In the redesigned flow chart the accounts officer at the zonal headquarter distributes the SIM card to CSCs

every particular areas. Then CSCs will further distribute the SIM cards through different channels to the customers.

Indirect Channel

CSCs

Distributor

Customer

Retailer

CSCs will distribute it to the approved distributors which through the channel of retailers will sell the SIM to the customers. By selling the SIM through number of retailers will increase the availability of the product to the customer. Thus by availability to the right people at right time at right place will prove as defining step to increase the market share of BSNL.

Also the customer service is improved in the above process as the post paid customers can pay the amount of their bill directly to the retailers which will reduce the burden of the CSCs and

also becomes convenient for the customers. The retailer in turn pays these bills to the CSCs of their respective areas. These CSCs are accountable to a central CSC of the zone which is ultimately accountable to the account officer of the zone. Thus this can help in creating both pre - paid and post paid customer.

Exclusive Retail

BSNL Exclusive Retail

BSNL Store

BSNL Mini Store - Urban & Semi Urban

BSNL Mini Store Rural

Building Exclusive Retail outlet BSNL will be able to tap both urban as well as rural market. The exclusive retail outlets will increase the reach of BSNL. This exclusive retail will help to create a brand value and will help to better customer service. By creating mini stores BSNL will be a differentiator in rural market.

Also these exclusive retails will help to speed up different processes like activation, document verification, allotting the numbers etc.

Exclusive retail analysis of competitors have showed that they serve more than a million walk in, selling 33% of the total post paid and 8% of the prepaid acquisition every month. Thus

data shows exclusive retail has a tremendous potential.

BSNL can also make the effective use Recharge Card Management System, Customer Care Management System and other advanced technologies to improve customer service.

Direct Channel Fleet on street one of the medium of direct channel can be use to get to the customers. Channel managed by different business partners under the supervisions BSNL channel manager will help create brand value for the company. This can be backed by cold calling and help to locate the hot prospect customers. Also tie-ups can be made with different inbound call center for up selling to their existing customer. The prime focus of direct channel or selling directly to the end user will be on post paid.

B2B Collaborating with different enterprise and giving their employees special schemes on purchase. Can have a prime focus on enterprises like Medium Small Enterprise Venture Group Enterprise National Organization

This will help them to promote both cellular connections as well fixed line connections.

To speed up its processes like activation, documentation, verification, allotting account number etc. it should outsource some of its work to speed up the whole process.

There is large future market ahead .BSNL should try to forecast this future demand and if BSNL wants to capture this market and increase its market share in future (which is right now very low) it has to make such changes in its customer service and specially in its distribution process otherwise it will lost it to its competitors.