Marketing Of Broadband

Services
Faculty of Network Planning
ALTTC, Ghaziabad.

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 Discussion Objective

To understand key issues in marketing

of BROADBAND services, Identify
our role and get started

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 Outline
• What is Broadband
• ABCD of broadband
• Identify potential customers
• Winning customer confidence
• Facilitation
• How to communicate

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 • Application
• Business model
• Connectivity
• Delivery model

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 • Application
– VoIP
– WWW.
– E-mail
– AoD
– VoD
– TV
– Etc.

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 • Business Model
– How much customers can pay
– CAPEX & OPEX
– Breakeven
– Bundling?
– Content-Revenue share?

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 • Connectivity
– Copper quality
– Speed
– Single/Multiple user
– IP address
– Type of modem
– Issue of power supply

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 • Delivery model
– Procedure
– Execution Speed
– Access channels
– Billing
– Customer care

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 Bandwidth Demand by Applications
26000
20000
14000
8000
4000
2000
1500
1000
900
800
700
600
500
400
300
200
100
0
In Kbps
Applications

20000 High Definition TV

6000 Real time Sports

2000 Real time Movie

600 Online Games

500 Video Conferencing

300 Multimedia Web Browsing

200
Interactive TV

130 Hi-Fi Audio Streaming

120
Video Telephony

100 Software downloading

50 Static Web Browsing

30
Text E-Mail

12 IP Telephony

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 What
What is
• Broadband?
• Broadband services?

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 Who needs
Tom Dick & Harry or …..

Check Need-Want-Demand
Customer-Users

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 Broadband segmentation?
NEWS &
ENTERTAINMENT
INFORMATION
Entertainment
junkies News seekers
Researchers &
Gamers/Gamblers hobbyists
Chatters
E-mailers & readers

COMMUNICATION
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 Potential customers

BSNL landline owners!

Need further qualification…

Think of targets

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 Key ICT Statistics-India (June 2004)

• Our Fixed lines– 3.5 crore

• Internet Connections- 5 million (15 million
users @ 3 users per connection)
• No. of PCs- 12 million
• Broadband Connections- 2,50,000
• No. of TVs- 100 million
Source:TRAI presentation,Sept’04
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 PROSPECTS

Internet & PC users

Broadband prospects
USERS

Existing internet users Household,SMEs, SoHo

Large corporates, Cyber Cafes.

Cyber cafes,
PARTNERS
STD/ ISD booth owners

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 Demand-Supply Gap

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 Customer Confidence

• Speed
• Billing
• Provisioning efficiency
• Ensuring fault free service

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 Few speed check sites…
• www.bandwidthplace.com/speedtest/
• www.dslreports.com/stest
• reviews.cnet.com/Bandwidth_meter/
• home.cfl.rr.com/eaa/Bandwidth.htm
• www.adslguide.org.uk/tools/speedtest.asp
• speedcheck2.optonline.net
• www.absolutefuturity.com/ BBMonitor/

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15 May 2018 19
 Facilitator
• Affordability
• Evaluating Plans-Value for money
• PC loans-Ready list of lenders &
schemes, Tie-ups
• Free Trial periods

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 How to communicate

How many are we?

Can We do?
Our comfort level !

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 Know your competitors - Cable
• BSES Telecom: (upto 2 mbps)
• Capital : (up to 7 Mbps)
• Hathway Cable: (64 kbps to 256 kbps)
• In2Cable: (64 – 256 kbps)
• ZeeNext (128kbps-25Mbps)
• Wipro Net: (128 kbps to 12 Mbps)
• Zeenext: (128 kbps)

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 Know your competitors - Wireless
• Capital : (up to 7 Mbps)
• Satyam Infoway: (64 to 256kbps)

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 Know your competitors - DSL/ADSL
• Bharti BT: Mantra Online (64kbps-
2mbps)
• Cyberwave Internet: (64 kbps- 512
kbps)
• Reliance: (144kbps)
• Tata Dishnet: (upto 512 kbps)
• Spectranet: (64 to 128kbps)
• Airtel: (upto 512 k)

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 Communication…
• Tool:Advertising–Newspapers & Magazines

• Nature: Umbrella

• Target: All PC/Internet Users

• Purpose: Retail

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 Communication…
• Tool: Direct Marketing- Mailers

• Nature: Direct Informative

• Target: BSNL customer base for land line

and cellular connections

• Purpose: Information Handout

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 Communication…
• Tool: Sales Force

• Nature: Indirect

• Target: Cyber cafes, Internet Dhabas,

STD/ISD Booths

• Purpose: Selling & servicing

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 Communication…
• Tool: Sales Promotion

• Nature: Direct Promotional (e.g. with

hardware partners)

• Target: Retail & Corporate

• Purpose: Incentive
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 Communication…
• Tool: Public Relations & Events

• Nature: Direct Interactive

• Target: Universities, Schools etc., IT

Managers/Communication Managers, IT
Associations, Women’s Organisations

• Purpose: Interest generation, Promotion

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 Can we leverage Brand Value
as per ET-AC Nielsen ORG MARG 2004
Sr.No Brand Telecom Overall Service
rank-04 Rank-04 rank-04
1 BSNL 1 90 3
2 RIM 2 115 6
3 AIRTEL 3 124 7
4 TATA 4 148 14
INDICOM
5 BPL 5 - 17
6 HUTCH 6 - 20
7 MTNL 7 - 38

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 We need… Conclusion….
• Awareness drive
• Robust system of fast provisioning &
customer response
• All employees to act as influencers
• Key interface persons to learn need
analysis, tariff analysis & technical skills
• Facilitation-Tie ups
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 THANK YOU ALL

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