Mobile number portability (MNP) allows mobile subscribers in India to change their service provider while retaining their existing phone number. The document discusses how MNP benefits consumers by making it easier to switch providers for better plans or service without changing their number. It also provides details on the MNP process, including how porting requests are handled through a central reference database and the timeline of 4-6 days for a number to be ported to a new provider. Mobile operators are expected to utilize more aggressive advertising strategies under MNP to attract customers from other networks to migrate to their network.

1. STRIKER
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3.  Mobile Number portability (MNP)
 Mobile subscribers enables to change their
service providers, their location without having
to change their existing phone numbers.
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4.  Mobile consumers find it hard to move from one
network operator to another with a better plan, unless they
are ready to change their old mobile number and update all
their contacts with the new number. The result is
consumers often stick to one operator even if they are
dissatisfied with plans or customer service.
Now, with the launch of MNP, consumers can easily
switch between operators offering different plans while
retaining their old number.
(A recent survey by Aegis Consulting and Research shows
that Indians have been waiting for this feature and have
much to gain with the launch of MNP.)
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5. operator
service
Location
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6.  Service Provider Portability is the ability of end users to
retain existing directory numbers at the same location as they
change from one service provider to another
 Location Portability is the ability of users of
telecommunications services to retain existing directory
numbers without impairment of quality, reliability, or
convenience when moving from one physical location to
another. In this case, a given telephone number could be
associated with any network termination device, independent
of location.
 Operator Portability is the ability of end users to retain
existing directory numbers at the same location as they
change from one Operator to another
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7.  Service Platform
 Server
 Central Reference Database(CRDB)
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8.  Reference database for the ported numbers
• Storage of present and historical information related to
ported numbers
 Message relay
• porting confirmations
• porting requests
 Message Validation
• Message order and parameter contents are validated
before relayed or broadcast.
 Message Flow Control
• flow of administrative messages between the service
providers and network operators connected to the
CRDB.
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9. 1. ALL-CALL-QUERY METHOD
 The originating network first checks the
location of the dialed number in the central
database and then routes the call directly to the
recipient network (the network where a
number is located after being ported).
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10. 2. QUERY-ON-RELEASE
 The originating network first checks the status of
the dialed number with the donor network (the
initial network where the number was located
before ported).
 The donor network returns a message to the
originating network identifying whether the
number has been ported or not.
 The originating network then queries the central
database to obtain the information regarding the
recipient network and routes the call directly to the
recipient network.
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12.  3.ONWARD ROUTING (CALL FORWARDING).
 Originating network connects to the donor network.
If the dialed number has been ported, the donor
network itself routes the call to the recipient
network.
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13.  Once into the new SP-B, the customer can‟t
move out and retain the number at the same
time for the next three months.
 The entire process may take more than 4 days
to a maximum of 6 days.
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14.  The process works as follows -
 A customer who has a mobile number connection
active for three months (90 days) with Service Provider
SP-A, wants to use new service from Service provider
SP-B. They want to retain her current mobile number.
 They have go to the SP-B. Fills up forms, giving him
enough details.
 SP-B goes to the central agency. Either with one request
or with bulk of them. Queries for more details. This
process is known as “Dipping”. The customer can be
charged for this. The dipping charge may not be more
than Rs 19 per request per customer.
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15. 5 Recipient Service
Donor Service port request Provider
Provider
request response
6
3
Inform & Issue Porting Authorisation Code (PAC)
Negotiate
2
1
request Approach with
PAC Dealer
4
Subscriber
7
respond to
port request
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16. 0perator Mobile Advertising Strategies with
MNP
 Without MNP, operators were mainly able to
target a limited audience who were getting a new
number. Migration opportunity was smaller and
ROI harder to achieve using any advertising
approach including mobile advertising. With the
launch of MNP, the entire population of mobile
users are now open to every operator; hence
demand for better advertising and marketing is a
reality under MNP.
 It is evident that operators with better choices
and offers will benefit from this new reality.
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17.  Idea Cellular Ltd. ran an aggressive television
campaign asking people to “Get Idea”. The
concept behind this was to call out the
differentiators that Idea was offering.
 Vodafone India took a more inclusive approach by
„welcoming everybody‟. With the „Everybody‟s
welcome‟ tagline, Vodafone has taken a more
confident, leadership approach relying on a
friendly, likeable tone to the advertising.
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18.  Tata DoCoMo went with an aggressive mobile
Twitter campaign and also initiated a hash tag
campaign named #switch2TataDoCoMo,
which it inserted into all its tweets on MNP. A
typical tweet by the company read, “If your
looking to switch then ensure its to a #3G
ready network, who believes in cool offers..
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19. 1.Target Competitive Network
 a. Plain Targeting: Push your campaigns to
attract customers from other networks to
migrate to your network. Create awareness
about your attractive tariff plans
 b. Survey: Understand what it would take to
attract a specific category of users. Get to know
what they don‟t like about their network and
customize a plan, which migrates them to your
network
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20.  c. Incentive Buying: Push discount coupons,
instant gratification, additional memberships and
tell them about your loyalty programs for quick
registrations / enquiries to migrate to your
network. If somebody registers then announce the
same through their facebook page by linking
online registration forms to social networks
 d. Handset targeting: Intercept all the 3G enabled
phones in other networks and inform them about
your offers to increase migration to your own
network
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21. 2. Leverage your own network
 a. Refer a friend: Request your own subscribers to
refer their friends and give instant gratification like
CUG calls among all friends of the user who
migrates from another network to your network
 b. Feedback: Get to know the feedback on your
network from your existing users. What they don‟t
like or like about your network. This will help the
operator in improving services and get to the facts
that can be used for brand communications.
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22. 3. Utilize Mobile Effectively
 a. Calls to Action: Mobile offers a wide range of
calls to action such as Click to Call, Click to SMS,
Click to Video etc.
 b. Creative Banners: The creative banners
available on mobile are far superior to the ones
available on traditional media. Your campaign
banners can be of different sizes to best suit the
phone it is displayed on, can have animations on
it, can be a full screen ad before an application
loads etc. Ensure that you work all these options
into your ad campaigns
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23.  BENEFIT OF MNP IN INDIA TO USERS:
• will not have to change the number .
• save money by having the best plan you like.
 BENEFIT OF MNP IN INDIA TO OPERATORS:
• Savings in expenses for reserving a number-series:
• Less struggle for newcomers:
 BENEFIT OF MNP IN INDIA TO GOVERNMENT:
• More competition means more revenue
• More investment in market:
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24.  The switching from one operator to another
requires you to pay Rs.19
 You still have to follow the same old procedure
of going to a shop, getting a new SIM
 It takes time for the switch to take place.
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25.  Technology change
 More competition with other companies
 Underlying network changes
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26.  The future seems to be bright for this
technology in India.
 According to the government statistics, about
68% of all mobile customers change their
mobile phone number at least once in a year.
 When Mobile Number Portability in India is
complete, the number will drop significantly
and only those people will change the numbers
who really want to disconnect the mobile
service
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27.  The MNP process is relatively new to India but
holds lots of scope.
 With the revolution of mobile telephony sector in
India, the subscriber base has grown by leaps and
bounds over the past decade.
 It can also lead to lots of errors like customer
dissatisfaction, misalignment between the old and
new service operator, loss of revenue and negative
publicity. Hence proper infrastructure needs to be
in place for it starts in India.
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28. Query……?
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