COMPANY PROFILE

• • • The company was incorporated as Birla Communications Limited on March 14, 1995 and commenced business on August 11, 1995. Registered office was in Mumbai, Maharashtra. The company name was changed to Birla AT&T Communications Limited on May 30, 1996 following the execution of a joint venture agreement dated December 5, 1995 between AT&T Corporation and Grasim Industries Limited. Changed name to Idea Cellular Limited and launched "Idea" brand name in 2002. Idea became a pan-India operator in 2009 Subscriber base as on December 31, 2009: 57,611,872

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Company‟s Mission : We will delight our customers while meeting their individual communication needs time anywhere. continuously innovating to help liberate our customers from the shackles of time & space.• Company‟s Vision: To be the most customer-focused mobile service brand. We survive because of our customers. • .

callforwarding. Siemens 6 SIGMA. regional. market leader in the Maharashtra. NLD License. voice and SMS based entertainment services.Metropolitan Circle Customer Segmentation Description Products Services pre-paid and post-paid mobile services GPRS. national and international roaming. GSM gateways. on-net. Nokia. Net Setter Data Cards & Blackberry Solution. vehicle tracking. and Automatic Meter Reading Direct Outlets Ericsson. largest customer base. call conferencing. Strong distribution channels Channels Complementors Unique Competencies .TIER 1.

voice and SMS chat. Centralization of several applications. expert advise and subscription services.TIER 2. Siemens 6 SIGMA. background Music. call-forwarding. horoscopes. Nokia.Urban Circle Customer Segmentation Products Services Description pre-paid and post-paid mobile services GPRS enabled information services like internet browsing. High quality network structure. ringtones. Channels Complementors Unique Competencies . Ring Back Tones. data cards and mobile email. Both Direct & Indirect Ericsson.

TIER 3 – Rural Circle Customer Segmentation Description Products Services Channels pre-paid and post-paid mobile services Krishi Voucher. Siemens usage of solar power for Base Transceiver Station (“BTS). Providing health care services Indirect Complementors Unique Competencies Ericsson. NOKIA Life Tools. Nokia. frequency optimization techniques .

Value gained by IDEA Cellular: -Market leader in the Maharashtra and Uttar Pradesh (West). better network coverage.VALUE PROPOSITION Value Proposition Element Experiences Description A national brand with high quality network structure. increased promoter group Value gained by both: Good customer base due to quality services provided by the company. commitment. experienced. GPRS enabled entertainment and information services. passion. Continuously increasing subscriber base.New and unique services. . Improved customer care services Value Delivery Systems Value Appropriation Value gained by customers: . seamlessness and speed Network coverage and focused customer service. and skilled employees “distributed network” architecture for our base station controllers (“BSC”) Highly experienced and well-positioned GSM “Intelligent Network” system from Ericsson and Nokia Standardization and centralization of several software system emphasis on employee development evaluate our employees’ engagement levels Embracing the values like integrity.           Highly educated. strong distribution channel and large expanding customer base.

CUSTOMER SCOPE: Existing Customer Scope Metropolitan Circle Urban Circle Rural Circle ---- E + New Customer Scope Orissa North East West Bengal Jammu & Kashmir ---- E + .

CHANNEL SCOPE Existing Channel scope Direct Joint Ventures Subsidiaries ---- E + New Channel Scope Indus Towers Limited (Indus) Vodafone Essar group ---- E + .

regional.SERVICE SCOPE Existing Service scope GPRS enabled entertainment services GPRS enabled information services Ring Back Tones. Fixed Cellular Terminal for corporate needs.E + . expert advise and subscription services call-forwarding. voice and SMS chat. a call management system and a fraud management system. “Online Service Control” Centralized Enterprise Resource Planning using Oracle Financials. national and international roaming ---- E + New Service scope usage of solar power for Base Transceiver Station (“BTS). call conferencing. voice mail. interconnect billing using customized software. background Music. on-net. ringtones. ---. horoscopes.

'Lifetime Idea' etc are some of the offerings of IDEA.'Background Tones'. a voice portal with 'Say IDEA' and a complete suite of Mobile Email Services. Initially „NetSetter‟ was offered to post paid customers only but now available to prepaid customers in selected circles. . The new product introduced by IDEA is the EDGE enabled USB Data Card which is named as 'NetSetter'. IDEA is the firstcellular company to launch music messaging with 'Cellular Jockey'.PROMOTIONAL STRATEGIES • • • • • • • • „2 Minutes Outgoing Free‟. „Women's Card‟. They are also providing GPRS and EDGE services for transferring data. Idea‟s patnership with IIFA awards Associated with IPL MTV roadies and Idea Star Singer Various campaigns showing Abhishek Bachchan in different settings showing corporate social responsibility. 'Group Talk'. „Lifelong offer‟.

.PARTNERS/COMPLEMENTORS • • • • Aditya Birla Nuvo Limited Grasim Industries Limited Hindalco Industries Limited Birla TMT Holdings Private Limited.

COMPETITORS • • • • • • • • BSNL/MTNL Bharti Airtel Reliance Communications Tata Telecom Aircel Vodafone Stel Uninor .

acquired RPG Cellcom Limited. with full integration of this Circle with ours achieved by June 2001 Subsequently. and integrated its operations by January 2001. Acquired the license for the Delhi Circle during the fourth mobile license auction in October 2001. • • . with network rollout and commercial launch by November 2002. merged with Tata Cellular Limited. the mobile operator in the Andhra Pradesh Circle.MERGERS AND ACQUISITIONS • In February 2001. in January 2000. the mobile operator in the Madhya Pradesh Circle.

. specially in rural areas. New launches and projects in CDMA. Postpaid prices. Updating the technology.CHALLENGES • • • • • • • • • • Maintain Consumer satisfaction level. Maintain the low cost structure. To increase the market share. It may face additional competition from alternative or new mobile technologies. It faces competition from Government-owned companies such as BSNL and MTNL. Maintain the quality of the service which they are providing. 3 G and WiMax Expansion of telecom networks and improving connectivity.

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