Minor Project Report

CHARACTER ETHICS OF AIRTEL

Submitted in requirement of fulfillment of BBA Degree of

GGSIPU, New Delhi
 Submitted By
Name: HARSH
Enrolment No.: :10515601721
Semester: II
Batch: 2021-2024

Dr. Akhilesh Das Gupta Institute of Technology &

Management
(Affiliated to GGSIPU)
FC-26, Shastri Park, New Delhi-110053
CHAPTER 1
ACKNOWLEDGEMENT

WITH AN OVERWHELMING SENSE OF GRATITUDE,I AKNOWLEDGE THAT

THE VALUABLE GUIDANCE AND CONSISTANT ENCOURADGE MENT
EXTENDED TO ME BYY OVER KNOWLEDGEABLE FACULITY MEMBER WITH
WHOSE GUIDANCE , I AM ABLE TO ACCOMPLISH THIS ENDEAVOR. THEIR
TEECHNIVAL ACUMAN AND YAERS OF EXPERIENCE AND PROVIDED ME
WITH CIRCULAR INPUT AT A CRITITCAL STAGE.

I AN SPECIALLY THANFUL AND GRATEFUL TO MY PROJECT GUIDE MRS

SONALI GAUR WHO HELPED ME IN PROJECT.

HARSH
 CERTIFICATE

This is to certify that HARSH a student of BACHELOR OF BUSINESS

ADMINISTRATION (2021-2024), in DR AKHILESH DAS GUPTA INSTITUTE OF
TECHNOLOGY AND MANAGEMENT has worked under my supervision and
guidance on CHARACTER ETHICS OF AIRTEL.
I wish him all the best wishes in his entire future Endeavour.

Mrs. SONALI GAUR

(Asst. Professor)
 EXECUTIVE SUMMARY

India, like many other countries of the world, have adopted a gradual
approach to telecom sector reform through selective privatization and
managed competition in different segments of the telecom market. The Indian
telecommunications industry is one of the fastest growing in the world and
India is projected to become the second largest telecom market globally.
Airtel in India is a part of Bharti Airtel and commenced operations in 1986.
In one of the biggest brand transition exercises m recent times. This has had a
considerable Impact on the users as well as the service providers like
Vodafone, Reliance, Idea and Tata Teleservices. The project work was
undertaken to evaluate the Character ethics of Airtel in India. The data for the
thesis was collected using secondary data. Secondary data regarding growth
of Indian Telecom Industry, Ethics in business, Airtel and its strategies in
India and other related facts was collected from the many websites and
Newspapers.

This project also contains Case Studies and Researches relevant according to
the given topic. Case Studies and Researches are a better way to describe a
project in brief and it contains various authors writing, different thoughts
reveal the different uses and different aspects about Bharti Airtel. After this,
in the end, there is Research Methodology and conclusion of the concerned
the topic
 INDEX.

CHAPTER 1
1. ACKNOWLEDGEMENT
2. CERTIFICATE
3. EXECUTIVE SUMMARY
4. INDEX
CHAPTER 2
2.1COMPANY INTRODUCTION
2.2COMPANY PROFILE
2.3HISTORY
2.4AIRTEL MISSION VISION
2.5OBJECTIVE
2.6 PRODUCT AND SERVICE OF AIRTEL
2.7COMPANY CULTURE
CHAPTER 3
3.1LITRATURE REVIEW
3.2IMPORTANCE
3.3ETHICS OF AIRTEL
3.4SWOT ANALYSIS

CHAPTER 4
4.1 RESEARCH METHODOLOGY
4.2 SOURCE OF DATA
4.3 RESEARCH 1
4.4 RESEARCH 2
4.5 CASE STUDY
4.6 CONCLUSION
4.7 BIBLOGRAPHY
 CHAPTER 2

INTRODUCTION

Airtel is a name that connects India with millions of people all over the world
with millions of people in India. Today, this telecom giant is amongst the
most trusted telecommunication brands in the world. The company's modest
journey from a regional operator limited to the city of Delhi to second largest
mobile operator in the Asia Pacific region is nothing short of inspiring.
 Company Profile

The company went through some amazing strategic planning. The goal was always larger
than life. Sunil Bharti Mittal rebranded all of his mobile telecom ventures under a single
brand-named Airtel in 2003. The company has grown to be India's largest mobile
operator, with consistent hard work and everyday innovation.

Airtel had always adopted various cutting-edge strategies to be one step ahead of
competition. From acquiring regional operators in its early years, rebranding entire
operations under one umbrella to outsourcing activities to various corporations, Airtel
always set standards in the industry.
They are the only company who has every part of its operation excepts marketing, sales
and finance and building the minutes factory' model of low cost and high volumes,
outsourced. Their equipment partner is Ericsson, and Nokia and IT support is provided by
IBM.
Airtel built a smart "Minutes Factory" model aiming at low cost and high-volume output.
By outsourcing daily operations and retaining core functions like finance, sales,
marketing and management, the brand built sustainable business model that worked
wonders over a period of time for the company.
The CEO of the company right now is Gopal Vittal, and the Chairman and Managing
Director is Sunil Mittal, the man himself.
 HISTORY

In 1984, Sunil Mittal started assembling push-button phones in India, which he earlier
used to import from a Taiwan company, Kingtel, replacing the old fashioned, bulky
rotary phones that were in use in the country then. Bharti Telecom Limited (BTL) was
incorporated and entered into a technical tie up with Siemens AG of Germany for
manufacture of electronic push button phones. By the early 1990s, Bharti was making
fax machines, cordless phones and other telecom gear. He named his first push-button
phones as 'Mitbrau r .

In 1992, he successfully bid for one of the four mobile phone network licenses auctioned
in India. One of the conditions for the Delhi cellular license was that the bidder have
some experience as a telecom operator. So, Mittal clinched a deal with the French
telecom group Vivendi. He was one of the first Indian entrepreneurs to identify the
mobile telecom business as a major growth area. His plans were finally approved by the
Government in 1994 and he launched services in Delhi in 1995, when Bharti Cellular
Limited (BCL) was formed to offer cellular services under the brand name Airtel. Within
a few years Bharti became the first telecom company to cross the 2-million mobile
subscriber mark. Bharti also brought down the STD/ISD cellular rates in India under
brand name Indiaone.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular

operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell
Communications, in Chennai. In 2001, the company acquired control of Spice Cell in
Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Bombay
Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone
operations were re-branded under the single Airtel brand. In 2004, Bharti acquired
control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to
Andaman and Nicobar. Th1S expansion allowed it to offer voice services all across
India.
Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so. The Airtel theme song, composed by AR.
Rahman, was the most popular tune on that year.
In May 2008, it emerged that Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21 countries
in Africa and the Middle East. The Financial Times reported that Bharti was considering
offering US$45 billion for a 100% stake in MTN, which would be the largest overseas
acquisition ever by an Indian firm. However, both sides emphasize the tentative nature of
the talks, while The Economist magazine noted, "If anything, Bharti would be marrying
up," as MTN has more subscribers, higher revenues and broader geographic coverage.
However, the talks fell apart as MTN Group tried to reverse the negotiations by making
Bharti almost a subsidiary of the new company. In May 2009, Bharti Airtel again
confirmed that it was in talks with MTN and the companies agreed to discuss the
potential transaction exclusively by 31 July 2009. Talks eventually ended without
agreement, some sources stating that this was due to opposition from the South African
government.
In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network
infrastructure for the fixed line business. Later, Bharti Airtel awarded the three-year
contract to Alcatel-Lucent for setting up an Internet Protocol access network across the
country. This would help consumers access internet at faster speed and high quality
internet browsing on mobile handsets.
In 2009, Airtel launched its first international mobile network in
Sri Lanka. In June 2010, Bhartil acquired the African business of Zain Telecom for $10.7
billion making it the largest ever acquisition by an Indian telecom firm. In 2012, Bharti
tied up with Wal-Mart, the US retail giant, to start a number of retail stores across India.
In 2014,

Bharti planned to acquire Loop Mobile for billion (US$ 100 million), but the deal
was called off later.
Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with operations
in 20 countries across Asia and Africa, today said that its Treasury division has been
adjudged as a highly commended winner of the Top Treasury Team (Asia) Awards at the
Adam Smith Asia Awards 2015.
 AIRTEL'S MISSION, VISION AND
VALUES
THE WAY AHEAD

*Mission
Hunger to win customers for life
*Vision
Their vision is to enrich the lives of our customers. Their obsession is to win customers
for life through an exceptional experience
*Values
They aim to work towards our vision, driven by our values of AIR Alive, Inclusive &
Respectful.
• Alive
They are alive to the need of our customers. They act with passion, energy and a can-do
attitude to help our customers realize their dreams. Innovation and an entrepreneurial
spirit drive us-if it cant be done, they will find a way.
• Inclusive
Airtel is for everyone. They champion diversity, recognizing the breadth and depth of the
communities we serve. They work with them, anticipating, adapting and delivering
solutions that enrich their lives. They do this by having an open mind and embracing
change.

• Respectful
They live the same lives as our customers, sharing the same joys and the same pains.
They never forget that they are why they exist. They act eith due humility, always open
and honest, to achieve mutual respect.
 OBJECTIVES
1. To do all such things which are incidental or ancillary to the attainment of main
business of the company.
2. To enter into partnership in to any arrangement for sharing profits or losses or any
union of interest. Joint venture, reciprocal concession or co-operation, with any person or
persons of company or companies carrying on or engaged in any business or transaction
which the Company is authorized to carry on.
3. To acquire and take over either the whole or any pan of the business, goodwill,
trade, patents and property, assets and liabilities of any person or persons, firm or
corporation, carrying on any business, which the Company is authorized to carry on.
4. To establish branches and agencies of the Company in India and elsewhere and to
discontinue the same whenever necessary.
5. To pay for any property or rights acquired by the Company either in cash, or fully
or partly paid shares or by the issue of the securities or partly in one mode or partly in
another, and generally, on such terms as may be determined.
6. To amalgamate with any other Company having objects altogether or in part,
similar to those of this Company.
7. To advance, deposit or lend money with or without securities, to such persons and
on such terms and as may be expedient and to discount, buy, sell and deal in bills, notes,
warrants, coupons and other negotiable or transferable securities or documents.
8. To negotiate, enter into agreements, contracts or collaborate with foreign
companies, firms and individuals for getting or supplying and procuring technical
assistance, know-how in the manufacturing, marketing, importing, exporting of any
product.
9. To exercise and enforce all rights and powers conferred by or incidental to the
ownership of any such shares, stocks, obligations, or other securities including without
prejudice to the generality of the forgoing, all such Powers to vote or control as may be
conferred by Virtue of the holdings by the Company of some special proportions of the
issued or nominal amount thereof and to provide managerial and other executive,
supervisory, and consultancy services for or in relation to any company on such terms as
may be thought fit
To subscribe for conditionally or unconditionally or to underwrite, issue on commission
or otherwise take hold, deal in, stock, shares and securities of all kinds and to enter into
partnership or into any arrangements for sharing profits, union of interest, reciprocal
concessions. co- operation with any person and promote or aid in promoting, constituting,
forming any company or partnership of any kind for the purpose of acquiring and
undertaking any property and liability of this Company or of advancing directly or
indirectly, the objects thereof, or for any other purpose which the Company may think
expedient.
1 L To establish, form companies or associations for prosecution of execution of
undertakings, works, projects or enterprises of any description, whether of a private or
public character and to acquire and to dispose of shares and interest in such companies or
associations or in any other company or association.
12 To purchase or otherwise acquire, sell, dispose of concerns and undertakings,
mortgages, charges, patents, licenses, securities, concessions, options, policies, book
debts and any claims and any interest in real or personal property and any claims against
such property or against any persons or company and to carry on any business in the
concern or undertaking so acquired.
PRODUCTS AND SERVICE OF AIRTEL
 COMPANY CULTURE
Entrepreneurship
A core tenet for a first-generation entrepreneurial company. They believe in providing
people opportunities to do all that they can and be what they want to be.
Respect for all
Being respectful towards all whom they meet during our day-to-day professional
interactions.
Passion for performance
Their journey would not have been possible without an enduring, bordering on fanatical
focus on performance. This is what they also seek in our employees — a keen focus on
outcomes through performance excellence,
Teamwork
They value 'the power of many" and look to harness collective synergies through
collaboration and teamwork.
Building collaborative partnerships
Forging strategic partnerships with eminent brands and companies from across the world
- be it SingTel, AXA, Del Monte - is part of our DNA They are passionate about building
strong, long-lasting relationships with our employees, customers and partners.
At Bharti, they believe in the power of informal communication. Much of our work gets
done by picking up the phone or popping into a team member's cabin. This culture of
informality, a hallmark of a 'small' company, is what they have tried to retain throughout
our growth journey.
 CHAPTER 3

LITERATURE REVIEW

Ethics and Character Ethics

What are Ethics?

This is the most common way of defining ('ethics": norms for conduct that distinguish
between acceptable and unacceptable behavior.
Most people learn ethical norms at home, at school, in church, or in other social settings.
Although most people acquire their sense of right and wrong during childhood, moral
development occurs throughout life and human beings pass through different stages of
growth as they mature. Ethical norms are so ubiquitous that one might be tempted to
regard them as simple commonsense.
Many different disciplines, institutions, and professions have standards for behavior that
suit their particular aims and goals. These standards also help members of the discipline
to coordinate their actions or activities and to establish the public' trust of the discipline.
For instance, ethical standards govern conduct in medicine, law, engineering, and
business. Ethical norms also serve the aims or goals of research and apply to people who
conduct scientific research or other scholarly or creative activities.
What is Character Ethics?
According to the character ethic, it is most important to focus on integrating the
principles of effective living into one's character. This may be a long-term process, but
working on the character, including an effective view of the world, is getting at the root
from which behavior flows and so is fundamental. The character ethic sees individual
development as a long-term process bearing results according to the law of the harvest.
Business ethics has normative and descriptive dimensions. As a corporate practice and a
career specialization, the field is primarily normative. Academics attempting to
understand business behavior employ descriptive methods.
According to Andrew Crane.
"Character ethics is the study of business situations, activities, and decisions where issues
of right and wrong are addressed. "
 Importance
1. Satisfying Basic Human Needs: Being fair, honest and ethical is one the
basic human needs. Every employee desire to be such himself and to work for an
organization that is fair and ethical in its practices.
2. Creating Credibility: An organization that is believed to be driven by moral
values is respected in the society even by those who may have no information about the
working and the businesses or an organization. Infosys, for example is perceived as an
organization for good corporate governance and social responsibility initiatives. This
perception is held far and wide even by those who do not even know what business the
organization is into.
3. Uniting People and Leadership: An organization driven by values is revered
by its employees also. They are the common thread that brings the employees and the
decision makers on a common platform. This goes a long way in aligning behaviors
within the organization towards achievement of one common goal or mission.
4. Improving Decision Making: A man's destiny is the sum total of all the
decisions that he/she takes in course of his life. The same holds true for organizations.
Decisions are driven by values. For example, an organization that does not value
competition will be fierce in its operations aiming to wipe out its competitors and
establish a monopoly in the market.
5. Long Term Gains: Organizations guided by ethics and values are profitable in
the long run, though in the short run they may seem to lose money. Tata group, one of the
largest business conglomerates in India was seen on the verge of decline at the beginning
of 1990's, which soon turned out to be otherwise. The same company's Tata NANO car
was predicted as a failure, and failed to do well but the same is picking up fast now.
6. Securing the Society: Often ethics succeeds law in safeguarding the society.
The law machinery is often found acting as a mute spectator, unable to save the society
and the environment. Technology, for example is growing at such a fast pace that the by
the time law comes up with a regulation we have a newer technology with new threats
replacing the older one. Lawyers and public interest litigations may not help a great deal
but ethics can.
 Ethics in Airtel

integrity and ethics

• The partners will conduct all its dealings in a very ethical manner and with the
highest business standards.
• All partners with a business relationship with Bharti airtel shall comply with the
highest level of integrity and ethical practices.
• The partners will provide all possible assistance to Bharti airtel in order to
investigate any possible instances of unethical behavior or business conduct violations by
its employee. Panner will disclose forthwith any breach of these provisions that comes to
their knowledge to allow for timely action in their prevention and detection.
• Partners will adopt appropriate processes to prevent offering any illegal
gratification in the form of bribes or kickbacks either in cash or in kind in the course of
all dealings with us. Any instances of such violations will be viewed in a serious manner
and Bharti airtel reserves the right to take all appropriate actions or remedies as may be
required under the circumstances.
• All partners are required to confirm their compliance to ethical dealings on an
annual basis by signing a certificate to this effect as per Bharti airtel`s standard annual
certificate.
• Any ethical or integrity issues observed or encountered while dealing with Bharti
airtel shall be bought to the notice of Bharti airtel's senior management or the Head of
Internal Audit immediately.
environment. health and safety
• Suppliers dealing with Bharti airtel shall comply and adhere to all laws,
regulations and guidelines on environment, health and safety.
• Suppliers will ensure that all new service offerings as well as new product designs
are in compliance with the relevant environmental regulation and guidelines, at the time
of implementation at Bharti airtel.
domestic and international trade controls
• Suppliers shall understand and follow applicable domestic and international trade
control and customs laws and regulations, including, but not limited to those relating to
licensing, shipping and import documentation and reporting and record retention
requirements.
conflict of interest
• Suppliers will ensure they do not engage in any personal dealings with Bharti
employees, especially those that they interact with on Bharti business matters.

SWOT ANALYSIS OF AIRTEL

Strengths
NESTOR's FAITH
Investor's faith in Airtel that causes huge monetary support.
STRONG ADVNSTRATION:
Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-
organized &administrative company.
BRAND NAME•
Airtel as a brand is the synonym of success. It is the largest private limited organization
of India.
Weakness
Lack Of Co-Ordination Between Dept.
Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.
Opportunity
Favorable TARRIFS:
Newly issued tariffs are suitable for Airtel so they can easily modify their tariff plans
according to it and gain customer attraction.
Threats
Tough COMPETITION:
Airtel has to face a tough competition with existing market leaders like Reliance
(Reliance is providing Free Outgoing also) Vodafone, Idea, Dolphin and Jio.
 CHAPTER 4
Research Methodology

What is Research
Research is defined as human activity based on intellectual application in the
investigation of matter. The primary aim for applied research is discovering, interpreting,
and the development of methods and systems for the advancement of human knowledge
on a wide variety of scientific matters of our world and the universe.
Types of Research
Practical Research: Practical research involves survey, interviews, and field-level
investigation in order to achieve the correct information. It is highly important that all
information is complete and reliable to properly support the decision-making process.
Theoretical Research: The term theoretical is sometimes informally used in lieu of
hypothetical to describe a result which is predicted by theory but has not yet been
adequately tested by observation or experiment

Research Methodology
The process used to collect information and data for the purpose of making business
decisions. The methodology may Include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
Types of Research Methodology
1) QUANTITATIVE RESARCH- This research is based on numeric figures or
numbers. Quantitative research aim to measure the quantity or amount and compares it
with past records and tries to project for future period. In social sciences, "quantitative
research refers to the systematic empirical investigation of quantitative properties and
phenomena and their relationships". The objective of quantitative research is to develop
and employ mathematical models, theories or hypothesis pertaining to phenomena.
2)QUALITATIVE RESEARCH- Qualitative research presents non-quantitative
type of analysis. Qualitative research is collecting, analyzing and interpreting data by
observing what people do and say. Qualitative research refers to the meanings,
definitions, characteristics, symbols, metaphors, and description of things. Qualitative
research is much more subjective and uses very different methods of collecting
information mainly individual, in-depth interviews and focus groups.

Sources of Data
Primary Data- Primary Data are those data that are collected basically for the project
use and are first handed. To collect Primary Data the procedure used is mentioned below:
1. Personal Interview- We approached towards customer asked certain questions
that were relevant to the research objective.
2. Questionnaire- Questionnaire is a set of questions related with the objective of
research. It was provide to a individual customers and were asked fill it as per there
preference and perception.
Il. Secondary Data- Secondary Data are not first handed data. Source of secondary
data are as follows:
1. Internet- In order to collect more data we were required visit different
site/website on internet.
2. Journals &Magazines- Article coming in different journals and magazines
were also referred in order to gather more relevant data to make the project more
effective.
3. Newspaper- The Business newspaper were even referred
 Research-I

Marketing strategy of Airtel

Airtel is the world's 3rd largest mobile telecommunication Indian MNC operating in 20
countries across Asia & Africa. Airtel has presence in 22 telecom circles across India &
is India's largest integrated telecom service provider.
Segmentation, targeting, positioning in the Marketing strategy of Airtel
Airtel uses mix of segmentation strategies to segment its offerings like basic Call ISMS
plans, prepaid / Post-paid plans, VAS Data, caller tunes etc. Apart from geographically
segmenting the market in East, West, North, South & central, the market is also
segmented in each region on the basis of demographic variables like age, Income, Social
groups.
Different geographic regions are handled independently and different campaigns are run
according to the preferences of people in each region. Airtel has targeted the generation Z
of 15-25 ages, generation X & baby Boomers by using different campaigns over the
period of time i.e. campaign like "Har Ek friend Jaruri hota Hai"/ "Jo tera Hai wo mera
Hai " to target Gen Z and recently launched campaign of "one touch internet" targeting
Gen X & baby boomers.
Airtel has been successful in top-of-the-mind recall amongst cellular phone users and is
enjoying a leadership position in most markets. After changing its logo it has repositioned
itself as Young, Energetic & International brand. It has evolved itself as a torch bearer of
the telecom industry in India.
 Research-2

Marketing strategy of Vodafone

Vodafone's primary aim is to be a world leader in mobile communication and at the same
time provide a unique experience to the customers who use their services. By analyzing
the overall structure of the company, it can be understood that reliable innovative services
and the customer centric passion are the core products of the company. The brand image
of Vodafone is very strong in the market and a continuous recycling of their campaigns
from the pug to Zoo zoo's to the present blackberry boys advertisements has guaranteed
their brand a high recall value.
Demographic:
Vodafone uses the occupation aspect in the demographic category of segmentation. They
divide their users as consumer and business. On their website these two segments are
catered to by two completely different webpage. The business users are offered company
solutions, machine to machine solutions and all other end to end business connectivity
solutions. The consumers on the other hand are again segmented as follows
Geographic:
The company provides different plans, tariffs and offers to different customers depending
on the state that they come from.
Behavioral (User Status):
The users are further segmented depending upon whether they are postpaid users or
prepaid users. Separate plans are then provided to each user depending upon their
category.
Targeting
Vodafone is adopting a multi segment targeting. They are targeting the high-end user,
low-end user, the business professional as well as the common man.
 Case study

Bharti Airtel grows at a stunning pace by keeping its focus on the customer.
Based in New Delhi, Bharti Airtel is India's largest private sector telecom operator, with a
strong presence in mobile communications, fixed line services, and domestic and
international long-distance services. Bharti Airtel is India's sixth-largest company by
market capitalization, with more than57 million customers (as of 12/31/07) and US$4.2
billion in annual revenues (as of 3/31/07).
Business Challenge
Bharti Airtel needed to maximize its future flexibility and growth potential by adopting a
business- driven framework for integration, allowing it to implement and deliver services
rapidly. With competition intensifying in the Indian telecom services market, Bharti
Airtel needed to find a way to focus on developing new ser vices that could set it apart
from the competition and strengthen its customer relationships.
Solution
Bharti Airtel entered into a comprehensive 10-year agreement with IBM to transform its
processes and take on the management of its IT infrastructure. Its new platform provides
a standardized framework for Bharti Airtel to integrate its channels and customer facing
processes—enabling a more seamless customer experience, higher customer satisfaction
and more profitable growth.
Key Benefits
• Ability to process 1.5 million new customers per
month
• Outsourcing of technology enables Bharti Airtel to
focus resources on growing the business
Supporting rapid customer growth with an innovative business model
The risk of growth
Bharti Airtel's other big challenge was the need to make the major investments in IT
infrastructure required to service its rapidly growing base of subscribers. As a capital
expenditure, these investments are typically offset by the future service revenues that
they enable. However, in addition to the inherent risks of a large fixed investment,
Bharti Airtel faced an added financial risk from a steady decline in India's average
revenue per user (ARPU) for mobile telecom services, the result of government-
mandated pricing changes that created—at roughly eight dollars a month—one of the
lowest ARPUs of the region. Thus, while Bharti Airtel realized that it was absolutely
essential to invest in its future growth, factors unique to the Indian market substantially
increased the risks of making these capital investments. To address these unique
opportunities and challenges, Bharti Airtel established a far-reaching outsourcing
relationship with IBM that substantially mitigates its IT investment risks by giving IBM
full control and ownership of Bharti Airtel's IT infrastructure and associated processes.
By substituting predictable operating expenses for risky, upfront capital investments, this
strategy fundamentally transforms the financial underpinnings of its business model. An
equally important aim of this strategy is to enable Bharti Airtel to focus its energies on
growing, serving and retaining its customer base—and thus fully capitalize on India’s
astounding growth surge.
Growth through flexibility
Bharti Airtel knew that the key to capitalizing on its growth opportunities waste establish
deeper and more personalized relationships with its customers, as well as to provide a
consistent, high-quality customer experience. It further realized that, from an IT
perspective, the ability to integrate its diverse systems and processes was essential. Bharti
Airtel saw the flexibility of IBM's integration approach—and recognized the application
of IBM's extensive portfolio of middleware products and expertise in service-oriented
architecture (SOA)—as an ideal match for its integration requirements. Dr. Jai Menon,
Group CIO, Bharti Enterprises and Director (IT & Innovation), Bharti Airtel, was a key
architect of the plan. "Our new strategy is all about delivering a truly differentiated
experience, and having the flexibility to continually improve the customer experience,"
says Menon. "We knew that having a flexible framework for integrating our systems and
customer-facing processes was essential to enabling this and that IBM's strength in this
area would prove to be a great fit. ''Incorporating the proven IBM Service Provider
Delivery Environment (SPDE, or "speed") Integration Hub solution, IBM Global
Business Services designed and implemented an Enterprise Application Integration
platform that integrates a wide range of customer-facing and back-office processes. Its
flexibility is evident in the range of integration options it provides Bharti Airtel. In the
case of customer self-service, for example, each of the three main channels—Web,
interactive voice response and short message service— employ different integration
technologies (such as publish/subscribe via IBM Web Sphere MQ and asynchronous
messaging via IBM Web Sphere Business Integration Server) depending on the channel 's
technical needs
 CONCLUSION

After analyzing the findings of the research, I can conclude that Airtel lagged behind
its competitors as far as customer service and availability is concerned. The maximum
no. of people who use the mobile is in the age group of 20 to 28 Cash cards are the
most popular type of mobile connections, as they are consumer friendly and
recharging the connection is not a problem. Maximum no. of people spends RS 500
on their connections. As Airtel is the only company having the maximum no of
mobile connections so it must seriously look into the loop holes of the existing
customer service department. From the comparison and deep analysis of every aspect
of business of Telecom companies we can conclude that Bharti Airtel has more work
in every field of communication business
 BIBLIOGRAPHY

http://www.airtel.in/partnerworld/Ombudsman Policy&Process.html

http://www.Bharti.com/wps/wcm/connect/BhartiPortal/Bharti/home/people
https://www.marketin 91.com/marketing -strategy -of-airtel/

https://docs.goog1e.com/fi1e/d/OB_WQnJYkqtwJRGdPQVZ5b3JVM VU/preview

http://www.businessdictionary.com/definition/researchmethodology.html
https://en.wikibooks.org/wiki/Research Metho ds/Types of Research