Tanay Bhowal
Amit Kumar
 Animesh Ukil
 Ashish Trivedi
Kishalay Samanta
 Koushik Singha
 Raju Singh
 Sourav Tibrewa...
“This presentation covers long journey of Indian Telecom.
We have tried our best to include major changes
occurred, reform...
1854-57: The Telegraph Department comprised a
Superintendent of Telegraphs.
Three Deputy Superintendents at Bombay , Madra...
31st December, 1984: postal, telegraph and telephone
services were managed by the Posts and Telegraphs
Department till thi...
• The Telecommunication Board consisted of the
Secretary Telecommunications, who was the Chairman
with Member(Finance), Me...
History
The entry of private service providers brought with it the inevitable need for independent regulation.
The Telecom...
Indian telecom Industry is growing at a great pace and India is
expected to become a manufacturing hub for telecom equipme...
Key features of NTP 99 include:
Strengthening of Regulator
National long distance services opened to private operators.
...
Under the Indian Telegraph Act, 1885 (ITA), the Central Government has exclusive right to
establish & maintain telecommuni...
 Prior to the National Telecom Policy 1994 (NTP94), telecom
operators were owned by the Government of India and there wer...
 The foreign direct investment policy of India provides that foreign
investment in telecommunications sector and for ISP ...
As per the “Security Conditions” laid down under the ILD and NLD
license Agreements, operators are required to make availa...
Mobile number portability is a service which enables users to change
the service provider without changing their mobile nu...
 TRAI introduced a new regulation in November 2011 in which
they restrict the number of SMS sent from a mobile number is ...
The Telecom sector continued to register an impressive growth
during the year. The number of telephone subscriptions
incre...
The growth in subscriber base resulted in an increase in
the gross revenue of telecom services from Rs.1,71,719
crore to R...
The wireless subscriber base was 919.17 million as
on 31st March 2012 in comparison to the
subscriber base of 811.59 milli...
165.11
261.07
391.76
584.32
811.59
919.17
0
100
200
300
400
500
600
700
800
900
1000
Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Ma...
The subscriber base of wire line subscribers as on 31st
March 2012 was32.17 million as compared to
34.73million subscriber...
40.79 39.42
37.36 36.96
34.73
32.17
0
5
10
15
20
25
30
35
40
45
Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Mar-12
The tele -density at the end of March , 2012
reached the mark of 78.66 as compared to
70.89 at the end of previous year re...
18.23
26.22
36.98
52.74
70.89
0
10
20
30
40
50
60
70
80
90
The Internet Subscriber base consisting
of narrowband (<256 Kbps) and
broadband (> 256 Kbps) for the last six
years is dep...
6.93 7.23 7.32 7.41 7.78
9.05
2.34
3.87
6.22
8.77
11.89
13.81
9.27
11.1
13.54
16.18
19.67
22.86
0
5
10
15
20
25
2007 2008 ...
161.11
261.07
391.76
584.32
811.59
919.17
120.47
192.7
297.26
478.68
638.37
814.06
44.64 68.37 94.5 105.64 113.22 105.11
0...
The Total Revenue of the Telecom Service Sector went up
from Rs. 1,71,719 crore in 2010-11 to Rs.1,95,442 crore in
2011-12...
8264
41138
29688
15389
3992
15002
11508
30123
7196
45359
27934
19322
3624
14507
12621
32021
0
5000
10000
15000
20000
25000...
Quarter
ending
June 2011
Quarter
ending
sep 2011
Quarter
ending
Dec 2011
Quarter
ending
Mar2012
Telecom Subscribers (Wirel...
The basis for competition within the Telecom industry has always
been about
 Expanding into new markets
 Battling intens...
If we assume that 4G or LTE will break the UMTS speed barrier by a
factor of 10 to 20, there are high chances that as soon...
Mobile Money: Shifting your business model or bring value
differently
As money and financial transactions are increasingly...
Telecom managers and employees may have a technical mindset. But
your customers do not see you as a technology. They see y...
Connect “distributed” friends, relatives and colleagues
Changing family structures, dual-career families, study abroad,
in...
As a result of the above pressures, the people in the telecom industry are
facing the necessity of major change in their w...
 The division of a market into different homogeneous
groups of consumers is known as market
segmentation. Rather than off...
 Most small businesses cannot afford to market to
the general, mass-market customer resources are
just too limited. Inste...
 A market segment should be:
 Measurable
 Accessible by communication and distribution
channels
 Different in its resp...
 There are four primary bases on which to
segment a consumer market:
 Geographic Segmentation,
 Demographic Segmentatio...
 Region (international, national, regional, state,
county, city…)
 Climate,
 Population density (rural, urban, suburban...
 Age,
 Gender,
 Ethnicity,
 Occupation,
 Income, and
 Family-status.
 An example: The targeted market segment for R...
 Values,
 Attitudes, and
 Lifestyles.
 An example: The targeted market segment for
Reynolds‟s Bakery is primarily thos...
 Usage rate,
 Price sensitivity
 Brand loyalty, and
 Benefits sought.
 An example: The targeted market segments for
R...
 Order capturers: these firms marketed heavily in
the media to attract interest in their
 offerings, then used incoming ...
Once the market segment profiles were created, it became
apparent that a telecommunications
Package designed to serve one ...
- Key Developments & Investments
 Viom Networks Ltd has won a contract to provide Wi-Fi and other
Internet-related servic...
 Aegis, the global outsourcing and technology
services firm under Essar Group, has won a
human resource outsourcing contr...
 The telecom tower provider industry has been granted the 'infrastructure' status, a move
that will make tower providers ...
 Aircel conducting trials for 4G services in Andhra circle
 Mobile network operator Aircel is currently conducting
trial...
 Data services are growing exponentially in Andhra Pradesh. About 44 per
cent of our 1.85 million subscribers in AP use d...
SL. NO. Category Service Area Access Service
Provider
1. Metros Delhi Bharti
Vodafone
MTNL
Idea Cellular Ltd.
Aircel Ltd.
...
SL. NO. Category Service Area Access Service
Provider
Tata Teleservices
4. Kolkata Bharti
Vodafone
BSNL
Reliance Telecom
D...
SL. NO. Category Service Area Access Service
Provider
BSNL
Bharti
Aircel Ltd.
7. Andhra Pradesh Idea Cellular Ltd.
Bharti
...
SL. NO. Category Service Area Access Service
Provider
BSNL
Reliance Infocomm
Tata Teleservices
10. B Circle Kerala Idea Ce...
SL. NO. Category Service Area Access Service
Provider
BSNL
Bharti
Dishnet Wireless
Ltd.
13. Uttar Pradesh-W Idea Cellular ...
SL. NO. Category Service Area Access Service
Provider
Hexacom(Bharti)
BSNL
Idea Cellular Ltd.
Dishnet Wireless
Ltd.
16. Ma...
SL. NO. Category Service Area Access Service
Provider
18. C Circle Himachal Pradesh Bharti
Reliance Telecom
BSNL
Idea cell...
SL. NO. Category Service Area Access Service
Provider
Vodafone
21. Assam Reliance Telecom
BSNL
Bharti
Dishnet Wireless
Ltd...
SL. NO. Service Provider Area Of Operation Subscriber Base
1. BSNL All India Except
Delhi & Mumbai
2,24,67,732
2. MTNL Del...
SL. NO. Service Provider Area Of Operation Subscriber Base
6. Tata Teleservices Ltd. & Tata
Teleservices
(Maharashtra)Ltd....
SL.
NO.
Wireless Group Total Wireless
Subscribers
( in millions)
Rural
Subscribers
(in millions)
Market Share Of
Rural
Sub...
Market
Share
Of Service
Providers Of
Rural
Wireless
Subscriber
Base
Cellular Providers developed its sales and marketing strategy
by analyzing its own internal strengths and then analyzing
c...
http://www.unitedworld.edu.in/
Campus
Ahmedabad Campus: Karnavati Knowledge Village,
A/907,Uvarsad, S.G.Highway, Gandhina...
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
Presentation on  telecom industry in india
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Presentation on telecom industry in india

  1. 1. Tanay Bhowal Amit Kumar  Animesh Ukil  Ashish Trivedi Kishalay Samanta  Koushik Singha  Raju Singh  Sourav Tibrewal Amit Kumar Agarwal
  2. 2. “This presentation covers long journey of Indian Telecom. We have tried our best to include major changes occurred, reforms made and important dates.” BEGINNING 1851: The sprawling Posts and Telegraphs Department, for instance, occupied a small corner of the public works department, in. 1854 :A regular, separate department was opened, when telegraph facilities were thrown open to the public.
  3. 3. 1854-57: The Telegraph Department comprised a Superintendent of Telegraphs. Three Deputy Superintendents at Bombay , Madras and Pegu in Burma, Inspectors at Indore, Agra, Kanpur and Banaras and an operating and maintenance staff . 15th February, 1888 :merged with the Director-General of the Indian Telegraph Department. 1st April, 1950: In 1950 the number of Telephone Exchanges absorbed from princely states was 196. • The installed capacity of these 196 exchanges was 13,362 lines with 11,296 working connections. • Improve their technical efficiency by replacing obsolete and unserviceable equipment and lending well-qualified and experienced staff
  4. 4. 31st December, 1984: postal, telegraph and telephone services were managed by the Posts and Telegraphs Department till this date. • January 1985:two separate Departments for the Posts and the Telecommunications were created. • The accounts of the department, initially, were maintained by the Accountant General of the P&T
  5. 5. • The Telecommunication Board consisted of the Secretary Telecommunications, who was the Chairman with Member(Finance), Member (Operations), Member (Development), Member (Personnel) and Member (Technology). • 1989: The Telecom Commission was constituted The Commission has the DoT Secretary as its Chairman with Member (Services), Member(Technology) and Member (Finance) as its full time members. • The Secretary (Finance), Secretary (DoE), Secretary (Industries) and Secretary (Planning Commission) are part time members of the Commission.
  6. 6. History The entry of private service providers brought with it the inevitable need for independent regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with effect from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory Authority of India Act, 1997, to regulate telecom services, including fixation/revision of tariffs for telecom services which were earlier vested in the Central Government. TRAI's mission is to create and nurture conditions for growth of telecommunications in the country in a manner and at a pace which will enable India to play a leading role in emerging global information society. One of the main objectives of TRAI is to provide a fair and transparent policy environment which promotes a level playing field and facilitates fair competition. In pursuance of above objective TRAI has issued from time to time a large number of regulations, orders and directives to deal with issues coming before it and provided the required direction to the evolution of Indian telecom market from a Government owned monopoly to a multi operator multi service open competitive market. The directions, orders and regulations issued cover a wide range of subjects including tariff, interconnection and quality of service as well as governance of the Authority. The TRAI Act was amended by an ordinance, effective from 24 January 2000, establishing a Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take over the adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute between a licensor and a licensee, between two or more service providers, between a service provider and a group of consumers, and to hear and dispose of appeals against any direction, decision or order of TRAI.
  7. 7. Indian telecom Industry is growing at a great pace and India is expected to become a manufacturing hub for telecom equipment. Indian telecommunication with 621 million connections (as on march 2010) is the third largest in the world . This sector is growing at a rate of 45 percent during recent Years. The rapid pace in the telecom sector is facilitated by liberal policies of the government that provide easy market access for telecom equipment and a fair regulatory framework for offering telecom services to the Indian Consumers at affordable prices. New Telecom Policy: - The most important milestone and instrument of telecom reforms in India is the New Telecom Policy 1999 (NTP 99). The New Telecom Policy, 1999 (NTP-99) was approved on 26th March 1999, to become effective from 1st April 1999. NTP-99 laid down a clear roadmap for future reforms, thinking the opening up of all the segments of the telecom sector for private sector participation.
  8. 8. Key features of NTP 99 include: Strengthening of Regulator National long distance services opened to private operators. International Long Distance Services opened to private sectors. Private telecom operators licensed on a revenue sharing basis, plus a one-time entry fee. Resolution of problems of existing operators envisaged. Direct interconnectivity and sharing of network with other telecom operators within the service area was permitted Department of Telecommunication Services (DTS) corporatized in 2000. Spectrum Management made transparent and more efficient.
  9. 9. Under the Indian Telegraph Act, 1885 (ITA), the Central Government has exclusive right to establish & maintain telecommunication and to grant license to operators. 1. The Department of Telecommunications, Ministry of Communications and Information Technology, Government of India (DOT) 2. Wireless Planning & Coordination (WPC) wing of the DOT 3. The Telecom Regulatory Authority of India (TRAI) 4. Telecom Dispute Settlement Appellate Tribunal (TDSAT) India has adopted the WTO Basic Telecommunications Agreement, through the General Agreement on Trade and Services (GATS) in April, 1997 and India has made specific commitments to liberalize telecom services within India. India has been granted certain exemption under GATS with regard to the telecommunications services. Such exemptions are available for measures which relate to the application of different accounting rates for: different operators/ countries covered by International Telecommunication Services Agreement between Videsh Sanchar Nigam Limited (VSNL) and various foreign operators and different neighboring countries covered by Telecommunication Agreements and between the Government of India and the government of neighboring counties (Pakistan, Bangladesh, Nepal and Bhutan). This exemption is created on account of bilateral agreements between VSNL and various foreign operators dealing with various aspects of cooperation, and between the Government of India and government of neighboring countries.
  10. 10.  Prior to the National Telecom Policy 1994 (NTP94), telecom operators were owned by the Government of India and there were only two government owned telecom operators namely, Bharat Sanchar Nigam Ltd. & Mahanagar Telephone Nigam Ltd.  With NTP94, the Government of India aimed to increase the availability of telephone on demand, world class services at reasonable price, ensuring India‟s emergence as major manufacturing/ export base of telecom equipment etc. The Government of India also recognized that the required resources for achieving these targets would not be available only out of government sources and allowed private investment and private sector participation in the telecom sector. The DOT invited private sector participation for providing telecom services and awarded licenses to government operators and private operators in different states of India.
  11. 11.  The foreign direct investment policy of India provides that foreign investment in telecommunications sector and for ISP with gateways is allowed up to 74% with prior approval of the Foreign Investment Promotion Board (FIPB).  Foreign investment ceiling are applicable for basic services, CMTS, UAS, national/international long distance, V-SAT, public mobile radio trunked services and other value added services.  For ISP without gateway, foreign investment is allowed to 100%. 100% foreign investment in the said services are subject to the condition that the companies (having foreign investment and providing internet service without gateway shall divest 26% of their equity in favor of Indian public in five years.
  12. 12. As per the “Security Conditions” laid down under the ILD and NLD license Agreements, operators are required to make available on demand to the agencies authorized by the Government of India, full access to the gateways, switching centers, transmission centers, servers and routers for technical scrutiny and for inspection which can be visual inspection or an operational inspection. The operator is required to make arrangements for monitoring simultaneous communication traffic (at least 210 channels) by Government security agencies at a location individually desired by the Central Government and the State Government/Union Territory. The requisite infrastructure in terms of hardware/software required for monitoring of all telecommunication traffic shall be engineered, provided, installed and maintained by the operator at its own cost.
  13. 13. Mobile number portability is a service which enables users to change the service provider without changing their mobile number. This service is very useful because users are independent to choose operators while preserving their existing number. The DOT has issued guidelines/ instructions for provisioning of mobile number portability (MNP) service. Under the instructions, MNP service shall be „build, operate and owned by neutral third parties who have been issued a separate license for MNP service. The DOT has granted license to two telecom operators namely, MNP Interconnection Telecom Solutions India Pvt. Ltd. and Syniverse Technologies (India) Pvt. Ltd. The TRAI has issued a consultation paper on determination of port transaction charge, dipping charge and porting charge for MNP. Thereafter, the TRAI has also issued a draft of regulation for MNP.
  14. 14.  TRAI introduced a new regulation in November 2011 in which they restrict the number of SMS sent from a mobile number is 200 per day to control bulk SMS.  TRAI has also blocked the SMS services of all online SMS service providers such as 160by2.com and way2sms.com from 9:00 PM to 9:00 AM.  Any promotional messages by any organizations cannot be sent on the numbers on which Do Not Disturb (DND) service is activated.
  15. 15. The Telecom sector continued to register an impressive growth during the year. The number of telephone subscriptions increased from 846.32 million to 951.34 million, registering a growth of 12.41 %. The wireless subscriber base increased by 107.58 million and the wire line subscriber base recorded a decline of 2.56 million. The wireless segment continued to dominate with a total base of 919.17 million connections. The overall teledensity in the country increased to 78.66 from 70.89. The rural teledensity increased to 39.22 from 33.79. The urban teledensity increased to 169.55 from 157.32.
  16. 16. The growth in subscriber base resulted in an increase in the gross revenue of telecom services from Rs.1,71,719 crore to Rs.1,95,442 croreduring the year, a growth of 13.82%. At the same time, the minutes of usage (MOU) per subscriber per month for GSM and CDMA full mobility service registered a decline from 349 and 263 at the end of March 2011to 346 and 229 at the end of March 2012, respectively. The average outgo per outgoing minute decreased from Rs.0.51 to Rs.0.49 (a fall of3.08 %) for GSM full mobility service and the average outgo per outgoing minute remained at Rs.0.47 for CDMA full mobility service during the period.
  17. 17. The wireless subscriber base was 919.17 million as on 31st March 2012 in comparison to the subscriber base of 811.59 million as on 31st March 2011. It added 107.58 million subscribers in the financial year 2011-12 registering an annual growth rate of about 13.26%. The total subscriber base of wireless services has grown from 165.11 million in March, 2007 to 919.17 million in March, 2012 as depicted in Figure 1 below:
  18. 18. 165.11 261.07 391.76 584.32 811.59 919.17 0 100 200 300 400 500 600 700 800 900 1000 Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Mar-12
  19. 19. The subscriber base of wire line subscribers as on 31st March 2012 was32.17 million as compared to 34.73million subscribers on 31st March, 2011registering a decrease of 2.56 million subscribers during the year 2011-12. Out of the 32.17 million wire line subscribers, 24.62 million are Urban wire line Subscribers and the remaining7.55 million are Rural Subscribers. The status of the wire line subscribers during the last six years are depicted in
  20. 20. 40.79 39.42 37.36 36.96 34.73 32.17 0 5 10 15 20 25 30 35 40 45 Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Mar-12
  21. 21. The tele -density at the end of March , 2012 reached the mark of 78.66 as compared to 70.89 at the end of previous year recording an increase of nearly 7.77. The trend of growth of teledensity since March 2007 is depicted in
  22. 22. 18.23 26.22 36.98 52.74 70.89 0 10 20 30 40 50 60 70 80 90
  23. 23. The Internet Subscriber base consisting of narrowband (<256 Kbps) and broadband (> 256 Kbps) for the last six years is depicted in Figure 3
  24. 24. 6.93 7.23 7.32 7.41 7.78 9.05 2.34 3.87 6.22 8.77 11.89 13.81 9.27 11.1 13.54 16.18 19.67 22.86 0 5 10 15 20 25 2007 2008 2009 2010 2011 2012 Narrowband Brodband Total
  25. 25. 161.11 261.07 391.76 584.32 811.59 919.17 120.47 192.7 297.26 478.68 638.37 814.06 44.64 68.37 94.5 105.64 113.22 105.11 0 100 200 300 400 500 600 700 800 900 1000 Total CDMA GSM
  26. 26. The Total Revenue of the Telecom Service Sector went up from Rs. 1,71,719 crore in 2010-11 to Rs.1,95,442 crore in 2011-12 indicating a growth of 13.82%. The corresponding figures of Revenue after adjustment of intra operator interconnection charges, come to Rs. 1,66,752 crore in 2010-11 and Rs. 1,79,914 crore in 2011- 12, showing a growth of 7.89% over the previous year. The revenue contribution from the public sector telecom companies in the 2011-12 was 17.77% (previous year 20.37%) and from private sector companies was 82.23% (previous year 79.63%). Table 2 indicates the revenue contributions of the public and private sectors during 2010-11 and 2011-12. Figure 5 indicates the revenue earnings of different telecom companies for 2010-11 and 2011-12.
  27. 27. 8264 41138 29688 15389 3992 15002 11508 30123 7196 45359 27934 19322 3624 14507 12621 32021 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 2010-11 2011-12
  28. 28. Quarter ending June 2011 Quarter ending sep 2011 Quarter ending Dec 2011 Quarter ending Mar2012 Telecom Subscribers (Wireless + Wireline) in Millions Total Telephone Subscribers 885.99 906.93 926.53 951.34 Urban Subscribers 587.94 601.42 611.19 620.52 Rural Subscribers 298.05 305.51 315.33 330.82 Wireless Subscribers 851.70 873.61 893.84 919.17 Wireline Subscribers 34.29 33.31 32.69 32.17 Teledensity Total Teledensity 73.97 75.48 76.86 78.66 Urban Teledensity 163.13 166.01 167.85 169.55 Rural Teledensity 35.60 36.40 37.48 39.22 Internet & Broadband Subscribers (in Million) Total Internet Subscribers 20.33 20.99 22.39 22.86
  29. 29. The basis for competition within the Telecom industry has always been about  Expanding into new markets  Battling intensely for market share Telecom operators find themselves squeezed into a commodity position, as cheaper competitors from Asia move into emerging markets and even mature markets. Coopetition (cooperation + competition) from “partner” industries Telecom operators‟ costly infrastructures are indirectly but increasingly subsidized by the media/content industry. So-called “free” content still requires people to be connected in order to access it.
  30. 30. If we assume that 4G or LTE will break the UMTS speed barrier by a factor of 10 to 20, there are high chances that as soon as this new carrier bit-pipe will be available, it will be clogged by a number of existing and new services. Social-Local-Mobile-Commercial or SoLoMoCo are the new buzzwords that will ask for their part of the traffic increase. For example, pushing relevant promotions or services to customers based on their social profiles, events, or physical proximity to the offer are a good example of that. Augmented Media Experience As TV has become a home Multi Media Centre with a 2nd screen tablet computer or bigger smartphone companion, viewers can access further information about what they are watching. My Media everywhere, anywhere Personal and shared media - photos, videos, music and documents – will not only sit on PCs or Home media centres.
  31. 31. Mobile Money: Shifting your business model or bring value differently As money and financial transactions are increasingly going mobile, Telco‟s have an opportunity to join the value chain and to offer more than just a VOIP bit-pipe for others to manage their home banking transactions. Innovation: Make, buy, or partner? Technology companies need to prioritize their technological investment or make them in common (ie at group level). One thing is for sure, the rhythm of innovation that was once counted in years in the telecom industry will have to join the internet speed counted in days or even hours.
  32. 32. Telecom managers and employees may have a technical mindset. But your customers do not see you as a technology. They see you as a means of connectivity, or as a convenience. They expect everything on demand, mobile, for free and will only pay for clear convenience of usage. Connect to people Years ago the likes of IBM, Ericsson, Oracle or HP predicted a future where people would be in constant contact with family, friends, business contacts and even strangers around the world. Connect to services Operators with innovative and entrepreneurial mindsets will partner with other consumer services to enable just-in-time services for consumers to improve their lives – e.g. proposing deals based on the customer‟s location, or profile. Connect to content Information is real-time, sourced from the network, for example traffic info that is gathered from connected drivers reports the traffic conditions up to the minute and down to the meter.
  33. 33. Connect “distributed” friends, relatives and colleagues Changing family structures, dual-career families, study abroad, international career postings and emigration, all create need for intense communication orally (Phone), visually (Skype, Facetime ) or in writing (SMS, E-Mail and messaging). Family members want and need to communicate, when they are on the road or living far apart.
  34. 34. As a result of the above pressures, the people in the telecom industry are facing the necessity of major change in their way of working. But in an industry with a tradition of hierarchy, silos, and doing things a certain way, how do you change? How do you act nimbly, spark innovation, strike up partnerships, merge with other companies, and become customer-focused? Start from a clear, differentiated customer value proposition Use this to drive activity in the company. If people at all levels have a clear idea of the value proposition, some strategic goals and the understanding that the industry is constantly moving, there is much less need for top-down directives and controls. Leadership to manage change Even so, many people will be threatened by change, or will not have the capabilities that the change requires. It will require very strong leadership attention. It requires the top leadership team agreeing on the direction, and setting the example for managers and employees throughout the company. A management talent pool It also requires a highly-skilled, engaged management talent pool. Technical skills have been king in the telecom industry, and these are obviously important.
  35. 35.  The division of a market into different homogeneous groups of consumers is known as market segmentation. Rather than offer the same marketing mix (product, price, place, and promotion) to vastly different customers, market segmentation makes it possible for firms to tailor the marketing mix for specific target markets, thus better satisfying customer needs. Not all elements of the marketing mix are necessarily changed from one segment to the next. For example, in some cases only the promotional campaigns would differ.
  36. 36.  Most small businesses cannot afford to market to the general, mass-market customer resources are just too limited. Instead, it must focus it efforts, communications, and resources on those segments of the market that offer the most promise for the business and that have been neglected by larger competitors. The niche strategy aims at making its successful practitioners immune to competition and unlikely to be challenged. Successful practitioners of market segmenting take the cash and let the credit go. They wallow in their anonymity
  37. 37.  A market segment should be:  Measurable  Accessible by communication and distribution channels  Different in its response to a marketing mix  Durable and not changing too quickly  Substantial enough to be profitable
  38. 38.  There are four primary bases on which to segment a consumer market:  Geographic Segmentation,  Demographic Segmentation,  Psychographic Segmentation, and  Behavioural Segmentation.
  39. 39.  Region (international, national, regional, state, county, city…)  Climate,  Population density (rural, urban, suburban), and  Population growth rates.  An example: The targeted market segment for Reynold‟s Bakery resides primarily in the suburban  neighbourhoods of northern Hamilton county located in Indiana.  Your turn: Describe your market with regard to geography
  40. 40.  Age,  Gender,  Ethnicity,  Occupation,  Income, and  Family-status.  An example: The targeted market segment for Reynold‟s Bakery is primarily white-collar executives between the ages of 35 and 55 years of age with an annual household income range between $60,000 - $100,000. Your turn: Describe your market with regard to demographics…
  41. 41.  Values,  Attitudes, and  Lifestyles.  An example: The targeted market segment for Reynolds‟s Bakery is primarily those upper achievers and “experiences” who are looking for a “third place” between work and home and value healthy, up-scale fast-food such as Starbucks or Panera Bread. Your turn: Describe your market with regard to psychographics…
  42. 42.  Usage rate,  Price sensitivity  Brand loyalty, and  Benefits sought.  An example: The targeted market segments for Reynold‟s Bakery are fast order take-out customers, leisure-stay customers, and offsite-event customers. Case: Entrepreneurial market segmentation calls for insight into the people in the target market‟s behaviour rather than settling for the same old segments everyone else uses. So here‟s your challenge.
  43. 43.  Order capturers: these firms marketed heavily in the media to attract interest in their  offerings, then used incoming telecommunications to take orders.  Customer seekers: these firms made heavy outbound telemarketing calls requiring  efficient dialing and database integration.  Sales force leveragers: these firms used the phone to coordinate the activities of their sales force across many points of sale requiring heavy two-way communications.
  44. 44. Once the market segment profiles were created, it became apparent that a telecommunications Package designed to serve one segment would not meet the requirements of the other two. At the Same time, a package designed to meet the essential needs of all three segments would have to Incorporate many potentially expensive and neutral features. What‟s more because this way of Segmenting on the basis of behaviour was not initially obvious, the company gained a significant edge on the competition by developing a unique and perfectly aligned marketing mix for each segment of the market. Your turn: Describe your market with regard to behaviour…
  45. 45. - Key Developments & Investments  Viom Networks Ltd has won a contract to provide Wi-Fi and other Internet-related services at the Chennai International Airport. The deal is expected to be in the range of Rs 20– Rs 30 crore (US$ 3.06- US$ 4.59 million)  Tata Consultancy Services (TCS) has been selected to deploy a new rating and billing system for Macau's telecom service provider, CTM. The solution will allow CTM's customers to receive faster response to enquiries and enable them to better manage their services and bills, according to the company's press statement  Reliance Communications (RCom) and Tata Teleservices Ltd (TTSL) have joined hands under a 2G intra-circle roaming arrangement. Under the agreement, RCom will use 5,000 towers of TTSL across 14 GSM circles while the latter will gain access to an equal number of towers in RCom's CDMA network to improve its reach
  46. 46.  Aegis, the global outsourcing and technology services firm under Essar Group, has won a human resource outsourcing contract from Saudi Telecom Co, further extending its existing relation with the company. The deal is estimated to be in the range of US$ 50- US$ 60 million  Videocon Mobile Services plans to invest Rs 800 crore (US$ 122.61 million) in Gujarat for opening over 500 towers and 150 exclusive outlets in 2013-14
  47. 47.  The telecom tower provider industry has been granted the 'infrastructure' status, a move that will make tower providers eligible for viability gap funding, higher limit on external commercial borrowings (ECBs), lower import duties and exemptions on excise duty on telecom infrastructure equipment.  The Government of India's decision to allow 100 per cent foreign direct investment (FDI) in telecommunication sector will enable foreign telecommunication companies to buy out their Indian partners. At present, India permits up to 74 per cent FDI in the sector - 49 per cent through the automatic route and the rest after Foreign Investment Promotion Board (FIPB) approval.  The Government intends to make India a teleport hub, enabling it to become an up- linking/down-linking centre. The initiative is expected to facilitate foreign investments, better technology and sustainable employment opportunities in the country. The Government has recently given its nod to 74 per cent of FDI in DTH, IPTV, and mobile TV  Reliance Jio Infocomm (RJIL) has received an approval from the Department of Telecommunications (DoT) to test the messaging feature on the fourth-generation long- term evolution (4G LTE) platform  The new guidelines issued by the DoT according to which foreign entities can participate in the upcoming 2G auctions directly and obtain a licence. The initiative is expected to make the upcoming auctions more attractive to certain foreign players such as Telenor, which wanted to bid directly without an Indian partner in the auctions. There will be a lock-in period of three years
  48. 48.  Aircel conducting trials for 4G services in Andhra circle  Mobile network operator Aircel is currently conducting trials of Long-Term Evolution (4G) services in Andhra Pradesh but it will take a while before they are commercially launched. "The trials are currently on but we don't have the required ecosystem, including the 4G-enabled mobile handsets, to launch the services commercially," Deepinder Tiwana, AP Circle Business Head of Aircel, said on Friday. Aircel is only the second cellular service provider after Reliance to bag 4G licence for AP Circle.
  49. 49.  Data services are growing exponentially in Andhra Pradesh. About 44 per cent of our 1.85 million subscribers in AP use data services, including 12 per cent for 3G. This has enabled us to double our revenues in 2013 compared to the previous year," he said. Accordingly, Aircel is coming up with new data plans as also voice plans to give more value for money to the customers, Tiwana said. "We have identified the priority segments and are accordingly drawing up our strategies to drive future growth." The private mobile phone operator, that was making a loss of about Rs 250 crore per annum till last year, is on the turnaround path. "We will start making full-year profit from next year," Tiwana said, but did not disclose figures.  For more news from Business Today, follow us on Twitter @bt_india and on Facebook atfacebook.com/BusinessToday
  50. 50. SL. NO. Category Service Area Access Service Provider 1. Metros Delhi Bharti Vodafone MTNL Idea Cellular Ltd. Aircel Ltd. 2. Mumbai Loop Telecom Pvt Ltd. Vodafone MTNL Bharti Aircel Ltd. 3. Chennai Aircel Cellular Ltd. BSNL Vodafone Reliance
  51. 51. SL. NO. Category Service Area Access Service Provider Tata Teleservices 4. Kolkata Bharti Vodafone BSNL Reliance Telecom Dishnet Wireless Ltd. 5. A Circle Maharashtra Vodafone Idea Cellular Ltd. BSNL Bharti Aircel Ltd. 6. Gujarat Vodafone Idea Cellular Ltd.
  52. 52. SL. NO. Category Service Area Access Service Provider BSNL Bharti Aircel Ltd. 7. Andhra Pradesh Idea Cellular Ltd. Bharti BSNL Vodafone Aircel Ltd. 8. Karnataka Bharti Spice BSNL Vodafone Aircel Ltd 9. Tamil Nadu Vodafone Aircel Ltd.
  53. 53. SL. NO. Category Service Area Access Service Provider BSNL Reliance Infocomm Tata Teleservices 10. B Circle Kerala Idea Cellular Ltd. Vodafone BSNL Bharti Dishnet Wireless Ltd. 11. Punjab Spice Bharti BSNL Vodafone Dishnet Wireless Ltd. 12. Haryana Idea Cellular Ltd. Vodafone
  54. 54. SL. NO. Category Service Area Access Service Provider BSNL Bharti Dishnet Wireless Ltd. 13. Uttar Pradesh-W Idea Cellular Ltd. Bharti BSNL Vodafone Dishnet Wireles Ltd. 14. Uttar Pradesh -E Vodafone BSNL Bharti Idea Cellular Ltd. Dishnet Wireless Ltd. 15. Rajasthan Vodafone
  55. 55. SL. NO. Category Service Area Access Service Provider Hexacom(Bharti) BSNL Idea Cellular Ltd. Dishnet Wireless Ltd. 16. Madhya Pradesh Idea Cellular Ltd. Reliance Telecom BSNL Bharti Dishnet Wireless Ltd. 17. WB & A&N Reliance Telecom BSNL Bharti Vodafone Dishnet Wireless Ltd.
  56. 56. SL. NO. Category Service Area Access Service Provider 18. C Circle Himachal Pradesh Bharti Reliance Telecom BSNL Idea cellular Ltd. Dishnet Wireless Ltd. 19. Bihar Reliance Telecom BSNL Bharti Dishnet Wireless Ltd. Vodafone 20. Orissa Reliance Telecom BSNL Bharti Dishnet Wireless Ltd.
  57. 57. SL. NO. Category Service Area Access Service Provider Vodafone 21. Assam Reliance Telecom BSNL Bharti Dishnet Wireless Ltd. Vodafone 22. NE Reliance Telecom BSNL Bharti Dishnet Wireless Ltd. Vodafone 23. J&K BSNL Bharti Dishnet Wireless Ltd.
  58. 58. SL. NO. Service Provider Area Of Operation Subscriber Base 1. BSNL All India Except Delhi & Mumbai 2,24,67,732 2. MTNL Delhi & Mumbai 34,57,729 3. Bharti Airtel Ltd. & Bharti Hexacom Ltd. Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala, Kolkata, Madhya Pradesh, Maharashtra, Mumbai, Punjab, Rajasthan, Tamilnadu (included Chennai), UP(East), UP(West). 32,69,949 4. Quadrant Televentures Ltd. (formerly HFCL) Punjab 2,00,432 5. Sistema Shyam Teleservices Ltd. Rajasthan 46,659
  59. 59. SL. NO. Service Provider Area Of Operation Subscriber Base 6. Tata Teleservices Ltd. & Tata Teleservices (Maharashtra)Ltd. AP, Assam, Bihar, Delhi, Gujarat, Haryana, HP, J&K, MH & Mumbai, Karnataka, Kerala, Kolkata, MP, NE, Orissa, Punjab, Rajasthan, TN, UP, WB 14,41,370 7. Reliance Communications Ltd. AP, Bihar, Chennai, Delhi, Gujarat, Haryana, HP, J&K, Karnataka, Kerala, Kolkata, MP, MH, Mumbai, Orissa, Punjab, Rajasthan, TN, UP & WB 12,69,750 8. Vodafone AP, Chennai, Delhi, Gujarat, Karnataka, Kol, MP, MH, MUM, Orissa, Punjab & Raj 17,850 Grand Total 3,21,71,471
  60. 60. SL. NO. Wireless Group Total Wireless Subscribers ( in millions) Rural Subscribers (in millions) Market Share Of Rural Subscribers March- 12 March- 11 March- 12 March- 11 March- 12 March- 11 1 Bharti 181.28 162.20 75.83 65.73 23.46 24.03 2 Reliance 153.05 135.72 34.02 29.47 10.52 10.77 3 Vodafone 150.47 134.57 62.84 51.62 19.44 18.87 4 Idea/Spice 112.72 89.50 60.51 46.05 18.72 16.83 5 BSNL 98.51 91.83 34.53 32.77 10.68 11.98 6 Tata 81.75 89.14 16.70 18.46 5.17 6.75 7 Aircel 62.57 54.84 22.54 19.43 6.97 7.10 8 Unitech 42.43 22.79 12.11 6.86 3.75 2.51 9 Sistema 15.80 10.06 2.61 2.35 0.81 0.86 10 Videocon 5.95 7.11 0.00 0.00 0.00 0.00 11 MTNL 5.83 5.47 0.00 0.00 0.00 0.00 12 S Tel 3.43 2.82 1.58 0.80 0.49 0.29 13 Loop 3.27 3.09 0.00 0.00 0.00 0.00
  61. 61. Market Share Of Service Providers Of Rural Wireless Subscriber Base
  62. 62. Cellular Providers developed its sales and marketing strategy by analyzing its own internal strengths and then analyzing current market conditions. The overall marketing plan for Cellular Providers' service is based on the following fundamentals:  The segment of the market(s) planned to reach.  Distribution channels planned to be used to reach market segments: retail outlets, sales representatives, and telemarketing.  Share of the market expected to capture over a fixed period of time.
  63. 63. http://www.unitedworld.edu.in/ Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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