MTNL CASE STUDY HISTORY About the Company: Vision

Become a total solution provider company and to provide world class telecom services at affordable prices. Become a global telecom company and to find a place in the Fortune 500 companies. Become the largest provider of private networks and leased lines. Venture into other areas in India and abroad on the strength of our core competency.

Mission To remain market leader in providing world class Telecom and IT related services at affordable prices and become a global player. More about MTNL MTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality of telecom services, expand the telecom network, introduce new services and to raise revenue for telecom development needs of India's key metros Delhi (the political capital) and Mumbai (the business capital) of India. In the past 23 years, the company has taken rapid strides to emerge as India's leading and one of the largest telecom operating companies in Asia. Besides having a strong financial base, MTNL has achieved a customer base of 8.06 million as on 31st March 2009. The company has also been in the forefront of technology induction by converting 100% of its telephone exchange network into the state-of-the-art digital mode. The Govt. of India currently holds 56.25% stake in the company. INTRODUCTION IT support is essential to implement effective business strategies. A business has to coordinate on entire supply chain process and corresponding information flow. MTNL being a service organisation is reaching out to its customers with a customer-focused strategy for better information about customer profiles. The whole world is witnessing convergence of technologies evolved by Information Technology. Voice & Data services are being offered on single platform. Services like call centres, internet, e-commerce,

intelligent network, personalized services, network management etc. are required assingle window solution. MTNL has recognised that IT is the key to future business success. IT has been implemented as the backbone for running customer friendly services. Several IT systems such as CSMS (Customer Services Management System), FRS (Fault Repair Service), DQ (Directory Enquiry), FMS(Financial Management System), IVRS (Interactive Voice Response System) and accounting and billing systems are already operational at MTNL. MTNL is also in the process of setting up Certification Authority. The projects for Data warehousing, call centers, m-commerce, e-commerce, billing mediation, telecom software development, new IT policy and consultancy projects are in the pipeline. In 1997, the company took various steps to provide a host of value added services like datacom. Payment of bills was made hassel free with the introduction of electronic clearing system and customer service management system for on-line payment and adjustment of telephone bills. In the year 2000, Mahanagar Telephone Nigam Ltd (MTNL) tied up with MasterCard International to pioneer the acceptance of credit cards for payment of telephone bills. During the same year (2000) Mahanagar Telephone Nigam Ltd. has transferred its Internet Service Provider Category-A license as well as Internet business to its subsidiary, Millennium Telecom. In 2006, MTNL teams up with Aksh Opticfibre for IPTV and signs a joint venture agreement with Software Technology Parks to offer niche portal services to the Indian community. As part of the modernisation and diversification programme, MTNL-Delhi started Asynchronous Digital Subscriber Line (ADSL) services as a pilot project. And all these services can be registered for on the Web; there is no need to visit the MTNL office. MTNL plans to expand this service and offer video-on-demand, entertainment and educational services through its network. The Integrated Service Digital Network service offered by MTNL-Delhi helps the subscriber to get on to the communication super-highway. Desk-top video-conferencing is possible by using a single ISDN line at 64 Kbps or128 Kbps. High-quality videoconferencing is possible with three ISDN lines at 384 Kbps. Video-telephony, teleconferencing and access to the Internet with a higher bandwidth are other features of this service. MTNL introduced the Internet telephony service under the brand name Bol-Anmol. This enables a subscriber with a personal computer to make telephone calls to international destinations through the Internet. Based on the latest technology, this service reduces the cost of international calls. Value added Services Considered to be a revolution in data communication networking, the I-Net service offered by MTNL-Delhi provides high-speed connectivity among computers. It is a packet

switched public data network and has connectivity to data networks all over the world through the gateway packet switched system and the remote area business message network. It offers reliable and high-speed data services for a range of business activities. It is suitable for online applications such as credit card verification. The data transfer is virtually error-free. The multiplexed connection enables multiple calls to be handled simultaneously on a single connection in I-Net. The cost of exchange of data through I-Net is the lowest among the different alternatives. The charges are independent of distance. It provides international access. It has a wide gateway. Some of the typical applications of this facility include automatic teller machine connectivity, LAN (local area network) and WAN (wide area network) connectivity, e-mail service, corporate communications, information retrieval, travel reservations and electronic fund transfer. More than a hundred cities in the country are covered by this service. MTNLs E-Business Activities 1. Online Mobile Recharge MTNL brings online recharge facility for its users. Now all MTNLs Trump Prepaid and 3G Jadoo customers can recharge their prepaid mobile accounts & by clicking over Internet. Presently MTNLs online recharge can be possible via major banks online accounts like ICICI Bank, Citibank, Axis Bank, Bank of Baroda, Bank of India, Bank of Rajasthan, Corporation Bank, Federal bank, Karnataka Bank, Oriental Bank of commerce, South Indian Bank, Vijaya Bank and Yes Bank. 2. EBilling This includes : Bill payment through Credit/Debit Card Or Net Banking. Bill alert service provides MTNL Delhi PSTN subscribers with an electronic version of their paper bills in their Mailbox. Confirmation for the bills paid through ECS and drop box. 3. Internet Broadband Connection Speed Tester and checking download volumes Now one can test the speed of his/her internet connection and also keep a check on the volumes of download done. 4. Online booking of broadband connection The customers can register for a broadband connection through the internet. Various other services can also be registered for. 5. Customer Care Portal MTNL now makes it easier for its clients to subscribe to any of its services from the comfort of their homes. MTNL Customer care is aimed at providing MTNL clientele with an online facility using which he/she can register for various services offered by MTNL. Transactions are secured using digital certificates provided by MTNL TrustLine. One can apply for any MTNL service from the comfort of his/her home, no queues, no long waits, all at the click of a button.

6. ENewsletter MTNLs another initiative to improve its communication with its customers is the launching of the e-newsletter known as MTNL Buddy. The enewsletter also enables the company to get feedback/suggestions from customers on its products and services, thereby helping MTNL interface with the customers effectively. The newsletter is delivered through email to MTNL customers by the 15th of every month. It is used as a powerful tool to communicate with the customers better and keep them updated with the latest products and service offerings, news and events of the company. 7. ETendering Portal This procedure is intended to web enable the process of giving information of the Tenders instantaneously to the registered Suppliers/Vendors as and when they are posted. The process is not meant for global tenders initially in which case it can be used as a parallel process. To back up for new entrants, a skeleton newspaper advertisement procedure may continue for sometime. 8. Leased Line Services Mahanagar Telephone Nigam Ltd has launched new leased line services, with both 'full' and 'compressed' bandwidth circuits, for port speeds ranging from 64 kpbs to two mbps. The service is under the company's customerfriendly initiatives and this would enable the telephony major to garner a fair share from leased line circuit market in the two metros Delhi and Mumbai. 9. EProcurement Portal MTNL is taking a giant stride towards fully automising its procurement process so as to bring in more transparency & efficiency towards the same taking into factor all the guidelines and the policy of MTNL as well as the security features complying with IT Act, 2000 & CVC guidelines. 10. Website Builder MTNL has launched Mobile Web Site Builder Service in association with Akmin Technologies. MTNLs Mobile Web Site Builder is a unique service that allows a non-technical user to create and publish a customized web site within minutes using his mobile phone or PC. 11. Internet Protocol Television MTNLs IPTV partner Aksh Optifiber is working on a business model where viewers will have to just watch advertisements to use IPTV services like television channels, video on demand and ticket booking through remote control. 12. Video Conferencing MTNL has tied up with VU Telepresence, a company which offers Video Conferencing solutions, to open Video conferencing outlets in Delhi & Mumbai. MTNL will provide space for outlet & lease line connectivity while VU Telepresence will install equipment, run the outlet and carry out the sales and marketing activity.

MTNLS REVENUE/PAYMENT MODELS: Revenue Models: 1. Advertisement Fees Model One can find advertisements on the site provided by MTNL for bill payment. The URL of the same goes as http://www.mtnlbillpayment.net/pay-mtnl-bill.htm. The presence of certain advertisements by Google and Inkfruit.com enables MTNL to generate revenue through this model. Also, users of MTNLs IPTV are required to watch advertisements to use IPTV services like television channels, video on demand and ticket booking through remote control. The advertiser pays the ad fees which are as low as Rs. 3,000 for a year if a subscriber clicks on the advertisement listed on the IPTV screen. 2. Sales Model MTNL by providing services like its Internet Protocol Television (IPTV) and video conferencing generates revenue by selling such services. 3. Affiliation Model MTNL provides a referral of the company Conexus Mobile Alliance on its homepage. It also gives the URL for MicroMax Computer Intelligence which is an engineering company, designing specialized computer systems. 4. Transaction Fee Model The bill payment site (http://www.mtnlbillpayment.net/pay-mtnl-bill.htm) also provides customers with options such as booking flight tickets. This service works with Cleartrip.com, Makemytrip.com and Yatra.com. Payment Models: 1. Net Banking Net Banking can be used following the under mentioned steps: Log in his MTNL account. Click on Online Payment. Type bill details. Click on Payment. Select net banking. Select bank gateway. Log in his bank account using Customer ID, allotted by his bank and Password. Click Continue, MTNL bill payment by net banking goes through. 2. Debit Card MTNL bill payment by Debit Card requires the following steps: Sign in his MTNL account. Press on Payment Online.

Feed bill details. Select DebitCard mode. Type the DebitCard details which include Debitcard number, name on card, validity end date and CW number. Press Make Payment button. MTNL payment by debit card gets done.

3. Credit Card Bill payment by Credit card gets done by: Signing in MTNL account. Selecting Payment Online. Putting necessary Bill Details. Choosing Credit Card Mode. Feeding details of credit card which include credit card number, name on credit card, expiry date and CW number. Clicking on make payment.. MTNL bill payment by credit card gets through. SECURITY MEASURES: Cloud Based Internet Security: MTNL has entered into an alliance with F-Secure to provide security as service to its customers. This is based on F-Secure DeepGuard 2.0, a technology that uses "in-the-cloud computing to provide instant protection against new threats. Registeration: MTNL tries to ensure that customers register only through MTNLs authorised agencies. It tells customers that applying through unauthorised channels may result in financial loss or security issues or legal problems. Digital Certificate: MTNL has become a Certifying Authority and would be issuing digital certificate to its clients for secured and reliable transaction over MTNLs WebCare Portal. It provides MTNL's clients to prove their identity online, thereby eleminating the need to be physically present while registering for a service.