AAkash_R&D (3)

AAKASH TABLET
TABLET AS A SERVICE
TEAM STRIKERS
1. VINAY MOHAN
2. SANKET GHOLAP
3. SUBHAM LOHANI
4. NAVTEJA VALLERI
5. SUPRAJA NANDURI
6. JAGDEEP SINGH
7. RAGHAWENDRA PANDEY
8. MOHAMED NALIR
9. JAPSIMRAN SINGH
10.MANVEER SINGH
11.SRINIVASA KARTIK
12.AKANKSHA GOEL

AAKASHTABLET: TABLET AS A SERVICE
ACKNOWLEDGEMENTS

TABLE OF CONTENTS
1 INTRODUCTION...........................................................................................................................4
2 RESEARCH AND DEVELOPMENT ...................................................................................................5
2.1 PRODUCT DESIGN AND SPECIFICATION.................................................................................6
2.2 JOINTVENTURE.................................................................................................................11
2.3 GOVERNMENT REGULATIONS.............................................................................................11
2.4 PRODUCT QUALITY AND SAFETY.........................................................................................11
3 PRODUCT MANAGEMENT..........................................................................................................13
4 MARKETING..............................................................................................................................15
4.1 MARKET RESEARCH............................................................................................................15
4.2 BRANDING.........................................................................................................................16
4.3 ADVERTISING AND DIGITAL MARKETING.............................................................................17
4.4 COMPETITIVE ANALYSIS .....................................................................................................19
4.4.1 SWOT ANALYSIS OF AAKASH TABLET............................................................................20
4.4.2 SWOT ANALYSIS OF THE COMPETITOR(SAMSUNG GALAXY TAB)....................................23
5 SALES........................................................................................................................................25
5.1 ROLES AND RESPONSIBILITIES OF SALES TEAM ....................................................................25
5.2 NEW CUSTOMER ACQUISITION...........................................................................................25
5.3 CHANNELS OF DISTRIBUTION..............................................................................................31
5.4 REVENUE ENHANCEMENT..................................................................................................33
5.5 REVENUE PLAN..................................................................................................................34
6 AFTER MARKET SUPPLY .............................................................................................................36
6.1 PROBLEMS ........................................................................................................................36
6.1.1 DELIVERY PROBLEMS ..................................................................................................36
6.2 SERVICE PROBLEMS ...........................................................................................................36
6.2.1 LACK OF CONSUMER AWARENESS...............................................................................36

6.3 PROPOSED CHANGES.........................................................................................................37
7 5 YEAR STRATEGIC OBJECTIVE....................................................................................................39
8 FINANCIAL ANALYSIS .................................................................................................................40
8.1 INVESTMENT ESTIMATION .................................................................................................40
8.2 REVENUE ESTIMATION.......................................................................................................40
8.3 PROFIT ESTIMATION ..........................................................................................................41

1 INTRODUCTION
The Aakash tablet is a tablet computer promoted by the Indian Govt. to link 25,000 colleges and
400 universities in an e-learning program. The device was initially called the Sakshat tablet which
was later changed to Aakash which means sky in Hindi. The tablet was officially launched in New
Delhi on 5 October 2011. It is produced by the British-Canadian company DataWind and
manufactured by the India-based company Quad. The Indian Ministry of Human Resource
Development announced an upgraded second-generation model called Aakash 2 in April 2012.
In 2011, Kapil Sibal, the Minister of Human Resource Development at that time, announced a low
cost computer for urban college students to compete with the One Laptop per Child (OLPC)
initiative which was meant for rural underprivileged students. While the low cost computer was
proposed as a laptop computer, the design had evolved into a tablet computer. A prototype was
unveiled on 22 July, 2010 which was later given to 500 college students to collect feedback. After
the device was unveiled, OLPC chairman Nicholas Negroponte offered full access to OLPC
technology at no cost to the Indian team.
After Aakash tablet’s launch, it was plagued with several problems which lead to its failure. The
tablet suffered from several technical problems such as low memory, frequent system freezes and
poor sound quality. The relationship between Datawind and Quad Electronics also fell apart which
further delayed the assembly of the tablets. Datawind was also involved in other controversies
where it was alleged that they may procured devices from China and sold them to the Indian Govt.
at the purchase price. As of February 2012, DataWind had over 1,400,000 pre-orders, but only
10,000 units – 0.7% of orders had been shipped.
Overall Proposed Strategy
The proposed strategy is to launch the tablet as a service and not as product. The tablet will be a
part of an e-Learning package which will be offered to the various educational institutes and
vocational training service providers, continuing the path for which the tablet was intended. To
implement this strategy and maintain a high quality of service, several changes have been proposed
in the various departments which are as follows.

2 RESEARCH AND DEVELOPMENT
Datawind is a Canadian company which provides web based products and services. The company
gained fame in India for its development of the Aakash tablet which is known to be the cheapest
tablet in the world priced at $35 per unit. Datawind still plays instrumental role in maintaining the
research and development activities with its research centers at three different locations namely
London, Delhi and Amritsar.
National Mission on Education through Information Communication Technology (NME-ICT) is
an initiative of the government mentioned that there is a great scope for education using
information and communication technologies. With an objective to raise the education standards,
IIT Rajasthan agreed to provide the development resources and announce a tender process for
manufacturing the same technology at a large scale. Datawind won the Indian government tender
to design the Aakash tablet computers in an initial trial run of 1, 00,000 units.
Aakash 1 was designed, developed and manufactured by Datawind on the specifications set by IIT
Rajasthan. With a lot of changes and recommendations, Aakash 2 was launched which was an
improved version of Aakash 1.
This updated new version had a better processor based on the ARM Cortex A8 architecture and
had a multi-touch projective capacitive screen instead of a resistive one. The Aakash 2 contains
512MB of RAM. The tablet offers a flash memory of 4GB that can be supplemented by up to
32GB through its micro-SD card slot. In addition it offers an embedded Wi-Fi, and is supported
by external 3G for mobile broadband data connectivity. Other features include Google's Android
4.0 operating system, VGA camera, G-sensor, internal microphone, speakers and headphone jack.
But the trending innovation and price competition decelerated the sales of Aakash tab since many
other competitors entered the tablet market with much more innovative product line at affordable
prices.

2.1 PRODUCT DESIGN
HARDWARE DESIGN

A. SOFTWARE DESIGN (UNIQUE APPLICATION PROPOSITION)
 O.P.A.C (Library application)
 Discussion Forum Application
 Moodle (Online Resource Access Portal)
LIBRARY APPLICATION:
The Library app contains variety of books, Journals, periodicals and Lecture videos. Where the
person can access it using either with their Institution ID or with the public domain ID offered by
Aakash.
USER INTERFACE OF OUR LIBRARY APP
USER PROFILE
LIST OF FEATURES
OFFLINE UNLIMITED
BOOKS DOWNLOAD
FEATURE

OVERVIEW OF OUR LIBRARY CONTENT
FORUM APPLICATION
Our Forum app acts as a platform where the users can share their ideas and views on various topics
which has been created by some users or they can create their own thread. This Forum can be used
for multiple purpose not only to share academic knowledge but they can also share their area of
interest and much more by creating threads which could collect personal data, About G2G(Get To
Gather) and so on.
(* Not theactual output, just an concept model)

MOODLE APP
Moodle app is offered to the education Institution where the institution can upload their own
content such as books, Their PowerPoints, Assignments, video lectures and quizzes. The students
will gain access to it through their Individual Institution ID.
Overview of our Moodle App output:
2.2 PRODUCT SPECIFICATIONS
Size: 7 inch Tablet
Size plays a crucial role in decision making for purchasing a tablet. Our target market primarily
being vocational and educational institutions, large screen size is a better option as it provides a
better interactive and a holistic learning
Processor: 2.3 GHz Octa-core processor
Efficient functioning and better multitasking and faster processing and less lag is a basic consumer
expectation. Our Octa core processor will execute the applications faster. With the amount of data
needed to be processed is high in the target areas of our choice, Octa core processor provides the
best fit.

RAM: 1GB
It improves the overall performance of the product. Higher RAM allows one to run multiple apps
or tasks at the same time.
Internal Storage: 16GB
Internal memory of 16GB is optimum for the product performance and provides a room to store a
lot of multimedia based applications which is a trend and a desire to exhibit varied concepts across
educational industry.
External Storage: 64GB storage
Extended storage provides platform to access other desired functionality with the tablet like
watching High definition movies, Music, graphic based games etc.
Battery: 3500mAh Lithium Polymer.
8 hours run time with internet browsing. Best battery provision is made to ensure a hassle free
experience.
Operating System: Android OS, v5.0.2 (Lollipop).
The OS controls the device and allows applications to work and optimizes memory when used for
multi-tasking. Most updated Operating system in the Android platform is the backend for our
product.
Phone Call (Network)
Dual SIM (GSM+GSM). Micro-SIM.
Android Store
Free access to android store gives a whole new experience to explore the application world and
download applications of choice apart from the eLearning features.
Camera
Our innovation in camera provides a breakthrough in tablet technology. We provide a single 8
mega pixel camera with a turnaround feature. The camera block can be rotated to be accessed as a
primary and secondary camera when desired.
Connectivity: Bluetooth v4.0 LE, Wi-Fi.
This Bluetooth is the most optimum for the purpose our product is expected to serve. It
includes Classic Bluetooth, Bluetooth high speed and Bluetooth low energy protocols.

2.3 JOINT VENTURE
A three party joint venture can be executed between the contract manufacturer, the software
developer for managing the front end services platform and the Promoter of the Aakash tablet
which is the Government of India. Foxconn is the proposed contract manufacturer which will be
manufacturing the Aakash tablet at the proposed plant being setup in Chennai and the software
developer for managing the front end portal for services and e-learning will be I-beam solutions.
2.4 GOVERNMENT REGULATIONS
The Bureau of Indian Standards (BIS) is the National Standards Body of India working under the
Ministry of Consumer Affairs, Food & Public Distribution, and Government of India. Government
of India introduced a rule that requires tablets, laptops, and other electronic gadgets which are
being marketed and sold in India to get certification from the Bureau of Indian Standards (BIS).
This is to ensure that the companies meet the minimum standard and quality criteria of products
making it reliable and durable in Indian market.
2.5 PRODUCT QUALITY AND SAFETY
Aakash tablet is BIS certified which stands as a proof for superior quality and is the first in its
space to provide the TaaS (Tablet as a service) concept. Every component embedded in this tab is
processed through stringent testing conditions to provide the best learning experience and is
completely safe to use. It falls under the permitted radiation levels and is no harm to human.
Safety certification scheme (“S”) mark is a third party Certification scheme in Electronics sector
promoted by STQC Certification services, Standardization Testing ,& Quality Certification
Directorate(STQC), Department of Electronics & Information Technology , Ministry of
Communication and Information Technology, Government of India. This scheme is intended to
provide adequate level of confidence, by means of system assessment, product testing and
subsequent surveillance, that the product conforms to the specified requirements of appropriate
Safety standard published by International Electro-technical Commission (IEC).
Centre for Development of Advanced Computing (C-DAC) conduct a two-stage testing procedure
for Aakash tab. First pre-qualification test before the vendor is authorised to use the Aakash logo.
The validity of the certification is valid for three years, subject to annual acceptance tests. The

second stage involved sample testing where the acceptance test would be conducted on randomly
selected samples.
Safety Measures:
 Material: RoHS (Restriction of Hazardous Substance Directive)
This directive restricts the use of six hazardous materials in the manufacture of various type of
electronic and electrical equipment. The six substances are: Lead (Pb), Mercury (Hg), Cadmium
(Cd), Hexavalent chromium (Cr6+), Polybrominated biphenyls (PBB) and Polybrominated
biphenyl ether (PBDE).
 Safety: IS 13252
 Environmental and Durability
 Durability Tests:
Drop (freefall) Test Height: 1000mm,
No. of falls: 8(4 corners + 4 edges) unpacked
 Vibration test:
Frequency range: 10-55Hz Acceleration: 1g
Duration: 45 Min/axis
No. of axes: 3, Condition: Unpacked in Power Off mode
 Dry heat test:
Temperature: 55 deg. Centigrade
Duration: 16 hrs. Condition: unpacked in Power Off mode
 Damp heat cyclic test:
Temperature: 40 deg. Centigrade
Relative Humidity: >= 90%
Duration: 48h (2cycles) Condition: unpacked in Power off mode
 Cold Test
Temperature: -100C
Duration: 2hrs Condition: unpacked in Power off mode
 Burn-in Test
Temperature 450 Centigrade
Duration: 48 hrs.

3 PRODUCT MANAGEMENT
It is the process of conceiving, planning, developing, testing, launching, delivering and
withdrawing products in the market
3.1 PRICING
The Aakash tablet initially was priced at ₹2999, after doing the necessary changes by the R&D
department the price of the Aakash tablet will be ₹6999. There will be a 50% subsidy given to the
students by the government of India, but no subsidies will be provided to the general public.
The company will also offer an extended limited one year warranty option at a cost of ₹499. There
will be an additional shipping charge for the customers opting for door delivery and the shipping
charges will vary from one place to other and this can be known online through our website. The
company will also be charging an additional of ₹75 for the customers preferring CoD (cash on
delivery).
All the information will be accessible for free by the customers in the Akash tablet via internet but
they cannot be downloaded. To access the information offline, ₹1100 per year will be charged so
that the users can use the offline feature and access without internet. However the downloaded
information cannot be shared with others through any means. The tablet will also be a platform for
the companies to advertise their product or services but the tablet can be made ad-free if the
customers opt for offline service. It’s a package of ₹1,100 for one year in which the consumers
will get access to offline information and make the tablet ad free. The detailed information of the
same will be explained in the Sales section.
3.2 PACKAGING
The previous packaging was consists of cheap cardboard box which generally gets crushed during
the transportation and increase the chances of tablet getting damaged. The warranty card provided
in the box is more like a pamphlet and not like a warranty card. The initial screen guard which is
provided is also not up to the mark and it doesn’t protect the screen.
The current packaging will be a foam packaging with a hard outer cardboard shell. The foam box
will be divided in three parts, one exclusively for the tablet, as the R&D department had made the
tablet waterproof the tablet section of the box will be filled with water and the tablet with a high

quality screen guard will be placed in that section. The other two sections are for the charger, USB
cable, warranty card, product guide and ads coupon of the third party.
The warranty card provided will be a laminated card which will look similar to a credit card in the
box to make the card easy to carry and access. An additional screen guard will also be provided in
the box for the safety of the screen as the tablet will be of no use if the screen is damaged. Every
individual tablet will have a unique barcode to keep a track of its warranty and other services which
is provided in the tablet and this barcode will also help the company to know where the tablet was
sold finally. Set of 8 individual item will be packed again in the 24pt (Paperboard Thickness/ credit
card thickness/strong) box for the shipping of the product to different location in the country. If
required these boxes as a set of 6 (4 dozens of Tablet) will be packed again in a bigger wooden
reusable box for long distance shipping and safety.
3.3 PROFITABILITY
We will be selling the tablet to the Government at the production cost keeping a minimum profit
of 5%. To the other B2B sales will be done at a discounted rate from the box price the government
subsidy can be claimed by the education institution directly from the government if it’s sold or
distributed to the students. The profit from B2B sale will vary according to the quantity sold as
there are pre-fixed price slabs. The major part of our profit which we will earn is by charging the
company of which apps will be installed in the tablets. We will be charging them both fixed and
variable to these companies. The fixed charge will be one-time payment of ₹25lakhs for which we
will help the respective company to develop the apps for their services and convert their
information to make it access in the Aakash Tablets. There will be a minimum number 50,000
installation which should be done by the client in the tablet and this comes in the package of the
fixed charge. Variable charge will be as per the number of installation of the apps in the tablet after
completing the minimum number of installation. This will be charged ₹50 per installation basis.
However if the company decides to discontinue the installation after the minimum criteria is
achieved that can also be done. We will also be earning money by advertising third party, providing
their product or services coupon. The tablet box will also contain coupons of various emerging
companies and we will be charging them for because they will be targeting the right customers
through our product and there are high chances that their customer base will increase. In addition
to that a part of profit will also come from the offline e-library service and Ad-free tablet service.

4 MARKETING
4.1 MARKET RESEARCH
Tablet PC market is the one of the fastest growing market in India. With the introduction of tablets
PC in India in 2010, the market has witnessed a huge growth in terms of demand, shipment and
emergence of international players in the Industry. Multi usage, the great user experience and rising
of 4G penetration, enhanced reach and changing the life style of customers in India increase the
demand for Tablets PC in India. Tablet shipments are expecting to rise 3 million units in 2011 to
23.6 million units in 2017. Market is observing a transition from desktop PC to tablet PC.
The consumers are shifting from laptops to tablets because they find tablets more convenient in
terms of the usage and the other amenities like portability i.e. it is easy to carry a 0.5 pound tablet
instead of carrying heavy laptop with you. Its ability to work in a confine space that completely
dominates the laptops.
The other feature to focus on is power consumption. Losing the power in Laptop is a major concern
among consumers which made them to choose tablet. On an average it can work whole day with
single charge.
The next feature to focus on is cost or pricing in comparison to laptops. A reasonable tablet will
cost around the same as a low to mid-range of laptop. Thus resulting in a combination of high
efficiency and low cost product. Bluetooth connectivity in tablet is a plus point when compared
the same in laptops. As the tablets makes connection with the other smart devices with in fraction
of seconds which does not happen in the laptops.
Tablets are known for its user friendliness. Applications are easy to install and remove. Any
application, software are installed, run within fraction of seconds and with few mouse clicks.
Applications are designed in such a way that user can easily access the programs.
The tablets are divided in the market into three categories: high low and mid-range tablets based
on features and pricing. With the great concern on quality & budget the companies are launching
their tablets in mid and low range. The high end tablets like Apple iPad air, Galaxy Note pro, Acer
W510, Sony Xperia Z etc. these tablets has price range from Rs.50,000 onwards, without
compromising on the screen quality performance and battery life. Mid-range tablets same
companies even launched tablets in mid-range to reach out to consumers and their price lies

between 20,000 to 50,000 INR. Whereas the low range tablets are Micromax, Aakash, Samsung
Tab 2, Acer Iconia, Xolo etc. it ranges from 4,000 to 10,000 INR.
Top five players in the markets are: Samsung had a decline in market share of 12.9% from 22.2%
in the third quarter of 2014 and still is in first position. Micromax ranked second with 10.9%
market share. I-Ball had a market share of 10.6% in September in 2014 and ranked third. Datawind,
Lenovo and HP followed the list with 9.6%, 9.4% and 8.7% market share.
Tablet activities of consumers once in a week on surfing the basic applications like email, social
networking, news, eBooks, music, games, other activities like web browsing.
4.2 BRANDING
SEGMENTATION:
Based on primary research, sustaining Aakash tablet as a product is highly competitive. It was
identified that Aakash tablet as a service opens a whole new dimension in the market of tablets.
Our main target channel is the B2B channel which is looking for a digital platform hence shifting
focus on the education industry.
TARGETING:
Educational institutes (8th to 12th classes), private coaching centres and institutes providing
vocational courses are our target consumers. Digital eLearning provides a whole new dimension
to imagine the concepts which are difficult to be expressed by words and also provide a platform
to review the lectures and other details with attention hence Aakash is seen as a one stop shop to
digitize the complete sector.
POSITIONING:
Target segment: Educational institutes (8th to 12th classes), private coaching centers and institutes
providing vocational courses
Point of difference: Digital eLearning experience
Frame of reference: Classroom learning
POSITIONING STATEMENT:
“To those who are looking for an intuitive and interactive digital eLearning experience, Aakash
tablet provides an exclusive digital platform to enhance the classroom learning experience by
providing better visual understanding and clarity.”

4.3 ADVERTISING AND DIGITAL MARKETING
We are the first in tablet market to implement TaaS (Tablet as a service) strategy. We propose to
promote our product Aakash tablet through the B2B channel. Our target channel being educational
institutes and vocational training centers enable us to target small and focused market. This will
also reduce the distribution cost. We provide a complete front end software support and application
development to make a digital portal for the institute exclusively with Aakash. OPAC is an online
library consisting of easily accessible journals, e-books, text books, magazines and other academia
which will be maintained by the Aakash and is provided for lifetime access at a very nominal fee.
Our main strategies to advertise in the desired channels are as follows:
Sales Representatives
Aakash sales representatives go to the training institutes and vocational institutes to teach the
benefits of digital learning and easy access to course materials. This is a service that can be
afforded free of cost. This is a direct marketing technique.
Media
Our focus is on end users and on teaching institutes. Features that are useful for the customer are
different from those provided to the institutes. Students get attracted to the hardware and software
specifications of the tablet. Teaching institutes are focused on the benefit of their business and
server space being provided to them.
E-mail marketing
Regardless of whether or not the product is bought, marketing team will send personalized e-mails
to every head and the associate of the premier institutes, both general and vocational, conveying
the benefits and offers the institute can acquire.
E-News Letters
We have chosen e-newsletters as one of our promotion strategy to promote our product. E-News
letters have timely and real time data of our company and our product. This technique is faster,
has a wider reach, impact and most importantly cost effective. It takes advantage of these benefits
to sustain their product in highly competitive tablet market.

Articles on Website
Website publishers and advertisers, increases the effectiveness of advertising, based on consumer’s
surfing information, like frequently visited sites and social networking sites.
Sales promotional Event – trade shows
Trade shows are also one of the most effective means to promote the product and it’s available to
company representatives and members of company. It enables the organization to display the new
products, associated service, recent market trends and opportunities in market. Electronics Expo
is one potential trade show.
Demo videos
It’s one of the quickest, easiest and cheapest mode for promotion. Videos can be uploaded in social
networking websites, YouTube and the company website.
Infographics
Infographics is a technique of combining a text, images and design to represent complex data and
present in a visual short hand. It’s an embedded format with your logo and brand displayed, thus
creating brand awareness.

4.4 COMPETITIVE ANALYSIS

4.4.1 SWOT ANALYSIS OF AAKASH TABLET
STRENGTHS:
Cost leadership
The main motive of our organization is to provide tablet as a service at an affordable price. When
compared to other tablets, the cost of aakash tablet is comparatively very low.
Android platform
The Aakash tablet has android operating system, which is a user friendly platform, it’s an open
end software which is primarily meant for tablets and mobile smartphones. Our organization helps
institutes build applications for teaching and training centers to upload their own videos, lectures
and other multimedia stuff
User friendly
Android operating system, is a user friendly platform where the end user interfaces with system,
even naive users can use the tablet with much ease and comfort. With additional keyboard feature
it just makes it more user friendly.
Knowledge with just innovation
We do promote Aakash tablet as eLearning tablet, which helps the students and other training
centers to share informative sessions, academics and other multimedia.
WEAKNESS
No brand awareness
It’s regarded as big drawback for Aakash tablet. People are not much aware of this product leading
to poor launch of product and its share in market than expected.
Distribution Cost
The manufacturing unit being in the other country adds to distribution cost.

Deadlocking of tablet
When multiple applications run on the Aakash tablet, it results in loss of high discharge of battery
power, and hanging of applications running.
OPPORTUNITIES
Scope of improvement
The hardware specifications of Aakash tablet is very basic. It has a lot of scope of improvement in
terms of screen size, upgrading operating system, processor and other accessories, and
improvements have to be done on design on tablet.
Partnering with educational institutions
Promoting Aakash tablet as Tablet as a Service, whose primary target is to reach the educational
sector and training center, there is a scope to explore the opportunity to tie up with many
educational systems and amending the curriculum accordingly and serve as many customers.
THREATS
Competitors
In educational sector, promoting a tablet for e-learning purpose, is initiated by Samsung and Byju’s
firm. They did promote Samsung as one sole means to study the course offered by Byju. Samsung
is known for its brand and advanced hardware and software specifications, which is actually
considered as main threat to Aakash.
Loss in market share
Aakash tablet launch was hyped among market as cheapest tablet, but the problems it came up
with hardware and software errors, deadlocking of resources and basic configuration when
compared to other tablets, led to loss of market share which resulted in obsolete of a product in
market.

4.4.2 SWOT ANALYSIS OF THE COMPETITOR(SAMSUNG GALAXY TAB)
STRENGTHS
Brand Name
Samsung is one of the market leaders in the tablet space
Tablet design
Samsung is known for its tablet design, that is coming up with slim and light weight added a plus
point for features in tablet market.
Leading educational content provider
Samsung is the first electronic gadget company that tied up with educational institution, to expand
its opportunities. After being partnered with Bjyu firm, it actually provided core hardware and
operating system to Bjyu, enabling them to use the tablet for the course.
Technically upgraded
Samsung constantly competes with itself and other tablets in market and mark its place in market
in-terms of innovation, design and other features.
WEAKNESS
Relatively high price
Among the tablet industry as such in India, The Samsung tablet is priced high when compared to
other tablets with same configuration.
OPPORTUNITIES
Promote it as an eLearning product
Samsung, till now in tablet industry is known for its features, thus concentrating on commercial
aspects. It has an opportunity to expand its wing in educational sector, thus providing a platform
for eLearning.

THREATS:
Low priced tablets
With pricing and configuration that Samsung offers, low priced tablets are a potential threat
because of continuously evolving technology in this space
Competitive market place
In this competitive market place, tablets have a strong competition with evolving thought process
of Phablet concept which is a new version of phone and tablet which provides extended features.
Legislation & Government imports
Stringent laws and heavy import duties are a threat since this causes an escalation in the price.

5 SALES
5.1 ROLES AND RESPONSIBILITIES OF SALES TEAM
• New customer acquisition
• Building rapport with customers and channel partners
• Negotiation
• Sales Closure
• Follow-up of sales
• Sales Performance Review
5.2 NEW CUSTOMER ACQUISITION
Type of Target Audience:
• B2B (Business to Business-80%)
• B2C (Business to consumer-20%)
PROCESS OF ACQUIRING NEW CUSTOMERS AND SALES CLOSURE FOR B2B
(BUSINESS TO BUSINESS)
PHASE-1
PHASE-2
INTRODUCTION OF
BRAND AND
PRODUCT
GET THE CONTACTS
OF THE TARGET
AUDIENCE
SEND
INTRODUCTORY
LETTER AND
POSTCARDS
SET AN
APPOINTMENT
HOW?
EDUCATION
FAIR
INSIDE SALES
REPRESENTATIVE
WHO?

PHASE-3:
PROCESS EXPLANATION IN DETAIL
PHASE-1
Introduce the brand and product
A product in order to shine well in the market requires a lot of brand awareness and more number
of consumers need to be aware of the product. Since, Akash Tabs targets 80% of its sales on
Educational organization and vocational training centers the product needs to attract more
consumers from education Industry.
The product will be displayed in Education Fair with a new dimensional view of creating a Fun
E-learning experience which will encourage healthy learning among student community. Akash
Tab will gain more attention from the education industry if the product is being displayed in
Education fair and it will get noted by many institutions as well. Sales Brochure will be distributed
to all the visitors and even to the education stall owners in order to gain more attention towards
our product.
Get the contacts of the target audience
Contacts of the target audience can be collected through various sources such as yellow pages,
online education forum and through other Tele Services. The Initial contacts will be collected
through the Education Fair where the product has been displayed. Initial contacts might have a
better idea of our products compared to others, as they might have heard and seen the product
demonstration in the same fair.
PHASE-2
Send an Introductory letter and postcards
After collecting the required contacts of the target audience our Inside sales representative team
will send them an introductory letter and postcards. The introductory letter will contain details
SALES CLOSURE
(DELIVER AND BUILD)
DEALS AND
NEGOTIATION
OUTSIDE SALES
REPRESENTATIVES

about the company, its mission & vision and the product which it offers. The final line of the letter
will consists of the following statement which says “We will call you for further follow-up”
Set an appointment
After sending an Introductory letter and postcards to the target customer our inside sales
representative team will call them in order to fix an meeting appointment by which our outside
sales representatives will reach their place and will offer deals and convert sales.
Cold calling
Calling customers randomly through various source of third party contacts and trying to convince
them in order to buy our product is called cold calling. This process will be handled by our internal
sales representative team.
PHASE-3
Sales Closure
Once a meeting appointment is fixed with the customer (Education organization) our Outside sales
team will reach them at their place and will introduce our company and will handle indirect sales
strategy by which we create a positive brand image and then will offer attractive deals by which
we tend to convert into sales.
TYPE OF DEALS TO BE OFFERED
 Slab volume
 Referral Discount
 F2F
SLAB VOLUME
B2B Purchases involves bulk purchase by which we sell more volume. There are stages of
discounts offered to the consumer if they order more than the minimum volume fixed by the
company they are benefited with more discounts as per the volume slab.

DISCOUNTS ON VOLUME AS FOLLOWS: (TABLE-1)
Volume Discount
400 Units- 499 Units 2%
500 Units- 999 Units 5%
1000 Units- 1499 Units 11%
1500Units- 1999 Units 15%
More Than 1999 Units 16% and more.
*Minimum Order is 399Units for B2B.
*Lesser than 399 Units shipping charges need to be bearded by the customer and no discount on
volume slabs will be given.
* Discount will be given on Net Bill and not on Per unit basis.
REFERRAL DISCOUNTS
Discounts are offered on referral basis where one institution refers to another institute and when
there is a sale in that referred institute discounts will be given to the referral based on the purchase
volume of the referred.
Half Discount on slab Volume is given to the referral if the referred purchases based on Volume
discount as shown in the Table 1 above.
Example: If the referred purchases more than 500Units 5% Discount will be given to the referred
and half of it that is 2.5% Discount will be given to the referral for his reference which converted
into a sale.
*If there is no sales from the referred then no referral discounts will be given to the referral.
F2F
F2F means Free to Faculty. Where free Tabs will be provided to the faculty when an order is
made by the institution. Two Free Tab for every 99 Units purchased by an institution.

PROCESS OF ACQUIRING CUSTOMERS AND SALES CLOSURE FOR B2C
(BUSINESS TO CONSUMERS):
PHASE-1
PHASE-2
PHASE-3
PROCESS EXPLANATION IN DETAIL
PHASE-1
Creating Web Traffic
In B2C customers are acquired through various types of marketing and promotional events, where
the awareness of the brand and the website is being promoted in order to generate more traffic to
the website where the product is made available for purchase by the consumer.
PHASE-2
Flash Sales
In B2C, any individual Consumers can purchase our Akash Tabs through our limited Flash Sales.
Where our product will be available for purchase in our website for not more than 36 Hours which
will be offered once in a month.
The customers need to register for the flash sales with either their E-mail ID or phone number in
order to create a Login ID and password by which they enter their User profile and purchase the
product.
CREATING WEB TRAFFIC
FLASH SALES
SALES CLOSURE
(OFFERS AND DEALS)
HOW?
MARKETING AND
SALES
PROMOTION

PHASE-3
Sales Closure
When an individual customer, Login to his user profile in Akash Website there are many attractive
Offers and Deals displayed to him.
Here follows the type of offers and deals:
 Referral Discount
 Discount on upcoming products
 Redeem cash back
REFERRAL DISCOUNT
Once a purchase is made by customer through our flash sales they will be sent in a mail which
contains Referral code and link. If there is a referral made and if the referrer ends up in a purchase
Rs.300 will be deposited in the referral Akash Account by which he can make use of the virtual
money to buy our accessory line or any of our upcoming offering.
DISCOUNT ON UPCOMING PRODUCTS
Once a purchase is made by our new customer then he becomes our existing customer and that
individual customer will be given 5% Discount in any of our upcoming future product line.
REDEEM CASH BACK
If any of our customer purchases our product through online transactions such as Credit card/Debit
card or Net banking. They will be receiving a cashback of Rs.500 to their Akash account by which
they can use it for our other add on services.
WHY 80% OF OUR SALES IS FOCUSED ON B2B AND ONLY 20% OF SALES IS
FOCUSED ON B2C?
Why 80% for B2B?
 Our Business Model is Volume Driven
 B2B Purchases are made in Bulk, so more volume (Units) can be sold
 Less expense on per unit marketing and sales expenditure

-Why 20% for B2C?
 Our Products are offered to individual consumers to create a brand awareness and to sound
ourselves in the market among the competitors
 Any individual consumer can avail our product irrespective of the educational background
if they are interested in Fun learning
 To Diversify the Risk- If the B2B market is facing a drastic decline then diversification of
investment and market is possible to B2C as there is already 20% Business in B2C. It
creates a ease to diversify by just increasing the base and structure
SALES TARGET
Yearly sales Target: 2, 00,000 Units
Monthly sales Target: 16,666 Units
Type of Market: Red Ocean Market
5.3 CHANNELS OF DISTRIBUTION
a) CHANNELS OF DISTRIBUTION FOR B2B(BUSINESS TO BUSINESS)

PROCESS FOR B2B CHANNEL OF DISTRIBUTION
Our Aakash tab is manufactured at the Chennai Plant. After the production finished products are
transferred to the factory warehouse which is located inside the Chennai plant with the storage
capacity of 20,000 units. From the manufacturing plant the product is divided in equal number and
is transported mainly to the respected two warehouses located in;
 Nagpur
 Andhra Pradesh
Both the warehouses are divided according to the zones in the country which they have to supply
the product, like Nagpur warehouse has to transport the products in the northern and western part
of the country and Andhra Pradesh needs to supply the product in southern and eastern part of the
nation.
Once the product is reached at the warehouse then it is further break bulked and handed over to
the logistical service provider (Indian post) which supplies the product to the end consumers.
b) CHANNEL OF DISTRIBUTION FOR B2C(BUSINESS TO CONSUMER)
PROCESS FOR B2C CHANNEL OF DISTRIBUTION
B2C business model sells its product directly to a customer. A customer can view products shown
on the website of business organization. The customer can choose a product and order the same.
WEBSITE
CUSTOMER WAREHOUSE
ORDERS
ORDER
PROCESSING
SUPPLY

Website will send a notification to the business organization via email and will dispatch the
product/goods from the warehouse to the customer.
5.4 REVENUE ENHANCEMENT
Modes of Revenue Generations:
 Apps
-Library
-Forum
-Moodle
 Accessories
 Redeem Cash back offer
OFFERING OF APPS
For B2B- When our product is sold to the institution it comes with three apps as default – Library,
Forum, Moodle and these apps are given with an individual login ID through the domain of the
institution(e.g.: Person.name@Woxsen.edu.in). It helps in offering a customized platform to the
institution and only people from that institution will be using it. It will avoid too much server
Traffic
For B2C- we offer two apps as default for B2C and the apps are Library and Forum. The users
can create their User ID through Public domain which is offered by Aakash. If there is a
requirement for Moodle app by the user, it could be downloaded as a Tool from our Aakash
website.
APPS
The USP of Aakash Tab are its apps which gives users a fun learning experience with a house of
knowledge through our three apps offering Library, Forum and Moodle.
LIBRARY
The Library app contains variety of books, Journals, periodicals and Lecture videos. Where the
person can access it using either with their Institution ID or with the public domain ID offered by
Aakash.
Revenue Plan on Library app:
 Pop Up Adds
 Offline Library Access
 Ad free package
REVENUE
GENERATION

5.5 REVENUE PLAN
POP UP AD
We will Generate Revenue through Library app, when a user is
reading any book they will be getting POP-UP Ads by which we
charge an advertisement fee to the third party whose advertisement
is being displayed.
Advertisement fee will be charged on the basis of Traffic time when
the ad is displayed and by the number of devices by which the ad
reaches the consumer or reader.
OFFLINE LIBRARY ACCESS
Now you can read your book Online through our offline Library
system which comes under our Download feature. The books are
categorized as per its nature and it can be read anywhere through our
app without the support of internet.
This service will be available free on Trial basis for 15 days and after which it is treated as a
premium access by which it will be charged based on the following package.
PACKAGES FOR OFFLINE
LIBRARY
AD FREE PACKAGE- ChargesIncludedwhen
subscribingforoffline Library

FORUM APP
Price: Offered for Free of Cost.
B2B users can use their unique college ID and B2C users can use the Public domain provided
by Akash.
MOODLE APP
PRICE: FREE
ACCESSORIES
Tempered Glass Cases and panels Headphones Chargers and Cables
Rs.399/- Rs.599/- Rs.699/- Rs.199/-
REDEEM CASH BACK OFFER
When an customer buys our product through our flash sales using any online transaction, Rs.500
will be given as an cashback to the customer. Where the cashback money gets deposited in
customers Akash account after 10days from the date of purchase. By which that Virtual money
can be used either to buy any our accesory line or premium service package or it can be used to
buy any of our future product offering. The company will generate profit out of it by receiving a
part interest from the bank where they used the customers purchase money for a short term bond
of 10days.

6 AFTER MARKET SUPPLY
6.1 PROBLEMS
6.1.1 DELIVERY PROBLEMS
The current aftersales services of Akaash Tablets suffers from many problems. One of the biggest
issues is delay in delivery of the tablets which sometimes takes as long as 2 years to reach the
consumers. There is no well-established system for the customers to track their order status. In
case of cancelation of order, there is no reliable system to refund the consumers. There are many
cases where the customers have not received any refunds. Moreover, Datawind is not selling it for
the stated launch price and is asking customers for extra money at the time of delivery. For
example, several instances have been observed where customers placed an order of INR 1500 for
a tablet, which was its launch price, but at the time of delivery customers got phone calls to Pay
INR 4000 extra.
6.2 SERVICE PROBLEMS
Help desk services are not well managed. The complaint calls are not answered on time and even
when they are answered, issues are not resolved up to a satisfactory level. The service center
executives are not well trained and uninformed about the product, so they are not able to help
people fix the issues. There are also limited service centers which leads to them being unable to
handle complains efficiently.
6.2.1 LACK OF CONSUMER AWARENESS
The current target for Akaash tablets is mostly rural population who don’t know how to use tablets
properly. Currently no training is given to the consumers which results in unnecessary complains
as they are not able to handle the device effectively.

6.3 PROPOSED CHANGES
DELIVERY SYSTEM
Steps will be taken to make sure that the tablet along with the packaged software is delivered on
time and is in a good condition. The service people will do a performance test on the tablets and
the apps when they are delivered. In case of any hardware failure when the tablet is within warranty
period, service people will be sent to the customers with a replacement tablet free of cost.
MANAGING CUSTOMER RELATIONSHIPS
Professional training will be provided to the institutes to help them digitize their content.
Assistance will be provided to the institutes for setting up servers where the institutes can store
their course material and any other digital content. The institutes can either choose to upload the
content to the tablets at any point of time or the students themselves can download the content. A
helpline will also be setup which the institutes can reach out to at any time in case they have any
technical queries.
VALUE-ADDED SERVICES
Premium services such as ad-free content will be provided to customers at a nominal price. Upon
payment of Rs.10/month, the customers can choose to disable all ads. The customers can also
choose to extend their warranty by paying a price of Rs.500.
The Library App will have a feature to download and view the eBooks in offline mode. The
consumer has to pay a subscription fee of Rs.200/quarter to access this feature.
SERVICE QUALITY
A toll-free helpline will be setup which the customers can use if they have any questions regarding
the usage of the device or if they want to report any problems. An app will be developed and
installed in the tablet which will act as a feedback system. The app will ask to rate the various user
experiences and the feedback will be sent to the development team who can deploy patches to
improve the service. Help desk services can also be improved by providing proper training to the
service center executives. Training about the product functionalities and customer management
skills will be given to the service executives. A monitoring system to track the issues will be also

be setup to make sure that they are resolved on time. In case of any exceptional issues, it will be
escalated to higher management, who can find a way to resolve the issue faster.

7 5 YEAR STRATEGIC OBJECTIVE
6 Months
The objective for the first 6 months is to maximize market share in Digital Teaching System by
making use of the early mover advantage. So far, all the tablets have been positioned as a product
and none as a service. The focus for this period will be on penetrating educational institutes for
8th-12th class students and vocational training institutes. The Class 10 students will be needing a
lot of learning support as they would be preparing for their board examinations and the Class 12
students will need a lot of reference material in preparation for their entrance examinations. Hence,
it is expected that a lot of revenue will be generated from these two groups in particular.
2 Year
By 2 years, the objective is to dominate the Digital Teaching System for all school systems and
training institutes. The pre-school students will be targeted by showing that the Aakash tablet is a
service which provides both a fun and a learning experience. The graduate university students will
inherently find use for the Aakash tab in their various activities such as lectures and lab work. By
developing the brand image of the Aakash eLearning service for the first two years and generating
awareness in the market, this objective will be fulfilled.
5 Year
The long term objective of the Aakash tablet is to provide a complete digital platform for
Government departments and institutes such as Post Offices, Railways, Insurance and Healthcare.
The intention is to complete digitize all the existing and upcoming records and convert the
government institutes into paper free institutes. The plan is also to digitize all the processes which
will increase their efficiency. For example, the ticket verification system in railways will be
completely digitized so that the railway conductors will not have to spend time for manual
verification. The post offices can use the Aakash tablet to update the delivery status on the spot
which will improve the reliability of the postal services in India. It is also expected that there will
be about 300 million people above the age of 50 in next 30 years. So taking that into consideration,
a more efficient way of healthcare services is planned which can be achieved by digitizing the
processes for which the Aakash tablet can play a vital role.

8 FINANCIAL ANALYSIS
8.1 INVESTMENT ESTIMATION
Estimated Investment for Year 1 if for the production of 2,00,000 units
Particulars Initial Amount Cost for Year 1 Amount Per Tablet Investment
Foxconn Contract charge
(10 yrs)
200,000,000 20,000,000 100.0 200,000,000
Manufacturing Cost 340,000,000 1,700.0 340,000,000
I Bell Solution
(Software for 5 Yrs) 100,000,000 20,000,000 100.0 100,000,000
R&D 50,000,000 250.0 50,000,000
Marketing 70,000,000 350.0 70,000,000
Storage 15,000,000 75.0 15,000,000
Transportation 5,000,000 25.0 5,000,000
Office Building 20,000,000 2,000,000 10.0 20,000,000
Furniture 5,000,000 1,000,000 5.0 5,000,000
Vehicle 10,000,000 2,000,000 10.0 10,000,000
Salary 45,000,000 225.0 45,000,000
Missl. 1,900,000 9.5 1,900,000
Total for Tablet 335,000,000 571,900,000 2,859.5 ₹861,900,000
Tempered Glass 21,600,000 120.0 21,600,000.00
Case and Panels 32,000,000 200.0 32,000,000.00
Total 625,500,000 ₹915,500,000
8.2 REVENUE ESTIMATION

8.3 PROFIT ESTIMATION
Particulars Quantity Amount Total
Revenue from the Consumers
Revenue From Tablet
Government 80,000 3,500 280,000,000
B2B 80,000 6,000 480,000,000
B2C 40,000 6,300 252,000,000
Total 200,000 1,012,000,000
Revenue From Accessories
Tempered Glass* 180,000 350 63,000,000
Case and Panel* 160,000 500 80,000,000
Total 143,000,000
Revenue From Services
Extended Warrenty* 150,000 450 67,500,000
E-library* 140,000 1,100 154,000,000
Total 221,500,000
Total Revenue from the Consumers 1,376,500,000
Revenue from the Business
Ads on Tablet 100 1,000,000 100,000,000
Third Party Application
Fixed 5 2,500,000 12,500,000
Variable 750,000 50 37,500,000
50,000,000
Total 150,000,000
Total revenue from the Consumers ₹150,000,000
Total Revenue ₹1,526,500,000

EXHIBITS
Profit for year 1
Particulars Amount
Sales & Income ₹1,526,500,000
Less: COGS ₹625,500,000
Gross Profit ₹901,000,000
Less: Investment ₹290,000,000
EBIT ₹611,000,000
Less: Tax ₹88,595,000
Net Profit ₹ 522,405,000

AAkash_R&D (3)

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