1.1.3 EB in BSNL.pptx

For circulation to Trainees only 1
Enterprise Business in
BSNL

Agenda
• Defining Enterprise Customer
• Enterprise Customer Segmentation
• BSNL Functional Structure
• Strategy for Enterprise Business

Enterprise Business Market
BSNL considers business customers with annual turnover
of greater than Rs. 10 Crores as Enterprise
The enterprise market was ~Rs 22,100cr (2008), expected
to grow to ~Rs. 35,400 cr in 5 years (2013)
BSNL offers a wide range of products for this market such
as voice , data & managed services.
 Enterprise customers have moved from products to
solutions
BSNL will also have to move from products based selling to
solutions based selling

Customer Segmentation
BSNL
Business
Retail
Business
Units
CFA CM
Enterprise
Business
Unit
EB

BD & EB Cell
BD Cell EB Cell
Small & medium
enterprise segment
Large enterprise
segment
Provides bundling offer Participate in bids &
tenders
MOUs, tie up for retail
sales , shopping malls,
provides CUG
Empanelment with
business associates
Co-branded services Total telecom solutions
MVNO tie - up Liaison work & manage
inter circle co-ordination

Rev Nil 15-5-10 Enterprise Business
Enterprise Business
1. Generate high volume business by developing clients
2. Long term approach
3. Win-win approach
4. Unlike marketing which is for masses, EB specifically
targets select clients
5. Can happen from either party i.e. buyer or seller

Corporate setup
• Executive Director (Core Network) – Ent: Planning, roll-out,
upgradation and maintenance of all Core Network assets through
coordination with Circles, Project Circles and Maintenance Regions
• GM (Business Planning) – Ent: Articulation of overall business
aspiration, strategy and business and financial plans for Enterprise business
unit, monitoring performance against the same and providing pricing and
tariff support for product s / solutions for all enterprise customers. In
addition, generation of Carrier Wholesale revenues for Enterprise business
unit on BSNL’s National Long Distance (NLD) network and International
Long Distance (ILD) network
• DGM (Carrier Wholesale) – Ent: Generation of Carrier Wholesale
revenues for Enterprise business unit on BSNL’s National Long Distance
(NLD) network and International Long Distance (ILD) network

Corporate setup
• GM (Enterprise Business – I) – Ent: Achieving profitable and
sustainable growth of enterprise business by creating sales policy &
strategy for platinum enterprise customers and monitoring performance
for the same. Promotion of Enterprise (Ent) business to platinum customers
through marketing activities such as advertisements and promotions based
on focused market research
• GM (Enterprise Business – II) – Ent: Achieving profitable and
sustainable growth of enterprise business by creating sales policy &
strategy for gold & silver enterprise customers and monitoring
performance for the same. Promotion of Enterprise (Ent) business to gold &
silver customers through marketing activities such as advertisements and
promotions based on focused market research
• GM (Enterprise Business – City) – Ent: Generation of enterprise
business sales through end to-end customer relationship management for
platinum enterprise customers across industry verticals in a particular city

Corporate setup
• GM (ILD) – Ent: Planning and procurement of all ILD bandwidth required
for BSNL and coordination with international carriers and agencies for the
same
• GM (Leased Circuits) – Ent: Ensuring all existing and new leased circuits
to enterprise customers are billed correctly by coordinating with different
entities within BSNL and setting up modern, accurate and efficient
processes for leased circuit billing through the use of IT systems and tools
• GM (IT) – Ent: Conceptualization and implementation of all projects
specific to the Enterprise (ENT) business unit

Corporate setup
• GM (Finance) – Ent: Creation of annual financial plan, evaluation and
approval of policies and processes regarding tariff & costing and ensuring
billing, collections and recovery (revenue management) for Enterprise
business unit
• DGM (Tariff & Costing) – Ent: Creation of annual financial plan,
evaluation and approval of policies and processes regarding tariff & costing
for Enterprise business unit
• DGM (Revenue Management) – Ent: Formulation and implementation
of policies and processes regarding billing, collections and recovery
(revenue management) for Enterprise business unit

Circle setup
• GM (Enterprise Business): Generation of enterprise business from gold
and silver enterprise customers across industry verticals within the circle.
Ensuring proper service delivery and service assurance for all enterprise
customers (platinum, gold, silver)
• DGM (Enterprise Business): Generation of enterprise business from
gold enterprise customers across industry verticals through end-to-end
customer relationship management
• DGM (Channel Partners): Generation of business from silver enterprise
customers across industry verticals through channel partners
– Financial targets – overall budget (revenue, capex, opex), profitability, etc
– Customer/ Market targets – market share, share of wallet, etc
– Operational targets – customer service, etc
• DGM (SD/ SA – Enterprise): Interfacing with all enterprise customers
(especially platinum customers) following-up with network teams in
different business units to ensure high quality of service for all enterprise
customers (platinum, gold, silver)

What an Enterprise Customer generally looks for?
Consultancy support for solution to new needs
One stop shop
Unified communication solution
Faster roll out
Scalability
24x7 monitoring & servicing
Simplicity of deal
Long term commitment
Business continuity (Disaster Management)

Transformation towards Enterprise Segment
From To
Product Focused Solutions focused
Connectivity Services
Legacy Products Next Generation Products
“Customer Will Come” “Customer is King”
XYZ Circle’s Customer BSNL’s Customer
Reactive Order Booking Proactive BD

Enterprise Customer Classification
 Platinum
 Gold
 Silver

 Platinum
• Enterprise Customers with an annual turnover of over
Rs.500 Crore.
• For Telecom and IT sector & BFSI customers, this limit
may be reduced to Rs.100 Crore per annum.

 Gold
• Enterprise Customers with an Annual turnover of Rs.100
crore to Rs. 500 crore (barring those in IT and Telecom
sector& BFSI sector)
 Silver
• All Enterprise Customers not falling into Platinum and
Gold classes.
 Platinum and Gold customers are identified by centrally
by the Enterprise Business Unit of BSNL Corporate
Office. Silver Customers are identified by each Telecom
Circle in consultation with the SSAs.

Segmentation of Enterprise Customers
Segmentation of enterprise customers
BFSI
IT/ITeS/Media
Government
Manufacturing
Services
Large (> 500 Cr) Medium (100-500 Cr) Small (50-100 Cr)
Platinum Accounts
Note: Central Govt Bodies are treated as Large Accounts, State Government Bodies are treated as Medium Accounts and Intra State/District level Government Bodies are treated as Small Accounts
1,400
Rs 14,200 Cr
Gold
Accounts
Small (10 – 50 Cr)
Silver
Accounts
2,500
Rs 4,400 Cr
9,700
Rs 5,400 Cr
 Large spenders
• Min: ~4 Cr.
• Avg: ~10 Cr
 Require
solutions based
selling
 Reliability of
service and
breadth of
products
important
 Moderate
spenders
• Min: ~1 Cr
• Avg: ~2 Cr
 Reliability of
service and
price important
xx Number of accounts xx Market Size (Rs. Cr.)
 Small spenders
• Min: ~0.1 Cr
• Avg: ~0.5 Cr
 Price and reliability of service
important
 Require simple, off the shelf
products with basic customer
education and handholding

Identification of customers
• A prospective list of enterprise customers including
Platinum, Gold and Silver has to be made & communicated
to EB units
• All the circles have to validate the customer category i.e.
customers qualifying as per the criteria may be retained in
the list. However, non-existent or customers not qualifying
as per the criteria may be dropped from the list of the circle.
• The customers’ list will be a dynamic list in which whenever
any customer qualifies as a Platinum/Gold/Silver , may be
included.
• The customer in the Platinum/Gold/Silver list may not be
BSNL’s existing customer but should qualify as per the
criteria to be included in the list.
• The validated list has to be sent by Circles to the corporate
office in a time-bound manner.

Enterprise Business Strategy
Goal is to help a client find value in offered solutions on a
long-term basis ensuring win-win for the company & client.
While marketing is for masses, BD specifically targets select
clients where high revenue is expected either through sale of
its own services or introduction of joint products/services.
The emphasis is to increase BSNL revenue by selling
solutions rather than just plain vanilla services

Enterprise Business Strategy (contd 1)
Enterprises could also be looking instead of total telecom
solution for more of the same thing in bulk, e.g bulk
requirement of landlines or mobile connections etc.
They would be looking for single window handling of their
requirements of provisioning, complaint handling and billing
across units and geographical locations

Enterprise Business Strategy (contd 2)
Since it is usually a high volume business, purchaser
expects volume discounts. Seller agrees to appropriate
discounts depending on the contract value and the term.
Thumb rule: Higher the discount, longer is the contract
period and higher the volume of business.

Functions of EBU
• Sales
– Platinum – National Account Managers (NAMs)
– Gold – Key Account Managers (KAMs)
– Silver – Channel partners
• Service Delivery
• Service Assurance
Customer Relations
Managers (CRM)

The CR team brings immense value to the Enterprise
Business
129
Xxxxx-xx/Footer
The CR Team brings immense value to the Enterprise
Business
Responsibilities of the CR Team
Responsibilities of the CR Team
Outgoing Customer Relations Team
• Receives delivery / assurance requests from
NAM / KAM
• Follows up on requests allocated according
to zones
• Keep NAM / KAM updated on status of the
delivery / assurance request on a daily basis
Incoming Customer Relations Team
• Receives delivery / assurance requests from
outgoing customer relations team from a
gold circle / platinum office
• Follows up on requests with the concerned
business unit (CM/CFA)
• Keep incoming customer relations team from
the originating circle updated on status of the
delivery / assurance request on a daily basis
Value to the Enterprise
Business
Value to the Enterprise
Business
Delivery and assurance process
becomes smoother and there is
clear hand-off of responsibilities
• Sales team is free to focus 100%
energy only on selling
• Sales team is kept informed
about the status of connection
delivery
• Lowers chances of loss of face in
front of the customer
• Decreases inter-BU conflicts
• Increases revenue
• Increases retention and reduces
churn

Overview of the circle level structure for platinum + gold
Illustration: Karnataka circle
61
Xxxxx-xx/Footer
Overview of the circle level structure for platinum + gold
Illustration: Karnataka circle
GM, EB - Bangalore
DGM, Sales DGM, CR
NAMs
CGM
DGM, Sales / CR
GM, Enterprise –
Karnataka
CR team
(outgoing)
Platinum
DGM / AGM,
Sales / CR
(Gold)
SSA Heads
KAMs
CR team
(incoming)
Gold
CR team
(incoming)
Platinum
CR team
(outgoing)
Gold
Platinum office – Bangalore Gold office – Karnataka
Based at the Karnataka circle office
Based at the Bangalore SSA office
Second reporting - functional
Direct reporting
First reporting - administrative
Node - CR team
(incoming)
Platinum
Node - CR team
(incoming)
Gold
Reviewing
authority if SSA
head is DGM or
below
Second
reporting if SSA
head is GM or
above

Roles and Responsibilities of Account Managers
Account managers have to balance requirements of
customers with needs of their own company to ensure long
term relations
Account managers have a dual focus w. r. t. their customers
Building new relationships - Scouting and acquiring new
customers for BSNL enterprise business
Maintaining existing relationships - Expanding scope of
business with current customers in enterprise

Role of Account Manager
• Understanding personal /professional aspirations
• Pre work preparation
• Introductory meetings
• Solution refinement
• Reporting

NAM & KAM
• Every Platinum & Gold customer will be assigned a single point of
contact National Account Manager (NAM) for Platinum and Key
Account Manager (KAM) for Gold.
• The Gold offices will be opened in multiple cities in a circle.
• Every KAM should be allocated some existing (active) BSNL
customers and some new customers (or with other operators).

Role of NAM/KAM
• Every KAM should gather the information about the customers from
secondary sources. A pre-meeting template indicating nature of business,
listing, size of business market share and sister concern etc. of the Gold
account should be prepared by KAM before approaching the customer.
• After completing the pre-meeting template, KAM should contact the
customer. An introductory letter and BSNL’s presentation may be given to
customers in the first meeting.
• After meeting with the customer, KAMs are supposed to fill post-meeting
report and keep updated profile of the customer. The post-meeting
template mainly consists of information about the customer like number
of connections for landline/Broadband/PRI/Mobile CUG, data circuits,
current vendors, total telecom spent, billing details, key contact person,
etc. Many such information, customers may not like to part with in the
first meeting. Care should be taken to gather these information in subtle
and indirect manner as per the customer’s comfort level.
• KAMs will be able to collect the customer related information mentioned
above more precisely after few meetings.

Enterprise Business customer
• SBI, NTPC, ONGC & IOCL contributes 25% B/W revenue
of BSNL.
• SBI contribute nearly 17% BSNL’s B/W revenue.
• No. of TV channels – Approx. 500.
• Revenue potential from TV chls is 436 cr. Per annum
• No. of bank’s branches – 62781.
• Revenue potential from bank is 1300 cr. Per annum
• Revenue potential from bank’s ATM Is 780 cr. Per
annum

Enterprise Sales structure
• Career Wholesale
• Enterprise Business executives
• BSNL Channel partners

Career Wholesaler
• Responsible for generation of Carrier Wholesale
revenues for on BSNL’s National Long Distance (NLD)
network and International Long Distance (ILD) network.
Primarily GM (Business Planning) at BSNL HQ deals with
it with back end support from maintenance regions.

Enterprise Business
• Platinum customers-By BSNL team
• Gold customers-By BSNL team
• Concept of NAM and KAM
• Silver customers- By channel partners

Channel partners
• Direct marketing & sales of BSNL data services to silver
customers
• Service assurance part of deal
• Two categories Tier-I and Tier-II

Tier-1 channel Partner
• Tier 1 CPs’ will be primarily engaged in the Sales and Marketing of
BSNL Voice and Data services to targeted Silver customers. In
addition, CPs’ may also be engaged for supply, configuration and
maintenance of customer’s end equipments, their network on LAN /
WAN etc. An indicative list of BSNL’s services, but not limited to, is
given in the Annexure ‘A’. A prospective Tier 1 Channel Partner (Tier
1 CP) shall be a direct supplier of technology, hardware, telecom
products or shall have a direct agreement with each of the
Technology Companies, OEM’s (Original equipment manufacturer)
that form the core building blocks of the project. The core IT and
Telecom building blocks may be classified as Routers, LAN Switches,
Leased Line Modems & Converters, PC’s, Servers etc. Tier 1 CP is
required to have Minimum 5 number of sales personnel and 10
number of field engineers.

Tier-2 channel Partner
• Tier 2 CPs’ will be primarily engaged in the Sales and Marketing of
BSNL Voice products. In addition, these CPs’ will also be allowed to
deal in a limited range of data services (e.g. 2G and 3G data cards,
broadband services etc.). Tier 2 CPs’ showing exceptional growth
can be given the opportunity to sell additional BSNL products /
services like MPLS VPN, leased circuits etc. on a trial basis. This will
be at the sole discretion of BSNL.
• A prospective Tier 2 Channel Partner (Tier 2 CP) shall be a direct
supplier of hardware and telecom products (e.g. Computer systems,
Servers, Routers, EPABX systems etc.) to Silver customers. Tier 2 CP
is required to have Minimum 5 number of sales personnel/field
engineers.

1.1.3 EB in BSNL.pptx

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1.1.3 EB in BSNL.pptx