Table of contents:

⇒ EXECUTIVE SUMMARY
⇒ INDUSTRY OVERVIEW
⇒ INTRODUCTION-BHARTI AIRTEL LIMITED

CHAPTER 1:

⇒ GLOBAL COMPETITIVE ENVIRONMENT

CHAPTER 2:

⇒ STAKE HOLDERS RELATIONSHIPS

CHAPTER 3:

⇒ RETAIL MIX

CHAPTER 4:

⇒ RETAIL ORGANIZATION USE OF TECHNOLOGY

CHAPTER 5:

⇒ ETHICAL AND ENVIRNOMENTAL ISSUES

CONCLUSION:

BIBLIOGRAPHY:

ONLINE REFERENCES:

JOURNALS:

BOOK REFERENCES:

1
EXECUTIVE SUMMARY:

Industry Overview:

Telecommunications industry distributes the actions and assistance of transmitting

communication through electronic systems of cables, telephones radio or television.

The growths of telecommunications industry are,

• New technology
• Competitors.

In the past data’s are transmitted using coaxial or twisted pair cables. Now technology
has shown tremendous growth for using optical fibers. Using communication satellites the
telecommunication industries came as flourishing industry. Cellular phone network became a
vital role after the increase of improved telecommunications engineering. Top enterprises
became to share their investment in this telecommunications industry.
Telecommunication industry is becoming a numeral one. Inter Services Digital Network
(ISDN) make the industry as a numeral system and enhanced the speed and quality of the
‘Wireless communication’. Wireless communication is the distances occupied to be short or very
lengthy. When the situation is obvious it’s abbreviated as "wireless". Generally wireless
communications is considered be a division of telecommunications.

Source (:http://www.economywatch.com/world-industries/telecommunications/)

Introduction-Bharti Airtel Limited:

⇒ Bharti AirTel Company that Formulated on 7th July, 1995.Its a public limited company.
Internationally, Bharti AirTel owns 3rd biggest mobile operator in Asia.
⇒ It’s a leading integrated telecom services giving by Bharti AirTel limited. Bharti AirTel
Limited has grown successfully in partnership with various leading companies of the
world -, Vodafone, Singapore Telecom, Warburg Pincus, and British Telecom.
⇒ First operator in India to cross the total customer base of 96 million.
⇒ Airtel is now a fully ISO 27001:2005 Certified Organization. The ISO
27001:2005 certification (from BSI: British Standards Institute) ensures a
high quality information security environment within Airtel.

2
Business Divisions:

Four Business Divisions are there

1. GSM technology in India & Srilanka. 1. Provide broadband services, data

2. Total customers 11, 05, 11,416 in and telephone services in 95 cities.
India.
3.13,62,464 outlets. 2. That arrounds.29, 28,254 customers.
4. Network in 4, 34,795 towns and
villages – 83% coverage. .
5.1million customers within six months
of launch in Srilanka.

1. Long distance wholesale voice and 1.1.3 million customers

data services

Vision/Mission of Bharti AirTel:

"To provide global telecom services and delight customers”

• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses

“We will meet the mobile communication needs of our customers through”:

• Error- free service delivery

• Innovative products and services

3
 • Cost efficiency

Corporate responsibility:

Bharti Airtel limited promotes the employees to take judgment and devise the industry -
relationship process between the public and surroundings.
Corporate Social Responsibility in Bharti Airtel limited covers more public contact
programs. This program is connecting the business of Bharti Airtel.

The spirit of Bharti’s dedication to CSR is surrounded in the ‘company Values’, which curtail its
warm seized idea. The ethics are:

⇒ Respond to the needs of customers

⇒ Expectation and Good result From employees
⇒ Progress the services – resourcefully
⇒ Visible and insightful in dealings with the shareholders
⇒ morals, equality and life form will be proper
⇒ conference and going away from submissive and lawful necessities
⇒ Esteem greetings given towards shareholders and the public.
⇒ Developing the atmosphere

CSR way of life and pledge all through a three-split approach:

⇒ Engage with shareholders

⇒ Guarantee the policies and performs to the Shareholders
⇒ Conducting programs for employees, and for the public.
In Bharti Airtel Limited, each employee is aware to Corporate Social Responsibility issues
and thus procedures are prejudiced.

CHAPTER 1:

Global Competitive Environment:

Global Environmental

“Global competition characterized by networks of international linkages that bind countries,

institutions, and people in an interdependent global economy.”

Macro Environmental

“Macro environmental forces the larger societal forces that affect the whole
microenvironment – demographic, economic, natural, technological, political and cultural forces”.

- Kotler

4
PESTEL ANALYSIS:

Political Analysis:

⇒ In 1985 DOT (Department of telecommunication) was trust worthy to grow up

telecommunication Industries.
⇒ Due to high taxes the tariff rate are more over high earlier.
⇒ At the moment it becomes little bit low due to permit fees with income sharing plan and
extended the permit period from 10 years to 20 years.
⇒ US$23 billion contract among South Africa's MTN and India's Bharti Airtel Limited which
take place after the difficult scheme concerned much interference beginning from supporting
leaders and unions.

Economical Analysis:
⇒ Earlier Inflation rates were higher. Singapore Telecommunications (SingTel) purchased
additional 1.52% shares in India’s leading private telecom Bharti Airtel limited and will pay up
to INR 3008.4 crore in three part payment collection more than 18 months.
⇒ SingTel supposed, it has penetrated into a unconfirmed share pay for agreement with
Bharti Group body to procure an further 7,30 thousands of issue shares in Bharti Telecom, a
supporter company of BhartiAirTel.
⇒ Bharti AirTel Limited holds approximately 45.3% of the share capital of Bharti telecom.
⇒ As a result of the acquisition, SingTel’s efficient curiosity in Bharti Telecom will increase
market share in growing mobile market and has more than 110 million customers.
⇒ Bharti Airtel Limited has standard economic growth and development of India’s economy
registered a growth of 21%.
⇒ (IANS) the price war in the telecom sector firm has in use of duty pay on Bharti Airtel
Limited, which place a net turnover of INR.2, 209.8 crore (INR.22.098 crore/$479 lakh) for the
section ended December 31, a modest 2.4 % rise from the year-ago period.
Social Analysis:

⇒ Bharti Airtel Limited binds up with twitter in this year.

⇒ Bharti Airtel Limited, the leading mobile carter in India, said it has attained a pact with
Apple (AAPL) to vend the iPhone in the upcoming month.
⇒ Bharti Airtel said it has put forward a bid to participate in the country’s 3G bandwidth public
sale; winning bidders would be permitted to offer 3G services.

5
⇒ Bharti Airtel selects long-term and contrarians’ funds are believed to be collecting shares of
telecom firm.
⇒ Bharti Airtel which registered 2.5 million downloads of mobile applications contained by 30
days to begin of its application stores; it’s possibly the first pointer that operators, and not
handset makers, will drive this space in emerging markets.
⇒ Fifty-year-old Mittal took over the charge from Harsh Pati Singhania after the conclusion of
FICCI’s 82nd Annual General Meeting (AGM) which was attended by Finance Minister
Pranab Mukherjee.

1. Educate and Inspire

2. Support Talent to Bloom – Scholarships and Mentorship
3. Public Health
4. Rural Empowerment
5. Disaster Relief
6. Cultural Connect - Be one with India's diversity

Source: (http://www.economictimes.indiatimes.com-news/by/industry-telecom-Mobile-
applications-business-to-keep-telcos).

Technological Analysis:
⇒ Bharti AirTel Limited provides roaming services and other value added services first time in
India telecomm industry.
⇒ Customer care services are efficient. Gateway of e-commerce, Bharti AirTel Limited
Introduced the broadband services, extensive distance services, and internet services.
⇒ Nokia Siemens will be expanding and upgrading the operator's 2.5G network to increase
network capacity by 50 percent in eight service areas.
⇒ Bharti Airtel Limited has started its Internet Protocol Television (IPTV) services, this service
play a vital role in the country.
⇒ Bharti AirTel Limited invest Rs 500 crore in network improvement and another Rs 100
crore in connected activities in the current economic in the North East region.

Legal Anaysis:

⇒ Bharti AirTel is connected with Mobile Virtual Network Operator (MVNO) .MVNOs having
complete power over the SIM tag, brand name, advertising, invoice, and customer care
functions.
⇒ OSS and BSS to maintain the MVNO, Bharti AirTel Limited nearly keep own OSS/BSS
processes and procedures to separate those of the MVNOs.
⇒ The government of India is marketing three to four slots of spectrum across the nation.
⇒ It has fixed Rs 3,500 crore as the reserve price for pan-India spectrum Bharti AirTel takes this
opportunity to reserve the place in spectrum.

6
⇒ Leading Indian mobile service provider Bharti Airtel plans to expand its service in other
SAARC (South Asian Association for Regional Cooperation) countries including Bangladesh.
⇒ Government of India going to Launch Mobile Number Portability (MNP).
⇒ The mobile number portability (MNP) would allow the users to switch service providers
without changing phone numbers.
⇒ However, the service got delayed due to security clearance from the government.
⇒ At present it’s introduced by Bharti AirTel Limited in Chennai and Bangalore.

Source :(http://www.india-server.com/news/government-to-launch-mobile-number-21513.html)

Demographics Analysis:

⇒ Free market democracy. Product development and back office processing are one of the
benefits.
⇒ Steady profitable position, elongated improvement.
⇒ Bharti Airtel having enormous market prospective in the largest consumer markets.

Competitors Analysis:

Bharti Airtel is such a unique outstanding private Limited, its having many competitors,
there are

Telephone Line Operators Cellular Phone Operators

BSNL Vodafone Essar

MTNL Aircel

Reliance Communications Reliance (GSM & CDMA services)

Tata Teleservices Tata Indcom

MTS Uninor-Telenor

Idea, acquired 40.8% stake off spice communication at Rs 77.30a share for Rs 2,716 cores.
There was a share swap in which spice share holder got 49 idea shares for every 100 spice
shares held.
Telenor unitech deal, Telenor is in the process of acquiring controlling the stake of 67.25% in
unitech wireless via equity infusion.
TTSL-DOCOMO Deal, 26 % shareholder in Tata Tele Services (TTSL), Japanese carrier NTT
DOCOMO acquired.

7
Government Regulation Analysis:

⇒ Bharti Airtel Limited is awaiting 2G Spectrum in 10 circles. Under government telecom policy,
all telecommunication Industries band to pay their License fees of 6 % to 10 % and another 2
% to 6 % of their annual revenues as spectrum charge.
⇒ These mechanisms are not valid to internet service providers.
⇒ Bharti AirTel announced that it wills set-up a new terrestrial cable network in the Himalayan
Kingdom of Bhutan.
⇒ The company signed a MoU to this effect with the Royal Government of Bhutan.

CHAPTER 2:

Stake holders Relationships:

⇒ A Stakeholder Analysis is an approach that is frequently used to identify and investigate the
force field formed by any group or individual who can affect or is affected by the
achievement of the objectives of an organization.
⇒ Stakeholder Analysis identifies the ways in which stakeholders may influence the
organization or may be influenced by its activities, as well as their organization and its
targets.

List of typical stakeholders:

⇒ Owners and stockholders, investors

⇒ Banks and creditors
⇒ Partners and suppliers
⇒ Buyers, customers and prospects

8
⇒ Management
⇒ Employees, works councils and labor unions
⇒ Competitors
⇒ Government (local, state, national, international) and regulators
⇒ Professional associations, Industry trade groups
⇒ Media
⇒ Non-governmental organizations
⇒ Public, social, political, environmental, religious interest groups, communities

Mendewlow’s Frame work:

The shareholders with the highest combination of power and interest are likely to be those
with the most actual influence over objectives. Power is the shareholder’s ability to influence
objectives (how much they can), while interest is the shareholder’s willingness (how much they
care).

Influence = Power x Interest. (‘Using kotler theory”)

Although it is a useful basic framework for under standing which shareholders are likely to
be the most influential, it is very hard to find ways of effectively measuring each shareholder’s
power and interest.

Internal and external stakeholders:

Inputs to the development of the company mission:

Internal Stakeholders External Stakeholders

Executive officers Customers
Board of directors Suppliers
Stockholders Creditors
Employees Company Governments
Mission Unions
Competitors
General public

⇒ The easiest and most straight forward distinctions of shareholders are inside the organization

9
 and outside the organization.

⇒ Internal shareholders resolve workers and administration.

⇒ External shareholders will terminate customer’s participant and dealer.

⇒ Several share holders have strength of character and difficult to sort and trade unions having
the intention of elements both interior and exterior of the organizations.

⇒ The investments are done in the different areas like Government securities, Mutual funds and
Debentures.
⇒ The changes in current assets were due to the Debit outstanding for period exceeds six
months, Advances and loans given to subsidiary companies like Bharti comtel, Airtel (USA),
Bharti Hexacom, Bharti Broadband Ltd.
⇒ The changes in current liabilities are due to the outstanding due of small scale industries
undertaking’s, Advance received form customers is decreased and Advance Billing.

The change in the share capital is due to

a) 1,516,390,970 Equity Shares issued as fully paid up bonus shares out of Share
premium account.
b) 20,088,445 Equity Shares are allotted as fully paid up upon the conversion of OCRD
without payment being received in cash.
c) 19,591,420 Equity shares are allotted as fully paid up on the conversion of FCCB’s
d) 2,772,125 Equity Shares are allotted as fully paid up under the scheme of
amalgamation without payments being received in cash.
⇒ The loans in above balance sheet were secured from banks as advances and also as term
loans and vehicle loans
⇒ The inventory i.e. Stock – in-Trade was increased.
⇒ The Expenditure was increased by 39.783 percent this is due to the inter connect charges,
Installation, Power & fuel, Rent, Insurance , Repairs and Maintenance and also due to the
Leased line Gate way charges, Increase in the cost of goods sold, Personnel expenditure like
salaries, wages, Bonus & Provident fund contribution, Staff welfare and Recruitment and
training.
⇒ The difference of Network operation is due to the Interconnect Charges and PSTN Rentals,
Installation, Power and Fuel, Insurance, Internet Access and Bandwidth Charges.
⇒ The change in Personnel is due to the Salaries, wages and Bonus, Contribution of Provident
and Other funds, Staff welfare Recruitment and Training.
⇒ The change in the sales in the marketing expenditure is because of the Advertisement and
Marketing, Sales commission and Incentive, Sim card utilization.
⇒ The change in the administrative and other expenditure is due to Legal and professional,
Rates and taxes, Power and Fuel, Travelling and conveyance rent, Insurance, Provision for
doubtful debts and advances, Collection and recovery expenses.
⇒ The changes that took place in fixed assets are due to the capital work in progress i.e. capital
advances and it also includes goods in transit and also for the license fees for unified access
service for long distance for 7 to 17 years and 14 years.

10
⇒ The increase in current assets includes Goods in transit Rs.23,408 and also Net of Provision
for diminution in value Rs. 43,113 and also for Intrest Acquired on Investment and Advances
in cash
⇒ The current liabilities are increased due to the advances to companies and also for Fringe
benefits tax, warranty and wealth tax.
⇒ Investments in 2008 Increased due to the investment in Govt securities, Mutual funds,
Debentures and Bonds and also in IFFCO Kissan Sanchar Ltd of 100,000 equity shares.

The changes in the share capital was due to

a) 1,516,390,970 Equity Shares issued as fully paid up bonus shares out of Share
Premium account.
b) 20,088,445 Equity Shares are allotted as fully paid up upon the conversion of
Optionally Convertible Redeemable Debentures without payment being received in
cash.
c) 21,315,734 Equity Shares are allotted as fully paid up opon the conversion of Foreign
Currency Convertible bonds.
d) 2,722,125 Equity Shares are allotted as fully paid up under the scheme of
amalgamation without payments being received in cash

CHAPTER 3:
RETAIL MIX:

3.1 Location:

Company Name Bharti Airtel Ltd

Address Airtel Centre, Plot No 16

Udhyog Vihar, Phase IV

Level of Office Head Office

Phone No (124) 4222222

Rank 2

Website www.airtel.in

Industry Telecommunication/
Mobile

City Gurgaon

State Haryana

11
 Pin 122001

Group Bharti

Sector Private Sector

3.2 Merchandise:

AIRTEL offers its mobile GSM services in 95 cities.

1. Distributors like wholesalers and retailers.

2. Channel distributions.
3. Store outlets
4. Marketing through sales assistants
5. Street vendors
Implementing Merchandise Plans:

⇒ Gathering Information
⇒ Selecting and interacting with merchandise sources
⇒ Evaluation
⇒ Negotiation
⇒ Concluding
⇒ Purchases
⇒ Receiving and stocking merchandise
⇒ Reordering
⇒ Re-evaluation

Reordering consists of four Critical factors:

⇒ Order and delivery time

⇒ Inventory turnover
⇒ Financial outlays
⇒ Inventory versus ordering costs

3.3 Services:
There are four different kinds of services in Airtel. There are

12
MOBILE BROADBAND DIGITAL TV FIXED LINE
Our seamless Speed upto16 the magic digital telephone
mobile network mbps on Airtel TV and a future connection at your
across 23 Broadband. entertainment. home.
circles.

Mobile includes some different product like

1. Pre-paid
2. Post-paid
3. Blackberry
4. Wireless
5. Hand held.

Value Added Services (VAS):

VAS plays a vital role in AirTel Mobile Services.
• The different value added services provided by Airtel are
• Instantaneous sense of balance Enquiry
• (24X7) boost ups facilities
• Identification Caller line
• Hello Tunes & Ring Tones
• GPRS (General Packet Radio Service)
• Easy Postpaid invoice collection
• Company Solutions

3.4 Price:
The Call rates in the minds of the consumers are one of the highest for Reliance
compared to other service providers. Further, the consumer seems to be spoilt with promotional
offers, with almost all the players offering various

promotional schemes. Reliance, Hutch, Airtel, Idea, and Tata have nearly the same perception
about Promotional schemes among the consumers. From the survey it was found that the

13
selection of a service provider was very much dependent upon both Price of the connection and
call rates as well as the Promotional schemes that the company launches.
• Customer base cost strategy
• Elastic price methods
• Restricted by Telecom Regulatory Authority of India

AirTel Prepaid Plans

Tariff plan
Showing 6 Plans
AirTel Regular Prepaid
ONE TIME CHARGES
P - Rate 60 seconds
Price Pack (INR) INR.49
Free Charge Airtime Pack (INR) Nil
Free while in abode
Incoming Calls (INR)
network
MONTHLY CHARGES (OPTIONAL)
Airtel Other GSM
Local Rates INR 1.00 INR 1.00
Subscriber Trunk Dialing INR 1.50 / minutes INR 1.50 / minutes
International Subscriber dialing
America and European (Fixed Line),
Hong Kong, Malaysia(Asian),
INR 6.40
Australia, Indonesia, New Zealand,
Thailand, Singapore(Asian).
Gulf countries, Africa, Europe, and
INR 9.20
SAARC .
Sao Tome & Principe, Guinea Bissau,
Diego Garcia, Cuba, Nauru, Solomon
INR 40.00
Islands, Sakhalin ,Vanuatu, Tuvalu,
Cook Islands, Norfolk Island
SMS
Home text INR 1.00
Country Wide text INR 1.5
World Wide text INR 5.00
OTHER DETAILS
**The SMS charges as applicable is
per 160 characters

AirTel Wireless Broadband Tariff Plans:

14
 The following are the tariff plans available for AirTel Data Card:

Post-paid Regular Unlimited

Sketch 1 Sketch 2
Plan usage
Data Card Rental INR.49 INR. 350 INR. 599 INR. 999
Free Usage - 500 MB 1 GB Unlimited
Usage
Additional Data Usage (/ INR.0.10p/10 INR. 5/- INR. 3/- -
MB) KB
Free SMS/ Month - - 100 100

Bharti AirTel has also launched five new plans: Surf, Swift, Turbo, Freedom and Velocity. All
these plans are affordable plans from AirTel and the tariffs have been considerably reduced to
new plans.

Free digital TV connection:

Just pay for 12 month subscription - Rs4350/-

3.5 communications:
Bharti AirTel Limited provides Global System for Mobile Communications mobile
services across India in 24 telecom circles. Bharti AirTel Limited group offers broadband &
telephone services in 94 cities The Enterprise services group into two subunits –
• Carriers
• Services
Both these services are provided under the Airtel brand. “AirTel Mobile Campus” –major power
to connect with anytime anywhere access to associates and community. Huge size publishes
banners and video advertising are the promotional activity to promote the sales. Big
celebrities like Bollywood actor and actress and sports men’s like Sachin are roped in to
approve the product. Bharti AirTel got its naming tune from A.R. Rahman, he is the Oscar
won person who delightful the music; this naming tune is the most downloaded tune in India.
Extraordinary discounts in calling cards & sms services.
AirTel -Annual results in brief:

March March March

2009 2008 2007

Sales 34,014.29 25,703.51 17,794.43

15
Operating 12,991.06 10,501.03 7,116.95
Profit

Interest 1,763.98 483.71 255.84

Gross 11,367.82 10,253.18 6,954.67

profit

EPS(INR) 20.40 16.45 10.64

CHAPTER 4:

RETAIL ORGANIZATION USE OF TECHNOLOGY:

Market segmentation:

BEHAVIORAL SEGMENTATION:

Airtel has divided the market into two segments. And for these two segments airtel has
developed multi featured services according to their requirement. Because each segment have
homogeneous needs characters and requirement from the services.
Segments have gave the name by AIRTEL
• For you
• For your business

FOR YOU:
In this segment those people are selected which are related to non business activities like
students children household persons teachers and who want to entertainment features in
services. For them airtel offer such services benefits are parallel to their requirements.

16
FOR YOUR BUSINESS:
In this segment those people are target who are related to business and want high and multi
featured services for them and mostly time spent by the member of these segment pass in
business matters and for their business they need typically business related services.

Partners:
Equity Partner {Strategic}
Network Equipment

Partners of Tele media services and Wipro, Tellabs, Cisco, Nokia, Siemens,
Long Distance Services Alcatel Lucent, ECI.

Partners of Information expertise IBM

IBM Daksh, First source & Aegis,

Customer services operation Hinduja TMT ,Tele performance,
Mphasis,

Impartiality Partner SingTel

INNOVATION & TECHNOLOGY:

The Company signed the following major agreements relating to operations, customer service,
innovation and technology:

⇒ With IBM, to handle Bharti's IT requirements in Sri Lanka. IBM will provide IT support for
Bharti's operations in Sri Lanka, which is an extension of the software major's contract in
India.

⇒ With IBM Daksh, to enhance its customer service experience for its top-end Platinum
customers through process and technology innovation.Under the six-year contract, IBM's
managed business services unit IBM Daksh will provide voice and back-office services
including customer service,collections, and customer retention from its centers. IBM Daksh
expects to have over 700 employees in the first year focused on providing services in over 11
languages to elite Airtel customers across the country.

17
⇒ With Alcatel-Lucent, a venture to manage Bharti Airtel's pan-India broadband and telephone
services and help Airtel's transition to Next Generation Networks to offer advanced services
like high-speed internet, Triple Play, media-rich VAS (Value Added Services), MPLS (Multi
Protocol Label Switching), VPN (Virtual Private Network) for both retail and business
customers. Under the Joint Venture, Alcatel-Lucent will design, plan, deploy, optimize and
manage Bharti Airtel's broadband and telephone network across India. A new legal entity is
being formed which will be managed and controlled by Alcatel-Lucent. This is the first
Managed Services partnership for broadband and telephone services in India.

⇒ With Infosys Technologies Limited (Infosys) to deliver superior customer experience to the
customers of Airtel digital TV, it's Direct-To-Home (DTH) TV service. As part of its Digital
Convergence Platform, Infosys will provide a suite of products including devices, application
servers and interactive applications that will focus on providing an enhanced digital
lifestyle to Airtel digital TV customers.

⇒ With HP, to promote the penetration of broadband and personal computers. Under the scope
of the partnership, Airtel will offer consumers a broadband connection at discounted entry
cost with every HP and Compaq notebook and desktop.

⇒ With Apple Inc. to bring the iPhone to India. iPhone 3G combines all the revolutionary
features of iPhone with 3G networking that is twice as fast as the first generation iPhone.
Bharti Airtel and RIM introduced the Blackberry Bold for its customers in India. The
Blackberry Bold smartphone is the first Blackberry smart phone to support tri-band HSDPA
high speed networks around the world providing superior functionality and performance for
business professionals and power users

⇒ With Cisco(R) to launch Managed MPLS (Multi Protocol Layer Switching) Service. The
launch includes a Tier 1 MSCP (Managed Services Channel Program) certification from
Cisco for their network and service capabilities, to provide Managed MPLS VPN(Virtual
Private Network) services. With this Airtel has become the first service provider in
APAC (Asia Pacific American Coalition) to achieve Cisco Powered Managed Multi-Protocol
Layer Switching Provider status under CISCO MSCP Program. The certification places it in a
league of select global operators that are endorsed for carrier class MPLS networks and
enterprise class MPLS service capabilities. Airtel has also obtained a certification from Cisco
for their Tele presence Connection capabilities, which recognizes Airtel MPLS network for
running Hi-Definition video conferencing services, which give users real life-like experience.

⇒ With Virtela signed a strategic agreement to significantly enhance its international managed
MPLS connectivity outside of India to more than 5000 PoPs (Points of Presence) across 190
countries. Under the agreement, Bharti Airtel and Virtela have integrated their networks
through connection points in South East Asia and Europe in order to expand Bharti's MPLS
based IP-VPN capabilities around the world. Bharti Airtel will now be able to offer
its Enterprise customers seamless managed MPLS connectivity and advanced managed
network solutions to key business customers on a truly global
basis.

18
⇒ With Pacnet (region's largest independent telecommunications service provider) for a
Network to Network Interface (NNI) agreement to interconnect their respective networks,
expanding connections to and from India. Under the agreement, the two companies will
directly interconnect their network infrastructure to expand their respective MPLS based IP
VPN capabilities and to provide advanced IP (Internet Protocol) solutions to key business
customers in the region. The agreement will enable both companies to deliver greater
coverage, seamless user experience and reliable technology to their customers. Airtel and
Pacnet have also announced a special 'Gateway to India' offering for high
capacity international Private Line circuits between the United States and India.

⇒ With IFFCO to herald the second Green Revolution to benefit millions of rural consumers with
a Joint venture company, IFFCO Kisan Sanchar Ltd (IKSL) that will harness the power of
telecom to add value to the farm sector and empower the rural farmer by giving him access
to vital information, which will enhance his livelihood and quality of life. IKSL will offer
products and services, specifically designed for farmers, through IFFCO societies in villages
across the country. On offer are affordable mobile handsets bundled with Airtel mobile
connection and customized value added services.

⇒ With 15 global telecom majors to build Europe India Gateway (EIG), a cable system from
India to United Kingdom. Airtel is the only Indian service provider to be a part of this
consortium, and will be operating the cable landing station in Mumbai. The other members of
the EIG cable consortium include AT&T, BT, C&W, Djibouti Telecom, Du, Gibtelecom,
IAM, Libyan Telecom, MTN Group Ltd., Omantel, PT Comunicacoes-S.A, Saudi
Telecom Company, Telecom Egypt, Telkom SA Ltd, and Verizon Business.

⇒ With the country's flagship oil company - Indian Oil Corporation (IOC) - that will enable Airtel
to access 18,000 retail outlets and 5,500 Indane cooking gas distributors of the oil giant to
take the mobile opportunity home to more customers. This is an exclusive alliance between
Airtel and IOC.

⇒ With First Source Solutions (a leading global BPO services provider), a three-year
outsourcing agreement to provide a suite of BPO services covering both voice and back
office in areas such as customer accounting, VAS (Value Added Services) provisioning, fraud
& credit monitoring, customer service, collections, customer retention to Airtel.

⇒ With Australia Japan Cable (AJC) to interconnect their current and future networks in Guam.
This landmark agreement will allow both parties to offer services from a number of locations
including Singapore and the USA West Coast to Australia. The innovative agreement will
utilize the undersea cable assets of Bharti Airtel and AJC. The joint network is expected
to carry commercial traffic by end of Q1 FY 09-10.

⇒ With asklaila, India's first local information service, enabling Airtel customers to get up-to-date
information about their city, free of cost, through asklaila's extensive city information
database. The asklaila-powered Airtel city search' is accessible across six cities, including
Delhi, Mumbai, Chennai, Hyderabad, Kolkata and Bangalore.

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NEW FRONTIERS:

New products/initiatives:

⇒ During the year, the Company launched various new and innovative products and services in
the market. This enabled the company to strengthen its leadership position despite intense
competition.
The following are key launches and initiatives for the year:

⇒ The Company made its foray into media and television by redefining home entertainment
with Airtel digital TV. The service is available to customers through 31,000 retail points
including Airtel Relationship Centers across the country.
⇒ Launched its virtual calling card service Airtel Call Home' in UK, Singapore and Canada. The
service is targeted at the huge Indian Diaspora, Non-Resident Indians (NRIs) and Indian
students in these markets.
⇒ Launched its mobile services in Sri Lanka under the Airtel brand. The Company has
launched a suite of innovative services and redefined affordability on a state-of-the-art 3.5G
network. Bharti Airtel plans to invest around USD 200 million in its Sri Lanka operations.
⇒ Expanded the footprint by launching its Mobile Services in Lakshadeep. Bharti Airtel is the
first private mobile service provider in the islands.
⇒ Launched Triple Play with Airtel digital TV interactive - Telephone, Broadband and TV on a
single line. The Triple Play Service is initially available to customers in Delhi, Gurgaon and
Noida. Airtel's state-of-theart IPTV Head-end, with best-in-class MPEG4-10 compression
technology, will allow it to offer more content and better quality images as well as services
like live broadcast television; network based time-shifted TV, real video-on-demand and a
host of other interactive services.
⇒ Pioneered 16 Mbps broadband thereby offering the fastest wire line broadband on DSL in the
country. This service is powered by the Carrier Ethernet network and will be initially available
in the cities of Delhi NCR, Chennai and Bangalore with phased roll-out to additional cities of
Hyderabad, Pune, Mumbai and Kolkata.
⇒ Announced the launch of the world's first Windows based Online Desktop-powered by
Microsoft and Nivio, giving access to a personal virtual desktop from any computer
connected to the internet for Airtel broadband customers. This initiative will pave the way for
easy and affordable access to computing and broadband in India. This service will be
available to all Airtel broadband customers across 95 cities in the country.
⇒ Launched Overseas Recharge Service, yet another first' in the Indian telecom market. Airtel
has partnered with ezetop International to make prepaid recharge available in over 150
money exchanges in the UAE and online at www.ezetop.com
⇒ Introduced calling rate of 1 cent per minute on its online calling card service
www.airtelcallhome.com. This will enable the Indian diaspora in US to call friends and family
back in India at the most competitive rates in the market.
⇒ Launched VeriSign(R) Identity Protection (VIP) Services for its Enterprise customers in India
in partnership with VeriSign. VIP Services is a comprehensive suite of authentication and

20
 fraud detection solutions that enables organizations to strengthen and protect their
customers' online identities.
⇒ Spelled 'End of Distance' in India with unprecedented tariff reductions on STD and Roaming
services for its customers. While STD rates came down to Rs. 1.50/- minute from the earlier
Rs. 2.65/- minute, the reductions enabled Airtel customers to receive a call while roaming at
Rs. 1/- minute, as compared to the earlier Rs. 1.75/- minute. Further, while roaming, Airtel
customers can make an outgoing local call at Rs. 1/- minute and an STD call at Rs. 1.50/min.
⇒ With mChek to offer the toll tag recharge through Airtel mobile for the Delhi Gurgaon
Expressway.
⇒ Expanded its Premium International Toll Free services from 80 countries for its Enterprise
customers in India. These services enable enterprises to offer a convenient and cost effective
way to their overseas customers, business partners and employees travelling abroad, to
communicate with them, through an international toll free number.

CHAPTER 5:
ETHICAL AND ENVIRNOMENTAL ISSUES:

Using the Boston consulting group approach company classifies all its SBU’S according
to growth share matrix.

Growth share matrix divide SBU’S into 4 types

1. star
2. cash cow
3. question mark
4. dog

Stars:
Two SBU’S of AIRTEL one is mobile and other is telemedia services falls into star category
because of increase in population and high growth rate and high relatively market share and a

21
 number of it competitors AIRTEL has to invest relatively high on marketing advertising to capture
and maintain its customers.

Cash cow:
Enterprise SBU’S of AIRTEL exist into cash cow stage because it generate high profit margin
and has to invest less to the promotion of their sales because AIRTEL has already build trust of
its company and there is now low market growth rate. The reason of high margin profit is that
enterprise services prices are high.

Pricing: In this market situation/ competitors of telecom providers go well with local conditions,
then there should be flexible pricing mechanism (either at central or local level.)
Improvement in technology: Bharti Airtel shift into third invention switches by replacing its c-
dot switches. It will develop the quality of service to desired level and offer an instantaneous
integration with the nationally network. Transmission towers wants be improve to avoid “no
signal pockets”.
Increased Focus: To increase focus on low end consumers.

• It should expand its rural network coverage to widen its customer base.
• Flexible pricing mechanism
• The majority of perspective customers are teenagers, so AirTel ads should be more
focused around them.
• Internet charges should be reasonable to the customers.
• Mms facility is also too costly
• Majority information technology corporate company use internet so they might require a
high speed process
• AirTel need to make its on strong network to the Competitors.
• Need more customer attractions.
• Conduct extra curricular activities for the public to attract the social awareness.
•
Competitive Advantage:

• Price gain
• Present influential in superiority service
• Biggest sharing network
• Capability to continuously improvement
• Extremely skilled workers
• Commercial enthusiasm
• Airtel’s improved fair play and advertise top.

22
Airtel became good network provider all over India. Using this Airtel can stops their decline
period at the maturity period. Comparing to all other networks Airtel customer information and
customer relationships is high and tremendous.

Further Developments:

⇒ Need to cover all urban areas, broad band connections are less.
⇒ Network provider connections are very low, where the customers can’t use the internet very
quick, so by increasing the network connections and internet connections the AIRTEL
remains stable positions in Maturity age.

6. CONCLUSION:

Bharti Airtel Limited (Airtel) is most successful brand in India with largest market
distributors. Apart from other competitors, Bharti Airtel limited moving number one in the
world.
Success is based on three pillars-
1. Connectivity
2. Affordability and
3. Innovation
The heart is connectivity, i.e. the network
Pre paid traffic plan services are more luxurious than post paid plan service. Bharti Airtel
Limited begins extensive and prominent division to go with that of the challengers. The
supply group shall build the creation detectable along with presented to well-located
positions.

Bibliography:

GPRS - General Packet Radio Services

GSM - Global System for Mobile
CDMA - Code division multiple access
TRAI - Telephone Regulatory authority Of India
BSNL - Bharat Sanchar Nigam Limited
MTNL - Mahan agar Telephone Nigam Limited

23
TTSL - Tata Tele Services
MNP - mobile number portability
DOT - Department of telecommunication
IPTV - Internet Protocol Television
OSS - Operational support systems
MVNO - Mobile Virtual Network Operator
ISDN - Inter Services Digital Network

Online References:

http://www.airtel.in
http://www.airtel-broadband.com
http://www.airtel-vodafone.je/
http://www.app.airtel.in/pcsecure/
http://www.trai.gov.in
http://www.answers.com/topic/swot-analysis(Investment dictionary)

http://www.marketingpower.com/_layouts/Dictionary.aspx.
http://marketing-dictionary.com/.
http://www.learnmarketing.net/.
http://www.learnmarketing.net/index.htm .

Journals:

Survey of Indian Industry -2004

Survey of Indian Industry -2007
Survey of Indian Industry -2008
http://www.hindustantimes.com
http://www.news.bbc.co.uk/2/hi/8515904.stm
http://www.economywatch.com/world-industries/telecommunications
http://www.india-server.com/news/government-to-launch-mobile-number
http://economictimes.indiatimes.com http://www.thaindian.com/newsportal/business/bharti-sees-modest-rise-in-
net-profit-lead

Book References:

1. Core text: Rose mary varley and mohammed rafiq (2003) principle of management.
2. Saunders,M.., lewis ,A and thornhill,p.(2006) Research Methods for business students ,4th edition,FT prentice Hall
3. Krafft,M..and mantrala ,M.k(2005)Retailing in the 21st century current and future trends ,1st Edition Routledge
4. Reynolds,J and cuthbertson..c(2003) Retail Strategy,the view from the Bridge ,ButterWorth-Heinemann
5. Kent .T(2002) Tetailing Paigrave Macmillan
6. Kotler, P (2000). Marketing Management. Prentice Hall.
7. Kotler, P (1999) Kotler on Marketing. Simon and Schuster.
8. Adam, -S., Armstrong, G., Brown, L., Kotler, P., (1998), Marketing, (4th edn.), Prentice
Hall, Australia.
9. Gabbott, M., Hogg, G., (1997), Contemporary Services Marketing Management, The
Dryden Press, London.Marketing Association and BDRC.

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10. Schmidt-Bleek, F.(1993), MIPS – Revisited. Fresenius Environmental Bulletin, 2, 407 – 412.
11. Ciancutti & Steding (2000) Built on Trust: Gaining competitive advantage in any organization,
Contemporary Book, Chicago, Illinois.
12. Shearman (2000) Local Connections: Making the network for people and communities, communities
online.

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