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E-COMMERCE AND
E-BUSINESS
BHARTI AIRTEL

KARAN BHAIA 221062
NANDINI CHHABRA 221074
NITISH BAWEJA 221080
PANKHURI MAHAJAN 221086
PUNEESH SACHDEVA 221102
RANJEEV DUTTA 221115
CONTENTS
INTRODUCTION
o HISTORY
o VISION
o PRESENT
o STRATEGIES
IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS
o E-COMMERCE AND E-BUSINESS
o NEED FOR IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS IN AIRTEL
o CHALLENGES FOR IMPLEMENTATION
o IMPLEMENTATION IN AIRTEL
 KEY FEATURES
 ORACLE E-BUSINESS SUITE
o BUSINESS SERVICE(B2B)
o CUSTOMER SERVICE (B2C)
o BENIFITS OF IMPLEMENTATION

2
INTRODUCTION
Bharti Airtel Limited, commonly known as Airtel, is an Indian
Multinational Telecommunications Services Company headquartered in New Delhi, India.
HISTORY
In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL), and his company
became the first in India to offer push-button telephones. Bharti Enterprises went public in
2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange
of India. Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so.
VISION
By 2015 Airtel will be the most loved brand, enriching the lives of millions.
PRESENT
Currently, the company operates in 20 countries across South Asia, Africa, and the Channel
Islands. It is the world's fourth largest mobile telecommunications company and the largest
cellular service provider in India. Also, Bharti Airtel is the first Indian telecom service
provider to achieve Cisco Gold Certification.
STRATEGIES
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. Several operators have since copied the strategy. Its network
base stations, microwave links, etc. is maintained by Ericsson and Nokia Siemens Network
whereas IT support is provided IBM, and transmission maintain towers by another company
(Bharti Infratel Ltd. in India). Ericsson agreed for the first time to be paid by the minute for
installation and maintenance of their equipment rather than being paid up front, which
allowed Airtel to provide low call rates of 1/minute (US$0.02/minute).
Its initial corporate structure concentrated on the hierarchy of the operations inside the
company as a whole. The structure depicted the corresponding operation/region of
different in-charges and it didn't hold anyone responsible for each of its services. So, the
company found it better to restructure its corporate hierarchy. The transformed
organizational structure has two distinct Customer Business Units (CBU) with clear focus
on B2C (Business to Customer) and B2B (Business-to-Business) segments. Bharti Airtel's B2C
business unit will comprehensively service the retail consumers, homes and small offices, by
combining the erstwhile business units - Mobile, Telemedia, Digital TV, and other emerging
businesses (like M-commerce, M-health, M-advertising etc.). The B2C organization will
consist of Consumer Business and Market Operations.
3
IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS
E-COMMERCE AND E-BUSINESS
Electronic commerce refers to the industry where the buying and selling of products or
services is conducted over electronic media. Electronic commerce draws on technologies
such as mobile commerce, electronic funds transfer, Internet marketing, online transaction
processing, electronic data interchange (EDI), inventory management systems, and
automated data collection systems. It is generally related to the sales aspect of e-business.
Electronic business (or e-business) is the application of information and communication
technologies in support of all the activities of business.
Basically there is no such difference between the two terms e-business and e-commerce. In
fact, e-business incorporates e-commerce plus it includes both the front and back-office
applications that form the engine for E-commerce. Hence, e-business is not only
buying/selling transactions but the whole traditional business re-defined.
How it works?

1. Customer – The person who wishes to buy stuff online.
2. Website – The customer logs in to a merchant website from where he wishes to buy.
3. SSL Certificate - While most data can flow freely, we want to be sure the credit card data
is transmitted safely. So it is encrypted as it is sent to keep prying eyes from seeing it. An SSL
Certificate is what accomplishes this task.
4. Online Gateway - The gateway is the "middle-man" that allows a website to send data to
a merchant (credit card) account. The website sends the credit card data to Authorize.net,
who performs a live check on the card and received a charge authorization (or decline). This
information is passed back through to the website. Here the example is shown of
Authorize.net.
5. Merchant Account - A merchant account allows your business to accept credit cards. Here
we are giving example of First Data, Amercia's leading processor, to offer preferred rates to
our customers.
4
6. Bank Account - The money to be paid for the transaction is deducted from your bank
account!
Few Advantages of E-commerce
1.
2.
3.
4.
5.

Faster buying/selling of products.
Easily and 24/7 available.
No requirement for physical set up of the company.
Easy to start and manage.
Customer’s burden of roaming around the market and buying stuff is less.

5
NEED FOR IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS IN AIRTEL
Internet
The supporting ecosystem for e-Commerce has evolved significantly from what it was a
decade ago. Internet is the key to the development of e-Commerce and has become
pervasive in daily life. People have come to rely heavily on internet for activities ranging
from accessing email and searching for information to keeping in touch with friends.
Internet user base has been growing significantly, with an exponential increase in internet
usage. This trend has been aided by the increasing PC and broadband penetration, coupled
with the declining prices of PCs. Tablets and smartphones have given a new meaning to
connectivity and user experience. The adoption of 3G, coupled with the declining prices of
smartphones, is expected to further increase internet usage in the country.
180
160
140
120
100
Internet Users

80

Mobile internet users

60
40
20
0
2008

2009

2010

2011

2012

2013

Increased spending power of Indian consumer
Annual disposable income per household is expected to increase at a CAGR of 5.1% from
2005 to 2025.The last decade saw high GDP growth in India, leading to enhanced income
levels. This helped position India among the fastest-growing consumer markets in the world.
Time Usage
Time spent by Indians on internet has been increasing over the years. The average time
spent online per person per month rose from 12.9 hours in 2006 to 17.4 hours in 2011. It is
expected to increase to 21 hours by 2015.

6
Frequency of internet usage (2007)
3

12

25
once a month

18

Daily
4-6 times a week

19
23

2-3 Times/Week
once a week
2-3 times/month

Frequency of internet usage in 2012
7

2

12

28

Once a month
Daily
4-6 times/week

27

2-3 times/week
20

once a week
2-3 times/month

Increased number of PCs
Declining prices of PCs (on the back of technological advances) and increasing disposable
income make it affordable for the majority of people to buy PCs, which are now available at
a low a price of US$400–500.

7
Stock of PCs
160
140
120
100
80
Stock of PCs
60
40
20
0
2006

2011

2012

2013

Payment options increasing
The payment landscape in India has evolved considerably. Cash cards have emerged in the
market, in addition to credit and debit cards. Direct debit from accounts, electronic wallets
and mobile payment are alternative options. The number of internet banking users
increased to account for 7% of the total number of bank account holders in 2011 as
compared with 1% in 2007.The number of payment gateways in India has also increased,
and their charges have come down to 2.5%–3% of transaction value. Authentication
requirements for online transactions have been made stringent with the addition of
multiple layers including OTPs and two factor authentications. E-Commerce players have
also come up with innovative delivery models such as Cash on Delivery(CoD) to overcome
challenges associated with online transactions. Mobile payment options are likely to witness
increased uptake on the back of the growing mobile subscriber base in India. A leading
telecom operator has launched a mobile payment system that allows users to deposit cash
in mobile accounts and use it for various transactions through their feature phones without
the need for a GPRS-enabled handset or smart phone.
… Leading to more consumers buying online
Consumers’ attitude to e-Commerce has changed. This is apparent from the growth in the
number of users transacting online from 3 million in 2007 to 11 million in 2011. The number
is projected to rise to 38 million by 2015. A fast-paced urban lifestyle, dual-income families
and parking space constraints at major malls have contributed to this shift in the perception
of consumers.

8
The shift in internet access points works in the favor of e-Commerce players due to
severalreasons:
Convenience: Consumers find it more convenient to access the internet and shop from
the comfort of their homes. They have the option of considering alternatives before
making awell-informed purchase.
Security: Internet access from home enables users to overcome their concerns about
datasecurity, which posed a challenge at cybercafés.
Consumer analysis: Online shopping helps e-Commerce players better analyze the
shoppingbehavior of individual customers through the use of cookies and by tracking IP
addresses

Reach More Customers
 When Bharti had started out operations (1995), the whole system was manual
 Only 40 percent of the customer issues were getting resolved
 Were not meeting the customer’s expectations
 Customer loyalty was a major concern.
 Had many local players (dealers, vendors etc)
 Had huge issues in meeting the demands of the growing customer base.
 Were not able to centralize the services and give a common brand experience.
 Was hard to service customers across sectors.
 Not able to recharge amounts anywhere in India. One had to carry scratch cards.
 Not able to pay bills anywhere in India
 Low customer retention
 Hutch’s (now Vodafone) customer service was rated far superior
The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1 million mark in
2002
Market forces
Corporations are encouraged to use e-commerce in marketing and promotion to capture
international markets, both big and small. The Internet is likewise used as a medium for
enhanced customer service and support. It is a lot easier for companies to provide their
target consumers with more detailed product and service information using the Internet.
Airtel Money
Customers were demanding services like paying bills from home whether it be electricity
bill, water bill, send money to family & friends, recharge your prepaid mobile & digital TV,
pay mobile / utility bills, book movie tickets, pay for your shopping (both at shops & online)
and much more with airtel money.
In simple words, airtel money is an account on your mobile phone. You can now deposit
money (called 'loading cash') on to your airtel money account and use this balance to pay
for various products & services through a simple menu on your phone. So these demands of
customers made airtel to bring these applications.
9
CHALLENGES OF IMPLEMENTATION
Early implementation: the process of change in this first implementation involved more than
just the realisation of an idea. This implementation was, in its time, considered tobe at the
“bleeding edge” of electronic trading and the company gained significant advantage from
the “first mover” effect .
A number of issues were identified as significant in affecting this project both
positively and negatively, and included lack of management support, lack of
technical knowledge and support.
The biggest challenge for the company was servicing its debt. The financial pressure
is expected to increase in the coming years.
Another challenge faced by Bharti Airtel in the past two years include hyper
competition, a difficult regulatory environment, falling margins and a decline in
almost all operational metrics.
The entry of new players in the market in 2008 led to a price war and incumbents
like Bharti were forced to offer services at rock-bottom prices. While low-cost mobile
services resulted in subscriber growth, the operating margins slid significantly. The
cut-throat competition in the last two to three years has impacted incumbent
players.
The company has been losing market share to its peers. Competitors such as
Vodafone India and Idea Cellular have been registering stronger financials as well as
net subscriber additions over the past several quarters.

10
IMPLEMENTATION
KEY FEATURES
Airtel uses Oracle’s E-business Suite for both its B2B and B2C servies.
Oracle E-Business Suite is the most comprehensive suite of integrated, global
business applications that enable organisations to make better decisions, reduce
costs and increase performance.
The application is used 24x7 by the contact centres located at various geographic
locations.
IBM, who handles IT for Bharti Airtel, engaged Oracle Advanced Consulting Services
as a partner for design and Implementation of Oracle E-Business Suite for Bharti
Airtel.
The users retrieve reports from the CRM system using Oracle Discoverer.
Users of these reports prefer that they be as up-to-date as possible - ideally available
in real time. However, because of the overhead that it would create on the
production system, online reporting is discouraged, and materialized views are used
instead.
Because these materialized views involve complex joins, they cannot be
incrementally maintained. The business requirement of online reports (current time
minus one hour) has been very difficult to achieve.
There are three steps to the streams replication process - Capture, Propagation, and
Apply. The implementation was based on the consideration that Oracle ACS, in
conjunction with Bharti Airtel, needed to resolve downstream capture and number
of capture. Also, application of processes had to be determined depending on the
number of objects being replicated. Supplemental Logging is another prerequisite
that need to be carried out on the source (production) database. After implementing
Oracle Streams, Bharti needed to monitor performance of the new environment and
tune the capture and apply processes as needed on the downstream database to
achieve optimal performance.

11
ORACLE E-BUSINESS SUITE
Oracle E-Business Suite (also known as Applications/Apps or EB-Suite/EBS) consists of a
collection of enterprise resource planning (ERP), customer relations management (CRM),
and supply-chain management (SCM) computer applications either developed or acquired
by Oracle. The software utilizes Oracle's core Oracle relational database management
system technology. The E-Business Suite (current version: 12.1) contains several product
lines, including:
Oracle CRM
Oracle Financials
Oracle HRMS
Oracle Mobile Supply Chain Applications
Oracle Order Management
Oracle Procurement
Oracle Project Portfolio Management
Oracle Quotes
Oracle Transportation Management
Oracle Warehouse Management Systems
Oracle Inventory
Oracle Enterprise Asset Management
Each product comprises several modules, each separately licensed

12
BUSINESS SERVICES (B2B)
In 2012, Bharti Airtel, refreshed its B2B business as Airtel Business. It now reinforces its
commitment of delivering innovative business solutions and a superior brand experience to
all its small and large enterprises across the world.
Airtel business aims at unleashing the human potential of any business by providing
enhanced empowerment to the employees through its wide array of products and solutions
– creating more smiles per cubicle. Airtel Business offers network infrastructure, integration
& management with a combination of cutting edge global network infrastructure, technical
skills and world-class services through a consultative approach. They have moved from
offering just Core carriage to Managed & Cloud services in order to create value for our
customers.
Airtel business offers a wide portfolio of services that cater to the needs of businesses
across vertical includingM&D
IT
ITES
Government
FMCG
BFSI
Media.

B2B FACTFILE
TOTAL NETWORK
COUNTRIES
CONTINENTS
CUSTOMER BASE

225,000 kms
50
5
Over 450 carriers and service providers

Over the last 4-5 years, the company has invested over $500mn in next generation cable
systems. It‘s globe spanning submarine cable assets offer the necessary diversity, increased
redundancy and network resilience to the customers. These investments support an
integrated suite of world class global and local connectivity solutions spanning voice and
data, including IPLC, Ethernet, IP transit, managed MPLS services, voice termination services
and carrier outsourcing solutions.
Airtel buisness also offers digital media services, a centralized online media management
and distribution platform akin to a media exchange linking all the content owners,
production facilities and screens enabling them to store , forward, share & trade multi
versions of produced content to multiple platforms across the globe.

13
USERS
EMERGING BUSINESS
OFFICE 365
o Airtel has joined hands with Microsoft to provide collaborative services to its
customers
o State of the art services to help businesses communicate and collaborate
better.
o There are options available for different sized businesses and for individuals
based on the needs.
ERP SOLUTIONS
o Airtel offers cloud ERP services, airtel ERP which has been powered by
RAMCO. Being a cloud service it has many advantages.
CRM Management
o Airtel offers pay as you go CRM services. A lot of options are available in
order to benefit its customer.
VoIP
o Airtels exclusive MPLS network allows users to make calls across the globe at
cheaper rates.
o The IP network is used instead of the traditional networks.

ENTERPRISE AND GOVERNMENT
MOBILE APPLICATION TOOLS FOR ENTERPRISE
o Mobile Application Tool for Enterprise (MATE); a unique mobile application
tool that provides end-to-end solutions to access business applications over a
secured wireless channel.
CONNECTIVITY SOLUTIONS
o Comprehensive solutions for network connectivity with the efficient, scalable
and reliable MPLS solutions.
3G FOR BUSINESS
o World class 3G network capable of producing broadband like speeds.
LOCATION BASED APPLICATIONS
o Offers location based services of three types
 TRACEMATE
 VEHICLE TRACEMATE
 EMPLOYEE TRACEMATE
INTEGRATED MANAGED SOLUTIONS

14
GLOBAL SERVICES
GLOBAL VOICE
o Airtel is one of the largest carriers of international voice in Asia.
o Airtel provides a comprehensive portfolio of services which to deliver high
quality of voice services.
o Number 1 international long distance operator in India.
GLOBAL DATA
o Billions of dollars invested in a world class network across the globe.
o Has partnered with leading global carriers and technology.
o Varied solutions from transmission services to IP Transit to satellite services.
SIGNALING
o International SCCP (Signalling Connection Control Part) Transport Service
provides the connectivity that enables roaming and messaging between a
MNO and its international roaming partner and adds to their revenue growth.
o Secured STP.
MESSAGE HUB
o Only message hub in India with connectivity to all users.
o GSMA compliant message hub.
o Ensures proper routing, billing and settlement of SMS messages post number
portability.
GLOBAL SATCOM SOLUTION
o Reliable network connectivity to run mission critical applications.
o Supports video, audio and video applications on demand.
o Both domestic and global satellite services offered.
BUSINESS PROCESS (B2B FOR ORDER PLACEMENT)
The Airtel business process for order placement can be divided into four segments1)
2)
3)
4)

Order Processing
Network Provisioning
Billing
Sales Tracking

15
CUSTOMER SERVICES
BILL PAYMENT
o Customers can pay their mobile bills, fixedline and broadband bills as well as
can recharge their prepaid connections and digital TV online.
o Ease to customers.
ONLINE CUSTOMER SUPPORT
o Apart from providing customer support through a toll free number, customer
can arrange for a help online. One can report the problem through website
and the company will revert back to you within 24 hours.
SHOP
o Airtel's online shop offers products and services like mobile phones, mobile
and broadband plans, Digital TV services etc.
o Airtel has launched its new e-commerce portal, called Airtel Shop, which will
offer deals on mobile handsets, digital TV, and broadband connections at
http://shop.airtel.com.
o Users will be able to buy Airtel plans for mobile, broadband , get Airtel money
and DTH service through the website.
AIRTEL MONEY
o Airtel has started a new M-commerce platform called Airtel Money in
collaboration with Infosys and Smart Trust.
o Using Airtel Money, users can transfer money, pay bills and perform other
financial transactions directly on the mobile phone.
AIRTEL LIVE OFFERS
o
o

MOBILE TV helps you to watch bollywood movies and TV shows
anytime, anywhere on your mobile .
CALL MANAGER helps you to manage your incoming calls by blocking
unwanted callers & selecting your busy profile.

BUSINESS PROCESS (B2C FOR ORDER PLACEMENT)
1) Order Processing
2) Billing
3) Sales Tracking

16
BENIFITS FROM IMPLEMENTATION

1. By Implementing in B2C
Customer satisfaction by providing quick response through online customer support.
Understanding the requirements and need of a customer by providing Airtel live
offers which resulted in increase in the number of users.
Increased Revenue generation by providing Airtel shop so that customers can get
access to on demand music, video etc and are able to purchase Airtel DTH and
mobile phones.
Reduction in customer service cost (reduced call volumes to call centers).
Improved service delivery to customers, especially for mobile and broadband
segments.
The company’s mobile money initiative – Bharti Airtel Money – has generated a
positive response in the 15 countries where it has been launched. This prepaid
mobile wallet allows users to make bill payments, book e-tickets, undertake online
shopping and money transfers, etc. through their handsets. The service is emerging
as an important tool to financially empower rural customers. Going forward, the
operator can provide payment services to India’s unbanked millions through this
platform.
It recently inaugurated a network experience centre, which merges network
monitoring and customer experience management. The facility has a 3,600 square
feet video-wall, which monitors and analyses the company’s network operations and
presents them in a unified video view.
2. By Implementing in B2B
Bharti Airtel, a leading global telecommunications company with operations in 20
countries across Asia and Africa has refreshed its B2B business as airtel business. With
this new identity, airtel business reinforces its commitment of delivering innovative
business solutions and a superior brand experience to all its large & small enterprises,
government and carrier customers across the globe.
Extra value: End-to-end solutions from one technology partner to another .
Extra edge: Airtel connectivity bundled with Office 365 brings extra productivity
gains for your organization.
Give customers an edge over its competitors by providing international calls
and conference calls at lower cost.
Bharti Airtel has also been focusing on its enterprise customers to increase
revenues. This business division will focus on delivering efficient cloud-based
solutions, data centre services, managed video offerings, etc.
Managed video services
Bharti Airtel claims to be the first and the earliest telco to get into the
managed-video-service space, where it aims to utilize the customer endpoints,
which could be a tablet, handset, desktop or a studio.
17
Improved Cloud services
Airtel has moved from offering just Core carriage to Managed & Cloud services
in order to create value for our customers. The new identity for B2B
encapsulates this ethos and gives us an opportunity to present a single,
powerful & unified face to our customers, across the globe.
Last mile connectivity
The portfolio of MPLS and IP services helps its customers in keeping mission
critical applications running and in managing the flow of information across the
globe .The company has invested over $500mn in next generation cable
systems. These investments support an integrated suite of world class global
and local connectivity solutions spanning voice and data, including IPLC,
Ethernet, IP transit, managed MPLS services, voice termination services and
carrier outsourcing solutions.

18
COMPARISON WITH OTHER COMPANIES IN THE INDUSTRY

19
FUTURE PLANS
M-COMMERCE
Airtel has smartly used a new term, M commerce, for its e business module via handheld
devices.
B2B FEAURES
Government
Airtel is in talk with government agencies , to work on project for tax collection via m
commerce app for far flung areas that do not have bank facilities in their region.
Banking & financial institutions
Rural India, which houses 70 percent of the country’s population, has access to only 30
percent of the country’s bank branches, 24 percent of any type of banking point-of-sales,
and a measly 5 percent of India’s ATMs .
Airtel is working with bank and financial institutes for incorporating features such as
insurance, money transfer etc in its m commerce forte.

B2C FEATURES
Airtel money mall
Airtel money will play a transformational role in accelerating mobile based commerce in
India. This will potentially change the way India transacts, especially as it provides
unmatched reach and convenience. airtel money is now further extending the availability to
deeper pockets of the country, to make a significant impact on the lives of millions. e.g.
customers will be able to easily repay loans, contribute to pension plans, save money, send
money and transact conveniently without leaving their villages. Besides, innovative cash
management systems will also be available for the industry, further increasing their
efficiency and effectiveness.

Airtel launches mobile-based service for power bill payments
Airtel M Commerce Services Ltd (AMSL) launched a mobile phone service for paying
electricity bills by consumers of North Bihar Power Distribution Company Ltd (NBPDCL).
Consumers of 21 districts of north Bihar can pay their electricity bill through Airtel money by
typing *400# and sending the message through their mobile phones or AMSL distributors
located in towns and rural areas.
The Electricity Minister Bijendra Prasad Yadav, Bihar State Power Holding Corporation Ltd
(BSPHCL) CMD Sandeep Poundrik, NBPDCL Managing Director Sanjay Agrawal and Bharti
20
Airtel Senior Vice-President (Sales and Marketing 0f Bihar and Jharkhand), M P Deepu were
present on the occasion of the launch of the facility.
Agarwal had signed an agreement with the Airtel subsidiary company for providing mobile
phone service for payment of electricity bills by consumers in north Bihar a couple of
months ago.
Speaking on the occasion, the Electricity Minister exuded confidence that Bihar government
would fulfil its promise to improve power supply in Bihar by making available about 5000
MW electricity by 2015.
The availability of power was not a matter of concern for the government, but transmission
and distribution infrastructure remained an issue though measures were being taken to
ensure that electricity reach the consumers through network of transmission lines, Yadav
said.
On the mobile phone payment facility for electricity bills, he said consumers will be able to
save time by using it.

RECCOMENDATIONS
21
Entire e-business or e-commerce for airtel can be segmented in four parts:
1)
2)
3)
4)

Order processing
Network provisioning
Billing
Sales tracking

Currently airtel is facing certain challenges within the segments and while integrating
these segments.
Recommendations for order fulfilment process
Currently airtel is using e-crm provided by oracle e-business suite
Several challenges that Bharti Airtel faces in this process are as follows :
There isn’t a separation of selling view and provisioning view in the legacy systems
The translation from selling view to provisioning view involve manual steps
Many aspects of the logic are currently discretionary leaving room for human errors
There is a non-standard process for order fulfilment across circles and across
products
The processes involved various manual steps/checks which led to high turnaround
time
Many non-rule driven processes led to failures in Billing/Provisioning
The system did no meet eTOM standards.
So airtel has decided to slowly and gradually incorporate IB2B for order processing. This will
help them to come up with order decomposition process.
With the implementation of the Order Decomposition process, Bharti Airtel will able to
derive the following benefits:
Process automation and standardization for consistent customer experience across
organizational touch points
Faster and automated execution of the customer order
Increased customer satisfaction
Reduction in customer service cost (reduced call volumes to call centers)
Activation TAT (% activation within 4 hours improved from an average of 75% to an
average of more than 90%)
Near real-time processing of Barring / Resumption orders

22
Recommendations for integrating applications and technology
Currently they are using EAI(enterprise adapter interface) , but they are planning to move
on to saleforce.
As there customer base is increasing at high rate, they are finding it difficult to ensure high
availability, assured delivery, scalability, security across all the telecom circles.

They can work upon following areas :
Minimize Domain Interaction: Functionality and data must be clustered in order to keep the
number of interfaces to a minimum. The architecture should have simple and clearly
defined interfaces, which minimize the amount of data transfer and control/event
messaging required between entities. An Integration-matrix with inter-applications
transactions must be defined.
Publish/Subscribe Technology: The EAI uses a publish-subscribe model that consists of
applications that publish information and applications that have subscribed to receiving
information on specific topics of interest. These subscribers can then consume the particular
information they're interested in after the information is published. The advantage of this
publish-subscribe model is that it enables development of loosely coupled, highly flexible
business systems.
Use of Service Bus Technology: The Service Bus concept is essential for Service Orientated
Architectures (such as IBMs SPDE) so services that are exposed by participant applications
can be utilised by others in the framework without them having to supply the same
integration technology. It recognises that the traditional Hub and Spoke architectures are
only one of the integration paradigms and that the web services interface at point of exit
integration paradigm is essential for future Xtranet integration architectures.
Application Integration to Bus via Adaptors: WBI adapters are to be used for integration of
application with the Service Bus, as this minimizes the impact of non-standard interfaces to
the Service Bus. The adaptors are to be built as per the standard adaptor development
framework. These adaptors are part of the common EAI infrastructure. Separation of
Business Process from
Switching Logic: Business Process Logic specific to the application must be localized to the
application itself. A separate common business process choreography infrastructure can be
used for processes that are reused by & common across multiple applications.
However the EAI builds processes that do not belong to applications but happen to relate to
co-ordination of business functions or application interconnection logic.
What all benefits will be obtained with salesforce :
Avoiding point to point connections
Enabling Dynamic Selection of Services
Ensuring Extensibility
Providing Flexibility
23
Giving Support for Event Services
Enabling re-use of Application

24
CONCLUSION
Looking at the global trend of increasing internet users all over the world, Airtel launched its
e-commerce sector for its customers. Internet users all over the world know the power and
ease of using internet. They like to have all their services made available to them on the go.
So understanding the nature of their customers, Airtel made use of e-commerce.
Basically, looking from the customer’s point of view, Airtel launching e-commerce for its
customers is a very impressive and also successful strategy to attract new customers and
retain the existing ones.
The Business related benefits derived from E-commerce by Airtel are1. Airtel.in is the largest telecom website in India.
2. Also, Airtel is the largest service provider for prepaid recharge in India.
3. They are the fourth largest mobile operator in the world.
So clearly, it can be said that Airtel has been successful in accepting e-commerce as their
latest IT solutions strategy.

25

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Implementation of e commerce in airtel

  • 1. E-COMMERCE AND E-BUSINESS BHARTI AIRTEL KARAN BHAIA 221062 NANDINI CHHABRA 221074 NITISH BAWEJA 221080 PANKHURI MAHAJAN 221086 PUNEESH SACHDEVA 221102 RANJEEV DUTTA 221115
  • 2. CONTENTS INTRODUCTION o HISTORY o VISION o PRESENT o STRATEGIES IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS o E-COMMERCE AND E-BUSINESS o NEED FOR IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS IN AIRTEL o CHALLENGES FOR IMPLEMENTATION o IMPLEMENTATION IN AIRTEL  KEY FEATURES  ORACLE E-BUSINESS SUITE o BUSINESS SERVICE(B2B) o CUSTOMER SERVICE (B2C) o BENIFITS OF IMPLEMENTATION 2
  • 3. INTRODUCTION Bharti Airtel Limited, commonly known as Airtel, is an Indian Multinational Telecommunications Services Company headquartered in New Delhi, India. HISTORY In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first in India to offer push-button telephones. Bharti Enterprises went public in 2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange of India. Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004 becoming to the first operator in India to do so. VISION By 2015 Airtel will be the most loved brand, enriching the lives of millions. PRESENT Currently, the company operates in 20 countries across South Asia, Africa, and the Channel Islands. It is the world's fourth largest mobile telecommunications company and the largest cellular service provider in India. Also, Bharti Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. STRATEGIES Airtel is credited with pioneering the business strategy of outsourcing all of its business operations except marketing, sales and finance and building the 'minutes factory' model of low cost and high volumes. Several operators have since copied the strategy. Its network base stations, microwave links, etc. is maintained by Ericsson and Nokia Siemens Network whereas IT support is provided IBM, and transmission maintain towers by another company (Bharti Infratel Ltd. in India). Ericsson agreed for the first time to be paid by the minute for installation and maintenance of their equipment rather than being paid up front, which allowed Airtel to provide low call rates of 1/minute (US$0.02/minute). Its initial corporate structure concentrated on the hierarchy of the operations inside the company as a whole. The structure depicted the corresponding operation/region of different in-charges and it didn't hold anyone responsible for each of its services. So, the company found it better to restructure its corporate hierarchy. The transformed organizational structure has two distinct Customer Business Units (CBU) with clear focus on B2C (Business to Customer) and B2B (Business-to-Business) segments. Bharti Airtel's B2C business unit will comprehensively service the retail consumers, homes and small offices, by combining the erstwhile business units - Mobile, Telemedia, Digital TV, and other emerging businesses (like M-commerce, M-health, M-advertising etc.). The B2C organization will consist of Consumer Business and Market Operations. 3
  • 4. IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS E-COMMERCE AND E-BUSINESS Electronic commerce refers to the industry where the buying and selling of products or services is conducted over electronic media. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. It is generally related to the sales aspect of e-business. Electronic business (or e-business) is the application of information and communication technologies in support of all the activities of business. Basically there is no such difference between the two terms e-business and e-commerce. In fact, e-business incorporates e-commerce plus it includes both the front and back-office applications that form the engine for E-commerce. Hence, e-business is not only buying/selling transactions but the whole traditional business re-defined. How it works? 1. Customer – The person who wishes to buy stuff online. 2. Website – The customer logs in to a merchant website from where he wishes to buy. 3. SSL Certificate - While most data can flow freely, we want to be sure the credit card data is transmitted safely. So it is encrypted as it is sent to keep prying eyes from seeing it. An SSL Certificate is what accomplishes this task. 4. Online Gateway - The gateway is the "middle-man" that allows a website to send data to a merchant (credit card) account. The website sends the credit card data to Authorize.net, who performs a live check on the card and received a charge authorization (or decline). This information is passed back through to the website. Here the example is shown of Authorize.net. 5. Merchant Account - A merchant account allows your business to accept credit cards. Here we are giving example of First Data, Amercia's leading processor, to offer preferred rates to our customers. 4
  • 5. 6. Bank Account - The money to be paid for the transaction is deducted from your bank account! Few Advantages of E-commerce 1. 2. 3. 4. 5. Faster buying/selling of products. Easily and 24/7 available. No requirement for physical set up of the company. Easy to start and manage. Customer’s burden of roaming around the market and buying stuff is less. 5
  • 6. NEED FOR IMPLEMENTATION OF E-COMMERCE AND E-BUSINESS IN AIRTEL Internet The supporting ecosystem for e-Commerce has evolved significantly from what it was a decade ago. Internet is the key to the development of e-Commerce and has become pervasive in daily life. People have come to rely heavily on internet for activities ranging from accessing email and searching for information to keeping in touch with friends. Internet user base has been growing significantly, with an exponential increase in internet usage. This trend has been aided by the increasing PC and broadband penetration, coupled with the declining prices of PCs. Tablets and smartphones have given a new meaning to connectivity and user experience. The adoption of 3G, coupled with the declining prices of smartphones, is expected to further increase internet usage in the country. 180 160 140 120 100 Internet Users 80 Mobile internet users 60 40 20 0 2008 2009 2010 2011 2012 2013 Increased spending power of Indian consumer Annual disposable income per household is expected to increase at a CAGR of 5.1% from 2005 to 2025.The last decade saw high GDP growth in India, leading to enhanced income levels. This helped position India among the fastest-growing consumer markets in the world. Time Usage Time spent by Indians on internet has been increasing over the years. The average time spent online per person per month rose from 12.9 hours in 2006 to 17.4 hours in 2011. It is expected to increase to 21 hours by 2015. 6
  • 7. Frequency of internet usage (2007) 3 12 25 once a month 18 Daily 4-6 times a week 19 23 2-3 Times/Week once a week 2-3 times/month Frequency of internet usage in 2012 7 2 12 28 Once a month Daily 4-6 times/week 27 2-3 times/week 20 once a week 2-3 times/month Increased number of PCs Declining prices of PCs (on the back of technological advances) and increasing disposable income make it affordable for the majority of people to buy PCs, which are now available at a low a price of US$400–500. 7
  • 8. Stock of PCs 160 140 120 100 80 Stock of PCs 60 40 20 0 2006 2011 2012 2013 Payment options increasing The payment landscape in India has evolved considerably. Cash cards have emerged in the market, in addition to credit and debit cards. Direct debit from accounts, electronic wallets and mobile payment are alternative options. The number of internet banking users increased to account for 7% of the total number of bank account holders in 2011 as compared with 1% in 2007.The number of payment gateways in India has also increased, and their charges have come down to 2.5%–3% of transaction value. Authentication requirements for online transactions have been made stringent with the addition of multiple layers including OTPs and two factor authentications. E-Commerce players have also come up with innovative delivery models such as Cash on Delivery(CoD) to overcome challenges associated with online transactions. Mobile payment options are likely to witness increased uptake on the back of the growing mobile subscriber base in India. A leading telecom operator has launched a mobile payment system that allows users to deposit cash in mobile accounts and use it for various transactions through their feature phones without the need for a GPRS-enabled handset or smart phone. … Leading to more consumers buying online Consumers’ attitude to e-Commerce has changed. This is apparent from the growth in the number of users transacting online from 3 million in 2007 to 11 million in 2011. The number is projected to rise to 38 million by 2015. A fast-paced urban lifestyle, dual-income families and parking space constraints at major malls have contributed to this shift in the perception of consumers. 8
  • 9. The shift in internet access points works in the favor of e-Commerce players due to severalreasons: Convenience: Consumers find it more convenient to access the internet and shop from the comfort of their homes. They have the option of considering alternatives before making awell-informed purchase. Security: Internet access from home enables users to overcome their concerns about datasecurity, which posed a challenge at cybercafés. Consumer analysis: Online shopping helps e-Commerce players better analyze the shoppingbehavior of individual customers through the use of cookies and by tracking IP addresses Reach More Customers  When Bharti had started out operations (1995), the whole system was manual  Only 40 percent of the customer issues were getting resolved  Were not meeting the customer’s expectations  Customer loyalty was a major concern.  Had many local players (dealers, vendors etc)  Had huge issues in meeting the demands of the growing customer base.  Were not able to centralize the services and give a common brand experience.  Was hard to service customers across sectors.  Not able to recharge amounts anywhere in India. One had to carry scratch cards.  Not able to pay bills anywhere in India  Low customer retention  Hutch’s (now Vodafone) customer service was rated far superior The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1 million mark in 2002 Market forces Corporations are encouraged to use e-commerce in marketing and promotion to capture international markets, both big and small. The Internet is likewise used as a medium for enhanced customer service and support. It is a lot easier for companies to provide their target consumers with more detailed product and service information using the Internet. Airtel Money Customers were demanding services like paying bills from home whether it be electricity bill, water bill, send money to family & friends, recharge your prepaid mobile & digital TV, pay mobile / utility bills, book movie tickets, pay for your shopping (both at shops & online) and much more with airtel money. In simple words, airtel money is an account on your mobile phone. You can now deposit money (called 'loading cash') on to your airtel money account and use this balance to pay for various products & services through a simple menu on your phone. So these demands of customers made airtel to bring these applications. 9
  • 10. CHALLENGES OF IMPLEMENTATION Early implementation: the process of change in this first implementation involved more than just the realisation of an idea. This implementation was, in its time, considered tobe at the “bleeding edge” of electronic trading and the company gained significant advantage from the “first mover” effect . A number of issues were identified as significant in affecting this project both positively and negatively, and included lack of management support, lack of technical knowledge and support. The biggest challenge for the company was servicing its debt. The financial pressure is expected to increase in the coming years. Another challenge faced by Bharti Airtel in the past two years include hyper competition, a difficult regulatory environment, falling margins and a decline in almost all operational metrics. The entry of new players in the market in 2008 led to a price war and incumbents like Bharti were forced to offer services at rock-bottom prices. While low-cost mobile services resulted in subscriber growth, the operating margins slid significantly. The cut-throat competition in the last two to three years has impacted incumbent players. The company has been losing market share to its peers. Competitors such as Vodafone India and Idea Cellular have been registering stronger financials as well as net subscriber additions over the past several quarters. 10
  • 11. IMPLEMENTATION KEY FEATURES Airtel uses Oracle’s E-business Suite for both its B2B and B2C servies. Oracle E-Business Suite is the most comprehensive suite of integrated, global business applications that enable organisations to make better decisions, reduce costs and increase performance. The application is used 24x7 by the contact centres located at various geographic locations. IBM, who handles IT for Bharti Airtel, engaged Oracle Advanced Consulting Services as a partner for design and Implementation of Oracle E-Business Suite for Bharti Airtel. The users retrieve reports from the CRM system using Oracle Discoverer. Users of these reports prefer that they be as up-to-date as possible - ideally available in real time. However, because of the overhead that it would create on the production system, online reporting is discouraged, and materialized views are used instead. Because these materialized views involve complex joins, they cannot be incrementally maintained. The business requirement of online reports (current time minus one hour) has been very difficult to achieve. There are three steps to the streams replication process - Capture, Propagation, and Apply. The implementation was based on the consideration that Oracle ACS, in conjunction with Bharti Airtel, needed to resolve downstream capture and number of capture. Also, application of processes had to be determined depending on the number of objects being replicated. Supplemental Logging is another prerequisite that need to be carried out on the source (production) database. After implementing Oracle Streams, Bharti needed to monitor performance of the new environment and tune the capture and apply processes as needed on the downstream database to achieve optimal performance. 11
  • 12. ORACLE E-BUSINESS SUITE Oracle E-Business Suite (also known as Applications/Apps or EB-Suite/EBS) consists of a collection of enterprise resource planning (ERP), customer relations management (CRM), and supply-chain management (SCM) computer applications either developed or acquired by Oracle. The software utilizes Oracle's core Oracle relational database management system technology. The E-Business Suite (current version: 12.1) contains several product lines, including: Oracle CRM Oracle Financials Oracle HRMS Oracle Mobile Supply Chain Applications Oracle Order Management Oracle Procurement Oracle Project Portfolio Management Oracle Quotes Oracle Transportation Management Oracle Warehouse Management Systems Oracle Inventory Oracle Enterprise Asset Management Each product comprises several modules, each separately licensed 12
  • 13. BUSINESS SERVICES (B2B) In 2012, Bharti Airtel, refreshed its B2B business as Airtel Business. It now reinforces its commitment of delivering innovative business solutions and a superior brand experience to all its small and large enterprises across the world. Airtel business aims at unleashing the human potential of any business by providing enhanced empowerment to the employees through its wide array of products and solutions – creating more smiles per cubicle. Airtel Business offers network infrastructure, integration & management with a combination of cutting edge global network infrastructure, technical skills and world-class services through a consultative approach. They have moved from offering just Core carriage to Managed & Cloud services in order to create value for our customers. Airtel business offers a wide portfolio of services that cater to the needs of businesses across vertical includingM&D IT ITES Government FMCG BFSI Media. B2B FACTFILE TOTAL NETWORK COUNTRIES CONTINENTS CUSTOMER BASE 225,000 kms 50 5 Over 450 carriers and service providers Over the last 4-5 years, the company has invested over $500mn in next generation cable systems. It‘s globe spanning submarine cable assets offer the necessary diversity, increased redundancy and network resilience to the customers. These investments support an integrated suite of world class global and local connectivity solutions spanning voice and data, including IPLC, Ethernet, IP transit, managed MPLS services, voice termination services and carrier outsourcing solutions. Airtel buisness also offers digital media services, a centralized online media management and distribution platform akin to a media exchange linking all the content owners, production facilities and screens enabling them to store , forward, share & trade multi versions of produced content to multiple platforms across the globe. 13
  • 14. USERS EMERGING BUSINESS OFFICE 365 o Airtel has joined hands with Microsoft to provide collaborative services to its customers o State of the art services to help businesses communicate and collaborate better. o There are options available for different sized businesses and for individuals based on the needs. ERP SOLUTIONS o Airtel offers cloud ERP services, airtel ERP which has been powered by RAMCO. Being a cloud service it has many advantages. CRM Management o Airtel offers pay as you go CRM services. A lot of options are available in order to benefit its customer. VoIP o Airtels exclusive MPLS network allows users to make calls across the globe at cheaper rates. o The IP network is used instead of the traditional networks. ENTERPRISE AND GOVERNMENT MOBILE APPLICATION TOOLS FOR ENTERPRISE o Mobile Application Tool for Enterprise (MATE); a unique mobile application tool that provides end-to-end solutions to access business applications over a secured wireless channel. CONNECTIVITY SOLUTIONS o Comprehensive solutions for network connectivity with the efficient, scalable and reliable MPLS solutions. 3G FOR BUSINESS o World class 3G network capable of producing broadband like speeds. LOCATION BASED APPLICATIONS o Offers location based services of three types  TRACEMATE  VEHICLE TRACEMATE  EMPLOYEE TRACEMATE INTEGRATED MANAGED SOLUTIONS 14
  • 15. GLOBAL SERVICES GLOBAL VOICE o Airtel is one of the largest carriers of international voice in Asia. o Airtel provides a comprehensive portfolio of services which to deliver high quality of voice services. o Number 1 international long distance operator in India. GLOBAL DATA o Billions of dollars invested in a world class network across the globe. o Has partnered with leading global carriers and technology. o Varied solutions from transmission services to IP Transit to satellite services. SIGNALING o International SCCP (Signalling Connection Control Part) Transport Service provides the connectivity that enables roaming and messaging between a MNO and its international roaming partner and adds to their revenue growth. o Secured STP. MESSAGE HUB o Only message hub in India with connectivity to all users. o GSMA compliant message hub. o Ensures proper routing, billing and settlement of SMS messages post number portability. GLOBAL SATCOM SOLUTION o Reliable network connectivity to run mission critical applications. o Supports video, audio and video applications on demand. o Both domestic and global satellite services offered. BUSINESS PROCESS (B2B FOR ORDER PLACEMENT) The Airtel business process for order placement can be divided into four segments1) 2) 3) 4) Order Processing Network Provisioning Billing Sales Tracking 15
  • 16. CUSTOMER SERVICES BILL PAYMENT o Customers can pay their mobile bills, fixedline and broadband bills as well as can recharge their prepaid connections and digital TV online. o Ease to customers. ONLINE CUSTOMER SUPPORT o Apart from providing customer support through a toll free number, customer can arrange for a help online. One can report the problem through website and the company will revert back to you within 24 hours. SHOP o Airtel's online shop offers products and services like mobile phones, mobile and broadband plans, Digital TV services etc. o Airtel has launched its new e-commerce portal, called Airtel Shop, which will offer deals on mobile handsets, digital TV, and broadband connections at http://shop.airtel.com. o Users will be able to buy Airtel plans for mobile, broadband , get Airtel money and DTH service through the website. AIRTEL MONEY o Airtel has started a new M-commerce platform called Airtel Money in collaboration with Infosys and Smart Trust. o Using Airtel Money, users can transfer money, pay bills and perform other financial transactions directly on the mobile phone. AIRTEL LIVE OFFERS o o MOBILE TV helps you to watch bollywood movies and TV shows anytime, anywhere on your mobile . CALL MANAGER helps you to manage your incoming calls by blocking unwanted callers & selecting your busy profile. BUSINESS PROCESS (B2C FOR ORDER PLACEMENT) 1) Order Processing 2) Billing 3) Sales Tracking 16
  • 17. BENIFITS FROM IMPLEMENTATION 1. By Implementing in B2C Customer satisfaction by providing quick response through online customer support. Understanding the requirements and need of a customer by providing Airtel live offers which resulted in increase in the number of users. Increased Revenue generation by providing Airtel shop so that customers can get access to on demand music, video etc and are able to purchase Airtel DTH and mobile phones. Reduction in customer service cost (reduced call volumes to call centers). Improved service delivery to customers, especially for mobile and broadband segments. The company’s mobile money initiative – Bharti Airtel Money – has generated a positive response in the 15 countries where it has been launched. This prepaid mobile wallet allows users to make bill payments, book e-tickets, undertake online shopping and money transfers, etc. through their handsets. The service is emerging as an important tool to financially empower rural customers. Going forward, the operator can provide payment services to India’s unbanked millions through this platform. It recently inaugurated a network experience centre, which merges network monitoring and customer experience management. The facility has a 3,600 square feet video-wall, which monitors and analyses the company’s network operations and presents them in a unified video view. 2. By Implementing in B2B Bharti Airtel, a leading global telecommunications company with operations in 20 countries across Asia and Africa has refreshed its B2B business as airtel business. With this new identity, airtel business reinforces its commitment of delivering innovative business solutions and a superior brand experience to all its large & small enterprises, government and carrier customers across the globe. Extra value: End-to-end solutions from one technology partner to another . Extra edge: Airtel connectivity bundled with Office 365 brings extra productivity gains for your organization. Give customers an edge over its competitors by providing international calls and conference calls at lower cost. Bharti Airtel has also been focusing on its enterprise customers to increase revenues. This business division will focus on delivering efficient cloud-based solutions, data centre services, managed video offerings, etc. Managed video services Bharti Airtel claims to be the first and the earliest telco to get into the managed-video-service space, where it aims to utilize the customer endpoints, which could be a tablet, handset, desktop or a studio. 17
  • 18. Improved Cloud services Airtel has moved from offering just Core carriage to Managed & Cloud services in order to create value for our customers. The new identity for B2B encapsulates this ethos and gives us an opportunity to present a single, powerful & unified face to our customers, across the globe. Last mile connectivity The portfolio of MPLS and IP services helps its customers in keeping mission critical applications running and in managing the flow of information across the globe .The company has invested over $500mn in next generation cable systems. These investments support an integrated suite of world class global and local connectivity solutions spanning voice and data, including IPLC, Ethernet, IP transit, managed MPLS services, voice termination services and carrier outsourcing solutions. 18
  • 19. COMPARISON WITH OTHER COMPANIES IN THE INDUSTRY 19
  • 20. FUTURE PLANS M-COMMERCE Airtel has smartly used a new term, M commerce, for its e business module via handheld devices. B2B FEAURES Government Airtel is in talk with government agencies , to work on project for tax collection via m commerce app for far flung areas that do not have bank facilities in their region. Banking & financial institutions Rural India, which houses 70 percent of the country’s population, has access to only 30 percent of the country’s bank branches, 24 percent of any type of banking point-of-sales, and a measly 5 percent of India’s ATMs . Airtel is working with bank and financial institutes for incorporating features such as insurance, money transfer etc in its m commerce forte. B2C FEATURES Airtel money mall Airtel money will play a transformational role in accelerating mobile based commerce in India. This will potentially change the way India transacts, especially as it provides unmatched reach and convenience. airtel money is now further extending the availability to deeper pockets of the country, to make a significant impact on the lives of millions. e.g. customers will be able to easily repay loans, contribute to pension plans, save money, send money and transact conveniently without leaving their villages. Besides, innovative cash management systems will also be available for the industry, further increasing their efficiency and effectiveness. Airtel launches mobile-based service for power bill payments Airtel M Commerce Services Ltd (AMSL) launched a mobile phone service for paying electricity bills by consumers of North Bihar Power Distribution Company Ltd (NBPDCL). Consumers of 21 districts of north Bihar can pay their electricity bill through Airtel money by typing *400# and sending the message through their mobile phones or AMSL distributors located in towns and rural areas. The Electricity Minister Bijendra Prasad Yadav, Bihar State Power Holding Corporation Ltd (BSPHCL) CMD Sandeep Poundrik, NBPDCL Managing Director Sanjay Agrawal and Bharti 20
  • 21. Airtel Senior Vice-President (Sales and Marketing 0f Bihar and Jharkhand), M P Deepu were present on the occasion of the launch of the facility. Agarwal had signed an agreement with the Airtel subsidiary company for providing mobile phone service for payment of electricity bills by consumers in north Bihar a couple of months ago. Speaking on the occasion, the Electricity Minister exuded confidence that Bihar government would fulfil its promise to improve power supply in Bihar by making available about 5000 MW electricity by 2015. The availability of power was not a matter of concern for the government, but transmission and distribution infrastructure remained an issue though measures were being taken to ensure that electricity reach the consumers through network of transmission lines, Yadav said. On the mobile phone payment facility for electricity bills, he said consumers will be able to save time by using it. RECCOMENDATIONS 21
  • 22. Entire e-business or e-commerce for airtel can be segmented in four parts: 1) 2) 3) 4) Order processing Network provisioning Billing Sales tracking Currently airtel is facing certain challenges within the segments and while integrating these segments. Recommendations for order fulfilment process Currently airtel is using e-crm provided by oracle e-business suite Several challenges that Bharti Airtel faces in this process are as follows : There isn’t a separation of selling view and provisioning view in the legacy systems The translation from selling view to provisioning view involve manual steps Many aspects of the logic are currently discretionary leaving room for human errors There is a non-standard process for order fulfilment across circles and across products The processes involved various manual steps/checks which led to high turnaround time Many non-rule driven processes led to failures in Billing/Provisioning The system did no meet eTOM standards. So airtel has decided to slowly and gradually incorporate IB2B for order processing. This will help them to come up with order decomposition process. With the implementation of the Order Decomposition process, Bharti Airtel will able to derive the following benefits: Process automation and standardization for consistent customer experience across organizational touch points Faster and automated execution of the customer order Increased customer satisfaction Reduction in customer service cost (reduced call volumes to call centers) Activation TAT (% activation within 4 hours improved from an average of 75% to an average of more than 90%) Near real-time processing of Barring / Resumption orders 22
  • 23. Recommendations for integrating applications and technology Currently they are using EAI(enterprise adapter interface) , but they are planning to move on to saleforce. As there customer base is increasing at high rate, they are finding it difficult to ensure high availability, assured delivery, scalability, security across all the telecom circles. They can work upon following areas : Minimize Domain Interaction: Functionality and data must be clustered in order to keep the number of interfaces to a minimum. The architecture should have simple and clearly defined interfaces, which minimize the amount of data transfer and control/event messaging required between entities. An Integration-matrix with inter-applications transactions must be defined. Publish/Subscribe Technology: The EAI uses a publish-subscribe model that consists of applications that publish information and applications that have subscribed to receiving information on specific topics of interest. These subscribers can then consume the particular information they're interested in after the information is published. The advantage of this publish-subscribe model is that it enables development of loosely coupled, highly flexible business systems. Use of Service Bus Technology: The Service Bus concept is essential for Service Orientated Architectures (such as IBMs SPDE) so services that are exposed by participant applications can be utilised by others in the framework without them having to supply the same integration technology. It recognises that the traditional Hub and Spoke architectures are only one of the integration paradigms and that the web services interface at point of exit integration paradigm is essential for future Xtranet integration architectures. Application Integration to Bus via Adaptors: WBI adapters are to be used for integration of application with the Service Bus, as this minimizes the impact of non-standard interfaces to the Service Bus. The adaptors are to be built as per the standard adaptor development framework. These adaptors are part of the common EAI infrastructure. Separation of Business Process from Switching Logic: Business Process Logic specific to the application must be localized to the application itself. A separate common business process choreography infrastructure can be used for processes that are reused by & common across multiple applications. However the EAI builds processes that do not belong to applications but happen to relate to co-ordination of business functions or application interconnection logic. What all benefits will be obtained with salesforce : Avoiding point to point connections Enabling Dynamic Selection of Services Ensuring Extensibility Providing Flexibility 23
  • 24. Giving Support for Event Services Enabling re-use of Application 24
  • 25. CONCLUSION Looking at the global trend of increasing internet users all over the world, Airtel launched its e-commerce sector for its customers. Internet users all over the world know the power and ease of using internet. They like to have all their services made available to them on the go. So understanding the nature of their customers, Airtel made use of e-commerce. Basically, looking from the customer’s point of view, Airtel launching e-commerce for its customers is a very impressive and also successful strategy to attract new customers and retain the existing ones. The Business related benefits derived from E-commerce by Airtel are1. Airtel.in is the largest telecom website in India. 2. Also, Airtel is the largest service provider for prepaid recharge in India. 3. They are the fourth largest mobile operator in the world. So clearly, it can be said that Airtel has been successful in accepting e-commerce as their latest IT solutions strategy. 25