A Generic Case Study On Microtalk Communications PVT LTD and Its Products

6/26/2019 Existing Customer Survey
Comparative Market Study Of Telecom Products of a Start Up

Company in Urban and Semi Urban region-
A Generic Case Study on Microtalk Communications Pvt Ltd and its
Products
About the Company

Microtalk Communication Pvt, Ltd is a part on Microtalk Group that was founded in London, UK by
John Burton, Paul Havel, Jayanta Ghosh in 2008. Microtalk started their operation in 2008 by selling
residential lines to UK market and currently has over has over 600 business during its 11 years of
industry presence. The company works on highly advanced resilient IP network and operates across
4 data centers on 3 continents. It is supported by their 24/7 Network Operations Centre. Microtalk
Group has its offices in UK, USA, INDIA & CANADA and have acquired telecommunication license in
these countries to operate as a fulltime telecom service provider. Microtalk’s Vision is to be a global
provider of cloud-based, unified communications services and Mission is improving communications
for their customers what drives and inspires Microtalk.
Microtalk Communication Pvt Ltd, with 49% shareholding from Microtalk Group, is the
telecommunication company in India who are operating as Tier-I Internet Service Provider (ISP) and
provides Telecom Services since 2017 connecting over 40 Million calls worldwide monthly.
Timeline of the Company
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Company’s Commercial Product Portfolio

Microtalk Communication provides wide range of Commercial Telecommunications products.
The products are,
 ILL (Internet Leased Line)

 Corporate Broadband
 Cloud PBX (Hosted Private Branch Exchange)
 VoIP (Voice Over Internet Protocol)
 DID Numbers
 VPN (Virtual Private Network)
 ILL (internet Leased Line)

Internet leased line is contractual/ “leased’ service to a customer for a fixed or 1:1 bandwidth. It is
unlike broadband service where end users receive shared bandwidth.
The general benefits from ILL is it provides dedicated bandwidth, same download and upload speed.
It provides static IP which is a unique Identified IP address which is assign to the customer. Privacy is
maintained because its only used by a single customer. There is a Service Level Agreement (SLA)
between provider and user which gives a written guarantee about service delivery. Normally a user
gets 5 static IP in ILL connection.
Corporate Broadband is a type of internet connection where the sharing ratio is low than normal
Broadband Ratio. In general, broadband connection the internet connection is share in 1:20 ratio but
in corporate Broadband it is shared in 1:8 ratio.
The basic advantage a user gets from corporate broadband is more speed than general broadband
because connection is shared in less numbers. Single Static IP is also provided in case of a corporate
broadband connection.
 Cloud PBX
A Cloud (or Hosted) Private Branch Exchange (PBX) is "a telephone exchange system built, delivered
and managed by a third-party service provider. Hosted PBX is an IP-based telephony solution
provisioned and accessed entirely through the Internet."
In general, calling is done through a PRI line and physical PBX is used to create extension of numbers
and routing of calls
In cloud PBX the calling is done through internet. It can support on premium IP phones, PC
Softphones and Mobile Apps to give users PBX functionality anywhere. The platforms IP address is
connected with the cloud IP and the call is pass through the cloud.
It doesn’t require any physical line and PBX hardware. Call recording, IVR, Voicemail, Call Logging is
the additional feature of the technology which normal PBX and PRI line doesn’t provides. It is easy to
add extension number in Cloud PBX because it doesn’t need any direct physical connection. It does
not require any infrastructural cost to create extension.Simple-to-use web portals give users and
system administrators easy control over all features. The graphical figure of common difference
between Normal PBX and Cloud PBX are given below
Cloud PBX Standard PBX
 VoIP (Voice Over Internet Protocol)

Voice over Internet Protocol, also called Voice over IP or just VoIP technology is having a major
impact on the telecommunications industry. VoIP technology provides advantages for both the user
and also the provider, allowing calls to be made more cheaply, as well as enabling data and voice to
be carried over the same network efficiently.
In view of the way VoIP technology is being adopted, telecommunications providers are having to
adopt the new technology. Already it has caused some impact on major BPO’s.
VoIP needs Internet, an automatic dialer and Pc Softphone to run.
 DID Number
Direct inward dialing numbers (DIDs) are virtual numbers that allow you to route calls to your
existing telephone lines. DIDs were developed in order to be able to assign certain employees a
direct number, without requiring multiple physical phone lines. One DID number is able to route and
process thousands of simultaneous calls to the proper extensions. With a DID number, a company
can route calls to an unlimited amount of extensions, while only having to maintain one DID number.
Direct inward dialing was created as a way to reuse a limited number of physical phone lines to calls
to different published phone numbers. A company can use one DID to route all of their inbound
calls.
 VPN (Virtual Private Network)

A virtual private network (VPN) is programming that creates a safe and encrypted connection over a
less secure network, such as the public internet. A VPN works by using the shared public
infrastructure and privacy is maintained through firewall protocols.
The types of VPN are
 Point to Point connection –In telecommunications, a point-to-point connection refers to a

communications connection between two communication endpoints or nodes. It generally
connects through Optical fiber or Radio Connection.
 MPLS
(Multi
Label Switching Protocol)– MPLS is a type of networking where multiple location are
connected through a single link database. It reduces Point to Point cost and its easy to
maintain. In this technology all location are connected through a Server.
Pricing of Microtalk’s Product

 ILL (Internet Leased Line) – Pricing of internet leased line is depending upon the
location of user’s office from the providers network center and size of Bandwidth. In west
Bengal Microtalk operates in two location, Kolkataand Durgapur. The observed prices are
giving below.
Bandwidth Installation Charges (RS) Monthly Recurring charges (Rs)**

(mbps)
Kolkata Durgapur
4 10,000 6,000 8,000
6 10,000 8,000 10,000
8 10,000 10,000 12,000
10 10,000 12,000 15,000
15 10,000 15,000 20,000
20 10,000 17,000 22,000
30 10,000 25,000 30,000
50 10,000 30,000 37,500
100 10,000 55,000 66,700
**Installation charge is free if the user location is within 1 Km from Microtalk’s Network Center.
Per
Monthly One Time
Extension Extension Call
Company Name Location Rental Charges
Required Charges Value/Month(RS)
(RS) (RS)
(RS)
R.S Software 200 Kolkata 30,000 100 10,000 10,000

Skipper Pvt, Ltd 15 Kolkata 5,000 200 10,000 10,000
IQ City Medical College: 1000 Durgapur 75,000 50 50,000 10,000
B.C Roy Engineering
College 500 Durgapur 60,000 100 10,000 10,000
 Cloud/Hosted PBX– Cloud PBX pricing is depending upon number of extensions
required by user. Call charges per minutes are fixed as per dialing location. Here location
don’t impact on pricing. User has to prepay the amount which they want to invest in calls.
Below the different pricing are proposed for different companies situated in different
location.
Location Wise Call Charges
Call Rates per Minutes (Rs)

Country
Land Line Mobile
UK 0.4 2
USA 0.45 0.45
AUS 0.95 2.5
UAE 15 15
SINGAPORE 1.50 2.50
 Corporate Broadband– Corporate Broadband pricing is same in Kolkata as well as in

Durgapur. The pricing is differentiated with bandwidth speed. The pricing template is Given
Below.
 VoIP– VoIP is used majorly by the BPOs and Call centres dialing ito National and
International Locations. Call rates are charged to a user who is using VoIP technology for their
outbound and inbound calling process. The Average Call Rates per Minute are,
Call Rates per Minutes (Rs)

Country
Land Line Mobile
UK 0.4 2
USA 0.45 0.45
AUS 0.95 2.5
UAE 15 15
SINGAPORE 1.50 2.50
 Rates vary subject to fluctuation in foreign currency hence the rates are generally dynamic.
Establishing new venture in Durgapur, West Bengal

The Company recently established a new branch in Durgapur, West Bengal; city also known as “Steel
City of West Bengal” keeping in light the huge prospect available in the emerging industrial base.
Durgapur is the fastest emerging city of West Bengal, India is growing to become one of the mega
cities of Eastern India. Durgapur popularly known as the Steel city of eastern India is varying its
image and emerging also in the fields of medical and education to become one of the multipurpose
cities of India. Durgapur has a huge base of industries with two key steel plants Durgapur Steel Plant
and Alloy Steel Plant with their glowing township. City Centre is the nucleus of Durgapur city's
administration. It has many famous schools, colleges and other institutions. In the field of
entertainment, it has many entertainment centers richly known clubs’ wide range of shopping malls
and magnificent parks and picnic spots. Durgapur took pride in its cultural activities though being a
relatively coming up new city.
Vision & Mission of Microtalk communication’s in Durgapur
Vision
Microtalk’s vision is to capture the growing market of Durgapur and become a leading telecom
service provider.
Mission
Microtalk’s mission in Durgapur is to provide top class internet service and calling services for
business purpose.
Products introduced in Durgapur by Microtalk Communication Pvt, Ltd

Microtalk is providing below product to enter in Durgapur market.
 ILL
 Cloud PBX
 VoIP
Initiative taken by Microtalk in Durgapur.

Microtalk has tied up with the Local Cable Operators in Durgapur to capture Domestic Broadband
market. As per the agreement Microtalk will provide bandwidth to the Local Cable Operator and this
bandwidth will be shared to domestic user via Local Cable Operator.
Internet Market Analysis of Kolkata and Durgapur

Total 198 (refer annexure II) companies are taken to analyze the market of internet connection out
of which 101 companies and 97 companies were visited by us in Kolkata and Durgapur respectively.
The total 198 companies covered major industrial sectors like Hotels and Hospitality sector, Hospitals
and Medical Sector, Educational sector, Manufacturing and Industrial sector, FMCG, E-Commerce,
ITES and BPO Sector and many more. The main agenda of this market analysis was to find out
 Location wise Internet Connection preference
 Sector wise Market Requirement of Bandwidth
 Leading Internet Service Provider in the Market
Number of Company Visited

60 53 54
50
40 32 29 34
30 26 26 27
20
20 9 6
15 11 12 17
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ot pi FM ri n rv ati BP
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os ctu Se uc +
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uf te
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Kolkata Durgapur Tota l
Figure 1
The above graph is representing the number of companies visited in Kolkata and Durgapur. Total 198
companies are visited in the above locations.
The companies are covering different business sectors which are Hotel, Hospital, FMCG,
Manufacturing, Personal Services, Education, IT & BPO’s. IT and BPO companies are approached
most followed by Private Service sector companies.
ILL & Broadband Market Preference

(Location Wise)
80
70
70
60 54
50 47
40
30 27
20
10
0
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Figure – 2
The above figure is showing the difference of market preference between Kolkata & Durgapur.
54 companies out of 101 companies are using ILL and rest 47 companies are using broadband. It
represents that more than 50% of companies are using ILL.
In Durgapur only 27 companies are using ILL out of 97 companies visited in Durgapur and rest 70
companies are using Broadband. It is clearly visible that only 27.83% are using ILL and 72.17% are
using broadband.
Bandwidth Requirement
(Sector Wise)
250 200
200 150 150 150
150
100 50 50
50 4 8 20 5 5 10 20 5
0
l l g e
te i ta CG in ic on BP
O
Ho p FM ur rv ati +
os ct S e uc IT
H u fa te Ed
an i va
M Pr
Bandwi dth Requi rement (mbps ) Mi n Bandwi dth Requi rement (mbps ) Max
Figure – 3
The above figure is representing the various bandwidth requirement in various sectors.
According to our market analysis we analyzed that educational sector requires huge bandwidth. The
total 29 Educational institute are using 20 to 200 MBPS internet bandwidth.
After that FMCG, Manufacturing, IT & BPO’s are using most bandwidth requirement.
Private service sectors like Broking companies, Service centers, Financial company, Chartered
Accountant etc. are using least internet bandwidth. Total 53 analyzed company are using 5 to 10
MBPS internet bandwidth.
So, Education sector is one of the business sectors where huge bandwidth is requiring always.
Existing Internet Service Provider
12.50%
4.50%
2.00% 41.50%
9.50%
5.00%
25.00%
Ai rtel TATA Vodafone BSNL

VSNL Al l i ance others
Figure – 4
The above figure is showing the existing competitor operating market and their market share.
In this figure 41% of companies are using Airtel’s Internet connection (Both ILL & Broadband). After
Airtel, TATA is securing 25% of the market.
So, from all of the figures we can conclude that
 Companies situated in Durgapur are using less ILL than Kolkata. That means they are not
technically upgraded.
 Education sector needs huge bandwidth followed by manufacturing sectors, IT, BPO & FMCG
to operate smoothly.
 Airtel is the market leader in Internet Service Provider followed by TATA. Airtel possess 41%
of market share.
Existing Customer Feedback

Existing customer’s feedback is collected to research about Microtalk service delivery. Microtalk has
114 customers. Their customers are mainly IT companies and BPOs.
Research Methodology
The research is the qualitative study of Microtalk. A feedback questionnaire is made to collect
customers feedback about Microtalk’s service delivery. The questionnaire consisted of 19 question.
The feedback form is made in google form and circulated to the existing customer via mail and also
physically taken to customers through electronic medium viz., TABs.
11 customer’s feedback is collected out of which 2 companies responded in mail and rest 9 feedback
is collected through face to face interview.
An inference is drawn after from the feedbacks.
Findings
The 11 company’s outcome are given below
 VAP Technology – They are using VoIP service. Their main required facilities are call
connectivity and Voice clarity. They rated Microtalk “Fine” for product and rated “Good”for
value for money.
 Affinity Securities – They are using ILL. They are very happy with microtalk’s service. Recently
they upgraded their line to 10 MBPS. The credit policy feature is most valuable for them.
They rated 9 out of 10 for recommending Microtalk to other company.
 NOVOTUS – They use VoIP, ILL both services. Voice clarity and Call connectivity is the most
needed service they expect from Microtalk. In remarks they said that they want quick and
proper support. They rated Microtalk “Regular”.
 First Voice IT Services LLP – They are using only VoIP service. They are satisfied with
Microtalk’s service. IVR (initial voice recording) is most valuable feature for them. They told
that they need more efficient support.They rated “Fine” about service delivery and “Very
Well” about value for money.
 Adeeba E Services – They use VoIP. Call log and call record are the valuable feature for them.
They rated “Fine” about service delivery and “Very Well” about value for money. They rated
8 out of 10 for recommending Microtalk to other company.
 Sun Knowledge Pvt, Ltd – They use DID numbers. Rated average. They said that theyare
facing huge downtime problem. They also need support system. They rate our product “Fine
but there are some issues” but they rated “Good” for value for money.
 UTDE E Service - Using VoIP service. They are very satisfied.Their main required facilities are
call connectivity and Voice clarity. They rated Microtalk “Good” in all aspects.
 First Rite IT Services Pvt, Ltd – They are using VoIP, they are facing call connectivity problem.
Payment facility is the most valuable feature for them. In spite of connectivity problem, they
rated Microtalk 9 out of 10 for Recommending Microtalk to other company.
 ONPROCESS TECHNOLOGY –This companyis also using VoIP Service. Highly appreciated
Microtalk, and rated “Good” in all aspects. They also rated Microtalk 9 out of 10 for
Recommending Microtalk to other company.
 HEER BUSINESS PROCESS MANAGEMENT PVT LTD – Using VoIP service. Tech support,
Managerial Assistance, Credit Policy and Payment Feature are the main featurerequired by
them. They told when the serviceis interrupted, they called to the NOC team so many times
to solve the server problem, otherwise the service is good.
 Apollo Business Technologies Pvt Ltd – The are using VoIP. They require Support and Call
Monitoring. They don’t get fast reply from NOC night shift team. They have a suggestion to
“better our midnight NOC support”. They rated us average.
Graphical Representation
Feedback outcomes are presented graphically in the next pages.
Figure – A
In the above figure it is found that Microtalk has more VoIP minutes customer than ILL customers.
Also, as per company data they have more than 80% BPO customers.
Figure – B
The above figure shows the rating of Microtalk’s product. 63.6% of people rated “Fine” and 9.1% are
rated “Great”.
Figure – C
The above figure is showing value for money of Microtalk’s Product. 90.90% of customer are rated
“Good” about value for money. It is a good achievement for Microtalk.
Figure – 4
The bar chart is showing the most valuable feature for the customers. “Call Connectivity” and “Voice
Clarity” is the most valuable features for the customers. The “Credit Policy” feature is another most
valuable feature for 45.5% of customers.
Figure - E
The customers want to repeat purchase from Microtalk again. Total 100% customers answered “Very
Likely” and “Likely” for the repeat purchase question.
Outcomes
The outcomes are
 Microtalk has a smaller number of ILL customer than VoIP customers.
 Customers are highly satisfied with ILL service.
 Customers are more or less happy with VoIP service.
 They are facing a common issue of Support.
 Voice Clarity, Call connectivity, Payment policies are most valuable feature for them.
 It’s good news for Microtalk that all customers want to repeat purchase from them.
Challenges of Microtalk
Indian Telecom Market is a fully crowded market by market players. Many telecom giants like Airtel,
TATA, Vodafone etc. are controlling the market.
Microtalk Communication Pvt Ltd has started its operation as telecom service provider from 2017 in
India. Microtalk is a new player in Indian market. Naturally Microtalk is facing a huge challenge to
sustain in the market. The major challenges faced by Microtalk are,
 Competition – Microtalk is working in the market where they are facing huge competition.
The market consists of telecom giants like Bharti Airtel, TATA communication, Vodafone, Jio
etc. So normally Microtalk communication is continuously fighting against this competitive
market.
 Market Situation – Microtalk is mainly focusing in commercial products. Currently the

commercial telecommunication product’s market is near to saturation. Before Microtalk
many companies have introduced the products like ILL, VoIP, Broadband etc. So, the current
scenario of the market is the demand of these product is less but there are huge suppliers. If
Microtalk’s offering is new/ varied in the market then it can be easy for Microtalk to capture
Indian Market.
 Poor Market Presence – In India market presence plays an important role for a business to
grow. Microtalk is a new player in the market. So, it is at the phase where Microtalk has very
poor market presence. It is an everyday challenge for them to make their presence in the
market.
 Goodwill – In the market other giant players are enjoying a heavy goodwill. Some times their
business is run upon the goodwill they acquire. Microtalk is a very new innovative company
but due to other giant’s heavy goodwill challenge them to capture market and lose
opportunity to prove themselves
 Small Investment Capabilities – In this market a company can exist only if they can invest
daily on infrastructure, market presence, Customer Retention Strategies etc. because of the
existing market competition. Microtalk being an SME has minimal capital to invest in
penetrating market.
 Infrastructural Challenge – Due to infrastructural deficiency, Microtalk is unable to cater to

requirements ranging to multiple cities and suburbans of the country as its presence is
currently limited to Kolkata and Durgapur. Connectivity to other sub-urban areas likes
Midnapur, Siliguri is currently not deliverable by the company.
 Manpower – Limited workforce and work segregation draws hindrance in increasing and
retaining their customer base. Total of 33 employee strength divided as 7 in network and
customer support, 4 in accounts and Operations, 4 in sales and business development, 5 in
software development, 2 in vendor management and rest in other operational and resource
sectors limits the process of market study and customer analysis. A larger employee base
might help in minute monitoring and revenue assurance for the company.
Company Analysis
With reference to the market study and existing customer feedback we can
SWOT (Strength, Weakness, Opportunity, Threat)

Microtalk’s SWOT is analyzed on the basis of two locations, Kolkata and Durgapur.
SWOT
(KOLKATA)
Strength Weakness
 Product customization as per  Poor Market Presence.
customer requirement.  Poor Branding.
 Technically sound people.  Less knowledge about customer.
 Dedicated Team.  Low feasibility/network reach.
 Good Relationship Management.
 Credit Control facility.
Opportunity Threat
 New established offices in Saltlake  Telecom Giants
and Rajarhat sides.  Entry of new ISP’s
 New low-cost Corporate Broadband  Lobby of Local Cable Operator.
product.
 IP TV
SWOT
(Durgapur)
Strength Weakness
 Technically advanced products  New Start-Up in Durgapur
 In depth customer analysis  Unavailability of good partner.
 Unfulfilled customer requirement.  High setup cost
 Unserved market.
Opportunity Threat
 Few competitors.  Local Cable Operator Lobby
 Few good providers.
 Customer’s interest about innovative
products.
Marketing Mix (7P’s)

In this study Microtalk is also analyzed in the basis of their two locations.
Marketing Mix
(4P)
P’s Kolkata Durgapur
Product ILL, Cloud PBX, Domestic Broadband, ILL, Cloud PBX, VoIP Minutes
VoIP Minutes, DID, VPN
Price In Kolkata the pricing strategy is In Durgapur pricing strategy is
competitive pricing i.e. providing the penetrating pricing where
service at the price which prevail in the company is setting a low price
market. than its competitor.
Place In Kolkata Microtalk placing its product In Durgapur very few providers
as a backup service provider. After that provide ILL and others services. So
convert into primary service provider. that Microtalk is placing their
product as a new technically
advanced ILL and other service
provider who is providing better
service than others.
Promotion In Kolkata they are promoting through In Durgapur they are new. They
Facebook Business page, Mass mailing, creating their brand awareness by
word of mouth and relationship sales development executives who
maintenance with clients are approaching all types of
company for their product.
People In Kolkata there is a total dedicated In Durgapur one Network
team to take care of all customers in Operation Executives is appointed.
Kolkata
Physical Business Card, Leaflet Business Card, Leaflet
Evidence
Process In Kolkata whole team is divided In to In Durgapur one NOC executives is
departments like, Sales, NOC, Credit appointed. He is assigned to set
Control, Accounts, R&D etc. All up fiber with local cable operator
operations are done as per standard and maintain the network.
corporate manner. Business Development Executives
USP (Unique Selling Proposition)

Kolkata – In Kolkata Microtalk is facing huge competition. Here placing Microtalk’s product is
quite difficult. In Kolkata Microtalk’s USP is,
 UK Based Company.
 Tier 1 ISP
 Product customization flexibility
 Providing 3 connection in a single line.
 Providing cheaper price than other.
Durgapur – In Durgapur competition is less and people are cooperative and gentle. The USP in
Durgapur is,
 UK based company
 Operating in 4 Countries
 Market leader in Kolkata for VoIP business
 Providing 3 connection in one line.
 No need of backup line.
 Microtalk promise customer the lowest price from their existing service provider.
STP (Segmenting Targeting Positioning)

It’s a process of Segmenting Market, Target the best segment & Positioning the offerings.
Segmenting – segmenting market is a tuff job for a company. Microtalk offers different products.
The products can be used by mainly commercial users. But Microtalk has segment their market in
two types of user. One is Individual user; another one is Commercial user.
Targeting – Microtalk mainly target the commercial users. The products are mainly used by
commercial companies. In the commercial user segment Microtalk is targeting user sector wise.
Their main targets are, BPO, Software companies, Hotel Sector, Colleges, Hospital etc. Microtalk also
target the individual users. They are having plan of introducing IP TV for them.
Positioning – Microtalk positioned their commercial product in the market as a technically

advanced product and the back bone is UK. For capturing the individual user Microtalk is positioning
their internet service with the Local Cable Operator (LCO). Microtalk is providing bandwidth to the
LCO’s and the LCO providing the bandwidth to individual customer as a form of domestic broadband.
Business Development Strategies in different location

Microtalk is operating in two places in West Bengal. Kolkata and Durgapur are two different places
but Microtalk’s target is same. Microtalk’s main target from two locations are different. The targets
are,
Kolkata Durgapur
 Collect market Data  Gather market data
 Expand Market  Create market presence
 Selling of ILL and Cloud PBX  Capture unserved market
 Selling VoIP and maintain existing  Selling ILL and Cloud PBX
customer.
Different targets need different strategies. Details are giving below location wise.
Collection of market data – In Kolkata, the following data was collected:
 Who is the leading Internet Service provider in the market?

 What is the price prevailing in the market?
 What is the requirement of internet in companies situated in Kolkata? (Sector Wise)
 Who are the Technical/IT manager of these companies?
 Collecting contact details of them
To collect the above information the following steps were used,
 Locate the place in google map

 Finding out the companies on these location sector wise in google
 Selecting companies’ sector wise.
 Arranging them in the order of their location to save travel time.
After those above steps an intern visit to market to collect data.
Kolkata
Procedure of data collection and marketing Telecom Products
Two different approaches were used to collect the data: as students and as employees.
AS STUDENT SURVEY AS MARKETING PERSONNEL

COMPANY BEHAVIOR Major companies dealt Major Companies showed lack of
patiently interest in entertaining marketing
personnel
MINUTES ON DETAILS Companies were willing to Companies denied revealing
provide details like current information like service provider,
provider, service term, rates, rates, contract term, etc
etc
INTEREST IN PRODUCT Showed less interest in Companies showed interest in
product and product product details and product
specification. Companies did features. They were willing to
not receive confidence on receive company proposals and
receiving product details from open to be contacted further for
students. any current/ future requirement.
REQUIREMENT DISCLOSURE Denied presence of any Partial to Full information
requirement. provided regarding requirements.
Willing to receive proposals too.
COMPANY EXPECTATIONS Does not expect any product Require detailed product
knowledge and are lenient in knowledge as customers
questionings scrutinize on the available
knowledge about the product/s
from the personnel and derive
conclusions regarding the
product, company and the service
from the same.
Observation from Kolkata
 Companies are already knowledgeable about products
 Microtalk has a very poor market and social presence and this result in less belief by the
companies
 Competition is high and market is saturated
 Companies are not ready to adopt a new company
Durgapur
Procedure of data collection and marketing Telecom Products
Observing market study from Kolkata, it was decided that further approaches in Durgapur will be
made as marketing Personnel
POINTS OF CONCERN DETAILS

COMPANY BEHAVIOR Companies and company representatives show much
patience and cordiality towards providing relevant
information
MINUTES ON DETAILS company representatives were willing to share their minutes
and their current rates
INTEREST IN PRODUCT Showed interest in product details and less speculation
compared to those in Kolkata.
REQUIREMENT DISCLOSURE Disclosed requirement and budget available with the
company
COMPANY EXPECTATIONS Expect excellent service due to global presence.
Observation about Durgapur

The following observations are,
 Presence of internet service provider Lobby and LCO.

 Durgapur Hotels and Colleges are hugely using ILL.
 Corporate Offices are using Domestic Broadband for their operation.
 There is a huge requirement of good speed internet.
 ILL is provided in Radio connection.
 BSNL is dissatisfying their customer.
 People are very gentle there. They listened us properly.
 There are all ILL connections are given by RC(Radio). Optical fiber adds impulse to customer.
 They always asked us “Who are our existing customer?”
 They are very loyal. They don’t want to leave their existing provider just because of they have
a good relation.
 When we talk to a customer more friendly and showing him or her that we came there not
only to sale, we came there to make a relationship then they felt free to communicate with
us.
 Durgapur is not so developed city in infrastructure except Bengal Ambuja Complex,
Bidhannagar and City Center.
 Electric and Cable lines are provided through overhead connection.
 In Bengal Ambuja there are lots of small companies. They generally use domestic broadband.
 Someone should cover all companies in Bengal Ambuja.
 Bengal Ambuja can be a great opportunity for us where we can sell small Bandwidth
Corporate Broadbands.
Strategy after observation

After observing Durgapur market 3 strategies are applied to approach the companies. The strategies
are,
1. We told them that our ILL will be provided in Optical Fiber. Which attracts them hugely.
2. We introduce 3 in 1 concept i.e. providing 3 connection in one line.
3. We realized them about the requirement of backup line and its essentialities. So then we
introduce 3 in 1 strategy which attracts them hugely.
Initiative for overcoming challenges to increase customer reach
Product Videos – videos are more attractive than a normal mode of verbal presentation. It can
attract the customer and can impact more than traditional way of presentation. 4 videos are made
on Company Introduction, ILL, Cloud PBX and VoIP products. Videos are made from
renderforets.com online and it was free.
The clippings of videos are giving below
Company Introduction
Internet Leased Line
Cloud Telephony
VoIP
Mass Mailing – Microtalk has purchased a mass mailing portal. The portal is kvnmail.com. Around
53000 of mails have been sent to corporate people.
Outcomes from Kolkata

 10 companies are asked for proposal out of 101 companies.
 14 companies are in the list of prospective customers from Kolkata.
 1 company contacted Microtalk for ILL from those mailed recipients.
Outcome of Durgapur
 Total 24 companies have asked for proposal. In Durgapur.
 22 companies out of 24 companies are in prospective customer list.
Conclusion/Observation
Microtalk is a new born baby in the Telecom market of India. The following observations are,
 Its in introduction stage to market
 Poor market presence
 Need of huge branding
 Investment capability is low
 Sales and NOC team sometimes loose link between them
 More expertise required to run the operation
 Pricing should be fixed at a standard rate.
<REST WILL ADD TOMORROW>
Exhibit (Questionnaire)
Existing Customer Survey

To find out how customer is satisfied with Microtalk and SWOT analysis.
CompanyName
1.Which Microtalk product are youusing?
Check all that apply.
VoIP Minutes
ILL
Cloud PBX
All
2.Whichofthefollowingwordswouldyouusetodescribeourproduct?
Mark only one oval.
Great
Fine
Finebuttherearesomeissue
Buggy
Other:
3.How well does our product meet yourneeds?
Mark only one oval.
Verywell
Well Fine
Badly
Other:
4.Which features are the most valuable toyou?
Call Hold
Call log
TransferingC
all record
IVR
Voicemail
Call connectivity
Voice Clarity
Payment
FacilityCredit Policy
Other:
5.Whatarethemoreimportantfeaturesyou need
fromus?
6.Ifyoucouldchangejustonethingaboutour product,
what would itbe?
7.Whatproblemwouldyouliketosolvewith
ourproduct?
8.How would you rate the value for money of theproduct?
Mark only one oval.
Good
Regular
Bad
Other:
9.How easy is it to navigate ourwebsite?
Mark only one oval.
Very Easy
Easy Regular
Difficult
Very Difficult
Other:
10.Howmucheffortdidyoupersonallyhavetoputforthtohandleyourrequest?
Mark only one oval.
Asmallamountofeffort
Ausualamountofeffort A
loteffort
Other:
11.Howresponsivehavewebeentoyourquestionsorconcernsaboutourproducts?
Mark only oneoval.
veryResponsiveRe
sponsive
Non Responsive
Very Non Responsive
Other:
12.WhichothercompaniesapproachyoufortheirproductinsteadofMicrotalk
Airtel Tata
Vodafone
BSNL
VSNL
Alliance
SITICable
MeghbalaS
iFi
JIO
Other:
13.Whatarethedifferencebetweentheir
offerings with ouroffering?
14.Who was your previous serviceprovider?
15.Whydidyouchooseourproductrather than a
competitor’sproduct?
16.Onascalefrom0to10,howlikelyareyoutorecommendourcompanytoafriendor colleague?
Mark only one oval.
0 1 2 3 4 5 6 7 8 9 10
Not Absolutely
At
all
17. How likely are you to buy again fromus?
Mark only one oval.
Very
Likely
Likely
Not Likely
Not Likely at all
18.Whatwouldyousaytosomeonewhoasked
aboutus?
19.What else would you like us toknow?
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A Generic Case Study On Microtalk Communications PVT LTD and Its Products

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6/26/2019 Existing Customer Survey

Comparative Market Study Of Telecom Products of a Start Up

About the Company

Timeline of the Company

Company’s Commercial Product Portfolio

 ILL (Internet Leased Line)

 ILL (internet Leased Line)

 VoIP (Voice Over Internet Protocol)

 VPN (Virtual Private Network)

The types of VPN are

 Point to Point connection –In telecommunications, a point-to-point connection refers to a

Pricing of Microtalk’s Product

Bandwidth Installation Charges (RS) Monthly Recurring charges (Rs)**

R.S Software 200 Kolkata 30,000 100 10,000 10,000

Location Wise Call Charges

Call Rates per Minutes (Rs)

 Corporate Broadband– Corporate Broadband pricing is same in Kolkata as well as in

Call Rates per Minutes (Rs)

Establishing new venture in Durgapur, West Bengal

Vision & Mission of Microtalk communication’s in Durgapur

Products introduced in Durgapur by Microtalk Communication Pvt, Ltd

Initiative taken by Microtalk in Durgapur.

Internet Market Analysis of Kolkata and Durgapur

 Location wise Internet Connection preference

 Sector wise Market Requirement of Bandwidth

 Leading Internet Service Provider in the Market

Number of Company Visited

Kolkata Durgapur Tota l

ILL & Broadband Market Preference

Existing Internet Service Provider

Ai rtel TATA Vodafone BSNL

Existing Customer Feedback

An inference is drawn after from the feedbacks.

 Microtalk has a smaller number of ILL customer than VoIP customers.

 Customers are highly satisfied with ILL service.

 Customers are more or less happy with VoIP service.

 They are facing a common issue of Support.

 Market Situation – Microtalk is mainly focusing in commercial products. Currently the

 Infrastructural Challenge – Due to infrastructural deficiency, Microtalk is unable to cater to

SWOT (Strength, Weakness, Opportunity, Threat)

Marketing Mix (7P’s)

USP (Unique Selling Proposition)

STP (Segmenting Targeting Positioning)

Positioning – Microtalk positioned their commercial product in the market as a technically

Business Development Strategies in different location

Collection of market data – In Kolkata, the following data was collected:

 Who is the leading Internet Service provider in the market?

 Locate the place in google map

AS STUDENT SURVEY AS MARKETING PERSONNEL

Observation from Kolkata

 Companies are already knowledgeable about products

POINTS OF CONCERN DETAILS

Observation about Durgapur

 Presence of internet service provider Lobby and LCO.

Strategy after observation

Initiative for overcoming challenges to increase customer reach

The clippings of videos are giving below

Internet Leased Line

Outcomes from Kolkata

Existing Customer Survey

Check all that apply.

Mark only one oval.

3.How well does our product meet yourneeds?