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SUMMER PROJECT REPORT ON A COMPREHENSIVE STUDY ON MARKET OF PREPAID CARD SERVICES OF

Submitted by: KODIYATAR ASHA V. PATEL ALPA N. Academic year: 2006-08 Submitted to: AES PG IBM, Ahmedabad Gujarat University
Date: 17-7-08

DECLARATIONS
We, undersigned, Ms. Asha Kodiyatar and Ms. Alpa Patel student of MBA semester II from AES PGIBM, Ahmedabad, declare that we have prepared this project report on a COMPREHENSIVE STUDY ON MARKET OF PREPAID CARD SERVICES OF RELIANCE COMMUNITATION, Ahmadabad. We also declare that this project report is our own preparation and not copy from anywhere else.

Acknowledgement

We learn in Management is Manage + Men + T (Time, Task, etc.). We all agree with this statement & wish to include that it would have been not possible to complete this project without help and support of many people. We are thankful to Mr. Bhupendra Shivhare (Mar- Com Depart Reliance Communication) who helped us in each and every phase of our project and who was with us for the entire Project preparation task. we are also thankful to Mrs. Bijal Mehta (Project guide) and Mr.A.H.Karlo (Director) of Who gave us a valuable opportunity of involving us in real life assignment. We are also grateful to Mr.Hitansu (Lab) for giving us valuable guidance during the making of the report. A Comprehensive Study On Market of Prepaid Card Services Is humbly presented here, for kind appraisal. Sincere comments, Suggestions and critical evaluations. We are also indebted to all lecturers, Friends and associate for their valuable advice, stimulated suggestions and over whelming support, without which the project would not have been a success.

Preface
Student with out practical Knowledge is just like a bird without wings Practical training is tool to develop conceptual & analytical ability in student. According to M.B.A schedule, Students are required to under go practical study to understand the company. Global market, newer industrial developing era, and to achieve basic skill and ability which is helpful in M.B.A. My objective in preparing this project is to capture this excitement and challenge in the increased commuting time, convenience has become a priority for satisfy their basic need like communication. My project will provide some insight to the company in knowing the effectiveness of print and outdoor Medias and also the consumer awareness towards the company.

Table Of Content
Sr. No. Particulars 1 Acnoknowledgement 2 Preface 3 Industry Information
a) History Of Telecommunication b) Deregulation c) Manufacturing d) Alcatel in India e) The Usefulness Of Telecom f) Major Players Of the Cellular Services Provider g) Analysis Of The Industry h) Ecological and Health Factors i) Future trend and Scenario j) Indian Telecom Industry at a glance

COMPANY INFORMATION
a)Introduction b)An overview ADA Group c)History and develop d)Major group Companies e)Introduction of Reliance Communications f)Co visions / mission g)Org. Beliefs and Values h)Corporate Governance i)An Exciting Future at Reliance Communications j)Department Structure

RESEARCH 5
a)Research Objective b)Research Methodology c) Research Design d)Sampling Plan e)Sampling Size f)Source Of Data g)Contact Method & Research Instruments

6 7 8 9 10

DATA INTERPRETATION FINDINGS & SUGGESTION CONCLUSION ANNEXURE BIBLIOGRAPHY

Page No. 3 4 6 6 7 7 8 10 11 12 13 15 16 24 24 25 26 28 31 34 35 36 38 40 41 41 41 42 42 42 44 44 45 50 52 53 56

INDUSTRY PROFILE
BRIEF HISTORY OF TELECOMMUNICATIONS IN INDIA

Economic liberalization has been very fruitful for Indian telecommunications industry and brought along significant progress. One of the important features of the liberalization process was that the entire spectrum of telecom services was thrown open to the private sector and the operation of market dynamics. Starting from basic telephone with manual exchange to formation of Mahanagar Telephone Nigam Limited (MTNL) in 1986, India has seen a lot of changes, though slowly. The National Telecom Policy (NTP) announced on May 13, 1994 brought along the concept of telecommunication for all and telecommunication within the reach of all. It visualized universal service covering all villages and it is satisfying to know that out of the nearly 6-lakh villages in the country, about 4lakh villages have been provided with telecom services. The objective of the government is to see that before the end of year 2002 all villages are provided with basic telecom services, keeping in mind that the quality of telecom services has to be of world standard. Further in 1995 a multimedia center with video conferencing facility was opened followed by providing commercial ISDN services. As a result of liberalization followed by competition in the telecom services, the Government of India set up the Telecom Regulatory Authority of India (TRAI) in 1997. This was restructured in 2000 and an appellate authority Telecom Disputes and Settlement Appellate Tribunal (TDSAT) was set up. The biggest landmark in 2001 was when MTNL invested U.S. $300 million for operations in Bangladesh and Nepal and this year government control over the country's telecommunication sector undergoes a change with the privatization of Videsh Sanchar Nigam Ltd. (VSNL). The privatization of Indias largest telephone service provider is being considered a milestone in telecommunication history of India. Before liberalization VSNL had a monopoly over international long distance (ILD) calls. The end of government monopoly has made a tremendous impact on the telecom sector as far as customers are concerned. While on the one hand VSNL will begin to face the challenge posed by private companies such as Bharti Telesonic, on the other hand consumers have already started enjoying a decline in ISD tariffs and improved services in international telephony. In fact, prominent Internet service providers have announced tariffs slash of up to about Rs. 25 from Rs. 55 per minute (between Delhi and New York). India has a huge ISD market which accounts for transactions of about Rs. 7,500 crore. Due to very high tariffs, the number of calls India receives is much higher than calls made

from India. The present ISD ratio of outgoing to incoming calls is about 1:5. Various players are working towards an improvement to this ratio. In 1986, telecom operations for Delhi and Mumbai were moved out of the Department of telecommunications (DoT) and given to Mahanagar Tele-phone Nigam Ltd (MTNL), a public sector corporation. Following that, the government launched BSNL (Bharat Sanchar Nigam Limited) in an effort to corporate the remainder of DoT, empowering the new company to venture into areas like basic, cellular and Internet services. BSNL has the goal of providing telephone on demand by 2002. Another important player is the Videsh Sanchar Nigam Ltd (VSNL), the international access network. VSNL will remain a monopoly until 2002.

Deregulation
The Telecom Policy of 1994 saw liberalization of the sector. Since even average telecom services were difficult for the government to provide, basic and value added services were thrown open to private players. However, due to inexperience in dealing with such developments, some policy steps to regulate competition led to confusion. As a result of the new Telecom Policy of 1999, MTNL and VSNL are gaining strength. India has also opened up the bandwidth segment for overseas communication to the private sector. India now has a total capacity of 29 million lines. The Long Distance Transmission Network has 300,000 kilometers of terrestrial network including 100,000 kilometers of optical fiber. Fully automatic national and international subscriber dialing service is available almost everywhere in the country. Inter-national communications have improved thanks to the use of satellite communication and submarine links. The voice and non-voice telecom services include data transmission, fax, mobile radio, radio paging, V-SAT and leased line. A dedicated packet switched public data network, I-NET, with global access is also available.

Manufacturing
While public and private operators are the cornerstones of the Indian telecom industry, there are many manufacturers in the fray. These include public sector undertakings like Hindustan Teleprinters Ltd. and Indian Telephone Industries (I.T.I. Ltd.). Additionally, there are private telecom equipment makers including local companies and the Indian subsidiaries of foreign companies such as Alcatel. The jelly filled cables segment still remains the largest in terms of turnover.

Alcatel in India
Alcatels initial presence in India was through a partnership with Indian Telephone Industries (I.T.I.Ltd.)Forged in the early 1980s.This partnership was renewed in 1991 and 1999 to incorporate technological changes in line with the trends in the industry. In 1991, Alcatel created a joint venture with an Indian partner, buying back its shares in 2000; Alcatel now has a fully owned subsidiary, Alcatel India Ltd, which offers the complete suite of telecom solutions and services to meet the needs of this challenging market. Alcatel has invested heavily in India in terms of infrastructure and human resources. It operates a manufacturing facility in Gurgaon, near Delhi, an enterprise-business organization in Bangalore, and software centers in Bangalore, Chennai and Gurgaon. This accounts for 800 employees. Beyond this, approximately 2,000 Indian software engineers contribute to Alcatels worldwide high tech development program through subcontracting agreements. Alcatel has emerged as the single largest supplier of digital switching in India with 50%marketshare achieved through manufacturing by I.T.I.Ltd.since 1982 and that of its own since 1993.Alcatel supplied the first national packet switched data network, I-NET II, for BSNL (the recently corporative part of the Indian Department of Telecommunications).

Introduction
Three forces--Telecommunication, Information and Globalization--are restructuring every aspect of business and society. Telecom professionals are the key players in this transformation. They play a crucial role as leaders in the changing dynamics of global communications, internetworking, the Internet, ecommerce, mobile and wireless communications strategy.

Modern age is the age of convergence and fusion for telecommunications. This fusion of telecommunications, broadcasting and information technologies has resulted in amazing discoveries. Voice over IP, television web casting over Internet and video on demand is a reality. Telecommunications is a key to modern economy infrastructure. Telecommunications when linked with computer becomes Information Technology, which is the most dominating technology of today as it influences the entire spectrum of the economy. IT practically covers all aspects of business, technology, manufacturing and other services. Today the networks and companies will no longer be categorized on the basis of only voice, data or video services they provide. They have to become infocommunications companies providing a bundle of services. Telecommunication has now become the backbone of any modern economy due to its all-pervasive nature of running through almost every human transaction commercial, digital or even personal. The emerging new economy, powered by technology and dictated by the digital revolution is incredibly forcing the telecom industry to grow more than ever before. The changing lifestyle of human beings enhanced by Internet, facilitated by mobile communications and enriched by e-commerce would give a real boost to this industry. As trade and industry grows, telecom services also have to expand commensurately because it is one of the greatest infrastructure and life-blood for the modern trade and commerce. For the second populous country in the world and the fifth one in terms of purchasing power parity, an average total tele-density of 4.4 basic telephones, rural tele-density of just 1 basic telephone and around 0.5 cellular telephones per 100 people points towards its potential for growth. Against this backdrop, in advanced countries the tele-density is averaging in 50-60 (basic telephone) range. India's telephone network with 38.45 million direct exchange lines (DEL), as of 31 March 2002, is one of the largest in the world and the third largest among emerging economies (after China and Republic of Korea).

Monopolized by the government, the sector was a big victim of huge operational inefficiency and customer apathy till recently. However, the opening up of economy per se has improved remarkably the service conditions. The scenario is undergoing dramatic changes day by day. Private players are now flocking to this sector with unexpected enthusiasm and the scenario is set to witness fierce competition, both in basic telephony, cellular, international, national long distance and other value-added services. In developed countries telecom industry is viewed as the prime mover of GDP growth as telecommunications is significant for economic development since 1% increase in telephone density leads to a 3% increase in the GDP. (This statistical information is quoted from the website http://www.indiainfoline.com/nevi/vsmt.html).

The Usefulness of Telecom


India has a huge disparity of income among its people. One reason for this is the lack of education. In the days when telecom was a state monopoly, the government introduced education classes through the state run TV channel. Even now, huge numbers of students who cannot afford to go to regular schools/colleges watches these classes. An estimated 3.5 million students are enrolled in various distance education universities throughout the country. Some foreign universities have seen this potential market and set up programs. Computer education is a route to generating more employment and prosperity. Due to the lack of proper telecom infrastructure in the interiors of the country, there is general lack of awareness of global developments. The spread of telecommunications will help tap this potential market. And the sheer magnitude of the market will continue to beckon global players for years to come. Telecommunications services are used for a variety of purposes. Modern communities and businesses have come to rely on these services for:

Social contact such as keeping in touch with friends and relatives and for organizing social activities; Business purposes which cover a wide range of uses from customer contact and business transactions to inter-company communications; Emergency use for summoning police, ambulance and fire brigades; Cultural and entertainment use; Educational use where telecommunications services or applications replace or augment traditional delivery of education;

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MAJOR PLAYERS OF THE CELLULAR SERVICE PROVIDERS


1) BSNL (Cell one) BSNL is the largest telecom operator in the country. It provides fixed line as well as cellular services. It has been offering cellular services in Bihar and Kolkata on a pilot basis since January 2002.

2) BhartiTele Services (AIRTEL) It offers services in the fixed, cellular, domestic long distance and international long distance services. Bhartis cellular services sold under the Airtel brand are available in 15 cities across the country. The company also has fixed line operations sold under the Touchtel Brand.

3) Idea Cellular Idea cellular is a cellular service provider operating in Maharashtra, Gujarat, Andhra Pradesh, Delhi and Madhya Pradesh, Goa.The Tatas own about one-third of this new company, formed after the merger of Tata Cellular and Birla-AT-T. In Gujarat its competitors are Hutch and Bharti.

4) TATA it operates in the telecom sector through TATA Infocom. It has the license to provide cellular services in seven circles covering 13 states and Kolkata.It also has acquired licenses for domestic and long distance services market.

5) Hutchison Hutchison has been offering cellular services for several years now, In Delhi as Hutchison Essar, in Kolkata as Hutchison telecom, in Gujarat as Fascel and Mumbai as Hutchison MaxHutch sells its services under the brand names of Orange (in Mumbai only) and Hutch at other places.

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ANALYSIS OF THE INDUSTRY


Different factors

Political factors:

Cellular mobile service providers (CMSPs) are licensed to operate in designated geographical areas. There has been deregulation, thereby increasing the competitive pressures. These CMSPs had to pay an entry fee and subsequently an annual license fee as a percentage of their revenue to the Department of Telecommunications. Players are expected to grapple with complex issues of new technologies and an evolving regulatory framework.

Economic factors:

Initially it was seen as a status symbol whereas now it is believed as a necessity. Owning a cell is no more a prestigious issue. The per capita expenditure in rural areas of Gujarat is Rs. 6,612 p.a. as against that of India Rs. 5,832 (13.37% higher). The same for the urban area is Rs. 10,704 as against that of India Rs. 10,260 (4.32% higher).

Socio cultural Factors:

With a population of five crores, Gujarat has a substantial potential to grab in more mobile users. They have started focusing on maximizing their average revenue per user.

Technological factors:

As mentioned earlier, the industry has invested huge amounts to setup its hardware, software as well as its infrastructure. It is highly dependent on mobile manufacturers for its research and development. For new developments, additional quality aspects, or for new product features, the industry has to rely on mobile manufacturers like Nokia, Samsung and its like, while for software development it depends upon the software like UNIX.

Legal Factors:

The industry has to follow the norms and regulations laid down by the regulatory authorities like TRAI (Telecom Regulatory Authority of India) and COAI (Cellular Operators Association of India).

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ECHOLOGICAL AND HEALTH FACTORS


Especially from the environmental pollution point of view under the ecological factor, the telecom industry was considered as pollution free industry. But after some scientific findings the analysts conclude that the waves from the cell tower can create some hazards to the environment, which can badly affect on the physics of live bodies.

Facts regarding this issue are given below:


The WAVES and radiation from mobile phone towers can affect the health of those in the vicinity. The point raised by Director Health Services (DHS) Dr. C.P. Bansal and head of Neurology Department at PGI, Dr. S.Prabhakar adds to the problems the administration is facing on account of these towers. The issue was raised at a meeting of the officers of UT administration, PGI, Health Department, Air Force and Department of Telecom (DoT) in which the two said the probable impact could be on the heart or brain, depending on the location of these towers. Explaining, Dr. Bansal said the 30 meter horizontal area around the towers was not safe, and precautions must be taken if a person has to go within three meter of these. Dr. Prabhakar said as the wave effect was in the horizontal direction, the tower should not be lower than the neighboring buildings. Secondly, maintenance workers should climb the towers only when they are switched off or if they are wearing protective gear, according to minutes of the meeting. UT officials say though no exact number is available, a number of towers in the city are lower than the surrounding buildings. The Air Force officers said they needed to know the exact location of every tower in the city even if they did not fall in the take-off and approach funnel of aircraft. The officers added these towers should be provided with a continuous red light as per the rules. On this, officials of DoT and Telecom Regulatory Authority of India (TRAI) said the specific location of each tower was cleared by Standing Advisory Committee on Frequency Allocation (SACFA) in which all concerned departments of government of India were involved. The Air Force Headquarters gives nod only after consulting the field formations concerned. There are 168 mobile towers in the city out of which 15 are in residential areas, according to a recent administration survey.

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Some other issues showing negative effect on health


Degenerative diseases like Alzheimers and Parkinsons might be linked to exposure to cell phone magnetic fields. Heavy mobile users are involved in twice as many fatal road accidents than light user globally. Worldwide, risk of a car accident is four times greater when the driver is using his mobile phone or soon after call. Carrying a mobile in the hip pocket or a cell phone holder on the waist can cut sperm count by nearly 30%. A 2004 report from the U.S confirms the ability of low level magnetic fields to cause DNA damage and brain cell death in rats. Radiation from a cell phones antenna can cause the formation of micronuclei red flags for cancer in the brain, especially among children. 70% of the microwave radiation emitted by cell phones is absorbed by the head, creating hotspots in the brain, said by one British and two American studies.

Studies in Sweden and Switzerland show that radiation from mobile phone calls disturbs sleep.

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FUTURE TREND AND SECINARIO OF TELECOM SECTOR

The New Perspective Plan for 2010 outlines government projections, targets and Objectives for the telecom sector.

Perspective Plan for 2010:


Taking into account the liberalization policies of the government through the New Telecom Policy and various objectives and targets set therein, it had become necessary to frame a New Prospective Plan that would cover a period up to the year 2010, hence the plan.

Objectives of the Perspective Plan:


Consolidation of the network and maintaining high quality of service comparable to international standards is the key aim of the plan.

Other objectives of the Perspective Plan are:


The telephone connection shall be provided on demand and it shall be sustained. The network shall be made fully digital. All the technologically obsolete analog exchanges will be replaced with digital exchanges. To provide digital transmission links up to all SDCAs during the Ninth Plan period. Digital connectivity shall be made available to all the exchanges by 2007. Extensive use of optical fiber system in the local, junction, and long distance network so as to make available sufficient bandwidth for the spread of Internet and information

Technology
ISDN services shall be extended to all the district headquarters, subject to demand. To provide Intelligent Network Services, progressively, all over the country.

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TREND
Experts say that future of telecommunication will brighter and it will become brightest when government interventions will less. There will be very high growth in telecom market. It will be growth three times in future. In telecom market there will be trend of CDMA and GSM. Fixed line phones will also increase but not as faster as cellular will. There will be great revolution in numbers of internet users. Indian telecommunication will become hi-tech in future.

TELECOM REGULATORY AUTHORITY OF INDIA

INTRODUCTION

Telecom Regulatory Authority Of India, a statutory and quasi-judicial body was formed by an Act in Indian Parliament to regulate the vast telecom sector. The necessity to form such a regulatory body in line with SEBI, IRDA etc. was felt when the telecom sector was open to private sector. Plainly speaking its job could be comparable to an umpires of a game field. It has been given the liberty to act without the intervention of bureaucracy or some self-serving politicians, The skirmishes encompassing TRAI came to limelight due to conflict among various telecom operators. Thats exactly the duty of this regulatory body, as has been entrusted with the statutory power, umpiring on behalf of the public for smooth telecom service. If one reviews the sequence of its orders/regulations, chronologically, to various telecom operators and the crucial policy changes with regards to service changes, the monopolistic and arbitrary attitude is clearly visible. Unfortunately, Its a matter of concern that INTER CONNECT USAGE REGIME ordered by the same agency is being reviewed again by itself within two months of its enforcement. It could have been reviewed before it has been implemented or could have been kept for public perception or operators opinion. If an telecom regulator of a country having almost 7 crores telephone connections could act in such a haste manner without taking into consideration of aspects of technical feasibility, accounting, public psyche etc. into oblivion. Though operators have the requisite expertise technically and financially to provide cheaper telecom service, TRAI is there only to make it costlier. e.g.

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BSNL and RELIANCE . If they could offer cheaper telecom services them, TRAI should not prevent them in the name of PREDATORY PRICING . Its appropriate time to review the role of TRAI and other Statutory Regulatory bodies by the public forum and parliament as well, rather than giving it a free reign to act on this way to the tune of certain players.

Telecom Regulatory Authority of India (TRAI) and its First judgment On April 25, 1997, the recently constituted Telecom Regulatory Authority of India (TRAI) gave its first judgment -- a landmark one, delivered with speed and style. This judgment and its no-nonsense approach could well set the stage for things to come. TRAI quashed DoTs (Department of Technology) order of January 29, which had sought to hike rather steeply, the price of calls made by users of ordinary fixed line phones to cellular subscribers in the non-metro areas. Even the cellular operators, whose stand was accepted by the TRAI, would accept privately that the respondent DoT was poorly served by many of its officers and lawyers who were entrusted with the task of representing DoTs case. They seemed to have cut a very sorry figure before TRAI, ignoring or not being prepared by reading pertinent papers, such as tender documents, the clarifications offered to would-be bidders, or the correspondence that DoT was having with the operators later. Since the tender documents mentioned that tariffs would be the same for circles and metros, it would have made sense for DoT to seek legal advice on how to correct a mistake, if that is what it was. An appeal to TRAI could perhaps have been recourse, as the body is in charge of tariffs. Fixed line users pay local call rates when they dial a cellular number in the four metros (Calcutta, Chennai, Delhi, and Mumbai). But users in the circles (which are typically the same as states) would be charged Rs10 per call for the same facility, if the DoT order in question had not been quashed. DoT had raised current rates on grounds that such charges were low and allowed users in the circles which are much larger than metros, to make long distance calls without paying STD charges. On the face of it, DoT is entitled to want to change this state of affairs. But in trying to correct one injustice to itself, it managed to inflict several on the users and other service providers. The cellular operators lost no time in going to the courts, since TRAI did not then exist. The courts in turn took an enlightened decision to pass the matter on to TRAI on March 3, as the body had been formally constituted by then.

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TRAI took a few weeks to give its judgment and ruled against the Department of Telecom. The body was not persuaded about the justness of DoTs order. Nor was TRAI particularly impressed by the operators contention that DoT was not authorized to raise these tariffs. The judgment clearly says that the order of DoT to raise the tariff was passed before the TRAI was formally constituted and during the said period in question, the DoT was the sole body with the power to amend tariffs.

Function of Telecom Regulatory Authority of India

The main functions of the TRAI would be to recommend entry of new service providers, ensure technical compatibility and effective connectivity between different service providers, regulate arrangement of revenue sharing derived by the service providers and ensure compliance of terms and conditions of license. Besides, the TRAI would facilitate competition and promote efficiency and sustained growth of telecommunications services, monitor the quality of service provided by the service providers, inspect the equipment used and recommend the types to be used by the service provider and settle disputes between service providers. It would adjudicate disputes, which arise between service providers or between a service provider and a group of consumers. It would not touch matters, which lie within the purview of the Monopolies and Restrictive Trade Practices Act and the consumer farm.

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MAIN ISSUES RAISED IN THE CONSULTATION PAPER:

1.

Cost of Internet Telephony in comparison to PSTN Telephony Normally Internet Telephony is considered to be less costly than the conventional PSTN Telephony. Important reasons for this are policy related namely non-payment of settlement rate and different Interconnection or Access charges. A closer look may, therefore, be required to compare cost related to networks.

2.

Quality of Service Internet is a best effort service in terms of guarantee for Quality of Service (QOS). Its degraded quality may have implications for consumer acceptability.

3.

Who should be allowed to provide Internet Telephony Various possibilities may be considered, ranging from only ISPs, being allowed to provide Internet Telephony or only BSOs/NLDOs being permitted to Open entry for all creating a new type of service namely Internet Telephony Service.

4.

Tariff and Interconnection Charge Policy for Internet Telephony It is difficult to unbundle the various elements of an IP based network to separate out the cost of local call, long distance call and international calls as in PSTN. In this background different charging principles like Volume based charging, Flat Rate charging or Time dependent charging for Internet Telephony may have to be considered.

5.

Contribution to Universal Service Fund (USO) Normally all the providers of Telecom service are required to contribute towards USF as a share of their revenue. It is to be deliberated whether Internet Telephony Service Provider (ITSP) will be treated similarly or not?

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6.

Level Playing Field Issues The existing BSOs/NLDOs have to pay entry fee, license fee and are subject to rollout obligations etc. What would be the effect of these factors on Level Playing Field with ITSP if their terms and conditions are not the same?

7.

Digital Divide Would the introduction of Internet Telephony enlarge the digital divide? If so, what policy should be followed to address such a possibility.

8.

Impact on Infrastructure Development Whether the Introduction of Internet Telephony would adversely affect the growth of Telecom infrastructure in the country or would it imply a faster spread of Telephony.

Comments on the issues raised in the Consultation Paper are to be provided by 15.12.2001 to TRAI. This paper is also available on TRAI's Website (www.trai.gov.in). The various issues will be deliberated upon during the Open House Consultations planned to be held in the next two months in major cities.

DRIVING FORCES
While it is important to judge what growth stage an industry is in, there is most analytical value in identifying the specific factors causing fundamental industry and competitive adjustments. Industry and competitive conditions are change because forces are in motion that creates incentive or pressure for change. These dominant forces are called driving forces. The most common driving forces for Indian Telecom Industry are.

Product innovation. Product innovation can shake up the structure of competition by broadening an industrys customer base rejuvenation industry growth, and widening the degree of product differentiation among rival sellers. Successful new product introductions strengthen the market position of the innovation companies, usually at the expense of companies that stick with their old products or are slow to follow with their own versions of the new product.

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In the telecom sector, now a day, so many innovations are to be done in telephone instruments as well as in the way of the services provided by the companies.

Technological change. Advances in technology can dramatically alter an industrys landscape, making it possible to produce new and better products at lower cost and opening up whole new industry frontiers. The telecom industry is highly depending on the technology. Right now we have so many latest technologies available which are becoming expire due to the newly coming technology everyday in products, services, networking and every dimension of telecom sector.

Marketing innovations. The marketing innovations are also very important driving forces as so many international companies as well as other national private companies enter in the industry. We have the example of BSNls marketing strategies, after the entry of Reliance, TATA, hutch and other players.

Entry or exit of major firms. The entry of one or more foreign companies into a market once dominated by domestic firms nearly always sakes up competitive conditions. Likewise, when an established domestic firm form another industry attempts entry either by acquisition or by launching its own start-up venture, it usually applies its skills and resources in some innovative fashion that pushes competition in new direction. The classic examples are the Indian telecom sector after entry of Reliance, TATA, AT&T and other biog giants.

Diffusion of technical know how across more companies and more countries. As knowledge about how to perform a particular activity or execute a particular manufacturing technology spreads, any technically based competitive advantage held by firms orig9inally possessing this know-how erodes. The diffusion of such knowledge can occur through scientific journals.

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In the Indian telecom industry, we can see the effect of this factor by the example of Idea cellular, a joint venture of Birla, AT&T and Bharti.

Regulatory influences and government policy changes. Government regulatory actions can often force significant changes in industry practices and strategic approaches. Deregulation has proved to be a potent procompetitive force in the telecom industry

INDIAN TELECOM INDUSTRY AT A GLANCE Overview


Telecom industry, in India can be viewed as essential for the socioeconomic development of the country and a major integrating factor for the diverse nation. It becomes an important factor for the growth of our country and the development of various businesses. It serves as an important channel to integrate the nation, especially the vast rural section of our population. Learning from the experience of developed countries, India moved towards privatization of telecom by adopting Telecom Policy of 1994. Telephone penetration in India is currently 3.5%. Cellular phone distribution is about 0.25%. The Union Ministry of Communication supervises all operations of the industry and determines policy guidelines. The Telecom Regulatory Authority of India (TRAI) is the regulatory body that determines toll rates and act as a dispute settlement body. Many players have entered the market. The major players are Bharti Airtel, Reliance Infocomm, BSNL, Hutch and Idea. In the developed countries, growth in telecom is in value added services, but in the developing countries like India, the priority is on providing basic telephony and using telecom to improve peoples lives. Circle: Circles are defined by telecom regulations. A circle typically covers the full state, and in some cases neighboring states, for example, Maharashtra and Goa is one circle. Similarly Jharkhand & Bihar, Madhya Pradesh & Chhatishgarh, West Uttar Pradesh and Uttaranchal are some other example of combined circle. UP is the only state which is divided into two telecom circles, West UP and East UP. In January 1995 tenders were invited for cellular services in 20 telecom circles. The circles were roughly analogous with states of India and were divided into A, B and C categories. These categories asked on the perceived business potential. Table on next page shows category wise division of circles

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Category A Maharashtra Gujarat Andhra Pradesh Tamil Nadu

Category B Kerala Punjab Haryana Uttar Pradesh (West) Uttar Pradesh (East) Rajasthan Madhya Pradesh West Bengal

Category C Himmachal Pradesh Bihar Orissa Assam North East

When you make calls within your own circle, they are called Intra Circle and when you make calls to places outside your own circle, they are Inter Circle.

Technology
Since the first system began commercial operation in 1991, Global System for Mobile Communication (GSM) has become the globally accepted standard. Wireless service operators around the world have selected GSM based technologies for the advanced digital wireless communications network. Code Division Multiplexing Access (CDMA) introduced by Tata teleservice for the first time in 2002, also revolutionized the telecom sector. Government of India has taken steps to permit 100% Foreign Direct Investment (FDI) in order to attract foreign players who will bring their technical expertise and know how.

Size
Indian telecom industry has 50 million line telephones network including mobile phones. The growth rate in mobile phone industry is almost 100% per year. However, the tele density is just 5% as against the world average of 15%. According to Cellular Operators Association of India (COAI) the industry, expected to be among the worlds fastest growing mobile markets this decade.

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COMPANY PROFILE
RELIANCE ADA GROUP
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Think Bigger Think Better

The Reliance Anil Dhirubhai Ambani Group is among Indias top three private sector business houses on all major financial parameters, with a market capitalization of Rs 100,000 crore (US$ 22 billion), net assets in excess of Rs 31,500 crore (US$ 7 billion), and net worth to the tune of Rs 27,500 crore (US$ 6 billion) Across different companies, the group has a customer base of over 50 million, the largest in India, and a shareholder base of over 8 million, among the largest in the world. Through its products and services, the Reliance - ADA Group touches the life of 1 in 10 Indians every single day. It has a business presence that extends to over 4,500 towns and 300,000 villages in India, and 5 continents across the world. The interests of the Group range from communications (Reliance Communications) and financial services (Reliance Capital Ltd), to generation, transmission and distribution of power (Reliance Energy), infrastructure and entertainment.

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RELIANCE ADA GROUP STRUCTURE


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COMPANIES OF ADA -GROUP

RELIANCE CAPITAL
Reliance Capital is one of Indias leading and fastest growing private sector financial services companies, and ranks among the top 3 private sector financial services and banking companies, in terms of net worth. The company has interests in asset management and mutual funds, life and general insurance, private equity and proprietary investments, stock broking and other activities in financial services.

RELIANCE COMMUNICATIONS LIMITED


The flagship company of the Reliance ADA Group, Reliance Communications Limited, is the realization of our founders dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information. The company began operations in 1999 and has over 20 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony; broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.

RELIANCE ENERGY LIMITED


Reliance Energy Limited, incorporated in 1929, is a fully integrated utility engaged in the generation, transmission and distribution of electricity. It ranks among Indias top listed private companies on all major financial parameters, including assets, sales, profits and market capitalization. It is Indias foremost private sector utility with aggregate estimated revenues of Rs 9,500 crore (US$ 2.1 billion) and total assets of Rs 10,700 crore (US$ 2.4 billion). Reliance Energy Limited distributes more than 21 billion units of electricity to over 25 million consumers in Mumbai, Delhi, Orissa and Goa, across an area that

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spans 1,24,300 sq. kms. It generates 941 MW of electricity, through its power stations located in Maharashtra, Andhra Pradesh, Kerala, Karnataka and Goa. The company is currently pursuing several gas, coal, wind and hydro-based power generation projects in Maharashtra, Uttar Pradesh, Arunachal Pradesh and Uttaranchal with aggregate capacity of over 12,500 MW. These projects are at various stages of development. Reliance Energy Limited is vigorously participating in emerging opportunities in the areas of trading and transmission of power. It is also engaged in a portfolio of services in the power sector in Engineering, Procurement and Construction (EPC) through a network of regional offices in India.

RELIANCE HEALTH
In a country where healthcare is fast becoming a booming industry, Reliance Health is a focused healthcare services company enabling the provision of solution to Indians, at affordable prices. The company aims at providing integrated health services that will compete with the best in the world. It also plans to venture into diversified fields like Insurance Administration, Health care Delivery and Integrated Health, Health Informatics and Information Management and Consumer Health. Reliance Health aims at revolutionizing healthcare in India by enabling a healthcare environment that is both affordable and accessible through partnerships with government and private businesses.

RELIANCE MEDIA & ENTERTAINMENT


As part of the Reliance - ADA Group, Reliance Entertainment is spearheading the Groups foray into the media and entertainment space. Reliance Entertainments core focus is to build significant presence for Reliance in the Entertainment eco-system: across content and distribution platforms. The key content initiative are across Movies, Music, Sports, Gaming, Internet & mobile portals, leading to direct opportunities in delivery across the emerging digital distribution platforms: digital cinema, IPTV, DTH and Mobile TV. Reliance ADA Group acquired Adlabs Films Limited in 2005, one of the largest entertainment companies in India, which has interests in film processing, production, exhibition & digital cinema.

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Reliance Entertainment has made an entry into the FM Radio business through Adlabs Radio www.big927fm.com. Having won 45 stations in the recent bidding, BIG 92.7 FM is already Indias largest private FM radio network with 12 radio stations across the country as on 28th February 2007, with many more to be launched in the coming months.

Other major group companies


Reliance Capital and Reliance Energy are widely acknowledged as the market leaders in their respective areas of operation.

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Reliance Energy Ltd.

Reliance Mutual Fund

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Harmony

Reliance Communications

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Reliance General Insurance

Reliance Anil Dhirubhai Ambani Group

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Reliance Life Insurance

Reliance Portfolio Management Service

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FOUNDER
Dhirajlal Hirachand Ambani popularly known as Dhirubhai Ambani has become corporate Indias living legend. A high school dropout from Chorvad in Gujarats Junagadh district, the son of a Gujarati schoolteacher, he went on to become the founder-patriarch of the giant Reliance-ADA Group. Think big. Think differently. Think fast. Think ahead. Aim for the best was the philosophy of the founder, the legendary Dhirubhai Ambani. He believed in providing Better, cheaper and faster services. As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of Indias capital markets, and the champion of shareholder interest. But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, Indias largest private sector enterprise. When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling enterprise into an Rs 60,000 crore colossusan achievement which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so. Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance Textile Industries Limited first went public, the Indian stock market was a place patronized by a small club of elite investors which dabbled in a handful of stocks. Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate in the unfolding Reliance story and put their hard-earned money in the Reliance Textile IPO, promising them, in exchange for their trust, substantial return on their investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets. Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest growth stories in corporate history anywhere in the world, and went on to become Indias largest private sector enterprise. Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder uppermost in mind, in the process making millionaires out of many of the initial investors in the Reliance stock, and creating one of the worlds largest shareholder families.

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CHAIRMAN

Regarded as one of the foremost corporate leaders of contemporary India, Anil Dhirubhai Ambani is the Chairman of all listed Group companies, namely: Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources Limited. Mr. Ambani is a Bachelor of Science from the University of Bombay and an MBA from The Wharton School, University of Pennsylvania, USA. Till recently, he also held the post of Vice Chairman and Managing Director in Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the companys management over the next 22 years. He is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he directed Reliance Industries in its efforts to rise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the company in January 1997.

He is a member of:

Wharton Board of Overseers, the Wharton School, USA. Central Advisory Committee, Central Electricity Regulatory Commission Board of Governors, Indian Institute of Management, Ahmedabad Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006.

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INTRODUCTION TO RELIANCE COMMUNICATIONS ADA GROUP


Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 30 million customers. The business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. The constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, is among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, it can proudly claim that they were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. Reliance endeavors to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society.

BOARD OF DIRECTORS

Shri Anil D. Ambani - Chairman Prof. J Ramachandran Shri S.P. Talwar Shri Deepak Shourie

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A DREAM COME TRUE


The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionising the way India communicates and networks, truly bringing about a new way of life.

Reliance Communications Limited (RCOM) announced its audited consolidated financial results for the twelve months ended March 31, 2007. Highlights of the financial performance in this period are: Net Profit of Rs. 3,163 crore (US$ 734 million), higher by 612% compared to Net Profit of Rs. 444 crore (US$ 103 million) EBITDA at Rs. 5,720 crore (US$ 1327 million), growth of 126%. EBITDA margin expands to 40% from 24%, with continued expansion in profitability across all businesses Personal, Global and Enterprise Revenue growth of 34% at Rs. 14,468 crore (US$ 3,357 million) from Rs. 10,766 crore (US$ 2,498 million) Shareholders Equity (Net Worth) increases to Rs. 22,931 crore (US$ 5,320 million) from Rs. 11,742 crore (US$ 2,724 million) among the top three companies in India

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Conservative capital structure - Net Debt to Equity Ratio down to 8%, from 28% last year Commenting on the results, Mr. Anil Dhirubhai Ambani, Chairman, Reliance Communications Limited, said: We are delighted at the many firsts and record achievements at Reliance Communications, in the first year of our listing. We have created more than Rs. 60,000 crore (US$ 13.9 billion) of wealth for our 2 million shareholders, in the very first year. Profits increased more than 6 times during the year, and with the 10% maiden dividend, we have become the first telecom company in India to reward shareholders through a dividend payout. Profitability has shown a consistent upward trend, and in the fourth quarter ended March 31, 2007, our net profits crossed the Rs. 1,000 crore (US$ 238 million) mark. We are the fifth Indian company to reach this landmark, and the first to achieve this in the very first year of listing. During the year, each of our businesses recorded strong revenue growth and expanded their margins, deriving leverage from the growing scale of operations. We look forward to another record year in FY 2007-08, and will endeavor to accelerate our momentum of customer acquisitions, increase our share of the growing market, and further enhance profitability to maximize overall shareholder value. During the year, RCOMs market capitalization crossed Rs. 1,00,000 crore (US$ 23 billion), making RCOM one of Asias 5 most valuable telecom companies, and one of Indias top 10 listed companies

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ADA GROUP VISION


Reliance Communications envisions a digital revolution that will bring about a New Way of Life. A Digital Way of Life, for a New India .

To build a global enterprise for all our stakeholders, and A great future for our country, To give millions of young Indians the power to shape their destiny, The means to realize their full potential

With mobile devices, net ways and broadband systems linked to powerful digital networks, Reliance Communications will usher fundamental changes in the social and economic landscape of India. Reliance Communications will help men and women connect and communicate with each other. It will enable citizens to reach out to their work place, home and interests, while on the move. It will enable people to work, shop, educate and entertain themselves round the clock, both in the virtual world and in the physical world. It will make available television programmes, movies and news capsules on demand. It will unfurl new simulated virtual worlds with exhilarating experiences behind the screens of computers and televisions. Users of Reliance Communications full range of services would no longer need audiotapes and CDs to listen to music. Videotapes and DVDs would not be necessary to see movies. Books and CD ROMs would not be needed to get educated. Newspapers and magazines would not be required to keep abreast of events. Vehicles and wallets will become unnecessary for shopping. Reliance Communications will disseminate information at a low cost. "Make a telephone call cheaper than a post card". These prophetic words of Dhirubhai Ambani will be a metaphor of profound significance for Reliance Communications. Reliance Communications will regularly unfold new applications. Continually adapt new digital technologies. Create new customer experiences. Constantly strive to be ahead of the world. Reliance Communications will transform thousands of villages and hundreds of towns and cities across the country. Above all, Reliance Communications will pave the way to make India a global leader in the knowledge age.

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ADA GROUP VALUES


SHAREHOLDER INTEREST We value the trust of shareholders, and keep their interests paramount in every business decision we make, every choice we exercise PEOPLE CARE We possess no greater asset than the quality of our human capital and no greater priority than the retention, growth and well-being of our vast pool of human talent CONSUMER FOCUS We rethink every business process, product and service from the standpoint of the consumer so as to exceed expectations at every touch point EXCELLENCE IN EXECUTION We believe in excellence of execution in large, complex projects as much as small everyday tasks. If something is worth doing, it is worth doing well. TEAM WORK The whole is greater than the sum of its parts; in our rapidlychanging knowledge economy, organizations can prosper only by mobilizing diverse competencies, skill sets and expertise; by imbibing the spirit of thinking together -- integration is the rule, escalation is an exception PROACTIVE INNOVATION We nurture innovation by breaking silos, encouraging cross-fertilization of ideas & flexibility of roles and functions. We create an environment of accountability, ownership and problem-solving based on participative work ethic and leading-edge research LEADERSHIP BY EMPOWERMENT We believe leadership in the new economy is about consensus building, about giving up control; about enabling and empowering people down the line to take decisions in their areas of operation and competence SOCIAL RESPONSIBILITY We believe that organizations, like individuals, depend on the support of the community for their survival and sustenance, and must repay this generosity in the best way they can RESPECT FOR COMPETITION We respect competition because theres more than one way of doing things right. We can learn as much from the success of others as from our own failures

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CORPORATE GOVERNANCE
Great corporations, like individuals, are known for their unwavering commitment to ethical values and principles. At Reliance - ADA Group, we remain steadfast in our resolve to uphold the highest standards of integrity, transparency and governance. For us, corporate governance is not just about adhering to the formal letter of the law, but about embracing the substantive spirit that lies underneath; to move beyond the statutory obligations. The key aspects of our corporate governance practice are:

Monitoring of executive and director compensation Providing autonomy to the Board Implementing rigorous disclosure and transparency norms

MONITORING OF EXECUTIVE AND DIRECTOR COMPENSATION


Across each of the group companies, a Remuneration Committee assesses the overall compensation structure and policies of the organization and makes recommendations. These form the basis for formulating the companys executive remuneration framework. The Remuneration Committee consists of non-executive directors, a majority of whom are independent. The Chairman of the Committee is an Independent Director. The Remuneration Committee works with full autonomy, and is free of any managerial interference. The Committee is also empowered to call upon professional advice, both from within and outside the company, in the discharge of their duties.

PROVIDING AUTONOMY TO THE BOARD


The Board of Directors of each of the group companies consists of eminent individuals with diverse experience and expertise. The respective Board acts with autonomy and independence in exercising strategic supervision, discharging its fiduciary responsibilities, and in ensuring that the management observes the highest standards of ethics, transparency and disclosure. The Board of Directors reviews all information details and transactions relating to significant business decisions, including strategic and regulatory matters. Every

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member of the Board, including non-executive directors, has access to all relevant information about their respective companies. The Board appoints a number of Committees to focus on well-defined areas of responsibility, with a clear mandate to make time-bound recommendations, and, where specified, use the authority vested in them by the Board to take crucial decisions.

IMPLEMENTING RIGOROUS DISCLOSURE AND TRANSPARENCY NORMS


Each of the Group companies adheres to all disclosure and transparency norms relating to corporate governance. We are committed to public disclosure, in a clear and timely manner, of our financial accounts, including both segment and consolidated accounts, and the level and means of remuneration of our directors and top executives. We also give out clear information on related- party transactions, if any, that are undertaken within the group. We strictly comply with all governance codes, listing agreements, other applicable laws and regulations, and, not least, our self-avowed corporate values and objectives.

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AN EXCITING FUTURE AT RELIANCE COMMUNICATIONS


Reliances service is based on a very simple principle: provide the world's best customer experience. This reliance has achieved through a winning combination of global competencies, pioneering technology and state-of-the-art customer-centric systems and processes. Reliances mission of changing lives across India meant that it needed to have a nationwide presence something it has achieved in a relatively short span of time. Reliances dream of helping people create, transfer and apply knowledge challenged them to bring together contemporary communication technology from across the world. Now their operations are spread across 673 cities and span a host of various kinds of services. Reliances business is organized around the following categories: wireless, wire line, wholesale, and the Web world and village telephony. The work is executed through different work centers like Engineering, Internet data centers, Billing and Collection centers, Systems and Application centers in ERP, CRM, OSS billing, revenue assurance and functions like Commercial, Finance, HR and IT. It manages this integrated diversity by leading with trust. What differentiates them and fuels their growth is leadership. The following attributes define future leadership at Reliance Communications:

Customer centricity. Initiative and an attitude of ownership. Passion for excellence and ability to energies. Problem solving and an innovative "can do" mindset. Entrepreneurship and stretch.

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RELIANCE COMMUNICATIONS Corporate Office: MUMBAI


Address: Reliance Communication Ltd. Dhirubhai Ambani Knowledge City Navi Mumbai 400709, India. Tel No. : 3037 3333 Registered Office: GUJARAT Reliance Communication Ltd. Reliance House, Near Mardia Plaza, Off C.G.Road, Ahmedabad-380006. India. Tel No. : 3233 1401

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FUNCTIONAL DEPARTMENT AT RCOM


The allocation of work for various group of people are differently allocated which known as department, in order to achieve the goal of the organization. The orientation and the activity are different with variety of role in each of the department so that we need to understand the importance and contribution of efforts made by the persons. All such efforts take the form of transactions and which finally comes to commercial department in form of transaction activity which has been officially recorded in books of accounts of company. Each department plays very vital role and the flow of activity is also mapped accordingly. Telecom is different field then other company thus its very essential to understand the Departmental activity process. 1. 2. 3. 4. 5. HR and Administration Marketing and Sales Department Technical & Network Department Commercial & Legal Department or Finance Department Customer Care

GUJARAT ZONE DISTRIBUTION

NORTH GUJARAT

CIRCLE HEAD OFFICE AHMEDABAD SUB CLUSTER OFFICE - MEHESANA

CENTERAL GUJARAT

CLUSTER HEAD OFFICE BARODA

SOUTH GUJARAT

CLUSTER HEAD OFFICE SURAT

SAURASHTRA

CLUSTER HEAD OFFICE RAJKOT SUB CLUSTER OFFICE - GANDHIDHAM

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RESEARCH

Research objective
Research objectives include the objective of research of the researcher before starting any research. The researcher should determine the objective or the goal of the research for the smooth functioning of study. Predetermine objective should be of such that researcher fulfils in the certain period of time at minimum cost. Following are the research objectives, which we have developed To check the extent of consumer satisfaction about the product and services provided by Reliance Communication.. To identify the key success factors of the industry. To study the different environmental factors of the industry. To analyze the different competitive forces of the industry. To know the opportunities and threats of the industry. To know about the industry structure with current scenario and with major players.

RESEARCH METHODOLOGY
This research is basically done to full fill my goal of to check the Market of Prepaid Card Services Of Reliance Communication. The initial work started with a series of brain storming session to come to a common list of objectives to be satisfied during the research and to prepare a precise plan of action to ensure the fulfillment of the objectives in a systematic manner. The method selected for the project was the survey method. The flow of work for the same was as under:

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Research Design
Descriptive Research includes survey and fact-finding inquires of different kinds. It is a systematic and rigid design where there is pre-defined sampling method. The major purpose of descriptive research is description of the state of affairs as it exists at present. Our research is based on studying the consumer awareness Towards Pre Paid Card Services Exploratory Research includes gathering of preliminary information that will help to define the problems and suggest hypothesis. So the appropriate design for our research is Descriptive as well as Exploratory Research.

Sampling Plan
Marketing researchers usually draw conclusions about large groups of consumers by studying a small sample of the total consumer population. A Sample is a segment of population selected to represent the population as a whole. Designing the sample requires three decisions. 1. Who is to be surveyed (what sampling unit) 2. How many people should be surveyed (what sampling size) 3. How should the people in the sample be chosen (what sampling procedure)

Sampling Size
Customers 200 The selected size of sample shall be enough to get broader perception of the people in these areas. I have chosen a sample size of 150 customers for market survey and 50 retailers for market survey. Also I have assumed that customers and retailers surveyed through questionnaires will provide us with truthful data.

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Scope of the study


This study shall help the managers in taking various decisions like:

Which companys sales are higher and why?

Which service Pre-paid or Post-paid is in demand and why?

What company should do to sale the Post-paid in retail outlets?

Are the retailers satisfied with profit margin and of different company in this industry?

How many people are satisfied with the after sales service of Idea as well as their competitors?

How many people want to buy the service of Idea as well their competitors post-paid or Pre-paid?

Limitation of the study:


The euthenics of the conclusion of this study might be affected by the following limitations.

The sample size is of 150 for customers and 50 for retailers and this may not exactly reflect the opinions of the entire population. The study is limited to Ahmedabad and Rajkot City only. The conclusion is dependent on the respondents personal bias.

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Source of Data
The data has been collected both from Primary sources as well as Secondary sources. Primary Data: Information Collected for specific purpose at hand. The primary data has been collected by undertaking a survey. Secondary Data: Information that already exists somewhere, having been collected for another purpose. The secondary data has been collected through various sources such as: Libraries, Internet, Companies Website, Magazines, News papers etc.

Contact Method
The customers were contacted personally. Personal Interview was carried out from each of the member of the group.

Research Instruments
The information was collected with the help of Questionnaire. The Questionnaire includes both Open-ended as well as Close-ended questions. I Have Included 11 Close Ended Questions And 2 Open Ended Questions in My Questionnaire.

Sample size
I have chosen a sample size of 150 customers for market survey and 50 retailers for market survey. Also I have assumed that customers and retailers surveyed through questionnaires will provide us with truthful data

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DATA INTERPRETATION
My questionnaire includes Ten questions and two sub questions with the combination of open ended and closed ended questions. Here I am presenting the analysis of the data that I have collected through questionnaires. 1) What types of Mobile Connection you are using for your Mobile? Prepaid Postpaid From The Above Study we can Find that the 78.50% People are Holding Prepaid Card Services From Various Telecom Company Whether Just 21.5% People Are Using Post Paid Services For Their Mobile.

2) Which Telecom companys connection you are using for your mobile? Vodafone BSNL Airtel Idea Reliance TATA Virgin

According to survey of people those who are having mobile 26 percentage of Them are Using Vodafone While 20 percentage of population were using Airtel, 16 Percentage of People Using Idea cellular service while 16 percentage were using Reliance Telecom Services. 19.5 percentages were using services of BSNL and that of 2.5 percentages were of Tata using the different services provided by the company.

3) (If Prepaid then) Are You Satisfied with your Prepaid Customer Care Services? Yes No

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As per above survey 78 percent were satisfied with their Prepaid card services provided by the company, while 22 percent were not satisfied with the after sale service provided Telecom Company.

4) (If No then) do you wants to Change your mobile Services? Yes No

From the research it is Found that the 28.5 percentage Of People wants to Changes in their Mobile services which are provide by there Telecom company Whether 71.5 Percentage Of People Are dont wants to make any Changes in There available services.

5) (If No then) Do you want any improvement in the below mentioned services? Network Terrific Plan Validity Period Talk time Call Rates Innovative Service Powerful SMS service

According to Respondents Maximum People Wants to Change in Their Network Services, 39 of them Wants changes in Call Rates and 33 People Need Changes in SMS Services, 44 of Them Wants to get Improvement in Talk time, Whether 39 people wants to get Reduce Their Call Rates Which is Provide by There Telecom Company.

6) Are you getting all the information on Product, Services, Offers and Scheme of Reliance Communications? Yes No

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As Per the Research We Come to Know that the 56.5 Percentage of People ware having Information of Product, Services, Offers and Schemes Of Reliance Communication While 43.5 Percentage People are not aware About It.

7) What is your Opinion for Talk time Available in per Recharge? Satisfied Not Satisfied Need Improve Cant Say

According to the sample taken we have assessed that most of the users are very much satisfied with Talk time Available in per Recharge, 18 Percent Of Them Not Satisfied Whether 13 Percentage Of Them Wants Improvement In there Available Services

8) Are you aware of all the Value Added Service which are currently provided by Reliance Communications? (Select from below) Voice mail service 3-way call conferencing Call waiting Call hold Call divert M-blog Yahoo messenger MMS

Mobile Mail Web Mail Caller Tunes Talking Messaging Service (TMS)

In Above Research We Found That the People are Not 100 Percent Aware of All Services Provide by R-Com. There are Many Value Added Service Like Call Waiting, Call Divert, M-Blog, Caller Tunes Are Highly Famous in People But Some Exception are also their with Value Added Services Provide By Reliance Communications.

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9) As per Your Opinion Which Telecom Company is Best Service Provider? (Give Rank) Vodafone BSNL Airtel Idea Reliance TATA Virgin

As Per Above Survey Vodafone Is the Best service Provider,28.5 percentage of People Believe That the Airtel Is Good Service provider,13.5 Percentage of People Having Opinion That BSNL Is also One Of the Good telecom Company, and 7 percentage People Believe That Reliance and Idea is Also Best Services Provider in Telecom Industry.

10) If you get a chance to Switch Over to other Telecom Services, then which Company would you prefer? Vodafone BSNL Airtel Idea Reliance TATA Other

According to Respondents we have Observe that the 35.5 Percentage People Wants to Switch over on Vodafone Then after Airtel Having Second Preference for Changing Mobile Services and 24.5 Percentage Of people Wants To Switch over On Reliance If They Get Chance to Change Their Mobile Pre Paid Card Services.

11) What is Your Opinion about Reliance Mobile Prepaid Card Services? Good Best Better Average Cant Say ]

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As per the Respondents We have Found that the 25 Percentage of people Having Opinion about Reliance Prepaid Card Service Is Good, 19 percentage people Believe that it is Best And 20 percentage Having Opinion that It is Average. Whether 24.5 percentages that are using Other Mobile Services they cant say about its Prepaid Services.

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Findings & Suggestions


Findings

Following are the findings of the research done on the extent of Pre paid Card Services of Reliance Communication 1. from the study we have seen that most of the Reliance mobile users are in Pre Paid Card segment 2. Majority of the users from the sample size perceive Reliance Telecom as a good telecom service provider company. 3. Reliance Telecom is successful in attracting users of the other companies. 4. Most consumers are satisfied with the network connectivity of the company. 5. Tariff charges of the company are also not found exorbitant by the users. 6. According to research instruments provided by the company are also up to the mark. 7. Scheme and offers are provided by the company are also designed by keeping the benefit of the consumers in the mind. 8. Internet facility provided by Reliance Telecom to the users Reliance Broad Band is also found satisfying the As Per customer needs. 9. The level of unsatisfaction is also prevailing among the users but is very low in extent.

Suggestions
1. Reliance Telecom should launch attractive offers and schemes particularly in land line segment in order to increase number of switchers and to compete BSNL. 2. Company should increase the quality of its services and should undertake the promotion activity in a way by which they reach more closer to the consumers. 3. Reliance Telecom already have a good infrastructure and also have good network connectivity but then also it should increase its connectivity in villages area, towns and state highways by installing mobile towers over their. 4. In order to increase the market share the company should still lower down its tariff charges in order to compete with other players. 5. It should introduce some good and stylist handsets at affordable rates.

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6. Company should do the efforts in order to increase the internet speed. 7. Among the respondents some have complains relating to bill and there are complains from several respondents that their are unnecessary calls from the company relating to New Services. 8. Company should also make efforts to increase the quality of after sales services. 9. Company should also see to customers are properly answered after the sales is maid

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Conclusion
Conclusion
After studying and analyzing the customer responses I have conclude that the overall attractiveness of the telecom industry is moderately high and the consumers of the Reliance Communication are also well satisfied by the products and services provided by the company. The followings are the main reasons for this conclusion. The companys most consumers are happy with their operators product and services

The companys overall growth potential is high. The competition currently permits adequate profitability for the company. The competitive forces are moderate and they do not create more stress on the company in the way of its growth. Companys promotional activities and advertisements are capable of attracting new users.

Company has tremendous potential and strength in terms of trained technical manpower, training centers, and software development potential, motivated and enthusiastic industry players along with foreign investment backup. Company also has an excellent R&D and training standards. New rules, liberalization and deregulation can and is bringing about significant progress. According to former World Bank economist Surjit Bhalla, every 10 million new phones lines add 0.5% to annual economic output. This means increased productivity because these inexpensive phones prove to be a lifeline for business. Thus India is definitely in a win-win situation but its players need to unite and work really hard. It seems that telecom is becoming more exciting than Software and can well become more stable than the software industry has been.

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Annexure
QUESTIONNAIRE Name: - . Address: - .. ... ... Contact No: - . 1) What types of Mobile Connection you are using for your Mobile? Prepaid Postpaid 2) Which Telecom companys connection you are using for your mobile? Vodafone BSNL Airtel Idea Reliance TATA Virgin 3) (If Prepaid then) Are You Satisfied with your Prepaid Customer Care Services? Yes No

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4) (If No then) do you wants to Change your mobile Services? Yes No 5) (If No then) Do you want any improvement in the below mentioned services? Network Terrific Plan Validity Period Talk time Call Rates Innovative Service Powerful SMS service 6) Are you getting all the information on Product, Services, Offers and Scheme of Reliance Communications? Yes No 7) What is your Opinion for Talk time Available in per Recharge? Satisfied Not Satisfied Need Improve Cant Say 8) Are you aware of all the Value Added Service which are currently provided by Reliance Communications? (Select from below) Voice mail service 3-way call conferencing Call waiting Call hold Call divert M-blog Yahoo messenger MMS Mobile Mail Web Mail Caller Tunes Talking Messaging Service (TMS) 9) As per Your Opinion Which Telecom Company is Best Service Provider? (Give Rank)

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Vodafone BSNL Airtel Idea Reliance TATA Virgin 10) If you get a chance to Switch Over to other Telecom Services, then which Company would you prefer? Vodafone BSNL Airtel Idea Reliance TATA Other

11) What is Your Opinion about Reliance Mobile Prepaid Card Services? Good Best Better Average Cant Say 12) Any Suggestion for Reliance Prepaid Card Services? 13) Whats Your Suggestion for Service Charge, Call Rates, Validity Period Provide by Reliance Mobile Services?

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BIBLIOGRAPHY
The websites concerned are

gm.relianceada.com www.reliancecommunications.co.in www.telecom.com www.indianinfoline.com www.relianceadagroup.com www.dhirubhai.net

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