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INTRODUCTION
Indian economy is an emerging one and is growing very fast at the average GDP rate 89% so in this emerging market competition level among telecommunication services provides new players are coming who will necessarily intensify the competition. New products and new schemes are being offered by the telecom service providers. The need for large information capacity has grown tremendously due to the demand of real time information. Telecommunication has now become a major information transmission system and telecom has undoubtedly emerged as the most important industry in India. Indian telecom companies are putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel and MTN etc. are playing their role in synergy with the operation of the Indian companies. Process of acquisition and merger are in process and future will be only for those companies who have an edge over others in the field. Service provided and the better quality of network etc. is provided at affordable cost. In this process of competition it is assumed that only those companies will survive who adopt suitable market strategy and technology innovation and up gradation to suit the aspiration and demand of the consumer. RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching up with the market by providing cheaper calling rates. The market strategies adopted by its executives are bearing fruits and the company although being the Second one to enter the market of Bihar & Jharkhand has found a suitable niche and recognition in the consumer. But this is not a thing for self contentment as the survey reveals that in network, service and distributor, its place is very far behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so to withstand the competition resources mobilization and technological innovation on the part of cos. To upgrade its quality of network and services is urgently called for.
1.1)Indian Telecom Industry India has emerged as one of the youngest and fastest growing economies in the world today. One of the sectors that has shown the signs of profitability and contributed significantly to the country's economy is the telecom industry. In fact, the Indian telecom market has gained recognition as one of the most lucrative markets globally. The vast rural market holds a huge potential to drive the future growth of the telecom companies. Further, the government's initiatives for increasing the telecom connectivity in rural areas, are also likely to aid the telecom service providers to extend their services in the unconnected rural areas. Customer Centricity Telecommunications companies recognize that becoming customer centric is key to their long term competitive advantage, as many players offer similar features. Customer centricity depends on having a single view of the customer data that gives clear insight into the customer behavior, purchasing patterns, and segmentation. Telecom organizations need access to data that is accurate, reusable, and productive, so that they can create a holistic, real-time view of their customers. Opportunities With the arrival of 3G, various operators in India are particular about providing faster and more robust Internet, better access of data services including e-commerce, social networking, audiovideo conferencing, and many other broadband applications with very high speed. The deployment of 3G services is also likely to help the emergence of new VAS. The demand for value added services is likely to surge given that 'Gen Y' are more inclined to use the smartphones and adopt the VAS services. Moreover, with the implementation of mobile number portability, the service providers need to focus more on developing VAS as a service differentiator to retain their existing customers besides attracting the new ones. Knowledge is Power Most telecommunications companies face 3 significant challenges: Increasing responsiveness to the industry convergence and consolidation; improving customer acquisition and retention; and, effectively managing within the regulatory environment. Addressing these challenges requires clean, consistent, and accurate data integrated from disparate sources across the enterprise, including network, product, ordering, provisioning, equipment, customer, financial and billing systems. Convergence, Consolidation, and Competition Today, numerous industry challenges are forcing telecom companies to streamline operations and increase competitive agility. These challenges include:
Convergence of Services: Telecom companies are bundling broadband, voice, wireless, video and other emerging technologies together, as well as a variety of value added content, in an effort to remain competitive, offer seamless services and attract more customers. Industry Consolidation: Ongoing mergers and acquisitions have resulted in duplicate systems and applications across the organization, which have made it difficult to integrate data, realize cost benefits and capitalize on new revenue opportunities. Increased Competition and Diminishing Revenue Streams: With new players entering the market, telecommunications companies are competing strongly and selling products
and services beyond their core offerings and at much cheaper prices. This is resulting in less revenue from traditional sources, more pressure on profit margins, and an urgency to find new revenue streams by investing in new technologies such as VoIP or fixed/mobile convergence. To combat these challenges and improve operational efficiency, telecom organizations are investing in new IT applications that support product and service bundles, enhancing or replacing their existing operational support systems (OSS) and business support systems (BSS), consolidating redundant systems, implementing automated service provisioning and customer self service, etc CDMA VS GSM GSM (Global System for Mobile communications, originally from Groupe Spcial Mobile) is the most popular standard for mobile phones in the world, with its promoter, the GSM Association, estimating that the GSM service provides 82% of the global mobile market and is used by over 2 billion people across more than 212 countries and territories. Code division multiple access (CDMA) describes a communication channel access principle that employs spread-spectrum technology and a special coding scheme (where each transmitter is assigned a code). CDMA also refers to digital cellular telephony systems that use this multiple access scheme, as pioneered by QUALCOMM, and W-CDMA by the International Telecommunication Union (ITU), which is used in GSMs UMTS. Whereas Global System for Mobile Communications (GSM) is a specification of an entire network infrastructure, CDMA relates only to the air interface the radio portion of the technology. For example, GSM specifies an infrastructure based on internationally approved standard, while CDMA allows each operator to provide network features it finds suitable. On the air interface, the signalling suite (GSM: ISDN SS7) work has been progressing to harmonise these features. 1.2)About the company Reliance Group, an offshoot of the Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance Groups flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 150 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain.
VISION: To make mobile communications a way of life and be the customers' first choice. MISSION: We will meet the mobile communication needs of our customers through: 1. Error-free service delivery 2. Innovative products and services 3. Cost efficiency 4. Unified Messaging Solutions CORE VALUE: We will delight our customer with our simplicity, speed & innovation.
We will honours our commitment. We will follow the highest standard of professional integrity & behaviour.
We will respect individual, build winning teams and lead by example. We will create a fun filled and friendly workplace. DISTRIBUTION SYSTEM A proper distribution system is very important for every company because now a days the customer wants full service without any pain. Airtel has a deep penetration in the market of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the market the happy faces of customers and retailers of Airtel because of the easy availability of Airtel cards and coupons. BENEFITS OF GOOD DISTRIBUTION SYSTEM 1. Easy availability 2. Satisfied customers 3. Competitive advantage 4. Better market reputation 5. Saves time
3.1) PURPOSE OF THE STUDY The selection of reliance communication is because of the vastness of the industry and the organization. The telecomm sector is one of the fastest growing sector in the Indian economy and
conducting any research would be possible here. One of the reasons of the selection is also a keen interest in this sector and a keen interest to work in this sector. 3.2) RESEARCH OBJECTIVE
To identify the company position among competitors To find out the major competitors of RCOMM To find out which type of schemes customers prefer and why To check which of the two standards customers prefer i.e CDMA and GSM To identify the Market share of RCOM To find out whether the Customer think that Customer Care Department take initiative to solve their problems.
3.3) METHODOLOGY Research is based on primary data and Secondary data has also been used only for the reference. Research has been done by primary data collection, and primary data has been collected by meeting with the care executives and manager of different outlets and by doing training in one of the web worlds. Data collection has been done through by giving structured questioner. This study will be based on Convenience sampling and this research is skewed to organization level. This is an exploratory type of research. And this research needs further study also. This Research is a kind of pilot study.
In the survey, only six companies mainly existing in the mobile market are being taken under consideration. BSNL RELIANCE VODAFONE AIRTEL TATA INDICOM IDEA
A Research design specifies the method s and procedures for conducting a particular study. It consists the blueprint for the collection measurement and analysis of data. The research topic is broad in its scope. Hence, to clarify my understanding of the situation, it would be worthwhile to conduct an exploratory research of the topic. This stands as a necessity since I hope that such a exploratory study will give me a clear picture of the prevailing situation, much before starting to collect and analyze the data. In the light of this exploratory study, I think to seek new insights in the topic. The research questions are framed to suit this purpose. Such an exploratory strategy can be adhered to mainly by searching the literature and collecting data from the related persons.
EXPLORATORY RESEARCH DESIGN Exploratory research helps determine the best research design, data collection method and selection of subjects. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research has the goal of formulating problems more precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses. Exploratory research can be performed using a literature search, surveying certain people about their experiences, focus groups, and case studies. When surveying people, exploratory research studies would not try to acquire a representative sample, but rather, seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. Exploratory research may develop hypotheses, but it does not seek to test them. Exploratory research is characterized by its flexibility. 3.3.2) SAMPLE SIZE The Sample Size for the survey is taken to be 73. 3.3.3) SAMPLING TECHNIQUES Sampling Techniques are the techniques used for determining the sample size . Convenience sampling is a type of non probability sampling which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is
readily available and convenient. Thus, a researcher may stand at a certain prominent point and interview all those or selected people who pass through that place. 3.3.4) METHOD OF DATA COLLECTION Primary Data 1. Data collected from the Company 2. Questionnaire Secondary Data 1. Books 2. Websites 3.4) INSTRUMENT FOR DATA COLLECTION Questionnaire has been used as an instrument for data collection. FeedBack from the Reliance Communication Staff.
3.5) LIMITATIONS While working on this project we have to face some difficulties while conducting the survey. People were not interested in giving their actual information about their family , age etc. It was difficult to take people in confidence so that they can give correct information. Some of the limitations are: People were not ready to co-operate. They were not ready to fill the questionnaire. There was Respondent bias. Language was also a barrier as all the questionnaire was in English and some people could not understand English.
Time was also a problem. As the time was less the survey could only be conducted in a small
area.
Options Responses
CDMA 21
GSM 50
Indifferent 2
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 29% prefer using CDMA 68% prefer using GSM whereas 3% people are INDIFFERENT towards the two.
CDMA PREFERENCE
Options Responses
RCOM 51
Tata Indicom 22
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones, 70% prefer using RCOM CDMA , 30% prefer using TATA INDICOM CDMA .
GSM PREFERENCE
Airtel 26
Bsnl 6
Idea 13
Vodafone 18
Rcom 10
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 34% prefer using Airtel GSM ,8% prefer using BSNL GSM , 17% prefer using Idea GSM , 25% prefer using Vodafone GSM ,16% prefer using RCOM GSM.
Options
Airtel
BSNL
Tata Indicom
Idea
Vodafone
Respons 22 e
14
15
18
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 30% consider Airtel as the major competitor of RCOM, 6% consider BSNL, 20% consider Tata Indicom, 20% consider Idea and 24% consider Vodafone as RCOMs major competitors.
Options
Service Level
Claim Level 20
Product Availabilit y 9
Product Awareness 15
Respon se
29
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 40% faces Service level problems, 27% faces Claim level problems, 13% faces Product Availability problems, 20% faces Product Awareness problems,
TYPE OF CONNECTION
Option Response Prepaid 57 Post Paid 16
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 78% uses prepaid connection and 22% uses postpaid connection.
Options Response
Excellent 26
Good 22
Average 17
Poor 8
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 36% considers the connectivity as excellent, 30% considers the connectivity as good, 23% considers the connectivity as Average, 11% considers the connectivity as poor.
Options Responses
Excellent 26
Good 40
Average 5
Poor 2
INTERPRETATION:
From the above findings we can interpret that out of 73 respondents who are using mobile phones 36% considers the connectivity as excellent, 54% considers the connectivity as good, 7% considers the connectivity as Average, 3% considers the connectivity as poor.
Options Responses
Excellent 15
Good 18
Average 33
Poor 7
INTERPRETATION:
From the above findings we can interpret that data is showing that 20% respondent said Excellent, 25% Good,45% Average and 10% poor.
Options Responses
Excellent 30
Good 20
Average 19
Poor 4
INTERPRETATION:
From the above findings we can interpret that data is showing that 41% respondent said Excellent, 27% Good,26% Average and 6% poor.
Options Responses
Excellent 31
Good 25
Average 12
Poor 5
INTERPRETATION:
From the above findings we can interpret that data is showing that 42% respondent said Excellent, 35% Good,16% Average and 7% poor.
Options Responses
Excellent 22
Good 33
Average 11
Poor 7
INTERPRETATION:
From the above findings we can interpret that data is showing that 30% respondent said Excellent, 45% Good,15% Average and 10% poor.
QUALITY OF HANDSETS
Options Responses
Excellent 5
Good 12
Average 25
Poor 31
INTERPRETATION:
From the above findings we can interpret that data is showing that 7% respondent said Excellent, 16% Good,35% Average and 42% poor.