INTRODUCTION (ABOUT PROJECT)

The Indian mobile telephony market has grown at a rapid pace in the past six to seven
years. While the growing subscriber base has positively impacted industry revenues, operator
margins also have shrunk, pulling down “Average Revenue per User” (ARPU). As ARPU
declines and voice gets commoditized, the challenge is to retain customers, develop alternative
revenue streams, and create a basis for differentiation in high-churn markets.

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.

“Message Service” (P2P SMS), the industry has witnessed an emergence of a growing
portfolio of services including graphics/wallpapers downloads; ringtones and caller ring back
tones (CRBT), SMS contests, and games. In India, the revenue from MVAS (excluding P2P
SMS) amounted to USD 43.8 M in 2004, and increased to USD 348.8 M in 2009, at a compound
annual growth rate (CAGR) of more than 50%. Entertainment VAS is expected to drive the
growth of the market going forward with Video/TV and games registering the highest growth
rates among other segments in the near future.

Given that the industry is young and evolving, the rules of the game are yet to be laid
down. As a result, revenue sharing arrangements across the MVAS value chain have emerged in
favor of the operators.

The future implementation of MVAS in India will encompass several new and exciting
areas such as mobile internet, location-based services, and regional content-based services.
Maturity of the MVAS market also will give impetus to the market for M-commerce applications
in India. Favorable government policies and advances in technology are encouraging providers
across the MVAS value chain to explore innovative ways to address the mobile telephony needs
of India’s rural population.
 Boston Analytics research indicates that the Indian MVAS space will witness a high
growth trajectory, creating tremendous opportunities for all stakeholders. However, all
stakeholders across the value chain need to work collaboratively to overcome growth barriers
and create an ecosystem that generates fair rewards for all. The key challenges are to establish
the required content authentication standards, and enact laws pertaining to copyright protection.

Further, a transparent revenue-sharing arrangement set out under the aegis of an industry
apex body such as the Telecom Regulatory Authority of India (TRAI) would bring more clarity
to the potential rewards for all stakeholders, thereby ensuring equitable participation across the
value chain. As far as content is concerned, there is a need to go beyond music, music, and
sports, to cater to the needs of all consumer segments.

This research report explores the Indian MVAS marketplace and seeks to provide a
systemic view of the industry, while addressing issues across the MVAS value chain in India.

I have collected data from a sample of 100. This survey was conducted through the
structured questionnaire prepared by me by taking suggestions from my internal guide MR.
B.Kiran Kumar and external guide MR. B.Ravindra Kumar and information is collected from all
the 100 customers. I collected secondary data from some websites and by referring marketing
books which were mentioned at last in references chapter. The statistical tools used like point
allocating method and simple random sampling. For the analysis of the information tools used
are Tables, bar diagrams, pie charts. This research has helped us to know the various problems in
communicating the Value Added Services to customers.

NEED FOR MOBILE VALUE ADDED SERVICES

 Currently, Mobile Value Added Services (MVAS) in India accounts for 10 per cent of the
operators’ revenues. With increasing competition and the need for increasing the subscriber base
in rural markets, the call rates are declining. This has led to decrease in Average Revenue per
User (ARPU).
After the introduction of seconds pulse, call rates were drastically reduced and Value
Added Services gained prominence as they can help the companies to earn profits. In spite of
unprecedented growth in the mobile subscriber base, the operator margins are declining. Though
the Minutes of Usage is increasing however the same is being offset by the lowering tariffs of
operators. This could be attributed to the major subscription growth that is coming from bottom
of the pyramid. As ARPU declines, the challenge for operators is to increase revenues by
differentiating their offerings and develop alternative revenue streams by offering more Value
Added Services to the existing subscribers. So most of the companies are now concentrating on
promotion of value added services and some companies even using value added services as their
unique selling point. In terms of market share, 92% of the subscriber base in India is on pre-paid
connection, with the remaining 8% on post-paid subscriptions.
This has also given rise to opportunities for generating increased revenue, through exploring
potential Value Added Services (MVAS) like subscription packs of news alerts etc and more exclusive
roaming services tailored to pre-paid subscribers. A recent study projects the current Mobile VAS
industry to touch Rs 16520 crores by end June 2010 from its current level of Rs 5780 crores.

Mobile Value Added Services:

Mobile Value Added Services (MVAS) are those services that are not part of the basic voice offer
and are availed separately by the end user. They are used as a tool for differentiation and allow mobile
operators to develop another stream of revenue. The nature of value added services changes over time. A
VAS may become commonplace and commoditized such that it ceases to provide a basis for
differentiation. For example, P2P SMS was the only form of VAS in the early days of adoption of mobile
telephony in India.

Growth Drivers:
 Given the challenges posed by the Indian mobile telephony market as highlighted in the section
above, MVAS is likely to become a tool for additional revenue, service differentiation, and customer
retention. Telecom operators are looking at MVAS as the next wave for growth and a large chunk of
revenue is expected to flow in from VAS in the near future. The growth in the market will be propelled by
operator initiatives, as well as by the following macro-economic factors.

The Booming Indian Economy:

India has emerged as one of the fastest growing economies in the world, with spending on
infrastructure and consumption growing at a rapid pace. Growing employment opportunities have resulted
in a significant increase in disposable income, leading to a growing acceptance of new technologies and
expenditure on communication.

Increasing User Comfort with Basic Mobility Services:

The Indian mobile telephony market has attained critical mass due to the increasing affordability
of mobile services, as well as the increasing comfort with basic mobility services. A large chunk of users
are comfortable with operating their mobile phones, and would progress into demanding more value-add
beyond basic voice applications, driving the next phase of growth.

Personalization of content and devices:

For a large number of subscribers, the mobile phone has become an extension of their persona.
The success of “caller ring back tones” is evidence that users are willing to adopt services which offer
them the possibility of personalization.

Market Size:

The evolution of the MVAS market has proceeded in parallel with the changes and advances in
the telecom industry. From the early days of P2P SMS, the industry has witnessed a growing portfolio of
services to include graphics/wallpaper downloads, ringtones and caller ring back tones (CRBTs), SMS
contests, and games. In India the revenue from MVAS (excluding P2P SMS) amounted to USD 43.8 M in
2004, and is expected to increase to USD 348.8 M in 2009, at a CAGR of over 50%.

SMS contests:
 Television is an integral part of the daily lives of average Indians. The proliferation of global
television channels has changed TV viewing from a passive activity to an interactive activity. Daily
soaps, music, and contest shows provide the option for viewers to participate through SMS (6). The
popularity of contests can be gauged from the fact that during November 2004–March 2005 Indian Idol (a
singing competition hosted by Sony Television) received over 55 M votes via SMS, amounting to a total
revenue of USD 3.75 M (INR 165 M) at USD 0.07/SMS (INR 3/SMS). Of this amount, telecom
companies earned USD 2.61 M (INR 115 M), and Sony TV earned about USD 1.14 M (INR 50 M).
Further, a popular television game show “Kaun Banega Crorepati,” hosted by a famous film personality
on Star Television, generated 58 million SMSs over a period of three months. These shows have
increased the familiarity of low usage segments such as housewives and the senior population with SMS
utilities

Music:

Mobile music comprises ringtones, caller ring-back tones, and music clips. Indians are known for
their affinity for music and movies. According to a key official of Sony–BMG, approximately USD 0.22–
0.26 M (INR 10–12 M)—about 5% of an album’s sales—can be generated from mobile revenues. A
popular radio station, Radio Mirchi, receives approximately 40,000–50,000 SMSs daily with requests for
songs to be played on air. Saregama (an Indian music company) generates 50% of its revenues from
ringtones offered through its catalogue.

Video/TV and Games:

Advanced MVAS has just started to find market acceptance. These services include mobile
TV/video, full-motion videos, wireless teleconferencing, multi-player online games, and M-commerce.
These services typically require high bandwidth and a superior level of support technology than the
currently available 2.5G. The introduction of 3G/4G in the near future is therefore expected to facilitate a
wider portfolio of VAS available to mobile users. The video/TV and games segment of the MVAS market
are expected to register the highest CAGR during 2004–2009.

SCOPE OF THE STUDY/INFORMATION

Barriers to Growth of MVAS in India

 The challenges emanate from the fact that this segment of the Indian telecom industry is still in a
nascent stage and the rules of the game are still evolving. Further, apart from the operators, there is a
large number of small players operating across the value chain. The challenges posed to the industry that
are likely to hinder projected growth are as follows:

Authentication standards:

Presently, there are no authentication standards set out for operators and aggregators that apply to
the download of content. This needs to be addressed by the institution of standards by an industry
governing body such as the Telecom Regulatory Authority of India (TRAI) to authenticate the flow of
information. This will help create trust among different stakeholders across the MVAS value chain.

Copyright protection:

As stated earlier, the regulatory framework for copyright protection continues to remain weak
despite the extension of existing copyright laws to content, with several instances of violations. In the
wake of inadequate remedial action on this front, the MVAS segment is likely to be disadvantaged.

The industry requires a stringent regulatory framework in place, to encourage the flow of branded
content to consumers. This will instill trust and confidence among various stakeholders across the value
chain, leading to increased revenues from data services in the long run.

Low feature handsets:

Despite considerable growth in mobile subscriber base, low feature handsets continue to remain
the order of the day. The purchase decision for handsets continues to be driven by basic utility for voice.
According to the India Mobile Handset Usage Satisfaction Study 2006, an integrated digital camera, FM
Radio, and speaker phone features remain the most likely upgrade drivers. Features such as Tri-band,
Bluetooth, Infrared Port, etc., are growing, but are far from developing mass appeal. The lack of
widespread adoption of feature-rich mobile handsets is a barrier to the growth of MVAS in India.
However, in the recent past, prices of feature-rich handsets have declined sharply owing to increasing
competition among manufacturers and technological advances. There will be a move towards advanced
feature handsets in the future even if need and lifestyle do not justify it.

Low “General Packet Radio Services” (GPRS) connectivity:

GPRS connectivity in India continues to be low given limited handset capability and operator
constraints. There is a large population of users who are not familiar with accessing GPRS. Despite its
limitation in terms of number of characters (160characters) and being more cumbersome, SMS continues
to be the most popular delivery channel. In comparison, GRPS will provide a rich as well as user-friendly
online experience. This can only pick up once the penetration of feature rich handsets grows, and
operators provide free GPRS connection.

Transparency in revenue sharing arrangements:

The current revenue sharing arrangements favor the operators, and are in stark contrast to the
business models in established markets such as China, Japan, and Europe. The market is highly
unregulated and the absence of an apex body has led operators to pursue obfuscation strategies. The
Indian MVAS industry needs to take a close look at best practices in developed markets to design a fair
revenue distribution system, whereby creators/owners are adequately rewarded for creating higher quality
content. There is a need to create a transparent framework that clearly sets out balanced revenue sharing
arrangements, with a fair system of payouts to different stakeholders across the value chain.

Excessive focus on entertainment-related VAS:

The MVAS market in India continues to be focused on entertainment (movies, music and sports)
catering to the needs of the younger consumer segment. Going forward, there is a need to focus on
information VAS and transactional VAS (M-commerce), ensuring even growth among all consumer
segments.

The Future of MVAS in India

Revenue sharing arrangement in the future: The current revenue sharing model gives limited
incentive for growth of the MVAS ecosystem; hence, operators will need to encourage other players by
sacrificing revenue share. Operators will have to use MVAS to differentiate themselves from competitors
and hence will become more dependent on content providers and aggregators for quality content. Content
developers and aggregators are identifying ways for delivering higher value to the operators. The
popularity of high-end informational and transactional activity will increase the bargaining power of
content providers, as will the introduction of 3G. Multiple small content aggregators will consolidate and
grow stronger, and will thus be in a position to demand a higher revenue share.

New application areas:

Applications with respect to the future of MVAS in India will include several new and exciting
areas such as mobile internet, location-based services, and regional content-based services. Mobile
internet will gain ground with leading players in the internet content space as they configure their sites for
access through mobile phones. The setting up of a special “mobi domain” will also promote the
widespread usage of GPRS applications. Location based services comprise among others, GPS services,
social networking services (Friend Finder), and information services (Mobile Yellow Pages, City
Sightseeing). According to Juniper Research, worldwide carrier revenues from location-based services
will climb from around USD 1 B in 2005 to nearly USD 8.5 B by 2010, registering an increase of 53%
per annum.

Mobile content customized to a certain target region is also being looked at as a source for higher
mobile penetration and revenues in both rural as well as urban areas. The diversity in languages
(24different languages) and dialects (1,642 dialects) in India creates a large potential market for regional
content. Companies have been very receptive to this trend, and are developing innovative strategies to
capitalize on regional opportunities. Recent initiatives include Nokia’s agreement with Malayala
Manorama for a mobile-based vernacular news portal for subscribers based in Kerala, and Airtel’s launch
of a VAS portal in Kannada with ringtone downloads song downloads, and dedications.

The Growth of M-Commerce:

Maturity in MVAS will also give a strong impetus to market growth for M-commerce
applications in India. The services presently offered in India include information based services (account
balance and activity alerts, foreign exchange rate notifications, etc.) and transaction services (securities
trade, cash roll-overs, debt trade, stop-payments). Their growth, however, is limited by low user
awareness and confidence-in-use, and by infrastructural constraints and high pricing. What is needed,
therefore, is close cooperation between the telecom industry on one hand and banks on the other. Support
from the telecom industry for new services will help extend their reach to new customer segments (e.g.,
M-commerce in rural areas) and this will increase their profitability. Such partnerships between banks and
the telecom industry also facilitate mainstreaming and differentiation of new services and offered.

MVAS for the rural market: India’s rural market represents a segment with huge potential for
MVAS. It is predicted that rural subscribers will grow at a CAGR of 85% during 2007–2011, as against
the urban subscriber base which is expected to grow at just under 24% during the same period. Success
here, though, is dependent on the interplay of a multitude of complex factors. On one hand, Government
policies will probably play the most critical role in growth of MVAS in rural India. These will affect
penetration drivers such as the level of competition in the sector, tariff and non-tariff barriers for ICT
products, and use of Universal Service Obligation Funds for development of rural telephony. The
subscriber base in these areas will require customized services such as crop price alerts, microfinance
scheme information, installment due alerts, etc.
The Way Forward

India’s telecom industry has posed unique challenges for mobile operators. MVAS has emerged
as a great opportunity to rescue the industry from the declining ARPU. From the above analysis, it is clear
that the MVAS space is set to witness a high growth trajectory, creating tremendous opportunities.
However, stakeholders across the value chain will have to work collaboratively to overcome barriers and
create a business ecosystem that generates fair rewards for all the players

OBJECTIVES

➢ To know the level of awareness of Value Added Services in customers of cellular

networks.

➢ To identify the loopholes in the communication of value added services to customers.

 ➢ To develop innovative marketing tools for boosting the penetration of VAS adaption in
rural areas.

➢ To know the influence of cost factor on choosing Value Added Services.

➢ To know the satisfaction level of customers in using Value Added Services.

➢ To give some findings and suggestions with the information collected from the customers
for implementing changes if any to improve the customer service.

METHODOLOGY

Type of Research:
The type of research followed here is a Descriptive Research. It is designed to study the
characteristics of mobile users depending on their gender, age group and other interests. There
will be a scope for organizations to know the preferences and priorities of customers and the
mobile operators can plan their services according to the consumers’ preference.
Questionnaire:
A structured questionnaire has been prepared in order to identify the level of awareness
of different cellular based Value Added Services in customers and to know the potential sources
communicating these services.

Data Collection:

Primary Data:

➢ Through questionnaire prepared under the guidance of BSNL guide, college guide and me.
➢ By going to the customers personally and gathering information from them.
➢ Visiting to the addresses of the high value customers with the help of the data base provided by
the company.

Secondary Data:

➢ By browsing internet and visiting company website and other websites I collected the
information about the company profile and about telecom industry.
➢ By searching marketing related books.

Statistical Tools:
The probability sampling techniques like point allocating method were adopted in this
research. The simple random sampling has been followed where every individual has an equal
chance for being included in the sample. The analyzed data is tabulated accordingly in the form
of tables, graphs and pie charts for having better idea about the survey.

Sample Size:
The sample size is 100 and the sample included people of different age groups and people
belonging to different occupations.

Analyzing and interpretation of data:

This approach involved the conversion of raw data in the form of tables using mathematical and
statistical tools, which are presented in the report.
 Data is represented by using pie charts and bar diagrams.

Report Research:

This phase will mark the culmination of marketing efforts. The response of the research analysis
is formal written document. Here, the research regarding the customer awareness, perception and
satisfaction are given and recommendations are proposed for further development of the organisation.

LIMITATIONS

Any research study is inevitably going to encounter some basic limitations. This was also

the same with this study. The limitations of the study are as follows:

➢ The survey is limited to some areas for limited period only.

➢ The study is conducted with limited data available and analysis was done accordingly.
 ➢ The data provided is very limited and depth of matter is not possible.

➢ The information given by the informants may not be correct and it may be difficult to

verify its accuracy.

➢ Customers were not open to give enough data, in few cases.

➢ Some respondents refused to give information.

➢ The time allotted for the project study is too short, to depict a clear and real picture of the

company and its operations.

CHAPTERISATION OF THE STUDY

The project report consists of five chapters and each and every chapter was further divided and
was explained in detailed manner.

The first and foremost chapter one is sub divided into seven categories like introduction(about the
project), need of the study/information, scope of the study(boundaries), objectives of the research,
research methodology, limitations and presentation/chapterisation of the study. The first chapter covers
all the above mentioned areas.
 The second chapter deals with the profiles one is industry profile and the other one is company
profile in detail. This gives the complete information about the telecom industry and about the Bharat
Sanchar Nigam limited.

The third chapter consists of the theoretical frame work of the study. It is an overview of how the
marketing concepts are inter-linked with the telecom industry i.e. Bharat Sanchar Nigam limited.

The fourth chapter deals with the data analysis part. The data which is collected from the 100
samples is transmitted into the form of tables, bar diagrams, pie charts to have detailed information about
the research.

In the fifth chapter after the process of data analysis some findings, suggestions, and conclusion
are given. In this chapter it covers all the data about what the customers are feeling with regard to services
and took some information from them what to be improved to utilise the services effectively.

At last the annexure which is nothing but the questionnaire and references is given which gives a
complete view from where the information about the company profile, industry profile and other
information which is required has been collected.

INDUSTRY PROFILE

The telecom services have been recognized the world-over as an important tool for socio-
economic 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. Telecommunications is one of the few sectors in India, which has
witnessed the most fundamental structural and institutional reforms since 1991.The entire sector is now
open to unrestricted competition in all. The opening of the sector has not only led to rapid growth but also
helped a great deal towards maximization of consumer benefits. The tariffs have been falling
continuously across the board as a result of healthy and unrestricted competition and India today has one
of the lowest tariffs in the world. Besides, as a result of the various measures and initiatives taken by the
Government, India is now fast emerging as one of the leading telecom nations. The reforms process in the
telecom sector is still on, aiming to remove the balance hurdles and limitations.

With a strong population of over 1.1 Billion, India has become one of the most dynamic and
promising telecom markets of the world. In recent times, the country has emerged as one of the fastest
growing telecom markets in the world. It has third largest telecom network in the world after China and
US.

Indian Telecom Industry – A Snapshot

• Total telecom subscribers – 600.69 million (February 28, 2010)

• Tele-density – 51.05% (February 28, 2009)
• Wireless subscriber base – 563.73 million (February 28, 2009)
• Wireless tele-density – 47.91% (February 28, 2009)
• Average Revenue Per User (ARPU) for GSM (as on 30 June 2009) – Rs. 205
• Expected mobile subscriber base (2013) – About 771 million.

Key Performance Indicators

Improved quality and increasing affordability have facilitated growth in usage and coverage of
telecom services. In addition to the above, the following performance indicators are indicative of the
impressive performance of the Indian telecom sector between 2000 and 2006

Quality: The quality of telephone services has improved significantly over the years, as seen in a 23.8%
reduction in faults per 100 main lines during 2000–2006.

Affordability: A 45% decline in the average price basket for residential use has made fixed telephony
more affordable. India has one of the lowest mobile tariffs in the world. The tariffs have declined from
USD 0.16/minute (INR 6.70/minute) in 1999 to USD 0.03/minute (INR 1.06/minute) in 2005(3).

Access: Coverage and usage of fixed telephony grew strongly, as seen in the 40% growth in telephone
main lines and 50% in international voice traffic. The number of mobile subscribers per 1,000 people
grew by a substantial 2000% during 2005–2006.

Network: Code Division Multiple Access (CDMA) as an alternative technology evolved during the
period 2000–2006, with the country-wide network consisting of six players. The industry, initially
characterized by fragmentation, has witnessed consolidation with a number of regional operators taken
over by larger operators.

STRUCTURAL COMPOSITION:

Wire line vs. Wireless

Source: Department of Telecommunications

Industry Revenue (2002-2010)

The Indian telecommunications industry is on a growth trajectory with the Wireless subscriber base,
including GSM and CDMA, increased from 544.98 million in January to 563.73 million at the end of
February, a growth of 3.44 per cent. Wireless tele-density stands at 47.91 per cent. The figures, however,
do not include the GSM subscriber additions made by Reliance Telecom.

Year Revenue(US$ billions)

2002-03 9
 2003-04 10

2004-05 11

2005-06 15

2006-07 20

2008-09 32

2009- 43
10(forecasted)

Mobile Operators in India:-

Bharat Sanchar Nigam Limited

Bharat Sanchar Nigam limited popularly also known as BSNL is an India-based

telecommunication services provider. BSNL operates under the guardianship of the Ministry of
Communication, Government of India and Department of Telecommunication, Government of India. The
services offered by BSNL includes wire line, CDMA mobile, GSM Mobile, Internet, broadband, carrier
service, MPLS-VPN, VSAT, VoIP services etc.

Bharti Airtel

Bharti Airtel is one of the topmost companies in the telecom sector in India and is under the
Bharti Enterprises Group. The Company Bharti Airtel is in India the biggest integrated and also the 1st
telephone service provider in the private sector, which has footprint in around 23 telecom circles. Bharti
Airtel Limited has been since its very beginning using the latest technology and thus the company has
paved the way for the telecom sector in India with its world-class services and products.

Vodafone Essar

Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. The
company Vodafone Essar has its operations in 16 telecom circles of the country. The company offers both
post-paid and prepaid GSM cellular mobile coverage all across India and its hold is especially strong in
the metropolitan cities. The company Vodafone Essar Limited provides services like 2G, which are based
on 1800 MHz and 900 Mhz GSM digital technology.
Reliance Communications

The company Reliance Communications Limited has been set up with the aim of providing
communication and information to people at affordable price. The company Reliance Communications
business includes the whole range of services related to the telecom sector such as fixed line telephones
and mobiles. The business of the company also includes services like broadband, data services,
international and national long distance services. Reliance Communications also provides to its customers
a wide range of value added applications and services.

Tata Teleservices

The company Tata Teleservices has helped the Tata Group to have a strong presence in the
telecom sector in India. The company was the first in the country to launch the CDMA mobile services in
the state of Andhra Pradesh. Further the company also offers other services like value added services such
as roaming, group calling, voice portal, 3- way conferencing, enterprise services etc.

Idea Cellular

Idea Cellular started its operations in 1995 and is under the Aditya Birla Group, which holds
98.3% stake in the company. The Company Idea Cellular Limited is one of the telephony wireless
companies that functions in many states in India.

The Company Idea Cellular is the leading mobile services GSM operator in the country. The
Company Idea Cellular Limited is the only cellular operator in India to launch EDGE technology. The
company's footprint at present covers around 45% of the population of India and more than 50% of the
telecom market.

HFCL INFOTEL LTD.

Incorporated on 2 Aug.'46, The Investment Trust of India (ITI) is managed by chairman and
managing director B K Kothari. During 2002-03 the name of the Company changed to HFCL Infotel Ltd,
as part of Company's diversification and restructuring programme, HFCL Infotel Ltd ('transferor
Company') a telecommunication Company operating in the Punjab Circle merged with the Company
through a Scheme of Amalgamation and decided to hive off the business of Hire Purchase, Finance,
Leasing and Securities Trading by way of an outright sale with effect from 1st September 2002 to its
wholly owned subsidiary 'Rajam Finance & Investments Company (India) Ltd' now renamed as 'The
Investment Trust of India Ltd'

BPL MOBILE COMMUNICATIONS LTD.

 BPL Mobile Communications Limited popularly known as BPL Mobile is an India-based
telecommunication service providing company. BPL Mobile Communications Limited is an offshoot of
the legendary business conglomerate ESSAR group. BPL Mobile Communications Limited was
established in the year 1995 and it is presently operating in only in the city of Mumbai. BPL Mobile
Communications Limited has revolutionized the Indian mobile telecommunication industry. Within a
short span of time the subscriber base of BPL Mobile Communications Limited has reached the 1 million
mark. This gigantic mobile telecommunication company of India has grown in leaps and bounds and it
offers seamless service to its customers spread across Mumbai. Further, BPL Mobile has gained
tremendous popularity due to its competitive pricing of tariffs. BPL Mobile offers high-class mobile
service to its wide pool of Mumbai subscribers.

MTNL

Mahanagar Telephone Nigam Limited (MTNL) was set up in 1st April of the year 1986 by the
Government of India to upgrade the quality of telecom services, expand the telecom network, introduce
new services and to raise revenue for telecom development needs of India's key metros, Delhi (the
political capital) and Mumbai (the business capital of India). The company has also been in the forefront
of technology induction by converting 100% of its telephone exchange network into the state-of-the-art
digital mode.MTNL as a company, over last nineteen years, grew rapidly by modernizing the network,
incorporating the State-of-the-art technologies and a customer friendly approach. The Company providing
various types of telecommunication services including Telephone, telex, wireless, data communication,
telematic and other like forms of communication (Internet).

AIRCEL + DISHNET

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and
Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu
within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself
as a market leader – a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern
frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months
of operations. Till today, the company gained a foothold in 14 circles including Chennai, Tamil Nadu,
Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala,
Andhra Pradesh, Karnataka and Delhi.
Here is the market share of various mobile companies in India at the end of Dec-2009:-

Company Subscriber Market share Revenue Market share

Bharti Airtel 22.6% 29.1%

BSNL 12% 9%

Reliance Communications 17.9% 15.2%

Vodafone India 17.4% 20.8%

Idea Cellular 11% 12.7%

Tata Teleservices 10.9% 7.1%

Aircel 5.9% 4%

Source – TRAI, AUSPI, COAI and company reports.

Rural Telephony:
As the government targets to increase rural teledensity, rural telephony will require major
investments. This segment will boost the demand for telecom services, equipment, Internet services and
other value-added services; thereby, offering great market opportunities for telecom players. It is believed
that of the next 250 million people expected to go mobile; at least 100 million will come from rural areas.
Though the rural mobile penetration is highest in Punjab (20.69 per cent), followed by Himachal Pradesh
(17.09 per cent), Kerala (10.63 per cent) and Haryana (10.20 per cent), most companies are now sweating
it out by hard selling their products and services in the rural areas of the region.
 COMPANY PROFILE

BSNL (BHARAT SANCHAR NIGAM LIMITED)

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications
Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM
Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within
a span of five years it has become one of the largest public sector unit in India.

It has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million
GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of
OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5
Lakhs villages.

BSNL is the only service provider, making focused efforts and planned initiatives to bridge the
Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach
with its wide network giving services in every nook & corner of country and operates across India except
Delhi & Mumbai.

BSNL is numero uno operator of India in all services in its license area. The company offers vide
ranging & most transparent tariff schemes designed to suite every customer.
BSNL cellular service, CellOne, has more than 17.8 million cellular customers, garnering 24 percent of
all mobile users as its subscribers. That means that almost every fourth mobile user in the country has a
BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone
subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue terms.
 BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access
Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less Internet (CLI). BSNL has
been adjudged as the NUMBER ONE ISP in the country.
BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides
convergent services like voice, data and video through the same Backbone and Broadband Access
Network. At present there are 0.6 million DataOne broadband customers.

BOARD OF DIRECTORS:-
Corporate structure of BSNL Board consists of CMD & Five full time Directors, Human
Resource (HR), Consumer Mobility, Consumer Fixed Access, Finance, Enterprise, who manage the entire
gamut of BSNL operations. There are five other Directors in the full Board of BSNL.
Board of Directors Designation
Shri Kuldeep Goyal CMD
Shri S.D. Saxena Director (Finance)
Shri Rajesh Wadhwa Director - Consumer Fixed Access(CFA)
Shri R.K.Aggarwal Director - Consumer Mobility (CM)
Shri Rajendra Singh Director - Enterprise
Shri Gopal Das Director (HR)
Shri J.S.Deepak (I.A.S.) Govt. Director

Basic Services offered by the BSNL:-

The Basic telephone Services offered by the BSNL are:

1. Internet: Keeping the global network networked, the countrywide Internet Services of BSNL includes
Internet dial up/Leased Access service, for web browsing and E-mail Applications.

2. ISDN: Integrated Service Digital Network Service of BSNL utilizes a unique digital network providing
high speed and high quality voice, data and image transfer over the same line. It can facilitate both
desktop video & high quality video conferencing.

3. Intelligent Network Service: Intelligent Network Service (In service) offers various value-added
services such as:
- Free Phone Services (FPH)
- India Telephone Card (Prepaid Card)
- Account Card Calling (ACC)
 - Virtual Private Network (VPN)
- Tele-voting
- Premium Rate Service (PRM)
- Universal Access Number (UAN)

4. Sulabh: It is the best available incoming-only plan. If anyone require the landline b-fone
predominantly for receiving incoming calls only, BSNL brings you Sulabh Plan. The rentals in this plan
are extremely low. If you desire to make outgoing calls, this facility can also be given separately (or one
can also use ITC Cards with Sulabh Plan). These plans are now very popular.

5. WLL (Wireless Land Line): There are two versions of WLL. These are explained as follows:
- WLL Fixed (FWT): It is the Fixed Wireless Transmission. In this case, there is a small box fitted
with a small antenna at one’s premises and a normal telephone instrument is connected to the box.
There is no Telephone copper wire connection as in the conventional telephone.
- WLL Mobile: In this case, Subscriber can carry a small handset of CDMA technology. There is no
antenna or any other equipment at your premises. Branded as Tarang, this is the most reliable and
affordable service giving one’s the best of both fixed line & mobile telephone.

6. Mobile Services: BSNL’s Cellular Service is the India’s growing Cellular Service. BSNL’s Cellular
Service has taken the cellular telephone to the masses through innovative technology and strategic
pricing. This ambitious service uses state-of-the-art GSM technology to attain global excellence and
leadership. BSNL’s entry into this sector has brought GSM cellular service at an affordable cost to the
common man. Customers have respond tremendous faith in BSNL and it has enrolled over 1.07 crores
Cellular customers.

7. BSNL Internet Service: BSNL, India’s no.1, Internet Service Provider, provides Internet service
throughout the country (except Delhi and Mumbai). Sancharnet Card: BSNL has also launched Internet
Card. This card is a prepaid Internet Access Card.

8. BSNL Broadband: The Broadband service from BSNL is widely used by almost all the companies of
India.
Organizational Structure of BSNL:-
 INTRODUCTION TO MARKETING
Marketing is the craft of linking the producers (or potential producers) of a product or service
with customers, both existing and potential. Some form of marketing arises naturally in all capitalist
societies but is not limited to capitalist societies. Marketing techniques are also applied in politics,
religion, personal affairs, and many other aspects of life.
Marketing methods are informed by many of the social sciences, particularly psychology,
sociology, and economics. Marketing research underpins these activities. Through advertising, it is also
related to many of the creative arts. Successful marketers typically have a customer orientation or focus.

Overview
In popular usage, the term "marketing" refers to the promotion of products, especially advertising
and branding. However, in professional usage the term has a wider meaning. It can be divided into four
sections, often called the "four Ps," only one of which is promotion. They are:

1. Product - The Product management aspect of marketing deals with the specifications of the
actual good or service, and how it relates to the end-user's needs and wants.

2. Pricing - This refers to the process of setting a price for a product, including discounts.

3. Promotion - This includes advertising, sales promotion, publicity, and personal selling, and
refers to the various methods of promoting the product, brand, or company.

4. Place or distribution refers to how the product gets to the customer; for example, point of sale
placement or retailing.
These four elements are often referred to as the marketing mix. A marketer will use these variables
to craft a marketing plan. For a marketing plan to be successful, the mix of the four "p's" must reflect the
wants and desires of the consumers in the target market. Trying to convince a market segment to buy
something they don't want is extremely expensive and seldom successful. Marketers depend on marketing
research to determine what consumers want and what they are willing to pay for. Marketers hope that this
process will give them a sustainable competitive advantage. Marketing management is the practical
application of this procedure.

CHARACTERISTICS OF A SERVICE
What exactly are the characteristics of a service? How are services different from a product? In
fact many organisations do have service elements to the product they sell, for example McDonald’s sell
physical products i.e. burgers but consumers are also concerned about the quality and speed of service,
are staff cheerful and welcoming and do they serve with a smile on their face?
There are five characteristics to a service which will be discussed below:
Characteristics of a Service
1. Lack of ownership:-
You cannot own and store a service like you can a product. Services are used or hired for a period
of time. For example when buying a ticket to the USA the service lasts maybe 9 hours each way , but
consumers want and expect excellent service for that time. Because you can measure the duration of the
service consumers become more demanding of it.
2. Intangibility:-
You cannot hold or touch a service unlike a product. In saying that although services are
intangible the experience consumers obtain from the service has an impact on how they will perceive it.
What do consumers perceive from customer service? the location, and the inner presentation of where
they are purchasing the service?.
3. Inseparability:-
Services cannot be separated from the service providers. A product when produced can be taken
away from the producer. However a service is produced at or near the point of purchase. Take visiting a
restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the
waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as
apart of the process as well as the quality of food provided.
4. Perishibility:-
Services last a specific time and cannot be stored like a product for later use. If travelling by train,
coach or air the service will only last the duration of the journey. The service is developed and used
almost simultaneously. Again because of this time constraint consumers demand more.
5. Heterogeneity:-
It is very difficult to make each service experience identical. If travelling by plane the service
quality may differ from the first time you travelled by that airline to the second, because the airhostess is
more or less experienced.
A concert performed by a group on two nights may differ in slight ways because it is very difficult to
standardise every dance move. Generally systems and procedures are put into place to make sure the
service provided is consistent all the time, training in service organisations is essential for this, however
in saying this there will always be subtle differences.

Service Marketing Mix/Extended Marketing Mix:-

Having discussed the characteristics of a service, let us now look at the marketing mix of a
service.
The service marketing mix comprises off the 7’p’s. These include:
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence.
Lets now look at the remaining 3 p’s:
People
An essential ingredient to any service provision is the use of appropriate staff and people.
Recruiting the right staff and training them appropriately in the delivery of their service is essential if the
organisation wants to obtain a form of competitive advantage. Consumers make judgments and deliver
perceptions of the service based on the employees they interact with. Staff should have the appropriate
interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying
for. Many British organisations aim to apply for the Investors In People accreditation, which tells
consumers that staff are taken care off by the company and they are trained to certain standards.
Process
Refers to the systems used to assist the organisation in delivering the service. Imagine you walk
into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the
process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards
automatically when their customers old one has expired again require an efficient process to identify
expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty
and confidence in the company.
Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the service mix which
allows the consumer again to make judgments on the organisation. If you walk into a restaurant your
expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect
enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on
their sight of the service provision which will have an impact on the organisations perceptual plan of the
service.
To summarise service marketing looks at:-
The Characteristics of a service that are:
(1) Lack of ownership
(2) Intangibility
(3) Inseparability
(4) Perishability
(5) Heterogeneity.
The Service marketing mix involves analysing the 7’p of marketing involving, Product, Price, Place,
Promotion, Physical Evidence, Process and People.
To certain extent managing services are more complicated then managing products, products can be
standardised, to standardise a service is far more difficult as there are more input factors i.e. people,
physical evidence, process to manage then with a product.
ACCORDING TO TELECOM REGULATORY AUTHORITY OF INDIA
New Delhi, 28th May 2010

Telecom Subscription Data as on 30th April 2010, Website :- www.trai.gov.in

➢ Total Telephone subscriber base reaches 638.05 Million

• Wireless subscription reaches 601.22 Million
• Wireline subscription declines to 36.83
➢ 16.90 Million new additions in wireless
➢ Overall Tele-density reaches 54.10
➢ Broadband subscription is 9 million
 The number of telephone subscribers in India increased to 638.05 Million at the end of April-
2010 from 621.28 Million in March-2010, thereby registering a growth rate of 2.70%. With this, the
overall Tele-density in India reaches 54.10

Wireless Segment (GSM, CDMA & FWP):-

Wireless subscriber base increased from 584.32 Million in March-2010 to 601.22 Million at the
end of April-2010 registering a growth of 2.89%. Wireless Teledensity stands at 50.98. Detailed statistics
is at Annexure-I.

Wireless Service:-

A. Service Providers’ share in net additions during the month of April-2010

B. Service Provider wise Market Share as on 30-4-2010

Wireline Segment:-

Wireline subscriber base declined from 36.96 Million in March-2010 to 36.83 Million at the end
of April-2010. BSNL/MTNL, two PSU operators hold 84.64% of the Wireline market share. Overall
Wireline teledensity is 3.12. Detailed statistics is at Annexure-II.

Service Provider wise Market Share as on 30-4-2010:-

Category wise Net Additions during the Month of April-2010:-

 Category Net Additions

Wireline Wireless

Circle A -66833 6061622

Circle B -62009 6649237

Circle C -10944 2342902

Metro 8936 1846796

All India -130850 16900557

Category-wise Growth Rate in Access Service:-

Category Monthly Rate of Growth Yearly rate of growth

(March-2010 to April-2010 Category (April-2009 to April-2010)

Wireline Wireless Wireline Wireless

Circle A -0.48% 2.9% -3.3% 45.5%

Circle B -0.49% 3.0% -4.3% 52.2%

Circle C -0.34% 3.0% -3.2% 64.9%

Metro 0.13% 2.6% 2.3% 35.3%

All India -0.35% 2.89% -2.6% 48.9%

Broadband (≥ 256 Kbps download):-

Total Broadband subscriber base has increased from 8.75 million in March-2010 to 9 million in
April-2010, there by showing a growth of 2.80%.

Note: This information is based on the data provided by the Service Providers/Service Providers’
Association.

VARIOUS VALUE ADDED SERVICE ON MOBILE

 GPRS:- (General Packet Radio Service):-

General Packet Radio Service (GPRS) enabled networks offer 'always-on', higher
capacity, Internet-based content and packet-based data services on your mobile phone anywhere
any time.This service is applicable for both Prepaid as well as Postpaid customer with different
charges. Please note that all mobile devices may not support GPRS facility.

Using GPRS following service you can download in your mobile:-

➢ Colour Internet browsing
➢ Polyphonic ring tones
➢ MP3 tones
➢ Color logo
➢ Wallpapers
➢ Videos
➢ Animations
➢ Games
➢ E-mails and more........
Benefits of GPRS:-

• Allows high –speed Internet access on the mobile.

• Can access all sites even WAP based sites.

• Can be connected to the PC/Laptop and be used as a Modem.

Different Plan and Tariff for GPRS:-

For Prepaid

Sl.no. Particulars Revised

1 Activation charges Nil

2 Monthly Rental Nil

3 Accessing Charges 5 Paisa/ 10 KB

4 Downloading charges As per the rates fixed by the Content

provider

5 Usage charges in Roaming per KB 5 Paisa/ 10 KB

NOTE:-
a) Content means any game, polyphonic ring tones, wallpapers, screensavers,
images Etc
b) Minimum balance of Rs. 10 is required to access GPRS.
 For Postpaid
1. Free Portal Plan

Sl.no. Particulars Revised

1 Activation charges Nil

2 Monthly Rental Nil

3 Usage/Browsing/Accessing Charges Nil

4 Downloading charges As per the rates fixed by the Content

provider

2. Plans with monthly rental.

Sl.no. Particulars Option I Option II

1 Activation charges Nil Nil

Monthly Rental Rs. 49 Rs. 199

Accessing charges 3 Paisa/ 10 KB 0

Free usage in Mb 5 Mb Unlimited

Downloading charges As per the rates fixed by the As per the rates fixed by the
Content provider Content provider

Usage charges in Roaming 5 Paisa/10 KB 5 Paisa / 10 KB

per KB

To activate GPRS facility in mobile:-

SEND SMS THE FOLLOWING KEYWORDS TO 53733 TO ACTIVATE / DEACTIVATE GPRS/MMS

FACILITY IN YOUR MOBILE:-

SUB -TYPE GPRS ACTIVATION GPRS REMARKS

KEYWORDS DEACTIVATION
KEYWORDS

PREPAID GPRSPRE GPRSDE PREPAID

SUBSCRIBERS

Postpaid Subscribers can also avail GPRS facility through CSRs.

For New customers are being given GPRS facility by default.

 You can download Polyphonic ring tones, wallpapers, Videos, animations, games etc from
www.cellone.in

About Cell one Portal:-

Cellone Portal is a free plan given to postpaid Customers in which they can access only one site
i.e.:wap.cellone.in no other site will work.

GPRS setting:-

• PC connectivity of all nokia hansets using USB cable e.g nokia 6630 via GPRS(West Zone)

• PC connectivity of Nokia 6630 via IVT Bluetooth with GPRS(WEST ZONE)

• PC connectivity of Nokia 6680 via IVT Bluetooth with GPRS(WEST ZONE)

• PC connectivity of Nokia 6600 via IVT bluetooth with GPRS(WEST ZONE)

• PC connectivity of all motorola hansets using USB cable e.g Moto V3i via GPRS(West Zone)

• PC connectivity of all samsung hansets using USB cable e.g SGH U600 via GPRS(West Zone)

• PC connectivity of all sony erricson hansets using USB cable e.g W 700i via GPRS(West Zone)

• procedure for all Mobile settings for GPRS_WAP & MMS for all mobile handsets

• PROBLEMS & solutions(PC connectivity)

• PC connectivity of all sony erricson hansets using USB cable e.g K750i via GPRS (West Zone

Please click here for Updated GPRS Settings and FAQ.

In case of any problems, queries please send a mail to vas.bsnl@gmail.com or call 9400024365.

Personalized Ring Back Tones

(PRBT)

Independent of instruments

No need of installation or downloading in instrument

How to subscribe?

• SMS SUB RBTID to 56700 (2/SMS)

• Or through IVR dial 56700(2/min), 56799(1/min) for normal songs and 56768(2/min) for
hungama songs.
• Or through web visit www.bsnltunes.bsnlumw.com
• Or *9 copy method (while listening the song on other bsnl number press *9 and copy)

56799 is for MSEARCH i.e dial the number, say your song and get the RBTID or list of RBTID of the
song. SMS the RBTID to 56700 and get your song. And SMS <search> <song name> to 56799 (Toll
Free SMS)

How to deactivate?

• SMS UNSUB ALL to 56700

• SMS UNSUB RBTID to 56700(to deactivate particular song)

Charging rules:

• Basic subscription charges : 25/month

• Content (song) charges : 12/song/month
• If subscriber subscribes for more then one song, each song is charged for Rs. 12

For more then one songs:

• There are three modes to play more then one songs. Default mode, Sequential mode, Random mode.
• Default mode : Subscriber can set one song by default for all callers.
➢ SMS DEF <RBTID> to 56700
• Sequential mode: All the songs will be played sequentially one bye one.
➢ SMS SEQ to 56700
• Random mode: If subscriber do not selects any mode, random mode is set by default
➢ SMS RAN to 56700
• Scheduling of songs according to subscriber’s choice of time and songs is also possible.

Personalized greetings can also be set as PRBT through IVR on 56700

Delisting feature: Subscriber can remove the header played before the caller tune. To do so
subscriber has to book the request at call center.

Suspension rules:
 • If subscriber is not having enough balance (for subscription or content) grace period of three
days is provided.
• If subscriber does not recharge the account during these three days, suspension period of 27 days
is provided.
• During the suspension of subscription Normal Tring Tring will be played
• During the suspension of content BSNL free tunes will be played if only one song is selected. If
more then one songs are selected, the last selected song will be played. If still subscriber do not
recharge every month one song is deactivated from the selected song list.

PRBT for proprietary company:

• For group of people in same company, same song can be set as caller tune.
• Company must have proprietary rights of the song.
• Company should have given the songs in writing to BSNL.
• Only subscription charges will be charged to customer. Rs. 5000/- will be charged to company.

Unstructured Supplementary Service Data

(USSD)

 Session oriented
 A menu based service
 Flexible to design dynamic menus
 Accessible directly from phone screen
 Extremely user friendly
 Almost 7 times faster than conventional SMS !
 A message of a maximum of 182 characters

SMS has a store & forward but no dialogue concept while USSD has a dialogue concept but no store &
forward
USSD – Benefits:-

➢ No clogging inbox since there is no storing mechanism

➢ Faster
➢ Non intrusive alerts can be received without filling up your SMS inbox, they are ‘Flashed’ on the
mobile screen

Customers can register for this service by dialling the activation code *456# and select the subjects
of their choice for which they need information.

Service Name Activation Code Deactivation Code Charges

Astrology *456*21# *456*22# 30

Auto Tips *456*96# *456*97# 25

Ayyappa *456*35# *456*36# 30

Bakra-Eid *456*786# *456*787# 30

Beauty Tips *456*500# *456*501# 30

Bollywood *456*99# *456*98# 30

Chacha Nehru *456*14# *456*15# 30

Cricket *456*11# *456*12# 30

Cricket *456*55# *456*56# 30

Diwali *456*90# *456*91# 30

Election *456*527# *456*528# 30

Freedom *456*512# *456*513# 25

Gandhiji *456*08# *456*09# 30

Geeta *456*71# *456*72# 30

General Knowledge *456*508# *456*509# 30

Group Discussion *456*26# *456*27# 30

Gurbani *456*61# *456*62# 30

Health Tips *456*636# *456*637# 30

History *456*77# *456*78# 25

Holi *456*73# *456*74# 30

Indira Gandhi *456*16# *456*17# 30

Karvachauth *456*83# *456*84# 30

Kollywood *456*522# *456*523# 30

Lohri *456*39# *456*40# 30

Mahavir Jayanti *456*531# *456*532# 30

Makar Sankrant *456*37# *456*38# 30

Mega Pack *456*01# *456*02# 50

Mollywood *456*520# *456*521# 30

Money Matters *456*43# *456*44# 25

Motivational Quotes *456*506# *456*507# 30

Myths *456*94# *456*95# 30

Navratri *456*81# *456*82# 30

News *456*31# *456*32# 30

ONAM *456*533# *456*534# 30

Pongal *456*45# *456*46# 30

Power of Words *456*88# *456*89# 25

Ramcharitmanas *456*408# *456*409# 30

Ramnavami *456*529# *456*530# 30

Rakshabandhan *456*510# *456*511# 30

Sai Baba *456*724# *456*725# 30

Sardar Patel *456*92# *456*93# 30

Shree Ganesha *456*514# *456*515# 30

Shree Krishna *456*516# *456*517# 30

Stock *456*41# *456*42# 30

Subhash Chandra Bose *456*57# *456*58# 30

Swami Vivekananda *456*33# *456*34# 30

Tips of Bride *456*502# *456*503# 30

Tips of Groom *456*504# *456*505# 30

Tollywood *456*518# *456*519# 30

 Triumphant Interviews *456*28# *456*29# 30

Vaikunth Ekadashi *456*24# *456*25# 30

Valentine’s Day *456*143# *456*144# 30

X-MAS *456*18# *456*19# 30

Astrology *456*021# *456*22# 10

AUTO *456*096# *456*97# 10

BOLLY *456*099# *456*98# 10

FINBASICS *456*043# *456*44# 10

FREEDOM *456*612# *456*513# 10

GANDHIJI *456*008# *456*09# 10

SIM Tool Kit

(STK)

STK is SIM Tool Kit, in which various services are available to subscriber such as railway
enquiry, news, cricket and many more

In STK menu, customers have no need to remember short codes, only they have to go in cellone
menu.

How do STK services work?

Each BSNL SIM has an option Cellone in the menu. This option contains various Value added
Services in different Menus/Submenus. Whenever a customer wants to use any of the services, he/she has
to simply navigate through the corresponding Menu/Submenu, reach the concerned service and select it.
The system automatically converts it to an SMS, sends it to the VAS provider and gets the reply.

TARIFF :

Name of content under STK Menu. End user price

Sr. No (Rs)

01 Plain text:-News, Astrology, Finance, Cricket, TV 2.00

Schedule, Career, Entertainment (Dating / jokes /
Contest /Games), Movie / reviews, Flash SMS /
city Guide, Airline info and Miscellaneous.
 02. Premium Text:-Railway. Services 2.00

03 Premium Non text Downloads:-Ring tones, 5.00

picture messages/ logos etc.

04. Picture message :- Logos, Animated SMS 5,7,10,15,20

IVR Based
 What are IVR Based Value Added Services?
In IVR based Value Added Services, a customer can make call to a short code and enjoy various
Value Added Services in audible format, such as listening of songs, jokes, exam results, etc.

 How are the IVR based Value Added Services different from SMS based services?
IVR are based services also provide similar content like SMS, only difference being that IVR
service are on voice and SMS in text or pictures. One of the advantage for the customer using IVR
based services is that he does not need to remember the keyword like that required in SMS, he / she
simply needs to remember the short code to dial and then navigate through the corresponding menu
available on short code.

 Are these services available from land line or Mobile?

These services are available for all three basic user services i.e. from GSM, CDMA and Land
line.

 What are the IVR short Codes on which calls can be made and what is their Tariff?
Various short codes are available
12555, 126300, 12501.
Access codes Tariff
12555 Landline/CDMA - 20 sec. Pulse Mobile - Rs.5/-per minute
126300 Landline/CDMA - 20 sec. Pulse Mobile - Rs.5/-per minute
12501 Landline/CDMA - 30 sec. Pulse Mobile - Rs.5/-per minute
  What is meant by subscription based services in IVR VAS?
In IVR VAS, by subscribing to a particular service the user can make the calls to the predefined
multimodal number at lower rates. Subscription based services in IVR are available only for GSM
mobile customers at present.

 Tariff for subscription services are as below.

Sr. Access code Name of service Subscription charges Usage charges per
Minute.
No Per month
1 1255531 Cricket pack @Rs.25/- @Rs.0.30/-

2 1255532 Vas Pack @Rs.49/- @Rs.0.30/-

3 1255533 Mobile Radio @Rs.25/- @Rs.0.30/-

4 12630031 Comedy @Rs.19/- @Rs.1/-

5 12630032 Devotional @Rs.19/- @Rs.1/-

6 12630033 Music Station @Rs.19/- @Rs.1/-

7 12630036 Cricket central @Rs.30/- @Rs.1/-

 Are the subscription based services auto renewed?

Yes, the subscription based services are auto renewed. Usually 2-3 days prior to the expiry date
of subscription; the customer gets an SMS intimating him the charges for renewal of subscription,
date of renewal and process of deactivation if the customer does not want to continue the
subscription.

 Are the IVR services handsets dependent?

No, the IVR services are not handset dependent. They can be access from any landline, CDMA or
GSM connection. The subscription based services are available from the GSM mobile connectivity.

 Activation and Deactivation of IVR Based Services?

Cellebrum - 126300.
 SHORT SUBSCRIPTION ACTIVATI DEACTIVAT
IVR SERVICES TARIFF
CODE CHARGES ON ION

IVR- RINGTONE
GSM DOWNLOAD Rs.5/MIN 12630000 NA

COMDEY Rs.5/MIN 12630000 NA

DEVOTIONAL Rs.5/MIN 12630000 NA

MUSIC STATION Rs.5/MIN 12630000 NA

CRICKET CENTRAL Rs.5/MIN 12630000 NA

IVR-
GSM COMDEY Rs.1/MIN 12630031 Rs.19/MONTH 12630031 12630031

DEVOTIONAL Rs.1/MIN 12630032 Rs.19/MONTH 12630032 12630032

MUSIC STATION Rs.1/MIN 12630033 Rs.19/MONTH 12630033 12630033

VOICE CHAT Rs.1/MIN 12630035 Rs.30/MONTH 12630035 12630035

CRICKET CENTRAL Rs.1/MIN 12630036 Rs.30/MONTH 12630036 12630036

On Mobile - IVRS on 12555

 SMS based Services

YO SMS:-

This service allows a subscriber to send SMS in different colors, backgrounds, sounds & smileys, which
essentially gives effect of MMS

Requirement:

• GPRS/MMS enabled Mobile.

• GPRS is required only for downloading/ upgrading the application which is required for
composing & viewing the SMS.
• Activation/Subscription of YO SMS Send SMS YOSMS To : 54444
• A WAP link will be received.
• Click on the WAP link, go to the site and download & install the application.
• Application Manager will be installed with the procedural icons of Messaging such as
INBOX, COMPOSE, SENT ITEMS, DRAFT, FAVORITE and DOWNLOAD.
 Whenever the subscriber has to send colourful SMS to his known’s, he has to draft the
SMS using this YO SMS application & send it as P2P SMS.

Tariff for YO SMS:-

Subscription Charges : Rs 20 /Month, Rs 7/ week

Normal GPRS charges will be applicable for downloading the application

How to Unsubscribe:
SMS “UNSUB YO” to 54444

CALL TRICKER :
With this service a user can play various pre recorded sounds in the background while accepting the
call. This sound runs in background while talking over the mobile phone. The background sound can be
traffic, rain, train etc.

Requirement: GPRS/MMS enabled Mobile only for downloading the application

Installing Call Tricker

○ Send SMS as CALL To : 52222(Toll Free)

○ A WAP link will be received.
○ Click on the WAP link, go to the site and download the application.
○ Install Call Tricker application on handset.
○ Once you download and install call tricker to your mobile, It will be visible in the application
menu of your handset.
○ To launch or customise this application go to menu > applications > call tricker.
○ Subscription Charges: Rs 20/month

Activate/Deactivate Call Tricker

 Activation: If this option is set to Activate, on every call user will get a popup on main screen.
To accept call using call tricker with specified sound file. > Press Centre Key of navigation.

To accept call as normal call (without Background) >Press Up Navigation Key

Change default Sound: Press Down Navigation key. This option will give all the available sounds. User
can select any sound from the list.

 Deactivation: User can deactivate Call tricker by clicking Deactivate in the application.

Record Background Sound

• User can also record the sound as per his choice and store it. The file has to be recorded using
inbuilt call recorder provided in the application.
• If user already has sound file which he wants to play using call tricker, then he has to store
those sound files in C:Sounds folder in .amr format.

How to Unsubscribe
Send SMS “UNSUB CALL” to 52222

SMS Counseling :

This service provides counseling service for the general problems/queries of the subscribers from
expert counsellors across the globe in 6 major fields viz. Love, Workplace, Family, Stress Management,
Feelings, Career, Visa.
This is a confidential counseling service as the SMS are received on mobile which is personal mode of
communication and the counsellors do not have any clue about the customer’s name etc.

Subscribing for SMS Counselling:-

SMS HOPE to 54000.

Reply (MT SMS) received will have different categories like Love (A) Workplace (B) Family (C) Feelings
(D) Career (E) Visa (F)

SMS will be required to sent again with categories eg. HOPE C to 54000

Reply(MT SMS) received will have different sub-categories

SMS will be required to be sent again with sub-categories and the problem/query eg. HOPE C 2 to
54000

Reply (MT SMS) received will have solution to the query raised. Reply will be received within 4 hrs.

Tariff for SMS Counseling:-

Subs. can send his question and gets reply for Rs. 6/-(minimum) & Rs. 10/- (maximum)
Incase if category and sub-category is known, the user can send a single MO SMS with @Rs.2/- having
category, sub-category & query and Rs.4/- for MT SMS (answer to the query).
Otherwise Rs. 6/- for 3 MO SMS’s for getting the main category, sub-category & for asking the query
and Rs.4/-for MT SMS (answer to the query).
 Handset Security Service

This service provides a solution for security of subscriber’s mobile handset. Whenever
a Mobile phone is stolen & SIM is changed, subscriber gets a

message about the change of SIM to pre registered Mobile nos.

Requirement: GPRS enabled Mobile

Important Features of Handset Security Service:-

• When the service is in activated mode it will report all the activities performed on the stolen
phone to the pre-configured phone like ‘outgoing calls made to’, ‘incoming calls received’, ‘
missed calls made & received’, ‘messages sent & received’ along with numbers, ‘new contacts
added.
• Spy call: If a call is made from reporting no. to stolen no. then the stolen no. does not ring
(hence the thief does not come to know about the call) but the call gets established and you can
listen to what the thief is talking.

SUBSCRIPTION & UNSUBSCRIPTION of Handset Security Service:-

To Subscribe:

 Send SMS ms to 52222

 Reply from 52222: A new software, which secures your handsets. Rs 25/mnt.
Customer Care or 9422315596.
 Click http://203.100.140.22:8100/maverick/msmdwnld.jsp
 Click the url to download the Software. After download, the software will install in your
mobile.
 After installation you will get message as follows:
Reply from 52222025: Thanks for subscribing for MSM for 1 month. You have been charged
Rs25 for subscription’s 1.0,congrats
To Unsubscribe:

 Send SMS unsub msm to 52222

Using Handset Security Service

Add Reporting Contact Number:

 Press *123* followed by password ajt (default passwd, user can change it).
 Go to options and enter the reporting number by selecting the “Add reporting
Number” or “Add from phone book” from Menu.

 Reporting Contact number can be any other mobile number on which user want to
receive all the reports related to his Lost/Stolen phone. User can add multiple Reporting contact
number.

Charges for Handset Security Service:

 Charges for SMS sent for subscribing to the service -Rs.2 per SMS
 Subscription – Rs-25/month
 Data charges – applicable as per plan.
 MOB Share

It allows mobile users to instantaneously share mobile media viz. photos and videos with other
BSNL mobile user directly using a GPRS enabled phone.

Unique advantages:
1. No need for a PC or internet. Everything from registering on Mobshare, to creating a broadcast list, to
sharing photos can be done directly from the mobile
2. No application to be downloaded or installed on the phone. Mobshare works on all GPRS enabled
camera phones
3. Mobshare is an open eco-system which allows BSNL users to share photos with not just BSNL users
but across other Mobile Operators as well.

Subscribe:
SMS “Subscriber’s name” to 55563. Eg: Mike to 55563
You get a confirmation message
To Unsubscribe :
SMS “CANCEL” to 55563 (or) SMS UNSUB ALL to 55563
• WAP: m.mobshare.in
• Web: www.mobshare.in

To Add Friends To Your Broadcast List:

1) SMS with their mobile numbers seperated by commas or business cards to 55563.
2) Your friends get the request automatically
3) They accept your request
4) They get a confirmation message and are also invited to join Mobshare
5) You receive a confirmation SMS

• Broadcast by MMS your photos to me@mobshare.in

 • To add more, reply with more Mobile nos

 photo/image to me@mobshare.in
 You receive confirmation of photo/video successfully uploaded as SMS with WAP URL.
Photo successfully uploaded!
Photo link: http://m.mobshare.in/r/397z

 Friends added to your broadcast list will receive an SMS alert, with photo/video WAP URL.

• For Customers
– Photo sharing with multiple friends at the cost of 1 MMS
– No issues of MMS Inter-operator connectivity
– Online backup of photo

• For BSNL
– High user engagement
– Increased GPRS usage
– Subscription revenue @ Rs.25/month
– MMS revenue
Features of Mob Share
• Users can comment on Photos
• Download from among multiple sizes of the photo
• Navigate to other photos uploaded by the user
• Browse through accounts of other users
• Login & upload photos/videos via GPRS
• Change privacy settings
• Manage Broadcast list
• Turn off broadcast

 What if I want to upload the photo/video whose size is more than 180KB?
A) It could be uploaded through WAP-GPRS enabled mobile set by accessing the site
www.m.mobshare.com.
  How many Photos/videos I can store?
A) You can store any no. of photos/videos, there is no storage charges

Mobile Data Security & Back up Service

SUBSCRIPTION & UNSUBSCRIPTION:-

To Subscribe:

Send SMS Dat to 52222

To Unsubscribe:

Send SMS unsub msm to 52222

Charges for Mobile Data Security & Back up Service

 Charges for SMS sent for subscribing to the service -Rs.2 per SMS Subscription
 Rs-20/month OR Rs. 200/ year
 Data charges - applicable as per plan.

MOBILE NEWSPAPER SERVICE

This is a new value added service under cellular services (both prepaid and postpaid GPRS
subscribers) in the name of "MOBILE NEWSPAPER" (mPaper) the WAP portal of BSNL "Cell One
Safari".

The various features of the mPaper service are as follows:-

a. Auto image and text resizing.
b. All newspaper sections, except classifieds.
c. Search on the newspaper contents.
d. My store (for saving particular articles for future reference)
e. Sharing/sending of news through MMS.

Tariff:

A free trial period of one month after the launch of service is offered. After free trial period monthly fixed
charges will be as follows :

One newspaper Rs. 30/- per month

 Three newspaper Rs. 50/- per month

The above tariff will be applicable from 16.03.2007

E-Mail on SMS

This application makes it possible for a subscriber to receive mails on his/her mobile
as SMS. It is also used for receiving/sending mail through mobile phones without using GPRS.

Good for staff on the move in field and who need to be contacted by their office people

Susbription to E-Mail on SMS:-

To Subscribe::
Send SMS “subemail” to 57474

Response message from 56688025:

Thank you for subscribing to Pocket Portal service of BSNL. You will

be receiving email forwarding configuration in the next SMS from

574744025.

Please forward your mails on mobileno@pstpl.net to receive mails on

your mobile. REP-reply, REPALL-reply all, REP id, REPALL id to reply

& reply all to old mails from 57474422.

To Unsubscribe:

Type on mobile <unsubemail> & send to 57474

You will get the Response message:

Works well in G-mail and Indiatimes

Compose Email From Mobile:

Type on mobile <Mail Id of receipient><space><Text Message> & send to 5747422.
Response message:
Mail has successfully sent from 5747422.

Reply of recent email:

Type on mobile <rep><space><Text Message> & send to 5747422.

Response message:
Mail has successfully sent from 5668822.

E-Mail on SMS Reply of Old email:

Type on mobile <rep><space><id><space><Text Message> & send to 5747422.

Example: Send Rep sdesmsc@yahoo.co.in thanks to 56688

Response message:
Mail has successfully sent from 5747422.

Charges Subscription – Rs.25/month

MOBILE TV
TV in Mobile handset for BSNL Customers:-

The subscribers will be able to watch both Live TV and On Demand Video while on
move.Delivers wide varieties of contents for mobile TV & video solution to BSNL’s EDGE/GPRS/3G
Customers. BSNL along with APALYA Technologies provides world class TV through GSM mobile
Handsets to BSNL’s EDGE/GPRS/3G customers – MymobiTV.

Activation:

• To avail this service, 2G subscribers having EDGE/GPRS needs to send an SMS MYTV to 55447
and download mimobi.tv application. 3G subscribers needs to send an SMS MY3GTV to 55447
and download mimobi.tv application.
• You can also download the application from
http://59.162.166.210:8080/OTA/DownloadMimobiTV/
• To register for MIMOBI.TV, download MIMOBI.TV client. Then MIMOBI.TV icon will be
available in your phone and click it to go through the registration process. Go to options button
and select the subscription Plan either Monthly Plan or Pay-Per-View plan.
• From 15th Sep 2009 onwards, Browsing Charges in accordance with 2G Data Plans & 3G Data
Plans will be applicable. Details regarding change in APN settings will be intimated later by
Zones.

Subscription Packages:

• Within the MIMOBI.TV application, in the main screen you have options to choose different
subscription packages-
• Monthly Plan and
• Pay-Per-View Plan.
• To get more detailed information regarding these plans you can get information from HELP
menu Mobile TV
• MIMOBI.TV is offered in five different packages.
Price points Plans

Rs 10/- Per day per channel- watch any channel (Premium/non-

premium/regional/non regional) unlimited viewing for one full
day

Rs 30/- Monthly subscription for one non premium/non regional

channel out of 35 Non premium/ non-regional channels

Rs 99/- Monthly subscription for bouquet of 12 non premium/ non-

regional channels out of 35 Non premium/ non-regional
channels

Rs 50/- Monthly subscription for one regional/premium channel out of

12 regional/premium channels.
Rs150/- Monthly subscription for 15 specified non premium channels
(including some regional channels).

Price points Plans

Rs 10/- Per day per channel- watch any channel (Premium/non-

premium/regional/non regional) unlimited viewing for one full
day

Rs 30/- Monthly subscription for one non premium/non regional

channel out of 35 Non premium/ non-regional channels

Rs 99/- Monthly subscription for bouquet of 12 non premium/ non-

regional channels out of 35 Non premium/ non-regional
channels

Rs 50/- Monthly subscription for one regional/premium channel out of

12 regional/premium channels.

Rs150/- Monthly subscription for 15 specified non premium channels

(including some regional channels).

• With Monthly subscription package: You are free to view specific channels grouped for that plan
for a whole month.

WAP/Memory support:

• If you have a WAP plan, you can use MIMOBI.TV.

• You can activate MIMOBI.TV if you have a prepaid connection also, provided you have enough
balance to get registered with it.
• MIMOBI.TV accessing is not dependent on access point. You just need to have model that
supports MIMOBI.TV.
• To install and run the MIMOBI.TV you must have minimum of 2MB free memory in your handset.
In case you don’t have so much free memory a message showing ‘Not Enough Memory’ will flash
on your mobile.

DATA ANALYSIS
1. Which mobile device are you using?
 a) Basic Mobile b) GPRS enabled c) others

Basic Mobile GPRS Enabled Others

28 42 30

INFERANCE:-

In the above table and graph it is clearly shown that 42% of users are using GPRS
enabled phones where as 28% of users are using basic models and 30% of users are using other
phones. This shows that there is a lot of scope to increase the use of GPRS enabled handsets,
which supports many features and contribute to the development of Value Added Services.

2. Which mobile network are you using?

a) Airtel b) Vodafone c) BSNL

d) Tata Indicom e) Idea

BSNL Airtel Vodafone Tata Indicom Idea

54 28 12 4 2
INFERANCE:-
According to the above table and graph it is clear that 58% are using BSNL, 28% are using
Airtel, 12% are using Vodafone, 4% are using Tata Indicom, 2% are using Idea. In my survey the
data conclude that there is large number of customers for BSNL and the tough competitor is Airtel.

3. Which type of connection are you using?

a) Prepaid b) Postpaid c) Both

Prepaid Postpaid Both

72 16 12

INFERANCE:-
According to the above table and pie chart it is clear that there are 72% prepaid customers,
16% postpaid customers and 12% customers who are using both prepaid and postpaid services. If
the postpaid customers increase in number, then there will be a scope for the increase in
spending, which in turn provides an opportunity to improve the spending on Value Added
Services.

4. What is your approximate monthly spending on mobile usage?

 a) <Rs.300 b) Rs.300 – Rs.600 c) Rs.600 – Rs.1000

d) >Rs.1000

<Rs.300 Rs.300 – Rs.600 Rs.600 – Rs.1000 >Rs.1000

54 26 15 5

INFERANCE:-

According to the above table and graph it is clear that nearly 54% users are spending less
than 300Rs, 26% users are spending between Rs.300 – Rs.600, 15% users are spending between
Rs.600 – Rs.1000, 5% users are spending more than Rs.1000 . It will be better if there is
improvement in the tariff plans like increasing the validity period, giving extra talk time to attract
the customers.

5. Do you have awareness regarding the following Value Added Services of

mobile networks?
a) SMS 0 Yes 0 No

b) Caller Tunes 0 Yes 0 No

c) News Alerts 0 Yes 0 No

d) Internet 0 Yes 0 No

e) Mobile TV 0 Yes 0 No

f) Mobile News Paper 0 Yes 0 No

 SMS Caller Tunes News Alerts Internet Mobile TV Mobile News Paper

Yes 98 58 6 63 4 0

No 2 42 94 37 96 100

INFERANCE:-

According to the above table and graph it is clear that there is a good awareness of SMS(98%),
Caller Tunes(58%) and Internet(63%)t in customers but the services like News Alerts(6%),
Mobile TV(4%), Mobile News Paper(0%) etc. could not reach customers that well. Very few
people knew about these services. So, the mobile operators have to promote these services more
effectively by frequently advertising in TV channels, newspapers etc.

4. Through which means of sources the available Value Added Services that
are available are being communicated?

a) Service messages
b) Service calls
c) TV advertisements
d) Company websites
e) Advertisements in Retail shops
 Service Service calls TV Company Advertisements in
messages advertisements websites Retail shops

Number of 98 54 29 2 10
respondents

Percentage 50.7772020 27.9792746 15.02590674 1.03626943 5.18134715

of 7 1
respondents

INFERANCE:-

According to the above table and graph it is clear that nearly 50% users are being
communicated through service messages and service calls. By improving the other
communication devices like Service calls, TV advertisements, Company websites and Advertisements
in Retail shops so that there will be an opportunity to improve the spending on Value Added
Services.
 4. Do you use SMS offer on your mobile?

a) Yes b) No

Yes No

74 26

INFERANCE:-

According to the above table and pie chart it is clear that 74% customers are using SMS
packages and 26% are not encouraging the SMS offers. So it is better if the customer is provided
with innovative SMS offers to attract the customers.

5. If you want to have caller tune on your mobile, how do you activate it?

a) By getting code from customer care(through call or message)

 b) Offered by customer care
c) By seeing a code in TV
d) Copied from friend’s mobile

By getting code from customer Offered by By seeing a Copied from

care(through call or message) customer care code in TV friend’s mobile

3 73 2 1

INFERANCE:-

According to the above table and graph it is clear that nearly 75% users are activating the
caller tunes when offered by customer care, 3% by getting code from customer care(through call or
message) , 2% by seeing code in TV, 1% users are copying from their friends mobile. So it is
better to improve customer care services through service messages, voice based interactive
sessions etc.

4. If you are not using the Value Added Services, what could be the reason?

a) Lack of knowledge on how to use b) Cost factor

c) Dissatisfaction with services d) Not required

Lack of knowledge on how to Cost factor Dissatisfaction with Not required

use services

12 16 10 62
INFERANCE:-

According to the above table and graph it is clear that nearly 62% users feel that value added
services are not required, 16% users are feeling it is bit costlier, 12% users are dissatisfied with
the services, 10% users are not using due to lack of knowledge .By implementing some changes,
there is a chance to attract customers who are not using Caller Tunes.

4. Would you find it easier if the caller tunes are activated by the retailers?

a) Up to some extent b) Very helpful c) No difference

Up To Some Extent Very Helpful No Difference

6 75 19

INFERANCE:-

According to the above table and pie chart it is clear the nearly 75% users find it easier if the
caller tunes are activated by the retailers. By implementing this service, there is a chance to
attract customers who are not using Caller Tunes, only because they find it difficult to activate
tunes.
 4. How often do you participate in the games/quiz contests conducted by the
mobile operators from your phone?

a) Rarely b) Regularly c) Most of the time

d) Never

Rarely Regularly Most of the time Never

12 2 4 84

INFERANCE:-

According to the above table and graph it is clear that 84% of users are not participating in the
contests and game shows conducted by TV channels and mobile operators. These customers can
be involved by offering attractive prizes for randomly selected participants for their participation.

12. Give the priority of Value Added Services you would like to have in your
mobile?

a) SMS b) Caller Tunes c) News Alerts

d) GPRS/MMS e) Mobile Games

Categorie SMS Caller News GPRS/MM Mobile

Tunes Allerts S Games

No. Of 93 28 5 53 75
Respondents

Percentage Of 36.61417 11.023622 1.968503 20.866141 29.527559

Respondents 32 05 94 73 06

INFERANCE:-
According to the above table and graph it is clear that there is a good priority towards
SMS(number of respondents is 98, percentage of respondents is 36.61417323%), Caller Tunes(number
of respondents is 28, percentage of respondents is 11.02362205%) and GPRS/MMS((number of
respondents is 53, percentage of respondents is 20.86614173%) in customers but the services like ,
News Alerts(number of respondents is 15, percentage of respondents is 9.68503937%), Mobile
Games(number of respondents is 75, percentage of respondents is 29.5275677%) . so it is clear that
there is no priority given to caller tunes, news allerts, mobile games it should be improved.

13. How much amount do you spend approximately on various services and
offers other than calls (SMS packs, caller tunes, GPRS etc.)?

a) Rs.0 b) Rs.30 - Rs.100

c) Rs.100 – Rs.150 d) >Rs.150

Rs.0 Rs.30 - Rs.100 Rs.100 – Rs.150 >Rs.150

2 5 8 85

INFERANCE:-
 According to the above table and graph it is clear that nearly 2% users are spending 0Rs,
5% users are spending between Rs.30 – Rs.100, 8% users are spending between Rs.100 – Rs.150,
85% users are spending more than Rs.150 . It is clear that 2% of customers are not using any
type of Value Added Services (VAS) in their mobile. Nearly, 98% of customers are spending
moderately on VAS.

14. What is your satisfaction level of speed while using the internet (GPRS) on
your mobile?

a) Excellent b) Good c) Bad

Excellent Good Bad

6 16 78

INFERANCE:-

According to the above table and graph it is clear that 78% of the users are not satisfied
with the speed, 16% of the users are satisfied with the speed and gave good and 6% of the users
are fully satisfied with the speed and gave excellent. If the speed is improved then it may be
utilized by many customers in turn it provides an opportunity to improve the spending and
utilization of internet (GPRS) on mobile.

15. What is the response time of the customer care centre to solve the problem
when posted any complaint?
a) Within12 hrs b) 12 hrs – 24 hrs c) More than 24 hrs
Within12 hrs 12 hrs – 24 hrs More than 24 hrs

92 6 2

INFERANCE:-

According to the above table and graph it is clear that 92% of the users said that the
response time of customer care centre is within 12 hrs, 6% of the users said that the response
time of customer care centre is between 12 hrs-24 hrs, 2% of the users said that the response time
of customer care centre is more than 24 hrs. From the data it is clear that the response time for
solving the problem is very good.

FINDINGS

➢ When customers asked to choose the best cellular network provider most of the customers choose
BSNL.

➢ In my survey I found that most of the BSNL customers are government employees.

➢ Most of the respondents felt that the network in peak hours i.e., 12PM-1PM and 6PM-7PM is to
be improved.

➢ The activation process time of the various Value Added Services is time taking process. This is
also one reason for not using Value Added Services properly by the customers.

➢ BSNL is the best provider of Value Added Services to their customers but it failed in getting
aware of those Value Added Services among their customers.

➢ In some cases Hello Tunes are unnecessarily activated and the amount is deducted from the
balance of customers it should be rectified otherwise the customers may shift to other networks. It
will be a big loss to the organization.
➢ Customers are expecting special SMS packages to be provided by the BSNL.

➢ Most of the customers felt that it will be helpful if the Caller Tunes are activated by the retailer.

➢ In my survey I found that the speed while using INTERNET (GPRS/MMS) is very poor and
frequent disconnection of net is experienced by the customers.

➢ Customers having less awareness about the Value Added Services provided by BSNL. It should
be rectified by frequent advertisements through the services messages and TV advertisements,
which I have identified as the effective sources of communication.

SUGGESTIONS

➢ There is very least awareness of Mobile TV, Mobile News Paper and News Alerts among
customers. So, these services can be more frequently advertised through the services
messages and TV advertisements, which I have identified as the effective sources of
communication.

➢ BSNL should come out with more innovative packages to attract their customers to use
the Value Added Services frequently.

➢ The students are the driving force behind the development of these services. But, the
students are limiting their usage because of the cost factor. So, the students can be
provided with some special offers and they can be encouraged to use Value Added
Services.

➢ BSNL has to improve the customer care service for increasing customer loyalty.
 ➢ Most of the adults are feeling that they do not require Value Added Services and they are
still viewing the mobile phone as just a device to transmit voice calls. This group of users
has to be educated about the benefits of these services.

➢ Decrease activation charges of Value Added Services. So, that more customers will show
interest in using Value Added Services.

➢ BSNL should provide good coverage and network clarity. In my survey I came to know
that the network in peak hours i.e., 12PM-1PM and 6PM-7PM is not proper. So, I suggest
you to rectify the network problem so that more number of customers will be added.

➢ The speed while using INTERNET (GPRS/MMS) is very poor and frequent
disconnection of net is experienced by the customers. It should be rectified.

➢ BSNL has to put more effort in making their customers to get aware of the various Value
Added Services provided by them. Must give widespread publicity to Value Added
Services through messages in local TV channels, telephone bills, broadcasting SMS,
IVRS etc in addition to print and electronic media so as to push the services.

CONCLUSION

Hence the project titled “AWARENESS OF MOBILE VALUE ADDED SERVICES WITH
REFERENCE TO BSNL, VISAKHAPATNAM.” is successfully completed under the guidance of
internal guide MR. B.Kiran Kumar, Faculty Member (SIMS) and external guide MR. B.Ravindra Kumar,
Assistant General Manager (BSNL). I am so thankful to them for giving me suggestions and supporting
me in completion of my project.

In my project I took 100 samples for conducting the survey and collected data from all the 100
customers through the structured questionnaire prepared by me. After collection of the data I transmitted
the gathered data into the form of tables, bar diagram, pie charts.
 I analyzed the data and gave some findings, and recommendations (or) suggestions keeping in
mind the information I am having. I hope it will be useful to the BSNL in implementing modifications if
any and also it may help in improvising the quality of the customer service to their customers.

Finally I conclude by saying that the customers are less aware of the VALUE ADDED SEVICES
provided by BSNL. To bring awareness about the Value Added Services BSNL should widespread
publicity through messages in local TV channels, telephone bills, broadcasting SMS, IVRS etc in addition
to print and electronic media so as to push the services. These all suggestions were given in the study; it
may help BSNL in getting aware of their Value Added Services among their customers. If not please
ignore it.

QUESTIONNAIRE

Personal Profile:-
Name:

Telephone Number:

Gender:

Male Female
Age Group:

a) 16-22 b) 23-27 c) 28-40 d) 41-60

Profession:

Student Employee Businessman Housewife

Interests:

Music Games Reading Books Cricket

Chat Shopping Astrology News All The Above

1. Which mobile device are you using?

a) Basic Mobile b) GPRS enabled c) others

2. Which mobile network are you using?

a)Airtel b) Vodafone c) BSNL d) Tata Indicom

e) Idea

3. Which type of connection are you using?

a) Prepaid b) Post-paid c) Both

4. What is your approximate monthly spending on mobile usage?

a) <Rs.300 b) Rs.300 – Rs.600 c) Rs.600 – Rs.1000 d) >Rs.1000

5. Do you have awareness regarding the following Value Added Services of mobile
networks?

a) SMS 0 Yes 0 No

b) Caller Tunes 0 Yes 0 No

a) News Alerts 0 Yes 0 No

b) Internet 0 Yes 0 No
 c) Mobile TV 0 Yes 0 No

d) Mobile News Paper 0 Yes 0 No

4. Through which means of sources the available Value Added Services that are available
are being communicated?

a) Service messages
a) Service calls
b) TV advertisements
c) Company websites
d) Advertisements in Retail shops

4. Do you use SMS offer on your mobile?

a) Yes b) No

5. If you want to have caller tune on your mobile, how do you activate it?

a) By getting code from customer care(through call or message)

b) Offered by customer care
c) By seeing a code in TV
d) Copied from friend’s mobile

4. If you are not using the Value Added Services, what could be the reason?

a) Lack of knowledge on how to use b) Cost factor

c) Dissatisfaction with services d) Not require

4. Would you find it easier if the caller tunes are activated by the retailers?

a) Up to some extent b) Very helpful c) No difference

4. How often do you participate in the games/quiz contests conducted by the mobile
operators from your phone?

a) Rarely b) Regularly c) Most of the time d) Never

12. Give the priority of Value Added Services you would like to have in your mobile?

a) SMS

b) Caller Tunes
 c) News Alerts

d) GPRS/MMS

e) Mobile Games

13. How much amount do you spend approximately on various services and offers other than
calls (SMS packs, caller tunes, GPRS etc.)?

a) Rs.0

b) Rs.30 - Rs.100

c) Rs.100 – Rs.150

d) >Rs.150

14. What is your satisfaction level of speed while using the internet (GPRS) on your mobile?

a) Excellent b) Good c) Bad

15. What is the response time of the customer care centre to solve the problem when posted any
complaint?

a) Within12 hrs b) 12 hrs – 24 hrs c) More than 24 hrs

REFERENCES

BOOKS:-
Marketing Management

Phillip Kotler.

WEBSITES:-
http://www.ap.gov.bsnl.com
http://learnmarketing.com

http://encyclopedia.com

http://wikipedia.com

http://trai.gov.in