Airtel Magic

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Express Yourself
Anil Sharma Anjani Aggarwal Sukhwant

Introduction

Founded : 7 July 1995 Founder : Sunil Bharti Mittal Industry : Telecommunications Headquarters : New Delhi, India Area served : South Asian & African countries and the Channel Islands Key people : Sunil Bharti Mittal(Chairman) and (MD) Sanjay Kapoor(CEO)

Overview

Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL). Indias largest cellular service provider. 3rd Largest Wireless Operator in the World, with 180 million subscribers all over the world. First Indian telecom service provider to achieve Cisco Gold Certification. Largest Telecom Company listed on Indian Stock Exchange. First cellular operator to set up cellular showrooms Airtel Connect. First cellular company to install a second mobile switching centre.

Vision And Mission

By 2015 Airtel aims at being the most admired brand in India:

Loved by more customers Targeted by top talent Benchmarked by more businesses We will meet the mobile communication needs of our customers through: Error free service delivery Innovative products & services Cost efficiency Unified messaging solutions

Business Divisions

GSM Mobile Services

High Speed Broadband Services

Communication Partner to Leading Organizations

HQ DTH Services

Business Divisions

Bharti Airtel offers GSM mobile services in all the 23 circles all over the India & is the largest mobile service in the country based on the number of customers.

The group focuses on delivering Telecommunication services as an Integrated offering mobile ,Broadband & telephone , national & international distance & Data connectivity services to Corporate small , medium scale Services.

Business Divisions

The group offers high speed Broad band internet with a best in class network with landline services in 94 cities.

The company compliments its mobile ,broadband & telephone services with national & international services . It has over 35,016 km of optic fiber on its national & long distance network.

Segment Wise Contribution of Revenue

Business Model Innovation

First mobile phone company to outsource everything except marketing and sales and finance. The company has a strategic alliance with SingTel. the investment made by SingTel is one of the largest investment made in the world outside Singapore , in the company. The mobile network equipment partners include NOKIA & ERICSSON. The company also has an information technology alliance with IBM for its group-wide information technology requirements

Prepaid & Postpaid Issue

Postpaid

Prepaid

Fixed monthly Rentals Costlier High Taxes on Rent Security Deposit

No fixed Rentals Cheaper Prepay Airtime No security deposit

Airtel Magic Prepaid

Airtel Launched Prepaid Cellular Service Magic in Delhi on Jan,99. Aim: To target All sections of society Acquiring A Magic Connection:

Easily available at Magic outlets Provided SIM + Recharge Card Validity limited Recharged using 16 digit number

Magic As A Brand
Distribution Strategy Magic Availability:

Retail outlets, gift shops etc.. Instant Connectivity

Features:

Low Tariffs Innovative & customer Friendly Voice Mail SMS Flexible Recharge Denominations

Affordable & easy accessibility to all sections of society made Magic market Leader.

ALL SET TO CREATE MAGIC

Early 2002 ,Magic decided to revamp its marketing strategies. Renamed as

Attracted non interested customers by appealing to their needs. Plans to launch in new areas & bring about changes in pricing. Focused on extending its distribution base. Strategic tie-up with ICICI in 2002. Charged different rates depending upon the time of call & Recharge at different denominations.

Celebrity Endorsements

THE BRAND AMBASSADORS

MAGIC HAI TO MUMKIN HAI

JAHAN CHAHO, KABHI BHI, KAHI BHI AIRTEL MAGIC LIFEPAO BANAO AB AUR BHI

Airtel 3G

Acquired licenses for 13 circles across India. Consideration : Rs.12,295 crores. Delhi, Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West), Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu & Kashmir. Airtel 3G is launched in Dec 2010.

SWOT Analysis
Strengths

Weakness

Largest Telecom Player in India 24% Strategic Alliance with other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel Very focused on telecom Strong Financials

Price competition with other players Lack of emerging market investment opportunity Airtel did not own its own towers unlike their competitor Hutchison Essar. Outsourcing of Core Systems

SWOT Analysis
Opportunities

Threats

3G services Digital TV services Tie up with Google search engine which enhances broadband services to customers The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions.

India centric Major revenues from India New players Saturation in telephony services

Airtel & Vodafone seem to be having an on/off relationship. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors Hutchison Essar.

Todays Airtel

Airtel is the Market Leader

Bharti Foundation

Established Bharti Foundation in 2000 with a vision, To help underprivileged children and youth of our country realize their potential. Make quality education accessible to all underprivileged children across rural India.

SOME INTERESTING FACTS

Every 5th mobile user in India talks on Airtel. About 91% of mobile owners in India reside in Airtel's circles. At 150,000, Airtel has the largest family of retailers. Airtel also has the largest network of exclusive outlets over 400 - and the largest share of 'prepaid' subscribers. Airtel monitors 300 customer touch points through a continuous customer satisfaction research process.

THANK YOU
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