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This document analyzes the telecom industry in India from 2009-2014. It summarizes key metrics including:
- Wireless subscribers increased from 525 million to 904 million from 2009-2014. Bharti Airtel and Vodafone had the largest market shares.
- Wireline subscribers declined from 37 million to 28 million over this period, with BSNL and MTNL maintaining the largest shares.
- Rural wireless subscribers grew from 165 million to 371 million. Bharti Airtel and Vodafone had the largest rural subscriber bases.
- The major operators segment customers based on factors like geography, income level, and usage patterns. They target both urban and rural areas.
This document analyzes the telecom industry in India from 2009-2014. It summarizes key metrics including:
- Wireless subscribers increased from 525 million to 904 million from 2009-2014. Bharti Airtel and Vodafone had the largest market shares.
- Wireline subscribers declined from 37 million to 28 million over this period, with BSNL and MTNL maintaining the largest shares.
- Rural wireless subscribers grew from 165 million to 371 million. Bharti Airtel and Vodafone had the largest rural subscriber bases.
- The major operators segment customers based on factors like geography, income level, and usage patterns. They target both urban and rural areas.
This document analyzes the telecom industry in India from 2009-2014. It summarizes key metrics including:
- Wireless subscribers increased from 525 million to 904 million from 2009-2014. Bharti Airtel and Vodafone had the largest market shares.
- Wireline subscribers declined from 37 million to 28 million over this period, with BSNL and MTNL maintaining the largest shares.
- Rural wireless subscribers grew from 165 million to 371 million. Bharti Airtel and Vodafone had the largest rural subscriber bases.
- The major operators segment customers based on factors like geography, income level, and usage patterns. They target both urban and rural areas.
Year Total Wireless Subscribers Total WireLess Subscribers 0 50 100 150 200 250 2009 2010 2011 2012 2013 2014 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
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 o .
o f
s u b s c r i b e r s
( i n
m i l l i o n )
Year Total Wire line Subscribers Total Wire line Subscribers 0 5 10 15 20 25 30 2009 2010 2011 2012 2013 2014 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
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 o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
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 u b s c r i b e r s
( i n
m i l l i o n )
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 .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
Year AIRTEL RURAL-URBAN SHARE Urban Rural 0 50 100 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
Year VODAFONE RURAL-URBAN SHARE Urban Rural 0 20 40 60 80 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
Year IDEA RURAL-URBAN SHARE Urban Rural 0 50 100 150 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
Year RELIANCE RURAL-URBAN SHARE Urban Rural 0 20 40 60 80 N o .
o f
S u b s c r i b e r s
( i n
m i l l i o n )
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
VoIP Telephony and You: A Guide to Design and Build a Resilient Infrastructure for Enterprise Communications Using the VoIP Technology (English Edition)