user & attitude towards Airtel 3G users

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  • 1. To study User & Attitude among Airtel Users for the 3G ServicesSubmitted to Submitted byProf. Prasanta Parida Rahul Ranjan (11201034) Shivshankar Biradar (11201014) Kaushik Shah (11201024) Alka Soy (11201004) Sourav Datta (11201044) 1|Page
  • 2. DECLARATIONWe student of 1st Year MBA 2nd semester of KIIT school of Ruralmanagement hereby declare that the project report title “To study User &Attitude among Airtel Users for the 3G Services ” Is a record of criticaland independent work carried out by us as a team work under supervisionand guidance of Prof. Prasanta Parida.The feasibility suggestion has been duly incorporated in the consultation withthe supervisor. 2|Page
  • 3. ACKNOWLEDGEMENTI find in a great privilege to extend my thanks to Prof. Prasanta Parida, Facultyof KSRM, for giving us an opportunity to work on one of the leading sectorsand of course for providing his valuable guidance and support. It has been a realpleasure working on this project as this has lent us an opportunity to gather aplethora of knowledge.Our sincere gratitude goes to my institute for providing me a platform to havepractical knowledge. Special thanks go to all our friends who are mostresponsible for helping us complete the writing of the report. Date: 3|Page
  • 4. AbstractAccording to the recent press release of Groupe Speciale MobileAssociation (GSMA), India is about to become 2nd largest mobile broadbandmarket globally in next four years. This data implies that the mobile broadbandservice is expected to drive the next phase of growth in the wireless segment withenhanced focus on providing data services and Internet. 3G stand for the thirdgeneration of wireless communication technologies, which support broadbandvoice, data and multi-media communications over wireless networks. While urbanwireless subscribers have continued to grow by leaps and bounds, the ruralsubscribers have also increased which has helped India to be one of the fastestgrowing telecom markets in the recent years. This study attempts to understand theperceptions, behavior and attitude of an Airtel-3G customer. This includes generalattitudes toward the service.This study has used primary data which were collected using questionnaire throughinternet medium. The questionnaire for customers is prepared in such a way thatthey were able to express their opinions freely and frankly. For this purpose 90customers were selected using simple random sampling method. The collected dataare analyzed through SPSS. The normal progression of any concern in today’smarketing scenario is highly customer centric. To bring out credibility andobjectivity and to extend the coverage and leadership, the policy makers hope toconcentrate very keenly in the problems faced by the customers. 4|Page
  • 5. Table of contentsContentsCHAPTER 1 .................................................................................................................................................... 7Introduction .................................................................................................................................................. 7 1.2 Technical issues in the evolution to third-generation networks: ....................................................... 8 1.3 Standardization issues: ....................................................................................................................... 9 1.4 The migration path from 2G to 3G: .................................................................................................. 10 1.5 3G Services and Applications: .......................................................................................................... 11 1.6 Bharti Airtel: ...................................................................................................................................... 12 1.7 Airtel 3G in India: .............................................................................................................................. 13 1.8 Users Attitude: .................................................................................................................................. 14CHAPTER 2 .................................................................................................................................................. 15Review of Literature.................................................................................................................................... 15CHAPTER 3 .................................................................................................................................................. 17Research Methodology: .............................................................................................................................. 17 3.1 Objectives: ........................................................................................................................................ 18 3.2 RESEARCH DESIGN: ........................................................................................................................... 19 3.3 Online survey basic outsets .............................................................................................................. 19 3.3.1 Instrument ................................................................................................................................. 19 3.3.2 Content ...................................................................................................................................... 19 3.3.3 Challenges .................................................................................................................................. 19 3.4 Data preparation ............................................................................................................................... 19 3.5 Sample size:....................................................................................................................................... 20CHAPTER 4 .................................................................................................................................................. 20Findings and analysis .................................................................................................................................. 20 4.1 Kind of 3G services ............................................................................................................................ 20 4.2 Signal rating of Airtel......................................................................................................................... 21 4.3 Signal rate evaluation by age and profession groups ....................................................................... 22 4.4 Duration of usages ............................................................................................................................ 23 4.5 Maximum recharge per month ......................................................................................................... 24 5|Page
  • 6. 4.6 Usage of value added services .......................................................................................................... 24 4.7 Services provided by Airtel 3G .......................................................................................................... 25 4.7.1 Video calling or conferencing..................................................................................................... 25 4.7.2 Downloading and uploading speed ........................................................................................... 26 4.7.3 Online gaming speed ................................................................................................................. 26 4.8 After sales services ............................................................................................................................ 27 4.9 Overall satisfaction level ................................................................................................................... 28CHAPTER 5 .................................................................................................................................................. 29Conclusion ................................................................................................................................................... 29Chart 1 Kind of 3G services ......................................................................................................................... 20Chart 2 Signal rating of Airtel ..................................................................................................................... 21Chart 3 Duration of usage ........................................................................................................................... 23Chart 4 Maximum recharge per month ...................................................................................................... 24Chart 5 Usage of value added services ....................................................................................................... 24Chart 6 video calling/ conferencing ............................................................................................................ 25Chart 7 Downloading and uploading speed ................................................................................................ 26Chart 8 Online gaming speed ...................................................................................................................... 26Chart 9 Customer care services .................................................................................................................. 27Chart 10 response from customer care employees ................................................................................... 27Chart 11 overall rate of Airtel service provider .......................................................................................... 28Chart 12 do you feel Airtel is better than other network ........................................................................... 28Table 1 Comparing services/applications provision under 2G, 2.5G and 3G 11Graphs 1 signal rate evaluation by age groups ........................................................................................... 22Graph: 4.3.2 Graphs 2 signal rate evaluation by profession groups........................................................... 22 6|Page
  • 7. CHAPTER 1IntroductionThe Indian telecommunications industry is the fastest growing telecommunicationsindustry in the world, with 723.28 Million telephone (land line and mobile)Subscribers and 687.71 Million mobile phone connections as of Sep 30th 2010. Alarge population, low telephony penetration levels, and a rise in consumers’income and spending owing to strong economic growth have helped make Indiathe fastest-growing telecom market in the world. 3G and BWA services are expected to drive the next phase of growth in thewireless segment with enhanced focus on providing data services and Internet.Development of applications useful to people will be the key to success. TheIndian market is highly price sensitive; therefore, it is imperative that relevantapplications be made available to consumers at affordable cost. It is hoped thatavailability of cheaper handsets together with useful content will drive the nextphase of growth. 7|Page
  • 8. 1.2 Technical issues in the evolution to third-generation networks:The impact of technological change on mobile telecommunications is oftendescribed in terms of generations. Thus, first generation mobile technology hasreferred to the analogue cellular systems that characterized the 1980s and early1990s, while second generation refers to today’s digital cellular systems, such asthe widely-used Global System for Mobile Communications (GSM).So-called Third Generation (3G) systems or IMT-2000 include high-speed data,mobile Internet access and entertainment such as games, music and videoprograms using image, video and sound to mobile users. These 3G systems willprovide support for:• High data rates at a minimum of 144 Kbit/s for all radio environments and 2Mbit/s in low-mobility and indoor environments.• Symmetrical and asymmetrical data transmission.• Circuit-switched and packet-switched services, such as Internet Protocol (IP)traffic and real-time video.• Improved voice quality.• Greater capacity and improved spectrum efficiency.• Several simultaneous services to end-users and terminals, for multimediaservices.• Seamless incorporation of 2G cellular systems; and• Global roaming between different 3G operational environments; and economiesof scale and an open international standard that promises to meet the needs of themass market. 8|Page
  • 9. 1.3 Standardization issues:One of the inherent advantages of 3G networks is the provision of seamless globalroaming, enabling users to move across borders while using the same number andhandset. The promise of 3G networks also lies in the seamless delivery of services,over a number of media (satellite, fixed, etc...).In the mid-1980s, the International Telecommunication Union (ITU) developed theconcept of IMT-2000 (where IMT stands for International MobileTelecommunications) and in 2000 unanimous approval was given to the technicalspecifications for 3G systems under this brand name (i.e. IMT-2000). Thisapproval, which resulted from the collaboration of many entities, both inside andoutside the ITU (ITU-R and ITU-T, and 3GPP, 3GPP2, UWCC, etc.), meant thatfor the first time there was a promise of full interoperability and interworking ofmobile systems on the basis of a single standard, without the fragmentation thathad characterized the mobile market. However, there are strong proponents ofdifferent approaches to 3G technology - CDMA2000 (US, Korea), and UMTS(Europe, Japan) who were not able to agree on a single standard. This resulted in avariety of approaches to 3G technology, with IMT-2000 consisting of a family ofstandards (or flavors), implying the need for multiple mode and multiple bandhandsets capable of handling various optional mode and frequency bands. Morespecifically, the IMT-2000 standard accommodates five possible radio interfaces(or flavors) based on three different access technologies (FDMA, TDMA andCDMA). Two of these technologies fall under the wideband-CDMA category (W-CDMA and CDMA2000, which is a Telecommunications Industry Association(TIA) standard for third-generation technology, one of them falls under the TDMAcategory (Universal Wireless Communications 136), and the last one falls under 9|Page
  • 10. the TD-CDMA category (Time-Division Duplex), and the last one under FD-TDMA (DECT+).Difficulties experienced in reaching a decision on a single standard are due in partto the variety of stakeholders and players involved in the standardization process,each with its own set of interests for promoting the adoption of a particularstandard. Some of these organizations are not meant to be exhaustive, but ratherillustrative of the kinds of organizations implicated in the process.1.4 The migration path from 2G to 3G:Just as there has been a continued migration of voice from fixed line to cellular, itis expected that data traffic too will migrate from fixed to mobile. Present 2Gnetworks are the result of the migration from analogue to digital networks. Theconversion from 1G analogue networks like AMPS and TACS to 2G digitalnetworks like GSM, TDMA and CDMA, has allowed carriers to increase networkcapacity, provide value-added services like caller identification, short messaging,call-waiting, and increased functionality.The evolution of networks from 2G to 2.5G and then to 3G (or straight from 2G to3G) will enable users to send and receive data over a wireless platform. 2.5Gsolutions, such as GPRS (General Packet Radio Service or EDGE (Enhanced Datarates for GSM Evolution) offer mobile data services at rates between 56 Kbit/s and144 Kbit/s, the speed of conventional modems and ISDN lines, respectively. With 10 | P a g e
  • 11. 3G will come full broadband applications at transmission rates that will eventuallyreach 2Mbit/s.1.5 3G Services and Applications:The below given box places 3G services within the context and timelines of theevolution of services/applications available with 2G, then 2.5G and 3G technology.Table 1 Comparing services/applications provision under 2G, 2.5G and 3GComparing services/applications provision under 2G, 2.5G and 3GPeriod Major technology introduction New internal/external applicationsUp to 2000 2G Telephone E-mail SMS Digital text delivery 11 | P a g e
  • 12. 2001 to 2002 2.5G Mobile banking Voice mail Web Mobile audio player Mobile radio Karaoke Location-based services Mobile coupons2003 and 3G Mobile video conferencingbeyond Video phone/mail Remote education Mobile TV/ video player Advanced car navigation Digital catalog shopping Digital audio/video deliverySource-ITU1.6 Bharti Airtel:Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limitedliability under the Companies Act, for promoting telecommunications services.Bharti Tele-Ventures received certificate for commencement of business onJanuary 18, 1996. The Company was initially formed as a wholly-ownedsubsidiary of Bharti Telecom Limited.Bharti Airtel Limited is a leading integrated telecommunications company withoperations in 20 countries across Asia and Africa. Head quartered in New Delhi,India, the company ranks amongst the top 5 mobile service providers globally in 12 | P a g e
  • 13. terms of subscribers. In India, the companys product offerings include 2G, 3G and4G services, fixed line, high speed broadband through DSL, IPTV, DTH,enterprise services including national & international long distance services tocarriers. In the rest of the geographies, it offers 2G, 3G mobile services. BhartiAirtel had over 246 million customers across its operations at the end of February2012.1.7 Airtel 3G in India:On May 18, 2010, 3G spectrum auction was completed and Airtel will have to paythe Indian government 122.95 billion (US$2.45 billion) for spectrum in 13circles, the most amount spent by an operator in this auction. Airtel won 3Glicenses in 13 telecom circles of India: Delhi, Mumbai, AndhraPradesh, Karnataka, Tamil Nadu, Uttar Pradesh (east), Rajasthan, West Bengal,Himachal Pradesh, Bihar, Assam, North East, and Jammu & Kashmir. Airtel alsooperates 3G services in Maharashtra, Goa, Kanpur and Kolkata through anagreement with Vodafone and in Gujarat through an agreement with Idea. Thisgives Airtel a 3G presence in 15 out of 22 circles in India.On September 20, 2010, Bharti Airtel said that it has given contracts to EricssonIndia, Nokia Siemens Networks (NSN) and Huawei Technologies to set upinfrastructure for providing 3G services in the country. These vendors will plan,design, deploy and maintain 3G–HSPA (third generation, high speed packetaccess) networks in 13 telecom circles where the company has won 3G licenses.While Bharti Airtel has awarded network contracts for seven 3G circles to EricssonIndia, NSN would manage networks in three circles. Chinese telecom equipmentvendor Huawei Technologies has been introduced as the third partner for threecircles. 13 | P a g e
  • 14. On January 24, 2011, Airtel launched 3G services in Bangalore, Karnataka—itslargest circle by revenue. With this launch, Airtel became the third private operator(fifth overall) to launch its 3G services in the country following RelianceCommunications and Tata Docomo. On January 27, 2011, Airtel launched 3G inChennai and Coimbatore.On July 27, 2011 Airtel launched 3G in three major cities in Kerala (Trivandrum,Cochin and Calicut).Airtel plans to cover 1,500 cities across 13 circles by the end of March 2012. Thecompany, which has 3G licenses for 13 circles, is also in talks with other serviceproviders to roll out the services in the remaining 10 circles as part of its roamingofferings.Airtel had about 3 million 3G subscribers as of May 2011.1.8 Users Attitude:A user and attitude survey is a comprehensive survey usually carried out to knowthe brand usage, purchasing behaviour, awareness and attitude of the customer. Itis conducted and analyzes the market, establish a database on past or presentbehaviour and identify changes in usage behaviour.User and attitude survey can provide information on perceptions behaviour andattitude of a customer towards a particular product. For example it can revealperception on: 14 | P a g e
  • 15. Features of the service Specific components of the service Usefulness of the serviceAlso focus on customer needs, how those needs are met, customer interest inappreciation for the service etc.This survey provides valuable information on customer perceptions of their 3Gusage experience. This includes general attitudes toward the service, and their ownperception. The results from this survey can also help you identify elements whichbest support customer needs.CHAPTER 2Review of Literature3G - Third Generation mobile telephone networks are the latest stage in thedevelopment of wireless communications technology. Significant features of 3Gsystems are that they support much higher data transmission rates and offerincreased capacity, which makes them suitable for high-speed data applications aswell as for the traditional voice calls. In fact, 3G systems are designed to process 15 | P a g e
  • 16. data, and since voice signals are converted to digital data, these results in speechbeing dealt with in much the same way as any other form of data. Third Generationsystems use packet-switching technology, which is more efficient and faster thanthe traditional circuit-switched systems, but they do require a somewhat differentinfrastructure to the 2G systems.3G stand for the third generation of wireless communication technologies, whichsupport broadband voice, data and multi-media communications over wirelessnetworks. Speed: 144kb/sec-2mb/sec. 3G Combines a mobile phone, laptop PCand TV Features include, Phone calls/fax Global roaming Send/receive large email messages High-speed Web Navigation/maps Videoconferencing TV streaming Electronic agenda meeting reminderA user and attitude survey is a comprehensive survey usually carried out to knowthe brand usage, purchasing behavior, awareness and attitude of the customer. It isconducted and analyzes the market, establish a database on past or presentbehavior and identify changes in usage behavior.User and attitude survey can provide information on perceptions behavior andattitude of a customer towards a particular product. For example it can revealperception on: 16 | P a g e
  • 17. Features of the service Specific components of the service Usefulness of the serviceAlso focus on customer needs, how those needs are met, customer interest inappreciation for the service etc.This survey provides valuable information on customer perceptions of their 3Gusage experience. This includes general attitudes toward the service, and their ownperception. The results from this survey can also help you identify elements whichbest support customer needs.CHAPTER 3Research Methodology: Methodology is a way to systematically solve the research problem. It maybe understand as a science of studying how research is done scientifically.Research Methodology is a step by step study of a problem. Physical activitiesinvolved in the study are: 17 | P a g e
  • 18.  Developing the questionnaire regarding the customer satisfaction of the product  Optimum respondents as a 90 sample size are chosen for the activity to resemble the entire population.  Get the questionnaire filled by the customers in the place through internet (online).  Analysis of data on computer with special market research statistical package called SPSS. In this research questionnaire is framed in such a way management wants toknow how the customers are taking things that they had done to them and to findout the expectation of the customers thus it will impact in policy making of thefirm in the current fiscal year. The questionnaire designed had closed question to find the respondentsactual feeling as well as their opinion rating about the satisfaction regarding theproduct. The methodology followed for conducting the study includes thespecification of research design, sample design, questionnaire design, datacollection and statistical tools used for analyzing the collected data.3.1 Objectives: Our objectives behind doing this project was to know, To know whether the services is good in their (respondents) area. To find out if they are satisfied and aware of the services and offers provided. 18 | P a g e
  • 19. To recommend measures for improving the product.3.2 RESEARCH DESIGN: The research design is the conceptual structure within which research isconducted. It constitutes the blueprint for the collection, measurement and analysisof data.3.3 Online survey basic outsets3.3.1 Instrument Self – administered questionnaire No assisting interviewer Filling in and finishing the questionnaire based on the impression of the questionnaire3.3.2 Content Needs a clear structure Layout Questions and additional text3.3.3 Challenges Use of multi media elements Accessibility Tech (bandwidth, screen resolution, flash)3.4 Data preparation Results data is readily available in the format desired Open answers are readily readable Tables and presentation can be produced directly 19 | P a g e
  • 20. 3.5 Sample size: The research was conducted with 90 respondents.CHAPTER 4Findings and analysis4.1 Kind of 3G services91% of the respondents avail 3G services in prepaid Airtel connections. So, it can be inferred that 3Gservices are more preferred in prepaid connections.Chart 1 Kind of 3G services 20 | P a g e
  • 21. Kind of 3G service prepaid (3G) postpaid (3G) 9% 91%4.2 Signal rating of AirtelAirtel provides excellent signal strength to customers. It is evident from the fact that 47% of therespondents rated signal strength of Airtel as excellent and also another 47% of the respondent ratedthe above as good. So on an average Airtel signal strength is excellent in every customer point of view.Chart 2 Signal rating of Airtel 21 | P a g e
  • 22. Signal rating of Airtel excellent good average bad 2% 4% 47% 47%4.3 Signal rate evaluation by age and profession groupsMainly the respondent the age of 18-25 years, comprising students, mostly use Airtel 3G services andhave rated the signal strength as excellent. So it is clear that the Airtel 3G services have raised a waveamong the teen agers.Graphs 1 signal rate evaluation by age groups Signal rate evaluation by age groups 35 30 27 No. of respondents 30 25 20 15 10 9 10 6 5 1 1 1 2 1 2 0 excellent good average bad Rate of airtel signal age of the respondent below 18 years age of the respondent 18-25 years age of the respondent 26-35 years age of the respondent 36-45 yearsGraph: 4.3.2 Graphs 2 signal rate evaluation by profession groups 22 | P a g e
  • 23. Signal rate evaluation by profession groups 35 33 30 25 23 Count 20 15 10 8 6 5 3 4 2 4 1 2 1 2 1 0 student govt employee pvt employee business others excellent good average bad4.4 Duration of usagesWith the advent of Airtel 3G services on January 24, 2011, most of the people started to use 3G servicesin Airtel. 54% of the respondents are using Airtel 3G services for more than one year.Chart 3 Duration of usage Duration of usage <6 years >6 years 1 year more than 1 year 12% 12% 54% 22% 23 | P a g e
  • 24. 4.5 Maximum recharge per monthAs the majority of the respondent groups are students between the age group of 18-25 years, theyrecharge their prepaid connections with an average of Rs. 200 per month. 29% of the respondentssupported to above fact.Chart 4 Maximum recharge per month Maximum recharge per month 4% 12% Rs 10-200 29% Rs 200-400 Rs 400-600 27% Rs 600-1000 28% above Rs 10004.6 Usage of value added servicesThere is little awareness among the respondents related to value added services provided by Airtel. 63%of the respondents do not use value added services. This may be also due to high cost of VAS providedby Airtel.Chart 5 Usage of value added services Usage of value added services yes 37% no 63% 24 | P a g e
  • 25. 4.7 Services provided by Airtel 3G4.7.1 Video calling or conferencingThere is an average satisfaction level among the consumers related to video calling andconferencing facilities provided by Airtel 3G. This fact is supported by 37% of the respondentsrating the above facility as average.Chart 6 video calling/ conferencing Video calling/conferencing excellent good average bad never used 7% 5% 20% 37% 31% 25 | P a g e
  • 26. 4.7.2 Downloading and uploading speedAirtel 3G provides good downloading and uploading speed. 50% of the respondents support theabove fact.Chart 7 Downloading and uploading speed Downloading and uploading speed excellent good average bad 3% 20% 27% 50%4.7.3 Online gaming speedAn average rating is provides by 37% of the respondents related to online gaming speed.Chart 8 Online gaming speed Online gaming speed excellent good average bad very bad never used 1% 5% 10% 18% 29% 37% 26 | P a g e
  • 27. 4.8 After sales services84% of the respondents are satisfied from customer care services provided by Airtel. 78% of therespondent have received good response from the customer care employee, thus Airtelprovides excellent after sales services.Chart 9 Customer care services Customer care services satisfied not satisfied never used 9% 7% 84%Chart 10 response from customer care employees Response from customer care employees good response bad response never used 9% 13% 78% 27 | P a g e
  • 28. 4.9 Overall satisfaction level53% of the respondents are fairly satisfied on using Airtel.Chart 11 overall rate of Airtel service provider Airtel service provider excellent good average 15% 32% 53%4.10 Compare with other networkAlso 88 respondents out of total 90 respondents feel that Airtel is better than any othernetwork.Chart 12 do you feel Airtel is better than other network do you feel airtel is better than other network yes no 2 … 28 | P a g e
  • 29. CHAPTER 5ConclusionDuring our study we observed following behavior of our users: • It was found that 91% of the respondents were prepaid users. It is because prepaid connections help them to check on their spending on recharges. • Among all the respondents, students constitute the highest percentage of Airtel 3G users. The services like gaming, downloads at a higher speed are the reasons behind the popularity of the service among the students. • Most of the respondents were using the service for more than a year; it depicts the satisfaction of the customers on the service. • Recharge amount consumed by most of the customers ranged between Rs. 200-400. It implies that the 3G service is expensive especially the value added services. The number of respondents who do not use the value added services establishes the above fact. • It was found that the respondents were happy about the after sales services. Overall the level of satisfaction is good among the Airtel 3G users. Services such as: video calling/conferencing, downloading and uploading speed, online gaming experience etc. are the most liked features of the Airtel 3G services as perceived by the customers. The study revealed that there is unawareness among the customers regarding value added services. Expensiveness of the service is also one of the problems which make it difficult for the Airtel to penetrate into the market in the value added service category. 29 | P a g e