To Study 3G Products & Services in Prepaid Distribution Channel

Idea Cellular Limted

Under the guidence of Ms.Swati Bhatt

Presented by Anurag kumar MBA(SEM) CDAC,NOIDA 05511809911

INTRODUCTION

About company
IDEA Cellular is a publicly listed company, having listed on BSE & NSE in March 2007. It is the 3rd largest mobile services operator in India with wireless revenue market share at 13.9 % in Q1 FY2012. Idea has join the select global operators club servicing over 100 million subscribers, as of September 2011. Idea is a pan-India integrated GSM operator and has its own NLD and ILD operations, and ISP license. Idea ranks among the Top 10 country operators in the world. Idea operates across all 22 service areas with 2G services, and 3G services are being progressively rolled out to cover over 3,000 towns by FY 2012. IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinational corporation.

Our Services Areas:

IDEA is a pan-India operator with services across 23 circles, namely Delhi (NCR), Andhra Pradesh, Mumbai, Gujarat, Madhya Pradesh and Chattisgarh, Uttar Pradesh (East), Uttar Pradesh (West), Bihar & Jharkhand, HP, Kerela, Punjab, Haryana, Karnataka, Tamil Nadu, Orissa, Chennai, Jammu & Kashmir, West Benagal & Kolkata, North East. Idea Cellular has won 3G License in 11 service areas, Maharashtra, Gujarat, Andhra Pradesh, Kerala, Punjab, Haryana, HP, Uttar Pradesh (East and West), MP and J &K.

3G
On 19 May 2010, the Idea paid 5768.59 crores for spectrum in 11 circles. On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh and Madhya Pradesh. The launch cities were Ahmedabad, Shimla and Indore. This makes Idea the sixth private operator (eighth overall) to launch its 3G services in the country following Tata Docomo, Reliance Communications, Airtel, Aircel and Vodafone. Idea currently supports up to 21.1 Mbit/s over 2G speeds of 256 kbit/s. However, different handsets support different speeds, from 384 kbit/s, 3.6 Mbit/s, 7.2 Mbit/s or 21.1 Mbit/s. Speeds also depend on the 3G plan/recharge that users opt for. The operator announced that IDEA 3G services will be available in 200 towns of 11 3G circles by mid-April 2011, progressively growing at the rate of ten towns per day to cover 750 towns by mid-2011 and 4000 towns by the end of 2012. Idea cellular has announced a cut of 70% in the tariff of its 3G services.

CIRCLE WISE OPERATOR ALLOCATION

Organization Structure

Objective of Project

To understand 3G Products & Services in Prepaid Distribution Channel in Idea Cellular Limited.

SCOPE OF STUDY
This entire project to study 3G Product & Services and to find out Major Driving Factor as well as Level of Consumer Satisfaction in IDEA Cellular Limited. To understand the Sales Process in 3G function and which activities takes place in the organization i.e. Lead Generation, Marketing Plan Communication , Cold Call, Product Demonstration, Negotiation , Closing the Sales and Services to Customer. And to Study Major driving Factor behind the Product Purchase and Level of Consumer Satisfaction against Services.

3G
3G is the third generation of mobile communication systems that allows customers to use a wide range of services at faster speeds.

DO WITH 3G
Video Calling & Conferencing Mobile Internet Live TV (a bouquet of 100 Channels , available via a downloadable application that allows you to watch Mobile TV) Video on Demand Idea Mall

Idea 3G Smartfone
On 23 November 2011 Idea Cellular launched two affordable 3G handsets in India: Idea 3G Smartphone Blade priced at 7,992 and Idea 3G Smartphone priced at 5,850. Both handsets are based on Android 2.2 Froyo. Idea has also launched a Dual-SIM Android smartphone in India on June 15, 2012 named as Idea ID-918 at a price point of Rs.5,994 ($108 approx.) It features Android v2.3 OS, 3.2-inch capacitive touchscreen, 3G, Wi-Fi and 3.2 MP rear facing camera.

Target Customer:
Idea Cellular Limited is a telecom operation based Service Provider company based on Voice and Data Services. VOICE Customer DATA Customer (2G and 3G) Data Card and 3G Handset User Blackberry Smart Phone Enterprise Business Unit (Corporate)

Products of Organization
SIM DATA CARD HANDSET FLEXI RECHARGE ( n NO. Of Flexi Recharge) PAPER COUPON RECHAGRE

IDEA 3G PRODUCT AT A GLANCE

id-918

BLADE

E5 Wi-Fi

Idea E367 NetSetter

1732 NetSetter id-280

BlackBerry Curve 8520

IDEA 3G Billing Process

0.5/10 Kb *1024 = 51.2/100 = 0.51p/Mb 1Gb = 0.51 * 1024 = Rs. 522 5p/10 KB * 1024 =512/100 =5.12 Rs./Mb 1Gb = 5.12 * 1024 = Rs. 5242.88 Default Rate 10p/10 Kb*1024 = 1024/100 = 10.24 Rs. /Mb 1Gb =10.24 * 1024 = Rs. 10485.76

IDEA 3G Prepaid Netsetter & Mobile handheld super saver 3G Products

Idea Prepiad FRC Product

The Idea Net Setter supports the following standards:

Wideband Code Division Multiple Access (WCDMA) Global System for Mobile Communications (GSM) Enhanced Data Rates for Global Evolution (EDGE) General Packet Radio Service (GPRS)

An IDEA NETSETTER,Speed

HSUPA data service of up to 5.76Mbps HSDPA data service of up to 3.6 Mbps

UMTS PS domain data service of up to 384 kbps EDGE packet data service of up to 236.8 kbps GPRS packet data service of up to 85.6 kbps

Service Data Volume

2G-GSM

GPRS

PSTN/ ISDN

3G UMTS

Speed
E-mail 5KB

9.6kbps
8 sec

50kbps
1.7 sec

64kbps
1.6 sec

128kbps
1.2 sec

384kbps
0.5 sec

2Mbps
0.5 sec

SMS with Photo 5KB (JPEG)

8 sec

1.7 sec

1.6 sec

1.2 sec

0.5 sec

0.5 sec

Web Page 20 KB

20 sec

4.5 sec

4 sec

2.4 sec

0.8 sec

0.5 sec

Document 100 KB

2 min

35 sec

25 sec

12 sec

4 sec

1 sec

3-min audio CD 2MB (MP3)

40 min

9 min

6.5 min

3 min

----

----

10s video clip 600 KB (MPEG-4)

10 min

2.5 min

1.5 min

45 sec

15 sec

MARKETING CHANNEL

In this channel first manufacture produce the simcards & datacard, and then they sent to the wholesaler as per the order. Wholesalers send to the retailers and shopkeepers and then lastly retailer sales to customer.

PULL Strategy is develop by the Idea Cellular. As Idea Cellular is very known brand and is punch line is For the People, By the People, Ek idea jo badal de aapki duniya and An Idea Can Change Your Life which is very good thats why Penetrated Market consumer know about that and they ask about Idea 3G Product & Services

DISTRIBUTION CHANNEL

Distribution Strategy for Idea Cellular:

We will use selective distribution. It involves the use of less intermediaries who are willing to carry the particular product. It can gain adequate market coverage with more control and less cost.

USSD

CUSTOMER PUK ON CARE USSD

Crack Sales Strategy

PJP ( Permanent Journey Plan) BEAT Plan Classification of Retailers
A : > 50 B : 20- 49 C : < 20

Enhanced the Reach First Mover Distibution Advantage Break Target Daily and Weekly Review Short Term Goal

DPL ( Dealer Per Lacs) Example: Let 100000 Subs : 30 Dealers ( CSS Norms : 1.25 / 1000 Pop.)
Distibutor A B C D Population Present Dealer 20000 30000 26000 24000 5 3 8 4 Additional Dealer 1 6 3 Calculation (30/100000)*20000 (30/100000)*30000 (30/100000)*26000 (30/100000)*24000

Participation during Training

Understanding Prepaid Distribution Plan Communication Scheme Communication in Idea 3G service camp SSO Expansion 3G Datacard Promotion activity Smartphone Promotion Activity Knopy Activity

2 month Total Business in distribution Channel entire Philbhit

RECHARGE 3.5 Crore RETAILER 2400 ACTIVATION 60,000 SSO 2200 SECONDARY 2400 Distributor 40

Market Visit
Pilibhit Bamroli Bisalpur Barkhera Mala Pareva Piparia Madhotanda Hatua Nadha Bilsanda Bhaden Kanja Kananka Pania Lalorikhera Tikari Majhola Ghabiya Karod Shiv Nagar Marori Madhwapur Amarta Pota Resola Piparia Santosh Amaria Puranpur Jangroli Khajuria Pachpeda Kareli Itgaon Rahencha Gajrola Jahanabad Neuria Kalinagar Bhikaripur Jarakothi Khamaria Pandari

Research Methodology
GEOGRAPHICAL AREA: The study is conducted in Philibhit/Barily Zone RESEARCH DESIGN: Descriptive research design. SAMPLE TECHNIQUE : Convenience method SAMPLE SIZE : 50 DATA USED : Primary data is collected DATA COLLECTION METHOD : Through Questionnaire

DATA ANALYSIS
Data was collected and excel sheet was maintained for all responses then from this pie charts were created to analyze the data

Customer prefer 3G Mobile Internet Service

Value Added Service Customer are using with 3G Mobile Internet Service

Customer are interested in Case of 3G Mobile Internet Service

Reason behind the purchase of 3G Mobile Internet Service:

Operator communicate all the new offer of Mobile Internet Service Data Card and Handset

Customer preferred 3G Smartphone with enabled platform

CONCLUSION
Major driving factor behind the growth of 3G product are high speed internet, plug & play, instant connectivity, unlimited plan. The customer prefers 3G services due to High Speed Download and Upload and web surfing. The customer has more focused on value Added Services like Live TV, Video Calling and mobile Internet. Most of the Customer are often interested in case of 3G Mobile Internet Services in Unlimited 3G Plan at high Speed and second priority is Superior Indoor Connectivity.

 Most of Customer receives call regarding communication of New Offer but there was also big percentage of consumer who is not getting communicated regarding new offer. So it is very essential to communicate the updated plan to retain the customer. I found that 32% Customer are still with Symbian and 28% Customer are tended toward Android Version. Idea Mobile Phone is based on Android OS. Android version has option of millions of Software can consumer download with Android Market.

PROBLEM
Most of Customer are satisfied with Idea Netsetter dongle and handheld mobile Speed , Idea Tariff Plan both 3G & 2G and available 3G Coverage in entire Pilibhit. But there was major problem of Issue resolution because of unavailability of Exclusive Service Centre for Data Product. Because Idea have tie up with Huwavi ,ZTE and Alcatel for Data Product like Datacard and Mobile . So issue is there if there is any network related fault then Prepaid Point are able to troubleshoot the problem on spot but if the problem is handset or dongle related then instant solution not available over there for the consumer . So After Sales Services and Issue Resolution are major constraint behind hampering the exponential growth in Pilibhit.WOM effect is very essential for Data Services Growth.

Limitations Of Project
Time Constraint research was carried on for short duration of 2 months. Area of study is limited 3G users in Philibhit. Response respondents were hesitating to share information

IDEA Market visibility(Barily Zone)-Pilibhit

Market 3G Promotion & Visibilty

IDEA Branding Hamara gaon Hamara Idea

3G Promotion with Demo & Speed test

3G Banners

Customer Interaction

Thank You