barriers that re preventing people above age 40 from using mobile internet.

1. GTM execution of Airtel night store and
Barriers and use case study of mobile internet
Shivani Gupta (MBA-46-2013) Under guidance of
Shwetanshu Gupta (MBA-49-2013) Mr. Puneet Gupta
Marketing Head, Airtel, Jammu

2. *Bharti Airtel
*Bharti Airtel Limited, commonly known as Airtel, is an Indian
multinational telecommunications services company headquartered in New
Delhi, India. It operates in 20 countries.
*Airtel is the largest provider of mobile telephony and second largest
provider of fixed telephony in India, and is also a provider
of broadband and subscription television services.
*Bharti Airtel added 5.10 lakh subscribers to take its base to 20.97 crore at
the end of July,2014. Its market share in India is highest with a value of
28.41%.
*It offers its telecom services under the “Airtel" brand, and is headed by
Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider
to achieve Cisco Gold Certification.

3. *Achievements

4. By 2015 Airtel will be the most loved brand, enriching the lives
of millions.
" Enriching lives means putting the customer at the heart of
everything we do. We will meet their needs based on our deep
understanding of their ambitions, wherever they are. By having
this focus we will enrich our own lives and those of our other key
stakeholders. Only then will we be thought of as exciting,
innovation, on their side and a truly world class company."
*Mission & Vision

5. *Logo
*Airtel's unique symbol is an interpretation of the ‘a’ in Airtel.
*The curved shape & the gentle highlights on the red color
make it warm & inviting, almost as if it were a living object.
*It represents a dynamic force of unparalleled energy that
brings Airtel and its customers closer.
*Red is part of Airtel’s heritage. It is the color of energy &
passion that expresses the dynamism that has made Airtel the
success it is today, in India, and now on the global stage.

6. *Airtel night store

7. * About Airtel night store
*Bharti Airtel introduced its Night Store . It’s a first of its kind store. It
enabled the customers to buy value-for-money offers on their prepaid
mobile for internet usage and local calling at night, 12 midnight to 6am.
*It includes unlimited internet and calls ranging from ₹ 1 to ₹ 49.
*This night store is a combination of:
*Unlimited Airtel to Airtel local calls for ₹ 7
*Unlimited 2G internet for ₹ 8
*500Mb of 3G internet for ₹ 29
*1Gb of 3G internet for ₹ 49
*Unlimited Facebook for ₹ 1

8. *Snapshot of official site of Airtel Night Store

9. *Promotional strategies
*Online/viral approach
*Teaching institutes
*Off-campus visibility
*Approaching cyber café and eating point in Jammu
*Recreation spots
*Rural areas

10. *Online Promotion
Event 1: This online promotion was done on Facebook pages.
Canara bank officers batch
Viewers - 93
The Head Hunters
Viewers - 243

11. This online promotion was done on facebook pages.
All New Management Club
Viewers - 92
The Business School
Viewers - 54

12. Event 2: Various tuition institutes were targeted
PG near ASL institute,
Kacchi Chawni
Mastermind Classes,
Kacchi Chawni
*Teaching Institutes

13. Various tuition institutes were targeted
Abhimanyu IAS Academy,
Gandhi Nagar
Achievers, Shastri Nagar

14. Gurukul Institute, Kacchi Chawni
Various tuition institutes were targeted

15. * Activity in teaching institutes
Vector Institute, Shastri
Nagar
The Head Hunterz, Gandhi
Nagar

16. *Off campus visibility
Event 3 : Approaching hot spots near college campus
Raina tea stall, MBS college
Photostat shop, MBS
college

17. Approaching hot spots near college campus
Nescafe, Jammu University
Eating point opposite MIET
college

18. *Cyber café
Event 4: Approaching various Cyber Café.
Jungle Dot Com,
near JU
Sherry Cyber Café, Kacchi
Chawni

19. *Eating points
Momo Hut, Shastri Nagar RK Sweet Shop, Thandi Khui,
Samba
Event 5 : Approaching eating points

20. Approaching eating points
Zamindara Dhaba, Thandi
Khui, Samba
Janta Fruit Ice-Cream,
Gandhi Nagar

21. *Recreation spots
Event 6: Approaching recreation points
Pool and snookers club,
Rehari
Platinum Gym, Bahu
Plaza

22. Approaching recreation points
Creamy Bite Ice-Cream
Parlour
Oasis Gym, Bakshi
Nagar

23. * Semi- Rural Market
Event 7: Approaching Semi-Rural Market
Pathania Sweet Shop, Samba Samsung Electronics Shop,
Vijaypur.

24. Hungry Hoops, Samba Amar Communication,
Samba
Approaching Semi-Rural Market

25. BSF Camp, Paloura
Manhas General Store,
Paloura
Approaching Semi-Rural Market

26. Gitangi Shopee, Paloura General Store, Paloura
Approaching Semi-Rural Market

27. *On field learning with Sales team
*For four days we were tagged with area sales head.
*Areas covered: RS Pura, Miran Sahib, Muthi, Domana, Akhnoor
and Nagrota
*Sims sold: 100
*Promotion of Airtel Magic Recharge
*Banners placed at various retail
points.

28. *Barriers and use case study for
mobile internet

29. *Objectives
*Main focus was on:
*The digitally excluded people, who have little or no
opportunity of accessing the internet
*The digitally dismissive people, who have (or potentially have)
a means of accessing the internet but choose not to use it.
We know that a large proportion of older people do not use
communications technology, the question is, why not?

30. *Main objectives:
*To explore older people’s knowledge, attitudes and preferences
regarding the internet.
*To discover any barriers that is likely to prevent older people (or
particular groups of older people) from using computers and the
internet.
*To understand older people’s views on how to overcome the
barriers.
*To suggest ways to overcome these barriers.
*The research covered three main areas:
*Understanding of the mobile internet and perceived barriers
*Potential benefits of using the internet.
*Ways to overcome barriers and enable older people to make use of the
internet.

31. *Research methodology
*Sample size: 200
*Questionnaire design: 8 open end questions & 6 closed end
questions
*Sample : Sample of 200 respondents was taken form population
above 40 age group.
*Source for data collection: Primary data (Questionnaire)

32. *Questionnaire

34. 0
10
20
30
40
50
60
70
80
90
40-45 45-55 55 ABOVE
Series1 55 85 60
Ageofrespondents
Age group
*Data analysis
0
10
20
30
40
50
60
70
Professio
nal
Manageri
al
Clerical Self
employe
d
Others
Series1 24 16 55 35 70
No.ofrecpondents
Occupation
• 27% of the respondents are in age group of 40-45, 43% in the age group of 45-55 and
30% are above 55.
• 12% of the respondents are professionals, 8% are managers, 35% are clerical, 18% are
self -employed and 27% lies in others category

35. Access to internet
0
20
40
60
80
100
120
140
Yes No
Series1 68 132
No.ofrespondents
0
10
20
30
40
50
60
70
80
Interested in
using
Not interested
in using
Series1 75 57
No.ofrespondents
Interested in using internet
• Out of 200 respondents, only 68 have accessed internet and 132 had never accessed
internet.
• Out of 132 who had never accessed internet, only 75 were interested in accessing
internet.

36. 0
5
10
15
20
25
30
35
Desktop/Lapto
p
Mobile/Tab Both
Series1 34 19 15
No.ofrespondents
0
5
10
15
20
25
30
Yes No
Series1 16 30
No.ofrespondents
Device used for accessing internet Still using internet
• Out of 68 respondents, 34 use laptop/PC, 19 use mobile and 15 use both devices.

37. * Barriers to mobile internet use
*Lack of awareness of what technology offers
*Hidden cost
*Too hard or too old to learn
*Affordability
*Feeling foolish
*Insecure environment
*Inappropriate design
*Age barriers

38. * Potential enablers
*Although older people’s understanding of how the internet and
computers work is often very low, their unprompted knowledge of its
potential uses and benefits is often surprisingly high. The most
frequently mentioned uses of the internet and mobile include:
• Accessibility (portability)
• Easy connectivity
• Easy to recharge
• Keeping in touch: a number were aware of using mobile internet for
keeping in touch with family and friends abroad as well as with
younger members of the family.
• Time saving and convenient: Home shopping was mentioned as an
example of something that is convenient for all and particularly
beneficial for those who are housebound.

39. *1. Educating about internet
*First and foremost barrier is the lack of education about
internet.
*So target group can be made aware of its benefits:
*Best leisure time
*Best way to remove social isolation
*Awareness raising campaigns can be held which will help them
to have an idea of what internet is.
Suggestions

40. 2. Focus on training/access to help if
required.
*One of the biggest problems is education, making sure there
are ways for people to access technology which make it
attractive. Lots of money is often put into capital purchases
like hardware or infrastructure but ongoing training and
support... is what people want and need.
*Training can be provided to the target group, on demand
*For this purpose a trainer can be made available in various
Airtel centers.

41. *3. Target Group
*CRPF, Air force personnel, BSFians can be targeted who are
away from home.
* They can be encouraged to make use of mobile internet to
get in touch with their families through video chatting.
*Low tariff internet plans can be provided to customers above age 40
and potential benefits of using mobile internet can be told to them.
* 4. Subsidies: providing low tariff internet plans to
customers above 40 age group.

42. * 5. Desired additional features in Sim Card
*Providing Add-on SIM card.
*Most of the respondents believe that internet is a costly affair
and most of the time they fear to use it believing that it
contains hidden costs.
*Manual with SIM card, automatic update

43. *4. Marketing does not reflect older people’s
interests:
*Generally, technology is not marketed to older people in a way
that reflects their needs and interests.
*Most of the older people are interested in using technology if
they are aware of its benefits
*So internet services can be targeted to older section of society.