Evolution of Telecom In

India
Coahead Lo
Lhe CuMA
Lechnology

rlvaLe players
were allowed ln
value Added
Servlces
naLlonal 1elecom
ollcy (n1) was
formulaLed
1992
1994
1997
lndependenL
regulaLor 18Al
was esLabllshed
n199 led Lo
mlgraLlon from hlgh
cosL flxed llcense fee
Lo lowcosL revenue
sharlng reglme
1999
2000
2002
8SnL was
esLabllshed
by uo1
lLu servlces was
opened Lo
compeLlLlon
lnLerneL
Lelephony
lnlLlaLed
8educLlon of
llcence fees
2003
Calllng arLy ays
(C) was
lmplemenLed
unlfled Access
Llcenslng (uASL)
reglme was
lnLroduced
8eference
lnLerconnecL
order was
lssued
2004
lnLraclrcle merger
guldellnes were
esLabllshed
8roadband
pollcy 2004 was
formulaLed
LargeLlng 20
mllllon
subscrlbers by
2010
2003
lul llmlL was
lncreased from
49 Lo 74 percenL
ALLempLed Lo
boosL 8ural
Lelephony
2006
number porLablllLy
was proposed
(pendlng)
ueclslon on 3C
servlces (awalLed)
2007
ueparLmenL of 1elecommunlcaLlon (uo1) ls Lhe maln body formulaLlng laws and
varlous regulaLlons for Lhe lndlan Lelecom lndusLry
lLu lnLernaLlonal Long ulsLance
CuMA Already Lhere are blg
players ln Lhls segmenL
8ellance 1aLa
3C value added servlces
poLenLlal sLlll Lo be Lapped
fully
2C/3C CSM CurrenLly
commands 70 of moblle
subscrlbers ln lndla
Technology
2G/3G
CDMA
WIMAX
VoIP
Technologies
Vision 2020
- To build India's finest business
conglomerate by 2020
- Supporting education of
underprivileged children through
Bharti Foundation
- Strategic Intent:
-To create a conglomerate of the future
by bringing about "Big Transformations
through Brave Actions.
Independent regulation has been a critical
Iactor in growth
zooz
nLerneL TeIepIony uIIowed.
ReducLIon In Icense Iees
zoo
CuIIIng PurLy Puys RegIme
UnIIIed Access IcensIng
ReIerence nLerconnecL Order
zooq
nLru-cIrcIe merger guIdeIInes
nLerneL J broudbund peneLruLIon
MuLure reguIuLory regIme und un enubIIng poIIcy
Irumework uIreudy In pIuce

UnIIIed IcensIng
QuuIILy oI ServIce reguIuLIon
RuruI TeIepIony

Number porLubIIILy
Convergence
TRA`s recommenduLIons
Covernment Regulations and Policy
BVIMSR
BVIMSR
8843
W e will meet the mobile communication needs oI our customers
through :
Error-Iree service delivery.
Innovative products and services.
Cost eIIiciency.
'843
W %o be the most admired brand in India by 2010`
',:08
W e will always put our customers Iirst. e will always trust and
respect each other. e will respect our associates as we respect
each other. e will work together through a process oI continuous
improvement.
0bjective
Aiitel objective is to geneiate above inuustiy
aveiage piofitable giowth by:
- Naintain the No. Position In the Naiket
- ueogiaphic expansion of the poitfolio
- Continuous innovation in Seivices
- Bighei investment to builu new technology
- Selective auu-on acquisitions
..Contd
%he Company is:
W %he First to launch Iull roaming service on pre-paid in the
country.
W %he First to launch 32K SIM cards.
W %he First in Asia to deploy the multi band Ieature in a
wireless network Ior eIIicient usage oI spectrum.
W %he First to deploy Voice Quality Enhancers to improve
voice quality and acoustics.
W %he First telecom company in the world to receive the ISO
9001:2000 certiIication Irom British Standards Institute.
SI1UA1IONAI ANAIYSIS
Some uncontiollable situational factois that aie faceu by the Aiitel aie as
follows,
- ^ice : Although the Customei of Aiitel is veiy high but when we talk
about the of the piice Aiitel has to make a stiong stiategy foi piice.
- Competition:Competition in maiket is veiy high. New Companies aie
enteiing in the maiket like Aiicel , NTS etc. They aie offeiing best seivice
at competitive piice .
- 6eoq^SpbicS fScto^_: Aiitel seivice uiun't ieach in all villages yet. In
village , People aie using BSNL seivice so Aiitel has a chance to giow in
village on the basis of theii best seivice quality.
MARKETINC ANALYSIS
In the minu of the consumei, Aiitel Seivices
shoulu pioviue following featuies:
- Easy Billing
- Stiong Naiket Coveiage
- Cieuit Limit
- Long Bistance Calling Facility
- Best value Plan
- Wiuest Roaming - National & Inteinational
- Easy Payment 0ption- Anytime & Anywheie
%ARGE%ING AREAS
Every one is target
Elite
Up market proIessionals
Entrepreneur with business plan
Low income mass categories
Youth with YOU% CLUB
%argeting woman & seniors citizen by introducing postpaid connection
%elecom-Industry Crowth
W Gross Subscriber Base crosses 200
million Mark.
W %he total wireless subscriber (GSM,
CDMA & LL(F)) base is 162.53
million.
W During the eleven months oI current
Iinancial year 62.60 million lines
have been added as compared to
35.93 million lines provision in the
same period during the Iinancial
year 2005-06.
arket Leader
W Airtel comes to you Irom Bharti Airtel Limited
W %he businesses at Bharti Airtel have been structured into three
strategic business units (SBU's) - Mobile services, Broadband
& %elephone services (B&%) & Enterprise services.
W First private telecom service provider to connect all states oI
India .
W Covers 23 telecom circles oI the country, has 21 million
customers
W ighly successIul brand in India
arket Leadership Strategies
W Segmentation
W Long %erm Outlook
W !roduct Innovation
W Quality Strategy
W eavy Advertising & Media !ioneer
W EIIective Sales !romotion
W Competitive %oughness
W Customer care
BVIMSR
PPR%&I%IES
%he Iast extending I!LC market.
Latest technology and low-cost advantage.
Growth oI mobile phone users.
Untapped Rural Market.
BVIMSR
Product
W Airtel !re-paid
W Airtel !ost-paid
W Blackberry ireless andheld
W Value Added Services (VAS)
%he diIIerent value added services provided by Airtel are-
Instant Balance Enquiry
24r recharge Facility
Caller line identiIication
Call divert, Call wait & Call old
Multimedia messaging service (MMS)
Airtel Live !ortal
SMS based InIormation Service
Promotioning
W Large scale print and video advertising.
W Big celebrities like SRK and Sachin are roped in to endorse the
product.
W In 2002 Airtel got its Signature tune Irom A.R. Rehman, this
signature tune is perhaps the most downloaded tune in India.
W !rovides innovations such as Bollywood movie premiers,
music services such as ring back tones & many more.
Pricing Strategies
W Customer based pricing strategies.
W Flexible pricing mechanism
W Controlled by %RAI.
BVIMSR
utlets
BVIMSR
Place
W It has wide and extensive presence even in the remotest areas
W Airtel Customer Care %ouch !oints
W Distributors like
E.g. !aan shops, grocery stores, chemists, outlet etc.
rand Positioning
W Became the 1st Indian company to win the Best Bottom Line
I%` & Best Knowledge Management` awards by deIeating
companies such as ONGC, Birla Corp., the %atas & Reliance
at Asian level.
W !ositions itselI as juvenile brand by linkages to celebrities such
as SRK and Sachin
W Airtel is transIorming itselI Iully into a Service Led Brand.
%he Airtel Logo
W %he Airtel logo is a strong, contemporary and
conIident symbol Ior a brand that is always
ahead oI the rest. It is a specially drawn word
mark.
W %he Airtel Image style
W %he Airtel %ypographical style
W %he Airtel Colour !alette
'arious Strategies to retain its
market share
W New tariII plans.
W More value added services.
W Increase in visibility and coverage
W %he Air%el - Air%el advantage
W New innovative packages
W More oI the e-Iactor
AIRTELAD'ERTISING
STRTATEGY
Airtel basically should use two appeals to connect with their target
audiences:
Emotional Appeal
umorous Appeal
Direct Marketing
Airtel oIIers Iollowing services to its corporate client:
Mobile services
Voice services
Satellite services
Managed data and internet Services
Managed e-business services
Managed customized integrated solution
!ublicity & Events
Big Boss
KBC
Indian Sangeet Award
Bol Baby Bol
igh viewers oI these serials. Airtel can take a beneIits Irom this
Ior publicity
Sponsored Events like:
Delhi alI Marathon
Border -Gavaskar %rophy
Indian Fantasy League
Delhi GolI %ournament
RURAL STRATEGIES
%he Iirm already covers more 300,000 villages and hopes to
extend services to100,000 more by march
Bharti Airtel`s Iuture success as the phone Iirm expands
rapidly in Bihar, piggybacking on some 300 distributors and
more than 50000 retail outlets selling Airtel cards
Bharti Airtel`s match box strategy`. It Is about market
available Airtel Recharge cards wherever matchbox could be
Iound`
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