interim report sip
TRANSCRIPT
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Channel Engagementof Tata Teleservices
LimitedThe project targets to Benchmark Companys channel distribution system
against competing leaders and to come up with a suitable program as to
elevate retail management
2013
Ayush Daniel
12BSPHH010233
5/4/2013
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An Interim Project Report
On
Channel Engagement of Tata Teleservices Limited
Submitted By-
Ayush Daniel
Enrollment No. 12BSPHH010233
A report submitted in partial fulfillment of the requirements of MBA Program of
IBS Hyderabad.
Submitted To:
B.K. Malleswari
TATA TELESERVICES LTD, NEW DELHI.
02nd
May 2013
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Table of Contents
Abstract ........................................................................................................................................... 4
Introduction .................................................................................................................................... 5
About the Organization ............................................................................................................... 5
Tata Teleservices vision & Promise ............................................................................................. 6
Purpose of the Project ................................................................................................................ 6
Scope of the Project .................................................................................................................... 6
Limitations of the Study .............................................................................................................. 6
The Products................................................................................................................................ 7
Competitor Analysis .................................................................................................................... 7
Diversification for the telecom company .................................................................................... 8
Differentiation for the telecom company ................................................................................... 9
SWOT Analysis ............................................................................................................................. 9
Proposition of Ideas .................................................................................................................. 10
Plan for Completion of the Project ............................................................................................... 10
References .................................................................................................................................... 12
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Abstract
Tata Teleservices Limited spearheads the Tata Groups presence in the telecom sector. The Tata
Group includes over 100 companies, over 450,000 employees worldwide and more than 3.8
million shareholders.
Incorporated in 1996, Tata Teleservices Limited was the pioneer of the CDMA 1x technology
platform in India, embarking on a growth path after the acquisition of Hughes Tele.com (India)
Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. Over the last
few years, the company has launched significant services CDMA mobile operations in January
2005 under the brand name Tata Indicom, market-defining wireless mobile broadband services
under the brand name Tata Photon in 2008 and 2G GSM services under the brand name Tata
DOCOMO in 2009.
Tata Teleservices Limited also has a significant presence in the 2G GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and services. Tata
DOCOMO was born after Tata Groups strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata DOCOMO received a pan-India license to operate GSM
telecom services and rolled out GSM services in all the 18 telecom Circles where it receivedspectrum from the Government of India in the quick span of just over a year.
One of the key milestones in October 2011 was the brand integration exercise at TTL, which
saw the Companys many brands being consolidated under its single flagship brand, Tata
DOCOMO. This helped TTL leverage the benefits of brand synergies and capitalize on its vast
retail and distribution network, which is the largest amongst all private telecom operators in
the country.
Tata DOCOMO marks a significant milestone in the Indian telecom landscape, and has already
redefined the very face of telecoms in India, being the first to pioneer the per-second tariff
option part of its Pay for What You Use pricing paradigm.
Tata Teleservices Limited also became the first Indian private telecom operator to launch 3Gservices in India under with the launch of services in November 2010 in all nine telecom Circles
where the company bagged the 3G license. In association with its partner NTT DOCOMO, the
Company finds itself favorably positioned to leverage this first-mover advantage. With 3G, Tata
DOCOMO has begun to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO
is one of the worlds leading mobile operators in Japan, the company is the clear market leader,
used by nearly 55 per cent of the countrys mobile phone users.
TTL entered into a strategic partnership agreement with Indian retail giant Future Group to
offer mobile telephony services under a new brand name T24, on the GSM platform. Tata
Teleservices also has a strategic tie up with Virgin Mobile that primarily caters to youth
segment offering mobility services on both CDMA and GSM platform.
Tata Teleservices is the undisputed market leader in the fixed wireless telephony marketamongst private operators. In the wireless mobility space, the company in the past has been
rated as the Least Congested Network in India for eight consecutive quarters by the Telecom
Regulatory Authority of India through independent surveys.
Today, Tata Teleservices, along with Tata Teleservices (Maharashtra) Limited, has a reach in
more than 450,000 towns and villages across the country, with a bouquet of telephony services
encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline
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Services.
In December 2008, Tata Teleservices announced a unique reverse equity swap strategic
agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited, and
Quippo Telecom Infrastructure Limited with the combined entity kicking off operations with
18,000 towers, thereby becoming the largest independent entity in this space and with the
highest tenancy ratios in the industry. Today, the combined entity which has been re-christenedas VIOM Networks has a portfolio of nearly 60,000 towers.
The company in the recent past has won many awards. TTSL was named The Best Emerging
Markets Carrier by Telecom Asia, and received 8 awards at the World HRD Conference,
including 5th Best Employer in India. The company also received 3 awards at the Telecom
Operator Awards 2010 from Tele.net; Best Company, CEO of the Year and Best Quality of
Service, and Business Standard award for 'Most Innovative Brand of the Year'. Tata DOCOMO
was recently recognized as the best Utility VAS Service Provider and Best Mobile Broadband
Service Provider for the year 2012 by Frost & Sullivan.
Introduction
About the Organization
Tata Communications is a leading global provider of a new world of communications. With a
leadership position in emerging markets, Tata Communications leverages its advanced solutions
capabilities and domain expertise across its global and pan-India network to deliver managed
solutions to multi-national enterprises, service providers and Indian consumers.
TATA INDICOM
Tata Teleservices Limited spearheads the Tata Group's presence in the telecom sector. The Tata
Group had revenues of around USD 70.8 billion in Financial Year 2008-09, and includes over 90
companies, over 363,039 employees worldwide and more than 3.5 million shareholders.
Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in
India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India) Ltd
[renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It launched
mobile operations in January 2005 under the brand name Tata Indicom and today enjoys a pan-
India presence through existing operations in all of India's 22 telecom Circles. The company is
also the market leader in the fixed wireless telephony market. The company's network has
been rated as the 'Least Congested' in India for five consecutive quarters by the TelecomRegulatory Authority of India through independent surveys.
Tata Teleservices Limited now also has a presence in the GSM space, through its joint venture
with NTT DOCOMO of Japan, and offers differentiated products and services under the TATA
DOCOMO brand name. TATA DOCOMO arises out of the Tata Group's strategic alliance with
Japanese telecom major NTT DOCOMO in November 2008.
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Tata Teleservices Vision & Promise
To deliver a new world of communications to advance the reach and leadership of our
customers. They commit to invest in building long-lasting relationships with customers and
partners and lead the industry in responsiveness and flexibility.
Purpose of the Project
The purpose of the project is as follows;
- To maintain a continuity in workflow by developing a toolkit that will serve as a tutorial and a
guide for the new reportees in the organization as well as a learning module that can be
accessed across divisions in Tata Telesevices to understand and analyze the different levels of
data that is maintained and generated by the company.
- Interpretation and understanding of the reports and data maintained and circulated across
divisions through channel engagements.
- To bring master data and reports under the same roof and in the same format and thus come
up with a centralized and improved reporting technique that can be practiced across the DATA
function/division of Tata Teleservices.
- To formulate strategies and insights including marketing decisions based on the reports and
data available for value creation of the organization.
Scope of the Project
The project mainly aims towards maintaining continuity in the work process and in reporting byimplementing a toolkit that can be accessed across platforms and also streamlining and
centralizing data for common and easy access. The project also targets to benchmark
companys channel distribution system against competing leaders and to come up with a
suitable program as to elevate retail management
Limitations of the Study
Time Frame: Since the time stipulated for the SIP is only twelve weeks hence, it is difficult to
study and analyze the overall channel distribution network and data pattern.
Information Crunch: Since most of the information and data sourced in the report is
confidential and sensitive, sharing and reproducing the reports for personal reasons is
considered against organizational governance.
The report sources data only pertaining to the NCR Delhi.
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The Products
The company's product offerings include 2G, wireless services, mobile telephony, fixed line
internet services, Digital services, enterprise services includes national long distance services to
carriers. In the rest of the geographies, it offers 2G, 3G wireless services and mobile commerce.
The product offerings can be summarized as below;
Mobile- Prepaid
- Postpaid
Broadband & Internet- Speed on demand- Tata Photon PC secure- Tata Photon Net PC
Digital TV Data and IP Solutions Wireless Internet
- Data Card- USB Modem
Email on the go- Windows Mobile 5.0
Voice Solutions ConferencingCompetitor Analysis
By 20022003, the Indian market had grown highly competitive. Mobile rates were as low as
three to four U.S. cents per minute, and ARPUthe average monthly revenue per customer
unithad fallen by 50% in three years as telecom providers fought to capture new subscribers.
17 The top competitors were able to lower their unit costs as their market shares increased
through acquisitions or bankruptcy of smaller competitors.
By 2003, there were seven major operators in the Indian telecommunications market: Bharti,
BSNL, Hutchinson, Reliance, Tata, Idea Cellular, and MTNL. Tata and three others had
operations in both the fixed and mobile segments. The others operated only in the mobile
segment. There were also several strong regional mobile operators, such as Spice and BPL.
With industry consolidation, the focus was switching from having a national footprint to having
the ability to provide value-added services. Operators needed 2.5G or 3G technologies to
provide those services, and the transition upward from 2G represented a major capital
investment challenge for any telecom operator. It was thought by some observers that the
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strong capital resources of players such as Tata or Reliance might give them a competitive
advantage over the other operators.
Diversification for the telecom company
Mobile phone companies can no longer rely only on mobile phone business for their revenue
generation. They have to look out to other businesses or in other words diversify from now on
to improve their profitability as their main business reels under pressure due to intensifying
tariff war.
With new emerging initiatives such as per second billing, lower tariffs and a possibility of mobile
number portability, the telecom sector has entered into a low profitability zone. This
necessitates diversification for such telecom industries into other related service lines.
Considering this, Tata is speeding up to be in a comfortable spot. It has diversified in the below
segments;
1. Enterprise connectivity
2. Direct to home service
3. National and international long distance business.
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Differentiation for the telecom company
To differentiate itself in India's highly competitive communications environment Airtel comes
out with regular initiatives and strategies;
1. Comes up with new plans, strategies, rate cutters and tariffs.
2. Ensures customer relations delight through personalized customer service.
3. Bharti Airtel has a managed services agreement with Nortel India to host contact center
services for subscribers to Bharti's Airtel GSM mobile, broadband and fixed-line services.
SWOT Analysis
Strength:
1. Flexible plans
2. Good advertising 3. High brand visibility 4. Celebrity brand ambassadors
5. Ability to attract customers with various plans
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Weakness:
1. Price competition from BSNL and MTNL 2. Untapped Rural Market
Opportunities:
1. Fast expanding cellular market 2. Latest and low cost technology 3. Untapped rural market 4. Value added services
Threats:
1. Competitors low price offering 2. Saturation point in Basic telephony service 3. Mobile Number Portability
4. Non-availability of GSM Sims.
Proposition of Ideas
- Tuning the Workflow toolkit to design an e-learning portal that can be accessed acrossplatform at different levels of work (managers, reportees, interns) and who so ever is
interested in the organizational overview and performance and report generating techniques.
- Taking into consideration the huge global presence if a centralized data model can be
proposed and subsequently all upstream and downstream data can be incorporated in a
database (oracle/Teradata) following the model proposed that can be accessed across
platforms.
Plan for Completion of the ProjectThe project plan can be seen under the following heads;
- Designing a Workflow toolkit for the proper channel engagement.
- Interpretation & comprehending of the reports, surveys, questionnaires & available data
- Centralizing Master data and reports for further analysis.
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- Suggestions & Recommendations to improve reporting & data maintenance
The progress of the project schedule is explained further through the illustrations below;
Status Completed
Status in Progress
Status Outstanding
WEEKS ACTIVITY
1st
Week of
April
Desk Research (Secondary Research)
2
nd
Week ofApril
Qualitative Field Work
Qualitative Desk Research
3rd
Week Of
April
Questionnaire Development
Pilot Testing
Phase 1 Designing a Workflow toolkit for the proper channel engagement.
Phase 2
Interpretation & comprehending of the reports, surveys, questionnaires &available data.
Phase 3 Centralizing Master data and reports for further analysis.
Phase 4
Suggestions & Recommendations to improve reporting & datamaintainance
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4th
Week Of
April
Pilot Debriefing
1st
, 2nd
Week of
May
Quantitative stage
3rd Week of
May
Data Interpretation and Preparation
Analysis
4th
Week of
May
Presentation
Final Report Available
References
1. Principles of Marketing, Kotler, Armstrong, Agnihotri, Haque, 13th edition, PearsonEducation, 2006
2. www.wikipedia.org/3. http://www.tatateleservices.com4. en.wikipedia.org/wiki/Mobile_web_analytics5. http://articles.economictimes.indiatimes.com/
(Note: A complete list of references will be provided in the final project report)
http://www.wikipedia.org/http://www.tatateleservices.com/http://articles.economictimes.indiatimes.com/http://articles.economictimes.indiatimes.com/http://www.tatateleservices.com/http://www.wikipedia.org/ -
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