general overview of mobile service providers in india[1]_2

7/29/2019 General Overview of Mobile Service Providers in India[1]_2

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GENERAL OVERVIEW

OF MOBILE SERVICEPROVIDERS IN INDIA

WITH SPECIAL EMPHASIS ON

BHARTI AIRTEL LIMITED


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STUDY ONE:GENERAL OVERVIEW OF

MOBILE SERVICE PROVIDERS

IN INDIA


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INDIA FACTS

Second most populous country in the worldafter China

Labor force: 532.5 million.

Administrative Divisions: 28 states and 7 unionterritories

Age structure: 0-14 years: 31.1%15-64 years: 63.6%

65 years and over: 5.3%


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ECONOMIC OVERVIEW

Growing 9.2% in 2007 and 9.6% in 2006

India has to compete hard in energy market

place with china

The Indian stock market fell more than 40%in six months from its January 2008 high

Government has ear-marked 23.8 trillionrupees , for infrastructure upgrades duringthe 11th five year plan


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KEY FACTS AND TELECOM DATA

Real interest rates will remain negative , butshould become positive in 2010-13

The economy should regain momentum,with real GDP growth averaging 7.6% per

year between 2010/11 and 2013/14

Mobile subscribers: 391 million

Annual net adds (mobile): 113.26 million

Projected cellular penetration: 500 millionby2010(40%)


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INDIAN TELECOMMUNICATION

INDUSTRY

Blended Average of ARPU: $5.51.

Prepaid connection comprise 85% of total subscriber

base (expected to increase to 90%); and over 95% ofnew additions.


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CONTINUED.

Indias current wireless operators fit into four

main categories:

State-owned operators: BSNL and MTNL

The original private service providers with anational presence: Bharati Airtel and Vodafone Essar

Those who took fourth-round licenses: RelianceCommunications, Tata Teleservices, IDEA Cellular, and AircelLtd

Greenfield operators: Datacom Solutions, Loop Telecom,Bycell Telecommunications, and Unitech.


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TELECOMMUNICATION MARKET

FORECAST

New technologiesImplementation willstimulate demand(3G)

Shorter Rollout time,key necessity.

The Entry of Newplayers andExpansion of Existingoperators.


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INFRASTRUCTURE FUTURE TRENDS

KEY PLAYERS

RELIANCECOMMUNICATIONS

Founded: 2004.

Headquarters: Mumbai.

66.77 per cent of the company

owned by Anil Dhirubhai Ambani. Revenue: $4 billion.

Employees: 33,000.

Technology: CDMA-One, GSM.

Subscribers: 74 million.

Licensed in all India circles.

VODAFONEESSAR

Founded in 1994 as HutchisonEssar.

Headquarters: Mumbai.

Owned by Vodafone 52%,Essar Group, 33% and otherIndian nationals, 15%.

Technology: GSM, Edge.


Licensed in all India circles.


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CONTINUED

IDEA-CELLULAR

Founded in 1995.

Headquarters: Indore,Delhi, Pune.

Owned by Currently, BirlaGroup holds 49.1%.

Technology: GSM,GPRS, Edge.


Licensed in 19 circles.

TATA-TELESERVICES

Founded in 2000.

Tata Group and group firmsown about 80 percent of thecompany, while investor C.

Sivasankaran holds 8 percent Headquarters: Mumbai


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CONTINUED

AIRTEL Founded in 1985.

Globally, Bharti , Airtel isthe 3rd largest in-country

mobile operator bysubscriber base, behindChina Mobile and ChinaUnicom.

Revenue $6 billion.

Headquarters: New-Delhi.

Airtel is fully owned byBharti group.


Technology: GSM, Edge.

Licensed in all 23 serviceareas circles.

BSNL Founded in 2000.

BSNL is India's oldest andlargest Communication

Service Provider. Headquarters: New-Delhi.

Owned by the governmentof India.


Technology: GSM, GPRS,Edge, HSDPA.

Licensed in all circlesexcept Delhi and Mumbai


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STUDY TWO:MARKETING STRATEGY

ANALYSIS OF BHARTI AIRTEL

LIMITED.


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OBJECTIVES OF THE STUDY

Analyze the sales progress of Airtel

To Analyze the Marketing Strategy of Airtel

To find out new opportunities for Airtel


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SALES ANALYSIS


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SWOT ANALYSIS

STRENGTHS

Bharti Airtel has more than 65 million customers (July 2008). Business has access to knowledge and technology from

other parts of the telecommunications world. Company has covered the entire Indian nation with its

network.

WEAKNESS

The start-up business had to outsource to industry experts in the

field. Until recently Airtel did not own its own towers.

Airtel has not pulled off a deal with South Africa's MTN couldsignal the lack of any real emerging market investmentopportunity.


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CONTINUED.

OPPORTUNITIES

The tie-up with Google can only enhance the Airtel brand, and alsoprovides advertising opportunities in Indian for Google.

Global telecommunications and new technology brands see Airtel asa key strategic player in the Indian market.

The company is investing in its operation in 120,000 to 160,000

small villages every year.THREATS

Airtel and Vodafone seem to be having an on/off relationship .

The quickly changing pace of the global telecommunicationsindustry could tempt Airtel to go along the acquisition trail which maymake it vulnerable if the world goes into recession.

Bharti Airtel could also be the target for the takeover vision of otherglobal telecommunications players.


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ANALYSIS CONTINUED

BCG MATRIX


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ANALYSIS CONTINUED

ANSOFF MATRIX


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CONTINUED..

MARKET SHARE-

Airtel has the highest market share among all themarket players

PRODUCT QUALITY- August 7, 2008: Bharti Airtel adjudged the 'Best

Cellular Service Provider' and 'Best Broadband ServiceProvider' at the 2008 V&D 100 Awards.

May 26, 2008:Airtel was honoured with the prestigious'Wireless Service Provider of the Year' award at the2008 Frost & Sullivan Asia Pacific ICT Awards.


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CONTINUED

PRODUCT LIFE CYCLE- The overall tele-density has increased to 31.5% in

October 2008.Market has huge potential forpenetration.

CUSTOMER LOYALITY- June 11, 2008:Airtel voted the 2nd Most Trusted

Service Brand in the Annual Economic Times-Brand Equity; Most Trusted Brands survey RCOMis slightly better in application of funds.

Airtel wins the Platinum Trusted Brand Award inthe Mobile Service provider category in theReader's Digest Asia Trusted Brands Survey.


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RECOMMENDATIONS

Maximize its future flexibility and growth potentialby adopting a business-driven framework

Focus on developing new services

Improved cross-selling and targeting Optimization of business processes and

infrastructure

Outsourcing of technology

Flexible pricing model Better network


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STUDY THREE:

CUSTOMER SATISFACTION

ON MOBILE POSTPAIDCONNECTION

ATBHARTI AIRTEL LIMITED(DELHI-NCR REGION).


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TEN BASIC RULES FOR CUSTOMERSATISFACTION

Involve top management.

Know the customers.

Let the customers define what attributes are important.

Know the customers requirements, expectations, and

wants.

Know the relative importance of customer decisioncriteria.


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CONTD

Gather and trust data.

Benchmark the data against competitors, andidentify competitive strengths and weaknesses.

Develop cross-functional action plans that enhancestrengths and correct weaknesses.

Measure performance continually and spread thedata throughout the organization.

Be committed to getting better and better andbetter.


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OBJECTIVES OF THE STUDY

Creating an awareness to Airtel postpaid customersabout the facilities in postpaid connections.

Analyzing the problem faced by postpaid customers.

Collecting the data bases of different age group ofcustomers interested in different types of toppings offer.

Motivating the customers to take postpaid connections.


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CONTD

Analyzing which postpaid plan is more used by

customers.

Analyzing which type of topping is more used by

customers.

Analyzing the satisfaction level of customer towards

postpaid connection.


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LIMITATIONS

Method of data collection was through personalinterview and therefore bias becomes a major limitation.

Due to the time constraints all the customers were notcovered.

The sample was restricted to 200 customers, which mayrestrict the scope and completion of study.

The scope of study is restricted only to the Delhi-NCRRegion only.

Owing to their pre occupation some customers wereunable to answer the complete questionnaire.


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RESEARCH METHODOLOGY

MARKETING RESEARCH

Objectivity in research is all- important

IT IS USED FOR:

Planning of future marketing activity. Control of marketing operations in the present.

Evaluation of marketing results

THREE TYPES OF RESEARCH:

Basic research

Applied research

Designated fact gathering


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STEPS IN MARKETING RESEARCH

Define the problem and research objectives,Develop the research plan, collect the information,analysis and interpretations,and present thefindings


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DATA ANALYSIS AND INTERPRETTION

MODE OF PAYMENT

0

20

40

60

80

100

120

Cash Credit card Cheque Internet Banking

NO OF CUSTOMERS

CUSTOMER'S PROBLEM TOWARDS POSTPAID

CONNECTION

0

20

40

60

80

100

120

140

Bill Payment Never Get bill

on time

Wrongly

Charged

Never Get bill

NO OF CUSTOMERS


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CONTINUED

OVERALL SATISFACTION

Excellent

27%

Good

55%

Average

15%

Unsatisfied

3%

CONSISTENSY LEVEL OF CUSTOMERS

Less than 6

Months

6% 6 months to 1

year

13%

1 to 2 years

37%

More than 2

years

44%


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CONTINUED

Tag Line Preference

Airtel

31%

BSNL

12%Idea

25%

Reliance

13%

Tata

19%

Airtel

BSNL

Idea

RelianceTata


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FINDINGS

Customers are satisfied with various plans.

It was observed that most of the customers expressed theirunhappiness over billing services. Either they were wronglycharged or they never received bills on time.

Senior citizens are very particular about rentals. Through the survey, we came to know that most of the

customers are satisfied with our plans and toppings.

Through the survey we observed that most of thecustomers are using STD pack.

We observed that most of the customers are usingCelebration-298 plan.

We observed that most of the customers like Airteladvertisement and punch-line.


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RECOMMENDATIONS

To ensure better customer satisfaction & maintainhigher level of

Customer relationship management, the billingdepartment has to be more effective & efficient.

To retain existing customers means offering thebest scheme. This would automatically attract newcustomers. Airtel need not spend more than itsexisting investments on advertisement to attractnew customers.

Airtel should continue to offer the best toppings tostay at the top.

There should be no compromise in quality and thenetwork facility.

general overview of mobile service providers in india[1]_2

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