Kishore K R USN CMS16MBA008 Marketing (MAIN CONTENT)

A STUDY ON MOBILE SUBSCRIPTION PATTERN AMONG URBAN INDIAN YOUTH IN BANGALORE
CHAPTER 1
INTRODUCTION
School of Commerce & Management Studies, DSU Page 1

1.1 Indian Scenario
India is currently the world’s second-largest telecommunications market with a subscriber
base of 1.19 billion and has registered strong growth in the past decade and half. The country
is the fourth largest app economy in the world. The liberal and reformist policies of the
Government of India have been instrumental along with strong consumer demand in the rapid
growth in the Indian telecom sector. The government has enabled easy market access to
telecom equipment and a fair and proactive regulatory framework that has ensured availability
of telecom services to consumer at affordable prices. The deregulation of Foreign Direct
Investment (FDI) norms has made the sector one of the fastest growing and a top five employment
opportunity generator in the country. The Indian telecom sector is expected to generate four million
direct and indirect jobs over the next five years according to estimates by Randstad India. The
employment opportunities are expected to be created due to combination of government’s efforts
to increase penetration in rural areas and the rapid increase in smartphone sales and rising internet
usage.
1.2 Market Size
The mobile industry is expected to create a total economic value of Rs 14 trillion (US$ 217.37
billion) by the year 2020. It would generate around 3 million direct job opportunities and 2 million
indirect jobs during this period@. India’s smartphone market grew 14 per cent year-on-year to a
total of 124 million shipments in 2017.Rise in mobile-phone penetration and decline in data costs
will add 500 million new internet users in India over the next five years, creating opportunities for
new businesses. The monthly data usage per smartphone in India is expected to increase from 3.9
GB in 2017 to 18 GB by 2023.

Data usage on Indian telecom operators' networks (excluding Reliance Jio), doubled in six months
to 359 petabytes or 3.7 million gigabytes per month as 4G data usage share increased to 34 per
cent by the end of June 2017$. According to a report by leading research firm Market Research
Store, the Indian telecommunication services market will likely grow by 10.3 per cent year-on-
year to reach US$ 103.9 billion by 2020.
1.3 Investment/Major development
With daily increasing subscriber base, there have been a lot of investments and developments in
the sector. The industry has attracted FDI worth US$ 30.08 billion during the period April 2000 to
December 2017, according to the data released by Department of Industrial Policy and Promotion
(DIPP).
Some of the developments in the recent past are:
 Finnish telecommunication company Nokia, is going to collaborate with Indian telecom
companies Bharti Airtel and BSNL to work on the roadmap for development of 5G
technology and creating a conducive ecosystem for 5G in India.
 The Government of India is working to digitally connect the rural and remote regions in
the country and has decided a new affordable tariff structure with the principle of more you
use, less you pay. The changes will soon be reflected in tariff changes by service providers
in the country.
 India telecommunication companies will be investing US$ 20 billion over the next two
years for expansion of network and operations, stated Mr Akhil Gupta, Vice Chairman,
Bharti Enterprise.

1.4 Government Initiatives
The government has fast-tracked reforms in the telecom sector and continues to be proactive in
providing room for growth for telecom companies. Some of the other major initiatives taken by
the government are as follows:
 The Government of India is soon going to come out with a new National Telecom Policy
2018 in lieu of rapid technological advancement in the sector over the past few years.
 The Government of India is working to digitally connect the rural and remote regions in
the country and has decided a new affordable tariff structure with the principle of more you
use, less you pay. The changes will soon be reflected in tariff changes by service providers
in the country.
 The Government of Telangana is targeting to provide broadband connection to every
household in the state by 2018, which is expected to lead to revolutionary changes in the
education and health sectors.
 Mr Manoj Sinha, Union Minister of Communications, Government of India, stated that the
government will provide the required support for achieving the dream of a fully connected
and truly empowered India soon, while inaugurating a national conference on 'BharatNet
and its utilisation with states'.
1.5 Road Ahead
India will emerge as a leading player in the virtual world by having 700 million internet users of
the 4.7 billion global users by 2025, as per a Microsoft report. Internet economy expected to touch
Rs 10 trillion (US$ 155 billion) by 2018, contributing around 5 per cent to the country’s GDP.
With the government’s favourable regulation policies and 4G services hitting the market, the

Indian telecommunication sector is expected to witness fast growth in the next few years. The
Government of India also plans to auction the 5G spectrum in bands like 3,300 MHz and 3,400
MHz to promote initiatives like Internet of Things (IoT), machine-to-machine communications,
instant high definition video transfer as well as its Smart Cities initiative. The Indian mobile phone
industry expects that the Government of India's boost to production of battery chargers will result
in setting up of 365 factories, thereby generating 800,000 jobs by 2025.The Telecom Regulatory
Authority of India (TRAI) was setup in 1997 and second national Telecom approach happened in
mid 1999. In January 2001, The Telecom question Settlement and Appellate Tribunal(TDSAT)
began working and a strategy was declared for extra licenses particularly in the region of
fundamental portable administrations. In November 2003, the bound together Access (basic and
celluar) Service License(USAL) was presented as an initial move towards a brought together
permit Regime Technology and permits provisioning any sort of administration.
What's more, as of late the presentation of the extra 4G Spectrum has helped in passage of a
few new player who are currently cooperating with different worldwide administrators in this
manner starting the globalization of the Indian Telecom Industry. The looming sale of the 5G
Spectrum is sure to give another gigantic jump to telecom industry in India.In any case, Indian
market has not came to its immersion point. The telecom division needs to at present make
advances in the country regions. Organizations ought to occupy their consideration regarding
the country territories to take into account the provincial market. Government ought to
likewise give the organizations secure condition with the goal that they put resources into
India. This will at last give advantages to the shopper.

Telecommunication is the transmission of , signals, messages, words, and sounds or information
of any nature by wire, radio,or other electromagnetic systems. Telecommunication occurs when
there is exchange of information between communication participants which includes the use
of technology. It is transmitted either electrically over physical media, such as cables, or
via electromagnetic radiation. Since the Latin term communication is considered the social
process of information exchange, the term telecommunications is often used in its plural form
because it involves many different technologies.
Early means of communicating over a distance included visual signals, such as beacons, smoke
signals, semaphore telegraphs, signal flags, and optical heliographs. Other examples of pre-
modern long-distance communication included audio messages such as coded drumbeats, lung-
blown horns, and loud whistles. 20th and 21st century technologies for long-distance
communication usually involve electrical and electromagnetic technologies, such
as telegraph, telephone, and teleprinter , networks, radio, and communications satellites.
Telecommunication it implies transmission of data over noteworthy separations to convey. In prior
circumstances, broadcast communications included the utilization of visual signs, for example,
guides, smoke signals, semaphore transmits, flag banners, and optical heliographs, or sound
messages through coded drumbeats, lung-blown horns, or sent by uproarious shrieks, for instance.
In the cutting edge time of power and hardware, broadcast communications now likewise
incorporates the utilization of electrical gadgets, for example, transmits, phones, and teleprinters,
the utilization of radio and microwave correspondences, and fiber optics and their related
hardware, in addition to the utilization of the circling satellites and the Internet. An insurgency in
remote media communications started in the main decade of the twentieth century with
spearheading improvements in remote radio interchanges by Nikola Tesla and Guglielmo Marconi.

Marconi won the Nobel Prize in Physics in 1909 for his efforts. Other highly notable pioneering
inventors and developers in the field of electrical and electronic telecommunications include
Charles Wheatstone and Samuel Morse (telegraph), Alexander Graham Bell (telephone), Edwin
Armstrong, and Lee de Forest (radio), as well as John Logie Baird and Philo Farnsworth
(television).
The world's compelling ability to trade data through two-way media transmission systems
grew. The telecom part started seeing a pattern of development with these changes
fundamental administrations were opened for boundless rivalry more licenses were issued to
the private division for cell administrations. There has likewise been a significant increment
in the rate of story thickness. The telecom part has accordingly totally changed both regarding
scope and proficiency of administrations. Arrangement of landlines a request, computerized
phone, trades and the worthiness of optic fiber and remote innovation are a couple of
occurrences of the change that took occasions of the change that occurred in the business.
In today’s aggressive world correspondence assumes a vital part in Indian telecom division
has without a doubt contributed in Indian financial development and in light of this India is
perceived as rising monetary in India's quick development. In the present situations media
transmission is greatest factor in affecting and accelerating life in current age, today can get
associated with any edge of the world through the push of catch, with little portable we can
send message as well as mystery record, as we probably are aware there is sure view behind
which will be useful being developed of society. In the most recent couple of year more remote
and household organizations appeared in cell benefit, offering huge number of administration
to individuals all around the globe, as of late dependence correspondence came up JIO benefit

in India which had colossal effect on other telecom industry such Bharti Airtel, BSNL,
Vodafone communication, Idea cellular, Tata correspondence and so forth.
MOBILE IS EVERYTHING IN “FUTURE”
From the season of cumbersome PCs to desktop and portable PC and from the essential
communication to 4G correspondence with cell phone everything is changed. The change is
the main stable things in the universe. The fate of each correspondence is Mobile gadget the
day is extremely close when all the conceivable things which should be possible on the PC
should be possible on any cell phones. This energy of cell phones is the controlling light for
the versatile upset with the help of innovation like 4G. The versatile has turned into a capable
apparatus for Communicator, Data Store, Entertainment, Personal Digital Assistant, GPS
Tracking, Internet, Games, Music, Video Streaming, Instant Messenger, Social
Communication, E-Mail, Browsing, T.V Channels and so on the cell phones like cell phones
had essentially supplanted TV, PC and fundamental telephone correspondence with top of the
line to end scrambled correspondence receipt and information through different applications
like Whatsapp, Viber, Snapchat and so on.
Telecom industry has raise the passage and leave hindrances for new comers, it requires
gigantic measure of interest as far as physical and labor assets. Bharti Airtel drops it’s intend
to buy the advantages and supporters of Loop Mobile; this left Loop in an inconceivable
circumstance, unavoidably leaving the market. The clients are getting more brilliant clever
and techno wise, this builds the desire from the specialist co-ops' better services at the most
competitive rates. The market division in the telecom segment ranges from the country to
urban and from individual to the corporate segment, it is an enormous populace base with
various wants and decisions

1.6 Establishment of TRAI
The entry of private players necessitated independent regulation in the sector; therefore, the
TRAI was established in 1997 to regulate telecom services, for fixation/revision of tariffs,
and also to fulfil the commitments made when India joined the World Trade Organization
(WTO) in 1995. The establishment of TRAI was a positive step as it separated the regulatory
function from policy-making and operation, which continued to be under the purview of the
Dot.
The functions allotted to the TRAI included:
a. To recommend the need and timing for introduction of new service provider
b. To protect the interest of customers of telecom services
c. To settle disputes between service providers
d. To recommend the terms and conditions of license to a service provider
e. To render advice to the Central government on matters relating to the development of
telecommunication technology and any other matter applicable to the telecommunication
industry in general.
1.7 Latest Telecom Policy of 2017 Released By TRAI:
 Internet to all the essential standard and to give a lift to telecom assembling would
be a key factor of new approach
 Narendra Modi drove national vote based partnership government yearning advanced
India umbrella program
 The new approach is anticipating address future-verification with descriptive
advances such fifth era artificial insight.

 The nature of administration must be enhanced significantly with lessened call drops.
The prevailing player in Indian Telecom segment are:
Bharti airtel – 27.96% market share
Vodafone India – 20.65% market share
Idea cellular – 17.33%market share
Reliance JIO – 19.74% market share
BSNL - 10% market share
Tata teleservice-4.39% market share
Others – 9.93% market share
1.8 Facts About Telecom Industry In India
 In January 2018, India’s telephone subscriber base reached 1,175.01 million.
 In January 2018, the wireless segment (98.04 per cent of total telephone subscriptions)
dominated the market.
 Urban regions accounted for 56.67 per cent share in the wireless telecom subscriptions in
the country, while rural areas accounted for the remaining share.


1.9 Statement of the Problem
The problem under this study is to analyze and compare the actual market performer and
market leader in terms of different verities of product or services. The motive behind this
study is to identify the perception of the customer and who is better service provider in the
market.
1.10 Scope of the Study:
The study is confined to effectiveness of service provided by the telecom companies, and also
focuses on the best service providers in Bengaluru.
1.11 Need of the Study:
Telecommunication networks are fastest emerging and world run on network, there is
contradiction to analyze the market in order to choose the best service provider, hence the
study is restricted to understand the market performance among the network providers in
terms of network coverage area, varieties of plans and new services provided and therefore
there is need to make a study on this topic.

CHAPTER 2
LITERATURE REVIEW

 A Report on Assessment of Customer Perception of Service performed by Cellular Mobile
Telephone Service Providers
The survey shows that none of the service providers have met the Quality of Service benchmarks
for the five prescribed parameters for which customer perception of service is assessed. The
satisfaction level is highest in the case of DND services and MNP services. In Delhi LSA, the
satisfaction level is highest in the case of M/s Airtel and the lowest level is observed mostly in the
network of M/s Reliance Communications Ltd. In Madhya Pradesh and Karnataka, the
performances of M/s Reliance Jio, Vodafone, Airtel, BSNL and Idea are comparable. In Madhya
Pradesh and Karnataka the lowest level is observed mostly in the network of M/s Reliance
Communications Ltd.
 Telecom Regulatory Authority of India Paper Seeking suggestions/comments On
Measures to Improve Telecom Penetration in Rural India –The next 100 million
subscribers
Recommendations on ‘Growth of Telecom services in rural India’ dated October 3, 2005 TRAI
recommended that the mobile services should be under the ambit of USOF. The infrastructure for
the mobile telecom in rural areas should be shared by service providers to receive support from
USOF and the funds collected as Universal Access levy should be made available to USOF. There
should be no requirement of SACFA clearance for deployment of towers upto 40m in rural areas.
All the operators who have optical fibre connectivity in rural areas should be mandated to provide
leased lines to other operators who are rolling out their networks in rural areas and such bandwidth
owners shall get an incentive of 10% on the ceiling tariffs specified by TRAI from USOF for
facilitating mandatory sharing. This connectivity should be provided with a discounted price at the
rate of at least 30% and difference between ceiling specified by TRAI and the discounted price
should be supported from Universal Service Obligation Fund (USOF). Thus bandwidth users shall

get a discount of 30% on the ceiling specified by TRAI. Bandwidth owners should also get an
incentive of 10% on the ceiling tariffs specified by TRAI from USOF as an incentive for
necessarily providing leased line. Thus the bandwidth owner will not only get the reimbursement
of 30% discount which is being offered to the operator in rural areas but also 10% incentive will
be on top of specified ceiling tariff.
 Muller (1990) in his a research focuses that the success of the mobile commerce can be
attributed to the personal nature of wireless devices. Adding to this are its unique features
of voice and data transmission and distinct features like localization, feasibility and
convenience. The sustained growth of the mobile commerce around the world has been
more because of the transfer of technology according to the needs of local geography.
 68 National Telecom Policy (1999) projected a target 75 million telephone lines by the
year 2005 and 175 million telephone lines by 2010 has been set. Indian telecom sector has
already achieved 100 million lines. With over 100 million telephone connections and an
annual turnover of Rs. 61,000 crores, our present teledensity is around 9.1%. The growth
of Indian telecom network has been over 30% consistently during last 5 years.
 According to Wellenius and Stern (2001) information is regarded today as a fundamental
factor of production, alongside capital and labor. The information economy accounted for
one-third to one-half of gross domestic product (GDP) and of employment in Organization
for Economic Cooperation and Development (OECD) countries in the 1980s and is
expected to reach 60 percent for the European Community in the year 2000. Information
also accounts for a substantial proportion of GDP in the newly industrialized economies
and the modern sectors of developing countries.
 Videsh Sanchar Nigam Limited (VSNL) 16th Annual Report (2002) India like many other
countries has adopted a gradual approach to telecom sector reform through selective

privatization and managed competition in different segments of the telecom sector. India
introduced private competition in value-added services in 1992 followed by opening up of
cellular and basic services for local area to competition. Competition was also introduced
in National Long Distance (NLD) and International Long Distance (ILD) at the start of the
current decade.
 World Telecommunication Development Report (2002) explains that network expression
in India was accompanied by an increase in productivity of telecom staff measured in terms
of ratio of number of main lines in 69 operation to total number of staff.
 Indian Telecommunication Statistics (2002) in its study showed the long run trend in
supply and demand of Direct Exchange Lines (DEL). Potential demand for telecom
services is much more than its supply. In eventful decade of sect oral reforms, there has
been significant growth in supply of DEL.
 Economic Survey, Government of India (2002-2003) has mentioned two very important
goals of telecom sector as delivering low-cost telephony to the largest number of
individuals and delivering low cost high speed computer networking to the largest number
of firms. The number of phone lines per 100 persons of the population which is called
teledensity, has improved rapidly from 43.6 in March 2001 to 4.9 in December 2002.
 Adam Braff, Passmore and Simpson (2003) focus that telecom service providers even in
United States face a sea of troubles. The outlook for US wireless carriers is challenging.
They can no longer grow by acquiring new customers; in fact, their new customers are
likely to be migrated from other carriers. Indeed, churning will account for as much as 80%
of new customers in 2005. At the same time, the carriers Average Revenue per User
(ARPU) is falling because customers have.

 Dutt and Sundram (2004) studied that in order to boost communication for business, new
modes of communication are now being introduced in various cities of the country. Cellular
Mobile Phones, Radio Paging, E-mail, Voice-mail, Video, Text and Video-Conferencing
now operational in many cities, are a boon to business and industry. Value- added hi-tech
services, access to Internet and Introduction of Integrated Service Digital Network are 70
being introduced in various places in the country.
 A study by Jeanette Carless on and Salvador Arias (2004) wireless substitution is producing
significant traffic migration from wire line to wireless and helping to fuel fierce price
competition, resulting in margin squeezes for both wire line voice tariffs in organization
for Economic Cooperation and Development Countries have fallen by an average of three
percent per year between 1999 and 2003.
 Rajan Bharti Mittal (2005) explains the paradigm shift in the way people communicate.
There are over 1.5 billion mobile phone users in the world today, more than three times the
number of PCOs. India today has the sixth largest telecom network in the world up from
14th in 1995, and second largest among the emerging economies. It is also the world’s 12th
biggest market with a large pie of $ 6.4 billion. The telecom revolution is propelling the
growth of India as an economic powerhouse while bridging the developed and the
developing economics. ASEAN India Synergy Sectors (2005)13 point out that high quality
of telecommunication infrastructure is the pillar of growth for information technology (IT)
and IT enabled services. Keeping this in view, the focus of 71 telecom policy is vision of
world class telecommunication services at reasonable rates. Provision of telecom services
in rural areas would be another thrust area to attain the goal of accelerated economic
development and social change. Convergence of services is a major new emerging area.

 In overview in Indian infrastructure Report (2005) explains India‟s rapidly expanding
telecom sector is continuing to witness stiff competition. This has resulted in lower tariffs
and better quality of services. Various telecom services-basic, mobile, internet, national
long distance and international long distance have seen tremendous growth in year 2005
and this growth trend promises to continue electronics and home appliances businesses
each of which are expected to be $ 2.5 bn in revenues by that year. So, driving forces for
manufacturing of handsets by giants in India include-sheer size of India market, its frantic
growth rates and above all the fact that its conforms in global standards.
 According to Business and Economy (2005) the catalyst for Indian mobile operators in the
future will undoubtedly be increased marketing and advertisement expenditure, along with
better deals for mobile phone users like the previously mentioned full talk time Rs. 10
recharge card, will go a long way in not only retaining customers but also acquiring the
vast market of lowered customers who are extremely sticky about value for money and
have extremely low loyalties and almost non-existent switching costs.
 Marketing Whitebook (2005) explains with support 73 Airtel is lead in GSM operators.
Between 2003 and 2004, the total subscriber base of the private GSM operators doubled.
It rose from 12.6 million subscribers at the end of March 2003 to 26.1 million by the end
of March 2004. And yet that 100% growth rate notwithstanding, total industry revenue for
2003-04 was around Rs. 8308 crores. Compared to Rs. 6400 crores that industry grossed
in 2002-2003, that is an increase of 30%.
 According Economic Times (2005) Indian mobile phone market is set to surge ahead since
urban India has a tele density of 30 whereas rural India has a tele density of 1.74. It indicates
that the market is on ascent, with more than 85000 villages yet is come under tele
connectivity.

 According to a paper released by the Associated Chambers of commerce and Industry of
India (2005), it is stated that 30% of the new mobile subscribers added by the operators
worldwide will come from India by 2009.10% of the third generation (3G) subscribers will
be from India by 2011, Indian handset segment could be between US $ 13 billion and US
$ 15 billion by 2016.It offers a great opportunity for equipment vendors to make India a
manufacturing hub. Indian infrastructure capital expenditure on cellular equipment will be
between 10 to 20% of the investment that will be made by international operators by 2015.
The other proposals included setting up of hardware manufacturing cluster parks,
conforming to global standards and fiscal incentives for telecom manufacturing among
others.
 Virat Bahri (2006) explains the viewpoint of Sam Pitroda who identifies opportunities for
investments in telecommunications. He analyses that there is an increasing role for telecom
in e-governance in India. According to him, technology can be leveraged to take India’s 74
development to next level.
 According to Snyder (2006) Communications is a process that allows information to pass
between a sender and one or more receivers and. the transfer of meaningful information or
ideas from one location to a second location. Communications is a human process; humans
communicate by sending information between themselves. Whereas, telecommunication is
the transmission of data or information over a distance. Tele is a Greek word meaning at a
distance, far off. Thus, it classifies smoke signals, semaphore flags, lanterns and signal
flares, telegraph systems, televisions, telephones, written letters, and hand signals as
capabilities that support telecommunications. The problems with these communications
forms include reliability, speed of transmission, and comprehension purposes.

 According to Rohit Prasad & V.Sridhar (2007) this is one of the first such attempt to
analyse the tradeoffs between low market power and economics of scale for sustained
growth of mobile services in the country. Our analysis of the data on mobile services in
India indicates the existence of economies of scale in this sector. We also calculate the
upper bound on the optimal number of operators in each license service area so that policies
that make appropriate tradeoffs between competition and efficiency can be formulated.

CHAPTER 3
METHODOLOGY

3.1 Objectives of the study:
Some of the objectives of the study were formulated as follows:
 To identify the usage trends of mobile subscribers in the age group of 18-35years in
Bengaluru region.
 To highlight the attributes preferred by the customers in the age group of 18-35years in
Bengaluru region.
 To suggest and recommend to the mobile service providers for effectively strengthen their
positions in the market.
3.1.1 Methodology Adopted:
To pursue the above mentioned objective, the geographical area is Bengaluru, the respondent
were identified by convenience random sampling.
3.2 Sampling Technique:
Convenience sampling technique is used for collecting data. It is a type of sampling where the
first available primary data source will be used for the research without additional
requirements. In other words, this sampling method involves getting participants wherever
you can find them and typically wherever is convenient
3.3 Sample Units:
The respondents who were asked to fill the questionnaire are sampling units and the area taken
into consideration for the research is Bengaluru.
Most of the questions are close – ended questions in the questionnaire administered to
respondents.

3.4 Sample Size:
For the present study the sample size was 30 collected from respondent through convenience
sampling.
3.5 Design:
Data has been presented with the help of bar graph, pie charts, columns charts etc.
3.6 Data Collection Methods:
a) Primary Data:
The study was done with the primary data using questionnaire as a tool to assess the
effectiveness of services provided by them. Since the aim of the survey is to allow every
person to express his opinion about the service provider, Data is collected various age group,
individual occupation, etc..
b) Secondary Data:
The secondary data was collected through various websites, news paper, text books,
advertisement, broachers etc. Based on information collected gathered general statements and
graphical representative figures are considered for this study.

CHAPTER 4
PRESENTATION AND ANALYSIS OF DATA

An analysis is made on the responses received from 30 respondents. The objective of the
report is to find out on what basis people choose different network operators.
Taking into consideration this sample of 30 respondents, interpretation and charts are drawn.
Interpretation is done based on collected sample data. Sample is done as of information
assembled during surveys, no other data or information is taken into consideration for
examination reason.
Presentation and Analysis of Data
Table 4.1 : Gender
GENDER NO. OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
MALE 19 63.3%
FEMALE 11 36.7%
TOTAL 30 100%
Figure 4.1: Gender
Inference: from the above analysis we can conclude that 63% are male and rest are female.

Table 4.2 : Age groups of respondents
AGE GROUPS NO. OF PERCENTAGE OF
15-20 01 3.3%
21-25 19 63.3%
26-30 08 26.7%
31-35 02 6.7%
TOTAL 30 100%
Figure 4.2 : Age groups of respondents
Inference : from the above analysis we can conclude that most of the users are from the age
group of 21-25

Table 4.3 : Education of respondents
PARTICULARS NO. OF PERCENTAGE OF
10TH 00 00%
12TH 01 3.3%
GRADUATE 09 30%
POST GRADUATE 20 66.7%
TOTAL 30 100%
Figure 4.3 : Education of respondents
Inference: from the above analysis we can come to a conclusion that most of the respondents are
from the postgraduation and very few are from 12th and 30% are graduates.

Table 4.4 : Occupation of respondents.
PARTICULARS NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
Employee 08 26.7%
Business 06 20%
Student 14 46.7%
Housewife 02 6.7%
Total 30 100%
Figure 4.4: Occupation of respondents.
Inference: from the above analysis we can conclude that most of the users are students when
compared to other people like housewife, business people and employees.

Table 4.5 : Network operators used by respondents.
RESPONDENTS
Airtel 17 56.7%
Jio 10 33.3%
Vodafone 08 26.7%
Bsnl 05 16.7%
Others 01 3.3%
Total 41 100%
Figure 4.5 : Network operators used by respondents.
Inference : from the above analysis we can conclude that most of the users use AIRTEL and
secondly they use JIO.

A Study on Mobile Subscription Pattern Among Urban Indian Youth in Bangalore
Table 4.6 : Monthly household income in rupees
RESPONDENTS
Below 10000 12 40%
10001-20000 05 16.7%
20001-30000 09 30%
Above 30000 04 13.3%
Total 30 100%
Figure 4.6 : Monthly household income in rupees
Inference : From the above analysis we can conclude that most of the respondents have an income
of 10000 per month. And very few of the respondents have 20000 to 30000.
School of Commerce and Management Studies, DSU Page 30

Table 4.7 : Number of sim cards respondents are using
NO. OF SIM CARDS NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
1 11 36.7%
2 18 60%
3 01 3.3%
More than 3 00 0%
Total 30 100%
Figure 4.7 : Number of sim cards respondents are using
Inference : from the above analysis we can conclude that most of the respondents use 2 sim cards
at a time and 30% respondents use single sim cards.

Table 4.8 : Different kind of mobile networks that respondents are using.
NETWORK TYPE NO. OF PERCENTAGE OF
3G 03 10%
4G 27 90%
Total 30 100%
Figure 4.8 : Different kind of mobile networks that respondents are using.
Inference : according to the analysis we come to a conclusion that most of the respondents
use 4G network.

Table 4.9 : Monthly expenditure spent on mobile recharges
AMOUNT IN RUPEES NO. OF PERCENTAGE OF
Below 150 01 3.3%
151-250 08 26.7%
251-500 15 50%
Above 500 06 20%
Total 30 100%
Figure 4.9 : Monthly expenditure spent on mobile recharges
Inference: from the above analysis we can conclude that most of the respondents spend 251-
500 rupees per month on recharges.

Table 4.10 : Awareness of the service provider.
Banners 01 3.3%
T.V advertisements 15 50%
Print media 04 13.3%
Friends 10 33.3%
Total 30 100%
Figure 4.10 : Awareness of the service provider.
Inference: from the above analysis we can conclude that 50% of respondents are aware of the
service provider from the tv advertisements.

Table 4.11: Perception of mobile network providing good plans at a cheaper rates.
Airtel 6 20%
Jio 17 56.7%
Vodafone 6 20%
BSNL 1 3.3%
Others 0 0
Total 30 100%
Figure 4.11: Perception of mobile network providing good plans at a cheaper rates.
Inference: from the above analysis we can conclude that most of the respondents think JIO
service is giving good plans at a cheaper rate.

Table 4.12 : Value added service for retention.
Particulars NO. OF PERCENTAGE OF
SMS pack 0 0
Concession on call rates 3 10%
Full talk time 5 16.7%
Internet services 22 73.3%
Total 30 100%
Figure 4.12 : Value added service for retention.
Inference : from the above analysis we can conclude that most of the respondents are attracted by
the internet service provided by the mobile network connection.

Table 4.13: Better customer care service provider.
Airtel 14 46.7%
JIO 8 26.7%
Vodafone 7 23.3%
BSNL 1 3.3
Others 0 0
Total 30 100%
Figure 4.13: Better customer care service provider.
Inference: from the above analysis we can conclude that AIRTEL is providing good customer
care services when compared to other services.

Table 4.14 : Rating service provider basis connectivity and network coverage
Good 11 36.7%
Very good 14 46.7%
Average 5 16.7%
Bad 0 0
Very bad 0 0
Total 30 100%
Figure 4.14 : Rating service provider basis connectivity and network coverage
Inference: from the above analysis we can conclude that most of the respondents are satisfied with
the service provider in terms of connectivity and network coverage.

Table 4.15 : Reasons behind choosing the mobile network connection
Recommended by friend 7 23.3%
Recommended by retail 4 13.3
sim provider
Brand image 14 46.7%
Tariff plans 10 33.3%
Network connectivity 11 36.7%
Total 46 153%
Figure 4.15 : Reasons behind choosing the mobile network connection
Inference: from the above analysis we can come to a conclusion that different respondents have
different views on choosing the mobile network connection.

CHAPTER 5
DISCUSSION, INTERPRETATION, CONCLUSIONS,
IMPLICATIONS
AND RECOMMENDATIONS

CRM in the telecommunications industry focuses on the following objectives:
1. Helping companies to become the provider of choice and gaining the closest customers
relationships
2. Delivering the best treatment for each customer at the right time through the most suitable channel
at the appropriate cost
3. Creating business value by maximizing customers lifetime
4. Applying customer centric philosophy in all company’s activities & interactions with customers
in an effort to:
 Improve further Customer Experience
 Reverse current Churn trend
 Increase Net adds
 Increase loyalty and SOW
An integrated CRM strategy should win customers, build a relationship and intensify it by
anticipating customer needs and concerns through all phases of its lifetime.
Lifecycle management integrates all appropriate activities that should be applied during customers
lifecycles in order to maximize lifetime value.
Next Best Activity
Customer intelligence should be assembled and used in every-day business operations of an
organization to achieve an integrated customer management strategy. The knowledge extracted by
data mining can contribute to designing the Next Best Activity proposal. More specifically, the

customer insight and information gained by data mining, may enable the setting of personalized
marketing objectives. The organization should decide on the best next marketing activity for each
customer and select an individualized approach which might be:
 An offer for retention, mainly for high value at risk customers
 A promotion for the right add-on policy and a targeted cross / up selling offer for customers with
growth potentials
 Imposing limitations and restrictions for customers with bad payment behavior
 The development of a new policy / new product offering tailored to the specific characteristics of
an identified segment, etc.
5.1 Findings:
From the Analysis of the results and based on the objectives of the study the following findings
can be ascertained
 From the above analysis we can conclude that 63% are male and rest are female.
 From the above analysis we can conclude that most of the users are from the age group
of 21-25.
 From the above analysis we can come to a conclusion that most of the respondents are from
the postgraduation and very few are from 12th and 30% are graduates.
 From the above analysis we can conclude that most of the users are students when
compared to other people like housewife, business people and employees.
 From the above analysis we can conclude that most of the users use AIRTEL and secondly
they use JIO.

 From the above analysis we can conclude that most of the respondents have an income of
10000 per month. And very few of the respondents have 20000 to 30000.
 From the above analysis we can conclude that most of the respondents use 2 sim cards at a
time and 30% respondents use single sim cards.
 According to the analysis we come to a conclusion that most of the respondents use 4G
network.
 From the above analysis we can conclude that 50% of respondents are aware of the service
provider from the tv advertisements.
 From the above analysis we can conclude that most of the respondents spend 251-500
rupees per month on recharges.
 From the above analysis we can conclude that most of the respondents think JIO service is
giving good plans at a cheaper rate.
 From the above analysis we can come to a conclusion that different respondents have
different views on choosing the mobile network connection.
 Most of the respondents are attracted by the internet service provided by the mobile
network connection.
 AIRTEL appears to be providing good customer care services when compared to other
services.
 Most of the respondents are satisfied with the service provider in terms of connectivity and
network coverage.
 Different respondents have different views on choosing the mobile network connection.
5.2 Conclusion: The study is conducted to compare among the network providers in the telecom
sector, in this study we find that all the network providers like Airtel, Jio, Vodafone and Bsnl are

well established companies in market were customer are aware about the names of all the service
providers in Bengaluru.
The study has been carried out to find out the most preferred mobile network service provider and
the factors influencing to use the particular mobile network service. The results revealed that Airtel
network connection is the most preferred mobile network service providers after the launch of Jio
in the market.
Service quality, Value added services and customer care service are the most influencing factors
in the selection of a particular mobile network service provider.
If these suggestions are considered by the respective mobile network service providers and it
would certainly help to improve the service quality of the mobile network service providers and
also it improves the level of satisfaction of the mobile network users. Airtel is more popular than
jio and other network providers, airtel is preferred by every class of people , its better quality of
service provider than its competitors.
But Jio has no fear because of its younger generation are most attracted to it because of its new
scheme in the market as per customer requirement.
Last we can conclude saying that both airtel and Jio are going to be equally chosen by customer in
Bangalore region keeping in mind that connectivity, network of airtel is good but Jio provide better
value added service than airtel, Vodafone and other networks.
5.3 Summary
 It is found from the study that the majority of the respondents have given top preference to JIO
as a secondary network connection.

 Hence it is suggested that JIO service providers have to focus on improving their service quality,
customer care service and impactful advertisement in order to widen their subscriber’s base and
capture more customers and market share.
 It is found from the study that the majority of the respondents have given top preference to the
service quality provided by airtel.
 Hence it is suggested that the operators have to maintain proper service quality in the call
connectivity, Fulfilling their expectation, value added service offered by them including mobile
data, caller tune, dry run, playback etc. Especially special attention must be given for providing on
time customer care connectivity which may save customer time and able to process their request
by the service providers on a need basis.
 It is found from study that market performance of airtel is good comparatively good when
compared to its competitor.
 Hence it is suggested for Jio service provider to focus on improving market performance by
providing quality of service.
 It is found from above analysis that marketing strategy used by Jio is most effective when
compared to its competitors
 Hence it is suggested that airtel operator have to improvise their marketing strategy in the form
of marketing mix ,positioning, targeting and offerings etc in order to counter attack on their
competitors strategies.

REFERENCES
Books:
 Malhotra, Naresh K. Marketing Research. New Delhi: Prentice-Hall of India Private
Limited, 2006
 Nargundkar, Rajendra. Marketing Research. New Delhi: Tata McGraw-Hill Publishing
Company Limited, 2008
 Kotler, Philip and Kevin Lane Keller. Marketing Management. New Delhi: Prentice-Hall
of India Private Limited, 2007.
Websites:
 IBEF report- Telecommunication Industry retrieved from
https://www.ibef.org/industry/telecommunications.aspx
 Telecommunication Industry Information retrieved from
https://en.wikipedia.org/wiki/Telecommunications_industry
 Telecom Equipment & Services Export Promotion Council report retrieved from
https://www.telecomepc.in/about-us/telecom-sector-in-india/
 Airtel information regarding packs retrieved from
https://www.airtel.in/
 JIO information regarding packs retrieved from
http://www.jio.com/
 Vodafone information regarding packs retrieved from
https://www.vodafone.in/home-mumbai
 BSNL information regarding packs retrieved from
http://www.bsnl.co.in/

 A report on customer perception towards mobile service providers information retrieved
from
https://www.researchgate.net/publication/301516509_Customer's_Perception_Towards_
Mobile_Service_Providers_-_An_Analytical_Study
 A report from TRAI was retrieved from
https://trai.gov.in/sites/default/files/studypaper16dec08.pdf
 A report from 68 National Telecom Policy (1999) was retrieved from
http://www.dot.gov.in/new-telecom-policy-1999
 Videsh Sanchar Nigam Limited (VSNL) 16th Annual Report (2002) was retrieved from
https://www.tatacommunications.com/sites/default/files/AR2002.pdf
 Economic Survey, Government of India (2002-2003) data was retrieved from
https://www.indiabudget.gov.in/ub2009-10/bag/bag1.htm
 Indian infrastructure Report (2005) was retrieved from
http://www.idfc.com/pdf/report/IIR-2012.pdfR
 World Telecommunication Development Report (2002) was retrieved from
https://www.itu.int/ITU-D/ict/publications/wtdr_02/material/WTDR02-Sum_E.pdf
 Associated Chambers of commerce and Industry of India (2005) was retrieved from
http://shodhganga.inflibnet.ac.in/bitstream/10603/16006/11/11_chapter3.pdf
 The Indian Telecom Success Story data was retrieved from
https://www.kpmg.de/docs/The_Indian_Telecom_Success_Story.pdf
 According Economic Times (2005) a report was retrieved from
https://economictimes.indiatimes.com/industry/telecom/indias-wireless-tele-density-
reaches-74-55-trai/articleshow/45217827.cms


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A STUDY ON MOBILE SUBSCRIPTION PATTERN AMONG URBAN INDIAN YOUTH IN BANGALORE

School of Commerce & Management Studies, DSU Page 1

1.1 Indian Scenario

India is currently the world’s second-largest telecommunications market with a subscriber

of telecom services to consumer at affordable prices. The deregulation of Foreign Direct

employment opportunities are expected to be created due to combination of government’s efforts

1.2 Market Size

School of Commerce & Management Studies, DSU Page 2

year to reach US$ 103.9 billion by 2020.

1.3 Investment/Major development

Some of the developments in the recent past are:

 Finnish telecommunication company Nokia, is going to collaborate with Indian telecom

technology and creating a conducive ecosystem for 5G in India.

School of Commerce & Management Studies, DSU Page 3

1.4 Government Initiatives

the government are as follows:

 The Government of Telangana is targeting to provide broadband connection to every

education and health sectors.

and its utilisation with states'.

1.5 Road Ahead

School of Commerce & Management Studies, DSU Page 4

MHz to promote initiatives like Internet of Things (IoT), machine-to-machine communications,

permit Regime Technology and permits provisioning any sort of administration.

India. This will at last give advantages to the shopper.

School of Commerce & Management Studies, DSU Page 5

Telecommunication is the transmission of , signals, messages, words, and sounds or information

of technology. It is transmitted either electrically over physical media, such as cables, or

because it involves many different technologies.

communication usually involve electrical and electromagnetic technologies, such

as telegraph, telephone, and teleprinter , networks, radio, and communications satellites.

Telecommunication it implies transmission of data over noteworthy separations to convey. In prior

School of Commerce & Management Studies, DSU Page 6

scope and proficiency of administrations. Arrangement of landlines a request, computerized

School of Commerce & Management Studies, DSU Page 7

Vodafone communication, Idea cellular, Tata correspondence and so forth.

MOBILE IS EVERYTHING IN “FUTURE”

communication to 4G correspondence with cell phone everything is changed. The change is

Tracking, Internet, Games, Music, Video Streaming, Instant Messenger, Social

like Whatsapp, Viber, Snapchat and so on.

various wants and decisions

School of Commerce & Management Studies, DSU Page 8

1.6 Establishment of TRAI

The functions allotted to the TRAI included:

b. To protect the interest of customers of telecom services

c. To settle disputes between service providers

d. To recommend the terms and conditions of license to a service provider

e. To render advice to the Central government on matters relating to the development of

telecommunication technology and any other matter applicable to the telecommunication

1.7 Latest Telecom Policy of 2017 Released By TRAI:

be a key factor of new approach

India umbrella program

 The new approach is anticipating address future-verification with descriptive

advances such fifth era artificial insight.

School of Commerce & Management Studies, DSU Page 9

The prevailing player in Indian Telecom segment are:

Bharti airtel – 27.96% market share

Vodafone India – 20.65% market share

Idea cellular – 17.33%market share

Reliance JIO – 19.74% market share

BSNL - 10% market share

Tata teleservice-4.39% market share

Others – 9.93% market share

1.8 Facts About Telecom Industry In India