VoIP Feasibility Study

Asianet Satellite Communications Ltd.
Page |1
1. INTRODUCTION
1.1 Voice Over Internet Protocol (VoIP)
Voice over Internet Protocol is a general term for a family of transmission

technologies for delivery of voice communications over internet protocol networks such as
the internet or other packet-switched networks. Other terms frequently encountered and
synonymous with voice over internet protocol are internet protocol telephony, internet
telephony, voice over broadband, broadband telephony, and broadband phone. internet
telephony refers to communications services — voice, facsimile, and/or voice-messaging
applications — that are transported via the internet, rather than the public switched telephone
network.
The basic steps involved in originating an Internet telephone call are conversion of the
analog voice signal to digital format and compression/translation of the signal into internet
protocol packets for transmission over the internet; the process is reversed at the receiving
end. Voice over internet protocol systems employ session control protocols to control the set-
up and tear-down of calls as well as audio codec’s which encode speech allowing
transmission over an internet protocol network as digital audio via an audio stream. Codec
use is varied between different implementations of voice over internet protocol (and often a
range of codec’s are used); some implementations rely on narrowband and compressed
speech, while others support high fid
“Internet protocol” instead of traditional analog systems. Some voice over internet
protocol services need only a regular phone connection, while others allow you to make
telephone calls using an Internet connection instead. Some voice over internet protocol
services may allow you only to call other people using the same service, but others may allow
you to call any telephone number - including local, long distance, wireless, and international
numbers. Voice over internet protocol is mainly concerned with the realization of telephone
service over internet protocol-based networks such as the internet and intranet. Internet
protocol telephony is currently breaking through to become one of the most important service
on the net. The actual breakthrough was made possible by the high bandwidth available in an
intranet and, increasingly, on the internet. Another fundamental reason is the cost associated
with the various implementations.
Asianet Satellite Communications Ltd. Page |2
The public telephone network and the equipment makes it possible are taken for
granted in most parts of the world. Availability of a telephone and access to low-cost, high
quality worldwide network is considered to be essential in modern society (telephone are
even expected to work when the power off).There is, however, a paradigm shift beginning to
occur since more and more communication is in digital form and transported via packet
networks such as internet protocoland Frame Relay frames. Since data traffic, there has been
considerable interest in transporting voice over data networks. Support for voice
communications using the internet protocol, which is usually just called “Voice over internet
protocol” or voice over internet protocol, has become especially attractive given the low-cost,
flat-rate pricing of the public Internet. In fact, toll quality telephony over internet protocol has
now become one of the key steps leading to the convergence of the voice, video, and data
communications industries. The feasibility of carrying voice and signaling message over the
internet has already been demonstrated but delivering high-quality commercial products,
establishing public services, and convincing users to buy into the vision are just beginning.
Definition
Voice over internet protocol can be defined as the ability to make telephone calls and
to send facsimiles over internet protocol- based data networks with a suitable quality of
service and a much superior cost/benefit. Equipment producers see Voice over internet
protocol as a new opportunity to innovate and copete. The challenge for then is turning this
vision into reality by quickly developing new voice over internet protocol-enabled
equipment. For Internet service providers, the possibility of introducing usage-based pricing
and increasing their traffic volumes is very attractive. Users are seeking new types of
integrated voice/data applications as well as cost benefits. Successfully delivering voice over
packet networks presents a tremendous opportunity; however, implementing the products is
not as straightforward a task as it may first appear. This document examines the technologies,
infrastructures, software, and systems that will be necessary to realize voice over internet
protocol on a large scale. The types of applications that will both drive the market and benefit
the most from the convergence of voice and data networks will be identified.
History of Voice Over Internet Protocol

Voice over Internet Protocol owes its existence to the difference in price between
long-distance connections and the use of data networks. This technology uses data networks
such as the Internet to transmit voice information from a simple PC. A telephone
conversation is conducted via microphone and loudspeaker connected to the sound card.
Microsoft NetMeeting is the most common Internet telephony program. Its features also
include Internet video communication (image telephony). Or, a specially adapter can be used
to hook standard telephones up to the data network. All devices that support the same
standard can be connected over one data network. Gateways are also available for connecting
these devices to
telephones in the normal telephone network. These possibilities have led to the creation of IP-
based telephone systems using voice over internet protocol.
1.2 INDUSTRY PROFILE

WORLD SCENARIO
Table 1.1- World Internet Usage Statistics
Source : Internet Usage and World Population Statistics are for December 31,
2009.Demographic (Population) numbers are based on data from the US Census Bureau .
Internet usage information comes from data published by Nielsen Online, by the International
Telecommunications Union, by GfK, local Regulators and other reliable sources. Copyright
© 2010, Miniwatts Marketing Group. All rights reserved.
Figure 1.1
The Changing Face of Broadband Distribution

The chart below shows how the telecoms industry today offers two dominant types of
distribution systems for content and services.
Fig 1.2:- The Changing Face of Broadband Distribution
1. Vertically integrated networks, like the Public Switched Telephony Network, its mobile
equivalent, Next Generation Network replacements for these, and SMS messaging ("PSTN &
SMSC"). Here, a dedicated network integrates connectivity, service and payment.
2. Internet access, where connectivity, services and payment are all separate ("Broadband
Internet").
3. In the future there will be a wide range of new business and payment models which
assemble devices, applications, content and connectivity in new technical and economic ways
("Other").
Table 1.2- Internet Usage in Asia
INTERNET USERS AND POPULATION STATISTICS FOR ASIA

% Penetratio
User
Pop. Internet n
ASIA Population Growth Users %
of Users, (%
REGION ( 2009 Est. ) ( 2000- of World
Worl Latest Data Populatio
2009 )
d n)
3,808,070,50 56.3
Asia Only 764,435,900 20.1 % 568.8 % 42.4 %
3 %
Rest of the 2,959,734,70 43.7 1,037,894,55
35.1 % 320,7 % 57.6 %
World 5 % 7
WORLD 6,767,805,20 100.0 1,802,330,45
26.6 % 399.3 % 100.0 %
TOTAL 8 % 7
NOTES: (1) Asiatic Internet Usage and Population Statistics were updated for
December 31, 2009. (2) Population numbers are based on data from the US Census
Bureau. (3) The most recent usage comes mainly from data published by Nielsen
Online , ITU , official country statistics and other trustworthy local sources. (4) Data
on this site may be cited, giving due credit and establishing an active link back to
Internet World Stats . (5) For definitions and help, see the site surfing guide. Copyright
© 2010, Miniwatts Marketing Group. All rights reserved.
Figure 1.3
Table:-1.3
ASIA INTERNET USAGE AND POPULATION

User
Internet Internet Penetration
Population Growth Users (%)
ASIA Users, Users, (%
( 2009 Est.) ( 2000- in Asia
(Year 2000) Latest Data Population)
2009 )
Afganistan 28,395,716 1,000 500,000 1.8 % 49,900.0 % 0.1 %
Armenia 2,967,004 30,000 191,000 6.4 % 536.7 % 0.0 %
Azerbaijan 8,238,672 12,000 2,444,600 29.7 % 20,271.7 % 0.3 %
Bangladesh 156,050,883 100,000 556,000 0.4 % 456.0 % 0.1 %
Bhutan 691,141 500 45,000 6.5 % 8,900.0 % 0.0 %
Brunei
388,190 30,000 217,000 55.9 % 623.3 % 0.0 %
Darussalem
Cambodia 14,494,293 6,000 74,000 0.5 % 1,133.3 % 0.0 %
1,338,612,96
China * 22,500,000 384,000,000 28.7 % 1,606.7 % 50.2 %
8
Georgia 4,615,807 20,000 1,024,000 22.2 % 5,020.0 % 0.1 %
Hong Kong * 7,055,071 2,283,000 4,878,713 69.2 % 113.7 % 0.6 %
1,156,897,76
India 5,000,000 81,000,000 7.0 % 1,520.0 % 10.6 %
6
Indonesia 240,271,522 2,000,000 30,000,000 12.5 % 1,400.0 % 3.9 %
Japan 127,078,679 47,080,000 95,979,000 75.5 % 103.9 % 12.6 %
Kazakhstan 15,399,437 70,000 2,300,000 14.9 % 3,185.7 % 0.3 %
Korea, North 22,665,345 -- -- -- -- 0.0 %
Korea, South 48,508,972 19,040,000 37,475,800 77.3 % 96.8 % 4.9 %
Kyrgystan 5,431,747 51,600 850,000 15.6 % 1,547.3 % 0.1 %
Laos 6,834,345 6,000 527,400 7.7 % 8,690.0 % 0.1 %
Macao * 559,846 60,000 259,000 46.3 % 331.7 % 0.0 %
Malaysia 25,715,819 3,700,000 16,902,600 65.7 % 356.8 % 2.2 %
Maldives 396,334 6,000 71,700 18.1 % 1,095.0 % 0.0 %
Mongolia 3,041,142 30,000 330,000 10.9 % 1,000.0 % 0.0 %
Myanmar 48,137,741 1,000 108,900 0.2 % 10,790.0 % 0.0 %
Nepal 28,563,377 50,000 499,000 1.7 % 898.0 % 0.1 %
Pakistan 174,578,558 133,900 18,500,000 10.6 % 13,716.3 % 2.4 %
Philippines 97,976,603 2,000,000 24,000,000 24.5 % 1,100.0 % 3.1 %
Singapore 4,657,542 1,200,000 3,370,000 72.4 % 180.8 % 0.4 %
Sri Lanka 21,324,791 121,500 1,163,500 5.5 % 857.6 % 0.2 %

Taiwan 22,974,347 6,260,000 15,143,000 65.9 % 141.9 % 2.0 %
Tajikistan 7,349,145 2,000 600,000 8.2 % 29,900.0 % 0.1 %
Thailand 65,998,436 2,300,000 16,100,000 24.4 % 600.0 % 2.1 %
Timor-Leste 1,131,612 - 1,800 0.2 % 0.0 % 0.0 %
Turkmenistan 4,884,887 2,000 75,000 1.5 % 3,650.0 % 0.0 %
Uzbekistan 27,606,007 7,500 2,469,000 8.9 % 32,820.0 % 0.3 %
Vietnam 88,576,758 200,000 22,779,887 25.7 % 11,289.9 % 3.0 %
3,808,070,50
TOTAL ASIA 114,304,000 764,435,900 20.1 % 568.8 % 100.0 %
3
Figure 1.4-
Asia’s share of the global broadband subscriber base stood at 37% by end-2009, with 129
million of the 351million broadband subscribers in the world being in Asia. At the same time,
the dominant fixed broadband technology continued to be DSL with 66% of the market.
Asia is the world’s largest regional Internet market, measured by users. The number
of Internet users in the region was estimated to have reached 578 million by mid-2010 out of
a total global Internet user population estimated at 1.4 billion. Although the market is starting
to change, Internet development in Asia has been dominated for a long time by Japan, Hong
Kong, South Korea, Singapore and Taiwan. China and India have joined this group. For a
number of years the developing economies of the region have had considerably slower
growth, as they dealt with high access costs, poor infrastructure and the slow pace of
deregulation. But this is changing, given the widespread recognition among governments,
business sectors and the wider population that not being online severely limits the potential
for achieving enormous social and economic benefits.
While there is considerable activity in the Internet and online markets across the
region, the market in Asia continues to be dominated by the big players of North Asia, (South
Korea, Japan, Hong Kong, etc), with a significant role also being played by some of the
South East Asian countries (Singapore, Malaysia, etc). Of course, in terms of sheer Internet
user numbers, China (200 million) and India (210 million) maintain a real presence, despite
their modest user penetration figures.
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The Asian Internet market can be broken into three user penetration groups. The top
group includes the more highly penetrated markets in terms of users and subscribers. They
also tend to have sophisticated and extensive broadband access facilities in place. Typically
we find that countries from this group are among the global leaders in broadband Internet.
South Korea, with a user penetration of over 71%, leads the regional market with a
broadband subscriber penetration of 30%. Closely following in second place is Hong Kong
with 70% user penetration and 27% broadband subscriber penetration. The countries in this
top grouping are characterized by their state of the art national infrastructure and, most
importantly, strong regulatory support for expansion of telecom and IT services.
The countries in second band – roughly between 10% and 20% user penetration – are
to be found in expansion mode when it comes to their Internet markets. But there is a clear
gap (20%) to be bridged before they can be counted in the top grouping. With Thailand (21%
user penetration) and Vietnam (20%) playing lead roles in this middle group, find that in the
last few years both operators and governments have started to give priority to expanding
Internet access and speed in these countries.
In the third grouping – those markets with a user penetration of less than 10% – we
tend to find those countries that, for whatever reason, have not yet ‘got their act together’
when it comes to Internet. Of course, some are performing relatively well under difficult
circumstances. Indonesia, for example, has major infrastructure challenges to overcome in
providing Internet to its citizens; yet its 9% penetration does in fact represent a very
significant 25 million users. And the war-ravaged Afghanistan is managing 2% user
penetration under extremely difficult circumstances. Then there is the tiny fledgling nation of
Timor Leste (East Timor), which has continued to struggle with political instability as it
attempts to build its national infrastructure. At the bottom end of the Internet scale in Asia,
however, we find a number of countries that are simply struggling with poor telecom
infrastructure and generally underdeveloped regulatory regimes. Included among these are
Laos, Nepal, Turkmenistan, Cambodia, Tajikistan, Bangladesh and Myanmar.
INTERNET TELEPHONY
Internet telephony is the cheapest and fastest way to provide affordable basic telecom
services, which is why this technology enjoys phenomenal growth rates world-wide. In the
beginning of the 21st century, 60% of the world's communications will be carried over the
Internet.
INDIAN SCENARIO
Table 1.4- INDIA – Internet Usage Stats
YEAR Users Population % Penetration.

2000 1,400,000 1,094,870,677 0.1 %
2001 2,800,000 1,094,870,677 0.3 %
2002 5,500,000 1,094,870,677 0.5 %
2003 7,000,000 1,094,870,677 0.7 %
2004 16,500,000 1,094,870,677 1.6 %
2005 22,500,000 1,094,870,677 2.1 %
2006 39,200,000 1,094,870,677 3.6 %
2007 50,600,000 1,112,225,812 4.5 %
2008 40,000,000 1,112,225,812 3.6 %
2009 42,000,000 1,129,667,528 3.7 %
Source: worldinternetstats.com
INDIA - Internet Market
Despite the considerable popularity of Internet in India, the ISP market has been in
disarray. There were around 150 operational ISPs in the country, after a period of market
rationalization, but, despite the large number of providers, 10% of the ISPs have 90% of
the subscribers. In fact, 5% have 85%. The state-owned – BSNL dominate the market,
holding first position in terms of Internet subscribers. Cybercafés have certainly been
playing a major role in fuelling Internet development in India. About 30% of the total
Internet subscriber base has broadband access.
INDIA - Broadband Market
While India initially embraced the Internet with a degree of ambivalence, there was
tremendous enthusiasm among dial-up users and an estimated 60% of Internet users were still
regularly accessing the Internet via the country’s more than 10,000 cybercafes. But when it
comes to high-speed broadband access, there has been reluctance to embrace, especially
within the corporate sector, and the take-up rate has been relatively slow. By early 2009,
there were around 6 million broadband subscribers – a lowly penetration (by population) of
less than 0.6%. After a surge in broadband subscribers in 2006, the market settled back to a
relatively modest 50% growth in 2007/08.
Internet adoption continues to grow in India. According to the Internet & Mobile
Association of India (IAMAI) the low cost of broadband has helped increase Internet usage.
There are 5,281,000 broadband Internet connections as of Dec./09, per TRAI. Broadband
usage in India is growing 20% per month, according to the Internet Service Providers
Association of India (ISPAI).
Voice Over Internet Protocol
Voice over Internet Protocol is a general term for a family of transmission

technologies for delivery of voice communications over internet protocol networks such as
the internet or other packet-switched networks. Other terms frequently encountered and
synonymous with voice over internet protocol are internet protocol telephony, internet
telephony, voice over broadband, broadband telephony, and broadband phone. internet
telephony refers to communications services — voice, facsimile, and/or voice-messaging
applications — that are transported via the internet, rather than the public switched telephone
network.
INDIA - Voice Over Internet Protocol

VoIP in India is yet to gain acceptance in India, but possesses great future prospects.
Low call-rates as compared to conventional telephony and increasing Internet penetration are
set to drive growth of the VoIP-based services in India. The market is expected to change the
dynamics of the Indian telecom industry once the necessary regulatory changes are in place.
Internet telephony cannot make compromises in voice quality, reliability, scalability

and manageability, and work seamlessly with telephone systems all over the world. Internet
telephony will prove to be a boon for a price-sensitive market like India and rural telephony
will receive an impetus. The Government of India may further deregulate the market and
allow phone-to-phone telephony through the Internet.
1.3 COMPANY PROFILE
Asianet Satellite Communications Ltd (Asianet Satcom)
Vision:
To create infrastructure for the promotion of high-quality Video, Data & Voice services
through cable and to be a provider of such services in the most cost-effective manner.
Corporate Profile
Asianet Satellite Communications Ltd.

2nd Floor, Leela building
Technopark, Trivandrum 695 023

Corporate Office
Kerala, India
IndiaTel: ++91 471 2575353, 2574862,
Fax: ++91 471 2575454
Centres 54 Centres
Manpower 1232 employees
President & CEO R Mahesh Kumar
Executive Vice President Vinod Panicker

(Finance & Accounts)
Senior Vice President S. Satish Kumar
(Asianet Cable Service)
Executive Vice President G. Sankaranarayanan
(Asianet Dataline)
Kerala Circle Head K.Suresh Canndy
( VOIP service )
Asianet Satellite Communications Ltd (Asianet Satcom) is the largest cable network
services company in Kerala, India. Started in 1993, Asianet Satellite Communications has
today grown in size and reach. Its cable network services operate from over 52 centres spread
throughout Kerala and touch over half a million homes and establishments. It is the leading
service provider in the region for Cable TV and Internet solutions, and has embarked on a
fascinating journey into the CONVERGENCE era and adoption of evolving technologies.
The company has re-defined technical perfection in CATV by offering up to 70 simultaneous
channels of studio quality picture and CD-like audio. The offerings include seven self-owned
channels under the Asianet Cable Vision (ACV) bouquet.
Asianet Satellite Communications Ltd. is today an Internet Service Provider in the

State of Kerala and one of the pioneers in Internet through cable, a revolutionary new concept
that has brought always-on net access to homes in Kerala. Asianet Satcom is one of the
largest private investors in Kerala with over Rs. 350 crores investments in infrastructure
consisting of 50 Earth stations, 40,000 kms of Hybrid Fibre Coaxial cable network spread
over almost all the leading cities and towns in the State, an underground Optic-Fibre
backbone stretching for 700 kms utilising the special Rights of Way given by the
Government of Kerala, and sophisticated facilities for Web-based solutions and portal
services, including two Satellite Gateways for Internet bandwidth.
With a view to ensure high bandwidth availability, Asianet has set up its own International
Satellite Gateways at Trivandrum and Cochin. Asianet Internet Service is already available in
Trivandrum and Cochin cities. The company is also geared to implement an ambitious plan to
create an Information Highway by laying an Optical Fibre backbone that would provide
State-wide connectivity and also inter-link the company's various local networks.
Asianet's ISP operations would also help create a great deal of synergy for its CATV
services. The ongoing up gradation of the network into a Hybrid Fibre Co-axial one would
enable the company to offer up to 500 channels in the near future and open up new vistas in
the form of the Web TV and Interactive multimedia services. As an ISP, Asianet looks at
being a user-friendly provider of Internet access, Web-services, E-commerce services, Data
and voice Connectivity services with the internet advantages of the DATA over CABLE
System.
Asianet Dataline
Established in 1993, and one of the first ISPs in India, Asianet Dataline provides a full
range of high quality services to the home and business user, from the latest in high speed
Cable Broadband Internet access and allied services such as VPN, VoIP, Dialup Internet,
Web Hosting & Website Development. Our mission is to provide the best ISP service in the
state of Kerala. Commitment to higher quality provision and lower prices is guaranteed.
Within a short span of time, Asianet Dataline (a division of Asianet Satellite

Communications Ltd, the largest Cable TV Network in Kerala) has become Kerala's largest
Broadband ISP with more than 84,000 subscribers through out the state. With a view to
ensure high bandwidth availability, Asianet has set up its own International Satellite
Gateways at Trivandrum and Cochin. Asianet Internet Service is already available in all
major towns across Kerala.
Asianet is a pioneer in rolling-out broadband Internet access services, branded Asianet

Dataline, on its state-of-the art Cable TV Network and has over 35000 business and
residential subscribers in all over Kerala.
With a view to ensure high bandwidth availability, Asianet has also set up its own
International Satellite Gateways at Thiruvananthapuram and Kochi.
Asianet has a total Internet bandwidth capacity of more than 200mbps, which is the largest in
the state of Kerala, among the new generation private ISPs. Asianet Data Line provides
services to many Corporates, Educational Institutions and Residential customers.
Asianet Satellite Communications Ltd is now focusing on VOIP business seeing the
future of this industry in India and particularly looking to bulk of international call traffic
from Kerala. Asianet smart phone International calls are never again an expensive affair
with the introduction of Asianet smart phone from Asianet Dataline Services. The features of
Asianet smart phone is as follows
• Low Calling Rates: Call over 200 destinations worldwide, including mobile phones.
• Call Status: we can know the call destination, duration, cost and remaining balance
during each call.
• Sound Optimization: here the phone can be connected to the specialized modem .So
Asianet smart phone connection can linked to a common land phone.
• Better Firewall Penetration: Industry standard SIP firewall penetration for low
bandwidth, high quality calls.
Minimum System Requirements:

• Land line Broad band connectivity with specialized modem EMTA or ATA
• Common land phone.
Asianet Smart Fone
Asianet Smart Fone is a VOIP (voice over internet protocol) enabled specialized
service. In this service we can call international calls in a low tariff. Asianet smart phone
service is a pre-paid service. Here the company provides two types of modems an EMTA
modem and a ATA modem. An EMTA modem which can be connected to the computer to
get the Asianet Broadband which is a postpaid service. At the same time it can be connected
to a land phone also to make International Calls. This modem is a product of Cisco Systems.
An ATA modem which helps to connect other ISP’s in to the Asianet smart phone service.
This modem is produced by Cisco systems.
The Model EPC2203 Cable Modem (EPC2203) is a high-speed cable modem with an
Embedded Media Terminal Adapter (EMTA). The EPC2203 features two RJ-11 telephone
ports for Voice over Internet Protocol (VoIP) service along with a 10/100BASE-T Ethernet
port and a USB 1.1 port for high-speed data connectivity. The EPC2203 also features Dual
Mode. This feature allows the service provider to deploy the EPC2203 in networks that use
DOCSIS® 6 MHz downstream modulation.
• Cable modem with an Embedded MTA that provides two lines of voice services
• Toll-quality, high-compression, and high-fidelity (exceeding toll quality) CODEC
options
• Internet Protocol Security (IPsec) and AES-128 encryption options
• Attractive compact design and versatile orientation to stand vertically, lie flat on the
desktop, or mount easily on the wall
• Front panel LEDs provide visual feedback of real-time data transmission and cable
modem status
• Bridged 10/100BASE-T auto-sensing/auto-MDIX Ethernet port, and USB 1.1 data
port.
The Cisco ATA 186 Analog Telephone Adaptor is a handset-to-Ethernet adaptor that
turns traditional telephone devices into IP devices. Customers can take advantage of the many
new and exciting IP telephony applications by connecting their analog devices to Cisco
ATAs. The Cisco Analog Telephone Adaptor products are standards-based communication
devices that deliver true, next generation voice-over-IP (VoIP) terminations to businesses and
residences world.
Features of ATA modem
• Two voice ports support legacy (analog) touch Connects legacy telephones to IP-based
networks tone telephones
• RJ 45 connection to 10BaseT Ethernet hub or switch
• Auto-provisioning with Trivial File Transfer Protocol (TFTP) provisioning Servers
• Automatic assignment of IP address, network route IP, and subnet mask via Dynamic Host
Configuration Protocol (DHCP)
• Web configuration through built-in Web server
• Touch-tone telephone keypad configuration with voice prompt
• Administration password to protect configuration and access
• Remote upgrades through network
• Advanced pre-processing to optimize full-duplex voice compression
• High performance line-echo cancellation eliminates noise and echo
• Voice activity detection (VAD) and comfort noise generation (CNG) save bandwidth by
delivering voice,
not silence
• Dynamic network monitoring to reduce jitter artifacts such a packet loss Flexible
configuration and provisioning options Clear, natural-sounding voice quality
Benefits of these modems
These device will be useful to customers who would like to use their normal telephone to
make international local calls. Customers who have a cable TV connection but don’t have a
PC/laptop can avail this service. Local calls -are referred to calls made in CUG.
• The device will ensure better voice clarity and internet connectivity.
• Will enable customers to make calls through existing telephone plugged directly into
EMTA and ATA device.
• This service will be useful to customers to make calls free of cost in the Close User
Group (Locally ,Nationaly Internationaly IP to IP)
• Can be easily configured to any existing PBX system
• Asianet being the biggest network laid service operators in Kerala, which would make
it possible for customers to make calls to their relatives and friends from any location
in Kerala free of cost without even applying for a internet connection.
• The device will be useful to interconnect customers across the state with existing
telephone
• A complete replacement for ordinary cable modems/VoIp devices.
• Will bring additional revenue to ISP by bundling voice with Broadband or for digital
customers.
• Beneficial to corporate who have geographically dispersed branches .
• Cost much less than a normal VoIP phone.
• Asianet Cable and Digital TV customers with high competition from other operators
could have an upper edge if all feasible areas are being marketed with the device.
“Asianet smart phone”is a VOIP enabled service. It is a prepaid service used to make
International calls at a minimum cost. This service provides pre-paid cards and it contains the
PIN by using this PIN we can refill the account. These cards are available in denominations
of Rs.100,200,500,1000. A service tax of 10.36% is applicable to these cards.
Table4- Tariff of Global Talk Cards
Rs.100 Rs.200 Rs.500 Rs.1000

Service Tax 10.3% 10.3% 10.3% 10.3%
Talk Value Rs.89.7 Rs.179.4 Rs.448.5 Rs.897.00
Validity 1 month 3 months 6 months 12 months
2.1 REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
Market research can be defined as the systematic gathering and interpretation of information
about individuals or organizations using statistical and analytical methods and techniques of
the applied social sciences to gain insight or support decision making. Market Research is a
systematic, objective collection and analysis of data about a particular target market,
competition, and/or environment. It always incorporates some form of data collection
whether it be secondary research (often referred to as desk research) or primary market
research which is collected direct from a respondent. The purpose of any market research
project is to achieve an increased understanding of the subject matter. With markets
throughout the world becoming increasingly more competitive, market research is now on the
agenda of many organisations, whether they be large or small.
Market Research is either quantitative, qualitative, or a combination of both.

Qualitative and quantitative market research methods each provide different insights into
customer behaviour. Normally, research results are more useful when the two methods are
combined.
QUALITATIVE MARKET RESEARCH
Qualitative market research provides an understanding of how or why things are as

they are. For example, a Market Researcher may stop a consumer who has purchased a
particular type of bread and ask him or her why that type of bread was chosen. Unlike
quantitative research there are no fixed set of questions but, instead, a topic guide (or
discussion guide) is used to explore various issues in-depth. The discussion between the
interviewer (or moderator) and the respondent is largely determined by the respondents' own
thoughts and feelings.
There are various types of qualitative market research methodologies. Research of this sort is
mostly done face-to-face. One of the best-known techniques is the market research group
discussion (or focus group). These are usually made up of 6 to 8 targeted respondents, a
research moderator whose role is to ask the required questions, draw out answers, and
encourage discussion, and an observation area usually behind one way mirrors, and video
and/or audio taping facilities.
QUANTITATIVE MARKET RESEARCH

Quantitative market research is numerically oriented, requires significant attention to

the measurement of market phenomena and often involves statistical analysis. For example, a
bank might ask its customers to rate its overall service as either excellent, good, poor or very
poor. This will provide quantitative information that can be analyzed statistically. The main
rule with quantitative market research is that every respondent is asked the same series of
questions. The approach is very structured and normally involves large numbers of
interviews/questionnaires.
Perhaps the most common quantitative technique is the ‘market research survey’.
These are basically projects that involve the collection of data from multiple cases – such as
consumers or a set of products. Quantitative market research surveys can be conducted by
using post (self-completion), face-to-face (in-street or in-home), telephone, email or web
techniques. The questionnaire is one of the more common tools for collecting data from a
survey.
Market Research for Business/Planning
Market research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
determine how to market your product.
Questionnaires and focus group discussion surveys are some of the instruments for market
research.
For starting up a business, there are some important things
• Market information
Through Market information we can know the prices of the different commodities in the
market, the supply and the demand situation. Information about the markets can be obtained
from different sources and varieties and formats. And the sources and varieties have to be
obtained to make the business work.
• Market segmentation
Market segmentation is the division of the market or population into subgroups with
similar motivations. it is widely used for segmenting on geographic differences, personality
differences, demographic differences, ethnographic differences, use of product differences,
and psychographic differences and also gender differences.
• Market trends
The upward or downward movements of a market, during a period of time. The market
size is more difficult to estimate if we are starting with something completely new. In this
case, we will have to derive the figures from the number of potential customers or customer
segments.
Besides information about the target market, we also need information about our competitor,
our customers, products etc. Lastly, we need to measure marketing effectiveness.
• Market Research for New Products
In a changing market, staying competitive often requires the development of new

products. As consumer tastes and needs change, products must also change. Development
new products, however, is a risky and costly venture. Experts estimate that eight out of ten
new products fail. With such formidable odds, it pays to be informed and prepared to meet
the challenges of introducing a new product. Market research is an essential tool to help boost
the chances for success. Information about the market and consumers is needed to support
critical decisions about the product.
• Product Introduction
As we introduce the product to the market, we should test the distribution of

the product. Is the product getting on the shelves? Is it getting a favorable presentation
on the shelves? Again, evaluating advertising, awareness and usage is important.
Marketing research is not only costly, but it also takes time. In selecting marketing
research techniques, we must balance the needs of our schedule. If we want to enter a market
quickly, we may not have the time to complete all of the marketing research studies.
With new products, success will not result solely from a good idea or from reliance on a
talented sales force. Successful new product marketers learn how to delight customers by
studying their needs and behaviours. Market research can provide us that information, and
it’s an investment well worth making to help us to beat the odds and succeed in new product
development.
Market Feasibility Analysis
Planning, development and introduction of new products is always associated with

uncertainty. Specific knowledge regarding potential target consumers and their probable
spending on the new product provide us with more certainty concerning the market success of
new product developments. We could get precise and reliable information in this area after
conducting market feasibility analysis.
Definition and Goals of Market Feasibility Analysis
Market feasibility study typically involves testing geographic locations to determine

the difficulty in carrying out a designated task. Generally, a feasibility study precedes
technical development and project implementation. In other words, a feasibility study is an
evaluation or analysis of the potential impact of a proposed project. In this context market
refers to the total of all potential consumers with a certain need or desire who are willing or
able to satisfy this need or this desire through the purchase of products / services. The sales
potential can then be derived from the results of the market potential analysis.
The maximum number of consumers available will usually be determined by market

research, but it may sometimes be calculated from demographic data or government statistics.
Ultimately there will, of course, be limitations on the number of consumers. For guidance one
can look to the numbers using similar products. The maximum potential individual usage, or
at least the maximum attainable average usage (there will always be a spread of usage across
a range of customers), will usually be determined from market research figures.
Applications
Market feasibility analyses are especially used for growth or unsaturated markets for
which “market size” cannot simply be estimated through the actual market volume. Market
potential analysis offers decision support for specific questions for which such as:
 Exploration of potential (target) markets
 Determination of company locations
 Evaluation of ideas (screening)
 Designation of sales areas
Broadband Service
Broadband in data can refer to broadband networks or broadband Internet, the data
transmission over a fibre optic cable can be referred to as broadband as compared to a
telephone modem operating at 56,000 bits per second. Dial-up modems are limited to a bit
rate of less than 56 Kbit/s (kilobits per second) and require the full use of a telephone line—
whereas broadband technologies supply more than double this rate and generally without
disrupting telephone use.
Broadband technologies can be classified as either one-way or two-way. One-way

technologies send digital information to the end user at very high speeds, but rely on some
other means (usually an analogue modem and a phone line) to receive information from the
end user. One-way broadband technologies include digital television (DTV) and satellite.
Two-way broadband technologies, such as cable and digital subscriber lines (DSL) send and
receive digital information at very high speeds over the same medium. Two-way broadband
technologies usually require a wired infrastructure.
In order to remain competitive as broadband industry evolves broadband service

suppliers must have a strategy to be able to offer a triple play service at some point in the
future; that is voice, data and video. Of these three, video service is the most challenging as it
requires most bandwidth.
Voice over Internet Protocol (VoIP)

Voice over IP (VoIP) is a transmission technology for transfer of voice communications over
IP networks such as the Internet or other packet-switched networks. Its a communication
service including voice, voice-messaging(voice mail) applications that are transported via the
Internet, rather than the public switched telephone network (PSTN) that are typical analog
telephone lines. Interconnected VoIP services also allow you to make and receive calls to and
from traditional landline numbers. The basic steps involved in originating an Internet
telephone call are conversion of the analog voice signal to digital format and placing them
into Internet protocol (IP) packets for transmission over the Internet; the process is reversed
at the receiving end.
Dedicated bandwidth is never shared and is used by a single call throughout the duration of a
conversation that makes CS very inefficient. Dedicated resources makes CS very expensive.
Next there are limitations of using the same signaling rate on both ends. in terms of resilience
complex algorithms are needed if the dedicated path breaks, that might result in call being
dropped. in the current digital infrastructure merging analog CS with the digital equipment
also poses a great challenge. since the circuit is continuously open resources are wasted since
most of the time there is nothing to send.
Other terms frequently encountered and synonymous with VoIP are IP telephony,
Internet telephony, voice over broadband (VoBB), broadband telephony, and broadband
phone. VoIP or “Voice over Internet Protocol” is the technology that allows digitized audio
to be transmitted over Intranets and the Internet. Using this technology, we can make and
receive phone calls using your broadband or high speed Internet connection instead of our
standard phone line.
Internet telephony refers to communications services — voice and/or voice-

messaging applications — that are transported via the Internet, rather than the public
switched telephone network. The basic steps involved in originating an Internet telephone
call are conversion of the analogue voice signal to digital format and compression/translation
of the signal into Internet protocol (IP) packets for transmission over the Internet; the process
is reversed at the receiving end.
VoIP is a revolutionary technology that has the potential to completely rework the
world's phone systems. Above all else, VoIP is basically a clever "reinvention of the wheel."
The interesting thing about VoIP is that there is not just one way to place a call. There are
three different "flavours" of VoIP service in common use today.
ATA -- The simplest and most common way is through the use of a device called an
ATA (analogue telephone adaptor). The ATA allow us to connect a standard phone to your
computer or your Internet connection for use with VoIP. The ATA is an analog-to-digital
converter. It takes the analogue signal from your traditional phone and converts it into digital
data for transmission over the Internet. Simply crack the ATA out of the box, plug the cable
from our phone that would normally go in the wall socket into the ATA, and we are ready to
make VoIP calls. Some ATAs may ship with additional software that is loaded onto the host
computer to configure it; but in any case, it's a very straightforward setup.
GROWTH OF VoIP
By 1998, VoIP traffic had grown to represent approximately 1% of all voice traffic in the
United States. Entrepreneurs were jumping on the bandwagon and were creating devices
which enabled PC-to-phone and phone-to-phone communication. Networking manufacturers
such as Cisco and Lucent introduced equipment that could route and switch the VoIP traffic
and as a result by the year 2000, VoIP traffic accounted for more than 3% of all voice traffic.
Now, in 2005, major voice quality issues have long since been addressed and VoIP traffic can
be prioritized over data traffic to ensure reliable, clear sounding, unbroken telephone calls.
Revenue from VoIP equipment sales alone are projected to reach around $3 billion this year
and are being forecast to be over $8.5 billion by the end of 2008. This is primarily being
driven by low cost unlimited calling plans and the abundance of enhanced and useful
telephony features associated with VoIP technology.
This is a phenomenal growth rate and with the rapid introduction of Video over IP fueling
demand, the future of this technology is truly exciting and will enable us to enjoy products
that our grandparents and even parents never thought were possible. Video over IP follows
the same concept as VoIP but in this case enables the transmission of video signals. As such,
video phones are becoming more common than you would think, and many companies are
already offering attractive packages. One of our featured partners, Packet8 already has a
video phone offering.
For further information and a detailed explanation on VoIP you can visit our VoIP Explained
page. Our VoIP review section and VoIP provider plan search engine will then aid you in
making your final purchase decision, to start using this revolutionary new technology in your
home.
ADVANTAGES OF VOIP
Operational cost-
VoIP can be a benefit for reducing communication and infrastructure costs. That include:
1. Routing phone calls over existing data networks to avoid the need for separate voice
and data networks.
2. Conference calling, IVR, call forwarding, automatic redial, and caller ID features that
traditional telecommunication companies (telcos) normally charge extra for are
available free of charge from open source VoIP implementations.
3. Costs are lower, mainly because of the way Internet access is billed compared to
regular telephone calls. While regular telephone calls are billed by the minute or
second, VoIP calls are billed per megabyte (MB). In other words, VoIP calls are
billed per amount of information (data) sent over the Internet and not according to the
time connected to the telephone network. In practice the amount charged for the data
transferred in a given period is far less than that charged for the amount of time
connected on a regular telephone line.
4. Flexibility: VoIP can facilitate tasks and provide services that may be more difficult
to implement using the PSTN. That include:
• The ability to transmit more than one telephone call over a single broadband
connection without the need to add extra lines.
• Secure calls using standardized protocols. Most of the difficulties of creating a secure
telephone connection over traditional phone lines, such as digitizing and digital
transmission, are already in place with VoIP. It is only necessary to the existing data
stream.
• Location independence. Only a sufficiently fast and stable Internet connection is
needed to get a connection from anywhere to a VoIP provider.
• Integration with other services available over the Internet, including video
conversation, message or data file exchange during the conversation, audio
conferencing, managing address books, and passing information about whether other
people are available to interested parties.
Low cost, coupled with a seemingly endless list of new possibilities make VoIP
technology one of the hottest Internet technologies today. There are however several other
benefits to using this technology.
 Cost Effective - Traditional phone calls work by allocating an entire phone line to
each call. With VoIP, voice data is compressed and transmitted over a computer
network. This means VoIP uses substantially less bandwidth than a traditional telephone
call and is consequently more cost effective.
 Simple Infrastructure - With VoIP on your network, you no longer need separate
cabling for your telephone system.
 Scalable System - Traditional PABX (Private Automatic Branch Exchange)
based phone systems come in many size ranges and it may be necessary periodically to
scrap existing systems and replace hardware. This is not the case with VoIP systems.
 Low Operating Costs - Because a VoIP exchange is based on software rather
than hardware, it is easier to alter and maintain.
 Portability - We can make and receive phone calls wherever there is a broadband
connection simply by signing in to our VoIP account. This makes VoIP as convenient as
email. For instance if we are traveling, simply pack a headset or Internet phone and we
can talk to our family or business associates for almost nothing.
 Extra Features - There are many other features that make VoIP attractive. Call
forwarding, call waiting, voicemail, caller ID and three-way calling are some of the
many services included with Internet telephone at no extra charge. We can also send data
such as pictures and documents at the same time we are talking on the phone.
Disadvantages of Using VoIP

PSTN may lack efficiency but it is more reliable. But the network that makes up the Internet
is far more complex and therefore functions within a far greater margin of error. What this all
adds up to be one of the major flaws in VoIP: reliability.
Threats codecs
improper sampling can cause Voice cutoffs, echoing and can reduce intelligibility of voice.
While VoIP vulnerabilities are typically similar to the ones users face on the internet, new
threats, scams, and attacks unique to IP telephony are now emerging. VoIP is also susceptible
to worms, viruses and hacking Another issue associated with VoIP is having a phone system
dependant on individual PCs of varying specifications and power. A call can be affected by
processor drain. Let's say you are chatting away on your softphone, and you decide to open a
program that saps your processor. Quality loss will become immediately evident. In a worst
case scenario, your system could crash in the middle of an important call. In VoIP, all phone
calls are subject to the limitations of normal computer issues.
Latency
the greater the distance between calling parties, the greater the latency. That means the time
one speaks to the time other listens is dependant on the time it takes for packets to go from
one endpoint to other. Greater the latency less is understandability and quality of
conversation. Latency can also be caused due to heavy traffic congestion in the network
Jitter
Jitter can also affect speech quality; jitter is the variable latency between packets. Jitter is
more common in IP-based speech because the path for voice packets across the network may
not always follow the same route. The buffers commonly used in IP networks can also
increase packet induced jitter
PSTN VOIP Integration:
Phone companies use VoIP to streamline their networks. By routing thousands of phone calls
through a circuit switch and into an IP gateway, they can seriously reduce the bandwidth
they're using for the long haul. Once the call is received by a gateway on the other side of the
call, it's decompressed, reassembled and routed to a local circuit switch. On a user level a
PSTN user call can be routed to an ip gateway through circuit switching where devices such
as Soft switches can route the call to the intended VOIP through a packet switched network
by digitizing the Circuit switched analog data.
Packet loss
Another contributing factor can result from packet loss or discard somewhere between the
calling parties. Packet discard can "throw away" a "lot of speech" as opposed to an
uncompressed sound wave. The more highly compressed the voice packet, the greater the
amount of conversation lost when a packet is discarded.
Modems and VoIP
With the advent of Voice over Internet Protocol (VoIP) telephony, modems have been
extended to provide telephone service. Some companies which offer cable TV service are still
offering VOIP phone, allowing customers who already purchased cable TV to eliminate their
plain old telephone service (POTS). VoIP use is higher amongst cable modem users. Any
high-speed Internet service subscriber can use VoIP telephony.
When using cable operator VoIP, a combined customer premises equipment device
known as an embedded multimedia terminal adapter (EMTA) will often be used. An EMTA
is a cable modem and a VoIP adapter (MTA, multimedia terminal adapter) bundled into a
single device.
Modem manufacturers
• 3Com
• Ambit Broadband
• ARRIS
• Cisco Systems
• D-Link
• Ericsson
• Huawei
• Linksys
• Motorola
• Netgear
• Nortel Networks
• Philips
• RCA
• Scientific Atlanta
• Thomson
• Toshiba
• Turbocomm
Internet Telephony & VoIP
After its introduction, Internet telephony has been highly developed rapidly in a brief
period. Many software developers currently offer PC telephony software and free conference
call. However, more importantly, gateway servers are rising to act as an interface between the
Internet and the PSTN (It expands as Public Switched Telephone Network),VOIP Service.
With voice-processing cards, these gateway servers allow Internet telephony VoIP (It
expands as Voice Over Internet protocol) IP phones users to communicate through traditional
telephones over long distances without exceeding "Long Distance" telephone network. Voice
over Internet Protocol (VoIP), is a technology that allow us to make voice calls using a
broadband Internet connection instead of a regular (or analog) phone line. Some VoIP
services may only allow us to call other people using the same service, but others may allow
us to call anyone who has a telephone number - including local, long distance, mobile, and
international numbers. Also, while some VoIP services only work over our computer or a
special VoIP phone, other services allow us to use a traditional phone connected to a VoIP
adapter.
Scope
Voice communication will certainly remain a basic from of interaction for all of us.
The public switched telephone network apply cannot be replaced, or even dramatically
changed, in the short term (this may not apply to provide voice networks, however). The
immediate goal for voice over internet protocol service providers is to reproduce existing
telephone capabilities at a significantly lower “total cost of operation “and to offer a
technically competitive alternative to the public switched telephone network.
Voice over internet protocol infrastructure
It is the combination of voice over internet protocol with point-of-service

applications that shows great promise for the longer term. The first measure of success for
voice over internet protocol will be cost saving for long distance calls as long as there are no
additional constraints imposed on the end user. For example, callers should not be required to
use a microphone on a pc. voice over internet protocol provides a competitive threat to the
providers of traditional telephone service that, at the very least, will stimulate improvements
in cost and function throughout the industry implemented using an internet protocol network.
This design would also apply if other types of packet networks (such as frame relay) were
being used.
Some example of voice over internet protocol applications that are likely to be useful would
be:
Public switched telephone network gateways

Interconnection of the Internet to the public switched telephone network can be
accomplished using a gateway, either integrated into or provided as a separate device. A PC-
based telephone, for example, would have access to the public network by calling a gateway
at a point close to the destination (thereby minimizing long distance charges).
Internet-aware telephones
Ordinary telephones (wired or wireless ) can be enhanced to serve as an Internet
access device as well as providing normal telephony. Directory services, for example, could
be accessed over the Internet by submitting a name and receiving a voice.
Internet-office trunking over the corporate intranet
Replacement of tie trunks between company-owned using an private branch exchange
Intranet link would provide economies of scale and help to consolidate network facilities.
Remote access from a branch (or home) office
A small office (or a home office) could gain access to corporate voice, data, and
facsimile services using company’s Intranet (emulating a remote extension for a private
branch exchange, for example). This may be useful for home-based agents working in a call
center.
Voice calls from a mobile PC via the Internet
One example would be using the Internet to call from a hotel instead of using
expensive hotel telephones. This could be ideal for submitting or retrieving voice messages.
Internet call center access
Access to call center facilities via the Internet is emerging as a valuable enable adjunct to
electronic commerce applications. Internet call center access would enable a customer who
has questions about a product being offered over the Internet to access customer service
agents online. Another voice over internet protocol application for call centers is the
interconnection of multiple call centers. Widespread deployment of a new technology seldom
occurs without a clear and sustainable justification, and this is also the case with voice over
internet protocol. Demonstrable benefits to end users are also needed if voice over internet
protocol products (and services ) are to be a long-term success.
Generally, the benefits of technology can be divided into the following four
categories:
 . Cost Reduction. Although reducing long distance telephone costs is always a
popular topic and would provide a good reason for introducing voice over internet
protocol, the actual saving over the long term are still a subject of debate in the
industry. Flat rate pricing is available with the Internet and can result in considerable
savings for both voice and facsimile (at least currently). It has been estimated that up
to 70% of all calls to Asia are to send faxes, most of which could be replaced by
internet protocol. These lower prices, however, are based on avoiding telephony
access charges and settlement fees rather than being a fundamental reduction in
resources costs. The sharing of equipment and operations costs across both data and
voice users can also improve network efficiency since excess bandwidth on one
network can be used by the other, thereby creating economies of scale for voice
(especially given the rapid growth in data traffic ).
 . Simplification. An integrated infrastructure that supports all forms of
communication allows more standardization and reduce all forms of communication
allows more standardization and reduces the total equipment complement. This
combined infrastructure can support dynamic bandwidth optimization and a fault
tolerant design. The difference between the traffic patterns of voice and data offer
further opportunities for significant efficiency improvements.
 Consolidation. Since people are among the most significant cost elements in a
network, any opportunity to combine operations, to eliminate points of failure, and to
consolidate accounting systems would be beneficial.. Universal use of the internet
protocol for all applications holds out the promise of both services and security
services may be more easily shared. s Even though basic telephony and facsimile are
the initial applications for voice over internet protocol, the longer term benefits are
expected to be derived from multimedia and multi service applications. For example,
Internet commerce solution can combine WWW access to a call center agent from the
PC. Needless to say, voice is an integral part of conferencing systems that may also
include shared screens, white boarding, etc. Combining voice and data features into
new application will provide the greatest returns over the longer term. Although the
use of voice over packet networks is relatively limited at present, there is considerable
user interest and trials are beginning. End user demand is to grow rapidly the next five
years. Frost & Sullivan and other research firms have estimated that the compound
annual growth rate for IP-enabled telephone equipment will be 132% over the period
from 1997 to 2010 (from $47.3 M in 1997 to $5.16B by 2010). It is expected that
VoIP will be deployed by 70% of the Fortune 1000 companies by the year 2000.
Industry analysts have also estimated that the annual revenues for the IP fax gateway
market will increase from less than $20M in 1996 to over $300M by the year 2010. It
is clear that a market has already been established and there exists a window of
opportunity for developers to bring their products to market.
3.1 OBJECTIVES OF THE STUDY
Primary Objectives
1. To find out the awareness level and market potential of VOIP services among NRI
families in malappuram district.
2. To find out the frequency of ISD calls made by NRI families in Malappuram District.
3. To find out the medium which they use to make ISD calls.
Secondary Objectives
1. To inform end users in Malappuram district about Asianet VOIP services.
3.2 SCOPE OF THE STUDY

The study helps to make a detailed product analysis and also helps to determine the market
feasibility of Asianet SmartFone prepaid service in Malappuram District. It also gives an
insight to major competitors existing in the market and the customer’s satisfaction of their
product and service. The findings of the study may be helpful for the company to adopt
innovative marketing strategy to launch the product in the market in such a way that it will
be more appealing to the customers.
3.3 RESEARCH METHODOLOGY
Research methodology is the way to systematically solve the research problem. It

describes the procedure which has been used in the research. Research methodology is the
back bone of the project work. It means the way one researcher select his sample and
sample size, methods of data collection, various tools for studying and analysing the
problems with certain objectives and goals in view. The information is used to identify the
marketing opportunities, designing launching strategies and improve the marketing
performance.
RESEARCH DESIGN
A research design is the arrangement of condition and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in
procedure. The type of research used in this study is descriptive research because the
research is conducted on the basis of survey of analysing the problem. The main
characteristic of this method is that the researcher has no control over the variables; he can
only report what has happened or what is happening. It also includes attempts by
researcher to causes even where they cannot control the variable.
The main aim behind this study is to assess the market potential of Asianet Smart
Fone and Global Talk prepaid cards in Malappuram District. The respondents are
personally contacted and the researcher fills questionnaire on the basis of the information
provided by the respondents.
RESEARCH PERIOD
Research period is the time taken for data collection. The research period of this
study was 45 days from 5th April 2009 to 19th May 2010.
DATA SOURCE
Two types of data are involved in the study are primary and secondary data of
which primary data is more important.
(1) Primary data
The primary data are those, which are collected fresh for the first time by the
researcher through questionnaire. In this study the primary data source is the interview
with the internet subscribers and ISD calling NRI families in Malappuram District.
(2) Secondary data
The secondary data are those, which have already been collected by someone else
for some purpose. The secondary data includes company publications, journals,
magazines, internet etc.
RESEARCH INSTRUMENT
Research instrument means the material used for data collection. In this study
questionnaire is used to collect data from customers. The questionnaire contains multiple
choice questions, closed and open ended questions. The data were analyzed by using
percentages.
SAMPLING DESIGN
a. Population
Here the population is taken as the entire NRI families in Malappuram District.
b. Sample Size
For the study 150 sample were selected from various locations in Kollam
District
c. Sampling Procedure
The sampling procedure used in this study is convenience sampling. A

convenience sampling is one in which the only criterion for selecting the sampling units is
the convenience of the sampler. Commonly used convenience samples are associates,
friends, family members, and passers by. The method of convenient sampling is also
called a chunk. The chunk refers to that fraction of population being investigated neither
by probability nor by judgement but by convenient.
d. Conducted method
In the process, survey method is uses as the research approach. In survey method
the researcher personally interview the respondents using questionnaire.
3.4 LIMITATIONS OF THE STUDY

1. The opinion of the respondents may be biased.
2. Some of the respondents were very busy and they were reluctant to co-operate with the
researcher.
3. The time period was a major constraint.
4.1 ANALYSIS AND INTERPRETATION
Tools Used For Analysis
After the collection of data, from the respondents each sample questions are coded
and tabulated and then subjected to analysis. The data update was analyzed using the
following tools.
⇒ PERCENTAGE (%) ANALYSIS
The percentage of respondents’ coming under the same category was found out as it
helped to know the response of the customers more clearly.
⇒ DIAGRAMATIC REPRESENTATION
Diagrams are used to represent the tabulated data diagrammatically. This will give
a vivid picture about the information collected.
BAR DIAGRAM
A basic from of diagrammatic representation is bar diagram. Bar diagram consist of

series of bars of equal width. The bar stands on a common base time with equal gap
between one bar and other. The bars are constructed in such a way that their lengths are
proportion to the magnitude that they represent.
PIE-DIAGRAM
In Pie-Diagram, different segments of in a circle represent percentage contribution

of various compounds to the total. This chart is very useful because if clearly bring out the
relative importance of the various components. Angle 3600 represent 100% and the
corresponding angles for each component can be found by multiplying 3600 with
percentage of the component.
⇒ CHI-SQUARRE (X2) TEST
The Chi-Square is an important test amongst several test of significance developed by

statisticians. The Chi-Square is symbolically written as X2. The X2 test is good for nominal
or ordinal scale of measurement and it is similar to binominal distribution. X 2 test is also
used for analysing quantitative variables.
X2 = ∑ (fo- fe)2
N
Analysis and Interpretations
Nature of the Territory of Respondents
Table 4.1
Territory
Valid Cumulative
Frequency Percent Percent Percent
Valid rural 74 49.3 49.3 49.3
urban 76 50.7 50.7 100.0
Total 150 100.0 100.0
Source : Primary Data
Figure 4.1
INTERPRETATION
In this survey 49.3% of respondents was from rural area and 50.7% was from urban area.
Educational Qualification
Table 4.2
Educational Qualification
Frequen Valid Cumulative
cy Percent Percent Percent
Vali below 10th 26 17.3 17.3 17.3
d 10-12th 50 33.3 33.3 50.7
Graduate 38 25.3 25.3 76.0
post
23 15.3 15.3 91.3
graduate
Profession
13 8.7 8.7 100.0
al
Total 150 100.0 100.0
Figure 4.2

Interpretation
Majority that is 33% of the respondents were having educational qualification in between 10th
and 12th standard, 25.3% were graduates, 17.3% were below 10th standard, 15.3% were post
graduates, 8.7% were professionals.
Age of the Respondents
Table 4.3
Age
Frequenc Valid Cumulative
y Percent Percent Percent
Valid 18-25 38 25.3 25.3 25.3
26-35 33 22.0 22.0 47.3
36-45 39 26.0 26.0 73.3
above
40 26.7 26.7 100.0
45
Total 150 100.0 100.0
Figure 4.3

Interpretation
26.7% of respondents were above 45 years of age, 26% were between 36–45 years, 25.3%
were between 18–25, 22% were between 26-35 .
Income Level
Table 4.4
Income Level
Valid below 1
44 29.3 29.3 29.3
Lakhs
1-2 Lakhs 62 41.3 41.3 70.7
2-3 Lakhs 29 19.3 19.3 90.0
3-5 Lakhs 13 8.7 8.7 98.7
above 5
2 1.3 1.3 100.0
Lakhs
Total 150 100.0 100.0
Figure 4.4

Interpretation
The majority 41.3% were having an income level between 1-2 lakh rupees, then 29.3% were
below 1 lakh rupees, 19.3% were between 2-3 lakhs rupees, 8.7% were between 3-5 lakh
rupees and 1.3% were above 5 lakh rupees.
Number of NRI’s in a family

Table 4.5
No of NRI's
Valid Cumulative
Valid 1 67 44.7 44.7 44.7
2 64 42.7 42.7 87.3
3 17 11.3 11.3 98.7
more than 3 2 1.3 1.3 100.0
Total 150 100.0 100.0
Figure4.5
Interpretation
44.7% of the NRI families are having only 1 NRI in their family, 42.7% has 2 NRI’s, 11.3%
has 3 NRI’s and 1.3% has more than 3 NRI’s in their family.
International Calls Making Customers
Table 4.6
International Calls
Valid yes 103 68.7 68.7 68.7
No 47 31.3 31.3 100.0
Total 150 100.0 100.0
Figure 4.6
Interpretation
Out of the sample 150, 103 respondents (68.7%) makes ISD calls while 47
respondents(31.7%) do not makes ISD calls.
Frequency of ISD Calling
Table 4.7
Frequency of Calls
Valid Daily 16 10.7 15.5 15.5
Weekly 75 50.0 72.8 88.3
Monthly 12 8.0 11.7 100.0
Total 103 68.7 100.0
Missin who do not
g make ISD 47 31.3
calls
Total 150 100.0
Figure 4.7
Interpretation
72.8 % of the respondents makes weekly ISD calls, 15.5% makes daily ISD calls and 11.7%
makes only monthly ISD calls.
Call Duration of ISD calls
Table 4.8
Duration
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 5 mins 22 14.7 21.4 21.4
5-10 mins 36 24.0 35.0 56.3
10-15 MINS 39 26.0 37.9 94.2
above 15 mins 6 4.0 5.8 100.0
Total 103 68.7 100.0
Missing Who do not make
47 31.3
ISD calls
Total 150 100.0
Figure 4.8

Interpretation
37.9 % of ISD calling respondents has a call duration in between 10-15 minutes 35% has a
call duration of 5-10 minutes,21.4 has call duration of less than 5 minutes and 5.8% has a call
duration of more than 15 minutes
Medium Used To Make ISD Calls
Table 4.9
Medium used for calling

Cumulative
Valid land phone 6 4.0 5.8 5.8
Mobile 38 25.3 36.9 42.7
land phone and mobile phone 8 5.3 7.8 50.5
mobile phone and internet 32 21.3 31.1 81.6
land phone,mobile phone and
19 12.7 18.4 100.0
internet
Total 103 68.7 100.0
Who do not make ISD calls 47 31.3
Total 150 100.0
Figure 4.9
Interpretation
36.9% of the respondents uses mobile phones for making ISD calls, 31.1% uses both mobile
phone and internet, 18.4% uses land phone mobile phone and internet, 7.8% uses land phone
and mobile phone, 5.8% uses only land phone.
Average Monthly Telephone Bill
Table 4.10
Telephone Bill
Cumulative
Valid less than 500 55 36.7 36.7 36.7
500-1000 69 46.0 46.0 82.7
above 1000 26 17.3 17.3 100.0
Total 150 100.0 100.0
Figure 4.10
Interpretation
46.6% of respondents are having a telephone bill between Rs 500-1000, 36.7 has less than Rs
500 telephone bill, 17.3% have telephone bill above Rs 1000.
Number of Mobile Phones in a Family
Table 4.11
Number of Mobile Phones

Cumulative
Valid 1 50 33.3 35.2 35.2
2 52 34.7 36.6 71.8
3 28 18.7 19.7 91.5
more than 3 12 8.0 8.5 100.0
Total 142 94.7 100.0
Missing Who do not
use mobile 8 5.3
phone
Total 150 100.0
Figure 4.11

Interpretation
36.6% of respondents have 2 mobile phone connections, 35.2% have only 1, 19.7% have 3
and 8.5% have more than 3 connections.
Amount Spend For ISD Calls in Mobile Phones
Table 4.12
Amount spend for ISD calls on mobile

Cumulative
Valid less than 100 29 19.3 26.1 26.1
100-500 57 38.0 51.4 77.5
500-1000 18 12.0 16.2 93.7
above 1000 7 4.7 6.3 100.0
Total 111 74.0 100.0
Missing Who do not use
39 26.0
mobile phones
Total 150 100.0
Figure 4.12

Interpretation
51.4% of respondents are spending in between Rs 100-500 for ISD calls on mobile phone,
26.1% are spending less than Rs 100, 16.2% are spending Rs 500-1000, 6.3% are spending
above Rs 1000.
Frequency of ISD Calling if the Call Rates Become Half the Existing
Table 4.13
Half call rate

Cumulative
Valid Daily 77 51.3 51.3 51.3
Weekly 67 44.7 44.7 96.0
Monthly 6 4.0 4.0 100.0
Total 150 100.0 100.0
Figure4.13
Interpretation
If the call rates become half the existing 51.3% of the respondents will make daily ISD calls,
44.7% will make weekly ISD calls and 4% will make monthly calls.
People owning a Computer
Table 4.14
Computer
Valid Cumulative
Valid Yes 108 72.0 72.0 72.0
No 42 28.0 28.0 100.0
Total 150 100.0 100.0
Figure 4.14

Interpretation
72% of respondents has a computer at home while 28% doesn’t have.
Subscribers of Internet Connection
Table 4.15
Internet
Cumulative
Valid yes 63 42.0 42.0 42.0
no 87 58.0 58.0 100.0
Total 150 100.0 100.0
Figure 4.15
Interpretation
58% of respondents don’t have internet connection at home, while 42% have internet
connection at home.
Type of connection used by the subscribers.
Table 4.16
Type of connection
Frequency Percent Valid Percent Cumulative Percent
Valid broad band 52 34.7 82.5 82.5
dial up 11 7.3 17.5 100.0
Total 63 42.0 100.0
Missing People either
don’t have a
computer or an 87 58.0
Internet
Connection
Total 150 100.0
Figure 4.16
Interpretation
82.5 % of respondents are using Broad Band internet connection and 17.5% are using Dial
Up internet connection
Current Internet Service Provider.
Table 4.17
Internet Service Provider

Valid Bsnl 54 36.0 85.7 85.7
reliance 6 4.0 9.5 95.2
Others 3 2.0 4.8 100.0
Total 63 42.0 100.0
Missing People
either don’t
have a
87 58.0
computer or
an Internet
Connection
Total 150 100.0
Figure 4.17
Interpretation
85.7% of respondents are having BSNL as Internet Service Provider, 9.5% are using
Reliance, 4.8% have other service providers.
Awareness level of VOIP services (Internet Telephony)
Table 4.18
Awareness about VOIP

Cumulative
Valid Yes 70 46.7 46.7 46.7
No 80 53.3 53.3 100.0
Total 150 100.0 100.0
Figure 4.18
Interpretation
46.7% of the respondents are aware about VoIP calling while the majority 53.3% are unaware
about it.
Experience in Internet Telephony
Table 4.19
Experience in Internet Telephony

Cumulative
Valid Yes 50 33.3 33.3 33.3
No 100 66.7 66.7 100.0
Total 150 100.0 100.0
Frequency 4.19
Interpretation
The majority 66.7% has no experience in Internet Telephony (VOIP Calling), while 33.3%
has experience in Internet Telephony.
Customers Satisfaction on Voice Clarity of Internet Calling
Table 4.20
Satisfaction level of voice clarty they get on VOIP calls

Valid Yes 10 6.7 18.2 18.2
No 45 30.0 81.8 100.0
Total 55 36.7 100.0
People
either don’t
have a
95 63.3
computer or
an Internet
Connection
Total 150 100.0
Figure 4.20
Interpretation
81.8 % of the respondents are not satisfied with the voice clarity they get on VOIP calls, only
18.2% are satisfied with the voice clarity.
Awareness about Asianet VOIP services (Smart Fone)

Table 4.21
Awareness about Asianet VOIP Service

Cumulative
Valid Yes 9 6.0 6.0 6.0
No 141 94.0 94.0 100.0
Total 150 100.0 100.0
Figure 4.21

Interpretation
94% of the respondents haven’t heard about Asianet Kerala Talk or Asianet VOIP Services.
CHI-SQUARE TEST
1)Find out the association between the income level and consumption patterns of NRI
families in malappuram district
Null Hypothesis (H0) : There is no association between the income level and
consumption pattern.
Alternative Hypothesis (H1): There is association between the income level and
Table 4.22
Income Level * Frequency of Calls Crosstabulation

Count
Frequency of Calls
Total
do not call Daily Weekly monthly
below 1 lakh 23 3 18 0 44
1-2 lakhs 20 7 23 12 62
Income Level 2-3 lakhs 4 2 23 0 29
3-5 lakhs 0 2 11 0 13
above 5 lakhs 0 2 0 0 2
Total 47 16 75 12 150
Table 4.23
Chi-Square Tests
Asymp. Sig.
Value Df (2-sided)
Pearson Chi-Square 58.898a 12 .000
Likelihood Ratio 57.970 12 .000
Linear-by-Linear
11.179 1 .001
Association
N of Valid Cases 150
. Source : Primary Data
INFERENCE
Reject H0
Accept H1.
The study shows that there is association between income level and usage pattern of ISD calls
made by NRI families in MALAPPURAM district.
2) Find out the association between the Nature of territory and consumption patterns of
NRI families in malappuram district.
Null Hypothesis (H0) : There is no association between the nature of territory

and consumption pattern.
Alternative Hypothesis (H1): There is association between the nature of territory and
Figure 4.24
Territory * Frequency of Calls Crosstabulation

Count
Frequency of Calls
do not call daily weekly Monthly Total
Territory Rural 33 10 25 6 74
Urban 14 6 50 6 76
Total 47 16 75 12 150
Figure 4.25
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 16.991a 3 .001
Likelihood Ratio 17.384 3 .001
Linear-by-Linear Association 12.261 1 .000
N of Valid Cases 150
Inference
Reject H0
Accept H1
The study shows that there is association between nature of terittory and usage pattern of ISD
calls made by NRI families in MALAPPURAM district.
5.1 FINDINGS
1) Out of 150 NRI families taken for survey 68.7% makes outgoing ISD calls.
2) Mobile phone is the most used medium to make ISD calls, the majority of the
respondents are using mobile phone for making outgoing ISD calls.
3) There is a large number of potential customers among the respondents, 72.8%
of the respondents are making weekly ISD calls,15.5% makes ISD calls daily.
4) 72% of respondents own a computer.
5) Majority of respondents has a feeling that internet is an expensive service,

Only 42% of the respondents has an internet connection at home.
6) Only among the respondents having an internet connection at home 82.5% are
using Broad Band Internet Connection.
7) BSNL is the market leader among the Internet Service Providers with 85.7%
of total internet subscribers.
8) VoIP services is not much popular among NRI families in malappuram,
majority of the respondents (53.3%) don’t have knowledge about VoIP
services or internet telephony
9) Out of the respondents who knows about VoIP services, only 33.3% has made
VoIP calls.
10) Most of the respondents are not aware about the Asianet VoIP
Services or Kerala Talk, only 6% of the respondents knows about Asianet
VoIP service.
11) The study shows that there is association between income level and usage
pattern of ISD calls made by NRI families in MALAPPURAM district
12) The study shows that there is association between income level and
usage pattern of ISD calls made by NRI families in MALAPPURAM district.
5.2 Suggestions
1. Advertise the product in the channel leading Malayalam channels .

2. The company can use printed advertisements about the product all around the district.
3. Hoardings about the product and its will help to raise the awareness level and
popularity of Asianet Smart Phone.
4. Asianet Satellite Communications can conduct events in Malappuram to increase the

awareness of the product.
5. Have a tie-up with a major retailers in the area and make it a hub of “Global Talk”
cards.
6. Conduct campaign programmes in schools and colleges
7. Offer Special benefits to customers who are takes the connection at the time of product
launch.
8. Provide some additional benefits to regular customers.
9. Position Asianet Smart Phone as the cheapest medium to make ISD calls.
5.3 CONCLUSION
The new product introduced by “Asianet Satellite Communications” is an innovation

especially in a state where the usage of internet and number of international calls are
increasing day by day. People are becoming more aware of the new internet technologies like
VoIP service which is cost effective when compare with telephones and mobile phones.
Asianet’s ‘Smart Fone’ is an innovation for tomorrow. Malappuram district is a place where
majority of the families have at least 1 NRI , so the product has got the potential to penetrate
in to the market. Since the Asianet Smart Phone is suitable for internet telephony, youngsters
will be more interested in the product. The main constrain is the lack of awareness about the
product. By using various promotional activities and product positioning the product can
capture a significant proportion of ISD calling NRI families.
BIBLIOGRAPHY
BOOKS
 The Practice of Management, Drucker, Peter F. (1954), New York: Harper &
Row.
 Marketing Management,Philip Kotler, Pearson Education,13th Edition.
 Research Methodology ,Methods and Techniques,Kothari.C.R, NewAge

International Publishers, New Delhi, Reprint Edition, 2004.
 Statistical Methods In Business And Social Sciences,G.V. Shenoy, Madan

Pant Macmillian India Ltd,Reprinted, 2003
JOURNALS
VoIP: A comprehensive survey on a promising technology By: Karapantazis, Stylianos;
Pavlidou, Fotini-Niovi. Computer Networks, Aug2009, Vol. 53 Issue 12, p2050-2090, 41p.
Cost-quality based consumer perception analysis of voice over Internet protocol (VoIP) in
India. By: Jaiswal, M. P.; Raghav, Bhoopesh. Internet Research, 2004, Vol. 14 Issue 1, p95-
102, 8p.
WEBSITES
www.asianetdataline.com
www.asianet.co.in
www.indiaonvoip.com
www.voip-info.org
APPENDIX
Consumer Survey
On VOIP Service Feasibility & Potentiality
[This survey is the part of the project work of the MBA programme]
Personal Profile
Name and address :
1.2 Age in years :
18-25 25-35 35-45 Above 45
1.3 Educational Qualification :
Below 10th 10th to 12th Graduate

Postgraduate
Professional
1.4 Marital status :
Single Married
1.5 Nature of Territory :
Rural Urban
1.6 Income level :
(Annual income in lakhs) Below Rs 1 Rs 1-Rs2 Rs 2-Rs

3 Rs 3-Rs 5
Above Rs 5
1. How many NRI’s are there in your family ? :
1 2
3 more than 3
2. Do you make outgoing international calls ? :
Yes No
3. If No, Specify the reason :

………..
Expensive
Ignorance other reasons
(pls specify)
4. If yes, how frequently you call them ? :
Daily Weekly
Monthly Others
5. How long will your call lasts? :
Less than 5 mins 5-10

mins 10-15 mins above 15
mins
6. Which medium do you use to make the calls ? :
Land phone Mobile phone

Internet Other …..
(pls specify)
7. What is your average monthly telephone bill ? :
Less than 500

500-1000 Above 1000
8. How many mobile phone connections are there :
in your family ? One Two

Three More thanThree
9. How much do you spend for ISD calls in your :
mobile phone? Less than 100 100-500

500-1000 Above 1000
10. If the calls rates become half of the existing, :
how often will you make ISD calls ? Daily Weekly

Monthly Others ….
(pls specify)
11. Do you have a computer at home ? :

Yes No
12. Do you have an internet connection at home ? :
Yes No
13. If yes, which type of connection do you have ? :
Broad band Dial-up

Others…….
(pls specify)
14. Who is your internet service provider ? :
BSNL Reliance
Asianet Others…
(pls specify)
15. Are you aware about VOIP services ?
(Internet telephony) Yes No
16. Do you have experience in internet telephony ? :
Yes No
17. If yes, are you satisfied with the voice clarity :
of internet calls you make ? Yes No
18. Have heard about Asianet VOIP services ? :
(Kerala Talk) Yes No

VoIP Feasibility Study

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Asianet Satellite Communications Ltd.

1.1 Voice Over Internet Protocol (VoIP)

Voice over Internet Protocol is a general term for a family of transmission

History of Voice Over Internet Protocol

1.2 INDUSTRY PROFILE

Table 1.1- World Internet Usage Statistics

The Changing Face of Broadband Distribution

Fig 1.2:- The Changing Face of Broadband Distribution

Table 1.2- Internet Usage in Asia

INTERNET USERS AND POPULATION STATISTICS FOR ASIA

ASIA INTERNET USAGE AND POPULATION

Sri Lanka 21,324,791 121,500 1,163,500 5.5 % 857.6 % 0.2 %

Table 1.4- INDIA – Internet Usage Stats

YEAR Users Population % Penetration.

2001 2,800,000 1,094,870,677 0.3 %

2002 5,500,000 1,094,870,677 0.5 %

2003 7,000,000 1,094,870,677 0.7 %

2004 16,500,000 1,094,870,677 1.6 %

2005 22,500,000 1,094,870,677 2.1 %

2006 39,200,000 1,094,870,677 3.6 %

2007 50,600,000 1,112,225,812 4.5 %

2008 40,000,000 1,112,225,812 3.6 %

2009 42,000,000 1,129,667,528 3.7 %

INDIA - Internet Market

INDIA - Broadband Market

Voice Over Internet Protocol

Voice over Internet Protocol is a general term for a family of transmission

INDIA - Voice Over Internet Protocol

Internet telephony cannot make compromises in voice quality, reliability, scalability

1.3 COMPANY PROFILE

Asianet Satellite Communications Ltd (Asianet Satcom)

Asianet Satellite Communications Ltd.

Technopark, Trivandrum 695 023

Manpower 1232 employees

President & CEO R Mahesh Kumar

Executive Vice President Vinod Panicker

Asianet Satellite Communications Ltd. is today an Internet Service Provider in the

Within a short span of time, Asianet Dataline (a division of Asianet Satellite

Asianet is a pioneer in rolling-out broadband Internet access services, branded Asianet

Minimum System Requirements:

Asianet Smart Fone

Features of ATA modem

Benefits of these modems

Table4- Tariff of Global Talk Cards

Rs.100 Rs.200 Rs.500 Rs.1000

2.1 REVIEW OF LITERATURE

2.1 REVIEW OF LITERATURE

Market Research is either quantitative, qualitative, or a combination of both.

QUALITATIVE MARKET RESEARCH

Qualitative market research provides an understanding of how or why things are as

QUANTITATIVE MARKET RESEARCH

Quantitative market research is numerically oriented, requires significant attention to

Market Research for Business/Planning

For starting up a business, there are some important things

• Market Research for New Products

In a changing market, staying competitive often requires the development of new

As we introduce the product to the market, we should test the distribution of

Market Feasibility Analysis

Planning, development and introduction of new products is always associated with

Definition and Goals of Market Feasibility Analysis

Market feasibility study typically involves testing geographic locations to determine

The maximum number of consumers available will usually be determined by market

Broadband technologies can be classified as either one-way or two-way. One-way