A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM LIMITED CHENNAI

A Project Report Submitted in partial fulfilment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Of

University of Madras

Submitted By

A.M.ASHFAQ ZAKI
Reg. No. – MA75004 Under the guidance of

Mrs.Nirmala SURYANARAYANAN
Assistant Professor of Management Studies

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

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New College Institute of Management,
(Affliated to University of Madras)

Chennai-600 014.
April 2010

New College Institute of Management, Chennai-600 014.

CERTIFICATE
This is to certify that Mr.A.M.ASHFAQ ZAKI, Reg.No MA 75004, has undertaken the project work titled A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM LIMITED, CHENNAI, in partial fulfilment of the requirement for the award of Master of Business Administration degree under my guidance and to the best of my knowledge this is his original work

Faculty Guide & Internal Examiner

External Examiner

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Director (Academic)

STUDENT DECLARATION
I, A.M.Ashfaq Zaki ( Reg. No.75004) hereby declare that the project, titled A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM

LIMITED,CHENNAI under taken by me under the supervision of Mrs. Nirmala Suryanarayanan, Asst. Professor of Management Studies, New College Institute of Management, in fulfilment for the award of Master of Business Administration is my original work and not found the basis for the award of any other Degree, Diploma fellowship and Associateship.

Place: Chennai

Date: 31.03.2010

(A.M.Ashfaq Zaki)

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ACKNOWLEDGEMENT
“Not a single leaf falls without HIS Knowledge”. I am thankful to the Almighty and bow my head to HIM, for bestowing me the knowledge without which I would not have reached to this extent. I would first like to extend my sincere thanks and gratitude to the Director, Dr. M. Balasubramaniyan BE.,MBA.,Ph.D., and the management of New College Institute for giving admission to study in their esteemed Institution endowed with state of the art facility and motivational faculty serving to nurture the managerial skills in each of the students. Secondly, I am grateful to my company Bharath Sanchar Nigam Limited, an organisation which bestows great attention to the Human Resource Development by patronizing further studies and continual career advancement of its employees and my Present Pr. General Manager (Electrical), Mr. V.P.Gupta, for encouraging me to undergo the course. Thirdly, I am very thankful to my cheerful, ever encouraging Internal Guide Ms. Nirmala Suryanarayanan, Assistant Professor of Management Studies, New College Institute of Management, for her constant endeavour and valuable guidance in the stages of carrying out this project. Fourthly, I am extremely thankful to the Mr. V. Prabhakar, General Manager Marketing for giving permission to take up this project, my external project guide Mr. M. Mohan, DGM(Marketing),BSNL, Chennai Telephones, for having been a constant source of inspiration and guidance at every stage of carryout this project, Sri. V.T.Gunasekaran, D.E, Smt. V. Prabha and other SDEs and staff of the marketing wing who rendered guidance, assistance and support in carryout this project. Penultimately, I will fail in my duty if I fail to mention, my Principal Prof.C. Kaleemullah, Vice Principal, Dr.D.Nisar Ahmed, and other faculty members, whose guidance throughout the course of study and constant motivation has made to inculcate the managerial qualities and a encouraged me o take up this project. Finally, I should thank my family, my colleagues, staff of New College, my class mates, my friends, and the respondents for their valuable time and support to make this project a successful one.

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(A.M.Ashfaq Zaki)

PREFACE

The MBA programme is well structured and integrated course of business studies. In every professional course practical exposure is an important factor. The main objective of practical exposure is to develop skill in student in supplementing practical aspects to the theoretical study of business management in general. Practical exposure helps to gain real life knowledge about the market and business practices.

In today‟s globalize world, where intense competition has become the rule of the day, practical insight, professional approach and strategic practices in every aspects of business strongly supplemented by the theoretical knowledge, shall serve as a core advantage in not only building a successful career in business management but also make one an invaluable asset to the organisation that a management graduate serves. This project has been taken in the right sprit and efforts were made to have first hand learning with the motto “Experience is the Best Teacher”

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INDEX
Sr. No. Chapter Name Page. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 RATIONALE OF STUDY OBJECTIVE OF STUDY TITLE OF PROJECT SCOPE AND LIMITATIONS OF STUDY INDUSTRY OVERVIEW COMPANY PROFILE-BSNL ABOUT MOBILE TELEPHONY AND CONCEPT OF 3G PRODUCT REVIEW: 3 G SERVICES OF BSNL REVIEW OF THE LITERATURE RESEARCH METHODOLOGY. DATA ANALYSIS AND INTERPRETATION FINDINGS RECOMMENDATIONS & SUGGESTIONS ANNEXURES A.QUESTIONNAIRE
B.LETTER FROM COLLEGE TO BSNL FOR PROVDING OPPORTUNITY TO CARRYOUT PROJECT C.PROJECT COMPLETION CERTIFICATE FROM BSNL

15

BIBLIOGRAPHY

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1.RATIONALE OF STUDY

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Mobile phones today have moved beyond their fundamental role of communications and have graduated to become an extension of the persona of the user. We are witnessing an era when users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings & interests. Customers continuously want more from their phone. They use their cellular phones to play games, read news headlines, surf the Internet, keep a tab on astrology, listen to music, make others listen to their music and to check their bank balance. Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire cellular industry is heading towards it to provide innovative options to their customers. The existing mobile technology (2nd Generation) has got its own limitations in terms of volume of data transferred and time. Hence 3G, the third generation technology is the current hot stuff of the Indian communication sector. Undoubtedly, the name speaks its capabilities. This 3G technology makes a cellular phone, a Smartphone with its superior multimedia features. In this fast moving world, to test our patience much less, 3 G offers the fastest broadcasting facility with a minimum speed of 2 Mbps and maximum speed of 14.4 Mbps. This means that to download a 3 minute MP3 song, it will take merely 15 seconds. When compared to a 2G cell phone‟s broadcasting speed, which would take about 8 minutes, 3G will save around 7 and half minutes. With this fast speed, we can call/consider a 3G enabled phone to be no less than a mini laptop with an awesome internet connection as it will enable one to easily browse whatever desired and can also undertake all the e-commerce activities like share trading, stock transactions and every other broadband application, even when one is travelling.

Not just the media and entertainment, but the business sector as well has a lot to look forward to from 3G. Video conferencing remains its key feature. This is the strongest attraction for buyers as something like this remains uncovered/untouched by all the other technologies that have come up in India. Verbal conferencing was a convenient tool to interact and save time especially in business matters. But telephonic

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

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conversations don‟t turn fruitful all the time, especially when dealing with business matters. 3G technology‟s video conferencing can overcome all these problems. It will help subordinates meet bosses virtually without wasting time and other resources. When activated/enabled at all the functional levels, it will enable/empower organizations and qualified candidates to have a telephonic interview in a more modern way. This is because it helps to interact in the same manner as people would have done by meeting up. Effectively deployed, this will remove the barrier of location and time from almost all spheres of life.

3 G services is being rolled out by MTNL in Delhi/Mumbai and by BSNL in rest of India, with Chennai having launched the services in November 2009. BSNL has been fast in rolling out the services and is about to cover around 700 cities and towns in this phase.

This study thus commissioned to ascertain the awareness of 3G Services of BSNL among different strata of population and tries to picturize the level of awareness, possible usage pattern among them as well as to determine the effectiveness of promotion measures of 3 G services. This study goes a step further to know in the consumer‟s own words their perception of promotion measures, about BSNL and its 3G services.

The result of the study may serve as a feed back and course correction measures in capturing vital portion of 3G market share by BSNL.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

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2.OBJECTIVE OF THE STUDY

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As 3 G services of BSNL are a new introduction and launched in November 2009 in Chennai, the objective of this study was so designed to evaluate the awareness level and the adoptability and acceptance of this new service of BSNL. With plenty of promotions, publicity, advertisements, reviews on mobile service features, facilities etc, by the telecom service providers & manufacturers of mobile handset, there is a sheer possibility that the promotional measures and/or the features, facilities and comparative advantage of the 3G services may go unnoticed by the prospective customers, inspite of best possible marketing and promotional measures adopted by the 3G service provider(i.e, BSNL in Chennai). Thus the original motive of this project, was to just stimulate the thought process of the population about the 3 G services and its features and hence make them customers/prospects of the BSNL 3 G services. Thus the objectives were set as follows.

Primary Objective: (i) Exploring general awareness of 3 G mobile services among different strata of Evaluating level of awareness of the aspects of BSNL‟s 3 G services. Assessing the effectiveness of promotional measures of 3 G services of BSNL. Identifying the probable usage pattern of features of 3 G services.

population. (ii) (iii) (iv)

Secondary objective: (i) 3 G. (ii) (iii) To identify prospective 3 G customers and provide feed back to BSNL. To identify impediments for the existing 2G customers to switch over to 3G To induce the thought process of the mobile users on the aspects and features of

services. (iv) To understand general perception on BSNL and 3G services of BSNL.

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3.TITLE OF THE PROJECT
A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BHARATH SANCHAR NIGAM LIMITED, CHENNAI

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

4.SCOPE & LIMITATIONS OF THE STUDY

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The scope of this project is to study level of awareness of 3G services offered by BSNL among the different strata of the population in Chennai region and to evaluate perception of the population on the 3G mobile telephony services and general perception level of BSNL.

The present study is subjected to following LIMITATIONS.

a. The survey is done in the Chennai city region only and hence results may or may not suit for the other parts of the state/ country.
b. Method of data collection was through questionnaire with limited options

and therefore bias becomes a major limitation. c. Due to time constraints survey data was collected only from 200 respondents. Due to smaller quantum of sampling, the results are subjected to accuracy limitation. d. The demographic profile of the respondents may not the same as that of the target market. This might result in discrepancies. e. In some of the respondents there was a general tendency to casually approach the questions and this would have affected the response. However non-responses were identified and set aside. f. Owing to their pre occupation some customers were unable to answer the complete questionnaire. g. As the survey was carried out both through direct access and through email request, the demographic profile and level of participation of the erespondents could not be ascertained.

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5. INDUSTRY OVERVIEW

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The Indian telecommunication industry, with about 581 million mobile phone connections (Jan 2010), is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections. The Indian telecom industry is one of the fastest growing in the world at a Compounded Annual Growth Rate(CAGR) of more than 50% and is projected that India will have 'billion plus' mobile users by 2015. For the past decade, telecommunication activities have gained momentum in India. Efforts have been made from both governmental and nongovernmental platforms to enhance the telecom infrastructure. At 500 minutes a month, India has the highest monthly 'minutes of usage' (MOU) per subscriber in the AsiaPacific region, the fastest sale of a million mobile phones (in one week), the world's cheapest mobile handset and the world's most affordable colour phone, growing number of techno savvy population, makes India the preferred destination for investment in telecom industry.

According to Telecom Regulatory Authority of India (TRAI) report, the number of telephone subscribers in India increased to 601.03 Million at the end of February-2010 from 581.81 Million in January-2010, thereby registering a growth rate of 3.30%. The overall Tele-density in India has reached 51.08.

While wireless subscription reaches 567.07 million up by 19.02 million new additions in February, the wire line subscription declined from 37.06 million in December 2009 to 36.96 million in February-2010.

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The service provider wise market share in wireless and wire line segment as on Feb‟ 2010 is as follows.

MTNL 9% Reliance Telecom 3% Bharti Airtel 8%

Wireline Market Share
Others 4%

BSNL 76%

Note: Others means Tata Indicaom 3.08%, HFCL Infotel 0.46% and Shyam Telelinks 0..14%.

Wireless Market Share
Aircel 6% Idea 11% MTNL 1% Others 2% BSNL 12%

Tata Indicom 11%

Bharti Airtel 22%

Vodaphone Essar 17%

Reliance Telecom 18%

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Note: Others means BPL 0.49%,HFCL Infotel 0.06%,Shyam Telelinks 0.62%,Uninor 0.63% and Stel 0.13%

6. COMPANY PROFILE

BHARAT SANCHAR NIGAM LIMITED.
(A govt. of India enterprise) Website www.bsnl.co.in

BSNL CORPORATE OFFICE

Bharat Sanchar Bhavan Harish Chandra Mathur Lane, Janpath, New Delhi-110 001

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Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading public sector unit in India.

BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and winning customer's confidence. Today, it has about 46 million line basic telephone capacity, 8 million WLL capacity, 52 Million GSM Capacity, more than 38302 fixed exchanges, 46565 BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations, 614755 Rkm of OFC Cable, 50430 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.6 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wide bouquet of telecom services.

BSNL is numero uno operator of India in all services in its license area. The company offers vide ranging & most transparent tariff schemes designed to suite every customer. BSNL cellular service, BSNL Mobile, has 55,140,282 2G cellular customers and 88,493 3G customers as on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less Internet (CLI). BSNL has been adjudged as the NUMBER ONE ISP in the

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country. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million broadband customers. The company has vast experience in Planning, Installation, network integration and Maintenance of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom Training Institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last financial year. The infrastructure asset on telephone alone is worth about Rs.630,000 million (US $ 14.37 billion).

Mission of BSNL To
provide world class State-of-art technology telecom services to its customers on demand at competitive prices.

To provide world class telecom infrastructure in its area of operation and to contribute
to the growth of the country's economy.

Vision of BSNL

To become the largest telecom Service Provider in Asia
Objectives of BSNL To become the largest telecom Service Provider in Asia To provide quality and reliable fixed telecom service to
increase customer's confidence our customer and thereby

To provide mobile telephone service of high quality and become no. 1 GSM operator
in its area of operation

To provide point of interconnection to other service provider as per their requirement
promptly

To facilitate R & D activity in the country Contribute towards
National Plan Target of 500 million subscriber base for India by 2010

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Broadband customers base of 20 million in India by 2010 as per Broadband Policy
2004

Providing telephone connection in villages as per government policy Implementation of Triple play as a regular commercial proposition.

Organisational Structure of BSNL
In the recent times, BSNL, is faced with slowing sales and private phone firms chipping away its market share. Apart from various factors responsible for this decline, BSNL has also identified key areas where it has to reorganise and revitalise. In the first instance, BSNL has begun restructuring itself by entrusting one- Director one portfolio of business vertical, such as Director(Consumer Mobility), Director( Consumer Fixed Access), Director( Enterprise Business) etc. This exercise is expected to increase management focus on each business and iron out glitches in BSNL‟s sales and distribution chain.
CHAIRMAN CUM MANAGING DIRECTOR

ED(NEW BUSINESS
)

ED(CORPOR ATE ACCOUNTS)

DIR (FINANCE)

DIR(HR)

DIR(CONS UMER MOBILITY)

DIR(ENTE RPRISE BUSINESS)

DIR(CFA)

At the lower rungs of the company also, BSNL is moving around staff from technical and other functions into customer-facing roles such as sales, marketing and distribution. The company is completely revamping the sales and distribution network. BSNL has some 296,000 staff on its rolls as of end-March 2009. BSNL has spruced up change management and strategic Initiatives, for which it has engaged the services of management consultant firm Boston Consulting Group (BCG), the pioneer who have devised famous BCG matrix, to guide it in its transformation exercise & to devise overall business vision and strategy.

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As a first step, a Project called SHIKAAR was conceived, which covers development of an overall strategic agenda across BSNL‟s key businesses including customer segmentation, sales channel management as well as product management has been developed. PROJECT SHIKAAR has the following sub projects containted in it specific to a particular segment, which has already been piloted in some circles and is in the

process of being churned out in all the circles. The components of the Project Shikkar are,
A. PROJECT VIJAY (MOBILES)

This is a Mobility sales and distribution project with the following objectives. a. Design channel structure b. Create channel management team c. Develop improved channel norms to improve retailer reach, create appropriate incentives and improve performance monitoring of channel d. Implement proposed channel structure for franchisee network e. Test other recommendations on tariff and handset bundling, if appropriate
B.PROJECT UDAN (LL&BB),

The overall objective of Project Udaan is to rapidly expand broadband subscriber base while reducing churn in wireline voice subscribers and increase realization from existing subscribers.
C.PROJECT DOSTI – PCO PILOT Objectives of project

The overall objective of project Dosti is to reduce decline in BSNL‟s PCO business by reducing churn of existing PCO operators and innovating on PCO business model to generate new revenue sources (both for BSNL and PCO owner). It is being executed in Bangalore telecom district. Specific objectives include:

a. Increase PCO connections through reduction in churn & sale of new connections b. Facilitate sale of „Broad-Band Enabled‟ services model to existing and new PCO‟s

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c. Convert PCOs to sell full spectrum of BSNL products & services.

D.PROJECT KUBER – REVENUE ASSURANCE PILOT Objectives of project

The overall objective of project Kuber is to ensure that the revenue earned by BSNL is properly billed to customers and collected from them. Specific focus is on two areas: a. Collection of bad debt, with focus on amount less that 2 years old b. Identification & billing of leased circuits that are currently not getting billed
E.PROJECT SANCHAY

The objectives of this project is for cost cutting and improving the cost efficiency in operations.

PROFILE OF BSNL BUSINESS BSNL is an integrated telecom service provider which provides all types of telecom services comprising of  Wire line services  GSM Mobile services  CDMA WLL Limited Mobility services  National Long distance services  International Long distance services  Broadband & Internet services  IN services  Pre Paid Fixed Line Services  Leased Lines (MPLS, MLLN, Ku-Band VSAT etc)  Enterprise Business Solutions  Telecom training.

PHYSICAL STRUCTURE OF BSNL

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The BSNL physical structure comprises of various segments, each having definite tasks to be performed. A brief illustration of the same is shown in the next page.

24 Telecom Circles and 2 Telecom Districts 4 Transmission maintenance Regions

• providing various telecom services such as basic services, cellular services and data services. • Install, operate and maintain transmission systems connected through optical fiber cable, satellite stations, microwave systems • Install large transmission and switching systems, lay optical fiber cables and erect transmission towers.

4 Telecom Project Circles

I.T. Project Circle

• Takes care of all software related requirements like HR Package, Billing etc.

T & D Circle
Telecom Quality Assurance and Testing and Development Circles Data Network Circle

• conducts tests of all the installed equipments before making over to the field units for operations • tests quality not only of the finished equipment but also of the components used for the same before giving its approval for use in the field.

• Maitenance and Upgradataion of Data Networks

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3 Telecom Factories

• Manufacture accessories required for field units. • Items of manufacture are towers, cable jointing kits, coin box pay phone, telephone instruments, SIM cards etc.

TRAINING FACILITIES

3 MAIN TRAINING CENTRES
11 Regional Telecom Tranining Centre (RTTC)

Advance Level Telecom Training Centre, Ghaziabad

BR Ambedkar Institute of Telecom Training Jabalpur

National Advance Level Telecom Finance Manage ment, Hyder abad

1 Circle Telecom Training Centre for each Circle and 1 SSA level training Centre in Each Telecom District

FUTURE BLUEPRINT OF BSNL

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BSNL CHENNAI TELECOM DISTRICT
BSNL Chennai Telecom District is a telecom circle under BSNL spanning Chennai Metropolitan area & Chengalpattu and Tiruvallur Districts. The organization is headed by Chief General Manager, with General Managers heading North West, South & Central Regions apart from Marketing, Business Development, Transmission & Development and for Finance functions/operations. BSNL Chennai Telephones have state of art customer facing facilities such as Customer Care Centres located in various regions of Chennai, 24 x 7 Call Centre and interactive Website as depicted below.

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Toll Free number 1500 For Land line 1503 for Moble 1504 for Broad band, 198 for land line fault booking

Telecom Customer Service Centres/ Teleshoppe/ BSNL Franchisee BY SENDING SMS BSNL

www.chennai.bsnl.co.in, www.bsnl.co.in http:\\ portal.bsnl.in

TO 53576 OR 9444599999

BSNL
Various facilities offered are:    

Booking of new landline, mobile, broad band connections and related facilities. Registration of PCOs, Requests for Data Circuits Bill Collection, Duplicate billing, Billing related Complaints. BSNL Chennai Telephones has also introduced SMS based customer complaints, request facilities as follows.

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7. ABOUT MOBILE TELEPHONY AND 3 G SERVICES

WIRELESS COMMUNICATION: Wireless communication is the transfer of information over a distance without the use of electrical conductors or wires. The distances involved may be short (a few meters as in television remote control) or long (thousands or millions of kilometers for radio communications). When the context is clear, the term is often shortened to "wireless". Wireless communication is generally considered to be a branch of telecommunications. It encompasses various types of fixed, mobile, and portable two-way radios, cellular telephones, personal digital assistants (PDAs), and wireless networking. Other examples of wireless technology include GPS units, garage door openers and or

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garage doors, wireless computer mice, keyboards and headsets, satellite television and cordless telephones. CELLULAR TELEPHONE (PHONES AND MODEMS) Perhaps the best known example of wireless technology is the cellular telephone and modems. These instruments use radio waves to enable the operator to make phone calls from many locations worldwide. They can be used anywhere that there is a cellular telephone site to house the equipment that is required to transmit and receive the signal that is used to transfer both voice and data to and from these instruments. cellular network is a radio network made up of a number of radio cells (or just cells) each served by at least one fixed-location transceiver known as a cell site or base station. These cells cover different land areas to provide radio coverage over a wider area than the area of one cell. EVOLUTION OF CELLULAR TELEPHONY: The very idea of cellular communications was first introduced by Bell Laboratories, way back in 1947 with the police car technology. Only in 1968, the idea of broad cast towers each covering a „cell‟ a few miles in radius was evolved. The first call on portable cell was made by Dr Martin Cooper, a former general manager for the systems division at Motorola, who is also considered the inventor of the first modern portable handset. In 1977 ,public trial with 2000 customers was conducted. In 1979, The first commercial cellular telephone system began operation in Tokyo. In the year 1980, Analog cellular telephone systems were experiencing rapid growth in Europe, particularly in Scandinavia, United Kingdom, France and Germany. 1983 saw first American commercial analog cellular service or AMPS (Advanced Mobile Phone Service) was made available in Chicago by Ameritech.In 1987, Cellular telephone subscribers exceeded one million and the airways were crowded. In 1990, Phase I of the GSM specifications were published. In 1991, Commercial launch of cellular service based on GSM standard commenced in Finland.

GENERATION CONCEPT IN MOBILE TELEPHONY:

‘G’ has reference to the mobile technology, with the first basic analog wireless
technology termed as 1G and the digital technology termed as 2G.

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Evolution from 2G
2G networks were built mainly for voice services and slow data transmission. Global system Mobile(GSM) and Code Division Multiple Access(CDMA) are the two network platforms on which this technology is built.

From 2G to 2.5G
2.5G is a stepping stone between 2G and 3G cellular wireless technologies. Cellular services combined with enhanced data transmission capabilities known as General Packet Radio Service (GPRS), is known as '2.5G.' GPRS could provide data rates from 56 kbit/s up to 114 kbit/s. It can be used for services such as Wireless Application Protocol (WAP) access, Multimedia Messaging Service (MMS), and for Internet communication services such as email and World Wide Web access.

From 2.5G to 2.75G (EDGE)
GPRS networks evolved to EDGE networks achieves higher data-rates (up to 236.8 kbit/s) by switching to more sophisticated methods of coding, hence distinctively refered as 2.75 G.

Detination 3 G
3G or 3rd Generation, is next generation mobile communication systems. It includes GSM EDGE, UMTS and CDMA2000 as well as DECT and WiMAX.

3G has the enhancements over 2.5G and previous networks such as Several times higher data speed, Enhanced audio and video streaming, Video-conferencing support, Web and WAP browsing at higher speeds, IPTV (TV through the Internet) support. It enhances the services such as multimedia, high speed mobile broadband, internet access with the ability to view video footage on mobile handset. With a 3G phone and access to the 3G network one can make video calls, watch live TV, access the high speed internet, receive emails and download music tracks, as well as the usual

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voice call and messaging services found on a mobile phone, like person to person video, live streaming, downloadable video of entertainment, news, current affairs and sport content and video messaging.The main feature of the 3G network is it allows simultaneous use of speech and data services and higher data rates (up to 14.0 Mbit/s on the downlink and 5.8 Mbit/s uplink)

Benefits of 3G services :     

The 3G will provide enough bandwidth for real time video phoning and imaging. The downloading and uploading link speed would definitely increase. Enable network games. More storage on SIM Chip. It guarantees — Privacy, Integrity, Identity, non-repudiation. Enhanced Bluetooth will enable to make separate PAN ( Personal Area Network).

REQUIREMENT OF 3G: (i) 3 G COMPATIBLE MOBILE PHONE:
The first thing one require is a device (e.g. a mobile phone) that is 3G compatible, a phone that has 3G functionality; nothing to do with the number of cameras or the memory it has. An example is the 3 G iPhone 3G phones commonly have two cameras since the technology allows the user to have video calls, for which a user-facing camera is required for capturing him/her. Almost all the leading mobile phone companies have lined up with the 3 G compatible phone with host of features contained in it.

TABLE SHOWING MAKES, MODELS, FEATURES, PRICING OF 3G MOBILE PHONES

Brand

Model.

Video Calling

Broadband Speed 384 Kbps
3.4 Mbps

Price

2730
5230

Not possible
Possible

Rs.4000/Rs.8100/-

E63

Possible

384 Kbps

Rs.9500/-

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N70M 6700C Naite T715 Jalou W595 W705 STAR 3G I450

Possible Possible Possible Possible Possible Possible Possible Possible Possible

384 Kbps 10 Mbps 3.4 Mbps 3.4 Mbps 3.4 Mbps 3.4 Mbps 7.2 Mbps 3.4 Mbps 3.4 Mbps

Rs.9500/Rs.12500/Rs.6600/Rs.9200/Rs.11000/Rs.9800/Rs.11800/Rs.9400/Rs.11800/-

The data down load speed, the camera MP, screen size, are the determining factors in selection of 3G mobile phones. More and more models will be introduced in the market. A comparative study of the 3 G mobile phones can be had from techtree.com, gadgetguru.com and similar information websites. In course of my project I found that Sony Ericcson‟s Sony Naite which was introduced in 2009 at a price range of Rs. 6600/- seems to be the best featured low cost 3 G mobile phone. One need to subscribe to the 3 G network through a SIM card compatible to 3G. (ii) 3G USIM CARD .

USIM is a SIM card for 3G services. USIM stand for Universal Subscriber Identification Module. USIM is provided to access 3G services. USIM card is generally sold by the service provider. It has enhanced storage facility which facilitates faster and higher data transfer. (III) 3G NETWORK: For the 3G facilities to be used, 3G network shall be available in the area where the mobile phone is used. As this is the new service and is in the phased rollout stage, 3G networks may not be available in some of the areas or the signal strength may be weak. In these situations, the same mobile phone will work as a 2G and 2.5 G mobile phone.

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8.

3 G SERVICES OF BSNL.

PRODUCT OFFERED:3 G Mobile Services This service has the following features

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VIDEO CALLING

FULL TRACK MUSIC DOWNLOAD

MOBILE TV

ONLINE GAMING

BSNL 3G

MOBILE BROAD

VIDEO STREAMING HIGH QUALITY VOICE

VIDEO CONFERE NCING

(II) 3G Data Card.

3 G data card is for faster web access at broad band speed ( 14.4 Mbps). With the 3 G data card plugged to Laptop, Palmtop or such computing devices, wireless internet access at broad band speed can be achieved. However this data card cannot be used for voice calls as in the 3 G USIM.

(III) Black berry service enabled with 3 G.

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PRICING:
BSNL has adopted low cost pricing strategy to capture mass market in 3G services. Pricing offered are as follows. (i) (ii) (iii) (iv) (v) Cost of 3G SIMVideo local Calls Data Charges Migration from 2 G to 3G Cost of 3 G data cardRs.59/, 30p to 100 paise / minute 1paise/10KB Free Rs.4343/-

Apart from the above BSNL Chennai offers a promotional offer called Promotional Plan(General 120), in which it offers 50 minutes of free video call, 25 MB data usage.

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PROMOTION
Branding and Captions used by BSNL with captions ‘Generation Ahead’ and „Faster than your thoughts’ have become noticeable captions thus creating stimulus in the minds of the customers of something advanced higher version of mobile services. .

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CUSTOMER CONTACT POINTS FOR AVAILING 3 G SERVICE

Existing 2 G (Prepaid/ Post paid) customers of BSNL can changeover to 3G service by sending an SMS through a 3 G compatible mobile phone as follows.

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9. LITERATURE REVIEW

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Marketing Product And Services - What Is The Difference Between Product And Service Marketing? By Serge Daudelin It may be commonly perceived by many people that there is a world of difference between product and service marketing. They could not be further from the truth because in fact there is hardly any difference. This may be because most people are not given to purchasing products and services. Instead, what makes them buy a product or service is the usefulness of the product or service and how it will benefit them. The product or service that people purchase is meant to be a solution to some problem, which may be simple or it could be serious problem. The job of marketing is to give to the customer something that is wanted and it may require attracting people to seek a particular solution that is a product or service. There must also be consistent follow-up action that will keep the customer informed about the benefits of the product or service being marketed. Thus, the main difference between marketing products or services is that there is much more personal contact required when marketing a service as compared with marketing products. Marketing services may require meeting the customer in a face-to-face basis, or it may mean contacting prospective customers over the telephone. In addition, you would also need to know what the potential customer wants and then give them just that, which is a sure shot means of getting more business. Getting more people attracted to your product or service will help you gather information that can be used to contact them, which is an important step in making a sale. Once your marketing efforts get you good prospective clients who are coupled with follow-up action, the chances of converting a good percentage of these prospective customers into paying customers will greatly improve and there will be no real perceivable difference between marketing a product or service except perhaps the amount of personal contact made with the customer while marketing your product or service.

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Product Life Cycle
by Ian Traynor

Understanding how markets change, and how they react to your own products and services is a vital part of management and marketing strategy. If you understand the Product Life Cycle, you will be ahead of many of your competitors! If there is one thing that is certain in this life, that is 'Change'. Wherever we look, we see aspects of our life changing. This is clearly seen on the Internet. We see design, technologies, markets - and web sites - evolve, become the current fashion and then fade away. This is a very general concept that applies to all products and services. The 'Product Life Cycle' is a description of what happens to anything that we produce and sell. It applies to all businesses, large and small. Understanding it and taking appropriate action is essential if you are to maximise the sales and profits of your business. As the chart below shows, products (and by this word, we also mean 'services') go through a cycle which can be described in 4 stages:

Introduction: Characterised by a low level of sales and losses, as development costs build up. Sales are generally made to 'early adopters' in the market place.

Growth: The product gets known more widely. There are few competitors, and profit margins tend to be good.

Maturity: Here, sales are maximised. If the product has mass market appeal, this is when the bulk of potential customers will buy. Competition increases, and profit margins tend to fall.

Decline: Shown by the dotted line on the chart. The product starts to 'show its age'. New and better competitive products emerge in the market. Sales fall and profits dip sharply.

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A new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix. The product revenue and profits can be plotted as a function of the life-cycle stages as shown in the graph below:

Stategy at introduction Stage
In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows:

Product branding and quality level is established and intellectual property protection such as patents and trademarks are obtained.

Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover development costs.

 

Distribution is selective until consumers show acceptance of the product. Promotion is aimed at innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product.

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10.RESEARCH METHODOLOGY

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METHODOLOGY MARKETING RESEARCH
Definition of marketing research is approved by the board of the American Marketing Association (AMA) is: “Marketing research is the functions which links the customer and public to marketer through information used to identity and define marketing opportunities and problems; generate define and evaluate, marketing actions, monitor marketing performance, and improve understanding of marketing as a process”. Simply, marketing research is the systematic design, collection, analysis and Reporting of the data findings relevant to a specific marketing situation facing the company. Careful planning through all stages of the research is a necessity. Objectivity in research is all- important. The heart of the scientific method is the objective gathering and analysis of the information. The function of marketing research within a company is to provide the Information and analytical inputs necessary for effective.    Planning of future marketing activity. Control of marketing operations in the present. Evaluation of marketing results.

A research may undertake any of three types of research investigations depending upon the problem. These three types of research included.    Basic research Applied research Designated fact gathering

BASIC RESEARCH It is also known as the pure fundamental research which refers to those studies, sole purpose of which is the discovery of new information. It is conducted to extend the horizon in given area of knowledge with no immediate application to existing problem.

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APPLIED RESEARCH It is an attempt to apply the various marketing techniques, which have been developed as research, first and later on they become applied research techniques. It is an attempt to apply the basic principles and existing knowledge for the purpose of solving the operational problems.

DESIGNATED FACT GATHERING It refers to a research where the investigator attempts nearly to gather some predetermined data. Steps in Marketing Research Process

Marketing Research Process can be carried out through the following steps:

Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and interpretations

Present the findings DEFINE THE PROBLEM AND RESEARCH OBJECTIVES In a very sense, this is the heart of the research process. This is the first step, which calls for the marketing manage and marketing research.

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RESEARCH PLAN DEVELOPMENT The second calls for developing the most efficient plan for gathering the needed information. Not to forget the cost or values of research the Marketing manager must estimate process its approval, Research plan calls For decision on a) Data source

i. ii.

Primary data to be collected for a specific purpose. Secondary data collected for another purpose and already existing somewhere.

b) Research Approaches: Primary data can be collected in four ways: i. ii. iii. iv. Observational research Focus group research Survey research Experimental research

c) Research Instruments: Marketing researchers can use questionnaires in collecting of primary data, because of its flexibility, questionnaires is by for the most common instrument used to collect primary data. d) Sampling Plan: This plan calls for the three aspects:-

i. Define the sampling unit. ii. Decide the sample size. iii. Decide the sampling procedure whether to use probability or nonprobability sampling methods. e). Contact method: once the sampling plan has been determined, this has to decide how the subject should be contacted. The choices are mail, telephone or research interviews.

COLLECTION OF INFORMATION Data collection phase is generally the most expensive and the most phase to error. Carry out the field work, collect data using the instruments, adjust the Problem of not at homes, replaced, refusal to co-operate, biased or dishonest answers.

ANALYSIS AND INTERPRETATIONS The next to last step is to extract pertinent findings from the collected data. The researcher edits, code, tabulate the collected data.

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PRESENTATION OF FINDINGS As the last step in marketing research the researchers present the findings. The researchers have to arrange the researched result according to an approved reporting format, get the report typed and bound, present the copies of the report to the concerned authorities. QUESTIONNAIRE DESIGN The questionnaire is a structured technique for collecting primary data in a marketing survey. It is a series of written or verbal questions for which the respondent provides answers. A well-designed questionnaire motivates the respondent to provide complete and accurate information. The survey questionnaire should not be viewed as a standalone tool. Along with the questionnaire there is field work, rewards for the respondents, and communication aids, all of which are important components of the questionnaire process.

Steps to Developing a Questionnaire
The following are steps to developing a questionnaire - the exact order may vary somewhat.
 

Determine which information is being sought. Choose a question type (structure and amount of disguise) and method of administration (for example, written form, email or web form, telephone interview, verbal interview).

Determine the general question content needed to obtain the desired information.

   

Determine the form of response. Choose the exact question wording. Arrange the questions into an effective sequence. Specify the physical characteristics of the questionnaire (paper type, number of questions per page, etc.)

Test the questionnaire and revise it as needed.

Question Type and Administration Method Some question types include fixed alternative, open ended, and projective:

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Fixed-alternative questions provide multiple-choice answers. These types of questions are good when the possible replies are few and clear-cut, such as age, car ownership, etc.

Open-ended questions allow the respondent to better express his/her answer, but are more difficult to administer and analyze. Often, open-ended questions are administered in a depth interview. This technique is most appropriate for exploratory research.

Projective methods use a vague question or stimulus and attempt to project a person's attitudes from the response. The questionnaire could use techniques such as word associations and fill-in-the-blank sentences. Projective methods are difficult to analyze and are better suited for exploratory research than for descriptive or causal research.

Questionnaires typically are administered via a personal or telephone interview or via a mail questionnaire. Newer methods include e-mail and the Web.

Question Content Each question should have a specific purpose or should not be included in the questionnaire. The goal of the questions is to obtain the required information. This is not to say that all questions directly must ask for the desired data. In some cases questions can be used to establish rapport with the respondent, especially when sensitive information is being sought. Sensitive questions can be posed in ways to increase response likelihood and to facilitate more honest responses. Some techniques are:
    

Place the question in a series of less personal questions. State that the behavior or attitude is not so unusual. Phrase the question in terms of other people, not the respondent. Provide response choices that specify ranges, not exact numbers. Use a randomized response model giving the respondent pairs of questions with a randomly assigned one to answer. The interviewer does not know which question the person is answering, but the overall percentage of people assigned to the sensitive question is known and statistics can be calculated.

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Form of Question Response Questions can be designed for open-ended, dichotomous, or multichotomous responses.

Open-ended responses are difficult to evaluate, but are useful early in the research process for determining the possible range of responses.

Dichotomous questions have two possible opposing responses, for example, "Yes" and "No".

Multichotomous questions have a range of responses as in a multiple choice test.

The questionnaire designer should consider that respondents may not be able to answer some questions accurately. Two types of error are telescoping error and recall loss.

Telescoping error is an error resulting from the tendency of people to remember events as occurring more recently than they actually did.

Recall loss occurs when people forget that an event even occurred. For recent events, telescoping error dominates; for events that happened in the distant past, recall loss dominates.

Question Wording The questions should be worded so that they are unambiguous and easily understood. The wording should consider the full context of the respondent's situation. In particular, consider the who, what, when, where, why, and how dimensions of the question. Physical Characteristics of the Questionnaire Physical aspects such as the page layout, font type and size, question spacing, and type of paper should be considered. In order to eliminate the need to flip back and forth between pages, the layout should be designed so that a question at the bottom of the page does not need to be continued onto the next page. The font should be readable by respondents who have less-than-perfect visual acuity. The paper stock should be good quality to project the image that the questionnaire is important enough to warrant the respondents' time. Each questionnaire should have a unique number in order to better account for it and to know if any have been lost.

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Test and Revise the Questionnaire The questionnaire should be pre-tested in two stages before distributing. In the first stage, it should be administered using personal interviews in order to get better feedback on problems such as ambiguous questions. Then, it should be tested in the same way it will be administered. The data from the test should be analyzed the same way the administered data is to be analyzed in order to uncover any unanticipated shortcomings. Different respondents will answer the same questionnaire differently. One hopes that the differences are due to real differences in the measured characteristics, but that often is not the case. Some sources of the differences between scores of different respondents are:
     

True differences in the characteristic being measured. Differences in other characteristics such as response styles. Differences in transient personal factors such as fatigue, etc. Differences in situation, such as whether spouse is present. Differences in the administration, such as interviewer tone of voice. Differences resulting from sampling of items relevant toward the characteristic being measured.

Differences resulting from lack of clarity of the question - may mean different things to different people.

Differences caused by mechanical factors such as space to answer, inadvertent check marks, etc.

Measurement Scales Attributes can be measured on nominal, ordinal, interval, and ratio scales:

Nominal numbers are simply identifiers, with the only permissible mathematical use being for counting. Example: social security numbers.

Ordinal scales are used for ranking. The interval between the numbers conveys no meaning. Median and mode calculations can be performed on ordinal numbers. Example: class ranking

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Interval scales maintain an equal interval between numbers. These scales can be used for ranking and for measuring the interval between two numbers. Since the zero point is arbitrary, ratios cannot be taken between numbers on an interval scale; however, mean, median, and mode are all valid. Example: temperature scale

Ratio scales are referenced to an absolute zero values, so ratios between numbers on the scale are meaningful. In addition to mean, median, and mode, geometric averages also are valid. Example: weight

Attitude Measurement Many of the questions in a marketing research survey are designed to measure attitudes. Attitudes are a person's general evaluation of something. Customer attitude is an important factor for the following reasons:
   

Attitude helps to explain how ready one is to do something. Attitudes do not change much over time. Attitudes produce consistency in behavior. Attitudes can be related to preferences.

Attitudes can be measured using the following procedures:

Self-reporting - subjects are asked directly about their attitudes. Selfreporting is the most common technique used to measure attitude.

Observation of behavior - assuming that one's behavior is a result of one's attitudes, attitudes can be inferred by observing behavior. For example, one's attitude about an issue can be inferred by whether he/she signs a petition related to it.

 

Indirect techniques - use unstructured stimuli such as word association tests. Performance of objective tasks - assumes that one's performance depends on attitude. For example, the subject can be asked to memorize the arguments of both sides of an issue. He/she is more likely to do a better job on the arguments that favor his/her stance.

Physiological reactions - subject's response to a stimuli is measured using electronic or mechanical means. While the intensity can be measured, it is difficult to know if the attitude is positive or negative.

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Multiple measures - a mixture of techniques can be used to validate the especially worthwhile when self-reporting is used.

findings,

There are several types of attitude rating scales:

Equal-appearing interval scaling - a set of statements are assembled. These statements are selected according to their position on an interval scale of favorableness. Statements are chosen that has a small degree of dispersion. Respondents then are asked to indicate with which statements they agree.

Likert method of summated ratings - a statement is made and the respondents indicate their degree of agreement or disagreement on a five point scale (Strongly Disagree, Disagree, Neither Agree Nor Disagree, Agree, Strongly Agree).

Semantic differential scale - a scale is constructed using phrases describing attributes of the product to anchor each end. For example, the left end may state, "Hours are inconvenient" and the right end may state, "Hours are convenient". The respondent then marks one of the seven blanks between the statements to indicate his/her opinion about the attribute.

Stapel Scale - similar to the semantic differential scale except that 1) points on the scale are identified by numbers, 2) only one statement is used and if the respondent disagrees a negative number should marked, and 3) there are 10 positions instead of seven. This scale does not require that bipolar adjectives be developed and it can be administered by telephone.

Q-sort technique - the respondent if forced to construct a normal distribution by placing a specified number of cards in one of 11 stacks according to how desirable he/she finds the characteristics written on the cards.

Data Analysis-Preliminary steps Before analysis can be performed, raw data must be transformed into the right format. First, it must be edited so that errors can be corrected or omitted. The data must then be coded; this procedure converts the edited raw data into numbers or symbols. A codebook is created to document how the data was coded. Finally, the data is tabulated to count the number of samples falling into various categories. Simple tabulations count the occurrences of each variable independently of the other variables. Cross

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tabulations, also known as contingency tables or cross tabs, treats two or more variables simultaneously. However, since the variables are in a two-dimensional table, cross tabbing more than two variables is difficult to visualize since more than two dimensions would be required. Cross tabulation can be performed for nominal and ordinal variables. Cross tabulation is the most commonly utilized data analysis method in marketing research. Many studies take the analysis no further than cross tabulation. This technique divides the sample into sub-groups to show how the dependent variable varies from one subgroup to another. A third variable can be introduced to uncover a relationship that initially was not evident. Conjoint Analysis The conjoint analysis is a powerful technique for determining consumer preferences for product attributes. Hypothesis Testing A basic fact about testing hypotheses is that a hypothesis may be rejected but that the hypothesis never can be unconditionally accepted until all possible evidence is evaluated. In the case of sampled data, the information set cannot be complete. So if a test using such data does not reject a hypothesis, the conclusion is not necessarily that the hypothesis should be accepted. The null hypothesis in an experiment is the hypothesis that the independent variable has no effect on the dependent variable. The null hypothesis is expressed as H0. This hypothesis is assumed to be true unless proven otherwise. The alternative to the null hypothesis is the hypothesis that the independent variable does have an effect on the dependent variable. This hypothesis is known as the alternative, research, or experimental hypothesis and is expressed as H1. This alternative hypothesis states that the relationship observed between the variables cannot be explained by chance alone.

There are two types of errors in evaluating a hypotheses:

Type I error: occurs when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true.

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Type II error: occurs when one accepts the null hypothesis when in fact the null hypothesis is false.

Because their names are not very descriptive, these types of errors sometimes are confused. Some people jokingly define a Type III error to occur when one confuses Type I and Type II. To illustrate the difference, it is useful to consider a trial by jury in which the null hypothesis is that the defendant is innocent. If the jury convicts a truly innocent defendant, a Type I error has occurred. If, on the other hand, the jury declares a truly guilty defendant to be innocent, a Type II error has occurred.

Hypothesis testing involves the following steps:
    

Formulate the null and alternative hypotheses. Choose the appropriate test. Choose a level of significance (alpha) - determine the rejection region. Gather the data and calculate the test statistic. Determine the probability of the observed value of the test statistic under the null hypothesis given the sampling distribution that applies to the chosen test.

  

Compare the value of the test statistic to the rejection threshold. Based on the comparison, reject or do not reject the null hypothesis. Make the marketing research conclusion.

In order to analyze whether research results are statistically significant or simply by chance, a test of statistical significance can be run.

TESTING OF STATISTICAL SIGNIFICANCE:
The chi-square ( 2 ) goodness-of-fit test is used to determine whether a set of proportions have specified numerical values. It often is used to analyze bivariate crosstabulated data. Some examples of situations that are well-suited for this test are:

A manufacturer of packaged products test markets a new product and wants to know if sales of the new product will be in the same relative proportion of package sizes as sales of existing products.

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A company's sales revenue comes from Product A (50%), Product B (30%), and Product C (20%). The firm wants to know whether recent fluctuations in these proportions are random or whether they represent a real shift in sales.

The chi-square test is performed by defining k categories and observing the number of cases falling into each category. Knowing the expected number of cases falling in each category, one can define chi-squared as: 2 = ( Oi - Ei )2 / Ei where Oi = the number of observed cases in category i, Ei = the number of expected cases in category i, k = the number of categories, the summation runs from i = 1 to i = k.

Before calculating the chi-square value, one needs to determine the expected frequency for each cell. This is done by dividing the number of samples by the number of cells in the table.

To use the output of the chi-square function, one uses a chi-square table. To do so, one needs to know the number of degrees of freedom (df). For chi-square applied to crosstabulated data, the number of degrees of freedom is equal to ( number of columns - 1 ) ( number of rows - 1 ) This is equal to the number of categories minus one. The conventional critical level of 0.05 normally is used. If the calculated output value from the function is greater than the chi-square look-up table value, the null hypothesis is rejected.

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RESEARCH METHODOLOGY ADOPTED FOR THIS PROJECT
• Awareness level and probable utility of features of 3 G service has not percolated to the masses

PROBLEM DEFINITION

RESEARCH PLAN

• Type of research: Exploratory. • Primary Data Source: directly from sample population • Secondary Data source: Industry related websites, journals, books, periodicals. • Research Instrument: Primary data collection through Survey Questionnaire • Sampling Plan: A sample of about 200 respondents. • Sampling Type: Convenient sampling. • Contact Method: Direct through Personal interaction & online survey through survey software www.questionpro.com

As a reward to the respondents who participate in live survey, on completion of the survey, a pen indicating the features of BSNL 3G services is proposed to be given, which will also serve as a promotional tool for BSNL 3G services. SURVEY DESIGN FLOW CHART IS SHOWN ON NEXT PAGE.

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START
RESPONDENT PROFILE (NAME, AGE, MOBILE NO, , AVERAGE MONTHY BILL, PRESENT USAGE OF VAS) BRIEF EXPLANATION & OPTION TO TERMINATE SURVEY BSNL 3G PAMPHLETS TO BE GIVEN TO RESPONDENTS

KNOW ABOUT 3G SERVICES

SOURCE OF INFORMATION (NEWSPAPER, TV ADV, INTERNET, BSNL PHAMPLETS, SMS AD, FRIENDS/RELATIVES/PEERS)

CHECK OF DEPTH OF INFORMATION (KNOWLEDGE OF FACILITIES IN 3G)

IS 3G ADS OF BSNL CONVEY FEATURES CONTAINED IN IT

TO OBTAIN OPEN ENDED PERCEPTION

SPECIFIC KNOWLEDGE ABOUT BSNL’S 3G SERVICES (POINT OF CONTACT, METHOD OF AVAILING SERVICE, PRICE, SCHEME, MIGRATION FROM 2 G, HANDSET, PRICE, )

FINDING IMPEDIMENTS FOR MIGRATION TO 3G AND MOTIVATORS FOR MIGRATION TO 3G

OBTAINING GENERAL PERCEPTION ABOUT BSNL AND 3G SERVICES OF BSNL

END

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11. DATA ANALYSIS & INTERPRETATION

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Survey overview

AGE GROUP
Less than 20 yrs 36 - 45 yrs more than 55 yrs 10% 20% 59% 4% 7% 20 - 35 yrs 46-55 yrs

Occupation
Home maker Other 3% 2% Service 26% Student 14%

Professional 47% Business 8%

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Mobile Expenditure
70 60 50 40 30 20 10 0 Less than Rs.100/Series1 Series2 18 9.84% Rs.101 to 250/37 20.22% Rs.251 to 500/63 34.43% Rs.501 to 1000/36 19.67% Rs.1001 to 2000 17 9.29% No of Respondents

More than Rs.2000/12 6.56%

POPULAR NON VOICE FEATURES USED
Listening music/games FM radio Voice mail E-Mails/internet access Downloading Ring tones SMS 2.31% 9.03% 7.18% 36.81% 21.06% 23.61%

Whether they know about 3 G services
No 20%

Yes 80%

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No

17.72%

Yes INTEREST EVINCED BY RESPONDENTS WHO DO NOT KNOW ABOUT 3 G SERVICES

82.28%

MEDIUM OF AWARENESS
30% 25% 20% 15% 10% 5% 0% 9% 9% 15% 8% 1% Series1 9% 29% 20%

Axis Title

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DOES 3G ADVERTISMENTS PROJECT FEATURES CONTAINED?
34% Yes 66% No

AWARENESS OF FEATURES AVAILABLE IN 3 G SERVICES
Series1

Don’t Know 1.60% Online Gaming Video Conferencing Full Track Music Download Fastest video Download Mobile TV Mobile Broadband Video Calling 6.23% 9.61% 15.48% 18.86% 24.02% 9.79% 14.41%

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

AWARENESS OF 3 G DATA CARD SERVICE BY BSNL

No 47%

Yes 53%

PRICING KNOWLEDGE
Know already Know about a few rates only Knowing from survey questionnaire info only 12%

59%

29%

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

PERCEPTIO N ON THE PRICE OF 3 G HANDSET
35% 30% 25% 20% 15% 10% 5% 0% Series1

PREFERED USAGE FEATURE
29.55% 26.91%

15.83%

15.30%

7.65% 4.75%

Video Calling

Mobile broadband

Mobile TV

Online Gaming

Full track Video Music Conferencing Downloads

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Probable Usage
Profession/Job/Business Entertainment Early adoption to technology Personal ease Improved social status Can’t judge/decide right now

17% 9% 7% 15%

30%

22%

IMPEDIMENT FOR SWITCH OVER TO 3 G SERVICE

31% 14% 5% 7% 8% 7%

27%

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

MOTIVATORS FOR MIGRATING TO 3 G SERVICE
Bundling of 3G handset & SIM CARD 9% 22% 22% 7% 21% Reduced video call charges between CUG 19% Unlimited data download during Night/Holidays Reduced cost of 3G handset Reduced mobile TV charges SMS booster

RESPONDENT'S INCLINATION TO SWITCH OVER TO 3 G

72% 9%
Right now In near Future

19%
No

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Features of Target Market segment
70 60 50 40 30 20 10 0 Less than 20 20 - 35 yrs - 45 yrs46-55more than 55 yrs yrs 36 yrs Student Professional Business Service Home maker Other

.

In order to find that whether age and occupation have any correlation the data were subjected to statistical analysis. Null Hypothesis: Age interval and occupation are not correlated. Alternative Hypothesis: There is correlation between age and occupation. Using Pearson's chi-square (χ2) test, this hypothesis was tested. The result is as under
Cross Tabulation Frequency/Percent

2.Please describe your occupation
Student Professional Business Service Less than 20 yrs 12 1 0 0% 12 11.11% 2 5.26% 1 5.88% 0 0% 15 8.15% 0 0% 14 Home Other(Pl.Specify) Row Totals maker 0 0% 5 0 0% 1 13 7.07% 108 58.7% 38 20.65% 17 9.24% 8 4.35% 184 100%

92.31% 7.69% 12 64

1. Please indicate your age group

20 - 35 yrs 36 - 45 yrs 46-55 yrs more than 55 yrs

11.11% 59.26% 1 2.63% 0 0% 0 0% 14 36.84% 6 35.29% 2 25% 87

12.96% 4.63% 0.93% 19 50% 10 1 1

2.63% 2.63% 0 0 0% 2 25% 4

58.82% 0% 4 50% 47 0 0% 6

Column 25 Total

Column 13.59% 47.28% Percent

25.54% 3.26% 2.17%

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Pearson's Chi-Square Statistics Chi-Square p Value Degrees of Freedom 130.417 0.000 20

Significant Corelation Between Variables Exists : @ 95%
Critcal Value for (p = .01 [1%]) Critcal Value for (p = .05 [5%]) Critcal Value for (p = .10 [10%]) 37.566 31.41 28.412

As the chi square value is more than the critical value of „p‟ as per the chi squar table we reject the null hypothesis. Therefore there exists significant relationship between age and occupation. Further from the data the following is established.  
Age group of 20-35 significantly represent professionals. Age group of 36-45 significantly represent professionals and service

Further to test whether these segments form a value proposition to concentrate as a target segment, there mobile expenditure, there usage of non voice based applications, their awareness of 3 G services and probable usage pattern was analysed and the results are analysed as follows.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Monthly mobile expenditure
60 50 40 30 20 10 0 Less than Rs.100/Rs.101 to 250/Rs.251 to 500/Rs.501 to 1000/Business Rs.1001 to 2000 Service More than Rs.2000/-

Professional

It is found that the mobile expenditure of the target segment predominantly lies at Rs.251-500/-

CURRENT USAGE OF NON VOICE APPLICATIONS IN MOBILE PHONE
NO OF RESPONDENTS 140 120 100 80 60 40 20 0

Service Business Professional

Invariably the target segment of the population is using SMS the most followed by FM radio and listening music features in their mobile phone. Internet usage is not popular among the segment. This may be attributed to
 

Feature not available in their current mobile phone Service not availed and or slow speeds, screen size etc.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Properly harnessed,
  Population may use the MMS feature in the 3G service FM radio being the feature of handset and available free. Hence the same is popular. This segment may prefer mobile TV depending on the cost and content of the mobile TV feature.

ANSWER FOR WHETHER THEY KNOW ABOUT 3 G SERVICE
Yes 93% 82% No

85%

18% 7% Professional Business

15%

Service

From the above, it is found that more than 80% of the target segment of the population is aware of 3G.

AWARENESS ABOUT WHETHER BSNL IS THE ONLY OPERATOR PROVIDING 3 G SERVICE
Service Business Professional

14.29% Not Sure 2% 0% 21.69%

53.33%

No

11% 47% 83% 67%

Yes

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Significant quantum of population is still unaware that the BSNL is the only operator providing 3G service as of now. This may have been due to BSNL not propagating this information or the misleading ads of the competitors.
MODE OF GAINING AWARENESS ABOUT 3G
40% 35% 30% 25% 20% 15% 10% 5% 0% Professional Business Service

It is found that the news media and electronic media are the two popular modes for the target population for gaining awareness about 3G, while all other mediums having distributed percentage. However significant to note is that use of toll free number as the source to gain information is minimal. The following may be the probable reasons for less patronage,
 Since the product is being a new one, a person will call toll free number, only if he perceives that the 3G provides some value to him.  Amount of personal labor and time required to call the toll free number and patience needed to get information.  Personal opinion on the quality of information that he will get based on his past service encounter.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

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WHETHER 3G ADVERTISEMENTS OF THE BSNL CORRECTLY PROJECT THE FEATURES CONTAINED IN IT
Yes 73% No

67%

67%

33%

27%

33%

Professional

Business

Service

About 1/3rd of the target population perceive that 3G advertisement of the BSNL correctly project the features of 3G.

AWARENESS OF FEATURES CONTAINED IN 3 G
40% 35% 30% 25% 20% 15% 10% 5% 0% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

FEATURE THAT WILL BE USED IF AVAILING 3 G

Professional

Business

Service

Professional

Business

Service

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

Both the above indicate that,
• • • Perception and probable usage pattern is similar Video calling will be the main feature that the target population will make use of with the next feature being the mobile broad band and Video Conferencing. Targeted ads featuring these applications contained in 3 G will fetch customers.

3 G SERVICES-PRICING AWARENESS
70% 60% 50% 40% 30% 20% 10% 0% Already Know Know about few rates only Knowing from questionnaire info Professional Business Service

The above chart indicates that prior to this survey the respondent‟s awareness of the pricing of 3 G services was minimal.

The main motive of this survey of creating awareness in course of collecting the data, could be accomplished by providing pricing information, the critical factor in today‟s mobile service market.

BSNL‟s ad features shall highlight the low pricing of the 3G services aggressively, to attract more customers and to keep the prospects approaching the competitors, who are about to launch 3 G in short while.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

PERCEPTION ON PRICE OF HANDSET
40% 35% 30% 25% 20% 15% 10% 5% 0%

Professional Business Service

From the above, it is found that the target market segment value the price of handset in the range of 7500-10000 range.

• •

While pricing the handset bundling scheme, this data may be useful. More customers will avail 3G services as and when there is fall in the pricing of handset. By utilising the chart of current market price and features of handset as depicted in this project, the leads can be converted into customers.

IMPEDIMENTS FOR MIGRATING TO 3G SERVICES OF BSNL
35% 30% 25% 20% 15% 10% 5% 0%
Cost of 3G Cant Under CUG Handset change as plan with Mobile other handset is Service provided by provider employer Mobile phone recently acquired Seeking Contended Not willing more with 2G to change Service mobile providers number

Professional

Business

Service

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

The above chart provides information that,


Cost of 3 G handset and the unwillingness to change the mobile number remains two mains stumbling blocks for migration to 3 G services of BSNL. While the cost of 3G handset is falling the number aspect could be solved only by Mobile number portability.

MOTIVATORS FOR AVAILING 3G SERVICES OF BSNL
35% 30% 25% 20% 15% 10% 5% 0%
Bundling of 3G handset & SIM CARD Reduced video Unlimited data call charges download during between CUG Night/Holidays Reduced cost of 3G handset Reduced mobile TV charges SMS booster

Professional

Business

Service

From the above, it is observed that the customers attach value for the following motivating offers. • Bundling of 3G handset and SIMCARD( at subsidised rates) • Reduced video call charges between CUG • Unlimited data download during night/holidays • Reduced cost of 3G handsets.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

MIGRATION TO 3 G
Professional Business Service

84% 71% 60%

12%

20% 5% In near Future

18% 20%

12%

Right now

No

A considerable population of this market segment have intention to migrate to 3G thus indicating a prospective business volume.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

12.FINDINGS

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

1. It is found that almost 80% of the population are aware of 3 G services. 2. Print media and the electronic media has been the major source of information. Regular
news feeds on „3G spectrum auction‟ has also been a contributing factor for awareness of 3 G services.

3. BSNL toll free number does not find its place as source of availing 3G services. 4. The demography of 20-35 age group comprising of Professionals, Service, business
class are mostly aware of 3 G service and evince interest in migration.

5. SMS, Listening to music and FM radio are the most popular non-voice based
applications of most of the mobile users.

6. While 2/3 of the population agree that the BSNL‟s 3G advertisement project the features
contained in it, 1/3rd say that it is not.

7. Most perceive that Video Calling and the mobile broad band are the popular features in
the 3 G services.

8. Almost 50% of the mobile users have no knowledge of the BSNL data card. 9. Almost 60% of the mobile users were not aware of the pricing of BSNL‟s 3 G services. 10. While 30% perceive that the cost of handset is somewhere between Rs.7501/Rs.10,000,
25 % perceive that it is between Rs.5001-7500. Thus many will prefer to migrate to 3G when more mobile companies offer 3G handset in the above price range.

11. Video Calling, Mobile broadband and Video conferencing will be the features that many
mobile users prefer to use when they migrate to 3G services.

12. While 30% say they will use the 3G features for profession/business, 22% say they will
use it for personal ease.

13. Cost of 3G handset and unwillingness to change the mobile number are the major
impediments to changeover to BSNL 3 G services.

14. Reduced cost of 3G handsets, Bundling offers, unlimited data download in
nights/holidays are the major motivators for availing 3G services.

15. Almost ¾ th of the mobile users are inclined to switch over to 3G in the near future.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

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16. From the open ended question seeking reasons as to why they perceive that the ads
lack clarity, the major reasons furnished are.

 Lack of connect between 3 G and BSNL mobile  Features/facilities/utilisation/pricing of 3G services are not properly projected  FM Radio ad is poor  Does not project how it is more powerful than 2G.  Advertisement lack attractiveness/no local celebrities feature in ads/No local language used. 17. On a general query on BSNL and 3G, the mobile users views/perception are as follows.  General perception is that it is a good initiative by BSNL and only view that
BSNL has to spruce up its advertisement to catch the market. Mobile users repose faith that billing will be accurate in BSNL.

 Many state that the BSNL has to solve the network problem as they face call
dropping, no voice and weak signal strength particularly at home.

 Many perceive negatively on the customer care/ service and hence suggested
for improvement.

 Some suggest that the employees of BSNL have to be made aware of the 3 G
services of BSNL.

 One suggestion is that the BSNL has to go to the door step of the customer and
make him aware of the 3G service.

 As a whole there is a great perception on BSNL as a brand and expect BSNL to
solve the problems of network and customer care.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

13.RECOMMENDATIONS & SUGGESTIONS

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

1. The 3G brand of BSNL with captions “Faster than your thought & A generation
ahead”, has made a mark in minds of the population. However customers are not able to relate the 3G ads with “Faster than your thought & A generation ahead”, that it is a enhanced feature of BSNL mobile services as BSNL provides a bouquet of services such as BSNL Land line, BSNL Broadband, BSNL mobile, etc.,. So a mobile phone shall be shown in back ground/encrypted/ water marked in these ads, to make clarity.

2. As the captions “Faster than your thought & A generation ahead” and BSNL 3G logo
have gone down well, BSNL may cash in on this publicity by relating these captions to the features of the BSNL 3G.

3. A suggested illustration is as follows.

Video Call

Video Conference

Video Stream

Call free:1800 180 1503

Call free:1800 180 1503
4. Video calling, Video conferencing and mobile broadband considered to be the favourite,
this features may be predominantly propagated in publicity and Ads.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

5. Customer use of the toll free number for availing information/connection is less. This
may be due to some store displays not having the contact information in it. All advertisements shall feature customer contact information. A mechanism to call the high value mobile customers of BSNL at the first instant, to inform them about the BSNL 3 G value and price features, if established may improve the prospects of increase in sales.

6. Being a new product, the features contained in the 3G service may be propagated in the
3 G ads, with catchy captions. An illustration is indicated below.

VIDEO CALLING (Don't talk see me and talk) FULL TRACK MUSIC DOWNLOAD (Why settle for less) MOBILE TV (Watch in open air)

ONLINE GAMING (Play direct)

BSNL 3G
VIDEO STREAMING (Dont store, just shoot and send) HIGH QUALITY VOICE (Crystal Clear)

MOBILE BROAD BAND (UPT0 14 Mbps)

Video Conferencing ( any place any time)

7. The pricing features have not gone down to the probable customers. So pricing scheme
needs to be properly propagated/advertised.

8. The handset models in BSNL pamphlets require updation. Since the front camera and
speed of the internet are the major selection features of the handset, the customers are to be educated in this aspect.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

9. Showrooms selling 3G mobile phones may be equipped with 3G demo SIM cards. 10. If the 3G SIM promotional SIM could be made available with the mobile models
compatible to 3G, then the customers may have a chance to experience the facilities and hence become BSNL customers.

11. Network coverage needs strengthening. While taking survey in the areas Broadway,
Radio market in Mount Road and Triplicane, the network could not be established. Particularly Radio market being a hub for sales and service of mobile handsets, the signal availability in this area needs strengthening.

12. Professionals, service personnel and business class in the age group of 20-35 years are
found to evince interest in 3G. So this population may be actively targeted for generating business volume.

13. Bundling of 3G handset, reduced video call charges between CUG, unlimited download
during nights/Holidays are found to be the principal motivators to avail 3G services. This aspect may be explored by BSNL.

14. Propagation of 3G data card awareness is less. This factor has to be considered in
advertisement.

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

13. ANNEXURES

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

SURVEY QUESTIONNAIRE
A STUDY ON AWARENESS AND PERCEPTION OF BSNL’S 3G MOBILE SERVICES Name:__________________________ Pl. Tick your options: 1. Please indicate your age group. Less than 20 yrs 36 - 45 yrs more than 55 yrs 20 - 35 yrs 46-55 yrs Mobile no:__________________( optional)

ANNEXURE-I

2. Please describe your occupation Student Service Professional Home maker Business Other(Pl.Specify)_______________

3. What is your monthly mobile expenditure Less than Rs.100/Rs.501 to 1000/Rs.101 to 250/Rs.1001 to 2000 Rs.251 to 500/More than Rs.2000/-

4. Apart from voice calls which additional facilities do you use with your mobile phone? (You can select more than one) SMS Voice mail Downloading Ring tones FM radio E-Mails/internet access Listening music/games

5. Do you know about 3G mobile services Yes No

If your answer is “No”, for the above Would you like to know about 3 G mobile services of BSNL. Yes No You can skip other questions.
6. Do you know that BSNL is the only operator offering 3 G mobile service. Yes No Not Sure

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

7.Please select how do you come to know about 3G services (You can select more than one) Through Print media (Newspaper/Magazine) Through Internet Website Through Pamphlets of BSNL Through ad. SMS Through Store Displays/ BSNL Customer care centre/Franchisee/ Reseller Through Verbal (Friends/Family) Through toll free number Through Electronic media (Radio/Television)

8. Please select the features that are available in 3G mobile technology(You can select more than one) Video Calling Fastest video Download Online Gaming Mobile Broadband Full Track Music Download Don‟t Know Mobile TV Video Conferencing

9. In your perception, do BSNL 3G advertisements correctly represent the features contained in 3 G? Yes No

If you answered No” to the above question, can you elaborate?

10. Do you know BSNL also offers 3G data card for wireless broadband Yes 11. Are you aware of following rates of (vi) Cost of 3G SIM(vii) Video local Calls (viii) Data Charges (ix) Migration from 2 G to 3G (x) Cost of 3 G data card Know already Knowing from above info only 12.Can you tell/guess the minimum cost of 3 G handset available in the market. 3000-5000 10001-15000 5001-7500 15001-20000 7501-10000 Above 20000 No BSNL‟s 3 G services :Rs.59/- , 30p to 100 paise / minute 1paise/10KB Free Rs.4343/Know about a few rates only

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

13. If you go for 3 G mobile phone, which facility will be most useful to you (You can select more than one). Video Calling Online Gaming Mobile broadband Full track Music Downloads Mobile TV Video Conferencing

Any other( Pl. specify ____________________________________________

14.In what way 3G technology will compliment your day to day activity. Profession/Job/Business Improved social status Personal ease Early adoption to technology Entertainment Can‟t judge right now

15.Which of the following factor do you feel is affecting your migration to 3G technology (You can select more than one) Cost of 3G Handset Mobile phone recently acquired Not willing to change mobile number Cant change as Mobile handset is provided by employer Seeking more Service providers Under CUG plan with other Service provider Contended with 2G

16. Which type of offers will motivate you to go for 3G services . Unlimited data download during Night/Holidays SMS booster

Bundling of 3G handset & SIM CARD Reduced cost of 3G handset

Reduced video call charges between CUG Reduced mobile TV charges

17. Do you wish to migrate 3 G services of BSNL? Right now In near Future No

18.Would you like to say more about BSNL & 3 G.? ------------------------------------------------------------------------------------------

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

ANNEXURE-II

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

14.BIBLIOGRAPHY

A STUDY ON AWARENESS & PERCEPTION OF 3 G SERVICES OF BSNL-CHENNAI

2010

 Marketing Management by Tapan K panda (Excel Books) – 2nd Edition  Marketing Research by Donald S.Taul & Del I. Hawkings (Eastern Economy Edition) – 6th Edition  Market research: a guide to planning, methodology & evaluation By Paul N. Hague  The international handbook of market research techniques By Robin Birn, Robin J. Bir  Business market research By Leslie Gofton, Mitchell Ness  Marketing Management by Philip Kotler (Prentice Hall of India Pvt Ltd) 9th Edition.  Services Marketing by Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit (The McGraw-Hill Companies) – 4th Edition  Telecom management crash course: managing and selling Telecom services and products by P. J. Louis(Mc Graw Hill)  Bringing telecommunication services to the people--IS&N '95: By Anne Clarke, Mario Campolargo, Nikos Karatzas  Understanding changing telecommunications: building a successful telecom business
By Anders Olsson

 Next generation network services: technologies and strategies By Neill Wilkinson(Wiley)  Managing customer value: creating quality and service that customers can see-by Bradley T. Gale, Robert Chapman Wood
 Customer relationship management: organizational and technological perspectives- By

Federico Rajola(Springer)  www.questionpro.com  www.trai.gov.in,www.coai.ac.in,www.bsnl.co.in,www.chennai.bsnl.co.in  www.techtree.com,www.scribd.com,www.managementparadise.com  http://www.celiagreen.com/charlesmccreery/statistics/chisquare.pdf,  www.3g.co.uk,www.in.samsungmobile.com,www.nokia.co.in,www.searchtelecom.tech target.com,http://electronics.howstuffworks.com/cell-phone9.htm, http://indiatelecomnews.com/,www.tiaonline.org, ww.telecomindiaonline.com,http://telecom.broadbandindia.com,
 www.indiatelecom.org, http://www.pib.nic.in.

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