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The Bharat Sanchar Nigam Limited (BSNL), the Public Sector giant that leads the telecom progress in India, Telecommunication is the transmission of information over significant distances to communicate. In earlier times, telecommunications involved the use of visual signals, such as beacons, smoke signals etc. In modern times, telecommunications involves the use of electrical devices such as the telegraph, telephone, as well as the use of radio and microwave communications etc.

The objective of the study is to get acquainted with the organizational setup of BSNL and management practices followed in different departmental areas. The report represents history of Indian telecommunications, the organizational structure of BSNL . Its Vision, Mission, Objectives, Various services offered to public, Services pricing and its financial performance. The report also covers social responsibility and business ethics followed in BSNL.

HISTORY Till 31ST December 1984 single department for POSTAL AND TELEGRAPHS&TELEPHONE. In January 1985 two separate Departments for the POSTS and the TELECOMMUNICATIONS were created DEPARTMENT OF TELECOMMUNICATIONS The Telecommunication Board consisted of the Secretary Telecommunications, who was the Chairman with Members of different departments. Department in 1986 reorganised the Telecommunication Circles with the Secondary Switching Areas (SSAs) as basic units. The entire telecommunication operations in India was planned, organized, controlled and implemented by the Department of Telecommunications (DoT) under Govt. of India till early 1990s. Bombay and Delhi Telephones were separated to create the new entity called Mahanagar Telephone Nigam Limited (MTNL).

In October 2000, Government of India separated the operational part from the DoT and formed BSNL as a Govt. of India Enterprise, assuring a level playing ground for all the operators. BSNL Started mobile services operations in the year 2002. BSNL isWorld's 7th largest Telecommunications Company providing comprehensive range of telecom services in India.


BSNL Landline BSNL Mobile VMS(Voice Mail Service) 3G services

Intelligent network Video conferencing Audio conferencing Telex/telegraph

Internet Services BSNL Broadband Global confrencing

Data communication
Web conferencing BSNL Managed Network Services Enterprise Solutions


Project Shikhar has been set up by BSNL The first phase of the project is Diagnose and Design the second phase is Detail and Implement The core hierarchical structure of BSNL can be described as follows: There is a corporate office which governs BSNL according to government policies and is managed by the Board of Directors. The corporate office, headed by the Chief Managing Director (CMD) BSNL administrative units which include regional telecom circles, training institutions, project circles, metro districts and specialized units.


Kerala Telecommunications Circle was first formed as a combined Postal and Telecom Circle in the year 1961. . It detached from Postal Department in 1984 Kerala Telecommunication Circle was formed with Head Quarters at Trivandrum. . Today it provides services to a population of over 31 million people in the state of Kerala, Union territories of Lakshadweep Islands and major part of the Union Territory of Pondicherry. BSNL's Cellular Mobile Service was launched in the circle on 23-10-2002 covering most of the major cities and towns

To become the largest Telecom Service Provider in Asia.

To provide world class telecom services to its customers on demand at competitive prices. To provide world class telecom infrastructure in its area of operation and to contribute to the growth of the country's economy.

Organizational structure of BSNL Kerala Circle


GM (MKTG & GM(D) GM (A & TS) GM(O) GM(F)




MANAGEMENT FUNCTIONS The General Manager (Development) managing the activities for Information Technology, Switching Network Planning, Transmission Planning, Materials Management and Commercial activities.

General Manager (Administration and Telegraph Service) managing the overall administrative activities and Human Resources. The General Manager also manages the Telegraph services. General Manager (Operations) managing the MIS (Management Information System), Co-ordination with other public utility services such as PWD (Public Works Department), KSEB (Kerala State Electricity Board) And KWA (Kerala Water Authority). Operations of Telecom districts are also co-coordinated by the General Manager-TWO WINGS(O)&(SBP). General Manager (Marketing and Business Development) is the functional head of entire Kerala Marketing activities. The department develops marketing strategies for basic and mobile services of BSNL Kerala Circle.-TWO WINGS(NS&MKTNG,BD) General Manager (Finance) is the chief financial adviser of CGM BSNL. There are two wings under the control of General Manager (Finance), (1) Finance and Accounts (2) Telecom Revenue. These wings are headed by Deputy General Managers. General Managers of Secondary Switching Areas (Telecom Districts) are the functional heads of Telecom Districts. The

Functional departments
The following are the departments of the company.

Finance Department. Marketing Department. Human Resource Department. Information Technology Department.

Finance department:
This department is handled by two DGMs i.e. for financial leverages and telecom revenue. DGM will be apex decision making body as far as financial aspects is concerned. Major works with financial leverages and Telecom revenue are: Financial leverages Telecom revenue

Budget Section
Work Section Accounts payable Cash Corporate accounts Banking

Telecom lease circuits

Sub Ledger WILL and mobile Computer billing circle

Marketing department
Deputy Manager Marketing is responsible for Preparation of tender. Meeting customers and identifying their needs. Market research, competitors study, advertisement of the project.

Marketing Process ADVERTSEMENT Marketing activities support sales efforts CRM

Human Resource department

With a corporate philosophy that considers Human Resource as the most prized assets of the organization, it's natural for BSNL to continually hone employee skills, enhance their knowledge and their expertise and their aspirations to fruition. Even as BSNL goes about conducting its business activities, it lays emphasis on constant enhancement of knowledge and skills

through regular training programmes.

ADMINISTRATIVE DIVISION Employee UNIONS and staff Training Evaluation

HR DIVISION Implement Training Methods Performance appraisal

Attendance Wages and Salary Administration. Information technology department

Increments, Incentives & Bonus

Allowances promotions

Network Maintenance Intelligent Network

Call Queuing
Condition based routing
Interactive voice response Black & White List

Call limiter
Call distribution Detailed Bill

Employees Welfare Activities Employee Training Training Evaluation

Conduct Needs Assessment Implement Training Methods Performance appraisal

Attendance Wages and Salary Administration. Information technology department

Increments, Incentives & Bonus

Allowances Staff

Network Maintenance Intelligent Network

Call Queuing
Condition based routing
Interactive voice response Black & White List

Call limiter
Call distribution Detailed Bill

STRENGTHS The country-wide spread of the telecom infrastructure, quality of networks, affordable tariffs with absolute transparency and the vast qualified workforce are the greatest strengths of BSNL BSNL is an experienced telecom service provider. All BSNL training centers are ISO certified. . BSNL follows all of TRAIs regulations which are an additional strength with respect to its corporate

WEAKNESS Low efficiency of the cell phone tower.

Low risk taking ability.

Lack of aggressive marketing. Slower response time. Though all the shares are owned by the central government, no funds are allocated for BSNL in the annual budget. Bureaucratic organizational set up and legacy of poor service image is a



THREATS Rapid change in technology External factors like political instability

It can establish a world-wide knowledgebroadcast system via the internet. BSNL can retain its customers by improving its marketing skills. Can invest in foreign markets. Introduction of better & improved technology. BSNL has a large network of more than 36000 Digital Exchanges connected by OFC backbone The group can strengthen and expedite research & development in order to deliver products of top international standards.

and economic instability which are affecting the business environment Erosion of trained and skilled manpower.

Large number of international players.

Competition from private sector & nationals. Frequent fluctuations in the global competitive market Economics policies of the government.

Effective growth of a public enterprise depends on appropriate balance between value and economic aspects of strategy. BSNL is now under the implementation phase of Project Shikhar in order to achieve more market share. Once it is done, BSNL can hope to achieve more.