This was a project which was done by myself when i was working as an intern in the company MATRIX CELLULAR INTERNATIONAL SERVIES PVT LTD. So I though about sharing it in this platform so that if it can be of any help to anyone then I would feel happy and satisfied.

2.  Indian telecommunications, among the most
competitive markets in the world, is consistently
showing a rapid growth.
 Telecom liberalization that has started inpost-1991 era,
were actually planned to reform in the 1980s. At that
time, Rajiv Gandhi proclaimed his intention of “leading
India into the 21stcentury,” and carved the Department
of Telecommunications (DOT).

3.  He created two DOT-owned corporations- Mahanagar
Telephone Nigam Limited (MTNL), to serve Delhi and
Bombay, and VideshSanchar Nigam Limited (VSNL), to
operate international telecom services.
 Cellular Services, can be further divided into two parts:
Global System for Mobile Communications (GSM) and
Code Division Multiple Access (CDMA).

4. TELECOM SECTOR
Quarter
ending
June2011
Quarter
ending
Sept.2011
Quarter
ending
Dec. 2011
Quarter
ending
March.
2011
Telecom subscribers(Wireless+Wireline) in Millions
Total Telephone Subscribers 885.99 906.93 926.53 951.34
Urban Subscribers 587.94 601.42 611.19 620.52
Rural subscribers 298.05 305.51 315.33 330.82
Wireless Subscribers 851.70 873.61 893.84 919.17
Wire line Subscribers 34.29 33.31 32.69 32.17
Teledensity
Total teledensity 73.97 75.48 76.86 78.66
Urban teledensity 163.13 166.01 167.85 169.55
Rural teledensity 35.60 36.40 37.48 39.22
Internet & Broadband Subscribers(in millions)
Total Internet Subscribers 20.33 20.99 22.39 22.86
Internet Subscribers 12.35 12.83 13.35 13.81
Telecom Financial Data(in Rs. Crores)
Gross revenue during the Quarter 46,891.61 49,942.25 49,365.18 49242.99
Adjusted Gross Revenue 32,589.93 33,460.52 34,081.35 34,457.07
Source:TRAI Annual Report English 2012.pdf

5. Revenue(in crore) of major access telecom service providers 2010-11
&2011-12
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
2010-11 2011-12
Aircel
Bharti
BSNL
Idea
MTNL
Reliance
Tata
Vodafone
Source: TRAI Annual report
English2012.pdf

6. City-wise growth in number of subscribers in the notified CAS Areas in
the last five years.
0
50000
100000
150000
200000
250000
300000
350000
2008 2009 2010 2011 2012
DELHI
MUMBAI
KOLKATA
CHENNAI
Source: TRAI Annual Report2012.pdf

7.  The Indian Telecommunication industry is one of the fastest
growing in the world. Government policies and regulatory
framework regulated by Telecom Regulatory Authority of India
(TRAI) have provided conducive environment for service
providers.
 In the last two decades, the Indian Telecom Sector and
mobile telephony in particular has caught the imagination of
India by revolutionizing the way we communicate, share
information, and through its staggering growth helped millions
stay connected. This growth, however, has, and continues to
be at the cost of the climate, powered by an unsustainable
and inefficient model of energy generation and usage.

8.  The growth story and the potential have also served to attract
newer players in the industry, with the result that the intensity
of competition has kept increasing.
 The sector is expected to witness up to US$ 56.3 billion
investments and the market will cross the US$ 101 billion
mark in five years.

9.  The Indian Telecom Sector has witnessed tremendous
growth over the past decade. Today the Indian telecom
network is the second largest in the world after China.
 The total number of telephones has increased from 429.73
million on 31stMarch 2009 to 926.55 million on 31stDecember
2011.

10.  Telecom sector has witnessed a continuous rising trend in
the total number of telephone subscribers and hence the
teledensity. In simple terms “teledensity” is the number of
landline telephones in use for every 100 individuals living
within an area. A teledensity greater than 100 means there
are more telephones than Third -world countries may have a
teledensity of less than 10. Teledensity is also an important
indicator of telecom penetration in the country.

11. CIRCLE WISE OVERALL TELE-DENSITY JUNE 2012
ALL INDIA
ASSAM
BIHAR
MADHYA PRADESH
J&K
UP
ODISHA
NORTH EAST
RAJASTHAN
ANDRA PRADESH
WEST BENGAL
HARYANA
GUJRAT
MAHARASHTRA
KARNATAKA
KERALA
PUNJAB
HIMACHAL PRADESH
TAMIL NADU
DELHI
79.58
48.63
48.16
55.55
57.71
62.48
65.87
68.69
74.19
81.39
81.35
91.10
92.74
96.97
98.49
108.79
109.71
112.70
119.05
238.60
Source: TRAI Annual Report English
2012.pdf

12.  With new players coming in, the intensity of competition in the
industry has increased, especially over the last four years.
 The market share of telecom operators of the telecom companies
reflects the fragmented nature of the industry, with as many as 15
players. As of April 30, 2012, Bharti telecom led the market with
19.94 per cent share, Reliance (16.58 per cent), Vodafone (16.41
per cent), Idea (12.4 per cent), Bsnl (10.51 per cent), Tata (8.77 per
cent), and Aircel (6.93 per cent), with the remaining share being
held by other smaller operators.

13. TELECOM OPERATOR WISE MARKET
SHARE
PERCENTAGE Bharti(19.94%)
Reliance(16.58%)
Vodafone(16.41%)
Idea(12.40%)
BSNL(10.51%)
Tata(8.77%)
Aircel(6.93%)
Uninor(4.85%)
Sistema(1.75%)
Videocon(0.67%)
MTNL(0.60%)
Loop(0.35%)
HFCL(0.16%)
Etisalat(0.00%)
Stel
Source: TRAI Annual Report
2012.pdf

14. Matrix is the leading provider of complete Mobile and Data Solutions
Started in 1995, Matrix Cellular is the leading telecom solution provider for
Indian travelers going abroad.
Matrix cater to a wide audience including leisure & business travelers and
students studying abroad.
It provide services all around the world and have their presence across India.
The services include International SIM and Data solutions.
With Matrix, you can save big on your international roaming expenses and can
always stay in touch with your loved ones whenever and wherever you are in the
world.

15.  International travelers can also purchase Matrix products and services at
all major airports in the country such as Delhi, Bengaluru, Chennai,
Hyderabad, Kolkata, Mumbai and Kochi. Our airport counters help us
address three different markets: an introduction to Matrix for first time
customers walking in to the airport, a reminder for our existing customer
base and a distribution point for Matrix corporate base.
 The brand promise – easy and smart – is an important asset and embodies
our purpose and what we stand for. Our commitment to customer service is
unparalleled.

16. Matrix has been acknowledged with many prestigious awards,
such as:
 “Innovative Product – International Mobile Connections
and Data Products” by Economic Times Telecom Awards
("2011 & 2012")
 “HR Excellence Awards” by Amity Business School
(2011)
 “Emerging Company of the year” by Voice & Data (2010)
 “Leadership Award for Emerging Midsized Company” by
Amity Business School (2010)

17. The objective of the study is to find out the factors which make
the customers to buy international sim cards. Some of the
factors are as follows:-
 PRICE (Return on investment) -
 Security of the connection. - scrty
 Post sales service. - psls
 Validity of plans. - vldty
 Network strength. - ncnc
 Advertisement. - adv
 Brand image - bmig
 Call Tariffs. - trf

18.  Sales promotion. - sprmo
 Value Added Service (SMS, MMS, CLIPS). - vas
 Ease of availability and recharge facility - avlt
 Customer Care Service - ccre
 Roaming facility - rmng
 Rebate and Discount on calls - dscnt
 Voice Clarity - vclrty
 Transparency in Billing.
 Word of mouth - wom
 Peer Recommendation - peer
 Mobile Handsets (GSM, CDMA). - hndset
 Top up via Online.
 Talk time/Talk value.

19.  H1 :Customers availing international mobile services are
influenced by advertisements
 H2 : Customers are scared of mobile service roaming
charges that indirectly influence their purchase.
 H3 : During foreign travel, customers are interested about the
value added service offered by a mobile service provider.

20.  The study is based on a field survey. An organized structured
questionnaire has been prepared to get the first hand opinion of
the customers to understand the buying motive of international
sim cards during their foreign trip. With the help of a purposive
sampling, the would be visitors of a foreign location are being
identified as our primary data source. Sample size is 50. The
data so collected is being coded, interpreted and analyzed with
the help of excel, software (STATA). Secondary data used in this
project is being collected from versatile journal, magazines,
websites etc.
 The statistical analysis done here is Principle Component
Analysis (PCA). The versatile variables that affect the choice of
purchasing an international mobile service provider are
identified and the effective components are being extracted.

21.  Principal components/correlation
 Number of obs = 50
 Number of comp. = 20
 Trace = 20
 Rotation: (unrotated = principal) Rho = 1.0000
 Component Eigen value Difference Proportion Cumulative
 Comp1 2.70018 .469774 0.1350 0.1350
 Comp2 2.2304 .0478894 0.1115 0.2465
 Comp3 2.18252 .360066 0.1091 0.3557
 Comp4 1.82245 .253461 0.0911 0.4468
 Comp5 1.56899 .179004 0.0784 0.5252
 Comp6 1.38998 .189958 0.0695 0.5947
 Comp7 1.20003 .14892 0.0600 0.6547
 Comp8 1.05111 .0280698 0.0526 0.7073
 Comp9 1.02304 .133094 0.0512 0.7584
 Comp10 .889943 .12989 0.0445 0.8029
 Comp11 .760052 .0643411 0.0380 0.8409
 Comp12 .695711 .107514 0.0348 0.8757
 Comp13 .588197 .060923 0.0294 0.9051
 Comp14 .527274 .100683 0.0264 0.9315
 Comp15 . 42659 .0861408 0.0213 0.9528
 Comp16 .34045 .0480994 0.0170 0.9698
 Comp17 .29235 .155925 0.0146 0.9844
 Comp18 .136425 .0331239 0.0068 0.9912
 Comp19 .103301 .0322845 0.0052 0.9964
 Comp20 .0710168 0.0036 1.0000

22. RELATIONSHIP BETWEEN FACTOR AND VARIABLE(Source: Primary Data Analysis)
Variable Comp1 Comp2 Comp3 Comp4 Comp5 Comp6 Comp7 Comp8 Comp9 Comp10
bimg -0.2418 -0.0004 0.3393 0.3534 -
0.0694
0.0111 0.1757 0.1053 -0.0149 0.1716
ncnc -0.0346 0.0168 -0.0790 0.2967 0.1390 0.2433 -
0.2571
0.4979 -0.3007 0.2942
ncvr 0.0725 -0.4236 0.3206 -0.0853 0.1080 -0.1166 -
0.3090
0.0158 0.1788 0.2473
trf 0.3176 0.2855 0.0697 0.1117 -
0.2082
0.0622 -
0.2420
-0.3557 0.2276 0.0768
srvq 0.3615 0.3186 0.1947 0.0834 -
0.1087
-0.3033 0.0565 0.1322 0.0252 0.1902
scrty 0.3414 0.2549 0.0238 0.0016 0.0746 -0.2114 0.0166 0.2734 0.3443 0.1819
adv -0.1991 0.4554 0.0082 -0.1125 0.3333 0.0839 0.0341 -0.0494 -0.0488 -0.2536
sprmo -0.2413 0.2450 0.3017 -0.2561 -
0.0470
0.1871 -
0.0920
0.0302 -0.0572 0.2362
vas 0.1505 -0.0068 0.2491 0.2768 0.1142 0.4769 0.1058 -0.3668 0.1159 -0.1150
avlt 0.1741 -0.3948 0.4011 -0.0380 0.2393 0.0399 -
0.1337
-0.0391 -0.0878 -0.1708
ccre -0.0013 -0.1463 0.0091 -0.0246 -
0.4632
0.2498 0.3100 0.4219 0.2025 -0.1546
rmng -0.0558 0.0368 0.1550 0.3281 0.4657 -0.1846 0.1959 0.0921 0.2499 -0.0013
dscnt -0.1426 0.0559 -0.1299 0.4479 -
0.1047
0.0700 -
0.1835
0.0164 0.3268 -0.3288
vclrty 0.1056 -0.0709 0.2927 -0.2070 -
0.2077
0.0411 0.4204 -0.0106 0.1070 -0.0415
etc -0.3128 0.0529 0.3309 0.2286 -
0.1168
-0.3343 0.0898 0.0707 -0.0945 -0.2215
wom -0.2341 0.1472 0.2158 0.1351 -
0.3843
-0.0403 -
0.1900
-0.2596 -0.2066 0.2583
peer -0.0799 -0.1611 -0.2404 0.1281 0.0633 -0.3393 0.4244 -0.3345 -0.1477 0.2689
psls 0.3190 0.1401 0.2063 -0.0219 -
0.0281
-0.1779 -
0.0348
0.0963 -0.5147 -0.4502
vldty 0.3377 0.0130 -0.0589 0.2708 0.0537 0.3278 0.3036 -0.0209 -0.3334 0.2026
hndset -0.1636 0.2187 0.1789 -0.3025 0.2557 0.2114 0.2104 0.0428 0.0920 0.1401

23. The questionnaire scale reliability is 0.67 which is valid. KMO test is
showing a value of 0.51. Hence, the data set is valid for Principle
Component Analysis. The components with eigen value more than 1
are Comp 1, 2, 3, 4, 5, 6, 7, 8 and 9.The variables that have a value
more than 0.45 have been considered for precision of result i.e. adv,
vas, rmng, ncnc.
Advertisement (adv), Value added service (vas), Roaming charges
(rmng) and Network Connectivity(ncnc) are the auxiliary factor of
choice of an international service provider during their visit at an
international location.
Hence, it can be said that, H1 , H2 , H3 can not be rejected.

24. It is identified that, a mobile service provider must concentrate on the
advertisement showing the benefit of the connection to their
prospective customer. Network connectivity after reaching the
international location is an important criteria for a prospective
customer. Matrix should make this more easier to solve the
problem. Rather, they must arrange a hassle free system of
connection for their customer. But, customers are scared of
international roaming charges of mobile services and rules of a
foreign land. So, a new system of service can be offered for all the
international customers like MMS, SMS, FREE CALLS,
EXTENDED VALIDITY OF A SIM, EASY RECHARGE FACILITY,
FREE INSURANCE should be offered mandatory to all the
customers as an extra.

25.  MATRIX must promote their service USP through
advertisement.
 They should promote their brands through service points for
new connections at the prospective point of purchase i.e.
International airports of India for better visibility of their
product.
 They must consider and analyze the customer’s opinion
about the value added services.
 So, they must provide a new system like ‘connection on the
spot on arrival’ for their customers.
 Minimum roaming charges or roaming free mobile
connection for an international connection will help to attract
more customers

26. THANK YOU