Final Report Iip

I connect Final Report
Institute for Technology and Management Business School

PGDM
(Batch 2013-15)
Industry Internship Project 2014
Title of the project:

Analysis and Study of Channel satisfaction with respect to MTS data
products and benchmarking the same
Vis--vis competitors
Submitted by: Anoop Indolia
Program: PGDM-Marketing
PGDM ID: 3850
Company Guide:
Vijesh Bhatnagar
Data Retail Area Manager
Faculty Guide:
Prof. Arpita Pandey
Assistant Professor Marketing
Institute for Technology and Management, Navi Mumbai
Acknowledgements
This report is an assimilation of co-operation, support and guidance of several dignitaries. I
would like to acknowledge and extend my heartfelt gratitude to the following people who
have made the completion of this project possible.
I express my sincere gratitude to the ITM Business School for giving me the opportunity of
working in one of the most reputed telecom organisation in India as part of my Industry
internship Project. I would like to acknowledge Prof. Arpita Pandey, faculty guide at ITM
Business school under whose supervision I was able to perform a decent work.
I would like to thank my mentor, Mr. Vijesh Bhatnagar Designation Data Retail Area
Manager Dept. Sales, for guiding me right from the inception till the successful completion
of the project. I sincerely acknowledge him for extending his valuable guidance, support for
literature, critical reviews of project and the report and above all the moral support he had
provided to me with all stages of this project. Without his active support this project would
not have been a success.
I would also like to thank the whole Sales and Marketing Department also H R
Department, for their help and cooperation throughout project.
Certificate from Company
Certificate from Faculty
This is to certify that this project report entitled Analysis and Study of Channel
satisfaction with respect to MTS data products and benchmarking the same
Vis--vis competitors Submitted to ITM Business School Kharghar, is a bonafide record
of work done by Anoop Indolia under my supervision from April 15th, 2014 to
August 28th, 2014.
Arpita Pandey
Assistant Prof. Marketing
ITM Business School
Executive Summary
It is no wonder that in todays aggressive business environment, the challenges of sustaining

in these competitive surroundings, preoccupies the minds of many Business leaders.
Customers have many options to choose their telecom operator from competitive market.
Furthermore, they often perceive that what they are purchasing is, for all practical purposes, a
commodity that can be easily obtained from other companies, if need be. So, how does a
corporation distinguish itself in a highly commoditized and competitive market? Todays
business is more dependent, than ever before, on their top performing product which provide
services that differentiate a company from its fierce competitors. In other words, corporations
rely upon their product and human assets to survive and thrive. So here comes the need of
channel management to showcase their products better than their competitors.
Retailers are traders who buy goods from wholesalers or distributors or sometimes directly
from producers and sell them to consumers. They generally operate through a retail outlet and
sell to the end consumers. Since the retailers are the last point in the distribution channel, they
see the reaction of the consumers firsthand and know their requirement more than anyone
else knows. Because telecom retailing is not exclusive and a variety of competitive brands are
available in the same outlet hence it is important that the company is in constant mode to
satisfy the retailers through flawless support service. This will in turn make the retailers take
interest to pass positive feedbacks to the consumers and impact decision-making process of
end consumers. Recommendations from the retailers are the final step in sealing sales not
only in telecom industry but also in many other industries. Retailers have potential to affect
change in the consumption pattern of the consumers for consumers rely heavily on
recommendations made by the sales men on product quality. Customers cross check the
opinions of other customers through the retailers. Retailers can significantly affect change to
consumer decision making, as they are located in key position between suppliers and
consumers. On one hand being in direct contact with the consumers they exert influence on
consumers through their counter salesperson, and on the other hand,
They reach out to suppliers and gain advantage based on their strength and capacity to reach
out to customers. In a way, they act as gatekeepers, determining which brands are to be
offered and how they should be marketed. The volume of sales depends on the efficiency of a
retailer who assesses the psychology of consumers and takes appropriate steps to sell a
product. Understanding the importance of service support to execute sales at the retailers
level, this study aims to find out the sales support offered by MTS to its retailers and the
perspectives of the retailers on the same.
Most of the research in this area suggests that a channel members satisfaction increases with
long term orientation and continuity and reduces conflict. This means that organizations
which aim to do business in a profitable manner today, must not only remain focused on the
subject of customer satisfaction but also on its channel domain i.e. its channel members. This
project takes the same direction of applying most of the channel relationship satisfaction
research on the specific case of MTS, so that the organization benefits from the research in
real world.
TABLE OF CONTENTS
S. No.
TOPIC
Page No.
1.
Objectives
2.
Introduction to Industry
3.
About Organisation
4.
Product/Services Offering
16
5.
Distribution Procedure and sales force
23
6.
Research Methodology
26
7.
Conclusion And Recommendation
54
8.
Bibliography
55
9.
Appendix 1: Questionnaire
56
10
Reports
59
LIST OF FIGURES
S. No.
TOPIC
PAGE NO.
Fig. 1
Market Share of Fixed Line Service Providers
Fig. 2
Market Share of Wireless Operators
Fig. 3
Market Share of Wireless CDMA Operators
Fig. 4
Market Share of GSM Operators
Fig. 5
Evolution of Technology
Fig. 6
Market Share of Telecom Service Providers
Fig. 7
Company Structure
12
Fig. 8
Marketing Department Verticals
13
Fig. 9
Channel Structure
24
Fig. 10
Sales Structure
24
1. Objectives
Main Objectives of training period are:
1. To study the various tariffs charged by MTS on its data products and hence to study
the schemes and services provided by MTS.
2. To analyse the retailers perception towards MTS and its competitors.
3. To understand the awareness of MTS data products among retailers in the market.
4. To create interest as well as find out the potential new retail outlets.
5. To know the satisfaction level of Retailers towards MTS products and services.
6. To Increase the customer base and improve in retailers satisfaction level.
2. Introduction to Industry
The Indian telecommunications industry is one of the fastest growing in the world.
Government policies and regulatory framework implemented by Telecom Regulatory
Authority of India (TRAI) have provided a conducive environment for service providers.
This has made the sector more competitive, while enhancing the accessibility of
telecommunication services at affordable tariffs to the consumers. In the last two decades, the
Indian Telecom Sector and mobile telephony in particular has caught the imagination of India
by revolutionizing the way we communicate, share information; and through its staggering
growth helped millions stay connected. This growth, however, has and continues to be at the
cost of the Climate, powered by an unsustainable and inefficient model of energy generation
and usage. Simultaneously, this growth has also come at significant and growing loss to the
state exchequer, raising fundamental questions on the future business and operation model of
the Telecom sector.
The telecom industry has witnessed significant growth in subscriber base over the last
decade, with increasing network coverage and a competition-induced decline in tariffs acting
as catalysts for the growth in subscriber base. The growth story and the potential have also
served to attract newer players in the industry, with the result that the intensity of competition
has kept increasing.
The Indian Telecom Industry services are not confined to basic telephone but it also extends
to internet, broadband (both wireless and fixed), cable TV, SMS, IPTV, soft switches etc.
The bottlenecks for Indian Telecom Industry are: Slow reform Process, Low- penetration.
Service providers bears huge initial cost to make inroads and achieving break-even is
difficult .Huge initial investments, Limited spectrum availability and interconnection charges
between the private and state operators.
Evolution of Telecom Industry:
Telecommunications was first introduced in India in 1851 when the first operational land
lines were laid by the government near Kolkata, although telephone services were formally
introduced in India much later in 1881. Further, in 1883, telephone services were merged
with the postal system. In 1947, after India attained independence, all foreign
telecommunication companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a body that was governed by the Ministry of Communication. The Indian telecom
sector was entirely under government ownership until 1984, when the private sector was
allowed in telecommunication equipment manufacturing only.
Classification of Telephony Services:
Fixed Telephony :
Until the New Telecom Policy was announced in 1999, only BSNL and MTNL were
allowed to provide land line phones, with MTNL operating in Delhi and Mumbai and
BSNL catering all others parts of country. But now many other wire line operators like
Tata, reliance, Sistema (MTS), Airtel have entered into the Indian market, with MTS
being a crucial part of the wire line sector especially in some parts of the country like
Rajasthan. The market share of different land line providers are:
Figure 1: Market Share of Fixed Line Providers; Source: http://en.wikipedia.org
Mobile Telephony:
The Mobile telecommunications system in India is the second largest in the world with a
customer base of around 929 Million subscribers and it was made open to private players in
the 1990s. GSM technology had a share of 80% of the mobile subscriber market, while
CDMA stabilized its market share at 20%. The mobile market was continuing to expand at an
annual rate in excess of 40% coming into 2010.According to data provided by Minister of
State for Communications and IT Milind Deora, as of 30 November 2012, India has
7,36,654 base transceiver stations (2G GSM & CDMA, and 3G). Of those, 96,212 base
transceiver stations provide 3G mobile and data services. Out of India's 640 districts, 610
districts are covered by 3G services as of 30 November 2012.The market share of various
players in mobile services are:
Figure 2: Market Share of Wireless operators; Source: http://en.wikipedia.org
Technological Overview:
CDMA
CDMA (Code-Division Multiple Access) refers to any of several protocols used in socalled second-generation (2G) and third-generation (3G) wireless communications.
As the term implies, CDMA is a form of multiplexing, which allows numerous
signals to occupy a single transmission channel, optimizing the use of
available bandwidth. The technology is used in ultra-high-frequency (UHF) cellular
telephone systems in the 800-MHz and 1.9-GHz bands. CDMA employs analog -todigital conversion (ADC) in combination with spread spectrum technology. Audio
input is first digitized into binary elements. The frequency of the transmitted signal is
then made to vary according to a defined pattern (code), so it can be intercepted only
by a receiver whose frequency response is programmed with the same code, so it
follows exactly along with the transmitter frequency. There are trillions of possible
frequency-sequencing codes, which enhances privacy and makes cloning difficult.
Figure 3: Market Share of Wireless CDMA Operators; Source: http://telecomuncovered.com
GSM
GSM (Global System for Mobile Communications, originally Groupe Spcial Mobile), is a
standard set developed by the European Telecommunications Standards Institute (ETSI) to
describe protocols for second generation (2G) digital cellular networks used by mobile
phones. It became the de facto global standard for mobile communications with over 80%
market share. The GSM standard was developed as a replacement for first generation (1G)
analog cellular networks, and originally described a digital, circuit switched network
optimized for full duplex voice telephony. This was expanded over time to include data
communications, first by circuit switched transport, then packet data transport
via GPRS (General Packet Radio Services) and EDGE (Enhanced Data rates for GSM
Evolution or EGPRS).Further improvements were made when the 3GPP developed third
generation (3G) UMTS standards followed by fourth generation (4G) LTE Advanced
standards. In 2000, the first commercial GPRS services were launched and the first GPRS
compatible handsets became available for sale. In 2001 the first UMTS (W-CDMA) network
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was launched and worldwide GSM subscribers exceeded 500 million. In 2002 the first
multimedia messaging services (MMS) were introduced and the first GSM network in the
800 MHz frequency band became operational. EDGE services first became operational in a
network in 2003 and the number of worldwide GSM subscribers exceeded 1 billion in 2004.
By 2005, GSM networks accounted for more than 75% of the worldwide cellular network
market, serving 1.5 billion subscribers. In 2005, the first HSDPA capable network also
became operational. The first HSUPA network was launched in 2007 and worldwide GSM
subscribers exceeded two billion in 2008.
Figure 4: Market Share of GSM Operators; Source: http://www.nextbigwhat.com/gsm-market-share-in-india
EVOLUTION OF WIRELESS TELEPHONE TECHNOLOGY:

2G:
2G (or 2-G) is a short form for second-generation wireless telephone technology. Second
generation 2G cellular telecom networks were commercially launched on the GSM standard
in Finland. Three primary benefits of 2G networks over their predecessors were that phone
conversations were digitally encrypted; 2G systems were significantly more efficient on the
spectrum allowing for far greater mobile phone penetration levels; and 2G introduced data
services for mobile, starting with SMS text messages. 2G technologies enabled the various
mobile phone networks to provide the services such as text messages, picture messages and
MMS (multimedia messages). 2G technology is more efficient. 2G technology holds
sufficient security for both the sender and the receiver. All text messages are digitally
encrypted. This digital encryption allows for the transfer of data in such a way that only the
intended receiver can receive and read it. The radio signals on 1G networks are analog, while
the radio signals on 2G networks are digital.
2.5G (GPRS):
2.5G ("second and a half generation") is used to describe 2G-systems that have implemented
a packet-switched domain in addition to the circuit-switched domain. It does not necessarily
provide faster services because bundling of timeslots is used for circuit-switched data
services (HSCSD) as well. The first major step in the evolution of GSM networks to 3G
occurred with the introduction of General Packet Radio Service (GPRS)
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2.75G (EDGE)
GPRS1 networks evolved to EDGE networks with the introduction of 8PSK encoding.
Enhanced Data rates for GSM Evolution (EDGE), Enhanced GPRS (EGPRS), or IMT Single
Carrier (IMT-SC) is a backward-compatible digital mobile phone technology that allows
improved data transmission rates, as an extension on top of standard GSM. EDGE was
deployed on GSM networks beginning in 2003.
3G:
3G, short for third Generation, is the third generation of mobile telecommunications
technology. 3G telecommunication networks support services that provide an information
transfer rate of at least 200 Kbit/s. However, many services advertised as 3G provide higher
speed than the minimum technical requirements for a 3G service. Recent 3G releases often
denoted 3.5G and 3.75G, also provide mobile broadband access of several Mbit/s to smart
phones and mobile modems in laptop computers 3G is the latest mobile technology and is
now the fastest growing host among mobile units and handsets. 3G provides you with the
highest speed possible, compared to other technologies before it. It also gives you high
degree of connectivity and higher networking, plus resistance to noise. The technology has
enhanced the bit rate, allowing service providers to give high speed internet facilities, higher
call volumes and host of the multimedia applications that can be given to the customers.
4G:
4G, short for fourth generation, is the fourth generation of mobile telecommunications
technology, succeeding 3G. A 4G system, in addition to the usual voice and other services of
3G, provides mobile ultra-broadband Internet access, for example to laptops
with USB wireless modems, to Smartphone, and to other mobile devices. Even though 4G is
a successor technology of 3G, there can be signification issues on 3G network to upgrade to
4G as many of them were not built on forward compatibility. Conceivable applications
include amended mobile web access, IP telephony, gaming services, high-definition mobile
TV, video conferencing, 3D television, and cloud computing.
1G
2G
2.5 G
(GPRS)
2.75 G
( EDGE)
3G
4G
Figure 5: Evolution of technology
Telecom Regulatory Authority of India

The Telecommunications Regulatory Authority of India or TRAI (established 1997) is the
independent regulator established by the Government of India to regulate the
telecommunications business in India. The mission of Telecom Regulatory Authority of India
(TRAI) is to ensure that the interests of consumers are protected and at the same time to
nurture conditions for growth of telecommunications, broadcasting and cable services in a
manner and at a pace which will enable India to play a leading role in the emerging global
information society.
Key Players in Indian Telecom Industry

The telecom industry of India has registered manifold growth in the recent years.
Personalized telecom access is essential necessity of life for increasing number of the people.
The sector offers unlimited prospects when we consider future growth. Both Public Players
and Private Players are enhancing their technologies and taking the telecom industry to a
much higher growth state. Not only service providers but also handset manufacturers are
contributing significantly to the industry and economy of India. Private operators hold
89.01% of the wireless subscriber market share where as BSNL and MTNL, the two PSU
operators hold only 10.99% market share. The graphical representations of market shares and
shares in net additions of all the service providers during the month of January, 2014 are
given below:
The top players in the industry are:
1.
2.
3.
4.
5.
6.
7.
8.
Bharti Airtel Limited

Bharat Sanchar Nigam Limited (BSNL)
Idea Cellular Limited
Sistema Shyam teleservices (SSTL)
Reliance Communications Limited
Tata Teleservices
Vodafone Essar
Aircel
Figure 6: Market share of telecom service Providers; Source: http://www.cn-c114.net/
3. About Organization
SISTEMA SHYAM TELESERVICES
Sistema Shyam TeleServices Ltd (SSTL) is the fastest growing telecom company in the
competitive Indian market, with over 10 million voice subscribers and over 6 lakh mobile
broadband customers. SSTL has tied up with Mobile TeleSystems OJSC, a JSFC Sistema
company of Russia, to bring the globally acclaimed telecom brand MTS to India. MTS is
the 8th largest telecom brand in the world. Millward Brown in its yearly listing of top 100
brands, recently voted MTS as the 72nd most powerful brand globally.
SSTL is a joint venture company between Sistema {LSE-SSA} of Russia and Shyam Group
of India. Sistema is the majority share holder in this joint venture with a 73.710% equity
stake, along with the Shyam Group, holding a 23.792% stake and the remaining 2.498%
being held by the public. In a recent development, the Russian Government has picked up
approximately 17% stake in SSTL for US$ 600 million.
Key Acknowledgement & Milestones
In April 2010, Sistema JSFC has been recognized as the Best Russian Company of
2009 operating in India.
MTS, the mobile telecom service brand of SSTL, has over 10 million customers in
India.
MBlaze, the high-speed mobile broadband service, launched in November 2009 has
clocked over 600,000 satisfied mobile broadband customers in a very short span of
time.
SSTL was the FIRST telecom company in India to launch mobile broadband internet services
with speeds up to 3.1 Mbps in the state of Jharkhand in April 2010.Recently Telecom
Regulatory Authority of India (Indias APEX Telecom Regulatory Body) recognized MTS
for having one of the highest percentage of satisfied customers for Network Performance. In
May 2010, renowned industry body CMAI, Association of India awarded MTS the National
Telecom Award for being the Fastest Growing Data Operator. In February 2011, MTS India
was recognized at the World HRD Congress for
Best HR Practices Award in Reward & Recognition Strategies

Best Overall Recruiting & Staffing Organization
MTS Brand
MTS is the global telecom brand of Mobile TeleSystems (MTS) OJSC (NYSE: MBT) of
Russia. In December 2008, Sistema Shyam TeleServices Ltd, a joint venture between
Sistema (LSE-SSA) of Russia and Shyam Group of India, brought the MTS brand into India
under a brand license agreement with Mobile TeleSystems (MTS) OJSC. This extended the
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brand of MTS beyond the CIS. The MTS brand is one of the most recognized in the
world. The latest rankings from Millward Brown Optimor features the MTS brand as the
72nd most powerful brand globally with a value of $9.7 billion. In 2008, MTS became the
first and only Russian brand to enter BRANDZ Top 100 Most Powerful Brands, a ranking
published by the Financial Times and Millward Brown. Brand MTS was launched in 2006 in
Russia and got built based on its reputation as the leading telecommunication group offering
world class telecom services in Russia, Eastern Europe and Central Asia.
In India, brand MTS offers voice & data services to over 10 million subscribers and operates
across all 9 telecom circles of India.
MTS launched the high-speed mobile broadband service, MBlaze, in November 2009 and has
seen tremendous market acceptance with over 5 lakh satisfied mobile broadband customers.
The high speed mobile broadband service has been made available in more than 130 towns
(Including all Metros) across the country. In April 2010, MTS is also credited to have
launched its LIVE TV and Video on demand service, aptly called MTS TV for all MBlaze
customers.
History
MTS was established in October 1993 by Moscow City Telephone Network (MGTS), TMobile Deutschland GmbH (T-Mobile), an affiliate of Deutsche Telekom AG, Siemens AG
(Siemens) and several other shareholders. In late 1996, Sistema JSFC acquired a majority
stake in MTS and has remained the primary owner ever since.MTS was the first company to
launch GSM services in the Moscow region in 1994. In subsequent years, MTS has expanded
rapidly in Russia largely through the acquisition of smaller independent players and became
the leading national mobile operator.MTS initiated its international expansion in 2002
through the establishment of Mobile TeleSystems LLC, a joint venture with Beltelecom, the
national fixed line operator in Belarus.
In 2003, MTS continued to expand in the CIS by acquiring the leading operator UMC in
Ukraine, the biggest CIS market outside of Russia.
MTS entered Central Asia in 2004 through the acquisition of the leading mobile phone
operator in Uzbekistan, Uzdunrobita. In June 2005, the Company acquired Barash
Communications Technologies, Inc., the number one operator in Turkmenistan.
In September 2007, MTS continued its international expansion through the acquisition of the
leading mobile operator in Armenia, K-Telecom.
In December 2008, MTS started to expose its brand outside the CIS borders. MTS and
Shyam Telelink Limited, JSFC Sistema's telecommunications subsidiary in India, announces
the agreement to allow Shyam Telelink to use MTS brand in India. The decision to introduce
the brand to India is reflective of the brands success in the Companys markets of operation
since its launch in May 2006. In April 2008, MTS brand was recognized as one of the
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BRANDZ Top 100 Most Powerful Brands, a ranking published by the Financial Times and
Millward Brown, a leading global market research and consulting firm.
Today, Mobile TeleSystems is the largest mobile phone operator in Russia and the CIS. MTS
is a multinational corporation of a new type, based in a high-growth emerging market and
simultaneously entering other developing markets with a unified brand. Having been
recognized internationally for corporate governance and transparency, MTS is not only a
leading Russian blue-chip company, but a truly global organization.
Corporate Strategy:
Primary goal of MTS is to be the leading communication operator in India, providing its
customers with mobile services and high speed internet access at home and on the move. For
this, company is trying to move beyond the mobile access. The development of MTS beyond
mobile access is part of our strategic initiative 3i. Companys directions are basically based
on three main principles:
Integration
Internet
Innovation
Integration
In Integration, company is basically trying to develop new customer touch points. Company
aims to provide comprehensive integrated service portfolio for all their
customers.Communication needs, through both fixed line and wireless access. The networks
and platforms company is developing will create a seamless and unsurpasseduser experience
Internet
For internet facilities company is trying to offer universal connectivity to its customers
because customer increasingly expects faster and broader connectivity. Company is also
trying to create smarter pipelines so the customers can realize full benefits of todays
technology and to compete with other brands.
Innovation
In todays scenario innovation is very important aspect to stand in highly competitive market.
MTS is differentiating from its competitors by offering a unique mix of products and
services. MTS offers exclusive devices, distinct packages and services.
System and Processes
Company strongly focuses on its Data Centric; Voice Enabled strategy, it is one of the
fastest growing telecom companies in the Indian telecom market and is one of the top three
data service providers in the country. It uses CDMA technology. The Company provides
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telecom services to over 10 million wireless subscribers including more than 1million High
Speed Mobile Broadband customers in over 450 towns across the country. MTS is well
recognized in India and worldwide for its commitment to high quality and innovative telecom
solutions. It is focused on creating a strong portfolio of smart phones catering to customers
across various segments. The companys objective is to leverage the advancements in
Information & Communication Technologies (ICT) to contribute towards progressive socioeconomic change, especially in the fields of Health and Education.
At its peak, MTS operated services in 21 out of 22 telecom circles of India. However, MTS
has shut services in 13 circles and currently operates in 9 circles.
Delhi
Gujarat
Karnataka
Kerala
Kolkata
Rajasthan
Tamil Nadu
Uttar Pradesh (West) (includes Uttarkhand)
West Bengal (includes Sikkim and Andaman and Nicobar Islands)
Market Structure
Company has acquired three carriers in eight circles and in total continued development in
the nine most economically attractive Indian regions: Rajasthan, Delhi, Gujarat, Uttar
Pradesh (West), Kolkata, West Bengal, Kerala, Tamil Nadu, and Karnataka. It managed to
revive revenue growth in the last quarter of 2013, showing a 7.4% quarter-on-quarter
increase, and shifted its focus back to business expansion and development. The company's
subscriber base grew by 2.2% in the last quarter, while its data customer base increased by
10.7%. Subscribers monthly minutes of usage also increased by 39.5% to 373 minutes.
Blended mobile ARPU grew by 22.8% in local currency, while non-voice revenues from data
and value-added services accounted for 34.7% of total revenue in 2013.
In October, having secured new licenses and three carriers from the nine above-mentioned
circles, it has launched the EVDO Rev.B Phase 2 high-speed data transfer services, offering
an access speed of up to 9.8 Mb/sec and the highest quality available in the market to date.
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Company Structure
CEO
(Country level)
CXO
(Department
Wise)
COO (Circle)
HOD
HOD
HOD
HOD
HOD
(Finance)
(Sales)
(Marketing)
(Vigilance)
(CSD)
Vertical Head
Vertical Head
Vertical Head
Vertical head
Vertical Head
(DATA)
(Voice)
(VAS)
(Wireline)
(Smartphone)
Operational
level
Operational
Level
Operational
Level
Figure 7: Company Structure
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Marketing Department MTS:

Marketing department at MTS is divided into five separate verticals which are
VOICE
DATA
Marketing
Department
SMART
PHONE
WIRELINE
MARCOM
Figure 8: Marketing Department verticals
MTS the giant telecom company is divided into five major segments known as circles.
VOICE circle focuses on the voice or calling facility provided by the company. Voice
can be divided into GSM and CDMA segments. MTS works on CDMA segment of
voice. Its major competitors in the field are Reliance and DoCoMo. Out of 22 circles
MTS works in 9 circles. Voice deals with two main verticals- Acquisition, which is
through retailer and another is UNR, which is focused on existing customer base.
DATA circle can be segregated into Acquisition and UNR, which can further be
divided into postpaid and prepaid. Data circle consists of various products like wi
fis, dongles, blazers etc. The main technologies adopted by MTS for its data centric
products are 1X, REV A and REV B. 1X is no more a part of the MTS data circle as
its speed is now enhanced in form of the other two technologies. REV B is the most
preferred one as it works both as a Wi-Fi as well as a dongle with a high speed of 9.8
Mbps.
SMARTPHONE circle consists of various phones provided by the company. With
the success of the android phones all across the globe, MTS has recently launched
Canvas Blaze which is designed by Micromax with special features like additional
sim slot for the existing GSM sim with the customers, 5 inch touchscreen, Mblaze and
with a storage capacity of 32 GB. The company majorly focuses on this circle in
accordance with the market conditions and consumer needs.
WIRELINE creates a niche market in the telecom segment as the major focus
nowadays is on the smartphones. MTS stands as a market leader for the wire line
services in Rajasthan. It provides High-speed data transmission over wire line
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phone.MTS has an extensive fiber optic Network in Rajasthan, with only the last mile
laid in copper. This ensures practically fault free and enhanced quality of services:
-Superior voice quality
-Host of value added services
-Bouquet of differential services ease of payment
MARCOM deals with market communication efficacy and also various methods of
communications. Marcom is another name for branding, whose prime component is
advertisement i.e, science of arresting the human intelligence just long enough to get
money from it. Marcom is broadly classified as ATL (Above the line) and BTL
(Below the line). ATL consists of print ads, radio, creative financing, outdoor etc.,
whereas BTL consists of posters, leaflets, flanges etc.
Mission, Vision, Values and Objectives

Mission: MTS customers can actively shape their lives anytime and anywhere with the
range of innovative telecom products and services. We offer people greater choice and
inspiration in how they spend their valuable assets: their time and energy.
VISION: We empower people to pursue their purpose in modern networked world. MTS
shares common values with people who know what they want to achieve in their lives and are
full of energy to hit their goals.
Values:
Inspiration to be a doer.
Delivering excellence
Entrepreneurial spirits
Mutuality
Objectives and strategies: Main objective of the company is to increase the Average
Revenue and decrease the loss on year on year basis. Strategy is focussing on accelerating
development of its data services and promoting smart phones, with maximised monetisation
of voice services.
Major Competitors:
Telecom Industry is one of the fastest growing industries in India. Following telecom
operators are the major players in telecom Industry in India.
1. Bharti Airtel
2. Idea Cellular
3. Vodafone.
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4. Tata Docomo
5. BSNL
6. Reliance
7. Aircel
Recent Trends in SSTL
1. Government priced 800 MHz spectrum at 65% of the price of 1800 MHz spectrum.
2. It uses non-contiguous CDMA spectrum in the 800 MHz band. In march 2013, DOT has
fix the reserve price of a pan India. 5 MHz block of airways in 800 MHz band at Rs 9100 cr.
3. It is observed that prepaid base is better than the postpaid base in MTS.
4. MTS has upgraded the network to Rev B phase 2 technologies by both software as well as
hardware. The speed has been optimized to the level of 9.8 Mbps.
5. The company has allocated 2 channels exclusively in all circles.
6. The company has enhanced its portfolio of smartphones and launched Rev B Mifi dongle
which connect 5 devices at a time. Till now Mifi dongle have been launched by TATA only.
7. Presently 25-30% of the voice retailers are data service enablers which have to increased to
60-70%.
8. On 3 Oct 2013, SSTL got its unified telecom license valid for 20 years. Itll provide
technology neutral telecom services for a period of 20 years in 8 circles.
15
4.
PRODUCT/ SERVICE OFFERINGS:
MTS offers both prepaid and post paid services in all verticals. MTS offer following types of
data Products:I.
II.
III.
MTS MBlaze Ultra- 9.8 MBPS

MTS MBlaze- 3.1 Mbps
MTS WIFI- 9.8 Mbps
MTS MBlaze Ultra
Features
MTUltra High Speed Internet for broadband mobility - 3 times faster than MTS
Mblaze
Dual-Band 800/1900MHz
Plug and Play
Downlink speeds upto 9.8Mbps
Dual Antenna for greater receive diversity
M-ULTRA Prepaid Portfolio

M-Ultra Retail Prepaid FRC
Base Plan: Validity: 2 years, Base Tariff: Rs 1/MB
FRC Details:
MRP
Bundled Usage
Validity
Extra Usage
30 days
Re 1/MB
Unlimited access to
Rs. 240
Facebook + Twitter + Linkedin& 6

GB
16
New M-Ultra Retail Prepaid STVs Portfolio

STV
MRPs
(Rs.)
134
Validity
Bundled Usage
1 GB Unlimited*
(in
days)
1 day
(24hrs.)
*Speeds
Extra
Usage
Charges
NA
Upto 1 GB- 9.8 Mbps, 1 GB to 4

GB - 144kbps, 4 GB onwards - 64
kbps
339
2 GB Unlimited*
NA
Upto 2 GB- 9.8 Mbps, 2 GB to 6

GB- 144kbps, 6 GB onwards -64
kbps
303
1 GB
30
Re.1/MB
Limited Usage Product
450
2 GB
30
Re.1/MB
590
3 GB
30
Re.1/MB
30
Re.1/MB
NA
Upto 5 GB -9.8 Mbps, 5 GB to 8

GB- 144kbps, 8 GB onwards- 64
kbps
NA
Upto 10 GB-9.8 Mbps, 10 GB to

16 GB- 144kbps, 16 GB onwards64 kbps
NA
Upto 15 GB-9.8 Mbps, 15 GB to

20 GB- 144kbps, 20 GB onwards64 kbps
4 GB and Unlimited access

to
747
Facebook + Twitter +
Linkedin*
898
1199
1498
5 GB Unlimited*
10 GB Unlimited*
15 GB Unlimited*
30
30
30
M-Ultra Top Ups:

Only top ups >Rs 50 will be valid.
MRP (Rs.)
Talk Time (Rs.)
50
41.50
100
86.00
17
110
97.90
200
175.00
220
195.80
250
222.50
300
267.00
400
356.00
500
445.00
1000
890.00
MTS MBLAZE
Features:
Plug and Play Enabled

Speed up to 3.1 Mbps
Fastest uploads at a speed to up to 1.8 Mbps
Micro SD Card slot for data storage
MBLAZE Prepaid Portfolio

MBlaze Retail Prepaid FRCs
Base Plan: Validity: 2 years, Base Tariff: Rs 1/MB
FRC Details:
MRP
Bundled Usage
Validity
Extra Usage
30 days
Re 1/MB
Unlimited access to
Rs. 220
Facebook + Twitter + Linkedin&6

GB
18
New MBlaze Retail Prepaid STVs Portfolio

Usage and Validity
Segments
STV
MRPs
Rs.96
Rs.298
Rs.179
Usage
Validity
in days
1 GB Unlimited*
24
hours
2 GB Unlimited*
2 GB Unlimited*
Extra
Usage
*Speeds
NA
Upto 1 GB - 3.1 Mbps, 1

GB to 4GB- 144 kbps, >4
GB - 64 kbps
NA
Upto2 GB - 3.1 Mbps, 2

GB to 6GB- 144 kbps, >6
GB - 64 kbps
NA
Upto 2GB - 3.1 Mbps,

2GB to 4GB- 144kbps,> 4
GB - 64 kbps
NA

2GB to 4GB- 144kbps, >4
GB - 64 kbps
NA

3GB to 5GB- 144kbps,>5
GB- 64 kbps
Short
Validity
STVs
Rs.225
Rs.379
Low
Usage
STVs
2 GB Unlimited*
3 GB Unlimited*
10
Rs.449
4 GB Unlimited*
15
NA
Upto 4GB - 3.1

Mbps,4GB to 6GB144kbps,>6 GB - 64 kbps
Rs.198
750 MB
30
Re.1/MB
Rs.248
1GB
30
Re.1/MB
Rs.375
2 GB
30
Re.1/MB
Rs.490
3GB
30
Re.1/MB
30
Re.1/MB
NA

5GB to 10GB144kbps,>10 GB- 64 kbps
Unlimited access to
Social
Media
STVs
High
Usage
STVs
Rs.647
Rs.798
Facebook +
Twitter +
Linkedin&4 GB
5 GB Unlimited*
30
19
12 GB Unlimited*
Rs.999
Long
Validity
STVs
30
NA

12GB to15GB144kbps,>15 GB- 64 kbps
Rs.1298
15 GB Unlimited*
30
NA

15GB to 20GB144kbps,>20 GB- 64 kbps
Rs.698
4 GB
60
Re.1/MB
Rs.998
6 GB
90
Re.1/MB
Rs.1499
15 GB
90
Re.1/MB
Rs.3990
6 GB
/MonthUnlimited*
NA
Upto 6 GB - 3.1 Mbps, 6

GB to 10 GB- 144 kbps, >
10 GB - 64 kbps
180
Exclusive Web Recharges:

Usage and Validity
Exclusive Web
Recharges
Available on
web only
Available on
web only
Available on
web only
STV
MRPs
Bundled
Usage
Rs.818
7 GB
Unlimited*
Rs.1010
13 GB
Unlimited*
Rs.1330
17 GB
Unlimited*
Validity
in days
30 Days
30 Days
30 Days
Extra
Usage
*Speed
N/A
Upto 7 GB usage @
3.1 Mbps, Above 7 GB
@ 144 kbps
N/A
Upto 13 GB usage @
3.1 Mbps, Above 13
GB @ 144 kbps
N/A
Upto 17 GB usage @
3.1 Mbps, Above 17
GB @ 144 kbps
MBlaze Top Ups:

Only top ups >Rs 50 will be valid.
MRP (Rs.)
Talk Time (Rs.)
50
41.50
100
86.00
20
110
97.90
200
175.00
220
195.80
250
222.50
300
267.00
400
356.00
500
445.00
1000
890.00
MTS WIFI
Features:
3GPlus Upto 9.8 Mbps

5 Wifi-enabled Devices - Smartphone, Laptop, Tablets,
Works with Laptop USB, Car Charger and Travel Charger
Plug and Play
MTS WIFI Prepaid Portfolio
21
MTS WIFI Postpaid Portfolio
22
5.
Distribution Procedure and Sales Force
MTS distribution channel:

Distribution procedure and Margins:
Airtel directly supply its products to the distributors in Urban Areas through TM.
Territory Manager distributes the products as per demand TO individual distributors,

which is scheduled as per the target for the territory.
The Margin for the Distributor is 5%.
Distributor distributes the products to the FOSs. Their job is to supply those products
to the Retailers.
The Retailers margin is 2%
ZBM on the basis of sales achieved above target provides spurts (schemes) to the
Distributors hence in reality margin may cross 5% sometimes.
Stock system in distribution:

The complete stock maintenance procedure is categorically divided in two parts.
1. Stock to be maintained by Distributor
2. Stock to be maintained by Retailer
In the case of Distributor:
The distributor has to keep the LAPU balance for minimum 7 days; Here 35% of the value
must be in RCV.
In the case of Retailer:
The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500); Here 33% of
the value must be in RCV.
(The FOS visits each Outlet in alternative days whether there is any shortage of product or
not. The supply system of MTS is so strong that a retailer will never go with shortage of
product. It is also a compulsory task for each FOS to go and to ask Retailers whether there is
any shortage of product, once in every 2 days.)
23
Figure 9: Channel Structure
SALES: (The way MTS sales designed)
Selection of
Sales Force
Controlling of
Sales Force
Sales
Manager
Tranning of
Sales Force
Motivating of
Sales Force
Figure 10: Sales Structure
Selection of sales forceMTS deploys separate department for sales and job of those employees is to get or generate
more and more revenue for organization.
Training of Sales Force
After Recruitment they train their employees for effective working and in this training period
they guide them how, when, where, what .and to whom they can sale their product.
Motivating of sales force
If because of some reason any employee is not able to do perform his best in that case rather
than taking any strict action they use motivation as a tool for increasing morale of that
employee.
Controlling of sales Force
24
MTS also control the sales force because they know the importance of control system in
organization. MTS use these four steps to decide their sales force and at each step they check
whether the process is followed within the policies of the organization. Hence we can clearly
see the difference between MTS sales growth and its competitors.
TeleCompassTeleCompass (TC) is a system that automatically records all the stages in a sales process.
This includes a contact management system which tracks all the transactions that has been
made with a given customer, the purpose of the transaction.
What to getEnsures that your sales effort doesnt get duplicated thereby eliminating the risk. It eases the
work for Audit department.
It is fully integrated in all the departments that deal with customer service management.
How it benefits MTS sales teamFor the business: Sales team can approach the market in an organized and efficient manner.
For the managers: They can easily monitor the performance of your work force, solve
potential problems and make your people more proactive.
For the sales teams: Its easier to close a deal by keeping a track of your orders, proposals and
clients.
25
6. Research Methodology
Research Objectives
The research study tends to follow and achieve specific objective.

The objective of this particular study is:1. To study the various tariffs charged by MTS on its data products and hence to study
6. And, on the basis of the retailers perception thereby suggesting methods to improve
the satisfaction level of the retailers and hence increasing MTS customer base.
To attain this objective following steps have been followed:Steps1. Study of product portfolio.
2. Comparison of recharges offered by different operators.
3. Retailers survey- to find out the market demand and supply of data cards and to
measure the retailers satisfaction level towards the company services.
Types of Research
Research Design:
The formidable problem that follows the task of defining the research problem in the
preparation of design of the research project is popularly known as the research design. A
research design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose in economy and procedure.
Research problems:
Analysis and Study of Channel satisfaction with respect to MTS data products and
26
benchmarking the same vis--vis competitors.
Research methodology: Exploratory method.

The main purpose of exploratory research studies is that of formulating a problem for more
precise investigations or of developing the working hypotheses from an operational point of
view. The major emphasis in such studies is on the discovery of ideas and insights.
Any one of the following three methods can be used to carry out such kind of research study:
Survey of concerning literature.
The Experience survey.
The analysis of insight-stimulating.
Experience survey had been used to carry out such study.
Experience Survey:
It means the survey of people who have had practical experience with the problem to be
studied. The object of such a survey is to obtain insight into the relationships between
variables and new ideas relating to the research problem. An experience survey may enable
the researcher to define the problem more concisely and help in the formulation of the
research process. This survey may as well provide information about the practical
possibilities of research.
Sample Size and Method
Sample size
209
Sample Method
Random Simple Sampling
SAMPLE
While deciding about the sample of research, it is required from the researchers point to pay
attention to these under mentioned points:
a) Sample Units:
27
A decision has to be taken concerning a sampling unit before selecting a sample,

sampling unit may be a geographical one such as state, district, village Etc. so in
this research sampling unit is 7 zones of Rajasthan viz., Ajmer, Alwar, Bikaner,
Jaipur, Jodhpur, Kota, Udaipur.
b) Source of data:
Data required for the study was collected through primary sources i.e. Market
Survey and the market area is the retail outlets of the above mentioned zones.
c) Sampling size:
This refers to the no. of items to be selected from the universe to constitute a
sample. This is a major problem before the researcher. The size of sample should
neither be excessively large not too small, it should be optimum. This size of
population must be kept in view for this also limits the sample size. Sample size in
this research is 209.
Methods of Collection of Data
The data collection is of two types. They are:
1. Primary data.
2. Secondary data
a) Primary Data: Primary data are those, which are collected afresh and for the first time
and this happen to be original in character.
b) Secondary Data: Secondary data are those data which have already been collected by
someone else and have already been used as per required.
There are basically two sources to collect secondary data
a) Internally: Provided by the company/organization
b) Externally: Various publication of central, state and local Government.
Books, magazines, newspapers
Internet
Research instruments
28
Questionnaire Design:
As the questionnaire is self-administrated, the survey is kept simple and user friendly. Words
used in the questionnaire are readily understandable to all respondents.
Questionnaire was developed after studying the market conditions, awareness among the
retailers and the needs and wants of the retailers.
The parameters that are measured:
Retailer reliability
Customer and Retailers awareness
Customer satisfaction
Factor preference of the retailers to promote a particular brand.
Personnel interaction:
Face to face interaction was done in order to identify grievances of the retailers.
Limitations of the Study
At most attention was taken to eliminate any kind of biasness & misinterpretation in the study
to get optimum result, even though the following limitations could have certain degree of
impact on the findings.
Data collected about may not represent the real picture as the sample size covered
only 209 retailers against 8000 retailers.
Some respondents were not willing to respond and few of them who responded were
in hurry hence the active participation was lacking.
As survey was conducted over phone so proper rationality towards the company and
its services was lacking.
Scope of the Study

By this study, satisfaction level as well as attitude of the retailers towards MTS have been
found out, which can be used in strategy formulation in Rajasthan region.
Suggestions have been formulated keeping in mind the following points.
Factors for dissatisfaction towards the company services have been studied from
Retailer point of view which can be taken care of& improved.
Getting an opportunity to convince & interact with the Retailers.
Creating awareness & finding out potential Retailers for MTS.
29
Data Analysis and Interpretation
Retailer Survey
Objective 1: To know the types of Retailing Outlets.
Count of Outlet Type
Activating
Both
Recharging
136
71
Grand
Total
209
Outlet Type for Rajasthan region

160
136
140
120
100
80
71
60
40
20
2
0
Activating
Both
Recharging
Interpretation:
65% of the retailing outlets have activating as well as recharging facilities hence enhancing
the visibility and accessibility to the consumers.
Recharging outlets account for 34% while activating outlets are only 1%.
Objective 2: To know the most selling brand
Count of Most
selling brand
Airce
l
14
Airte
l
89
Ide
a
10
MT
S
54
Relianc
e
9
TAT
A
17
Vodafon
e
16
Grand
Total
209
30
Most Selling Brand for Rajasthan Region

100
90
80
70
60
50
40
30
20
10
0
89
54
13
10
Aircel
Airtel
17
16
TATA
Vodafone
Idea
MTS
Reliance
Interpretation:
Airtel is the market leader with 43% followed by MTS with 26%.
While other competitors lag behind due to poor connectivity between 6% to 8%.
Row
Labels
Jaipur
Aircel
4
Airtel Idea MTS Reliance TATA Vodafone Grand

Total
20
3
17
4
1
2
51
Most selling brand for Jaipur

Zone
25
Aircel
20
20
17
Airtel
15
Idea
10
5
MTS
Reliance
TATA
0
Jaipur
Vodafone
Interpretation:
40% of the market is led by Airtel, while MTS covers 34%. Tata has the least market with
only 2%.
31
Row
Labels
Ajmer
Aircel
Airtel MTS Reliance TATA Vodafone
14
Grand
Total
27
Most selling brand for Ajmer Zone

16
14
14
12
Aircel
10
Airtel
MTS
Reliance
TATA
Vodafone
0
Ajmer
Interpretation:
In Ajmer, Airtel is the market leader with 52%, while MTS has 26%. Reliance and Tata
equally compete with the lowest market of just 1%.
Row
Labels
Alwar
Aircel
Airtel Idea MTS Reliance TATA Vodafone Grand

Total
9
1
8
1
3
3
26
Most selling brand for Alwar Zone

10
9
8
Aircel
Airtel
Idea
MTS
Reliance
TATA
Vodafone
Alwar
Interpretation:
In Alwar, Airtel and MTS are close competitors with 35% and 31% respectively.
32
Row Labels
Bikaner
Aircel Airtel Idea

2
MTS
Reliance TATA Vodafone
Grand
Total
27
Most selling brand for Bikaner

Zone
10
Aircel
Airtel
Idea
MTS
2
2
Reliance
TATA
Vodafone
Bikaner
Interpretation:
In Bikaner, Airtel leads the market with a good margin at 33%. MTS has 19% market while
Idea has the least market with just 4%.
Row Labels
Jodhpur
Aircel
Grand
Airtel Idea MTS
TATA Vodafone Total
3
13
1
6
2
1
26
Most selling brand for Jodhpur Zone

14
13
12
Aircel
10
Airtel
Idea
6
4
MTS
3
TATA
1
Vodafone
0
Jodhpur
Interpretation:
In Jodhpur, Airtel covers half of the market i.e 50% and MTS covers 23% due to poor
connectivity in the zone.
33
Row Labels
Aircel
Kota
Airtel Idea
9
MTS
TATA Vodafone
Grand
Total
26
Most selling brand for Kota Zone

10
Aircel
Airtel
6
4
Idea
4
2
MTS
1
TATA
Vodafone
0
Kota
Interpretation:
In Kota, Airtel leads the market with 35%, while MTS has 27% market presence.
Reliance has no market in this zone.
Row Labels
Aircel
Udaipur
Airtel MTS Reliance TATA Vodafone

15
Grand
Total
26
Most selling brand for Udaipur Zone

16
15
14
Aircel
12
10
Airtel
MTS
Reliance
4
2
3
1
TATA
Vodafone
0
Udaipur
Interpretation:
In Udaipur, Airtel covers 58%, MTS covers just 15% due to lack of proper communication to
the retailers. Tata has comparatively better market than other zones with 12%, while Reliance
and Aircel equally compete at 4% each.
34
Objective 3: To know the reason to associate with the most selling brand
Connectivity
Reason to
associate with
the most
selling brand
100
90
Dealer
Demand Margin Promotional Roaming Grand
Relationship
Schemes
Total
3
52
13
47
4
209
Reason to associate with the most selling

brand for Rajasthan region
90
90
80
70
60
52
47
50
40
30
20
13
10
Interpretation:
As surveyed, 43% of the retailers like to associate with the most selling brand because of
excellent connectivity.
Also due to increasing enhanced technologies, demand has increased immensely which
further pushes 25% retailers to associate with the brands with good market.
Telecom companies survive in the market majorly with the schemes they bring to the market.
Hence 22% retailers like to associate with the most selling brand due to innovative schemes.
Row
Labels
Jaipur
Connectivity
21
Demand Margin
13
Promotional
Schemes
12
Roaming
3
Grand
Total
51
35
Reason to associate with the most selling

brand for Jaipur region
25
21
20
15
13
12
10
5
Connectivity
Demand
Margin
Promotional
Schemes
Roaming
Jaipur
Interpretation:
41% retailers associate with the brand due to good connectivity while 25% due to demand
followed by 24% retailers due to promotional schemes.
Row
Labels
Ajmer
Connectivity
12
Dealer
Relationship
1
Demand
Margin
Promotional
Schemes
5
Grand
Total
27
Reason to associate with the most selling brand

for Ajmer region
14
12
10
8
6
4
2
0
12
8
5
1
Connectivity
Dealer Relationship
Demand
Margin
Promotional
Schemes
Ajmer
Interpretation:
In Ajmer, 44% retailers associate due to good connectivity while 30% due to demand
followed by 19% retailers due to promotional schemes.
Row
Labels
Alwar
Connectivit
y
8
Dealer
Relationship
1
Deman
d
10
Margin
1
Promotional
Schemes
6
Grand
Total
26
36

for Alwar region
12
10
8
6
4
2
0
10
8
6
1
Connectivity
Dealer Relationship
Demand
Margin
Promotional
Schemes
Alwar
Interpretation:
In Alwar, 38% retailers are associated with the most selling brand due to demand in the
market, while 31% retailers due to good connectivity.
Row Labels
Bikaner
Connectivit
y
11
Demand
Margi
n
3
Promotional
Schemes
8
Grand Total
27

for Bikaner region
12
11
10
8
6
2
0
Connectivity
Demand
Margin
Promotional Schemes
Bikaner
Interpretation:
In Bikaner, 41% retailers are associated to the most selling brand due to good connectivity
while 30% are due to good promotional schemes launched by the brands regularly.
Row Labels
Connectivit
y
Demand
Margi
n
Promotiona
l Schemes
Roaming
Jodhpur
10
Gran
d
Total
26
37

for Jodhpur region
12
10
8
6
4
2
0
10
9
4
2
Connectivity
Demand
Margin
Promotional
Schemes
Roaming
Jodhpur
Interpretation:
In Jodhpur, 38% retailers are associated due to good connectivity while 35% are due to good
promotional schemes. 8% of the retailers say that they have good margin in the particular
brand which triggers them to associate with the most selling brand.
Row Labels
Connectivit
y
13
Kota
Demand
Margi
n
2
Promotiona
l Schemes
5
Grand Total
26

for Kota region
13
14
12
10
8
6
4
2
0
5
2
Connectivity
Demand
Margin
Promotional Schemes
Kota
Interpretation:
In Kota, half of the retailersi.e 50% say that because of connectivity they would like to
associate with the most selling brand, while 23% of them say that demand of the brand is
high in the market
Row
Labels
Udaipur
Connectivity
15
Dealer
Relationship
1
Demand
Margin
Promotional
Schemes
2
Grand
Total
26
38

for Kota region
20
15
15
10
Margin
Promotional
Schemes
0
Connectivity
Dealer Relationship
Demand
Udaipur
Interpretation:
In Udaipur as well, 58% retailers like to associate with the most selling brand due to excellent
connectivity, while 23% retailers are associated because of high market demand.
Only 4% retailers say that due to good dealer relationship they like to associate with the
brand.
Objective 4: To know the monthly recharge amount collection of the most selling brand
>60000
Monthly Recharge
amount of the most
selling brand for
Rajasthan Region
1000020000
25
2000030000
53
3000040000
57
4000050000
45
5000060000
20
Grand
Total
209
Monthly Recharge Amount for most

selling brand for Rajasthan region
20 9
>60000
25
10000-20000
45
20000-30000
53
30000-40000
40000-50000
57
50000-60000
39
Interpretation:
27% retailers have monthly recharge collection between Rs. 30,000-40,000, while 25%
retailers have monthly recharge collection between Rs. 20,000-30,000.
22% have monthly collection between 40K- 50K whereas only 4% have monthly collection
over Rs. 60,000 which is due to good connectivity and high demand.
Monthly recharge
count
>70
3
20-30
92
30-40
70
40-50
31
50-60
10
60-70
3
Grand Total
209
Monthly recharge count for

Rajasthan region
100
92
80
70
60
40
20
31
10
50-60
60-70
0
>70
20-30
30-40
40-50
Interpretation:
44% retailers say they have monthly recharge count of 20-30, while 33% of them are able to
attract 30-40 customers monthly. Only 1% retailers are able to attract 60-70 customers
monthly.
Objective 5: To know the average LAPU balance of MTS with the retailers
Row
Labels
Jaipur
>3000 1000-1500 1500-2000 2000-2500

5
14
20
20003000
1
25003000
4
Grand
Total
51
40
Average LAPU balance for Rajasthan region

80
72
70
59
60
48
50
40
30
20
10
19
9
1
0
>3000
1000-1500
1500-2000
2000-2500
2500-3000
500-1000
Interpretation:
34% retailers have monthly LAPU balance of 1500-2000, while 28% have average LAPU
balance of 2000-2500.
Only 4% retailers have LAPU balance above 3000 which is due to good dealer relationship
and excellent chasing by the company.
Objective 6: To understand the reason behind keeping average LAPU balance less than
Rs.500
Less
demand
Never
happened
95
53
Reason for
LAPU Bal<500
Recharging
issues due to
network
congestion
4
Service
Issues(sales
person not
responding)
57
Grand
Total
209
Reason for keeping LAPU balance

< Rs.500 (Rajasthan region)
Less demand
57
Never happened
95
Recharging issues due to
network congestion
4
53
Service Issues(sales
person not responding)
41
Interpretation:
45% retailers say due to less demand in the area their LAPU balance sometimes fall below
500, while 27% retailers face service issues due to which LAPU balance reaches below
500.They say that due to lack of regular visits by the company executives they face such
problem. 25% retailers have never faced any problem and they always have LAPU balance
above 500, which implies good communication between the sales executive and the retailer.
Objective 7: To know the reason for not promoting MTS data products
Count of
Lack of
Reason for not Communicatio
promoting
n
MTS
40
Less
demand
56
Less
Promotion
al schemes
8
Low
Margi
n
27
No
Reaso
n
78
Gran
d
Total
209
Reason for not promoting MTS

(Rajasthan region)
Lack of Communication
40
Less demand
78
Less Promotional schemes

Low Margin
56
27
No Reason
Interpretation:
37% retailers are satisfied with the company services and are happy to promote MTS, while
27% of them find less demand in the market hence not willing to promote MTS. 13%
retailers say they have low margin in MTS services
Row
Labels
Lack of
Communication
Less
demand
Jaipur
11
Less
Promotional
schemes
2
Low
Margin
10
No
Reaso
n
19
Gran
d
Total
51
42

(Jaipur Zone)
19
20
15
10
5
0
11
10
No Reason
Low Margin
Less
Promotional
schemes
Less demand
Lack of
Communicatio
n
Jaipur
Interpretation:
In Jaipur, 22% retailers do not promote MTS due to lack of proper communication by the
company and poor response on shortage of stock.
Row
Labels
Lack of
Communication
Less
demand
Ajmer
Less
Promotional
schemes
1
Low
Margin
No
Reason
Grand
Total
13
27

(Ajmer Zone)
13
14
12
10
8
6
4
2
0
No Reason
Low Margin
Less demand
Lack of
Communicatio
n
Less
Promotional
schemes
Ajmer
Interpretation:
48% retailers are happy with the service while 30% face less demand in the area and 15% are
dissatisfied with the untimely communication by the FOSs
Row
Labels
Lack of
Communication
Less demand
Low Margin
No Reason
Grand
Total
Alwar
10
26
43

(Alwar Zone)
12
10
8
6
4
2
0
10
5
2
Lack of
Communication
Less demand
Low Margin
No Reason
Alwar
Interpretation:
38% retailers find less demand in the market while 19% of them complain that there is no
proper communication by FOSs.
Row
Labels
Lack of
Less demand
Communication
Bikaner
Less
Promotional
schemes
1
Low
Margin
6
No
Grand
Reason Total
9
27

(Bikaner Zone)
10
8
6
4
2
0
No Reason
Low Margin
Less
Promotional
schemes
Less demand
Lack of
Communicatio
n
Bikaner
Interpretation:
22% retailers say they get fewer margins in promoting MTS while 26% retailers find less
demand in the market hence not willing to promote MTS.
Row
Labels
Lack of
Communication
Less
demand
Less
Promotional
schemes
Low
Margin
Jodhpur
No
Grand
Reason Total
10
26
44

(Jodhpur Zone)
10
6
Low Margin
Less
Promotional
schemes
Less demand
Lack of
Communicatio
n
No Reason
12
10
8
6
4
2
0
Jodhpur
Interpretation:
23% retailers find less demand in the market and improper communication as the major
reasons for not promoting MTS.
Row Labels
Lack of
Communication
Less
demand
Kota
Less
Promotional
schemes
2
Low
No
Grand
Margin Reason Total
3
11
26

(Kota Zone)
11
7
3
No Reason
Less demand
Less
Promotional
schemes
Low Margin
Lack of
Communicatio
n
12
10
8
6
4
2
0
Kota
Interpretation:
42% retailers are happy to serve and promote MTS, while 27% find less demand in the
market hence are not willing to promote MTS.
Row Labels
Lack of
Communication
Less
demand
Udaipur
Less
Promotional
schemes
1
Low
No
Grand
Margin Reason Total
2
26
45

(Udaipur Zone)
9
7
2
Low Margin
Less
Promotional
schemes
Less demand
No Reason
Lack of
Communicatio
n
10
8
6
4
2
0
Udaipur
Interpretation:
35% retailers say due to less demand they are not willing to promote MTS over market
leading brands, while 27% retailers say they do not get proper information from FOSs hence
lose zeal to promote MTS.
8% retailers say they get low margin in MTS as compared to other leading brands.
Objective 8: To know which MTS data product has maximum sell

Count of MTS Data
product with max
potential
198
248
375
490
647
798
999
Grand
Total
31
60
38
67
209
MTS data product with maximum

potential (Rajasthan Region)
1 4
8
198
248
31
375
67
490
60
38
647
798
999
Interpretation:
46
Low Usage STVs:

32% retailers have maximum sell of STV 490 which provides 3GB for a month, while 29%
have maximum sale of STV 248 which provides 1GB.18% retailers have maximum sale of
STV 375 which gives 2GB per month.
Social media STVs:
4% retailers say they have maximum sell of STV 647 which provides unlimited access to
Facebook + twitter+ LinkedIn and 4GB for a month.
High Usage STVs:
Only 2% retailers say they have maximum sell of STV 999 which provides 10GB unlimited
access for a month.
Objective 9: To know the time of the day when retailers get the maximum customers.
Count of Time of the

day you get the
maximum recharges
3-6pm
5
6-9pm
87
9-11pm
3
9-12am
114
Grand Total
209
Time of the day to get maximum

recharges (Rajasthan region)
5
3-6pm
87
6-9pm
9-11pm
114
9-12am
3
Interpretation:
55% retailers say they get maximum customers in the morning between 9 am to 12 am, while
42% get maximum rush in the evening between 6pm to 9pm.Only 1% retailers will get
maximum recharges during late evening hours between 9pm to 11pm.
Objective 10: To know which mode of communication is liked by the retailers most
47
How do you like

the company to
communicate to
you
Phone call
Printing
material
25
33
Sales
Person
149
SMS
2
Grand
Total
209
Preferred mode of communication

(Rajasthan region)
2
33
Phone call
Printing material
25
Sales Person
SMS
149
Interpretation:
71% retailers say they like sales person to visit them and give the detailed description about
the schemes personally, while 16% of them want through phone call due to lack of time to
attend FOSs in person. 12% want to be communicated through printing material so that they
can anytime refer the schemes on paper, while only 1% wants it through SMS.
Objective 11: To know how frequently company executives visit the retailers
How frequently
company
executives visit
Alternate
Days
20
Fortnight Monthly
26
14
Not
regular
51
Weekly Grand
Total
98
209
48
Frequency of visits by
company executives
(Rajasthan region)
Alternate Days
20
Fortnight
26
98
Monthly
14
Not regular
51
Weekly
Interpretation:
47% retailers say company executives visit them weekly while 10% retailers are happy with
the service as company executives visit them every alternate day.
24% retailers are not happy with the service as the company executives do not visit them
regularly hence they lack proper information about the new offers and schemes.
12% retailers say CE visit them every fortnight while 7% say CE visit them monthly which
make them unsatisfied with the services.
Objective 12: To know how is the product awareness among people
Product awareness
among people about
MTS
Average
Excellent
Good
Poor
47
10
149
Grand
Total
209
49
MTS Product awareness among

people(Rajasthan region)
3
47
Average
Excellent
10
Good
149
Poor
Interpretation:
71% retailers say that MTS product awareness is good among people, while 22% report it as
average and only 1% says the product awareness is poor.
5% retailers say MTS product awareness is excellent among people, which is due to good
advertising and attractive and innovative schemes by the company.
Objective 13: To know how is the Company representatives behaviour with the retailers
How is company's
representative behavior
Average
excellent
Good
34
168
Grand
Total
209
50
Company representative's behaviour with retailers

(Rajasthan region)
7
34
Average
excellent
Good
168
Interpretation:
80% retailers say that company representatives behaviour is good, while 3% report it as
average.
16% of the retailers perceive the company representatives behaviour to be excellent when
their frequency of visit was on alternate days.
Objective 14: To know how is customers satisfaction of after-sales-support service

How is customer's
satisfaction of After
Sales Support
Average
30
excellent
15
Good
164
Grand Total
209
Customer satisfaction of after-salessupport service of MTS (Rajasthan

region)
30
15
Average
excellent
164
Good
51
Interpretation:
78% retailers perceive the customer satisfaction of after-sales-support service to be good,
while14% report it to be average.
7% retailers perceive it to be excellent.This percentage constitutes customers who have
excellent awareness about the MTS products and services.
Objective15: To know if the retailers support desk helpful to retailers

Is retailer support desk
helpful to the retailers in
solving their problems
No
23
Yes
186
Grand Total
209
Is retailer support desk helpful

(Rajasthan region)
23
No
Yes
186
Interpretation:
89% retailers experience retailer support desk helpful, while 11% do not consider the same.
SWOT ANALYSIS
52
STRENGTHS
WEAKNESSES
Execellent Connectivity
Innovative Schemes
Good service support
Reliable and quality
product
Only CDMA, no GSM

Lack of proper
communication to the
retailers.
Lacking efficient global
operations.
Less brand recall in
customer's mind
THREATS
Tuff competition from
other companies.
Higher margin benefits
to retailers from its
competitors.
OPPORTUNIT
Y
Growing immensely in
data market.
Entry into GSM
technology.
Increasing usage of
wireless network.
7. CONCLUSION AND RECOMMENDATIONS
The Summer Internship Research project was undertaken in Marketing Department of MTS
India Rajasthan Circle to study the channel satisfaction of MTS Service In data and
benchmarking the same with its competitors. Extensive background research was done using
the secondary data provided by the company and informations available from the internet.
53
Then the next stage of the research was done using the primary data collections techniques
like Survey using Questionnaire and Personal Interview with the Retailers across 7 zones of
Rajasthan. The sample chosen was random to avoid any selection and convinience bias, so
that we reflect upon the market reality.
Then careful analysis of data was done to find the following results which can be used
effectively to increase the market presence of the brand and there by holistically contributing
to development of the organization.
It was found that the customers prefer GSM technology over the CDMA network for
a plethora of reasons and thus communicating the technology per se was found to be
one of the most important requirement to increase the satisfaction of the customers
and there by the retailers.
The profit margin associated with the retailers has enough scope for improvement so
that they are motivated to increase their sale thereby increasing the overall
profitability of the retailers.
It was found that most of the retailers are not satisfied with the untimely and irregular
visits by the company executives. Thus there is a need for better communication
between the company executives and the retailers to increase sales and thus prprofit.
It was found that marketing of MTS products is not as frequent as other competitors .
Thus there is a scope of improvement in the areas of marketing communication and
brand positioning since most of the retailers wanted the brand to have a connect with
India as the other competitors like Reliance and Airtel have been trying to do.
8. BIBLIOGRAPHY
Books
1. Havalder K.K. and Vasant M.C. (2007), Sales and Distribution Management, Tata
McGraw Hill, New Delhi.
2. Philip Kotler and Kevin Lane Keller (12e), Marketing Management, Pearson.
54
3. Mamoria, C.B and Gankar, S.V (2002) Personnel Management Published by

Himalaya Publishing House.
4. Virmani, B.R. And Seth Premila (1985) Evaluating Management Training and
Development Published By Vision Book Pvt Ltd.
5. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House, New
Delhi, 2003.
Websites:
a.
b.
c.
d.
e.
f.
g.
http://www.mtsindia.in/
www.docstoc.com
www.citeman.com
www.wikipedia.org
www.Codeproject.com
www.Projectstoday.com
www.Freelancer.com
Journals
1. Forbes
2. Business Today
3. Business Week
APPENDIX 1
QUESTIONNAIRE FOR CHANNEL SATISFACTION STUDY
Retailer Name:
Mobile Number:
LAPU Number:
Area:
Region:
Date:
Outlet type: Recharging/Activating/Both

55
1) Which all brands are you associated with?( mark)

a) Airtel
b) MTS
c) Aircel
e) TATA
f) Reliance
g) Vodafone
2) Which is the bestselling brand?

a) Airtel
b) MTS
e) TATA
d) Idea
c) Aircel
f) Reliance
d) Idea
g) Vodafone
3) What is the reason to associate with the brand with maximum sales?
a) Margin
b) Promotional Schemes
c) Dealer Relationship
d) Demand
e) Credit Policy
f) Connectivity g) Roaming
4) What is the monthly average recharge amount by the customers for the most selling
brand and their monthly recharge count?
a) 10000-20000b) 20000-30000c) 30000-40000
d) 40000-50000
e) 50000-60000
Count:
a) 20-30
f) >60000
b) 30-40
c) 40-50
d) 50-60
e) 60-70
f) >70
5) What is the average LAPU balance? (Fig in Rs.)

a) 500-1000
e) 2500-3000
b) 1000-1500
c) 1500-2000
d) 2000-2500
f) >3000
6) What is the reason for LAPU Balance < Rs.500?

a) Less Demand
b) Recharging issues due to Network Congestion
c) Service issues (sales person not reporting)
7) What is the reason for not promoting MTS?

a) Low Margin
b) Less Promotional Schemes
Relationship
d) Never Happened
c) Unfriendly Dealer
56
d) Less Demand
e) No Credit Policy
f) Lack of communication
g) No Reasons
8) Which MTS Data Product has maximum potential? (Fig in Rs.)

a) 198
b) 248
c) 375
d) 490
f) 798
e) 647
g) 999 h) 1298
9) What time of the day you get the maximum recharges?

a) 9-12am
b) 12-3pm
c) 3-6pm
d) 6-9pm e) 9-11pm
10) How do you like the company to communicate about the new offers to you?
a) Sales Person
b) SMS
c) Phone Call
d) OBD
e) Printing
Material
11) How frequently company executives visit and convey schemes?
a) Daily
b)Alternate Days
c)Weekly
d) Fortnight
Monthly
f) Not Regular
e)
g) Never
12) How is the product awareness among people about MTS?

b) Very Poor
b) Poor
c) Average
d) Goode) Excellent
13) How do you rate the Company Representatives behavior with retailers?
b) Very Poor
b) Poor
c) Average
d) Goode) Excellent
14) How do you rate the Customers satisfaction of After Sales Service Support of MTS?
a) Very Poor
b) Poor
c) Average d) Goode) Excellent
15) Does the retailer support desk identifies the retailers problems effectively
and solve them in proper time?
a) Yes
b) No
16) Suggestions for MTS:

57
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Annexure 1
FORTNIGHTLY PROJECT REPORT
Name: Anoop Indolia
Program: PGDM- Marketing

58
Campus: Kharghar
Company: Sistema Shyam Teleservices ltd. (MTS)
Fortnight Start Date: 15h April 2014
End Date: 05th May 2014
Faculty Guide: Prof. Arpita Pandey
Company Guide: Mr. Vijesh Bhatnagar
No. Of leave(s) availed, if any: No

Fortnightly Report No.: 1&2
Target/Task:
Initially I was asked to understand the telecom industry as a whole and understand the
working of the company.
Prepared the Survey questionnaire to be conducted with the Retailers regarding the
sales of the laptop/pc and data cards.
List of more than 400 retailers was given to me and asked to take survey details and
every day report is need to be submitted to company guide.
Strategies:
By conducting Survey with Retailers regarding the sales of laptop/pc and data cards,
our market reach will come to know and which area is less covered and reason for
low sales or decrease in sales of laptop /pc. By taking details of the retailers whether
they are interested in keeping data cards and what according to them is the reason for
decrease in sales. Voice of retailers is important as they directly deal with the
customers. This will help in analyzing the decrease in sales of laptop/pc which
directly affect the sales of MTS data card.
Achievement:
Survey with retailers gave me knowledge of MTS reach in the market.

Communicating with retailers enhanced my market knowledge and communication
skills.
Increase in confidence.
Learning:
Understanding of market and competition.

Patience
Faculty Remark (Qualitative):
59
Anoop Indolia
Signature of Student & Date
Signature of Faculty Guide
5th May, 2014
Annexure 2
Name: Anoop Indolia
60
Campus: Kharghar
Fortnight Start Date: 06th May 2014
End Date: 19th May 2014

Fortnightly Report No.: 3
Target/Task:
Survey of Retailers covering all the areas of jaipur regarding the sales of laptops/PCs,
sales of data cards and knowing major issues for drop in sales of data cards.
Around more than 400 retailers data is given which has to be covered in one month.
Knowing retailers point of view on MTS services and what can be done to improve
the market according to retailers.
Meeting with Sales head of Rajasthan circle gave broader view of the project to
increase the sales of data card.
Strategies:
By conducting Survey with Retailers regarding the sales of laptop/pc and data cards,
our market reach will come to know and which area is less covered and reason for
low sales or decrease in sales of laptop /pc. By taking details of the retailers whether
they are interested in keeping data cards and what according to them is the reason for
decrease in sales. Voice of retailers is important as they directly deal with the
customers. This will help in analyzing the decrease in sales of laptop/pc which
directly affect the sales of MTS data card.
Achievement:
Survey with retailers gave me knowledge of MTS reach in the market.

Reason for drop in sales and what all improvement is needed is known.
skills.
Confidence boost
Meeting with sales head gave clear and broader view of project.
Learning:
Better understanding of market.

Knowing area wise which data card is more preferred gave knowledge of
competitors.
Patience

61
Anoop Indolia
19th May, 2014
Annexure 3
Name: Anoop Indolia
62
Campus: Kharghar
Fortnight Start Date: 20th May 2014
End Date: 02nd June 2014

Target/Task:
After covering almost all the areas of Jaipur, two major Areas Raiser Plaza and
Jayanti Bazar were left to be covered regarding the sales of data cards and number of
activations.
Knowing whether sales have fallen or risen. And finding out the reasons for the same.
Main task is to know the market demand and increase the sales and activations of data
cards.
Around 150 retailers are needed to be approached and information regarding the
sales and demands of data cards are gathered.
Knowing retailers point of view on MTS services and what can be done to improve
the market according to retailers.
Strategies:
Raiser Plaza and Jayanti Bazar are the two major areas of jaipur. Most of the
electronics shops are there and major retailers of data cards.
By conducting survey in raiser plaza and jayanti bazar regarding the number of
connections sold and number of data card sold will give correct idea of main reasons
for sales and retailers voice.
To know the real market competition.
Achievement:
Survey with retailers enhanced market knowledge.

Reason for increase in sales and what all improvement is needed is known.
skills.
Confidence boost
Few retailers who are interested in doing business with MTS were found.
Learning:

Recognization of major competitors in market.
Knowing area wise which data card is more preferred gave better product knowledge.
Patience in dealing with Retailers.
63
Anoop Indolia
2nd June, 2014
Annexure 4
Name: Anoop Indolia
Campus: Kharghar

64
Fortnight Start Date: 03rd June 2014
End Date: 17th June 2014

Target/Task:
Survey regarding drop in sales of data cards has been done successfully and report is
prepared and presented.
Another survey regarding MTS Services and competitors is needed to be done. 200
retailers were needed to be surveyed.
Survey about various plans and offers of MTS were known to retailers and customer.
Survey about which brand is preferred for data usage according to retailers and data
card preferred by customers.
Data is collected and demand in market is analyzed and proper communication in the
market is studied.
Strategies:

To know MTS market reach.
To know whether proper information is being communicated to retailers and
customers
To know MTS popularity in the market.
Achievement:

Understanding of competition in market place.
skills.
Confidence boost
Few retailers who are interested in doing business with MTS were found.
Learning:

65
Anoop Indolia
17th June, 2014
Annexure 5
Name: Anoop Indolia
Campus: Kharghar
66
Fortnight Start Date: 18th June 2014
End Date: 02nd July 2014

Target/Task:
After the survey about MTS services and Competitors, area wise analysis is done and
discussed with the company guide.
Those retailers who are not in business with MTS and willing to connect with MTS
are approached.
By conducting surveys, it is find out that there are various ways by which MTS sales
can be improved.
Meeting with distributors and knowing there demand for MTS Data cards and
knowing whether company person from MTS approaches to the distributors and
retailers on time or any improvement is required.
Study of various tariffs of Data card.
Strategies:

To know MTS market reach.
customers
To understand MTS data card tariff and usage
To increase the retailer base of MTS.
Achievement:

Understanding of competition in market place.
skills.
Retailers who were found interested in doing business with MTS are approached.
Confidence boost
Learning:

67
Anoop Indolia
02nd July , 2014
Annexure 6
Name: Anoop Indolia
Campus: Kharghar

68
Fortnight Start Date: 3rd July 2014
End Date: 17nd July 2014

Target/Task:
Study of various tariffs of Data card.

After the detail study, market analysis is done through various surveys.
A new Scheme for best offer in data is to be launched.
Analysis of base and best offer for data customers.
Upload of base and scheme
Work on proper communication of scheme to the retailers and customers.
Competition plans are studied and analyzed.
Finding out problems which occur related to data card services and dongles.
Finding out resolution for problems.
Checking posters to be printed in for data services.
Strategies:

customers
To understand MTS data card tariff and usage
To increase the usage of existing customers
Achievement:
Launch of new offer and uploading a base.

Proper communication of scheme.
Understanding of competition plan.
Understanding of planning of retention of customers.
Problem identification regarding Data cards.
Learning:

Recognization of major competitors plan.
Learned new scheme planning according to base usage to increase revenue.
69
Anoop Indolia
17th July , 2014
Annexure 7
Name: Anoop Indolia
Campus: Kharghar

70
Fortnight Start Date: 18th July 2014
End Date: 1st Aug 2014

Target/Task:
Daily Report preparation for new scheme launched.

Keep track of retailer payout.
Calling to the customers of data cards those who have not used for more than
6months.
Report of calling done.
Ways to increase the usage of customer is suggested.
Customer feedback at the customer service desk regarding data card problem.
Figure out various reasons for data card disconnections.
Talk with retailers who are interested in doing business with MTS.
Increase the retailer and distributor base to increase the usage or revenue.
Strategies:
To increase the average revenue.

To retain the customers and increase the usage.
Customer voice is essential to improve the services.
To increase the customer and retailer base.
To know the various problem faced by customer and their solution.
Achievement:
Customer interaction for the first time to know their feedback about data card
services.
Retailer payout report is prepared.
Work on Ms excel and access.
Suggested few suggestions to improve and solve the customer problem.
Learning:
Understanding of customers need and complaints.

71
Learned to prepare report for the new scheme launched.

Learned how to solve problem of customers at service desk.
How to increase usage and retain customers.
Anoop Indolia
01st Aug , 2014
Annexure 8
Name: Anoop Indolia
Campus: Kharghar

72
Fortnight Start Date: 02nd Aug 2014
End Date: 16th Aug 2014

Target/Task:

Keep track of retailer payout.
Study of usage pattern of data card users.
Survey of customers for customer satisfaction level with MTS services.
Communication with the call center for customer complaints.
Market Visit with Sales team.
Strategies:

Market visit to understand the market situation.
Achievement:
Successfully studied the usage pattern of data card customers.

Interaction with customers about various schemes launched by MTS.
First time ever visit to market as an company analyst and taking feedback from
retailers.
Learning:

73
Anoop Indolia
16th Aug , 2014
Annexure 9
Name: Anoop Indolia
Campus: Kharghar
74
Fortnight Start Date: 17th Aug 2014
End Date: 28th Aug 2014

Target/Task:

Market Visit with Sales team.
Analysis of all work done during the internship.
Study of Customer Satisfaction level for MTS services.
Preparation of report to present to Head of Department.
Strategies:

Market visit to understand the market situation.
Achievement:
Successfully studied the usage pattern of data card customers.

Interaction with customers about various schemes launched by MTS.
First time ever visit to market as an company analyst and taking feedback from
retailers.
Learning:

75
Anoop Indolia
28th Aug , 2014
To Study the drop in sales of Data Card

76
Initial Report
PGDM i Connect 2013-2015
Name- Anoop Indolia
Appl. Id.: PGDM- 3850
Marketing
PGDM 13-15
Sistema Shyam TeleServices Limited (MTS)
TITLE
To Study the drop in sales of data card in Rajasthan.
OBJECTIVES
The main objective of the project is to know the reason for drop in sales of data card from
February to April in Rajasthan by studying the retailers selling pattern. Also
To understand the telecom industry as a whole.

Understand the telecom industry data card selling trend.
MODUS OPERANDI
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This project mainly focuses on the understanding of the trend of data card sales in the
market.
Understanding the various factors affecting the buying and selling of data card.
Initially there is need to understand the various reason of drop in sales of data card,
for this conducting a survey by designing a survey questionnaire for the retailers.
Survey is conducted among the retailers (more than 400) in various areas of city
jaipur.
Questionnaire includes the question about the sales of laptop and desktop in last three
months and finding the reason behind the decrease in sales of laptop and desktop.
By this study of sales of laptop and desktop, we can find out the reason for drop in
sales of data card. As data card is purchased by laptop and desktop users.
Interaction with retailers and reasons given by retailers regarding low market will help
in finding out solution to the problem of drop in sales.
Area vise analysis is done and report along with feedback and observation is needed
to be submitted to the company guide.
It helps in understanding the trend of sales of data cards and reducing the drop in
sales.
It is also asked to the retailers whether they do business with MTS, if yes then sales
per month is asked and if no, then whether they are willing to do the business with
MTS or not is asked.
Proper excel is maintained and everyday report is submitted to the guide.
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Understanding the working of the company and about

various circles.
Designing the questionnaire for the retailers.
Conducting survey among the retailers covering all the

areas of city.
Data collected during the survey is analysed .
Observation and feedback is maintained along with data in

excel and discussed with head.
RATIONALE OF THE PROJECT

MTS provides various services out of which it is known for its data card services still most
of the revenue comes from the voice part. From the study of last few month data card
connection, the trend shows the drop in sales of data card. This project will help in finding
various reasons for this drop and by working on these reasons will help in decrease in drop of
data card. Main purpose of this project is to increase in sales of data card and capturing more
market.
History
MTS Brand:
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MTS is the global telecom brand of Mobile TeleSystems (MTS) OJSC (NYSE: MBT) of
Russia. In December 2008, Sistema Shyam TeleServices Ltd, a venture, involving equity
participation by Sistema {LSE: SSA} of Russia, the Russian Federation and the Shyam
Group of India, brought the MTS brand into India under a brand license agreement with
Mobile TeleSystems (MTS) OJSC. This extended the brand of MTS beyond the CIS
countries.
As part of the 2012 Millward Brown report on Most Valuable Global Brands MTS is ranked
85th with a brand value of $9.5 billion. In 2008, MTS became the first and only Russian
brand to enter BRANDZ Top 100 Most Powerful Brands, a ranking published by the
Financial Times and Millward Brown.
Brand MTS was launched in 2006 in Russia and got built based on its reputation as the
leading telecommunication group offering world class telecom services in Russia, Eastern
Europe and Central Asia. In India, brand MTS offers voice & data services to over 16 million
wireless subscribers and operates across all 22 telecom circles of India.
MTS launched the high-speed mobile broadband service, MBlaze, in November 2009 and has
seen tremendous market acceptance with over 1.7 million satisfied mobile broadband
customers. The high speed mobile broadband service has been made available in 420 towns
(Including all Metros) across the country. In April 2010, MTS is also credited to have
launched its LIVE TV and Video on demand service, aptly called MTS TV for all MBlaze
customers.
About MTS India
Sistema Shyam TeleServices Limited (SSTL), also known as Mobile TeleSystems and
commonly referred to by the abbreviation MTS, is the Indian subdivision of Russian Mobile
TeleSystems telecommunication company headquartered in New Delhi, India. It provides
wireless voice, broadband Internet, messaging and data services in India. MTS India is a
subsidiary of Russian conglomerate Sistema and operates across India with over 16 million
customers as on 2012.
At its peak, MTS operated services in 21 out of 22 telecom circles of India. However, MTS
has shut services in 13 circles and currently operates in 9 circles.
Delhi
Gujarat
Karnataka
Kerala
Kolkata
Rajasthan
Tamil Nadu
Uttar Pradesh (West) (includes Uttarkhand)
West Bengal (includes Sikkim and Andaman and Nicobar Islands)

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Products and services

MTS is divided into four major segments known as circles.
VOICE circle focuses on the voice or calling facility provided by the company. Voice
can be divided into GSM and CDMA segments. MTS works on CDMA segment of
voice. Its major competitors in the field are Reliance and DoCoMo. Out of 22 circles
MTS works in 8 circles. Voice deals with two main verticals- Acquisition, which is
through retailer and another is UNR, which is focused on existing customer base.
DATA circle can be segregated into Acquisition and UNR, which can further be
divided into postpaid and prepaid. Data circle consists of various products like wi
fis, dongles, blazers etc. The main technologies adopted by MTS for its data centric
products are 1X, REV A and REV B. 1X is no more a part of the MTS data circle as
its speed is now enhanced in form of the other two technologies. REV B is the most
preferred one as it works both as a Wi-Fi as well as a dongle with a high speed of 9.8
Mbps.
SMARTPHONE circle consists of various phones provided by the company. With
the success of the android phones all across the globe, MTS has recently launched
Canvas Blaze which is designed by Micromax with special features like additional
sim slot for the existing GSM sim with the customers, 5 inch touchscreen, Mblaze
and with a storage capacity of 32 GB. The company majorly focuses on this circle in
accordance with the market conditions and consumer needs.
WIRELINE creates a niche market in the telecom segment as the major focus
nowadays is on the smartphones. MTS stands as a market leader for the wire line
services in Rajasthan. It provides High-speed data transmission over wire line
phone.MTS has an extensive fiber optic Network in Rajasthan, with only the last
mile laid in copper. This ensures practically fault free and enhanced quality of
services.
MARCOM deals with market communication efficacy and also various methods of
communications. Marcom is another name for branding, whose prime component is
advertisement i.e, science of arresting the human intelligence just long enough to get
money from it. Marcom is broadly classified as ATL ( Above the line) and BTL(
Below the line). ATL consists of print ads, radio, creative financing, outdoor etc.,
whereas BTL consists of posters, leaflets, flanges etc.
Organization Structure
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Mr. Ron Sommor Chairman

Mr. Vsevolod Rozanov- Deputy Chairman
Mr. Dmitry Shukov- CEO
Mr. Rajiv Mehrotra Director
Mr. Ajay Khanna- Director
Mr. Alok Tondon- Director
Mr. Anton Abugov Director
Mr. Alexander Gorbunov- Director
Mr. Suman Sehgal- Director
Mr. Madhukar- Director
Mr. Bharat Vithalbhai Patel- Director
Mr. Vikram Kaushik- Director
System & Processes

Company strongly focuses on its Data Centric; Voice Enabled strategy, it is one of the
fastest growing telecom companies in the Indian telecom market and is one of the top three
data service providers in the country. It uses CDMA technology. The Company provides
telecom services to over 10 million wireless subscribers including more than 1million High
Speed Mobile Broadband customers in over 450 towns across the country. MTS is well
recognized in India and worldwide for its commitment to high quality and innovative telecom
solutions. It is focused on creating a strong portfolio of smart phones catering to customers
across various segments. The companys objective is to leverage the advancements in
Information & Communication Technologies (ICT) to contribute towards progressive socioeconomic change, especially in the fields of Health and Education.
Competitors
Major Competitors are:
1. Airtel
2. TATA
3. Reliance
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4. BSNL
Market/Growth Structure/Processes
Company has acquired three carriers in eight circles and in total continued development in
the nine most economically attractive Indian regions: Rajasthan, Delhi, Gujarat, Uttar
Pradesh (West), Kolkata, West Bengal, Kerala, Tamil Nadu, and Karnataka. It managed to
revive revenue growth in the last quarter of 2013, showing a 7.4% quarter-on-quarter
increase, and shifted its focus back to business expansion and development. The company's
subscriber base grew by 2.2% in the last quarter, while its data customer base increased by
10.7%. Subscribers monthly minutes of usage also increased by 39.5% to 373 minutes.
Blended mobile ARPU grew by 22.8% in local currency, while non-voice revenues from data
and value-added services accounted for 34.7% of total revenue in 2013.
In October, having secured new licenses and three carriers from the nine above-mentioned
circles, it has launched the EVDO Rev.B Phase 2 high-speed data transfer services, offering
an access speed of up to 9.8 Mb/sec and the highest quality available in the market to date.
Size Structure In Terms Of Turnover & Profits
5001-10000 Employees
Turnover: 12043 Rs Million (revenue increased by 6% year on year basis)
Mission, Vision Goals Objectives & Strategies

Mission:
MTS customers can actively shape their lives anytime and anywhere with the range of
innovative telecom products and services. We offer people greater choice and inspiration in
how they spend their valuable assets: their time and energy.
VISION:
We empower people to pursue their purpose in modern networked world. MTS shares
common values with people who know what they want to achieve in their lives and are full of
energy to hit their goals.
Values:
Inspiration to be a doer.
Delivering excellence
Entrepreneurial spirits
Mutuality
Objectives and strategies:
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Main objective of the company is to increase the Average Revenue and decrease the loss on
year on year basis. Strategy is focussing on accelerating development of its data services and
promoting smart phones, with maximised monetisation of voice services.
SWOT Analysis of MTS
Strength:
Cheap plan rates

Various services like data, voice, smart phone, wire line.
Known brand
Various offers
Advanced technology
Weakness:
Offers only CDMA

New to the market
Covers only 9 circles out of 22 telecom circles
Opportunities:
Latest technology
Low cost advantage.
High potential market .
Threats:
Other telecom companies providing GSM services
Less Product awareness in the Market
Government polices
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Analysis and Study of Channel satisfaction with respect to MTS data products

Interim Report
PGDM i Connect 2013-2015
Name- Anoop Indolia
Appl. Id.: PGDM- 3850
Marketing
PGDM 13-15
Sistema Shyam TeleServices Limited (MTS)
85
TITLE
Analysis and Study of Channel satisfaction with respect to MTS data products
RATIONALE OF THE PROJECT

MTS provides various services out of which it is known for its data services. To understand
the MTS Data product market this project is done. In Rajasthan Circle MTS Data product is
well known but still out of the total revenue, only 30% revenue comes from the data part. So
this project is to increase the sales of the data cards and increase the data usage by customer
and capturing the uncovered market. The main part includes what retailer is getting and
selling. Find out the new potential market of data cards. On the basis of retailers perception
suggesting methods to increase the customer base of MTS data users.
OBJECTIVES
The Main objectives of this project are:
7. To study the various tariffs charged by MTS on its data products and hence to study
MODUS OPERANDI
Initially to understand the MTS Data products, it is necessary to understand the

various tariffs and types of data card or services provided by MTS. This information
is provided to me by my mentor and online website of MTS.
A survey is conducted amongst the retailers covering various areas of jaipur,
regarding various data cards service provider and which is preferred by the retailer.
From the performed survey, it was found the market presence of MTS and Awareness
about the MTS Data product.
Another survey is conducted amongst the registered 400 retailers of MTS. This
survey was to found out the reasons for drop in sales of the data cards in past few
months.
86
This project mainly focuses on the understanding of the trend of data card sales in the
market.
Understanding the various factors affecting the buying and selling of data card.
Initially there is need to understand the various reason of drop in sales of data card,
for this conducting a survey by designing a survey questionnaire for the retailers.
Survey is conducted among the retailers (more than 400) in various areas of city
jaipur.
Questionnaire includes the question about the sales of laptop and desktop in last three
months and finding the reason behind the decrease in sales of laptop and desktop.
By this study of sales of laptop and desktop, we can find out the reason for drop in
sales of data card. As data card is purchased by laptop and desktop users.
Interaction with retailers and reasons given by retailers regarding low market will help
in finding out solution to the problem of drop in sales.
Area vise analysis is done and report along with feedback and observation is needed
to be submitted to the company guide.
It helps in understanding the trend of sales of data cards and reducing the drop in
sales.
It is also asked to the retailers whether they do business with MTS, if yes then sales
per month is asked and if no, then whether they are willing to do the business with
MTS or not is asked.
Proper excel is maintained and everyday report is submitted to the guide.
On the basis of various surveys done with retailers, a new potential market is known
and various suggestive methods to improve the satisfaction level of retailers and
increase the customer base of MTS data cards.
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Understanding the working of the company and study of

various MTS data Products
Designing the questionnaire for the retailers.
Conducting survey among the retailers covering all the

areas of city.
Data collected during the survey is analysed .
Observation and feedback is maintained along with data

in excel and discussed with head.
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RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
The research study tends to follow and achieve specific objective.

The objective of this particular study is:9. To study the various tariffs charged by MTS on its data products and hence to study
To attain this objective following steps have been followed:4. Study of product portfolio.
5. Comparison of recharges offered by different operators.
6. Retailers survey- to find out the market demand and supply of data cards and to
measure the retailers satisfaction level towards the company services.
TYPE OF RESEARCH
Research Design:
The formidable problem that follows the task of defining the research problem in the
preparation of design of the research project is popularly known as the research design. A
research design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose in economy and procedure.
89
Research problems:
Analysis and Study of Channel satisfaction with respect to MTS data products.
Research methodology: Exploratory method.

The main purpose of exploratory research studies is that of formulating a problem for more
precise investigations or of developing the working hypotheses from an operational point of
view. The major emphasis in such studies is on the discovery of ideas and insights.
Any one of the following three methods can be used to carry out such kind of research study:
Survey of concerning literature.
The Experience survey.
The analysis of insight-stimulating.
Experience survey had been used to carry out such study.
Experience Survey:
It means the survey of people who have had practical experience with the problem to be
studied. The object of such a survey is to obtain insight into the relationships between
variables and new ideas relating to the research problem. An experience survey may enable
the researcher to define the problem more concisely and help in the formulation of the
research process. This survey may as well provide information about the practical
possibilities of research.
SAMPLE SIZE AND METHOD
Sample size
400
Sample Method
Random Simple Sampling
SAMPLE
While deciding about the sample of research, it is required from the researchers point to pay
attention to these under mentioned points:
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d) Sample Units:
A decision has to be taken concerning a sampling unit before selecting a sample,
sampling unit may be a geographical one such as state, district, village Etc.
e) Source of data:
Data required for the study was collected through primary sources i.e. Market
Survey and the market area is the retail outlets.
f) Sampling size:
This refers to the no. of items to be selected from the universe to constitute a
sample. This is a major problem before the researcher. The size of sample should
neither be excessively large not too small, it should be optimum. This size of
population must be kept in view for this also limits the sample size. Sample size in
this research is 400.
METHOD OF DATA COLLECTION

The data collection is of two types. They are:
1. Primary data.
2. Secondary data
c) Primary Data: Primary data are those, which are collected afresh and for the first time
and this happen to be original in character.
d) Secondary Data: Secondary data are those data which have already been collected by
someone else and have already been used as per required.
There are basically two sources to collect secondary data
c) Internally: Provided by the company/organization
d) Externally: Various publication of central, state and local Government.
Books, magazines, newspapers
Internet
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Research instruments
Questionnaire Design:
As the questionnaire is self-administrated, the survey is kept simple and user friendly. Words
used in the questionnaire are readily understandable to all respondents.
Questionnaire was developed after studying the market conditions, awareness among the
retailers and the needs and wants of the retailers.
The parameters that are measured:
Retailer reliability
Customer and Retailers awareness
Customer satisfaction
Factor preference of the retailers to promote a particular brand.
Personnel interaction:
Face to face interaction was done in order to identify grievances of the retailers.
LIMITATIONS OF THE STUDY
At most attention was taken to eliminate any kind of biasness & misinterpretation in the study
to get optimum result, even though the following limitations could have certain degree of
impact on the findings.
Data collected about may not represent the real picture as the sample size covered
only 400 retailers against 8000 retailers.
Some respondents were not willing to respond and few of them who responded were
in hurry hence the active participation was lacking.
SCOPE OF THE STUDY

By this study, satisfaction level as well as attitude of the retailers towards MTS have been
found out, which can be used in strategy formulation in Rajasthan Circle.
Suggestions have been formulated keeping in mind the following points.
Factors for dissatisfaction towards the company services have been studied from
Retailer point of view which can be taken care of& improved.
Getting an opportunity to convince & interact with the Retailers.
Creating awareness & finding out potential Retailers for MTS.

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OBJECTIVES ACHIEVED
In this Project, Extensive background research was done using the secondary data provided
by the company and informations available from the internet.
Then the next stage of the research was done using the primary data collections techniques
like Survey using Questionnaire and Personal Interview with the Retailers across jaipur
Rajasthan. The sample chosen was random to avoid any selection and convinience bias, so
that we reflect upon the market reality.
Then careful analysis of data was done to find the following results which can be used
effectively to increase the market presence of the brand and there by holistically contributing
to development of the organization.
It was found that the customers prefer GSM technology over the CDMA network for
a plethora of reasons and thus communicating the technology per se was found to be
one of the most important requirement to increase the satisfaction of the customers
and there by the retailers.
The profit margin associated with the retailers has enough scope for improvement so
that they are motivated to increase their sale thereby increasing the overall
profitability of the retailers.
It was found that most of the retailers are not satisfied with the untimely and irregular
visits by the company executives. Thus there is a need for better communication
between the company executives and the retailers to increase sales and thus prprofit.
It was found that marketing of MTS products is not as frequent as other competitors .
Thus there is a scope of improvement in the areas of marketing communication and
brand positioning since most of the retailers wanted the brand to have a connect with
India as the other competitors like Reliance and Airtel have been trying to do.
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I connect Final Report

Institute for Technology and Management Business School

Industry Internship Project 2014

Title of the project:

Institute for Technology and Management, Navi Mumbai

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Certificate from Company

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Certificate from Faculty

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It is no wonder that in todays aggressive business environment, the challenges of sustaining

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Distribution Procedure and sales force

Conclusion And Recommendation

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Market Share of Fixed Line Service Providers

Market Share of Wireless Operators

Market Share of Wireless CDMA Operators

Market Share of GSM Operators

Market Share of Telecom Service Providers

Marketing Department Verticals

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Figure 1: Market Share of Fixed Line Providers; Source: http://en.wikipedia.org

Figure 2: Market Share of Wireless operators; Source: http://en.wikipedia.org

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Figure 3: Market Share of Wireless CDMA Operators; Source: http://telecomuncovered.com

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Figure 4: Market Share of GSM Operators; Source: http://www.nextbigwhat.com/gsm-market-share-in-india

EVOLUTION OF WIRELESS TELEPHONE TECHNOLOGY:

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Figure 5: Evolution of technology

Telecom Regulatory Authority of India

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Key Players in Indian Telecom Industry

Bharti Airtel Limited

Figure 6: Market share of telecom service Providers; Source: http://www.cn-c114.net/

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Best HR Practices Award in Reward & Recognition Strategies

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Figure 7: Company Structure

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Marketing Department MTS:

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Mission, Vision, Values and Objectives

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PRODUCT/ SERVICE OFFERINGS:

MTS MBlaze Ultra- 9.8 MBPS

MTS MBlaze Ultra

M-ULTRA Prepaid Portfolio

Facebook + Twitter + Linkedin& 6

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New M-Ultra Retail Prepaid STVs Portfolio

Upto 1 GB- 9.8 Mbps, 1 GB to 4

Upto 2 GB- 9.8 Mbps, 2 GB to 6

Limited Usage Product

Limited Usage Product