots in partnership with them. "In 63 | P a g e

the West, telecom companies have seen their bandwidth getting choked because of download of video applications. There, operators have 20 Mhz of spectrum for running 3G service and in India, you have only 5 Mhz. This shows the need for offloading the network of telecom companies by alternate mechanisms like Wi-Fi," Sarin said. Alcatel Lucent will provide an intelligent network for the Wi-Fi service of O-Zone, which will help users migrate from their 3G or 2G network to Wi-Fi without them having to make an effort to connect to the Wi-Fi network. "The network will have intellingent features which will identify subscribers' usage pattern on the network and provide content of their preference without them browsing or searching for it on the Internet," Seth said. Seth said that subscribers of the company will be able to download heavy applications at the Wi-Fi hotspots using the Wi-Fi network, which will put less burden on telecom service provider's network.

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SWOT ANALYSIS OF OZONE

STRENGHTS

y y y y y y y y y y y y

y y y

Providing a highly secure public network. Delivering layor 2 security. Most experience management team for public wifi with international / national experience . Member of wireless broadband alliance , a global consortium of broadband service providers. Unique relationship and roaming agreements with national and international telecom operators. Enterprise great equipments user friendly guest registration and self service portals . 24*7 business -support provides reports and analysis , CSA tool to monitor location and other marketing collateral . Free customer service . Tie up with Airtel gives them an added advantage The security management of the company provides a safe surfing experience and tension free business opportunity for Hot spot owner Tie up with HP and Cisco. It provides world class equipments Companys policy to work as a neutral host, provides an opportunity to enjoy the brand value of Airtel, Vodafone and Idea. Thus company is not competing with any of the major players. Tie up with Caf Coffee day, Mc Donalds, Barista; DLF gives an opportunity to show their presence nation wide at one Stretch. Layer 2 security and AAA integration, provides Using Wi-Fi technology , which is cheap and affordable to middle class people, thus opening a vast pool of customers for the company.

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WEAKNESS

y y y y y

For availing the wifi facility you will have to visit a hot spot which provides a wifi zone unlike 3G services which does not require a hot spot . Incase of wifi you will be able to receive good , uninterrupted reception as long as you are within the range of the router situated in the hot spot Wifi services are time bound .Eg .30 mins,1hr, Etc. The consumer may lose its access to internet as soon as the plan is over which may cause the consumer to loose his work. As the capital expenditure and cost of maintenance is borne by the company it takes more than a year to achieve its ROI. Deployment of the service takes too long. There is only one technical team per city which makes it impossible to reach out all the hotspots promptly. There is no promotional activity planned by the company. There is no awareness about Ozones name in the market No market research is being done by the company for different geographical areas. Company is not aware about its competitors Pricing model in Ahmedabad. Unique Selling Proposition i.e. enhanced internet Security is not providing enough strength to business. Awareness about the company in almost zero No promotional hot spots are established for demo

y y

y y y y y y y

Opportunities
y y y y y y y

Since company has entered in the business at the same time , when government is supporting the IT sector , it has ample opportunities . A good advertising strategy can help company to get higher market share. Since browsing charges are low, they can attract tier-2 as well as tier 3 cities. PPP strategy can help the company to grow at faster rate. Tie up with Hotel chains, Hospital chains can give the company a boost. Internet facility to commercial buildings especially in Ahmedabad BRTS corridor expansion will help company to grow its public network

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Threats

y y y y y

Brand value of Tata can hinder the market growth. Non customized plans would not help the company to grab the market share in different geographical areas. Companies like Spidigo, Tikkona can center the Public Wi-Fi business any time. Companies like Tata Communications have their own broadband services. It helps them to grow at faster rate. Companies like Reliance Communications can enter the market with very low prices as they did in telecom sector.

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Field experience
Steps involved in the actual selling of ozone wifi :

Step 1):Complete preparation about the product that is ozone wifi was provided along with its pricing models which was extremely important as it was dynamic in nature and was negotiable as well. We were encountered with various scenarios that we might come across on the field during our three day training session at the branch office at marine drive. How to pitch to a customer, how to start a conversation, how to understand the customers needs and wants, how to combat all possible queries and questions put forth by the customers, etc and many more things were explained to us and we were asked to perform a number of role plays as it would help us in gaining confidence when we would actually step on the field interacting with different customers. Step 2):Once on the field, we were asked to look out for coffee shops, restaurants, spas etc. As we were not provided with a pre defined database our clients were randomly selected by us. The most important part of this step is to approach the right person in the outlet (the decision maker) as it would help us to understand what its outlets demand was and that could help us in serving him better with our product. In the absence of the decision maker, we would ask for a business card of the outlet and would visit it again and again until the right person is not met. Once entering the outlet, we would first observe the kind of outlet it was, what type of customers it caters to, what is the ambience of the outlet, the customer service provided by the staffall this within the initial moments. Then we would look for the decision maker. Step 3):Once we meet the decision maker, we try to build a rapport with him/her by introducing ourselves as the executives from ozone indiapvt ltd. Briefing them about what ozone was and what service they provide. We would try to extract as much information from our clients so that it would help us to understand our clients better and their requirements for their particular outlet in question.

Step 4):After reaching a moment of ease in the conversation with our clients, we would then introduce the product that is wifi which we would be selling them. Explaining the merits, advantages of the product, the competitive edge it provides and how it is so essential to provide value addition in ones business to gain competitive edge which our product perfectly caters to. It is that phase of the conversation which would give a fair idea about the clients interest in the product and how much keen he/she is to buy the product. There had been instances when the conversation had failed to move on from this point 68 | P a g e

onwards but there had been instances when the conversation lead to the client buy your product. Step 5):It was not the case always that step 4 would decide the fate of the conversation. There were moments when the client was keen about the product but would ask a number of questions or doubts that he/she had about the product. This was an important phase of the interaction as this was time when all the client objections needs to be dealt with ease and clients should be made comfortable about the product. Step 6): In this step all the hard work pays, as this step provides us with the sale which actually was our objective. But at times, clients were in a fix to go in for a contract with ozone as the contract was for a period of five years and minimum for a period of three years. At this stage again we had to reiterate the clients with all the positive aspect that wifi possessed and how ozones return on investment depends on the client getting into a long term relationship with the company, as ozone bears all the operational expenses.

Step 7) :This step would occur only if the client argued over the contract or else the sale would take place in step 6 itself. However in this step the actual signing of the contract took place, which was then forwarded to the team leader who then submits it in the head office.

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Recommendation
Depending on the analysis that we have done on the field for two months and the objections and the problems that we laid earlier we recommended certain inputs for ozone which would be Beneficial If implemented . The contract period of ozone wifi is 5 years which under circumstances of negotiation can be minimized upto three years which again proved objectionable by the clients as they thought we are trying to confine them by imposing limitations for them to forcibly be with us thus we suggest that flexibility should be provided to the clients and the term of contract should be kept as minimum as possible which could be convenient for the client.. One thing we have concluded from the internship is that ozone is facing immence competition from tataprimarily and also people are not aware about the existence of ozone , thus we recommend that ozone should propagate a promotion drive if not extensive advertising which can atleast create an awareness about what ozone is all about. Since browsing charges are low we can target to tier 2 and tier 3 cities .ozone established their market in this cities as growth opportunities are immense and would also be helpful for the company as they would be the first to explore such potential market and plant their dominance . Ozone should also penetrate in A plus societies as there is tremendous scope to provide wifi in their lobbies , playing parks , swimming pool and health clubs .when we talk about A plus societies we are targeting the niche segment in the market for whom browsing is an essential thing . Ozone should undertake market research in the respective markets to understand the market potential and competitors detail which would help them develop better strategies for their long and short term growth and thus would be easier to evaluate the findings and would help them take appropriate course of action. Ozone should properly segment their target market in order to serve their product in a way which connects to the consumers in question and will also help them to create strategies to bombard the target consumers as they would know the requirements.

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CONCLUSION From this project we conclude the following:

 Ozone has immense market potential to achieve its vision and mission through strategically developing its short term plans.  There is great potential for Ozone to establish its product in different market segments targeting different customers, as it did by introducing its product in a new market like Mumbai.  Ozones core competency is that it is a neutral host which helps it to maintain a long term relationship with its strategic partners and business partners thus gives it a competitive edge by enjoying the market share of its alliances.  Ozone however has to work on its promotional activities as stated earlier in the project in order to create brand awareness when it comes to creating hotspots across various markets (existing or new), as it becomes easier to communicate with the clients when they know about the brand beforehand.  Ozones organizational structure is such that their strategic decision making depends heavily on the people working at the lowest level, these are the ones who interact with the clients of ozone and bring in more new clients for the company, they are the first point of contact of the company, hence any customer queries, suggestions for improvement is conveyed to the top management which then brings in respective changes in order to serve their product in a better way.

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Bibliography
 Book Name o How to create, win & Dominate market  Philip Kotler  Webliography o www.ozonewifi.com o www.google.co.in o www.wikipedia.com o www.brupt.com o www.starware.com

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