Prepared by: Harjot Singh Virdi on partial fulfillment of

PGDM 1st year (2008-2010)

Roll No: 0810110022
GNIT College of Management, Greater Noida.

Submitted to Mr.Vivek Srivastava (Faculty GNITCM)

1
2
3
Index
 Acknowledgement.
 Preface.
 Introduction.
 A Journey to Excellence in Telecom.
 Major achievements in Telecom.
 General environment of telecom in India.
 Objectives of Study.
 Corporate History of BSNL.
 Company Structure.
 BSNL present and Future.
 About BSNL.
 Vision, Mission & Objectives of BSNL.
 Services of BSNL.
 India’s Wireless Future.
 About Project Vijay.
 Method for Data Collection.
 Main areas of the Survey.
 Process of the Survey.
 Market strategy.
 Research Analysis & Interpretation.
 Conclusion.
 SWOT Analysis of BSNL.
 Bibliography.

4
Acknowledgement
The satisfaction and euphoria that accompany the successful
completion of any task would be incomplete without mentioning the
name of people whose constant guidance and encouragement has

crowned all my effort with success.

Firstly I would like to thank Mr. Akilesh Kumar Gautam,

Sub Divisional Engineer-Marketing, BSNL, Kanpur for giving
me
the opportunity to carry out this project at BSNL and above all I would
like to thank Mr. Harish Chandra Rai, Senior Divisional
Engineer (Marketing) of BSNL Kanpur who extended their co-
operation and help for completion of the project .I would also like to
thank all the staff members of BSNL Kanpur for their help and
cooperation during the project.

(Harjot Singh Virdi)

5
Preface

Despite several attempts over the last more than ten years, telecom
infrastructure in rural areas is lagging behind the expected levels. There has
been a phenomenal spurt in the growth of tele-density in the country, with the
evolution of new wireless technologies, but the gap between the urban and the
rural tele-density has been increasing. It is pertinent to re-look at the entire
issue of rural communications to make a speedy headway.

Some recommendation, either suo motu or on a request from the

licensor, on

♦ Measures to facilitate competition and promote efficiency in the operation

of telecommunication services so as to facilitate growth in such services.
♦ Measures for the development of telecommunication technology and any
other matter reliable to telecommunication industry in general.
This project is an invitation to all stakeholders to participate in a
collective thinking process so as to achieve higher and higher quantitative and
qualitative development in telecom facilities in the country, particularly in
rural areas.

The Authority recognizes that without focus on rural areas, sizeable

growth in telecom sector would not be possible and it had discussed various
issues related to development of telecom facilities in rural areas and seeks the
comments of various stakeholders on them.
6
7
Introduction of Telecom:
The developments taken place during the year in terms of growth of

various kinds of services have been incorporated in this Part of the

Report to give a flavor of the telecom sector during the financial year.

The total
subscriber base (both wireless and wireline) of telecom

sector in India during the financial year 2007-08 crossed 300 million

Mark with 300.49 million subscriber as on 31st March 2008. During

the period, India became the second largest wireless network in the

world after China by overtaking USA. The

growth of subscriber base

during the past decade (1998-2008) is

indicated below in a chart.

8
 A Journey to Excellence in Telecommunication
1. India became the second largest wireless network in the world, overtaking
the USA and second
only to China, with addition of about 8 million subscribers every month in the
recent times.

2. Subscriber base reached 300.49 million as on 31st March 2008 as

compared to 14.88 million for the same period in 1997.

3. Teledensity of 26.22 as on 31st March 2008 as compared to 2.30 for the

same period in 1998 – much ahead of the teledensity target set under NTP,
1999 of 15 by the year 2010.

4. Rural teledensity at the end of March 2008 was 9.20 as compared to 0.40
for the same period in
9
1998 – Which too is much ahead of the NTP, 1999 target of 4 by the year 2010.

5. Decline in Tariffs:
A. Local call tariff for mobile @ Rs. 15.00 is now less than Re. 1.00
B. One minute STD call between Delhi and Mumbai at the rate of Rs.37.00
now cost Re. 1.00 i.e. at the rate of local call.
C. ISD call to American continent @ Rs. 75.00 now costs less than Rs. 7.00.
D. Subscriber base of internet reached 11.09 million on 31st March 2008 as
compared to 0.09 million in 1997.

6. Putting in place Interconnection and Cost Based Interconnection Usage

Charges regime.

7. Introduction, continuation and phasing out of Access Deficit Charges

regime.

8. Introduction of Calling Party Pay regime.

9. Introduction of Mobile Termination Charges, which is lowest in the world.

10. Putting in place Tariff Order regime with the issue of Telecom Tariff Order
1999 and shift to a regime of tariff de-regulation in gradual manner.

11. Important Recommendations on USO, Spectrum issues, Broadband,

Internet Telephony, Growth of Telecom Sector in Rural areas facilitating the
Government to formulate policies on these issues.

12. Putting in place a regulatory framework in the Broadcasting & Cable Sector
after the same was brought within the purview of TRAI in January 2004.

13. Successful roll out of Conditional Access System (CAS) in the metro city of
Delhi, Mumbai, Chennai and Kolkata.

14. Introduction of Tariff and Interconnection regime for the Broadcasting &
Cable Sector.

15. Tariff ceiling for cable subscribers in Non-CAS areas.

16. Ensuring orderly growth of the sector with a Consumer Centric approach.

10
17. Engaging consumer Advocacy Groups (CAGs) & NGOs in regulation of the
telecom sector and regular interaction.

18. Establishment of three tier consumer grievances redressal mechanism.

19. Establishment of Telecommunication Consumers Education and

Protection Fund.

20. Putting in place a mechanism for restricting unsolicited commercial

communications.

Major Achievements of Telecom in 2008

1. The total wireless subscriber base {GSM, CDMA and WLL (F)} stood at
261.07 million at the end of financial year.
2. The number of wireline subscribers on 31st March 2008 was 39.42 million.
3. On an average, around 8 million subscribers were added every month
during the financial year.
4. The total number of PCOs in the country as on 31st March 2008 was
61, 85,904 and the number of VPTs was 5,59,503.
5. The overall teledensity at the end of March 2008 was 26.22% as compared
to 18.23% ending March 2007.
6. The rural teledensity at the end of March 2008 was 9.20 as compared to
5.80 ending March 2007.

11
7. Institution of Telecommunications Consumers Education and Protection
Fund and having a resource of Rs. 14.21 Crore in the Fund as on 31st March
2008, which is to be utilized, inter-alia for: -
A. Study & Market Research Projects on matters relating to Protection of
interests of Consumers.
B. Organizing Seminars etc. on the subject of Telecommunication
Consumer’s Welfare and Education.
8. There were 11.09 million internet subscribers on 31st March 2008 as
compared to 9.27 million on 31st March 2007.
9. Besides the internet subscribers mentioned above, there are 66.09 million
wireless data subscribers who are accessing internet through wireless (GSM
and CDMA) networks.
10. The number of broadband connections on 31st March 2008 was 3.87
million compared to 2.34 million for the same period during previous year.
General Environment of Indian Telecom
1. Wireline Subscribers:
The subscriber base of Wireline services as on 31st March 2008
was 39.42 million as compared to 40.75 million subscribers on 31st
March, 2007 registering a decrease of 1.33 million subscribers during
the year 2007-08. Out of the 39.42 million wireline subscribers, 27.78
million are Urban wireline subscribers and 11.64 million Rural
Subscribers.

The status of the wireline subscribers during the last five years are depicted
below:

2. Wireless Subscribers:
The wireless subscriber crossed the 261 million subscriber mark at the end of
the financial year in comparison to the subscriber base of 165.11 million at the
end of March, 2007. It added 95.96 million subscribers in the financial year
2007-08 registering an annual growth rate of about 58.12%.

12
The total subscriber base of wireless services has grown from 33.69 million in
March, 04 to 261.07 million in March, 08.

3. Internet Subscribers:
The Internet subscriber base in the country as of 31st March 2008 stood at
11.09 million as compared to 9.27 million during the previous year, registering
an annual growth rate of about 19.63%.

4. Broadband Subscribers:
The total Broadband subscriber base has reached 3.87 million by the end of
March, 2008 as compared to 2.34 million by the end of March 2007
thereby registering a net addition of 1.56 million broadband subscribers
during the year 2008.

13
14
15
 OBJECTIVE OF THE STUDY

➢To

know
about
retailers attitude towards BSNL Mobile Service like Cellone, Excel.
➢ To know the general opinion of the retailers towards
Mobile services. What is their general views regarding different
Mobile service providing companies?

➢ To assess competitors of BSNL.

➢ To know about the competitors of BSNL like Airtel, Reliance,

Vodafone, Tata Indicom, Idea etc.

➢ To judge the awareness level of retailer towards BSNL.
➢ To know how many retailers are aware of BSNL services.
➢ To judge the effectiveness of advertising.
➢ To know about BSNL’s advertising effectiveness over the retailers.
➢ To know the behavior of staff and its effect on services.

SCOPE OF THE STUDY

16
The data was collected through direct interviews from distributors and
retailers through questionnaires provided by the BSNL.

SIGNIFICANCE OF THE STUDY

SIGNIFICANCE TO THE RESEARCHER
The study helped the researcher in understanding the retailers viewpoint
with regard to services, facilities, connectivity etc.

SIGNIFICANCE TO THE COMPANY

The study basically consists of survey of the retailer who deal with users, and
collection of their suggestions for betterment of the services. On the basis of analysis
the company can improve the services and can make long term competitive
consumer friendly strategies.

RESEARCH METHODOLOGY
The purpose of research is to discover answers to question through the application of
scientific procedures. The main aim of research is to find out the truth which is
hidden and which has not been discovered.

According to Redman & Mory

“Research is a systematized effort to gain new knowledge”

SOURCES OF DATA COLLECTION

The data is collected through survey with the help of questionnaire, personal interviews
from distributors, shopkeepers. The questionnaire includes closed as well as open-ended
questions.

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TYPES OF DATA

➢ Primary data is collected with the help of questionnaire.

Survey method:-

(a) Sample size = 235 retailers

(b) Sample unit = Retailer, Distributors.

(c)Sample area = Kanpur.

(d) Sample Type = Convenience sampling

➢ Secondary data is collected from website, broachers, magazines, newspapers etc.

LIMITATIONS

➢ Due to limited resources researcher could not select more areas to conduct
survey.
➢ Some of the respondents were not cooperative.
➢ Limited time period.
➢ The report may be biased due to convenience sampling.
➢ Private Service providers always give hidden information.

FOCUS OF THE STUDY

MARKETING
Marketing department is the custodian for the customer in the organization.
Marketing is expected to understand the customer needs and wants. This is
critical to the organization success, as we manage different formats of retail in
a country where the customer preferences change every hundred miles.
Because of the customer understanding, the department design appropriate

18
advertising, communication and promotional programs. These are intended to
increase footfalls:

Increase conversion an impact the sizes of the customers. Essentially

marketing has a very strong role in influencing the business. Besides these
marketing also manages customer loyalty program for BSNL. There is the
customer satisfaction whatever has been provided by BSNL to the customer.

The main objective of this study was to check inclination of customers towards
BSNL services. In this study we ask about the brand of connection, which an
individual customer was using. We also asked about the pattern with which
they were wearing it. Hence the main objective to get knowledge of customer
choice in the BSNL services.

19
CORPORATE HISTORY OF BSNL
BSNL or Bharat Sanchar Nigam Limited is India’s largest
Communication Service Provider (CSP), and seventh largest in the world.
Previously known as DoT (Department of Telecommunications) when it was
under federal government control, it became a corporation in 2000.BSNL has
footprints throughout India except for the metropolitan cities of Mumbai and
New Delhi which are managed by MTNL, and presently commands over 33.8
million Wireline, 2.8 million CDMA-WLL and 22 million GSM Mobile
subscribers. BSNL's earnings for the Financial Year ending March 31, 2006
stood at US$ 8.6 billion with a net profit of US$ 1.9 billion. BSNL is a Public

Sector Undertaking (PSU) wholly owned by Government of India with a status

of 'Mini-Ratna'. BSNL has applied for the status of coveted PSU category, i.e.
Navratna, which under consideration of the Government of India.

The foundation of
Telecom
Network in
India was laid by
British
sometime in
19th Century &
history of BSNL
is linked with the beginning of Telecom in India. In 19th century and for

20
almost entire 20th century, the Telecom in India was operated as a
Government of India wing. Earlier it was part of erstwhile Post & Telegraph
Department (P&T). In 1975 the Department of Telecom (DoT) was separated
from P&T. DoT was responsible for running of Telecom services in entire
country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was
carved out of DoT to run the telecom services of Delhi and Mumbai.
Subsequently in 1990s the telecom sector was opened up by the Government
for Private investment, therefore it became necessary to separate the
Government's policy wing from Operations wing. The Government of India
corporatized the operations wing of DoT on October 01, 2000 and named it as
Bharat Sanchar Nigam Limited.

BSNL Present & Future

Since its corporatization in October 2000, BSNL has been actively providing
connections in both Urban and Rural areas and the efficiency of the company
has drastically improved from the days when one had to wait for years to get a
phone connection to now when one can get a connection in even hours. Pre-
activated Mobile connections are available at many places across India. BSNL
has also unveiled very cost-effective Broadband internet access plans (Data
One) targeted at homes and small businesses.
BSNL plans to add 20 million subscribers annually for the next three years,
and to achieve customer base of 120 million by 2008.With the frantic activity
in the communication sector in India, the target appears achievable, however
due to intense competition in Indian Telecom sector in recent past BSNL's
growth has slowed down. Today, BSNL is India's largest Telco and one of the
largest Public Sector Undertaking of the country with authorized share capital
of $ 3977 million and net worth of $14.32.
Bharat Sanchar Nigam Limited (BSNL) - India’s state-owned BSNL owns
around 85% of the country’s copper wire local loop networks. The company is
the largest telecom operator and the largest public sector enterprise in India,
providing basic fixed-line services nationwide, except for the cities of Mumbai
21
and Delhi. BSNL lost its exclusive rights to local access and national telephony
in 2001. To compensate for reduced revenues, it built a national GSM network
and entered the mobile sector, becoming one of the country’s biggest GSM
operators. The company also entered the international telephony market in
February 2003.

ABOUT BSNL
BSNL is the largest company in telecommunication, which is easily understood
by the mergence of various reputed private companies like Reliance, Airtel,
Vodafone etc. These companies register their share in BSNL and at every years
ending they allocate 60% of their shares to the company.

22
COMPANY STRUCTURE

23
Vision, Mission & Objective of BSNL
VISION

To become the largest telecom Service Provider in

South East Asia.
MISSION

i. To provide world class State-of-art technology

telecom services on demand at affordable price.

ii. To provide world class telecom infrastructure to

develop the country's economy.

OBJECTIVES

• To be a Lead Telecom Services Provider.

• Build customers confidence through quality and

reliable service.

• Provide Bandwidth on demand.

• Contribute towards:
i. National Plan Target of 250 million subscriber base
for the country by December 2007.
ii. Broadband customers base of 20 million in the
country by 2010 as per Broadband Policy 2004.
iii. Telephone in all villages.
iv. Implementation of Triple play as a regular
commercial proposition.

24
25
 Services provided by BSNL
When it comes to connecting the four corners of the nation, and much

beyond, one solitary name lies embedded at the pinnacle - BSNL. A

company that has gone past the number games and the quest to attain the
position of a leader. It is working round the clock to take India into the
future by providing world class Telecom services for people of
India. BSNL is India's no. 1 Telecom Service provider and most trusted
Telecom brand of the Nation.

Driven by the very best of Telecom technology from chosen

global leaders, it connects each inch of the nation to the infinite

corners of the globe, to enable you to step into tomorrow.
SERVICE

• TELEPHONE

• PHONE PLUS SERVICE

• NEW TELEPHONE CONNECTION

• PERMANENT CONNECTION

• CONCESSION IN RENTALS

• SHIFT OF TELEPHONE

• TRANSFER OF TELEPHONE

• MOBILE PHONE

• CELLONE

• EXCEL

26
• UNIFIED MESSAGING

• GPRS/WAP/MMS

• SMS & BULK SMS

• WLL MOBILE

• INTERNET

• NETWORK

• BROADBAND

• TYPES OF ACCESS

• WI-FI

• CO-LOCATION SERVICE

• WEB HOSTING

• INTERNET TARIFF

• SANCHARNET

• SMS& BULK SMS

• BROADBAND (DATAONE)

• REGISTER ONLINE

• MPLS VPN

• ISDN

• ISDN

• LEASED LINE

• LEASED LINE

• INTELLIGENT NETWORK

• FREE PHONE SERVICE

• PREMIUM RATE SERVICE

27
• INDIA TELEPHONE CARD

• VIRTUAL PRIVATE NETWORK (VPN)

• VOICE VPN

• UNIVERSAL NUMBER

• UNIVERSAL PERSONAL NUMBER

• TELE VOTING

• VIDEO CONFERENCING

• OVERVIEW

• AUDIO CONFERENCING

• OVERVIEW

• I NET

• OVERVIEW

• SERVICES ON I NET

• USING ON I NET

• I NET CONNECTIONS

• TELEX/ TELEGRAPH

• TELEX/ TELEGRAPH

• EPABX

• EPABX

• FREE EPABX

• CENTREX

• HVNET

• RABMN
28
 • INMARSAT

• KU-BAND

• TRANSPONDER

Transmission Systems as on 30.03.2008

Transmission Systems

Digital
(Route kms) (Route kms)

Coaxial 7,824

Microwave 82,730

UHF 55,130

Optical Fiber 5,70,116

What is GSM?
GSM (Global System for Mobile communications) is an open, digital cellular technology
used for transmitting mobile voice and data services. GSM differs from first generation
wireless systems in that it uses digital technology and time division multiple access
transmission methods. GSM is a circuit-switched system that divides each 200kHz
channel into eight 25kHz time-slots. GSM operates in the 900MHz and 1.8GHz bands
in Europe and the 1.9GHz and 850MHz bands in the US. The 850MHz band is also
used for GSM and 3GSM in Australia, Canada and many South American countries.
GSM supports data transfer speeds of up to 9.6 kbit/s, allowing the transmission of
basic data services such as SMS (Short Message Service). Another major benefit is its
international roaming capability, allowing users to access the same services when
travelling abroad as at home. This gives consumers seamless and same number
connectivity in more than

210 countries. GSM satellite roaming has also extended service access to areas where
terrestrial coverage is not available.
29
Services:-
With more than 2 billion people using GSM and approximately 80 percent of the
world's population covered by mobile networks, GSM is fast becoming the preeminent
way to deliver information, communication and entertainment services to people
worldwide.

From the launch of traditional voice services in the early 1990s, the GSM family of
technologies has become increasingly sophisticated and GSM networks now offer a
wealth of mobile data and entertainment services. The growth of SMS (Short Messaging
Service), also known as 'text messaging', continues, with an estimated one trillion
messages sent globally in 2005. More advanced messaging services - such as MMS
(Multimedia Messaging Service), IM (Instant Messaging) and mobile email - offer users
an even richer mobile messaging experience.

Mobile communications also has the opportunity to become the new personal
entertainment and information medium of choice. Already dubbed the 'fourth screen,'
after television, cinema and the PC, the industry is delivering a vast array of media rich
content to users throughout the world. Such services include advanced mobile gaming
applications, mobile music, and TV and video content.

For users, the mobile phone offers convenience, immediacy and personalization. Such
benefits have fostered the growth of location-based services and mobile commerce
applications. Meanwhile users are also able to enjoy the experience of accessing
Internet-style services on hundreds of thousands of WAP sites that contain much of the
information and images found on the wider Internet.

GPRS Platform:
GPRS (General Packet Radio Service) is the world's most ubiquitous wireless data
service, available now with almost every GSM network. GPRS is a connectivity solution
based on Internet Protocols that supports a wide range of enterprise and consumer
applications. With throughput rates of up to 40 kbit/sec, users have a similar access
speed to a dial-up modem, but with the convenience of being able to connect from
anywhere. GPRS customers enjoy advanced, feature-rich data services such as colour
Internet browsing, e-mail on the move, powerful visual communications such as video
streaming, multimedia messages and location-based services.
For operators, the adoption of GPRS is a fast and cost-effective strategy that not only
30
supports the real first wave of mobile Internet services, but also represents a big step
towards 3GSM (or wideband-CDMA) networks and services

What is EDGE?
Further enhancements to GSM networks are provided by Enhanced Data rates for GSM
Evolution (EDGE) technology. EDGE provides up to three times the data capacity of GPRS.
Using EDGE, operators can handle three times more subscribers than GPRS; triple their
data rate per subscriber, or add extra capacity to their voice communications. EDGE uses
the same TDMA (Time Division Multiple Access) frame structure, logic channel and
200kHz carrier bandwidth as today's GSM networks, which allows it to be overlaid directly
onto an existing GSM network. For many existing GSM/GPRS networks, EDGE is a simple
software upgrade.
EDGE allows the delivery of advanced mobile services such as the downloading of video
and music clips, full multimedia messaging, high-speed colour Internet access and e-mail
on the move.
Due to the very small incremental cost of including EDGE capability in GSM network
deployment, virtually all new GSM infrastructure deployments are also EDGE capable and
nearly all new mid- to high-level GSM devices also include EDGE radio technology. The
Global mobile Suppliers Association (GSA) states that, as of April 2006, there were 139
commercial GSM/EDGE networks in 78 countries, out of a total of 192 EDGE deployments
in 102 countries. The regional breakdown of commercial EDGE networks is 59 in Europe,
45 in the Americas and Caribbean, 21 in Asia, and 14 in Africa and the Middle East. The
GSA notes that 212 EDGE devices are launched in the market, including 34 devices
supporting both EDGE and 3GSM/W-CDMA, and 10 devices supporting EDGE and W-
CDMA/HSDPA.

Making the Internet Mobile:

With the introduction of .mobi we have now enabled our popular GSM coverage maps
and roaming information to be browsed on your mobile device*.
Network, Services and Roaming information are continually updated to reflect the
evolving situation worldwide. The coverage maps, updated quarterly, allow you to see
where exactly you can use your phone.
On your device visit http://gsmworld.mobi/roaming for over 200 coverage maps
worldwide.
31
WLL Service:

32
Tarang WLL-M is a communication system that connects customers to the
The PSTN network using radio frequency signals instead of conventional
copper wires, for the full or part connection between the subscriber and the
exchange This comes with superior voice quality and high speed data
capabilities. CDMA is popular with more than 100 million subscribers
worldwide, and the number keeps on increasing exponentially.

Terminal Type: Hand Held Terminal.

Service using Hand Held Terminal (WLL-M service)

In this case, subscriber can carry a small handset of CDMA technology.

There is no antenna or any other equipment at subscribers premises.

Why Choose BSNL'S TARANG CDMA Mobile

BSNL's WLL Tarang service is the most reliable and affordable service
giving you the best of both fixed line telephony & Mobile telephony. It
offers host of value added services at virtually no cost to our esteemed
subscribers. Customer may get the handset by paying premium approx. Rs.
20/- per month only for the comprehensive policy taken for the cost of
handset.

SERVICES of Tarang WLL

Tarang WLL-M offers you a host of value-added services:

Voice-mail service: 24 hour personal call answering service

Call waiting: allows you to receive an incoming call while

already engaged in one call.

Call hold: allows you to put a current call on hold and make a
second call

Call divert: allows you to divert calls within your SDCA

3-way call conferencing: allows a conference between 3

persons from your mobile handset.

CLIP (Caller Line Identification Presentation): enables you to

view the number of the
calling person when you receive a call

33
 CLIR (Call Line Identification Restriction): enables you to
block presentation of your
own number on a called person's phone

Dynamic STD/ISD locking.

Data / Fax transmission (upto 14.4.kbps).

Morning alarm / Hotline.

34
Cellular Mobile Service

Countrywide Cellular Service Pre-paid Card

BSNL’s GSM cellular mobile service CellOne has a customer base of over 5.2 million.
CellOne provides all the services like MMS, GPRS, Voice Mail, E-mail, Short Message
Service (SMS) both national and international, unified messaging service (send and
receive e-mails) etc. You can use CellOne in over 160 countries worldwide and in 270
cellular networks and over 1000 cities/towns across India. It has got coverage in all
National and State Highways and train routes. CellOne offers all India Roaming facility
to both pre-paid and post-paid customers (including Mumbai & Delhi).

(As on 30.03.2008)

• Total number of connections - 2,00,63,294

(As on 30.03.2008)

• District Headquarters covered - 725

35
 • Total number of villages covered - 1,79,857

• National Highway covered (Km) - 53,052

• State Highway covered (Km) - 48,116

• Railway route covered (Km) - 24,479

Total Numbers of Mobile Connections in Kanpur

(As on 30.03.2008)
Post Paid Connections 92,948
Pre- Paid Connections 2,87,829

36
Advertisement Strategy of BSNL:

37
Mobile Services
BSNL’s cellular service , India’s fastest growing cellular service , has taken the cellular
telephony to the masses through innovative technology and strategic pricing .

ADVANTAGE BSNL MOBILE:

ONLY MOBILE SERVICE TO COVER ALL MAJOR TOWNS AND CITIES IN

INDIA.

ALL MAJOR NATIONAL AND STATE HIGHWAYS ARE COVERED.

38
 NATIONAL AND INTERNATIONAL ROAMING AVAILABLE FOR MORE
THAN 300 NETWORK WITH ONE NUMBER.

NO ROAMING RENTAL, TRUE CALL CHARGES WHEN YOU ROAM.

ONLY MOBILE SERVICE AVAILABLE IN JAMMU & KASHMIR AND

NORTH EASTERN STATES.

Cellone is the Post paid service of the BSNL. It offers you a host of value added services

and unmatched features not found in any other Cellular service

As a proud subscriber of CellOne service you will stay in touch with your nears and
dears any where in India because Cellone is the only Cellular service which is available
in all major cities and covers all major highways. CellOne gives you all India roaming
facility (including Delhi and Mumbai) and International roaming facility to more than
300 networks across the world.

As a CellOne subscriber you will enjoy benefits like:

No security Deposit if you are an existing BSNL subscriber.

No security deposit or monthly rental for national roaming facility in

Plan-325 & 525

Free BSNL to BSNL calls Local as well as Std under 725 plan and unlimited use
of GPRS services on mobile and computer.

Voice Mail recording and receiving facility free.

CLIP free.

Call waiting and Call holding facility free.

39
40
Why should you choose CellOne?
• For the first time in the country, all major towns and cities are covered through
our network

• All major national and state highways are covered

• National and International SMS facility

• International roaming available for more than 300 networks across the world.
See list>>

• The facility of one number roaming across the country

• Appropriate and reasonable tariff packages to suit every pocket

• Absolute transparency in billing. See your CellOne bills online no matter

whatever place you belong to>>

• All regular features of cellular telephony, such as SMS as well as advanced

features like MMS are available.

• 24 Hour helpline all across the country.

The only Mobile service available throughout the country including Jammu
and Kashmir and North Eastern states like Arunachal Pradesh, Nagaland, and
Mizoram etc.
BSNL Service Plus:

CellOne provides a number of Value Added Services. These services helps BSNL
serve you better & enhance the ease & quality of communication thus bringing global
connectivity at your doorstep.

41
 Voice Mail Service

Value Added Services SIM Based service

Short Message Service (SMS)

Group Messaging

National & International roaming

Call forwarding

Corporate Virtual Private Network

Call conferencing

Friend and Family Talk

Call waiting and Call holding facility

Unified Messaging Services: This provides Voice mail, FAX, e-mail, text to
voice
services on your mobile phone. So stay in touch with your nears and dears by
means you like the most.

Wireless Application Protocol (WAP): Surf WAP enabled websites on

Internet using
this service.

Excel: The Pre Paid mobile service

Pre-paid Service of CellOne

Excel is the Pre paid service of the CellOne Cellular Service of BSNL.
It offers you a host of value added services and unmatched features
not found in any other Cellular service. All India roaming facility is
also available on Excel service.
Initial activation charges for Excel is NIL and free talk value of Rs. 5/
is given to all subscribers.
Excel Pre paid cards are available in the denominations of Rs. 50,110, 175, Rs. 500, Rs.
1000 and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and 180 days
respectively.
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Moreover, on any later date if you want to convert your Excel pre-paid scheme to post
paid scheme it can be done without paying any additional activation charge.

The unutilized balance amount will not be adjusted in the post-paid

scheme. (This conversion facility is subject to technical )

43
A host of value added services are also available at very economical
charges:
Voice Mail Service
Short Message Service (SMS)
All India Roaming
Call Forwarding(within same Service Area)
Call Conferencing
Call Waiting and Call holding facility
Wireless Application Protocol(WAP): Surf WAP enabled websites on Internet using
this service.
Unified Messaging Services: Integrate your Mobile phone with the Internet and
access your e-mails,
faxes, voice mail etc on your mobile phone. To avail this service you can got to
www.bsnlums.com

INDIA'S WIRELESS FUTURE

So what's in store for India's wireless future ?
The number of wireless subscribers will likely reach about 150
million, roughly the size of the US marked today.
Sustaining a profitable business will be a challenge, given that
ARPU is relatively low by world standards. However, companies
with enough volume (such as Bharti or Reliance) should be able
to thrive in India, especially with a growing overall economy. The
political landscape, though altered recently, does not appear to be
a large threat to growth at this time.
Here are some significant markers ahead:
• Consolidation of operators - only the largest ones will
survive.
• Intense competition, especially as operators try to match
Reliance's growth rate.
• Push-to-talk enters the market this year (Tata plans to roll
out telecom BREW Chat platform).
• 3G deployments later this year and in subsequent years will
help boost data usage, and increase voice capacity.
Risks:
There are risks to India's growth story. These include:
• Possible faltering economy sometimes in the next few years.
44
• Regulators putting the brakes on growth.
• Political turmoil with Pakistan disrupting the region.
• Foreign investment in the sector getting stymied by
regulator .

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46
The Project Vijay

The Project Vijay begin

conducted by BSNL in the UP East
region was a follow up program of
Project SHIKHAR which was the
1st Phase of the BSNL’s effort to
overcome the draw backs of it working
and further implementing its
strategies to fight the competition in the
market.

This project was being conducted for the

overcoming the slow growth of BSNL in
spite of being Asia’s largest telecom
company. It showed various areas
where BSNL was lacking to face the competition and how to use critical
skills to face other telecom companies which are globally established.

The Project Vijay was mainly conducted for retailers to know the problems
which lead to the slow growth of BSNL and knowing why consumers who
where earlier attached with BSNL and where using its services has now
diverted towards other operators.

To know this problem a Questionnaire was begin prepared by BSNL which

covered the major possible area which could lead diversification of
consumer.

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Method for Data Collection:
The Primary Data was being collected by surveying about 235 retailers through a
questionnaire method in a simple format adopted both in Hindi and English for the
ease of retailers to understand the questions easily.

The questionnaires used were of two kinds:

Questionnaire 1- This was a single page questionnaire which was required to gather general
information about the retailer who does wants to give his full business detail.

48
(A sample of Questionnaire 1)

1. Questionnaire 2: This was an extensive questionnaire which

consisted of 3 pages and was required to gather the entire

49
information about the retailer’s business information regarding the
telecom business being done by a retailer.
(A Sample of Questionnaire 2) Page 1

50
 Page 2

51
 Page 3

52
Main areas of the Survey:
Key Objectives:
• To baseline existing retailer before
pilot launch.
• To develop channel norms for franchisee
and service frequency, based on
analysis of retailer universe.

Geography covered:
• Survey to be conducted in each SSA of circle.
• Both urban & rural areas to be covered.

Survey Duration:
• Survey to be completed in 3-4 weeks duration.

Compensation:
• Conveyance, based on TA rate.
• Incentive on every form filled.

Questionnaire Template:
• Survey Questionnaire.
• General instructions sheet.

Process of the Survey:

Survey process
• Need to ensure sufficient surveyors are appointed to cover all retailers in
survey duration.
• Need to assign areas to retailer managers (every day/ every alternate day)
• Update "Survey Tracker" with details of survey visits, and send to project
Vijay node at circle office.
• Collect filled in survey questionnaires from the retailer managers
• Provide sufficient blank questionnaires to retailer managers

Monitor data entry operator

• Format for entry will be provided; ensure correct data entry of questionnaire
information.

53
Validation of filled in survey questionnaires
• Follow-up with survey team members during the day, to make sure they
are actually going to retailers.
• Cross-check with sample set of forms for each survey team member, to
make sure information is correct

Compensation for survey teams

• Conveyance, based on TA/ DA rate
• Incentive on every form filled. E.g. Rs. 7 per form paid in UP (E) circle
• Incentive will be withdrawn if form is found fake in validation later.
• Ensure communication of compensation details to retailer managers.

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General Instructions of the Survey to be carried out by the surveyor:

55
Main Strengths of BSNL: -Ease of the Project Vijay:

56
BSNL Ab Aapke Dawaar concept can help address
several issues with BSNL's sales and distribution in rural areas.
1. Provides 'on-the-ground' customer feedback for improving network

availability and service.

2. Lack of grassroots feedback about network availability and service

quality.

3. Leads to enhanced reach in rural areas through appointment of new

rural retailers.

4. Poor reach in rural areas.

5. Increased number of customers in such areas will enhance.

6. BTS/exchange utilization.

7. Low utilisation of certain BTS/ wireline exchanges.

8. Widespread availability, publicity and awareness at the grassroots level

is ensured through this process.

9. Low awareness and availability of BSNL products.

MARKET STRATEGY
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Following market domination by GSM operator Bharti since the
mid -1990s, a change in the licensing of the mobile market allowing
CDMA WLL operators to offer fully mobile services has propelled
Reliance to the top spot. The new licensing regime, which came into
effect in November 2003, has also triggered a process of
consolidation in the market, which is rationalizing the number of
GSM players down to a handful – from 12 at end 2003

Outlook: The increased competition level following the

entry of the CDMA payers - in particular the aggressive Reliance
combined with reduces handset duties and lowered licence fees for
expanding mobile players, should drive the mobile market to
outgrow the fixed 'market by end -2004.

Until 2003, India was a GSM -- only mobile market

with 12 operators holding licenses across 23 circles. However the
Telecom Regulatory Authority of India's (TRAI) decision In
November 2003 to adopt a single licensing regime covering both
basic (fixed-local) and a mobile service has completely altered the
market's complexion. The ruling allowed basic service providers,
through migration to their CDMA WLL systems, in direct
competition with incumbent GSM network operators. A period of
consolidation is now taking place, with the total number of
players in the market likely to number just five or six by end of
2004, CDMA operator Reliance Infocom has also become the
largest operator in the market, with 8.7m subscribers at August.

58
RESEARCH ANALYSIS
Research Methodology: -

Research is the cornerstone of any science, including both the hard

sciences such as chemistry and physics and the social (or soft) sciences
such as psychology, management, or education. It refers to the organized,
structured, and purposeful attempt to gain knowledge about a suspected
relationship.

Many argue that the structured attempt at gaining

knowledge dates back to Aristotle and
his
identification of deductive reasoning. Deductive
reasoning refers to a structured approach utilizing an accepted premise
(known as a major premise), a related minor premise, and an obvious
conclusion. This way of gaining knowledge has been called a syllogism,
and by following downward from the general to the specific, knowledge can
be gained about a particular relationship.

1.
Developing Hypothesis:

The hypothesis is directly related to a theory but contains operationally

defined variables and is in testable form. Hypotheses allow us to
determine, through research, if our theory is correct. In other words,
does prior work experience result in better grades? When doing
research, we are typically looking for some type of difference or change
between two or more groups. In our study, we are testing the difference
between having work experience and not having work experience on
college grades. Every study has two hypotheses; one stated as a

59
difference between groups and one stated as no difference between
groups.

2. Sampling: -

A population refers to the entire pool of possible subjects. In a

classroom or other setting where the entire population is relatively
small, testing all subjects may be simple. However, if we are attempting
to understand or gain knowledge related to a large population, such as
all third grade children, all depressed adults, or all retail employees,
gathering and testing everyone would be relatively impossible. In this
situation, we would need to gather a sample of the population, test this
sample, and then make inferences aimed at the entire population of
which they represent.

 Area of my research: -West Kanpur

 Sample size: - 235 retailers.

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61
Data Analysis and Interpretation

Q.-1. Do you sell SIM cards?

Responses No. of Responses Percentage

Yes 235 100%

No 0 0%

Total 235 100%

Interpretation: - As it is clear from the above graph that 100% retailers sell all sim cards.

Q.-2. If yes, of which company?

Company Name Percentage

No of Connections Sold

monthly

Vodafone 45 19%

Airtel 20 8%

BSNL 40 17%

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 Reliance 130 55%

Total 235 100%

Interpretation: - As it is clear from the above graph that 45 Hutch connection, 20 Airtel
connection, 40 BSNL connection and 130 Reliance connections are being
sold.

Q.-3. Do you sell recharge card of all brands?

Yes No

187 48

80% 20%

Interpretation: - It is clear from above graph that 80% retailers sell recharge card of
all the brands.

Q.-4. Do you sell BSNL mobile connections Pre Paid & Post Paid?

Yes No

176 59

75% 25%

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Interpretation: - The above graph shows that only 75% of retailers are interested in selling
BSNL Connections.

Q.-5 By which media you get the information about BSNL?

Media No. of respondents Percentage

Newspaper 120 50%

T.V. 60 25%

Magazines 8 4%

Radio 12 6%

Internet 35 15

Total 235 100%

Interpretation: - As it is clear from the above graph that 30% respondents came to know
about BSNL through T.V. and 60% respondents came to know from
newspapers. It can be concluded that BSNL should focus their attention
to Magazines and Radio advertisement.

Q.-6. Which attribute you like most in BSNL mobile service? Please give rank on
scale from 1 to 5.

Responses No. of respondents Percentage Rank

Cheaper than other 88 38% 1st

Better networking 48 20% 2nd
Good service 42 18% 3rd
Easy availability 38 16% 4th
Any other 19 8% 5th

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Total 235 100%

Q.-7. Are you satisfied from the BSNL services?

Responses No. of respondents Percentage

Satisfied 157 62%

Unsatisfied 78 38%

Total 235 100%

Interpretation: - As it is clear from the above graph that 62% retailers are satisfied from
services and 38% retailers are dissatisfied from its services. This graph shows the problem
related to services

Q.-8. If no, then specify your problem area?

Problems No. of Respondents Percentage

Call Drop 12 15%

Unclear Voice 20 25%

Network Busy 12 15%

Connectivity problem 7 9%

Ineffective Agents 27 35

Total 78 100%

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Interpretation: - As it is clear from the above graph that 15% retailers not satisfied because
call drop, 25% are not satisfied because of unclear voice, 15% are not
satisfied because of network busy and 9% have connectivity problems
and 35% of retailers are not satisfied with the agents and officials.

Q.9. Are you satisfied from their grievance handling system?

Responses No. of Respondents Percentage

Satisfied 115 48%

Dissatisfied 120 52%

Total 235 100%

Interpretation: - As it is clear from the above graph that 48% respondents are satisfied
from grievances handling system and 52% respondents are not satisfied.
This shows the problem solving ability of mobile section. Some
improvement will be necessary.

66
 Q.-10. From which department you are not satisfied?

Department No. of respondents Percentage

Customer service Dept 20 8%

Distribution department 62 26%

Customer care Dept. 143 60%

Any other Dep. 10 4%

Total 235 100%

Interpretation: - It is clear from the above graph that 20 respondents are not satisfied
from bill dept, 62 respondents are not satisfied from Distribution dept.,
13% respondents are not satisfied from service dept. and 10%
respondents not satisfied from other department

Q.11. Behavior of BSNL employees towards problem solving?

Responses No. Respondents Percentage

Satisfactory 95 40%

Dissatisfactory 104 44%

Can’t say 36 15%

Total 235 100%

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Interpretation: - As it is clear from the above graph that 95 respondents said that behavior
of BSNL employees is satisfactory and other 104 respondents said that
behavior of BSNL employees is not satisfactory 36 can’t say. This graph
shows the behavior of BSNL employees towards problem solving is not
satisfactory so they should improve their behavior regarding their
problem solving.

CONCLUSION

The conclusion is base done the data collected from the survey
in KANPUR city. These are as follows-
1. CELLONE postpaid connection has high quality to attract
customer.
2. Customer cannot face difficulty to buy this postpaid
connection.
3. CELLONE postpaid connection consume less time to activate.
4. Their services are better than other competitors of the market.
5. The problem faced was by the Prepaid Recharge card retailers
who were not able to tell their problem which occurred during
e topping a mobile .if the customers card didn’t received the
desired amount.
6. BSNL should provide more excel cards in the market with easy
availability.
7. Network should be fast.
8. BSNL should improve customer care services.
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9.BSNL should cut down services charges for ordering of
connections much simpler and understandable to normal
person.

10.BSNL should conduct feedback survey from their

representative to know about consumer’s problems.

11.BSNL should provide such facilities, which can able to retain

or increase their legal customer rate.

12.BSNL should provide new tariff information attach with their

bills.

13.BSNL should make SMS free.

14.The suitable advertising campaign can be carried

15.BSNL should provide mobile handset at a cheaper rate.

16.BSNL payment should be in easy installments basis.

17.BSNL should give training to its employees every year.

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 SWOT ANALYSIS
STRENGTH

➢ The BSNL is a Government organization and people have more faith.

➢ Large distribution of network.
➢ Peoples are aware about the BSNL.
➢ Transparent services, no hidden charges.
➢ Better coverage and multi services.

WEAKNESS

➢ The Tariff is decided by BSNL Board.

➢ The powers are centralized.
➢ The employee’s strength is high.

➢ The expenditure on salary is high.

OPPORTUNITIES

➢ The BSNL has more variety and better quality of services it can highlight these
attribute in its advertisement.

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 ➢ The BSNL having vast infrastructure and man power it should start other services

like shopping complex, LIC, Loan etc.

THREAT

➢ The competition is increasing.

➢ Other service providers are influencing the market.

➢ Competitors are coming with new schemes and technologies.

Bibliography

Books: -
Marketing
By Philip Kotler
Magazines: -
Business Today.
Economic Times.

Websites: -
www.google.com
www.scribd.com
www.bsnl.co.in

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 www.upe.co.in
www.wikipedia.org
Broachers: - From BSNL
Additional help from the employees of BSNL.

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