In India consumer talking over 500 minutes per month which is only second to USA 750 Minutes.
First we have to define what customer wants/ what are the requirements of customers. Company have to decide which segment of customer to target, what are the process req and which particular area to target.Measure: maesure the different req like tariff for different seg. Time frame for customer complaint redressal. Here KPImetrics is imp indicates critical process to be adressesd.Analuse:in analysis part, companies find out what customer expected and what perceives abt.offerings.Then they go for root based cause analysis- from where problem arise and how to solve it.Design: based on earlier analysis, the whole process is redesigned and op ARE MODIFIED AND ULIMATELYSCORECARD IS CREATED ON BASIS OF PERFORMANCE PANEL.VALIDATE: TRAINING TO STAFF FOR NEW PROCESSIMPLEMENTATIONCONTINUOS IMP.PROGRAMME.
Achievers-Consisting of professionals and executives who want quick and efficient service.Funsters- young people who want fun and entertainment, mobile is a gadget for them.Productivity-Enhancer- like traders, plumbersm electricians for whom mobile is aproductive tool.Social Callers- consiting of young girls/ wives who make calls to stay in touch with their loved one/ friends and at times to flaunt it as a status symbol
Technology EvaluationAnalyse current market situationInstruments and equipmentErcission (hardware) and IBM (software)Gap analysisProblem arised in accessing AIRTEL from other networks.Routing problem with BSNL NETWORK.
Internal restructuring and reengineeringAnalyse issue surrounding scalability Proper training regarding information of services.Targeted institutional customers. Business growthCompany heavily expanded in rural area’s .Transmission in remote areas.Increased towers capacity.Market and regularity environments23 circles available.Formation of cartalisation.
STEP3.Pilot launchedFeedback received with problems and suggestion After reengineering user validation was sought All these were rolled into Airtel Roadmap for CRM ( using ORACLE software in CRM) and pick up of call in call centre in 2-3 rings.
Intrinsic Attributes:Product: SIM card cost and available calling costService: no. of service outlets and handling of customer complaints.Activities: easy recharge options.Extrinsic attributes:Word of mouth- telling or recommending to friends or relatives etc.Objective Price- what competitiors provideWhat are different tariff plans available, free sms, rooming rates, STD and local call rates.Perceived quality:On the basics of intrinsic and extrinsic qualities consumer perceived service of particular service provider.Perceived cost:Monetary cost + other cost of acquisitionMonetary cost: cost of purchasing SIM, recharge etc.Other cost includes top up cards, rooming cards etc.Perceived Benefits:Functional benefits: speed, accuracy in callingEmotional : rel. to loyalty, customer feels attached to brand or not.Perceived sacrifice: considering perceived benefits and perceived cost consumer decide what to sacrifice.Perceived value: On basis of perceived benefits and perceived sacrifice, consumer perceived value which ultimately affects purchase behavior.
1. Subscribe for cool alerts at the click of a button! What's better is that you receive updates automatically on your Airtel phone.2. Avail of special services like calling waiting, call hold, call divert and voice mail to manage all your accessibility needs with Airtel3. More services, for convenient use of your mobile from Airtel network.4. Let your phone do the talking, with our Mail and Messaging services. Make arrangements, share moments or just say hello..5. Welcome to Airtel Mobile Phone Backup, a unique service that saves all the vital and precious information at the touch of a button.
Management of Innovations Case Study - Bharti Airtel
Case Study – Bharti Airtel
Ankit Jain #109
Siddhesh Trivedi #121
Zakir Farooqui #127
Balagopal P #301
Ishan Parekh #315
Dhruv Kalia #324
were allowed in
Policy (NTP) was
NTP-99 led to
migration from high-
cost fixed license fee
to low-cost revenue
ILD services was
Calling Party Pays
policy 2004 was
FDI limit was
49 to 74 percent
Decision on 3G
Department of Telecommunication (DoT) is the main body formulating laws and various
regulations for the Indian telecom industry.
Evolution of Telecom In India
• India the most talkative nation after America.
• Bharti Airtel, today is a behemoth with close
to 25% share of country’s mobile telecom
• Serves 75 million subscribers base.
• Most profitable telecom network in the
country with a revenue more than Rs.9,000
AMOU & ARPU
Q1 2006 Q2 2006 Q3 2006 Q4 2006 Q1 2007
Minutes of Usage per Month – Mobile Services
ARPU* in India – Mobile Services
Despite a low teledensity of approximately 19
percent, India has the second highest minutes of
usage per month. This offers huge growth opportunity
to telecom companies.
The declining ARPU implies that India Inc. is tapping a
large market at the bottom of the pyramid by reducing
tariffs; thereby, enhancing affordability.
• Translate its expertise in Indian markets to
other emerging economies. This could call for
• Technology leadership is a must.
• Indian market inspite of being the worlds
largest is still not matured. Opportunities
abound in the hinterland which must be
Airtel Innovation Fund
• Corpus of $44 million
• Fund open to early stage ventures that are
registered in India
• Primary sectors:
m-commerce, value added services, IP-based
technology, lifestyle & location –based services.
• A mobile payment platform
• Can be used for:
Mobile recharge & bill payments, mobile bill,
money transfer, over-the-counter (OTC)
payments and retailer “kiosk” services.
Bharti Airtel needed to maximize its future flexibility and
growth potential by adopting a business-driven framework
for integration, allowing it to implement and deliver new
services rapidly. With competition intensifying in the Indian
telecom services market,
Bharti Airtel needed to find a way to focus on developing
new services that could set it apart from the competition
and strengthen its customer relationships.
Bharti Airtel entered into a comprehensive 10-year agree-ment
with IBM to transform its processes and take on the management
of its IT infrastructure.
Its new platform provides a standardized framework for Bharti
Airtel to integrate its channels and customer-facing processes–
enabling a more seamless customer experience, higher customer
satisfaction and more profitable growth.