Videocon Mobile Services

Group-5 Pawan newar(71) Rajesh Jaiswal(76) Rakesh Gan(77) Ritesh Kothari(83)

Punit Somani(102)
Vivek Goyal(114)

2nd largest in the World after China. Growing @ 45% p.a. over past few years. Major factor being Government liberal (100% FDI) policies. Presently 850 Million users. Crossed 800 Million mark in March 2011. Major players being Airtel (24.3%), Vodafone(20.8%), Reliance(18.9%), BSNL(12.7%)

Tried to get license in the year 1994 but failed due to low bid price. Got license in the year 2007,started operations in Maharashtra. Became 13th Mobile Services operator in India. Started with an initial Capital of Rs. 14000 crores. Has tie up with International Telecom major,VERIZON. Has acquired DATACOM on Nov.1,2007.

Started with an Short term goal of reaching out to 100 cities in 100 days. Operates in 19 states, Started operation in Tamil Nadu and Maharashtra, Operates in 22 Circles in India. According to TRAI, Videocon had a market share of 0.9% (November,2010). Customer Base: Before MNP: 72 LACS After MNP: 61 LACS

Important Questions asked in the Survey were: Q1) Priority for Network Selection: a.Coverage (27.5) c. Schemes (22.5) b.Call Rates (37.5) d. Internet (7.5) e. Customer Sercice (5) Q2) Source of updates on Offers and Schemes: a.TV Commercials (7.5) b.Promotional Messages (55) c. Print Media (5) d. Word of Mouth (32.5)

Q3) Attractive Schemes and Offers: a. 0 paise (30.3) b. Full Talktime (3) c. Value added sevice(12.1) d. Unlimited TT (54.5)

Q4) Isues with Videocon: a. Poor Connectivity (44.8) b. Customer Service (10.3) c. Availability (41.4) d. Promotional Messages (3.5)

The reasons for the failure of Videocon Mobile Services are as follows: Poor Connectivity ( Couldnt hold on to lifes every single) Poor Availability Brand Loyalty Failure to deliver promises made Poor Customer Service Poor Advertisement Campaign Failure to promote the most happening offer 0 paisa per second

Reintroduce unlimited Call plans- More effective rate. Increase Market Share with lower call rates & give value add ons. Try to reach out to the untapped rural market. Give benefits to the existing customers word of mouth. Proper Advertising & Repositioning ( Unlimited Talk value).