TABLE OF CONTENTS Introduction History Mission and vision Services Challenges Solution Case study Conclusion
Introduction Bharat Sanchar Nigam Limited (abbreviated BSNL) is a state owned telecommunications company headquartered in New Delhi ,india. BSNL is one of the largest Indian cellular service providers, with over 90 million subscribers as of July 2011, and the largest land line telephone provider in India. However, in recent years the company's revenue and market share plunged into heavy losses due to intense competition in Indian telecommunications sector.
Introduction(Cont…) BSNL is India's oldest and largest communication service provider (CSP). It had a customer base of 90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam(MTNL). As of June 30, 2010, BSNL had a customer base of 27.45 million wireline and 72.69 million wireless subscribers.
History BSNL then known as the Department of Telecommunications had been a near monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country. MTNL was present only in Mumbai and New Delhi. During this period BSNL operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily unionised. As a result subscribers had to wait for as long as five years to get a telephone connection. The corporation tasted competition for the first time after the liberalisation of Indian economy in 1991.
History(cont….) Faced with stiff competition from the private telecom service providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however, put the onus for the sorry state of affairs on the Government policies, where in all state-owned service providers were required to function as mediums for achieving egalitarian growth across all segments of the society. The corporation (then DoT), however, failed to achieve this and India languished among the most poorly connected countries in the world. BSNL was born in 2000 after the corporatisation of DoT. The efficiency of the company has since improved, however, the performance level is nowhere near the private players.
History(cont….) The corporation remains heavily unionised and is comparatively slow in decision making and its implementation, which largely acts at the instances of unions without bothering about outcome. Management has been reactive to the schemes of private telecom players. Though it offers services at lowest tariffs, the private players continue to notch up better numbers in all areas, years after year. BSNL has been providing connections in both urban and rural areas. Pre-activated Mobile connections are available at many places across India. BSNL has also unveiled cost-effective broadband internet access plans (DataOne) targeted at homes and small businesses. At present BSNL enjoy's around 60% of market share of ISP services.
History(cont….) Year of Broadband 2007 2007 was declared as "Year of Broadband" in India and BSNL announced plans for providing 5 million broadband connectivity by the end of 2007. BSNL upgraded Dataone connections for a speed of up to 2 Mbit/s without any extra cost. This 2 Mbit/s broadband service was provided by BSNL at a cost of just US$ 11.7 per month (as of 21 July 2008 and at a limit of 2.5GB monthly limit with 0200-0800 hrs as no charge period). Further, BSNL is rolling out new broadband services such as triple play. BSNL planned to increase its customer base to 108 million customers by 2010. With the frantic activity in the communication sector in India, the target appears achievable.
History(cont….) BSNL is a pioneer of rural telephony in India. BSNL has recently bagged 80% of US$ 580 m (INR 2,500 crores) Rural Telephony project of Government of India. On 20 March 2009 BSNL advertised the launch of BlackBerry services across its Telecom circles in India. The corporation has also launched 3G services in select cities across the country. Presently, BSNL and MTNL are the only players to provide 3G services, as the Government of India has completed auction of 3G services for private players. BSNL shall get 3G bandwidth at lowest bidder prices of Rs 18,500 crore, which includes Rs 10,186 crore for 3G and Rs 8313crore for BWA.[
Mission And Vision VISION:To become the largest telecom Service Provider in Asia.MISSION :To provide world class State-of-art technology telecom services to its customers on demand at competitive prices.To Provide world class telecom infrastructure in its area of operation and to contribute to the growth of the country's economy.
OBJECTIVES : To be a Lead Telecom Services Provider.To provide quality and reliable fixed telecom service to our customer and there by increase customer's confidence.To provide mobile telephone service of high quality and become no. 1 GSM operator in its area of operation.To provide point of interconnection to other service provider as per their requirement promptly.Contribute towards:National Plan Target of 500 million subscriber base for the country by December 2010.Broadband customers base of 20 million in the country by 2010 as per Broadband Policy 2004.
Services BSNL provides almost every telecom service in India. Following are the main telecom services provided by BSNL: Universal Telecom Services : Fixed wireline services and landline in local loop (WLL) using CDMA Technology called bfone and Tarang respectively. As of June 30, 2010, BSNL had 75% marketshare of fixed lines. BSNL Mobile Prepaid Mobile Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile Telephone services using GSM platform under the brand name Cellone & Excel (BSNL Mobile). As of June 30, 2010 BSNL has 13.50% share of mobile telephony in the country. WLL-CDMA Telephone Services: BSNL's WLL (Wireless in Local Loop)service is a service giving both fixed line telephony & Mobile telephony. BSNL Broadband
Services(cont…) Internet: BSNL provides Internet access services through dial-up connection (as Sancharnet through 2009)as Prepaid, (NetOne) as Postpaid and ADSL broadband (BSNL Broadband). BSNL held 55.76% of the market share with reported subscriber base of 9.19 million Internet subscribers with 7.79% of growth at the end of March 2010.Top 12 Dial-up Service providers, based on the subscriber base, It Also Provides OnlineGames via Its Games on Demand (GOD) Intelligent Network (IN): BSNL offers value-added services, such as Free Phone Service (FPH), India Telephone Card (Prepaid card), Account Card Calling (ACC), Virtual Private Network (VPN), Tele-voting, Premium Rae Service (PRM), Universal Access Number (UAN). 3G:BSNL offers the '3G' or the'3rd Generation' services which includes facilities like video calling,mobile broadband, live TV, 3G Video portal, streaming services like online full length movies and video on demand etc. IPTV:BSNL also offers the 'Internet Protocol Television' facility which enables watch television through internet.
Services(cont…) FTTH:Fibre To The Home facility that offers a higher bandwidth for data transfer. This idea was proposed on post-December 2009. Helpdesk: BSNL's Helpdesk (Helpdesk) provide help desk support to their customers for their services. VVoIP: BSNL, along with SaiInfosystem - an Information and Communication Technologies (ICTs) provider - has launched Voice and Video Over Internet Protocol (VVoIP). This will allow to make audio as well as video calls to any landline, mobile, or IP phone anywhere in the world, provided that the requisite video phone equipment is available at both ends. WiMax: BSNL has introduced India's first 4th Generation High-Speed Wireless Broadband Access Technology with the minimum speed of 256kbps. The focus of this service is mainly rural customer where the wired broadband facility is not available.
Challanges During the financial year 2008-2009 (from April 1, 2008 to March 31, 2009) BSNL has added 8.1 million new customers in various telephone services taking its customer base to 75.9 million. BSNL's nearest competitor BhartiAirtel is standing at a customer base of 62.3 million. However, despite impressive growth shown by BSNL in recent times, the Fixed line customer base of BSNL is declining. In order to woo back its fixed-line customers BSNL has brought down long distance calling rate under OneIndia plan, however, the success of the scheme is not known. However, BSNL faces bleak fiscal 2009-2010 as users flee Presently there is an intense competition in Indian Telecom sector and various Telcos are rolling out attractive schemes and are providing good customer services. Access Deficit Charges (ADC, a levy being paid by the private operators to BSNL for provide service in non-lucrative areas especially rural areas) has been slashed by 20% by TRAI, w.e.f. April 1, 2009. The reduction in ADC may hit the bottomlines of BSNL.
BSNL has started 3G services in 290 cities and acquired more than 6 Lakh customers. It has planned to roll out 3G services in 760 cities across the country in 2010-11. Broadband services : The shift in demand from voice to data has revolutionized the very nature of the network. BSNL is poised to cash on this opportunity and has planned for extensive expansion of the Broadband services. The Broadband customer base of 3.56 Million customer in March'2009 is planned to be increased to 16.00 million by March 2014. Now bsnl is the under top five telecom service provider company in India. when compared to other telecom companies the quality of employees are not satisfactory.customeroriented,management skills are also poor,theinfluenece of unions in the organisation will also affect the future of bsnl
Solution A senior BSNL executive said the company is looking to have around 13 modules of what is called enterprise resource planning or ERP software. Besides finance, supply and HR functions, the software will be used to deal with materials and real estate management, ensure quality, derive business intelligence, and help operationalize an enterprise portal. “The ERP project is expected to get over by December 2009,” said the executive, who did not wish to be named because the plan to buy the software is not complete.
The company’s “IT cell is already working on ERP implementation for entire BSNL and an RFP (short for request for proposal) is under preparation,” according to a BSNL circular, dated 15 October. The note has set October as the deadline for floating the ERP tender. Government sector enterprises such as the ministry of finance, Oil and Natural Gas Corp. Ltd, BSNL and Indian Railways will spend nearly $3 billion or Rs11,850 crore this year on buying new software, hardware and services, according to research firm Frost & Sullivan. Such mega-sized plans help make the spending in the country on software and hardware wares the fastest growing in the world. The railways plans to float a $1 billion tender for its ERP project, which will have an expected user base of more than 1.6 million.
Companies such as Oracle Corp. and SAP AG, two of the biggest business software vendors in the world, will be bidding for BSNL’s ERP project once a tender is floated, said a person familiar with the development, who did not want either himself or his employer to be identified. BhartiAirtel and Idea Cellular Ltd run Oracle’s software for integrating work around HR, finance and material management. An Oracle India Pvt. Ltd spokesperson said she could not immediately comment on the BSNL project. A tech expert said BSNL would likely prefer to implement a ready-to-go ERP software rather than build up the application from scratch despite having a 500-member-strong IT team located at Pune. “Building an ERP could take few years depending on how much time is consumed in understanding the needs,” said RajdeepSahrawat, vice-president of trade body National Association of Software and Service Companies or Nasscom. “It makes sense for them to look at packaged solution from Oracle or SAP.”
B U Y E R C A S E S T U D Y B u y e r C o n v e r s a t i o n s : H o w B S N L P a r t n e r e d w i t h H C L A x o n t o D r i v e S A P - E n a b l e d B u s i n e s s T r a n s f o r m a t i o n
Case study Incorporated in October 2000, Bharat Sanchar Nigam Ltd. (BSNL) is amongst the top 10 telecom operators in the world. The company provides a wide range of telecom services in India across fixed-line, code division multiple access (CDMA) mobile,GSM mobile, Internet, broadband, carrier service, multiprotocol label switching (MPLS)–VPN, very small aperture terminal (VSAT), VoIP services, and international services.
Case study In an increasingly competitive market, the ability to respond to competitive moves and market change in a quick and efficient manner is crucial for maintaining a competitive position in the market. Organizations that have legacy processes and tools have found it difficult to adapt to changing market dynamics and have been witness to significant reduction in market share and impact on the brand value they bring to their customers.
BSNL as an organization has rich history and significant assets (approximately US$37 billion), yet its inability to adapt to evolving market dynamics led to the once incumbent telecom operator's lost of significant market share and profitability. Layered by government control mechanisms and a high cost-structure the company has struggled to compete effectively in the India market. This study looks at how BSNL engaged with HCL AXON to undertake its business transformation project for enterprise resource planning (ERP) adoption and the benefits it expects to realize