Strategy to enter in new market How At & T company enter in a new market ? Special in mobile industry.

1. Strategy to Enter Indian Mobile Industry Ankurpatel Mba (IB) Amity international business school

2. International Business Operation Serve millions of enterprise and multinational business corporations in six continents. (3G) services in more than 125 countries wireless service on more than 140 cruise ships worldwide.

3. Quick Facts AT&T serves 90.1 million wireless customers. We were the first wireless provider in the world to offer Apple's iPhone — the first and only wireless provider to offer a wireless device with iTunes. AT&T has more than 47 million consumer revenue connections and is the leading U.S. provider of traditional wire line voice services. 2.5 million Customers subscribe to AT&T U-verse TV, the only 100-percent IPTV service from a national service provider. We have more than 17.4 million high speed Internet subscribers as of 2Q10, serving more customers than any other U.S. broadband provider. We provide Wi-Fi access at more than 20,000 U.S. hot spots and more than 125,000 locations in countries around the world (including both company-owned and third-party roaming locations) — with access to approximately 7,000 Starbucks locations.

4. New Destination INDIA Segment:-Mobile Industry

5. Economic Indicators GDP (purchasing power parity): $3.548 trillion (2009) Services Sector share in GDP : 53.7% . Population for India in year 2009 is 1,199.06 Million . Inflation (Average Consumer Price Change %) for India in year 2009 is 10.882 %

6. India Telephone Statistics Population : 1,199.06 Million Telephones - Fixed lines in use: 37.54 million (2009) Telephones - mobile cellular: 427.3 million (2009) Internet users: 81 million (2008)

7. Network Expansion The number of telephones has increased from 54.63 million as on 31.03.2003 to 621.28 million as on 31.03.2010. Wireless subscribers increased from 13.3 million as on 31.03.2003 to 584.32 million as on 31.03.2010. Fixed line subscribers decreased from 41.33 million in 31.03.2003 to 36.95 million in 31.03.2010. The broadband subscribers grew from a meager 0.18 million to 8.76 million as on 31.03.2010.

8. Trend in Tele-density Tele-density in the country increased from 5.11% in 2003 to 52.74 % in March 2010. In the rural area teledensity increased from 1.49% in Mar 2003 to 24.31% in March 2010 In the urban areas it is increased from 14.32% in Mar 2003 to119.45% in March 2010.This indicates a rising trend of Indian telecom subscribers.

9. Targets Set By the Government Network expansion 800 million connections by the year 2012. Rural telephony 200 million rural subscribers by 2012 Reduce urban-rural digital divide from present 25:1 to 5:1 by 2010. Broadband 20 million Broadband connections by 2010 Broadband with minimum speed of 1 mbps.

10. Facts About Industry Trends in Industry

11. SWOT Analysis of AT&T’s Entry into Indian Mobile Industry Strengths:- Robust infrastructure worldwide. AT&T has been in India since the 1980s. Giant and experienced in communication industry. AT&T formed a joint venture in 2006 with Mahindra Telecommunications Investment Private Ltd. The venture, AT&T India, operates to serve business customers in India. AT&T also has an alliance with VSNL in India. Both relationships allow AT&T to further strengthen its commitment to global customers wishing to do business in India – one of the fastest-growing and most exciting telecom markets in the world.

12. SWOT Analysis of AT&T’s Entry into Indian Mobile Industry Weakness:- Late Entry into Market. Tough Competition from key players. Difficult to get venture with big names. Specialized in serving enterprise.

13. SWOT Analysis of AT&T’s Entry into Indian Mobile Industry Opportunities:- Large customer base. Advantage in Mobile Broadband Can play with the cost and gain market share. Can target Asia-pacific after India.

14. SWOT Analysis of AT&T’s Entry into Indian Mobile Industry Threats:- Difficult to gain market share due to big player. Brand in unknown to majority of people. Unable to participate in 3G Auction and hence difficult to launch 3G services.

15. How AT&T can Enter Indian Mobile Industry:- AT&T can enter into joint venture with Mahindra Communications(as both are serving enterprises and corporates currently) and apply for telecom license with TRAI. AT&T can buy stakes in major companies like Reliance, Airtel.

16. Conclusion India is the world's fastest growing mobile market, with operators adding 8mn new customers each month, with currently, only 23 per cent of the population owns a mobile. So there is a huge market for any new player.

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