Cellular Wireless Telecom Industry In India

BVIMSR

GROUP MEMBERS
BVIMSR Suchita Topre Tejas Wagh Anushree Zanje 119 120 121

BVIMSR

Telecom-Industry Overview
Gross Subscriber Base crosses 200 million Mark. The total wireless subscriber (GSM, CDMA & WLL(F)) base is 162.53 million. During the eleven months of current financial year 62.60 million lines have been added as compared to 35.93 million lines provision in the same period during the financial year 2005-06.
BVIMSR

Statistics

BVIMSR

Government Regulations and Policy

Independent regulation has been a critical

factor in growth
TRAIs recommendations

2006 Number portability Convergence 2005 Unified Licensing Quality of Service regulation Rural Telephony

2004 Intra-circle merger guidelines Internet / broadband penetration 2003 Calling Party Pays Regime Unified Access Licensing Reference Interconnect Order

2002 Internet Telephony allowed. Reduction in License fees

Mature regulatory regime and an enabling policy BVIMSR framework already in place

Telecom in India

BVIMSR

GSM Subscriber Base

Sl No. 1 Company Bharti No. Of Subscribers (In Mn) April'06 20.68 May'06 21.86 % Market Share April'06 28.67 May'06 29.03 5.71 23 %Growth Service Areas

2
3 4 5

BSNL
Hutch IDEA Aircel

17.59
16.06 7.64 2.83

18
16.77 8.06 3.02

24.39
22.27 10.59 3.92

23.91
22.27 10.71 4.01

2.33
4.42 5.50 6.71

21
16 11 7

6
7 8 9

Reliance
Spice MTNL BPL TOTAL

2.01
1.98 2.02 1.31 72.12

2.16
2.03 2.1 1.29 75.29

2.79
2.75 2.80 1.82 100.00
BVIMSR

2.87
2.70 2.79 1.71 100.00

7.46
2.53 3.96 -1.53

8
2 2 1

Competitive environment
Market challengers 1. Hutch 2. BSNL Followers 1. Idea Nichers 1.Aircel 2.Spice
Market Share

BVIMSR

BVIMSR

Market Leader
Airtel comes to you from Bharti Airtel Limited The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise services. First private telecom service provider to connect all states of India . Covers 23 telecom circles of the country, has 21 million customers Highly successful brand in India
BVIMSR

Mission We will meet the mobile communication needs of our customers through : Error-free service delivery. Innovative products and services. Cost efficiency. Vision To be the most admired brand in India by 2010 Values We will always put our customers first. We will always trust and respect each other. We will respect our associates as we respect each other. We will work together through a process of continuous improvement. BVIMSR

..Contd
Partnerships : Partner with world's finest companies like Vodafone, Singtel (Singapore Telecom), Ericsson, Nokia,Blackberry,IBM and many more to bring the best of products & service.

BVIMSR

..Contd

The Company is: The First to launch full roaming service on pre-paid in the country. The First to launch 32K SIM cards. The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum. The First to deploy Voice Quality Enhancers to improve voice quality and acoustics. The First telecom company in the world to receive the ISO 9001:2000 certification from British Standards Institute.
BVIMSR

MARKETING MIX

BVIMSR

Product
Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The different value added services provided by Airtel are Instant Balance Enquiry 24Hr recharge Facility Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service
BVIMSR

..Contd
Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS

Business Solutions

BVIMSR

Price
Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.

BVIMSR

Place
It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc.

BVIMSR

Outlets

BVIMSR

Promotion
Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.

BVIMSR

..Contd
"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan. Executives corporate plan(First to give prepaid in this category). Special discounts in calling rates & sms services. Providing wallpapers and screensavers on website.

BVIMSR

SWOT

BVIMSR

STRENGTHS
Market share. Pan India Footprint. The only operator in India other than VSNL having international submarine cables. Customer care. Promotions.

BVIMSR

WEAKNESS
Price Competition from BSNL and MTNL Losing lead on technical expertise.

BVIMSR

OPPORTUNITIES
The fast extending IPLC market. Latest technology and low-cost advantage. Growth of mobile phone users. Untapped Rural Market.

BVIMSR

THREATS
Market Maturity in basic telephony segment.

BVIMSR

Market Leadership Strategies

Segmentation Long Term Outlook Product Innovation Quality Strategy Heavy Advertising & Media Pioneer Effective Sales Promotion Competitive Toughness Customer care

BVIMSR

Brand Positioning
Became the 1st Indian company to win the Best Bottom Line IT & Best Knowledge Management awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level. Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin. Airtel is transforming itself fully into a Service Led Brand.

BVIMSR

The Airtel Logo

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark. The Airtel Image style The Airtel Typographical style The Airtel Colour Palette

BVIMSR

Future Strategies to retain its market share

New tariff plans. More value added services. Increase in visibility and coverage The AirTel - AirTel advantage New innovative packages More of the e-factor

BVIMSR

THANK YOU & EXPRESS YOURSELF

BVIMSR