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Launch Telecom Operator

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  • 1. TELECOMMUNICATION
  • 2. If the whole history of human civilization was a day… modern telecommunications (the telegraph and all that followed), would only represent our last 30 seconds. That's how recent all of this has been…… INTRODUCTION
  • 3. • India is the Fastest Growing Telecom Market in the world with net additions of 8 millions subscribers a month. • The total subscriber base, has crossed 250 million and the Tele-Density has reached 22%. • Wireless Subscriber Base is 209 Million and Landline Base is 40 Million. • By 2010, Indian Telecom Base is Projected to reach 500 Million and become the World’s Second Largest after China. Sep-06 Sep-07 Net Addition % Growth Wireless Base 130 209 79 61% Landline Base 40.48 39.58 -0.9 -2% Broadband Base 1.82 2.67 0.85 47% Figures in Million Subscribers INDIAN TELECOM SECTOR (As on Sep 2007)
  • 4. • Sizeable Middle Class with increasing Purchasing Power. • Falling Mobile Tariff with Call Rates being among the lowest in the world. • Significant reduction in the prices of Handsets with entry level handsets available for as low as Rs. 777/- making it affordable for the Masses. • Expanding the reach of Telecom Services into Semi-Urban & Rural Areas. • “Value Added Services” & other Innovative Offerings by Service Providers extending the utility of the Mobile Phone. INDIAN TELECOM SECTOR – KEY DRIVERS
  • 5. • Limited Availability of Spectrum resulting limiting expansion plans and Poor Network Quality. • Falling Tariff rates & Unrealistic Bids for Spectrum leading to lower profitability. • Policy Related Uncertainties leading to delay in adopting new technologies like 3G & 4G. • Huge Fixed Investments in terms of setting up Towers & Base Stations in Semi-Urban & Rural Areas. INDIAN TELECOM SECTOR – CHALLENGES AHEAD
  • 6. Key Players Subscriber Base MARKET Share Airtel 49 23% Reliance 36 17% Vodafone 36 17% BSNL 34 16% Tata Indicom 20 9% Idea 19 9% Others 16 8% Wireless Base 209 100% AIRTEL is the market leader with 49 Million Subscribers. INDIAN TELECOM SECTOR – MAJOR PLAYERS
  • 7. RELIANCE COMMUNICATIONS - PRODUCTS
  • 8. SWOT ANALYSIS STRENGTH  Network coverage  Product Range WEAKNESS  Weak “Service” Image  Negligible GSM Share OPPORTUNITY  GSM Launch  3G Technology THREAT  Government policies  GSM lobby
  • 9. CURRENT STRATEGY •Increase Penetration in Rural Markets. •Use CDMA Technology to reach the Price Sensitive Mass Market. •Build a Pan-India Presence in GSM.
  • 10. COMPETITION WEAK SPOTS  “Poor Network Quality” of Airtel & Vodafone  Limited Choice in GSM  Customers unwilling to change Mobile Numbers  No significant difference across Operators
  • 11. OBJECTIVE: • To capture 25 % MS of telecom market by March ’09 • To establish Reliance GSM as a better option to Airtel and Vodafone PROPOSED STRATEGY - OBJECTIVE Launch
  • 12. PROPOSED STRATEGY • To consolidate Reliance CDMA and penetrate rural market • Launch Reliance GSM across the country and target Airtel and Vodafone
  • 13. POSITIONING: Superior Network with Value for Money Rates TARGET SEGMENT: GSM – • Tier 1 & Tier 2 Cities • Higher & Upper Middle Class segment CDMA – • Tier 3 Cities & Rural Areas • Lower Middle Class & Lower Class segment DIFFERENTIATION: • Superior Network • Value Added Offering PROPOSED STRATEGY
  • 14. RELIANCE GSM Launch – Tactic 1  Campaigns in Local Trains & Buses challenging users to test the product & rate it against their Airtel & Vodafone  High Decibel advertising in Outdoor, TV & Radio focusing on superior network as compared to competition  Money Back Offering for calls with talk-time less than “5 seconds”
  • 15. RELIANCE GSM Launch – Tactic 2  Acquire 30 % of GSM Customers from Vodafone & Airtel  Mobile Number Portability to be introduced in major metros by June ‘08 allowing customers to retain their mobile number  30 % Churn predicted as per Global experience in the First year  Advertising to encourage customers to experience superior network  Migration of existing High Revenue CDMA users to GSM Network
  • 16. RELIANCE GSM Launch Integrating “Entertainment” with “Communication targeting the Youth Segment (18 Yrs to 35 Yrs)
  • 17. CDMA - MOBILE FOR THE MASSES • Launched Lowest Entry Level in the World with its “Classic” range of Handsets in May ’07. • Became the First Operator to challenge the Market by offering a handset below Rs. 1000 • Manufactured by ZTE exclusively for Reliance they come in 3 variants Classic 202 – Rs 777 Classic 203 – Rs 844 Classic 204 – Rs 888
  • 18. CDMA - MOBILE FOR THE MASSES OBJECTIVE :  Penetrate the Rural Segment  Enter into an exclusive alliance with a leading Handset Manufacturer to build a handset at Rs. 500/-
  • 19. MOBILE FOR THE MASSES - OFFERING
  • 20. Way Forward…  Focus on attracting the high value customers from the Metros who spend over Rs. 2000/- a month.  Customer requiring High Speed Data Access and Entertainment while on the move.  There is an unfulfilled “Esteem Need” which is not catered to by the current product offerings
  • 21. POWER OF 3 Superior technology and bandwidth of 3G will add an invaluable dimension to modern life.
  • 22. POWER OF 3 Person to person video calls We can use 3G devices to make a video call to our family-see them as we talk and let them see us as well.
  • 23. POWER OF 3 We will soon be able to access video clips of news and sporting events anytime, anywhere. We will be able to exchange ‘postcards’, listen to music, play interactive games or book tickets to see live events. Entertainment
  • 24. POWER OF 3 News, entertainment and a wealth of information tailor – made to meet each individual’s specific interests will be available at the touch of a button. News and information
  • 25. 3G mobile linkups will routinely be used in daily business situations. We will hold video conferences with clients, send pictures, documents or data and be able to receive instant feedback without meeting up or even being in the office. Business POWER OF 3
  • 26. The ‘always on’ Global Positioning System (GPS) will offer centralized location based intelligence. In turn, operators in the field will enjoy superb navigation assistance with instant access to street maps, traffic reports and weather information. Global Positioning POWER OF 3
  • 27. We will soon be able to conduct Financial transactions while on the move. Simply by keying in our own secure payment pin number, we will be able to place a bet, bid on an on-line auction, trade stocks or simply pay for our groceries or taxi fares. M-Commerce POWER OF 3
  • 28. RELIANCE LAUNCHES THE POWER OF 3
  • 29. RELIANCE LAUNCHES THE POWER OF 3
  • 30. RELIANCE LAUNCHES THE POWER OF 3
  • 31. THE DREAM COMES TRUE…
  • 32. THANK YOU Questions?