Beruflich Dokumente
Kultur Dokumente
On
BEHAVIOURAL ANALYSIS
A CASE STUDY ON MOBILE USERS RELATED TO AIRTEL (A Survey of CUSTOMERS AND SERVICE PROVIDERS)
Table of Contents:
Acknowledgement Abstract Chapter I : Introduction Objectives Limitations Methodology Chapter II : Industry Profile History of Telecom Sector Growth and current scenario of Telecom sector Importance of Telecom service marketing Chapter III : Company Profile Background of Bharti televentures Airtel the Brand name with a difference Services Prepaid Postpaid Chapter IV : ON THE JOB TRAINING Tele marketing Customer satisfaction & complaint Handling Product launch Market survey Chapter V : Findings and suggestions Comparative study of different players providing post paid services Activation and security deposit Availability of plans in different budget ranges Comparison of Tariffs Conclusion References Annexure : Questionnaire for the Consumer Survey On Telecom Service
ABSTRACT
In today's globalised and borderless market, quality and productivity are essential for the survival and growth of any organisation. Both these factors depend mainly on the attraction and retention of customers. Thus the customer is the main focus for any successful business. Business success depends on organisations understanding and meeting customers' needs and demands Because of the potential for negative outcomes, including reduced customer loyalty and increased opportunities for competitors, managers need to understand what motivates individuals to choose between good service and the best service options Successful customer management requires the ability to provide the services customers want and the provision of those services at a cost the business can afford. The first requirement should be easily determined because it is, normally, a prime objective of market research programmes conducted by an organisation's marketing department. The ability to determine whether the business can afford the customer base it has or desires is, however, another issue and one that few organisations address successfully. Understanding the financial contribution of each customer is recognised as an essential component in determining business strategy but there are few, if any, guidelines or models to assist in the development of the necessary processes A consumer's dissatisfaction can be exhibited by complaint behaviour (CB) which has various means of expression. This behaviour is also motivated by different factors. So in this project an effort is made to understand the Consumer Behavior and help him out to gather the information and evaluate the alternatives and select the best possible alternative in Mobile Telecom services.
INTRODUCTION:
Consumer Behavior is a study of how individuals make decisions to spend their available resources(Time, Money and Effort) on consumption related items(what they buy, why they buy, when they buy, where they buy, how often they buy and use a product or service). The heterogeneity among people across the world makes understanding consumer buying behavior an intricate and challenging task. The consumers identity, his beliefs, specific needs, attitudes and the kind of product and the brands available in that product category influence his Buying behavior. The marketing efforts of a firm have a profound impact on the buying decisions of customers. Therefore, marketers attempt to obtain an in depth knowledge of consumers buying behavior. Consumer buying behavior is affected by various factors that determine the product and branded preferences of consumers. It is essential for marketers to understand the impact of these factors on consumer buying behavior because it helps them design marketing strategies to appeal to consumer preferences. The factors that influence the consumer buying behavior include Culture, Social, Personal and Psychological factors. Habits, likes and dislikes of the people belonging to a particular Culture or Subculture can affect the marketing efforts of a firm to a great extent. The Social; Class to which the individual belongs tells about the types of products the individual prefers. Other factors that influence the buying behaviour are Social factors like Reference groups and Family, Personal factors like the Age, Life cycle and occupation, and Psychological factors like Motivation, Perception and attitudes of the customers. Buying roles and buying decisions constitute consumers decision-making behavior. A customer can adopt various buying roles like Initiator, Influencer, Decider, Buyer, Preparer, Maintainer and Disposer in Purchasing and using the products. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products.
Consumer buying behavior is broadly classified into three types. Extensive problem solving Buying behavior is exhibited when a customer buys high involvement, expensive and less frequently purchase products. Consumers are involved in routine problem solving decisionmaking process, when they purchase routinely purchased, low cost products. Variety seeking behavior is seen when customers purchase low involvement products. Customers usually go through five stages in arriving at a purchase decision, though it might not be so in all the cases. The various stages are shown in the following block diagram. Evaluate the alternatives and select the best possible alternative
Airtel was the first operator to offer a host of Innovative products and services to customers in Maharashtra and Goa. These include Airtel GPRS, EDGE, Blackberry, Assal Marathi, Hello Tunes, Confidence Plan, Stock Ticker Service, Bills in Marathi and English etc. Continuing its growth momentum, Airtel is embarking on a mega expansion plans for the year 2005-06 covering the entire Maharashtra and Goa Circle. The present study, BEHAVIOURAL ANALYSIS -A Case Study On Mobile Users Related to Airtel is an attempt to analyze the Buying Behavior of customers from Pune. The Summer Internship Programme (SIP) commenced from the 9th of May, 2005 and will formally close on the 31st of August, 2005. The duration of the present study is 4 months (i.e. 17 weeks). The Airtel conducted orientation and training sessions from the 9th of May to the 21st May, wherein a briefing about the company and its working was given. The working of the different departments of The Airtel was discussed in the following week. The study, as the title suggests involves a survey of both the existing and non-existing customers. The primary data will be obtained in the form of a separate well structured Questionnaire. The sample on which the survey will be conducted consists of 100 respondents.
By the 25th of June, 2005, a survey had been conducted on 60 respondents. Analysis of the questionnaires was done from 26th to 30th of June. The final report, which will mark the culmination of the total marketing effort of the present study will be prepared and submitted by the 20th of August 2005. The progress of the present study , till date, has been summarized in the following table : DURATION ( in weeks ) 2 1 1 3 1 3 days 30 days 8 days
S.No 1 2 3 4 5 6 7 8
ACTIVITY Orientation and Training Observation and study of working of the the
different 23rd May- 28th May 30th May- 4th June 6th June- 25th June 27th June- 30th June 1st July- 3rd July
departments Preparation of the Questionnaire Survey of target sample group Analysis of survey data Interim Report Preparation Tele calling / handling Final report preparation
CHAPTER I
Objectives Methodology
Limitations
OBJECTIVES
The main aim of the present study is to accomplish the following objectives: Telemarketing: Making cold calls(through Telephone) to the existing customers and giving them information about Airtels new schemes. Customer Satisfaction: Interacting with the customers at the companys show room to give them better services. Complaint Handling: Recording the various complaints and try to solve their problems about the product. Product Information / Promotion / Launching: proper understanding an analysis of the Airtel as a product. Market Survey: Conduct a Survey on a sample selected from the entire population of Corporate sector. Analysis: Analyze the result of the survey conducted and propose recommendations to develop the products of Airtel.
LIMITATIONS
Though the present study aims to achieve the above-mentioned objectives in full earnest and accuracy, it may be hampered due to certain limitations. Some of the limitations of this study may be summarized as follows: Locating the target readers of The Airtel is very time consuming. Sample size is limited due to the limited period of 36 days allocated for the survey. The selection of customers to cover the various strata of the society is tedious and time consuming. Getting accurate responses from the respondents due to their inherent problems is difficult. They may be partial or refuse to cooperate. Respondents may not be at home and may have to be re-contacted or replaced by others. The survey is costly and tedious.
METHODOLOGY
The objective of the present study can be accomplished by conducting a systematic market research. Market research is the systematic design, collection, analysis and reporting of data and findings that are relevant to different marketing situations facing the company. The marketing research process that will be adopted in the present study will consist of the following stages. Defining the problem and the research objective: The research objective states what information is needed to solve the problem. The objective of the research is to derive the opinion of the consumers of the Airtel and use that to develop the recently launched Airtel One India Plan.
Developing the research plan: Once the problem is identified, the next step is to prepare a plan for getting the information needed for the research. The present study will adopt the exploratory approach wherein there is a need to gather large amount of information before making a conclusion. If required, the descriptive and casual approaches may also be used.
Collection and Sources of data: Market research requires two kinds of data, i.e., primary data and secondary data. Being a firm in the newspaper industry, data gathering will involve usage of both primary and secondary data though there will be an extensive usage of primary data. Well-structured questionnaires will be prepared for consumers. There will be personal interview surveys mostly in Corporate. The questionnaires will contain both open-ended and close-ended questions. Sample Size: Corporate survey has been conducted for 100 respondents. If the situation
demands more accuracy, a telephonic survey will be conducted wherein the respondents will be
asked questions about their opinion on the Post-paid over the telephone and their responses will be recorded.
Analyze the collected information: This involves converting raw data into useful information. It involves tabulation of data, using statistical measures on them for developing frequency distributions and calculating the averages and dispersions. Report research findings: This phase will mark the culmination of the marketing research effort. The report with the research findings is a formal written document. The research findings and personal experience will be used to propose recommendations to develop the Post-paid Plan.
CHAPTER II
Industry Profile
History of Telecom Sector Growth and current scenario of Telecom sector Importance of Telecom service marketing
Industry profile
HISTORY:
The telephone was discovered almost by accident. What people thought they were looking for was a way to make the telegraph work faster and more profitably - by sending distinct musical notes or tones simultaneously along the wires with a separate message sent on each frequency. But they soon realized it could also include the human voice - a speaking telegraph. And if you could talk down a wire, wouldn't that be an entirely new and better way of communicating? The individual parts of the telephone were discovered and developed by different people. Someone needed to take all those connections and draw them together into one working instrument. In the end that someone was Alexander Graham Bell - but he only just won the race.
Within a year of making the first telephone call, Bell and his financial backers - Thomas Sanders and Gardiner G Hubbard - had formed the Bell Telephone Company in the United States. Unsurprisingly, early demand for the telephone was not great and prior to forming their company Bell and his partners had struggled in their attempts to promote the new invention. At one point they even offered to sell the Bell patents to the Western Union Telegraph Company - Elisha Gray's employers - for $100,000. The offer was spurned - a decision the Western Union was soon to regret bitterly.
India's 21.59 million-line telephone network is one of the largest in the world and the 3rd largest among emerging economies (after China and Republic of Korea). Given the low telephone penetration rate - 2.2 per 100 people of population, which is much below the global average, India offers vast scope for growth. It is therefore not surprising that India has one of the fastest growing telecommunication systems in the world with system size (total connections) growing at an average of more than 20 percent over the last 4 years. The industry is considered as having the highest potential for investment in India. The growth in demand for telecom services in India is not limited to basic telephone services. India has witnessed rapid growth in cellular, radio paging, value-added services, internet and global mobile communication by satellite (GMPCS) services. This is expected to soar in the next few years. Recognizing that the telecom sector is one of the prime movers of the economy, the Government's regulatory and policy initiatives have also been directed towards establishing a world class telecommunications infrastructure in India. The telecom sector in India therefore offers an ideal environment for investment. The telecommunications initiative in the country is lead by Ministry of Communications through the Department of Telecommunication & Department Telecom Services and its undertakings for provision of basic telephone services, national and international long distance communications, manufacture of complete range of telecom equipment, research and development, and consultancy services. The Telecom Commission performs the Executive and Policy making functions. The Telecom Regulatory Authority of India performs the functions of an independent regulatory body. The Indian Cellular Market is entering a boom period after years of quasi-stagnation. Gartner estimates that by 2005, cellular subscribers in the country will number 30.9 million, up form 6.4 million at the end of March 2002. By then, India will be the fastest growing cellular market in Asia Pacific (in 2000, it was the Philippines and China) with 36 percent growth over the previous year.
Mobile operators will provide an estimated 45 per cent of additional telephone connections during the year. Cellular subscribers are expected to grow 80 per cent by the end of financial
year 2003 to touch 1.15 crore, up from 64 lakh subscribers in fiscal 2002, according to an ICRA report on telecom industry.
This would mean that cellular telephones would account for 20.5 per cent of the total telephone connections in India compared to 14.4 per cent last year. However, the cellular density would still remain a low 1.1 per cent compared to the fixed teledensity of 4.3 per cent. However, the report points out that, growth in cellular telephony could vastly exceed these projections, if the system of calling party pays is implemented.
Just for the record, new cellular connections comprised 34 per cent of all telephone connections last fiscal and 22 per cent during fiscal 2001.
Doing some more crystal ball gazing, the ICRA report points out that the cellular subscriber figure is expected to touch three crore by 2005. At the same time, the fixed line network is expected to expand to about six crore by 2005 from 3.84 crore lines by 2002.Revenue growth, however, will lag the growth in subscriptions
Marketing activities are more focused towards location, relevance and context of the communication to the target market. Permission based marketing and community building has become much more important.
Every customer is important today and there is a need for companies to reach out via multiple channels. Measuring media effectiveness has been traditionally difficult but complementing marketing campaigns with powerful media like text messaging and SMS and Telemarketing have generated spectacular response and recall rates for campaigns.
Importance of Telecommunications:
The Government of India (Government) recognizes that provision of world class telecommunications infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information Technology industry, but also has widespread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry.
One could also witness a series of public offers flooding the market. Hutchison Essar and Idea Cellular would be planning their much-awaited public offers. Bhart Tele-Ventures is likely to go ahead with its ADS issue.
At the industry level, the decision will facilitate the inflow of much-needed capital since the telecom business is growing at more than 30% annually, especially the mobile sector which has doubled in size over the last two years. The sector needs US$20bn annually to meet the target of 250mn subscribers by 2007. The sector could also witness entry from several foreign players from Asia and Europe. Vodafone, KDDI are some of the major operators who could tap the Indian markets. The hike in FDI would also lead to competition and consolidation in the industry. Merger and Acquisitions (M&A) are likely to get a boost. This would only increase choice and lower tariffs for the consumer.
Service marketing:
Telecom being a part of Service sector, it complies with the features of service sector.In economics and marketing, a service is the non-material equivalent of a good. Service provision has been defined as an economic activity that does not result in ownership, and this is what differentiates it from providing physical goods. It is claimed to be a process that creates benefits by facilitating either a change in customers, a change in their physical possessions, or a change in their intangible assets. By supplying some level of skill, ingenuity, and experience, providers of a service participate in an economy without the restrictions of carrying stock (inventory) or the need to concern themselves with bulky raw materials. On the other hand, their investment in expertise does require marketing and upgrading in the face of competition which has equally few physical restrictions.
Key attributes:
Services can be described in terms of their main attributes.
need for storage. Because they are difficult to conceptualize, services marketing requires creative visualizations to effectively make the intangible more concrete. From the customer's point of view, this makes it difficult to evaluate or compare services prior to experiencing the service.
It is a lost economic opportunity. For example a doctor that is booked for only two
hours a day cannot later work those hours he has lost his economic opportunity. Other service examples are airplane seats (once the plane departs, those empty seats cannot be sold), and theatre seats (sales end at a certain point).
"production".
Lack of homogeneity - Services are typically modified for each client or each new situation (customised). Mass production of services is very difficult. This can be seen as a problem of inconsistent quality. Both inputs and outputs to the processes involved providing services are highly variable, as are the relationships between these processes, making it difficult to maintain consistent quality.
Labour intensity - Services usually involve considerable human activity, rather than precisely determined process. Human resource management is important. The human factor is often the key success factor in service industries. It is difficult to achieve economies of scale or gain dominant market share.
Demand fluctuations - It is very difficult to estimate demand. Demand can vary by season, time of day, business cycle, etc.
When one markets a service business, she or he must keep in mind that reputation, value, delivery of service and follow-through are keys to a successful venture.
CHAPTER III:
Company Profile
Company Profile Background of Bharti televentures Airtel the Brand name with a
Postpaid
COMPANY PROFILE
As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer. - Sunil Bharti Mittal (Chairman and Group Managing Director) Bharti Tele-Ventures Limited, a part of Bharti Enterprises, is India's leading provider of Telecommunications services. The businesses at Bharti Tele-Ventures have been structured into two main strategic business groups - the Mobility Leaders business group and the infotel Leaders business group. The Mobility business group provides GSM mobile services cross India in twenty-three telecom circles, while the Infotel business group provides broadband & telephone services, long distance services and enterprise services. All these services are provided under the Airtel brand. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. It has many joint ventures with world leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance.
ABOUT AIRTEL:
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom circles of the country. It has over 11 million satisfied customers.
The First and Only Telecom Operator to have an all India Presence:
Bharti created history by becoming first and only telecom operator to have an all India mobile footprint across 23 circles. Airtel today connects India from the Indus to the Indian Ocean and from Sabarmati to the Brahmaputra on a network of more than 10,000 base stations with cumulative investments of more than Rs. 16,000 crores. Airtel today provides seamless roaming spanning 228 networks in 128 countries and more than 3000 towns across all the 23 telecom circles in India. The company today has an aggregate of 12.70 million customers as of end of May 05, consisting of approximately 11.8 million mobile customers
Airtel the fastest growing mobile service provider in the Maharashtra & Goa circle:
Airtel Maharashtra & Goa achieved a significant landmark of achieving the highest share of net subscriber additions with 23.8% (Source COAI & AUSPI), in the wireless markets in the FY 0405. More subscribers chose Airtel as compared to any other cellular service in the year FY04-05.
VISION:
Seek out the best technology in the world and put it at the service of our user: our customer. ultimate
MISSION:
To meet global standards for telecom services that delight customers through: Customer Service Focus Empowered Employees Innovative Services Cost Efficiency
OBJECTIVES:
To be the LEADER in Customer service by 2006. To be the LEADER in Telecom revenue by 2010. To be amongst the top 10 brands in India by 2008. To be among the top ten best employers by 2006. To continue to be amongst the top ten companies in Market capitalization.
BRAND:
Airtel & Visual Identity:
For a brand to be successful, it must build enduring relationships with its different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it.
The Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.
No Rentals:
Buy an Airtel prepaid card without having to pay any rentals!
No deposits:
Your Airtel prepaid card comes without you having to pay heafty deposits!
60-second pulse:
Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before!
Instant Recharge:
Avail of instant recharge on your Airtel prepaid card with just a few simple steps!
With Airtels Short Messaging Service (SMS), send messages and jokes to your friends and colleagues, anytime anywhere!
POST PAID:
Experience complete freedom:
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and feelings. To give you the unlimited freedom to reach out to your special people in your special way. As an Airtel Post-paid customer you can enjoy the following facilities -
Easy Billing:
Now enjoy the luxury of viewing details of your last 3 billing cycles and the convenience of paying your Airtel bill online! Experience complete freedom with Airtel!
Caller Identification:
Call Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book. Voice Mail: Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 15 messages, with each message of oneminute duration.
STD/ISD Facility:
Now experience complete freedom like never before with Airtel! STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone!
200-500 KM
Rs.2.49/minute Rs.2.49/minute (to Rs.2.99/minute (to Mumbai) Mumbai)Rs.2.99/minute Rs.2.99/minute Rs.2.49/minute Rs.2.49/minute (to Rs.2.99/minute (to Mumbai) Mumbai)Rs.2.99/minute Rs.2.99/minute
500+ KM
ISD America, Europe, Asia, Oceania & Rs.14.24/minute SAARC countries Gulf countries & Africa Remaining countries Rs.17.24/minute Rs.40/minute(Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu, Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island)
SMS Local National International VAS Rs.1/msg Rs.2/msg Rs.5/msg VAS SMS - Rs.3/message (inclusive Airtel Services) VAS 646, Voice Portal-Rs.6/min
200-500 KM
to Rs.2.65
500+ KM
to Rs.2.65
SAARC countries Gulf countries & Africa Remaining countries Rs.17.24 Rs.40.00 (Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu, Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island)
SMS Local National International VAS Rs.1 Rs.2 Rs.5 VAS SMS - Rs.3/message (inclusive Airtel Services) VAS 646, Voice Portal-Rs.6/min
200-500 KM
to Rs.2.65
500+ KM
to Rs.2.65
Gulf countries & Africa Remaining countries SMS Local National International VAS
Rs.17.24 Rs.40
(Airtel to Airtel .50 paise) (Airtel to Other Rs.1) Rs.2 Rs.5 VAS SMS (incl Airtel Services) Rs. 3 / message VAS 646 Voice Portal Rs. 6 / minute
200-500 KM
to Rs.2.65
ISD America, Europe, Asia, Oceania & Rs.14.24 SAARC countries Gulf countries & Africa Remaining countries SMS Local National International VAS (Airtel to Airtel - .50 paise) (Airtel to others) Re.1 Rs.2 Rs.5 VAS SMS (incl Airtel Services) Rs. 3 / message VAS 646 Voice Portal Rs. 6 / minute Rs.17.24 Rs.40
200-500 KM
500+ KM
Rs.2.65 ISD America, Europe, Asia, Oceania & Rs.14.24 SAARC countries Gulf countries & Africa Remaining countries SMS Local National International Rs.17.24 Rs.40
Rs.2.65
neutral and customer focused. The Company has a blue-chip client list. And the largest enterprises in India are our customers.
Airtel adds another first becomes the first private sector mobile service to launch operations in J&K:
Airtel, Indias leading mobile service today added another first to its list. The company today became the first private sector mobile service to launch its operations in J&K the state. To expand its mobile services in the state, Airtel has earmarked an investment of Rs. 125 crores during the current fiscal. The company is also responsible for generating direct employment for over 200 people and further provided indirect employment to another 1000. Airtel is the subcontinents best* and the largest GSM mobile service in the country, with close to 9 million customers. With the launch in the J&K circle, Airtels national footprint now extends to 19 telecom circles.
Airtel Becomes The First GSM Operator In The Country To Cross The 10 Million-Customer Milestones:
Airtel, Indias leading mobile service today created history by becoming the first GSM operator in India to cross the coveted 10 million-customer mark. To celebrate the milestone, Airtel announced the launch of its mobile services in Bihar. In-addition, company would also launch its services in Jharkhand within a small period. The launch in the twin states would mark the expansion of Airtel mobile services footprint in 21 out of the 23-telecom circles in the country. Taking the momentum forward, Airtel is also gearing up to launch its mobile services in Assam and North East by the end of this current fiscal. The company is thus all set to acquire an All India footprint.
Tele Marketing Customer Satisfaction & Complaint Handling Product Information / Promotion / Launching Market Survey
TELEMARKETING:
Telemarketing is a form of direct marketing where a salesperson uses the telephone to solicit prospective customers to sell products or services. The prospective customers are identified and qualified by various means, including past purchase histories, previous requests for information, credit limit, competition entry forms or application forms. Names may also be purchased from another company's customer database, or obtained from a telephone directory or some other public list or forum. The qualification process is intended to find those prospective customers most likely to purchase the product or service being sold or advertised. Charitable organizations, alumni associations and political parties often use telemarketing to solicit donations.
Market survey companies often use telemarketing techniques to survey prospective or past customers of a client business to assess market acceptance or satisfaction with a particular product, service, brand or company. Public opinion polls are conducted in a similar manner. Telemarketing techniques can also be applied to other forms of electronic marketing using email or fax messages. . Here the targets are the already existing customers. Aim here is to provide some value added services to the customers and build long-term relations rather than immediate sales. So the objective of telemarketing is to build long-term positive relation and increase customer loyalty. The emphasis was given on polite and friendly talk with the customers and to inform about the new schemes that were introduced by Airtel. We dealt with the promotion o0f three schemes offered by Airtel
ADD-ON-CARD scheme for 30 paise intercalling. ADD-ON-CARD scheme for 50 paise intercalling. Enquiring about the reception of welcome call, postpaid bill and bill payments clearance. ADD-ON-CARD scheme: This was the scheme introduced by Airtel for its existing postpaid customers. Wherein an additional Postpaid card was offered and an inter calling facility was provided I.e. if the customer makes a call from his existing number to this new number then it would be charged only 30 Paise/50 Paise per minute as per the group selected by Airtel.
30 Paise intercalling:
Here Airtel selected few loyal customers to offer ADD-ON-CARD and these customers were informed through a letter about their selection for this offer. They were required to submit few documents such as photo and photo ID. Here around 1200 customers were contacted. The customer was asked to visit the showroom and if he is unable to visit then the Airtel executives were send to their place to collect the documents. Similarly for 50 Paise ADD-ON-CARD scheme here the customers those were selected were the customers who had taken the card recently and these customers were informed through telecalling. Here 2500 customers were contacted and informed. The progress of the calls made, till date has been summarized in the following table: S.NO. 1 2 3 4 5 6 7 Period 6th June-10th June 13th June-17th June 20th June-24th June 27th June-1st July 4th July- 8th July 11th July-15th July 18th July- 22nd July Number of calls 268 272 265 264 271 338 345 Attended by customer 207 212 221 214 213 267 272 Switch off 38 31 28 23 27 29 35 Does not exist 23 29 16 27 31 42 38 51 58 62 56 54 63 71 Interested Not interested 156 154 159 158 159 204 201
367 2390
294 1900
36 247
37 243
77 492
217 1408
ADD-ON-CARD
Total number of calls
Number of calls Attended by customer Switch off Does not exist Interested Not interested
2390 1900
1408
Billing cycle:
This is the facility provided for Airtels post paid customers tp pay their bills. There are basically 4 billing cycles. Each cycle is further divided into 4 sections as bill date, due date, Barring date, and Suspension date.
Bill date:
This is the date before which the customer monthly bill is generated.
Due date:
This is the date before which the customer has to clear his bills, atleast 80% of it in order to continue getting the service.
Barring date:
This is the date on which if the customers bill payment amount has crossed the credit limit and if the customer is unable to pay 80% of the billing amount, his outgoing calls are barred.
Suspension date:
This is barring of all incoming and outgoing calls in case the customer does not pay his bill after the barring of his outgoing call. The following table explains, if the customer takes a post paid connection between 6th - 15th of any month then his bill generation date is on 27th of next month, the due date will be after a gap of 15 days i.e. 12th of next month, barring date will be after a gap of 8 days i.e. on 20th of the same month and Suspension will be after a gap of 6 days i.e. on 26th of the same month. similarly the same pattern is followed as shown below. Date of connection (Monthly) 6th 15th 16th 20th 21st 25th 26th 5th Bill date 27th 6th 21st 18th Due date 12th 21st 6th 3rd Barring date 20th 29th 14th 11th Suspension date 26th 5th 20th 17th s
welcome call/br/bc
800 700 600 500 400 300 200 100 0 no yes number of customers
136
82
97 no yes
544
598
583
wc 136 544
br 82 598
bc 97 583
Interpretation:
Out of 1060 calls made 544 customers received the welcome call and 136 did not.598 customers received the bill and 82 did not.583 customers cleared the bill and 87 customers did not.
na os np nr so dne bpe
21 9 12 34 53 263 586
Interpretation:
Out of 1060 calls made, Bill plan was explained (BPE) to 586 customers,263 numbers did not exist(DNE), 53 were Switch off(SO), 34 were Not reachable(NR), 12 had Network problem(NP), 9 were Out of service(OS), 21 calls were Not answered(NA) CUSTOMER SATISFACTION & COMPLAINT HANDLING: Interacted with the customers at the companys Show room to give them better service. Also recorded the various complaints and try to solve their problems about the product. The following table shows the different types of complaints we had handled and also the respective solutions for them.
S.NO 1 2
Solutions Can collect bill statement from Show room / Internet a) Reverification
document b) Collection of documents c) Bill should be paid Replacement of SIM CARD Code number will be given from
3 4 5
SIM
Show room i.e. from system Credit limit crossed/Bill Payment of minimum 80% of not paid total outstanding Bill.
MARKET SURVEY:
Conducted a survey on a sample selected from the entire population of corporate sector. Visited various corporate offices and filled up the Questionnaire. Also explained them about the new
schemes of Airtel. The main aim of survey was to promote the Airtels CUG (Close User Group) Plan. Also to find the Market share of Airtel in the corporate sector in Pune. In the duration of the 5 weeks, 100 corporate offices were visited and the data was collected.
Tata Indicom
Reliance
Corporate visited
BSNL
BPL
Idea
Satisfied
Coverage
Reliance
Billing
BSNL
Airtel
Perio
of
Tata Indicom
Number
Fixed / LL
Mobile
Not satisfied
6th June10th June 13th June17th June 20th June24th June 27th June30th June 3rd July7th July 16th June24th June 60 71 23 33 30 45 62 59 26 46 89 8 12 11 20 15 4 6 4 9 13 13 4 7 17 1 2 2 20 17 5 6 7 8 11 11 5 8 19 2 3 4 20 18 4 8 8 9 12 14 6 9 18 1 2 2 20 15 4 6 5 9 14 10 7 12 18 2 2 1 20 16 6 7 6 10 12 11 4 10 17 2 3 2
FIXED/LANDLINE IN CORPORATES
80 70 Number of subscribers 60 50 40 30 20 10 0 1 Players 23 33 BSNL Reliance Tata Indicom 71
59
46
26
BSNL
BPL
Tata Indicom
11
Coverage
12
Billing
6
Num r of cust e be om rs
10
12
PRODUCT LAUNCH:
Product Launch Definition
Once a product is developed, effectively product launch becomes the critical step to its success. The Product Launch Process must address all the steps necessary to start volume production, plan and execute marketing activities, develop needed documentation, train sales and support personnel (internal and external), fill channels, and prepare to install and support the product. Scenario A company has just developed a new, or improved product or service and needs to inform the press, their sales staff, their employees and their sales channel. Challenge The Company has a complex communication challenge in that each target audience requires the information be highlighted in a specialized manner. While the press will want to know what is new, the sales staff will need to know how the product is position and how to sell the product and the end user needs to know why he should purchase the product. To optimally serve all groups, the company needs to plan multiple communications.
Product Details:
AZADI TO RECHARGE FOR ANY VALUE: Introducing Airtel Easy Charge - India's first flexi-value anytime, anywhere recharge. Now recharge only as much as you need. Starting only Rs.50.
AZADI TO RECHARGE ANYTIME: now recharge anytime. So no matter what time of day or night, no matter if the shops are closed, you never run out of talk time. AZADI TO RECHARGE FOR ANYWHERE: Now recharge while roaming anywhere across the country with India's only National Recharge Coupon. Available in different denominations. AZADI TO STAY MOBILE WITH Rs.50: Break free from the shackles of recharges coupons of higher denominations. Now for the first time, stay mobile for as low as Rs.50!
18 states, 800 million people. Only India's leading mobile service offers you the truly 'freedompacked' Prepaid!
Airtel live
The hip and happening sphere of the Internet is now on your cell phone with Airtel Live! Portal! It gives you the world as you zip by, breaks every boundary and makes virtually everything possible. Airtel Live! Portal offers you access to a range of personalized services like email, contacts, greetings, and games as well as access to a host of information services and lots more. In essence, Airtel Live! is the exciting new way to live, innovate and stay ahead. Making life just the way you want it to be.... "WITH IT". Mobile communications and the Internet are now very much a part of our lives and the WAP service is the first step towards the convergence of these two technologies. Airtel Live! Portal is not only about WAP; it is about the endless possibilities of wireless technology in the future. Airtel Live! Portal will make networking easier, enhance lifestyles and equip you to touch the good life of today and tomorrow!
EASE OF USE: This service is menu driven; you are not required to remember special codes and numbers
CONVENIENT: You can query for information or perform a transaction practically anywhere and anytime. A WAP phone is all you need to search for the latest news and information from around the world, you'll be able to buy travel or movie tickets, rent a car, play games and check your bank account wherever you are. Airtel Live! Portal enables fast and easy delivery of information to users on the move so that you can always stay in touch and be informed.
INTERACTIVE: Airtel Live! Portal allows customers to access online information from the Internet at anytime of the day or night.
64k SIM
With the Airtel Friendz Prepaid you get the most powerful SIM this country - the 64k SIM. It comes with an enhanced memory space to allow you to save all the information you could ever need. You can now store up to 250 phone numbers on this SIM.
Phone-to-Phone Recharge
Airtel presents Phone-to-Phone Recharge with the Airtel Friendz Prepaid. Now you can transfer recharge to all your Airtel friends anytime and from anywhere. You can transfer recharge for any value starting from Rs.60. And it's really very simple to do. All you need is to get a P2P account and you are ready to start transferring recharge. Friendz Chat Imagine being able to talk to your friends at rates that are way below what you normally pay! This pocket friendly service with the Airtel Friendz Prepaid allows you to form your own group and talk to each other at discounted rates. So the next time you want to have a long talk with your friends, get dialing without worrying about hefty phone bills. Just remember that a group can consist of minimum 3 and maximum of 5 persons only. Just dial *110# to create your group and start talking.
Visual Guides:
Creating your own group Joining a group Breaking away from a group Getting your group password Identifying your group members
You can belong to only one group at any point of time. The group members need to have local Airtel numbers to be able to form a group A group can be made with a minimum number of 3 members and a maximum of 5 members.
The group is created by the holder of the Friendz Prepaid connection & other members can have any other Airtel Prepaid connection
If the group size falls below the minimum number of members, the group will dissolve. Group members need to remain active at all times. This means that your account validity period should not have exceeded the permissible grace period.
A one-time group activation charge of Rs. 25* is deducted from the person who starts the group.
Friendz Text:
Get SMSing without paying a bomb! Your Airtel Friendz Prepaid gives you an amazing feature Group messaging. You can now create a private group for you and your friends. Then you can communicate with all your friends by sending a single message. Use it to make plans, share news, or just gossip. Reach up to fifteen contacts through just one message Enjoy huge savings on SMS bills Make as many groups as you want
Happy Hours Nights are the time to party, to catch up with friends and generally have a good time, away from the day's grind. At Airtel we understand your need to stay up late and gossip with your friends. And with the Airtel Friendz Prepaid you get the perfect opportunity to do just that! Now between 3 p.m. to 5p.m. and 10pm to 8am you can call any of your Airtel friends and talk with them at Discounted rates of 50 paise/min.
1. And Airtel Friendz you can recharge your P2P acc Airtel One One@1 Standard 2
Budget Pack ensure your friends are never left in the lurch. Just remember that
Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at our retail outlets including 24-hour outlets.
Airtel One@1
Price of Pack, Rs.99 Free Airtime on Pack, Nil Incoming Calls (Rs.), FREE , To Airtel, To GSM/WLL, To Fixed Line LOCAL RATES, Rs.1, Rs.1, Rs.1 STD RATES 50 - 200 KM, Rs.1 (Mumbai) - Rs.2 (Any other location), Rs.1, Rs.2.65 200 - 500 KM, Rs.1 (Mumbai) - Rs.2 (Any other location), Rs.1, Rs.2.65 500+ KM, Rs.1 (Mumbai) - Rs.2 (Any other location), Rs.1, Rs.2.65 ISD America, Europe, Asia, Oceania & SAARC countries (Rs.), Rs.15.24 Gulf countries & Africa (Rs.), Rs.18.24 Other countries (Rs.), Rs.40 (Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu, Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island) SMS Local, Rs.1 National, Rs.2 International, Rs.5 Value Added Services (Rs.), Rs.3 & Rs.6 depending on the service availed. Please Note: The above plan is a promotional offer available till 15th June,05. The subsidized rate of Re 1 for all A2M calls (local+STD) is only on offer upto 15th June 2005. These subsidized rates are valid till The card should be 31-Aug-05. recharged once it is purchased.
Airtel Maharashtra & Goa customers can now avail local dialling facility for calls made to mobile phones of Mumbai. However any calls made to MTNL and all fixed lines will be treated as STD calls. For eg: An Airtel Maharashtra & Goa mobile subscriber making a call to Airtel Mumbai or other GSM/CDMA players (except MTNL and any other fixed line) in Mumbai will be treated as a local call. Airtel One Standard
Pulse Rate, 60 sec Price of Pack, Rs.99 Free Airtime on Pack, Nil Incoming Calls (Rs.), Free , To Airtel, To GSM/WLL, To Fixed Line LOCAL RATES, Rs.1, Rs.2, Rs.2 STD RATES 50 - 200 KM, (Rs 2 for Mumbai) & Rs.3.15, (Rs 2 for Mumbai) & Rs.3.15 , Rs.3.15 200 - 500 KM, (Rs 2 for Mumbai) & Rs.3.15, (Rs 2 for Mumbai) & Rs.3.15, Rs.3.15 500+ KM, (Rs 2 for Mumbai) & Rs.3.15, (Rs 2 for Mumbai) & Rs.3.15, Rs.3.15 ISD America, Europe, Asia, Oceania & SAARC countries (Rs.), Rs.15.24 Gulf countries & Africa (Rs.), Rs.18.24 Other countries (Rs.), Rs.40 (Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu, Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island) SMS Local, Rs.1 National, Rs.2 International, Rs.5 Value Added Services (Rs.), Rs.3 & Rs. 6 Depending on the services availed. Please The card should be Note: recharged once purchased.
Airtel Maharashtra & Goa customers can now avail local dialling facility for calls made to mobile phones of Mumbai. However any calls made to MTNL and all fixed lines will be treated as STD calls. For eg: An Airtel Maharashtra & Goa mobile subscriber making a call to Airtel Mumbai or other GSM/CDMA players (except MTNL and any other fixed line) in Mumbai will be treated as a local call. Friendz 2 Pulse Rate, 60 seconds Price of Pack, Rs.199 Free Airtime on Pack, Nil
Incoming Calls (Rs.), Free , To Airtel, To GSM/WLL, To Fixed Line LOCAL RATES, Re. 1 (8am to 3p.m & 5pm to 10pm) & happy hours.10 paise (3pm-5pm, 10pm-8am), Re.1, Rs.2.49 STD RATES 50 - 200 KM, Re.1 (8am to 3p.m & 5pm to 10pm) & .10 paise (3pm to 5pm & 10pm to 8am) , Re. 1 to Mumbai & Rs.3.65 to others, Rs.2.65 to Mumbai & Rs.3.65 to others 200 - 500 KM, Re.1 (8am to 3p.m & 5pm to 10pm) & .10 paise (3pm to 5pm & 10pm to 8am) , Re. 1 to Mumbai & Rs.3.65 to others , Rs.2.65 to Mumbai & Rs.3.65 to others 500+ KM, Re.1 (8am to 3p.m & 5pm to 10pm) & .10 paise (3pm to 5pm & 10pm to 8am) , Re. 1 to Mumbai & Rs.3.65 to others , Rs.2.65 to Mumbai & Rs.3.65 to others ISD America, Europe, Asia, Oceania & SAARC countries (Rs.), Rs.15.24 Gulf countries & Africa (Rs.), Rs.18.24 Other countries (Rs.), Rs.40 (Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu, Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island) SMS Local, Airtel to Airtel local .10 paise and to others .25 paise National, .25paise International, Rs. 5 per message Value Added Services (Rs.), Rs. 3 per message & Rs.6 based on the service availed 1 STD Time F&F number of at Rs1.50 call anywhere, for making at any phone in India group rental -Daily decrement of .50 paise which will be automatically deducted from the balance -One Charge (3-5 Rs.3per persons) member option friends a text zero -Friends chat available
-Avail of full talk time for the next 3 years on recharges of Rs.400 and above. To avail of the full talk time offer the recharges of Rs.400 and above should be done by 31st July, 05. Pls note: The Friends - 2 is a promotional offer valid till 30th September, 05, post which the subscribers of this plan will be migrated back to Friends 199 plan.
Pls note: Airtel Maharashtra & Goa customers can now avail local dialing facility for calls made
to mobile phones of Mumbai. However any calls made to MTNL and all fixed lines will be treated as STD calls. For eg: An Airtel Maharashtra & Goa mobile subscriber making a call to Airtel Mumbai or other GSM/CDMA players (except MTNL and any other fixed line) in Mumbai will be treated as a local call. Budget Pack Pulse Rate, 60 sec Price of Pack, Rs.99 Free Airtime on Pack, Nil Incoming Calls (Rs.), Free , To Airtel, To GSM/WLL, To Fixed Line LOCAL RATES, Rs.3.99, Rs.3.99, Rs.3.99 STD RATES 50 - 200 KM, Rs.3.99, Rs.3.99, Rs.3.99 200 - 500 KM, Rs.3.99, Rs.3.99, Rs.3.99 500+ KM, Rs.3.99, Rs.3.99, Rs.3.99 ISD America, Europe, Asia, Oceania & SAARC countries (Rs.), Rs.15.24 Gulf countries & Africa (Rs.), Rs.18.24 Other countries (Rs.), Rs.40 SMS Local, Rs.2 National, Rs.2 International, Rs.5 Value Added Services (Rs.), Rs.3 & Rs.6 depending on the service availed Pls note: The card should be recharged once purchased. Airtel Maharashtra & Goa customers can now avail local dialing facility for calls made to mobile phones of Mumbai. However any calls made to MTNL and all fixed lines will be treated as STD calls. For eg: An Airtel Maharashtra & Goa mobile subscriber making a call to Airtel Mumbai or other GSM/CDMA players (except MTNL and any other fixed line) in Mumbai will be treated as a local call. ly the Airtel outlet from where you bought
COMPARATIVE ANALYSIS:
Comparative analysis:
Players Airtel Activation 500 Security deposit 500 BSNL 200 1000 Idea 599 500 Tata Indicom 99 0 BPL 100 500
599 500
500
99
100 BPL
Tata Indicom
Interpretation: The graph above shows Airtel charges an Average Activation and Security Deposit comparing to the other players in the Market.
Airtel
No No No Yes No
No No No No No
Rental Clip
Airtel 99 50
IDEA 99 50
LOCAL M2M 2.49 M 2 other 2.49 M 2 Landline2.49 SMS 1 STD M2M 2.99 M 2 other 2.99 M 2 Landline2.99 SMS 2
3.49
3.49
4
2.99 2.99 2.99 2.99 2.99 2.99
3.5
2.49 2.49 2.49
2.49
3 2.5 2 1.5
2.2 2.2
2.2
2.4
2.2
1.49 1.49
1.5
1.5
1.5
1 0.5 0
Airtel
Idea
Reliance
Tata indicom
<=150 plan
Tata indicom 174 25
Rental Clip
IDEA 150 50
LOCAL M2M 1 M 2 other 2 M 2 Landline2 SMS 1 STD M2M 2 M 2 other 2.65 M 2 Landline2.65 SMS 2
0.99 2 2.4 1
2.2 3 3.49 1
2.2 3 3.49 1
4 3.49 3.49 2.75 2.75 2.75 3 2.6 2.6 2.6 2.4 2.2 2 0.99 1 0.3 BPL 0.3 Tata indicom 1 3.5 3 Amount in rupees 2.5 2 2 2 2 1.75 1.75 1.75 2 1.5 0.99 1 1 1 1 1 0.5 0 Airtel IDEA Reliance 1 2
2.65 2.65
2.2 2.2
<=200 plan
Airtel 175 50 BPL 200 35 Tata indicom 199+25 25
Rental Clip
LOCAL M2M 1 M 2 other 1 M 2 Landline1.2 SMS 1 STD M2M 2 M 2 other 2 M 2 Landline2.4 SMS 2
1 1 2 0.3
0.5 1 1 0.5
3 3 3 0.3
2.2
LOCAL
4 3.49 3.49 3.5 2.65 2.65 2.65 2.65 2.65 3 Amount in rupees 2.5 2 2 2 2 2 2 1.5 0.99 0.99 1 1 1 1 1 1 1 0.5 0 Airtel IDEA Reliance BPL Tata indicom 1 1.75 1.75 1.75
2.2 2.2
2.2
2.4 2
2.2
M2 Landline SMS
>200 to <300
Airtel Rental Clip 299 50 BSNL 225 0 IDEA 250 50 Tata Reliance indicom 299+25 240 25 50
LOCAL M2M 0.5 M 2 other 1.69 M 2 Landline1.69 SMS 1 s STD M2M 2 M 2 other 2.65 M 2 Landline2.65 SMS 2
2 2.4 2.4 1
2.4 2.4
2.5
LOCAL M2 M 2
1.69 1.69
M 2 other 1.5 1.5 M 2 Landline SMS 1.2 1.2 1.2 1.2 1.2 0.8 STD M2 M 0.5 M 2 other M 2 Landline SMS
1 0.5
0.9
0.5
0.5
0.5
>300<500
BSNL IDEA 225+100 400 0 50 Tata Reliance indicom 399 399+25 25 25
Rental Clip
LOCAL M2M 1.5 M 2 other 1.5 M 2 Landline2.1 SMS 0.5 STD M2M 1.8 M 2 other 2.4 M 2 Landline2.4 SMS 1
0.4 1 1 0.5
0.4 1 1 0.5
2 2 2 2
1 1 1 0.5
1 1 2.65 1
0.5
0.5
2.65
3 2.5
2.1 2.4 2.4
Amount in rupees
1.5 1
1.5 1.5
1.8
2 2 2 2
0.75 1
1 1
1 1 1
1 1
1 1
0.4
0.5 0
BSNL
IDEA
Reliance
Rental Clip
Airtel 599 50
BSNL 525 0
LOCAL M2M 0.5 M 2 other 1.19 M 2 Landline 1.19 SMS 1 STD M2M 2 M 2 other 2.65 M 2 Landline 2.65 SMS 2
0.5 1 1 0.5
1 2 2 0.3
2 2 2 0.5
2 2.65 2.65 1
3 3 3 0.5
0.4
Tata indicom
0.5
0.5
0.5
0.5
0.5
0.5
3.5 3 2.5 Amount in rupees 2 1.5 1 0.5 0 Airtel BSNL Reliance Tata indicom BPL
Interpretation:
The graphs show that Airtel has post paid tariff plans in all the budget ranges unlike others in order to cater to the needs of different market segments right from Rs99 to Rs799.The charges for Local and STD are affordable and compatible with the large population of the Indian middle class families, comparing with the other market players. The focus of Airtel is always customer oriented to provide the best service and allowing the customers to pay less and get more. Thats why Airtel has become the Market Leader.
PLANS 150 nokia 150 Sony 175 plan 299 plan 599 plan
Jan 140 0 0 0 0
Feb 172 0 0 0 4
Mar 127 0 0 0 3
May 65 15 102 0 0
June 24 59 60 13 2
of
799 plan 0 99 plan 387 149 plan 0 150 plan 51 99 motorola47 150 Nokia 25
0 403 0 52 0 0
0 208 0 152 0 0
0 68 0 117 0 0
0 75 0 57 0 0
6 62 198 67 0 0
Number of customers
Number of customers
1400 1200 1000 800 600 400 200 0 150 Sony 175 plan 599 plan 99 plan 150 plan 299 plan 799 plan 149 plan 150 nokia 99 motorola 150 bundle 74 294 13 10 6 198 47 25 636 496 1203
Interpretation:
The graph above is the graphical representation of number of customers opting different plans, from a sample size of 7 months, from Jan to June. It clearly shows, 99 plan is the most proffered one, total of 1203 customers opting it, next is the 150 Nokia plan with 636 customers opting it, this is similar to 150 plan, but if the customer owns a Nokia handsets then, a talk time of Rs 50 & 100 SMS free every month for a period of 18 months is given. Followed by 150 plan & 496 customers going for it, 294 for 175 plan, 198 for149 plan, 74 for 150 Sony, 47 for 99 Motorola plan, 25 for 150 bundle Nokia offer, 13 for 299 plan, 10 for 599 plan & 6 customers going for 799 plan. PLANS 150 nokia 150 Sony 175 plan 299 plan 599 plan 799 plan 99 plan July 24 59 60 13 2 6 62
149 plan 198 150 plan 67 99 Motorola 0 150 bundle Nokia offer0
250
Number of customers
198
200
150
100
59
50
60
62
67
24
13
150 Sony
175 plan
299 plan
599 plan
799 plan
99 plan
149 plan
150 nokia
150 plan
99 motorola
The graph shows the number of customers opting different plans in the month of July, when recently the 149 plan was introduced, with tariff of local & STD, mobile to mobile, Mobile to other mobile at only rupee 1 & to landline local & STD at rupees 1.99. Only.
Telecom statistics:
April-05 May-05 Total subscribers 100.15mn 102.5mn Tele-density 9.26 9.46 Fixed line 46.50mn 47.11mn Additions during the month 0.59mn .61mn Mobile 53.65mn 53.38mn Total additions during the month 1.44mn 1.7mn GSM additions 1.09mn 1.225mn June-05 105.08mn 9.7 47.7mn .59mn 57.38mn 1.98mn 1.57mn
Idea 10%
Reliance 21%
growing by 7.22% in June. Bharti, BSNL, Aircel and IDEA also recorded a mom growth of over 3.5%. Bharti maintained its leadership position with 27.3% of the market share, and contributed 28% to the total GSM additions for the month. Bharti witnessed the highest subscriber base addition ever of 4,51,374 in the month of June.
GSM subscribers
Group Company Subscribers as of May'05 Additions In June Subscribers as of June'05 (%)Growth
Bharti 11,804,910 BSNL 9,877,989 Hutch 8,188,073 IDEA 5,363,988 BPL 2,594,374 Spice 1,465,340 Aircel 1,786,091 Reliance 1,227,899 MTNL 1,038,042 Total 43,346,706
12,256,284 10,230,029 8,440,787 5,552,347 2,629,251 1,473,350 1,862,044 135,033 1,362,932 11.00 74,938 1,112,980 1,573,298 44,920,004
Bharti 28%
Hutch 19%
BSNL 23%
not adjust their business model will miss tremendous opportunities, or even worse, lose their position in the market. Telecommunications firms face a host of challenges, from changing regulations, to financial pressures, to changing customer needs, to industry restructuring and consolidation -- and the list goes on. But these challenges also represent opportunities for those companies who realize that in order to grow, they must move beyond merely providing new products and services, and participate in redefining the market. A clear vision and the resolve and resources to execute strategies will distinguish industry leaders from industry laggards
SUMMARY
In the telecom market of the future, a key source of service provider competitive advantage will be business agility and flexibility through cost structure optimization. To achieve this, today's telecom executives are challenged not only to develop a more comprehensive and enterprise wide approach to business transformation, but also to finance a series of cost optimization initiatives that will achieve the overall transformation goals of the corporation. In support of these objectives, IBM has developed a comprehensive telecom industry offering that links these cost optimization initiatives to business processes and outcomes. By taking advantage of IBM's solution and approach, telecom executives can embark on a self-funding, technology-fueled cost transformation that has the potential to lead to quantifiable business benefits. Over the last decade, the telecommunications sector in India has undergone a fundamental transformation from being a state of monopoly to one of competition. Though the sector has witnessed tremendous growth in terms of overall subscriber base, the urbanrural disparity in teledensity has been widening at an increased rate in the liberalized era. While it is perceived that there is sufficient competition in urban areas, telecommunication networks are not being expanded into the rural areas, where thousands of villages are yet to be connected with basic Telephony. Airtel with its strong Brand image has identified this untapped Market potential bit earlier then any other s in Telecom sector. It has spread its wings into rural parts of India with its
Network towers in many remote places in India and providing its services to its customers and has become the major player to connect the rural parts of India. Therefore Airtels innovative and cost effective technological solutions in providing basic and advanced services and communications has played an important role in making it the undisputed leader in Telecom industry from India.
Telecommunications
Following that solid record of success in financial services, the next Six Sigma revolution is likely to take place in the telecommunications industry. Both the telecommunications equipment and services sectors have been badly battered in recent years. Total spending on equipment fell by about 15 percent in 2001 and another 20 percent in 2002. Long-haul optical networks now operate at less than half their capacity. The mobile communications segment is also changing as exhaustively hyped mobile data services and third-generation wireless technology arrive. During the late 1990s, the telecommunications services sector held fast to the motto, Build it and they will come. After the Telecommunications Act of 1996 passed, the telecom sector rode the high-tech current of an economic expansion that, in retrospect, appears to have been built on blind faith. During the five years following the 1996 legislation, the telecom industry received $1.3 trillion from investors and has since lost more than $1 trillion in market value.
For telecommunications equipment and services, short- and long-term success depends on excelling in operational focus, financial discipline and opportunistic growth. Six Sigma can help with all three.
center data, focus groups, promotional campaigns--whatever means allow the voice of the customer to be heard clearly. At the same time, you must understand the key business issues for your company and align the voice of the customer with them. 2. Translate customer requirements into measurable characteristics of your processes. Once you understand customer requirements, you must fulfill them by measuring your processes effectiveness and efficiency. Effectiveness means addressing the problem of defects that your processes produce; efficiency means addressing the time and money that the processes consume in meeting customer needs. A high rate of defects, and time and money wasted in nonvalue-added activities, increases your cost-per-transaction. The formula for translating customer requirements into measurable characteristics is simple: as measured by. For example, if on-time delivery is important for your customer, the metric would typically be on-time delivery as measured by the time from the promised date to the date of actual fulfillment. 3. Quantify the effect of gaps in your processes in terms of the cost of poor quality. For example, a mortgage lender whose customers want fast action on their applications might find that the process includes a high number of abandoned calls by customers or long delays in producing quotes, causing a drop in prospects and numerous inaccurate credit reports. The Six Sigma methodology includes powerful tools for analyzing each of those gaps and quantifying the related cost of poor quality. 4. Prioritize improvement projects. Once you clearly understand what each process gap costs, you can prioritize improvement efforts according to whats most critical to your company (e.g., customer service, time, money, perceived value or other criteria). Because improvement in any organization proceeds project by project, you must ensure that youre investing your effort in the right projects in the right order. Above all, you must continue to look at your business through your customers eyes. Its possible--but pointless--to redesign your internal processes and never address your customers real needs. However, dont remake your processes with only the customer in mind. You must also address your stakeholders concerns and ensure that your customerpleasing processes also meet the critical needs of your business. Six Sigma provides a means for keeping those sometimes-competing voices in perfect harmony.