A STUDY ON THE INCREASING DISCONNECTIONS

OF ASIANET BROADBAND CUSTOMERS AT

ETTUMANOOR REGION

ORGANIZATION STUDY
Submitted to
MAHATMA GANDHI UNIVERSITY, KOTTAYAM

In partial fulfilment of the requirement for the award of

MASTERS DEGREE IN BUSINESS ADMINISTRATION
(2013 2015)

By
ARJUN SANAL
Reg No: 50682

RAJAGIRI COLLEGE OF SOCIAL SCIENCES

RAJAGIRI P.O
KOCHI 683 104

ACKNOWLEDGEMENT
Firstly I express my gratitude to the God Almighty with whose divine guidance I was
capable of completing the project.
I would like to thank the Principal of Rajagiri School of Management, Dr. Joseph I. Injodey,
for providing me the opportunity of undertaking this project.
I express my sincere gratitude to the management and staff of RAJAGIRI COLLEGE OF
SOCIAL SCIENCES for providing me this opportunity to gain exposure to the corporate
world.
I thank DR K.G Jose sir, my faculty guide for guiding me in completing the project
successfully.
Reserved on priority is my gratefulness to the management and staff of Asianet Satellite
Communications Ltd. for permitting and assisting me in the project.
I express utmost gratitude to Mr. Jiji John (VP ADL) of Asianet Satellite Communications
Ltd.., in the absence of whose guidance this project would have been impossible.
I also use this opportunity to express my gratitude to Mr Manoj (BDM, ADL) and
Mr.Kishore (Area marketing officer) in assisting me throughout the project period in
providing me information necessary for the completion of my report.

ARJUN SANAL

DECLARATION
I, Arjun Sanal, hereby declare that this report titled A STUDY ON THE
INCREASING DISCONNECTIONS OF ASIANET BROADBAND CUSTOMERS AT
ETUMANOOR REGION is bona fide record of the project done by me as a part of the
Summer Internship during the period from April 1, 2014 to May 31, 2014 at ASIANET
SATELITTE communications Pvt Ltd.

The study has been undertaken in partial fulfilment of Masters Degree in Business
Administration at Rajagiri College of Social Sciences, Cochin, affiliated to Mahatma Gandhi
University, Kottayam.
I also declare that this report has not been submitted in full or part thereof, to any
university or institutions for the award of any degree or diploma.

Place: Kalamassery

Arjun Sanal

Date: 16.06.2014

TABLE OF CONTENTS:
SECTION I

PROFILE STUDY OF THE ORGANIZATION

Executive Summary

Industry analysis

MEDIA AND ENTERTAINMENT INDUSTRY

Broadband Industry in India:

Digitization Taking the next step

Company history

10

Vision

10

Company profile

10

The Rajan Raheja group In brief

12

Company structure

14

At The Helm Of Affairs

15

Geographical divisions

15

Functional departments

16

Organisational charts

20

ACS
ADL
ACV
Asianet Cable Vision

23

Asianet Cable Services

24

ADL Broadband division

25

Products And Services Offered By Asianet Broadband 26

In Kerala
Future Services
27
SWOT analysis

27

Corporate Social Responsibility

28

Problem Centered Study Of The Organization

29

Problem Formulation-Chapter I

30

Chapter II-Research Process

33

Chapter III-Analysis And Interpretation

35

Chapter IV -Findings &

Conclusions
Chapter V-Recommendations &Suggestions

56

Annexure

66

Bibliography

67

61

SECTION - I
PROFILE STUDY OF THE
ORGANIZATION

EXECUTIVE SUMMARY
ASIANET DATA LINE (Broad band division):
Established in 1993, and one of the first Private ISPs in India, Asianet Broadband provides a
full range of high quality services. Within a short span of time, Asianet broad band has
become Keralas largest private broadband ISP with more than 1,25,000 subscribers
throughout

the

state.

They are currently limited to offering their services in Thiruvananthapuram, Kochi, Calicut,
6

Trissur, Palakkad, Kollam, Alleppey, Kottayam, Attingal, Varkala, Mannar, Karunagapally,

Chengannur,

Thiruvalla,

Guruvayoor,

Chalakudy,

Thalassery,

Aluva,

Angamaly,

Muvattupuzha, Harippad, Pandalam, and Mavellikkara. With future plans to expand business
to more areas of Kerala, Asianet broadband has been updating their technology to the latest
and to offer the best service to the customers.
Etumanoor relatively a big town in Kottayam district had witnessed a trend of increasing
disconnections in customers for Asianet broadband.Etumanore being a bigger prospect
market for Asianet broadband they needed to find out the reason for the increasing
disconnections
This study aims to find out the reason for the decreasing customer base of Asianet broadband
and also to give suggestions and recommendations for the issue.
The study was done by evaluating the customer responses and seeking their suggestions to
serve them better.

INDUSTRY ANALYSIS

MEDIA AND ENTERTAINMENT INDUSTRY

The Indian media and entertainment (M&E) industry is one of the fastest growing industries
in the country. Its various segmentsfilm, television, advertising, prints media and music
among othershave witnessed tremendous growth in the last few years. The E&M industry
is heading to a prosperous time as opportunities and growth embrace all its segments
3

contributing USD 8.1 billion (c. INR 50,000 Cr.) to the countrys economy, equating to 0.5%
of GDP, in 2013, according to a report published by FICCI . The sector also supports a
significant1.8million (18.8lac) jobs
In India Television ranks as the most preferred entertainment medium with the highest impact
of advertising, followed by print media .The Ministry of Broadcasting recently accepted the
recommendations made by Telecom Regulatory Authority of India (TRAI) to convert the
analogue signals to digital signals by end of 2014. Adherence to this there would certainly be
a positive impact on the media content distribution sector in India. Digitalization is not only
expected to help players in the television value chain to realize the true potential of their
content, but also to cater to the unique and diverse needs of the viewer when it comes to
entertainment. With superior quality pictures and high definition videos giving rich visual
effects to the viewers, digitalization will be really a worth to the media industry.
The key drivers of the growth of Indian Media and Entertainment industry have been the
rising spend on entertainment by the growing Indian middle class, regulatory initiatives,
increased corporate investments and integration of existing players across the value chain. In
addition to the expected increase in spend of the Indian middle class towards entertainment,
the rising global interest in Indian content is also expected to fuel growth in this industry.
Also, technological advances and liberal government policies favouring foreign direct
investment (FDI) continue to aid expansion.
Today, Indias M&E industry reaches millions of people. 161 million TV households, 94,067
newspapers (12,511 dailies), close to 5000 multiplexes by 2014, 214 million internet users
out of which 130 million are mobile internet users all these are platforms that could drive
change and be transformational Catalysts.(Ficci frames)

In calendar year 2013, the Indian Media & Entertainment (M&E) industry registered a
growth of 11.8 per cent over 2013 and touched INR 918 billon. The overall growth rate
remained muted, with a slow GDP growth and a weak rupee. Lower GDP meant lower
demand from the consumer and this impacted advertising. At the same time, the industry
began to see some benefits from the digitization of media products and services, and growth
in regional media. Gaming and digital advertising were the two prominent industry subsectors which recorded a strong growth in 2013 compared to the previous year, albeit on a
4

smaller base. For projections till 2018, digital advertising is expected to have the highest
CAGR of 27.7 per cent while all other sub-sectors are expected to grow at a CAGR in the
range of 9 to 18 per cent. Overall, the industry is expected to register a CAGR of 14.2 percent
to touch INR 1785.8 billion by 2018. (NSDC report)
Television: The Indian television segment is the largest contributor in terms of size to the
media and entertainment sector and accounts for over 40% of revenue. The key revenue
streams in the television segment are television content creation and television broadcasting.
Digitalization of cable saw the television industry still on the path of progress.
The main Demand drivers in Television industry are:1. Increased no of channels and high quality video and audio contents being delivered to the
customers.
2. Increasing disposable incomes of the customers has made the customers to spend more for
electronic goods like television etc. which boosted the television sales and viewership rates.
3. Digitalization and emergence of new digital medium like DTH,IPTV etc ,has brought a
new potential to deliver high definition videos and audio contents to the customers it brings
in more revenue.

Print: The print sector is considered to be the second largest print market in the world. It is
also the second largest contributor the media and entertainment industry after television and
almost accounts for 50% of the same. The print media is expected to deliver earnings at
compound annual growth rate (CAGR) of 17 per cent during FY13-15. This is in comparison
to a three per cent growth in FY13E and a 11 per cent decline in FY12, according to a report
from financial services firm Motilal Ostwal. The report points says print companies earnings
are relatively volatile due to dependence on ad revenue, higher dependence on cyclical
categories, and volatility in newsprint prices.
The main Demand drivers in Print industry are
1. Rising literacy rates across the country
2.Increase in ad spends by companies
3.Increase in penetration into both rural and urban market

Films: The film industry recorded a double digit growth, albeit slower than in 2012, with
multiple movies scoring big on box office collections. Approximately 90-95 per cent movie
screens are now digitized in the country, with a shift in focus to tier II and III cities. Going
forward, multiplex growth is expected to slow down, in line with the overall delays and
future expectations for retail sector and commercial real estate development, impacting box
office growth in the short term.
Music: Streaming and download services continued to see growth, with the growth in
mobiles, in particular smart phones, contributing significantly to increased consumption of
music on-the-go but monetization of this reach is still a challenge. However, with the
continued decline in physical sales, compounded by the significant fall in ring back tone
revenues (following the backlash of TRAI guidelines issues in 2012), the sector saw an
overall fall in size by 10 per cent in 2013. Going forward, digital revenues are expected to
drive growth in the sector, backed by increased collaborations across devices and platforms,
and gradual uptake in subscription services. Further, the vibrant live events sector is expected
to continue its role as a catalyst for driving growth in artists fan-base, and public
performance royalties.
Animation / VFX: 2013 was an important year for the Animation and VFX industry VFX is
now being used in most films, whether to add characters, landscape, and background or to
simply correct the skin tone of an actor. 2013 also saw the introduction of policies by a few
state governments to boost the sector. Hollywood industries even approach Indian editors and
animators because of the quality in works, lesser cost and depreciating Indian currency
values.VFX also began to get used in TV. The impetus of visual effects was not restricted to
films, but also extended to big budget serials and television commercials. However, the
underlying struggle in the industry came to the forefront with the fall of big names like
Rhythm and Hues and Digital Domain and retrenchment by some big players.

New Media: The total internet user base in India grew to approximately 214 million by end
of the year with almost 130 million going online using mobile devices.6Mobile internet users
dominated the total internet user base capturing an overall share of 61 percent. With the
dramatic growth in mobile usage, content providers and advertisers are seeking opportunities
to get their messages across on this preferred medium of the masses. Digital media
advertising grew 38 percent faster than any other advertising category. Mobile, social and
6

video emerged as star categories in advertising owing to the proliferation of smart phones, 3G
and off-deck mobile apps. This years report also highlights opportunities that could come
from tapping international markets with a special feature on opportunities in the Middle East
and Africa region.

Broadband Industry in India:

India has the worlds third largest online population, with people accessing the internet over
mobile phones, laptops and desktops on a daily basis. Over the years, there has been a sharp
increase in the number of broadband connections in India with over 15.05 million Indians
owning a broadband internet connection (TRAI report 2013). Registering a quarterly growth
of 0.45% and Y-O-Y growth of 8.98%. Although several private internet service providers
have entered the broadband market with their own loops and gateways, BSNL/ MTNL has
continued to rule the market with its huge copper infrastructure spread across India.
But, there has been a slowdown in growth of new broadband users on an annual basis. The
sluggishness can be attributed to rapid mobile data adoption as consumers access Internet
more on the go. According to a white paper published by Cisco, smart phones and tablets will
consume three times more data on service provider networks than the entire desktop Internet
by 2017.
As per the TRAI report on August, 2013 there are 161 broadband service providers in the
country. The top five in terms of market share (based on subscriber base) are BSNL with
1,3124483 subscriber base, Bharti Airtel with 1,398682 million, MTNL with 1,958023,

Hathway (cable television firm) with 3,65361 and You Broadband with 3,51278

Market share of Internet Service providers (Source: TRAI Report 2013)

SP

Category

Service
Area
All
India

Subs

Share
(%)
13124483 60.74

Bharat Sanchar
Nigam Ltd...

Reliance
Communications
Infrastructure
Limited

All
India

2491792

11.53

Mahanagar
Telephone
Nigam Ltd...

Delhi &
Mumba
i

1958023

9.06

Bharti Airtel
Ltd...

All
India

1398682

6.47

Hathway Cable
& Datacom Pvt.
Ltd...
You Broadband
& Cable India
Private Limited

All
India

365361

1.69

All
India

351278

1.63

All
India

276175

1.28

Tikona Digital
Networks Pvt
Ltd..

Beam Telecom
Pvt. Ltd...

Andhra
Pradesh

271708

1.26

Tata
Communications
Limited

All
India

125535

0.58

10

Asianet Satellite
Communications
Ltd...

Kerala

116381

0.54

Digitization Taking the next step

8

The phased progress in digitization has been the stepping stone for the industrys growth and
success, thereby bringing about a paradigm shift in key indicators, particularly within the
domains of TV and film sectors. The Ministry of Information and Broadcasting (MIB)
introduced several initiatives with a view to harness the power of technology and create a
framework to drive growth in the existing broadcasting landscape in India. With phases one
(top four cities in the country) and two (the next 38 cities) nearly complete, the industry is
now committed to complete phase three (all remaining urban areas) of digitization of TV
signals transmission by the end of this year. Successful completion of the digitization process
will result in the complete closure of analogue transmission and could act as an enabler to add
value and to increase profits at each level in the value chain. It is estimated to bring about a
further drop in the carriage fees, and drive growth in ARPUs, thereby increasing profitability
and allowing content producers to focus on better content.
In the film sector as well, digitization has enabled better monetization for the industry, as a
single film can be distributed across thousands of screens and locations in a short period of
time. We are moving quickly to an all-digital world where most films are shot on digital
format; distributed across various geographies in digital format; marketed through various
social media platforms; and film tickets are sold through online booking platforms and also
made available on websites providing Video-on-Demand (VOD) services. While
monetization of content on digital platforms remains a concern in the short term, the industry
is buoyant about its long term potential.
With about 95 per cent of Indias cinema screens already digitized, a nationwide digital In
addition, the growth of multiplexes helped drive box office collections. In India,
approximately 95 per cent of commercially viable screens have been digitized till date.
The media and entertainment (M&E) industry logged a healthy 12% growth to Rs 92,800
crore in 2013, largely driven by digitization, according to the FICCI-KPMG report.
Television saw the implementation of the 10+2 advertising cap and significant progress in
seeding of set top boxes, which set the stage of revenue growth and expansion in genres, he
said. The film sector continued to mature on the back of multiplex expansion and a wide
variety of content, while the radio and print continue to defy global trends and await positive
regulatory intervention that will take these sectors to greater heights, added Uday Shankar.

Digitization of cable saw progress of television industry moving in the right direction, with
the mandatory Digital Access System (DAS) roll-out almost complete in Phase II cities.
Consequently, carriage fees saw an overall reduction of 15-20%, the study pointed out.
Other key highlights in 2013 were the inclusion of LC1 (less than class I) markets in TV
ratings, the 12 minute advertising cap ruling and the shift from TRP to TVT ratings. The
study also found that growth of multiplexes is expected to slow down in the near future, in
line with the overall delays and slow pace of retail sector and commercial real estate
development, impacting box office growth in the short term.
Approximately 90-95% movie screens are now digitized in the country, with a shift in focus
to Tier II and III cities. The film industry recorded a double digit growth in 2013 albeit slower
than in 2012the previous year, with multiple movies scoring big on box office collections.
The total Internet user base in India reached around 214 million in 2013 with almost 130
million going online using mobile devices. Mobile Internet users dominated the total internet
user base capturing an overall share of 61%.
Digital media advertising in India grew faster than any other advertising category. Streaming
and download services continued to see growth in the music industry, with the growth in
mobiles, in particular smart phones, contributing significantly to increased consumption of
music 'on-the-go'.However, with the continued decline in physical sales, compounded by the
significant fall in ring back tone revenues (following the backlash of TRAI guidelines issues
in 2012), the sector saw an overall fall in size by 10% in 2013.

10

ORGANISATION STUDY
ASIANET SATELLITE COMMUNICATIONS LTD.

COMPANY HISTORY
Started as Asianet Communications Pvt Ltd. in March 5, 1991.With Chief Promoters: Mr.
Reji Menon & Mr. Shashi Kumar.
Asianet communications Commenced their Operations with the flagship Malayalam channel
Asianet. In 1992 Asianet Satellite Communications Ltd. the subsidiary was started which was
later wholly acquired by R Raheja Group - May 1999.

VISION
To create infrastructure for the promotion of high-quality Video, Data & Voice services
through cable and to be a provider of such services in the most cost-effective manner.

COMPANY PROFILE
Asianet Satellite Communications Ltd. is a private sector belonging to Hathaway investment
Ltd. of Rajan Raheja group. The company is engaged in media, cable and internet services.
Asianet Satellite Communications is the

Largest cable network services company in the state of Kerala, India

States own home-grown Internet Service Provider.
One of the pioneers in Internet through cable.
Largest private investors in Kerala with over Rs.350 Crore investments in

infrastructure.
First in the country to bring internet over cable through its OWN Gateway

Asianet Satellite Communications Ltd is the largest cable network services company in
Kerala. It is the leading service provider in the region for Cable TV and internet solutions.
The company is offering around 200 channels which also include self-owned channels under
the Asianet Cable Vision (ACV) bouquet. Asianet is also a pioneer in rolling out broad band
internet access services, branded Asianet Data Line.

11

Asianet Satcom is one of the largest private investors in Kerala with over Rs. 350 crore
investments in infrastructure consisting of Earth stations, 40,000 kms of Hybrid Fibre
Coaxial cable network spread over almost all the leading cities and towns in the State, an
underground Optic-Fibre backbone stretching for 700 kms utilising the special Rights of
Way given by the Government of Kerala, and sophisticated facilities for Web-based solutions
and portal services, and direct submarine cable connect facilities shared from BSNL and
Airtel . Started in 1993, Asianet Satellite Communications has today grown in size and reach.
Its cable network services operate from over 150 centres spread throughout Kerala and touch
over half a million homes and establishments.
The Corporate office is situated in Leela Infopark, Technopark, and Thiruvananthapuram. It
has 150 offices across Kerala. There are 1226 on roll employees, 4 fixed term contract and
649 contract base employees, a total of 1879 employees as per April 2014.

12

THE RAJAN RAHEJA GROUP

The Rajan Raheja Group is well diversified with interests in a multitude of businesses with
great emphasis on being market leaders in their respective areas. Having laid a strong
foundation in the areas of Real Estate and Construction, Automotive Batteries, Cement,
Ceramic Tiles, Mutual Funds, Hotels, it has now ventured into Media, Entertainment,
Networking and Broadband Internet, and Retailing.
Some of the group Companies include:

Real Estate The real estate division of the Rajan Raheja group is known for quality

homes and constructions.

Exide Industries Ltd... - India's number one company in automotive and Industrial
Batteries controlled by the Raheja Group with a market share of 85% of automotive

batteries in India.
Prism Cement Ltd... - The largest single-phase kiln cement plant in India with a 2
million tonne per annum capacity, set-up in collaboration with F.L. Smidth and IFU of

Denmark.
H&R Johnson Tiles- Pioneers of the Indian wall and floor tile industry, is a member of
Johnson Ceramics International, UK one of the top five ceramic tile companies in the

world.
RMC Ready-mix Co- promoters along with the world's largest manufacturers of

Ready mix concrete, RMC Group plc, UK.

Globus Stores Pvt Ltd. - This is a retail Chain venture of the group and has set up
Globus stores at Mumbai, Delhi , Chennai, Bangalore and Indore , plans to launch

more stores across the nation.

Outlook India's most exciting weekly news magazine with a circulation of over 2.5

lakh copies per week.

Outlook Traveller - The most comprehensive travel magazine covering India &

abroad.
Outlook Money - Indias only personal finance magazine with a circulation of over 1

lakh copies per week.

Asianet Satellite Communications Ltd. The Company has state-of-the-art cable TV
distribution network in the state of Kerala.

The R. Raheja Group also has its presence in various other industries like:
13

Petrochemicals - Investment interests in the petrochemical sector has led to the

formation of Supreme Petrochem Limited. In association with Supreme Industries

Limited.
Asset Management The group has a stake in Templeton Asset Management Co. Pvt.
Ltd..., a joint venture with Franklin Templeton Group, which manages over US$220

billion worldwide.
Software - A significant investor in Sonata Software, a company which today has the

distinction of being among the top software companies in India.

Hospitality - The Group has entered into a joint venture with The Oberoi Group to
have a chain of hotels across India under the brand name Trident.

COMPANY STRUCTURE
14

15

Asianet
Exhibitions
Asianet
Teleshopping

16

AT THE HELM OF AFFAIRS:

Mr G. Sankara Narayana - President & COO

Mr. S. Sathish Kumar EVP (ADL)
Mr. Binu George- EVP (ACS)
Mr. V S Moni EVP&CFO
Mr. Sasikanthan M.V. SVP (Legal) &CS
Mr. Abraham Uthup- VP (ACV)
Mr. D. Raveendhranath (Head HR&IR)

Geographical Divisions
The operations of Asianet Satellite Communications are based out of 6 geographical
divisions.

Trivandrum
Kollam
Kottayam
Kochi
Trissur
Calicut

17

Functional departments
The following departments help in managing the sub units and thereby the efficient
functioning of the organisation.

Supporting divisions:

Finance
Human Resource administration
Legal and secretarial
Materials
Systems and IT
Network management
Sales, marketing and business development
Customer care
Design
Billing and Collection

Finance department: They perform functions like creation of wealth for the investors,
they prepare and analyse the budget requirements and allots them to different
SBUs.Customer billing, business transactions and other financial statement preparation are
also done. Preparing, filing quarterly and financial statements and Monthly report to top
management on financial performance.

Marketing department: Plans the Promotional activities and does the creative designing
of brochures and leaflets, they does market research to understand the competition and hears
the market expectation and demands which will help in preparing the plans and schemes for
Asianet Broadband.

Network Management: They are responsible for Planning and execution of expansion in
network, they conducts feasibility studies for expansion. Monitor and analyse network health
18

to include number of complaints and resolution They Provide technical support and network
related activities in region.

Secretarial & Legal department: Prepare and process legal documents and papers,
such as complaints, appeals, motions, they Organize and maintain law libraries, documents,
and case files. They participate in discussions with Labour Unions and appears for the
company in settling claims.
.

Materials department: The Procurement of various categories of goods needed for

different depaments.Develop and maintain appropriate stock management procedure and
practice. They are responsible for Issuing of tenders, evaluation of tenders, maintenance of
records related to stock keeping and delivery of goods

Design department: They are responsible for Optimum routing of cable network,
designing the networking diagram

Systems department: Supply of computers and other accessories as per requirement to

different units and departments. They are responsible for Maintenance of computers
developing and updating software.

Human Resource department: Staffing and Training of employees for improving their
output and performance. Performance appraisal review and processing and deciding on
Workers' compensation, Position classification and grading of employees and planning on
employee retention programme

HR policies:
19

Working days- Monday- Saturday

Working hours- 9.30a.m 5.30p.m on weekdays and 9.30a.m 1p.m on Saturdays
Holidays- every employee shall be allowed to enjoy 13 paid holidays during one
calendar year which includes national and festival holidays.

Method of availing leave:

Casual leave

Shall be applied before 24hours of proceeding on leave

In emergency cases employees shall intimate the same within 24 hours

Sick leave

Shall be sanctioned for a day or more at a time

For leave exceeding 3 days, the employee should produce a medical certificate from a
registered medical practitioner not below the rank of an Asst.Surgeon.

Privilege leaveApplication for PL shall be made to the sanctioning authority before 7 days
Maximum of 24 days shall be allowed to avail during the subsequent year
The total number of PL carried forward to a succeeding year shall not exceed 60days.

Probation period:
SL
NO

CATEGORY

PROBATION
PERIOD

EXECUTIVE VICE PRESIDENT

NA

Sr. VICE PRESIDENT

VICE PRESIDENT
2

Dy. VICE PRESIDENT

FOUR MONTHS

ASST. VICE PRESIDENT

Sr. MANAGER
3

MANAGERS

SIX MONTHS

Dy. MANAGERS
ASST MANAGERS
4

ALL OTHER CATEGORY

ONE YEAR

Other benefits20

PF as per EPF act

ESI benefits as per ESI act
Gratuity as per Gratuity act
Labour Welfare Fund
Personal Accidental Insurance
Superannuation Benefits
Employee Deposit Linked Insurance
Family pension

ORGANISATIONAL CHARTS
21

ACS (Asianet Cable service)

ADL(ASIANET DATA LINE):-

22

ACV(ASIANET CABLE VISION):

23

ACV:

24

ASIANET CABLE VISION (Channel based services)

Asianet Cable Vision bouquet includes six exclusively-owned channels which are only cablecast over the Asianet network, namely Asianet Cable Vision (ACV, a news, events and movie
channel), Jukebox (Keralas No. 1 music channel - interactive video music channel), Jukebox
Plus( interactive channel with a collection of songs, comedy scenes, clips, etc), Medley
(another interactive video music channel offering the best of Malayalam & Tamil songs)),
Rose Bowl( a serious & trendy channel with music based content ,movies & other
contemporary content with popular appeal- it is the first channel in the country to reach
across all cities & towns of a state from a single centralized point using a digital underground
fibre optic backbone), Hi ( Indias first vote-based channel) .

ACV
ACV is what Keralites tune into for local news, neighbourhood events and happenings,
movies and general entertainment programmes, chat shows with celebrities and live
interactive programmes that are close to their daily life. ACVs compelling content has
regularly achieved recognition through various State TV awards.

ROS BOWL
A serious and trendy youth channel that seeks to open the mind and expose it to new
cultures, music, art and movies. Young in looks and in content, its programmes also focuses
on contemporary social issues through interaction with the young icons of todays world.

JUKEBOX
Rated as No.1 among exclusive music channels in Kerala. Viewers can interact with the
automated channel through telephone, select and play the video track of their choice from an
enormous library of songs in Malayalam, English and Hindi. Jukebox will undoubtedly help
you get in touch with the Kerala's youth.

MEDLEY

25

An interactive music channel that offers the best of Malayalam and Tamil songs. Rivalling
the popularity of Jukebox, this is another option to connect your brand to the music loving
youngsters.

JUKEBOX PLUS
The channel with a huge collection of comedy scenes/clippings and songs from Malayalam
movies. Lives up to the axiom that interactive channels have their own character and a
committed audience.

Hi
Indias first vote-based channel, Hi automatically runs content (exclusively Malayalam
music) that gets maximum votes through the SMS short code 562635 powered by ACV
Mobile.

ACS:
ASIANET CABLE SERVICES
Asianet is the largest Cable Network Services Company in Kerala, India. It is also the first in
the country to bring Internet over cable through its own gateway. Asianet had redefined
concepts of technical perfection in cable TV services by offering more than 200 Channels. A
decade before itself, Asianet has delivered Data over Cable. Asianet's meticulously- planned
and computer-designed cable network is today based on HFC (Hybrid Fibre Coaxial)
whereby the system head end is connected by Optical Fibre to network nodes and each node
is connected to consumer premises by Coaxial cables.. Asianet's state-wide cable network
originates out of "Dish farms" at strategically located Head-end stations where satellite TV
signals are received and processed before transmission through professional-grade cable and
allied equipments.
The network, built in technical collaboration with Pan Asian Systems of Hutchison
Whampoa, Hong Kong, uses the best hardware available from global sources. Network
expansion is guided by computer-aided design. A major part of the network has reverse-flow
capability required for data traffic, internet and other future services.
A unique power-pass system with battery-backed UPS is also implemented on the network to
eliminate downtime even during power failures.
26

ADL (ASIANET DATA LINE )-Broad band division:

Established in 1993, and one of the first Private ISPs in India, Asianet Broadband provides a
full range of high quality services. Within a short span of time, Asianet broad band has
become Keralas largest private broadband ISP with more than1, 25,000subscribers
throughout the state.
As an ISP, Asianet looks at being a user friendly provider of internet access, Web servicescommerce services, Data and voice connectivity services .Asianet Data line provides services
to corporates, Educational institutions and residential customers.
Asianet is a pioneer in rolling-out broadband Internet access services, branded Asianet
Dataline, on its state-of-the art Cable TV Network and has business and residential
subscribers in Thiruvananthapuram, Kochi, Calicut, Trissur, Palakkad, Kollam, Alleppey,
Kottayam, Attingal, Varkala, Mannar, Karunagapally, Chengannur,Thiruvalla, Guruvayoor,
Chalakudy, Thalassery, Aluva, Angamaly, Muvattupuzha, Harippad, Pandalam, Mavellikkara.
With a view to ensure high bandwidth availability, Asianet has also set up its own
International Satellite Gateways at Thiruvananthapuram and Kochi. But now it serves as a
backup to the submarine cable connect facility.
Asianet has a total Internet bandwidth capacity of more than 200mbps, which is the largest in
the state of Kerala, among the new generation private ISPs. Asianet Data Line provides
services to many Corporates, Educational Institutions and Residential customers. With the
implementation of DOCSIS 3.0, the firm will be able to provide speeds upto 300 Mbps to the
customers.

ISP License for the State of Kerala. Internet Service launched in Trivandrum during
November 2000 and in Cochin during May 2001, in Trichur by March 2002,
Kottayam, Kollam by July 2002 and Calicut by August 2002, and other major centres

by March 2003.
Network built on sound technology acquired from the very best in the world.
Hardware and Software from the leading networking companies like CISCO,
Motorola etc.

27

PRODUCTS AND SERVICES OFFERED BY ASIANET BROADBAND

IN KERALA:
1) Fixed Line Broadband internet service.
Providing cable based broadband internet services.
2) Leased Line Facilities (ILL).
Providing dedicated leased line facility for enterprise customers.
3) Server Co-location.
Provide server colocation facility and 24*7 high speed internet connectivity for
private servers.
4) Web Casting.
Airing live video coverages over internet.
5) Domain Based Services.
Facility for creating web site address and personal email accounts.
6) Web hosting.
Providing server space for hosting websites.
7) VOIP.
Special modem for enabling VOIP services. Primarily aimed at NRI customers.
8) ALI (focused on capturing rural markets to provide internet services through tie-ups with
local cable TV service providers).

Future Services

Internet access on TV through set-top boxes

On-Demand Services (Video / Audio Streaming)
VoIP(Voice over Internet Protocol)
Value added services

SWOT ANALYSIS
28

STRENGTH:

Asianet is a reputed and trusted brand among keralites for the past 20 years.
Extensive optical fibre and coaxial cable backbone network all across Kerala.
Existing huge customer base of Asianet cable TV can be easily accessed for

Asianet broadband connection.

Use of latest technology in providing services. CISCO and Motorola are the chief

technology partners.
Utilizing DOCSYS 3 technology for providing high broadband speeds upto 20
Mbps.

WEAKNESS:

Lack of aggressive and focussed marketing.

Less manpower
Lack of social media marketing.
Lack of website optimization.
Poor technical knowledge of field sales staff.
Low staff strength in core departments like sales and marketing.
Service Issues.
Weak network outside Kerala.

OPPORTUNITY:

Providing services to remote areas (ALI-Asianet Link Internet).

Utilizing technology for Providing Value Added Services.
Government legalizing VoIP to provide combo Internet-TV-Phone plans in the
future.

THREAT:

High level of competition from players like BSNL and Airtel.

Lack of wireless technologies like Wi-Max used by BSNL.
Low reach outside Kerala.
New technology Li-Fi will prove to be threatening in the near future.
Increasing electricity charges and electric pole usage fees for KSEB.

FUTURE PLANS:

Asianet Data Line (ADL) has already started operations at Coimbatore. They are also

planning to roll out services in Salem and Madurai.

Asianet Cable Service (ACS) is about to roll out services in Mangalore.

29

Asianet Data Line (ADL) has upgraded to DOCSIS 3.0, a next generation cable
broadband technology by CISCO, USA. This will allow the firm to provide
broadband internet speeds upto 300Mbps to subscribers.

CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES:

Go green mission:
This is an initiative by the company through which all notices and bills are sent to the
customers in electronic form. This move is aimed at a greener environment. This is supported
by the ministry of Corporate Affairs.

ACV Nanma:
ACV Nanma is an employees charity initiative. Many welfare activities like sponsoring poor
children, wheel chair donation etc is carried out by the employees under this program.

30

SECTION II
PROBLEM CENTERED
STUDY OF THE
ORGANIZATION

31

CHAPTER I

PROBLEM
FORMULATION

32

TITLE OF THE STUDY: Increasing disconnections of Asianet broadband connections

With special reference to Etumanoor region
Area of Study
The area off study was Etumanoor, kottayam district
STATEMENT OF THE PROBLEM
Asianet broadband is the leading private ISP in Kerala. With a large customer base of 1,
25000 across Kerala and with future plans to increase the service to more areas, Asianet has
the potential to become the market leader.
Etumanoor a bigger town in kottayam district of Kerala is a good market for Asianet
Broadband. Considering the year 2013 Asianet saw a sharp decrease at Etumanoor in their
customer base as several customers discontinued using Asianet broadband .Etumanoor a big
prospect market for Asianet Broadband and their future plans, the issue need to be given
greater importance and attention. For this Asianet broadband wanted to analyse, identify and
understand the reasons for their decreasing growth and to know where and how they failed to
meet the customer expectations.
Scope of the study
Time: April-May 2014
Location: Etumanoor
Source of study: Primary and Secondary
Significance to the Organisation
The Analysis of data and the findings from it will help the company in identifying the reasons
for increasing disconnections of Asianet broadband in Etumanoor. It will also help them to
find out the problems faced and expectations of customers as well as to develop strategies to
increase customer base at Etumanoor

33

Limitations:

Time Constraints: It was difficult to collect data as most people would be in their

offices from morning till evening. So had to resort to telephonic interview.

Reluctance of people to share information: Respondents at times were not willing to

share their internet usage details and contact details.

Lack of technical knowledge of people: Some Customers had no idea regarding their
speed of connection or monthly data usage limits.

34

CHAPTER II

RESEARCH
PROCESS

35

OBJECTIVES
Primary objective
To help Asianet broadband to regain the lost market at Etumanoor
Secondary objectives
1. To identify the customer expectation about ISP
2. To know the major competitors.
3. To know whether the customers are aware of the plans and offers of Asianet broadband.
4. To identify the reason for increasing disconnections
5. To give suggestions and recommendations for increasing customers.
Research Design

The data was interpreted using the statistical tool of Percentage Analysis. The
obtained results are presented in Pie Charts and clustered columns for easy
understanding.
Tool for Data collection
Telephonic and personal interview
Tools For Analysis:
Graphs and tables based on the data collected have been analysed and conclusions have been
reached.
Sample Design
Sampling Unit: Present and previous customers of Asianet broadband users in Etumanoor,
which have been further divided into 6 existing and 24 already disconnected customers of
Asianet broadband.
Sampling Method: Convenience Sampling
Sample Size: 30
36

CHAPTER III

ANALYSIS
AND
INTERPRETATION

37

1. Forms of Internet service

Table No-3.1
RESPONSE

NO OF RESPONDENTS

Fixed broadband

Existing users

Disconnected users

10

14

Mobile wireless
Source: Survey data

100%

58%
42%

Existing users

0%
Disconnected users

Inference: The data shows that in the area Etumanoor, 42% of the already disconnected
customers

uses

fixed

broadband

which

are

of

others

ISP

and 58% of disconnected customers has shifted to mobile wireless.

38

2. Different ISP used by customers

Table No-3.2
RESPONSE
Bsnl
Asianet
Not using any
Other

NO OF REPSONDENTS
17
6
2
5

Source: Survey data

Not using any; 7%

Other; 16%

Bsnl; 57%
Asianet; 20%

Bsnl

Asianet

Other

Not using any

Inference: The data shows that Asianet has a market share of 20% which are existing
customers of Asianet broadband, and BSNL stands high with 57% and other ISP includes
16%, and 7% of previously disconnected customers doesnt use any ISP .

39

3. Identified type of connection

Table No-3.3
RESPONSE

NO OF RESPONDENTS
DISCONNECTED USERS

ASIANET
Work

Home

21

Source: Survey data

Fig No-3.3

70%

20%

7%
3%
ASIANET

OTHERS

Inference: The chart shows that of the total 30 respondents 90% of the customers had opted
for home connection or home based plans out which only 20% had chosen Asianet broadband
and the rest 90% uses other Internet service providers. Only 10% had opted for work
connections or business plans of which 7% account for other ISP and rest 3% uses Asianet
broadband.

40

4. Purpose identified by users for taking an ISP

Table No-3.4
RESPONSE

NO OF RESPONDENTS
DISCONNECTED USERS

ASIANET
Work

Education

15

Video chats

Others

Source: Survey data

63.00%

50%

33%

17%

16.00%

13.00%

8.00%

Asianet

Old customers

0%

Inference: The data shows that 63% of old customers had taken an internet connection for
Education purpose while 50% of which 14% presently uses Asianet broadband and the rest
47% uses other ISPs,
19% uses it for video chats for which 6% uses Asianet broadband and 13% uses other ISP.
10% uses it for other purpose like CCTV and the rest 10% is used for mainly work or office
purpose of which 3% are Asianet broadband users.

41

5. Monthly internet spending

Table No-3.5
RESPONSE

(Amount in rupees)

NO OF RESPONDENTS
ASIANET

DISCONNECTED USERS

150-500

500-1000

18

1000-1500

1500 and above

Source: Survey data

75%
67%

33%

13%
8%
4%

Asianet

0%
Others

0%

Inference: A very high rate of 75% of disconnected customers spends a monthly budget of
500-1000 and among the existing users 67% was ready to spend in the same range which
are mostly unlimited plans.
33% of existing users and 13% of disconnected users had their monthly budget in the range
of 150-500
4% of the disconnected users had a higher budget of 1500 and above for internet and the rest
8% allocated a monthly budget of 1000-1500.
42

6. Are the plans of Asianet broadband competitive?

Table No-3.6
RESPONSE

NO OF RESPONDENTS
EXISTING USERS

DISCONNECTED USERS

YES

16

NO

Source: Survey data

67%

33%

Existing users

Old users

Inference: Of the 6 existing customers 100% of them say that plans are competitive whereas
among 24 old disconnected users only 67% of them believe that the plans are competive rest
33% says the plans are not competitive

7. Type of plans used

43

Table No-3.7
RESPONSE

NO OF RESPONDENTS
EXISTING USERS

DISCONNECTED USERS

Limited plans

11

Unlimited plans

13

Source: Survey data

67%

54%
46%

33%

Old users

Existing users

Inference: The data indicates that 33% OF existing users prefers limited plans as this has
better speed .46% of disconnected users had also used limited plans.
For unlimited plans 67% of existing users preferred it and 54% of disconnected users had
opted for unlimited plans

44

8. Awareness of customers about plans and offers.

Table No-3.8
RESPONSE

NO OF RESPONDENTS
EXISTING USERS
DISCONNECTED USERS

Yes

14

No

10

Source: Survey data

67%
58%

42%
33%

EXISTING USERS

OLD USERS

Inference: The data shows that out of 6 existing customers of Asianet broadband 67% are
aware of the plans and offers whereas 33% are not aware of the plans and offers.
Among the 24 disconnected customers of Asianet broadband 58%are aware of the plans and
schemes whereas 42% are not aware of the plans and schemes.

9. Reasons for choosing Asianet broadband

45

Table No-3.9
EXISTING USERS

DISCONNECTED CUSTOMERS

Better speed

Budget & flexible

12

Good service

Others

Source: Survey data

50%

50%

33%
25%
21%
17%

4%

Existing users

Column1

Inference: The data shows that Asianet broadband has the reputation of offering budget and
flexible plans and schemes. Out of the total 6 existing customers of Asianet broadband 50%
have selected Asianet broadband for better speed and among the 24 already disconnected
customers 25% had chosen Asianet broadband for the same reason.
33% of the 6 existing customers has chosen Asianet broadband over other ISPs for their
budgeted and flexible plans and over 50% of the already disconnected customers has the
same reason for choosing Asianet broadband.

4% of the already disconnected customers has chosen it for their good service whereas out of
the total 6 existing customers 17% has the same opinion.

46

21% of the total 24 already disconnected users says that they had other reasons for choosing
Asianet broadband
.

10. Does the provider meet the advertised levels of speed and features etc.?
Table No-3.10
47

RESPONSE

NO OF RESPONDENTS
EXISTING USERS
DISCONNECTED CUSTOMERS

Yes

No

15

Source: Survey data

67%
63%

33%

37%

Existing users

Old users

Inference: The data shows that among the 6 existing users 33% respondents agree that ISP is
able to meet the advertised levels of speed and features and 37% of the already disconnected
24 customers has the same opinion.
Among the already disconnected 24 customers 63% says that Asianet broadband doesnt
meet the advertised levels of speed and features, whereas 67% of the existing users has the
same opinion.

11. Performance of your internet service provider

Table No-3.11
(Disconnected customers)
48

73%
62%

40%

37%
33%

21%
17%

33%

20%

17%
10%

very poor

poor

7%

satisfactory

10%
10%

good

10%

excellent

Source: Survey data

Inference: The data is categorized into attributes like Pricing, Speed, Service and support,
reliability.
Among pricing 62% of the customers believe that the pricing of the plans of Asianet
broadband are satisfactory and 21% believe that it is good and 17% says the pricing is
excellent compared with the competitors.
In Speed as an attribute 20% believe that the speed offered by Asianet broadband is poor and
33% says it is satisfactory whereas 37% believe that speed is good and 10% rate it as
excellent.
In service and support,7%believe that the service and support is very poor. Whereas 73%
have the opinion that the service and support is poor.10% of the respondents has the opinion
that the service and support is good.
In reliability, the respondents believe that 17% of customers say that the reliability of Asianet
broadband is very poor as there are constant disconnections, whereas 40% of the customers
rate it poor for reliability and 33% believe its satisfactory, and 10% rate them with good for
reliability.

(Existing users: Total 6)

49

67%

33%

0%

67%

33%

very poor

67%

67%

33%

0%
0%
poor
satisfactory good

33%

excellent

0%

Inference: Among pricing 67% of the existing customers believe that the pricing of the plans
of Asianet broadband are satisfactory and 33% believe that it is good.
In Speed as an attribute 33% believe that the speed offered by Asianet broadband is poor and
67% says it is satisfactory
In service and support, 67% believe that the service and support is very satisfactory. Whereas
33% have the opinion that the service and support is good.
In reliability, the respondents believe that 67% of customers say that the reliability of Asianet
broadband and 33% rate them with good for reliability.

12. Easiness of accessing customer care

50

Table No-3.12
NO OF RESPONDENTS
RESPONSE

EXISTING USERS

DISCONNECTED CUSTOMERS

Yes

No

20

Source: Survey data

83%

67%

33%

17%

Existing customers

Old customers

Inference: Out of the total 6 existing customers 67% believe that the accessing or contacting
customer care of Asianet broadband is easily possible and contrast to it among the 24 already
disconnected customers only a mere 17% believe that they are able to get connected to
customer care with ease.
33% of the total 6 existing customers says they experience problem in accessing the
customer care, and 83% of the total 24 already disconnected customers agrees to the same
opinion.

13. Response of the customer service

51

Table No-3.13
NO OF RESPONDENTS
RESPONSE
DISCONNECTED CUSTOMERS

EXISTING USERS
Very responsive

Rarely responds

Need to complaint
repeatedly
Worst

18

Source: Survey data

75%

50%

33%

17% 17%
8%

Existing Customer

Disconnected customers

Inference: The data shows a contrast in the opinion of customers about the service of the
customer care. 50% of the total 6 existing customers says that the customer care is very
responsive whereas the 24 disconnected customers of Asianet broadband didnt agree to the
same.
17% of the 6 existing customers and 17% of the already disconnected 24 customers says that
the customer care responds rarely to their complaints.
33% of the 6 existing customers and 75% of the already disconnected 24 customers have the
opinion that they need to repeatedly complaint to get a resolution.
8% of the 24 disconnected customers of Asianet broadband rates the customer care as worst
while no existing customer had the same opinion.
52

4. Time taken to solve complaints

Table No-3.14
53

NO OF RESPONDENTS
RESPONSE
EXISTING USERS

DISCONNECTED CUSTOMERS

2-4 woirking days

21

Very fast

More than four days

Source: Survey data

88%

67%

17%
8%

Existing users

8%

Disconnected users

Inference: The data shows that 88% of the 24 disconnected users says that a minimum of 2-4
working days are taken to resolve complaints, while 67% of the existing users too has the
same opinion.
17% of the 6 existing customers believe that the complaint resolution is very fast, whereas
only 8% of disconnected customers has the same opinion.
8% of the disconnected customers says that it takes more than four days to resolve
complaints, while no existing customers gave the same opinion.

15. Existence of a proper redressal mechanism

Table No-3.15
54

NO OF RESPONDENTS
RESPONSE
EXISTING USERS

DISCONNECTED CUSTOMERS

Yes

No

23

Source: Survey data

96%

67%

33%

4%
Existing users

Disconnected users

Inference: The data shows that overall a big proportion of 96% of disconnected users are of
the opinion that Asianet broadband doesnt have a proper complaint redressal mechanism,
and among the 6 existing users 67% too says that there exists no proper mechanism of
complaint redressal.
33% of the 6 existing customers says that there exists a redressal mechanism and among the
24 already disconnected customers only 4% says the same.

Findings: A Respondents says that Asianet broadband fails to take feedback from the
customers A customer understands his compliant is solved only when he/she gets a message
delivered in the phone as SMS.The reality is when at times if the field staffs calls the
customer to know the complaint and if he/she is unable to attend the call then the complaint

55

gets closed by adding a comment customer not available. The Customer here again needs to
repeat the same whole process again.

16. Commonly occurring complaints

Table No-3.16
NO OF RESPONDENTS
56

RESPONSE
EXISTING USERS

DISCONNECTED CUSTOMERS

Speed issues

Modem complaints

Other

Line complaints

13

Source: Survey data

67%

54%

33%

21%
13%

13%

Existing users

disconnected users

Inference: The data shows that almost 21% of the disconnected customers has experienced
speed issues commonly whereas due to the newly upgraded speed of the plans has made no
existing

users

of

customers

to

identify

the

same

issues.

33% of the existing customers has reported the modem complaint as the most and among the
24 disconnected customers 13% says the same.
13% of the disconnected customers says they had other complaints worrying them the most.
Whereas for line complaints 67% of the 6 existing customers and 54% of the disconnected
customers reports for line complaints that happens the most.

7.Existence for checking status of complaints

Table No-3.17
57

EXISTING USERS

DISCONNECTED CUSTOMERS

Yes

No

24

Source: Survey data

100%

0%

0%
Existing users

100%

Disconnected users

Inference: The data shows that all the 30 respondents says that there exists no mechanism for
status checking for the complaints. Both the existing and the disconnected customers had the
same opinion.

18. Existence of transparent billing system

Table No-3.18

58

EXISTING USERS

DISCONNECTED CUSTOMERS

Yes

15

No

Source: Survey data

83%

63%

38%

17%

Existing users

Disconnected users

Inference: The data shows that 83% of existing users says that Asianet broadband have a
transparent billing system, and among the disconnected customers 63% agrees with the same
opinion.
17% of the existing customers says that the billing system is no transparent, and whereas
38% of the disconnected customers says the same.

19. Reason for disconnecting ISP

59

Table No-3.19
Response
Other
NA
Attractive plans and offers
Better service
Source: Survey data

No of respondent
11
6
4
9

Attractive plans and offers of competitors

; 13%
Other; 37%
N/a; 20%

Better customer service; 30%

Other
Better customer service
N/a
Attractive plans and offers of competitors

Inference: The data shows that 13% disconnected Asianet broadband for Attractive plans
and offers from other competitors, whereas 20% are existing Asianet broadband customers
and 37% has other reasons like customers has shifted to other non-feasible areas. Whereas
30% customers has chosen for better customer service.

20. Awareness of customers about plans and offers of Asianet broadband.

Table No-3.20
60

EXISTING USERS

DISCONNECTED CUSTOMERS

Yes

No

18

Source: Survey data

75%
67%

33%
25%

Existing users

Disconnected users

Inference: The data shows that 67% of existing customers are aware of the plans and offers
of Asianet broadband, whereas among the disconnected customers its only 25%.
33% of the existing customers are not aware in detail about the plans and offers of Asianet
broadband, whereas 75% of the disconnected customers too reported they are not much
aware of the plans and offers

61

CHAPTER IV

FINDINGS
&
CONCLUSIONS

FINDINGS

62

1. Due to the expansion of 3g services by BSNL and IDEA in the region, mobile broadband
has seen a sharp rise in their customer base.
2.The existing customers has given more positive response towards Asianet broadband which
shows a recovery sign, but Asianet needs to give a greater importance to the customers of the
area as to regain the lost mouth publicity
3. People dont choose Asianet broadband for their work or office purpose as they believe it
has stability issues networking between systems becomes difficult as the browser redirects to
the Asianet broadband login page. A previous user reported that they are not able to download
big files as the connection gets disconnected frequently.
4. Asianet broadband has a flexibility of plans to suit different purpose and needs of
customers. Since education stands high as the purpose for broadband connection we may
include more educational packages as VAS (Value Added Service)
5. Customers in Etumanoor are able to spend a monthly budget of 500-1000 monthly for
internet of which unlimited plans are the most demanded.
6. Customers have the opinion that the modem cost is high and since Asianet broadband
provides the modem under lease option, the customer doesnt get the ownership rights and at
the time of disconnection they dont get any refund nor any reduction while returning the
modem.
7. Unlimited plans are the most in demand in Etumanoor. But this decreases the extra
revenues being earned for Asianet broadband from extra usage. .
8. Customers doesnt have the complaints regarding the pricing of the plans and schemes of
Asianet broadband, But there exists a customer perception that the customer service of
Asianet broadband is not good.
9. Customers complaints of call disconnection and no response issues .Since the number is
not toll free the customer is reluctant to hold the call as it costs him money.
10: The customer care of Asianet broadband is not being able to meet the customer
expectation of a good customer care. Asianet broadband needs to upgrade the system so that
the customers can easily contact the provided complaint reporting number without much
delay.

63

11. Asianet broadband is not able to rectify the complaints of the customers fast. Due to less
workers and Line issues being a common thing it takes more time for the workers to rectify.
A respondent complained that even after complaining it repeatedly it had taken almost 21
days to get solved. Line complaints are the most which requires more days and time and
respondents are of the opinion that climate like rain etc. increases the complaint issues.
12 Line complaints are the most at Etumanoor and its important to note that Line complaints
need more time to sort out than the normal issues. Asianet broadband being using Overhead
cables to transmit the signal has the risk of line complaints to happen frequently.
13. Complaint status checking mechanism is most needed as the customers are not able to
track the status of the complaints and they have to call up the customer care repeatedly to
know the status of their complaints.
14. Another reason for the customer dissatisfaction in Etumanoor is attributed to the extra
usage billing being levied on Asianet broadband customers, and also the AMC charge
(Annual maintenance charge) which is being irregularly collected without informing the
customers
15. In the area of Etumanoor many connections has been on the disconnected status with
reason mentioned as customer is out of station. In reality there is no follow up on when the
customer will reconnect the connection and the modem remains with the customer for longer
periods .Asianet broadband is frequently facing trouble with modem stock availability, the
lack of proper follow up will only aggravate the issues.
16. This implies that advertising has not been greatly effective in the regions of Etumanoor.
Apart from advertisements in Asianet cable TV advertising in local newspapers and putting
more flex boards at Etumanoor can prove beneficial. Flex boards at places like
Etumanorappan College and bus stand can attract more customers and another identified spot
is the newly constructed bus bays
17. BSNL is the main identified competitor.

Conclusion
64

Asianet broadband which is the no 1 internet service provider in Kerala, has been serving the
customers with high quality internet service through their own existing cable networks from
the year 2000.
With flexible plans and schemes to choose, Asianet broadband
has been able to compete in the market with other players like BSNL,IDEA,
AIRTEL,RELIANCE etc. Asianet broadband has been constantly upgrading their
technologies to the latest to give their customers the best plans, schemes and user experiences
at the most affordable rates.
Etumanoor, a bigger town in the district of kottayam is an area where they have good
customer base, but during the year 2013 Asianet broadband has seen a fall in the customer
base. They couldnt conclude the exact reason for the increasing disconnections and a study
was proposed.
A STUDY ON THE INCREASING DISCONNECTIONS OF ASIANET BROADBAND
CUSTOMERS AT ETUMANOOR REGION, was done by collecting and analysing the
responses of 30 customers who were the present and previous users of Asianet broadband.
From the study its understood that Asianet broadband has been losing customers at
Etumanoor because of the poor customer service. Customers are of the opinion that Asianet
fails to settle the complaint issues and has a careless attitude towards the complaints
Customers had increasingly marked the customer care as bad and sometimes even worst in
offering the much needed customer care. Also customers increasingly reported the absence of
feedback mechanism.
In the present business world where the customers are considered to be the king they need to
be given good care and attention. The customers should feel that they have never taken a bad
decision in taking Asianet broadband connection and they should feel that every single rupee
they spent is of worth.
From the study its understood that Asianet broadband is losing its grip among the customers,
and with 3g services rolled out by IDEA and BSNL at Etumanoor, the competition will
increase to a next bigger stage.

Interpreting the views from the customer of Asianet

broadband its understood that Asianet has been losing with mouth publicity which is very
much for any industry in the service industry.

65

Recommendations and suggestions has been included in the report which will help the
organization to reconstruct the lost image and provide better service to the customers

66

CHAPTER V

RECCOMMENDATIONS

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RECOMMENDATIONS AND SUGGESTIONS

1. Wireless broadband has started to capture the market in Etumanoor. With growing
technology of high speed mobile data connectivity especially in the cities, the threat
of facing the mobile broadband is high. Adding to its features of mobility and lesser
complaints etc makes them popular. Etumanoor which is already under the coverage
of 3g services by idea and BSNL is seeing an increase in shift of customers from
broadband to mobile broadband.
Asianet broadband may need to reduce the pricing schemes of
Certain schemes and plans like the unlimited plans so that they become more
attractive.
2. Performance appraisal system for creating accountability is recommended as
workers especially at lower levels are showing lesser accountability to the superiors.
3. Billing issue, instances are reported at Etumanoor where the customers here dont
get the bill on time, and the customer is unable to pay the bill on time leading to a
disconnection and paying the penalty of Rs 250
The suggestion here is the customer should be encouraged to check their mails
for the E-bill, which is a much followed practice at Ernakulum but not here at
Kottayam. Also there are very less collection agents so finding local shop owners like
telephone booth, internet caf or Photostat shops etc. which are found in large here to
acts as a payment collection hub.(top up model).
Top up model explained:-The shop owners need to pay in advance a certain amount at
office of Asianet broadband, he then gets a card which he can use to pay the bills of
the customer .
Asianet broadband offers 3% discount if the bills are paid online so the customer if he
uses this payment collection hubs which then can make the payment online on behalf
of the customer, it can help the customers to avail this benefit of discount. (Example
of akshaya office where the customers are able to pay their bsnl bills etc.). As here the
customers are finding reluctant to directly make online payments by themselves as
they believe its dangerous.
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Suggestion for a better complaint redressal system

69

70

1. Customer registering the complaints through phone or available mediums.

3.call centre calls back the customer collects his feedback and closes it.

2. Complaint transferred to concerned departmen

3. The
concerned
official
calls
the customer
alls back the customer & closes only
after
conforming
it and
collects
feedbackto know the complai

4. Solves and closes the complaint with the call centre.

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Customer redressal through customer feedback mechanism is absent in the present

mechanism, and no feedbacks are collected. From the survey it was understood that a
customer appreciates ensuring customer feedback. This will benefit the organisation
as this can create a better relationship among customers and can further help in
knowing the performance. Alos the Customers are unable to track their complaint and
hence no transparency to the customers. A customer knows his complaint is solved
only when he receives a message that its closed as SMS.There should be a complaint
tracking mechanism
Complaints should not be closed by the field officials, he should be
allowed with the option to update it with the call centre, from where the concerned
official should put a call back to see if the complaint has been resolved. Once he
closes it should be automatically updated. Automatic complaint escalation system
should be implemented when the complaint registered goes beyond stipulated time.
Also Pending complaints should be mentioned with reasons, and should be informed
to the customers
4. Lesser advertisements are showcased here including Etumanoor compared with the main
competitor Bsnl flex boards, posters etc. are lesser seen on the roads.
5. A planned and focussed advertising strategy needs to be implemented at Etumanoor with a
view to get mouth publicity.
6.Making the customer say WOW, a customer always demand better care and service,
a regular feedback mechanism and calling the customers in advance to know for any faults or
problems they can have can make them say wow.
7. BUILDING BRAND LOYALTY. Asianet broadband as a brand can built a greater brand
loyalty with the customers. Personal mails, emails giving a personal feel etc. (a customer who
is taking a new connection can be welcomed to the Asianet broadband family with a personal
mail)
8.Speed room. Setting up a space for the customers who may come with enquiry at the
office for requesting for a new connection, they can be given a demo of the Asianet
broadband by allowing them to browse the internet and experience it.

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9. Educate customers about the safer use of modem. Modem complaints may be reduced by
instructing customers about the safer use of the modem by switching of and disconnecting the
modem and cable while lighting
10. Dos and Donts in a PDF format can be made available in the website for download.
11. Modem hunt needs to be initiated as several modems are remaining with the customers
without being used, and since Asianet is already facing shortage for modem, this can be used
for new connections
12. Naming for the plans, Asianet Broadband initiates the registration process by enquiring
the purpose of the customers. So naming the plans with names which customers can easily
identify their purpose can help Asianet broadband to create more awareness among the
customers about the plans.

13. In the website provide the areas where we have our service as this will reduce the time
spend on calling the enquiries back to non-feasible areas
14. Social media advertising and publicity is something which cannot be avoided. As an
internet service provider we are already late in this platform.
15. Changing the plan names, especially the limited usage plans to suit the usage types. This
can help the customers to identify their needs and match them with the plans we offer, and
can create a sense of awareness of plans among the customers.
16. Customers complain for net getting their calls connected to the customer care no
8086011111,quoting the words of the customers am not able to get my calls connected I only
get the recorded voice response after which I need to wait for longer time to get my calls
connect and sometimes the call drops.

WHAT ASIANET BROADBAND DONT HAVE & WHAT THEIR

COMPETITOR HAS
Online complaint registration via website, and social media.
Checking for the status of the complaint.
Airtel has come up with the new plan buy speed.

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Broadband plan selector.

VAS are in plenty for competitors.
Aggressive and focussed advertising strategy adopted by main competitor BSNL.
Presence in social sites and social forums

Bibliography

1. Kothari C.R., Research Methodology- Methods and Techniques,

Wishwa Prakashan, 1999
2. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha.
Marketing Management, 14th Edition, Prentice Hall Publication, 2012
3. Www.google.com
4. Www. scribd.com

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ANNEXURE
Study on customers Satisfaction of Asianet Broadband:
Designed Questionnaire
Name: - _______________________________________
Age

____

Gender: -

Male

Female

Occupation:
1. What form of internet service you use/used previously?
Dial up

Leased line

Fixed broadband

Mobile Wireless
2. Which of the following Internet Service Provider you are using currently
BSNL
Asianet
Not using any
Any other please mention.
3. Is/was this a work or home connection?
Work

Home

4. Identify your purpose of taking a broadband internet connection

Work

Education

Video chats

Online games and movies

CCTV

Others (

5. How much do you pay for this connection per month?

150- 500
1000-1500

500-1000
1500 and above

6. Are the plans offered by Asianet broadband competitive

Yes

No (please mention reason)

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7. Which type of plans do u prefer?

Limited plans

Unlimited plans

Time based plans

8. Do u get timely updated information on plans and offers through emails
etc?
Nope

Yes

*9. Identify the reason for having been chosen Asianet broadband
Better speed
Budget and flexible plans
Others

Good service
No other alternatives

10. Does this provider meet the level advertised features and benefits for
the plan you subscribe?
Yes

No

11. Rate the Performance of your internet service provider

Pricing
Speed
Service &support
Reliability

Very poor

Poor

satisfactory

good

excellent

12. Do you find difficulty in accessing Customers service of your ISP

Yes

No

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13. How is the experience with the customer service of your ISP?
Very Responsive

Worst

rarely responds

Only when complained repeatedly

14. How quick are your complaints resolved

Very fast
2-4 working days

More than 4 days

15. Do u find an existence of a proper complaint redressal mechanism?

Yes

No

Remarks and suggestions

16. What are the commonly occurring complaints?

Modem fault

Line complaint

Speed issues

other (please mention)

17.Are u able to track the status of your complaint?

Yes

No

18. Does they have a transparent billing system?

Yes

No

19. What made you most think about disconnecting/changing your

broadband ISP?
Better service

Speed and reliability

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 Attractive plans and offers

of competitors

N/A
20. Are you aware of the exciting new plans and offers of Asianet
broadband?
Yes

No

78