3G Revolutions Adding New

Flavor in
Mobile Handsets Marketing in INDIA
gi c
tr ate
e S g
a nc t in
Adv Marke
(Rob Conway, CEO and
board member of the GSMA)

Course Instructor:
Sir. Arif Vaseer

Presented by:

1. Shahid MM111111
2. Zubair Abbas MM000000
3. Anjum Majeed Khawaja. MM141006

1
Outlines
• Genesis
• Evolution of GSM Technologies
• Emergence of High-Tech GSM
• 3G Mobile Revolution
• User Benefits
• 3G in INDIA
• Mobile Revolution in INDIA
• The Rural ‘CHALO’ program. 2
• Tune to 3G services in 2009-10
• Q/A
 1. GENESIS
• Global System
– Telecommunications
• Telephones
• Mobile Phones
• Interlinked PC’s etc.
– Complex World

• Revolution
– Innovation in industry
– Competitors
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– Internet Usage
 1. GENESIS Cont.
• Growth In Mobile Industry
– Industry is revolutionized by the rapid growth
– More than 700 operators in 218 countries
– China is No 1 with
• 509 million GSM connections
• 14% of the third billion growth.
– India is No 2 with
• 193 million GSM connections
• 12% of the third billion growth .
– Russia is No. 3
• 178 million GSM connections. 4
• 8% of the third billion growth.
– Brazil is No. 4 with
• 93 million GSM connections.
• 4% of the third billion growth.
 2. Evolution of GSM
Technologies
• Why is this called cellular?

• .Cellular Vs. Walkie-Talkie

– Walkie-Talkie– Only one frequency
– Cellular– Two Frequencies
– Walkie-Talkie---- 40 Channels
– Cellular --- 1664 Channels

• Each Cell has a base station that consists of a transmission

tower and a building.

• Martin Cooper in April 1973, invented first cell phone. 5

• He and his team earned the patent 3906166 dated
16/09/1975 for radio telephone system.
 2. Evolution of GSM
Technologies Cont.
• There was already an existence of Mobile Phone as early as 1921.

• US police was the first to use this services on 17 June 1946,

operated on 6 channels in 150MHz with 60KHz spacing.

• By the early 80s Europe had 9 incompatible analogue cellular

system. This was the unique problem for the whole continent. Small
countries had their system like NMT450, C-Netz, TACS, Radio
com2000, RTMS/RTMI.

• Europe later on solved this problem by going GSM (Global System

for Mobile communication). 6
• In 1982, 26 European companies along with USA launched GSM.

• Later on, In mid 80s the whole system was revolutionized by the
high frequencies and good operating systems.
 2. Evolution of GSM
Technologies Cont.

• UK had the higher frequency operating system of DCS1800

• Later on, GSM’s specification was introduced in 1991.

• In 1997, these specifications gripped the global arena.

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 3. Emergence of
Hi-Tech GSM
• Technology is changing very fast.
– GPRS
– EDGE
– UMTS

• No end of dreaming as more and more technologies are waiting.

• In 1997, Phone.com realized that there is a technology which can

link to websites and receive contents.

• Since then, an organization called WAP forum drafted a global

wireless protocol specifications for all wireless networks, which are
being followed by all those who are developing software for the
purpose.
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• WAP (Wireless Application Protocol) is an actual for enabling
mobile phone to the internet access.
 3. Emergence of
Hi-Tech GSM Cont.
• WAP forum is also working with internet monitoring authorities such
as W3C.

• India is gearing up to face the WAP revolution

• Two Indian Firms (Integra Micro System and Silicon automation

System).

• In 1998, Psion, Nokia, Ericsson and Motorola jointly created a

company a company named Symbian.

• They designated GSM frequencies of 900, 1800 and 1900 MHz 9

• EDGE UWC-136, the next generation of data heading towards third

generation
 3. Emergence of
Hi-Tech GSM Cont.

• It allows GSM operator to use existing GSM and have following

features.

– IP-based services and applications

– Speed 384 Kbps
– Bit rate of 48 kbps per time slot (Minimum)
– Bit rate of 69.2 kbps per time slot (In good condition)

• According to the early report of 2007, the following countries have 10

the following lion’s share. Asia Pacific (East Asia, Southeast Asia,
and Oceania) is leading the table with 40% of the whole world
 Spread of GSM
Technologies

GSM Technologies Population Percentage

World 2,881,123,146

Africa 265,076,453 9%

America 297,293,161 10%

Asia Pacific 1,162,251,880 40%

Europe (Eastern) 397,925,950 14%

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Europe (Western) 478,833,084 17%

Middle East 173,200,146 6%

USA/ Canada 106,442,472 4%

 4. 3G Mobile Revolution
• 3GSM is a latest GSM family member

• It enables MMS services such as

– TV
– Radio
– Rich entertainment
– Internet Facilities

• Technology used in this is Wideband-CDMA (W-CDMA)

• Generic term used for this is third generation 12

• Very efficient System, almost work every task efficiently i.e Voice,
text and data etc.
 4. 3G Mobile Revolution
Cont.
• UMTS is one of the International Telecommunication Union (ITU) of
3rd generation mobile’s communication system.

• UMTS uses a W-CDMA air interface

• UMTS with the help of W-CDMA delivers high speed multimedia

services UMTS/W-CDMA that helps the user to use mobile with and
efficient speed

• Technical specification are devised through 3GPP (3G Partnership

project.
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• W-CDMA air interface increases the data transfer rate up to 300
kbit/s.
 4. 3G Mobile Revolution
Cont.
• In short 3G has the following features and services

– Faster data connectivity, one can download stuffs faster and surfing is
lot more fun with 3g. 

– Uninterrupted video streaming on phones. 

– Video calls and efficient MMS facility. 

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– Good for data intensive applications.
 5. User Benefits

• Demand of the time

• TV and Video demand high speed Multimedia data

• 3GSM helps to expand the potential for rich information and

communication services

• Deployed by 680 operators in more than 200 countries

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• Increased data rate provide the opportunity for operators to launch
added-value applications and services

• Only 3GSM phones are dictated by functionality demands

 5. User Benefits Cont.
• Businessmen can get the following advantages

– E-mail
– Download
– High speed internet as it requires for businesses
– Access to wireless and videos anywhere they want

• Only 83 operators worldwide are operating 3GSM

• Combination of HSDPA and HSUPA are enhancing the quality and

speed
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 6. 3G in INDIA

• In 2008, Bharti Airtel announced 3G iPhone in INDIA.

• Combination of 3G and iPhone brought revolution in INDIA.

• Sanjay Kapoor (President of mobile services at Bharti Airtel) said,

“iPhone is an iconic revelation of this year”

• Airtel brought the following innovation with the help of 3G and

iPhone.
– Twice or even thrice faster rate of e-mail download
– High speed 17
– One can talk to the phone at the same time when he is doing other work
on internet
– In the area where there is no 3G, iPhone connect the person via GSM
for calls and EDGE for data
 7. Mobile Revolution
in INDIA
• In start of 1990, two major companies started working
– Bharti Airtel
– Essar

• Both had vague ideas due to the reasons

– Very expensive call rates (Rs. 16 per minute for outgoing
charges) as compared to landline rate (Rs. 1.20 for three
minutes)
– Postpaid services
– Charges for Incoming calls (Rs. 8 per minutes)
– No idea how to use cell phone
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– No GSM
• Start of GSM in 1995 by Modi Telstra’s MobileNet of
Kolkata.
 7. Mobile Revolution
in INDIA Cont.
• Advantages of GSM

– All companies started GSM services

– Low prices were offered due to the competitions
– Free Incoming calls
– Prepaid services were launched

• Span of 1996-2002
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– No doubt an era of success
– Cell phone companies a real champion
Mobile Revolution
in INDIA

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 An Analysis of Pakistan
• In start of 1991, two major companies started working
– Insta-phone
– Paktel

• Both had poor ideas due to the reasons

– Poor services
– Un-affordable prices. (Rs. 14 per minute for outgoing calls)
– Lack of subscriber’s know-how
– Analog service (No GSM)

• Finally GSM started in 2000 and Mobile industry 21

started flourishing
– Mobilink was the first to switch to GSM
– U-Phone started its services in 2001 with GSM identity.
 An Analysis of Pakistan
Cont.
• Success of GSM

– More companies invested their shares in Pakistan’s saturated

market
– Cheap rates were offered
– Mobile phone, a need of a person

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An Analysis of Pakistan

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 8. The ‘Rural Chalo’
Programme.
• Main problems In rural areas
– Lack of knowledge
– Lack of skills
– Un-awareness of using cellular phone
– Poverty
– Language problem

• How Rural ‘Chalo Programme’ worked

– Channel development programme involving dhabas across the
main highway
– All private companies including Airtel participated under GSM 24
and CDMA mobile service providers
– Incentivized the people by giving them Rs. 50 on package and
Rs. 75 on call rates and charges
– This programme worked and in first phase 50 million
subscribers joined cell phones family
 9. Tune to 3G Mobile
services in 2009-10
• Wireless subscribers increased 25 times more than they
were in August 2008.

• 2nd largest market in the world after China.

• Desperate need of 3G to compete the fast pace market of

the world

– 30 time faster than 2G

– Fast internet facility anywhere they are
– Multimedia usage
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 9. Tune to 3G Mobile
services in 2009-10 Cont.
• Telecom is expected to corner Rs. 400 billion of auctioning
to 10 service providers

• Auction will take place in 2.1 GHz bands

• Initially 3 to 5 operators are selling 3G services

• Expectation of 45-70 million 3G consumers by 2012.

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 References

• Case study: ‘3G Revolutions Adding New Flavour in Mobile

Handsets Marketing in INDIA’

• http://en.wikipedia.org/wiki/Telecommunications_in_India

• http://en.wikipedia.org/wiki/Communications_in_Pakistan

• http://en.wikipedia.org/wiki/List_of_mobile_network_operator
s_in_Pakistan 27
Thank You

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