IILM Institute for Higher Education

School of Business

Course Manual: Telecom Management in Business

Academic Year: PGP 2009-2011

Course Tutor:

Ms Parul Sinha parul.sinha@iilm.edu

 INTRODUCTION

Telecommunication Management has emerged as one of the most exciting and rewarding
careers in management. In India the telecom services have grown beyond expectations.
Telecommunications industry in India has grown substantially, increasing the teledensity by
more than ten times in the last decade. In particular the mobile services have grown at a
compounded annual growth rate of more than 90% in the last five years. While different
telecom technologies evolved during this period, the regulation and policies have tried to
cope up with the rapid development. With the convergence of voice, data, image and video,
the industry is adapting itself to provide integrated services.

Our global GSM subscriber base is next only to China and Russia. Recent development in
telecommunication technology has created many business opportunities. With the advent of
Electronic Business using the Internet, significant off-shoring of software development and
Business Process Outsourcing to Indian software companies, organizations spend
considerable amount financial resources in building a robust and secure telecommunications
environment. The managers of today in various industry segments such as software services,
IT Enabled services, retail, financial and manufacturing have to make strategic decisions on
how telecommunications can be used to enhance the competitive advantage of firms.

Telecom Management in Business course would deal with basic understanding of

telecommunication technology and its management from different perspectives. This course
also deals with technology and management of Telecommunication Systems, which include
stakeholders like service providers, customers, equipment manufacturer, regulators, financial
institutions experts, project managers, etc.

Through this course students will get an insight into the scope and application of Telecom
Sector in the current business environment. This will also equip them with basic skills for
fetching good jobs and careers in the Telecom Sector.

MEET THE TUTOR

Parul Sinha

Ms Parul Sinha is an MBA with specialization in Systems and B.E. with honours in
Electronics and Communication. Presently she is doing research in area of Knowledge
Management. She has total teaching experience of 9 and half years. Prior to joining IILM, she
has worked as a senior lecturer at Ansal Institute of Technology Gurgaon and as a lecturer at
various institutes under the umbrella of Apeejay Education Society. She has taught several
subjects at both Postgraduate and Undergraduate levels (MBA, MCA, BBA, BCA and
Engineering) including Computer Applications for Business, Management Information
System, Digital Electronics, Computer Architecture, Software Engineering to name a few.
She has taught courses affiliated to both national and international universities.
 LEARNING & TEACHING EXPERIENCE

Specific Aims:

Aims set the purpose of the module from the perspective of your module tutors. The objective
of the course is to expose the student to the concepts of telecommunication technology and
the business aspects related to this technology. The faculty will act as a facilitator and catalyst
for this purpose. The specific aims of this module are:

• To expose the students to the complex and evolving Indian telecom industry scenario and
compare with those in other developing countries
• To illustrate the different technologies of voice, data ,and networks
• To identify the various Telecom Services and their providers
• To critically analyze telecom regulatory and policy issues
• To research the future telecom landscape in India
• To analyse the current issues in this Industry which are in limelight

Learning outcomes:

Learning outcomes state what you should be able to do if you pass the module. By the end of
the module you should be able to:

• Analyse the current scenario of National and International Telecom industry

• Compare the complex and evolving Indian telecom industry scenario with those of other
developing countries like China and Finland
• Comprehend the National and International Telecom policies
• Develop understanding of the different Telecom technologies and Networking
techniques which are sufficient to allow investigation into the Telecom Industry issues
• Analyze the Quality of service, Consumer welfare and Quality assurance in Telecom
• Forecast the future telecom landscape in India
• Categorize the various stakeholders in the Telecommunications industry, and their roles
• Be cognizant of the impact of the latest developments in the Telecom Industry on
individual/corporate and society and recognize ethical business practices.

Learning and Teaching Strategy:

The approach to teaching & learning starts from the position that you know very little about
the telecom industry and that you need to be introduced to the skills needed to study at
master's level. The course would have classroom sessions as well as case studies
/assignments to achieve the above objectives. The classroom sessions will include
discussions and presentations by the students /faculty on the recommended readings, and
assigned cases. The course will be delivered through class room lectures, discussions and
debates on recent happenings in the telecom industry (articles from various sources will be
used as a teaching material for the course), and cases on the use and management of telecom
infrastructure. The reading materials are intended to provide you with a framework of
knowledge around which you will be encouraged to read and develop your own learning.
Before attending each session, the students will be expected to study the readings assigned
for the day, and discuss the case-lets in their group. The readings will be discussed in the
class, followed by presentations and discussions on the same. Students will also be expected
to make use of a range of resources including textbooks, academic articles, telecom
magazines, newspapers & websites.
Students will be encouraged in a group of 4-5 to select any topic for presentation in the class
on a current topic in the Telecom Industry. The proposed presentation topic must be
submitted to the faculty with a formal proposal on the topic of interest giving reasons for the
choice of the topic.

Expectations from Students:

For this approach to learning to be successful, we have several expectations of you. They are
that:
· You will attend all the sessions & arrive promptly at the scheduled start of your session to
prevent disruption to fellow students & the teaching team
· You will prepare for the class by doing the recommended reading or other tasks so that we
can have meaningful discussions which will help you progress your thinking
· You will contribute to lectures by expressing your ideas & listening to others so that we can
learn from each other
· You will share your own relevant experience & knowledge or understanding of Telecom
Industry with other group members & this will help in better understanding of the subject
· You will read regularly newspapers, relevant magazines & journals about what is happening
in the business world
· You will show respect for other members of the group & value differences of culture,
gender, religion etc. so that everyone feels comfortable in the learning environment

Job Prospects:

The Telecom sector offers a range of exciting job openings in multinational companies like
Vodafone, Airtel, Idea, Tata Indicom and Aircel Networks. Students at the end of the course
will be able to understand Telecom Management in Business and perform related roles in a
variety of profiles ranging from Sales, Marketing, Service Marketing, Operations and IT.

Readings:

It is important that you read widely for this course, to remain abreast of latest developments
in the field of Telecom Industry. The prescribed books will provide a good theoretical
construct to the subject. That needs to be supplemented with reading of journals and web
resources to understand Telecom Industry in practice. You are encouraged to access the
library and find your own references.

Main Text Book

1. Ashok V. Desai, India’s Telecommunications Industry: History, Analysis, Diagnosis, Sage
Publications, 2006

Reference Books:
1. Anders Olsson, Understanding changing Telecommunications- Building a successful
telecom business, Wiley Publications,2003.
2. Vinayshli Gautam and Sanjay Sinha , Understanding Telecom Management , Concept
Publications, 2004.
3. Tom Housel, Eric Skopec, , Global Telecommunications Revolution: The Business
Perspective, Tata Mc Graw Hill Publication.
4. James Harry Green, The Irwin Handbook of Telecommunications Management, TMH
Publication.
5. Andrew S. Tanenbaun, Computer Networks, Pearson Publication , Fourth Edition

Journals/IT Magazines:
• Voice and data
• Communications Today
• Tele.Net
• Broadcast & Cablesat
• Data quest
• PC quest

Online Resources:

• http://www.dot.gov.in/osp/Brochure/Brochure.htm
• www.indialawoffices.com/pdf/telecommunication.pdf
• http://www.iitk.ac.in/3inetwork/html/reports/IIR2001/iir8.pdf
• http://en.wikipedia.org/wiki/Communications_in_India
• http://www.iimahd.ernet.in/ctps/telecomsector.htm
• http://indiatelecomnews.com/
• http://online.sagepub.com
• search.ebscohost.com
 Session Wise Details: 24 sessions in total

Session No. Topics & Reference Material Chapters/References

1
Introduction of Telecom, Datacom sector Chapter 1:
A brief history of evolution of communications to modern Vinayshil Gautam & Sanjay
time, modern technologies currently in use, their relative Sinha
merits and costs
New technologies in offering
Evolution of telecom network-
Telecommunication industry in India
How internet works
How DTH works
Measurement units and basic terminology; ARPU, KPI,
SLA etc

2 Telecom Services Chapter 4:

Vinayshil Gautam & Sanjay
Basic Telecom Service (PSTN), Cellular Mobile Telecom Sinha
Service (GSM/CDMA), Unified Access service, National
Long Distance Service, International long distance service,
Value Added Services, Broadband Services (aDSL and
WiFi), VSAT

3 Telecom Service Provider Appendices 2,3 4

Ashok Desai.
Mobile Network Operators ,Virtual Mobile Network
Operators, Wire-line Service Providers, Broadband Service
Providers, Value Added Service Providers, Infrastructure
Providers, Content Developer, Handset providers

Map various players (Operators, Network equipment and

handset manufacturers, managed services providers, Infra
companies who provide tower and power, content providers)

4 Chapter 4:
Telecom Technologies
Andrew S. Tanenbaum
Integrated Switched Digital Network (ISDN), Leased Line
Networks etc, Wireless & Wire line Technologies, &
Convergence, 2G (GSM), 2.5G (GPRS/EDGE), 3G, Billing
systems (prepaid / post-paid), Lawful Interception, typical
nodes like MSC, SMSC, HLR, BSC which handles features
like roaming, handoff), GSM v/s CDMA, VSAT
 Computer Networks:
5
Networking techniques Andrew S. Tanenbaum
LANs, MANs, and WANs (WiMax), Circuit Switched and Chapter 1
Packet Switched Networks,Microwave and fiber optic
Backhaul
6 Datacom and TV Chapter 4:
Understanding Telecom
Management by Vinayshli
Gautam and Sanjay Sinha

India’s Telecommunications
7 National and International Telecom Policies Industry: History, Analysis,
Diagnosis. Desai. A
Telecom licensing policy and regulating standards.
Chapter 2,4
Frequency spectrum and allocation, Numbering policy and
possible limits of subscribers. ITU, TRAI
Research paper- from
Ebscohost
India’s Telecommunications
8 Industry: History, Analysis,
Competitiveness of Indian telecom sector
Diagnosis. Desai. A
Telecom solutions: for homes, SME’s, large
organizations and Corporations. Telecom and IT – Chapter 3
telecom for IT requirements. Currently available
solutions and costs. An overview of vendors offering
solutions. Possibility of consolidation (“rule of three”)
India’s Telecommunications
9/10 Different strategies in telecom sector Industry: History, Analysis,
Brand positioning/ repositioning/ reverse Diagnosis. Desai. A
positioning/Restructuring turnaround strategies. Inter Chapter 5
Circle Roaming agreement between operators, USO fund
Focus of each operator (incumbent and private)
M&A in Telecom (Uninor, TTL/Docomo, Shyam-
Systema)
Case Study

11 Number Portability Recent articles published in

TRAI & Number Portability, Trends in other countries, Business and Telecom
Cost of setting up the Number Portability, Implementation Magazines like Business
of Number Portability, Impact on Operators World and Voice and Data
Players: Telcordia, Syniverse
GUEST LECTURE

12 Bringing Telecom to Rural India Online Resources

GUEST LECTURE
13 STUDENT PRESENTATIONS

India’s Telecommunications
14 Quality of service, consumer welfare, Quality assurance in Industry: History, Analysis,
telecom, CRM Diagnosis. Desai. A
Study of operator comparison data published by TRAI
Chapter 5

15 Applications of Telecom: Mobile as wallet, Telemedicine, Online Resources and

Distance education etc Magazine Articles
Class Discussion

Recent articles published in

16
Corporate governance in telecom and role of government: 2G Business
and Telecom
Magazines
scam
Class Discussion

17
Telecom service costing, ROI - Role of Franchisees in Online Resources
telecom services.

18 Online Resources
Innovating telecom technology and implementing it to suit
Indian market condition

19 Brand management in telecom Online resources

Broadband Policy 2004

20 Broadband Access Networks:
Broadband Policy in India

21
Lawful Interception and Blackberry services
Online Resources
Threat from Chinese Network equipment vendors?
22
Marketing research and international marketing of telecom Online Resources
products

23 Future Trends with respect to usage, services and business Online Resources
models
Predicting future trends in telecom, comprehensive analysis
of current situation – next generation network broadband/
internet protocol
GUEST LECTURE
24 END-TERM EXAMINATION

SESSION DETAILS

Session 1:

In this session, students will become aware of the brief history of evolution of
telecommunications to modern times. They would identify the modern telecom technologies
currently in use, their relative merits and costs. They would list the new technologies in
offering, and understand the evolution of telecom network. Finally the students will be able to
explain the Telecommunication industry in India.
Readings:
http://www.dot.gov.in/osp/Brochure/Brochure.htm,
http://en.wikipedia.org/wiki/Communications_in_India
http://www.ibef.org/download/Telecommunications_171109.pdf
http://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/India_Telecom_2010.pdf

Learning Outcome: To understand the journey of the Telecom Industry and the way it has
developed.

Session 2:
By the end of this session, the students will be able to identify the Basic Telecom Services.
They would be able to differentiate among the Cellular Mobile Telecom Service,
GSM/CDMA, Unified Access service, National Long Distance Service, International long
distance service, Internet Service, Cable Service, Direct-to-Home service, Value Added
Services, and Broadband Services, (aDSL and WiFi), Vsat

Readings:
http://www.itu.int/ITU-D/treg/publications/trends07.html
http://www.wto.org/english/tratop_e/serv_e/telecom_e/telecom_e.htm

Learning Outcome: To be able to list and understand the various Telecom Services and their
importance in the Business World
Session 3:

By the end of this session students will be able to identify the various Telecom Service
providers. The Various Service providers and their functioning will be explained like Mobile
Network Operators, Virtual Mobile Network Operators, Wire-line Service Providers
,Broadband Service Providers, Value Added Service Providers, Infrastructure Providers,
Content Developer, and Handset providers. The faculty would
map various players (Operators, Network equipment and handset manufacturers, managed
services providers, Infra companies who provide tower and power, and content providers.

Readings:
http://www.auspi.in/news/AUSPI_Subs_data_SEPT_10(P).pdf
http://www.auspi.in/news/AUSPI_NEWS_BULLETIN_SEP_2010.pdf

Learning Outcome: To appreciate the role played by the various Telecom Service Providers,
and the major players in the market

Session 4 :

Technical terms related to Telecom Industry would be elucidated to the students such as:
Integrated Switched Digital Network (ISDN), Leased Line Networks, Wireless & Wire line
Technologies, & Convergence, 2G (GSM), 2.5G (GPRS/EDGE), 3G, Billing systems
(prepad/ postpaid), Lawful Interception, typical nodes like MSC, SMSC, HLR, BSC which
handles features like roaming, handoff), GSM v/s CDMA, VSAT.
The terminology used in this sector would be comprehended with the help of a real life
examples and applications.

Readings:
http://www.livinginternet.com/ttoc_site.htm

Learning Outcome: To grasp the Technical concepts related to Telecom Industry

Session 5:
In this session students will be explained the technical aspects of the Telecom sector. They
will be able to list the various Telecom Technologies and Networking techniques. Concepts
related to LANs, MANs, and WANs (WiMax) would be discussed in the class. They would
be able to differentiate between Circuit Switched and Packet Switched Networks,
Microwave and fiber optic backhaul.
Learning Outcome: To understand and apply technical concepts learned in previous session
in real life application of Telecom Industry

Session 6:

This session would involve explaining concepts related to Datacom and TV

Learning Outcome: To be able to differentiate between Telecom and Datacom

Session 7:

This session introduces students to the National and International Telecom Policies. The
regulatory issues related to licensing, frequency spectrum allocation, numbering policies,
limits of subscribers etc. in Telecom sector would be discussed.

Readings:
www.trai.gov.in/TelecomPolicy_ntp94.asp
www.dot.gov.in/osp/Brochure/Brochure.htm

Research paper:
Indian Telecom: Regulation, Spectrum Allocation and Dispute Management. By:
Chowdhury, Subhasish M.; Datta, Debabrata. IIMB Management Review (Indian Institute
of Management Bangalore), Dec2009, Vol. 21 Issue 4, p287-296
Web link: http://web.ebscohost.com/ehost/detail?hid=22&sid=b1b96e4f-232a-4338-ab46-
446a99e556a1%40sessionmgr15&vid=1&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#d
b=buh&AN=48109686

Learning Outcome: To critically analyse the various rules and regulations in Telecom
Industry

Session 8:

The session would throw light on the Competitiveness of the Indian Telecom sector. The class
discussion would involve studying Telecom solutions for homes and Corporations. Students
would learn how Telecom and IT interface with each other. Currently available Telecom
solutions and their costs would be listed and the vendors offering solutions would be
identified. The faculty would also explain the Possibility of consolidation “rule of three”.

Readings:
http://www.equitymaster.com/research-it/sector-info/telecom

Learning Outcome: The student will be able to gauge the Indian Telecom Industry status as
compared to other nations

Session 9/10:
By the end of these session, the students will be able to identify and explain the Different
strategies in the Telecom Sector. Concepts related to Brand Positioning, Repositioning,
Reverse positioning, Restructuring Turnaround strategies would be discussed.
There would be a discussion on Inter Circle Roaming agreement between operators, USO
fund, Focus of each operator (incumbent and private) and M&A in Telecom (Uninor,
TTL/Docomo, Shyam-Systema).
Marketing strategies of modern Telecom Organisations would be explained. This session will
enable the student to understand how a Modern Telecom organisation functions. They will
study the the Marketing techniques adopted by the modern Telecom organizations (BSNL) to
survive in the global environment
Readings:
http://www.valuepartners.com/VP_pubbl_pdf/PDF_Comunicati/Media%20e%20Eventi/2010
/Value-partenrs-perspective-Repositioning-for-the-future-Vasiljev-Pereira.pdf

Learning Outcomes: To understand the business aspect and strategies of Telecom Industry
and marketing techniques

Session 11:
By the end of this session, the students would comprehend the Number Portability concepts.
Topics such as TRAI & Number Portability, Trends in other countries, Cost of setting up the
Number Portability and Implementation of Number Portability would be covered in the
session. The Impact on Operators Players: Telcordia, Syniverse would also be discussed, this
would be a guest lecture.

Readings:
Number of Opportunities: Business World 13 December 2010, Pg 20

Learning Outcome: In this guest lecture and a case study analysis wherein students will
study the Number Portability issues and techniques

Session 12:
By the end of this session the students will be able to explain ways of bringing Telecom to
Rural India. This would be a Guest Lecture

Readings:
http://www.iceg.net/2007/books/3/32_319_3.pdf
http://www.vnl.in/whitepapers/vnl_wp_telecom_rural_india.pdf

Learning Outcome: Student will understand that as most of the Indian population lives in
rural India, so how this is a challenge and important issue nowadays in this respect.

Session 13:
STUDENT PRESENTATION

Learning Outcome: Student will learn how to work in groups and also enhance their
presentation skills.

Session 14:
This session would facilitate the student to understand the Quality issues in the telecom
sector. Issues like Quality of Service and Consumer Welfare and CRM would be explained.
The students would learn about the methods for Quality assurance in Telecom.

Readings:
http://telecomtalk.info/trai-will-review-quality-of-telecom-services-quarterly/32285/

Learning Outcome: Student will understand the Quality issues in Telecom sector and their
importance

Session 15:
A class discussion will held on the Applications of Telecom: Mobile as wallet, Telemedicine,
Distance Education etc.

Learning Outcome: Student will learn the Applications of telecom in society other than
communicating at a distance

Readings:
http://www.livemint.com/2008/02/13232657/mobile-commerce-gets-ready-for.html
http://www.financialexpress.com/news/hdfc-plans-mobile-wallets-remittances/247225/
http://voicendata.ciol.com/content/GOLDBOOK2008/108030527.asp
http://techie-buzz.com/india-telecom/airtel-to-launch-mobile-wallet-services-in-india.html

Session 16:
In this session, a class discussion will be held where students will get a chance to express
their views on recent 2G scam, the faculty will summarise the discussion

Readings:
Active Participation: Business World 20 December 2010, Pg 12

Learning Outcome : By the end of this session, student will be able to understand the issues
related to Corporate governance in telecom and role of government: 2G scam

Session 17:
This session will enable the student to identify the appropriate business models and
profitability model in the Telecom sector. They would also be explained the ROI i.e. Role of
Franchisees in telecom services.

Readings:
http://www.franchiseindia.com/magazine/2010/january/Ring-in-profits_57-1-2/

Learning Outcomes: The financial aspects of this sector would be learned by the student

Session 18:
This session would illustrate the Innovations in the Telecom technology. The student would
be able to analyze it and implement it to suit the Indian market conditions.

Readings:
http://gbr.sagepub.com/content/1/2/301

Learning Outcome: The student will analyse the recent developments in this sector

Session 19:
In this session, the students would learn the Brand Management concepts in Telecom. They
would analyse the various techniques adopted by the major players in the Telecom industry.

Readings:
www.deltapartnersgroup.com

Learning Outcomes: Student will be able to understand ways by which a telecom brand is
created and maintained

Session 20:
In this session, the students will learn about the Broadband Access Networks. Topics that
would be closely covered including Broadband policy in India and the Indian requirements.

Readings:
(http://www.trai.gov.in/broadbandpolicy.asp)
http://unpan1.un.org/intradoc/groups/public/documents/apcity/unpan020711.pdf

Learning Outcome: Student will understand the Broadband policy

Session 21:
In this session, faculty will facilitate the students to have a comprehensive analysis of the
current situation, and then predict future trends in telecom. They would be taught concepts
relate to Lawful Interception and Blackberry services, and Threat from Chinese Network
equipment vendors.

Readings:
www.telecomreview.net/Upload/Cover%20Story%20BB.pdf
http://www.centralchronicle.com/viewnews.asp?articleID=50768
http://www.business-standard.com/india/news/unable-to-intercept-blackberry-messenger-
service-govt/118208/on

Learning Outcome: This session will be a class discussion on recent articles from magazines
on the topic and student will share their views on Blackberry Services and Lawful
Interception

Session 22:
It would involve learning marketing research and international marketing of telecom
products.

Readings:
http://www.alttc.bsnl.co.in/altzine/vol_29032006/article.htm

Learning Outcome: Student will learn to apply Market research techniques in Telecom
Industry

Session 23:
This session will educate the students on the Future Trends with respect to usage, services
and business models of Telecom. It would involve review of the syllabus and a Recap of the
learning’s from the module. This would summarise the whole syllabus and involve a Guest
Lecture focussing on future trends.

Readings:
http://www.ibef.org/download/Telecommunications_171109.pdf
Learning Outcome: Students will find themselves prepared as a skilled workforce for the
Telecom Industry.

Session 24: ENDTERM EXAM

ASSESSMENT & FEEDBACK

The module is assessed through the three components of

1. Guest Lecture Write up
2. Group Presentation
3. Assignment
4. End-term Examination

The first component – Guest Lecture Write up (weighted 10%) – this would involve
submission of a One page document by the student summarising any one guest lecture and
his/her learning from the session. This will assess students' capability to understand the
Telecom Industry topic presented by the speaker and pen up his own views on the topic.

The second component – Group Presentation (weighted 20%) – comprises of group-work

for analysis of any chosen current topic in the Telecom Industry. The 5% in this will be for
Group effort in terms of material collected for the presentation whereas 10% will be for
individual role in delivery of the content. The remaining 5% will for Question Answer by the
audience. The copy of the presentation would be submitted.
When sending documents on e-mail, you must ensure the following:
· Subject Line to read “component name_your name_your section”
· Body of the email specifying the enclosed attachments and your details (name (s), student
ID number (s), section)

The third component – Assignment ( 10%) – comprises of individual work , which would
involve answering assignment questions and submitting to the faculty.
When submitting assignment you must include a cover page which specifies:
· The component name
· Your name
· Student ID number (s)
· Your section
· The Module title
· The name of the module instructor

The fourth component – End-term Examination (weighted 60%) - will take place at the
end of the term. It will assess the students' overall comprehension of the module – both in
theory and application. The two-hour examination will be a closed-book one.
ASSESSMENT TASK INFORMATION

Assessment Task Weight age (%)

1. Guest Lectures Write up 10

2. Group Presentation 20
3. Assignment 10
4. End Term Exam 60