To Find Out The Market Potential For Data Services In Pune

OBJECTIVES OF THE STUDY

To find out the market potential for AIRTEL products. To find out the customer satisfaction level with their existing ISP. To find out the percentage of people using other companys ILL services. To identify the problems of customers who are using AIRTELS service. To know the strategies of other companies.

RATIONAL STUDY
The particular topic was chosen as my research project so as to find out the market potential of data products i.e. ILL,MPLS,VPN etc and to pass on the valuable information to Airtel so that their technical team can work on it. The various pricing strategies were also formulated to know more about the products and customer perceptions on it.

TELECOM INDUSTRY OVERVIEW

India is today one of the largest telecom markets in the world, with an addition of more than 18 million subscribers every month.

Telecom sector has continued to emerge as the prime engine of economic growth, contributing to nearly 2% of the Indian GDP.

 The industry is expected to reach a size of 344,921 Crore (US$ 68.81 billion) by 2013 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. Owing to this growth, a large number of multinational telecommunication leaders are pouring into the nation and expressing their interest to invest in the telecom industry in India.

KEY STATISTICS
Telecom Regulatory Authority of India (TRAI) has revealed that the country's mobile subscriber base has increased from 893.84 million in December 2011 to 903.73 million in January 2012.

Telecom operators added 9.88 million mobile subscribers in January 2012. Broadband subscriber base increased from 13.30 million at the end of December 2011 to 13.42 million at the end of January 2012.

STUDY
The study is done in steps stated below. Understanding the Data Products. Understanding the difference between DSL (Broadband) and Data Products i.e.Lease Line, Internet Lease Line/Port. Finding different route through which Airtel provides Internet Lease Line/Port. Differentiating the Market segment i.e. Corporate, SME and Commercial

 Collection of data: Primary data- through questionnaire and personal interview of different companies in Pune. Secondary data- through internal system & software, internet, magazines and newspaper etc. To analyze the data. Finally the conclusion and giving recommendations on the basis of research.

SAMPLING Sample Size- 196 companies.

Sample Area- Pune.

Sampling Technique- Convenience Sampling.

RESEARCH METHOD
QUANTITATIVE RESEARCH- It is about asking people for their opinions in a structured way so that one can produce hard facts and statistics for guidance. To get reliable statistics results,its important to survey people in fairly large numbers and to make sure they are a representative sample of a target my target market.

RESEARCH DESIGN Descriptive Research Design- It is a detailed study of the topic where frequencies, averages and other statistical calculations are used to understand the topic better.

 Have you ever used the ILL of the different service provider in past? Yes No.
90

80
70 60 50 40 30 20 10 0 Yes 19.3

77.1

No

If yes, then who is service provider for it?

8% 2%

19%

37%

Tata Communications Reliance Airtel BSNL Tulip Others

16%

18%

Which service provider you are going to switch for?

22%

45%

Tata Communications Reliance

11%

Airtel BSNL

22%

What kind of problems you faced?

19% 32%

Network Less Speed Irregular Servicing

Unable to contact service center

19% Installation cost is much more 12% 6% 12% Product is costlier as compared to others

MAJOR FINDINGS
It is clear from the survey done, that Airtel is facing competition from Tata i.e. of about 36%, Tulip Telecom, Reliance and BSNL in terms of Internet service and product like ILL to the corporate end user. But then the market share of Airtel is leading, 46% For Internet Lease Line, Market is dominated by TATA followed by Airtel, Reliance and BSNL follow it while very small market is captured by Tulip Telecom.

 The Bandwidth of ILL (Internet Lease Line) of 2MBPS most preferred by companies followed by 4MBPS & 1MBPS. 162 companies were satisfied with support and services provided by their Internet Service Provider (ISP). Few companies want to switch from their current service provider to other and majority want to switch to TATA Communication while other companies also preferred Airtel.

CONCLUSION
Bharti Airtel limited (Pune) mostly concentrates on the need of the large enterprises as compared to the medium as well as small enterprises. Some of the existing customers are not satisfied with their after sales services corporate offices in IT parks Pune customers.

SUGGESTIONS
There is a huge scope in the small enterprises segment Improve service after sales which is the key point for any organization Bharti Airtel Limited must need to concentrate on Customers satisfaction.

THANK YOU