MARKETING STRATEGY OF BHARTI AIRTEL

LIMITED
AN ASSIGNMENT
ON
BUSINESS POLICY AND STRATEGY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
SUBMITTED BY

EKTA PATEL P221
TO
(MISS. KHUSHBOO
AND
MISS.SAZIA)

BUSINESS FACULTY
METAS:
ADENTIST COLLEGE
ATHWALINES! SURAT! GU"ARAT
( 2#TH DECEMBER!2$1$ )
DECLARTION
I,EKTA PATEL hereby to declare that this projectis the record of authentic work carried
out by me during my academics e s s i o n y e a r ! " ! # ! " " a n d h a s n o t
b e e n s u b mi t t e d t o a n y o t h e r uni$ersity or institute towards the award of any
degree%
CERTIFICATE
I ha$e the pleasure in certifying that EKTA PATEL Is a bonafide student of &&A T'I()
*EA( of +E,E-)A* A),E-TI+T ./LLA0E under I) -/%P"%
+he has completed her project work entitled AI(TEL under my super$ision%
I certify that this is her original effort 1 has not been copied from any other
source% This project has also not been submitted in any other 2ni$ersity for
the purpose of award of any degree%
This project fulfills the re3uirements of the curriculum prescribed by 2ni$ersity /f -ehu
,for the said course%
+ignature4
-ame of the 0uide4
)ate
ACKNOWLEDGEMENT
This is ser$e gratitude to all those people without whom this P(/5E.T would ha$e ne$er
seen the light of day%
An endea$or is difficult to e$en initiate without the help of many souls who are always
there by the grace of 0od% (esearcher project is are sult of help pro$ided by many people%
6y project becomes a reality only because of cooperation of many people who had
helped me in completing this project% I sincerely e7tend my gratitude to 6r%Anmol singh
who has gi$en me this golden opportunity to ha$e an insight in the corporate world and
who has been a source of guidance and support%
I sincerely thank my esteemed guide 6r% Anmol singh for his $aluable guidance and co#
operation rendered to me through out the project report% It would not ha$e been possible
for me to complete this project without there meticulous guidance and suggestions%
I gi$e my thanks to 6I++% +A8I*A 9P(/5E.T 02I)E: and6I++% K'2+'&// for
their $aluable contribution, co#operation and guidance from time to time for completion
of this project%
Last but not the least I would like to thank my parents, friends, .olleagues and the staff
of &harti Airtel surat, who directly or indirectly help me during the course of project
without which project would ha$e been a 'erculean task%
CONTENT
CHAPTERS NAME
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P(I.E A-) P(I.I-0 P/LI.*
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EXECUTIVE SUMMARY
CHAPTER :-1
EXECUTIVE
SUMMERY
The project aims at understanding the 6arketing strategies at Airtel and its impact on the
perception ofAirtel .ellular +er$ices%
(esearch has demonstrated conclusi$ely that it is far more costlyto win a new customer
than it is to maintain an e7isting one% And there is no better way to retain a customer than
to e7ceed his e7pectations% <or this purpose it is essential to know the le$el of customer
satisfaction% The focus of my research was theme asurement of customer satisfaction
le$el for the ser$ices pro$ided by &harti Airtel% The research was done for thecorporate
clients of &harti Airtel% 6y job was not only to represent the .orporate +ales )ept% and
collect the feedback from the clients but also to get the major complaints resol$ed
through internal counselling% There can be no better opportunity to interact with the
e7ternal as well as the internal customers ofan organiGation% <inally the results of the
research $erify the fact that keeping the customer satisfied is the best strategy to not only
retain the e7isting customers but also to e7pand the business to new horiGons%
Industry prof!"
CHAPETER :-2
IDNUSTRY
PROFILE
&asic introduction
E%&'( )*'*+,--./0+%)0,/1
A replica of one of .happeHs semaphore towers in -albach
)uring the 6iddle Ages, chains of beacons were commonly used on hilltops as a means
of relaying a signal% &eacon chains suffered the drawback that they could only pass a
single bit of information, so the meaning of the message such as Ithe enemy has been
sightedI had to b e agreed upon in ad$ance% /ne
notable instance of their use was during the +panish Armada, when a beacon chain
relayed a signal from Plymouth to London that signaled the arri$al of the
+panishwarships%In "BE, .laude .happe, a <rench engineer, built the first fi7ed $isual
telegraphy system 9orsemaphore line: between Lille and Paris% 'owe$er semaphore
systems suffered from the need for skilled operators and the e7pensi$e towers at inter$als
of ten to thirty kilometers 9si7 to twentymiles:% As a result of competition from the
electrical telegraph, the last commercial semaphore line was abandoned in "DD!%
T2* )*'*3&%42 %/5 )2* )*'*42,/*
The first commercial electrical telegraph was constructed by +ir .harles Cheatstone and
+irCilliam <othergill .ooke, and its use began on April E, "D=E% &oth Cheatstone and
.ooke $iewed their de$ice as Ian impro$ement to the Jalready#e7isting, so#calledK
electromagnetic telegraphI not as a new de$ice%

The businessman +amuel <%&% 6orse and the physicist 5oseph 'enry of the 2nited +tates
de$eloped their own, simpler $ersion of the electrical telegraph, independently% 6orse
successfully demonstrated this system on +eptember , "D=B% 6orseHs most important
technical contribution to this telegraph was the rather simple and highly efficient 6orse
.ode, which was an important ad$ance o$er complicated CheatstoneHs telegraph system%
The communications efficiency of the 6orse .ode anticipated that of the 'uffman
code in digital communications by o$er "!! years, but 6orse had de$eloped his code
purely empirically, unlike 'uffman, who ga$e a detailed theoretical e7planation of how
his method worked%
The first permanent transatlantic telegraph cable was successfully completed on B 5uly
"DAA, allowing transatlantic electrical communication for the first time%
JAK
An earlier
transatlantic cable had operated for a few months in "D@E, and among other things, it
carried messages of greeting back and forth between President 5ames &uchanan of the
2nited +tates and Fueen ,ictoria of the 2nited Kingdom%
'owe$er, that transatlantic cable failed soon, and the project to lay a replacement line
was delayed for fi$e years by the American .i$il Car% Also, these transatlantic cables
would ha$e been completely incapable of carrying telephone calls e$en had the telephone
already been in$ented% The first transatlantic telephone cable 9which incorporated
hundreds of electronic amplifiers: was not operational until "E@A%
JBK
The con$entional telephone now in use worldwide was first patented by Ale7ander
0raham &ell in 6arch "DBA%
JDK
That first patent by &ell was the master patent of the
telephone, from which all other patents for electric telephone de$ices and features
flowed% .redit for the in$ention of the electric telephone has been fre3uently disputed,
and new contro$ersies o$er the issue ha$e arisen from time#to#time% As with other
greatin$entions such as radio, tele$ision, the light bulb, and the digital computer, there
were se$eral in$entors who did pioneering e7perimental work on voice transmission over
a wire, and then they impro$ed on each otherHs ideas% 'owe$er, the key inno$ators were
Ale7ander 0raham &ell and 0ardiner 0reene 'ubbard, who created the first telephone
company, the &ell Telephone .ompany of the 2nited +tates, which later e$ol$ed
into American Telephone 1 Telegraph 9AT1T:%
The first commercial telephone ser$ices were set up in "DBD and "DBE on both sides of
the Atlantic in the cities of -ew 'a$en, .onnecticut, and London, England%
JEKJ"!K
R%50, %/5 )*'*6010,/
In "D=, 5ames Lindsay ga$e a classroom demonstration of wireless
telegraphy $ia conducti$e water to his students% &y "D@>, he was able to demonstrate a
transmission across the <irth of Tay from )undee, +cotland, to Coodha$en, a distance of
about two miles 9= km:, again using water as the transmission medium%
J""K
In )ecember
"E!", 0uglielmo 6arconi established wireless communication between +t% 5ohnHs,
-ewfoundland and Poldhu, .ornwall 9England:, earning him the -obel PriGe in
Physics for "E!E, one which he shared with Karl &raun%
J"K
'owe$er small-scale radio
communication had already been demonstrated in "DE= by -ikola Tesla in a presentation
before the -ational Electric Light Association%
J"=K
/n 6arch @, "E@, 5ohn Logie &aird of England was able to demonstrate the
transmission of mo$ing pictures at the +elfridgeHs department store in London, England%
&airdHs system relied upon the fast#rotating -ipkow disk, and thus it became known as
the mechanical tele$ision% It formed the basis of e7perimental broadcasts done by
the &ritish &roadcasting .orporation beginning +eptember =!, "EE%
J">K
'owe$er, for
most of the !th century, tele$ision systems were designed around the cathode ray tube,
in$ented by Karl &raun% The first $ersion of such anelectronic tele$ision to show promise
was produced by Philo <arnsworth of the 2nited +tates, and it was demonstrated to his
family in Idahoon +eptember B, "EB%
J"@K
C,-4.)*& /*)7,&81 %/5 )2* I/)*&/*)
/n "" +eptember "E>!, 0eorge +tibitG was able to transmit problems using teletype to
his .omple7 -umber .alculator in -ew *ork and recei$e the computed results back
at )artmouth .ollege in -ew 'ampshire%
J"AK
This configuration of a centraliGed computer
or mainframe computer with remote Idumb terminalsI remained popular throughout the
"E@!s and into the A!Hs% 'owe$er, it was not until the "EA!s that researchers started to
in$estigate packet switching L a technology that allows chunks of data to be sent
between different computers without first passing through a centraliGed mainframe% A
four#node network emerged on )ecember @, "EAE% This network soon became
theA(PA-ET, which by "ED" would consist of "= nodes%
J"BK
A(PA-ETHs de$elopment centred around the (e3uest for .omment process and on B
April "EAE, (<. " was published% This process is important because A(PA-ET would
e$entually merge with other networks to form the Internet, and many of
the communication protocols that the Internet relies upon today were specified through
the (e3uest for .omment process% In +eptember "ED", (<. BE" introduced theInternet
Protocol $ersion > 9IP$>: and (<. BE= introduced the Transmission .ontrol
Protocol 9T.P: L thus creating the T.PMIP protocol that much of the Internet relies upon
today%
'owe$er, not all important de$elopments were made through the (e3uest for .omment
process% Two popular link protocols for local area networks 9LA-s: also appeared in the
"EB!s% A patent for the token ring protocol was filed by /lof +oderblom on /ctober E,
"EB>, and a paper on the Ethernet protocol was published by (obert 6etcalfe and )a$id
&oggs in the 5uly "EBA issue of Communications of the ACM%
J"DKJ"EK
The Ethernet protocol
had been inspired by the AL/'Anet protocol which had been de$eloped by electrical
engineeringresearchers at the 2ni$ersity of 'awaii%
JeditKKey conceptsA number of key concepts reoccur throughout the literature on modern
telecommunication systems% +ome of these concepts are discussed below%
B%10+ *'*-*/)1
A basic telecommunication system consists of three primary units that are always present
in some form4
A transmitter that takes information and con$erts it to a signal%
A transmission medium, also called the Iphysical channelI that carries the signal% An
e7ample of this is the Ifree space channelI%
A recei$er that takes the signal from the channel and con$erts it back into usable
information%
<or e7ample, in a radio broadcasting station the stationHs large power amplifier is the
transmitterN and the broadcasting antenna is the interface between the power amplifier
and the Ifree space channelI% The free space channel is the transmission mediumN and the
recei$erHs antenna is the interface between the free space channel and the recei$er% -e7t,
the radio recei$er is the destination of the radio signal, and this is where it is con$erted
from electricity to sound for people to listen to%
+ometimes, telecommunication systems are Iduple7I 9two#way systems: with a single
bo7 of electronics working as both a transmitter and a recei$er, or a transceiver% <or
e7ample, a cellular telephone is a transcei$er%
JK
The transmission electronics and the
recei$er electronics in a transcei$er are actually 3uite independent of each other% This can
be readily e7plained by the fact that radio transmitters contain power amplifiers that
operate with electrical powers measured in the watts or kilowatts, but radio recei$ers deal
with radio powers that are measured in the microwatts or nanowatts% 'ence, transcei$ers
ha$e to be carefully designed and built to isolate their high#power circuitry and their low#
power circuitry from each other%
Telecommunication o$er telephone lines is called point#to#point communication because
it is between one transmitter and one recei$er% Telecommunication through radio
broadcasts is called broadcast communication because it is between one powerful
transmitter and numerous low#power but sensiti$e radio recei$ers%
JK
Telecommunications in which multiple transmitters and multiple recei$ers ha$e been
designed to cooperate and to share the same physical channel are called multiple7
systems%
A/%',3 ,& 5030)%' +,--./0+%)0,/19
.ommunications signals can be either by analog signals or digital signals% There
are analog communication systems and digital communication systems% <or an analog
signal, the signal is $aried continuously with respect to the information% In a digital
signal, the information is encoded as a set of discrete $alues 9for e7ample, a set of ones
and Geros:% )uring the propagation and reception, the information contained in analog
signals will ine$itably be degraded by undesirable physical noise% 9The output of a
transmitter is noise#free for all practical purposes%: .ommonly, the noise in a
communication system can be e7pressed as adding or subtracting from the desirable
signal in a completely random way% This form of noise is called "additive noise", with the
understanding that the noise can be negati$e or positi$e at different instants of time%
-oise that is not additi$e noise is a much more difficult situation to describe or analyGe,
and these other kinds of noise will be omitted here%
/n the other hand, unless the additive noise disturbance e7ceeds a certain threshold, the
information contained in digital signals will remain intact% Their resistance to noise
represents a key ad$antage of digital signals o$er analog signals%
J=K
C,--./0+%)0,/1 /*)7,&81
A communications network is a collection of transmitters, recei$ers, and communications
channels that send messages to one another% +ome digital communications networks
contain one or more routers that work together to transmit information to the correct user%
An analog communications network consists of one or more switches that establish a
connection between two or more users% <or both types of network, repeaters may be
necessary to amplify or recreate the signal when it is being transmitted o$er long
distances% This is to combatattenuation that can render the signal indistinguishable from
the noise%
J>K
C,--./0+%)0,/ +2%//*'1
The term IchannelI has two different meanings% In one meaning, a channel is the physical
medium that carries a signal between the transmitter and the recei$er% E7amples of this
include the atmosphere for sound communications, glass optical fibers for some kinds
ofoptical communications, coa7ial cables for communications by way of the $oltages and
electric currents in them, and free space for communications using $isible light, infrared
wa$es, ultra$iolet light, and radio wa$es% This last channel is called the Ifree space
channelI% The sending of radio wa$es from one place to another has nothing to do with
the presence or absence of an atmosphere between the two% (adio wa$es tra$el through a
perfect $acuum just as easily as they tra$el through air, fog, clouds, or any other kind of
gas besides air%
The other meaning of the term IchannelI in telecommunications is seen in the
phrase communications channel, which is a subdi$ision of a transmission medium so that
it can be used to send multiple streams of information simultaneously% <or e7ample,
one radio station can broadcast radio wa$es into free space at fre3uencies in the
neighborhood of E>%@ 6'G 9megahertG: while another radio station can simultaneously
broadcast radio wa$es at fre3uencies in the neighborhood of EA%" 6'G% Each radio
station would transmit radio wa$es o$er a fre3uency bandwidth of about
"D! k'G 9kilohertG:, centered at fre3uencies such as the abo$e, which are called
the Icarrier fre3uenciesI% Each station in this e7ample is separated from its adjacent
stations by !! k'G, and the difference between !! k'G and "D! k'G 9! k'G: is an
engineering allowance for the imperfections in the communication system%
In the e7ample abo$e, the Ifree space channelI has been di$ided into communications
channels according to fre3uencies, and each channel is assigned a separate fre3uency
bandwidth in which to broadcast radio wa$es% This system of di$iding the medium into
channels according to fre3uency is called Ifre3uency#di$ision multiple7ingI 9<)6:%
Another way of di$iding a communications medium into channels is to allocate each
sender a recurring segment of time 9a Itime slotI, for e7ample, ! milliseconds out of
each second:, and to allow each sender to send messages only within its own time slot%
This method of di$iding the medium into communication channels is called Itime#
di$ision multiple7ingI 9T)6:, and is used in optical fiber communication%
J>KJ@K
+ome
radio communication systems use T)6 within an allocated <)6 channel% 'ence, these
systems use a hybrid of T)6 and <)6%
M,5.'%)0,/
The shaping of a signal to con$ey information is known as modulation% 6odulation can
be used to represent a digital message as an analog wa$eform% This is commonly
called IkeyingI # a term deri$ed from the older use of 6orse .ode in telecommunications
# and se$eral keying techni3ues e7ist 9these include phase#shift keying, fre3uency#shift
keying, and amplitude#shift keying:% The I&luetoothI system, for e7ample, uses phase#
shift keying to e7change information between $arious de$ices%
JAKJBK
In addition, there are
combinations of phase#shift keying and amplitude#shift keying which is called 9in the
jargon of the field: I3uadrature amplitude modulationI 9FA6: that are used in high#
capacity digital radio communication systems%
6odulation can also be used to transmit the information of low#fre3uency analog signals
at higher fre3uencies% This is helpful because low#fre3uency analog signals cannot be
effecti$ely transmitted o$er free space% 'ence the information from a low#fre3uency
analog signal must be impressed into a higher#fre3uency signal 9known as the Icarrier
wa$eI: before transmission% There are se$eral different modulation schemes a$ailable to
achie$e this Jtwo of the most basic being amplitude modulation 9A6: and fre3uency
modulation 9<6:K% An e7ample of this process is a disc jockeyHs $oice being impressed
into a EA 6'G carrier wa$e using fre3uency modulation 9the $oice would then be
recei$ed on a radio as the channel IEA <6I:%
JDK
In addition, modulation has the ad$antage
of being about to use fre3uency di$ision multiple7ing 9<)6:%
S,+0*)( %/5 )*'*+,--./0+%)0,/
Telecommunication has a significant social, cultural% and economic impact on modern
society% In !!D, estimates placed the telecommunication industryHs re$enue at O=%D@
trillion 92+): or just under =%! percent of the gross world product 9official e7change
rate:%
J"K
The following sections discuss the impact of telecommunication on society%
E+,/,-0+ 0-4%+)
M0+&,*+,/,-0+1
/n the microeconomic scale, companies ha$e used telecommunications to help build
global business empires% This is self#e$ident in the case of online
retailer AmaGon%com but, according to academic Edward Lenert, e$en the con$entional
retailer Cal#6art has benefited from better telecommunication infrastructure compared
to its competitors%
JEK
In cities throughout the world, home owners use their telephones to
organiGe many home ser$ices ranging from piGGa deli$eries to electricians% E$en
relati$ely#poor communities ha$e been noted to use telecommunication to their
ad$antage% In &angladeshHs -arshingdi district, isolated $illagers use cellular phones to
speak directly to wholesalers and arrange a better price for their goods% In .Pte dHI$oire,
coffee growers share mobile phones to follow hourly $ariations in coffee prices and sell
at the best price%
J=!K
M%+&,*+,/,-0+1
/n the macroeconomic scale, Lars#'endrik (Qller and Leonard Ca$erman suggested a
causal link between good telecommunication infrastructure and economic growth%
J="K
<ew
dispute the e7istence of a correlation although some argue it is wrong to $iew the
relationship as causal%
J=K
&ecause of the economic benefits of good telecommunication infrastructure, there is
increasing worry about the ine3uitable access to telecommunication ser$ices amongst
$arious countries of the worldLthis is known as the digital di$ide% A !!= sur$ey by
the International Telecommunication 2nion 9IT2: re$ealed that roughly one#third of
countries ha$e fewer than one mobile subscription for e$ery ! people and one#third of
countries ha$e fewer than one land#line telephone subscription for e$ery ! people% In
terms of Internet access, roughly half of all countries ha$e fewer than one out of !
people with Internet access% <rom this information, as well as educational data, the IT2
was able to compile an inde7 that measures the o$erall ability of citiGens to access and
use information and communication technologies%
J==K
2sing this measure, +weden,
)enmark and Iceland recei$ed the highest ranking while the African
countries -igeria, &urkina <aso and 6ali recei$ed the lowest%
J=>K
S,+0%' 0-4%+)
Telecommunication has played a significant role in social relationships% -e$erthelessH
de$ices like the telephone system were originally ad$ertised with an emphasis on the
practical dimensions of the de$ice 9such as the ability to conduct business or order home
ser$ices: as opposed to the social dimensions% It was not until the late "E!s and "E=!s
that the social dimensions of the de$ice became a prominent theme in telephone
ad$ertisements% -ew promotions started appealing to consumersH emotions, stressing the
importance of social con$ersations and staying connected to family and friends%
J=@K
+ince then the role that telecommunications has played in social relations has become
increasingly important% In recent years, the popularity of social networking sites has
increased dramatically% These sites allow users to communicate with each other as well as
post photographs, e$ents and profiles for others to see% The profiles can list a personHs
age, interests, se7uality and relationship status% In this way, these sites can play important
role in e$erything from organising social engagements to courtship%
J=AK
Prior to social networking sites, technologies like +6+ and the telephone also had a
significant impact on social interactions% In !!!, market research group Ipsos
6/(I reported that D"R of "@ to > year#old +6+ users in the 2nited Kingdom had
used the ser$ice to coordinate social arrangements and >R to flirt%
J=BK
O)2*& 0-4%+)1
In cultural terms, telecommunication has increased the publicHs ability to access to music
and film% Cith tele$ision, people can watch films they ha$e not seen before in their own
home without ha$ing to tra$el to the $ideo store or cinema% Cith radio and the Internet,
people can listen to music they ha$e not heard before without ha$ing to tra$el to the
music store%
Telecommunication has also transformed the way people recei$e their news% A sur$ey by
the non#profit Pew Internet and American Life Project found that when just o$er =,!!!
people li$ing in the 2nited +tates were asked where they got their news IyesterdayI,
more people said tele$ision or radio than newspapers% The results are summarised in the
following table 9the percentages add up to more than "!!R because people were able to
specify more than one source:%
J=DK
Local T, -ational T, (adio Local paper Internet -ational paper
@ER >BR >>R =DR =R "R
Telecommunication has had an e3ually significant impact on ad$ertising% T-+ 6edia
Intelligence reported that in !!B, @DR of ad$ertising e7penditure in the 2nited +tates
was spent on mediums that depend upon telecommunication%
J=EK
The results are
summarised in the following table%
Interne
t
(adio
.able
T,
+yndicate
d T,
+pot
T,
-etwor
k T,
-ewspape
r
6agaGin
e
/utdoo
r
Total
Perce
nt
B%AR B%R "%"R%DR ""%=R"B%"R "D%ER !%>R %BR "!!R
)ollar
s
O""%="
billion
O"!%A
E
billion
O"D%!

billion
O>%"B
billion
O"A%D

billion
O@%>
billion
OD%
billion
O=!%==
billion
O>%!
billion
O">E
billion
T*'*+,--./0+%)0,/ %/5 3,6*&/-*/)
6any countries ha$e enacted legislation which conform to the International
Telecommunication Regulations establish by the International Telecommunication
2nion 9IT2:, which is the Ileading 2nited -ations agency for information and
communication technology issues%I
J>!K
In "E>B, at the Atlantic .ity .onference, the IT2
decided to Iafford international protection to all fre3uencies registered in a new
international fre3uency list and used in conformity with the (adio (egulation%I
According to the IT2Hs Radio Regulations adopted in Atlantic .ity, all fre3uencies
referenced in the International Frequency Registration oard, e7amined by the board
and registered on the International Frequency !ist Ishall ha$e the right to international
protection from harmful interference%I
J>"K
<rom a global perspecti$e, there ha$e been political debates and legislation regarding the
management of telecommunication andbroadcasting% The history of
broadcasting discusses some of debates in relation to balancing con$entional
communication such as printing and telecommunication such as radio broadcasting%
J>K
The onset of Corld Car II brought on the first e7plosion of international
broadcastingpropaganda%
J>K
.ountries, their go$ernments, insurgents, terrorists, and
militiamen ha$e all used telecommunication and broadcasting techni3ues to promote
propaganda%
J>KJ>=K
Patriotic propaganda for political mo$ements and coloniGation started
the mid "E=!s% In "E=A, the &&. did broadcast propaganda to the Arab Corld to partly
counter similar broadcasts from Italy, which also had colonial interests in -orth Africa%
J>K
6odern insurgents, such as those in the latest Ira3 war, often use intimidating telephone
calls, +6+s and the distribution of sophisticated $ideos of an attack on coalition troops
within hours of the operation% IThe +unni insurgents e$en ha$e their own tele$ision
station, Al#8awraa, which while banned by the Ira3i go$ernment, still broadcasts
from Erbil, Ira3i Kurdistan, e$en as coalition pressure has forced it to switch satellite
hosts se$eral times%I
J>=K
M,5*&/ ,4*&%)0,/
T*'*42,/*
/ptical fiber pro$ides cheaper bandwidth for long distance communication
In an analog telephone network, the caller is connected to the person he wants to talk to
by switches at $arious telephone e7changes% The switches form an electrical connection
between the two users and the setting of these switches is determined electronically when
the caller dials the number% /nce the connection is made, the callerHs $oice is transformed
to an electrical signal using a small microphone in the callerHs handset% This electrical
signal is then sent through the network to the user at the other end where it is transformed
back into sound by a small speaker in that personHs handset% There is a separate electrical
connection that works in re$erse, allowing the users to con$erse%
J>>KJ>@K
The fi7ed#line telephones in most residential homes are analog L that is, the speakerHs
$oice directly determines the signalHs $oltage% Although short#distance calls may be
handled from end#to#end as analog signals, increasingly telephone ser$ice pro$iders are
transparently con$erting the signals to digital for transmission before con$erting them
back to analog for reception% The ad$antage of this is that digitiGed $oice data can tra$el
side#by#side with data from the Internet and can be perfectly reproduced in long distance
communication 9as opposed to analog signals that are ine$itably impacted by noise:%
6obile phones ha$e had a significant impact on telephone networks% 6obile phone
subscriptions now outnumber fi7ed#line subscriptions in many markets% +ales of mobile
phones in !!@ totalled D"A%A million with that figure being almost e3ually shared
amongst the markets of AsiaMPacific 9!> m:, Cestern Europe 9"A> m:, .E6EA 9.entral
Europe, the 6iddle East and Africa: 9"@=%@ m:, -orth America 9">D m: and Latin
America 9"! m:%
J>AK
In terms of new subscriptions o$er the fi$e years from "EEE, Africa
has outpaced other markets with @D%R growth%
J>BK
Increasingly these phones are being
ser$iced by systems where the $oice content is transmitted digitally such as 0+6 or C#
.)6A with many markets choosing to depreciate analog systems such as A6P+%
J>DK
There ha$e also been dramatic changes in telephone communication behind the scenes%
+tarting with the operation of TAT#D in "EDD, the "EE!s saw the widespread adoption of
systems based on optic fibres% The benefit of communicating with optic fibers is that they
offer a drastic increase in data capacity% TAT#D itself was able to carry "! times as many
telephone calls as the last copper cable laid at that time and todayHs optic fibre cables are
able to carry @ times as many telephone calls as TAT#D%
J>EK
This increase in data capacity
is due to se$eral factors4 <irst, optic fibres are physically much smaller than competing
technologies% +econd, they do not suffer from crosstalk which means se$eral hundred of
them can be easily bundled together in a single cable%
J@!K
Lastly, impro$ements
in multiple7ing ha$e led to an e7ponential growth in the data capacity of a single fibre%
J@"K
J@K
Assisting communication across many modern optic fibre networks is a protocol known
as Asynchronous Transfer 6ode 9AT6:% The AT6 protocol allows for the side#by#side
data transmission mentioned in the second paragraph% It is suitable for public telephone
networks because it establishes a pathway for data through the network and associates
a traffic contract with that pathway% The traffic contract is essentially an agreement
between the client and the network about how the network is to handle the dataN if the
network cannot meet the conditions of the traffic contract it does not accept the
connection% This is important because telephone calls can negotiate a contract so as to
guarantee themsel$es a constant bit rate, something that will ensure a callerHs $oice is not
delayed in parts or cut#off completely%
J@=K
There are competitors to AT6, such
as 6ultiprotocol Label +witching 96PL+:, that perform a similar task and are e7pected
to supplant AT6 in the future%
J@>K
R%50, %/5 )*'*6010,/
)igital tele$ision standards and their adoption worldwide%
In a broadcast system, the central high#powered broadcast tower transmits a high#
fre3uency electromagnetic wa$e to numerous low#powered recei$ers% The high#
fre3uency wa$e sent by the tower is modulated with a signal containing $isual or audio
information% The recei$er is then tuned so as to pick up the high#fre3uency wa$e and
a demodulator is used to retrie$e the signal containing the $isual or audio information%
The broadcast signal can be either analog 9signal is $aried continuously with respect to
the information: or digital 9information is encoded as a set of discrete $alues:%
JKJ@@K
The broadcast media industry is at a critical turning point in its de$elopment, with many
countries mo$ing from analog to digital broadcasts% This mo$e is made possible by the
production of cheaper, faster and more capable integrated circuits% The chief ad$antage of
digital broadcasts is that they pre$ent a number of complaints with traditional analog
broadcasts% <or tele$ision, this includes the elimination of problems such as snowy
pictures, ghosting and other distortion% These occur because of the nature of analog
transmission, which means that perturbations due to noise will be e$ident in the final
output% )igital transmission o$ercomes this problem because digital signals are reduced
to discrete $alues upon reception and hence small perturbations do not affect the final
output% In a simplified e7ample, if a binary message "!"" was transmitted with signal
amplitudes J"%! !%! "%! "%!K and recei$ed with signal amplitudes J!%E !% "%" !%EK it would
still decode to the binary message "!"" L a perfect reproduction of what was sent% <rom
this e7ample, a problem with digital transmissions can also be seen in that if the noise is
great enough it can significantly alter the decoded message% 2sing forward error
correction a recei$er can correct a handful of bit errors in the resulting message but too
much noise will lead to incomprehensible output and hence a breakdown of the
transmission%
J@AKJ@BK
In digital tele$ision broadcasting, there are three competing standards that are likely to be
adopted worldwide% These are the AT+., ),& andI+)& standardsN the adoption of these
standards thus far is presented in the captioned map% All three standards use 6PE0# for
$ideo compression% AT+. uses )olby )igital A.#= for audio compression, I+)&
uses Ad$anced Audio .oding 96PE0# Part B: and ),& has no standard for audio
compression but typically uses 6PE0#" Part = Layer %
J@DKJ@EK
The choice of modulation
also $aries between the schemes% In digital audio broadcasting, standards are much more
unified with practically all countries choosing to adopt the )igital Audio
&roadcastingstandard 9also known as the Eureka ">B standard:% The e7ception being the
2nited +tates which has chosen to adopt ') (adio% ') (adio, unlike Eureka ">B, is
based upon a transmission method known as in#band on#channel transmission that allows
digital information to IpiggybackI on normal A6 or <6 analog transmissions%
JA!K
'owe$er, despite the pending switch to digital, analog tele$ision remains being
transmitted in most countries% An e7ception is the 2nited +tates that ended analog
tele$ision transmission 9by all but the $ery low#power T, stations: on " 5une
!!E
JA"K
after twice delaying the switcho$er deadline% <or analog tele$ision, there are
three standards in use for broadcasting color T, 9see a map on adoption here:% These are
known as PAL 9&ritish designed:, -T+. 9-orth American designed:,
and +E.A6 9<rench designed:% 9It is important to understand that these are the ways
from sending color T,, and they do not ha$e anything to do with the standards for black
1 white T,, which also $ary from country to country%: <or analog radio, the switch to
digital radio is made more difficult by the fact that analog recei$ers are sold at a small
fraction of the price of digital recei$ers%
JAKJA=K
The choice of modulation for analog radio is
typically between amplitude modulation 9A6: orfre3uency modulation 9<6:% To
achie$e stereo playback, an amplitude modulated subcarrier is used for stereo <6%
T2* I/)*&/*)
The /+I reference model
The Internet is a worldwide network of computers and computer networks that can
communicate with each other using the Internet Protocol%
JA>K
Any computer on the Internet
has a uni3ue IP address that can be used by other computers to route information to it%
'ence, any computer on the Internet can send a message to any other computer using its
IP address% These messages carry with them the originating computerHs IP address
allowing for two#way communication% The Internet is thus an e7change of messages
between computers%
JA@K
As of !!D, an estimated "%ER of the world population has access to the Internet with
the highest access rates 9measured as a percentage of the population: in -orth America
9B=%AR:, /ceaniaMAustralia 9@E%@R: and Europe 9>D%"R:%
JAAK
In terms of broadband
access,Iceland 9A%BR:, +outh Korea 9@%>R: and the -etherlands 9@%=R: led the world%
JABK
The Internet works in part because of protocols that go$ern how the computers and
routers communicate with each other% The nature of computer network communication
lends itself to a layered approach where indi$idual protocols in the protocol stack run
more#or#less independently of other protocols% This allows lower#le$el protocols to be
customiGed for the network situation while not changing the way higher#le$el protocols
operate% A practical e7ample of why this is important is because it allows an Internet
browser to run the same code regardless of whether the computer it is running on is
connected to the Internet through an Ethernet or Ci#<i connection% Protocols are often
talked about in terms of their place in the /+I reference model 9pictured on the right:,
which emerged in "ED= as the first step in an unsuccessful attempt to build a uni$ersally
adopted networking protocol suite%
JADK
<or the Internet, the physical medium and data link protocol can $ary se$eral times as
packets tra$erse the globe% This is because the Internet places no constraints on what
physical medium or data link protocol is used% This leads to the adoption of media and
protocols that best suit the local network situation% In practice, most intercontinental
communication will use the Asynchronous Transfer 6ode 9AT6: protocol 9or a modern
e3ui$alent: on top of optic fibre% This is because for most intercontinental communication
the Internet shares the same infrastructure as the public switched telephone network%
At the network layer, things become standardiGed with the Internet Protocol 9IP: being
adopted for logical addressing% <or the Corld Cide Ceb, these IIP addressesI are
deri$ed from the human readable form using the )omain -ame
+ystem 9e%g% B%">%!B%EE is deri$ed fromwww%google%com:% At the moment, the most
widely used $ersion of the Internet Protocol is $ersion four but a mo$e to $ersion si7 is
imminent%
JAEK
At the transport layer, most communication adopts either the Transmission .ontrol
Protocol 9T.P: or the 2ser )atagram Protocol 92)P:% T.P is used when it is essential
e$ery message sent is recei$ed by the other computer where as 2)P is used when it is
merely desirable% Cith T.P, packets are retransmitted if they are lost and placed in order
before they are presented to higher layers% Cith 2)P, packets are not ordered or
retransmitted if lost% &oth T.P and 2)P packets carry port numbers with them to specify
what application or process the packet should be handled by%
JB!K
&ecause certain
application#le$el protocols use certain ports, network administrators can manipulate
traffic to suit particular re3uirements% E7amples are to restrict Internet access by blocking
the traffic destined for a particular port or to affect the performance of certain
applications by assigning priority%
Abo$e the transport layer, there are certain protocols that are sometimes used and loosely
fit in the session and presentation layers, most notably the +ecure +ockets Layer 9++L:
and Transport Layer +ecurity 9TL+: protocols% These protocols ensure that the data
transferred between two parties remains completely confidential and one or the other is in
use when a padlock appears in the address bar of your web browser%
JB"K
<inally, at the
application layer, are many of the protocols Internet users would be familiar with such
as 'TTP 9web browsing:,P/P= 9e#mail:, <TP 9file transfer:, I(. 9Internet
chat:, &itTorrent 9file sharing: and /+.A( 9instant messaging:%
L,+%' A&*% N*)7,&81 %/5 W05* A&*% N*)7,&81
)espite the growth of the Internet, the characteristics of local area networks 9ILA-sI #
computer networks that do not e7tend beyond a few kilometers in siGe: remain distinct%
This is because networks on this scale do not re3uire all the features associated with
larger networks and are often more cost#effecti$e and efficient without them% Chen they
are not connected with the Internet, they also ha$e the ad$antages of pri$acy and security%
'owe$er, purposefully lacking a direct connection to the Internet will not pro$ide "!!R
protection of the LA- from hackers, military forces, or economic powers% These threats
e7ist if there are any methods for connecting remotely to the LA-%
There are also independent wide area networks 9ICA-sI # pri$ate computer networks
that can and do e7tend for thousands of kilometers%: /nce again, some of their
ad$antages include their pri$acy, security, and complete ignoring of any potential hackers
# who cannot ItouchI them% /f course, prime users of pri$ate LA-s and CA-s
include armed forces and intelligence agencies that must keep their information
completely secure and secret%
In the mid#"ED!s, se$eral sets of communication protocols emerged to fill the gaps
between the data#link layer and the application layer of the/+I reference model% These
included Appletalk, IP;, and -et&I/+ with the dominant protocol set during the early
"EE!s being IP; due to its popularity with 6+#)/+ users% T.PMIP e7isted at this point,
but it was typically only used by large go$ernment and research facilities%
JBK
As the Internet grew in popularity and a larger percentage of traffic became Internet#
related, LA-s and CA-s gradually mo$ed towards the T.PMIP protocols, and today
networks mostly dedicated to T.PMIP traffic are common% The mo$e to T.PMIP was
helped by technologies such as )'.P that allowed T.PMIP clients to disco$er their own
network address L a function that came standard with the AppleTalkM IP;M -et&I/+
protocol sets%
JB=K
It is at the data#link layer, though, that most modern LA-s di$erge from the Internet%
Chereas Asynchronous Transfer 6ode 9AT6: or6ultiprotocol Label +witching 96PL+:
are typical data#link protocols for larger networks such as CA-sN Ethernet and Token
(ing are typical data#link protocols for LA-s% These protocols differ from the former
protocols in that they are simpler 9e%g% they omit features such as Fuality of
+er$ice guarantees: and offer collision pre$ention% &oth of these differences allow for
more economical systems%
JB>K
)espite the modest popularity of I&6 token ring in the
"ED!s and E!Hs, $irtually all LA-s now use either wired or wireless Ethernets% At the
physical layer, most wired Ethernet implementations use copper twisted#pair
cables 9including the common "!&A+E#T networks:% 'owe$er, some early
implementations used hea$ier coa7ial cables and some recent implementations
9especially high#speed ones: use optical fibers%
JB@K
Chen optic fibers are used, the
distinction must be made between multimode fibers and single#mode fiberes% 6ultimode
fibers can be thought of as thicker optical fibers that are cheaper to manufacture de$ices
for but that suffers from less usable bandwidth and worse attenuation # implying poorer
long#distance performance%
JBAK
Co#p$ny prof!"
Telecom giant &harti Airtel is the flagship company of &harti Enterprises% The
&harti0roup, has a di$erse business portfolio and has created global brands in
thetelecommunication sector% &harti has recently forayed into retail business as
&harti(etail P$t% Ltd% under a 6o2 with Cal#6art for the cash 1 carry business% It
CHAPTER :-3
COMPANY
PROFILE
hassuccessfully launched an international $enture with EL (othschild 0roup to
e7portfresh agri products e7clusi$ely to markets in Europe and 2+A and has launched
&hartiA;A Life Insurance .ompany Ltd under a joint $enture with A;A, world leader
infinancial protection and wealth management%
Airtel comes to you from &harti Airtel Limited, India?s largest integrated and the first
pri$ate telecom ser$ices pro$ider with a footprint in all the = telecom circles% &harti
Airtel since its inception has been at the forefront of technology and has steered thecourse
of the telecom sector in the country with its world class products and ser$ices %The
businesses at &harti Airtel ha$e been structured into three indi$idual strategic business
units 9+&2?s: # 6obile +er$ices, Airtel Telemedia +er$ices 1 Enterprise +er$ices% The
mobile business pro$ides mobile 1 fi7ed wireless ser$ices using 0+6 technology across
= telecom circles while the Airtel Telemedia +er$ices business soffers broadband 1
telephone ser$ices in E@ cities% The Enterprise ser$ices pro$ideend#to#end telecom
solutions to corporate customers and national 1 international longdistance ser$ices to
carriers% All these ser$ices are pro$ided under the Airtel brand%
/2( &(A-)
Airtel was born free, a force unleashed into the market with a relentless andunwa$ering
determination to succeed% A spirit charged with energy, creati$ity and ateam dri$en Sto
seiGe the dayT with an ambition to become the most globallyadmiredtelecom ser$ice%
Airtel, in just ten years of operations, rose to the pinnacle of achie$ement%
As IndiaHs leading telecommunications company Airtel brand has played the role as a
major catalyst in IndiaHs reforms, contributing to its economic resurgence%
Today we touch peoples li$es with our 6obile ser$ices, Telemedia ser$ices, toconnecting
IndiaHs leading "!!!U corporates% Ce also connect Indians li$ing in 2+A,2K and .anada
with our callhome ser$ice%
OUR ISION : PROMISES
&y !"! Airtel will be the most admired brand in India4
Lo$ed by more customers
Targeted by top talent
&enchmarked by more businesses
"#e at Airtel always thin$ in fresh and innovative ways a%out the needs of ourcustomers
and how we want them to feel& #e deliver what we promise and go out ofour way to
delight the customer with a little %it more'
EMPLOYEES
Ce belie$e that one of the most important dri$ers of growth and success for
anyorganiGation is its people% At &harti Airtel, our V6antra? for employee delight
focuseson @ Ps# People, Pride, Passion, Processes and Performance%
&harti Airtel has been recogniGed among the &est Employers in the .ountry for
twosuccessi$e years W being ">th in !!= 1 jumping ahead of se$eral other
largeconglomerates to an en$iable position of the nd &est Employer in the .ountry in
!!>%This is a clear demonstration 1 acknowledgement of the robust, progressi$e, people
aswell as business aligned 'uman (esource practices, which the organiGation
hasde$eloped and implemented remarkably in a $ery short span of time%
&harti Airtel follows an Sopen door policyT to approach the management, which
helpsresol$e issues with mutual agreements% Ce encourage people to stand up against
anyunfair treatment for which we ha$e the /ffice of the /mbudsman, where
employeescan raise any issues regarding business and workplace conduct% &harti
ensurestransparency through the $arious communication policies, strategies and plans%
%(egular Employee .ommunication <orums pro$ides a platform for the employees
toraise issues that re3uire resolution%
/ur leaders strongly belie$e in facilitating and initiating acti$ities that help
employeesmanage their health and well#being% /ur focus always remains to redefine
leadershipNwe de$elop leaders who enable performance and inspire their people to
unleash theirpotential% /ur people orientation reflects in our $ision of being Stargeted by
top talentT,and a key aspect of our business focus Sbuilding a best#in#class leadership
team thatnurtures talent at e$ery le$el%??
Employee friendly '( policies ha$e been put in place, which amply reflect
theorganiGation?s concern for its people% +ome typical e7amples of these policies and
practices include a family#day at office, half day lea$e for birthdays, gifts
foranni$ersaries, compulsory "! days off, festi$al celebration with family, no
officialmeetings on weekends, fi$e day weeks, concierge ser$ices, call centre
engagementprograms etc% These ScareT policies and practices are applied across the
organiGationalle$els without any discrimination%
<rom self#management workshops to aerobics sessions, yoga classes to pro$ision
ofrela7ationMmeditation rooms, we ensure that e$ery employee keeps a check on
hisMherfitness% Tie#ups with leading health ser$ice organiGations enable our employees
toundertake periodical health check#ups depending upon their age% This facility is
alsoe7tended to employee family members at discounted rates% The company
pro$ides<le7ible 0roup 6ediclaim insurance to all employees, co$ering all kinds of
illnesses,accidents and hospital co$erage for serious ailments% Apart from these
specificengagements, we regularly organiGe health check up camps, eye check#up camps
and stress management sessions% +ome of our offices ha$e opened gymnasiumsMfitness
facilities to ensure that the fitness fanatics do not ha$e to worry about time constraints
to remain fit% At many of our locations, we ha$e hired psychologists who undertake
personal counselling sessions for employees%
&harti Airtel offers a fle7ible compensation structure to its employees wherein the
employees ha$e the fle7ibility to structure their fi7ed component of their compensation
according to their re3uirements within the ambit of legislation%
/ur Performance Linked Incenti$e 9PLI: schemes are linked with the $ariable
component of our compensation structure% This component is linked to both theindi$idual
performance against hisM her set K(As 9Key (esult Areas: and the o$erallperformance of
the business entity that an employee belongs to%/ur leaders and managers understand the
need to bring clarity to employees about howtheir roles, goals and actions align the
realiGation of organiGation?s $ision and goals%The mechanisms like Performance
6anagement +ystem 9P6+: and Talent6anagement Process 9T6P: are the key sources
of identifying the training needs of theemployees and check to competency le$els for
promotion%
E/60&,/-*/)! H*%')2 %/5 S%;*)(
At &harti we belie$e in the philosophy to refuse, reduce, reuse and recycle% Thecompany
has taken many initiati$es in this regard, both within the offices for thebenefit of our
employeesN and for outside world for the con$enience of the people
<ew e7amples of the initiati$es taken are mentioned below4
9a: 6ost of the new Airtel buildings recycle waste water for sanitary and cooling of
e3uipment purposes e%g% )0 sets and A. systems% These buildings also ha$e rain water
har$esting systems for ground water replenishment where appropriate%
9b: All Airtel offices ha$e energy efficient light fittings and )0 sets% Ce also ensure
automation that enables energy sa$ings in our buildings% &uilding 6anagement +ystem
9&6+: W Intelligent &uilding concept is being followed in all the new Airtel building
and campuses that are coming up% The&6+ controls The 'eating, ,entilation and Air#
conditioning 9',A.: system,, electricity load management, water management,
parking management, security and safety systems to ensure an efficiently run building
on optimal resources%
9c: -ew buildings also incorporate the concept of and Energy Cheel which optimises
energy efficiency in buildings% The A. system in our buildings adds a certain amount
of fresh air periodicallyN In the process of adding this fresh air the cool air within
thebuilding $ents out which may result into higher usage of energy to bring the
coolingMtemperature back% The Energy Cheel concept ensures that as we bring the fresh
air in itis pre#cooled thereby optimiGing energy efficiency%
9d: Air 3uality is checked periodically in all &harti Airtel offices, and based on the
results, duct cleaning, carpet cleaning, chair and sofa shampooing is undertaken% Cater
3uality is also monitored in cooling towers for )0 sets and Air .onditioner systems so
that water born diseases such as legionella, etc% are a$oided%
9e: 2se of air curtains on major office e7its and double glaGing also results in
significant energy sa$ing%
9f:At the time of oil change in )0 sets etc% the discarded oil for disposal is only sent to
companiesM $endors appro$ed by the .entral Pollution .ontrol &oard 9.P.&: for
proper disposal as per .P.& appro$ed processes% All &harti Airtel offices follow the
basic re3uirements specified by the Pollution .ontrol &oard: and ensure statutory
compliance%
9g: All &harti Airtel offices ha$e fire alarm systems% Periodic fire drills are carried out
in &harti Airtel offices as a practice% All Airtel offices are pro$ided with <irst Aid
bo7es and ha$e identified people as <irst Aid specialists%
C,--./0)( I/0)0%)06*1
.orporate +ocial (esponsibility is embedded in, and built upon, the stated V$alues? of
&harti W the institution% These $alues guide all our acti$ities and each employee is
encouraged to take decisions and design business#linked processes that are sensiti$e to
communities and en$ironment%
SCe ha$e an obligation to fulfill to society and the communities in which we operate,
and help impro$e the 3uality of life for e$eryone, today and in the future%T
&ased on the basic guidelines and direction pro$ided in the .ode of .onduct, &harti
has undertaken many community programs%
&harti?s contribution to society is structured through two channels, namely,
9a: &harti?s .orporate +ocial (esponsibility 9.+(: Initiati$es, including initiati$es
undertaken by way of employee mobiliGation as well as running en$ironment related
programsN and
9b: &harti <oundation, a separate $ehicle established in !!! to lead the .+( agenda of
&harti 0roup of .ompanies
B.10/*11 506010,/
&harti Airtel offers 0+6 mobile ser$ices in all the =#telecom circles of India and is the
largest mobile ser$ice pro$ider in the country, based on the number of customers%
The group offers high speed broadband internet with a best in class network% Cith
Landline ser$ices in E> cities we help you stay in touch with your friends 1 family and
the world% 0et world class entertainment with India?s best direct to home 9)T': ser$ice
digital T, in more than "@! cities%
Enterprise +er$ices pro$ides a broad portfolio of ser$ices to large Enterprise and .arrier
customers% This di$ision comprises of the .arrier and .orporate business unit% Enterprise
+er$ices is regarded as the trusted communications partner to IndiaHs leading
organiGations, helping them to meet the challenges of growth%
)isco$er the magical e7perience of digital enterainment with Airtel% <rom ),) 3uality
picture and sound, the best and widest $ariety of channels and programmes to the best on#
demand content on Airtel Li$e, your T, $iewing e7perience change fore$er with digital
T, from AirtelX
B&,%5<%/5 : I/)*&/*)
B&,%5<%/5 A56%/)%3*
-ow e7perience the internet in a new way with Airtel &roadband%It is powered by )+L
technology which gi$es you blaGing#fastN secure Internet accessas soon as you switch on
your computer
%
Ce gi$e you the power of limitless disco$ery on InternetW from shopping tobanking,
paying bills to making new friends and not to mention endless fun 1 learningfor children%
+witch today to airtel &roadbandX
W2( 7%0) ), +,//*+)9
Cith Airtel &roadband, the internet is always /-, always a$ailableX -o more waitingfor
dial#up to connect% *ou are ready to use the internet as soon as you switch on your
computer%
P,7*& S.&;0/3
Cith speed of up to 6bps, feel the e7citement of doing more on Internet%
+hop,download 6P=, e7change hea$y files and chat at an en$iable speed, all thanks to
ane7tensi$e &roadband +er$ices infrastructure% -o more disconnections in the middle
ofdownload%
S.&; 720'* (,. )%'8=
-o more missed calls or blocked telephone lines while using the internet%
Airtel&roadband +er$ices connection does not block e7isting telephone lines and allows
onefamily member to use the phone while another member surfs the net% -o more
missedcalls and no more fightX
R,<.1) 0/1)%''%)0,/
/ur world class infrastructure 1 end#to#end digital network of underground coppercable
lines ensure an e7tremely robust connection that eliminates the risk of damage%+uperior
ser$er technology and a dedicated port pro$ide total security to data storageand
information e7change through the Internet%
2>?# +.1),-*& 1.44,&)
Ce are just an email or a phone call away% (ound#the#clock, =A@ days a yearX To helpus
ser$e you e$en better, we look forward to your feedback% *our suggestions
<or impro$ement, brickbats and e$en an occasional bou3uet, will only help us realiGe
ourpromiseX
H,) %/5 H%44*/0/3
+peed /n )emand Cith our inno$ati$e ser$ice, you can enjoy a dedicated speed of up to
6bps without ha$ing to change your subscription plan% Chat?s more, you only pay
for what you use%Cith a $iew to simplify the process for our customers, we ha$e set up a
fully automated online process that deli$ers bandwidth upgradation as and when re3uired%
Key benefits of +peed /n )emand4#
2pgrade to higher bandwidth instantly
-o need to change your tariff plan
Pay only as much as you use
E/)*&)%0/-*/) O/ A0&)*'
.hoose your style% -ow e$en
for your homepage
2nlimited games on demand Y (s%EE per month% E7perience CiG kid on Airtel%
5ust log#in with your Airtel &roadband I) andunleash great music at great prices%
Airtel brings you a wide range of high#3uality and e7citing games in alliance with India
games% 5ust login with your Airtel &roadband I) and start playing%
R*%+2 A0&)*'
/ur aim is to help you as 3uickly and as efficiently as possible at first point of contact%In
this section youHll find an opportunity to email us directly, useful telephone
numbers,3uick links to store locations, payment centers and much more%
C.1),-*& S.44,&)
As an Airtel customer you ha$e the con$enience to access our >#hr customer
ser$icenumber from any part of India, from your Airtel phone% ChatHs more, you can
access usfrom your landline too%
P%(-*/) C*/)&*1
.hoose from a host of con$enient payment options only with Airtel% Calk into anyAirtel
relationship centre and make your payment by cash or credit card% )rop a che3ueat any of
our con$eniently located che3ue drop bo7es%
A0&)*' R*'%)0,/1204 C*/)&*1
-eed to get yourself a new Airtel connection, subscribe to any of our $alue addedser$ices
and get more information on them, pay your bill or get a new handsetZ ,isitthe nearest
Airtel (elationship .entre%
T*+2/,',3(
Airtel &roadband is powered by )+L technology
)+L pro$ides blaGing#fast, secure Internet access and can be deli$ered to both homesand
to businesses% )eli$ered right through a regular telephone line, data rates can $aryfrom
"DKb to D6b per second depending on the type and cost of the ser$ice%
I/1)%/) A++*11
)igital +ubscriber Line 9)+L: technology pro$ides instant Internet and network accessat
speeds up to @! times faster than a D%DKbps modem on a standard analogue phoneline%
There are no dial#up delays, no busy signals% Chat used to take minutes or hoursto
download, will now take just seconds or minutes%
E?4*&0*/+* M.')0-*50%
Cith )+L Internet +er$ice you can download graphics#hea$y files, large
documents,software, photos, email attachments, and more, instantly% ItHs perfect for real#
timeinteracti$e multimedia, broadcast 3uality $ideo, distance learning, and $ideo#on#
demand% And because )+L Internet +er$ice sends data and $oice o$er the same line,you
can talk on the phone while you are online%
N*6*& W%0)=
ItHs also a ser$ice that you donHt ha$e to dial into% 5ust turn on your P., open a
browser,and youHre ready to surf% 9-o more hearing those annoying beeps and tones,
thenwaiting to be connected% *ouHre always connected whene$er you wish toX:%
&eyondInternet access, )+L also has the ability to carry additional phone lines
andentertainment ser$ices using the same pair of wires%
'igh#speed Internet access through )+L, changes your Internet e7perience perceptibly%
S*&60+*1
,ideo +ur$eillance +olutions
.ontrol your business% >7B
-ow you can obser$e your office, warehouse, shop and staff from your P. from
Any where and at all times, with the ,ideo +ur$eillance +olution%
B.10/*11L06*@2>A#
Cith &usinessLi$eY>;B, itHs like being thereX > hours a day, =A@ days a
year% &usinessLi$eY>;B is a P. based multi#channel system that utilises the
mostad$anced digital $ideo compression technologies to bring you the highest stillpicture
3uality and $ideo clarity% It is a custom#made, remote, digital ,ideo+ur$eillance
+olution, that will let you keep an eye from your office or home onwhat is going on at a
specific location% It ensures safety and peace of mind alongwith 3uality ser$ice, technical
warranty and maintenance%
U/-%)+2*5 ;*%).&*1 *-4,7*&0/3 <.10/*11*1
0&).%' C,/)&,'
E$en when you are away from your premises, you can obser$e, record and be incontrol%
&usinessLi$eY>;B makes multiple $iewing possible% Chile you aretra$elling, you can
see your business run smoothly from a distance
1B 05*,1 ,/ O/* S+&**/
.lick on different display mode icons and monitor li$eX Acti$ate the built#inswitcher and
ha$e different cameras display se3uentially, one after the other, as peryour time setting,
in single or multiple windows% 6onitor multiple sites withmultiple cameras,
simultaneously%
D030)%' 05*, P'%(<%+8
2se your P. like a digital $ideo player to playback the recorded $ideo or browseframe by
frame% And just in case you want to re$iew something before therecording is o$er, you
canX *our recording will continue, $irtually uninterrupted%*ou can playback one camera
at a time, or e$en multiple cameras 9up to >:%
S*+.&* %/5 R*'0%<'*
&usinessLi$eY>;B is completely network ready and you can set up all le$els
ofpasswords and access within the network or use the two#le$el, multiple#userpassword
protection
G06* (,.&1*'; )2* %56%/)%3*
*ou will be delighted to know that adding these huge benefits to your business doesnot
mean huge costs% All you need is our ,ideo +ur$eillance +olution that comes ata
surprisingly low in$estment%
I/ T,.+2
.reate and share your precious moments with your lo$ed ones with In Touch% In Touchis
more fun and personal than email or $oicemail% It?s a great way to reach out to yourlo$ed
ones who are far away%
W2%) 01 CI/ T,.+2D9
In Touch is a great way to stay connected% It is an easy#to#use personal
communicationsser$ice that connects you with your friends and family, using a P. or a
T, and a&roadband 9high speed: Internet connection%
W2%) +%/ I 5, 70)2 CI/ T,.+2D9
05*, M*11%3* : A.50, M*11%3*
After years of using e#mail, finally, here?s a really uni3ue way to communicatewith
friends, family 1 e$en colleagues using VIn Touch ser$ices?% /ur ser$iceallows you to
create, re$iew, send 1 recei$e $ideo messages% It also allows youto create, re$iew, send
1 recei$e Audio messages
05*, C%'' : ,0+* C%''
Enjoy full motion $ideo and $oice telephony with a ser$ice, that?s as simple touse as your
phone% /ur ser$ice allows you to make or recei$e ,ideoM,oice .allsto In Touch users
3uickly and easily%
05*, P,1)+%&5 TM
'ereHs a really uni3ue way to communicate with family, friends, businessassociates 1
colleagues, e$en if theyHre not In Touch subscribers% /ur ser$iceallows you to create,
re$iew and send a ,ideo Post .ard T6 to any $alid e#mailId% They get an e#mail that
links to your ,ideo Post .ard T6 recorded in fullmotion $ideo and sound%
S*+.&0)(
An important feature of the In Touch system is the security of yourcommunications% /ur
secure network ensures that your profile informationremains completely confidential%
In Touch will not publish your name in any directory 9online or print:% *ou can recei$e
messages or calls from family and friends only% In Touch does not offer the option to
Vfind#a#friend? 9common among manycommunity solutions: as this has pro$en to be a
source of abuse and spam%
R*E.0&*-*/)
you must be a registered member to use this ser$ice%
T%&0;;1
E7perience a &roadband life and disco$er endless possibilities% )ownload yourfa$ourite
songs, play e7clusi$e games, send or recei$e large documents photos as emailattachments
on a lightening fast, secure 1 reliable Internet connection% Cith Airtel?shigh speed
&roadband, enjoy superior way to access rich information of internet withenough fun 1
learning for e$eryone% To find out the Airtel broadband 1 internet tariffsa$ailable in your
city, please select your location from the drop#down% &roadbandinternet definition as per
the T(AI #Always on connection with minimum downloadspeed of @A kbps%
W2%) 01 W0;0 9
Cifi is a wireless technology brand by the Cifi Alliance that gi$es you a host offantastic
ad$antages ranging from reliability to security% The simple installationprocedure gi$es
you access to unsurpassed performance instantly% .ommonapplications for Cife include
Internet and ,oIP phone access, gaming, and networkconnecti$ity for consumer
electronics such as tele$isions, ),) players, and digitalcameras% 5ust like cell phones,
tele$isions and radios, the wireless network also usesradio wa$es%
Cireless technology is clearly the future of networking%
C.&&*/) S0).%)0,/ I/ M%&8*)
'ighlights for +econd Fuarter ended +eptember =!, !!D
/$erall customer base at B%EE crore%
'ighest e$er#net addition of D%"" lakh customers in a single 3uarter%
6arket leader with a market share of all India wireless subscribers at >%AR%
Total (e$enues of (s% E,!! crore 9up >R *#o#*:%
E&IT)A of (s% =,AEE crore 9up =BR *#o#*:%
.ash Profit of (s% =,"@ crore 9up !R *#o#*:%
-et Income of (s% ,!>A crore 9up BR *#o#*:%
-ew )elhi, India, /ctober =", !!D4 &harti Airtel Limited 9S&harti AirtelT or
SthecompanyT: today announced its audited 2+ 0AAP results for the second 3uarter
andhalf year ended +eptember =!, !!D% It has once again maintained its strong
growthmomentum%
The consolidated total re$enues for the 3uarter ended +eptember =!, !!D of
(s%E,!!crore grew by >R and E&IT)A of (s% =,AEE crore grew by =BR on a year on
yearbasis% The net income for the 3uarter ended +eptember =!, !!D was (s% ,!>A crore,
agrowthofBRo$erlastyear%
&harti had B%EE .r subscribers, as on +eptember =!, !!D, an increase in the total
subscriber base of @BR o$er the corresponding period last year and maintained its
leadership position through an impro$ed market share of all India wireless subscribers
at >%AR as on +eptember =!, !!D, up from =%>R corresponding to the same period
oflastyear%
.ommenting on the results and performance, M&. S./0' B2%&)0 M0))%'! C2%0&-%/ :
M%/%30/3 D0&*+),&! B2%&)0 A0&)*' L0-0)*5, said SCith record customer additions
e$ery month, Airtel continues to consolidate its leadership position in the market% The
successful launch of )T' ser$ice has pro$ided another opportunity to the brand to
strengthen it?s connect with the customers, while generating a new re$enue stream%T
B2%&)0 %0&)*' '0-0)*5 1.--%&( ,; +,/1,'05%)*5 ;0/%/+0%' 1)%)*-*/)1:F
(epresent conslidaed statement of income as per united states generally accepted
accounting principles 92+ 0APPA:
(A-,./) 0/ R1. C&! *?4*&) &%)0,1)
P%&)0+.'%&
Q.%&)*& */5*5
YFOFY G&,7)2
Total re$enue
E&IT)A
E,!!
=,AEE
=,==B
,B"!
>R
=BR
.ash profit from operation ="@ @EB !R
Income before income
ta7es
",EB ",B>B "=R
-et income ,!>A ",A"> BR
+ept%!!D +ept%!!B
Audited Audited
O4*&%)0/3 2032'032)1
(F03.&*1 0/ /,1 !*?4*+) &%)0,1 )
P%&)0+.'%&1 U/0) S*4)
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.ustomers on our -etwork
6obile +er$ices !!!?s BB,>BE AE,=D> "R >D,DBA @ER
Tel#media ser$ice !!!?s ,@!E ,=E> @R ,!B@ BR
Total !!!?s BE,EDE B",BBB ""R @!,E@" @"R
M%&8*) S2%&* ,; M%I,& -,<0'* O4*&%),&1
M,<0'* ,4*&%),&1 M%&8*) 12%&*1
&harti airtel >%EA
(eliance "D%
,odafone "B%BA
&snl "%"E
Idea E%DD
Total teleser$ices E%@>
/thers B%@>
I/6*1),& R*'%)0,/1
.reating $alue for our customers, employees, in$estors, partners, $endors and thesociety
at large lies at the root of our fundamental business strategy% /ur core principlesof trust
and transparency ha$e come a long way in helping us de$elop and nurture long#term
relationships with our key stakeholders% /ur performance e7udes from our beliefin and
commitment to the telecom sectorN and translates into creating inno$ati$ee7citing
opportunities for one and all%
Ce are one of India?s leading pro$iders of telecommunication ser$ices with anationwide
presence in all the = licensed jurisdictions 9also known as Telecom.ircles:% Ce ser$ed
an aggregate of D,B>D,BE! customers as of /ctober =", !!DN ofwhom D!,"EE,B>B
subscribe to our 0+6 ser$ices and ,@>E,!>= use our Telemedia+er$ices either for $oice
andMor broadband access deli$ered through )+L% Ce are thelargest wireless ser$ice
pro$ider in the country, based on the number of subscribers asof /ctober =", !!D% Ce
also offer an integrated suite of telecom solutions to ourenterprise customers, in addition
to pro$iding long distance connecti$ity both nationallyand internationally% Ce ha$e
recently forayed into media by launching our )T'+er$ices in /ctober !!D% All these
ser$ices are rendered under a unified brand SAirtelT
F$%t 12**)
-ame &harti Airtel Limited
&usiness
)escription
Pro$ides 0+6 mobile ser$ices in all the = telecom circles in India, and was the first pri$ate
operator to ha$e an all India presence% Pro$ides tele#media ser$ices 9fi7ed line and broadband
ser$ices through )+L: in E@ cities in India%
Established 5uly !B, "EE@, as a Public Limited .ompany
Proportionate
(e$enue
(s% B!," million 9year ended 6arch =", !!D#
Audited: (s% "D>,! million 9year ended 6arch =", !!B#
Audited:
As per Indian 0AAP Accounts
Proportionate
E&IT)A
(s% "">,!"D million 9year ended 6arch =", !!D #
Audited: (s% B>,>!B million 9year ended 6arch =", !!B #
Audited:
As per Indian 0AAP Accounts
+hares in
Issue
",DED,"!",A!> as at +eptember =!, !!D
Listings The +tock E7change, 6umbai 9&+E:
The -ational +tock E7change of India Limited 9-+E:
6arket
.apitalisation
6arket .apitalisation 9as on 5anuary !@, !!E:
Appro7% (s% ",=!" billion
.losing &+E share price [ (s% AD@%=@
.ustomer
&ase
D!,"EE,B>B 0+6 mobile and ,@>E,!>= Telemedia .ustomers 9status as on /ctober =", !!D:
/perational
-etwork
Pro$ides 0+6 mobile ser$ices in all the = telecomcircles in India, and was the first pri$ate
operator toha$e an all India presence% Pro$ides telemedia ser$ices 9fi7ed line: in E@ cities in
India%
C,-4%/(D1 C.&&*/) S0).%)0,/
&harti Airtel is one of India?s leading pro$iders of telecommunication ser$ices with
anationwide presence in all the = licensed jurisdictions 9also known as Telecom.ircles:%
Ce ser$ed an aggregate of D,B>D,BE! customers as of /ctober =", !!DN ofwhom
D!,"EE,B>B subscribe to our 0+6 ser$ices and ,@>E,!>= use our Telemedia+er$ices
either for $oice andMor broadband access deli$ered through )+L%
Ce also offer an integrated suite of telecom solutions to our enterprise customers,
inaddition to pro$iding long distance connecti$ity both nationally and internationally%
Ceha$e recently forayed into media by launching our )T' +er$ices in /ctober !!D%
Allthese ser$ices are rendered under a unified brand SAirtelT
%The company also deploys, owns and manages passi$e infrastructure pertaining to
telecom operations under its subsidiary &harti Infratel Limited% &harti Infratel owns
>R of Indus Towers Limited%&harti Infratel and Indus Towers are the two top pro$iders
of passi$e infrastructure ser$ices in India .ompany shares are listed on The +tock
E7change, 6umbai 9&+E: and The -ational +tock E7change of India Limited 9-+E:
P%&)/*&1
The company has a strategic alliance with+i ngT el% The in$estment made by +ingTel is
one of the largest in$estments made in the world outside +ingapore, in the company%
The company?s mobile network e3uipment partners include Ericsson and -okia% In the
case of the broadband and telephone ser$ices and enterprise ser$ices 9carriers:,
e3uipment suppliers include +iemens, -ortel, .orning, among others% The .ompany
also has an information technology alliance with I&6 for its group#wide information
technology re3uirements and with -ortel for call center technology re3uirements% The
call center operations for the mobile ser$ices ha$e been outsourced to I&6 )aksh,
'induja T6T, Teletech 1 6phasis%
M%/%30/3 D0&*+),&D1 4&,;0'*
+unil &harti 6ittal
.hairman 1 6anaging )irector since /ctober !!"
&oard director since4 5uly "EE@
Age4 @" years
+unil &harti 6ittal is the C2%0&-%/ : M%/%30/3 D0&*+),& ,; B2%&)0 A0&)*' L)5. head
3uartered at -ew )elhi, India%
&harti Airtel, India?s leading pri$ate integrated telecom company, has been atthe
forefront of the telecom re$olution and has transformed the telecom sectorwith its
world#class ser$ices built on leading edge technologies%&harti has beena
pioneering force in the telecom sector and today enjoys a strong
nationwidepresence%
S./0' started his career at a young age of "D after graduating from
Punjab2ni$ersity in India and foundedB2%&)0, with a modest capital, in the
year"EBA%
B2%&)0 has grown successfully in partnership with $arious leading companies of
the world # +ingapore Telecom, ,odafone, Carburg Pincus, &ritish Telecom to
name a few%
The other businesses in the group are consumer electronics 9&eetel:, lifeinsurance
with A;A of <rance 9&harti A;A:, and a joint $enture with the(othschild group
to de$elop Indian horticulture and e7port fruits and $egetablesto the world
9<ield<resh:
B2%&)0 has recently entered into a 5, with Cal#6art for setting up supply
chain,logistics and cash and carry to support the burgeoning retail market in India%
+unil is an alumnus of 'ar$ard &usiness +chool, 6A, 2+A%
+unil has been conferred one of the highest ci$ilian award W P%5-% B2.12%/
+unil has been conferred the degree of D,+),& ,; S+0*/+* 9'onoris .ausa: by the
0 & Pant 2ni$ersity of Agriculture 1 Technology%
A7%&51 %/5 R*+,3/0)0,/1
"% August B, !!D4 &harti Airtel adjudged the H&est .ellular +er$ice Pro$iderH and
H&est &roadband +er$ice Pro$iderH at the !!D ,1) "!! Awards%
% 5uly "", !!D4 &harti Airtel Limited $oted as India Hs most inno$ati$e company ,in
a sur$ey conducted by The Call +treet 5ournal % &harti Airtel was ranked asthe
most inno$ati$e in responding to customer needs in a sur$ey conducted
todetermine Asia Hs !! most#admired companies%
=% 5une "=, !!D4 +unil &harti 6ittal recei$ed 2%+%#India &usiness .ouncilHsH0lobal
,isionH Award % The prestigious award recogniGes his entrepreneurialGeal and
contribution to Indian business%
>% 5une "", !!D4 Airtel $oted the nd 6ost Trusted +er$ice &rand in the Annual
Economic Times#&rand E3uity, 6ost Trusted &rands sur$ey
@% 5une !!D4 Airtel wins the Platinum Trusted &rand Award in the 6obile +er$ice
pro$ider category in the (eaderHs )igest Asia Trusted &rands +ur$ey %
A% 6ay A, !!D4 Airtel was honoured with the prestigious HCireless
+er$icePro$ider of the *earH award at the !!D <rost 1 +ulli$an Asia Pacific
I.TAwards%
B% April "B, !!D4 &harti Airtel had the distinction of being amongst
companiesworldwide and the only one in India , to be honoured with the H0allup
0reatCorkplace AwardH%
D% April D, !!D4 Airtel adjudged as the H&est .arrier IndiaH at the Telecom
AsiaAward !!D % The Telecom Asia Awards, constituted by the Telecom
AsiamagaGine, seek to recogniGe outstanding performances of companies
andindi$iduals in the Asian telecommunication industry based on criteria such
asfinancials, market standing, technology and corporate go$ernance%
S2%&*1
The e3uity shares of &harti Airtel are currently listed on -ational +tockE7change of
India Limited 9-+E: and The +tock E7change, 6umbai, 9&+E:%&harti Airtel offered
"D@,==A,B!! e3uity shares in the initial public offering 9IP/: andraised (s D,=>!%"@
million through this process% The shares were o$er subscribed %@Atimes%
Cith this IP/, &harti Airtel established certain important landmarks in the history ofthe
Indian capital market% Together with being the first "!!R book building processthat this
country has seen, the listing was completed within a record time of ten workingdays% of
the close of the issue% 6oreo$er the process of allotment and issue of shareswas also
completed within one day of the last day of pay#in%
The book running lead managers for the IP/ were 56 6organ +tanley and )+P 6errill
Lynch and the registrars to the issue was Kar$y .onsultants Limited%
O&3%/01%)0,/ S)&.+).&*
As an outcome of a restructuring e7ercise conducted within the companyN a
newintegrated organiGational structure has emergedN with realigned roles,
responsibilitiesand reporting relationships of &harti?s key team players% Cith effect from
6arch !",!!A, this unified management structure ofH/ne AirtelH will enable
continuedimpro$ement in the deli$ery of the 0roup?s strategic $ision%
C,&4,&%)* G,6*&/%/+*
&harti Airtel Limited firmly belie$es in the principles of .orporate 0o$ernanceand is
committed to conduct its business in a manner, which will ensure sustainable,capital#
efficient and long#term growth thereby ma7imising $alue for its shareholders,customers,
employees and society at large% .ompany?s policies are in line with.orporate
0o$ernance guidelines prescribed under Listing AgreementMs with +tockE7changes and
the .ompany ensures that $arious disclosures re3uirements arecomplied in Vletter and
spirit? for effecti$e .orporate 0o$ernance%
)uring the financial year !!=#!>, your .ompany was assigned highest 0o$ernanceand
,alue .reation 90,.: rating $iG% VLe$el "? rating by .(I+IL, which indicates thatthe
company?s capability with respect to creating wealth for all its stakeholders is thehighest,
while adopting sound .orporate 0o$ernance practices%This rating was re#affirmed by
.(I+IL on April !,!!A%
&oard of )irectors
Audit .ommittee
'uman (esource 9'(:M (emuneration .ommittee
E+/P .ompensation .ommittee
In$estor 0rie$ance .ommittee
6emorandum of Association
Article of Association
.ode /f .onduct
B,%&5 ,; D0&*+),&1
Theboard of directors of the .ompany has an optimum mi7 of e7ecuti$e and non#
e7ecuti$e directors, which consists of two e7ecuti$e and fourteen non#
e7ecuti$edirectors%The .hairman and 6anaging )irector, 6r% +unil &harti 6ittal, is
anE7ecuti$e )irector and the number of Independent )irectors on the &oard is @!Rofthe
total board strength% The independence of a director is determined on thebasisthatsuch
director does not ha$e any material pecuniaryrelationship with the.ompany, its
promoters or its management, which may affect the independence of thejudgment of a
)irector% The board members possess re3uisite skills, e7perience ande7pertise re3uired to
take decisions, which are in the best interest of the .ompany%
The composition of the &oard is as under4
"% S./0' B2%&)0 M0))%'
% M%/,I K,2'0
=% S%/I%( K%4,,&
>% A).' B0/5%'
@% K S&0/06%1
A% "(,)0 P%7%&
B% S2%-0/0 R%-%'0/3%-
D% ",%+20- H,&/
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""% S&08%/)2B%'%+2%/5*&
"% A-&0)% G%/3,)&%
T%&&0; 1)&.+).&*
P&*4%05 T%&0;;1
Airtel Prepaid (eady .ellular .ard and (echarge .ards area$ailable, all o$er the city at
o$er retail outlets including >#houroutlets% Airtel Prepaid (eady .ellular .ard and
(echarge .ardsare a$ailable, all o$er the city at o$er retail outlets including >#hour
outlets%
A0&)*' P&*4%05 R*3.'%&
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Pulse (ate A! sec
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Airtel 0+6 M .)6A
9"! )igit:
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2+A, .anada, Europe 9<i7edLine:, Australia, +ingapore,
'ong Kong, Thailand, 6alaysia,Indonesia, -ew 8ealand%
(s%A%>!
0ulf, Europe 96obile:, +AA(. countries, Africa 1 (est
of the world%
(s%E%!
.uba, +ao Tome 1 Principe,0uinea &issau, )iego
0arcia,-auru, +olomon Islands,,anuatu, .ook Islands,
Tu$alu,Tokelau, -orfolk Island,+akhalin
(s%>!%!!
SMS (R1.)
Local (s%"%!
-ational (s%%!!
International (s%@%!!
O)2*& D*)%0'1
(s @! Local Airtel#Airtel 6obile talktime per month for A months
<irst month Airtel#Airtel credit within Bhrs of acti$ation 1 balance credit by "st week
of e$ery month:
The +6+ charge as applicable is per "A! characters
,alidity# > months%
POSTPAID
Airtel Postpaid allows you to choose from a $ariety of affordabletalk plans, con$enient
payment options and host of rich features%+o get set to enjoy a world of limitless
possibilitiesX
REFRENNCE TARIFF PACKAGES(RTP )
/- TI6E .'A(0E+
Acti$ation .harges (s% @!
6embership <ee (s% @!
+ecurity )eposit -A
6/-T'L* .'A(0E+ 9<I;E): (s% @>
&ill plan .harge (s% >>>
6onthly (ental (s% "@!
.lip -A
6/-T'L* .'A(0E+ 9/PTI/-AL:
.lip (s% EE
A0&)*' GSM
KCDMA
(1$D030)
)
L%/5'0
/* K
WLL
Locacl rates (s%
"%EE
(s% "%EE (s%
"%EE
S)5F&%)*1
@!#!!km
!!#@!!
@!!Ukm
ISD
2+A, .anda, Europe 9<i7ed Line:,Austalia, +ingapore, 'ong Kong,Thailand,
6alaysia, Indonesia, new8ealand
(s% B%!
0ulf, Europe 96obile:, +AA(..ountries, Africa 1 (est of theworld (s E%EE
AIRTEL ONE STANDERD1L$
This &ill Plan is also a$ailable under Ad$ance (ental of (s% BEE for years%
Local Pack
Airtel to other local mobiles 9non Airtel: At (s " M min
6onthly rental (s @ per monthsM#
+T) Pack
Airtel to other mobiles 9non Airtel: 1 fi7ed lines nos% at (s M min%
6onthly rental (s B@ per monthM#
+pecial offer for Airtel Telephone ser$ice customers for a$ailing Airtel 6obile ser$ices
O N E T I M E C H A R G E S
Acti$ation .harges (s @!
6embership <ee (s @! 9.on$erts into security
after > months:
+ecurity )eposit -A
MONTHLY CHARGES (FIAED) (s% "@!
Acti$ation .harges (s @!
6embership <ee (s @! 9.on$erts into security
after > months:
+ecurity )eposit -A
MONTHLY CHARGES (FIAED) (s% "@!
&ill Plan .harge (s% @!
6onthly (ental (s% "@!
.lip -A
MONTHLY CHARGES (OPTIONAL)
.lip (s% @!
&issau, )iego 0arcia, -auru,+olomon Islands,
,anuatu, .ookIslands, Tu$alu, Tokelau,
-orfolkIsland, +akhalin
SMS
Local (s "%!!
-ational (s %!!
Intentional (s% @%!!
,A+ (s%=%!!
If you already ha$e Airtel Telephone ser$ice, you can buy a new Airtel 6obile
connection under Airtel /ne +tandard"@! Plan%
B*/*;0)1:
-on security deposit%
-o membership M acti$ation fee
Enjoy calls to your Airtel fi7ed line no% at just @! P M min%
6onthly rent of (s @ for reduced call rates to your Airtel
fi7ed line has been wai$ed off for " year%
<or details, call us @"A#"=>@
A56%/+* R*/)%' <*/*;0)1 (1(*%& 1+2*-*)
Pay an ad$ance rent of (s >EE and enjoy Airtel /ne +tandard
"@! plan at 8ero monthlyrental for one year%
Ad$ance rental of (s >EE gi$es you a rental discount of (s "@!e$ery month for the ne7t
months%
All other options andcharges are as per the e7isting Airtel /ne +tandard "@! Plan%
AIRTEL ONE STANDARD 2JJ
/- TI6E .'A(0E+
Acti$ation .harges (s% @!
6embership <ee (s% @!(con$erts into
security after > months:
+ecurity )eposit -A
6/-T'L* .'A(0E+ 9<I;E): (s% EE
&ill plan .harge (s% "@!
6onthly (ental (s% EE
.lip -A
6/-T'L* .'A(0E+ 9/PTI/-AL:
.lip (s% @!
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(1$D030)
)
L%/5'0
/* K
WLL
Locacl rates (s%
"%!!
(s% "%!! (s%
"%!!
S)5F&%)*1
@!#!!km %!! %>! %>!
!!#@!! %!! %>! %>!
@!!Ukm %!! %>! %>!
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2+A, .anda, Europe 9<i7ed Line:,Austalia, +ingapore, 'ong Kong,Thailand, 6alaysia,
Indonesia, new8ealand
(s% B%!
0ulf, Europe 96obile:, +AA(..ountries, Africa 1 (est of theworld (s E%EE
.uba, +ao tome 1 Principle,0uinea &issau, )iego 0arcia,-auru, +olomon Islands,
,anuatu,cook island ,Tu$alu , Tokelau ,-orfaulk Island ,+akhalin
(s%>!%!!
SMS
Local (s% "%!!
-ational (s% %!!
International (s% @%!!
,alue Added +er$ices 9(s%: (s% =%!!
*ou also enjoy @ free local mobile to mobile sms
SENIOR CITIZN PLAN
/ne time charges
Acti$ation charges (s%@!
6embership fees (s%@!
+ecurity deposite -A
6onthly charges 9fi7ed: (s%"@!
&ill plant charge (s%@"
6onthly rental (s%E"
.lip -A
.uba, +ao Tome 1 Principle,0uinea &issau, )iego 0arcia,-auru, +olomon Islands,
,anuatu,.ook Islands, Tu$alu, Tokelau,-orfolk Island, +akhalin
+ms
Local (s%"%@!
-ational (s%%!!
International (s%@%!!
,as (s%=%!!
Cith senior citiGn plan you can take = <riends and <amily numbers4
Airtel to Airtel 9"local no%: W (s% !%@ M min%
Airtel to Airtel 9" +T) no%: W (s "%@ M min
I+) calls to 2+ M .anada M +outh East Asia M Australia M -ew
8ealand: W (s% E%EE M min
*ou also get <(EE alert subscription worth (s =! M alert or =
months on4
-ews
Astrology
'ealth Tips
The +6+ charges as applicable is per "A! .haracters%
CHAPTER:-4
STRATEGIE
S OF
BHARTI
AIRTEL LTD
.
1. PROMOTIONAL STRATEGY
Airtel to STouch TomorrowT with a new brand $ision%
The &harti 6obile promoted AirTel cellular ser$ice will go in forrepositioning of its
brand image% The new brand ethos isportrayed in two distinct fashions # the tag line
ITouchTomorrowI, which underscores the leading theme for the newbrand $ision,
followed by IThe 0ood LifeI, which underscores amore caring, more customer centric
organiGation% Aimed at re#engineering its image as just simply a cellular ser$ice pro$ider
toan all out information communications ser$ices pro$ider, TouchTomorrow is meant to
embrace the new generation of mobilecommunication ser$ices and the changing scope of
customerneeds and aspirations that come along with it%
The new communication is about a new dimension in the cellularcategory that goes
beyond the Internet, +6+, roaming, I,(+, etcbut which engulfs the whole gamut of
wireless digital broadbandser$ices that will constitute tomorrows cellular ser$ices% The
newcampaign is in two phases # the first of which will communicateo$erall brand
philosophy and the second products and ser$ices%According to 6r% 5agdish Kini, .hief
/perating /fficer, &harti6obile Limited, Karnataka ICe are adopting a new brand#
platform # Touch Tomorrow # not only to reflect our corporate ethos but also business
strategyI% The new identity will ha$e the logo in (ed, &lack and Chite colours along
with lower case typography to con$ey warmth% AirTel will incorporate the latest branding
in all of its communication and will soon be going in for an enhanced promotional dri$e
to establish the brandHs presence%
LIFE TIME PLAN
P(E#PAI) card users need not worry anymore about rechargingtheir coupons e$ery
month% .ompany has launched a plan thatallows users to take a pre#paid connection with
lifetime $alidityfor a one time payment of (s% EEE% +ubscribers a$ailingthemsel$es of this
scheme will also get full talk time for therecharge coupon they purchase and also ha$e
the option to buyTaiwanese manufactured &ird mobile handsets for as low as (s%",=EE%
The mo$e is aimed at stopping the churn in the pre#paidsubscriber base% /nce a
subscriber takes this plan, he will alwaysbe an Airtel subscriber whether the mobile is
being used or not%
2. COMPETITIE SITUATION
Airtel launched its ser$ices before Essar and skimmed themarket picking up the bulk of
the high usage premium clients%This is a $ery competiti$e industry with the two
companiesdifferentiating either on $alue#added ser$ices or price%Airtel ispercei$ed as the
high 3uality pro$ider and has a premium image%Essar, on the other hand, is percei$ed as
the lower end ser$icepro$ider%Airtel positions itself as the market leader on the basisof
the number of subscribers%Essar is trying to counter this byemphasising on the reach of its
network and the 3uality of itsser$ice%'owe$er, Essar is somewhat not been $ery
successfullargely due to the inconsistency in ad$ertising%
To promote themsel$es, both the players ha$e been dependenton tactical ad$ertising
'owe$er, they ha$e restrained from usingcomparati$e ad$ertising 'oardings ha$e been a
$ery popularmedium for carrying the ad$ertisements Airtel has also beenad$ertising on
tele$ision using the &harti Telecom name%
=% +ALE+ )EPA(T6E-T A-) +T(ATE0*
A%6ajor Accounts 9)irect .hannel:
'andles corporate 9named and famed: accounts
<orecasting of sales
6apping the accounts
Pro$iding after sales support to the subscribers%
6aintaining call reports for records%
Pro$iding <eedback to the marketing department regarding the re3uirement of the
market%&%I). 9indirect .hannel:
'andling distribution
6aintaining records and le$el check of the channel partner
Liaisoning between the channel partner and the company%
Target achie$ement
Training the e7ecuti$es of the channel
D01)&0<.)0,/ S.44,&)
"%Logistics
6onitor handset and +I6 card re3uirements of
channel partners and co#ordinate with stores
+ettle areas of concerns such as incenti$e claims of
channel partners
%(ental
Pro$ide cellular ser$ices 9+I6 cards: on rent%
Pro$ide cellular phones on rent
2seful for people $isiting )elhi for a short inter$al%
=%Telesales
.all customers and generate sales lead%
<ollow up with the customers, if they need any assistance
Pass on the sales lead to the channel department%
> Audit
.onsultant to the AirTel showrooms%
6onitor the operations at the AirTel distribution outlets /rganiGe training%
@%(etail
Locate shops to open retail counters%
6onitor the retail counters%
>.MARKET SEGMENTATION
+egmentation is beneficial because of better predictability of thetarget consumer group,
minimiGation of risk e7posure, betterability to fine#tune a product M ser$ice to the
re3uirement oftarget buyer and the resultant ease in designing a properdesigning
marketing mi7 strategy In this case segmentation is onthe bade of income%
In e$aluating different market segments the company looks attwo factors The o$erall
attracti$eness of the segments and thecompanyHs objecti$es 1 resources The present
market for.ellular phones, pagers and con$entional phones is as follows
P&*-0.- M055'* E+,/,-(
2pper Lower 2pper Lower 2pper Lower
C*''.'%&
42,/*1
7 ; 7 # # #
4%3*& 7 ; 7 7 # #
C,/6*/)0,/%'
P2,/*1
7 ; 7 7 7 #
; market segment targeted
L.TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class% Therationale behind it is that
only those segments should betargeted who $alue time and ha$e the paying capacity%It Is
alsoplanning to target the business tourists during their stay in thecapital About A!R of
the clientele are top e7ecuti$es of corporatehouses%About "@R are foreign organisations
and the rest areprofessionals and small businessmen%)uring the introductionstage there
was intense pressure to get consumers across tohook up with their brand, because getting
them to switch brandloyalty later would be hard +o far Airtel marketers ha$e been
concentrating totally on thebusiness e7ecuti$e class but now that the basic $iable
$olumeshas beer: built up and prices ha$e declined to a certain e7tentthey are planning to
$enture further a field%
POSITIONING
The product is sought to be positioned as a business efficiencytool% a lifestyle re$olution
and a status symbol The emphasis is toremo$e misconception that the cellphone is an
e7pensi$e means of communication and dri$e home the point that the cellphone is
actually a day#to#day utility
B.PRODUCT POLICY AND PLANNING
The product or ser$iceis the heart of the marketing mi7%Cithout a product or a ser$ice
customersH needs cannot besatisfied%
The basic product promise by Airtel is mobility%AirtelHs mainmarketing strategy is to be a
first mo$er all the time%It hasrecognised the significance of making the first mo$e##
because inthe field of .ommunication 1 Information Technology changesoccur at a
tremendous pace%
Effecti$e product segmentation has to be carried on continuouslybecause basic ser$ices
can be and will be copied and in timebecome e7pected component of the product% Airtel
seeks tocarry out this segmentation through pro$ision of new informationser$ices and
making new facilities a$ailable%The product policyand planning depends on the stage of
the product life cycle%Atpresent the cellular phone market has reached the
maturitystage%+ince, the premium segment is nearing saturation thecompany targeting the
upper middle and middle#middle class%Inorder to do so Airtel is trying to optimise the
price performancepackage by offering suitable Iproduct bundlingI%
This in$ol$es the selection of the suitable hardware 9handset:and its software 9its
ser$ices%: with reasonable price in order todeli$er ma7imum price performance to its
customers%
In addition, it offers free Airtime ser$ices and other concessions tomake the prices and
thus the product more attracti$e%It hasalso opened a > hours customer ser$ice%
/nly price doesnHt ser$e as an effecti$e differentiator, $alue added ser$ices become the
effecti$e differentiator%The I,alue Added +er$icesI pro$ided from Airtela re4#
1). ,0+* M%0' 1*&60+*
This system is similar to the answering machine # if the user isnot able to answer a call
for some reason the caller can lea$emessages in the $oice mail bo7 which can be later
retrie$ed bythe user
00) S2,&) M*11%3* S*&60+*
The short message ser$ice is like a two#way pager%It gi$es anoption of sending and
recei$ing te7t messages directly from onemobile phone to another without the
inter$ention of an operator%
000) M,<0'* F%? 1 D%)% S*&60+*
This ser$ice helps the subscriber to send and recei$e <a7es,access E#mail, download
computer files from other systems andremotely log on to another computer and surf the
Internet%
06) C%12 C%&5
The cash card is a pre#paid and pre#acti$ated card which allowsthe buyers to buy air time
in ad$ance%All it re3uires is thepayment of an initial amount%This is a useful ser$ice for
peoplewho tra$el to )elhi often and those who want to control thee7penses on their calls%
6) C%''*& ID
)isplays calling personHs number%
60) O.)3,0/3 +%'' &*1)&0+)0,/
To pre$ent or limit outgoing calls, for e7ample, in peak hours%Also possible to e7clude
one or se$eral countries, or anygeographical region, to permit only local calls, or to limit
the outgoing calls to a listed number%
6000) C%'' ;,&7%&5
Incoming calls can be forwarded to another fi7ed or mobile phone%
&esides these some other ser$ices pro$ided by Airtel are W .all conferencing, .all
&roadcast et cetera%
It is in the operators #Interest that they not only get manysubscribers but also get them to
use the mobile facilityfre3uently%In the early stages getting increases to subscribemay be
easier than getting them to talk since they will find itcostlier to use the mobile phone as
compared to a con$entionalphone Jif is belie$ed that initially cellphones would be used
buyK
6000) R,%-0/3 F%+0'0)(
(oaming facility is a$ailable while the subscriber is tra$elling%The billing is done in the
home network 9)elhi:%(oaming facilityis a$ailable manually\ as well as semi#
automatically%/nce asubscriber is In any other city or country, where a 0+6 networkis
a$ailable, simply insert the +I6 card of the local operator Intoyour handset and start
talking%
6anual (oaming means a separate +I6 card is pro$ided for each city
+emi automatic roaming means one card has the facility for different cities%
#.AIRTELMS MARKETING ORIENTATION%
+ince this is a high#in$ol$ement e7pensi$e product, the ser$ice pro$ider has to fully
take care of the customers%
a: They take personal responsibility to IgetI the answer for any
problem faced by the customer
b: They anticipate customersH problems and take pro#acti$e steps to pre$ent them
c: They gi$e answers to the 3uestions 1 re3uests, 3uickly 1 efficiently%
d: They ha$e a positi$e tone 1 manner while interacting with customers%
e: They end the interaction on a positi$e or a humorous note#making the last=! sec
count
Airtel realises that attracting people HIs easy but con$erting theminto loyal customers is
hard, hence emphasis is on maintaining aH+miling and a <riendly AtmosphereH to please
and retain thecustomer%
H.PRICE AND PRICING POLICY
AI(TEL has realised that the Indian market is price sensiti$e%Therefore it care of the has
come up with $arious inno$ati$etariff schemes to take needs of different category of
customers#0enerally, the cellular ser$ices are more e7pensi$e than the landline based
telephone ser$ices%This is due to the reason that theoperating companies are re3uired to
pay a fee to thego$ernment for using airtime%
J.MARKETING STRATEGY
ADOPTED BY BHARTI AIRTEL
&harti has spent a considerable amount on ad$ertising its mobilephone ser$ice,
Airtel%&esides print ad$ertising, the companyhad put up large no of hoardings and kiosks
in and around )elhi%The objecti$e behind designing a promotion campaign for
theVAirtel?ser$ices is to promote the brand awareness and to buildbrand preferences%It is
trying to set up a thematic campaign to build a strongerbrand e3uity for Airtel%+ince the
cellular phone category itself istoo restricted, also the fact that a .ellular phone is a
highin$ol$ement product, price doesnHt 3ualify as an effecti$edifferentiator%The image of
the ser$ice pro$ider counts a greatdeal%0i$en the .ell phone category, it is the network
efficiencyand the 3uality of ser$ice that becomes important%Chat nowthe buyer is
looking at is to get the optimum price#performancepackage%This also ser$es as an
effecti$e differentiator &rand awareness is spread through theH campaigns and
brandpreference through brand stature%AirtelHs campaign in thecapital began with a series
of HteaserH hoardings across the city,Hbearing just the companyHs name and without
e7plaining whatAirtel was%In the ne7t phase the campaign associated Airtel with.ellular
only thereafter was the &harti .ellular connection brought up% ,ans with Airtel logos
roamed the city, handing outbrochures aboutthe company and its ser$ices to all
consumers%About @!,!!! direct callers were sent out%Chen the name waswell entrenched
in the )elhiites?s mind, the Airtel campaignbegan to focus on the utility of .ellphone%In
the first fourmonths alone AirteiHs ad$ertisement spend e7ceeded (s% > crores% As of
today the awareness le$el Is A!R unaided%This impliesthat if potential or knowledgeable
consumers are asked to namea .ellular phone ser$ice pro$ider that is on the top of
hisMhermind A!R of them would name Airtel%As for aided it #is "!!R9by gi$ing clues and
hints etc%:%&rand strength of a product or the health of a brand is measuredby the
percentage score of the brand on the abo$e aided and theunaided tests%The figures show
that Airtel is a healthy and athri$ing brand%E$ery company has a goal, which might
comprise a sales targetand a game plan with due regard to Its competitor%Airtel
Hscampaign strategy is designed keeping in mind its marketingstrategy%The tone, tenor
and the stance of the $isual ads aredesigned to con$ey the image of a market leader in
terms of itsmarket share%It tries to portray the image of being a Ifirstmo$er e$ery timeI
and that of a Imarket leaderI% The status of the product in terms of its life cycle has
justreached the maturity stage in India%It is still on the rising part ofthe product life cycle
cur$e in the maturity stage% The diagram on the left hand side shows the percentage of
theusers classified into hea$y, medium and low categories%Theright hand side shows the
re$enue share earned from the threetypes of users% Airtel, keeping in mind the importance
of the customer retention, $alues its hea$y users the most and constantly indulges
inser$ice inno$ation%&ut, since hea$y users comprise only "@ #!R of the population the
other segment cannot be neglected%The population which has just realised the importance
of cellularphones has to be roped in%It is for this reason that the ser$icepro$ider offers a
plethora of incenti$es and discounts%.oncertslike the I<reedom concertI are being
organised by Airtel in orderto promote sales%The media channel is chosen with economy
inmind%The target segment is not $ery concrete but, there is anattempt to focus on those
who can afford% The printad$ertisements and hoarding are placed in those strategic
areaswhich most likely to catch the attention of those who need acellular phone%The
product promise 9which might cost different" higher: is an important $ariable in
determining the targetaudience%&esides this, other promotional strategies that Airtel has
adopted are %
"% People who ha$e booked Airtel ser$ices ha$e been treatedto e7clusi$e premiers
blockbuster mo$ies%Airtel has tiedup with Lufthansa to offer customer bonus
miles on the0erman airlines fre3uent flierHs programs%
% There ha$e been educational campaigns, image campaigns, pre
launchad$ertisements,launchad$ertisements,congratulatoryad$ertisements,promot
ional ad$ertise#ments, attacking ad$ertisementsand tactical ad$ertisements%
1$.DISTRIBUTION
The# company whose operations are concentrated in and around)elhi%It B <ranchisees
and "@ )istributors# They also ha$e DHinstant access cash card counters# Each franchises
or distributorcan ha$e any number of dealers under him as long as the personis appro$ed
by the Airtel authority%Each franchises has to in$est(upees Ten Lakhs% to obtain a
franchise and should employ anofficer recruited by Airtel%This person acts as an liaison
betweenthe company and the franchises%The franchises can it anynumber of dealers as
long as their territories do not o$erlap%&utunfortunately Airtel has not been $ery
successful in controllingterritorial o$erlaps of dealers%The franchises can carry out his
"her own promotional strategy%<or this the%
company contributes B@R of the money and the franchises contributes @R of
themoney%The dealers under the franchisee recei$e the samecommission%The franchises
and the dealer obtain the feedbackfrom the customers and they are sent through the
liaison officeron a day#to#day basis to Airtel%The dealer has to in$est (upees%/ne Lakh as
an initial in$estment%The dealer of Airtel are notallowed to pro$ide any other operatorsH
ser$ice%
.ompany
<ranchisee )istributor
)ealer )ealers
.ustomers .ustomers
Target set for distributors and the dealers is "!! #"@! acti$ationsper month%'ence the
dealers can also go for their ownpromotions like banners and discounts on festi$als
etc%Thedealer pro$ides ser$ice promptly%The consumer on pro$idingthe bill of purchase
for the handset and proof of residence hasonly to wait an hour before getting connected%
The staff of thedealers and the franchisees are pro$idedtraining by the Airtelpersonnel%
The complaints encountered by the franchisees and dealers areeither handset being non#
functional or the +I6 .ard not gettingacti$ated% Anything more complicated is referred
to the main Airtel office in )elhi%
WHAT DOES AIRTEL OFFER9
Cith Airtel, the subscriber wouldnHt just get a personal phonethat lets himMher be in
touch, always, but also gets a host ofbenefits that let himMher manage hisMher time like
ne$er before%An Airtel subscriber is pro$ided with a +ubscriber Identity 6odule.ard
9+I6 card: # that is the key to operating hisMher cellularphone%'is card acti$ates Airtel
cellular ser$ices and contains acomplete micro#computer chip with memory to enable one
toenjoy oneHs cellular phone thoroughly% Each +I6 card contains aPI- code 9Personal
Identity -umber: which may be entered byone%5ust plug your +I6 card into your cellular
phone, enter thePI- code and it becomes HyourH personal phoneH%
11.PRODUCT LIFE CYCLE
The pattern of cellphone subscriber growth obser$ed elsewherein the world re$eals that
the growth in the market is Initially slowfollowed by a sharp acceleration, but so far that
has nothappened in India%As far as the Product Life .ycle is concerned%Indians are at the
beginning of the maturity stage%
introduction 0rowth 6aturity
M%&8*)0/3 ,<I*+)06*1
.reate product awareness
and trail
6a7imiGe market share 6a7imiGe profit whole
defending market share
S)&%)*30*1
Product /ffer a basic
product ser$ice %
/ffer $alued
ser$ices %
Increase in $alue
added ser$ices%
Price .harge cost#plus Price to penetrate
market
Price to match or
best competitors
)istribution &uid selecti$e
distribution
&uid intensi$e
distribution
&uild more
intensi$e
distribution
Ad$ertising &uild product
awareness
among early
adopters and
dealers%
&uild
awareness and
interest in the
mass market
+tress brand
differences and
benefits%
+ales 2se hea$y sales Increase to Increase to
promotion promotion to entice
people to subscribe
build and
maintain
relationships
with customers
encourage
brand#
switching
OB"ECTIES OF THE STUDY
To study the consumer trends in telecommunication sector%
To study consumer decision#making 1 preferences%
To study marketing strategies adopted by Airtel%
To study the le$el of customer satisfaction in Airtel%
CHAPTER:-
5
OBJECTIVE
OF THE
STUDY
To study the market potential%
To study customer purchase decision beha$iour%
To understand the needs of different consumer segments%.omparati$e study of
different mobile companies%
RESEARCH METHODOLOGY
The methodology adopted for this project is e7ploratory in naturesince there is no
hypothesis that has to be tested% The conclusions ha$e been drawn by e7ploratory
research work%
CHAPTER :-6
RESEARCH
METHODOLOGY
There ha$e been two sources of information collected4
%)P&0-%&( S,.&+*1
I ha$e met retailers of the Airtel of the company and ha$e beenable to get first hand
information regarding the product, itsfeatures and the buying patterns of the product%
Their input hasbeen $aluable%
<) S*+,/5%&( S,.&+*1
+econdary source has played a $ital role to play in this report% A good amount of data has
been collected from $arious published articles and reports found in magaGines and
journals% Another $ital source has been the Internet and particularly the companies own
website%
RESEARCH WORK
Q.1 HOW DID YOU KNOW ABOUT AIRTEL CELLUER SERICES 9
<(IE-)+ =
CHAPTER:-7
RESEARCH
WORK
A),E(TI+6E-T =A
I-TE(-ET "@
E;E.2TI,E A
23
36
15
26
FRIENDS ADVERTISMENT INTERNET EXECUTIVE
Acoording to table and chat its clearly show that peole are more aware by the
ad$ertisement in my research there is =A out of "!! pepole are knowing about airtel by
the ad$ertisement and by the internet only "@ pepole can aware about the airte%
Q.2 WHICH FEATURE OF AIRTEL FORCED TO USE AIRTEL 9
A),E(TI+6E-T D
0//) CILL "D
./--E.TI,IT* D
+.'E6E+ =
+E(,I.E+ >
8
18
28
32
42
ADVERTISMENT GOOD WILL CONNECTIVITY
SCHEMES SERVICES
Acoording to table and chat its clearly show that peole are attract to airtel bcoG of airtel?s
gud ser$ices,> person say that they like ser$ice of airtel and person can less attract by
the ad$ertisement its only D person%
Q.GWHICH WAS YOUR FIRST CHOISE OF CELLULER SERICE WHEN
YOU WANT TO USE MOBILE PHONE 9
AI(TEL =B
,/)A</-E =
I)EA ""
&+-L D
(ELIA-.E "
37
32
11
8
12
AIRTEL VODAFONE IDEA BSNL RELIANCE
Acoording to table and chat its clearly show that peole are prefare airtel when they are
using mobile in my research =B person can choose airtel %
Q.> WHICH FEATURE OF AIRTEL IS BETTER THAN YOUR PREIOUS
CELLULAR SERICE9
A),E(TI+6E-T A
0//) CILL "A
./--E.TI,IT* D
+.'E6E+ =>
+E(,I.E+ >>
6
16
28
34
44
ADVERTISMENT GOOD WILL CONNECTIVITY
SCHEMES SERVICES
Acoording to table and chat its clearly show that peole are go to airtel bcoG of airtel
pro$iding a good ser$ices and schemes which is best than any other company %in my
research >> person think that airtel?s ser$ice is best than others %
Q.L HOW MANY AIRTEL USERS IN YOUR PHONE BOOK 9
LE++ T'A- =! !
=!#B! >
6/(E T'A- B! @A
2
24
56
LESS THAN 3 3!7 MORE THAN 7
Acoording to table and chat its clearly show most of the people are using airtel
connection almost @A person can say that they ha$e more than B! numbers in their phone
book %
QFB.WHICH TYPE OF ADERTISMENT YOU MOST LIKE 9
A2)I/,I+2AL >>
P(I-T >
A2)I/ =

44
24
32
AUDIOVISUAL "RINT AUDIO
Acoording to table and chat its clearly show that people like a audio$isual ad$ertisement
almost >> person can say that they like audio$isual ad$ertisement %
Q.# HAE YOU TAKE BENEFITS OF ANY SECHEMES OFFERED BY
AIRTEL 9
*E+ B=
-/ B
73
27
YES NO
Acoording to table and chat its clearly show that peole are mostly get benift of airtel?s
schemes almost B= person can say that they can get benefit by the airtel schemes %
Q.H WHICH YOU LIKE MOST IN AIRTEL 9
-/KIAUAI(TEL "
AI(TEL 62+I. A
AI(TEL P/+TPAI) +E(,I.E A
AI(TEL &(/A)&A-) "A
AI(TEL )T' "
AI(TEL P(EPAI) +E(,I.E D
12
6
26
16
12
28
NO#IA$AIRTEL
AIRTEL MUSIC
AIRTEL "OST"AID SERVICE
AIRTEL BROADBAND
AIRTEL DTH
AIRTEL "RE"AID SERVICE
Acoording to table and chat its clearly show that mostly people like a prepaid and
postpaid ser$ices %D person can say that they like a prepaid ser$ices and A person can
say that they like postpaid ser$ice %
QFJ.WHICH SERICE YOU LIKE MOST IN AIRTEL 9
AI(TEL 'ELL/ T2-E+ >B
<(EE (I-0T/-EMCALLPAPE( =
AI(TEL 6I++E) */2 +E(,I.E
47
32
22
AIRTEL HELLO TUNES
FREE RINGTONE%WALL"A"ER
AIRTEL MISSED YOU SERVICE
Acoording to table and chat its clearly show that people are like airtel hello tunes %>B
person can say that they like a hello tunes %
Q.1$ WHICH TYPE OF RECHARGE CARD YOU LIKE MOST 9
6/(E TALKTI6E =
6/(E ,ALI)IT* @
&/T' >=
32
25
43
MORE TAL#TIME MORE VALIDITY BOTH
Acoording to table and chat its clearly show that peole are prefare a both ser$ice i%e
prepaid%>= person are prefare a both %
Q.11 HOW LONG YOU ARE CONNECTED WITH AIRTEL 9
LE++ T'A- " *EA(
" *EA( @
*EA( =
6/(E T'A- *EA( =!
22
25
23
3
LESS THAN 1 YEAR 1 YEAR
2 YEAR MORE THAN 2 YEAR
Acoording to table and chat its clearly show that most of peole are connected with
airtel %almost =! person say that they are connected with airtel last years %
Q.12 FOR WHICH PURPOSE YOU ARE USING AIRTEL 9
PE(+/-AL @A
/<<I.E M&2+I-E++ >>
56
44
"ERSONAL OFFICE %BUSINESS
Acoording to table and chat its clearly show that peole are using airtel bcoG of their
personal use in my research @A person say that they are using airtel bcoG of their personal
use %
Q.1GACCORDING TO YOU AIRTEL IS NO.19
*E+ >
-/ @D
42
58
YES NO
Acoording to table and chat its show that stil airtel is not a number one company of the
india %only > person say that airtel is number one of India %
LIMITATIONS
E$ery attempt will be taken to obtain the error free and meaningful result but as nothing
in this world is "!!R perfect I belie$e that there will still the chance for error on account
of following limitations#
CHAPTER :-8
LIMITATIO
NS
"% (espondent?s una$ailability%
% Time pressure and fatigue on the part of respondents and inter$iewer%
=% .ourtesy bias%
>% The sample sur$ey is done on a $ery small number of people thus the results
drawn may be different from the opinion of the uni$erse%
@% The time of two months is $ery less for co$ering all the aspects of the project%
A% The feedback recei$ed from the indi$iduals is according to his perception,
limited e7posure and personal knowledge le$el%
B% ,ery less time was there for interacting with corporate clients%
D% Problem in meeting with the concern person without appointment%
E% The last but not the least is that the database which I gathered from the
websites is not so reliable because many times I face a difficulty to find the
address of the companies and sometimes the companies change the address
and not upgrade in the websites due to which I waste my time as well as
money also%
SWOT ANALYSIS OF AIRTEL
STRENGTHS
"%+trong &rand Image%
CHAPTER:-9
SWOT
ANALYSIS
%0ood -etwork .onnecti$ity%
=%Cide -etwork .o$erage%
>%Attracti$e Promotional +chemes%
@%0ood ,alue Added +er$ices%
A%/perating In A@ .ountries Cith "@B /perators%
WEAKNESS
"%Percei$ed As An E7pensi$e &rand%
%Absence In The (ural And Interior Areas%
OPPORTUNITY
"%Poor -etwork .onnecti$ity of Its .ompetitors%
%Large .hunk /f )issatisfied .ustomer%
=%Though &eing The >th Entrant,They Are /prating At E!! <re3uencies%
THREATS
"%+trong ,isibility /f .ompetitors%
%+our E7perience Cith Airtel &y <ew .an Lead To &ad Cord /f 6outh%
=%.ontinous Impro$ement In .ompetitor?s +er$ices%
./-.L2+I/-
LiberaliGation of th e telecommunications market has entered a new phase4competition
already e7ists 9albeit in limited form: in some markets, such as the long#distance market
and the market for Internet access $ia the +T-% /ther segments, suchas the local loop
9essentially the high#speed Internet access market:, are being openedup% At this stage, it is
no longer simply a 3uestion of opening up particular markets,but rather, consolidating the
CHAPTER :-10
CONCLUSION
play of competition in those markets that ha$e beenopened as well as de$eloping
competiti$e new ser$ices% This e7plains the importanceof high#speed access technologies
for the future of the sector%
To face up to these challenges, regulatory acti$ity is changing% It is constantly
adapting to market trends and to economic situations, which are often difficult%
Among its priorities it now counts new economic and social concerns as theinformation
society de$elops4 national co$erage is a major issue and Airtel?intends to play its part to
protect the interests of all consumers.
To this backdrop, a new regulatory organisation is emerging% It must supplyregulatory
acti$ity with new tools to encourage lasting competition in thetelecommunications sector%
It must also contribute to the de$elopment of a moreconsistent 2P west market that is
better able to face up to the challenges of theinformation society within the conte7t of
globalisation%
After thorough analysis and interpretation of result obtained I studied o$erallconsumer
trends in Airtel Telecommunication Ltd% 'ow people react to its ser$icesand schemes%
'ow company attract its customer by adopting effecti$e strategies% Inthe last the
conclusion is drawn through this research that being the biggest and oldestnetwork of
mobile telecommunication in 2ttar Pradesh Cest, ha$ing good 3uality ofser$ice, taking
along a big part of people aware about Airtel, it is subsisting hard% <orAirtel connection
most of customers are professional and business segment%
&Good s"r'%" s t(" )$y to r"t$n %!"nts*
RECOMMENDATION
The +tudy was conducted in to $ery $ast group of respondents and so its reflections
and interpretations pro$ide a suggestion platform me as4
CHAPTER :-11
RECOMMENDATION
"%-o charge for +6+ ad$ertising
%Ad$ertising should not be o$er contend, like Ad$ertisements $ia e#mail
=%+mall jingle and funny massage must be used preferably
>%Approach of Ad$ertising should not be like T%,% Ad$ertising but it must be in
+6+ <lash or in funny tone%
It these suggestion and limitations will entertained properly the should be $ery
brighter% +6+ Ad$ertising world semester, Inno$ati$e and creati$e way of
Ad$ertising%
BIBLIOGRAPHY
www%airtel%in
CHAPTER :-12
BIBLOGRAPHY
www%airtelworld%com
www%researchandmarket%com
www%info#shop%com
www%smartmobs%com
www%yahoosearch%com
www%google%com
QUESTIONNAIRE
CHAPTER:-14
ANNEXURE
I Ekta patel a final year of &&A student of +e$enday Ad$entist collage ,surat presently
pursuing &&A96arketing:%I ha$e prepared the following 3uestionnaire for the complition
of my summer project %I peomise that all answer pro$ided by you won?t be made
public%the 3uestionnaire is purely for education purpose
&'A(TI AI(TEL,+2(AT9025A(AT:
PE(+/-AL )ETAIL
-A6E 4#]]]]]]]]]]]]]]]]]]]]]]]]]%
A0E 4#]]]]]]]]]]]]]]]]]]]]]]]]]%
/..2PATI/- 4#]]]]]]]]]]]]]]]]]]]]]]]]]%%
0E-)E( 4# ]]]]]]]]]]]]]]]]]]]]]]]]]]
A))(E++ 4#]]]]]]]]]]]]]]]]]]]]]]]]]]
P'/-E -/% 4# ]]]]]]]]]]]]]]]]]]]]]]]]]]
.ELL2LA(
+E(,I.E 2+E) 4#]]]]]]]]]]]]]]]]]]]]]]]]]]%%
I< AI(TEL T'A- P(/.EE) <2(T'E(],
F%" '/C )I) */2 K-/C A&/2T AI(TEL .ELL2E( +E(,I.E+ Z
<(IE-)+ A),E(TI+6E-T I-TE(-ET E;E.2TI,E
F%C'I.' <EA.T2(E /< AI(TEL </(.E) T/ 2+E AI(TEL Z
A),E(TI+6E-T ./--E.TI,IT* +E(,I.E 0//)CILL +.'E6E+
F%=%C'I.' 'A+ */2( <I(+T .'/I+E /< .ELL2LA( +E(,I.E+ C'E- */2
CA-T T/ 2+E 6/&ILE P'/-E Z
AI(TEL ,/)A</-E I)EA &+-L (ELIA-.E
F%>C'I.' <EA.2(E /< AI(TEL I+ &ETTE( T'A- */2( P(E,I/2+
.ELL2LA( +E(,I.EZ
A),E(TI+6E-T ./--E.TI,IT* +E(,I.E 0//)CILL +.'E6E+

F%@ '/C 6A-* AI(TEL 2+E( I- */2( P'/-E &//K Z
LE++ T'A- =! =!#B! 6/(E T'A- B!
F%A C'I.' T*PE /< A),E(TI+6E-T */2 LIKE 6/+T Z
A2)I/,I+2AL P(I-T A2)I/

F%B 'A,E */2 TAKE &E-E<IT+ /< A-* +.'E6E+ /<<E(E) &* AI(TEL Z
*E+ -/
F%D C'I.' */2 LIKE 6/+T I- AI(TEL Z
-/KIA
UAI(TEL
AI(TEL
62+I.
AI(TEL
P/+TPAI)
AI(TEL
&(/A)&A-)
AI(TEL
)T'
AI(TLE
P(EPAI)
F%E C'I.' +E(,I.E */2 LIKE 6/+T I- AI(TEL Z
AI(TEL 'ELL/ T2-E+ AI(TEL <(EE
(I-0T/-EMCALLPAPE(
AI(TEL 6I++E) */2
+E(,I.E+
F%"! C'I.' T*PE /< (E.'A(0E */2 LIKE 6/+T Z
6/(E TALKTI6E 6/(E ,ALI)IT* &/T'
F%"" '/C L/-0 */2 ./--E.TE) CIT' AI(TEL Z
LE++ T'A- " *EA( " *EA( *EA( 6/(E T'A- *EA(
F%" </( C'I.' P2(P/+E */2 A(E 2+I-0 AI(TEL Z
PE(+/-AL &2+I-E++
F%"=%A../()I-0 T/ */2 AI(TEL I+ -/%" I- I-)IA Z
*E+ -/
F%"> A-* +200E+TI/- 4#]]]]]]]]]]]]]]%