INSTITUTE OF MANAGEMENT

SCIENCES
LUCKNOW UNIVERSITY

ASSIGNMENT of CORPORATE
COMMUNICATION
ON RELIANCE MOBILE
NET+

Prepared by,
Submitted to,
Himanshu gupta
Sridhar sir
Roll no. 901112020
History of Reliance Communication
The Indian telecommunications industry is one of the fastest
growing in the world and India is projected to become the second
largest telecom market globally by 2010. In fact, in April 2008,
India had already overtaken the US as the second largest wireless
market. To put this growth into perspective, the country’s cellular
base witnessed close to 50 per cent growth in 2008, with an
average 9.5 million customers added every month.

Reliance Communications is the flagship company of the Anil

Dhirubhai Ambani Group (ADAG) of companies. Listed on the
National Stock Exchange and the Bombay Stock Exchange, it is
India’s leading integrated telecommunication company with over
100 million customers.

Their business encompasses a complete range of telecom

services covering mobile and fixed line telephony. It includes
broadband, national and international long distance services and
data services along with an exhaustive range of value-added
services and applications. Our constant endeavour is to achieve
customer delight by enhancing the productivity of the enterprises
and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28

December 2002, coinciding with the joyous occasion of the late
Dhirubhai Ambani’s 70th birthday, was among the initial
initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhai’s dream of ushering in a digital revolution
in India. Today, the company can proudly claim that they were
instrumental in harnessing the true power of information and
communication, by bestowing it in the hands of the common man
at affordable rates.

They endeavour to further extend their efforts beyond the

traditional value chain by developing and deploying complete
telecom solutions for the entire spectrum of society. It was
established in the year 2004 as Reliance Infrastructure
Developers Private Limited, Reliance Communications started
laying 60,000 route kilometers of a pan-India fiber optic backbone
with high capacity, integrated (wireless and wireline), convergent
(voice, data and video) digital network and to offer services
spanning the entire infocomm value chain.

Introducing India's Superfast Internet

Net connect Broadband+
Arrival of high speed broadband USB modems has refashioned
the way people access and used Internet. You can just plug
and play with USB modems on the go with big players like
BSNL, Airtel, Reliance and TATA indicom involved in the
Plug 2Surf game it is getting highly competitive. We had
already done a comparative study on various wireless
broadband Internet providers

In a closer-tie, two giant telecoms companies Reliance and TATA

indicom are hyped to be going neck-and-neck with their USB
Modem services. Reliance Net connect broadband + and TATA
Indicom Photon + are being widely discussed and compared in
different forums. Let's take a comparative look at the high speed
broadband USB services.
Speed & Connectivity
Reliance Net Connect Broadband + Evdo (3G) claims to offer a
speed of 3.1 Mbps and a uplink speed of upto 1.8 Mbps. It claims
to be the fastest Internet connection. It's said to offer a 30 per
cent higher downlink rate compared to other wireless broadband
offerings.

Area of Coverage
Reliance is way ahead than its rival in terms of coverage.
Their HSD coverage extends to 64 cities covering the
highways and railways. The service runs through most
part of the cities like Mumbai, Hyderabad, Delhi,
Chennai, Bangalore, Ahmadabad etc.

Features -
Get the Reliance Netconnect Broadband+ advantage:-

Wireless Broadband for laptop & desktop

20 times faster with speed upto 3.1Mbps in Reliance Broadband
+ Network.
Fastest uploads at a speed of upto 1.8 Mbps
Downward compatible with Reliance High Speed 1X network to
ensure seamless connectivity across 24000 towns & 6 lakh
villages, as well as along major highways, railway routes, airport
lounges and remote locations in India
Optimized for running rich media / heavy applications such as
video conferencing, video streaming, electronic surveillance,
online multiplayer gaming and heavy file transfers.
Simply plug & play
Recent development in reliance mobile net-Upgrading
to Reliance Broadband plus from the old Reliance Netconnect that is from 1x
speed which is not very good for heavy downloading to lightning fast 3.1
Mbps speed which is capable of showing Live television instantly
without any buffering

Area of specialization: Integrated telecommunications

services over a convergent (voice, data and video), next generation digital
network.

Field of Innovation: CRM up gradation.

Company Overview:
Reliance Communications is the flagship company of the Anil
Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock
Exchange and the Bombay Stock Exchange, it is India’s leading integrated
telecommunication company with over 40 million customers. The company’s
business encompasses a complete range of telecom services covering
mobile and fixed line telephony. It includes broadband, national and
international long distance services and data services along with an
exhaustive range of value‐added services and applications.

The Innovation:
The innovation was centered around Reliance Communication’s
CRM system, which needed to be upgraded to improve performance,
scalability and stability, improve transactional integrity across systems to
address operational pain areas and implement database storage
transformation. Normally, the technical complexities of the process would
have necessitated a downtime of about seven days. The innovation was to
shrink the 7‐day downtime to zero‐downtime for the major upgrade of the
CRM application and associated infrastructure in a live environment. This
was completed in a seamless manner so that customer service, revenue and
reputation was not impacted or compromised in any manner. RCOM
prioritized the core business processes to ensure the acquisition of new
customers, the acceptance of payments, management of customer inquiries
and complaints, synchronization of transactions with external systems and
synchronization of transactions with old as well as new CRM database
instances. A lightweight software application, named UCS (Uninterrupted
Customer Service), was engineered and developed for all the core business
processes to continue unchallenged and without compromising any Business
SLAs or Customer Service Quality Levels.

Key Achievements:
RCOM operated in a normal fashion, throughout the seven days
when the CRM application and associated infrastructure was upgraded. UCS
(Uninterrupted Customer Service) is now the Business Continuity solution for
any planned and unplanned outage of CRM for maintenance. As a result, the
availability of the CRM has improved to 99.99 percent from 99.9 percent
which translates into improved availability of 76 hours annually. The
mitigation of “impact to profitability,” through this additional availability, can
be estimated at approximately Rs. 2.74 crore

Brand value-
Reliance communication is a brand in itself. It was founded in the year 2004 and is a pioneer
in Indian modern communications scenario. Mr. Anil Ambani is the chairman cum managing
director of the Reliance Communications. Its headquarters are located in Navi Mumbai,
Maharashtra, India. Its industry portfolio is telecommunications, wireless and telephone.
Products include internet and television. As per the latest data a massive figure of 33,000
employees is supporting the functioning of the Company.

A huge portion of Indian people feels proud to identify them with Reliance thus increasing its
brand value several times. A few years back the company shares gave amazingly high returns to
short term traders
Reliance Communications has been pretty dormant for a while and I can understand the
reasons. It is back with a bang. It is very close to signing up Hrithik Roshan as its brand
ambassador .The deal would run for 3 years and Hrithik would get anywhere between
Rs 5 crore - 10 crore annually.

Reliance communications has invested nearly Rs. 600 Crores in its

broadband business. They have upgraded their software in their existing
network to increase the internet speed on their existing infrastructure. This
new service is named as Reliance Net Connect Broadband Plus, under
this technology the user can get a speed of up to 3.1 Mbps downlink
(Download Speed) and 1.8 Mbps uplink (Upload speed). It is also
interesting to know that, if you are not in their Net Connect broadband
coverage area then the software will automatically convert your connection
to their existing 1X network without any call or data loss.

Promotions of Reliance Net Connect

Broadband Plus-

In busy life customer do not remembered any offers and which service we can
provided for the customer therefore they should by force showing advertisement in
growing market and among customer. Customers want continuously exposure in
Cable and Local newspapers

This tool can get your messages to large audiences efficiently through such
avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other
mobile technological communication devices. This method can efficiently reach a
large number of consumers, although the costs may be somewhat expensive. The
two techniques are:

 ATL (Above the line) Advertising

  BTL (Below the line) Advertising

Above the line Advertising:

ATL is a type of advertising through media such as television, cinema, radio, print, web banners
and web search engines to promote brands. This type of communication is conventional in nature
and is considered impersonal to customers. It differs from BTL advertising, which uses
unconventional brand-building strategies, such as direct mail and printed media (and usually
involves no motion graphics). It is much more effective when the target group is very large and
difficult to define.

Examples: television, Print media (newspapers, magazines), radio, outdoor, and internet.

BRANDING

• On shop Branding
• In shop Branding

In Shop Branding:

 Shelf Strips
Shelf Strips are strips that are being placed right below the media on the shelf. The
main benefit of using shelf strips is that it is being placed across the whole range of
products on the shelf. Make your brand stand out from the competition by using
shelf strips to illuminate shelf positioning and location.

Leaflet
A leaflet is a written or pictorial message on a single sheet of paper. It has no
standard size, shape, or format. In selecting the size, shape, and weight of the
paper, the primary consideration is that the message and be easy to distribute.

BUNTING
Making bunting is fun for all ages and you can use many different types of material
and involve children of all ages - even the very youngest! Choose your colors to suit
the occasion - perhaps to tie in with your birthday party decorations, or in patriotic
colors for a special event.
Wobblers

• Used as a traditional retail display to attract attention .

• In large offices and call centers to draw attention to the current promotional theme or offer.
• Full color is standard.
• Minimum quantity order of 250 units per model.

Posters A poster is any piece of printed paper designed to be attached to a

wall or vertical surface. Typically posters include both textual and graphic elements,
although a poster may be either wholly graphical or wholly text. Posters are
designed to be both eye-catching and convey information. Posters may be used for
many purposes. They are a frequent tool of advertisers and other groups trying to
communicate a message

Brochures

The most common types of single-sheet brochures are the bi-fold (a single sheet printed on both
sides and folded into halves) and the tri-fold (the same, but folded into thirds). A bi-fold
brochure results in four panels (two panels on each side), while a tri-fold results in six panels
(three panels on each side

Below the line Advertising:

BTL sales promotion is an immediate or delayed incentive to purchase, expressed
in cash or in kind, and having short duration. It is efficient and cost-effective for
targeting a limited and specific group. It uses less conventional methods than the
usual ATL channels of advertising, typically focusing on direct means of
communication, most commonly direct mail and e-mail, often using highly targeted
lists of names to maximize response rates. BTL services may include those for
which a fee is agreed upon and charged up front

BTL (Below the line) Advertising of Reliance Net Connect Broadband Plus Is
mainly done on places where we can easily get our target market or
potential customer that is in our case are students thus Reliance
communication has done BTL advertising in

Various seminars which include a mass of students.

Various colleges and schools.

Various computer centres like Aptech , NIIT branches at that was a

very good below the line promotion technique