Sie sind auf Seite 1von 54




Submitted in Partial Fulfilment of the requirement of Master of Business Administration

2010-2011 (D.A.V.V)




This is to certify that the Project Work titled CONSUMER AWARENESS & ACCEPTANCE OF 3G SERVICES IN INDORE is a bonafide work of Mr./MsJITENDRA SHRIVASTAVA Enroll No:-D09MBA1480015 Carried out in partial fulfillment for the award of degree of MBA of DAVV, Indore under my guidance. This project work is not submitted earlier for the award of any degree / diploma or associate ship of any other University / Institution.

Signature of the Guide Prof. PRASHANT GUPTA

I, JITENDRA SHRIVASTAVA hereby declare that the Project Work titled consumer awareness & acceptance of 3G services in Indore is being submitted to the DAVV, Indore in partial fulfillment of requirements for the award of Master of Business Administration under the supervision of Prof. PRASHANT GUPTA of PATEL COLLEGE OF SCIENCE AND TECHNOLOGY (Organization of the guide). Further I hereby declare that the work done by me can be used for academic purposes.

Signature of the Student


The most awaited moment of successful completion of an endeavour is always a result of persons involved implicitly there in and it is impossible without the help and guidance of the people around us. The successful completion of this project is the result of dedicated efforts put in by many people and this report would be incomplete without giving due credit to them. This acknowledgement is a small token of gratitude in recognition of their help in my endeavour. I sincerely thank my project guide Prof. PRASHANT GUPTA for providing useful guidance and constant motivation throughout the project. I express a deep sense of gratitude to Chairman (PCST Indore) and for their invaluable technical and managerial guidance and constant encouragement which was of great support to bring this work to present shape. I am deeply indebted to the college management, who provide us a well equipped computer laboratory and library, which was an essential requirement for success of this project. Last but not the least; I would like to thanks my colleagues, friends and my parents who were a constant source of encouragement and inspiration for me throughout the project.





3G is the next generation of mobile communications systems. It enhances the services such as multimedia, high speed mobile broadband, internet access with the ability to view video footage on your mobile handset. With a 3G phone and access to the 3G network you can make video calls, watch live TV, access the high speed internet, receive emails and download music tracks, as well as the usual voice call and messaging services found on a mobile phone, like person to person video, live streaming, downloadable video of entertainment, news, current affairs and sport content and video messaging. It is a family of standards for wireless communications defined by the International Telecommunication Union which includes GSM EDGE, UMTS, and CDMA2000 as well as DECT and WIMAX. Services include wide-area wireless voice telephone, video calls, and wireless data, all in a mobile environment. 3G allows simultaneous use of speech and data services at higher data rates. Thus, 3G networks enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. It has been defined as the third generation (3G) of mobile telephony standards to facilitate growth, increase bandwidth, and support more diverse applications which was lacking in GSM so that it could deliver not only voice, but also circuit-switched data at download speeds up to 14.4 kbps. But to support mobile multimedia applications, 3G had to deliver packet-switched data with better spectral efficiency, at far greater speeds. 3G refers to the third generation of mobile telephony (that is, cellular) technology. The third generation, as the name suggests, follows two earlier generations. The first generation (1G) began in the early 80's with commercial deployment of Advanced Mobile Phone Service (AMPS) cellular networks. Early AMPS networks used Frequency Division Multiplexing Access (FDMA) to carry analog voice over channels in the 800 MHz frequency band. The second generation (2G) emerged in the 90's when mobile operators deployed two competing digital voice standards. In North America, some operators adopted IS-95, which used Code

Division Multiple Access (CDMA) to multiplex up to 64 calls per channel in the 800 MHz band. Across the world, many operators adopted the Global System for Mobile communication (GSM) standard, which used Time Division Multiple Access (TDMA) to multiplex up to 8 calls per channel in the 900 and 1800 MHz bands. The 3rd Generation Partnership Project (3GPP) was formed in 1998 to foster deployment of 3G networks that descended from GSM. 3GPP technologies evolved as follows. General Packet Radio Service (GPRS) offered speeds up to 114 Kbps. Enhanced Data Rates for Global Evolution (EDGE) reached up to 384 Kbps. UMTS Wideband CDMA (WCDMA) offered downlink speeds up to 1.92 Mbps. High Speed Downlink Packet Access (HSDPA) boosted the downlink to 14Mbps. LTE Evolved UMTS Terrestrial Radio Access (E-UTRA) is aiming for 100 Mbps. 3G or 3rd generation mobile communication, is a generation of standards for mobile

phones and telecommunication services fulfilling the International Mobile Telecommunications2000 (IMT-2000) specifications by the international telecommunication mobile Application

services include wide-area wireless voice telephone, mobile Internet access, video calls and mobile, all in a mobile environment. To meet the IMT-2000 standards, a system is required to provide peak data rates of at least 200 kbit/s. Recent 3G releases, often denoted 3.5G and 3.75G, also provide mobile broadband access of several Mbit/s to smart phones and mobile in laptop computers.

The following standards are typically branded 3G: The UMTS system, first offered in 2001, standardized by 3GPP, used primarily in Europe, Japan, China (however with a different radio interface) and other regions predominated by GSM 2G system infrastructure. The cell phones are typically UMTS and GSM hybrids. Several radio interfaces are offered, sharing the same infrastructure: The original and most widespread radio interface is called W-CDMA.

The TD-SCDMA radio interface, was commercialised in 2009 and is only offered in China The latest UMTS release, HSPA+, can provide peak data rates up to the downlink in theory (28 Mbit/s in existing services) and 22 Mbit/s in. The CDMA2000 system, first offered in 2002, standardized by 3GPP2, used especially in North America and South Korea, sharing infrastructure with the IS-95 2G standard. The cell phones are typically CDMA2000 and IS-95 hybrids. The latest release EVDO Rev B offers peak rates of 14.7 Mbit/s down streams. 56Mbit/s in

What is 3G?
International Mobile Telecommunications 2000 (IMT 2000), popularly known as 3G

or3rd generation, is a mobile communication standard fulfilling the requirements as specified by the International Telecommunication Union 24. The advantage over 3G over the present day mobile communication systems is the wide range of applications that can be run over it because of the higher bandwidth available in the 3G technology. As per the IMT 2000specification 3G systems should support at least 200 Kbps of peak data speed. HSPA technology which is an evolution of 3G technology can theoretically support up to 56 Mbps downlink speed. Applications that a 3G network could possibly support are wide area wireless telephony, video calls, mobile internet access and mobile TV.

Evolution of 3G
The speed that 2G offers is very less as compared to 3G. There have been few improvement sand new releases of 2G GSM standard like GPRS and EDGE which have improved the data throughput speeds. EDGE has been considered a pre 3G technology and is part of ITUs 3Gdefinition28. Though the speeds on offer by EDGE could be compared to 256 Kbps DSL broadband, however the circuit switch technology which it uses leads to a loss in efficiency of the network and a diminished user experience. The other problem with EDGE was that the standards which were being followed to develop the networks were different for different part of the world where the technology was deployed.


It was because of the non-standardization of the technology that The International Telecommunication Union stepped up its effort to create a network whose services are independent of the technology platform whose network design standards are same globally and thus began the 3GPP (3rd Generation Partnership Project)29.

The official standard set by ITU for 3G networks is IMT-2000. In Europe the standard was christened as UMTS (Universal Terrestrial Mobile System). IMT2000 is the ITU-T name for the third generation System, while cdma2000 is the name of the American 3Gvariant27. WCDMA is the technology platform in UMTS with base station or nod B, RNC (Radio Network Controller),a part from WMSC (Wideband CDMA Mobile Switching Centre) and SGSN/GGSN27. 3Gstandard gives a total mobile experience with wide area voice and video telephony with broadband and data services at a high speed. New releases and advancements of 3Gtechnology has led to the evolution of HSPA technology (High Speed Packet Access) which can offer speeds up to 14.4 Mbps on Downlink and 5.8 Mbps Uplink

3G was relatively slow to be adopted globally. In some instances, 3G networks do not use the same radio frequencies as 2G so mobile operators must build entirely new networks and license entirely new frequencies, especially so to achieve high-end data transmission rates. Other delays were due to the expenses of upgrading transmission hardware, especially for UMTS, whose deployment required the replacement of most broadcast towers. Due to these issues and difficulties with deployment, many carriers were not able to or delayed acquisition of these updated capabilities.. In December 2007, 190 3G networks were operating in 40 countries and 154 HSDPA networks were operating in 71 countries, according to the Global Mobile Suppliers Association (GSA). In Asia, Europe, Canada and the USA, telecommunication companies use W-CDMA technology with the support of around 100 terminal designs to operate 3G mobile networks. Roll-out of 3G networks was delayed in some countries by the enormous costs of additional spectrum licensing fees. (See Telecoms crash.) The license fees in some


European countries were particularly high, bolstered by government auctions of a limited number of licenses and sealed bid auctions, and initial excitement over 3G's potential. The 3G standard is perhaps well known because of a massive expansion of the mobile communications market post-2G and advances of the consumer m phone. An especially notable development during this time is the smart phone (for example, the IPhone, and the Android family), combining the abilities of a PDA with a mobile phone, leading to widespread demand for mobile internet connectivity. 3G has also introduced the term "mobile broadband" because its speed and capability make it a viable alternative for internet browsing, and USB Modems connecting to 3G networks are becoming increasingly common.

In 2008, India entered the 3G arena with the launch of 3G enabled Mobile and Data services by Government owned Bharat Sanchar Nigam Ltd. (BSNL).

Later, MTNL launched 3G in Delhi and Mumbai. Nationwide auction of 3G wireless spectrum was announced in April 2010. In 2008, India faced a great crisis with corruption poisoning its Telecom sector and exposing the 2G spectrum scam. The trial of the scam is being conducted by the Joint Parliamentary Committee (JPC) with the help of the Central Bureau of

Investigation (CBI). Many companies and politicians are being questioned and accounts of many companies are under the scanner. The first Private-sector service provider that launched 3G services is Tata DoCoMo, on November 5, 2010. And the second is by Reliance Communications, December 13, 2010. Vodafone Launched their 3G by mid of March, 2011 . Then, Bharti Airtel launched their 3G services on 24 January 2011 in Bangalore and also launched in Delhi & Jaipur on March 4, 2011(not GSM but only USB estick). Aircel also launched 3G in Kolkata in the month of February. Idea also launched its 3G services in mid April. Other providers like Virgin are expected to launch 3G services by Q1 2011.

All the operators provide 3G services on the 2100 MHz band. As of now, the Government owned BSNL is the most successful company with the subscribers of 3G service. It has more than 3 million subscribers of its 3G service. It also has the widest coverage with around 700 cities across the country. The private operators like IDEA and Reliance are increasing their 3G coverage as well as the number of subscribers. The 3G service is used by the minority users in the country who own 3G handsets and the prices of the 3G services are currently out of reach of the pockets of most Indians. This led to the slow adoption of 3G. but the scenario is changing quickly with the introduction of cheap 3G handsets.


Video telephony: Mobile Video Video

TV in which television channels can be viewed through mobiles.

on demand in which a provider sends movie to subscribers mobile phone. conferencing in which subscribers can see and talk to each other through mobile

Faster internet Useful Tele

on mobile.

in e learning.

medicine in which a medical provider gives advice to isolated subscribers. services including weather, traffic etc.

Local Fast


MMS-Multimedia Messaging Service 3D




Indians are waiting for the popular use of the next generation technology in our nation. In India 3G services were first launched by MTNL in Delhi. Presently 3G spectrum is allotted only to the state owned BSNL and MTNL. The Department of Telecommunications in India has planned an auction of the 3G spectrum in January 2009. This was postponed a number of times due to various reasons such as difference of opinion between the Ministry of Finance and the Ministry of Communications and Information Technology, Loksabha elections etc. Now the auctions are expected in February or March 2010. The results of the auction and allocation would be done in August 2010. The Government estimates to earn over Rs.25000 crier through the auction. Four slots are planned for auction. Besides this one slot each has already been allotted to BSNL and MTNL. The auction would be electronic through internet. Foreigners are also eligible to apply, with the condition that only a maximum of 74% of the equity of the concerned company should be that of the foreigner. Recently the Telecom Minister Mr.A.Raja has met the Prime Minister and discussed issues related with the delay in the launch of the auctions.

The Difference amongst 1G, 2G & 3G

1g 2g 2gCellular communications technology has developed through three major technological phases, which are commonly known as generations. These three generations are referred as 1G (first generation), 2G (second generation) and 3G (third generation). Signal Orientation The biggest difference between these three cellular generations lies in the radio signals, which are used to transmit and receive data on cell phones. During the first generation, 1G, the radio signals used were analog, while the next two generations, 2G and 3G, used digital radio signals for communications between two cell phones. Data Types Three generations of cellular communications allowed different types of data and services for communications. In 1G, the only way of communicating was voice transmission and reception, or in other words, a phone call. 2G gave an additional benefit of SMS (short messaging service) and MMS (multimedia messaging service) to its users. With the beginning of 3G, users could transmit and receive voice, data and videos, simultaneously.

Communication Standards All three generations of cellular communications are often known through global communication standards presented by them. The major standards of 1G were AMPS, TACS and ETACS, while 2G revolutionized the world of communications with standards such as GSM, CDMA, TDMA and EDGE. Finally, 3G, the current generation of cellular communications as of 2010, has presented standards such as UMTS, WCDMA and HSPDA.

The first pre-commercial 3G network was launched by NTT DoCoMo in Japan, branded as FOMA. It was first available in May 2001 as a pre-release (test) of W-CDMA technology. The first commercial launch of 3G was also by NTT DoCoMo in Japan on 1 October 2001, although it was initially somewhat limited in scope; broader availability of the system was delayed by apparent concerns over its reliability.[10] The second network to go commercially live was by SK Telecom in South Korea on the CDMAbased 1xEV-DO technology in January 2002. By May 2002 the second South Korean 3G network was by KT on EV-DO and thus the Koreans were the first to see competition among 3G operators. The first European pre-commercial network was an UTMS network on the Isle of Man by Manx Telecom, the operator then owned by British Telecom, and the first commercial network (also UTMS based W-CDMA) in Europe was opened for business by Telenor in December 2001 with no commercial handsets and thus no paying customers. The first commercial United States 3G network was by Monet Mobile Networks, on CDMA2000 1x EV-DO technology, but this network provider later shut down operations. The second 3G network operator in the USA was Verizon Wireless in October 2003 also on CDMA2000 1x EV-DO. AT&T Mobility is also a true 3G UMTS network, having completed its upgrade of the 3G network to HSUPA. The first pre-commercial demonstration network in the southern hemisphere was built in Adelaide, South Australia by m.Net Corporation in February 2002 using UMTS on 2100 MHz. This was a demonstration network for the 2002 IT World Congress. The first

commercial 3G network was launched by Hutchison Telecommunications branded as Three in March 2003. Emtel Launched the first 3G network in Africa. By June 2007, the 200 millionth 3G subscriber had been connected. Out of 3 billion mobile phone subscriptions worldwide this is only 6.7%. In the countries where 3G was launched first Japan and South Korea 3G penetration is over 70%.[11] In Europe the leading country is Italy with a third of its subscribers migrated to 3G. Other leading countries by 3G migration include UK, Austria, Australia and Singapore at the 20% migration level. A confusing statistic is counting CDMA2000 1x RTT customers as if they were 3G customers. If using this definition, then the total 3G subscriber base would be 475 million at June 2007 and 15.8% of all subscribers worldwide

Market potential of 3G services subscribers is depend upon various variable like Gender Age Educational background Occupation Income





A report by industry body FICCI and telecom consulting firm BDA said, "3G subscriber base will reach 90 million by 2013 and the revenue from 3G is expected to reach 15.8 billion dollar by the same year." Moreover, the report further said that the introduction of 3G would also increase the Average revenue per users (ARPU). Goodrick and Srivastava,( 2002).The market demand for 3G is a fundamental part of the overall pictures, the best way to assess that demand is by looking at development s in the 2G space, and at the growth of data services and mobile internet access technologies in particular Cellular-news,( 2002) 3G is the most recently developed mobile technology, providing advantages over the previous technologies in terms of bandwidth, packet routeing, guaranteed quality of services and location-based services UTMS Forum( 2000) The precursor of 3G services is the mobile internet but not just it. Do Como positioned i-Mode as a unique mobile experience. Many 3G services will not be internet based but they will be truly unique mobility services. The mobile internet is a priority for the 3G services providers. Positioning the 3G services as the mobile internet sends the wrong message to the market and paints an incomplete picture of 3G services potential The Indian mobile market has undergone a revolutionary change over the past few years to become one of the leading mobile markets on the global map. Easy availability of lowpriced devices, better network coverage and affordable services are some of the major factors that have boosted its growth and will continue to do the same in future. Wireless teledensity has also risen to the level of around 45% at the end of 2009, but still there is a vast scope for further improvement because of a wide gap in teledensity between urban and rural areas. For instance the wireless teledensity in urban areas rose to around 112% in the mid 2010, while it stood at 24% in rural areas.


Our research anticipates that the deployment of 3G services on a national scale will play a vital role in bridging this huge gap. According to our new research report "Indian 3G Mobile Forecast to 2012", the number of 3G mobile subscribers is expected to grow at a CAGR of around 80% between 2011 and 2013 to around 55 Million by the end of the period. Our research provides in-depth analysis of the various factors and issues that will play an important role in the 3G market growth (Times Of India). LaBarbera and Mazursky (2008). The report provides extensive research on the global 3G market. It discusses the factors and trends that have led to its global deployment. It also provides an insight into the regional 3G market by technology and studies the key opportunity areas that have emerged due to the global take-up of 3G. FICCI President Rajeev Chandrasekhar has said the introduction of 3G services would also help bring in large new investments in infrastructure. Robins (2008) 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.





The reason that the mobile services are rising is that the mobile handset is more acceptable for the consumers. Until 1992 it is very difficult to obtain a mobile phone because of the high prices. Mobiles used to be luxury products. Today the mobile is a first need product for everyone. Now in Indian market there are more than 653.92 million mobile subscribers,(according to TRAI) so the industry needs to convince existing users to upgrade their mobiles rather than find new users for buyers. Because there is wide scope of 3G markets in the developing countries with underdeveloped network infrastructure and low per capita income. These countries are continuously involved in their infrastructure development to reap the value of mobility. Individuals can perform a lot of operations like sending data and getting them via wireless capabilities. You can obtain data regardless of the time or location. 3G is the current mobile tech and is now the most rapidly growing host amongst mobile handsets, providing you with the higher speeds, in comparison to different techs before it. You get to have quicker connection, music entertainment with better quality and faster access to the Internet. You also receive the advantages of video calling because of the quicker speed, enjoying calls to family as well as friends across the world using the video call facility. The calibre as well as clarity are heightened, with the ability usable as long as the people are employing the new 3G tech.





To know the level of awareness about 3G services. To know the acceptance level of 3G services in Indore




Research Design : Research Area : Sample Size : Sampling Technique: Descriptive in nature. Indore City. 100 Respondents Random sampling

Tools for Data Collection

Primary Data: It has been collected through self structure & schedule by personally meeting 100 Respondent and taking their feedback about awareness and acceptance of 3G services with the help of questionnaires method. Secondary Data: it is collected with the help of internet, journal, magazine newspaper,






India shall have 50 million 3G subscribers by 2012. With a 3G spectrum auction scheduled on 9th April having international bidders including NTT DoCoMo, Emirates Telecommunications, Deutsche Telekom, France Telecom in addition to Indian operators like, Bharti Airtel, Reliance Communications, Idea Cellular, Tata Teleservices and Vodafone Essar, a wider section of Indian mobile phone users will experience the exciting next generation services from their Telecom operators in India have been facing issues of declining ARPU and MPU on voice services which has brought call charges to as low as half a paise per second and even lower than that for certain operators, questioning sustainability for these players. VAS has bettered the viability of this sector in recent times, and 3G will further add to telecom operators data carrying capacity, allowing them to roll out long awaited data-intensive services. This report analyses the key concerns of the telecom operators, their fear regarding overspending for acquiring 3G spectrums, the projection that a very small percentage of their existing subscriber base might switch to 3G. Enlist 3G services expected to be offered Study the viability of Indian Telecom Market after 3G . Study the impact of 3G on competitive landscape of Indian Telecom Industry. Impact of Mobile number portability on Indian Telecom Market? Chapter 1: Mobile Telecommunications in India This chapter discusses the evolution of wireless communications in India, from the first voice call via the analogue first generation technology up to the video call using the third generation technology. Also, the regulatory ; infrastructural norms for 3G in India are discussed in necessary detail. The section on competitive landscape, profiles the current players in the telecom space

2. 3G in India: Technology and Market


Indians love to talk. Or at least this

is what the telecom firms had in their mind when they bet Rs. 102.7 Crore for the recently concluded 3G and BWA (Broadband Wireless Access) auctions. The Indian telecom market has seen an average growth rate of 30% for the past many years, and today the number of mobile phone subscribers in the country stands at almost 600 million, or nearly half the population of the country subscribes to cellular services. By

2012, within three years of its launch, 3G services in India are projected to reach 50 million subscribers. After the recently-concluded 3G spectrum auction, key telecom operators in the country including Bharti Airtel, Reliance Communications, Idea Cellular, Tata Teleservices and Vodafone Essar are preparing to usher in the next gen' communication, content and entertainment experience for telecom subscribers. Taking a lead, soon after acquiring the license, Reliance Communications has already announced the roll out of its 3G services, MobileNet Plan- providing unlimited Internet access, multimedia content download, instant messaging, chat services, and access to social networking sites and email to pre-paid and post-paid subscribers at an affordable Rs 99 per month. This is an early indicator of how the 3G technology is set to alter, surely and rapidly, the market dynamics in telecom and beyond. 3. In recent years, telecom operators in India have faced the challenge of driving profitable growth. Declining ARPUs (Average Revenue per User) and MPU (Margin per User) on voice services have brought call charges to as low as half a paisa per second, or even lower for certain operators, putting a question mark on the sustainability of a voicedependent business model. Amidst this scenario, VAS is emerging as the long-term savour for telecom players. 3G, with its technological advancements, will significantly enhance the telecom operators' data carrying capacity, allowing them to roll out speedier data-intensive and unobstructed multimedia streaming service 4 .It covers the market estimates with respect to 3G subscriber base and forecasts. It also discusses the 3G and BWA auction results in detail. The 3G Auction results operator wise are elaborated and their strategic roadmaps are discussed. An analysis of the Political, Economic, Social, Regulatory, and Technology Factors have been done with respect to the future potential of 3G in India. The drivers, restraints and challenges of the 3G market going forward are also dealt with. International Case studies are also discussed. A Scenario Analysis is also done with respect to 3G deployment.


Data Interpretation
1) Awareness level of service class people about 3G services is more than student business class and housewives. They are described as follows: Occupation Cumulative Percent 51.0 67.0 97.0 100.0

Frequency Valid Student Business Service Housewife Total 51 16 30 3 100

Percent 51.0 16.0 30.0 3.0 100.0

Valid Percent 51.0 16.0 30.0 3.0 100.0

According to my survey 51% students are using the 3G services and 16% are used by business, 30% are used by services, 3%used by housewives respectively.

2) People who aware about 3G mobile services?

72 % of peoples are aware about the 3G mobile services while 28% of people say that they dont know about 3G mobile services of the sample size of 100 people.

3) People interested with the news on 3G:

A majority of people (41%) say that are interested with the news on 3G. The above graph shows how people are interested with the news on 3G.

4) People who know the video call service in mobile:

On the question of knowing about video call services in mobile 81% people say that they know the service while 19% say that they do not know the service.

5) People who know the availability of fast web service in mobile:

62% of people know about the availability of fast web service in mobile.

6) People who feel 3G multimedia service is important for them:

38% of people are find that 3G multimedia service some time important for them while 22% of people find in important often of occasionally. 18% of people find it important never.

7) People who are having 3G mobile:

There are very less people (32%) who are having 3G mobile.

8) Familiarity level of people about 3G multimedia services:

application level on 3G Cumulative Percent 34.0 80.0 98.0 100.0

Frequency Valid excellent good average below average Total 34 46 18 2 100

Percent 34.0 46.0 18.0 2.0 100.0

Valid Percent 34.0 46.0 18.0 2.0 100.0

According to data above graph show that 34 % of people says that they are excellent and 46% good but with the application level on 3G multimedia services while 18% of people familiar with the service on an average and 2% peoples are below average

9) What kind of 3G multimedia services you can use from 3G multimedia services?

Ans: Generally people think of : Video call, online game, online payment when we talk about 3G multimedia services. People are less interested on other 3G multimedia services. Video call Online multimedia Web browsing Location information services E-wallet Tickets booking Video email Clip downloading Online payment Online real time news 91% 44% 49% 26% 25% 38% 42% 64% 80% 16%

Here we have two variable 1for yes & 2 for no than count variable yes and show the graph according to my survey majority go with video call, online payment & downloading.

10) People who like to use 3G services in near future:

The above graph shows that how people are interested to use 3G multimedia services in the near future. The majority of people says that they would like to use 3G multimedia services in near future.


11) People who feel close relation between 3G multimedia services and services that they need today:

People do not feel that there is a very tight relation between 3G multimedia services and services they need today. As the results show that they feel in middle of the relationship between the two.


12) People who feel supposed to be closer relation between 3G multimedia services and services that he need in the near future:

A majority of people feel that there are very close relationship between 3G multimedia services and the services that they need in near future.





The shift from 2G to 3G not only gives users fresh ways to communicate but also a variety of new services such as browsing the Internet, e-mail, instant messaging, video-conferencing and digital television. 3G also makes guidance, presence, and location-based services available to mobile users

It is important to consider user acceptance of 3G services and to classify different user needs. it is essential to understand the different situations in which consumers and business users use mobile services. Another important factor affecting future of 3G is the availability of reasonably priced handsets. Pricing of the 3G services is definitely one of the biggest challenges facing telecommunication companies Setting the right price for service usage is difficult. Private use of mobile data services is heavily dependent upon pricing issues.



The Study is limited to areas of Indore only. There may be some bias in the responses of the respondents which cannot be ruled out fully. Merely asking questions and recording answers may not always elicit the actual information sought. Due to continuous change in environment, what is relevant today may be irrelevant.





According to my survey more than half of the mobile users who are using the mobile services used via 3G networks are already available in current 2G networks (GPRS) such as browsing the Web, sending and receiving multimedia messages (like pictures and video), and e-mailing. Here fore, 3G should not be viewed as a new technology surpassing the existing 2G networks, or a revolution in mobile communication. Instead, 3G should be considered to be evolution of existing mobile communications. In the light of the discussion in this paper, there is strong evidence to suggest that the main outcome of using 3G networks and services will be to get access to the same services with faster data connection speed. Furthermore, it seems that the success of 3G lies in its ability to serve not only mobile users but in providing access to the Internet with data cards inserted in laptops. Thus, 3G networks will serve the same purpose as LAN and WLAN networks. The most eager group ready to adopt 3G was power users largely made up of working professionals and youth. A third of these consumers indicated a strong disposition towards 3G adoption. Other, less tech reliant groups, were less enthusiastic about the next wave of mobile services.




Future studies should concentrate on country specific research to provide a more detailed understanding of the phenomenon at hand. On this basis, future research that identifies additional factors or views the factors presented in different light would contribute to the understanding of 3G acceptance. The Study is limited to areas of Indore only. There may be some bias in the responses of the respondents which cannot be ruled out fully. Merely asking questions and recording answers may not always elicit the actual information sought. Due to continuous change in environment, what is relevant today may be irrelevant.





1. Loudon D. L. "Consumer Behaviour: Concepts and Applications," MC graw Hill, London 1988. 2. Marketing Management: A south Asian perspective" 13th ed. Person, Prentice hall 2009. 3. Robins, F. 2003. The marketing of 3G. Marketing Intelligence & Planning, 21 (6), 370-378. 4. Shankar, Ravi (2002). Services Marketing An Indian Perspective. New Delhi: Excel 5. Maheshwari, Yogesh (2002). The Changing Face of Indian Banking In, Upinder Dhar, Santosh Dhar , Mala Srivastava (Eds.), Local Champions To Global Masters . New Delhi : Excels Books. 6. Sunder, K. Shyama (2002). Coming closer to the customers Indian management. December 49-51 7. Kallol, bose and bansal H.S. (2001). Regain management: issues and strategies. Advertising and marketing, 90-92. 8. Virmani, B.R (1997), Economic Restructuring Technology Transfer and Human Resource Management, Response Books, New Delhi. 9. Curwen, P. 2000. Next generation mobile: 2,5G or 3G? Journal of Policy, Regulation and Strategy for Telecommunications, 2 (5), 455-476. 10. Dholakia, R. R., & Dholakia, N. 2004. Mobility and markets: emerging outlines of mcommerce. Journal of Business Research, 57 (12), 1391-1396. 11. Dziong, Z., Khan, F., Medepalli, K., & Nanda, S. 2002. Wireless Internet access using IS2000 third generation system: a performance and capacity study. Wireless Networks, 8 (4), 325336. Books

12. Harmer, J. A. 2003. Mobile multimedia services. BT Technology Journal, 21 (3), 169- 180. 13. France Telecom R&D. 2004. UMTS: the era of mobile multimedia. 14. Kanter, T. G. 2003. Going wireless, enabling an adaptive and extensible environment. Mobile Networks and Applications, 8 (1), 37-50.

15. 16. 17. 18. 19. 20.





Dear respondent, I am carrying out a major research project on a study of consumer awareness and acceptance of 3G services in Indore You are requested to pay some of your valuable time to answer the given questions. This project is purely academic in nature and no part of the data will be made available to the public. 1. Name __________________________________________

2. Sex: (1) M 3. Age: (1) 18-25 4. Your occupation (1) Student


F (3) Over 35

_ (2) 26-35


(3) Service

(4) housewife

5. Do you know about 3G mobile services? (1) Yes (2) No

6. How interested are you with the news on 3G? (1) Very (3) Little (2) (4) Some No

7. Do you know about video call services in mobile (1)Yes (2) No

8. Do you know availability of fast web service in mobile. (1)Yes (2) No

9. Do you find any 3G multimedia services important to you? (1) Often (2) Sometimes


(4) Never

10. Do you have any 3G mobile ? (1) Yes, (2) No

11. How would you rate your familiarity/application level on 3G multimedia services? (1) Excellent (2) Good ( (3)Average (4)Below average

12. What kind of 3G multimedia services you can use from 3G multimedia services? Please response the following 3G services as your requirement / use, 1for the most important & 5 for the least important. a. b. c. d. e. f. g. h. i. j. Video call Online multi-users/single-user games Web browsing Location information service E-wallet Tickets booking, such as movie tickets Video Email/E-card Video/movie prevue, MTV clip download Online payment Online real-time news notice, such as breaking news, sports news, finance news

13. Would you like to use more 3G multimedia services in the near future than you do now? (1) Definitely (3)Not sure (2) Probably (4) No


14. How close do you feel the relation is, between 3G multimedia services and services you need today?

(1) Distant

(2) Edge

(3) Middle

(4) Closer

(5) Tight