Telecom Industry Experience &

Profile Summary of Jayanth K

Contents

• Career Overview
• Appendix
I have worked in various business functions during the exponential growth phase of the
Indian wireless telecom industry

Indian Mobile Subscriber Growth (’02 – ’09)

& Corresponding Industry Experience
390 mn

261 mn

8 0%
GR
CA
165 mn

99 mn

52 mn
34 mn
6 mn 13 mn

Mar 2002 Mar 2003 Mar 2004 Mar 2005 Mar 2006 Mar 2007 Mar 2008 Mar 2009

Core Network Technical

Telecom Industry Go-To-Market & Strategy
Deployment & Mobile Account
Experience Product Management Consulting
Handset Testing Mgmt

Carrier Mobile Handset OEMs Consultancy

 Working with different MNCs in various capacities across the telecom value chain

Telecom Value Chain & Key Functions Mapping Role & Period served in the Organization

Organization Designation Period

Senior
BDA Connect Present –
Management
Mobile Pvt. Ltd Nov ‘08
Consultant
VAS

Nokia India Product Oct ’08 –

Pvt. Ltd Manager Mar ‘08

Senior Product
Motorola India Mar ’08 –
Mobile Marketing
Pvt. Ltd Aug ‘05
Handsets Specialist

Kyocera India Aug ’05 –

Engineer
Pvt. Ltd Aug ‘04

Core / Radio
Network Tata
Aug ’04 –
Teleservices Senior Engineer
Apr ‘02
Pvt. Ltd

Strategy Product Management Technology

 My strategy acumen combines several elements of business & operational strategy, which
is a result of my management consulting and telecom operations experience
Developed growth strategy for increasing
the share of a Mobile VAS company in
India
Market Growth
Built a disruptive model for advertising
supported mobile telecom services

Organic/Inorganic market entry strategy

Business Strategy Market Entry
for a mobile VAS provider

Collation of industry intelligence and

providing inputs for formulation of long
term strategy
Business Intelligence
Evaluation of competitors’ strategies and
business models across various segments
Jayanth’s Strategy
Expertise

Mobile devices positioning based on

Product Positioning
consumer segmentation, device feature
Strategies
set & ASP

Manage products forecast matrix based

on the TAM analysis & Motorola’s share &
Product Portfolio & GM targets
Operational New Product
Strategy Development Identification of key product opportunities
for the Indian market supported by
business cases

Go-To-Market Mobile handsets launch & lifecycle

Planning planning
I’ve also gained significant experience in key Product Management & Go-To-Market
activities launching diverse GSM & CDMA devices in both consumer & enterprise markets

Number of Mobile Handsets Launched

Responsibilities Description
18
• Provide market voice to device R&D and
global portfolio planning teams
New Product
• Responsible for supporting features
Development
definition, product development and general
roadmap alignment
14
10 • Extend active support to the sales and
7
marketing teams during product launches
Product
• Impart product training to internal
Kyocera Motorola Nokia Marketing
customers, carrier customers, business
GSM Devices CDMA Devices
partners and FOS

• Prioritizing CRs and final software &

hardware approvals
Share of Mobile Device Type Launched Program
• Extend technical, administrative and
Management
Mass Market Devices logistics support to pre and post sales
25% Smartphones teams for the India GSM & CDMA products
9%
• Conceptualized and spearheaded the
development of competitive analysis matrix
Multimedia Devices Competitive for Motorola, India
Feature Phones 17% Analysis • Use market visits and third party sources for
23%
sourcing and maintaining competitive
intelligence

Stylish Devices
N = 49 26%
Deploying the HLR & CDMA Mobile Handset Testing during the initial part of the career has
helped me gain functional knowledge of both Radio and Core network elements

CDMA Cellular Network Architecture

Radio Network Core Network

Responsibilities Description

• Conducting the lab and field test of CDMA

PSTN mobiles and FWTs of different makes as per
the standards
• Mobile handsets testing conducted in System
MS Mobile Handset
BTS Determination, Call Processing, SMS & Data
PLMN Testing
IN/Billing • Perform minimum performance standard tests
on mobile stations in conformance with IS-98D
• Performing CDG stage 3 testing for CDMA
2000 mobile handsets and FWTs
BTS
BSC, PCF MSC/VLR HLR/AuC • Deployment and maintenance of Ericsson
MS CDMA HLR/AuC across TTSL network &
integration of Lucent, Ericsson & Motorola
PDSN & SMSC MSCs
AAA • Troubleshooting network related issues
HLR including Registration, Roaming, C-Number
Implementation Analysis and Location Update
MMSC & Maintenance
Internet • Configuration of WIN profiles, LIA Ids, OCA
tables, Procedure Codes and MDN/MIN ranges
on the HLR
• Implemented A-Key and supported 10-digit
Hands-on experience numbering plan migration across TTSL network
 An ardent believer in experiential learning, I’ve maintained a steep learning curve of telecom
industry, its businesses & practices through experience during various business cycles

Telecom Industry Learning Curve Functional Role Key Learning's

• Strategic framework development

Strategy Strategy
• Demand and supply side analysis
Consulting Consulting
Product • Market projections and modeling
Management & Go-
• Product launch and lifecycle planning
To-Market
• Retail distribution network functioning
Product
• Consumer marketing & its myriad elements
Management &
Go-To-Market • Importance of consumer segmentation
• Integration of VAS services to strengthen
the product proposition
• Nuances of catering to enterprise
Technical customers
Account Mgmt Technical
Account • Client negotiation maneuvers
Management • Product development cycle
• Feature set prioritization
Active contribution to
the growth of • Core and Radio network elements functions
Core N/w & organization and the Core Network & • Different call flow scenarios
Mobile industry Mobile Testing • CDMA air interface protocols
Testing
• Network deployment and maintenance
Contents

• Career Overview – Skill sets & Experience

• Appendix
– Detailed Company wise Profile
– Education, Personal & Contact Details
– Acronyms
 Senior Management Consultant at BDA Connect Pvt. Ltd Current – Nov ‘08

This profile involves leading consulting teams on a variety of projects across a diverse set of industries including
Telecom, Media and Technology

• Telecom Strategy Consulting

– Successfully led strategy consulting projects on
 Developing growth strategy for increasing the share of a Mobile VAS company in India
 Building a disruptive model for advertising supported mobile telecom services for an MVNO
 Analysis and validation on per site economics and total cost of ownership for an SDR based solution company
 Profiling and analysis of international telecom carriers in India for a leading Japanese carrier
– Identify, analyze, and summarize existing industry research, academic work, industry practices and trends, related to the clients’
areas of interest to help them make very high level strategic decisions in the areas of
 Market entry
 Business growth
 Product offerings
 Customer profiling
 Investment advisory
 Mergers & acquisitions
– Work in team to synthesize research, interviews, and findings into cogent analysis and output, in both presentation and
document format, which is relevant and actionable by clients
– Active participation in and contribution to team discussions on problem solving, brainstorming, effective approaches to deal with
project-specific issues, etc
 Product Manager at Nokia India Pvt. Ltd Oct ‘08 – Mar ‘08

This profile involved leading and managing all aspects of Product Management activities for Nokia Mobile Devices and Ovi
Services in India across a category of devices

• Category Management
– Drive planning and execution of Launch and Lifecycle plans that are actively integrated with GTM programs
– Owner of the most vibrant and dynamic “Live” category of devices comprising ‘XpressMusic’ & ‘Supernova’ sub-brands, targeted
for youth
– Key member of the India Ovi Services strategy team – Services rollout plan, integration with devices, partnering with 3rd party
developers, channel rollout and monetization of Ovi services for India.
– Contribute and participate in category management activities: providing market voice to device R&D and category plans,
execution of the local offering as defined by categories, Software & Services and Product Management
– Responsible for generating and increasing business of Live category devices by innovative product marketing
 Senior Product Marketing Specialist at Motorola India Pvt. Ltd Mar ‘08 – Aug ‘05

This profile involved end-to-end ownership of Motorola, India GSM and CDMA mobile devices roadmap from feature set
definition & services integration to launch management working with both internal and external customers

• Product Strategy and Portfolio Management

– Manage the products forecast matrix based on the TAM analysis and Motorola’s market share and gross margin targets
– Responsible for supporting features definition, product development, general roadmap alignment
– Expertise in devising product positioning strategies
– Identification of key product opportunities for the Indian market supported by business case analysis
– Use market visits and third party sources for sourcing and maintaining competitive intelligence
• New Product Introduction and Product Marketing
– Orchestrated the launch of various GSM & CDMA mobile products across various tiers
– Devised the carrier product strategy for Motorola, India
– Conceptualized and spearheaded the development of competitive analysis matrix for Motorola, India
– Extend active support to the sales and marketing teams during product launches
– Authorize all the product related data for all forms of marketing communication
– Impart product training to internal customers, carrier customers, business partners and FOS
– Source specific VAS content for Motorola phones from third party application developers and content aggregators

Awards and Achievements

– Was awarded “Bravo!” in Jan 2007 for exceptional contribution in Motorola’s 9x growth in 2006
– Integral member of the team that won “Best Support Team in HGM” award for 2006
– Built a strong portfolio of 12 CDMA products for India in short span of one year
 Engineer at Kyocera Wireless (India) Pvt. Ltd Aug ‘05 – Aug ‘04

This profile involved understanding the CDMA carrier’s network, providing support to carriers and interfacing with the
engineering teams to meet carrier’s handset requirements

• Technical Account Management – APAC & ANZ

– Single point technical contact of Kyocera Wireless Ltd for the various APAC and ANZ CDMA carriers Extend technical support to
12 carriers on 10 products
– Taking quick decisions on technical, commercial and support matters, for better customer relationship
– Preside at Change Control Board (CCB) meetings to prioritize the CRs and make a software release plan upon consultation with
development and testing teams
– Work on scoping new features to be implemented in future handsets
– Provide support to Sales and Customer Care Office teams across the APAC region
– Train the KWI internal teams on CDMA network architecture and various call flows and external CDMA carriers’ engineer teams
on Kyocera proprietary tools

Awards and Achievements

– Successfully launched 4 Kyocera handsets with Reliance Infocomm. These were the first Kyocera phones to be launched by
Reliance
 Senior Engineer at TATA Teleservices Pvt. Ltd Apr ‘02 – Aug ‘04
• Network Management System – Installation & Maintenance of Ericsson HLR/AC
– Centralized one point contact for HLR/AC to all the Circle Network teams in troubleshooting various network related issues viz:
Registration, Roaming, C-Number Analysis and Location Update of CDMA subscribers
– Configuration of WIN profiles, LIA Ids, OCA tables, Procedure Codes and MDN/MIN ranges on the HLR.
– Monitoring the Telorb & SS7 status, Active/Standby status, Alarms status, Routers’ health status and E1 links status of both the
primary and secondary HLR/AC nodes
– Played a key role in implementing the Authentication Key (A-Key) feature all across the TTSL network
– Extended support for the 10-digit Numbering Plan change of all the TATA Indicom CDMA mobiles across India
• CDMA Mobile Handsets and Fixed Wireless Terminals Testing
– Performing CDG stage 3 testing for CDMA 2000 mobile handsets and fixed wireless terminals
– Performing minimum performance standard tests on mobile stations in conformance with IS-98D
– Coordinate with various CDMA handsets and fixed wireless terminal vendors for bug fixing and software revisions
– Extensive experience in testing System Determination, Call Processing, SMS and Data
• Project Management of Village Pay Telephony
– Surveyed, Planned, Managed and Recommended various project base on best technology (VSAT/GSM/CDMA) for the Village
Pay Telephone Network
– Orchestrated the implementation of Over The Air updation of tariff for GSM VPTs
– Planned the allocation of switch resources for VSAT VPTs based on the traffic congestion
– Involved in the vendor evaluation and contract finalization for O&M of VPT network

Awards and Achievements

– Received the prestigious Town Hall Recognition by CEO, TTSL for efficiently driving the VPT project as a result of which
TTSL emerged as the first private basic service operator in India to surpass the 1000 VPT mark.
– Was awarded the “Best Incoming Employee” of Network function for the year 2002.
Contents

• Career Overview – Skill sets & Experience

• Appendix
– Detailed Company wise Profile
– Education, Personal & Contact Details
– Acronyms
Education, Personal & Contact Details

Education
Bachelor of Engineering
Instrumentation and Electronics
B.M.S College of Engineering, Bangalore University 1996-2000

Personal Details
Date of Birth : 14th August 1979
Languages : English, Hindi, Telugu and Kannada
Marital Status : Married
Passport Holder : Yes

Contact Details
E-Mail ID : jayanth.kolla@gmail.com
Mobile Number : +91-98730 94602
Postal Address : H.No: 148, 2nd Floor,
Shakti Vihar,
Pitampura,
New Delhi - 110034
INDIA
Contents

• Career Overview – Skill sets & Experience

• Appendix
– Detailed Company wise Profile
– Education, Personal & Contact Details
– Acronyms
Acronyms

Abbreviation Expansion Abbreviation Expansion

A-Key Authentication Key MMSC Multimedia Messaging Service Center

Authentication, Authorization & MNC Multi-National Company

AAA
Accounting
MS Mobile Station
AuC Authentication Center MSC Mobile Switching Center
ASP Average Selling Price OCA Origin for C-Number Analysis
BSC Base Station Controller PCF Packet Control Function
BTS Base Transceiver Station PDSN Packet Data Serving Node
CDMA Code Division Multiple Access PLMN Public Land Mobile Network
CDG CDMA Development Group PSTN Public Switched Telephone Network
FOS Feet On Street R&D Research & Development
FWT Fixed Wireless Terminal SMS Short Message Service

GM Gross Margin SMSC Short Message Service Center

GSM Global Solutions for Mobile TTSL TATA Teleservices Limited

HLR Home Location Register VAS Value Added Services

IN Intelligent Network VLR Visitor Location Register

LIA Location Identification Area WIN Wireless IN