Convergence india 2012


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Convergence india 2012

  1. 1. Data services and customer experienceVenue: Pragati MaidanDate: 21 - 23 March 2012
  2. 2. 2 PwC
  3. 3. ContentsIntroduction 4Customer experience 5Current scenario 6The ecosystem for data services 11Enhancing customer experience – Challenges 14How to improve the customer experience 16Glossary 20 Data services and customer experience 3
  4. 4. Introduction According to the latest data released by will be introduced later this year. Thus, the the Telecom Regulatory Authority of India adoption of high speed data services can (TRAI), by the end of December 2011, the turn out to be a prolonged battle rather than country’s mobile telephone subscriber churning out quick gains. This has proved base increased to 893.84 million. The high that it is not just about faster data speeds but teledensity in urban areas has shifted the building an ecosystem which can provide focus on rural areas to maintain the number customised experiences to consumers. In of subscriber additions per month. Voice this white paper, we look at the challenges revenues tend to plateau as the number of in adoption of the data and vas service in subscriber additions moderate. With call India and how service providers can focus charges at an all time low it is unlikely for on increasing customer satisfaction. users to increase the number of outgoing PwC is delighted to be a partner to the voice calls no matter what plan, promotion 20th Convergence India 2012 event. As or pricing is used. Besides, rural subscribers an introduction to the issues which will have a low ARPU. This makes it imperative be covered in the proceedings, it gives for the Indian telcos to look for additional us great pleasure to introduce the key sources of revenues. Introduction of the new topics of driving the Customer Experience VAS services is a right step in this direction. in telecoms and the Ecosystem for Data The advent of 3G services and improved Services in these next few sections. data speeds (lack of which was seen as Customer Experience is probably the key a detriment to faster adoption of data concern today of the Chief Marketing services) was expected to change the Officer, with the convergence of device, landscape of data services. However, this service and network to a level never inflection point did not turn the way it was seen before. The implications will expected. While 3G created a huge buzz, spread from customer experience as we its adoption was not met with the same know it, to related areas, such as retail, zeal. Besides, the service providers are and distribution. We will be releasing looking forward to the 4G services which provocative thinking on these topics in the near future.4 PwC
  5. 5. Customer experience The TM Forum defines customer experience Increasing consumer experience acts or consumer experience as, “The result as a differentiating factor for the telcos of the sum of observations, perceptions, and provides them with a sustainable thoughts and feelings arising from competitive advantage over competitors. An interactions and relationships between organisation can have product or services customers and their service provider(s).”1 providing different levels of consumer experience. E.g., in the BFSI industry, a Consumer experience arises from touch bank can be highly renowned for their points i.e., what a consumer experiences services in retail banking but commercial from the start till the end of using a product banking services may not be equally good. or service. It is not limited to the experience As each product or service has its own but also involves how the product or service individual characteristics, they also have was delivered. In fact, all products or core their own set of challenges in meeting the service are enveloped by an additional required level of consumer experience. This service delivery layer which covers areas is particularly the case between voice and such as sales management (pricing and sales data services. Data services provide rich channel), billing management, receivable multimedia applications and require high management (collections and disputes) and level of consumer interaction during service customer care functions. consumption. As mobile is a new platform, consumers may give some leeway to service operators for poor quality of experience.Layers of customer experience However, this will not last as consumer demands for data service picks up, the demand for a better experience of using these services will also increase. Receivable Before delving on the unique challengesCore product management of providing consumer experience for data or service services in India, we need to look at how the country’s data services market is shaping up. A high potential demand should not only encourage the telcos to increase the bouquet Product or of data services but also the customer Billing Sales service consumption satisfaction associated with these services. management management Customer care function Service delivery envelope 1 html?linkid=37898docid=12601 Data services and customer experience 5
  6. 6. Current scenario The Indian telecommunication sector Decline in the ARPU has attracted telecommunication service providers from around the world. For the past two years (Sept 09 - to - Sept With 893 million2 plus subscribers and 11) average revenues per users have been counting and the country’s subscriber steadily declining in the Indian telecom data usage picking up, there are immense sector for GSM (around 43%) and CDMA opportunities for global service providers. (20%) subscribers. This is primarily due to The evolving ecosystem for data services the falling call charges which are one of the presents opportunities for innovations cheapest in the world. However, the minutes and entrepreneurship. However, amidst of its usage have shown downward trend in all this, telcos tend to lose focus on the the same period (falling by 22% for GSM most important thing-the consumer. and 25%for CDMA). This shows that there With multiple channels available, only is a limit to which users can increase their an enriching experience will make the talk-time. consumer choose mobile as his preferred choice of communication. 2 upload/PressReleases/869/PR-Dec-11.pdf Average revenue trend per user each month (in INR) Source: TRAI Minutes of usage per subscriber each month Source: TRAI6 PwC
  7. 7. Increase in the subscriber base rural teledensity which reduced to 4.40 Currently, as per the TRAI data, the times in Dec11. While urban markets are number of subscriber additions is strong nearing saturation, good potential still (around 142 million wireless subscribers exists in rural teledensities. We believe were added in 2011 alone, an increase of that majority of the subscriber additions 19%). This trend is likely to continue in will occur in category B and C cities along 2012. Even though the overall teledensity with rural areas. has reached to around 74% (December However, subscribers in these areas have a 2011) there still exists a significant amount lower ARPU and it is unlikely to go up. As of untapped potential the prospect of significant increase in call Both rural and urban teledensities have prices seems bleak (due to the competitive risen in the last two years. The urban intensity), service providers should gain teledensity has increased from 103.2 to a comparative data service advantage on 161.01 (a growth rate of 56% from Dec which they can command a premium and 09-to-Dec11), while rural teledensity has higher profit margins. We believe that with risen from 19.95 to 36.56 (a growth rate of increasing teledensities mobile phones 83% in the same period). However, there have become one of the most pervasive still remains a large divide between the commodities. This offers opportunities urban and rural teledensities. In Dec 09, to provide different types of services to the urban teledensity was 5.17 times the consumers and new revenue streams to service providers.Number of wireless subscribers (in millions)Source: TRAI Data services and customer experience 7
  8. 8. Teledensity in India Urban and rural percentage share Source: TRAI Low non-voice revenue share of more services under 3G and (soon to be The contribution of non-voice to overall launched) 4G technology. The challenge revenues for the Indian service providers remains in understanding which services is 11%-to-13% which is significantly less will find success in the Indian market. than the developed countries (it reaches This can be achieved by having a deep up to 30%). Even in China the contribution understanding of the needs and behaviours of non-voice revenues is 27%. This gap is of the Indian subscribers. expected to be bridged with the introduction Non-voice revenues (% of overall mobile revenues) Source: TRAI8 PwC
  9. 9. Increase in data speed for services such as video streaming, apps Data speeds have increased with the or transaction the emphasis is more on introduction of 3G services and is set to experience than just data theoretical speed increase further with the introduction of 4G rates. Higher speeds enable but do not in India. The speed of 3G and 4G depends ensure better consumer experience which significantly on the type of networks may be reduced due to other factors. Telcos being set up by the service providers. needs to focus on this assurance of seamless However, from a consumer viewpoint, service experience. Protocol Data throughput 2.5G/GPRS ~144kbits/s 3G ~3.1mbps 4G ~3-5 mbps with a potential to go up to 100-300mbpsTotal iPhone apps download Increase in smartphones and mobile apps The use of smartphones is increasing 8353.3 at a rapid pace. As per the CMR, India’s mobile phone sales touched 183 million units in 2011, out of which smartphones contributed 11.2 million units or approx 6% of the market share3. As per the IDC research, smartphones will have a CAGR of 63.4% from 2011-15 as compared to the overall mobile phone shipment CAGR of 13.03% (for the same period) in India4. Smartphones are also one of the major 2195.73 contributors to the mobile data traffic. As per the 2011 CISCO research, smartphones 722.55 937.42 140.54 178.39 generated 35 times more mobile data traffic than a basic-feature mobile phone5. On the other hand, a Nielson research reports states that smartphones users in IndiaTotal iPad apps downloads spend 40% of their total active time on data-centric activities6. Therefore, high data consumption on smartphones, introduction of more data based services and the increase in number of smartphones will boost data flow in operator’s networks. Downloading apps and the subsequent data usage will significantly increase data consumption arising out of 3 india_monthly_mobile_phones_market_review_ for_cy_2011.asp 4 jsp?containerId=prIN23230811 5 collateral/ns341/ns525/ns537/ns705/ns827/ white_paper_c11-520862.html 6 Xyologic7 in-india-google-leads-the-smartphone-app-race/ 7 Data services and customer experience 9
  10. 10. smartphones. India lags behind other Introduction of 3G services countries in the number of apps In 2011, India had around 15 million 3G download. This is a huge potential for subscribers as compared to 128 million9 in telcos to introduce apps targeting Indian China. Even though the active subscribers in subscribers and their needs. Also, the China would be less, in comparison, India’s country’s young working population will 3G subscriber base remains quite small. boost the usage of mobile apps. Unlike initial expectations, adoption of 3G services has been slow in India. What is In Indian and US free apps market for needed is not just increase in 3G subscribers iPhone, majority share is cornered by games, but also an increase in activity by these entertainment and social networking apps. subscribers. This is possible if the right Utilities and finance apps enjoy a higher services are introduced which provide an percentage share in India than in the US, enriching user experience, facilitating in while healthcare and fitness does not even repeat usage of the services. feature in the Indian list. Utilities and finance apps targeted at Indian customers will increase the apps usage in India. Percentage share of downloads of top 150 free apps for iPhone in Dec 2011 India USA Source: Xyologic8 8 9 rs.aspx10 PwC
  11. 11. The ecosystem for data services For services such as voice, the ecosystem With services such as traditional voice and consists of the service providers, technology SMS, content is produced and consumed by enablers, handset manufacturers and the subscribers themselves. Thus, the job the subscribers. For data services the of the service provider is to facilitate this ecosystems increases to include the content by providing the required infrastructure. owners, mobile application developers and Therefore, the focus in this value chain content aggregators. As more stakeholders is more on the network and less on the are involved in its value chain, the dynamics subscribers. of the ecosystem will keep changing before it settles down.Ecosystem for voice services Handset Technology Handset manufacturers provider manufacturers Subscriber Service provider Network Service provider Subscriber For some services such as video calling orEcosystem for data services conference, the subscriber will continue to remain the content creator while for a large number of data services such as video streaming, live television channels, news feeds, etc. the subscriber will primarily play the role of a consumer. For the latter, service providers will increasingly work with content owners and aggregators to source and generate content demanded by the users. Mobile subscribers take the centre stage in data services ecosystem with rest of the ecosystem working around to facilitate better user experience. Data services and customer experience 11
  12. 12. In data services value chain, content owners Portals are offered by service providers, and aggregators can provide their services third parties and handset manufacturers via a tie-up with the service provider or such as Apple app store, Ovi store where directly to the subscriber. In the direct route, small developers can list their products. the content owner or aggregator keeps the A successful portal ensures a larger entire revenue, while partnering with the share of the revenue pie for the handset service provider results in distributing it. manufacturer, service provider and also However, the latter ensures a wider reach, increases stickiness to their core product, better promotion and higher QoS resulting mobile handset and mobile service. For in larger volumes which compensate for small content owners and aggregators, the the split in revenue. We believe that smaller choice of portals should be driven by the content owner or aggregators should go popularity of these portals and the resulting for tie-ups and offer their content through download traffic. service provider or handset manufacturer portals for a wider reach and success.Value chain for data services Many new data services also address the In the future, data services and content will unarticulated needs of the subscribers as be the differentiating factors for a service they are not aware whether they require provider and the role of the telcos will these services or if it is possible to get these change from network service providers to services on a mobile handset. Today, the content providers. For exclusive content subscribers do not tell what they can do with there will be special tie-ups between telcos the mobile but ask what a mobile can do for and content producers. Services which are them. As a result, the onus of identifying the transactional in nature such as m-commerce unarticulated need for new data services will compete with other traditional channels and developing these solutions lies on the and the internet. Most e-services will have new entrepreneurs and their innovations. a business case on mobile and the trick will lie in providing the right consumer12 PwC
  13. 13. experience on the mobile handset. For data service running over data networks. mobile to become the preferred channel, the We believe this will profoundly change user experience of these services should be the way operators will invest and manage better than the other competing channels their networks as they will move to a single particularly the desktop Internet. technology platform capable of handling all services from voice-to-data. Even though the market for data services looks promising there will certainly be no Machine-to-machine services are also likely one service which will be used by all. Hence, to pick up with mobile technology getting we believe that there will be a stronger integrated in various appliances which will focus on consumer analytics, segmentation later get connected to the data network. and consumer-to-service mapping to Smart wireless automated solutions and target relevant services to each segment of next generation M2M services on 3G, subscribers. This will increase the chances of 4G networks will drive demand for M2M success for the services. service. For service providers the resulting traffic will lead to increased revenues. Voice over LTE and even a handoff of voice MVNO and resellers will exploit the niches call over LTE between GSM and CDMA in the M2M market by providing the network has been successfully tested. In necessary quality assurance, branding and the future, voice will become just another industry specific customisation.Value chain for M2M service Data services and customer experience 13
  14. 14. Enhancing customer experience Challenges According to our analysis, the top three Lack of customised apps factors inhibiting an enhanced customer and services experience are high tariffs for 3G services, lack of customised apps and services, and Internet browsing remains one of the inferior mobile internet experience. Low traditional ways of data consumption. data speeds as compared to wireline internet In the mobile world, mobile apps are and lower mobile transaction reliability are another major channel for data usage. also constraints faced by consumers. Mobile apps are standalone applications that run on the mobile phone’s operating High tariffs for 3G system and can connect to the service High prices have been one of the major provider’s network or Wi-Fi to provide impediments to the mass uptake of 3G services like games, social networks services. Presently, the prices of 3G and news. It is far more challenging services are higher than GPRS services to provide the same service through for the same amount of usage. Also, the website or web app on the mobile several 3G services guzzle large amounts phone’s browser As a result, mobile apps of data, leading to faster depletion of the are becoming a leading source of data data plan. Prices, therefore, need to be usage on operator networks. reduced. Similarly, the download quota Flurry Analytics has reported that mobile for each price point needs to be increased apps usage by US mobile subscribers in order to encourage subscribers to use exceeded their web browsing by 22 data services without worrying about bill minutes in December 201110. In the shocks. More importantly, data services for Indian market, apps usage as compared 3G and upcoming 4G needs to be priced to developed countries is minuscule. comparably to prices for desktop broadband One reason for this is the lack of mobile services in order to make subscribers switch apps specific to Indian consumers. This to mobile phones for services involving is important as the needs of Indian heavy downloads such as video streaming, consumers differ from those in other downloading and live streaming. countries. Further, even in India, However, price lowering depends on mass apps need to be customised as per the consumption, which in turn depends on region, language and needs of the local price lowering. To break this vicious cycle, population. Rather than looking for one service providers need to not simply levy flat exceptional app, developers need to volume based pricing for data services. They exploit niches. The developer community need to learn from usage-based models and in India realises this and we will see an price services on models like per-second increased number of customised apps billing, per-use basis and monthly basis, targeted at the needs of Indian subscribers depending on the service. Revenue-sharing in the future. arrangements between the operator and content provider will reflect the charging model used. This will move consumer focus from data usage to service usage. 10 PwC
  15. 15. Inferior mobile internet especially when the user is roaming, is a big challenge in a country like India. What experience needs to be understood is that users are The mobile phone interface has unique more interested in the actual experience challenges, and not all internet websites are rather than theoretical speeds. Users tend to suited to view on mobile phones due to long attribute poor experience to low speed, even loading times and layout issues. Though 3G if it is caused by other factors. Therefore, offers increased data speeds, graphic-heavy high quality and rapid delivery is of essence, websites take a long time to load and end and developing lighter, faster applications up consuming the user’s download quota. is one solution. As service providers make Moreover, websites designed for viewing on more investments in their 3G networks, laptops and desktops are difficult to navigate network-related issues will get ironed out on the smaller mobile screen, resulting and lead to better user experience. in an inferior consumer experience. Though mobile internet is a relatively new Low mobile transaction medium, it cannot be used as an excuse reliability for technical issues and poor experience. Developers need to make their websites Transactions through mobile internet mobile-friendly or develop apps that convert should be reliable and secure. Transaction standard websites to mobile-friendly ones. failures will make consumers switch to Mobile internet needs to compete with another transaction medium. A failed desktop internet by providing equal or transaction also means lost revenue for higher consumer experience to become the retailers as users may not transact with preferred option for consumers. them again or switch to another retailer. For example, if an m-commerce transaction Low data speeds as compared to to purchase a airline ticket fails, consumers would likely switch to desktop internet, wireline internet where they may get a better option from Data speeds have increased with 3G and are another airline, leading to loss of revenues set to increase further with the introduction for the original airline as well as the telecom of 4G. Users still find speeds dismal and service provider. Similarly, subscribers are though 3G experience is better than GPRS, likely not to reattempt a failed download of it has not quite delivered on its promise. a game and are likely to also decide against Patchy connectivity is another issue as downloading a wallpaper or a song due to ensuring fast 3G speeds in every region, poor download experience the last time.Customer satisfaction levels for various mobile services in India Service on mobile Customer satisfaction level Mobile internet Music streaming/download Video streaming Video calling Social media networking Online gaming M-Commerce M-Finance Location-based services Mobile TVSource: PwC analysis Data services and customer experience 15
  16. 16. How to improve the customer experience Based on our analysis and interactions with telecom leaders, we have identified areas that deserve special focus for improving the customer experience. Introduction of new services Service providers should continuously look to provide new and innovative data services, thereby opening up new revenue streams. Service providers need to be open to change and adopt new ways of working as the existing ecosystem evolves. Nimble operators will be faster to react to market conditions and will have the first-mover advantage in the market by introducing new customer-focused data services. MVNOs are likely to grow as they can take bulk capacity from incumbents and use it to offer new innovative data services, which the incumbents are not providing. The table below shows some innovative services introduced around the world. Telecom market players in India will need to introduce innovative services like their global counterparts.16 PwC
  17. 17. Data services available in some countriesCountry Top services Some innovative servicesChina Video calls, M-news , Music club, • oney: Lottery, stock trading, shopping M Instant messaging Mobile internet • tilities: Emergency location, online translation, online virus kill, U travel services • usiness-related: CRM, training, medical treatment, remote education B • -commerce: coupons, tickets extending to physical goods MJapan UGC, messaging followed by social • ogging advisor: This service allows users to check their jogging courses, J networking services calories consumed, download locations and jogging programmes. • riend Finder: This service prompts subscribers regarding friends who are F nearby and provides directional maps to reach them. • nline music store: This service allows users to download, copy and share O music on a mobile phone. • here are services that offer remote medical diagnostics, remote education T and route navigation. • ome services allow users to decorate their emails with personalised videos S and animations. • ome gaming services let users find friends in their vicinity and play S interactive games. • sers can also purchase items on the spot using links while watching TV U shopping programmes.Australia Mobile TV, mobile internet, • obile TV: Delivers condensed clips of TV shows in the form of ‘mobisodes’ M ringtones, streaming, m-maps and unlimited access to mobile cricket TV • ptus Zoo: Combines live TV, video sport, entertainment bulletins, news O headlines and broadband access • aypal Mobile Checkout: Browser-based mobile banking services for P account balances and money transfers • ost-paid subscribers can purchase goods and services via phone and add P the amount to their phone bill.South Korea TV, video broadcasting, • -commerce: Gift certificates, e-money, stocks, lottery using barcodes, M M-commerce, Music, games commerce gateways • ublic portals: Information about real estate, libraries, public health, P tourism, suggestions • Mobile as a Smart Card • R Commerce: QR Codes storing addresses and URLs appear in magazines Q and on signs, buses, etc. Users can scan the image of the QR Code to display text and contact information, connect to a network or open a web page in the phone’s browser.USA Games, news, maps, social • Facebook, Google Maps and weather channels networking and music • Mobile advertising via messaging, display, search and videosSource: PwC analysis and various sources Data services and customer experience 17
  18. 18. Focus on individual subscribers Spectrum constraints will become more Mobile service providers need to identify acute as rich media content drives data and segment subscriber groups with traffic on the network. For efficient usage similar behaviours and customise the of spectrum and network resources, products and services for each group. configuration of quality of service (QoS) Service providers will increasingly try parameters will be customised for to understand the usage pattern of their subscribers having similar usage patterns. subscribers, trends for different data So a subscriber who is a heavy user of services and issues affecting the network mobile TV, but not of music streaming, performance to offer customised options will have higher QoS delivered for mobile for subscribers. This will enhance the TV service rather than music streaming. experience level of service usage. Offerings Similarly, if location-based services are more will be customised in terms of price, popular in urban areas and m-education usage and bouquet of services used by services are popular in rural areas, then the subscriber. Customer experience higher QoS will be provided for location- management (CXM) solutions and based services and m-education services in analytics will play a large role in offering these areas, respectively. this level of customisation.18 PwC
  19. 19. Content Delivery Network Consumer experience service-(CDN) level agreements (CE-SLAs)Growing demand for media and SLAs for meeting the quality of experienceentertainment content will also raise are the most important SLAs in the deliverycustomer demand for higher quality. This of data services. Different functions in thedemand will be even more pressing as service provider must avoid working in silosdistribution of content becomes more and should be bound together by consumerglobal in nature. CDNs enable improved experience SLAs. These SLAs need to beuser access through the use of caching carefully defined after understandingand streaming techniques. A content the experience level at which the userdelivery network caches the content on would be delighted and also the level atthe peripheries of the network and uses which they would stop using the service.intelligent routing mechanisms. This Once the consumer experience SLAs arereduces the distance content has to travel to defined, they should be regularly measuredreach the end user, thereby reducing waiting and monitored and should become a keytime and substantially increasing customer performance indicator for the organisation.experience. Scale, speed and reliability of Customer service agents should also beinfrastructure are extremely important for trained adequately to develop insights intocustomer satisfaction. customer experience. This will help them in servicing the customers better.In the CDN value chain, two scenarios arepossible. In the first, pure play CDN players Consumer preference and behaviourssuch as Akamai and EdgeCast provide CDN will change quickly for data services,services to telecommunications companies especially with new disruptive services(telcos) with the support technology service and business models expected to gainproviders like IBM and Adobe providing more traction in the market. Therefore,hardware and equipments. Telcos can all service providers, whether incumbentfurther provide CDN services to content or new, should continuously monitorowners like news and entertainment consumer behaviours to spot changes incompanies like ZEE and CNBC or content user preferences and change their productaggregators like Youtube. In the second portfolio, service offerings and consumervalue chain, pure play CDNs can take the experience SLAs accordingly.capacity from telcos and directly sell CDNsolutions to content owners and contentaggregators. Initially, service providersshould partner with pure play CDN players,but as the usage of rich media contentincreases, incumbent operators shouldset up their own CDN networks providingbetter service experience to users on theirnetworks and also monetising their CDNnetworks by offering CDN services toenterprise customers. Data services and customer experience 19
  20. 20. Glossary CE Customer experience/consumer experience TRAI Telecom Regulatory Authority of India CDN Content delivery networks M2M Machine to machine Apps Mobile applications LTE Long-Term Evolution, standard for high-speed data wireless communication 3G Third-generation wireless cellular standard 4G Fourth-generation wireless cellular standard VAS Value-added services ARPU Average revenue per user BFSI Banking and financial services industry GSM Global System for Mobile Communications, wireless communication technology CDMA Code division multiple access, wireless communication technology Apple apps store Mobile applications and music store from Apple Inc. OVI store Mobile applications and music store from Nokia MVNO Mobile virtual network operator CXM Customer experience management QoS Quality of service SLA Service level agreement KPI Key performance indicator20 PwC
  21. 21. Notes Data services and customer experience 21
  22. 22. About Exhibitions India Group Exhibitions India Group is a trade promotion organisation creating opportunities for investments, joint ventures and technology transfers through the platform of international exhibitions and conferences. The Group is an interface between the government, business, academia, society and media. The Group has been in existence since 1987. The Group’s portfolio of event includes: - Convergence India Expo: South Asia’s largest ICT event - Indian Business Aviation Expo: India’s dedicated business and general aviation event - Wave, Pool, Spa and Bath Expo: India’s first wet-wellness industry event Exhibitions India Group is the only trade fair and conference organiser in India with ISO 9001:2000 ISO 14001:2004 Certification. The Group is a member of UFI (The Global Association of Exhibitions Industry) and IAE (The International Association of Events Exhibitions). Headquartered in New Delhi, the Group has branches in Ahmedabad, Bangalore, Chennai, Hyderabad and, Mumbai, and international offices in California (USA), Dubai (UAE) and Tokyo (Japan). For more information, please visit: Contacts Bunny Sidhu Sr. VP, Exhibitions India Group Phone: 09873343925 Email:
  23. 23. About PwC PwC firms provide industry-focused assurance, tax and advisory services to enhance value for their clients. More than 161,000 people in 154 countries in firms across the PwC network share their thinking, experience and solutions to develop fresh perspectives and practical advice. See for more information. At PwC, we push ourselves - and our clients - to think harder, to understand the consequences of every action and to consider new perspectives. Our goal is to deliver a distinctive experience to our clients and people around the world. In India, PwC ( offers a comprehensive portfolio of Advisory and Tax Regulatory services; each, in turn, presents a basket of finely defined deliverables. Network firms of PwC in India also provide services in Assurance as per the relevant rules and regulations in India. Complementing our depth of industry expertise and breadth of skills is our sound knowledge of the local business environment in India. We are committed to working with our clients in India and beyond to deliver the solutions that help them take on the challenges of the ever-changing business environment. PwC has offices in Ahmedabad, Bangalore, Bhubaneshwar, Chennai, Delhi NCR, Hyderabad, Kolkata, Mumbai and Pune. Contacts For more information, please visit:
  24. 24. publication does not constitute professional advice. The information in this publication has been obtained or derived from sourcesbelieved by PricewaterhouseCoopers Private Limited (PwCPL) to be reliable but PwCPL does not represent that this information is accurateor complete. Any opinions or estimates contained in this publication represent the judgment of PwCPL at this time and are subject tochange without notice. Readers of this publication are advised to seek their own professional advice before taking any course of action ordecision, for which they are entirely responsible, based on the contents of this publication. PwCPL neither accepts or assumes anyresponsibility or liability to any reader of this publication in respect of the information contained within it or for any decisions readers maytake or decide not to or fail to take.© 2012 PricewaterhouseCoopers Private Limited. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers PrivateLimited (a limited liability company in India), which is a member firm of PricewaterhouseCoopers International Limited (PwCIL), each memberfirm of which is a separate legal entity.CG 297- March 2012 Convergent report.inddDesigned by: PwC Brand and Communications, India