2. PREPAID CUSTOMER PAIN POINTS
I want a Simple & Affordable product
which offers
Local & STD calls
Local & STD SMS
Data (Fast & affordable)
Easily available
I want CONVENIENCE
What I get is a product which I cant
remember
Which top up/rate cutter?
Which SMS pack ?
Which data pack ?
I spend approx Rs. XXX /mnth on my
mobile for voice calls, SMS and
Data…but I don’t know my call
charges
What I do is. “I go to the retailer & ask
him to recharge my phone to get
local/std calls@ lowest rate & SMS
pack , Data etc”
Recharge with
Top up or FTT
Recharge with
Rate cutter to
lower the tariff
Add a SMS Pack
Add a data pack
Add a roaming
pack
25 to 50 Voice,
Onnet, Offnet,
Local, STD,
SMS
Ratecutters
8 to 15 Plan Vouchers,
12 to 20 Top ups to
4 to 10 Combo Vouchers
Choice of Confusion
10 to 25
Data packs
Approx 4
Roaming
packs
4 ISD packsAdd a ISD Pack
What a customer wants? What he gets?
Customer wants to make his life simpler and depends on retailer to resolve
3. WHAT A RETAILER DOES?
Time nahi hai..jo
simple hai who bech
deta hoon
I don’t know which is
the best voucher.
Sir Airtel
/Vodafone/Idea le lo
Sir A4 sheeter / ready
reckoner dekh kar bata
dou kaun sa recharge
chahiye
Vouchers Handsets
SUK
Dongle
Router
Airtel
Idea
Vodafone
Aircel
Uninor
Tata
CAF E-recharge
• 6 to 8 operators
• 30 products per operator
• 5 handset distributors
• CAF schemes
• E-recharge schemes
• Paper Recharge schemes
A single brain to remember all
Deepak Kumar Gupta
4. BREAK THE CLUTTER…DISRUPT THE MARKET & BRING
SIMPLICITY
Objective –
Introduce a product which is SIMPLE & EASY to understand , Easy to Buy,
Easy to Sell
Helps Churning High Spending customers from competition
USP “All in One” convenience pack
No multiple recharges required for Local/STD, Rate cutters, SMS pack, data
pack
No Differentiation between 2G &3G data
No need to remember Roaming tariff
No ISD pack required for Lowering the ISD rate
Easy to remember…while buying or selling
Feeling of Abundance …”Peace of Mind”
Buy as per your budget or money in the pocket.
Only 3 Denominations covering all kind of customer’s needs
Daily / Small
Weekly / Medium
Monthly / Large
Deepak Kumar Gupta
5. PROPOSED PRODUCT OPTIONS
Deepak Kumar Gupta
Option 1
Option 2
• Includes Voice (Local/STD), SMS (Local/STD), Data (2G/3G)
• Includes Voice (Local/STD/Roaming), SMS (Local/STD), Data (2G/3G)
Customer is allowed to recharge as many times he wants
6. PROPOSED PRODUCT – OPTION 1
• One Recharge for Voice, Data,
SMS
• Voice - Local/STD
• SMS – Local/STD
• Data – 2G/3G
• Product Variants
• Daily
• Weekly
• Economy
• Large
• Monthly
• Economy
• Large
• Business Rules
• Usage with in the home
circle
• Free SMS not allowed
during roaming
• Recharge any other top up
to make ISD calls as per
tariff of ISD Rs. 18 pack and
make calls while roaming on
other networks
• 2G/3G data combined usage
• Assumptions
• Pulse @ per second.
• RPM doesn’t include ST, and
other levies
RPM maintained at healthy levels
Deepak Kumar Gupta
7. PROPOSED PRODUCT – OPTION 2
• One Recharge for
• Voice - Local/STD/Roaming
• SMS – Local/STD/Roaming
• Data – 2G/3G
• Free I/C while roaming on
home n/w
• Product Variants
• Daily
• One denomination
• Weekly
• Economy
• Large
• Monthly
• Economy
• Large
• Business Rules
• Calls charges applicable for
Home network as well as
roaming network .
• While roaming debit of Voice
minutes @ double rate i.e
debit of 2 mins from free mins
instead of 1 min.
• Roaming Free SMS allowed
on home network
• Assumptions
• Pulse @ per second.
• 5% roaming usage
• All tariff Voice/SMS/Data
assumed at higher rate incl
roaming usage
RPM maintained at healthy levels
Deepak Kumar Gupta
8. OPTION COMPARISON
RPM/ ARPU maintained at healthy
levels.
No differentiation in Voice Tariff, SMS
tariff, Data tariff (2G/3G)
Expected ARPU (in Rs.) – to be
compared vs only REC customers
Daily: 10 / 5 days
Weekly – 2.5 weeks
Monthly – Full month
Products targeting to ensure high
REC base.
Recommendation –
Recommended option 1
however if basis actual data
simulation if option 2 can be
improved with more voice
minutes then Launch option 2
Launch only one weekly &
monthly variant along with
Daily variant
Option Summary
Expected ARPU in
Rs.
Deepak Kumar Gupta
9. OTHER BUSINESS RULES & TECHNICAL CONFIGURATION
Business Rules
Customer is allowed to recharge as many times he wants
Free unutilized SMS & Data will not be carried forward and will be forfeited
on the FIFO basis
Migration allowed from any Service Class excluding CUG service classes.
Roaming Rates for all other networks as per standard charges.
For ISD and Roaming calls recharge with any other topup. (cant be eliminated
due to higher ISD charges and non uniform home network)
Technical Configuration
Voice + SMS + Data benefits to be given to the customer at the same time.
In case of technical incapability, the addition of SMS & data pack to be
done in batches every 15 mins through batch file uploads
Product availability
Paper for Daily & Weekly products. Monthly Version to be available on E-Recharge
USSD/SMS menu – All variants
Online recharge – All variants
Deepak Kumar Gupta
10. WAY FORWARD
Proposal Evaluation
Price points to be adjusted circle-wise basis the possible migration
impact and base distribution.
Communication
Mass Media Launch across all circles using Electronic, Print, and BTL
Additional Proposal - For increasing VLR
Make Browsing on Facebook and Whatsapp Free with 3G for all
customers
Approx data usage 200 Mb (for browsing only)
Cost of 200 MB ~ Rs. 40 @ rack rate
This cost to be recovered by lowering the discounts given on retention
Deepak Kumar Gupta
