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A COMPREHENSIVE STUDY OF CONSUMER SATISFACTION TOWARDS RELIANCE NETCONNECT+

A COMPREHENSIVE STUDY OF CONSUMER SATISFACTION TOWARDS RELIANCE NETCONNECT+

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  • 1. a case study of visakhapatnam Submitted by Rajesh. A MBA – 3RD TRIM 1225110102
  • 2.  Internet is a fast growing tool  Offers opportunities for people & businesses  Rapid changes in technology  Leads to better infrastructure capacities  Faster speeds and lower costs  IntenseCompetition  GSM vs CDMA
  • 3.  AIM to know the customer perception towards the use of Reliance Net Connect devices  OBJECTIVE  to analyse customer tastes & preferences  the customer satisfaction levels of Reliance Net Connect  competitors in market ▪ MTS MBlaze &Tata Photon in the CDMA category ▪ IDEA,AIRTEL & BSNL in the 3G GSMCategory.
  • 4.  Geographical- Visakhapatnam & suburbs  Primary focus – CDMA USB Net Connector devices
  • 5.  Anil Dhirubhai Ambani Group (ADAG)- India’s top 3 pvt sector businesshouses in terms of net worth  RCOM - India's largest private sector information & CommunicationsCo.  over 100 million subscribers  pan-India, Optical Fibre network for convergence  distribution of power (Reliance Infrastructure Limited)., financial services (Reliance Capital Ltd)
  • 6.  By 2015, be amongst the top 3 most valued Indian companies, providing Information, Communication & Entertainment services, and being the industry benchmark in Customer Experience, Employee Centricity and Innovation.
  • 7.  Wireless broadband for laptops and desktops  SPEED - Download speeds up to 3.1 Mbps and upload speeds up to 1.8 Mbps  MOBILITY – Access Internet anywhere anytime. Simply plug and play  COVERAGE - Connectivity across 24,000 towns and 6 lacs villages, as well as along major highways, railway routes, airport lounges and remote locations in India
  • 8.  Limited to CDMA sims  3G has open market solutions  Speed cap of 3.1 Mbps  Advertised 3.1 mbps on limited cities only (1.5 to 2 mbps practically)  Other places it’s only 144 Kbps(Basic CDMA 1X network)
  • 9. helps the organization to deliver the desired level of service to set benchmarks & standards. determine the factors responsible for increase in customer expectations. differentiate between realistic & unrealistic customer expectations.
  • 10.  PRIMARY DATA  SAMPLE SIZE – 100  Areas covered –Vizag, Gajuwaka, Gopalapatnam  KRO’s 20  Chain stores 30  Secondary outets 50  Direct Sales Outlets 10  100
  • 11.  Handsets  Data cards  PromotionalVisibility RELIANCE MTS TATA GSM 491 761 408 18635 RELIANCE MTS TATA GSM 120 210 60 35 RELIANCE MTS TATA GSM 532 585 144 1573
  • 12. 30 35 25 10 Market Share Reliance Netconnect + Tata Photon+ MTS Mblaze Others
  • 13.  Sample size – 100 respondents  Sample universe – visakhapatnam  Type of sampling – judgemental  Method of data collection – questionnaire SAMPLE: Which broad band net connector are you using ? Response Frequency Percentage Reliance Netconnect+ 40 40 Tata Photon+ 50 50 MTS MBlaze 7 7 others 3 3
  • 14.  Reliance Communications, has lost the early mover advantage losing its market leader status toTATA Photon+  72% of all respondents said speed is a primary determinant to buy a USB Net Connector 72 3 25 Determinants to buy Speed Ease of use Economy
  • 15.  60% of respondents were not satisfied with the speeds of their USB Net Connectors. 0 5 10 15 20 25 30 Reliance Netconnect+ Tata Photon+ MTS Mblaze Others Satisfied Not satisfied
  • 16.  54% of respondents expressed a desire to shift to another Service Provider 43 54 3 Satisfied with current ISP Satisfied Not satisfied Neutral
  • 17.  Reliance Communications should focus on emerging markets especially in rural areas where its infrastructure gives it an edge over others.  Focus on marketing & awareness programmes to show the utility value of a USB Net Connector for first time buyers  Focussing on existing wired Broadband customers especially business people to show the utility value of USB net Connector as an additional device to be used while travelling.  Trying to achieve Economies of scale to bring tariff rates down further to be more competitive.
  • 18.  Reliance should try to expand its prepaid user base by poaching subscribers fromTATA, MTS by offering better tariffs and schemes as this is a intensely competitive area.  To ensure product differentiation by adopting unique designs, colours and features like memory card slots, wi-fi routers etc to target specific segments of markets like youth, office goers, business men etc.  Offer additional roaming benefits especially international roaming features for business travellers.
  • 19.  Marginal product difference between Reliance Netconnect+ and its competition.  The speeds are not comparable to the speeds of fixed landline based broadband providers.
  • 20.  However Reliance Communication has several advantages over its competitors Ready availability of Infrastructure Capital Infusion capacity Strong Pan-India presence of distribution channels
  • 21. The competition from 3G based service providers is negligible today • but it will increase in future bring down prices, increase speeds and provide qualitative features like designs, colours etc • ensure product differentiation and diversification which will be the major success determinants in future