7 P’S OF TELECOM

INDUSTRY
Introduction
 The rapid growth in Indian telecom industry
has been contributing to India’s GDP at large.
 Privatization was gradually introduced, first in

cellular and basic services, followed by value

added services.
 Upcoming services such as 3G and WiMax will

help to further augment the growth rate. 

 Indian mobile users to touch 993 mn by
2014. Tel cos add 59mn users in Jan- Mar

 High-speed net subscribers to touch 275mn

in India by 2015.
Telcos add 17.9 million new cell users in June 2010
The country’s total mobile user base 635.51 million at the end of June 2010

Additions in June 2010 Total subscriber base

Increased user base from May
Reliance Communications 2.8 million 110.8 million
Vodafone Essar 2.7 million 109 million
Tata Teleservices 2.3 million 72.5 million
Idea Cellular’s 2.1 million 68.8 million
MTNL (Mumbai and Delhi ) 43,000 5.2 million
Etisalat DB 8,000

Flat increase from May

BSNL 1 million 72.6 million
Aircel added 1.6 million 41.6 million
Bharti Airtel 3 million 136.6 million
Reduced user base from May
Uninor 1 million 6 million
STel 93,000
Videocon 0.5 million
PRODUCT
•
Pre-paid
• Post-paid
• Blackberry Wireless Handheld
• Value Added Services (VAS)
The different value added services are-

 Instant Balance Enquiry

 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Live Portal
 SMS based Information Service
PRODUCT CONT.
 Features like chat, games, ringtones video clips etc.
 On-the-move information service.
 Black list callers.
 Social Products.
Price
 World’s cheapest price rates.
 Customer based pricing strategies.
 Flexible pricing mechanism
 Controlled by TRAI.
 Monthly price plans are available.
 Rewards on the usage.
Place
 Bharti Airtel is one of the leading alternative providers
of telecommunications services in India, and among the
top ten global carriers offering services in 17 other
countries, particularly in Africa.
 Telecom service provider has wide and extensive

presence even in the remotest areas.

 Telecom service provider has Customer Care Touch

Points.
 Distributors like

E.g. Paan shops, grocery stores, chemists, outlet etc.

Place cont.
 Service providers now also have customer assistant
stores like Vodafone store, idea showrooms etc.
 Customers are able to see and handle products they

consider to buy.
 People are on hand to ensure customers needs are

matched with the right product to explain the different

options available.
 Promotion
Vodafone- Zoozoo
 Start its Promotion during the IPL season 2.
 To communicate the value added services.
 ZooZoos had low cost costumes, real people.
 30 advertisements cost only Rs 3 Crores.
 20-30 sec long.
 No celebrity endorser - No associated risks

and costs.
Airtel- My Airtel My Offer
 “Do not disturb” policy.
 It was also promoted to communicate the

Value added service.

 To choose the best available product/service.
 Ambassadors are R. Madhavan and Vidya

Balan.
IDEA- What an idea sirji
 Idea of ‘Participative Management’.
 Two-way communication is encouraged

between government and public.

 ‘Mobile is a life-transforming tool for

millions. It changes lives!’

 Ambassador is Abhishek Bachchan.
 BCG matrix
• SMS and Calling Service • GPRS and Internet Service
Growth Rate

• Value Added Service • MMS Service

Market Share
People
 Total depend on employees.
 Employee delight focuses.
 Dedicate and passionate workforce.
 Reward and Recognition.
 Focused on health and safety performance.
 Employee engagement.
Process
 Process for services is very easy and customer
can avail it very easily.
 Each service provider has a customer support

no. which can be dialed from anywhere in

India.
 Physical Facilities

• SIM cards, Recharge Vouchers.

• Service outlets.
• Digital TV services.
 Physical Environment &
Social Settings

• Around 40 Vodafone Mini Stores in Mumbai

Region
• 25 Airtel Relationship Centers in Mumbai
Region
Presented by:
• Aasim
choudhary
• Aditya
ambadekar
• Pankaj
choudhary
• Pranshuman
parashar
• Nidhi sharma