Jitendra Virahya s

JVIRAHYAS@GMAIL.COM

A Project Study Report On

Training Undertaken at

AIRTEL MOBILE SERVICES MARKET SURVEY Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted By:Cc xx MBA III Sem.

2009-2011

Submitted To:Dr. (HOD)

Regional College for Education Research & technology, Jaipur

caritficat
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DECLARATION

Cc Xx S/O Mr. vvv xx declares that the project report titled Market survey of Airtel is based on my project study. This project report is my original work and this has not been used for any purpose anywhere.

Cc xx MBA part III semester

Regional College for Education Research & technology, Jaipur Preface

Quite frequently these days people talk of practical knowledge, both in academic institutions and outside. At each and every aspect in life we require some sort of theoretical and practical knowledge too. It means only classroom lecture may not be enough to get the proper knowledge either in the business field or social life. Keeping all this in view, the present report has been written for the promotion the brand position of Bharti Airtel in the highly competitive environment and to study the consumer behavior by working as a promoter Modern Trade Centers. I am grateful to all those who have helped me in the successful completion of this report. I hope I have tried my level best in making this Report. If there is any error, in this Report I want to apologies for that.

Acknowledgement
I express my sincere thanks to my project guide, Mr. Mahesh Kumar, Designation Sr. Sales Manager, Deptt. Sales and marketing, for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge him for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he had provided to me with all stages of this project. I would also like to thank the supporting staff Mr. Sushil Sharma marketing deptt., for their help and cooperation throughout our project.

Cc xx

EXECUTIVE SUMMARY

This project report presented contains detail my summer training assignment. This is a part of my curriculum of M.B.A. program (2009 2011) Rajasthan Technical University. The training was conducted in Airtel Mobile services at Jaipur. The project assigned for the period of 45 days was MARKET SURVEY in Airtel Mobile Services and also to find the Market share of Airtel Mobile Services in comparison to other communication companies. The aim of this project was Evaluating and Managing the Market position of Airtel Mobile Services among customers on different parameters, creating awareness about the various plans of the company, brand image and generating leads for future business prospects. Bright highlight of the methodology used for the survey project:1) Filling the questionnaires by various individuals which are given by my project guide. 2) Sampling on cluster random basis. 3) Coding 4) Analysis 5) Final report construction In the current business scenario, to know about the competitors marketing policies and schemes is equally important as emphasizing on companys own policies.

CONTENTS

1. 2.

Introduction to the industry Introduction of organization 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. Title of the Study Duration of the Project Objective of Study Type of Research Sample Size and method of selecting sample Scope of Study Limitation of Study

3. Research Methodology

4. Facts and Findings 5. Analysis and Interpretation 6. SWOT 7. Conclusion 8. Recommendation and Suggestions 9. Appendix 10. Bibliography

INTRODUCTION TO THE INDUSTRY:

The telecom industry is one of the fastest growing industries in India. Indias more than 100 million telephone network is the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. In terms of phones, India occupies the fifth position, after China, USA, Japan and Germany.

HISTORY OF TELECOM SECTOR IN INDIA: The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986,

two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. IMPRESSIVE GROWTH: The growth of telecom sector in India is really astonishing. In 1947, when India attained independence, it had less than 80,000 telephone connections. In the next 34 years, the country could add only two million connections. At present, the sector is adding two million connections every month! In 1947, the teledensity (telephone penetration per 100 persons) was 0.02. It reached a level of 9.13 by 13 th April 2005. Still India lags behind countries like China and Brazil where teledensity is more than 42. he government initiated the process of liberalization of the sector in 1991 by inviting bids from private operators for two licenses to provide cellular services in each of the four major cities. In 1994, bids were invited for one license for providing fixes line-services in 21 circles. In January 1995, bids were invited for two licenses to provide cellular services in each of the 18 telecom circles excluding the four metros. Of course, Dot/MTNL retained the right to operate a cellular network in each of the licensed areas. The cellular rollout was done in 1995 for the metros and during 1996-98 for the other circles. At the end of September 2007, telephone connections in the country numbered 248.67 million and teledensity stood at 21.85 (per 100 population). 10

By the end of 2007, entire country will be covered by telecom network, and all the villages will be connected by phone. Internet connections shall increase from 5.45 million in December 2004 to 18 million by 2007, and further to 40 million at the end of 2010. Telecom revenues increased from Rs 6578 million in 1980-81 to Rs 27,775 million in 1989-90, and further to Rs 186,286 millions in 1999-2000.Net profit increased from Rs. 1712 million in 1980-81 to Rs. 11,504 millions in 1989-90, and further to Rs 119,750 million in 1999-2000. Industry estimated to have 350,000 towers by 2010 No of Towers (Estimates) Description

Indus Towers 80,000 JV between Airtel;Idea & Vodafone operational in 16 circles Bharti Infratel 28,000 Subsidiary of Airtel operating in 7 circles

Reliance Infratel 30,295 Subsidiary of Reliance operating in all 23 circles BSNL+MTNL 40,000 State Owned Telephone Company

Tata Indicom 11

7,600 Present in 18 circles. TTML is operational in 2 circles

Aircell 7,000 Operator owned towers, present in 13 circles

Essar 3,200 Part of Essar Group, present in 13 circles

TOTAL 203,900 No of Subs (in million) 285 Subs/Tower Approx 1,300

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Telecommunication sector in India can be divided into two segments: 1. Fixed Service Provider. 2. Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and video-conferencing.

Cellular services can be further divided into two categories:1. Global System for Mobile Communications (GSM). 2. Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodafone, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand. The Genesis of the Industry The govt. of India recognizes the importance of the telecommunications (telecom) sector and has given it due importance. The telecom sector is broadly divided into two types of service providers- basic telephony and cellular telephony.

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Basic Services: the major players providing basic services are BSNL, the Tata Teleservices and reliance, which use the code division multiple accesses (CDMA) standard, which provides limited mobility. Using CDMA, calls can be made to and received from certain fixed areas. Cellular Services: Operators providing cellular services use the global system for mobile communication (GSM) standard: using this, call can be made to and received from any place. The major players in this segment are Bharti, Hutchison BPL and Idea. The telecom sector requires very heavy investment (The National Telecom policy1994 estimated a resource gap of Rs. 230billion for the telecom targets of the eight five year plan, 1992-1997 to be met). To meet the resource requirement and achieve the nations telecom targets, the government decided to invite the participation of private players, and the telecom sector was opened up in 1992. (The early 1990s was a period of economic liberalization in India. Liberalization was initiated on a large scale through the industrial policy Statement of 1991). The policy abolished the regime of public sector supremacy and paved the way for private participation in the economy). Cellular mobile services were one of the first areas to be opened up for private participation. Initially to easy operations, the country was divided into four metropolitan cities and 19 circles, which were roughly analogous with the geographic boundaries of the states of India. Cellular licenses were given to the private players, first in the four metropolitan cities in 1994 and then for the 19 other telecom circles in 1995. The first metro cellular network started operating in Kolkata in August 1995. The Usefulness of Telecom India has a huge disparity of income among its people. One reason for this is the lack of education. In the days when telecom was a state monopoly, the government introduced education classes through the state run TV channel. Even now, these classes are watched by huge numbers of students who cannot afford to go to regular schools/colleges. An estimated 3.5 million students are enrolled in various distance education universities throughout the country. Some foreign universities have seen this potential market and set up programs.

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Computer education is a route to generating more employment and prosperity. Due to the lack of proper telecom infrastructure in the interiors of the country, there is general lack of awareness of global developments. The spread of telecommunications will help tap this potential market and the sheer magnitude of the market will continue to beckon global players for years to come. Entrance of private telecom operators various reports examines the emergency of innovation and value creation for enhancing customers experience, as a result of increasing competition in the Indian telecom industry during the late 1990s and early 2000s. The report provides a detailed account of the evolution of the Indian telecom industry. It traces various developments in the industry before, during and after the liberalization of the Indian telecom sector. It also provides information about the increasing popularity of cellular services, which led to the emergence of several private telecom operators like BhartiTeli Ventures, Hutchison Essar Telecom India, Idea Cellular Ltd., Reliance Communication and Tata Teleservices, etc. Due to the huge market potential even public sector undertakings like BSNL and MTNL have also begun offering cellular services apart from basic wire line services in February 2004. Bharti Airtel Telecom India Limited (Airtel)Indias leading GSM service provider entered the Pre paid and Post paid mobile services segment by offering subscription schemes that allowed customers to make use of a digital mobile phone service at an affordable price.

CELLULAR OPERATORS
Bharti Airtel BPL Tata Teleservices Idea Cellular 15

Reliance Communication BSNL Vodafone Rainbow Virgin

MTNL (Mahanagar Telephone Nigam Limited): MTNL, which was the first to launch limited mobility services in 1999, has less than 1.5 lakh customers. While the decline in fixed-line subscribers can be attributed to the entry of private operators and MTNLs lack of aggression. The GSM network of MTNL expanded to 2.25 lakh lines in both the metros and WLL capacity was expanded to 1.8 lakh line in Delhi and 1.48 lakh lines in Mumbai. The CDMA network was upgraded to 2000-1X.

Corporate office: 9, CGO New INDIA CMD: R.S.P. Sinha Service Brand Area: Delhi Name: & Mumbai Dolphin Door Complex, Sanchar Lodhi Sadan, Road, Delhi-110003

Technology Used: GSM and CDMA Customer Base: In delhi-145422 16

In Mumbai-165495 No. of operating circles: 2 Reliance Infocomm: Reliance Telecom limited has been promoted by India's largest private sector company, Reliance Industries limited with minority equity participation by Bell Atlantic NynexInc. Reliance Telecom's major coverage lies in the eastern region of the country, where there is an opportunity to supplement the existing fixed line network which has remained underdeveloped due to historical reasons. Reliance Telecom has been successful in a short span of time in setting up network and providing cellular services across seven Circles with networks covering six contiguous circles in Central and Eastern India.

Corporate office: Reliance Dhirubhai Navi INDIA CMD: Mukesh D.Ambani Service Area: Assam, Bihar, HP, MP, NE, Orissa, and West Bengal Brand Name: Reliance Mobile Technology Used: CDMA Customer Base: Ambani Mumbai Infocomm Knowledge City,Thane, 406 Belapur Ltd., Road, 709

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Hp- 11139 Bihar: 216270 Orissa: 77556 Assam: 42636 N.E.- 9390 M.P.- 177295 W.B. & A&N- 79132 No. of operating circles: 7

IDEA Cellular IDEA Cellular Limited, formerly known as Birla, Tata AT&T Communication Limited, was launched in the Gujarat circle in January 1997 and in the Maharashtra Circle (excluding Mumbai, including Goa) in March 1997.

Corporate office: 11/1, Off. INDIA CEO: Vikram Mehmi Sharda Karve Road, Centre, Pune Eranwadane, 411 004

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Service Area: Gujarat, Maharashtra, AP, MP and Delhi (Metro) Brand Name: Idea Technology Used: GSM Customer Base: Delhi- 339594 Maharashtra 700766 Gujarat 308027 A.P 333220 M.P. 216899 No. of operating circles: 5

Vodafone Vodafone Telecom is a part of Hutchison Whampoa Limited (HWL), a Hong Kong based Fortune 500 company operating in 41 countries spread across the Asia Pacific region, Europe and America. It is one of the largest companies listed on the Hong Kong Stock Exchange. Corporate office: Vodafone Telecom Limited Hutch Peninsula Ganpatrao Lower Parel, Mumbai - 400013 CMD: Asim Ghosh 19 House Corporate Kadam Park, Marg,

Service Area: Mumbai (Metro) Brand Name: Orange Technology Used: GSM Customer Base: In Mumbai- 873592 No. of operating circles:1 Service area AP, Karnataka, Chennai, Delhi (Metro), Kolkata (Metro) Cutomer base: Delhi- 875826 Chennai 88278 Kolkata- 399695 Karnataka 154278 No. of operating circle - 5 Bharti Cellular Service: Bharti became a billion dollar company with the revenue of Rs. 5003 crores. The company background has been discussed in Detail Below: CMD: Sunil Bharti Mittal Service Area: Delhi, Chennai, kolkatta, Maharashtra, Gujarat, A.P., Karnataka, Tamil Nadu, Kerala, Punjab, Haryana, U.P.(W), M.P., H.P., Bihar, Orissa. Brand Name: Airtel Technology Used: GSM

COMPANY LOGO

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MOBILE FOOTPRINTS

The key demographics of Bharti Tele-Ventures' mobile circles are set forth below: Bharti Circles 16 1,848 26.77 Bharti as % of All India 73% 56% 92%

All India Number of circles 22 Area of the circles (in '000 sq km) 3,278 Market Mobile subscribers in the 29.21 licensed areas (in Mn)

The map below depicts the location of, and provides certain information for, Bharti Tele-Ventures' existing mobile circles in India:

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Demographics of Maharashtra and Tamil Nadu do not include demographics of state capitals (metros) Mumbai and Chennai respectively. Demographics of Haryana does not include Faridabad & Gurgaon as they are included in Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not include Noida & Ghaziabad as they are included in Delhi NCR.

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INTRODUCTION OF COMPANY
Bharti Airtel Limited
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) and a subsidiary of Bharti Enterprises is India's largest Telecom Business operator has come up a long way to earn and maintain the top spot in India's mobile phone industry with more than 75 million subscribers as of August 2008.It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Mittal. The company also provides telephone services and Internet access over DSL in 14 circles. Covering all 23 telecom circles, it has emerged as India's top private telecom operator .The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station and in fact the strength of their telecom business has allowed Bharti to foray into sectors like Insurance (tie up with AXA) and Retail (where it tied up with none other than Wal-Mart). Some great and highly successful innovations by Airtel (later copied by rivals) like Hello Tunes and Lifetime Recharge Schemes have been huge revenue makers.

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Company's Vision & promise

By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more

Company Profile
Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 75 million subscribers customers as on August, 2008, consisting of 59,670,174 GSM mobile and 2,244,492 broadband & telephone customers (February 29, 2008).

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Bharti Airtel has been ranked amongst the top ten best performing companies in the world, in the coveted BusinessWeek IT 100 list. Bharti Airtel, which is described by BusinessWeek in the report as a "highly innovative company," has escalated to tenth position from its last year ranking of 19. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs): Mobile services. Telemedia services(ATS) Enterpriseservices. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the ATS business group provides broadband & telephone services in 94 cities. The Enterprise Services group has two sub-units: (i) Carriers (long distance services) and (ii) Services to corporate. All these services are provided under the Airtel brand. On 19th October 2004 Airtel announced the launch of a BlackBerry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion (RIM). Company shares are listed on The Stock Exchange, Mumbai (BSE) and National Stock Exchange of India Limited (NSE). The

PARTNERS
The company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore, in the company. The companys mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among others. 25

 The Company also has an information technology alliance with IBM for its groupwide information technology requirements and with Nortel for call center technology requirements. The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis. The company's unique strategic outsourcing model has been studied and documented by Harvard Business School as a case study which is available for download at: www.hbsp.harvard.edu.

Awards and recognition

Wireless service provider of the year 2005 at the Frost and Sulivan Asia-Pacific ICT awards Competitive service provider of the year 2005 at the Frost and Sulivan Asia-Pacific ICT awards

Channel marketing of Airtel

Bharti-Airtel Selects envIOWorks Platform to Add Social Marketing to its Hello Tune Service ANDOVER, Mass., Sept. 29 /PRNewswire/ -- envoi networks today announced commercial deployment of its envIOWorks platform with Bharti-Airtel, India's leading mobile services provider. The envIOWorks platform is powering Airtel's Hello Tunes Manager(TM), available via a free download to Airtel's 75-plus million mobile customers. Hello Tunes Manager builds a social marketplace around Airtel's Hello Tunes ring back tone service. Users can instantly find out what tune they just heard or review a history of recently-heard tunes, and send ratings, comments and requests to their friends. With Hello Tunes Manager, users can search the Hello Tunes catalog to find the latest choices, receive recommendations from their friends or new tune promotions from the envIOWorks platform.

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Our Hello Tunes service lets our subscribers create and experience a personalized calling experience for their friends -- their social community" said Sanjay Gupta, Chief Marketing Officer - Mobile Services Bharti Airtel. "Music in its various forms, genres strikes a universal chord with mobile users and envois Hello Tunes Manager(TM) fits in with the vision of recognizing and leveraging the power of innovative mobile content as the right catalyst for social marketing. The service will enrich user experience of Hello Tunes, giving a whole new dimension to the way they engage with near and dear ones. We're seeing this increase both service usage and content consumption." Envoi and Airtel released the Hello Tunes Manager in a "soft launch" in the second quarter of 2008 and have seen exponential growth in service usage, propelled entirely by the viral effect of social marketing. "We believe our success at Airtel is an excellent validation of our vision" said Prakash Iyer, Founder and CEO of envIO networks. "Mobile content is inherently social, and mobile users want a social experience around this content. Our platform delivers this -and unleashes the power of social marketing to accelerate discovery and consumption of all types of mobile content."

About Bharti Airtel Limited:

Bharti Airtel Limited, a group company of Bharti Enterprises, is India's leading integrated telecom services provider with an aggregate of 75 million customers. Bharti Airtel has been rated among the best performing companies in the world in the Business Week IT 100 list 2007. Bharti Airtel is structured into three strategic business units -- Mobile services, Telemedia services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The Telemedia business provides broadband & telephone services in 94 cities and is foraying into the IPTV and DTH segments. The Enterprise business provides end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. 27

All these services are provided under the Airtel brand. Airtel's high-speed optic fibre network currently spans over 78,540 kms covering all the major cities in the country. The company has two international landing stations in Chennai that connects two submarine cable systems -- i2i to Singapore and SEA-ME-WE-4 to Europe. For more information, visit http://www.bhartiairtel.in/. About envIO networks envIO networks, inc. uses its envIOWorks(TM) platform to enable social marketing of any type of mobile content through mobile and social networks. Funded by premier venture capital players, Matrix Partners and North Bridge Venture Partners, envIO is working with top wireless operators and other industry leaders around the world. Bharti Airtel Launches Airtel's Direct-to-Home Digital Television Service Based on NDS End-to-End Solution NEW DELHI, India, Nov 04, 2008 (BUSINESS WIRE) ------An end-to-end solution from NDS including Video Guard conditional access, Media High middleware and customized electronic programmed guide protects and enhances Bharti Airtel's new digital satellite service NDS, the leading provider of technology solutions for digital pay-TV, today announced that Bharti Airtel, India's leading integrated telecom services provider, has launched Airtel digital TV based on a complete end-to-end system from technology partner NDS to secure, enable and enhance its Direct-to-Home service. Bharti Airtel, in collaboration with NDS, has launched its DTH service with Video Guard conditional access Media Highway middleware and customized multi-lingual Electronic Programmed Guide. NDS' market-leading CA and DRM technology protects over 95.4 million digital devices around the world and secures service revenues of over $40 billion worldwide. Middleware from NDS has been deployed in over 98.7 million devices.

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Recently voted India's most innovative company and ranked amongst the best performing companies in the world, Bharti Airtel is a pioneering force in the telecom sector. With an aggregated 80 million customers, India's largest mobile operator is recognised for creating unique world-class products for the Indian market. Announcing this latest development in the company's DTH strategy, Mr. N. Arjun, Executive Director, Bharti Telemedia said, "Over the years we have delighted millions of customers with our telecom services and now with Airtel digital TV, we plan to deliver a magical in-home entertainment experience to TV viewers. DTH is the future of television in India and with Airtel digital TV we bring the best combination of latest technology and exciting content. With the support of our technology partner NDS, we look forward to providing superior, state-of-the-art services to our DTH service customers." NDS has a global presence, with local sales and support offices in key markets all over the world including Mumbai and New Delhi. In addition, NDS' R&D facility in Bangalore has been operational for eight years, employs over 1,000 people, and has played a key role in the development of Bharti Airtel's state-of-the-art NDS digital broadcast solution. About Bharti Airtel Bharti Airtel Limited, a group company of Bharti Enterprises, is India's leading integrated telecom services provider with an aggregate of around 80 million customers as of end of September 2008, consisting of 77.47 million mobile customers. Bharti Airtel Limited has been voted India's most innovative company in a survey conducted by The Wall Street Journal. Bharti Airtel is structured into three strategic business units - Mobile services, Telemedia services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The Telemedia business provides broadband & telephone services in 95 cities, DTH services and is foraying into the IPTV segment. The Enterprise business provides end-toend telecom solutions to corporate customers and national & international long distance services to carriers. 29

All these services are provided under the Airtel brand. Airtel's high-speed optical fibre network currently spans over 83,389km covering all the major cities in the country. The company has two international landing stations in Chennai that connect two submarine cable systems - i2i to Singapore and SEA-ME-WE-4 to Europe. For more information, visit www.bhartiairtel.in About NDS NDS Group plc (NASDAQ:NNDS), a majority owned subsidiary of News Corporation, supplies open end-to-end digital technology and services to digital pay-TV platform operators and content providers. See www.nds.com for more information about NDS. Read about the latest developments at NDS and in the pay-TV industry in World Vision Cautionary Statement Concerning Forward-looking Statements This document may contain certain "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on management's views and assumptions regarding future events and business performance as of the time the statements are made. Actual results may differ materially from these expectations due to changes in global economic, business, competitive market, regulatory and other factors. More detailed information about these and other factors that could affect future results is contained in our filings with the US Securities and Exchange Commission. Any "forward-looking statements" included in this document are made only as of the date of this document and we do not have any obligation, nor do we undertake, to publicly update any "forward-looking statements" to reflect subsequent events or circumstances, except as required by law.

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Bharti-Airtel Selects envIOWorks Platform to Add Social Marketing to its Hello Tune Service. New Application Built on the envIOWorks Platform Drives Ringback Tone Sales for India's Largest Mobile Operator envIO networks today announced commercial deployment of its envIOWorks platform with Bharti-Airtel, India's leading mobile services provider. The envIOWorks platform is powering Airtel's Hello Tunes Manager(TM), available via a free download to Airtel's 75-plus million mobile customers. Hello Tunes Manager builds a social marketplace around Airtel's Hello Tunes ringback tone service. Users can instantly find out what tune they just heard or review a history of recently-heard tunes, and send ratings, comments and requests to their friends. With Hello Tunes Manager, users can search the Hello Tunes catalog to find the latest choices, receive recommendations from their friends or new tune promotions from the envIOWorks platform. envIO and Airtel released the Hello Tunes Manager in a "soft launch" in the second quarter of 2008 and have seen exponential growth in service usage, propelled entirely by the viral effect of social marketing. "We believe our success at Airtel is an excellent validation of our vision" said Prakash Iyer, Founder and CEO of envIO networks. "Mobile content is inherently social, and mobile users want a social experience around this content. Our platform delivers this -and unleashes the power of social marketing to accelerate discovery and consumption of all types of mobile content." About Bharti Airtel Limited: Bharti Airtel Limited, a group company of Bharti Enterprises, is India's leading integrated telecom services provider with an aggregate of 75 million customers. Bharti Airtel has been rated among the best performing companies in the world in the BusinessWeek IT 100 list 2007.

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Bharti Airtel is structured into three strategic business units -- Mobile services, Telemedia services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The Telemedia business provides broadband & telephone services in 94 cities and is foraying into the IPTV and DTH segments. The Enterprise business provides end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel's high-speed optic fibre network currently spans over 78,540 kms covering all the major cities in the country. The company has two international landing stations in Chennai that connects two submarine cable systems -- i2i to Singapore and SEA-ME-WE-4 to Europe. About envoi networks envoi networks, inc. uses its envIOWorks(TM) platform to enable social marketing of any type of mobile content through mobile and social networks. Funded by premier venture capital players, Matrix Partners and North Bridge Venture Partners, envoi is working with top wireless operators and other industry leaders around world. Bharti Airtel Enhances Managed Services Agreement With Nortel Bharti Airtel,(2) India's leading integrated telecom services provider, and Nortel(1) (TSX: NT)(NYSE: NT) today announced an enhanced managed services agreement under which Nortel will continue to provide its contact centre technology (CCT) solution. This is a two-year extension to the initial contract announced in March 2006. Bharti Airtel plans to extend the efficiencies achieved through this enhanced agreement to its customers, who will benefit from this service option by getting more power in their hands.

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Nortel's CCT solution for Bharti Airtel features interactive voice and video response capabilities, providing a 24x7 'virtual storefront' where customers can complete routine transactions and subscribe to new services through an auto attendant that interacts naturally in English, Hindi and four other regional languages. More than 70 percent of Bharti Airtel customer requests are handled through this virtual storefront, resulting in greater availability, flexibility and responsiveness to subscribers. "We are highly focused on our customers and continue to innovate and invest in enhancing their experience," said Dr. Jai Menon, director, Technology and Customer Service, Bharti Airtel. "Our keen focus coupled with Nortel's ability to provide cutting-edge technological solutions and expertise in this domain will surely help us to further enhance the experience of our customers." "We are continually redefining the way we leverage our partnerships to bring delight to our customers," Dr. Menon said. "These partnerships have been designed with a singleminded focus to bring world class service experience for our customers." Files transmitted with it are for the sole use of the intended recipient(s) and may contain confidential and privileged information. If you are not the intended recipient, please contact the sender by reply e-mail and destroy all copies and the original message. Any unauthorized review, use, disclosure, dissemination, forwarding, printing or copying of this email or any action taken in reliance on this e-mail is strictly prohibited and may be unlawful. About Nortel Nortel is a recognized leader in delivering communications capabilities that make the promise of Business Made Simple a reality for our customers. Our next-generation technologies, for both service provider and enterprise networks, support multimedia and business-critical applications. Nortel's technologies are designed to help eliminate today's barriers to efficiency, speed and performance by simplifying networks and connecting people to the information they need, when they need it. Nortel does business in more than 150 countries around the world

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Certain statements in this press release may contain words such as "could", "expects", "may", "anticipates", "believes", "intends", "estimates", "targets", "envisions", "seeks" and other similar language and are considered forward-looking statements or information under applicable securities legislation. These statements are based on Nortel's current expectations, estimates, forecasts and projections about the operating environment, economies and markets in which Nortel operates. These statements are subject to important assumptions, risks and uncertainties, which are difficult to predict and the actual outcome may be materially different from those contemplated in forward-looking statements. For additional information with respect to certain of these and other factors, see Nortel's Annual Report on Form10-K, Quarterly Reports on Form 10-Q and other securities filings with the SEC. Unless otherwise required by applicable securities laws, Nortel disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. (1)Nortel, the Nortel logo and the Globe mark are trademarks of Nortel Networks. (2)This is a 3rd party link as described in our Web linking practices. Bharti Wal-Mart, Punjab negotiate training tie-up New Delhi: Retailer Bharti Wal-Mart Pvt. Ltd, a joint venture (JV) between Bharti Enterprises and Wal-Mart Stores Inc., the worlds biggest retail chain, is in talks with the Punjab government to set up institutes to train people for jobs at cash-and-carry wholesale outlets it plans to open across India over the next few years. If the talks succeed, the state government may offer free land and Bharti Wal-Mart will develop the training infrastructure. The 50:50 JV, formed in August 2007, is expected to start its first cash-and-carry outlet near Chandigarh in the first quarter of 2009. People trained in the institutes would be employed in stores elsewhere as well. Bharti Wal-Mart plans to open 10-15 outlets in the next seven years and expects to employ some 5,000 people.

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A large trained force will be required to man its (Bharti Wal-Marts) joint venture operations and outlets, R.I. Singh, chief secretary of Punjab, told Mint. We are in talks with them for helping them set up institutes for providing training...the land will be provided by the state government. It needs to be worked out whether the land will be given free, he said. The number of institutes and number of people to be trained are also being worked out. We are working out the plans and things will be finalized within a year. A Bharti Wal-Mart spokesperson said in an email the JV is looking at a public-private partnership with the state government to address the shortage of trained personnel in retail. We are in the process of working with the Punjab government to set up a training centre, the spokesperson said. In addition to creating jobs, we hope to create a pool of talent in Punjab by offering an opportunity for students to enrol and gain world-class knowledge and learn best practices in retail and cash-and-carry operations as a career, the spokesperson added. But it is still early days and details are yet to be finalized. To be sure, organized retail is still trying to strike roots in the country. After complaining about high rentals and other costs, a space crunch and lack of skilled employees, retailers facing mounting losses are slowing expansion, paring the number of outlets and cutting headcount, Mint reported on 22 September. Still, the sector is expected to create hundreds of thousands of new jobs in the coming years after it rides out those problems. A report by McKinsey and Co. released this month said organized retail will create at least 1.6 million jobs in the next five years. The company is looking at opening larger supermarkets ranging up to 40,000 sq. ft in Punjab by the year-end. Bharti Airtel, Wal-Mart sign retail deal India's Bharti Airtel has signed a tie-up deal with Wal-Mart to open a chain of retail stores across the country, Sunil B. Mittal, Bharti Airtel's CEO said. Mittal declined to divulge the financial details of the deal, but said it would be a huge investment involving hundreds of stores in India.

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"It is going to be a large investment. There will be stores across the country. We are going to be a big player in this market and Wal-Mart will be a joint venture partner," Mittal told journalists. Mittal said it would take several months before the first of the stores opened their doors, but added, "We are talking here about several hundred stores eventually." He said the retail chain "will probably carry both brand names." India's booming retail market, estimated at about $200 billion, is currently dominated by more than 12 million mom-and-pop shops. Large air-conditioned stores remain a rarity. Bharti Airtel is already a popular brand in India since it provides mobile phone services to more than 24 million users. India does not allow overseas retail companies to open stores in the country. However, foreign companies can buy products from India to support their global supply chains, and Wal-Mart Stores operates a procurement center in the southern Indian city of Bangalore. Mittal said that the deal complies with existing government rules. Nokia and Bharti Airtel Sign USD 400 Million Network Expansion, Managed Services Contract Bharti Airtel Limited has awarded Nokia an estimated USD 400 million contract to expand its managed GSM/GPRS/EDGE networks in eight Airtel circles and deploy a panIndian WAP solution across its networks. As per the three-year contract, Nokia will provide managed services and expand Airtel networks to cover all towns and cities in the eight telecom circles of Mumbai, Maharashtra & Goa, Gujarat, Bihar (including Jharkhand), Orissa, Kolkata, West Bengal and Madhya Pradesh (including Chattisgarh). The network monitoring operations will be carried out from Nokia's state-of-the-art Global Network Services Center in Chennai.

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Nokia will deploy the latest radio and core network equipment including Nokia MSC Server System (MSS) mobile softswitch, Nokia Flexi WCDMA and Ultrasite base stations, and provide services based on Bharti's capacity requirements, delivering a cost-efficient rollout of on-demand capacity. The contract also has stringent service level agreements and performance metrics for both parties, which are designed to provide consistently high-quality services to subscribers and continuously enhance the user experience. Mr Manoj Kohli, President, Bharti Airtel said: "Our network leadership across India is a critical driver in the Bharti Airtel success story. Our partnership with Nokia reinforces our commitment to this cause and Nokia will provide us the latest technology and expertise to drive growth in the latent market in Eastern India and rapidly expand our coverage in Western parts of India." "Nokia is proud to collaborate with Bharti on its initiative to take mobile services to millions of unconnected Indians and enhance the mobile data experience of its existing customers," said Mr. Ashish Chowdhary, Country Director, Networks, Nokia India. "Our extensive managed services capability, powered with a comprehensive and high-quality product portfolio makes Nokia a catalyst for providing affordable mobile services to rural consumers." In the past two years, Nokia has signed two contracts collectively worth USD 400 million with Bharti for the supply of equipment and managed services. With its proven track record in managing networks on behalf of operators around the world, Nokia is able to support operators to enhance their service offerings and reduce costs. Nokia is a major player in the Managed Services business with close to 60 managed services contracts globally. Nokia provides managed services in 27 telecom circles in India. Nokia's operations in India include networks and terminals sales divisions, three Research and Development facilities, Global Networks Solutions Center and a manufacturing facility in Chennai that produces both terminals and GSM infrastructure equipment.

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Bharti Airtel Limited is one of India's leading private sector providers of telecommunications services with an aggregate of 25.89 million customers as of end of July'06, consisting of 24.34 million mobile customers. Bharti Airtel has been being ranked among the top 10 best performing companies in the world in the BusinessWeek IT 100 list. The company was the first private operator to provide mobile services in all the 23 circles in India. The company also provides telephone services and Internet access over DSL in 92 cities. The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable (owned by an associate company) connecting Chennai and Singapore. The company is a part of the consortium, which jointly owns and has developed the next generation undersea cable system SEA-ME-WE-4. The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station About Nokia Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations. A market leader in the mobile industry in Asia Pacific, Nokia provides innovative, industry-leading and market-relevant technology and products to around 20 diverse markets in the region.

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Implementing seven KM enablers at Bharti Following his feature in the last issue of KM Review, Arun Hariharan explains how the critical success factors he discussed were implemented at Bharti Tele-Ventures. At Bharti Tele-Ventures, KM is what KM does for business results and for creating an organizational culture of uninhibited sharing and replication of knowledge. KM is a tool to achieve business objectives faster and better - through an integrated set of initiatives, systems and behavioral interventions - to promote smooth flow and sharing of knowledge relevant to the business and to eliminate reinvention. KM is not an end in itself. We believe KM effectively deployed can be a powerful enabler of: * Consistent customer experience by reducing variation in performance across business units or across time. * Speed in business results by eliminating reinvention. * Converting individual knowledge into reusable organizational knowledge. * Empowering each employee to leverage the collective knowledge of the entire organization to service customers. Following his feature in the last issue of KM Review, Arun Hariharan explains how the critical success factors he discussed were implemented at Bharti Tele-Ventures. At Bharti Tele-Ventures, KM is what KM does for business results and for creating an organizational culture of uninhibited sharing and replication of knowledge. KM is a tool to achieve business objectives faster and better - through an integrated set of initiatives, systems and behavioral interventions - to promote smooth flow and sharing of knowledge relevant to the business and to eliminate reinvention. KM is not an end in itself. We believe KM effectively deployed can be a powerful enabler of: * Consistent customer experience by reducing variation in performance across business units or across time. 39

* Speed in business results by eliminating reinvention. * Converting individual knowledge into reusable organizational knowledge. * Empowering each employee to leverage the collective knowledge of the entire organization to service customers. Bharti has seven categories of eoablers for KM. Our initiatives under each of these categories are described below. We also have communities of experts led by knowledge champions. These are functional experts in each of our critical business processes who collaborate and promote knowledge sharing, replication and performance improvement in their own area of specialization, with support and facilitation from the KM coordinators. Standard KM processes We have defined standardized, close-looped processes for knowledge sharing, replication and measurement. Knowledge sharing and replication that could help improve performance on critical business measures will no longer be a matter of chance or choice, but a mandatory activity like any other business process. Our business leaders are extremely supportive of institutionalizing these KM processes. In fact, the demand for such processes came from some of these leaders. Culture and people engagement For creating an organization-wide culture of knowledge sharing and replication, and to institutionalize KM, it's critical for all employees to engage in KM activities, not just a fraction of them. To help us keep track, we're putting in place a measurement of "employee engagement in KM." Each mouth, the percentage of employees in every business unit and critical business process who have been part of at least one knowledge submission, knowledge replication initiative or knowledge-sharing session to the company knowledge base will be measured and reported. This will be included in regular business reviews. Our target is to have 40 percent employee engagement in all direcdy customerimpacting processes within a year and 80 percent within two years. Employee posters, communications, weeldy "did you know...?" emails and other media help bolster curiosity, excitement and awareness about KM among all employees. 40

We also have a knowledge-dollar (KS) scheme under which employees earn K$ every time they share new knowledge in the company knowledge base or every time they replicate or apply knowledge shared by others. This and similar reward and recognition schemes have been institutionalized at the level of individual employees, functional heads and business units. The objective of these schemes is to create interest, excitement and motivation among people, and ensure that early adopters get high visibility so they serve as role models for others. This is important to encourage employees to make more submissions and create a culture of free knowledge sharing in the organization. We believe the initial phase of culture-building and encouraging free knowledge flow has largely been achieved. This phase lasted about 18 mouths. The "quality screws" are now being gradually tightened. Content under scrutiny Quality of content is ensured in two steps. First, all content submitted is scanned by a member of the KM team to ensure relevance to the business, quality of documentation and adherence to standard formats. It then goes to the knowledge champion and community of experts who "own" the concerned knowledge repository. They review and approve, edit or reject content as required. Having standard formats helps us maintain quality and objectivity of content. These standards are also part of the KM orientation training, which a majority of our employees have gone through. We also have a knowledge-dollar (KS) scheme under which employees earn K$ every time they share new knowledge in the company knowledge base or every time they replicate or apply knowledge shared by others. This and similar reward and recognition schemes have been institutionalized at the level of individual employees, functional heads and business units. The objective of these schemes is to create interest, excitement and motivation among people, and ensure that early adopters get high visibility so they serve as role models for others. Existing and new employees are also exposed to KM orientation training. All employees are encouraged and given rights to submit content to company knowledge repositories. Initially, we were deliberately not over-stringent about quality of content, and would publish most submitted content. 41

This is important to encourage employees to make more submissions and create a culture of free knowledge sharing in the organization. We believe the initial phase of culture-building and encouraging free knowledge flow has largely been achieved. This phase lasted about 18 mouths. The "quality screws" are now being gradually tightened. We also have a knowledge-dollar (KS) scheme under which employees earn K$ every time they share new knowledge in the company knowledge base or every time they replicate or apply knowledge shared by others. This and similar reward and recognition schemes have been institutionalized at the level of individual employees, functional heads and business units. The objective of these schemes is to create interest, excitement and motivation among people, and ensure that early adopters get high visibility so they serve as role models for others. Existing and new employees are also exposed to KM orientation training. All employees are encouraged and given rights to submit content to company knowledge repositories. Initially, we were deliberately not over-stringent about quality of content, and would publish most submitted content. This is important to encourage employees to make more submissions and create a culture of free knowledge sharing in the organization. We believe the initial phase of culture-building and encouraging free knowledge flow has largely been achieved. This phase lasted about 18 mouths. The "quality screws" are now being gradually tightened. Content under scrutiny Quality of content is ensured in two steps. First, all content submitted is scanned by a member of the KM team to ensure relevance to the business, quality of documentation and adherence to standard formats. It then goes to the knowledge champion and community of experts who "own" the concerned knowledge repository. They review and approve, edit or reject content as required. Having standard formats helps us maintain quality and objectivity of content. These standards are also part of the KM orientation training, which a majority of our employees have gone through.

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SIDEBAR Bharti Tele-Ventures is India's first and largest private telecommunications company. It's a fully integrated telecom service provider with mobile, fixed line, long-distance and enterprise services\ OBJECTIVE Objectives specify what learners will be able to do, or perform, to be considered competent. As such, they provide clear reasons for training. Another way to view objectives is that they are goals redrafted to state performances in terms that are clearly tangible to the reader.

Reasons for objectives: Objectives are useful for students, instructors, and instructional designers. Some of the ways in which they are used include : To select and design instructional content, materials, or methods, it is necessary to have a sound basis by which success can be measured. Clearly defined objectives allow designers and instructors a method to find how successful their material has been. The purpose of instruction is to improve performance. By clearly stating the results we want the learners to accomplish, we can identify if they have gained the appropriate skills and knowledge.

During Survey I have following objectives :* * * * To know about the market share of Airtel. To know about the satisfaction level of Airtel Customers. To know about the views and suggestions of Airtel Customers. To know about the problems faced by Airtel Customers. 43

Bharti Airtel Grows as Indian Mobile Market Booms Indian operator Bharti Airtel reported strong revenue growth for the quarter ended September 30, boosted by 8.2 million new subscribers during the period. The company, which offers both mobile and fixed-line services, posted revenue of Indian rupees 90.2 billion (US$1.9 billion on the last day of the quarter), up by 42 percent from the same quarter last year. Falling average revenue per user (ARPU) and investments required to expand the company's networks cut into Bharti Airtel's profits, which rose 27 percent to rupees 20.5 billion. Bharti Airtel had 80 million subscribers at the end of the quarter, up by 57 percent from the same quarter last year. About 77.5 million of these subscribers are mobile phone subscribers. Figures released earlier this month by the Telecom Regulatory Authority of India (TRAI) suggest that the mobile services market has not been affected yet, and continues to grow. India added 10.07 million mobile subscribers in September, taking the total number of mobile subscribers to 315.3 million. The Indian market is getting very competitive with urban markets getting saturated and aggressive pricing by service providers driving down ARPU. Looking ahead, ARPU is expected to drop further as large mobile companies like Bharti Airtel address opportunities in India's rural markets. A number of foreign players including Vodafone Group have invested in the growing Indian mobile services market. Telenor said this week that it is set to acquire a 60 percent stake and operational control of a local start-up, Unitech Wireless, which holds mobile services licenses and spectrum in 13 services circles in the country.

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FACTSHEET OF AIRTEL

Name Business Description Established Shares in Issue Listings

Bharti Airtel Limited. Provides mobile, telemedia services (fixed line) and enterprise services (carriers & services to corporates) July 07, 1995, as a Public Limited Company 1,897,148,464 as at June 30, 2007 The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)

Customer Base

59,670,174 GSM mobile and 2,244,492 telemedia customers (Status as at month ended February 29, 2008)

Operational Network

Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line) in 94 cities in India.

Registered Office Bharti Airtel Limited (A Bharti Enterprise) Qutab Ambience (at Qutab Minar), Mehrauli Road, New Delhi - 110 030 Tel. No.: +91 11 4166 6000 Fax No.: +91 11 4166 6011/12

COMPANYS QUALITY POLICY

QUALITY AND CUSTOMER SATISFACTION IS OUR BASIC BUSINESS PRINCIPLE. 45

Bharti Airtel is committed to strive for the leadership in its product market by way of continuous improvement in the quality of its products and services and meeting the customer needs in time and every time at competitive price. This shall be achieved through continuous up gradation of technology and process improvement by involving all the employees, vendor, dealer and customers.

ORGANISATIONAL STRUCTURE (CEO)

Chief Manager Additional Chief Security Officer Chief Manager establishment Senior Manager establishment

Senior Manager Administration & Welfare

Senior Manager Manager of Time Officer Recruitment

Senior Manager Medical

Senior Manager (CP & HRD)

Industrial Engineer

Training Manager

Hindi Cell Paper Library Provident Clipping Fund & And Pension Printing

MARKET SCENARIO
Market scenario all over India
46

The cellular market in India is divided between 11 players with Bharti (Airtel) maintaining leadership position with 24.89% market share. The market share of all the players is depicted in the table below: Group Company Wise Cumulative S. No. Name of Company Total Sub Figures 1 Bharti 6504314 2 BSNL 5229145 3 Hutch 5148048 4 IDEA 2732689 5 BPL 1882754 6 Spice 1208890 7 Escotel 989084 8 Aircel 1026377 9 Reliance 790529 10 MTNL 360550 11 Hexacom 257053 All India 26129433

% Market Share 24.89% 20.01% 19.70% 10.46% 7.21% 4.63% 3.79% 3.93% 3.03% 1.38% 0.98% 100.00

Thus we can say that the cellular service market in India is monopolistic with few players vying for the leadership position of the Indian cellular market which is the fastest growing market in the world, represented by a mere penetration of 1/100 persons who use cellular services.

The position of Airtel in various circles is given in the table below: Difference Rank Market Circles/ States All Metros Delhi Customer Share Operators Base Bharti 1331003 of ofBhart Market leader Bharti Market Share between the ofMarket Share

the Marketof the leader Leader (%) and Bharti 45.35846910

Bharti(%) i 45.35847 1 47

Cellular Bharti Mumbai Chennai Cellular Bharti Mobinet Bharti 478251 305106 329113 19.07488 3 39.59896 1 41.5075 2

Cellular Hutchison Max Bharti 40.112929521.03804639

Mobinet 39.59895650 Hutchison Telecom 55.371673613.8641695 IDEA

Kolkata Mobitel A' Circle Maharashtr Bharti a Gujarat A.P. Karnatka T.N B' CircleKerala Punjab Haryana U.P.(W) U.P.(E) Cellular Bharti Cellular Bharti Mobile Bharti Mobile Bharti Cellular Bharti Cellular Bharti Mobile Bharti Cellular Bharti Cellular Bharti cellular Bharti

267526 156539 507536 681508 165785

13.59576 4 8.672511 4 32.83941 2 45.64325 1 13.40847 4

Cellular Fascel BSNL Bharti Mobile Aircel Limited

42.773753929.17799113 45.306210236.63369902 34.33891361.499505988 45.64324750 42.055369528.64689992

131462 711271 115860 164888 0 0 89346 0

12.84943 4 39.9627 27.9444 19.6309 0 0 2 3 3

BSNL Spice Comm. BSNL Escotel

34.222692721.37326312 44.48828744.525582961 36.20784888.263448213 43.42305 23.79214731

N.A. BSNL

54.821751854.8217518

Rajasthan cellular Bharti M.P. W.B. & A&N C' CircleBharti H.P. BIHAR Telenet Bharti Telenet Cellular Bharti cellular

N.A. Hexacom 46.384708246.3847082 IDEA Cellular 36.310639236.31063920 62.542835262.5428352

12.89893 4 0

N.A. BSNL Bharti

65386 0

47.73607 1 0

Telenet 47.73606670 Reliance

N.A. Telecom 50.205979 50.205979 48

Bharti Orissa Telenet Bharti Assam N.E. J&K Telenet Bharti Telenet Bharti Telenet 0 0 0 0 0 0 0 0 N.A. BSNL Reliance N.A. Telecom 100 Reliance 100 50 50

N.A. Telecom 96.206344796.2063447 N.A. BSNL 100 100

Thus it is clear from the above table that Bharti maintains leadership position in Delhi, Chennai, Karnataka and Himachal Pradesh. In rest of the regional markets it lags from its competitors by a margin of 1.5% to 100% market share. However , at all India level it is still a market leader

REVIEW OF LITERATURE
Mobile Technology is expanding at a fast rate and so is the Customer base.. Airtel has experienced a growth in Market Share from 33.43% in 2002 to 37.89% in 2003 all over India, but in the Delhi region, Airtel has experienced a decrease in Market Share from 49.81% in 2002 to 45.36% in 2003, inspite of having the highest Customer base with a Market Share. Airtels competitor Idea, has experienced a growth in its market share from 7.67% in 2002 to 14.34% in 2003 . This research is directed at assessing the market environment and determining the various factors affecting the growth of market share of Airtel. The Market share can be defined as the proportion of industry sales of a good or service that is controlled by a company(David L. Scott. The American Heritage Dictionary of the English Language). The factors have been identified as following:

49

Pricing of product/plans/services in comparison to the competitors: Studying the current plans/products/services and policies of Airtel and its competitors and comparing the acceptability and preference.

Retailing: The process of selling goods to the consumer. It refers to the activity performed by any individual or organisation that sells its goods or services directly to final consumers. The research studies the Retailers views about Airtel and its competitors in the corresponding region

Technology: The discipline dealing with the art or science of applying scientific knowledge to practical problems is known as technology. It is the technical means people use to improve their surroundings and do tasks efficiently.

The research studies the various technologies (such as Global System for Mobile communication, Code Divisional Multiple Access) available and their future prospects and implications

The availability and intensity of network coverage of Airtel as compared to its competitors. Studying the advertising/promotional gimmicks of Airtel and competitors: This will help in studying the activity used in attracting public attention of the products, as by paid announcements in the print, broadcast, or electronic media and how they influence on Consumer buying behaviour.(Max Sutherland and Alic K Sylvester, Mark Gob)

Customer satisfaction and expectation: This is used for measurement or determination that a product or service meets a customer's expectations, considering requirements of both quality and service. It also measures the extent to which a product's perceived performance matches a buyer's expectations(Bruce I Newman, Banwari Mittal, Jagdish N Sheth).

Once all the factors are analysed, we intend to prioritise them in terms of their extent and level of influence on Share. the Market

Airtel's new

strategy penetrate segments

to

50

The Vice President, Marketing, Bharti Tele-Ventures, Prtik Pota (left), with the Director Mobility, Bharti Cellular, Atul Binda. Focusing its attention towards youth, women and senior citizens, cellular service provider Airtel today unveiled its new market segmentation strategy by introducing new prepaid and post-paid plans. The new plans offer lower call rates, more value-added services and attractive payment plans. Hoping that the new plan would add to its revenue and further increase its penetration in new segments of mobile users, the company said while "Friendz" pre-paid plan was focused at younger generation, the two new post-paid plans were for women and senior citizens with tailor-made features as per their specific requirements. According to Atul Bindal, Chief Marketing Officer and Director (Mobility), Bharti Cellular Ltd., the new offerings were being introduced in 20 circles. Mr. Bindal said "Friendz" pre-paid connection would attract those between 15-19 years of age that had several interesting features. Similarly, the "Ladies Special" plan was to allow more and more women to use mobile phones that had become a necessity today, said Mr. Bindal, adding that the new scheme would give them special discounts. The plan also offers women the option to club the monthly bills with that of their spouses. And for those who are above 60 years of age, Airtel has new post-paid plan, Seniors, where subscribers get discount on one STD number and one local Airtel number. 51

Besides, subscribers of this plan would get special discounts for health check-ups and would have a facility to club bills with that of their children, Mr. Bindal added.

Sales Promotion
Sales promotion is different promotion, Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand. This includes sales activities which supplement both personal selling and advertising. Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, personal selling etc. Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be done with the help of tools like displays, exhibitions, free sample coupons, premium etc. Sales promotion acts as a link between advertisement and personal selling.

Communication and promotion

Marketing communication involves, sharing of meaning, information, concepts, about the products and services by buyers and sellers. Such communications are conveyed with the help of advertisement, salesmanship and sales promotion. A communication will be treated as effective only when it is properly responded by the buyer. The communication must have identical meaning for both sender and receiver. If the communication does not properly reach the receiver or the message received is not the same as the message sent, then that will be called Break down at the message stage. In the market communication, feed back means a response, a reaction over the message sent back by a customer to the sender. In the case of effective communication feed back will be always present. 52

Need for Product Promotion

a) To introduce a new product in the market. b) To influence the public with the help of new uses of the product. c) To increase the frequency of purchase by each buyer. d) To encourage dealers to stock more goods. e) To withstand in the competitive field. f) To increase the sales by imparting special training to salesmen and by window display.

Effects of Promotion
1. The present day market is very competitive due to the large number of rivals and substitutes. With the help of promotion producer must create product differentiation in the minds of consumers. 2. Promotion is very essential to communicate the use of the product and the nature of the product to consumers and middlemen 3. Nowadays most of the consumers market their products in wider area and the consumers are also very large in number. In such cases personal selling alone cannot be used and so all the steps for promotion are to be followed. 4. During the periods of depression it is essential to maintain at least some minimum market. Therefore it is very essential to use promotion.

Promotional Strategy
1. Deciding Promotional Mix Personal selling, advertisement and sales promotion are some of the promotional methods. During most of the situations two or more promotional methods are to be used for each campaign. Generally with the help of a single method it is not possible to succeed. Advertising needs the support of personal selling or display to increase the sales. Sometimes even the personal selling alone cannot be successful without the support of advertisement.

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An ideal promotion mix is that situation where the total expenditure incurred for various promotion methods is minimum and sales by such mix is maximum. Promotion mix means finding out the proper ratio of usage of different methods of promotion. The management must find out, how much amount should be spent on each promotional activity. Promotional mix is influenced by the following factors. (a) Nature of the product Nature of the product will be decide the promotional mix. For consumer goods advertisement and dealer display will have more effect. Industrial goods with high technology will need much of personal selling and cosmetics, blades etc, will require more of advertisement than personal selling and displays (b) Nature of the Customer If the communications are mostly to middlemen, then personal selling will be more effective and very little spending on advertisement will do. If information are to be passed to consumers and when the number of consumers is large, it is better to advertise. Especially if customers are scattered, then advertisement alone can be successful. (c) Nature of the Market If market for a product is only local then personal selling alone will be sufficient. If the market for a product is available at national level, then advertisement is more suitable.

(d) Availability of Funds The amount of funds available for promotion will decide the promotional mix. The companies having huge funds for promotion will favor advertisement and try to cover wider market. If the funds are available are less than maximum portion of such funds will be allocated for personal selling in a limited area. These funds may be used for window display also.

PRODUCTS
Airtel Prepaid Plans
54

Features: Total Cost Control Total Cost Control with Airtel Prepaid like never before. No more rentals or deposits simply recharge as much as according to need to from as low as Rs. 10, to as high as Rs. 10,000/-. Pre activated STD/ISD without deposits or rentals Pre activated STD/ISD without deposits or rentals on Airtel Prepaid. No more paying deposits or having a minimum balance in users account to make an STD/ISD call. Hassle-free calls are here to stay! Strong Network Coverage Enjoy complete clarity when calling with Airtels worldclass technology and unbreakable network coverage that spans over 23 circles across the country Instant Balance and Validity EnquiryUsers account balance is updated on the screen of his handset at the end of each chargeable call. User can also call 123 from his mobile phone and listen to the voice announcement or simply dial *123#, press 'OK' or 'YES' button and his account balance will be displayed on the screen of his handset. Recharge your Airtel Prepaid Recharging is Easy. The calling value on Users card keeps reducing as he make calls or use any other chargeable service. Choose the Airtel Prepaid Recharge Coupon thats right for you, from a variety of tailor made recharge coupons with different denominations, which are available at a number of outlets across your city. Simply follow the procedure mentioned below, to recharge your phone. 55 Total Cost Control Pre activated STD/ISD without deposits or rentals Strong Network Coverage Instant Balance and Validity Enquiry Recharge your Airtel Prepaid Prepaid Roaming More with Airtel Prepaid Reach us Anytime Anywhere

 Gently scratch the silver panel on the reverse of the recharge card for a 16-digit number. Call '123' and choose your preferred language. Follow the voice announcement and enter the 16-digit recharge number, when requested. More Recharge options: Flexible recharge voucher This unique recharge voucher gives you the option to choose between validity or talktime, as per your need. Easy Recharge Recharge your Airtel Prepaid Card electronically with value that suits your needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your Airtel Prepaid while roaming anywhere in the country. 24-hour Recharge via ATM Recharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walk up to your nearest ATM, insert the ATM card and enter your ATM PIN number. Select 'Mobile Recharge / Bill Pay' from the main menu and follow the prompts to recharge your prepaid. This recharge option is available with all leading banks. SMS Recharge You may also register your mobile number at any of the member bank's ATM to avail the SMS recharge facility. Upon registration you will receive a registration PIN number. To recharge your prepaid, type, RC <Recharge Amount> <Registration PIN> and SMS it to the 3 digit SMS code of your bank. All future transaction will require this PIN. The code to which this SMS needs to be sent for various banks is as follows: Bank of Punjab: 550, Centurion Bank: 565, Citibank: 530, Corporation Bank: 545, DCB: 585, HDFC Bank: 540, ICICI Bank: 575, IDBI Bank: 520, ING Vysya Bank: 552, SBI: 535, UTI Bank: 525. Internet Recharge 56

User may log on to the Internet banking website of his bank and select the prepaid recharge option to recharge his Airtel prepaid. Many leading banks provide Internet based recharging. Validity Extension service Trade your talk time to extend the validity of your prepaid. Dial *141*001# and then, press the call button. Your validity would be extended by 1 day for a charge of Rs.15. You can similarly extend your validity for 5, 10, 15 or 30 days. Transfer Talk time Transfer talk time to another prepaid, just dial *143* number# and then press the calling button. You can transfer Rs.50 per request for which Rs.55 would be deducted from your balance. For details call 121. Prepaid Roaming Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected no matter wherever you are. You can also send or receive MMS, check your email and access other GPRS services while roaming in India as you would in your own city. While traveling abroad you can receive calls & send or receive SMS.

In case you are not able to login to any network while roaming, please follow these instructions: Go to "menu option of your mobile. Select Network option (Can be a sub option in setting, depending on the handset you use). Select "Manual" network. Select desired network More with Airtel Prepaid Airtel brings you, a wide range of Services that will change the way you communicate. Try them and discover a whole new world of fun and excitement. 57

Call management Services Call waiting, call hold, call divert and Caller Line Identification Presentation all with your Airtel prepaid connection. Voice Mail When your handset is switched off, or youre too busy to answer the phone, Airtel Voicemail will answer your calls and record a message. The best part is that there's no extra monthly cost for setting up Voicemail - you just pay for the phone call when you use the service. SMS (Short Messaging Service) Send messages quickly and easily using text, if it's too noisy to talk or you don't have much time. It's the way to share those interesting one-liners, important reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world. Subscription Alerts Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone with Subscription Services. SMS <SUB NEWS> to 53333 for News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips. MMS (Multi-media Messaging Service): Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings. Airtel Live Make your mobile the most happening entertainment destination with Airtel Live Airtel brings you the latest in entertainment and information services, right on your phone! Airtel Live WAP Services: Download the latest ring tones, games, wallpapers, videos and much more. You can also get news clips, watch live TV and download full songs on you phone. To get Airtel Live settings on your phone, SMS 'Live' to 56465 and save the settings that 58

you receive as your preferred connection. Airtel Live Portal can be accessed from you GPRS enabled phone, by sending a SMS 'FUN' to 56465. Airtel Live SIM Services: Access loads of fun content and exciting services like cricket, stocks, on your phone at the touch of a few buttons with Airtel Live SIM based Services on your SIM card menu. To download new services on your Airtel SIM, choose the "What's new" option under the "Airtel services" menu. Airtel Live SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance SMS, Help to 56465. Hello Tunes Tired of that boring old tring tring on your phone? Well now when a friend calls, you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. What's more you can directly call the number for your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This would directly take you to your favorite artist's Hello Tunes listing.

Copy a Hello Tune Get the tune you want, all you have to do is call 55055 and follow the simple voice instructions to copy your favorite Hello Tunes. Once inside the copy feature, just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. Gift a Hello Tune Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello Tune to that special someone. Just call 55055 and choose the song that you want to gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that 59

you want to gift the Hello Tune to. You will get an SMS notification upon successful receipt of that gift. Buy Music - Airtel Music Shops Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk time. Simply walk into your nearest Airtel Shop and walk out with your favorite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. It's as simple as: Choose your favourite song from the music catalogue available with the retailer. Retailer will just press a few keys on his phone and download a song (Hello Tune or Ring tone) to your mobile phone. In the case of Hello Tunes you will be required to dial 674 (toll free) to confirm acceptance of the song. You will also get an SMS confirming the successful download of your song. Reach us Anytime Anywhere In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the country, even while roaming. You can also send us an SMS to 121 or mail us at 121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the subject of the mail for a quicker response.

Postpaid Plans
Features: Easy Billing Easy Payment Options. Anytime Anywhere Credit Limit Strong Network Coverage Long Distance Calling Facility Widest Roaming National and International GPRS Roaming 60

Easy Billing Enjoy a host of rich features only with Airtel e-bill. Register free on My Airtel section and view your monthly bill with call details for last three months. Sort your calls between personal and official or analyze your usage, at the click of a button. To change tariff plan call IVR at 121 and leave a request, User can also send in their requests through email 121@airtelindia.com, log their request on My Airtel section of the website or SMS the change to 121. Easy Payment Options. Anytime Anywhre User can choose from a host of convenient payment options only with Airtel. Walk into any Airtel relationship centre and make their payments by cash or credit card. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through their credit card. User can also opt for easy payment options like:Standing Instructions User can give us standing instructions to debit your credit card account for their monthly Airtel bills. All they have to do is fill the Standing Instruction Form and mail, fax it to us or drop it any of our relationship centres.

Electronic Clearing System Fill an ECS form and mail, fax it or drop it any of Airtel relationship centres to directly debit User bank account for his monthly Airtel bill. Pay while roaming Airtel has introduced 'Anywhere payment' that offers the convenience of making payments while User roam. Walk in to any Airtel Relationship Centre in the country, make payments by cash or credit card and enjoy uninterrupted Airtel Services. Credit Limit 61

Users pre-set credit limit mentioned on his monthly bill helps him keep his mobile charges in control, keeps track of his usage and ensures that his mobile phone is not misused. Should User exceed his credit limit, he is informed via a voice or a non-voice message to make an interim payment and reduce his account balance below his credit limit. User may also choose to pay an additional refundable deposit to enhance his credit limit or opt for our convenient payment method of Credit Card Standing instruction .He can also make use of ECS facility. Strong Network Coverage Enjoy complete clarity when calling with Airtel .It offers the User world class technology and unbreakable network coverage that spans over 23 circles across the country. Long Distance Calling Facility Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone. Widest Roaming National and International Airtel's roaming service allows User to stay connected and use his mobile phone to make or receive calls from almost anywhere in India and also over 160 countries, abroad.

GPRS Roaming Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails (eg. BlackBerry services), from almost anywhere in India and abroad. Reach us Anytime Anywhere In case User need assistance, dial '121' - our toll-free number, accessible from anywhere in the country, even while roaming. He can also send us an SMS to 121 or mail us at 121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the subject of the mail for a quicker response. 62

Services

Subscribe for cool alerts at the click of a button! What's better is that you receive updates automatically on your Airtel phone.

Avail of special services like calling waiting, call hold, call divert and voice mail to manage all your accessibility needs with Airtel.

Let your phone do the talking, with our Mail and Messaging services. Make arrangements, share moments or just say hello...

63

Take your office wherever you go & access e-mail and Internet any time anywhere, with Airtel.

More services, for convenient use of your mobile from Airtel network.

Welcome to Airtel Mobile Phone Backup, a unique service that saves all the vital and precious information at the touch of a button.

Now secure your handset with this unique service, which helps you keep track of your mobile phone when its stolen or lost..

BharatMatrimony launches matrimony service on Airtel

64

Bharatmatrimony.com has joined hands with Airtel to provide matrimony services on mobile. The website has customised its services for Airtel Live keeping in mind the unique needs of the mobile users. Access to the service is absolutely free.

BHARATMATRIMONY.COM, Indias most trusted matrimony portal with over 12 million registered members, recently, announced the launch of matrimony services on Airtel, Indias leading mobile telecommunications service provider, with over 77 million subscribers. BharatMatrimony services are now available on Airtel Live, Indias largest WAP Portal. Airtel subscribers can access the matrimony services with GPRS enabled handsets across the country. The website has customised its services for Airtel Live keeping in mind the unique needs of the mobile users. Access to the service is absolutely free; there are no charges for activating the service or browsing the portal. Subscription is priced at Rs 20 per week, whereby subscribers will get to view unlimited profiles and can access two contacts free of cost. "At CONSIM, we are constantly looking to create innovative platforms beyond the Internet for delivering our services to a wider range of consumers. Airtel, with its huge market share and largest WAP portal, is a perfect platform for us to serve the rapidly growing mobile users in India, said Murugavel Janakiraman, founder and chief executive officer, Consim Info Pvt Ltd. We have been working with the Airtel team for almost six months to understand their customers needs and deliver a product that would have appeal and hence drive adoption. Another interesting feature is that we have integrated this with our web offering, thus allowing both sets of customers to seamlessly interact across mediums, added Janakiraman. "BharatMatrimony on Airtel is a step in the new direction to add value to our customers. We believe that Airtel is the mobile partner of choice to reach customers that are hitherto unavailable to Bharatmatrimony.com on Internet. We are confident that the service will help many prospective brides and grooms across the country find suitable life partner," said Sanjay Gupta, chief marketing officer, Airtel.

About Airtel Live

65

Airtel Live is Indias largest WAP portal, accessible to all Airtel customers with data enabled handsets. Access to Airtel Live is absolutely free, and there are no charges for activating the service or browsing the portal. Charges are applicable for content downloads from the Airtel Live portal, depending on the content downloaded. Airtel Live is updated daily with fresh content, services and customer offers, from partners like Walt Disney, Yahoo, Indiagames, Indiatimes, Rediff, Phoneytunes, IMI Mobile, Cartoon Network and many, many more.

Bharti to launch Airtel DTH service

Bharti Group, which runs Indias biggest mobile phone services firm by customers, plans to launch a direct-to-home or DTH television service within eight weeks and aims to boost its distribution reach for the new service by leveraging the nearly one million retail outlets where it sells prepaid phone recharge cards, a group executive said. All set: Atul Bindal, president of Bharti Airtel, says the rates would be similar to those of existing operators and higher than cable TV rates. Photograph: Ramesh Pathania / Mint.

We are in a high state of preparedness to launch our DTH services. A trial launch has been done among the employees and the feedback is very good. We are putting in the last minute changes to reach the last town, and to have a footprint like the (Airtel) prepaid recharge value chain, said Atul Bindal, president of Bharti Airtel. We want to leverage on every bit of that (Airtel brand). Bharti Airtel has 923,472 outlets across India as in end-June through which it sells prepaid, postpaid, and value-added service offerings. On pricing, Bindal said the rates would be similar to those of existing DTH operators and higher than cable TV rates. DTH firms such as Tata Sky Ltd, an 80:20 joint venture between the Tata Group and Star Group; Dish TV Ltd, an Essel Group company; and Sun Direct TV Pvt Ltd, a joint venture between Chennai-headquartered Sun TV Network Ltd and 66

Malaysias South Asia Entertainment Holdings Ltd, charge between Rs30 and Rs300 (exclusive of taxes) a month for the service. DTH services, introduced in India in July 2006, currently serve 13 million customers, according to industry estimates. Of this, an estimated seven million are customers of DD Direct, a free DTH service of public broadcaster Prasar Bharati, or Broadcasting Corp. of India, with the remaining six million split between Dish TV, Tata Sky and Sun Direct. According to a report by industry body Ficci, short for Federation of Indian Chambers of Commerce and Industry, and consultant PricewaterhouseCoopers, the segment will expand at a 44% compound annual growth rate between 2008 and 2012. In comparison, cable TV households are expected to register a 2% growth. The DTH business will see three new players before the year-end. Besides Bharti Tele media, Reliance Communications Ltd and Bharat Business Channel Ltd, the media arm of the Videocon group, plan to enter the market. As players in a relatively infant segment, characterized by high customer acquisition cost and marketing costs, the existing operators have been saddled with losses so far. Dish TV has made losses of Rs665 crore between 2006 and now.

We entered the consumers home with voice, then it was data and broadband, now we want to give them a one knock at the door experience with one bill and one service provider, he said. Airtel will be the only Telco that can do and make a difference as we have the underlying technology in terms of billing and convergence. This will not be possible for a standalone DTH player. Eventually the game plan for Bharti is to get into all the potential telecom real estate and be a full scale telecom service provider. And DTH service launch by the company is one step in that direction. Arpus (average revenue per user) in DTH is much higher than the telecom, said Alok Shende, principal consultant, Acceindia Consulting. Bharti is readying to offer multiple services (to the consumers) after the DTH launch. It just allows a lot of creative bundling strategy to happen. 67

The Airtel DTH service will use the so-called MPEG4 format for the first time in India with advanced security encryption systems, Bindal added. MPEG4, a media format used for compression of audio and video data in digital form, was introduced by the Moving Picture Experts Group in 1998.

PROMOTION STRATEGY OF AIRTEL

Airtel

A man calls up his wife

The wife says, Aath baar

The man says that he has

68

late

at

night

to

say

phone kar chuke ho, ab kya kehna hai?

called to say Good night.

something.

Achcha baba, good night. Ab phone rakho, says the wife playfully.

She counts from one to three and stops. After a brief silence on...

...both sides, both of them speak out together and start laughing.

VO: beech

Kabhi

pyaar

ke na

...Isliye ab Airtel pe STD sirf Rs. 1.50 rupaiye.

dooriyaan

aaye...

Consumer Behavior towards Mobile Service Providers

Consumer behavior has gained importance for managers of both the profit and nonprofit organizations, and of policymakers. In modern marketing, firm's success depends upon customer satisfaction. Therefore, the knowledge of "what the customer thinks" and "what consequently would contribute to his satisfaction", is the requirement of the marketer. Information technology has changed the present socioeconomic environment enormously. The expanded horizon of telecommunications has led to the substantial increase in mobile services. The present study assesses the consumers' awareness and attitude towards different mobile service providers in Lucknow. 69

The paper aims at studying the consumer satisfaction and its future impact on socioeconomic changes. To achieve the objective of the study, a sample of 200 randomly selected mobile users of Lucknow city was taken. From the analysis, it is observed that the level of consumer satisfaction, the perception of consumers of the prospects of mobile services in Lucknow city and the impact of mobile services in bringing about the social change, depend on the demographic characteristics of the respondents. Consumer Behaviour has become highly volatile in the present era of globalization. Changes in consumers exposure, income, education, experiences, easy availability of foreign products and hallow effect have cast their shadow on their behaviour. Changes in perceptions play significant role in consumer behaviour, car which was deemed as luxury for the middle class of the society has become necessity now-a days. Consumer Behaviour is the acts of individuals in obtaining and using goods and services including the decision processes that precede and determine their acts.

Determinants of Consumer Behaviour

Consumer Behaviour is affected by various factors, ranging from personal motivation, needs, attitudes, values, personality characteristics, to socio-economic and cultural background, age, sex, professional status, friends and society as a whole. The combinations of these various factors produce different imp-act on each area of use as manifested in our different behaviour as consumers. To understand the determinants of consumer behaviour in an effective manner, these factors may be divided into four categories: I. Psychological Factors II. Personal Factors III. Social Factors 70

IV. Cultural Factors

Determinants of Consumer Behaviour

(I) Psychological Factors 1. 2. 3. 4. 5. 6. 7. 8. 9. Sensation Needs Perception Beliefs Attitudes Learning Motives Personality Self-concept

(II) Personal Factors 1. 2. 3. 4. 5. Family Demographic Factors Income Life-style Education and Occupation

(III) Social Factors 1. 2. Family Reference Groups 71

3.

Opinion Leaders

(IV) Cultural Factors 1. 2. Sub-culture Social-class

The most important thing is that it is not the product, but it is the perception of the product that matters in consumer behaviour. Brand image and Brand adoption by the consumers is basically dependent on its perception. Considering the Demographic Factors, as the needs for different products and services changes with age and applying the The Learning Model, The Economic Model and The Sociological Model of consumer behaviour

The Learning Model The learning model is based on Pavlovian stimulus Response theory, relating to classical conditioning. The model explains that marketing firm can change or influence consumer behaviour by designing or manipulating the drives, stimuli and responses in order to get favourable predispositions. The model believes on learning, forgetting, ability and discrimininating of consumers. Learning model has vital role in the area of sales promotion. By the judicious designing of drives and stimuli the firm can create salvation in the mind of customers.

72

Firms can carefully study consumers psychology and may select appropriate tools to sales promotion to lure them to buy its products promptly.

The Economic Model The Economic Model of consumer behaviour assumes human beings as a rational man. It believes that emotions play a little role in buying decision of consumers. This model explains that buying decision of consumers are guided by utility and rational considerations. Rational buying motives comprises economy, efficiency, reasonable quality, durability, safety, performance, re-sales value and reliable after sales services. The model explains that every consumer wants full value of his money.

The Sociological Model The Sociological Model believes that consumer is a part of society. Person has no existence in isolation of the society. The model explains that buying decisions of an individual is greatly influenced by the society. The society includes family, friends, relatives, intimate groups and social class. All these make their own impact on buying decisions of consumers.

Tariffs
Going mobile is now a lot more affordable with amazingly reduced tariffs from Airtel .So go ahead and choose Airtels New Prepaid with lowest monthly cost of staying cellular,available for both new and existing customers. New Muskaan tariff

Option 99+96 99+151 99+392 99+653

Calling value 6 44 349 581 73

Validity 30 days 365 days 365 days 365 days

SUPER LIFE TIME Option 99 + 294 Calling Value 10 Validity SUPER LIFETIME

RCV RCV-52 RCV-75 RCV-35 RCV-36 RCV-98 RCV-26 RCV-152 RCV-393 RCV-654 RCV-295 RCV-95 RCV-150

VALIDITY 30 DAYS 30 30 30 30 30 365 365 365 SUPER LIFE TIME 30 30

TALK VALUE 0 0 10 0 9 0 45 349 582 10 0 0

REMARKS All Local call Call 50 Paisa @ Min All Local 50 Paisa @ STD & LL 1 @ Min All Local Rs.1/-, STD 1/@ Min 360 Local SMS All Local Call Rate 1/ -@ Min 100 National SMS Free All Local Call Rate 1/- @ Min All Local Call Rate 1/- @ Min All Local Call Rate 1/- @ Min All Local Call Rate 1/- @ Min A2A 30 Paise A2O 50 Paise A2LL 1 Rs. All Local Call 50 Paisa @ STD 1 Gulf Calling @ 6.99, U.S Calling @3.99 All Local SMS 10 Paise, National SMS 25 Paise

NEW MUSKAAN PACK

FOR PRESENT CUSTOMER MRP : Rs. 321 CALL VALUE : Rs.150

FOR NEW CUSTOMER

74

MRP : Rs. 320 CALL VALUE :Rs. 149

ADVANTAGES VALIDITY : 1 YEAR FREE LOCAL & NATIONAL SMS : 250(Validity 30 Days) 2 Local Airtel to Airtel No. @ 10 Paise/ Minute. For Registering 2 Local Airtel No. Call 52521. Call Charges Rs. 2/Minute.

AIRTEL SAATHI PACK

Call at minimum rates on any of your 2 favourite nos. Airtel to Airtel Airtel to Mobile Airtel to LandLine Airtel to STD Charges Rs.5/Week. *Terms & Conditions Apply : : : : 10 Paise/Minute. 40 Paise/Minute. 65 Paise/Minute. Rs. 1/Minute.

Airtel
-: Present :-

Nokia Bundle Offer

75

FRC 94 *Validity 1 year *A2A Talk Value 150 Min * Free Local SMS 300 (For First Month)

Life Time Validity

FRC 195 *Vaidity : Life Time * Free Local SMS 300 (For First Month) *Terms & Conditions Apply

Various Promotion Schemes were used which are as follows:-

Promotion Schemes
Airtel Connection New Offer Validity 1 year A2A Talk Value 150 Min Free Local SMS 300 (For First Month) 1 Latest Songs MP3 Free ALL THESE IN JUST 94 RECHARGE ONLY *Terms & Conditions Apply

76

RESEARCH METHODOLOGY

Title of the study: MARKET SURVEY

Duration of the Project:

I have done successfully 45 days training in airtel mobile services.

Objective of the Study:

77

A project cum training is an essential part of M.B.A. curriculum. This study was conducted on Marketing survey to find out the position of the company in the market against competitor.

To Creating an awareness to Airtel postpaid customers about the facilities

in postpaid connections.

TO Analyzing the problem faced by postpaid customers. To collecting the data bases of different age group of customers

interested in different types of toppings offer.

To motivating the customers to take postpaid connections. To analyzing which postpaid plan is more used by customers. To Analyzing the satisfaction level of customer towards postpaid connection.

Type of Research
EXPLORATORY

Sample Size and method of selecting sample

Sample size is 100 pepole, Stratified Sampling

SCOPE OF THE STUDY

78

This study shows the Market position of the company. This study tries to focus on Market and Brand Image. This study also tries to focus enhance the goodwill of the company. This project study also focus on importance of market survey and data analyzing. In this project study, I try to develop overall idea of marketing Concept.

Limitations of study

The data was mainly collected by the means of questionnaire. Thus it may have following limitation :-

1. 2.

It is difficult to know whether willing respondents are truly responding or not. There may be some uncertainty about the response of the respondents.

79

3.

The information supplied by respondent may not be correct and it may be difficult to verify the accuracy of the information provided.

4. 5.

The research work is affected by time and cost constraints. The result was confined to Moga, Faridkot and Muktsar Districts only and the responses/ results obtained cant be generalized to other populations.

FACTS AND FINDINGS

1. Customers are satisfied with various plans. 2. It was observed that most of the customers expressed their unhappiness Over billing services. Either they were wrongly charged or they never received bills on time. 3. Senior citizens are very particular about rentals. 4. Through my survey, I came to know that most of the customers are satisfied with our plans and toppings. 5. Through my survey I observed that most of the customers are satisfied with airtel. 80

Data Analysis & Interpretation

Q1.

Which mobile service provider you prefer the most ? 30% 24% 20% 26%

1. Airtel 2. Vodafone 3. BSNL 4. Any other

81

26%

30% 1 2 3 4

20% 24%

Q2.

For how long you are using their service ? 6% 13% 9% 72%

1. Less than 6 months 2. 1 Year 3. 2 Years 4. Above 2 Years

82

6%

1 3% 9%

72 %

L es s th an 6 m on ths Y e ar 2 Y ea rs A bo ve 2 Y ea rs 1

83

Q3.

Why do you prefer a particular service ? 32% 53% 15%

1. Economy 2. Service 3. Brand

15% 32%

53%

E c o n o m yS e rvic e B ra n d

84

Q4.

Kindly mention your area of concern ? 39% 38% 23%

1. Network Issue 2. Billing Issue 3. Service Issue

23% 39%

38%

Network Is s ueB illing Is s ue S ervic e Is s ue

85

Q5.

Which service provider offers you attractive schemes? 44% 24% 9% 23%

1. Airtel 2. Vodafone 3. Bsnl 4. Any Other

23% 1 44% 9% 2 3 4

24%

86

Q6.

Which service provider has wider network coverage? 39% 28% 15% 18%

1. Airtel 2. Vodafone 3. Bsnl 4. Any Other

18% 39% 15% 1 2 3 4

28%

87

Q7.

Which service provider provides you less roaming charges? 20% 19% 15% 46%

1. Airtel 2. Vodafone 3. Bsnl 4. Any Other

20% 1 46% 19% 2 3 4

15%

Q8.

Which service provider provides you faster GPRS service ? 43% 21% 9% 27%

1. Airtel 2. Vodafone 3. Bsnl 4. Any Other

88

0% 27% 1 43% 2 3 9% 4 5 21%

Q9.

How would you rate customer care service of your service provider ? (Only for Airtel Customers)

1. Excellent 2. Good 3. Average

17% 44% 31% 89

4. Poor

8%

8%

17%

31%

44%

E x c ellent G ood A verage P oor

10.

How would you rate customer care service of your service provider ?

(Only for Bsnl Customers) 1. Excellent 2. Good 3. Average 8% 30% 21% 90

4. Poor

41%

8%

41%

1 30% 2 3 4

21%

11.

How would you rate customer care service of your service provider?

(Only for Vodafone Customers) 1. Excellent 2. Good 3. Average 5% 33% 33% 91

4. Poor

29%

5% 29% 33% 1 2 3 4

33%

12.

How would you rate customer care service of your service provider?

(For other network customers) 1. Excellent 2. Good 3. Average 12% 36% 40% 92

4. Poor

12%

12%

12%

40%

36 %

E xc e lle nt G o o d A v e rag e P o o r

Q13

What is the best part of your service provider? 33% 28% 39%

1. Network 2. Plans 3. Service

93

39%

33%

28% N e tw o rk P la n s S e rvic e

Q14

Which plan do you like in airtel? 45% 33% 22%

1. Muskaan pack 2. saathi pack 3. Life time

94

22% 1 2 3 33%

45%

95

SWOT ANALYSIS

Strengths:
Bharti Airtel has more than 65 million customers (July 2008). It is the largest cellular provider in India, and also supplies broadband and telephone services - as well as many other telecommunications services to both domestic and corporate customers. Bharti airtel is a rapidly growing communication company Bharti Airtel is the largest telecom company in private sector In just over few years, there are so many customers across the country & number keeps on increasing. The sales force of company is very effective Bharti Airtel has approx more than 5000 tower in Rajasthan and of sept end. That provide better service as compare to another telecom companies. Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel, with whom they hold a strategic alliance. This means that the business has access to knowledge and technology from other parts of the telecommunications world. The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base. the

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Weaknesses: An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago, the business has little knowledge and experience of how a cellular telephone system actually worked. So the start-up business had to outsource to industry experts in the field. Until recently Airtel did not own its own towers, which was a particular strength of some of its competitors such as Hutchison Essar. Towers are important if your company wishes to provide wide coverage nationally. The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature.

Opportunities: The company possesses a customized version of the Google search engine which will enhance broadband services to customers. The tie-up with Google can only enhance the Airtel brand, and also provides advertising opportunities in Indian for Google. Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions. 97

Despite being forced to outsource much of its technical operations in the early days, this allowed Airtel to work from its own blank sheet of paper, and to question industry approaches and practices - for example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better suited to India, as the company moved into small and remote villages and towns.

The company is investing in its operation in 120,000 to 160,000 small villages every year. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call, and also so that the business benefits are scalable - using its 'Matchbox' strategy. Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. This new business will control more than 60% of India's network towers. IPTV is another potential new service that could underpin the company's long-term strategy.

Threats: Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession. Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa's MTN in May 2008. This opened the door for talks between Reliance Communication's Anil Ambani and MTN, allowing a competing Inidan industrialist to invest in the new emerging African telecommunications market. Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market. 98

Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services.

CONCLUSION

From the survey I reached on the conclusion that Airtel is the first choice of the consumers. Most of the respondents prefer Airtel Mobile Provider Services. Maximum respondents are using this mobile connection for above 2 years. They prefer to avail this connection because of its good services. According to most of the respondents Airtel has wider network coverage as compared to any other company. In the views of mostly respondents airtel provide them fastest GPRS Service. Airtel Service provider gave them attractive schemes from time to time. The conclusion of my study is that Airtel Service Provider is the No. 1 choice of most of the consumers but according to their views the call rate is a little bit high. So Airtel should reduce its call rates to make it more popular among the consumers.

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RECOMMENDATION AND SUGGESTIONS

1. The retailers are bent towards Hutch due to better incentives and Margin

offered by them. Airtel needs strategies to improve retailer satisfaction. It s important as the retails are the first direct contact that influence a customers decision to buy a service. Hutch is ranked high on roaming but Airtel is not high on roaming so in order to capture the share from Hutch Airtel must improve its roaming facility. Similarly if it offers better schemes then the factor would become important for Airtel customers also which would straight away reduce the product differentiation which MTNL, idea and hutch provide as compared to Airtel. This will help in capturing market from all the players . 2) 7.3% of Airtels customer are dissatisfied . Airtel needs to reduce the rate of dissatisfied customers by providing them whatever is needed as discussed in report. 3) Airtel need to concentrate more on the high income group > 4lakh per annum this is due to the fact that major chunk of the customers come from this segment in prepaid and post pad segment. It must continue with thee prepaid segment as it exclusively caters to the group of the people having an income of less than 1 lakh p/a.However it must try to convert its prepaid users to post paid users as the users of pre paid are consistently more than those in post paid segment. 4)The quality of network remains the single most important reason for changing the service provider in the past and will remain the same for changing the service provider in the future for airtels customers. Thus airtel must concentrate on improving on its quality of network in order to maintain its customer base.

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SUGGESTIONS
For the improvement of Bharti Airtel I have following suggestions for the company :1. Company should reduce its call prices because of tough competition in the market.. 2. 3. 4. 5. Company should arrange some exhibition for the popularity of its services. Company should give more stress for the advertisement. Company should give attractive schemes to the consumers. Company should reduce its roaming prices.

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APPENDIX

Corporate Name ................................. Contact Person .............................. Address ............................................... Contact No. ...................................

Q1.

Which mobile service provider you prefer the most ? a.Airtel b.Spice c.Hutch d.Any Other

Q2.

For how long you are using their service ? a.Less than 6 months b.1 Year c.2Years d.Above 2 Years

Q3.

Why do you prefer a particular service ? a.Economy b.Service c.Brand

Q4.

Kindly mention your area of concern ? a.Network Issue b.Billing Issue c.Service Issue

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Q5.

Which service provider offers you attractive schemes? a.Airtel b. Spice c.Hutch d.Any Other

Q6.

Which service provider has wider network coverage ? a.Airtel b.Spice c.Hutch d.Any Other

Q7.

Which service provider provides you less roaming charges ? a.Airtel b.Spice c.Hutch d.Any Other

Q8.

Which service provider provides you faster GPRS service ? a.Airtel b.Spice c.Hutch d.Any Other

Q9.

How would you rate customer care service of your service provider ? a.Excellent b.Good c.Average d.Poor

Q10. What is the best part of your service provider ? a.Network b.Plans c.Service

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Signature ...................................................................

Date of Visit .............................................................

Designation ...............................................................

Remarks ....................................................................

Current Plan................................................................

Thanks! for sparing your valuable time.

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BIBLIOGRAPHY

BOOKS :* Research Methodology * Marketing Strategies Kothari, C.R.

Kotler Phillip

* Literature Provided by the Company.

WEBSITES: * www.airtel.com * www.bharti.com

SEARCH ENGINES * www.google.com * http://www.msn.com * www.yahoo.com * www.wickypedia.com

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Jitendra Virahya s
JVIRAHYAS@GMAIL.COM

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