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By-

Abhilasha Seam M003


Mahesh Alapati M009
Deepak Nair M025
Gopinath Vangari M027
Snehal Madne M060
Telecom Industry
Introduction
Market Analysis
Wireless Subscriber Base:
525.09
752.19
893.84
864.72
886.3
904.51
0
100
200
300
400
500
600
700
800
900
1000
2009 2010 2011 2012 2013 2014
N
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Year
Total Wireless Subscribers
Total WireLess Subscribers
0
50
100
150
200
250
2009 2010 2011 2012 2013 2014
N
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Year
Trend in Subscriber Share
Bharti Airtel
Vodafone
Reliance
Tata
Idea
BSNL
23%
18%
12% 7%
15%
11%
14%
Current Subscriber Share
Bharti Airtel Vodafone Reliance Tata
Idea BSNL Other
Source:TRAI
Contd
Wire line Subscriber Base:
37.06
35.09
32.69
30.79
28.89 28.89
0
5
10
15
20
25
30
35
40
2009 2010 2011 2012 2013 2014
N
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Year
Total Wire line Subscribers
Total Wire line Subscribers
0
5
10
15
20
25
30
2009 2010 2011 2012 2013 2014
N
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S
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Year
Trend in Subscriber Share
BSNL
MTNL
Bharti Airtel
Reliance
Tata
64%
12%
12%
4%
5% 3%
Current Subscriber Share
BSNL MTNL Bharti Airtel Reliance Tata Others
Contd
Rural Wire less Subscriber Base:
164.57
250.89
307.59
331.6
359.67
371.38
0
50
100
150
200
250
300
350
400
2009 2010 2011 2012 2013 2014
N
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S
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Year
Total Rural Subscribers
Total Rural Subscribers
0
20
40
60
80
100
2009 2010 2011 2012 2013 2014
N
o
.
o
f

r
u
r
a
l

s
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Year
Trend in Subscriber Share
Bharti Airtel
Reliance
Vodafone
BSNL
Tata
Idea
25%
7%
24%
9%
4%
20%
11%
Current Subscriber Share
Bharti Airtel Reliance Vodafone BSNL
Tata Idea Other
Contd
Rural-Urban Share:
0
20
40
60
80
100
120
N
o
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o
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S
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Year
AIRTEL RURAL-URBAN SHARE
Urban
Rural
0
50
100
N
o
.

o
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S
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Year
VODAFONE RURAL-URBAN
SHARE
Urban
Rural
0
20
40
60
80
N
o
.

o
f

S
u
b
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Year
IDEA RURAL-URBAN SHARE
Urban
Rural
0
50
100
150
N
o
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o
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S
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Year
RELIANCE RURAL-URBAN SHARE
Urban
Rural
0
20
40
60
80
N
o
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o
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S
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Year
TATA RURAL-URBAN SHARE
Urban
Rural
Airtel
Power to
Keep in
touch
Live every
moment
Segmentation
Geographic
Region
wise
Density
Demographic
Age
Income
Gender
Targeting
Premium and
Upper middle
class
Expansion-
Rural
Women &
Seniors
Vodafone
Segmentation
Geographic
Region wise
Density
Demographic
Occupation
Business
Consumer
Income
Age
Behavioural
Post-paid/Prepaid
Service usage(VAS)
Targeting
Wide target market
Urban customers in focus
Vodafone Delights
Made for you offers
Idea, Reliance & Docomo
Idea
Income, Geographic
Students, Workers
Tata Docomo
Demographic
Middle and upper middle
class
Reliance
Income, Geographic
Rural/Sub urban
PRODUCT : SIM CARDS




SERVICES
VOICE
INTERNET USAGE
VALUE ADDED SERVICES
MOBILE BANKING

2G/3G/4G
POSTPAID/PREPAID
CUSTOMER SUPPORT
MNP
Roaming
PROCESS
PROCESS
Business Process Framework eTOM
Enhanced Telecom Operations Map ITU M.3050
https://www.itu.int/rec/TREC-M.3050/en


PROCESS
Advertisement Analysis
45
7
23
12
8
5
Advertisement Channels
TV Channels
Social Media
Print Ads
Billboards/ Hoardings/
Posters
Event Sponsorships
Radio
64%
32%
3%
1.20%
0.80%
Innovative Promotions
Vodafone
TATA Doomo
Idea
Airtel
Reliance
Vodafones Zoo Zoo
Campaign both in media
as well as social
networking sites.

TATA Docomos brand
campaign that urges
customers to pay by
the second, always.
38%
34%
14%
8%
6%
Ads Rural Connect
AIRTEL
Idea
Reliance
Docomo
Vodafone
Airtel and Idea have most rural connect












Vodafone fails to
connect well to rural
areas because of difficulty
in understanding
faced by them.


28%
27%
25%
16%
4%
Brand Endorsers
Ranbir Kapoor
Zoo Zoo
SRK
Abhishek Bachchan
Anushka Sharma
89%
4.50%
3.50%
2.50%
0.50%
AIRTEL
Reliance
Idea
TATA Docomo
Vodafone
Most Popular Ringtone
AIRTELs signature tune by
A.R. Rahman is perhaps the most
downloaded ringtone.
52%
18%
14%
14%
2%
Most Popular Tagline
Idea
AIRTEL
TATA Docomo
Reliance
Vodafone
Idea:Ek Idea J o Badalde
Aapki Duniya
Airtel: Aisi Azadi Aur Kaha
TATA Docomo: Keep it
simple silly.

Price
Competition Based Pricing - Customized Flexi Pricing (Monthly Unlimited Plans , Special Roaming Packs , Data Packs , Social
Network Packs , Re 1 Entertainment store Vodafone)
VAS and Data services are the Margin Levers
Product Mix Pricing Methods-
1)Product Line Pricing - Class Distinctions
2)Optional Feature Pricing - Optional features and services along with main product- Ex- Entertainment Packs, 3G Packs , GPRS
Packs , Message Packs etc
3)Two Part Pricing - Fixed fee plus a variable usage fee. Telephone users pay a minimum monthly fee plus charges for calls beyond
the minimum . (Fixed fee should be low enough to induce purchase of service)
4)Product Bundling Pricing - Mixed Bundling , Pure Bundling



42.5
47
49.7
35.3
36.8
38.2 38.2
41.1
47.4
FY 2013 FY 2014 FY 20115E
ARPM-Paisa/Min
Vodafone Airtel Idea
190
201.1
205.2 206.3
215.4
223.1
164.2
175.1
179.3
FY 2013 FY 2014 FY 2015E
ARPU-Rs/User
Vodafone Airtel Idea
31.5
32.2
33.1
29.3
32.1
28.5
30.1
30.7
31.2
FY 2013 FY 2014 FY 2015E
Data Realization-Paisa/MB
Vodafone Airtel Idea
Crisil Research June 2014
Place
Vodafone Airtel Tata
3 G Coverage In India
Ref- vodafone.com , Tataindicom.in, Icra.in
,
PEOPLE
Employees at Retail Stores
Customer Care Support

Importance:
Involves high level of communication with the customers
97% of the participants talk about 'after-sales service'. Each one tells approximately 47 people about their bad
experience.
According to a survey done by ET, nearly 7 out of 10 consumers intended to make a purchase decided
against it due to poor service experience.
64% of Indians lose their temper with a customer service executive, far higher in comparison to an average of
48% in other markets
Play an important role in increasing the sales in rural and semi urban areas.


Employee
Wellbeing
Framework
Proper
training and
continuity
education
programmes
Employee
friendly
policies
Fitness and
Health
Promotion

Rewards
and
Recognition
Flexible work
options
Safe
Working
Environment
Employee
Engagement
Contd



IDEA
2013:Best Telecom
Company to work
for
Amity Telecom
Excellence Award
for 'The Best Rural
Services Provider
of the Year 2013
2011:Best Telecom
Company to work
for
VODAFONE
2014:Best Telecom
Company to work
for (only Telecom
Company in top
100)
2013:Second Best
Telecom Company
to work for
2012:Second Best
Telecom Company
to work for
AIRTEL
2011:Third Best
Telecom Company
to work for
'The Most
Impactful HR
Practise Award
for the use of
mobile
technologies for
employee
services(Organized
by the National
HRD Network)
Accolades:
Source: ET and Great Place to Work
PHYSICAL EVIDENCE
Retail Stores

Websites



Mobile Apps
Survey Results
AGE
Income (Monthly)
Services Currently used
Services Used
<21 21-40
>40
Ratings given by the users
Deciding Factors
Satisfaction Levels
Ranking on Advt. Visibility
Frequency of Visits to Customer Care Centre
Preferred Brand Ambassador