TELECOMMUNICATION

MARKETING
PRESENTED BY
LEKSHMIPRIYA HARI
Services of telecommunications playing a
significant role.
The department of telecommunication bears
the responsibility of managing the
communication services.
This part focus on telecom services.
INDIAN TELECOM INDUSTRY

In recent years, the Indian telecom industry has witnessed
phenomenal growth. A conducive business environment,
favourable demographic outlook and the political stability
enjoyed by the country have contributed to the growth of the
industry.
India achieved the distinction of having the world's lowest
call rates, the fastest sale of million mobile phones, the
world's cheapest mobile handset and the world's most
affordable colour phone.

Telecom Services Indian telecom services
The Indian telecom services can be divided predominantly into basic, mobile and
Internet services. It also comprises smaller segments, such as radio paging services,
Very Small Aperture Terminals (VSATs), Public Mobile Radio Trunked Services (PMRTS)
and Global Mobile Personal Communications by Satellite (GMPCS).
The growth witnessed in the mobile services and Internet services segments was higher
as compared to other services, such as basic services and radio paging services.
PRODUCT MIX
Designing of a quality service profile.

Basic services include fixed wire line and
wireless in local loop (WLL-fixed).
Fixed wire line services hold a major market
share of 83 percent in basic services.
BSNL and MTNL are market leaders in this
segment.
Although the government-owned BSNL
dominates the segment in terms of subscriber
base and market share, private players have
registered a notable growth.
The telecom subscriber base has witnessed an
explosive growth; the additions in the current year
registered a growth of approximately 47 percent over
the previous year.

The state-owned BSNL was the second largest
service provider after Bharti Airtel in the Indian
wireless telecom market.
VARIOUS OTHER SERVICES EMERGED BY
LEVERAGING THE TELECOM SERVICES INDUSTRY
Public Mobile Radio Trunked Services
PMRTS have not grown to their expected
potential in India. The high licence fee
leaves a very thin margin for services
providers; thereby, inhibiting its growth.
About 31,000 subscribers are currently
availing this service in India from 12
different operators.
Radio Paging
In 1995, radio paging services emerged
as a promising segment in India.
However, this segment could not
compete with cellular services in
general and SMS technology in
particular, and is currently shrinking. At
present, only four radio paging service
providers are present in the Indian
market.
GMPCS
GMPCS services were launched in India in
1999. These services allow a subscriber to
communicate from any point on earth
through a handheld terminal. Moreover, the
telephone number remains unchanged,
irrespective of the subscribers location.
Very Small Aperture Terminals
(VSAT)
HCL Comnet is the largest of the eight
players functioning in the market.


11
Basic Services Operators
BSNL
MTNL
Major Players in different segments of Indian telecom industry
Reliance
TTSL
GSM Services Operators
Airtel
Vodafone
Idea
Reliance
TTSL
BSNL
CDMA Services Operators
Reliance
Internet Services Operators
BSNL
MTNL
Reliance
TTSL
BSNL
Airtel
TTSL Tata Teleservices Ltd.
MOBILE SERVICES
BSNL Bharat Sanchar Nigam Ltd.
MTNL Mahanagar Telecom Nigam Ltd.
PROMOTION MIX
Helping the telecom organizations in
informing ,sensing and persuading the users.
Various constituents of promotion are
advertising, publicity, sales promotion,
personal selling, word-of-mouth,
telemarketing
PRICE MIX
Special categories of users are given
subsidies and concessions.
Rural users
New or budding entrepreneurs
New institutions
Different Tariff

PLACE MIX
Promised services should reach ultimate
users
Location points
PEOPLE MIX
Ensure a total quality management
Focus on
Quality technologies
Quality employees
Quality environmental conditions
CONCLUSION
The telecommunication organization need to
bridge over the gap between the services
promised and services offered.
The promises of telecommunication
organization are Day-Night Non-Stop
Services