STUDY OF VAS PRODUCTS IN TELECOM MARKET

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 1 Presented By :- “Study of VAS Products in Telecom Market in India “ Ashish Sharma -17010 Apeejay School Of Management PGDM (Finance & Marketing) 2009-2011 July , 2010

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 2 ASHISH " GURU BHAI " SHARMA !

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 3 Flow of the Presentation. 1 ) Introduction. 2) History of Indian Telecom Industry & Government Policy . 3 ) Players of Indian Telecom Industry. 4) Analysis of Bharti Airtel. Major Market Trends. Project Findings. Conclusion. Recommendations & Suggestions. Learning's & Experiences

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 4 Topic: 1 Introduction

Executive Summary : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 5 Executive Summary : Role Of Telecom Sector in Development Process The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. The Telecom Sector, which has the multiplier effect on the economy, has a vital role to play in economy by way of contributing to the increased efficiency. The available studies suggest that income of business entities and households increases by the use of telecom services. Thus it contributes to the growth in GDP. The Government of India reorganizes that provision of world class telecommunications infrastructure and information is key to rapid economic and social development of the country.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 6 Telecom industry in India started to set up in a phased approach. Privatization was gradually introduced, first in value-added services, followed by cellular and basic services. Telecom Regulatory Authority of India (TRAI) was established to regulate and deal with competition (the service providers). Upcoming services such as 3G and WiMax will help to further augment the growth rate. The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010. Paisafication seems to be the name of the game in mobile telephony. But as the pricing game touches rock bottom and erodes value, gaining subscribers will mean winning the great brand battle. Thirteen Telecom Operators in India causing Ripple Effect & demanding for Innovation / Renovation in Saturated Indian Telecom Market. Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the declining ARPU and increasing competition among operators it is imperative to focus on alternate revenue streams. That is where there is a felt need for capitalizing on the Value Added Services Market. In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow from VAS in the near future. Need for the Study :

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 7 2010 Introduction :

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 8 Mobile Phone Revolution : Commenting on the emerging markets and use of cell phones, Bill Gates once said, “PC is the phone and phone is the PC.” In the same conference, Craig Mundie, Microsoft Chief Research Officer continued, “People in those rural environments are already buying computers. They happen to call them cell phones.”

Welcome in the New AVATAR of TELECOM WORLD! : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 9 Welcome in the New AVATAR of TELECOM WORLD! India entering 2nd stage of “Telecom Revolution “ . INDIAN TELECOM SECTOR FIRST PHASE OF REVOLUTION : VOICE SECOND PHASE OF REVOLUTION : DATA

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 10

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 11 THE FATHER OF THE NATION - MAHATAMA GANDHI SAM PITRODA SUNIL BHARTI MITTAL THE FATHER OF THE INDIAN CELLULAR PHONE REVOUTION THE FATHER OF THE INDIAN TELEPHONE'S REVOLUTION - Contribution of 3 Leaders in India:

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 12 Quick Facts : Next Super Power India (March, 2010 )

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 13 Impact of Telecom Sector on Indian Economy:

Economic Benefits of Mobile Services in India : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 14 Economic Benefits of Mobile Services in India : Employment Government Revenues GDP Rural Development

“ The mobile phone has moved beyond being a mere device to become a key “social object” present in every aspect of our daily lives”. : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 15 International Telecommunications Union( ITU) “ The mobile phone has moved beyond being a mere device to become a key “social object” present in every aspect of our daily lives”. Indian Telecom Sector The Indian Telecom Sector –Poster Boy Of Economic Reforms. Fastest Growing Telecom Market with CAGR of 17 % . 3rd Largest Telecommunication Network in World. 2nd Largest Wireless Network in World. About 15 million connections are being added every month. About 3 % is the Contribution of Telecom Sector in Nation’s GDP. The Unique Indian Business Telecom Model “Low Cost, High Volume, High MOU. “

Telecommunication : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 16 Telecommunication : Managerial: “Telecom is a huge and varied bastion of technologies, companies, services and politics that is truly global in nature.” Technical: “Telecom in the real sense means transfer of information between two distant points in space.”

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 17 Topic: 2 : History of Indian Telecom Industry & Government Policy.

The Indian Telecom Journey : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 18 The Indian Telecom Journey :

Evolution of the Telecom Sector : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 19 Evolution of the Telecom Sector : Pre-1991 1991-1994 1994 - 2002 Telegraph Act 1885 Creation of DOT- 1985 MTNL & VSNL were set up-1986 Cellular Phone Services were opened up to private sector-1994 National Telecom Policy-1994 1997 : TRAI was set up NTP 1999 TDSAT-2000 BSNL formed 2001 FDI - 49 % Broadband policy 2004 FDI - 74% 2005 2002 -2007 Up to 1994 Upto 2002 Up to 1991 Upto 2007

Policy of Government of India : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 20 Policy of Government of India : FDI in telecom recently revised to 74%. Government gets 15% of revenues from Unified Licensing Regulator Licensor Judiciary Telecom Regulatory Authority of India Telecom Dispute Settlement Appellate Tribunal Dept of Telecom Unified License Operators Fixed Line Operators GSM 900 & 1800 MHZ Wireless Operators National Long Distance Operators International Long Distance Operators CDMA 1800 MHZ Ministry of Communication & Information Technology

Regulatory Framework & Organization : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 21 Regulatory Framework & Organization Unified Access Licensing Regime (UALR) Access Deficit Charge (ADC) – Subsidising the Infrastructure Cost Universal Service Obligation (USO) – Building Rural Network

Market structure of India- Telecom Circles : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 22 Market structure of India- Telecom Circles : Metro circles (major cities*): Mumbai New Delhi Kolkata B circles (regions with smaller urban areas and towns): Haryana Punjab Rajasthan Uttar Pradesh (East) Uttar Pradesh (West) West Bengal A circles (regions that include other large cities): Andhra Pradesh Gujarat Karnataka Maharashtra Tamil Nadu* C circles (rural areas): Assam Bihar Himachal Pradesh Jammu & Kashmir Northeast Orissa Kerala Madhya Pradesh (* Chennai, in the southeast, was previously a separate Metro circle, but as of March 31, 2008, it was integrated into the Tamil Nadu A circle as a single entity.)

Telecom Growth Comparison : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 23 Telecom Growth Comparison : Total No. of Mobile Subscriber in the year 2015 will be 1000 Million.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 24 Different Services of Telecom Sector:

Growth of Telecom Network (PSUs & Private ) : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 25 Growth of Telecom Network (PSUs & Private ) :

Teledensity Growth in India : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 26 Teledensity Growth in India :

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 27 Wireless & Wireline Subscriber Base in India :

FDI in Telecom Sector in India : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 28 FDI in Telecom Sector in India :

Market Share of Technology & Connection: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 29 Market Share of Technology & Connection:

Topic: 3 Players of Indian Telecom Industry : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 30 Topic: 3 Players of Indian Telecom Industry

Different Players of Indian Telecom Industry : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 31 Different Players of Indian Telecom Industry : There are three types of players in telecom services: • State owned companies (BSNL and MTNL) • Private Indian owned companies (Reliance Communication, Tata Teleservices) • Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea ) I WANT ONLY 1 SIM CARD

Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 32 Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India : Overall Indian Telecom Industry Market Share : TRAI REPORT : MARCH 2010

All India GSM Cell Subscribers- March 2010 (COAI Report) : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 33 All India GSM Cell Subscribers- March 2010 (COAI Report) :

Battle of Brands- Get Ready for Third World War !!!!!! : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 34 Battle of Brands- Get Ready for Third World War !!!!!! “PAISAFICATION “ seems to be the name of the game in mobile telephony. Fighting for the Share of Wallet !!!!!!!!!!! 100 MILLION CUSTOMER MARK - NEW MAGIC NUMBER CONSOLIDIATION "TARIFF WAR" Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom Market. WHAT IS FUTURE ?????

1st Player – BHARTI AIRTEL : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 35 1st Player – BHARTI AIRTEL 1st Rank in Telecom Market of India with Subscriber Base of 127.6 Million & Market Share Of 30.25 % ( TRAI , GSM Subscriber Base March 2010 Report ) Bharti is now the world's third-largest, single-country mobile operator and Fifth-largest integrated telecom operator. GSM PLAYER- PAN 23 CIRCLES Bharti ‘s Famous “Minute Factory Model” combined with a low cost structure. Bharti Airtel an integrated Telecom Service Provider. “Work is Love , not Stress “ - Sunil Bharti Mittal

2nd PLAYER- RELIANCE COMMUNICATIONS : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 36 2nd PLAYER- RELIANCE COMMUNICATIONS 1st Rank in CDMA Telecom Market of India with Total Subscriber Base (Both GSM & CDMA) of 102.44 Million & Market Share in CDMA Of 59.39 %. 6th Rank in Purely GSM Market with Total Subscriber Base of 16.31 Million & Market Share in GSM Market is of 3.87 %. BOTH GSM PLAYER & CDMA PLAYER PAN in 23 Circles. Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs. R-Com has launched a new tariff model for its pre-paid customers, which offers Unlimited talk time for a flat monthly fee.

3rd Player – Vodafone Essar : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 37 3rd Player – Vodafone Essar 2nd Rank in Telecom GSM Market of India with Subscriber Base of 100 Million & Market Share of 23.91 %. ( TRAI ,March 2010 Report ) GSM PLAYER PAN in 23 Circles Vodafone ZOOZOO Magic

4TH PLAYER- IDEA CELLULAR : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 38 4TH PLAYER- IDEA CELLULAR GSM PLAYER PAN IN ALL 23 CIRCLES 3RD Rank in Telecom GSM Market of India with Subscriber Base of 63.82 Million & Market Share of 15.13 % in GSM Market. ( TRAI ,March 2010 Report )

5th Player-TATA Teleservices Ltd. (TTSL) : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 39 5th Player-TATA Teleservices Ltd. (TTSL) 2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India with Subscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market . IN TELECOM MARKET WITH 3 BRANDS : 1)TATA INDICOM- CDMA PLAYER 2) TATA DoCoMo - GSM PLAYER 3)VIRGIN MOBILE- BOTH CDMA & GSM PLAYER

6th Player-BSNL : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 40 6th Player-BSNL BOTH GSM & CDMA 4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48 Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report ) BSNL ;- Undisputed Leader in Broadband with 60 % Market Share. It has1.5 Million 3G Users out of 60 Million Total Consumer Base.

7th Player-AIRCEL : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 41 7th Player-AIRCEL GSM PLAYER IN PAN in 18 CIRCLE 5th Rank in Telecom GSM Market of India with Subscriber Base of 36.86 Millions & Market Share of 8.74 %. ( TRAI ,March 2010 Report ) In a bid to raise awareness about the declining number of tigers, Aircel, partnering with World Wildlife Fund (WWF) India has launched the 'Save Our Tigers' initiative. The campaign, created quite a buzz. 'Stripey the Cub', the face of the Initiative, has over 96,400 fans on popular social networking website, Face book; and the official Twitter page have 3,027 followers already.

8th Player –MTNL : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 42 8th Player –MTNL 7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million & Market Share of 1.13 %. ( TRAI ,March 2010 Report ) BOTH GSM PLAYER & CDMA PLAYER MTNL provides fixed line telephones, cellular connection of both GSM — Dolphin (Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda -FW and Garuda-Mobile and internet services Through dialup and DSL — Broadband internet TriBand.

9th Player-UNINOR : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 43 9th Player-UNINOR GSM PLAYER PAN 8th Rank in Telecom GSM Market of India with Subscriber Base of 42.64 Million & Market Share of 1.01 %. ( TRAI ,March 2010 Report ) With ‘ Ab mera number hai', Uninor tells the world it has arrived.

10th Player- MTS (SSTL) : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 44 10th Player- MTS (SSTL) CDMA PLAYER 3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million & Market Share of 2.19 % in CDMA .

11th Player-LOOP MOBILE : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 45 11th Player-LOOP MOBILE GSM 10th Rank in Telecom GSM Market of India with Subscriber Base of 2.84 Million & Market Share of 0.67 %. ( TRAI ,March 2010 Report )

12th Player-S TEL : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 46 12th Player-S TEL GSM PLAYER 11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million & Market Share of 0.24 %. ( TRAI ,March 2010 Report ) S Tel, is a GSM based cellular operator in India. It has a unified services access license in Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. It is owned jointly by C Sivasankaran (51%) and Bahrain Telecommunications (49%). S Tel Private Limited (S Tel), a new telecom operator in the Indian marketplace, is a joint venture between Siva Group (formerly Sterling InfoTech Group) and Bahrain Telecommunications Company (Batelco). S Tel has acquired Unified Access Services Licenses (UASL) and spectrum to operate in six Category C circles – Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. These licenses will enable the company to provide Unified Mobile service, wireless broadband and innovative Value Added Services (VAS) covering a population of over 226 million across these circles

13th Player-PING (HFCL) : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 47 13th Player-PING (HFCL) CDMA 4TH Rank in CDMA Telecom Market of India with Subscriber Base of 0.32 Million & Market Share of 0.19 % in CDMA . HFCL Infotel Ltd. (Infotel) is a "Total Telecom Solutions Provider" offering Fixed Line telephony (Telephone Services), Mobile telephony, Broadband Services, Customized Data Services and Value Added Services. Infotel provides a world class telecom experience when it comes to technology, products, customer services, Launched in Punjab in the year 2000 under the Connect brand name. Infotel has set up state-of-the-art Networks with coverage in over 200 towns of Punjab with an extensive optical fiber network coverage of over 4,000 km. Today, Infotel is one of Punjab's leading private sector telecommunication services providers with an aggregate customer base of 5, 10,263 as on 31st Dec 09.

14th Player-VIDEOCON : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 48 14th Player-VIDEOCON GSM 100 DAYS-100 CITIES Videocon Mobile Service., is a GSM based cellular operator in India based in Mumbai. Videocon Telecommunications Limited, a Videocon group company offers GSM mobile services GSM service under the brand name Videocon. The Videocon Group is a $4 billion, global business conglomerate with a strong presence in Household Consumer Goods, Oil & Gas, Retail, Telecom, DTH and the Power sector.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 49 SWAN TELECOM RE- NAMED ETISALAT DB TELECOM INDIA PVT. LTD GSM IN 15 CIRCLES Etisalat will shortly be launching its service. As of April 2010, signal testing has already begun in a few circles of Chennai [IND 922], Delhi & NCR [IND 913], Maharashtra & Goa [IND 918], Mumbai [IND 916] and Gujarat[IND 914]. Etisalat has signed a deal with bollywood actor Aamir khan which is biggest endorsement till date in the Indian advertising market for Rs. 350 million(35 Crores) for a three year contract. In May 2010, Etisalat is in talks to buy 25% stake in Reliance Communications. Listed 15th Player- ETISALAT

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 50 Topic :4 Analysis of Bharti Airtel

News Paper Headlines : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 51 News Paper Headlines :

Sunil Bharti Mittal : FIRST GENERATION ENTREPRENURS : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 52 Sunil Bharti Mittal : FIRST GENERATION ENTREPRENURS He is a Pioneer, a Dreamer, an Achiever. Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering machines, the first fax machines“. Asia's self-made billionaires. In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor. THE GAME CHANGER. SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman and Managing Director of Bharti Enterprises.

Airtel Brand : Taglines : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 53 Airtel Brand : Taglines :

Airtel Brand Logo : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 54 Airtel Brand Logo :

Brand Ambassadors : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 55 Brand Ambassadors : 2008 2003 2002 2009 2010

Bharti Airtel : Introduction : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 56 Bharti Airtel : Introduction Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector. AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all the 22 Telecom Circles in India, and in Srilanka. It served an aggregate of 130,686,172 customers as of March 31, 2010, in India; of whom 127,619,314 Subscribe to our GSM services and 3,066,858 use our Telemedia Services either for voice and/or broadband access delivered through DSL. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides Broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.

Four Strategic Business Units : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 57 Four Strategic Business Units : The mobile business offers services in India, Sri Lanka and Bangladesh. 1) Mobile The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities. 2 ) Telemedia 3 ) Enterprise The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. 4 ) Digital TV The Digital TV business provides Direct-to-Home TV services across India.

Vision : 2010 : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 58 Vision : 2010 Mission : “ We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more” .

Company Profile : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 59 Company Profile : PARTNERS :

Factsheets : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 60 Factsheets :

Organization Structure : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 61 Organization Structure :

Awards and Recognitions :For the Year 2008 - 2009 : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 62 Awards and Recognitions :For the Year 2008 - 2009

Group Companies : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 63 Group Companies :

Analysis of AIRTEL : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 64 Analysis of AIRTEL : 1)Product Life Cycle (PLC) Analysis. 2)SWOT Analysis. 3)BCG Matrix. 4)Porter Model. 5)Ansoff Matrix. 6)PEST Analysis. 7)Marketing Mix.

1 )Product Life Cycle : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 65 1 )Product Life Cycle Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments (Rs.) Sales and Profits (Rs.) Sales and Profits Over the Product’s Lifetime Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in “Saturated Indian Telecom Market “.

2) SWOT Analysis: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 66 2) SWOT Analysis: S: Strengths First Mover Advantage. Highly Focused on Indian Telecom Market. Leadership in fast growing Cellular Segment. PAN India Footprint. Heavy Brand Promotion Strategy. Huge Network Coverage. Proactive & Innovative Service Strong Financials Truly India’s first Global telecom player. India’s first fully integrated telecom player. Famous for Minute -Factory Model. Best Outsourcing Model. Airtel is another name of “Trust “& “Ethics “. Highly Successful in the minds of Common Man. Strong Network Coverage is helpful to earn more than 60 % Revenue from Rural Sector. The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for “Transformational Changes “.

W: Weakness : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 67 W: Weakness Outsourcing of Core Systems. Premium priced products, hence can’t compete in low price segment. No separate strategy for rural market (Untapped Rural Market). Distribution channel is not accurately categorized. Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player Stickiness due to Handset. Loosing Grounds among Teens & Youth against Virgin Mobile. No Free Local Calls & STD Calls Packs offered by it. Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS Packs, Broadband Internet (High Speed Data Cards) &Other Value Added Services.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 68 Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth. There is a lot of scope of product and market diversification. Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is Untapped. 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector. If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers ,Airtel will be in World’s Top 3 Rank by present 5th Rank. Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS Service. M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication in VAS. T: Threats •India centric – Major revenues from India •Falling ARPU & AMOU •Intense Competition from 13 Existing Players & Shortage of Bandwidth. •Role of Government Policy •Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage. O: Opportunities

3 ) BCG MATRIX : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 69 3 ) BCG MATRIX : AIRTEL VODAFONE RELIANCE BSNL IDEA CELLULAR AIRCEL TATA INDICOM VIRGIN MOBILE M A R K E T G R OWT H Rate in % H I G H L O W HIGH LOW RELATIVE MARKET SHARE

BCG Matrix for Bharti Airtel : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 70 BCG Matrix for Bharti Airtel : Market Share LOW HIGH Market Growth Rate HIGH LOW 70 Mobile Services DTH & IPTV Broad Band

4 ) Porter's Five Force Analysis : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 71 4 ) Porter's Five Force Analysis :

1. Competitive Rivalry within an Industry : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 72 • Thirteen Players in Saturated Indian Telecom Market causing “Battle of Brands “with Paisafication strategy. • New Players with Negative Cash Flows causing to Innovation/Renovation to be in the Telecom Market. • “Tariff War “causing Cutthroat Competition to Survive & in adding 1st time User. 1. Competitive Rivalry within an Industry HIGH •Lack of differentiation among Service Providers •Cut throat Competition •Low Switching Costs •Number Portability will have Negative Impact •Businesses & Consumers 2. Customer Bargaining Power HIGH

3. Suppliers Bargaining Power : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 73 3. Suppliers Bargaining Power LOW

4. Threat of Substitutes : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 74 4. Threat of Substitutes Landline CDMA Video Conferencing VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites 74 BROADBAND SERVICES DIMINISHING MARKET HIGH 5. Threat of New Entrants LOW Huge License Fees to be paid upfront & High gestation period Entry of MVNOs & WiMAX operators Spectrum Availability & Regulatory Issues Infrastructure Setup Cost - High Rapidly changing technology

Porter’s Generic Strategy : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 75 Porter’s Generic Strategy : Porter has identified three types of generic strategies that help a firm to cope with competitive forces and outperform other firms in the industry. These strategies are:- 1. Overall Cost leadership strategy 2. Differentiation strategy, and 3. Focus strategy

5) ANSOFF MATRIX : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 76 5) ANSOFF MATRIX Market Penetration: Entered in Broadband and fixed line market. Market Development: Looking for overseas market. Product Development: IPLC products. Diversification: Outsourcing.

6) PEST Analysis : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 77 6) PEST Analysis It is the technique of environmental scanning of any Industry on the basis of the factors like

PEST Analysis of Indian Telecom Industry : Political Factors : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 78 PEST Analysis of Indian Telecom Industry : Political Factors Antitrust Regulations Environmental Protection Laws & Tax Laws Special Incentives Foreign Trade Regulations Attitudes toward foreign Companies Laws on hiring and promotion Stability of government PEST Analysis of Indian Telecom Industry : Economical Factors GDP trends Interest Rates Money Supply Inflation Rates Unemployment levels Price control Devaluation / Revaluation Cost

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 79 Lifestyle Changes Career expectation Consumer activism Rate of family formation Growth rate of population Age distribution of population Regional shift in population Life expectation Birth rates PEST Analysis of Indian Telecom Industry : Technological Factors Total Government spending for Research & Development Total Industry spending for Research & Development Focus of Technological efforts Patent Protection New Products Technology transfer from lab to marketplace Productivity improvements through automation Internet availability PEST Analysis of Indian Telecom Industry : Socio Cultural Factors

7 ) MARKETING MIX : 4 P’s : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 80 7 ) MARKETING MIX : 4 P’s P-Products. P- Price. P- Place. P- Promotion.

4 P’s : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 81 4 P’s Product • Airtel Pre-paid • Airtel Post-paid • Blackberry Wireless Handheld Value Added Services (VAS) Price • Customer based pricing strategies. • Flexible pricing mechanism Controlled by TRAI. . Place • It has wide and extensive presence even in the remotest areas • Airtel Customer Care Touch Points Distributors like: Paan shops, grocery stores, chemists, outlet etc. Promotion • Large scale print and video advertising. • Big celebrities like SRK and Sachin are roped in to endorse the product. • In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 82 Topic : 5 Major Market Trends

Major Emerging Trends: Changing Face of Indian Mobile Consumer : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 83 Major Emerging Trends: Changing Face of Indian Mobile Consumer

Handset Market in India: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 84 Handset Market in India: India’s Mobile Handset Market is Rs. 50,000 Crore Annually with 30 Handset Maker Company. About 100 Million Phones were sold in India in 12 Months to June 2009 say IDC Data. 10-12 Million Handsets are sold Per Month in India making India “Mobile Hub” after “Small Car Hub”.

Telecom Services : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 85 Telecom Services :

Technology : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 86 Technology :

Growth Factors : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 87 Growth Factors :

Emerging Trends : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 88 Emerging Trends : 3G USSD GPRS MMS SMS Voice

Growth Avenues: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 89 Growth Avenues: Managed Service: Managed services are another segment that is attracting telecom companies. On account of the rapidly growing subscriber base, service providers find it difficult to manage their infrastructure and network management operations. In such cases, they completely or partially outsource their infrastructure or network management operations. Infrastructure Sharing: To reduce their network deployment costs, many service providers are Considering infrastructure sharing offers the following advantages: Improved service quality. Increased affordability for customers. Faster roll out of services in rural and remote areas. Lower operating costs for service providers. Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified communication services, etc. Telecom service providers are increasingly targeting enterprises by providing dedicated services and are expected to witness major developments in near future.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 90 Virtual Private Networks: Virtual Private Network is a private data network that provides connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to heat up in the VPN segment as DoT has relaxed the norms for private players. Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by inviting bids from domestic as well as foreign players & creating a competitive environment that offers better services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth drivers of telecom industry. The immense potential for 3G is reflected by the 30–40 percent annual growth in Value-Added Services.. WiMAX has been one of the most significant developments in wireless communication in the recent past. Since this mode of communication provides network access in inaccessible locations at a speed of more than 4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services. Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in WiMAX technology in India.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 91 Topic : 6 Project Findings

Objectives: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 92 Objectives: Need for the study: Over the last 5 years, the telecom industry has realized the importance of MVAS. Given The declining ARPU And increasing competition among operators it is imperative to focus on alternate revenue streams. That is Where there is a felt need for capitalizing on the Value Added Services Market. Today the various MVAS entities are still struggling with issues such as the correct definition of MVAS,The roles and responsibilities of each entity in the value chain, revenue sharing arrangements between Them and other critical issues such as regulation of the MVAS market. VAS: Next Key to Success Value Added Service (VAS) in telecommunication industry refers to non-core services, the core or basic services being standard voice calls and fax transmission including bearer services. A value added service may demonstrate one or more of these characteristics and not necessarily all of Them. In some cases, the value added service becomes so closely integrated with the basic offering that neither the user nor the provider acknowledge or realize the difference. A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their VAS revenue.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 93 Definition as per TRAI In the Unified Access Service License (UASL), VAS is defined as follows- “Value Added Services are enhanced services which add value to the basic teleservices and bearer Services for which separate license are issued”. The Government of India issues licenses for the following Value Added Services:- Public mobile trunking service Voice mail service Closed users group domestic 64 kbps data network via INSAT satellites system Video tex service GMPCS Internet Audiotext Unified messaging service

A to Z of Telecom VAS: Including and Beyond ABCDThe Indian Perspective ABCD market -the Ayah, Bai, Carpenter, Driver market. : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 94 A to Z of Telecom VAS: Including and Beyond ABCDThe Indian Perspective ABCD market -the Ayah, Bai, Carpenter, Driver market. A: Astrology, AdRBT, AppStores B: Bollywood, Browsing, Blogging C: Cricket, Content, Community D: Devotion, Dating E: Education, Enterprise F: Fun G: Gaming, Gambling H: Health, Handsets I: Infotainment J: Jokes K: Knowledge L: Location Based Services, LIMI (Low Income Marginal Income) M: Music, M-Commerce N: Networking, News O: Ovi -like Stores P: Profile, Packaging, Pricing Q: Quiz R: Ring tones, Religion, Radio, Rural S: Search, Sachet T: TV on Mobile, Ticketing U: Utilities, UGC (User Generated Content) V: Vernacular, Voice W: Wallpaper, Widgets X: VAS.X Y: Youth-based Applications Z: Zoo Zoo

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 95 Indian Mobile VAS Industry valued at more than Rs 7000 Crore has so far been dominated by Entertainment Service. Focus should be on “Utility Based VAS “ not on Entertainment VAS .

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 96

4 Pillars of VAS: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 97 4 Pillars of VAS:

Four Component of VAS : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 98 Four Component of VAS :

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 99 Drivers of VAS:

Challenges of VAS: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 100 Challenges of VAS:

Trends in VAS: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 101 Trends in VAS:

Some Quick Facts : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 102 Some Quick Facts : Population of India -120 Crore Total Telephone Subscriber Base-621.28 Million. Wireline Subscription- 36.96 Million. Wirless Subscription- 584.32 Million. BraodBand Subscription – 8.75 Million. PC Base – 35 Million. Internet Users – 81 Million. Internet Penetration – 7 % . Total GPRS Base – 60 Million. Only 4 % of the 36 Million Activate Internet Users. In India access the Net over Cello phone once a Month. ( INTERNET & MOBILE ASSOCIATION OF INDIA ) TRAI REPORT IN 2009

Mobile Internet Users in India : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 103 Mobile Internet Users in India

Types of Internet Access : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 104 Types of Internet Access : DIAL UP LANDLINE (over Cable Internet access, Optical fiber or Twisted pairs) T- lines (Leased Lines ) Wi-Fi Satellite Cell Phones Will Mobile internet replace PCs in 3 years ????? WAR FOR SURVIVAL 7 BILLIION POPULATION 1.78 BILLION PCS 4.6 BILLION PHONES

Main Challenges: GPRS : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 105 Main Challenges: GPRS •Problems Faced by English knowing Mobile Application Users. •Data connectivity; it is far too expensive, slow, and unreliable •Mistrust about the mobile operator’s Value Added Services (VAS) offerings. •The problem of awareness of existence of mobile applications and services. •Opportunity in Enabling Non-English Mobile Data Services. (Language Barrier) Problems Faced by Indian Mobile Application Developers • Diversity of Handsets (50 % Mobile Handsets are ULCH-Ultra Low Cost Handsets. More than 50 % Handsets in India are not GPRS enabled. Traditional V/S. Mobile 1)Screen Sizes & Resolution 2)Input Devices 3)Connection Speed 4)Cookies , JavaScript , Flash Conclusion: 1.Technical limitations 2. Different User Experience 3 .Alternative Solutions Needed

GPRS problems : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 106 GPRS problems : BTS BSC SGSN GGSN APN Call helpdesk? Use self help? Options      2 days to resolution Customer dissatisfaction Customer GPRS Trouble-shooter, captures the customers interaction with the network in real time and reveals where the problem on the network lies. The problem could be on any of the nodes in the network.

Expectation of A Consumer from GPRS Provider : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 107 Expectation of A Consumer from GPRS Provider : WHAT I WANT FROM GPRS ALWAYS CONNECTIVITY LOW PRICE HIGH SPEED UNLIMITED USAGE GOOD SERVICES & BEST PLANS

Consumer -Main Findings : About Airtel GPRS : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 108 Consumer -Main Findings : About Airtel GPRS GSM PLAYER- PAN 23 CIRCLES INDIAN TELECOM MARKET LEADER STRENGTHS: GOOD SPEED GOOD CONNECTIVITY WEAKNESS : HIGH COST (EXTRA CHAREGE AFTER end of Limited Usage). Unsuitable Plans for the 1st Time Users. Brand Awareness about Mobile Internet is Low UNSUITABLE

Retailer -Main Findings :About AIRTEL GPRS : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 109 Education Factor- Low Knowledge About Mobile Internet . Customer Care as a Intermediate Result in to Value Chain Gap. Low Profit Margin on Airtel Recharge Coupons (Approx. 1.8% TO 2 % ). No Aggressive Promotions. More Focus on Selling of USB Modems (e.g. Reliance Net connect ,MBLAZE .etc) Retailer -Main Findings :About AIRTEL GPRS :

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 110 Consumer - Main Findings about AIRCEL : GSM PLAYER IN PAN in 18 CIRCLE Aggressive Brand Awareness by endorsing M.S. Dhoni as a Brand Ambassador. . STRENGTHS: WEAKNESS : 1ST MOVER ADVANTAGE. Unlimited Browsing. Low Cost Plans (ECONOMIC BUDGET PLANS ) -14 Rs. For 3 Days LOW SPEED (HEADACHE) WEAK Connectivity NO CONNECTIVITY .Poor Services

Critical Success Factor : Mobile Internet : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 111 Critical Success Factor : Mobile Internet : BETTER NETWORK BETTER DEVICES BETTER PRICES BETTER EDUCATION

Project Findings : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 112 Project Findings : 1 ) Strong Strategic alliance: The Company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among Others. The Company also has an Information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements. 2) Outsourcing: Bharti Airtel is Best Example of Ideal Outsourcing Model. The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, and Teletech & Mphasis. 3) Overseas Market: Saturation & Intense Competition in India gives an Opportunity to Airtel to Operate in Bangladesh, Sri Lanka, and South Africa making Airtel World’s Fifth Largest Integrated Telecom Operator. (Currently Operating in 18 Countries ).

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 113 4) Brand Ambassador: Airtel has strong brand ambassador, Sachin tendulcar, Shahrukh khan and A. R.Rehman , Sarman Joshi, Vidya Balan & R .Madhvan , Saif & Kareena Couple Factor to promote there product and services. 5) Leader in Telecom market: Airtel is holding a position of Market Leader by having 30.25 percent of the total market share (TRAI, March 2010). 6) Strong Trust among Common People: Strong Network Coverage makes it Popular among Common Man. 7 ) Strong Management Structure: Sunil Bharti Mittal who is known as “First Generation Entrepreneur “with Manoj Kholi, Sanjay Kapoor & Akhil Gupta (Mittal’s fourth Brother) are the Key People in Success of Making Airtel as World’s Best Telecom Company.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 114 Topic : 7 Conclusion :

Conclusion : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 115 Conclusion : ” You can not solve a Problem at same Level that it was created. You have to rise above it to next level”. Albert Einstein Indian consumers are in a phase of transformation from using basic telephony services to high end value added services. The technology improvement has helped the sector to perform better and has also expanded the meaning of the term “telecommunication” from just audio message transformation to virtual presence of person. The sector clearly shows a great scope for future. Indian Customers are Unique in Nature & now Flexibility in Choice Set of Service Providers has Real Challenge in front of Telecom Players. Adding a New Customers & Retaining Old Customers so that Profitability would be Maximized requires Effective Strategies to Fuel on Earning Revenues. Future of Mobile VAS in India Mobile VAS industry in India is undergoing a lot of structural changes. Mobile VAS industry is poised to grow and contribute greater revenues to the telecom industry.

Slide 116: 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 116 Consolidation of MVAS content provider’s market: Currently, the MVAS market is fragmented and consists of a large number of small content providers. Consolidation of MVAS market will happen, leading to emergence of few strong content providers. This would enable content providers to command greater share of revenue in the MVAS ecosystem. Rational revenue structure: With the growth of MVAS market in India, more rationality will emerge in the revenue structure. The revenue structure would be dependent on the value added by the respective stakeholder in delivering the product to the end user. This would enable the growth of MVAS market in India. Rural MVAS market: MVAS market in India is largely dominated by urban population, with rural constituting around 15% of the total market. Rural MVAS market would witness marginal growth and would grow to around 20% in the next couple of years. The growth drivers would be availability of vernacular content, entertainment services and voice based services.

Slide 117: 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 117 Growth of M-commerce market: M-commerce has tremendous growth opportunity in India. High penetration of mobile phones would give a boost to this industry. The stakeholders need to work in tandem to ensure that issues like low awareness, security constraints, user friendliness and pricing of the services are aligned towards the consumers. The services that would provide boost to the m-commerce markets in India are mobile marketing, mobile banking and mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines. Differential pricing of content: The telecom operators have already taken a step in this direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom operators will price the content in a manner suitable to the target respondent. Deployment of NGN network: Introduction of Next Generation Network would enhance the quality of services in the MVAS market in India. The users would be able to access more feature rich services. NGN uses soft switch technology, which is based on Packet Switching/IP phone and enables introduction of new MVAS speedily at reasonable cost.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 118 Topic : 8 Recommendations & Suggestions :

Recommendations: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 119 Recommendations: Build the National Infrastructure Make Metro cities Wi-Fi enabled Migration from separate license regime to composite license regime Establish a regulatory framework for carriage and content of telecommunication Establish a single regulatory and licensing authority Role of Government : ”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries)

Suggestions : : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 120 Suggestions : 1) Develop plans targeting the specific user groups like youth, students and women. 2) Develop ultra economy plans for poor people; to whom maintaining a connection is still a luxury. 3) Educate customer on the benefits of Value-added services. 4) Company should make more promotional campaign in commercial areas. 5) Customer care services provided to the active customers should be more efficient towards the problem Solution. Price: Low Price Plans (Free Local Calls / Free STD Calls), Low Price GPRS. Place: GLOCAL: GLOBAL + LOCAL Think Global .Act Local. Untapped Rural Market with Local Regional Contents & Value Added Services Personal Networking: Strong Networking of Closed User Group like College Campus, University, Industry , Malls . ” Don’t Tell me. Just Involve me. “is new Success Mantra. Promotion: A Brand is a Promise or Emotional Mindshare/Heart Share. Save the Environment is the Latest Brand Promotion Mantra.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 121 “Save Cows. Save India.” In Hinduism, the cow is a symbol of wealth, strength, abundance, selfless giving and a full Earthly life. “COW “– National Worship Animal for more than 70 Crore Hindus. It could be a Powerful Appeal to attract Rural Population. Three Most Emerging Group in India: 1) Rural Group 2) Youth Group 3) Working Women Group

Slide 122: 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 122 For Untapped Rural Market: ADVERTISEMENT CAMPAIGN: ” Har Gaon se Gaon ki awaj ko jodta hua! Humara Airtel ! ” The whole advertisement and promotion is designed by taking urban youth in focus but there are large no of youths in rural sector as well and they can be their future consumers. Taking big stars as brand ambassador is good decision. But organizations can further use recent bronze medalist Boxer Vijendra Kumar as there Endorsement. Vijendra is having good looking personality and he belongs to rural area so in this way rural people will start associating themselves with that brand. Airtel can also use BALIKA VADHU fame “ANANDI” (Avika gaur) targeting rural women and rural youth.

For Youth Group: Advertisement Campaign: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 123 For Youth Group: Advertisement Campaign: “Yuva Bharat ka Yuva Airtel “. Although Sarman Joshi endorsement is successful today but for both Voice Service & Data Service Two Different famous Youth like Chetan Bhagat & Abhinav Bindra could create in Positioning Airtel as“Yuva Bharat ka Yuva Airtel .” For Working Women Group: Sania Nehwal would be the most appealing Star for Working Women Group.

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 124 Topic : 9 Learning's & Experiences

Slide 125: 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 125 Overall Learning's And Experience Gain : Understanding of all the functions processes which is existing at AIRTEL GURGAON. Understanding the culture of Bharti Airtel. Understanding Revolution in Data Communication in Indian Telecom Industry. Understanding Outsourcing Model of Business Organization. Understanding Marketing Strategies of Circles of Telecom sector. Understanding VAS Services role in earning Revenue in Falling ARPU. Understanding GPRS (Mobile Internet ) Problems , Trends & Limitations. Understanding Difference between Theoretical Knowledge & Practical Knowledge.

Bibliography: : 

04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 126 Bibliography: ON-LINE WEBSITE: TRAI: www.trai.gov.in COAI: www.coai.com DOT: www.dot.gov.in India Telecom News: indiatelecomnews.com Afaqs Telecom Yatra: telecomyatra.afaqs.com Google Search Airtel Website: www.airtel.in NEWSPAPERS: The Times of India The Economic Times

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04/07/2010 ASHISH "GURU BHAI" SHARMAGROUP 7 127 ASHISH SHARMA E-Mail: ashishsharma.asm@gmail.com ashish_sharma599@yahoo.com ANY QUESTIONS ?????????