Market analysis of telecom sector in vadodara

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Parul Institute of Management and Research
A SUMMERINTERNSHIP PROJECT ON
“MARKET ANALYSIS OF TELECOM SECTOR IN VADODARA”
Undertaken at
TATA TELESERVICE LIMITED (VADODARA)
Submitted in partial fulfillment of the requirement for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
BATCH (2016-2018)
Submitted by Industry Mentor
Rahul Kumar Singh Mr. Shivam Trivedi
MBA Semester III Deputy Manager-Partner Sales
160617200105
Under the Guidance of
Dr.Jayprakash Lamoria
Asst. Professor
PARUL UNIVERSITY
FACULTYOFMANAGEMENT STUDIES
P.O. Limda, Tal.Waghodia, District Vadodara-391760

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DECLARATION
I Rahul Kumar Singh, Enrolment No. 160617200105 from Parul institute of
management and research, Semester III of the Parul University, Vadodara hereby
declare that the Summer Internship Report entitled “MARKET ANALYSIS OF TELECOM
SECTOR IN VADODARA” is an original work and the same has not been submitted to any
other Institute for the award of another degree.
Date: Rahul Kumar Singh

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INSTITUTE CERTIFICATE
It is here by certified that the Summer Internship Report submitted in partial fulfillment of
M aste r of Busi ness Admi ni st rati on at Parul Institute of Management
and Research (MBA), Vadodara by Rahul Kumar Singh (160617200105) has been
completed under my guidance and is Satisfactory.
Date:
Dr.JayprakashLamoria Dr. BijalZaveri
Asst. Professor Director

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COMPANY CERTIFICATE

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PREFACE
Title of project: - “MARKET ANALYSIS OF TELECOM SECTOR IN VADODARA”
Life is a long journey, where in each one of us crosses number of milestones. Every stoppage
teaches us a lot. I, being the student of management, learnt new things and was being bombarded
with lots of learning, training, projects, and presentation. Such has been the presentations and
projects which enhanced our Learning by adding on to our world of knowledge, and summer
training is one of the parts to enhance our business skills.
Theoretical knowledge without practical knowledge is of little value. Theoretical studies in
classroom are not sufficient to understand the functioning of marketing concepts. Therefore, it
becomes necessary to undergo any research work. Practical research supplements the theoretical
studies i.e., it covers what is left uncovered in the classroom. It exposes a student to invaluable
treasure of experiences.
Project work is a part of our curriculum, which helps us to correlate our theoretical concepts with
practical experiences. As a part of curriculum of MBA, I was assigned development
Programmers’ to study in detail & prepare a research report on “MARKET ANALYSIS OF
TELECOM SECTOR IN VADODARA “. Tata Teleservices ltd. working environment was quit
outstanding, Mangers were truly Excellent in their own skill, their support & guide help me allot
in my project work as well as awareness about telecom product line in very short timeframe. It
was just like a dream comes true for me to part of India’s worlds most respectful & trusted Brand
“TATA GROUP”. Sometime something you can’t share experience &expose in words you are
getting from working place to anyone but I can assure you that just come with TTSL you will
start felling like something was missing before. It’s beautiful organization I love to work with
TTSL in future.

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ACKNOWLEDGEMENT
In regard to this programmed, I would like to acknowledge my gratitude and thanks respected
PARUL INSTITUTE OF MANAGEMENT & RESEARCH for giving me this opportunity to
gain some practical knowledge in the area in which I will be pursuing my career.
I am also thankful to my director Dr. BIJAL ZAVERI for giving me this opportunity.
I am most obligated to my research guide and my mentor DR.JAYPRAKASH LAMORIA
(ASSISTANT PROFESSOR) faculty of PARUL INSTITUTE OF MANAGEMENT &
RESEARCH, who providing me proper guidance and help regarding my training project
whenever I required.
I express my sincere regard to Mr.Shivam Trivedi and Mr. Pervej meman, TATA Teleservice
Ltd, for his guidance and help for successful completion of my research project.
The most precious part of my life that MY PARENTS who have showered their love and support
which can be never repaid in any form but can be commemorated without them this achievement
could not have been possible.
Yours Sincerely,
Rahul Kumar Singh

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EXECUTIVE SUMMARY
This report is all about my internship with Tata teleservice Ltd. In this comprehensive report, I
have discussed about every major aspects of the telecom sector, which I observed and perceived
during my internship program.
In this report you will find the detail about the companies using the internet services from
different service provider. During internship I meet many different people in well known
organization like IT department, Hr department, marketing department and many more. We have
discussed in detail with all the department about our product i.e. ILL, PRI, MPLS, DONGEL and
many more.
As the main purpose of internship is to learn by working in practical environment and to apply
the knowledge acquired during the studies in the real world scenario in order to tackle the
problem using the knowledge and skills learn during the academic process.
In this report the detail analysis of the organization has been done. We have analyzed the
telecom sector and came to know about the leading service provider at vadodara.
This report also contains my perceptions about the employee’s satisfaction and working
environment of the organization.
Two month that I have learned through this internship time management skill as well as self
motivation. When I first started I did not think that I was going to be able to make myself an
office for eight hour a day, five days a week. Once I realized what I had to do I organized my
day and work so that I was not overlapping or wasting my hours. I learned that I needed to be
organized have question ready for when I was the correct me to get feedback. Form this
internship and time management I had to learn how to motivate myself through being the office
for so many hours. I came up with various proposals and ideas that the company is still looking
into using.
I am going to continue to work for business expansion executive, I am still keeping my option
open for new opportunities. I enjoy this line of work, but I am not sure if enough room to grow
through this company. I will continue to work hard work in my position and hope to continue to
learn about the industry and meet new company.

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TABLE CONTENT
Chapter Description Page
Student Declaration 2
Institute Certificate 3
Company Certificate 4
Preface 5
Acknowledgement 6
Executive Summary 7
1. Introduction 9
1.1 Introduction 9-10
1.2 Objective of the study 11
1.3 Scope of the study 11
1.4 Limitation of the study 11
1.5.1 Company Profile 12-13
1.5.2 Corporate vision and Mission 14
1.5.3 Product and Services 15-20
1.5.4 Industry Overview 21-32
2 Review of Literature 33-42
3 Research Methodology 43-45
4 Data Analysis And Interpretation 46-57
5 Summary and Conclusion 58
5.1 Findings 59
5.2 Conclusion 60
5.3 Suggestions 61
 Bibliography 62
 Questionnaire 63-65

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CHAPTER-1
INTRODUCTION

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1.1 INTRODUCTION
Communication has been one of the most important aspects of the growth of human society and
culture. Telecommunications, the transmission of signals over a distance for a purpose of
communication, is also very important. It provides business, money and market stability in the
world. The telecom sector is one of the leading contributors to India's flourishing economy.
Telecommunication Sector Opportunities in India assures a transparent, safe, and secured
Ambiance for the telecom market.
It includes introduction of Internet telephony services, privatization of VSNL, and introduction
of a number of international long distance services sector. The opportunities in the Indian
telecom sector is increasing at a massive pace with the introduction of newer and innovative
schemes in various sectors and at present the telecom sector in India is claimed to be one of the
major contributors in India’s flourishing economy. TATA is a rapidly growing business group
based in India with significant international operations. The TATA name is a unique asset
representing leadership with trust. TATA Teleservices spearheads the Group’s presence in the
telecom sector. Incorporated in 1996, TATA Teleservices was the first to launch CDMA mobile
services in India with the Andhra Pradesh circle. TATA Teleservices has established a robust
and reliable 3G ready telecom infrastructure that ensures quality in its services. Customer
satisfaction in telecommunications will reflect the service delivery process as experienced by
customers. The interaction between customers and the delivery system is effected via alternative
contact points; each one of them will be investigated for its impaction the overall customer
satisfaction. That is, the service delivery system can be decomposed into alternative customer
contact points that shape customers' overall judgment about the.
Tata Teleservices Limited is one of the most reliable telecom service providers for its integrated
voice and data services and is also a key player in mobile data usage segment. Additionally,
TTSL commands significant customer loyalty in the large screen data space with its Tata Photon
family of CDMA, 3G and Wi-Fi products. In non-voice services, the company through its wide
range of pioneering offerings such as e-Governance, Machine to Machine (M2M) and m-
Remittance (m-Rupee) services, has helped in improving citizen services, public safety and
governance.

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Tata Teleservices Limited is a market leader in the Enterprise space with a wide range of
products and services, and numerous innovations across business verticals. It provides next
generation Voice, Data and Managed solutions to large and small medium enterprises through its
wide optic fiber network, channel partner network, dedicated sales and service teams.
Tata Teleservices Limited has won numerous national and global awards. TTSL was named ‘The
Best Emerging Markets Carrier’ by Telecom Asia and received 8 awards at the World HRD
Conference, most notably the ‘5th Best Employer in India Award’. The company also received 3
awards at the Telecom Operator Awards 2010 from Telenet; Best Company, CEO of the Year,
Best Quality of Service and the Business Standard Award for 'Most Innovative Brand of the
Year. Tata Docomo has also been recognized as the best ‘Utility VAS Service Provider’ and
‘Best Mobile Broadband Service Provider’ by Frost & Sullivan.
Tata Teleservices is one of the most awarded brands in India for marketing excellence. Its
brands, Tata Docomo and Tata Photon, have consistently been recognized at the most prestigious
marketing forums like Abbeys, Effie’s and Envies for the outstanding creative and digital
marketing programs.
Tata Teleservices (TTSL) is a leading player in the Enterprise space providing integrated voice,
data and managed services to large, medium and small enterprises in over 60 cities across India.
The team comprises over 2,000 people and over 1,200 channel partners. The company has set up
a robust infrastructure which includes the largest fiber optic backbone in the country covering
over 1, 25,000, equipped to serve the connectivity needs of all businesses.
1.2 OBJECTIVES OF THE STUDY
1. Analyze organization in terms of leveraging technology.
2. Sector organization size is small so that we can study that sector in depth
3. To study the factors affecting switch over from one company to another.
1.3 SCOPE OF THE STUDY
1. The scope of this project is only limited to vadodara city but in future it can be extended.
2. The time scope of the project is limited for June and July month, whatever the result are
found this is only for this time period.
3. This study can be extended to understand the market analysis.
1.4 LIMITATIONS OF THE STUDY
1. The respondents did not have sufficient time to discuss the answer in detail.
2. Ignorance by some respondents.
3. The study has been taken only within Vadodara city.
4. The sample size was small to gather all accurate information.
5. The facts are liable to change from time to time depending upon the environment.
6. More customers complained about not accurate speed of internet.

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1.5.1 COMPANY PROFILE
Type Public
Industry Telecommunications
Founded 1996
Headquarters Mumbai, India
Key people Srinath Narasinimhan (MD&CEO)
Revenue 10708crore
Product fixed line and mobile telephony,
Broadband and fixed line
Internet Services, digital television and
Network services
Parent Tata group &NTT Docomo
Corporate identity number (Cin) U74899DL1995PLC066685
Website www.tatateleservices.com

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BOARD OF DIRECTORS
.
Mr. Srinath Narasimhan
Designation: Managing Director
Company: Tata Teleservices Ltd.
Mr. N Chandra
Designation: Chief Executive Officer
Company: Tata consultancy services
Mr. Kazuto Tsubouchi
Designation: Executive Vice
President/ChiefFinancialofficer
Company: NTT DOCOMO, INC.
Mr. NS Ramachandran
Designation:IndependentDirector
Company: Tata Teleservices Ltd.

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1.6.2 CORPORATE MISSION & VISION
MISSION – “Trusted Services to 100 million Happy Customer“
VISION – “To empower every Indian to connect with the world afford
Award and Recognition
At Tata Teleservice we ensured that IT and Business are thinking, building and operating
together for a shared goal and that is to make the business successful - for the company and its
customers.
TTSL has won the Global HR Excellence Award 2009 under the “Institution Building Category”
by World HRD Congress
100 True Value Shoppes (TVS) on the same day across the nation
Project Drishti Bags 2nd National Telecom Award
Innovative Retail Concept of the Year-Tata Teleservices Ltd.
IT Service Provider of the Year Award

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1.6.3 PRODUCTS AND SERVICES
PHOTON:
Photon MAX
Photon 3G
Photon MAX Wi-Fi
Photon 3G Wi-Fi
Photon MAX Wi-Fi DUO
Connectivity on the go has become a primary requirement for business. The Photon suite enables
you to do just that. With Photon solutions, you can look at increased productivity and efficient
time management. Tata Photon, winner of many industry awards is an ideal internet connectivity
services for any business set up. Tata Photon brings you high speed internet access powered by
wireless Connectivity on CDMA and 3G platform. Our widespread coverage on a superior
Network, gives indoor connectivity and enhanced signal reception while on the move.
1. Pan India connectivity means, you are never out of touch, when on the move.
2. Plug and play features help you get started almost with immediate effect.
3. Battery pack and multiple device connectivity options give you the edge thatNo other player
can Our Photon services come in various flavors to suit your needs. Photon Max and Photon 3G
are all plug and play USB devices that come Varying speed and download options. Photon Max
Wi-Fi offers additional features of a Wi-Fi hotspot which enables connectivity with up to 5
devices simultaneously Photon Max Wi-Fi Duo has the added advantage of a 4400mAh in-built
power bank for charging purposes.

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LEASED LINE
1. Standard
2. Premium
3. Platinum
Business requires constant secure connectivity to transfer, transact and process information
especially across their offsite locations. Leased Line connects you
From one business premise to another directly with a private and secure connection. Our Leased
Line solution provides balanced, two-way channel connectivity between business locations,
regional centers, data hubs etc.
1. Permanently assigned carrier grade connectivity for you means you stay reliably
2. Connected at all times.
3. Triple path redundancy means you never have to worry about downtime.
4. Suitable for all kinds of data including voice, video, email, chat, FTP amongst others.
5. Payment frequency options like monthly/ quarterly/ half-yearly/ annual, available for your
convenience.
Our high level of security allows you to transmit any information between business premises
without any concern. Our Leased Line variants offer security, reliability and scalability that
effectively complement that need for critical communication and connectivity. These are
available to you at speeds up to 10 Gbps.
MPLS VPN (Multi-protocol Label Switching)
Business requires secure internal communication including audio video and the multiple file-
type transfer via virtual private network accessible only to authorized personnel. Multi-protocol
Label Switching (MPLS) technology, enables your business to function seamlessly across
geographic. It is a secure and scalable way of connecting customer locations on a private cloud.
Our MPLS based virtual private network (VPN) delivers PAN India connectivity
Across 100+ points of strategic presence. We help you optimize your business with a fully
meshed network to ensure fail safe connectivity. With Our mobile and managed solutions,
authorized personnel may connect to business network from anywhere including remote
locations.
1) Optimize workflow as our solution seamlessly integrates with your office VPN.
2) Provide business partners / customers restricted access thereby enhancing security.

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3) Stay connected on a reliable network with end to end service level Agreement.
4) Stay on top of your game with real-time performance reporting and proactive monitoring.
5) Get enhanced security through VPN only solution with protect internet access for sensitive
information.
6) Get secure internet access on the move with mobile VPN solutions on GSM and CDMA.
Our standard MPLS VPN is a secure connectivity solution that can be deployed on any last mile.
If latency is of concern, then nothing beats our wired MPLS solution.
Whereas, if you are looking for a quick deployment at new or remote locations, then our wireless
MPLS deployment is ideal. In all our deployments you will have assured quality of service for a
stress free, reliable solution. With our standard MPLS VPN your authorized personnel can access
your enterprise applications including mails, intranet services, ERP, CRM, collaborate on video
conference, tele-presence, remote training or even indulge in real time voice over IP even
prioritize network resources allocations for priority applications.
VOICE SOLUTIONS
1. PRI
2. SIP Trunk
3. Walky
4. Centrex
5. WEPABX
Every organization, be it large or small, requires tested and reliable interface to carry voice and
data transmissions in a cost effective manner. Our voice solutions cater to all kinds and all sizes
of businesses. No matter what business you are in we have something for you. We offer Voice
solutions that transcend all business requirements. Be it any industry vertical, like
ITES/BFSI/BPO/ Manufacturing/ Logistics/ Healthcare, etc. or any size of business, we can
recommend the right solutions as per your business need.
 Our solutions are built such that they help bring down overall cost.
 Technologically advanced digital transmission of voice offer better quality and high speed.
 With benefits of wire line and connectivity, you get what works best for you.
 Enterprise friendly billing system allows transparency and accuracy.
 You get ease and convenience of getting voice and data on a single reliable network.
 Our solutions are designed, keeping in mind your scalability requirements.
 You get freedom from technology upgrades at no additional cost.

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PRI (Primary Rate Interface)
 Scalable with multiples of 30 channels
 Supports video conferencing solutions
 Value added service available such as like extension wise billing and similar pilot number
across offices
 Terminates on a PRI card In PBX devices
SIP TRUNK
 Scalable on a single link with 20 to 1500 simultaneous calls with no dependency on physical
cards
 Service delivered through Class 5 NGN switches
 Flexible DID range to meet scalability requirements
 Terminates on Ethernet port on IP PBX/SBC devices
WALKY
 Wide range of rental plans available to help break even on cost of unit
 Rev A features supported with tabletop device and wireless connectivity
 Up to 5 additional devices support on EVDO Walky
 Data download speeds of up to 3.2 Mbps
CENTREX
 Multiple office connectivity on private numbering scheme with free calling advantage
 Multi-party conference and a host of other value added services like call hold, call line
identification, call forwarding etc.
 Dynamic locking and authentications code to prevent unauthorized use.

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WIRELESS EPABX
 Complete feature set of a PBX on a wireless last mile
 Low set-up time and easy to redeploy
Automatic routing of pre-defined incoming numbers to designated extensions
 Scalable solution to meet organizations size requirements
INTERNET LEASED LINE (ILL)
Businesses need constant connectivity to communicate and transact over internet. Shared internet
lines along with multiple users accessing simultaneously, can lead to inefficiencies. Internet
Leased Line service empowers you with dedicated bandwidth ensuring reliable high-speed
communications and collaboration.
Our high performance and dedicated internet lines (ILL) give you complete connectivity
solutions. It provides you with a reliable, cost effective and low latency internet service that can
fulfill all your connectivity requirements.
 Get business efficiency with high speed internet connections
 Experience carrier grade connectivity
 Access widespread last-mile network to reach your offices across the country
 End-to-end service level agreements for latency, uptime and packet loss
 User friendly web interface to manage and monitor performance
We have amongst the largest Internet connectivity in India, leading to minimal Congestion and
better configuration for enhanced performance. With the world most extensive global
telecommunications network we can deliver a robust IP backbone assurance. We provide round
the clock 24#7, service and support Our service standards are second to none We value
relationships

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TOLL FREE SERVICES
Customers, stakeholders and even employees often need to directly reach businesses or service
providers. A Toll Free Service is number or a set of numbers, which callers may reach by dialing
in, either for free or at a nominal cost.
Our Toll services cater to enterprise customers across the country. Dispensed on our state of the
art, intelligent network platform, we support Toll Service across all service providers and ensure
ease of access for your customer while reaching out to your business.
 Provide instant access to customers from across locations.
 Enjoy flexible subscriptions options from any post- paid wireless or wire line service.
 Define, choose and change your routing preferences at any time.
 Manage all important aspects of call routing real-time through our user-friendly interactive
web interface.
 Enhance your service delivery through detailed call analysis reports.
 Increase customer satisfaction by ensuring that your business is always reachable.
Our service enables efficient use of phone line that allows mixing inbound and outbound calls on
the same dedicated access line. With our pan-India geographic coverage, you can receive calls
from any service provider, anywhere. With us you get 24x7 monitoring by our network
Operating center our state of the art digital network allows quick and easy rerouting during
emergencies. We have proven technology with successful deployments and happy customers
across India. Our service standards are second to none. We value the relationship.

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1.6.3 INDUSTRY OVERVIEW
Telecommunication is the transmission of messages over significant distances for the purpose of
communication. In the modern age of electricity, telecommunications has involved the use of
electric means such as the telegraph and telephone, the use of microwave communications and
the use of fiber optics.
The Beginning: -
The history of Indian telecom can be started with the introduction of telegraph. The Indian postal
and telecom sectors are one of the world’s oldest. In 1850, the first experimental electric
telegraph line was started between Kolkata and Diamond Harbour.
LIBERALIZATION AND PRIVATIZATION: -
Liberalization of Indian telecommunication industry started in 1981 when Prime Minister. India
signed contracts with Alcatel CIT of France to merge with the state owned Telecom Company
(ITI), in an effort to set up 5,000,000 lines per year. But soon the policy was let down because of
political opposition It was during this period that the Narsimha Rao-led government introduced
the National Telecommunications policy (NTP) in 1994 which brought changes in the following
areas: ownership, The country was divided into 20 telecommunication circles for basic telephony
and 18 circles for mobile services. The political powers changed in 1999 and the new
government under the leadership of Atal Bihari Vajpayee was more pro-reforms and introduced
better liberalization policies The proposal of raising the stake of foreign investors from 49% to
74% was rejected by the opposite political parties and leftist thinkers. Domestic business groups
wanted the government to privatize VSNL. Finally in April 2002, the government decided to cut
its stake of 53% to 26% in VSNL and to throw it open for sale to private enterprises. TATA
finally took 25% stake in VSNL. However, after a number of proactive initiatives taken by
regulators and licensors, the total number of mobile subscribers has increased rapidly to over 929
million subscribers as of May 2012.

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Telecommunication Industry: Major Players
Reliance Communications Ltd.
Reliance Industries Limited (RIL) is an Indian conglomerate holding company headquartered
in Mumbai, Maharashtra, India. Reliance owns businesses across India engaged in energy,
petrochemicals, textiles, natural resources, retail, and telecommunications. Reliance is the most
profitable company in India, the largest publicly traded company in India by market
capitalization, and the second largest company in India as measured by revenue after the
government-controlled Indian Oil Corporation. The company is ranked 215th on the Fortune
Global 500 list of the world's biggest corporations as of 2016. It is ranked 8th among the Top
250 Global Energy Companies by Platts as of 2016.Reliance continuous to be India’s largest
exporter accounting for 8% of India’s total merchandise exports with a value of Rs 147,755 crore
and access to markets in 108 countries. Reliance is responsible for almost 5% of India’s total
revenues from customs and excise duty and is also the highest Income tax payer in the private
sector in India.
Reliance Communications Ltd. (RCom) is an Indian Internet
access and telecommunications company headquartered in Navi Mumbai, India. It provides
GSM (Voice, 2G, 3G, 4G) mobile services, fixed line broadband and voice services, DTH
depending upon the areas of operation. Reliance Communications is the sixth largest telecom
operator in India with 83.70 million subscribers as of March 2017.[4]
Established in 2002, it is a subsidiary of Reliance Anil DhirubhaiAmbani Group. Reliance
Communication IT Support is provided by Reliance Tech Services and Telecom network is
maintained and operated by Ericsson, transmission towers are maintained by its subsidiary
Reliance Infratel. Reliance Infocomm laid the largest Optic Fiber Cable network in the country
in 2003 to 2005, approximately 135,000 km, and touched almost all top broadband cities with the
help of their Franchisee's - Local Cable Operators (LCO's). On an average 1900 large LCO's
were connected to the Reliance Infocomm network to provide Voice, Data and Video services
known as Triple Play on IPTV platform. After the split of the Telecom business venture between
MukeshAmbani and Anil Ambani, the telecom business was handed over to Anil Ambani, who
later christened the company as "Reliance Communications Limited".

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AIRTEL
Bharti Airtel Limited is a leading global telecommunications company with operations in 20
countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 4 mobile service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed
line services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had over 307 million customers across its
operations at the end of November 2014.
.

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Bharat Sanchar Nigam Ltd.
Bharat Sanchar Nigam Ltd. was incorporated on 15th
september2000. It took over the business of
providing of telecom services and network management from the erstwhile Central Government
Departments of Telecom Services (DTS) and Telecom Operations (DTO), with effect from 1st
October‘2000 on going concern basis. It is one of the largest & leading public sector units
providing comprehensive range of telecom services in India.

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Vodafone India, is an Indian subsidiary of UK-based Vodafone Group plc, the world's second-
largest mobile phone company, is a provider of telecommunications services in India with its
operational head office in Mumbai. As of August 2016, Vodafone India has a market share of
18.42% with approximately 200 million subscribers and is the second largest mobile
telecommunications networknationally after Airtel.

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Hathway Cable &Datacom Ltd (NSE: HATHWAY), initially known as BITV Cable Networks
(BSE: 533162), is a cable television service operator in India based in Mumbai.[1]
It was acquired
by Hathway Investments Pvt Ltd in 1999. In June 1993 Business India Television (BITV) Cable
Networks Pvt Ltd acquired and operated cable networks
in Mumbai, Delhi, Chennai, Ahmedabad, Indore, Pune, Bangalore and Hyderabad under the
leadership of PherozaBillimoria and Roopesh Rao. It has large operations in many cities,
including Hyderabad, Mumbai, Pune, Bangalore, Indore and in 2013 Kolkata. It has diversified
into providing Internet access via cable and was one of the first to do so in Chennai in 1999–
2000. In India, it was the first company to provide Internet using the CATV network. Hathway
Broadband Internet was the first cable ISP in India. The company has a 51 percent stake in
DivyaBhasker'sBhaskerMultinet and in Gujarat Telelinks P L. This gives it a strong position in
Gujarat CATV. In 2006, Hathway was the first cable operator to launch a digital platform in
India.

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Different criteria for "broad" have been applied in different contexts and at different times. Its
origin is in physics, acoustics, and radio systems engineering, where it had been used with a
meaning similar to "wideband". Later, with the advent of digital telecommunications, the term
was mainly used for transmission over multiple channels. Whereas a pass band signal is also
modulated so that it occupies higher frequencies (compared to a baseband signal which is bound
to the lowest end of the spectrum, see line coding), it is still occupying a single channel. The key
difference is that what is typically considered a broadband signal in this sense is a signal that
occupies multiple (non-masking, orthogonal) pass bands, thus allowing for much higher
throughput over a single medium but with additional complexity in the transmitter/receiver
circuitry.
The term became popularized through the 1990s as a marketing term for Internet access that was
faster than dialup access, the original Internet access technology, which was limited to 56 Kbit/s.
This meaning is only distantly related to its original technical meaning.

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TELECOM SECTOR OVERVIEW
India is currently the world’s second-largest telecommunications market and has registered
.Strong growth in the past decade and half. The Indian mobile economy is growing rapidly and
will contribute substantially to India’s Gross Domestic Product (GDP), according to report
prepared by GSM Association (GSMA) in collaboration with the Boston Consulting Group
(BCG).
The liberal and reformist policies of the Government of India have been instrumental along with
strong consumer demand in the rapid growth in the Indian telecom sector. The government has
enabled easy market access to telecom equipment and a fair and proactive regulatory framework
that has ensured availability of telecom services to consumer at affordable prices. The
deregulation of Foreign Direct Investment (FDI) norms has made the sector one of the fastest
growing and a top five employment opportunity generator in the country.
The Indian telecom sector is expected to generate four million direct and indirect jobs over the
next five years according to estimates by Randstad India. The employment opportunities are
expected to be created due to combination of government’s efforts to increase penetration in
rural areas and the rapid increase in Smartphone sales and rising internet usage.
International Data Corporation (IDC) predicts India to overtake US as the second-largest
Smartphone market globally by 2017 and to maintain high growth rate over the next few years as
people switch to smart phones and gradually upgrade to 4G.
Market Size
Driven by strong adoption of data consumption on handheld devices, the total mobile services
market revenue in India is expected to touch US$ 37 billion in 2017, registering a Compound
Annual Growth Rate (CAGR) of 5.2 per cent between 2014 and 2017, according to research firm
IDC.
According to a report by leading research firm Market Research Store, the Indian
telecommunication services market will likely grow by 10.3 per cent year-on-year to reach US$
103.9 billion by 2020.
According to the Ericsson Mobility Report India, Smartphone subscriptions in India is expected
to increase four-fold to 810 million users by 2021, while the total Smartphone traffic is expected
to grow seventeen-fold to 4.2 Exabyte’s (EB) per month by 2021.
According to a study by GSMA, Smartphone’s are expected to account for two out of every three
mobile connections globally by 2020 making India the fourth largest Smartphone market. India
is expected to lead in the growth of Smartphone adoption globally with an estimated net addition
of 350 million by year 2020.## Total number of Smartphone shipments in India stood at 25.8
million units in the quarter ending December 2016, and Smartphone shipments during 2016
stood at 109.1 million units, up by 5.2 per cent year-on-year. Broadband services user-base in
India is expected to grow to 250 million connections by 2017.

29
Road Ahead
India will emerge as a leading player in the virtual world by having 700 million internet users of
the 4.7 billion global users by 2025, as per a Microsoft report. With the government’s favorable
regulation policies and 4G services hitting the market, the Indian telecommunication sector is
expected to witness fast growth in the next few years. The Government of India also plans to
auction the 5G spectrum in bands like 3,300 MHz and 3,400 MHz to promote initiatives like
Internet of Things (IoT), machine-to-machine communications, instant high definition video
transfer as well as its Smart Cities.

30
MARKETING STRATEGY
“Building Tomorrow’s Corporate Today “
Market Penetration Strategy
Tata Teleservices defines itself in terms of the services / products that it offers. The company
first considers make maximum opportunity. Warm them test opportunity finally get something to
work with them.
MARKETING MIX
The four P’s are the parameters that the marketing manager can control, subject to the internal
and external constraints of the marketing environment. The goal is to make decisions that
center the four P’s i.e. Price, Place, Promotion and Product on the customers in the
target market in order generate a positive response.
PRODUCT DECISIONS
The term "product" refers to tangible, physical products as well as services & solution to the
enterprise needs. The company focuses upon
 Brand name
 Quality
 design
 Back office Support
PRICE DECISIONS
Some examples of pricing decisions to be made include:
 Pricing strategy (penetration, etc.)
 Volume discounts
 Price flexibility
 Price discrimination
DISTRIBUTION (PLACE) DECISIONS
Distribution is about getting the products / services to the customer. Some examples of
distribution decisions include:
 Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)

31
 Specific channel members / agents
 Order processing
 PROMOTION DECISIONS
In the context of the marketing mix, promotion represents the communication
of information about the product with the goal of generating a positive customer response.
Marketing communication decisions include:
 Promotional strategy (push, pull, etc.)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity

32
ABOUT THE PROJECT
As my project title is “Market Analysis of telecom sector at Vadodara” at Tata Teleservices Ltd.
When we talk about enterprise segment, it refers to B2B customers and providing telecom
services to enterprise customers for their business requirements. To complete this project I had
gone through various theories of marketing.
The Enterprise sale 10 years ago was complex and difficult enough. But now that buyers have a
new tool from their perspective—a new weapon from our perspective (sales)—that is a
significantly improved, enhanced and deeper internet to find out about us (vendors)—our
successes, our failures, our competitors, our capabilities, our strengths, our weaknesses and our
challenges—they have so much at hand.
The activities carried out during the training are as follows:-
 Giving regular feedback and information of our brand performance and competitive
activity
 Gaining a clear understanding of enterprise, businesses and requirements;
 Work on excel to update required information for Manager.
 Work on RMS sheet, Data master and Excel sheet required for internal process.
 Collected all required information of enterprise and other companies from market
 Join Training Program In Tata Teleservices Ltd. With Business Relationship
Manager.
 Work on Sale force to update required information for Manager.
 Join On Call With My Senior Manager.
 Collected all information on visit about opportunity, competitors & Network
 Collected all information address, contact person with their telephone no. of other
enterprise.
 Daily calling to customers and visiting them for gaining the information of currently
using the product.

33
CHAPTER -2
REVIEW
OF
LITERATURE

34
Market analysis of Tata teleservice: SukantoAich, President Enterprise Business,
Viewpoint, and Jan 2012
Most of the large telecom players have been concentrating on the retail consumer market till
now. During the last two years, we have seen a surge in the amount of penetration in the retail
consumers hence the voice revenue has grown exponentially.
However, today, the market is reaching a saturation point as far as penetration is concerned and
more so higher ARPU customers have mostly been acquired by most of the telecom companies.
In the next two years, retail telecom revenue is going to start stagnating and then start flattening
it out.
Operators now have to look at new market revenue areas from enterprise segment. Tata
Teleservices Limited (TTSL) is in this domain and now other telecom players have also started
entering into it. When we talk about enterprise segment, it refers to B2B customers and
providing telecom services to enterprise customers for their business requirements.
We have been providing such services in three large areas. One is wire line data services which
include office to office connectivity, internet connectivity and lot of variants around it. The
second area is the fixed line voice service segment, which starts from a basic telephone an also
includes value added services like audio conferencing solution and toll free numbers, for the
retail enterprises. The third segment is the mobility area.
Most of the players who were primarily offering wireless services are now predominately trying
to enter the other two areas as well.
TTSL is already present in these areas and we are currently offering strong mobility services
through our tie-up with DOCOMO.
TTSL has strong data capability because of our CDMA technology in addition to the recently
acquired 3G spectrum, which enables much larger data throughput. This data can be used within
the organization to provide business value addition. For example, we are doing a project with an
electricity company. Typically meter reading is taken once in a month. They also have large
industrial users which consume a huge amount of electricity. We are putting a box (modem +

35
SIM) next to their meters through which consumption of electricity is monitored on a real time
basis. This helps them to understand the consumption pattern and also prevent revenue leakages.
The box communicates over the mobility network back to the centre location.
This is opening up large change for the enterprise customers.
Enterprise market in India
With the entire three domains included today, the overall enterprise market is estimated at Rs
250- 300 billion. Depending upon the requirement that they have, we along with our sister
concern, are providing such communication solutions. AT&T and BT are providing services to
their global customers but at the end of the day some of them are also partnering with us for
providing India specific part of the network. IBM Global is one of the largest customers of
AT&T. For the point-to-point connectivity which AT&T is trying to provide to IBM Global,
from their UK office to India, the last mile till India and within India will be provided by an
Indian telecom provider. So, they are partnering with us for the end-to-end services depending
upon our respective strengths.
Tie-ups
We are basically providing them the backbone on which data will ride. We are also working with
large system integrators for IT related work, TCS is off course our in-house, but there are other
system integrators - Wipro, Infosys, Spanco - with whom we are working.
Applications
Applications are becoming crucial for the enterprise market to grow because it adds value to the
customer. For example, login from your home in a secure manner to the office networIf one
wants to contact a customer who is in a different time zone especially IT/BPO sector, then he has
to stay back in the office to make that call. But, we provide a value add where he can call
irrespective of his position. We are also working on automatic meter readings and location based
services which can be used for vehicle tracking.

36
We will continue to provide these apps and have strength in this area with our partnership with
DOCOMO which is one of the leading application service providers from the mobility platform
globally. We are working very closely with them.
 Indian Journal Marketing February 2016
(1) Service quality: -
Quality is the term which acts as one of the major differentiating factors either for a
product/service, which it seems to be quite an easy task to evaluate the quality of a product than
service because of its varied assessing factors such as color, durability,
Shape, size, and so forth, which do not prevail in services. Thus, compared to goods quality,
customers feel quite tough to evaluate the service quality, because goods are tangible in nature,
but services are intangible in nature (gronroos, 1990). Due to the involvement of people/human
construct, Zeithaml and Bitner (1996) simply defined service as the “deep, processes, and
performances” of the employees in the organization.
In addition to the involvement of humans, that is people and also the nature of service
which involves the real-time production and consumption of service during services delivery,
there are certain unique characteristics which services actually possesses. These been coined
differently by various researchers. Parasuraman, Zeithaml, and Berry (1996) added three more
characteristics, there exists one common term, that is the 5th
p – people which does not make the
service to be the same, even if it is delivered by the same person for the next time. Services not
only very from time to time, but also very from person to person and place to place.
As assessment of service quality mostly depends on the interaction between the
employees and customers in the delivery of excellent or superior service relative to customer
expectations, which leads to customer perception of the service offered by the firm (Gronroos,
2006). Moreover, service quality, which mostly relies on expectationAnd perception of
customer, is defined as the disparity of both (Parasuraman et al 1985)
In particular, service quality refers to the judgment of the of the customer’ expectation,Which
excels the company’s distinction in service quality. Simply stated, if perception exceeds
expectations then customer evaluate the kind of dissatisfaction (Parasuraman et al 1988). While
expectation is influenced by pre-purchase of goods/service, in service, it is mostly impacted by
the interaction that takes place with the service employees. Moreover, most of the people
consider what they perceive as reality, so that has become a must for the the marketers to
perceived by understand the customers of perception and it related factors (Reddy, 2005). Rao
(2011) stated that service quality perceived by the customers is of the nature was recognized as
strategically necessary in the organization.

37
Service quality, though complex in nature, was recognized as strategically necessary not only
for the service sector, but also for the manufacturing industries. Though organizations consider
service quality as a key tool for success, in some cases, it has become a necessity for survival of
firms in a competitive environment (chen,Gupta, & rom, 1994). Stated that as quality in many
service is determined only during service delivery, it has emerged as a key differential and
competitive weapon for an organization (Berry, Parasuraman, & Zeithaml, 1988). This drew the
attentions of researchers, academics, and management practitioners to create and develop models
to measure service quality from 1980 onwards due to its greater influence on customer
satisfaction, loyalty, and return on investment, higher profit, and so forth (Cronin Jr.& taylor,
1992, seth, deshmukh, & vrat,2005)
(2) service quality models: -
The first model to assess service quality was develop by Gronroos in 1982 using two main
constructs, that is, technical quality and functional quality (what customer gets).
Later, a new construct – corporate image was added to assess service quality in 1984.
Parasuraman et al.(1988) initially devised a scale with 10 items ( reliability, responsiveness,
competence, access, courtesy, communication, credibility, security, understanding customer and
tangible ) to measure service quality, which was observed as the difference between expectation
and performance of service offered. Later, the 10 items were reduced to five items have is
tangibility, responsiveness, assurance, and empathy measure service quality. Many various
sectors because expectations are based on prior service.
SERVPERF was developed by the using only the performance 21 items of SERVPERF to
prove that performance is just sufficient to measure service quality. It empirically sounded that
the various other models such as attribute service quality model, synthesized model of service
quality, ideal value model of service quality, evaluated performance and normed quality model,
IT alignment model, attribute and overall effect model, model of perceived quality model, IT
alignment model, attribute and overall effect model of perceived quality and satisfaction, internal
service quality model, and internet banking model were developed to measure service quality
and some of them were designed specifically for certain industries. Though various model have
evolved over a period of time, foster and Newman stated that no other construct as SERVQUAL
has been in has used in service marketing to measure service quality.
Due to the vast growth in the service sector it has become a necessitated fact to develop industry
– specific constructs, which coincide with babakus and Boller’s (1992) statement that there is a
need to develop industry specific measures for service quality. Within two to there is a need to
develop industry specific measure for service quality. In various industry specific constructs
were developed. For various models, SERVQUAL and SERVPERF are wide used by research
used by in the telecommunication sector with slight modification to suit specifically this
industry.
Leisen and vance (2001) underwent a cross-national study to assess how far SERVQUAL suit to
measure the service quality of the telecommunication sector with respect to varied cultural
contexts. They found that SERVQUAL suited for the telecommunication sector with slight

38
modification. Though SERVQUAL has five constructs, certain studies identified added items to
measure service quality. Network quality was identified by wang, Lo, and Yang (2004) as an
added dimension. Lai Hutchinson, Li, and Bai (2007) included convenience as an added
dimension with respects to China’s mobile telecom industry.
Naidu and Ponduri (2015) stated clearly that the incumbent wireline operators in india
have to realize the need to satised and retain their customer for which service quality will serve
as the key tool. Studies related to measurement of service quality have been carried mostly with
respect to mobile service quality of DSL service offered by the wire line telecom service
providers using AMOS.
STUDIES RELATED TO GROWTH AND DEVELOPMENTS IN INDIAN TELECOM
SECTOR
Aisha Khan and RucheChaturvedi (2005) explain that as the competition in telecom area
intensified, service providers took new initiatives to customers. Prominent among them were
celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time
schemes. The most important consumer segments in the cellular market were the youth segment
and business class segment. The youth segment at the inaugural session of cellular summit, 2005,
the Union Minister for Communications and Information Technology, DayanidhiMaran had
proudly stated that Indian telecom had reached the landmark of 100 million telecom subscribers
of which 50% were mobile phone users. Whereas in African countries like Togo and Cape Verde
have a coverage of 90% while India manages a merely mobile coverage of 20%.
In overview in Indian infrastructure Report (2005) explains India’s rapidly expanding telecom
sector is continuing to witness stiff competition. This has resulted in lower tariffs and better
quality of services. Various telecom services-basic, mobile, internet, national long distance and
international long distance have seen tremendous growth in year 2005 and this growth trend
promises to continue electronics and home appliances businesses each of which are expected to
be $ 2.5 bn in revenues by that year. So, driving forces for manufacturing of handsets by giants
in India include-sheer size of India market, its frantic growth rates and above all the fact that its
conforms in global standards. 72
Marine and Blanchard (2005) identifies the reasons for the unexpected boom in mobile
networks. According to them, cell phones, based on Global System for Mobile Communication
(GSM) standard require less investment as compared to fixed lines. Besides this, a wireless
infrastructure has more mobility, sharing of usage, rapid profitability. Besides this, usage of
prepaid cards is the extent of 90% simplifies management of customer base. Moreover, it is
suitable to people’s way of life-rural, urban, and sub-urban subscribers.
Illustrating the lead achieved by Gujarat. According to Business and Economy (2005)17 the
catalyst for Indian mobile operators in the future will undoubtedly be increased marketing and
advertisement expenditure, along with better deals for mobile phone users like the previously
mentioned full talk time Rs. 10 recharge card, will go a long way in not only retaining customers

39
but also acquiring the vast market of lowered customers who are extremely sticky about value
for money and have extremely low loyalties and almost non-existent switching costs.
According to Oliver Stehmann (2005) the telecommunications industry is characterized by
rapid innovation in the service and the transmission market. The legally protected public or
private monopolist does not have the same incentive to foster innovation that would exist in a
competitive environment. Thus, state intervention based on the natural monopoly argument
neglects dynamic aspects, which are crucial in the telecommunications sector.
Marketing Whitebook (2005) explains with support of detailed data that bigger players are
close to 20% of the market each. In CDMA market, it is Reliance Infocom and Tata Teleservices
are dominating the scene whereas 73
Airtel is lead in GSM operators. Between 2003 and 2004, the total subscriber base of the private
GSM operators doubled. It rose from 12.6 million subscribers at the end of March 2003 to 26.1
million by the end of March 2004. And yet that 100% growth rate notwithstanding, total industry
revenue for 2003-04 was around Rs. 8308 crores. Compared to Rs. 6400 crores that industry
grossed in 2002-2003, that is an increase of 30%.
According Economic Times (2005) Indian mobile phone market is set to surge ahead since
urban India has a teledensity of 30 whereas rural India has a teledensity of 1.74. It indicates that
the market is on ascent, with more than 85000 villages yet is come under teleconnectivity.
According to a paper released by the Associated Chambers of commerce and Industry of
India (2005), it is stated that 30% of the new mobile subscribers added by the operators
worldwide will come from India by 2009.10% of the third generation (3G) subscribers will be
from India by 2011, Indian handset segment could be between US $ 13 billion and US $ 15
billion by 2016.It offers a great opportunity for equipment vendors to make India a
manufacturing hub. Indian infrastructure capital expenditure on cellular equipment will be
between 10 to 20% of the investment that will be made by international operators by 2015. The
other proposals included setting up of hardware manufacturing cluster parks, conforming to
global standards and fiscal incentives for telecom manufacturing among others.
ViratBahri (2006) explains the viewpoint of Sam Pitroda the Chairman of Worldtel that
identifies opportunities for investments in telecommunications. He analyses that there is an
increasing role for telecom in e-governance in India. According to him, technology can be
leveraged to take India’s 74 development to next level.
According to Snyder (2006) Communications is a process that allows information to pass
between a sender and one or more receivers and. the transfer of meaningful information or ideas
from one location to a second location. Communications is a human process; humans
communicate by sending information between themselves. Whereas, telecommunication is the
transmission of data or information over a distance. Tele is a Greek word meaning at a distance,
far off. Thus, it classifies smoke signals, semaphore flags, lanterns and signal flares, telegraph
systems, televisions, telephones, written letters, and hand signals as capabilities that support

40
telecommunications. The problems with these communications forms include reliability, speed
of transmission, and comprehension purposes.
According to Rohit Prasad &V.Sridhar (2007) this is one of the first such attempt to analyse
the tradeoffs between low market power and economics of scale for sustained growth of mobile
services in the country. Our analysis of the data on mobile services in India indicates the
existence of economies of scale in this sector. We also calculate the upper bound on the optimal
number of operators in each license service area so that policies that make appropriate tradeoffs
between competition and efficiency can be formulated.
Narinder K Chhiber ( 2008)the mobile telecommunication technology is evolving rapidly in
the world as more people demand mobile services with longer bandwidth and new innovative
services like connectivity anywhere, anytime for feature like T.V., Multimedia, Interoperability
and seamless connectivity with all types of protocols and standards, while the 3G 75
Services are yet to fully come up. Serious discussion on 4G has started .WLAN hot spot have
made inroads along with 3G to offer an alternative form of mobile access.
 Using data from a high-income, emerging market economy in the Middle East, this study
examines changes in service performance outcomes of an incumbent monopoly during different
periods in the phased liberalization of the country’s telecommunications market. The study
draws on Structure-Conduct-Performance (SCP) theory and Social Exchange Theory (SET) to
develop hypotheses about expected changes in four customer-based service performance
outcomes—service quality perceptions, customer satisfaction, customer loyalty, and customer
attitudes. These are tested using data collected in a longitudinal tracking study spanning different
periods in the liberalization process. Results show that all four performance outcomes improved
significantly during an early post-liberalization period when there was only one additional
competitor in the market, but declined slightly during a later period when a second competitor
entered the market. However, structural relationships among the outcomes themselves remained
invariant across liberalization periods. Policy-making and theoretical implications of the results
are outlined and discussed. Although the data come from a single industry in an emerging market
economy, a particularly key implication is that while incumbent monopolies may initially harbor
a preference for the comfort and ‘freedom’ that comes with being the only player in the market,
under certain circumstances liberalization can actually benefit them through the impetus that it
provides for their own service quality improvements.

41
There are plenty of studies on relationship marketing; however, few of them focus on a leading
industry, the telecom industry, and on the important outcome variable of intention to expand
purchase. Therefore the purpose of this study aims to investigate into key factors influencing
B2B relationship marketing in the telecommunication industry. This study established a key
variables framework for telecom B2B relationship marketing based on the KMV model and
found that (1) Supplier capabilities, switching costs, and relationship benefits all positively
correlated with customer trust in and commitment to their suppliers. (2) Trust and relationship
commitment had positive effects on both intention to stay and intention to expand purchase. (3)
The hypothesis that trust and relationship commitment are key mediators in relationship
marketing for the B2B telecom industry is supported. The study discussed the managerial
implications of the findings and directions for future research.
The purpose of this paper is to identify the potential barriers of telecom services and
develop relationships among them using interpretive structural modeling (ISM) in the Indian
telecom sector. Further, this paper intends to find the driving and dependence powers of
telecom barriers, using MICMAC (Matriced' Impacts Croise′s Multiplication
Applique′ea′unClassement) analysis.
Design/methodology/approach
A group of experts from telecom sector and academia was consulted and the ISM was used
to develop the contextual relationship among identified barriers of telecom services. The
results of ISM are used as an input to MICMAC analysis, to further classify identified
barriers based on their driving and dependence powers.
Findings
This paper has identified 11 barriers of telecom services from the literature review and
opinion of experts, and a contextual relationship model was developed using the ISM
technique. The paper further studied barriers based on their driving and dependence powers
using MICMAC analysis that classifies them into four clusters. The results identified the
barriers such as “lack of adequate investment in infrastructure expansion”, “interference of
private operators”, “legal and regulatory issues”, “lack of maintenance culture” and “lack of
financial resources and high cost” as strategic-level barriers that, if dealt with carefully, can
help overcome the effect of other barriers preventing the effective performance of the Indian
telecom sector.

42
Research limitations/implications
Although, there are a number of barriers that affect the performance of telecom services,
existing theories, models and frameworks have focused on identification of factors, their
implementation and benefits, and thus, these theories lack a holistic view in understanding
those barriers which hinder the performance of the telecom sector. Top-managers and
policymakers need to be more concerned about these barriers so that the performance of the
Indian telecom sector could be improved.
A thorough literature review has revealed that no such study has been undertaken that
provides any clear understanding of the barriers of telecom services, linkages between them
and hierarchical relationships among the barriers.
The study adapted the SERVQUAL model as the main framework for analyzing service quality.
Multiple and logistic regression analyses were used to examine the relationships between service
quality, customer satisfaction, image and customer loyalty. The results indicate that there is a
positive relationship between service quality and customer loyalty. However, the results show a
negative relationship between customer satisfaction and customer loyalty. The results of the
findings suggest that Telecom management needs to emphasise service quality. Due to the fact
that telecom firms do not provide tangible products, their service quality is usually assessed by
measures of the service provider’s relationship with customers. Thus, telecom service
management should pay attention to staff skill possession and offering fast and efficient services.
In a review of customer defecting patterns, Reichheld et al. (2000) found 60-80% of customers
who defect to a competitor said they were satisfied or very satisfied on the survey just prior to
their defection. Also, Arasil et al (2005) showed that the switching cost factor directly affects
loyalty, and has a moderator effect on both customer satisfaction and trust. Therefore, it plays a
crucial role in winning customer loyalty. In short, it is a quasi moderator. However, switching
cost was measured as a uni-dimensional factor. It was realised that switching costs contain
psychological, financial and procedural sub-dimensions. Also, customer relationships and
switching costs concurrently enhanced customer loyalty. Moreover, it has also been found that as
customers’ perceptions of switching costs increase, the longer they remain with a particular
service supplier (Aydin &Ozer, 2005; Patterson, 2004). In addition,

43
CHEPTER-3
RESEARCH METHODLOGY

44
INTRODUCTION
The aim of this research project is to study about market analysis of Tata teleservice ltd. It also includes
private limited, public limited, partnership limited and Industrial study. Under this research project
following points are covered-
RESEARCH DESIGN
Research design is the plan and structure of investigation so conceived as to obtain answers to
research questions. The nature of research in project is descriptive research as it directly aims at
analyzing market.
Research type: Descriptive research
Sample size:
The sample sample size is taken 50 respondents. Because private sector units are too large. So it is
difficult to survey in very short period of time.
Sampling type: Convenience sampling
Sampling area: Vadodara

45
METHOD OF DATA COLLECTION:
INTRODUCTION:
Any organization whether small or big, private or public needs various type of information to
know about its popularity in the market.
I have collected primary and secondary data.
PRIMARY DATA
The data is collected through questionnaires. Sample of 50 respondents selected from vadodara
.Questionnaire was pre-designed and pre-tested.
DATA COLLECTION METHOD:
Survey through questionnaires
SECONDARY DATA
1. Data collected in research are the information collected through Tata teleservice Ltd.
2. Data collected from various brochures and pamphlet of the company
3. Website and reference books to analyze data.
ANLYSIS OF DATA COLLECTION
After the data collection from both the sources i.e. primary and secondary sources the data has
been edited. Analysis and findings are extracted from this collected data. The tables bar diagram
and pie charts are used to collect data graphically.

46
CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION

47
Q- 1. Which types of organization do you have?
Organization Type Responded Percentage
Pvt. Ltd. 31 62%
Public Ltd. 15 30%
Partnership 4 8%
Other 0 0%
Interpretation
 From the above 62% customers get information from Pvt. Ltd., 30% customers get from
Public ltd. and again 8% customers get Information from Partnership.
 So researcher can interpret that Pvt. Ltd. and Public Ltd. are the major sources of
information for the customers.
62%
30%
8%
0%
Organization type
Pvt.ltd Public Ltd Partnership Other

48
Q- 2. How Many Employees does your organization have?
No. of Employees Responded Percentage
1-30 7 14%
31-60 21 42%
61-90 10 20%
91-120 4 8%
120+ 8 16%
Interpretation:
 14% of the respondent of the organizations employees are between the 1to 30.
 42% of the respondent of the organizations employees are between the 31 to 60
 20% of the respondent of the organizations employees are between the 61to 90
 .16% of the respondent of the organizations employees are the 120+.
14.00%
42.00%
20.00%
8%
16.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
1 to 30 31 to 60 61 to 90 91 to 120 120+
1 to 30 31 to 60 61 to 90 91 to 120 120+

49
Q 3. How many branches does your organization have?
No. of Branches Frequency Percentage
1-3 29 58%
4-6 13 26%
7-9 6 12%
10+ 2 4%
Interpretation:
 58% of the organizations have number of branches between 1 to 3
 And last 4% of the organizations have number of branches up to 10
58%
26%
12%
4%
0% 10% 20% 30% 40% 50% 60% 70%
1 to 3
4 to 6
7 to 9
10+
No. of Branches

50
Q4. Do you have internet connection?
Internet connection Frequency Percentage
Yes 50 100%
No 0 0%
Interpretation
 From above table we can infer that, out of 50 customers 50SME’s have Internet
Connection.
 So the researcher can interpret that most of the respondents are already using Internet
Services.
100%
0%
Internet connection
YES
NO

51
Q. 5. Which of the following functions do you belong to?
Functions Frequency Percentage
IT 26 52%
Marketing / Sales 8 16%
HR 7 14%
Other 9 18%
Interpretation:
 52% respondents are following functions belong to IT.
 And 2nd highest18% respondent are the belong function to other. In other include like
that of finance, many more
 3rd
highest respondent are the belong function to marketing and sales .its function belong
to 16%.
 Last HR respondent are belong to 14%.
IT
Marketing/Sal
es
HR Other
Percent 52% 16% 14% 18%
0%
10%
20%
30%
40%
50%
60%
Functions Belong

52
Q.6. Which cities do you have operations? (TICK ONE OR MORE).
Functions Frequency Percentage
Vadodara 50 100%
Ahmadabad 13 26%
Mumbai 7 14%
Other 40 80%
Interpretation:
 100% respondent work in organization at vadodara,
 And 26% respondent also working operation in Ahmadabad and 14% Mumbai & also
working operation in other cities in percentage of 80%.
 Most of company working operation in vadodara and other cities.
100%
26.00%
14.00%
80%
0% 20% 40% 60% 80% 100% 120%
Vadodara
Ahmandabad
Mumbai
Other
Work in Organization

53
Q.7. which company’s connection do you have?
Internet provider Frequency Percentage
BSNL 26 52%
TATA 7 14%
RELIANCE 8 16%
Other 9 18%
Interpretation
 From this data we can infer that the market share of various telecom companies, such as
BSNL is the market leader with 52 % of market share whereas RELIANCE is at 2nd
position having market share of 16% then OTHER with 18% ,other include You
broadband, hathway gtpl, and Ishan and many more.
 From the above data research can interpret that, Bsnl is the 1st
preferred company
fallowed by reliance at 2nd
preferred and Tata is 3rd
preferred and other is 4th
preferred
brand.
BSNL
52%
TATA
14%
RELANCE
16%
OTHER
18%
Type of Internet Connection
BSNL TATA RELANCE OTHER

54
Q. 8. Which factors are important to you for availing the services from the
organization? Rank the factor where 1 is most important and 5 is least
important?
Price
Out of 50 customers, 8 customers highly important by Price, 2 customers only important by
price, 18 customers are neutral, 18 customers are not important and there is 6 customers are
highly not important.
Place
Out of 50 customers, 2 customers highly important by Place,12 customers only important by
place, 17 customers are neutral, 14 customers are not important and there is 5 customers are
highly not important
Product
Out of 50 customers, 7 customers highly important by Product,14 customers only important by
product, 14 customers are neutral, 11 customers are not important and there is 4 customers are
highly not important
Services
Out of 50 customers, 7 customers highly important by services ,8 customers only important by
services , 11 customers are neutral, 14 customers are not important and there is 13 customers are
highly not important.
Rank 1 2 3 4 5
Price 8 2 18 16 6
Place 2 12 17 14 5
Product 7 14 14 11 4
Service 4 8 11 14 13

55
Q. 9. Do you like to switchover to another service provider?
Switch Over to Another
services
Frequency Percentage
Yes 15 30%
No 35 70%
Interpretation
 From the above data 30% respondents like to switch another provider. If company will
provide additional services and 70 % respondents will don’t want to switch their current
internet network provider.
 From the above, researcher can interpret that most of the subscribers are loyal to their
services and there is small percentage of subscribers who switch their brand.
YES
30%
NO
70%
Switching to other provider
YES NO

56
Q. 10. Which factor affects you to go for switching other service provider?
Factor Affects to
Switching Service
Frequency Percentage
Network failure 18 36%
Higher Tariff Plan 11 22%
Employees influence 7 14%
Other 14 28%
Interpretation
 From the above data 36% respondents switch their services because of network failure,
22% respondents switch services because of high tariff plan, 14% respondents switch
their services because of Employees Influence, 28% respondents change their services
because of other factor.
 Network failure, Higher Tariff plan, employees influence and Other factor are the most
important factors which affects the switching service provider.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Network Failure
Higher Tarff Plan
Employees
Influence Other
36%
22%
14%
28%
Factor Affecting to Switching over

57
Q. 11. How do you rate your organization in terms of leveraging technology as
a business enabler?
1____2____3____4____5
1____2____3____4____5
1____2____3____4____5
1____2____3____4____5
Interpretation
From the above data researcher can interpret that most of the respondents think that-
1. The cloud based services is average.
2. High speed connectivity of Telecom services is also average.
3. Mobile application services are bad.
4. High quality voice solution good
5. Customers care service not good
Cloud based service
High speed connectivity
Mobile application
High quality voice
solutions

58
CHAPTER-5
SUMMARY
&
CONCLUSION

59
5.1 FINDINGS
 It is found that most of the organizations are belongs to Pvt. Ltd. and public ltd.
 Most of the respondents are availing the Broadband & Dongal for internet services
because it’s available at fewer prices.
 According to the study, the most preferred service provider is BSNL (48%). Reliance
(16%) and Tata use (14%) only. And other internet services used (18%). In other it
include many companies such as Youbroadbad, Hathway Gtpl, Tikona, Ishan and many
more.
 70% of respondents are loyal to the company and about 30% of respondents should
switch their connection.
 From the above market research the findings are most of the organization is using
internet connection and coping up with the technology.
 Network failure, High tariff plan, Employee influence and poor connectivity are the
most important factor affecting for switching another internet services provider.
 Most of the respondents think that Tata Teleservices is not a good service provider.
 Most of the respondents are not satisfied with Tata Teleservices because of its high
price than other rival company.
 Most of the consumers are specific about the Brands. A majority of customers focus on
the price of the products.
 Product advertisement of Tata Teleservices products is very slow in Vadodara market.
 Many company buy Broadband as compared to internet leased line. Because Broadband
is available at low price compare in ILL.

60
5.2 CONCLUSION
As a result of the liberalization, privatization, and demopolization initiatives taken by the
government of India, the telecom sector is experiencing a historical growth. The trend is
expected to continue in the segment, as prices are falling as a result of competition in the
segment. The beneficiaries of the competition are the consumers, who are given a wide variety of
services. In the years to come the country is predicted to witness a communication revolution,
which would increase the subscriber base to match that of the developed world. The need of the
time is a new revolution in telecom services and it is imperative that service providers work
towards the same and make it a reality.
An important contribution of this study is how marketing strategy is developed and sustained
over different target market in telecommunication sector. The future commitment of the
customers to organization depends on perceived marketing element. The issue and challenges is
therefore increasingly recognized as a critical success factor in the emerging scenario.

61
1.3 SUGGESTIONS
 As we came to know from finding more number of company switch over other
service provider just because of higher price charge. So price should be charged less
sit will help in generation of revenue.
 Tata Teleservices network is not up to the mark at providing service to wide area
and improving quality of service.
 Tata Teleservices should develop relationship marketing so as to know the real
needs of the customers & should incorporate customer's suggestions.
 It is again suggested that they should take into consideration environmental factors
in providing consumer services and determining prices.
 The customer care centers should be more effective. So the customers may have the
loyalty with the Tata Teleservices.
 The researcher hopes that marketing people of Tata Teleservices will follow the
suggestion given above. They would go a long way to improve the Communication
services being provided by the organization.
 The Tata Teleservices staff should be more corporative & friendly to the customers’
do that the customers may feel satisfy of Tata Teleservices’s services
OBSERVATION
 The sale of the Internet leased line and PRI are not very high, more sale promotion
requires increasing the ILL. In terms of Leased line and toll free number more initiative
has to be taken.
 From the point of view Channel partner order more wattage should be given to improve
the prediction in the following aspects marketing, service center.
 The organization should increase the services towards their customer.
 The customers are very much angry towards their marketing and sales. Marketing and
sales is the person who directly meets the customers, so, some steps should be taken.

62
BIBLIOGRAPHY
WEBSITE:
 www.tatatel.net.in
 www.tatateleservices.com
 www.google.co.in
 www.tatadocomo.com
 www.economictime.com
 www.ask.com
 http://www.sciencedirect.com/science/article/pii/S0969593116300932
 http://dl.acm.org/citation.cfm?id=3092034
 http://www.emeraldinsight.com/doi/abs/10.1108/JABS-11-2015-01966
 http://www.ccsenet.org/journal/index.php/ibr/article/view/8813/6459
 http://www.ccsenet.org/journal/index.php/ibr/article/view/8813/6459

BOOKS:
 Kotler, Philip, Kevin Keller, marketing management, Pearson /PHI, 13th edition.
2006.
 Market research- D.D Sharma
 Marketing research july2014 volume 47

63
QUESTIONNAIRE
FEED BACK SURVEY OF INACTIVE CUSTOMERS OF TELECOM SECTOR
Sir/Madam,
I Rahul Kumar Singh, student of Parul Institute of Management & Research, Vadodara,
am conducting a project on “MARKET ANALYSIS OF TELECOM SECTOR IN
VADODARA” as a part of our curriculum.
Kindly Privilege us with some of your valuable time to fill up the following questionnaire
and enable us to conduct a successful research. All the information will be kept confidential &
will be used only for academic purposes.
1. Organization Name:
Organization Type: Pvt. Ltd Public. Ltd Partnership Other
E-Mail ID:
____________________________________________________________________
Official website:
_______________________________________________________________
Contact Number:
_____________________________________________________________
Address:
_____________________________________________________________________
2. How many employees does your organisation have?
1 -30 31-60 61-90 91-120 120+

64
3. How many branches does your organization have?
1-3 4-6 7-9 10+
4. Do you have internet connection?
Yes No
5. Which of the following functions do you belong to?
IT Marketing /sales HR Other
6. Which cities do you have operations in? ( TICK ONE OR MORE)
Vadodara Ahmadabad Mumbai other
7. Which company’s connection do you have?
BSNL TATA RELIANCE OTHER
8. Which factors are important to you for availing the services from the organization? Rank
the factor where 1 is most important and 5 is least important?
9. Do you like to switchover to another service provider?
Yes No
10. Which factor affects you to go for switching other service provider?
Network failure higher tariff plan Employees influence
Others
RANK 1 2 3 4 5
Price
Place
Product
Service

65
11. How do you rate your organization in terms of leveraging technology as a business
enabler?
1____2____3____4____5
1____2____3____4____5
1____2____3____4____5
1____2____3____4____5
EXTREMELY LOW EXTREMELY HIGH
THANK YOU
Cloud based service
High speed connectivity
Mobile application
High quality voice
solutions

Market analysis of telecom sector in vadodara

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