1

Introduction to Telecom Industry

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, is expected to reach 250 million in 2007. 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.

Evolution of the industry-Important Milestones

1851 First operational land lines were laid by the government near Calcutta (seat of British power). 1881 1883 1923 1932 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) 1947 Nationalization of all foreign telecommunication companies to form The Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications

1985

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).

1986

Conversion of DOT into two wholly government-owned companies: The Videsh Sanchar Nigam Limited (VSNL) for international telecommunicationsand Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

1997

Telecom Regulatory Authority of India created.

1999

Cellular Services are launched in India. New National Telecom Policy Is adopted.

2000

DoT becomes a corporation, BSNL

The Global Cellular Mobile Industry

Global telecom sector
Earnings visibility Earnings stabilizing growth is being driven by improving pricing conditions,

operating trends, aggressive cost cutting initiatives, a positive

regulatory environment, strong wireless growth, and new market opportunities. This has translated into greater visibility of forward earnings as evidenced by recent increased analyst upgrades within the sector.

Merger synergies Given the substantial amount of excess capital available in the sector and in private equity we expect to see additional merger and acquisition activity, albeit at a slower pace than recently witnessed. Global telecom M&A deals over the past two years have reflected market expansion but have also had a positive effect on the buyers balance sheets. Partnering companies have begun realizing their synergies through cost reductions and economies of scale. In the US, the largest three companies now account for over 70% of the sector market cap; this compares to 34% in 1990. Trends in bundled services are also paving the way for additional M&A activity. Sector consolidation will further increase the importance of stock selection.

Growth While cost-cutting has been a major source of earnings growth, we have seen top-line pressures decreasing which will help revenues become larger driver of earnings growth again. We see growth within the sector coming from a number of areas including: broadband, 3G (third generation) technology, expansion in emerging markets. Broadband penetration has been accelerating as internet customers are seeking faster downloads for audio and video files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e. video, downloads, SMS, etc.) data are providing mobile users with a much more robust communication platform and should finally begin to realize their growth potential in 2007. Emerging market companies benefit from low penetration rates and also tend to have lower leverage, higher margins and higher growth than most developed markets telecom companies.

Global opportunities It has become less difficult to find attractive telecom investment opportunities globally than it was a year ago. As the fog has lifted from the sector, there are increased opportunities within both the growth and value spaces.

The Global Cellular Mobile Industry.

The global mobile phone industry is based on many different manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name. Four large manufacturers of mobile phones are today dominating the global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola . Airtel, Bsnl , tataindicom ,Vodafone, reliance, others. In addition to these companies there are many manufacturers that operate globally and locally.

Telecom Industry in India

The telecom industry is one of the fastest growing industries in

India. India has nearly200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest Much of the growth in Asia Pacific Wireless Telecommunication Market Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% growth rate in the8world. is spurred by the growth in demand in countries like India and China.

of the total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India and China have almost comparable populations, India slow mobile penetration offers huge scope for growth.

History of Indian Telecommunications

It was Started in 1851 ,when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were emerged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry . Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department ofTelecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly governmentowned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy(NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunicationssector.In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long

distanservices. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account .Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular he tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

Classification of Telecommunication services

1. Basic services 2. Cellular services 3. Internet Service Provider (ISP)

Major players
Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest

cellular service provider in India, with more than 124 million subscribtions as of February 2010.[2] With this, Bharti is now the world's third-largest, single-country mobile operator and sixth-largest integrated telecom operator. It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.It is known for being the first mobile phone company in the world to outsource everything except marketing and sales. Its network operations are provided by Ericsson, business support by IBM and transmission towers by another company.[3] Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their equipment rather than being paid up front. This enables the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). The businesses at Bharti Airtel have always been structured into three individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service, Airtel Digital TV. Shahrukh Khan is the brand embassador of the mobile company and Kareena Kapoor and Saif Ali Khan are the brand embassadors of the DTH company. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixedline and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station.Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.[6] In January 2010, company

anonced that Manoj Kohli, Joint Managing Director and current Chief Executive Officer of Indian and South Asian operations, will become the Chief Executive Officer of the International Business Group from 1st April 2010. He will be overseeing Bharti's overseas business. Current Dy. CEO, Sanjay Kapoor, will replace Manoj Kohli and will be the CEO with effective from 1st April, 2010.

Bsnl Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a state-owned telecommunication company in India. BSNL is the sixth largest cellular service provider, with over 57.22 million customers as of December 2009 and the largest land line telephone provider in India. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector companies in India.BSNL is India's oldest and largest Communication Service Provider (CSP).[citation needed] Currently has a customer base of 90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL. As on March 31, 2008 BSNL commanded a customer base of 31.55 million Wireline, 4.58 million CDMA-WLL and 54.21 million GSM Mobile subscribers. BSNL's earnings for the Financial Year ending March 31, 2009 stood at INR 397.15b (US$7.03 billion) with net profit of INR 78.06b (US$ 1.90 billion). BSNL has an estimated market value of $ 100 Billion. The company is planning an IPO with in 6 months to offload 10% to public in the Rs 300-400 range valuing the company at over $100 billion.

RELIANCE

Reliance Industries Limited is India's largest private sector conglomerate (by market value) , with an annual turnover of US$ 44.6 billion and profit of US$ 3.6 billion for the fiscal year ending in March 2010 making it one of India's private sector Fortune Global 500 companies, being ranked at 264th position (2009). It was founded by the Indian industrialist Dhirubhai Ambani in 1966. Ambani has been a pioneer in introducing financial instruments like fully convertible debentures to the Indian stock markets. Ambani was one of the first entrepreneurs to draw retail investors to the stock markets. Critics allege that the rise of Reliance Industries to the top slot in terms of market capitalization is largely due to Dhirubhai's ability to manipulate the levers of a controlled economy to his advantage. Though the company's oil-related operations form the core of its business, it has diversified its operations in recent years. After severe differences between the founder's two sons, Mukesh Ambani and Anil Ambani, the group was divided between them in 2006. In September 2008, Reliance Industries was the only Indian firm featured in the Forbes's list of "world's 100 most respected companies".

VODAFONE

Vodafone Group plc (LSE: VOD, NASDAQ: VOD) is a British multinational mobile network operator headquartered in Newbury, England. Vodafone is the world's largest mobile telecommunication network company, based on revenue, and has a market value of about 71.2 billion (November 2009). It currently has operations in 31 countries and partner networks in a further 40 countries.Based on subscribers, it is the world's second largest mobile phone operator behind China Mobile, with over 427 million subscribers in 31 markets across 5 continents as of 2009. In the UK, its home ground, Vodafone has badly underperformed in the last few years due to brisk change in administration. It has slipped from first to third largest telecom operator generating a revenue of 4.9 billion from its 18.7 million customers in 2008-09. As of March 31, 2009, the company employs more than 79,000 people worldwide.The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones".Vodafone owns 45% of Verizon Wireless, the largest wireless telecommunications network in the United States, based on number of subscribers. It is listed on the London Stock Exchange, where it is a constituent of the FTSE 100 index. Previously Vodafone was listed on New York Stock Exchange, but later it indented to transfer the listing of its American Depositary Receipts, each representing ten ordinary shares of its company, from NYSE to NASDAQ. However, it would keep listing its debt securities on NYSE.

Review of Literature
1. Robins This paper is about marketing the next generation of mobile telephones. The study is about third generation of cell phone technology, what is usually known as 3G for short. There are various issues about that new innovative.One is how to price 3G handsets and services at a level which will enable telephone operating companies to recoup the high prices they have already paid to governments for operating licenses. Second the technology is not yet complete, there are no agreed international standards and companies do not yet know what new services the technology will prove capable of delivering effectively. All variants of 3G remain dependent on largely unproven technology. Marketing 3G is going to be about services which are new and in many cases, yet to be designed. At the same time, it will involve services which can also be obtained by computer and other means. It follows that the marketing task will be high risk. First, 3G has no obviously unique selling proposition to build on except, perhaps, the combination of live video and easy portability. Second, the potential customers have not yet had adequate opportunity to signal their service likes and dislikes. Third, the cost and complexity of service provision leave doubt about the markets reaction to price. 2. Debnath, commencement of the economic liberalization.1991 This study explain that the prime focus of the service providers is to create a loyal customer base by benchmarking their performances and retaining existing customers in order to benefit from their loyalty. With the commencement of the economic liberalization in 1991, and with a view to expand and improve telecom infrastructure through the participation of the private sector, the Government of India permitted foreign companies holding 51 percent equity stake in joint ventures to manufacture telecom equipment in India. The Indian Government has announced a new policy, which allows private firms to provide basic telephone services. There had been a monopoly of the state-owned department of telecommunications. 3. Bhatt ,A Study of Mobile Phone Usage Among the Post Graduate Students 2003 analyzed that it is important for mobile carriers, service providers, content developers, equipment manufacturers, as well as for parents and young

people alike that the key characteristics of mobile technology is well understood so that the risks associated with its potentially damaging or disruptive aspects can be mitigated. This paper has tried to compare the usage difference by gender with respect to the difference manufacturing and service provider companies. 4. Jha in his study analyzed that it is the youth which is the real growth driver of the telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of how frequently young people use their mobile phones for several embodied functions of the cell phones. The study sheds light on how gender, monthly voucher amount and years of owning mobile phones influence the usage pattern of this device. Findings of the study would be helpful for the telecom service providers and handset manufacturers to formulate a marketing strategy for different market segments. 5. Kalavani in their study analyzed that majority of the respondents have given favourable opinion towards the services but some problems exist that deserve the attention of the service providers. They need to bridge the gap between the services promised and services offered. The overall customers attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided. 6. Kumar in their study titled Customer Satisfaction and Discontentment vis-avis BSNL Landline Service: A Study analyzed that at present, services marketing plays a major role in the national economy. In the service sector, telecom industry is the most active and attractive. Though the telecom industry is growing rapidly,India's telecom density is less than the world's average telecom density as most of India's market is yet to be covered. This attracts private operators to enter into the Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL) 7. Seth et al, in Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation analyzed that

there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience, empathy and tangibles. This would enable the service providers to focus their resources in the areas of importance. The research resulted in the development of a reliable and valid instrument for assessing customer perceived service quality for cellular mobile services. 8. Fernandez in their study titled Understanding Dynamics in an Evolving Industry: Case of Mobile VAS in India analyzed that Mobile Value Added Services (VAS) is a rising star in the fast growing wireless business. In the paper, attempt is made at understanding the strategic dynamics of the evolving environment within which the Indian players are operating, the challenges and structure of the same. Our literature and industry review indicates that - while the value chain of industry is complicated yet one can observe the bipolar nature of bargaining powers between mobile network operators and content aggregators. 9. Bismut in his study titled Competition in European Telecom Markets analyzed that in recent years the European telecommunications market has witnessed major developments, with rapid expansion in access to telecommunications networks and a surge in the number of available services and applications. While many factors have contributed to the transformation of the telecommunications industry, competition has played a key role in driving telecom players to invest in new technologies, to innovate and to offer new services. 10.Kalpana and Chinnadurai in their study titled Promotional Strategies of Cellular Services: A Customer Perspective analyzed that the increasing competition and changing taste and preferences of the customers all over the world are forcing companies to change their targeting strategies. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city. It was found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale .

11.Fredric analyzed the importance of yield management and discrimination pricing in telecommunication sector. Yield management is the process of allocating the right type of capacity or inventory unit to the right kind of customer at the right price so as to maximize revenue or yield. Yield management and dynamic pricing strategies could be usefully applied to preserve and increase profitability. Yield management techniques can help telecom operators and similar companies to optimize the benefits they can derive from a subtle management of information networks and partnerships. However, such an approach is more difficult to implement in the telecommunications industry than in the airlines sector because of the difficulty to control (and sometimes to refuse) network access to customers 12. Chris has analyzed Telecom advertising in print media. This research attempted to investigate why Telecom theme are used in advertisement, and the motives that lead companies and advertisers to use sport celebrities and sport concept in advertisements. From study it has been revealed that the appearance of sport celebrities in advertising endorsement occurred more often in Telecom magazines magazines, because their target group is more acquainted with athletes. than in other

Research Methodology

SOURCES OF DATA

The study undertaken there to be mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from authenticated websites and journals for the latest updates just to gain an insight for the views of various experts.

METHODOLOGY & PRESENTATION OF DATA

The data collected is then coded in the tables to make the things presentable and more effective. The results are shown by tables which will help me out in easy and effective presentation and hence results are being obtained.

Collection Method
The data is collected randomly irrespective of the category of the people in the form of questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to time constraint the sample size is small.

Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic and a replicable process, which identifies and defines problems, within specified boundaries. It employs well-designed method to collect the data and analyses the results. It disseminates the findings to contribute to generalize able knowledge. The main characteristics of research presented below are:

Systematic problem solving which identifies variables and tests relationships between them, Collecting, organizing and evaluating data. Logical, so procedures can be duplicated or understood by others Empirical, so decisions are based on data collected Reductive, so it investigates a small sample which can be generalized to a larger population Replicable, so others may test the findings by repeating it. Discovering new facts or verify and test old facts. Developing new scientific tools, concepts and theories, this would facilitate to take decision.

For the proper analysis of data simple statistical techniques such as percentage were use. It helps in making more generalization from the data available. The data which will be collected from a sample of population was assumed to be representing entire population was interest. Demographic factors like age, income and educational background was used for the classification purpose.

Research Objectives

This project aims at studying the present market scenario.The major players in the market today are Airtel, Vodafone,Bsnl,Reliance,Idea.All The companies want to capture the market study concerns with evaluating fast developing area and so all the service providers were taken to measure the satisfaction of customers. The main objective of the study are: 1. To study the customer satisifaction towards mobile service providers. 2. To study and identify how the customers are benefited. 3. To evaluate the major service provider satisified the customer. 4. To assess the needs, requirements and expectations of the customers in order to assess their current satisfaction levels. 5. To know the attitude, enthusiasm regarding the service provided to customers. 6. To understand the performance of different brands in the market on various

Data Analysis
25

Data Analysis and Interpretation

Customer satisifaction: Gap b/w Consumer Expectations and Companies Performance of Telecommunication

Q1: - Which mobile connection do you have?

Particular
AIRTEL VODAFONE IDEA BSNL

No. of respondents

40 32

16 12
26

Interpretation: - As the area of the study is in Hyderabad and Secunderabad, where the market leader is Airtel. Thats why majority of the questionnaire I got filled by Airtel. Above data analysis shows that majority of the market that is approximately 50% is covered by two market leaders Airtel and vodafone. Minor is bsnl.

Q2:- What kind of service you have?

Particular
Pre-Paid Post-Paid

No. of respondents

84 16
27

Interpretation: - Above data shows that most of the respondents in the area have pre-paid connections. And I got only 16% questionnaire filled by post-paid users.

Q3:- Overall, how would you rate your service provider? Brands

Excellent Good Not Sure Airtel 7 18 10 0

Avg

Poor

Terribl e

Vodaphone 5 15 20 0 Idea Bsnl 1 0 06 10 04 03 05 08

28

Interpretation:- From the graphic it depict that Airtel is the most excellent and good service provider as 19 out 20 responded believes that the service of the company is excellent. Then
vodaphone has also good rate of excellence as 16 out of 18 respondents rated Vodaphone as a

good service provider. But the idea and Bsnl are not under good ratings. 8 respondents of BSNL and 5 of Idea have rated their service provider as Poor. BSNL is found to be worst service provider from all above as 12 respondents rate it as a average service provider and 8 as a poor service provider.

Q4:- Rank the following factors which influenced you the most to buy the

service of your choice?

29

H1: -Price factor is not the most influencing factor for the purchase of Telecom service. H0: - Price factor is the most influencing factor for the purchase of Telecom service.

Brands

Airtel

Price

Network Service 16

Brand Image 4

VAS

Expected values 25 Vodafone 4 3 6 25 Idea Bsnl 6 22 7 3 10 10 25 25 7

Chi square value:

6.035

Table value: 5.991

Interpretation of Chi: - As the 95% level of confidence Chi square value 6.035 is more than the table value 5.991, so the null hypothesis is rejected, it means Price factor is the most influencing factor for the purchase of Telecom service.

Interpretation:- Above data analysis shows that Airtel is being preferred because of its best network service and Brand image as well. Where Vodafone is preferred because of its good pricing strategy, network service, brand image and the most Value Added Services of the company. And Idea is preferred because of all above factors. Where Bsnl is preferred the most because of its low price as compare to its competitors and because of its value added services as well.

Q5- Rank the following VAS which attracted you the most to buy or retain the mobile service: Particular Airtel Vodafone Idea Bsnl

SMS Pack

4
30

16 Concession Call Rates Internet Service Full Talk Time 3

6 5 15

1 7 6

6 4 11

Interpretation: - Above data analysis shows that Airtel is being preferred because of its internet service. And vodaphone because of its Concession calls rates and full talk time VAS. Where Idea the most because of its Concession Call Rates and SMS pack. But BSNL because of its SMS pack mainly and then concession rates also.

Q6:- How long have you used the service of that company?

Brands Airtel

>1 Month

1-6 Month 2
31

6 M 1 Year < 1 Year 7 13

< 3 Year 6 Vodafone Idea 3 3 11 7 13 1

2

3 Bsnl 2 5 3 9 2

Interpretation:- Above table analysis depicts that most of the users are using their telecom service from last one year. Some of the users are also using it from last 3 year, where
majority of the users are BSNL connection holders. Most of the users of the Vodaphone

are

using it from last 6 months. Very few respondents are a new users of their services that let our study not vague.

Q7:- Overall, how satisfied are you, with network service of your company?

Brands

Very Satisfied

Satisfied

Neutral

Dissatisfy

Very Dissatisfy

Airtel

23

0
32

0 Vodafone 18 1 0 0 Idea Bsnl 2 2 13 14 2 8 0 6 0 0 3

Interpretation: - Above table data analysis shows that the satisfaction rate of network service is leaded by Airtel as not a single user of service is neutral or dissatisfy. And vodaphone network service satisfaction rate is also good. And it can be also found that BSNL network service is not good as compare to others competitors as 14 respondents are found to be not satisfied with the company network service.

Q8:- How would you rate the service's value for money?

Brands Airtel

Excellent

Good 24
33

Fair 6

Poor

Not Sure Vodafone Idea 20 10 5 Bsnl 3 14 1 6

2

Interpretation: - Above data and chart analysis depicts that BSNL has the highest rating of Value for /money as 33 persons out 34 has rated it as a excellent and good service provider. Then Idea Company is following Bsnl as a best service provider for value for money. Other two players Airtel and Voda has similar performance approximately. Both has been rated good and excellent, where good has been rated more as compare to other options.

Q9:- What kind of problems occurs the most for which you need to contact customer care/service department of your service provider? H0: - People do not contact customer care mostly for activation and deactivation of the service
34

H1: - People contact customer care mostly for activation and deactivation of the service

Brands Airtel Vodafone Idea Bsnl

Billing Related 1

Activation/ Deactivation 8 18 12 6

Informatio n of VASs 10 7 5 11

Network Problem

3 13

Expected values 25 25 25 25

Chi square value:

9.351

Table value: 7.815

Interpretation of Chi:- As the 95% level of confidence Chi square value 9.351 is more than the table value 7.815, so the null hypothesis is rejected, it means People contact customer

care mostly for activation and deactivation of the service.

Interpretation: - From the above data analysis it has been found that most of the users of telecommunication contact to their customers care for activation and deactivation of various services. Then they also contact for information about various value added services provider by companies like validity, call rates, sms pack, caller tones etc. Network service has been found a problem of mainly BSNL users and to some extent of Idea users as well.

Q10:- In thinking about your most recent experience with that company, how much satisfied are you with the customer care service?

H0: - Airtel is not the best service provider of customer care service. H1: - Airtel is the best service provider of customer care service.

Brands

Very

Satisfied

Neutral

Dissatisfy

Very

Airtel

Satisfied 14

6
35

Dissatisfy Vodaphone 3 Idea Bsnl

1

Chi square value: 12 11 2

11.143 3 6

3 7

Table value: 9.488

7 22

Interpretation of Chi:- As the 95% level of confidence Chi square value 11.143 is more than the table value 9.488, so the null hypothesis is rejected, it means Airtel is the best service provider of customer care service in the industry..

Interpretation:- From the above data interpretation we can conclude that Airtel is the best service provider of customer care service. As it has been also found in some of the article that Airtel is expending more on its customer care service as compare to other competitors in the market. The Vodaphone service is also satisfactory as most of the users has rated it as satisfied service provider. But Bsnl is to be found as a not satisfactory service provider. Most of the users said that they have not talk to their customer care service provider even for a single time.

Q11:- How satisfied are you with the process of getting your queries resolved?

Brands Airtel

Very Satisfied 12

Satisfied 17

Neutral

Dissatisfy

Very Dissatisfy 2
1

Vodafone Idea Bsnl 12 1 3 3 8

6 9

2 19
36

Interpretation: - From above data analysis we can say that most of the users, who are satisfied with their customer care service, are also satisfied with the process of getting their
queries resolved. Airtel again has been rated as the best service provider for getting queries

resolved. Results are similar approximately with the 10-question analysis.

Q12:- The customer service representative was very courteous.

Brands Airtel Vodaphone Idea Bsnl

Strongly Disagree

20

Somewhat Disagree

Neutral

2 12

Somewhat Agree 7 8 12 2

Strongly Agree 13 14 10
37

Interpretation: - Above data analysis shows that most of the users of all companies found

their customer service provider courteous. But the result of BSNL is not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not courteous.

Q13:- The customer service representative was very knowledgeable.

Brands Airtel Vodaphone Idea Bsnl

Strongly Disagree

20

Somewhat Disagree

Neutral

8 12

Somewhat Agree 3 1 5 2

Strongly Agree 22 17 10
38

Interpretation: - Above data analysis shows that most of the users of all companies found their customer service provider knowledgeable. But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not knowledgeable. But one more finding is there in that question that Idea is not perfect in hiring best personnel for customer care representatives as 8 users are neutral for this question reply.

Q14:- The waiting time for having my questions addressed was satisfactory.

Brands Airtel Vodafone Idea Bsnl

Strongly Disagree

20

Somewhat Disagree

Neutral

8 12

Somewhat Agree 2 3 5 2

Strongly Agree 23 15

10
39

Interpretation: - Above data analysis shows that most of the users of all companies are found satisfactory with the waiting time their queries resolved. But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied and rated this question also as dissatisfied and neutral. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not able to solve their customer queries in a satisfactory time.

Conclusion
As per my belief we have seen that the choice of mobile handset and services can not be separated came out true because when we tried to find out the customer decision .we successfully classified customers in to eight group each with some special requirement service wise and handsets attribute wise. Competition in telecom industry is heating up its time for Indian telecom players also to align up in the new dynamic business environment. Telcom majors should think to launch the product according to the needs of customers to satisfy them and make them brand loyal as very soon this blue ocean of Indian telecom scenario will convert into red ocean where the loss of is the gain of other .They should also think for searching new space or we can say either creating a new blue space to sustain their growth in long run. There is more room for data analysis but the rest of the part is beyond the scope of this project report According to the results, the most important determinant for consumers are price and sacrifice perception (monetary and non-monetary sacrifice), which in perception. These are periodical fixed cost, minute or traffic charge and opening cost when purchasing mobile phone. The results indicate that the minute charge is the most influential factor when a customer assesses to purchase. The second most important factor is the periodical fixed cost and another factor is the opening cost. These indicate, not surprisingly, that communication firms need to deeply consider. Also, this indicates that a lot of effort must be put in the pricing strategy.

Quality of service and the ability to attract and retain customers dictate the success or failure of next-generation communications service providers. In todays competitive environment, customersare quick to abandon services that do not meet expectations. The ease with which customers can switch from their current service to another, demands that providers deliver the highest possible levels of service quality and performance. To be successful, communications service providers must deliver positive customer experiences with rich, value-added services supported by comprehensive service quality management. To this effect-Mobile services has experienced the negative attributes of not being customer focused and realizes that quality is an attribute that creates customer satisfaction profitably. Therefore quality must be fused with all resources channeled towards their customers.

Bibliography
REFERANCES 1. Jallet, Frederic, Yield management, Dynamic pricing and CRM in telecommunications, 2. Debnath, Roma Mitra, Benchmarking telecommunication service in India, 2008 3. Robins, Fread, The marketing of 3G 4. Kalwani, Banumathy, Consumers Attitude towards Cell phone Services, 2006 5. Fernandez, Fronnie, Understanding Dynamics in an Evolving

Industry: Case of Mobile VAS in India, 6. Kumar, Kaliyamoorthy, Influence of Demographic Variables on Marketing Strategies in the Competitive Scenario, 2007 7. Seth et, Etal, Managing the Customer Perceived Service Quality for Cellular Mobile 8. Tecor, Jha, Understanding Mobile Phone Usage Pattern among College-Goers,

9. Bhatt, Andre, A Study of Mobile Phone Usage Among the Post Graduate Students,

10. Chris, Kambitsis, Telecom advertising in print media, 2003 Journal The Indian Telecom Industry, IIM Calutta, Vatsal Goyal, 2007 Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008 A multiple-perspective model for technology assessment, vol 3, 2008 The marketing of 3G, Vol 21, no. 6, 2003

Books

Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill Publishing Company Lmt.

1.6 ANNEXURE Questionnaire NAME- ___________________ ________ AGE- ________ _________________ OCCUPATIONMOBILE MODEL-

Q1:- Which mobile connection do you have?

43

a) Airtel

b) Vodafone

c) Idea

d) Bsnl

Q2:- What kind of service you have a) Pre-paid b) Post-paid

Q3:- Overall, how would you rate your service provider? a) Excellent b) Good c) Average d) Poor e) Terrible f) Not Sure

Q4:- Rank the following factors which influenced you to buy the service of your choice? a)Price b) Network Service
\

c) Brand Image d) Value Added Services (Rel to Rel Free after 11PM)

Q5- Rank the following VAS which attracted you the most to buy or retain the mobile service: a) SMS pack Poor 1 2 3 4 5 Excellent --1 2 3 4 5 -b) Concession Call Rates 2 3 4 5 c) Internet Service d) Full Talk Time 1 1 2 1

2 3 3 4 4 5 5 Q6:- How long have you used the service of that company? a) Less than one month d) 1 to 3 years b) 1 to 6 months e) Over 3 years c) 6 months to a year
44

Q7:- Overall, how satisfied are you, with network service of your company? a) Very satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very dissatisfied

Q8:- How would you rate the service's value for money? a) Excellent b) Good c) Fair d) Poor d) Not sure

Q9:- What kind of problems occurs the most for which you need to contact customer care/service department of your service provider? Rank them. a) Billing related b) c) d) Activation/deactivation related Information about VASs Network problem

Q10:- In thinking about your most recent experience with that company, how much satisfied are you with the customer care service? a) b) c) Very satisfied Satisfied Neutral

d) e) f)

Dissatisfied Very dissatisfied N/A

45 Q11:- How satisfied are you with the process of getting your queries resolved?
a)
b) c) d) e)

Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Q12:- The customer service representative was very courteous. a) b) c)

d)

e) Strongly Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree

Q13:- The customer service representative was very knowledgeable. a) b) c)

d)

e) Strongly Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree

46

Q14:- The waiting time for having my questions addressed was satisfactory. a) b) c)
d)

e) Strongly Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree

If you were not totally satisfied with the customer service, will you please describe the reasons for your dissatisfaction? -- -

Thank you for spending your precious time on filling in the questionnaire for us!

Research Limitation

Limitations of the Study

Carrying the survey was a general learning experience for us but we also faced

some

problems, which are listed here:

and The market of Telecommunication is too vast and it is not possible to cover each

every dealer, manufacturer and seller in the available short span of time.
Generally the respondents were busy in their work and were not

interested in

responding rightly.
18

Respondents were reluctant to discover complete and correct themselves and their organization.

information about

Most respondents were not maintaining proper knowledge of various

services

provided by their company, so they were unable to provide exact information.

Most of the respondents dont want to disclose the information about the various

other

companies which they have experienced before.

Some of the respondents were using the service first time of their company and

they

were not able to properly differentiate among their product. Due to human behavior information may be biased. Mainly in BSNL

case.