Social Media & Indian Telecom Industry


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This presentation shows how telecom companies can leverage the power of Social Media to grow its business

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Social Media & Indian Telecom Industry

  3. 3. INDUSTRY OVERVIEW (1/3)Market Overview Market Share (2010)• Private players such as Bharti 6.9% 0.5% Bharti Airtel Limited, Reliance 22.0% Reliance 11.3% Communication, Vodafone, Tata, Vodafone 11.8% BSNL, Idea Cellular and Aircel 17.9% Tata cumulatively hold a major share 12.0% BSNL of the wireless market 17.7% Idea Aircel• As of June 2010, the wireless Others market recorded 527. 6 million 17% GSM subscribers accounting for 83 per cent of the market and 107.9 million CDMA subscribers GSM accounting for the remaining 17 CDMA 83% per cent Source: IBEF © InRev Systems 2011 3
  4. 4. INDUSTRY OVERVIEW (2/3) Indian Telecom Statistics (Dec 2010) Total telephone subscriber base 787.28 Tele-density 66.16% Wireline user base 35.09 Wireless user base (GSM+CDMA+WLL(F)) 752.19 Monthly additions (Wireline + Wireless) 22.52 Monthly additions (Wireline) -0.1 Monthly additions (Wireless) 22.62 Broadband subscribers 10.92Source: telecomindiaonline (Subscriber numbers is in million) © InRev Systems 2011 4
  5. 5. INDUSTRY OVERVIEW (3/3) Industry Rivalry There is intense price war and high exit 5Industry 4Rivalry barrier increases rivalry. Overall, the attractiveness of the industry due to 3 industry rivalry is LOW Threat of 2 Threat of New Substitute 1 Entrants The industry is very capital intensive 0Threat of and vast infrastructure requirementNew makes it difficult for new entrants toEntrants come easily. Moreover the industry is highly regulated. Overall, the attractiveness of the industry due to Buyer Power Supplier Power threat of new entrants is MEDIUM Overall, the attractiveness of the industry is MEDIUMSupplier Supplier includes infrastructure and software manufacturers. There is low threat of forwardPower integration. Infrastructure sharing occurs. Overall, the attractiveness of the industry due to supplier power is MEDIUM There are large no of buyers and the no is increasing. There is very low switching cost with theBuyer introduction of number portability. Overall, the attractiveness of the industry due to buyerPower power is LOW to MEDIUMThreat of There are several substitute such as fixed line, voice/text, chatting, email, VOIP, networkingSubstitute sites, etc. However the power of wireless communication is still ahead over its substitutes. Overall, the attractiveness of the industry due to threat of substitute is HIGH © InRev Systems 2011 5
  6. 6. WHY SOCIAL MEDIA (1/3)NEED• The perceived FUNCTIONAL RISK involved in buying Telecom Product is HIGH. There is a risk that the product will not perform as promised or the service would not be good as being told• Differentiation is the only key to success especially Social Media is the after the introduction of Mobile Number easiest way out for the Portability Telecom Companies to meet these• Customers may not know what the plans that he requirements needs or he may be uncertain whether he really needs it• Customers will have lots of queries and question on the available plans, terms and benefits amongst many other things. To address such queries, Companies should have a good feedback mechanism © InRev Systems 2011 6
  7. 7. WHY SOCIAL MEDIA (2/3)POWER CREATE fan pages to post contact information, recent updates, and most importantly allow “fans” and the Company a means of communication on the main page and through the implementation of discussions on the fan page DEVELOP catchy and clever ways to express the most recent company information. Customers can share recent experiences with the company, as well as recommend potential product ideas and innovations UPLOAD and share videos and educate your customers with awareness, testimonial and videos showcasing what your Company truly is CONNECT the staffs of your Company and RECRUIT the best talents in the industry in this most professional social networking site © InRev Systems 2011 7
  8. 8. WHY SOCIAL MEDIA (3/3)BUSINESS BENEFIT Sales Reputation Customer B2B Social Increase Management Service It is very Listening Sales or Talks on For a business important Tools Generate Social Media to be especially in TRACK Leads directly are important successful, it a B2B conversations or indirectly as it affects is essential marketing to about your through public that there is a UNDERSTAND brand online Social Media sentiment 2 way CREATE and towards a communicati DELIVER brand or on between VALUE company companies & customers © InRev Systems 2011 8
  9. 9. SOCIAL MEDIA INDEX (1/4)Tata DoCoMo – one of the leading Telecom Company in India to adopt social mediain engaging with its customers Tata DoCoMo engaging Tata DoCoMo’s Facebook Page with Customers Tata DoCoMo has 16339 followers in Twitter © InRev Systems 2011 9
  10. 10. SOCIAL MEDIA INDEX (2/4)Idea Cellular is also very active in the Social Media space Idea Cellular’ s YouTube Channel Idea Cellular’ s Facebook Page © InRev Systems 2011 10
  11. 11. SOCIAL MEDIA INDEX (3/4)SOCIAL MEDIA GRADES is calculated based on the interactivity level of theTelecom Players in Facebook, Twitter, LinkedIn, YouTube and Blogs. Itshows how active the Telecom Companies are in the social media spaceNo of Channels represents the number of social networking sites aTelecom Company is present in Telecom Companies No of Channels Social Grades TATA DOCOMO 7 4 IDEA CELLULAR 4 3.65 VODAFONE ESSAR 9 3.46 AIRTEL 9 3.42 AIRCEL 4 3.36 RELIANCE MOBILE 4 2.66 UNINOR 3 2.22 BSNL 4 2.1 VIRGIN MOBILE 8 2.01 © InRev Systems 2011 11
  12. 12. SOCIAL MEDIA INDEX (4/4) 4 3.5 3Interactivity Level 2.5 2 1.5 1 0.5 0 0 1 2 3 4 5 6 7 8 9 No of Channels Social Engagement Graph: Interaction Plot of Telecom Companies in the Social Media Space © InRev Systems 2011 12
  13. 13. RESEARCH FINDINGS (1/6)BRAND AWARENESS: Number of conversations across webAirtel has the highest number of mentions in a 2 weeks period in the social media –Airtel: 27601, DoCoMo: 3399, Vodafone: 15448 and Idea: 2141 while Idea has the least © InRev Systems 2011 13
  14. 14. RESEARCH FINDINGS (2/6)BRAND HEALTH: SENTIMENTS across web for different Telecom Companies DoCoMo Airtel Vodafone Idea Positive Sentiment % 70.8% 59.33% 53.23% 30.63% Negative Sentiment % 8.66% 12.9% 14.16% 24.44% Idea is the most hated brand whereas DoCoMo is the most loved brand © InRev Systems 2011 14
  15. 15. RESEARCH FINDINGS (3/6)COMPARE the demographics – age groupof your brand talkers with competitors Docomo and Idea is mostly talked about by people in the age group of 26-35 whileAirtel and Vodafone has a younger brand patronage – people in the age group of 13-17 © InRev Systems 2011 15
  16. 16. RESEARCH FINDINGS (4/6)COMPARE the demographics – locationof your brand talkers with competitors Except Idea, all other Companies have strong buzz in most part of India, Airtel clearly is the winner in this space © InRev Systems 2011 16
  17. 17. RESEARCH FINDINGS (5/6)COMPARE the source of messages All telecom companies have strong mentions in Blogs while Airtel and Vodafone also have high mentions in Twitter. Airtel is strong in Facebook too © InRev Systems 2011 17
  18. 18. RESEARCH FINDINGS (6/6)INDUSTRY INTELLIGENCE Tracking the keyword “PHONE ROAMING” in Simplify360 There are 94 mention of the keyword “PHONE ROAMING” in the social media within a period of 2 weeks alone 34.78% of the talks about PHONE ROAMING is related to negative sentiment about the topic. This is a huge number and telecom companies should address this issue Majority of the people talking about the topic are in the age groups of 13-17 © InRev Systems 2011 18
  19. 19. RESEARCH FINDINGS (6/6) INDUSTRY INTELLIGENCE There are 4428 mention of the keyword “mobile coverage” in the social media within a period of 2 weeks alone Tracking the keyword “Mobile Coverage” in Simplify360 Twitter Analytics Of all the conversations about “mobile Hate of Mobile 8.8% Coverage coverage” in Twitter, 38.6% and 36.8% are 36.8% Information to about links & promotions and hate of mobile38.6% Customers coverage respectively Links & 15.8% Promotions This calls for mobile operators to give a Questions reality check on their coverage performance © InRev Systems 2011 19
  20. 20. Start Using Simplify360 TodayFor Details, Visit - Or Send a Mail to - david@in-rev.com VP - Sales, InRev Systems @simplify360 © InRev Systems 2011 20