Idea Cellular is India's third largest mobile operator and one of the top 10 mobile operators worldwide. It has over 155 million subscribers and offers 2G and 3G voice and data services across India. Idea has a clear hierarchical organizational

1. ORGANISATION STRUCTURE
TRAINING
IDEA CELLULAR LIMITED
(DELHI)

2. IDEA CELLULAR LIMITED
Type: Public Limited
Company
Industry: Telecom Services
Founded: 1995
Headquarters: Mumbai,
India
Chairman: Mr. Kumar
Mangalam Birla
MD: Mr. Himanshu
Kapania
Parent: Aditya Birla Group
(49.05%)
Slogan : “An idea can
change your life”
Website:
www.ideacellular.com
•Idea is India's first truly multinational corporation.
•Pan-India integrated GSM operator.
•Offers 2G and 3G services.
•Has its own NLD and ILD operations, and ISP license.
•Revenue in excess of $4.2 billion & revenue market
share of nearly 15%.
•Subscriber base of over 155 million.
•India’s 3rd largest mobile operator & top 10 country
operators in the world.
•Traffic of over 1.75 billion minutes a day.

3. ABOUT THE COMPANY
• Idea is India's first truly multinational corporation.
• Pan-India integrated GSM operator.
• Offers 2G and 3G services.
• Has its own NLD and ILD operations, and ISP license.
• Revenue in excess of $4.2 billion & revenue market share
of nearly 15%.
• Subscriber base of over 155 million in FY 2013.
• India’s 3rd largest mobile operator & top 10 country
operators in the world.
• Traffic of over 1.75 billion minutes a day.

4. 1995 To Present: IDEAAt A Glance
1995 - Incorporated as Birla Communications Limited. Obtained licenses for providing GSM-
based services in the Gujarat and Maharashtra Circles.
1996 - Changed name to Birla AT&T Communications Limited following joint venture
between Grasim Industries and AT&T Corporation.
1997 - Commenced operations in the Gujarat and Maharashtra Circles.
2000 - Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra
Pradesh Circle.
2001 - Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh
(including Chhattisgarh) Circle. Changed name to Birla Tata AT&T Limited.

5. 2002 - Changed name to Idea Cellular Limited and launched "Idea“
brand name. Commenced commercial operations in Delhi Circle.
Reached the one million subscriber mark.
2004 - Acquired Escotel Mobile Communications Limited (subsequently
renamed as Idea Mobile Communications Limited).
2005 - First operator in India to commercially launch EDGE services.
2006 - Became part of the Aditya Birla Group subsequent to the TATA
Group transferring its entire shareholding in the Company to the
Aditya Birla Group. Acquired Escorts Telecommunications Limited
(subsequently renamed as Idea Telecommunications Limited).
2008 - Acquired Spice Communications with the operating circles of
Punjab and Karnataka. Launched services in Bihar and Mumbai.
2009 – Idea becomes a pan-India operator.
2010 - Idea emerged as the 3rd largest mobile operator in India, in
revenue terms.
2011 - First operator to announce the launch of Mobile Number
Portability. Launches 3G services in 10 circles.
2013 - Became the 3rd largest mobile operator in subscriber terms.

6. MISSION, VISION & VALUES
VISION
To be a premium global conglomerate with a clear focus on each business.
MISSION
"We will delight our customers while meeting their individual communication
needs anytime anywhere“
VALUES
Integrity – Honesty in every action
Commitment –Deliver on the promise
Passion – Energized action
Seamlessness – Without boundaries in letter and spirit
Speed – One step ahead always

7. PRODUCTS & SERVICES
•Postpaid/Prepaid Voice and Data
•Idea 3G smart phones
•3G Wi-Fi and net setters
• MNP
•Special Blackberry Services
•VAS
•Idea Money

8. HIERARCHY ORGANIZATION
STRUCTURE
• IDEA Cellular Limited has a clear Hierarchical Organization Structure.
• A hierarchical structure clearly defines each employee’s role within the
organization and defines the nature of their relationship with other
employees.
• This type of organizational structure ensures command and control of the
whole organization.
• IDEA operates in 22 circles all over India and each circle has a main Circle
Office headed by the Circle Head.
• Different departments heads (HR, Sales, Finance etc) report to the circle
head.
• The Circle heads report to the CXOs and MD at the Corporate Head Office
(in Mumbai).
• IDEA also has Dotted Line Reporting between different department heads
at the circle level and their respective CXOs at the corporate level.

9. ORGANISATION STRUCTURE
CORPORATE LEVEL
MD (Mr. Himanshu Kapania)
CIRCLE LEVEL (Delhi)
Circle Head (Mr. Sanjeev Govil)
CXOs
CMO CHRO CFO CCO CSDO CSO CNO
Marketing
Head
S&P
Head
HR
Head
Sales
Head
Networks
Head
F&A
Head
Comm
Head
SD
Head
Facilities
Head
Learning & Dev.
Head
HR Ops
Head
Recruitment
Head
NOTE: There are 8 departments at
the circle level and all departments
further have verticals under them
(like we’ve shown here for HR).
There is a team of employees
working in each vertical with a
vertical head.
NOTE: Circle level Dept
heads also have dotted line
reporting to their
respective CXOs at the
corporate level.
Recruitment Team

10. Evaluation of Organizational Structure
ADVANTAGES
Authority is Obvious
Clear communication
Managers are Skilled in Specific Area
Clear Promotional Pathway
Departmental Loyalty
DISADVANTAGES
Rivalry between departments may
inflame.
Salaries for multiple layers of
management increase an organization’s
costs.
Decision-making might be slower in
hierarchical structures.

11. KEY RESULT AREAS AND
ACTIVITIES
KEY RESULT AREAS
 Increase customer and revenue market share in the industry.
 Increase the profitability and EBITA figures.
 Make Idea Cellular Ltd. employer of choice.
KEY RESULT ACTIVITIES
 Investing in people
 Investing in infrastructure
 Investing in customers and service orientation.

12. NETWORKS
Networks Head (Mr. Bhagwan Singh)
PLANNING PROJECTS
OPERATIONS &
MAINTENANCE
SWITCH/IN QUALITY
Designs
& plans the
Network
architecture to
achieve roll out
targets, meet
business
requirements
and ensures
availability of
required
network as per
business plans.
Projects look into
site rollouts for 2G
& 3G, manage the
site facilities and
Optical Fiber Cable
(OFC) projects to
ensure that delivery
& roll out targets
are met on time.
They also interact
with Infrastructure
Providers (IP) to
ensure that sites
are cleared on time
and raw material is
readily available.
•Ensures proper
maintenance of
network for
providing better
quality of network
service to
customers.
•Maintenance of
transmission & OFC
operations to
achieve the desired
value of network
availability.
•Ensures timely up
gradation of network
for providing better
quality of service to
our customers
Switch and Intelligent
Network (IN) are the
standard network
architectures. This
vertical ensures proper
IN – New product
implementation and
System Integrations to
meet and improve the
network operability
requirement and
establishes network
performance
monitoring mechanisms
to achieve round the
clock network
operations.
Works with other
Network Verticals for
improvement in
network quality &
suggesting,
monitoring and
enabling actions for
improvement. It also
ensures that speedy
actions are taken up
for issues relating to
customer
complaints, thereby
leading to better
customer experience
of the network.

13. HUMAN RESOURCES
HR Head (Mr. Debashish De)
FACILITIESRECRUITMENT
LEARNING &
DEVELOPMENT
OPERATIONS
This is basically the
administration
department which is
concerned with
providing services
inside the
organization to its
employees and for
maintaining the
workplace.
It looks after the
infrastructure,
ensures employee
security, takes care of
housekeeping and
many other facilities
for employees.
The recruitment team
is concerned with the
process of finding
suitable candidates for
posts in the various
departments as and
when there are
openings. They recruit
through Internal and
external sources. The
recruitment team
makes sure that the
organization gets the
best of resources in the
form of its employees
and that the company
is never short of
manpower.
Learning and
Development, as the name
suggests focuses on
employee development
and learning through
various programs and is
called Management
Development Function.
DAC (development
assessment centre) is a
promotion and employee
development method. The
vision of MDF is- “To
continuously enrich
human capital
competencies of our
organization to create
sustained profitability.”
HR operations looks into:
Personnel Administration- Deals
with employees when they
join/resign by filing all their
personal info in the company
records.
Payroll Administration- It deals
with pay of the employees.
Time Administration- It deals with
the leave policy and keeps in check
the attendance and office timings
of the employees to make sure
they’re putting in the required
number of work hours.
Employee Welfare Benefits –
Works for the welfare of the
employees with Welfare policies
like Pension funds, Maternity
Leave etc.

14. How IDEA Recruits
Recruitment in Idea is done through internal and external sources.
Internal – 1) Employees from Aditya Birla Group
2) Employees from Idea
External – 1) Employee reference (incentive based)
2) Job Portals/ LinkedIn
3) Consultants
4)Campus recruitment
RECRUITMENT PROCESS
Post is open/
resignation received
MRF form is filled
from the dept.
Vacancies posted in
Poornata
Applications are
received
internally
Applications are
reviewed
External sourcing of
applicants if internal
applicants don’t meet
required criteria
CVs are sent for short
listing to respective
departments
Interviews lined up for
shortlisted candidates
Joining and
induction
Offer letter released
Offer discussion &
Negotiation
Reference/medical/
background/psychometric
evaluation of selected
candidates

15. Career Planning & Promotion
DAC – Development Assessment Centre
DACs have been designed to support employees in assessing and developing their capabilities. It is a
promotion method that is valid in all organizations of the Aditya Birla Group. Employees are evaluated
over a period of time; say one to three days, by observing their behaviors across a series of selected
exercises or work samples. DAC judges on the basis of four parameters-
1) BBII
2) Role play- Candidate is required to take the role of a key leader within a simulated organization.
3) Inbox- Candidate is required to respond to a simulated mail to test his/her communication skills.
4) Business Presentation- Candidate will be given a case study and has to present a business
presentation on the same.
The candidate is judged on all the parameters by 4 assessors who are all external to Idea. The
candidates are then ranked according to 5 grades-
FEE- Far Exceeds Expectations
EE- Exceeds Expectations
ME- Meets Expectations
BE- Below Expectations
FBE- Far Below Expectations
If the candidates perform well and get grades like FEE or EE then they are eligible for promotion in
their respective fields.

16. Performance Appraisal
Performance Appraisal is a tool to find out the working and achievement of an employee in
an organization.
At IDEA two types of performance appraisal systems are used.
 90 Degree Appraisal
In this type of appraisal system, the feedback of employee performance is taken directly from
the person working above the employee in the organization structure. It can be a team
leader or a manager.
 Bell curve Appraisal
The performance ratings of all the employees for a particular appraisal period is plotted on
graph to form a bell curve shape. This means that at both the ends of the bell curve there
will be certain groups of ratings (low performers or high performers) and the majority will be
in the middle (average performers).

17. Policies & HRD measures
Gratuity Policy
Additional gratuity benefits for
employees who retire with
Idea post 10-15 years of
service.
Retirement Policy
All the employees retire at
the age of 60.
BYCS (Buy Your Car Scheme)
Enables employees to
purchase their own
vehicle with company
support for the car tenure
period and tax benefits.
Working hours Attendance
Policy
5 days a week working. Work
hours 9-5 with one hour
flexible timing.
Maternity Leave Policy
Additional maternity leave
and provision of child
adoption leave.
Re-hire of Ex-employees policy
if ex-employees join within a
year then they are taken in at
the same post. If they join after a
year then they’re promoted
according to their experience.
Employee Cellular Policy
Postpaid Idea number with a
balance of 1000 rupees per
month.
Contractual Staff Cellular
Policy
Prepaid Idea Number with a
Balance reimbursement of up
to 400 rupees per month
Employee Referral Policy
Employees can get incentives up
to 30,000 (women) and 20,000
(men) if they refer people to Idea
and they’re selected.
Enterprise Social Network Usage
Policy
Employees are allowed to use
and operate social media sites
on their work systems for
maximum 60 minutes daily.

18. COMMERCIAL
Commercial Head (Mr. Sanjeev Arora)
CAPITAL
EXPENSE
OPERATIONAL
EXPENSE
LOGISTICS IMCP
Capital Expense or
CAPEX vertical in the
Commercial Dept.
looks into the
procurement of
capital goods or fixed
assets for all the
different depts. and
organization as a
whole.
For example, it
procures BTSs for the
networks, furniture
and machinery,
routers, land and
building, photocopy
machines for the
office etc.
Operational expenses
or the OPEX vertical
looks into the
procurement of goods
and services on a day-
to-day basis. The
expenses here are
current expenses.
For example, daily
paper/stationary
supply, maintenance
and servicing charges
for machinery, rent on
buildings if it’s not
owned, admin
expenses etc.
Logistics vertical looks
into the procurement,
supply, maintenance
and transportation of
equipment for the
organization. This is
done by warehousing
the equipments/goods
into different categories
such as CAPEX
warehousing
(machinery, BTS, routers
etc) and OPEX or
transitory warehousing
(SIMs, coupons, office
supplies, posters etc)
IMCP stands for
information management
and commercial processes
. This vertical prepares and
compiles all the data for
inventory, receipts etc
which is reviewed by
corporate office and is
stored in their database.
This is done to keep a
check on the inventory
and also for keeping
records in case of loss due
to damage or if it becomes
obsolete.

19. How Materials Are Purchased
User departments raise
requirements
Indent is prepared
Purchase order
Warehousing of
purchased goods
User departments
informed
Dispatch
Different departments (networks,
IT, sales, HR) tell what
inventory/materials are required.
NOTE 1: After the indent is
prepared different retailers
(sellers) are contacted and they
give quotations for their
respective prices.
The retailer with the lowest price
offering is selected for the
purchase of materials.
NOTE 2: If a dept has given a
budget of 5 lac rupees for
purchase of materials and no
seller is ready to sell materials
within the specified budget limit
then the Indent and Purchase
order get cancelled and it is
reported to the respective
department that the purchase is
not possible within that budget.
A purchase order listing the type,
quantities and prices of the products is
sent from the commercial dept to the
sellers/suppliers.
An official requisition for goods is
made.
After the supplier delivers the
products to the company, they are
stored in warehouses.
The different user departments
allocate the materials and move
orders are prepared.
Goods are moved/dispatched to
their respective locations.

20. MARKETING
Marketing Head (Mr. Parag Khanna)
VOICE PRODUCT
MARKETING
MBB PRODUCT
MARKETING
VALUE ADDED
SERVICES (VAS)
BRAND
This vertical works
towards providing
market research and
inputs to prepare and
launch a wide range of
Prepaid and Postpaid
voice products (mobile
plans).
These may include ISD
products, STD products
or STV (Special Tariff
Vouchers) products.
MBB means Mobile
Broadband or data
services. This vertical
works towards providing
market research and
inputs (Appendix 1) to
prepare and launch
different data products for
different categories of
customers like
Postpaid/Prepaid or
3G/2G. It also offers other
data products like Idea
dongles, Idea Netsetters
and Idea 3G Smart
phones.
This vertical looks into the
creative aspects, events,
product promotions,
launches and outdoor
activities . For the creative
components (ads,
campaigns, posters etc),
the circle team sends a
marketing brief to the
agency and the agency
comes out with the
creative components.
Marketing agency- LOWE
Lintas
Research Agency- TNS
(Taylor Nelson Sofres).
This vertical works to
provide a number of
great value added
services to its
customers. Some of
the VAS products
offered are- News
Portal Pack, General
Health Pack, Weight
Loss Pack, Health
Tips, Nutrition Tips,
Missed Call Alerts,
Caller tunes, Cricket
updates etc.

21. Product Promotional Measures
For product promotion, Idea follows two strategies:
BELOW THE LINE ACTIVITIES (BTL)
Below the line promotional activities mainly deal
with in-shop advertising and promotion like
putting up posters, ads, product plans in retail
outlets or company showrooms where the
customers come on a regular basis.
ABOVE THE LINE ACTIVITIES (ATL)
-Above the line promotional activities include
putting up bill boards, hoardings, doing press
releases, radio ads etc. This is all done at the
circle level because different circles have
different preferences (language, print media,
radio channels).
-Television ad campaigns are dealt with at the
corporate level .

22. What an IDEA!
Apart from advertising their products to the consumers, Idea brings about awareness and change in
the society through their unique ad campaigns as they are always based on social issues and public
awareness. Some examples are:
1) Health and fitness (‘Walk when you talk’ campaign)
2) Paper conservation (‘Save paper, use mobile’ campaign)
3) Consumer Awareness (‘No ullu banawing’ campaign)
4) Education for all ( ‘IIN’ campaign)

23. SALES
Sales Head (Mr. Abhishek Gautam)
GENERAL TRADE MODERN TRADE
COMPANY
SHOWROOMS
IDEA MONEY
Idea Money allows
you to conveniently
conduct a variety of
financial
transactions, any-
time, anywhere using
mobile phones. One
can do prepaid
mobile recharges,
DTH recharges, utility
bill payments,
postpaid bill
payments, money
transfers and much
more using this
service.
General Trade deals
with sales of Idea
products through
retail outlets. They
deal only in Prepaid
products and are
Conventional
channels of trade.
These outlets are
not exclusive and
contain products of
other (rival)
companies as well.
Modern Trade deals with
sales of Idea products
through high end shops like
The Mobile Store, Spice
Hotspot etc. and are called
Alternate channels of
Trade.
This also includes Non
conventional channels of
trade i.e., non telecom
outlets like Kirana shops,
Grocery stores etc. for sales
of their products.
These outlets are not
inclusive to Idea and they
keep both prepaid and
postpaid products.
This vertical deals with
sales in dedicated stores
which are-
1. MY IDEA STORES-
are franchises all
over India that offer
only Idea products.
2. COMPANY RETAIL
SHOWROOMS- are
company owned
company operated
(COCO) stores all
over India that deal
in Idea products.

24. SALES – Zonal Structure
ZBM East
Delhi
ZBM West
Delhi
ZBM
North
Delhi
ZBM
South
Delhi
ZBM
Gurgaon
ZBM
Central
Delhi
ZBM Old
Delhi
Every Circle has Zonal Offices for Sales. There are 7 Zonal Offices in the Delhi Circle
Postpaid SD manager Marcom EX
Salesmen
Collectors
Distributors
Prepaid
ASM ASM ASM
TSM TSM TSM
Distributor
1
Distributor
2
Distributor
3
ASM
TSM TSM TSM
Distributor
1
Distributor
2
Distributor
3
Salesmen
Collectors
Distributors
KEY:
ZBM- Zonal
Business
Manager
ASM- Area sales
manager
TSM- Territory
Sales Manager
SD- Service
Delivery

25. SERVICE DELIVERY
SD Head (Mr. Amit Dimri)
PREPAID POSTPAID
SERVICE
CENTRE
CIM
SERVICE
EXCELLENCE
This vertical
deals with
activations,
usage and
churn
monitoring
for prepaid
products and
services.
Service
excellence
provides training
to employees for
customer
handling and
satisfaction and
makes sure that
employees
comply to all
regulations. It
also conducts
surveys through
external
agencies.
This vertical
deals with
activations,
usage and
churn
monitoring
for the
postpaid
product and
services. It
also looks into
retention.
Service Centre
looks into the
operations of
Company
Showrooms like
My Idea Stores
and Company
Retail Stores. It
keeps a tab on
their sales and
checks new
rollouts and also
looks into its
profits to make
sure they’re not
loss inducing
units.
CIM or Customer
Interaction
Management has
areas of work-
1. INBOUND-
Manages and
analyses call centers
to make sure they
work in a customer
friendly way.
2. OUTBOUND-
monitors the calls
made to customers.
3. RESPONSE &
RESOLUTIONS-
provides solutions for
problems or
complaints received.

26. LEGAL
Legal Head (Mr. Pankaj Kumar)
LEGAL REGULATORY NODAL
The legal wing of the department
requires all its members to be law
graduates. It has three functions-
1) Litigations- This deals with all the
court cases that the organization is
involved in. It includes cases filed
by the organization and cases filed
against the organization.
2) Agreement Drafting- It drafts
different agreements for
employees, vendors, sellers,
partners, government etc with all
the legal formalities in place.
3) It provides legal opinion to internal
teams and interaction with
external agencies.
The Nodal wing of the legal
department does the
following functions-
1) It provides CDR (call
detail records) to all
crime enforcement
agencies.
2) It provides the online
location of subscribers
to crime enforcement
agencies.
3) It provides interception
(listening) for particular
subscribers only at the
orders of crime
enforcement agencies.
The Regulatory wing
of the legal
department ensures
that the organization
complies to all the
guidelines of Telecom
authorities i.e. DoT
(Department of
telecommunications)
or TRAI (Telecom
Regulatory Authority
of India) and the
government policies.

27. FINANCE & ACCOUNTING
F&A Head (Mr. Sanjay Sabharwal)
ACCOUNTS
REVENUE
ASSURANCES
MIS
The Accounts vertical deals with all the
accounting work of the organization.
Oracle 11i is the accounting software
used. The accounting procedure is divided
into 4 parts:
1) Accounts Payable- It notes down all
the money owed by the organization
to others.
2) Accounts Receivables- It notes down
all the money owed to the
organization by others.
3) General ledger- It is a complete
record of financial transactions of an
organization.
4) Fixed Assets- A record of the
organization’s fixed assets like land
and building, BTSs, machinery etc.
MIS is Management
Information Services. The
MIS Report is used to
produce financial
statements for the
organization. Accounting
figures (reports) from
different departments are
evaluated and financial
statements like balance
sheet or income statements
are prepared to analyze
the financial status of the
organization on a regular
basis.
Revenue Assurance vertical
makes sure that there is no
revenue leakage by any
means.
For instance, if Idea comes up
with a plan(product) that for
a recharge of 100 rupees
every customer will get a talk
time worth 102 rupees, then
revenue assurance will make
sure that the customer is
getting those extra 2 rupees
and that there’s no revenue
leakage.

28. SUCCESS FACTORS
 Capitalizing on rural boom- Being a late entrant into telecom space Idea knew
the only scope to expand was to exploit India's rural market and capitalize on
the subsequent rural boom.
 Management quality- Empowering regional heads and restricting the central
office to administrative work.
 Sole ownership- In 2006 ABG became the sole owner of Idea and solved the
problem of sparring partners after AT&T and Tata left, giving Idea a clear
identity and strategy.
 Brand Name- ‘Idea’ is believed to be one of the top five words used in the
world and that is what ABG named its brand to connect with customers.
 Advertising campaigns- Idea’s campaigns have been brilliant as they are based
on social issues and awareness and resonate one word ‘idea’ which is the
brand name itself.
 Benefit of being a late entrant- early telecom companies had to set up their
own infrastructure while Idea bloomed in a period of sharing, when it could
expand with lesser capital and faster turnarounds.
 Stability- From having nearly the same efficient and effective top executive
team for over seven years.

29. SWOT Analysis
STRENGTHS
•Good advertising
•Flexible plans
•High employee retention
•Idea and ABG brand value
•Strong base of migrant customers
•Celebrity brand ambassadors
WEAKNESSES
•Price competition from Aircel
and BSNL
•Network connectivity issues
•3G data
OPPORTUNITIES
•Launch of new 3G services
•Expanding cellular market
•Latest and low cost technology
•Tap into the smartphone market
with latest technology Idea
Smartphones.
•New and emerging markets
THREATS
•New emerging players
•Low price offerings from other
players
•Govt regulations
•Mobile number portability
•Loyal customer base of other
service providers
•Introduction of 4G by others

30. FUTURE PLANS FOR GROWTH
• DIGITAL IDEA- Develop online sales and service channel.
• NEW CIRCLE PROFITABILITY- Develop a new approach, new model.
• COST EFFICIENIES
1) Churn Reduction- Target a low of 3% by Q4-FY15
2) Improve manpower productivity (including temps)
• IDEA 3G SMARTPHONES- Monthly sales to reach 1,00,000 by FY2015.
• CAPEX DEPLOYMENT
1) 25,000 km OFC roll out in 18 months.
2) Circle heads to be engaged in bandwidth capacity growth.
• CUSTOMER EXPERIENCE MANAGEMENT- IT systems to support customer needs on Data,
Content, Application, Devices etc.
• CUSTOMER CENTRICITY CULTURE- Improve systems and processes to meet evolving
customer expectations.
• MOST TRUSTED BRAND- Make Idea the most trusted brand for consumers and empower
them to transform their lives by demonstrating and living Idea’s values of Champion, Humane
and Elevating.
• 32/10 IN FY15
32,000crore Gross Revenue
10,000crore EBITDA

31. AWARDS & ACCOLADES
• 'Emerging Company of The Year Award' : Economic Times Corporate Excellence
Award 2009
• 'Mobile Operator of the Year - India' : Asian Mobile News Awards in 2007 & '08
• Amity Telecom Excellence Award for 'The Best Rural Services Provider’ for 2012 and
2013.
• Winner of ET Telecom Awards 2012, for 'Customer Experience Enhancement‘
• 'Golden Peacock Award 2008' for Most Innovative Product & Services.
• No.1 Telecom Operator Brand of choice by ‘Great Places to Work For’ in 2011
• Featured in the, 'Best Companies to Work for' Survey by BT in 2010
• World Communication Awards 2012 'Best Brand Campaign of the Year’ for 3G
Population
• Yahoo Big Idea Chair Best Online Advertising in 2011
• Social Media Campaign of the Year at the WAT Awards in 2010
• Digital Media Campaign of the Year at the WAT Awards in 2010
• CNBC TV18 India Business Leader Awards 2013, Idea was awarded the 'Storyboard
Brand Campaign of the Year Award' for the Honey Bunny campaign.
And many more….

32. APPENDIX 1
MARKET SURVEY FOR MOBILE BROADBAND (DATA)
SURVEY TYPE: Consumer Preference Survey
PEOPLE SURVEYED: 40 persons
VENUE: Great India Palace (Mall), Noida
TIME: 12pm-4pm
QUESTIONS:
1.Which telecom operator are you currently
using?
Airtel
Vodafone
Idea
Aircel
Tata
Others
2.Do you avail 2g or 3g service for data?
2g
3g
None
3.Do you have a dual SIM phone?
4.Have you ever opted for mobile number
portability? If yes then why?
4.Are you influenced by any kinds of Ads while
making a choice of network?
Yes
No
Can’t say
5.On what parameters do you choose any
particular operator?
Peer connection
Network connectivity
VAS
Pricing/ affordability
Others

33. 6. Have you ever opted for mobile number
portability? If yes then why?
Yes
No
7. Are you influenced by any kinds of Ads
while making a choice of network?
Yes
No
Can’t say
8. How much do you spend monthly on
mobile recharges?
Less than 100
100-200
200-500
More than 500
9. Is there any particular service you have
started or stooped using recently?
10. What amount of money does your
operator charge you for 1gb data?
(3g/2g)
11. What amount of money do you think
you should pay for 1gb data pack?
12. What do you do after the 1gb data pack
is exhausted?
Recharge again
Wait for renewal
Choose segmented offers
Choose smaller recharges
Others

34. 13. If you refer your operator to your family/friend/colleague on what basis
would you pitch in?
Network connection
Data speed
Prices
Others
14. What is your age?
15. What is your educational background?
16. What occupation are you pursuing currently?

35. Survey Result/Findings
1. Idea, Airtel and Vodafone are the top three operators of choice with Idea
getting nearly 50% of votes.
2. 80% of the people surveyed avail 3g services while 20% avail 2g services.
3. 50% people use a dual SIM phone.
4. Network Connectivity is the top parameter for choosing the operator
followed by Pricing.
5. Only 20% of the respondents have opted for MNP. Top reasons for change
are again network and pricing.
6. 75% of the respondents were not influenced by ads while making a choice
for their operator.
7. Average Monthly mobile expenditure:
Students- Between 200 to 500
Young professionals- More than 500
8. 95% of the respondents didn’t use any VAS.
9. Average amount charged for 1GB 3G data (1 month) by all operators is
between 250-300.
10. All respondents were satisfied with the amount charged for 3G data as
long as their network connectivity was up to the mark.

36. 11. 95% of the respondents recharge immediately after their data pack exhausts.
12. Referral of operator to friends/family:
60%- Network
30%- Price and schemes
10%- Others
13. Age group of the respondents was between 18-30.
70%- 18-26
30%- 27-30
14. Educational Background- Graduates and Undergraduates
15. Young professionals