This document outlines the key functional areas and activities for building out a new telecom territory: Market sizing involves understanding the market size, growth rates, and infrastructure needs. Market characteristics identification analyzes segmentation based on urban/rural, income levels, and other factors. Competitive structure profiling examines competitors' strategies, coverage, innovations, and financials. Product and pricing determines customer value based on competitive offerings and segments. Distribution design innovates approaches to achieve the required reach through efficient channel structures. The overall process involves opportunity identification, customer understanding, network and support infrastructure building, personnel appointment, and go-live implementation and integration.

1. New Territory Build Out
Telecom
January 2009

2. Contents
Executive Summary
Functional Areas
• Market Sizing
• Market Characteristics
• Competitive Structure
• Product & Pricing
• Distribution

3. Contents
Executive Summary
Functional Areas
• Market Sizing
• Market Characteristics
• Competitive Structure
• Product & Pricing
• Distribution

4. Executive Summary
Functional Key Benefits
Areas Deliverables • Desired reach to have fast
ramp up
• Distribution model as per
• Market Sizing – to identify • Customer friendly product
market. Taking market directly
the size of opportunity • Satisfaction of channel will
to people
• Market characteristics – to be high
• Product design to reach larger
identify major market • Maximum utilization of
audience.
segments resources
• Market analysis to identify
• To identify competition • Trackable systems
market and its demand.
structure and their market
• Identification of competition
strategies channel
• What to offer – Customer • Mapping retailers
offerings • Identification of local parallel
• To ensure desired REACH - channels in market
Distribution • Marketing strategies to fill the
operational constraints
• Tracking mechanisms

5. Contents
Executive Summary
Functional Areas
• Market Sizing
• Market Characteristics
• Competitive Structure
• Product & Pricing
• Distribution

6. Functional Areas
Market
Sizing
Market
Distribution Characteristics
Rolling
out a
territory
Product & Competitive
Pricing Structure

7. Market Sizing
Objective Activities Output
• Understanding of
• Mapping universe
• To identify Market and its
of subscriber /
the size of players.
user base in the
business territory • Growth Rate to
make strategies
• Mapping
opportunity Distributors / • Understanding to
Retailers, catering plan sales figures
these subscribers / • Understanding of
Users required
• Population infrastructure
penetration in the
territory
• Network locations
& major
distribution
centers
• Rural Subscriber/
User Base &
penetration
• Identification of
alternate FMCG /
Retail channels
and their
infrastructure

8. Market Characteristics
Objective Activities Output
• Urban & Rural • Better
• To identify Segmentation understanding of
the major initial, focus &
• High/Low Income
market future market
customers
segments
segments • Product based
• Competitive
segmentation
product design
• New adds and
churn driven new
connections
• ARPU based
segmentation

9. Competitive Structure
Activities Output
Objective
• Profiling of • Better
• To identify competition understanding
competition players which before designing
presence & includes competitive
strategies
• Entities in group
their market
• Building barriers
• Competitive
strategies for competition
strategies
• Recent
innovations
• Service area
coverage
• Infrastructure in
terms of
distributors /
retailers
• Service levels
• Financials

10. Product & Pricing
Activities Output
Objective
• Segmentation of • Focused Product
• To identify the customers on the offerings
customer value basis of price • Simple choices
proposition based band • Honest prices
on competitive • Landscaping of
offerings & plans & handset
customer models offered by
competition
segments
• Identify the usage
share of plans &
handsets
• Identification of
customer
characteristics
• VAS offerings by
competition
• Identify the VAS
required and used
by varied
customer
segments

11. Distribution
Objective Activities Output
• Identification of • Required number
• Innovative channel structure as of distributors on
approaches to per the demand of
board
territory
achieve reach • Retail mapping
• Design of competitive
required to • Proper reach
distributor & retailer
ensure fast ramp value proposition
up • Landscaping of
territory in terms of
targeted customers,
sunscribers, retilers,
handset outlets,
competition
distributor
• Identification of
channel options in
Rural part e.g. FMCG
distributors, PCO
owners or
cooperative for
parallel channel
• Estimation of required
distributors & retailers
• Profiling of
distributors as per
norms
• Channel build out
• Tracking mechanism –
Formats & MIS
systems

12. Key activities in building out new territory
Go-live (Roll-out and
implementation)
4
• Design processes and
systems
Build-out (Network design
• Driving adherence
& infra build-out)
3 • Integrating with
• Build Distribution customers (whenever
network needed)
Design (understand
• Build support network • Ensuring deliverance of
customer/market)
2 by signing with different business plan
service providers (eg
• Assessment of different • Quick-fix of any gaps
Identification and with cooperatives for
business models/modes and implementation
assessment of opportunity Rural Distribution)
for Rural Market
1 • Appoint key personnel
• Build business plan
• Identification of • Understand customers • Build commercial,
opportunity in the operations and
and create customer /
Indian Telecom market business development
Territory specific
• Assessment of team
solutions to drive-in
opportunity in tie-ups • Build Product offerings
• Signing with different
for Rural Market based on customer
customers e.g for
• Feasibility study segments
bundling handsets
• Identifying key • Identification of key
customer segments partners for
implementation and
roll-out

13. For a Detailed Discussion
Contact
Anurag Agarwal – Telecom Consultant
Mobile : +91-9873808241
Landline : +91-124-3020664
E-mail : anurag.bpl@gmail.com