Aircel strategies

and future GROUP 4

roadmap Priyanka GV (401)
Prem Suhas (425)
Harish Sampath (442)
Sudeshna Sinha (449)
Yogeshwar Kumar (456)
Vishal Arora (461)
 Agenda
• Telecom Sector Analysis - Harish
• Aircel story - Harish
• Aircel strategy in 1999 - Prem
• Innovative Marketing - Vishal
• Innovative Value Added Services -Vishal
• CSR Initiatives - Sudeshna
• Sponsorship programs- Priyanka
• Aircel Business Solutions - Priyanka
• 3G strategy - Yogeshwar
• Future Roadmap - Yogeshwar
Telecom Industry
 Aircel story
• 1999: started by C Sivasankaran in the Tamil Nadu telecom
circle
• 2003: bought RPG cellular
• 2004: Reached One million mark
• 2005: FDI bar raised to 74%
– Maxis and Apollo group acquired Aircel
• 2008: Licenses offered for GSM/CDMA services
• 2010: pan India presence with 23 circles

“A full-fledged national operator with over 50 million plus

happy customers”
 Aircel Value Proposition in 1999
• Aggressive and low priced tariff plans.
– Reducing airtime charges
– No monthly Rental
– Free incoming calls
– A three-minute pulse.
• Target customers
– Tea-shop owners, auto drivers, cable TV operators.
– Potential growth segments like students, SMEs, rural markets
– Expertise in North East region
• “Customer To win Consistently” philosophy
– Connected entire Tamil Nadu by wireless telephony at local call rates
• Also introduced mobile banking, e-mail services, access to stock
market quotations and other services
 Aircel Strategies over the years
1. Innovative Marketing
2. Innovative Value Added Services
3. CSR Initiatives
4. Sponsorship programs
5. Aircel Business Solutions
 1.Innovative Marketing
• Offerings-stimulating and unique
• Reinvent itself to deliver the best
• National Launch-unbeatable buzz
• Disruption-core of marketing strategy
• Innovative ways of branding
– Projection of its logo on the Gateway of
India
– ‘Just arrived’ boxes at the airport
– IPL Scoreboard put up at busy crossroads
• Advertising using Dhoni-rational
appeal rather than emotional
2. Innovative Value Added Services
• Product Positioning done by differentiating on the basis
of VAS
• First one to introduce“pocket internet” and internet
recharge cards
• Allow updation of Facebook status in our own voice
• ‘Talk-a-Mail’ allows Aircel’s subscribers to compose
their mails by making a call
• ”BLYK” - A host of applications for youth
• First TeleHealthcare Delivery- Aircel Apollo Mobile
Healthcare
 3. Advertising with CSR Initiatives
• Inflated raft Aircel put up on
Milan subway in Mumbai to
be used during emergency
caused by heavy rains was a
huge success in 2009
• Creating brand equity via
Save Tigers Campaign
• Education for the
underpriviledged
• Partnering with NGO’s
 4. Sponsorship Programs
• IPL Chennai super kings
• Aircel Chennai Open ATP
tennis tournament
• Professional Golf Tour of
India
 5. Aircel Business Solutions
• Enterprise division of Aircel
• Addresses the telecom requirements of
International and Indian markets
• Offers a comprehensive range of business related
applications
• Products ranging from premium internet
services, E-Conferencing, MPLS VPN and Smart
Stream
 3G Strategy
• Won 13 circles -55% of Indian telecom revenues second only
to Bharti
• Paid 6499.46 crores for spectrum in 13 circles
• Corridor of contiguity
– Bought in Aircel strongholds – TN, Assam, J&K and circles adjacent
to it
– High ARPU Customers and VAS Potential
• Rs 45000 crore investment planned in these 13 circles
• Plans to convert 35% of 2G users to 3G over next few years
• Aircel 3G Experience Zones
• Targeted 11% revenues from data services by 2012
 Looking Ahead
• Changing face of Telecom Sector
– Falling ARPUs, Infrastructure Sharing, Hyper-
Competition, Focus on VAS
• Saturation in urban markets
– Needs to concentrate simultaneously on to rural
foray & Metro rollouts
• Company looking forward to acquire Loop
Telecom (Former BPL Mobile) which has
decent subscriber base in Mumbai Circle
 References
• www.trai.gov.in
• http://www.cci.in/pdf/surveys_reports/indias_telecom_sec
tor.pdf
• http://voicendata.ciol.com/content/service_provider/1090
90114.asp
• http://www.techtree.com/techtree/jsp/article.jsp?article_i
d=76431&cat_id=613
• http://www.techtree.com/techtree/jsp/article.jsp?article_i
d=76431&cat_id=613
• http://www.economywatch.com/policywatch/new-telecom
-policy-1999.htm
• http://bignews.biz/?id=786500&keys=Teleonto-Wipro-Reve
nueAssurance-SaaS