This document analyzes customer perceptions of Reliance Net Connect devices in Visakhapatnam. It finds that while Reliance was initially the leader, Tata Photon+ has now gained market share. Customers cite speed as the primary purchase factor but many are dissatisfied with speeds. The document recommends that Reliance focus on rural areas, highlight utility value for new and existing customers, lower prices through economies of scale, and differentiate products to remain competitive against growing 3G options.

1. a case study of visakhapatnam
Submitted by
Rajesh. A
MBA – 3RD TRIM
1225110102

2.  Internet is a fast growing tool
 Offers opportunities for people & businesses
 Rapid changes in technology
 Leads to better infrastructure capacities
 Faster speeds and lower costs
 IntenseCompetition
 GSM vs CDMA

3.  AIM
to know the customer perception towards the use of
Reliance Net Connect devices
 OBJECTIVE
 to analyse customer tastes & preferences
 the customer satisfaction levels of Reliance Net Connect
 competitors in market
▪ MTS MBlaze &Tata Photon in the CDMA category
▪ IDEA,AIRTEL & BSNL in the 3G GSMCategory.

4.  Geographical- Visakhapatnam &
suburbs
 Primary focus – CDMA USB Net
Connector devices

5.  Anil Dhirubhai Ambani Group (ADAG)- India’s top
3 pvt sector businesshouses in terms of net worth
 RCOM - India's largest private sector information &
CommunicationsCo.
 over 100 million subscribers
 pan-India, Optical Fibre network for convergence
 distribution of power (Reliance Infrastructure
Limited)., financial services (Reliance Capital Ltd)

6.  By 2015, be amongst the top 3 most
valued Indian companies, providing
Information, Communication &
Entertainment services, and being
the industry benchmark in Customer
Experience, Employee Centricity and
Innovation.

8.  Wireless broadband for laptops and desktops
 SPEED - Download speeds up to 3.1 Mbps and
upload speeds up to 1.8 Mbps
 MOBILITY – Access Internet anywhere anytime.
Simply plug and play
 COVERAGE - Connectivity across 24,000 towns
and 6 lacs villages, as well as along major highways,
railway routes, airport lounges and remote locations
in India

9.  Limited to CDMA sims
 3G has open market solutions
 Speed cap of 3.1 Mbps
 Advertised 3.1 mbps on limited cities only (1.5
to 2 mbps practically)
 Other places it’s only 144 Kbps(Basic CDMA
1X network)

10. helps the organization to deliver
the desired level of service
to set
benchmarks
& standards.
determine the
factors
responsible for
increase in
customer
expectations.
differentiate
between
realistic &
unrealistic
customer
expectations.

11.  PRIMARY DATA
 SAMPLE SIZE – 100
 Areas covered –Vizag, Gajuwaka,
Gopalapatnam
 KRO’s 20
 Chain stores 30
 Secondary outets 50
 Direct Sales Outlets 10
 100

12.  Handsets
 Data cards
 PromotionalVisibility
RELIANCE MTS TATA GSM
491 761 408 18635
RELIANCE MTS TATA GSM
120 210 60 35
RELIANCE MTS TATA GSM
532 585 144 1573

13. 30
35
25
10
Market Share
Reliance Netconnect +
Tata Photon+
MTS Mblaze
Others

14.  Sample size – 100 respondents
 Sample universe – visakhapatnam
 Type of sampling – judgemental
 Method of data collection – questionnaire
SAMPLE: Which broad band net connector are you using ?
Response Frequency Percentage
Reliance Netconnect+ 40 40
Tata Photon+ 50 50
MTS MBlaze 7 7
others 3 3

15.  Reliance Communications, has lost the early mover
advantage losing its market leader status toTATA Photon+
 72% of all respondents said speed is a primary determinant
to buy a USB Net Connector
72
3
25
Determinants to buy
Speed
Ease of use
Economy

16.  60% of respondents were not satisfied with the
speeds of their USB Net Connectors.
0
5
10
15
20
25
30
Reliance
Netconnect+
Tata Photon+ MTS Mblaze Others
Satisfied
Not satisfied

17.  54% of respondents expressed a desire to
shift to another Service Provider
43
54
3
Satisfied with current ISP
Satisfied
Not satisfied
Neutral

18.  Reliance Communications should focus on emerging
markets especially in rural areas where its infrastructure
gives it an edge over others.
 Focus on marketing & awareness programmes to show the
utility value of a USB Net Connector for first time buyers
 Focussing on existing wired Broadband customers especially
business people to show the utility value of USB net
Connector as an additional device to be used while
travelling.
 Trying to achieve Economies of scale to bring tariff rates
down further to be more competitive.

19.  Reliance should try to expand its prepaid user base
by poaching subscribers fromTATA, MTS by offering
better tariffs and schemes as this is a intensely
competitive area.
 To ensure product differentiation by adopting unique
designs, colours and features like memory card
slots, wi-fi routers etc to target specific segments of
markets like youth, office goers, business men etc.
 Offer additional roaming benefits especially
international roaming features for business travellers.

20.  Marginal product difference between
Reliance Netconnect+ and its competition.
 The speeds are not comparable to the
speeds of fixed landline based broadband
providers.

21.  However Reliance Communication has
several advantages over its competitors
Ready availability of
Infrastructure
Capital Infusion capacity
Strong Pan-India presence
of distribution channels

22. The competition from 3G based service
providers is negligible today
• but it will increase in future
bring down prices, increase speeds and provide
qualitative features like designs, colours etc
• ensure product differentiation and diversification which
will be the major success determinants in future