A PROJECT REPORT ON CONSUMER BUYING BEHAVIOR WITH A FOCUS ON PERCEPTION TOWARDS POCKET INTERNET IN DISHNET WIRELESS LIMITED, JAMMU

(J&K)
Submitted to Lovely Professional University In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration

Submitted by: Vikas Mahajan University Registration No. 10806594

DEPARTMENT OF MANAGEMENT (LIM) LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2009)

Session: 2008 10
DEPARTMENT OF MANAGEMENT TO WHOM SO EVER IT MAY CONCERN This is to certify that the project report titled Consumer buying behavior with a focus on perception towards Pocket internet in Dishnet Wireless Limited. carried out by Mr.Vikas Mahajan (student name), S/o Raj Kumar Mahajan has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.

__________________________ (Name & Signature of the Faculty Advisor) Title: ______________________________ Dare: ______________________________

Date:

LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

DECLARATION OF AUTHANTICITY BY STUDENT

I, " Vikas Mahajan, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section.

Vikas Mahajan (Student's name & Signature) 10806594 (Registration No.) Date: 17/08/2009

PREFACE
Education becomes more meaningful when its theoretical aspects are combined with practical experience. This provides an opportunity to the students to improve their understanding of the studies. MBA is a course, which combines both its theory and application as its content of study in the field of management as a part of this course, every aspirant has to undergo at least six to eight weeks Industrial Training in an organization of repute. The purpose of this training is to expose the students or management sciences to real business situation and to provide insight into the various functions carried out within the organization. project-is-an-important-part-of-theoretical-studies.-It-covers-all-that-remains-uncoveredin-the-classroom-i.e.-without-it-76% our-studies-remains-ineffective-and-incomplete.Also-it-is-a-well-known-fact-that-practical-training-plays-a-very-important-role-infuture-building-of-an-individual.-One-can-easily-overcome-the-fear-of-joiningorganisation-after-the-completion-of-the-course-as-the-environment-no-longer-remainsalign-to-him-and-one-can-easily-fit-a-place-for-themselves.-Only-gaining-theoreticalknowledge-is-just-not-sufficient-for-sure-success-in-life,-practical-knowledge-is-a-mustand-have-been-given-an-opportunity-to-gain-practical-experience we avail-this-stance-ina-very-satisfactory-manner-and-think-it-will-be-very-beneficial-for-me-in-building-ourfuture.In order to use the theoretical knowledge I get the opportunity of Industrial Training in DISHNET WIRELESS LIMITED (head office of Aircel telecommunication) in Jammu. As complementary to training, I have prepared and submitted a project report on Consumer buying behavior with a focus on perception towards Pocket internet in Dishnet Wireless Limited. 4

ACKNOWLEDGEMENT

No job or task can be completed without the co-operation and support of people around us. I being no exception had to seek the help of others to make this project successful. First of all I would like to thank the Management at Dishnet Wireless Ltd. for giving me the opportunity to do my eight week project training in their esteemed organization. I am highly obliged to Mr. Surindher Katharia (Head HR,in J&K and Himachal Pardesh of Dishnet wireless Limited ) for granting me to undertake my training at Aircel Communication, Place Jammu. I would like to express my gratitude to Mr. Milan (Zonal sales manager), who has been provided me with guidance, inspiration, perspective and stimulating discussion, throughout the writing of this report. His constant review and excellent suggestions throughout the project are highly commendable. A study like this can not be completed without help from other persons and therefore I would like to express my gratitude to Mr. Raman Kumar, (HR, in jammu head office of Dishnet Wireless Limited ) to provide me crucial guidance to complete this Project. My heartfelt thanks go to all the executives who helped me gain knowledge about the actual working and the processes involved in various departments. A lot of individuals have contributed in the preparation of this project. I am thankful to all of them for their timely help encouragement, support, valuable comments, suggestions and many innovative ideas in carrying out these projects. It is my proud privilege and pleasure to express deep sense of gratitude to these people. Finally I would like to give regards to my parents for their moral support and understanding which played an important role in the completion of the project report.

Vikas Mahajan
REG. NO.10806594

TABLE OF CONTENT
TOPICS 1. Introduction to the consumer behavior:a) Theoretical foundation about the consumer behavior. b) Review of Literature on the consumer behavior theories. 2. Introduction to the Telecom industry:a) Overview of the Indian telecom industry Telecommunication reforms in India Growth Land marks of Indian telecom industry Major players in Indian telecom industry Market structure of Indian telecom industry Market shares of major players. 21 21-30 30-31 31-32 33 34-35 36-38 39 39-44 44-47 47-48 49-66 67-68 69 70 70 70 71 72 Page No. 13 13-16 16-21

b) Profile of the Dishnet Wireless limited(J&K) c) Companys history d) Recent achievements and milestones e) Product range and services of the company f) Performance of the company over the last few years g) Future Prospects / Plans 3. Objectives of the study and Research Methodology Objectives of study. Research Methodology Research Design Source of data collection

Tools of analysis Limitation of the study Background of the study

73 73 74-76 77-87 88-91 92-94 95

4. Data presentation, analysis and Interpretation Use of statistical technique Data interpretation and conclusion 5. Conclusion and Recommendations 6. Appendix (Questionnaire) 7. Bibliography and References

EXECUTIVE SUMMARY
Growth on the mobile(pocket) internet especially happen when business travelers, academicians as well as other professionals need to access emails and corporate applications as well as personal requirements during urgent trips and travels. Now, Question is, 1- What kind of a company enters an industry with competitors already entrenched? 2-Which ones actually succeed? The answer to both the questions is Dishnet Wireless Limited also known as Aircel Communication. Aircel Communication is a confident and smart company that was able to enter a saturated and highly competitive industry, and emerge at the top. The cut-throat competition in the telecommunication sector of India posed a great threat to the development of Aircel Communication. When the key people Mr. Gurdeep Singh of Dishnet Wireless Limited charted out the mission for Aircel Communication in 1999, he had a clear game plan to position itself on the platform of affordable as well as world class information and communication service highlighting unparalleled value to create customer delight and enhance business productivity. The project aims to identify the problems faced by Aircel Communication regarding their product pocket internet in the market. Customers often feel that service providers do not deliver what they promise. They feel players should present the terms and conditions and tariff plans/schemes in clear terms. The research we conducted also supports this fact. We have suggested a plan along with other suggestions for Aircel Communication to face the Competition in the near future and the long run. OBJECTIVES OF THE STUDY:The objectives of the study are as follows: To study and analyze the consumer perception regarding the pocket internet in Aircel communication. To study the factors that plays the most important role in a consumers choice of buying internet connection. To study the impact of advertisement on consumer choice of buying internet connection.

To study the consumer satisfaction level regarding the pocket internet of aircel communication. To study about the Value added services (VAS) of Aircel communication.

RESEARCH METHODOLOGY
Research methodology is a design to systematically solve the problem. In research methodology, we not only talk of research methods but also consider the logic behind the methods. The purpose of the methodology section is to describe the research procedure. It includes the overall research design, the sampling procedures, the data collection method, the field methods and analysis procedures. Research design used in this project Exploratory and descriptive. The data is analyzed in a tabular form and in well and easy to understand manner.

FINDINGS OF THE STUDY: Most of the people know about pocket internet earlier. Majority of the respondents know about pocket internet through TV advertisement and print advertisement. Majority of the respondents prefer cheap and good net speed as two important factors for buying internet connection. Most of buyer rated Aircel pocket internet (14/98) as a fair product and many people rated it as a good product. Majority of the respondents are not using the pocket internet. Most of the respondents were using GPRS enabled handset. Majority of the respondents were not interested to buy the product instantly. Most of the respondents were not interested to buy the product due to low net speed as compared to other competitors in the market. Most of the consumers were satisfied with the services provided by Aircel.

RECOMMENDATIONS:On the basis of conclusions drawn & enumerated in previous pages, an attempt has been made to suggest the following recommendations. Pocket internet had the big limitation of not being able to be used with laptop or PC. This is a big reason that customers are not using pocket internet. So the company should try to solve this problem by making discussion with technical department. The second reason for less customers using pocket internet is related to cost factor. 10 paisa/10KB i.e. 10Rs /1MB and 10,000 Rs /1GB. The charges were very high in comparison to competitors like BSNL that provides unlimited browsing @200 Rs/month and Vodafone 5 paisa/10kb. The company should introduce some new tariff plans so that customers can use the aircel internet services at cheaper rates. The company should introduce plans like BSNL such as unlimited browsing at some fixed amount. On introduction of internet @98 Rs the customers were in confusion that whether there would be additional down load charges or not. The aircel website has not been up dated till this date to give right information. Websites should have been updated well in advance to avoid confusions. Settings for internet usage on mobile brands such as fly, asus, Chinese sets and intex were not delivered and Customers with such brands were not able to use pocket internet. We need to include support for mobile brands like fly, intex so that aircel net can work on these mobile sets.

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 Many customers who opted for internet@ 98 Rs were unable to run it even on phone. Call center executives need to be trained in a better way because at present customers complaint that they are not able to help them properly. Majority of the customers said they need internet only for 5-6 days in a month. So that customers demanded for pocket internet@14 Rs. But it was found that this product is not available in the market. So the company should focus on introduce this product in the market as early as possible. Many customers were receiving repeated sms congratulating them for activation of net but net was not working at all. Employees at aircel outlet were also not trained to handle those problems. Many retailers of aircel are not much aware about the plans of pocket internet. In the survey there were very less respondents who know about pocket internet through retailer. So the company should focus on motivate the retailer to sell the pocket internet by giving some gift items like one air conditioner with the sale of 1000 vouchers of pocket internet in one month, one washing machine with the sale of 500 vouchers of pocket internet in one month one microwave oven with the sale of 250 vouchers of pocket internet in one month. Many customers are not using the internet services of aircel because of low net speed as compared to other competitors in the market. So the company needs to maintain the good net speed as compared to other competitors to increase the users of internet. One customer who himself was running computer shop managed to run aircel net and was very satisfied with the speed. We need to maintain this speed even when more people buy and run aircel internet @ 98. Majority of the respondents are using the GPRS enabled handset. But still majority of respondents are not using the pocket internet. This is due to reasons that some of them have never used internet nor they are willing to use it as they 11

are not to comfortable with technology, some are not educated enough to use internet, some are not aware of internet. So the company should try to aware that people about the pocket internet by making calls through call centers executives and try to motivate them for the use of internet.

Suggestions for value added services: I did not find a single customer knowing about value added services like doctoron-call, subscription services, voice station. There are boards in various aircel outlets advertising about calling plans but not a single board advertising VAS like doctor-on-call, subscription services, and voice station. Therefore people do not even know such services exist. We need to advertise these VAS, so people may come to know about them and use them. Few people do know about vas live astrology and internet but these should also be advertised to educate more people about them. Many customers use dialer tones but most of them want more variety of songs. So to get the profit in this competitive scenario there is need to more focus on services (value added services) more than product.

Some other important suggestions for aircel communication: Billing system in case of post paid need to be made more customers friendly. Itemized bills should be provided to customers on demand. Online bill payment and recharge facilities should be provided. Repeated alerts to recharge when balance is low annoy many customers. Disconnection on slight delay on bill payment really disappoints customers and something should be done so that they get more time to clear bill before disconnection. Customers want some discount for family using more than four aircel Sim cards. So there is need to give some offer/discounts to these kinds of customers to motivate them.

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 Verification delays and activation delays presently in some cases extend more than month such delays should be reduced or eliminated. More billing centers need to be raised to decrease the time gap for amount received from the customers and convert it into cash for the company.

1) INTRODUCTION ABOUT THE SUBJECT An Introduction to Consumer Behavior:Consumer Behavior is the study of who acquires, consumes and disposes of products (goods, services, ideas, images, brands) and where, when, how, and why they do so. Marketers must understand their consumers' behaviors before they develop marketing strategy (e.g., segmentation, targeting, positioning, and the marketing mix). Consumer behavior referred to as the study of when, why, how, where and what people do or do not buy products. It blends elements from psychology, sociology,social psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). Belch and Belch define consumer behaviour as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.'

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BLACK BOX MODEL

ENVIRONMENTAL FACTORS Marketing Environmental Stimuli Stimuli Product Economic Price Technical Place Political Promotion Cultural BUYER'S BLACK BOX Buyer Characteristics Attitudes Motivation Perceptions Personality Lifestyle Decision Process Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour BUYER'S RESPONSE Product choice Brand choice Dealer choice Purchase timing Purchase amount

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people).The black box model is related to the black box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR

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The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

APPLICATIONS OF CONSUMER BEHAVIOR

There are four main applications of consumer behavior:

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially

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adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that o Companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success. o It is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic. As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (the marketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.

CONSUMER BEHAVIOUR THEORIES

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Consumer perception and consumer behavior:According to Rice (1993), perception is the initiator of behaviour. It can also be seen as a process of information extraction. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture (Kotler, 2000). Different people tend to perceive quite differently even when they are exposed to the same reality. A set of factors, e.g. individual responses, determine an individuals perception process and lead to individual differences. The most important is that peoples perceptions are often more important than the reality in marketing (Kotler, 2000). The study of customer behaviour provides a sound basis for identifying and understanding the factors that influence consumers purchase on line. Schiffman and Kanuk state that the behaviour that consumers display in searching, purchasing, and evaluating products/services is those that they expect to fulfil their needs. Although perception and behaviour are typically treated as two completely separate phenomena, i.e. the input and output respectively, it has been suggested that perception and behaviour are in fact two sides of the same phenomenon and are closely related to each other (Rice, 1993). In order to understand what customer perceive and how they act to affect their perceptions, study of perception and behaviour should be treated as one integral part.

Consumer decision process:At present, the consumer decision process model has been well accepted. This model of purchase as decision process is explained in more detail by Thorelli et al. (1975). Thorellis decision model illustrates the type and shows there are a series of semi-discrete steps which take place over time for the buyers and purchasers.

Predispositions (Before Purchase):

According to Thorelli et al (1975), the prospective buyer possesses a certain stock of cognitive content, including his own personality or self-concept, attitudes and opinions both in general and on specific products, and stored information and past experience. This stock has been formed as a result of his interaction with his environment over time, and it will help determine the environment in which he places himself in the future as well as influence his perceptions of that environment.

Product Need:
As a result of either cognitive activity or some environmental stimulus, the buyer recognizes a need which is capable of being satisfied by a product or service. In other words, the need is often triggered by internal or external stimuli. Some authors also take this need recognition stage as the entry point. Chaston (2001) argues that the potential consumer will not implement any of the other steps in the buying process until need recognitrion has happened.

External Search:

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Thorelli et al (1975) describe that this stage represents all search of the external environment for alternative solutions as well as for information helpful in evaluating these alternatives. The search for information occurs on an internal and external basis (Gilbert, 1999). The internal search for information from previous experience might be relevant to the present purchase situation. The extent and nature of external search for information likely in any given purchase has been the subject of a great deal of research. When searching for information in the external environment (e.g., friends and family), consumers focus on those relevant attributes that are available and are diagnostic (Dick et al., 1990).

Evaluation of Alternatives:
This stage consists of the physical and cognitive activities involved in comparing alternatives on the basis of information gathered from external search above. According to Kotler (2000), the consumer arrives at attitudes toward the various brands through an attribute evaluation procedure and most buyers consider several attributes in their purchase decision. These attributes used by consumers for evaluation are also called choice criteria. Jobber (2001) has made a good summary of these choice criteria. In fact, consumers attempt to optimize the trade-off between product benefits, product costs, the desired personal utilities and other variables.

Purchase Activity:
Purchase activity involves the actual final decision and physical activities involved in making (or not making) the purchase. This stage includes the actual transaction. However, as suggested by Kotler (2000), perceived risks of a consumer can heavily influence his decision to modify, postpone, or avoid a purchase decision. Therefore it is necessary for marketers to understand factors that might provoke perceived risk in consumers and work out solutions to reduce that.

Post Purchase Behaviour:

This step is concerned primarily with the buyers use of the product purchased. After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction which will influence a consumers subsequent behaviour. Dissatisfied consumers may abandon or return the product, they may even complain to the other group (Kotler, 2000). It is clear that satisfactions and dissatisfactions created by product performance will be important determinants of attitudes and information stored as inputs to future purchase decisions.

Predispositions (After Purchase and Use):

This stage suggests that following the purchase process, the buyer (or non-buyer) is left with cognitive content which may be quite different from that which was present at the

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beginning of the process. Buyers may change their attitudes, information and experience due to reasons of time and events. All of these may serve to change substantially the nature of the decision process for future purchases of the same type.

CONSUMER PERCEPTION Introduction

Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well, for example, when we see a friend three hundred feet away at his or her correct height; however, our perception is sometimes offfor example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume.

Factors in perception
Several sequential factors influence our perception. Exposure involves the extent to which we encounter a stimulus. For example, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper stickers on cars, and signs and banners placed at shopping malls that we pass. Most of this exposure is randomwe dont plan to seek it out. However, if we are shopping for a car, we may deliberately seek out advertisements and tune in when dealer advertisements come on the TV Exposure is not enough to significantly impact the individualat least not based on a single trial (certain advertisements, or commercial exposures such as the Reliance communication logo, are based on extensive repetition rather than much conscious attention). In order for stimuli to be consciously processed, attention is needed. Attention is actually a matter of degreeour attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program. Note, however, that even when attention is low, it may be instantly escalatedfor example, if an advertisement for a product in which we are interested comes on. Webers Law suggests that consumers ability to detect changes in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with. Several factors influence the extent to which stimuli will be noticed. One obvious issue is relevance. Consumers, when they have a choice, are also more likely to attend to pleasant stimuli (but when the consumer cant escape, very unpleasant stimuli are also likely to get attentionthus, many very irritating advertisements are remarkably effective). One of the most important factors, however, is repetition. Consumers often do not give much attention to a stimuliparticularly a low priority one such as an advertisementat any one time, but if it is seen over and over again, the cumulative impact will be greater. Surprising stimuli are likely to get more attentionsurvival instinct requires us to give more attention to something unknown that may require action. A greater contrast (difference between the stimulus and its 19

surroundings) as well as greater prominence (e.g., greater size, center placement) also tend to increase likelihood of processing. Subliminal stimuli back in the 1960s, it was reported that on selected evenings, movie goers in a theater had been exposed to isolated frames with the words Drink Coca Cola and Eat Popcorn imbedded into the movie. These frames went by so fast that people did not consciously notice them, but it was reported that on nights with frames present, Coke and popcorn sales were significantly higher than on days they were left off. This led Congress to ban the use of subliminal advertising. First of all, there is a question as to whether this experiment ever took place or whether this information was simply made up. Secondly, no one has been able to replicate these findings. There is research to show that people will start to giggle with embarrassment when they are briefly exposed to dirty words in an experimental machine. Here, again, the exposure is so brief that the subjects are not aware of the actual words they saw, but it is evident that something has been recognized by the embarrassment displayed.

CONSUMER BEHAVIOUR TOWARDS INTERNET

When consumer purchase internet connection, they still perform a similar sequence of tasks: searching for information about different products, evaluating these alternatives, and transacting the chosen alternative. However, the family and friends has great impact on these activities.

Problem recognition:
The starting point is feeling the need or recognition of a problem. The need for accessing internet at anywhere can trigger the recognition of a need or problem and can have significant impact by encouraging customers to begin the information search process.

Information Search:
Once customers identify the need they may seek information about retailers or products to help them satisfy. Customer search regarding internet connection could be limited because its a specialty product. Our analysis has shown that in terms of internet connection , customer mostly refer to family and friend as reference group. These reference groups affect buying decision offering information like price, tariff plan availability and so forth. Providing rewards for specific purchasing behaviors for instance friends could appreciate that you could access internet at anywhere if you are carrying a laptop. By identifying and affiliating with reference groups, consumers create, enhance, and maintain their self-image. Customers who want to create an image of mobile, technologically updated person as well as want to be seen as members of a higher social class might buy internet connection from Aircel communication or other competitors products.

Product Evaluation:
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During this stage, consumers process different product information and make a final value judgment. The multiattribute model provides a useful way for summarizing how customers use the information they have about alternative brands of internet connection. From our consumer behaviour analysis we have found out that on this stage customer evaluate internet connection on its several attributes like price, net speed, tariff plan which come along with, looks etc and they also decide which attributes are most important for them. The multiattribute model shows that how a consumer gives weights of importance to the various attributes of a internet connection.

Purchase Activity:
Its not necessary that customer will always purchase a brand or internet connection with evaluation. The internet connection offering benefits (having the highest evaluation) may not be available in the store, or the customer may feel that the risks outweigh the potential. During purchasing customer also may feel that their internet connection might not be able to meet their expectations. Therefore retailer should ensure that their sales persons are knowledgeable enough and they are also skilled presenter of their product, otherwise it could raise confusion in customers mind during purchasing of internet connection . Reducing the actual and perceived time of purchasing.

Post Purchase Activities:

As we know buying process doesnt end when a customer purchase a product. From focus group interviews we have come to know that after making a purchase of internet connection, customer evaluate their experience on the basis of net speed, signal strength amount of money they have spent. Customers often feel that service providers do not deliver what they promise. They feel players should present the terms and conditions and tariff plans/schemes in clear terms. Mentioning every small detail regarding the tariff plans must be included in the bill. For example, if a company intends to collect an advanced monthly rental from customers, then it has to mention that in its tariff plan, so that customers are not shocked when they see a bill that includes monthly advance rentals as well. This kind of practice might keep customers away from going for a particular brand.

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2) HISTORY OF TELECOM INDUSTRY

The word telecommunication was adapted from the French word tlcommunication. It is a compound of the Greek prefix tele-, meaning 'far off', and the Latin communicare, meaning 'to share'. Telecommunication is the transmission of signals over a distance for the purpose of communication. In modern times, this process almost always involves the sending of electromagnetic waves by electronic transmitters but in earlier years it may have involved the use of smoke signals, drums or semaphore. Today, telecommunication is widespread and devices that assist the process, such as the television, radio and telephone, are common in many parts of the world. There is also a vast array of networks that connect these devices, including computer networks, public telephone networks, radio networks and television networks. Computer communication across the Internet, such as e-mail and instant messaging, is just one of many examples of telecommunication. Telecommunication systems are generally designed by telecommunication engineers. Early inventors in the field include Elisha Gray, Alexander Bell, Nikola Tesla, Guglielmo Marconi and John Logie Baird. In recent times, optical fibre has radically improved the bandwidth available for intercontinental communication, helping to facilitate a faster and richer Internet experience. And, digital television has eliminated effects such as snowy pictures and ghosting. Telecommunication remains an important part of the world economy and the telecommunication industry's revenue has been placed at just under 3% of the gross world product. The basic elements of a telecommunication system are:

a transmitter that takes information and converts it to a signal for transmission a transmission medium over which the signal is transmitted a receiver that receives and converts the signal back into usable information

For example, consider a radio broadcast. In this case the broadcast tower is the transmitter, the radio is the receiver and the transmission medium is free space. Often telecommunication systems are two-way and devices act as both a transmitter and receiver or transceiver. For example, a mobile phone is a transceiver. Telecommunication over a phone line is called point-to-point communication because it is between one transmitter and one receiver, telecommunication through radio broadcasts is called broadcast communication because it is between one powerful transmitter and numerous receivers

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Signals can either be analogue or digital. In an analogue signal, the signal is varied continuously with respect to the information. In a digital signal, the information is encoded as a set of discrete values (e.g. 1's and 0's). Telecommunications devices convert different types of information, such as sound and video, into electrical or optical signals. Electrical signals typically travel along a medium such as copper wire or are carried the air as radio waves. Optical signals typically travel along a medium such as strands of glass fibers. When a signal reaches its destination, the device on the receiving end converts the signal back into an understandable message, such as sound over a telephone, moving images on a television, or words and pictures on a computer screen A collection of transmitters, receivers or transceivers that communicate with each other is known as a network. Digital networks may consist of one or more routers that route data to the correct user. An analogue network may consist of one or more switches that establish a connection between two or more users. For both types of network, a repeater may be necessary to amplify or recreate the signal when it is being transmitted over long distances. This is to combat attenuation that can render the signal indistinguishable from noise. The shaping of a signal to convey information is known as modulation. Modulation is a key concept in telecommunications and is frequently used to impose the information of one signal on another. Modulation is used to represent a digital message as an analogue waveform. This is known as keying and several keying techniques exist these include phase-shift keying, frequency-shift keying, amplitude-shift keying and minimum-shift keying. Bluetooth, for example, uses phase-shift keying for exchanges between devices

HISTORY OF GSM
The lack of a technological standardization prompted the European Conference of Postal and Telecommunications Administrations (CEPT) to create the Groupe Spcial Mobile (GSM) in 1982 with the objective of developing a standard for a mobile telephone system that could be used across Europe.In 1989, GSM responsibility was transferred to the European Telecommunications Standards Institute (ETSI), and phase I of the GSM specifications were published in 1990. The first GSM network was launched in 1991 by Radiolinja in Finland. By the end of 1993, over a million subscribers were using GSM phone networks The growth of cellular telephone systems started in the early 1980s, particularly in being operated by 70 carriers across 48 countries The Global System for Mobile communications (GSM: originally from Groupe Spcial Mobile) is the most popular standard for mobile phones in the world. GSM service is used by over 2 billion people across more than 212 countries and territories.The ubiquity of the GSM standard makes international roaming very common between mobile phone operators, enabling subscribers to use their phones in many parts of the world.From the point of view of the consumers, the key advantage of GSM systems has been higher digital voice quality and low cost alternatives to making calls such as the Short Message

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Service (SMS). The advantage for network operators has been the ability to deploy equipment from different vendors because the open standard allows easy interoperability.Like other cellular standards GSM allows network operators to offer roaming services which mean subscribers can use their phones all over the world. GSM is a cellular network, which means that mobile phones connect to it by searching for cells in the immediate vicinity. GSM networks operate in four different frequency ranges. Most GSM networks operate in the 900 MHz or 1800 MHz bands. Some countries in the Americas (including the United States and Canada) use the 850 MHz and 1900 MHz bands because the 900 and 1800 MHz frequency bands were already allocated.

The GSM logo is used to identify compatible handsets and equipment There are four different cell sizes in a GSM network - macro, micro, pico and umbrella cells. The coverage area of each cell varies according to the implementation environment. Macro cells can be regarded as cells where the base station antenna is installed on a mast or a building above average roof top level. Micro cells are cells whose antenna height is under average roof top level; they are typically used in urban areas. Picocells are small cells whose diameter is a few dozen meters; they are mainly used indoors. Umbrella cells are used to cover shadowed regions of smaller cells and fill in gaps in coverage between those cells. The network behind the GSM system seen by the customer is large and complicated in order to provide all of the services which are required. It is divided into a number of sections and these are each covered in separate articles.

The Base Station Subsystem (the base stations and their controllers). The Network and Switching Subsystem (the part of the network most similar to a fixed network). This is sometimes also just called the core network. The GPRS Core Network (the optional part which allows packet based Internet connections). all of the elements in the system combine to produce many GSM services such as voice calls and SMS

The Base Station Subsystem (BSS) is the section of a GSM network which is responsible for handling traffic and signaling between a mobile phone and the Network Switching Subsystem. The BSS carries out transcoding of speech channels, allocation of radio channels to mobile phones, paging, quality management of

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transmission and reception over the Air interface and many other tasks related to the radio network

The Base Transceiver Station, or BTS, contains the equipment for transmitting and receiving of radio signals (transceivers), antennas, and equipment for encrypting and decrypting communications with the Base Station Controller (BSC). Typically a BTS for anything other than a picocell will have several transceivers (TRXs) which allow it to serve several different frequencies and different sectors of the cell (in the case of sectorised base stations). A BTS is controlled by a parent BSC via the Base Station Control Function (BCF).

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The Base Station Controller (BSC) provides, classically, the intelligence behind the BTSs. Typically a BSC has 10s or even 100s of BTSs under its control. The BSC handles allocation of radio channels, receives measurements from the mobile phones, controls handovers from BTS to BTS A key function of the BSC is to act as a concentrator where many different low capacity connections to BTSs (with relatively low utilisation) become reduced to a smaller number of connections towards the Mobile Switching Center (MSC) (with a high level of utilisation). Overall, this means that networks are often structured to have many BSCs distributed into regions near their BTSs which are then connected to large centralized MSC sites.

PACKET CONTROL UNIT

The Packet Control Unit (PCU) is a late addition to the GSM standard. It performs some of the processing tasks of the BSC, but for packet data. The allocation of channels between voice and data is controlled by the base station, but once a channel is allocated to the PCU, the PCU takes full control over that channel.

BSS interfaces Um - The air interface between the MS (Mobile Station) and the BTS Abis - The interface between the Base Transceiver Station and Base Station Controller A - The interface between the BSC and Mobile Switching Center Ater - The interface between the Base Station Controller and Transcoder. It is a proprietary interface whose name depends on the vendor (for example Ater by Nokia), it carries the A interface information from the BSC leaving it untouched. Gb - Connects the BSS to the Serving GPRS Support Node

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SECTORISATION
By using directional antennas on a base station, each pointing in different directions, it is possible to sectorise the base station so that several different cells are served from the same location. Typically these directional antennas have a beamwidth of 65 to 85 degrees. This increases the traffic capacity of the base station (each frequency can carry eight voice channels) whilst not greatly increasing the interference caused to neighboring cells (in any given direction, only a small number of frequencies are being broadcast). Typically two antennas are used per sector, at spacing of ten or more wavelengths apart. This allows the operator to overcome the effects of fading due to physical phenomena such as multipath reception. Some amplification of the received signal as it leaves the antenna is often used to preserve the balance between uplink and downlink signal.

SUBSCRIBER IDENTITY MODULE

One of the key features of GSM is the Subscriber Identity Module (SIM), commonly known as a SIM card. The SIM is a detachable smart card containing the user's subscription information and phonebook. This allows the user to retain his or her information after switching handsets. Alternatively, the user can also change operators while retaining the handset simply by changing the SIM. Some operators will block this by allowing the phone to use only a single SIM, or only a SIM issued by them; this practice is known as SIM locking, and is illegal in some countries. In the United States, Canada, Europe and Australia, many operators lock the mobiles they sell. This is done because the price of the mobile phone is typically subsidized with revenue from subscriptions and operators want to try to avoid subsidizing competitor's mobiles. A subscriber can usually contact the provider to remove the lock for a fee, utilize private services to remove the lock, or make use of ample software and websites available on the Internet to unlock the handset themselves Some providers will unlock the phone for free if the customer has held an account for a certain period. Third party unlocking services exist that are often quicker and lower cost than that of the operator. In most countries removing the lock is legal. In countries like India, Pakistan, Indonesia, Belgium, etc., all phones are sold unlocked. However, in Belgium, it is unlawful for operators there to offer any form of subsidy on the phone's price. This was also the case in Finland until April 1, 2006, when selling subsidized combinations of handsets and accounts became legal though operators have to unlock phone free of charge after a certain period (at most 24 months).

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A) OVERVIEW OF INDIAN TELECOM INDUSTRIES

Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the maximum to their customers. The Indian telecom sector can be broadly classified into Fixed Line Telephony and mobile telephony. The major players of the telecom sector are experiencing a fierce competition in both the segments. The major players like BSNL, MTNL, VSNL in the fixed line and Airtel, Aircel, Hutch, Idea, Tata, Reliance in the mobile segment are coming up with new tariffs and discount schemes to gain the competitive advantage. The Public Players and the Private Players share the fixed line and the mobile segments. Currently the Public Players have more than 70% of the market share.

India
o o

India has a 700 million people living in 638,000 villages per-capita income of $ 0.40 per day) As per DoT statistics 500,000 villages have telephone access.

Divided into 22 circles 4 metros 19 circles Further divided into A, B and C category based on economic parameters and revenue potential Each circle has a licenses Four operators per circle are allowed Licenses are saleable

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HISTORY OF TELECOMMUNICATION IN INDIA

In 1880, two telephone companies namely The Oriental Telephone Company Limited and The Anglo-Indian Telephone Company Limited approached the Government of India with the objective of establishing Telephone Exchanges across the country. Initially, the Government denied the permission as it wanted to exercise its monopoly power over the promising industry once it emerged. By the following year, it changed its decision and finally on 28 th January,1882, license was granted to The Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai and Ahmedabad. The opening of exchanges was followed by further innovations and improvements in all sections of the telecom industry . However, while telephones were introduced in the major towns and cities across the country during the British period, total number of telephones in India in 1948 was merely 80,000. The growth was negligible even after independence and the telephone was used as a status symbol by the rich despite being an extremely essential device of public utility. This sluggish rate of growth continued till 1991 when the number of telephones was 5.07 million. The period post 1975 saw an resurgence in the India Telecom Market by virtue of a series of fruitful decisions initiated by the Government which included:

The separation of Department of Telecom (DoT) from Post and Telegraph (P&T) in 1975. The formation of Mahanagar Telephone Nigam Limited (MTNL) out of DoT to provide telecom services exclusively to Delhi and Mumbai. In the 1990s, the telecom sector was opened up by the Government for private investment as a part of Liberalization-Privatization-Globalization Policy. On 1 st October, 2000, the Government corporatized its operations wing under the name of Bharat Sanchar Nigam Limited (BSNL).

India's Telecom Market

Mobile services were commercially launched in India in August, 1995. Although in the initial years, the high prices of handsets and allied services hindered the growth of the telecom market in India, the New Telecom Policy in 1999 introduced several consumerfriendly initiatives. The entry of private operators like Airtel, Hutch, Reliance, Tata, BPL, Idea etc. created a competitive market which further reduced operational costs. Since then, the number of mobile subscribers began to rise in leaps and bounds. The number of new mobile subscribers rose from 16 million in 2003 to 65 million in 2006. With 156.31 million subscribers across the country, India has become one of the fastest growing mobile markets in the world. Truly, the growth of India's mobile market has surpassed that of the basic telephones by a huge margin. Nevertheless it is the Indian Telecom Market which is having the last laugh.

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The telecom network in India is the fifth largest network in the world meeting up with global standards. Presently, the Indian telecom industry is currently slated to anestimated contribution of nearly 1% to Indias GDP. The Indian Telecommunications network with 110.01 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005. According to Broadband Policy 2004, Government of India aims at 9 million broadband connections and 18 million internet connections by 2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country.

TELECOMMUNICATION REFORMS IN INDIA

Telecommunication Reforms in India revolutionized the telecom industries sector in India, which is an important factor for the growth of the Indian telecom sector and in turn helped the Indian economy to perform well for the past few years. The Telecommunication reforms in India were development and growth oriented. Technological advancements and innovations contributed largely towards the reformation of the telecom sector in India. The sector of telecom was a monopoly under the Central Government of India. During the 1990s this sector faced fierce challenges due to the development in the technological sector. The sector was privatized and with the abolition of the monopoly new player entered the consumer market. The competition increased in the telecom sector, the rates were slashed in order to grab the share of the market and the customers were provided with better services. The telecommunication reforms in India started in the eighties with the mission better communication. This is regarded as the first phase of the reformation process. Several private manufacturers of tailor made equipments entered the market. There were private developer for indigenous technologies and the franchisee for STD/ISD and PCO increased. The Videsh Sanchar Nigam Limited (VSNL) and Mahanagar Telephone Nigam Limited (MTNL) were set up under the Government of India's Department of Telecommunication. The second phase of telecommunication reforms in India came in the early nineties. The introduction of the New Economic Policy (NEP) in the year 1991 was a landmark in the history of telecom industry sector in India. The manufacturing of equipments pertaining to telecom sector was decentralized and several value added services were introduced into the market. The telecom services were divided into basic telephony, radio paging and cellular mobile The TRAI was established an independent regulatory body pertaining to telecom sector. The growth of the private sector increased.

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The third phase of the telecommunication reforms in India took place in the period of the late nineties. The government of India introduced the New Telecom Policy 1999. The TRAI was endowed with more power. The concept of revenue sharing was introduced to replace the fixed license fee. The National Long Distance was introduced with free entrance. Moreover, there was introduction of International Long Distance schemes. The Bharat Sanchar Nigam Limited (BSNL), a corporate body of the telecom service sector was formed, followed by the introduction of the Internet to the Indian market. Impact of Telecommunication Reforms in India

The rates of the National Long Distance were cut down by 60% The prices of the hand sets and telephone equipments were reduced The charges on calls were reduced by 8 times The introduction of the cellular mobile phone The bandwidth availability was increased

GROWTH OF TELECOM INDUSTRY

The telecom industry is growing at a great pace and the growth rate is expected to double with every passing year. There are many new developments in the telecomm sector, including the ingress of 3G technology that the Indian market is witnessing at present. In 2005-2006, the telecom industry witnessed a growth of 21% with a total revenue of Rs. 86,720 crores, and the total investment rising to Rs. 2,00,660 crores. It is projected that the telecom industry will be enjoying over 150% growth in the next 4-6 years. The growth also requires a huge investment by the players in the sector. Bharti Airtel is planning to invest about $8 billion by the year 2010. Liberalization policy and some socio-economic factors are mainly responsible for the immense growth in the sales volumes. The lifestyle of the people has changed. They need to be connected to the other people all the time. With the lowering down of the tariffs the affordability of the mobile phones has increased. The finance sector has also come up with loans for handsets on 0% interest. Mobile services providers are also expanding their coverage area by installing more and more antennas and other equipments. The telecom sector in the country has already adopted the latest technological advancements to cater to the demands of the growing market. Telecom Expo India, Convergence India, VAS India and IPTV India being organized year to year are all efforts in this direction. Budget 2007 has brought disappointment to the telecom sector. Mobile service providers have been asked to cut down their roaming rentals as well as their long distance and international call tariffs. This has led to discontent on the part of the service providers. However, Telecom Regulatory Authority of India (TRAI) is of the opinion that this will

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lead to increased use of roaming, which will ultimately lead to more revenue generation. Moreover, with cheaper handsets and lesser tariffs, it is expected that by the year 2010 there will be over 500 million subscribers in the Indian telecom market. Also, the telecom industry this year will be focusing more on rural areas to connect them with the urban areas so that the farmers and the small-scale industries can have faster access to information related to weather and market conditions.

RURAL INDIA KEY GROWTH DRIVER OF TELECOM INDUSTRY

Rural population is the key growth driver of Indias telecom industry though affordability still remains a key issue. According to the study by LIRNEasia, and information and communication technology policy organisation, 27 percent of the total mobile owners at the bottom of the pyramid (BOP), or the poorest socio-economic group, were added last year, whereas the urban areas added only 19 percent. Just five years ago, the massive momentum developed by the Indian telecom industry did not include rural areas. But now, the picture is different,. It added that phone ownership - both landline and mobile - at the BOP increased a whopping 131 percent between 2006 and 2008. Affordability still remains a key issue for the people at the bottom of the pyramid to buy mobile phones, Rohan Samarajiva, chairman and chief executive of LIRNEasia, told IANS. Mobile ownership is as high as 40 percent at the BOP whereas the fixed phone ownership is 8 percent. The study said India has a large second hand mobile phone market. Most of the rural customers on an average spend $34.82 to buy a second hand phone and approximately $48 for a new phone, Samarajiva said. However, a major chunk of the people still utilise only voice services and services like payment through mobile. Other value-added services are still at a negligible level, the study said.

EMPLOYMENT STATUS
With the coming of more and more projects, the telecom industry is going for high scale recruitments. There is a huge demand for software engineers, mobile analysts, and hardware engineers for mobile handsets. Besides, there are ample opportunities for marketing people whose services are required to capture more and more customer base. The new projects, setting up of new service bases, expansion of coverage areas, network

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installations, maintenance, etc are providing more and more employment opportunities in the telecom sector.

LANDMARKS OF INDIAN TELECOM INDUSTRY:Year

1851 First operational land lines were laid by the government near Calcutta (seat of British power) Telephone service introduced in India Merger with the postal system Formation of Indian Radio Telegraph Company (IRT) Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC) Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system) Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. Telecom Regulatory Authority of India created. Cellular Services are launched in India. New National Telecom Policy is adopted. DoT becomes a corporation, BSNL

1881 1883 1923 1932

1947

1985

1986

1997 1999

2000

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MAJOR PLAYERS IN TELECOM INDUSTRY AND THEIR MARKET SHARE Major Players in telecom industry:There are three types of players in telecom services: State owned companies (BSNL and MTNL) Private Indian owned companies (Reliance Infocomm, Tata Teleservices,) Foreign invested companies (Vodafone-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile, Spice Communications,Dishnet Wireless ltd.)

Public and Private Players

MTNL, BSNL, VSNL are the major Public Players, whereas Airtel, Aircel, Idea, Vodafone, Tata, Reliance, BPL are the leading Private Players in the country. Some of them are entering foreign markets as well. The Bharti Telecom will be launching its services the leading Private Players in the country. Some of them are entering foreign markets as well. The Bharti Telecom will be launching its services for the NRIs in the US with the help of Airtel CALLHOME service. List of Private service provider in India are as:-

Company
Aircel Group

Logo

Circle in different states

Assam, Bihar, Chennai, Himachal Pradesh, Jammu & Kashmir, North East, Orissa, Tamil Nadu, West Bengal, Kolkata, Delhi, Kerala, Karnataka, Andra Pradesh,UP(E), UP(w), Mumbai Delhi (Metro), Mumbai (Metro), Kolkata (Metro), Chennai (Metro), Andhra Pradesh, Assam, Bihar, Gujarat, Haryana, Himachal Pradesh, Jammu & Kashmir, Kerala, Karnataka, Madhya Pradesh, Maharashtra, North East, Orissa, Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh (E), Uttar Pradesh (W), West Bengal. Andhra Pradesh, Chennai (Metro), Delhi (Metro), Gujarat, Haryana, Karnataka, Kolkata (Metro), Mumbai (Metro), Punjab, Rajasthan, Uttar Pradesh (W), Uttar Pradesh (E), West Bengal, Maharatshtra, Tamilnadu, Kerala, Jammu & Kashmir, Himachal Pradesh, Orissa, Bihar, Assam, North East, Madhya Pradesh.

Official website
http://www.aircel.com

Airtel

http://www.airtelworld.com

Vodafone

http://www.vodafone.com

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Idea cellular

Delhi (Metro), Andhra Pradesh, Gujarat, Haryana, Himachal Pradesh, Maharashtra, Kerala, Madhya Pradesh, Rajasthan, Uttar Pradesh (E), Uttar Pradesh (W).

http://www.ideacellular.com

Reliance telecom ltd.

Assam, Bihar, Himachal Pradesh, Kolkata, Madhya Pradesh, North East, Orissa, and West Bengal.

http://www.reliancemobile.com

Tata teleservices ltd.

J&k, Punjab,H.P, Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka

BSNL
On October 1, 2000 the Department of Telecom Operations, Government of India became a corporation and was renamed Bharat Sanchar Nigam Limited (BSNL). BSNL is now Indias leading telecommunications company and the largest public sector undertaking. It has a network of over 45 million lines covering 5000 towns with over 35 million telephone connections. The state-controlled BSNL operates basic, cellular (GSM and CDMA) mobile, Internet and long distance services throughout India (except Delhi and Mumbai). BSNL will be expanding the network in line with the Tenth Five-Year Plan (1992-97). BSNL, which became the third operator of GSM mobile services in most circles, is now planning to overtake Bharti to become the largest GSM operator in the country. BSNL is also the largest operator in the Internet market, with a share of 21 per cent of the entire subscriber base.

AIRTEL
Established in 1995 by Sunil Mittal as a Public Limited Company, Airtel is the largest telecom service provider in Indian telecom sector. With market capitalization of over Rs. 1,360 billion, Airtel has 33% of total market share of GSM service providers. Providing GSM services in all the 23 circles, Airtel was the first private player in telecom sector to connect all states of India. Also, Airtel is the first mobile service provider to introduce the lifetime prepaid services and electronic recharge systems.

VODAFONE
Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular licence for Mumbai. Vodafone Essar now has operations in 20 circles with over 54.63 million

35

customers. Vodafone is the worlds leading international mobile communications company. It now has operations in 25 countries across 5 continents and 40 partner networks with over 269 million customers worldwide. Vodafone has partnered with the Essar Group as its principal joint venture partner for the Indian market.

MTNL
MTNL was set up on 1st April 1986 by the Government of India to upgrade the quality of telecom services, expand the telecom network, introduce new services and to raise revenue for telecom development needs of Indias key metros Delhi, the political capital, and Mumbai, the business capital. In the past 17 years, the company has taken rapid strides to emerge as Indias leading and one of Asias largest telecom operating companies. The company has also been in the forefront of technology induction by converting 100% of its telephone exchange network into the state-of-the-art digital mode. The Govt. of India currently holds 56.25% stake in the company. In the year 2003-04, the company's focus was not only consolidating the gains but also to focus on new areas of enterprise such as joint ventures for projects outside India, entering into national long distance operation, widening the cellular and CDMA-based WLL customer base, setting up internet and allied services on an all India basis. MTNL has over 5 million subscribers and 329,374 mobile subscribers. While the market for fixed wireline phones is stagnating MTNL faces intense competition from the private playersBharti, Hutchison and Idea Cellular, Reliance Infocommin mobile services. MTNL recorded sales of Rs. 60.2 billion ($1.38 billion) in the year 2002-03.

RELIANCE INFOCOMM
Reliance is a $16 billion integrated oil exploration to refinery to power and textiles conglomerate. It is also an integrated telecom service provider with licenses for mobile, fixed, domestic long distance and international services. Reliance Infocomm offers a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications. Reliance India Mobile, the first of Infocomm's initiatives was launched on December 28, 2002. This marked the beginning of Reliance's vision of ushering in a digital revolution in India by becoming a major catalyst in improving quality of life and changing the face of India. Reliance Infocomm plans to extend its efforts beyond the traditional value chain to develop and deploy telecom solutions for India's farmers, businesses, hospitals, government and public sector organizations. Until recently, Reliance was permitted to provide only limited mobility services through its basic services license. However, it has now acquired a unified access license for 18 circles that permits it to provide the full range of mobile services. It has rolled out its CDMA mobile network and enrolled more than 6 million subscribers in one year to become the countrys largest mobile operator. It now wants to increase its market share and has recently launched pre-paid services. Having captured the voice market, it intends to attack the broadband market.

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TATA TELESERVICES
Tata Teleservices is a part of the $12 billion Tata Group, which has 93 companies, over 200,000 employees and more than 2.3 million shareholders. Tata Teleservices provides basic (fixed line services), using CDMA technology in six circles: Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has over 800,000 subscribers. It has now migrated to unified access licenses, by paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide fully mobile services as well. The company is also expanding its footprint, and has paid Rs. 4.17 billion ($90 million) to DoT for 11 new licenses under the IUC (interconnect usage charges) regime. The new licenses, coupled with the six circles in which it already operates, virtually gives the CDMA mobile operator a national footprint that is almost on par with BSNL and Reliance Infocomm.

VSNL
On April 1, 1986, the Videsh Sanchar Nigam Limited (VSNL) - a wholly Government owned corporation - was born as successor to OCS. The company operates a network of earth stations, switches, submarine cable systems, and value added service nodes to provide a range of basic and value added services and has a dedicated work force of about 2000 employees. VSNL's main gateway centers are located at Mumbai, New Delhi, Kolkata and Chennai. The international telecommunication circuits are derived via Intelsat and Inmarsat satellites and wide band submarine cable systems e.g. FLAG, SEAME-WE-2 and SEA-ME-WE-3. The company's ADRs are listed on the New York Stock Exchange and its shares are listed on major Stock Exchanges in India. The Indian Government owns approximately 26 per cent equity, M/s Panatone Finvest Limited as investing vehicle of Tata Group owns 45 per cent equity and the overseas holding (inclusive of FIIs, ADRs, Foreign Banks) is approximately 13 per cent and the rest is owned by Indian institutions and the public. The company provides international and Internet services as well as a host of value-added services. Its revenues have declined from Rs. 70.89 billion ($1.62 billion) in 2001-02 to Rs. 48.12 billion ($1.1 billion) in 2002-03, with voice revenues being the mainstay. To reverse the falling revenue trend, VSNL has also started offering domestic long distance services and is launching broadband services. For this, the company is investing in Tata Telservices and is likely to acquire Tata Broadband.

IDEA
Established by AT&T, Aditya Birla Group and Tata Group as joint venture, Idea Cellular, is a part of Aditya Birla Nuvo, a flagship company of the Aditya Birla Group, Idea is growing its network in 11 circles. Idea offers both prepaid and post paid services in the GSM network. Having 14.96 % market share, Idea has a base of 2.3 crores subscribers all over the country. A three-year contract was signed between Idea cellular and Ericsson for GSM expansion. The network will now cover Maharashtra, Gujarat, Rajasthan, Madhya Pradesh and Himachal Pradesh telecom circles (operator-licensed areas).

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MARKET SHARES OF THE LEADING PUBLIC AND PRIVATE PLAYERS GROUP COMPANY WISE % MARKET SHARES Total Sub Figures
88382758

Name of the Company Airtel Vodafone BSNL Idea cellular Aircel Reliance MTNL BPL All India

% market share

33.04 % 23.68 % 15.95 % 14.96 % 6.27 % 3.87 % 1.50 % 0.75 % 100.00 %

63340024

42673357

40016153

16761397

10353841

4003807

2007303

267538640

38

GRAPH SHOWING COMPANY WISE % MARKET SHARE

Total Sub Figures 1% 1% 6% 15% 4% 33%

16%

24%

1 Bharti Airtel 4 IDEA 8 MTNL

2 Vodafone Essar 5 Aircel 9 BPL

3 BSNL 6 Reliance Telecom

39

B) COMPANY PROFILE DISHNET WIRELESS LIMITED

About Aircel
The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid GSM cellular phone coverage throughout Tamil Nadu (including Chennai), Andhra Pradesh, Assam, North East India, Orissa, West Bengal (including Kolkata), Jammu and Kashmir, Bihar, Kerala, Himachal Pradesh & Mumbai. Aircel was founded by NRI businessman C Sivasankaran. Aircel is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India. It is Indias seventh largest GSM mobile service provider with a subscriber base of over 18 million. It has a market share of 6.3% among the GSM operators in the country. As on date, Aircel is present in 17 telecom circles (including Assam, Bihar, Himachal Pradesh, Jammu & Kashmir, Kerala, North East, Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and with licences secured for the remaining 10 of the 23 telecom circles, the company plans to become a pan-India operator by 2009. Additionally, Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. It is also a category A ISP.

AIRCEL IN JAMMU AND KASHMIR

40

Dishnet wireless Limited is a leading telecom company in J&K. The head office of Aircel communication in J&K is situated in B-1, North Block, Bahu Plaza Complex, Jammu. It has been functioning smoothly and about 275 employs are working there.

Departments in Dishnet Wireless Limited Head Office, Jammu

Dishnet Wireless limited, Jammu has the following departments: HR Department Finance Department Marketing Department Technical Department Rollout Department Customer Services Department(VAS) Sales Department

Management of Dishnet Wireless Limited Head Office, Jammu

41

Dishnet Wireless limited, head office Jammu is managed by the following persons: Surindher Katharia ( Head of HR department) Mr. Raman Kumar (HR Manager) M.K Jha (Head of Finance department) Mr. Jai Varsehney (Head of Marketing department) Ashwani Kumar (Head of Technical department) Narinder Sharma ( Head of Rollout department) H.P Singh ( Head of Sales Department) S.P Singh ( Sales deptt.) Mr. Milan( Zonal sales Manager) Mr. Shameem Mohammed ( Head of VAS) Mr. Shared ( Area sales manager)

OUR GOALS AND VALUES

42

CUSTOMERS : Our customers are our most valued assets. We will strive to exceed their expectations at all time by providing them with superior services that embody value, innovation, quality and care. PEOPLE: Our people are our greatest resources. We will attract, train and retain the best. We will challenge them to develop their full potential in the context of our company goals. INTEGRITY: We will maintain and strive for the highest levels of personal and professional integrity and honesty in all ours dealings. We will keep our promises. RESPECT: We will treat with respect and dignity all people we deal with. EXCELLENCE : We are committed to excellence in all what we do. There will be no place for mediocrity. WORK: We will promote a work environment that embraces creativity, promotes empowerment, encourages team work, innovation, prudent risk taking, honest and open communication and respectful iconoclasm. QUALITY: The hallmark of our internal and external outputs and processes will be quality. This will pervade every aspect of our functioning.

MISSION STATEMENT

43

We are conditionally committed to exceeding our customers expectations. We will provide network and services that are innovative and reliable, allowing our customers any time anywhere communications. We will attract, develop and retain an exceptional team of people. We are committed to enhancing the quality of real life in the community in which we operate. We will meet the financial expectation of our shareholders.

ORGANISATIONAL STRUCTURE
The key drivers of the organizational structure are: Delivery of superior value to the customer. Permits integration of feedback from our customers. Efficiency Ease and flexibility of decision-making. Promotes the development of the potential of our team members around the companys goals and values. Responds quickly to market forces. These drivers translate into the following organizational characteristics: Flat organizational structure Span of control not too large There will be a reporting structure, which has no more than 4-5 labels between the customer and the CEO 44

 A structure that is not around people or designation or levels. One that is limited on hierarchy and which is informal open and transparent.

C) COMPANY HISTORY:Maxis expansion into Indonesia and India is another milestone in our aspiration to be the regional communications leader of choice. The acquisition of a 51% stake in PT Natrindo Telephone Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India provides new growth opportunities for Maxis. These acquisitions give Maxis a strong foothold in two of the worlds most attractive high-growth, low-penetration markets.

This marks the beginning of the new world of Maxis a world beyond voice, and beyond borders

45

On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis is currently in the middle of rolling out a Java wide network to establish the company as a national operator. The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to have up to 480 employees by launch date and to increase significantly upon launching. Maxis in India Maxis completed the acquisition of a 74% stake in Aircel on March 21, 2006. Currently, Aircel has operations in 9 of the 23-telecom circles of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services in Bihar and Himachal Pradesh in December 2006 and also recently received the licenses to operate in the remaining 14telecom circles of India giving it the ability to become a pan-India player. Maxis expansion into Indonesia and India is another milestone in our aspiration to be the regional communications leader of choice. The acquisition of a 51% stake in PT Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India provides new growth opportunities for Maxis. These acquisitions give Maxis a strong foothold in two of the worlds most attractive high-growth, low-penetration markets. This marks the beginning of the new world of Maxis a world beyond voice, and beyond borders. MAP Maxis in Indonesia On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis is currently in the middle of rolling out a Java wide network to establish the company as a national operator. The initial launch phase encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to have up to 480 employees by launch date and to increase significantly upon launching. Maxis in India Maxis completed the acquisition of a 74% stake in Aircel on March 21, 2006.

46

AIRCEL OPERATIONS IN INDIA

Currently, Aircel has operations in 9 of the 23 telecom circles of India - Chennai, Tamil Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh and Bihar. Aircel launched its services in Bihar and Himachal Pradesh in December 2006 and also recently received the licenses to operate in the remaining 14 telecom circles of India giving it the ability to become a pan-India player. Aircel expects to aggressively grow its subscriber base in India and is developing a broad range of new propositions for its customers - from branding, to increased network coverage, to innovative product and service offerings, to refreshing customer experience. As of 31st December 2006, Aircel serves more than 4.5 million subscribers with a network comprising of almost 4,000 BTS. Aircel continues to be the market leader in Tamil Nadu and Chennai circle. Aircels network provides 2G and GPRS services, and is EDGE capable. Aircel is also currently in the process of conducting 3G Trials across different cities in India. In addition, Aircel is the first cellular operator in India to launch wireless Internet services using WiMAX technology. It aims to immediately extend its WiMax coverage to over 20 cities to serve enterprise broadband customers. Over the next few quarters, India is expected to add new subscribers at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel given the current low mobile penetrations levels as well as challenges in terms of its geographic spread and low ARPU levels. Aircel expects to aggressively grow its subscriber base in India and is developing a broad range of new propositions for its customers - from branding, to increased network coverage, to innovative product and service offerings, to refreshing customer experience. As of 31st December 2006, Aircel serves more than 4.5 million subscribers with a network comprising of almost 4,000 BTS. Aircel continues to be the market leader in Tamil Nadu and Chennai circle. Aircels network provides 2G and GPRS services, and is EDGE capable. Aircel is also currently in the process of conducting 3G Trials across different cities in India. In addition, Aircel is the first cellular operator in India to launch wireless Internet services using WiMAX technology. It aims to immediately extend its WiMax coverage to over 20 cities to serve enterprise broadband customers. Over the next few quarters, India is expected to add new subscribers at the rate of 5 to 6 million per month. India offers huge opportunities for Aircel given the current low mobile penetrations levels as well as challenges in terms of its geographic spread and low ARPU levels. Aircels current and proposed footprint is illustrated below.

47

D) RECENT ACHIEVEMENTS AND MILESTONES FOR AIRCEL

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India. Today , Aircel communication is proud of its achievements: Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader in Chennai. Aircel spreads its wings to 700 locations in TN Becomes the largest operator in the State. Aircel the most preferred operator in TamilNadu, today, crossed yet another milestone by spreading its service areas to 700 towns in TamilNadu.

48

 Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services. It is also a category A ISP.

Aircel has won many awards and recognitions

Voice and Data gave Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size utility company in Businessworlds List of Best Mid-Size Companies in 2007. Tele.net recognised Aircel as the best regional operator in 2008. Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified company. ABS is a registered member of WiMAX forum , both in the Indian and International Chapters. ABS product range includes enterprise solutions such as Multi Protocol Label Switching Virtual Private Networks (MPLS VPNs), Voice over Internet Protocol (VoIP) and Managed Video Services on wireless platform including WiMAX. Aircel are one of the sponsors of the Indian Premier League Cricket Team Chennai Super Kings captained by Mahendra Singh Dhoni. It is also the sponsor for Professional Golf Tour of India from 2009 onwards.

49

E) PRODUCT RANGE AND SERVICES OF AIRCEL COMMUNICATION IN JAMMU & KASHMIR:Aircel communication has the following products and services for their customers:-

Aircel Postpaid

Aircel offers you postpaid plans which are tailor-made to suit your calling needs. You can now explore the world of limitless possibilities by subscribing to an Aircel postpaid plan! Our customer care is always ready to help and support to ensure you an exciting and a trouble-free experience. Not only that, you also get a host of exciting value-added services along with your postpaid connection. So get connected and be a part of the Aircel family today!

Aircel Prepaid

Start-up Kit

50

Start-up Kit

Prepaid Start-up Kit MRP (Rs.) 49 99 149 200 298 Talktime Value (Rs.) 0 25 35 50 60 Validity Period (days) 0 30** 30 days** 10 days 90 days# **On a recharge of upto Rs 10 during 30 days, extension of validity by another 30 days. #On a recharge of upto Rs 100 during 90 days, extension of validity by another 90 days. Customer will be churned 30 days after entering into grace Base Shubh Yatra Composite Call Charges(Rs./min) SUK 49/99/149/298 Plan Pack 200 Local call charges 6 AM - 11 11 PM -6 PM AM to Aircel 0.99 0.99 0.50 1.00 to other mobile 0.99 0.99 0.50 1.00 to landline 0.99 0.99 0.50 1.00 STD call charges Rs./ SMS to Aircel 1.00 1.00 1.00 1.00 to other mobile 1.50 1.50 1.50 1.00 to landline 1.50 1.50 1.50 1.00 SMS Charges Rs./ SMS Local 1.00 1.00 1.00 1.00 National 2.00 2.00 2.00 2.00 International 5.00 5.00 5.00 5.00 ISD (Rs/min) America, UK, France, Cyprus, Asia and 6.40 Australia Gulf, Africa, Rest of Europe, Equador, 9.19 Phillipines and SAARC Countries and Rest of the world Select Islands * 39.20 INMARSAT 500.00 Only talktime recharges are applicable on Shubh Yatra Pack. * List of Select Islands ISD Code Cuba 53 Sao Tome and Principe 239 Guinea Bissau 245 Diego Garcia 246 Nauru 674 Solomon Island 677 Vanuatu 678

51

Cook Island Tuvalu Tokelau Island Norfolk Islands Sakhalin

682 688 690 6723 74242

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call duration by the pulse rate defined in the Tariff Plan.

Rolling Prepaid

Rolling Prepaid

Prepaid MRP (Rs.) Talktime Value (Rs.) Validity Period (days) Tariffs as per plan selected.

10 8 30

25 23 30

Lifetime 50 110 111 48 108 50 30 30 30

220 220 30

399 399 30

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call duration by the pulse rate defined in the Tariff Plan.

Recharge with Rs. 10 in 30 days to enjoy extension of validity by another 30 days. Terms and Conditions apply.

52

Recharge Vouchers

Recharge Vouchers

Recharge Vouchers Denomination (Rs.) 100 111 200 325 399 500 Talk Value (Rs.) 50 50 100 300 399 461.25 # # Validity (Days) 10 30 30 30 30 60 Applicable for existing subscribers only. # Recharge with Rs. 30 in 90 days to enjoy extension of validity by another 90 days. TOP UPS MRP 10 25 50 110 220 Talk Value(Rs.) 8 23 48 108 220 Validity (Days) 0 0 0 0 0 MRP (Rs.) 35 Talkvalue (Rs.) 0 Rate Cutters Validity Special Benefits for 30 days (Rs./min) (Days)* 30 Local: to Aircel : 1.00 to other mobile : 1.00 to landline : 1.00 STD: to mobile : 1.00 to landline : 1.00 Local: to Aircel : 0.25 to other mobile : 1.00 to landline : 1.00 Local: to Aircel : 0.37 to other mobile : 0.50 53

48

30

75

30

80

30

to landline : 0.50 SMS: Local : 1.00 National : 1.00 Local: 6am to 11pm to Aircel : 0.25 to other mobile : 1.00 to landline : 1.00 11pm to 6 am to Aircel : 0.10 to other mobile : 1.00 to landline : 1.00 STD: to Aircel: 1.00 to other mobile : 1.50 to landline : 1.50 SMS: Local : 1.00 National : 2.00 International : 5.00 200 Local Aircel minutes FREE Local: to Aircel : 0.25 to other mobile : 0.50 to landline : 0.50 STD: to mobile : 1.00 to landline : 1.00 Local: 6am to 11pm to Aircel : 0.25 to other mobile : 1.00 to landline : 1.00 11pm to 6 am to Aircel : Free to other mobile : 1.00 to landline : 1.00

95 99

0 0

30 30

250

50

30

54

STD: to Aircel: 1.00 to other mobile : 1.50 to landline : 1.50 SMS: Local : 1.00 National : 2.00 International : 2.00 SMS Pack SMS: 50 (Local + National) SMS free SMS: 200 (Local + National) SMS free SMS: 400 (Local + National) SMS free

9 30 49

0 0 0

15 30 30

* Validity applicable for special benefits only. All other call charges remains same as per the Base Plan.

MRP (Rs.) 29

Talkvalue (Rs.) 0

ISD Rate Cutters Validity Special Benefits for 30 days (Rs./min) (Days)* 30 ISD: Malaysia & Singapore : 3.50 Saudi Arabia : 7.50 UAE : 8.00 Bahrain, Qatar & Kuwait : 7.50 Oman : 9.00 Srilanka : 6.00 Bangladesh : 4.00 Australia, China & South Korea : 4.50 Canada : 2.00 US except Alaska, Hawaii, Guam : 2.00 Alaska, Hawaii & Guam : 6.00 UK Fixed : 4.00 30 Local: to Aircel mobile : 0.50 to other mobile : 0.50 to landline : 0.50 STD: to mobile : 1.00 to landline : 1.00 ISD:

94

55

Malaysia & Singapore : 3.00 Saudi Arabia : 7.00 UAE : 7.50 Bahrain, Qatar & Kuwait : 7.00 Oman : 8.50 Srilanka : 5.50 Bangladesh : 3.50 Australia, China & South Korea : 4.00 Canada : 1.75 US except Alaska, Hawaii, Guam : 1.75 Alaska, Hawaii & Guam : 5.50 UK Fixed : 3.75 Recharge Coupons available MRP 10 25 50 110 220 100 111 200 325 399 500 Talk Value 8 23 48 108 220 50 50 100 299.82 399 461.25 PF 1.02 0 0 0 0 40.22 50.14 80.44 0 0 0 Sales Tax 0.98 2.44 4.89 10.76 21.52 9.78 10.86 19.56 31.78 39.02 48.90 Validity 0 0 0 0 0 10 30 30 30 30 60 Approximate Minutes of Usage 7 21 44 100 203 46 9 92 277 369 427

Handset Offer

56

NOKIA Aircel offer Offer details:

Handset Model Nokia 1203, Nokia 1661 & Nokia 3110 Free SIM card Rolling recharge connection @ Rs. 50/-, with 0 talktime (available on e-recharge only). Tariffs, as mentioned below Free 50 Local Aircel minutes every month for 3 months Two months Free subscription of Dialer Tunes and one months Free subscription for Aircel Alerts (for activation process/queries/details, please click on the VAS link or call customer care (toll free)

Note:

Offer valid only on prepaid connection Offer valid till stock lasts Offer is not valid if the handset is bought without the offer SIM Recharge of Rs. 37/- will be the only recharge applicable for the first recharge on the offer SIM, after that the connection properties would be similar to standard Lifetime connection available Recharge with Rs. 10 in 30 days to enjoy extension of validity by another 30 days. For more information, call customer care All warranties/guarantees on handsets lie with the Handset manufacturers. For any handset related queries/problems, please contact the handset manufacturer for resolution. Aircel is not liable for any defect related to non performance of the handset FRC 50 1.00 1.00 1.00 1.00 1.50 1.50 1.00 2.00 5.00

Composite Call Charges(Rs./min) Local call charges to Aircel to other mobile to landline STD call charges to Aircel to mobile to landline SMS Charges Rs./ SMS Local National International ISD (Rs/min)

57

America, UK, France, Cyprus, Asia and Australia Gulf, Africa, Rest of Europe, Ecuador, Philippines and SAARC Countries and Rest of the world Select Islands* INMARSAT

6.40 9.19 39.20 500.00

Roaming

Postpaid - Roaming Roaming gives you the convenience of using your Aircel, even while you are away from Jammu Kashmir. Aircel has tied up with all leading cellular service providers in India and abroad. You can make and receive calls the same way anytime, anywhere as you do while you are in Jammu Kashmir. You can always stay in touch and will not miss any calls.

Aircel Pocket Internet

Aircel is offering to his subscribers a new product pocket internet on which they can downloads Wallpaper of their favorite stars', latest Polyphonic Ringtones, MP3 tones, 58

True tones, Music Videos, Movie videos, Themes, Movie Themes and Mobile games only on Aircel pocket internet.

New Plans

New Plans

Composite Call Charges (Rs. / Min) Monthly Rental CLIP Free Airtime (month in Rs) Within Gp Calling (CUG)

Plan 199 199

Plan 299 299

Plan 399 399

Plan 499 499

ARP 699 6 months** Free 0

Free Free Free Free 75 0 250 499 (Local+STD) (Local+STD) (Local+STD) 0.10 0.10 0.10 0.10

Local & within J&K telecom circle to Aircel Mobile 0.50 0.25 0.25 1.00 to Other Mobile 0.50 0.50 0.50 1.00 to Landline 1.00 0.50 0.50 1.00 STD (Outside J&K telecom circle) to Aircel Mobile 1.00 1.00 1.00 1.00 to Other Mobile 1.50 1.20 1.00 1.00 to Landline 1.50 1.20 1.00 1.00 International Calls America, UK, France, 6.40 Cyprus, Asia and Australia Gulf, Africa, Rest of Europe, 9.19 Equador, Phillipines and SAARC Countries and Rest of the world Select Islands * 39.20 INMARSAT 500.00 Others CUG @ 10 paisa/min on minimum 3 connections

0.50 0.50 1.00 1.00 1.50 1.50

Monthly

59

Rental*** SMS (Rs. / SMS) Local 1.00 0.50 0.50 1.00 1.00 National 2.00 1.00 1.00 1.00 2.00 International 5.00 5.00 5.00 5.00 5.00 **Advance Rental of Rs 699 for 6 months ***Monthly Rental of Rs 150 to be charged after 6 months till subscriber again agrees for ARP package (Tariffs remaining the same) Entry Costs Activation Charges (Rs.) Nil (Inclusive of service tax) Pulse in seconds 60 Security Deposits (Rs.) Local Local+STD Local + STD + National Roaming Local + STD + ISD Local + STD + National Roaming + ISD Local + STD + ISD + NR + International Roaming * List of Select Islands Cuba Sao Tome and Principe Guinea Bissau Diego Garcia Nauru Solomon Island Vanuatu Cook Island Tuvalu Tokelau Island Norfolk Islands Sakhalin As per TRAI format Plan 199 Plan 299 Plan 399 218 381 433 Plans 199/299/399/499 500 500 500 1000 1500 3000 Plan 699 Nil Nil Nil 1000 1500 3000

ISD Code 53 239 245 246 674 677 678 682 688 690 6723 74242

Minutes of Usage 100

Plan 499 541

ARP 699 210

60

200 300 400 500 1000

302 386 470 554 975

437 493 550 606 888

433 433 433 433 695

541 541 541 552 1084

294 378 462 546 966

Above calculations are based on the following call patterns : Fixed Mobile (A-A) Aircel to Local 20% 59%* Aircel to STD 7% 14%** * Split of Local Mobile is 45% for Aircel-Aircel calls & 14% for Aircel-Other Mobile calls ** Split of STD Mobile is 7% for Aircel-Aircel calls & 7% for Aircel-Other Mobile calls

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call duration by the pulse rate defined in the Tariff Plan.

Note: Rentals will be charged on a pro-rata basis. No advance rental will be charged. Minimum Group Size - 3 for CUG plans - which have an option of within group calling
Terms & Conditions: Service Tax and Educational Cess on Service Tax will be charged extra as applicable

Add on pack
Add on Pack

STD1 Monthly Rental (Rs.) Benefit SMS Monthly Rental (Rs.) Benefit Plan Name ISD Topping Rental (Rs/month) Call Charges (Rs./Min) ISD (Malaysia & Singapore) ISD (UAE, Saudi Arabia, Bahrain, Qatar)

35 Make all STD Calls at Re 1 per minute

49 300 Local SMS free ISD Topping 29 Rs.29 3.50 7.50 ISD Topping 94 Rs.94 3.00 7.00

61

ISD (Oman) ISD (Srilanka) ISD (China and South Korea) ISD (US/Canada except Alaska, Hawaii, Guam) ISD (US Others) ISD (UK Fixed) ISD (Bangladesh) ISD (Nepal) ISD to other locations

8.50 6.00 4.50 2.00 6.00 4.00 4.00 8.50 As per existing rate

8.20 5.50 4.00 1.75 5.00 3.75 3.75 8.20

The call duration is measured with accuracy up to +/- 1 second as per TRAI Regulations. Call charges are calculated based on the call units which are calculated by dividing call duration by the pulse rate defined in the Tariff Plan.

Voice Station
Voice Station (Call 55500) Aircel 55500 service offers you a host of never before services - from music on your mobile to tit-bits about celebrities. All you need to do is call 55500 from your Aircel mobile and follow the simple instructions to enter a world of information and entertainment. The service recognises your voice and gives information based on the command given by you. Music Messaging and Ringtones Browse through the rich selection of music across the various categories and languages and listen to your favorites while on the go, also you can dedicate songs with a personal message to any Aircel number. You can download ringtones of these songs. We have wide collection of music based on occasions like birthdays, valentines, Rakhi, Diwali, Holi, New Year and song collections on Latest hits, Classic, Romantic Hits Prayers Perform pooja from your Aircel mobile. Listen to an exhaustive collection of devotional songs like Supbrapatham, Bhajans, Amman Songs, Gayathri & Gurbani. Astrology Service You can check your horoscope for the day, by entering your birth date. Astro info is updated every day. News Get the latest news updates. Information is available across Regional, State, National and International categories.

62

Calls to 55500 services will be charged at Rs.6/min. Conditions Apply. Sports Get the latest news and information about the happening in the sports world, like live commentary, scores, schedules etc. Jokes Smile with us by listening to the jokes. We have exhaustive collection which will make you burst in laughter for sure. Call rates Rs. 6/min.

Subscription Services

Subscription Services

Service

Subscription Send To Keyword 58000 58000 58000 58000

Charges Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week

Alerts Twice a day Ball by Ball update Once a Day Once a Day Thrice a Day Once a Day Twice A day Once a Day Once a Day Once a Day Once a Day

Time 10:30 & 16:40 9:00 13:30 13:00 10:15 & 13:00 & 17:00 9:30 13:00 & 14:55 11:15 & 14:00 13:45 17:30 15:20 63

News Headline + SUB NEWS Breaking News Cricket NEWS & SUB CRI SCORES Jokes Alert SUB JOKES SUB ASTRO Astro Pack <SUNSIGN> Stock Alert

SUB STOCK 58000 58000 58000 58000 58000 58000 58000

Though of the SUB THO Day Alerts Mehfil-ESUB Timepass/Shayari SHAYARI Love Express Beauty Tips Alerts Health Tips Alerts Receipe Tips SUB LOVE SUB BTIP SUB HTIP SUB RTIP

Alerts Fun Unlimited Alerts Regional News Alerts Ayurvedic Tips Alerts Amazing Facts Alerts Numerlogy Alerts Guru Granth Sahib Alerts Geeta Shloakas Holy Bible Alerts Quran Alerts Ram Charit Manas Alerts Friendship Messages Alerts

SUB FUN

58000

Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week

Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Twice a day

10:00 & 14:45 14:50 7:30 12:30 13:45 7:00 6:40 6:40 8:45 8:45 14:00 10:00 & 14:00 11:00 & 16:00 10:00 & 15:00 9:35 11:40 11:40 11:40 11:40 11:40 11:40 11:40 11:40 64

SUB RNEWS 58000 SUB ATIP SUB AF SUM NUM1 TO NUM9 SUB GURU SUB Geeta SUB BIBLE SUB QUR SUB RAM 58000 58000 58000 58000 58000 58000 58000 58000

SUB FRIENDS58000 58000 58000 58000

Career Guru Pack SUB CG Fundoo Pack Super Sports Pack Word-a-Day SUB FNP SUB SSP

Rs.30/month Twice a day Rs.30/month Twice a day Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Rs 7/week Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day Once a Day

SUB WORD 58000 SUB Bihar News 58000 NEWSBH SUB News - Bengal 58000 NEWSBN SUB News - Kerela 58000 NEWSKER SUB News - Kernataka 58000 NEWSKK News SUB 58000 Maharashtra NEWSMAH SUB News - NCR 58000 NEWSNCR News - North SUB NEWSNE58000 East News - Punjab SUB 58000

NEWSPUN SUB News - Rajasthan 58000 Rs 7/week Once a Day 11:40 NEWSRAJ News - TN SUB NEWSTN58000 Rs 7/week Once a Day 11:40 News - UP SUB NEWSUP58000 Rs 7/week Once a Day 11:40 News - Gujrat SUB NEWSGJ 58000 Rs 7/week Once a Day 11:40 News - AP SUB NEWSAP58000 Rs 7/week Once a Day 11:40 News - J&K SUB NEWSJK 58000 Rs 7/week Once a Day 12:40 Aduilt Jokes SUB AJ 58000 Rs 7/week Once a Day 10:00 To unsubscribe from any of the services please contact Aircel Customer Care. SMS Charges to 58000: Rs.3/SMS

Missed Call Alerts

Missed Call Alerts

Want to know who called you when your mobile was switched off or out of coverage area? Just subscribe to the Aircel Missed Call Alerts service (MCA). There are two simple ways of doing it. Monthly subscription To register Dial *999*1# or send SMS MCA < space > R to 58999 (Toll free) Subscription Charge: Rs. 15/month. To Unregister Dial *999*2# or send SMS MCA < space > D to 58999 (Toll free) After subscribing to the monthly service, you will receive alerts on your mobile for all the missed calls at no extra cost. Pay as you use option You also have the option of not subscribing to the service. In this option you can get the missed call alerts for the every request you send. 65

To get the details of missed calls, send SMS GET to 5899903 SMS Charges to 5899903: Rs. 3/SMS

Dialer Tunes

Dialer Tunes

Aircel introduces Dialer Tunes! Get rid of boring Tring Tring and make your callers listen to latest tunes. Dial 56565, Registration Rs.30/month, call Rs.6/min & Rs.15/song.. Song validity is for a period of 90 days.

Live Astrology

Live Astrology

Astrology service on short code 55315 is a voice based LIVE SERVICE, where AIRCEL customers can call at Rs. 9/min and talk to formally trained & experienced ASTROLOGERS. Details of charges : Live Astrology service on 55315 Rs. 9/min (60 second pulse).

Doctor On call

66

Doctor-on-call' provides access to quality medical advice from the comfort of your home/ office. Gets instant advice on medical/ health and wellness queries from a panel of doctors specializing in various fields. Details of charges : Doctor on Call service on 54887 Rs. 9/min (60 second pulse).

F) FINANCIAL PERFORMANCE OF THE COMPANY

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Revenue for the Dishnet Wireless limited in India for year 2007- 2008 Quarter Oct.-Dec.(2007) Jan.-Mar.(2008) Apr.-June (2008) July-Sep. (2008) Oct.-Dec. (2008) Revenue (In cr.) 488.18 Cr. 543.40 Cr. 588.75 Cr. 571.99 Cr. 617.18 Cr. % Change over previous Quarter 6% 11.31 % 8.34 % - 2.85 % 7.90 %

14% 12% 10% 8% 6% 4% 2% 0% -2% -4% % Change over previous -2.85% 6% 11.31% 8.34% Oct.-Dec.(2007) 488.18 Cr. Jan.-Mar.(2008) 543.40 Cr. Apr.-June (2008) 588.75 Cr. July-Sep. (2008) 571.99 Cr. Oct.-Dec. (2008) 617.18 Cr.

7.90%

From the table it is clear that aircel communication is regularly increasing their revenue quarter by quarter. From the figure it is clear that the company increased their revenue in first quarter of year 2008 by 11.31 % as compared to previous quarter in year 2007. in the second quarter of 2008, the company increased the revenue by 8.34 % as compared to previous quarter. But in third quarter of year 2008, the company revenue falls down by 2.85% as compared to previous quarter. At the end of year the company came back with highest revenue of the year 2008 in four quarter with the increase of 7.90% as compared to third quarter of the year. The company is regularly performing well by increasing revenue and no. of subscribers in the country. Now the company has 18 million subscribers in the country.

Revenue for the Dishnet Wireless limited in J&K for year 2007- 2008

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Quarter Oct.-Dec.(2007) Jan.-Mar.(2008) Apr.-June (2008) July-Sep. (2008) Oct.-Dec. (2008)

Revenue (In cr.) 13.29 Cr. 16.83 Cr. 18.42 Cr. 20.21 Cr. 29.30 Cr.

% Change over previous Quarter 8.71% 27 % 9.45% 9.74% 44.98%

44.98% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% % Change over previous 8.71% 9.45%9.74% 27% Oct.-Dec.(2007) 13.29 Cr. Jan.-Mar.(2008) 16.83 Cr. Apr.-June (2008) 18.42 Cr. July-Sep. (2008) 20.21 Cr. Oct.-Dec. (2008) 29.30 Cr.

From the table it is clear that aircel communication is regularly increasing their revenue in J&K. From the figure it is clear that the company increased their revenue in first quarter of year 2008 by 27 % as compared to previous quarter in year 2007. In the second quarter of 2008, the company increased the revenue by 9.45 % as compared to previous quarter. In third quarter of year 2008, the company revenue increased by 9.74 % as compared to previous quarter. At the end of year the company got the highest revenue of the year 2008 in four quarter with the increase of 44.98 % as compared to third quarter of the year. The company is regularly performing well by increasing revenue and no. of subscribers in J&K and also in the country.

G) FUTURE PROSPECTS/ PLANS OF DISHNET WIRELESS

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LIMITED
With over 16 million customers in the country, Aircel, the fastest growing telecom company in India, has revved up plans to become a full-fledged national operator by end of 2009. Aircel communication would expand its operations in various states in India: Punjab Haryana Rajasthan Gujarat Madhya Pradesh Maharashtra Karnataka Kerla Andhra Pradesh Uttar Pradesh

3) OBJECTIVES OF THE STUDY:70

Good better best, never let it rest till your good is better and your better is best. The objectives of the study are as follows: To study and analyze the consumer perception regarding the pocket internet in Aircel communication. To study the factors that plays the most important role in a consumers choice of buying internet connection. To study the impact of advertisement on consumer choice of buying internet connection. To study the consumer satisfaction level regarding the pocket internet of aircel communication. To study about the Value added services (VAS) of Aircel communication.

RESEARCH METHODOLOGY
Research methodology is a design to systematically solve the problem. In research methodology, we not only talk of research methods but also consider the logic behind the methods. The purpose of the methodology section is to describe the research procedure. It includes the overall research design, the sampling procedures, the data collection method, the field methods and analysis procedures.

Characteristics of Research Methodology:

Research-is-directed-towards-a-solution-of-problem.-It-may-attempt-to-answer-aquestion-or-to-determine-the-relation-between-two-or-more-variables. Research-involves-gathering-new-data-from-primary-or-first-hand-source-orusing-existing-data-for-new-purpose. Research-is-based-on-observation-experienced-or-empirical-evidence.

Research-strives-to-be-objective-and-logical-applying-every-possible-test-to-validatethe-processed-are-employed-the-data-collected-and-conclusion-research.

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RESEARCH SITE
The research was conducted in Jammu and the respondents were chosen on the basis of their usage of Internet.

RESEARCH DESIGN:Exploratory and descriptive research design. The data is analyzed in a tabular form and in well and easy to understand manner. SAMPLING DESIGN The data was collected from various customers by the use of sample survey method. The following factors have to be decided within the scope of sampling plan: Universe: The universe comprises of customers who use internet. Sampling unit: A sampling unit is the basic unit containing the elements of the population to be sampled. Here this is the customers using internet and living in Jammu city. Sample Size: It indicates the number of units to be surveyed. Though a large sample gives more reliable results than a small sample . So to get the more reliable results the sample size is 500 customers. Sampling Procedure: This refers to the procedure by which the respondents should be chosen. The respondents were selected on the basis of non-probability convenience sampling. Research Instrument: For the purpose of research, a structured questionnaire for respondents containing close-ended /open ended questions was developed.

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DATA COLLECTION
Research has collected necessary information to fulfill this report through primary data and secondary data. Primary Data:- The primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. There are several methods of collecting primary data, particularly in surveys and descriptive researches. To collect primary data a questionnaire was made with the discussion with Zonal sales manager (Mr. Milan) and Area sales manager (Mr.Sharad) This data has been collected from the field work i.e. approaching the customers through the questionnaire. The questionnaires were filled by the respondents. Field Work for Primary Data: - The actual fields work as preceded by market study in different areas in Jammu city. The data has been also collected from the distributors and retailers of Aircel communication.

Secondary Data: - The secondary data are those which have already been
collected by someone else and which have already been passed through the statistical process. In case of secondary data the nature of data collection work is merely that of compilation. Secondary data includes history of company. It also includes journal and books on the topic under study. To get information about industry and company, many web sites were also visited. To get the secondary data our primarily focused on: History of Aircel Communication.

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 Products and services of Aircel Communication. Overview of the telecom industry. Theories of the consumer behavior. Major players in the market.

TOOLS OF ANALYSIS:Data collected would be analyzed by method of percentages To analyze the data obtained with the help questionnaire following tools would be used: Percentage, Graphs and Pie-Charts.

LIMITATIONS OF THE STUDY:Although full efforts have been made in this study, still because of following limitations a more detailed research is required to reach to the effective conclusion. The element of personal because can not be avoided. Senior officers of the company were very busy in their routine schedules and so it was very difficult to get the information regarding the organization. As I did my summer project in the month of July that was the time of summer vacations in schools and colleges. My topic was related to internet and the students are the important source to get the information regarding the internet. So it was very difficult to get the accurate information from other people in the market because many of the people were not aware of pocket internet of Aircel communication.

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Background of the study

The Internet has grown tremendously during the past years. It radically changes the way people live, work and consume. It represents a tremendous opportunity as well as threats. Internet usage in India continues to grow at a slow but steady pace, both in breadth and depth, with the overall internet-using population in urban India reaching 30.32 million - a growth of 28% from April 2006 to April 2007. The penetration of the internet among urban Indians stands at 9% now, assuming the total urban population at 336 million. Unlike the '70s and '80s when business-related travel was not seen much, the '90s, particularly the dawn of the twenty-first century, has witnessed intensive business travels, and this is gaining momentum with time. India too is on the move and wants to stay connected anytime, anywhere-whether on a train or bus, in a hotel or conference hall, within India or abroad. Meeting this need of business travelers are data cards, USB modems and pocket internet that have become the preferred solution, even before wireless mobile broadband is introduced in the country. At present, there are 10 mn data cards, USB modems, and Internet enabled mobile phones in the Indian market. With India on the move, the mobile internet market is flourishing even as low, inconsistent speed remains an issue. In this already competitive market, it becomes essential for Internet providers to understand the different factors that affect people using the pocket Internet as a new product for internet connection There are many benefits that attract people to choose pocket internet for access to the internet as convenience, time saving, wireless connectivity and possibly affordable , however, many people are often hold back as fear of low speed, high usage charges and using issues in relation to internet usage.

An overview of internet and wireless connectivity Definition of internet

The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked web pages and other resources of the World Wide Web (WWW).

Common uses of the Internet

E-mail World Wide Web Remote Access 75

 Collaboration Streaming Media File Sharing Voice Telephony

The Deterrents
All players are competing with each other to give affordable tariff rates for their data cards. But still the rates are very high when compared to countries like the UK. In the UK, wireless broadband connection through 3G technology costs about 10 per month and that too with a data download speed faster than 256 Kbps. International travelers who have used internet with faster speed are not satisfied with internet services offered in India. So, in India, mobile internet means accessing a bare minimum net connectivity only for a sizable population. That is why it is said that mobile internet have not exactly taken off in India.

Aircel Pocket Internet

Aircel is offering to his subscribers a new product pocket internet on which they can downloads Wallpaper of their favorite stars', latest Polyphonic Ringtones, MP3 tones, True tones, Music Videos, Movie videos, Themes, Movie Themes and Mobile games only on Aircel pocket internet. Whats more, activating this service is free and browsing the portal is charged just @10p/10Kb.

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Tariff Plans: Service Astro Wall Papers Polyphonic Ring tone True Tones Mp3 Tones Animation Videos Themes Movie Themes Games Rate (Rs.) 5 15 15 20 20 15 30 50 30 50 / 99 / 150

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4) ANALYSIS AND INTERPRETATION OF DATA

1. Study of age wise distribution of the respondents. Table 4.1 Age wise distribution of the respondents Age Below 17 17-22 22-27 Above 27 No. of respondents 43 151 223 83 % of respondents 8.6 % 30.2 % 44.6 % 16.6 %

Figure 4.1 Age wise distribution of the respondents.

No. of respondents

17%

9%

Below 17 30% 17-22 22-27 Above 27 44%

Analysis and Interpretation: - From the above Table and figure it is clear that the people between age group of 22-27 are the main purchasers of internet connection. They account for more then 40% of the respondents surveyed. 2. Study of gender wise distribution of respondents. 78

Table 4.2 Gender wise distributions of respondents Gender Male Female No. of Respondents 367 133 % of Respondents 73.4 26.6

Figure No. 4.2 Gender wise distribution of respondents

Gender wise distributions of respondents No. of Respondents

Female 27% Male Female Male 73%

Analysis and Interpretation: - From the above data it is clear that Males are good purchasers of internet connection than females. As 73.4% of the respondents are males who were interested to use internet than females who were 26.6%.

3. Study of Occupation wise distribution of respondents.

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Table 4.3 Occupation wise distributions of respondents Occupation Student Employee Professional Businessmen Housewife No. of Respondents 173 91 147 72 17 % of Respondents 34.6 % 18.2 % 29.4 % 14.4 % 3.4 %

Figure No. 4.3 Occupation wise distribution of respondents

No. of Respondents

Housewife Businessmen 3% 14%

Student 36%

Student Employee Professional Businessmen Housewife

Professional 29% Employee 18%

Analysis and Interpretation: - From the above data it has been interpreted that majority of the students are using the internet. As 36% of the respondents are students using the internet services followed 29% of professional and 18% of employee used the internet. It is clear from the survey that most of the people are students and professionals used the internet for large time. 4. Study of respondents who know about pocket internet earlier. Table No. 4.4 Respondents who know about pocket internet earlier Particulars % of Respondents No. of Respondents 80

Yes No

78.2 % 21.8 %

391 109

Figure No. 4.4 Respondents who know about pocket internet earlier
% of Respondents

No 22%

Yes No

Yes 78%

Analysis and Interpretation: - From the above data it has been interpreted that about 78% of the respondents who know about pocket internet earlier through advertisement and other sources and only 21 % are those who dont know about pocket internet earlier. So it is clear from the survey that majority of customers know about pocket internet. It means that company has well in its advertisement and publicity.

5. Study of sources through which respondents know about pocket internet. Table 4.5 Sources through which respondents know about pocket internet Number of Sources Respondents % Respondents 81

TV Advertisement Print Advertisement Outdoor media Retailer N.P Insertions

153 107 79 35 17 Here the sample size is 391

39.13 % 27.36 % 20.20 % 8.95 % 4.35 %

Figure 4.5 Sources through which respondents know about pocket internet
Sources through which respondents know about pocket internet Number of Respondents

9%

4% TV Advertisement Print Advertisement Outdoor media Retailer N.P Insertions 27%

40% 20%

Analysis and Interpretation: - From the above data, it is interpreted that most of the respondents know about pocket internet through TV advertisement. As 40% of respondents know about pocket internet through TV advertisement followed by 27% of respondents through print advertisement and 20% through outdoor media. 6. Study of factors that are considered by the respondents while purchasing internet connection. Table 4.6: factors that are considered by the respondents while purchasing internet connection

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Factors Price Easy handling Net Speed Signal Strength Availability in store

Number of Respondents 147 86 111 94 62

% of Respondents 29.4 % 17.2 % 22.2 % 18.8 % 12.4 %

Figure No. 4.6: factors that are considered by the respondents while purchasing internet connection
factors that are considered by the respondents while purchasing internet connection Number of Respondents

Availability in store 12% Signal Strength 19%

Price 30%

Price Easy handling Net Speed Signal Strength

Net Speed 22%

Easy handling 17%

Availability in store

Analysis and Interpretation: - From the above data, it is interpreted that most of the respondents giving importance to price and net speed. As 30% of respondents give preference to price followed by 22% of customer preferred net speed and 19% preferred signal strength. So marketer should put more focus of highlighting these main attributes.

7. Study of the satisfaction level of respondents regarding the 14/98 product(pocket internet). Table 4.7 Satisfaction level of respondents regarding the 14/98 product Particulars Excellent No. of Respondents 33 % of Respondents 6.6 % 83

Good Fair Not interesting Not relevant for prospect

137 182 51 97

27.4 % 36.4 % 10.2 % 19.4 %

Figure 4.7 Satisfaction levels of respondents regarding the 14/98 product

No. of Respondents

Not relevant for prospect 19% Not interesting 10%

Excellent 7% Good 27% Excellent Good Fair Not interesting Not relevant for prospect Fair 37%

Analysis and Interpretation: - It has been interpreted from the above data that most of the respondents rated the pocket internet (14/98) as fair or an average product. From the figure it is clear that about 37% of respondents found it as fair product followed by 27% found it as good product for them. It is also clear from the figure that very few respondents treated it as excellent product. It means product has some limitations. 8. Study of respondents who are using GPRS enabled handset.

Table No. 4.8 Respondents who are using GPRS enabled handset Particulars Yes No No. of Respondents 336 164 % of Respondents 67.2 % 32.8 %

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Figure No. 4.8 Respondents who are using GPRS enabled handset
No. of Respondents

No 33% Yes No Yes 67%

Analysis and Interpretation: - The above data shows that the most of respondents are using the GPRS enabled handset. From the figure it is clear that about 67 % of the customers are using the handsets which are compatible with GPRS. So its a great opportunity for the company to promote their product in this big market.

9. Study of respondents who convert to buying the product instantly. Table No. 4.9 Respondents who convert to buying the product instantly Particulars Yes No No. of Respondents 83 417 % of Respondents 16.6 % 83.4 %

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Figure No. 4.9 Respondents who convert to buying the product instantly
No. of Respondents

Yes 17%

Yes No

No 83%

Analysis and Interpretation: - From the above data it is interpreted that most of the respondents was not ready to buy the product instantly. It is clear from the figure that about 83% of respondents are not ready to buy the product.

10. Study of the reasons for which instant purchase was not done. Table 4.10 Reasons for which instant purchase was not done. Reasons Low net speed Setting problems Difficult to connect with PC Costly Not relevant for prospect Not easily available in store Handset is not GPRS enabled No. of Respondents 107 79 48 13 86 35 49 % of Respondents 25.66 % 18.94 % 11.51 % 3.12 % 20.62 % 8.39 % 11.75 %

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Here the sample size is 417 Figure 4.10 Reasons for which instant purchase was not done.
No. of Respondents Low net speed 12% 25% 8% Difficult to connect with PC Costly 21% 19% 3% 12% Not relevant for prospect Not easily available in store Handset is not GPRS enabled Setting problems

Analysis and Interpretation: - From the above data it is interpreted that most of the respondents did not purchase the product instantly due to low net speed. It is clear from the figure that about 25% of respondents didnt purchase the product due to low speed followed by 21% of respondents have no use of internet and 19% of customers have setting problems with their PC or laptops. 11. Study of the respondents perception regarding the overall service of the Aircel. Table 4.11 Respondents perception regarding the overall service of the Aircel Particulars Excellent Very Good Fairly Good Average No. of Respondents 158 169 133 40 % of Respondents 31.6 % 33.8 % 26.6 % 8%

Figure 4.11 Respondents perception regarding the overall service of the Aircel

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No. of Respondents

Average 8% Fairly Good 27% Excellent 32% Excellent Very Good Fairly Good Average Very Good 33%

Analysis and Interpretation: - From the above data it has been interpreted that majority of customers of Aircel rated the Aircel services as very good. According to figure it is clear that about 33% of customers rated Aircel as very good service provider followed by 32% rated it as excellent and 27% rated as fairly good. Very less customers about 8% rated Aircel services as poor or average. It means company is good in its services and customers are very much satisfied.

5) CONCLUSION:Telecom sector is a growing sector in our country. Aircel communication is also a leading company in the country. It has the widest range of products and the services. As I did summer project for eight weeks in Dishnet Wireless Limited, Jammu. Aircel introduced its product pocket internet in the market. This is a great experience for me to understand the consumer behavior regarding the purchase of internet connection. In this time span I tried my best to understand the consumer behavior, gathering the information and data from the sources available to come at a solid conclusion on the basis of the analysis. After the survey following points have come into light at the end.

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 Most of the people know about pocket internet earlier. Majority of the respondents know about pocket internet through TV advertisement and print advertisement. Majority of the respondents prefer cheap and good net speed as two important factors for buying internet connection. Most of buyer rated Aircel pocket internet (14/98) as a fair product and many people rated it as a good product. Majority of the respondents are not using the pocket internet. Most of the respondents were using GPRS enabled handset. Majority of the respondents were not interested to buy the product instantly. Most of the respondents were not interested to buy the product due to low net speed as compared to other competitors in the market. Most of the consumers were satisfied with the services provided by Aircel.

RECOMMENDATIONS:On the basis of conclusions drawn & enumerated in previous pages, an attempt has been made to suggest the following recommendations. Pocket internet had the big limitation of not being able to be used with laptop or PC. This is a big reason that customers are not using pocket internet. So the company should try to solve this problem by making discussion with technical department. The second reason for less customers using pocket internet is related to cost factor.

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10 paisa/10KB i.e. 10Rs /1MB and 10,000 Rs /1GB. The charges were very high in comparison to competitors like BSNL that provides unlimited browsing @200 Rs/month and Vodafone 5 paisa/10kb. The company should introduce some new tariff plans so that customers can use the aircel internet services at cheaper rates. The company should introduce plans like BSNL such as unlimited browsing at some fixed amount. On introduction of internet @98 Rs the customers were in confusion that whether there would be additional down load charges or not. The aircel website has not been up dated till this date to give right information. Websites should have been updated well in advance to avoid confusions. Settings for internet usage on mobile brands such as fly, asus, Chinese sets and intex were not delivered and Customers with such brands were not able to use pocket internet. We need to include support for mobile brands like fly, intex so that aircel net can work on these mobile sets. Many customers who opted for internet@ 98 Rs were unable to run it even on phone. Call center executives need to be trained in a better way because at present customers complaint that they are not able to help them properly. Majority of the customers said they need internet only for 5-6 days in a month. So that customers demanded for pocket internet@14 Rs. But it was found that this product is not available in the market. So the company should focus on introduce this product in the market as early as possible. Many customers were receiving repeated sms congratulating them for activation of net but net was not working at all. Employees at aircel outlet were also not trained to handle those problems. Many retailers of aircel are not much aware about the plans of pocket internet. In the survey there were very less respondents who know about pocket internet through retailer. So the company should focus on motivate the retailer to sell the 90

pocket internet by giving some gift items like one air conditioner with the sale of 1000 vouchers of pocket internet in one month, one washing machine with the sale of 500 vouchers of pocket internet in one month one microwave oven with the sale of 250 vouchers of pocket internet in one month. Many customers are not using the internet services of aircel because of low net speed as compared to other competitors in the market. So the company needs to maintain the good net speed as compared to other competitors to increase the users of internet. One customer who himself was running computer shop managed to run aircel net and was very satisfied with the speed. We need to maintain this speed even when more people buy and run aircel internet @ 98. Majority of the respondents are using the GPRS enabled handset. But still majority of respondents are not using the pocket internet. This is due to reasons that some of them have never used internet nor they are willing to use it as they are not to comfortable with technology, some are not educated enough to use internet, some are not aware of internet. So the company should try to aware that people about the pocket internet by making calls through call centers executives and try to motivate them for the use of internet.

Suggestions for value added services: I did not find a single customer knowing about value added services like doctoron-call, subscription services, voice station. There are boards in various aircel outlets advertising about calling plans but not a single board advertising VAS like doctor-on-call, subscription services, and voice station. Therefore people do not even know such services exist. We need to advertise these VAS, so people may come to know about them and use them. Few people do know about vas live astrology and internet but these should also be advertised to educate more people about them. Many customers use dialer tones but most of them want more variety of songs. So to get the profit in this competitive scenario there is need to more focus on services 91

(value added services) more than product.

Some other important suggestions for aircel communication: Billing system in case of post paid need to be made more customers friendly. Itemized bills should be provided to customers on demand. Online bill payment and recharge facilities should be provided. Repeated alerts to recharge when balance is low annoy many customers. Disconnection on slight delay on bill payment really disappoints customers and something should be done so that they get more time to clear bill before disconnection. Customers want some discount for family using more than four aircel Sim cards. So there is need to give some offer/discounts to these kinds of customers to motivate them. Verification delays and activation delays presently in some cases extend more than month such delays should be reduced or eliminated. More billing centers need to be raised to decrease the time gap for amount received from the customers and convert it into cash for the company.

6) APPENDIX QUESTIONNAIRE

POCKET INTERNET - Its time to move on

I Vikas Mahajan student of MBA summer trainee in Aircel communication going to research on topic Consumer buying behavior with a focus on perception of pocket internet in Aircel communication. I assure to you that information given by you will be kept confidential and will be use for research paper only. Name of prospect: - ___________________ 92

Contact No.: -

_______________________

Q.1 Age group: (a) Below 17 yrs (b) 17-22 yrs (c) 22-27 yrs (d) Above 27 yrs Q.2 Gender: (a) Male Q.3 Occupation:(a) Student (b) Employee (c) Professional (d) Businessmen (e) Housewife Q.4 Did the surveyed prospect know about PI earlier? (a)Yes Q.5 If yes through what source? (a) (b) (c) (d) (e) TV Advt. Print Advt. Outdoor media N.P Insertions Retailer (b) No (b) Female.

Q.6 What is the important factor that you consider in purchasing internet connection? (a) Price (b) Easy handling (c) Net Speed (d) Signal strength (e) Availability in store

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Q.7 How did the prospect find the 14/98 PI Product? (a) (b) (c) (d) (e) Excellent Good Fair Not interesting Not relevant for prospect

Q.8 Was the prospect handset GPRS Enabled? (a)Yes (b) No

Q.9 Did the prospect convert to buying the product instantly? (a)Yes (b) No

Q.10 If instant purchase was not done what were the reasons? (a) Low net speed (b) Setting problems (c) Difficult to connect with PC (d) Costly (e) Not relevant for prospect (f) Not easily available in store (g) Handset is not GPRS enabled

Q.11 How you will rate the overall services of aircel communication? (a) Excellent (b) Very Good (c) Fairly Good (d) Average

THANK YOU
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7) Bibliography/Reference
Books

C.R .Kothari Research Methodology Dr. Sontakki C.N Marketing management. L.M Prasad Fundamental Of Market Research Philip Kotler Marketing management.

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Websites
www.aircel.co.in www.Aircelbusinesssolution.comhttp://www.newstrolls.com/news/dev/CJ/10089 9.htm http://www.alacrastore.com/deal-snapshot.htm http://buad307.com/PDF/ResearchMethods.pdf care.jammu@aircel.co.in www.coai.in http://www.indianexpress.com/res/web/pIe/ie/daily.htm http://www.siliconindia.com/magazine/prnt.php.htm http://www.telecompaper.com www.WirelessFederation.com/news http://buad307.com/PDF/ResearchMethods.pdf

Magazines and Journals

Journal of Consumer Marketing 24(7), 2008) Loudon, D.L., Consumer Behavior: Concepts and Applications, McGraw Hill, London.

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