BSNL 3G Technology

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BSNL 3G Technology

  1. 1. CASE STUDY PRESENTED BY: Vinayak Nandikal & Group
  2. 2. <ul><li>‘ Poster Child’ of India’s Economic Liberalization </li></ul><ul><li>Teething troubles faced in the initial stages </li></ul><ul><li>New telecom policy of 1999 </li></ul><ul><li>Introduction of CPP </li></ul><ul><li>The entry of third operator (MTNL & BSNL ) </li></ul>Telecom Journey: Moving in Top Gea r
  3. 3. MARKET SHARE
  4. 4. <ul><li>World’s 7 th largest & India’s No.1 Telecommunication company </li></ul><ul><li>47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, 287 Satellite Stations, 7330 cities/towns and 5.5 Lakh villages </li></ul><ul><li>The present turnover of BSNL is more than Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last financial year . </li></ul>Bharat Sanchar Nigam Limited(BSNL)
  5. 5. Picture slide <ul><li>Bullet 1 </li></ul><ul><li>Bullet 2 </li></ul>
  6. 6. <ul><li>To provide each & every village with a telephone </li></ul><ul><li>To encourage development of telecommunication facilities in remote, hilly, tribal areas of the country </li></ul><ul><li>To make available affordable & effective communications for the citizens </li></ul><ul><li>To expand broadband, leased lines, cellular , WLL services with the state of the art technology </li></ul>BSNL Objectives
  7. 7. <ul><li>BSNL is an Integrated telecom service provider which provides all types of telecom services. </li></ul><ul><ul><li>Wire Line Services </li></ul></ul><ul><ul><li>CDMA WLL Limited Mobility Services </li></ul></ul><ul><ul><li>National Long Distance Services </li></ul></ul><ul><ul><li>International Long Distance Services </li></ul></ul><ul><ul><li>Broadband & Internet Services </li></ul></ul><ul><ul><li>In Services viz. Prepaid calling card etc. </li></ul></ul>
  8. 8. New Initiatives <ul><ul><li>WiMAX: Tender Invited for 1000 BTS at Rural Block HQs </li></ul></ul><ul><ul><li> covering 25000 village communities centres </li></ul></ul><ul><ul><li>IPTV </li></ul></ul><ul><ul><ul><ul><ul><li>Launched in Three Cities viz. Bangalore, Pune & Kolkata </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Agreement signed with Franchisees for another 50 Cities </li></ul></ul></ul></ul></ul><ul><ul><li>VOIP EOI under Issue </li></ul></ul>
  9. 9. <ul><ul><li>Expansion of 13.5 m GSM lines. </li></ul></ul><ul><ul><li>Expansion of 3m Broadband. </li></ul></ul><ul><ul><li>Expansion of 2 m WLL (CDMA) lines </li></ul></ul><ul><ul><li>Introduction of 200K IP Transit Switch. </li></ul></ul><ul><ul><li>Addition of 1206 K TDM TAX </li></ul></ul><ul><ul><li>Addition of 200 IDRs Satellite System for Inaccessible Stations. </li></ul></ul>Developmental Plans (2008-09)
  10. 10. Selecting the Right person : A Sales person <ul><li>Should be… </li></ul><ul><li>Honest/trustworthy </li></ul><ul><li>Friendly/Pleasing </li></ul><ul><li>Interesting </li></ul><ul><li>Good listener </li></ul><ul><li>Polite </li></ul><ul><li>Flexible </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Empathizi ng </li></ul><ul><li>Should not be… </li></ul><ul><li>Arrogant/rude </li></ul><ul><li>Indifferent </li></ul><ul><li>Sarcastic/superior </li></ul><ul><li>Impatient </li></ul><ul><li>Aggressive </li></ul><ul><li>Defensive </li></ul><ul><li>Negative </li></ul><ul><li>Lazy </li></ul>
  11. 11. He should know :
  12. 12. Market Positioning Strategy Market analysis <ul><ul><li>Size </li></ul></ul><ul><ul><li>Estimated to be around $8.1 billion and estimated to reach $18 billion by the financial year 2010 </li></ul></ul><ul><ul><li>Composition </li></ul></ul><ul><ul><li>Fixed, Cellular, Internet Service Provider (ISP), National Long Distance (NLD), International Long Distance (ILD) </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>Data and Value Added Services </li></ul></ul>
  13. 13. Market Positioning Strategy Internal Analysis <ul><li>Resources </li></ul><ul><ul><li>Its own service network, which is the largest </li></ul></ul><ul><li>Reputation </li></ul><ul><ul><li>Currently the No. 1 telecommunications company </li></ul></ul><ul><ul><li>PSU </li></ul></ul><ul><li>Values </li></ul><ul><ul><li>To increase the reach of its services to a maximum number of Indians </li></ul></ul>
  14. 14. Market Positioning Strategy Competitor Analysis <ul><li>Range of Services </li></ul><ul><li>Pricing Strategy </li></ul><ul><li>Positioning </li></ul><ul><li>BSNL </li></ul><ul><ul><li>Low-cost service provider for common man </li></ul></ul><ul><li>Hutch </li></ul><ul><ul><li>Niche player mainly operating in urban and semi-urban market with focus on quality service </li></ul></ul><ul><li>Reliance Infocomm </li></ul><ul><ul><li>Competing on Value-Added services such as R-World. </li></ul></ul>
  15. 15. <ul><li>  </li></ul>Position map High Tariffs Low Tariffs Wide Network Coverage Narrow Network Coverage BSNL Reliance Airtel Idea Vodafone
  16. 16. <ul><li>Market skimming strategy </li></ul><ul><li>Market Penetration strategy </li></ul>Pricing Strategies
  17. 17. Pricing Strategies cost Competition Value to customer The Pricing Tripod Model
  18. 18. Prepaid cards Postpaid cards Fixed rentals and call cards Internet access charges Extra charges for value –added services Revenue Generation
  19. 19. “ Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for.” -   Peter F. Drucker WHAT IS QUALITY ?
  20. 20. Example Bullet Point Slide SERVQUAL MODEL
  21. 21. PERCEIVED SERVICE QUALITY
  22. 22. Grönroos's Service Quality Model
  23. 23. VALUE NETWORK
  24. 24. FUTURE BLUEPRINT
  25. 25. Future Scenario
  26. 26. Issues of concern
  27. 27. RECOMMENDATIONS <ul><li>CUSTOMER CARE </li></ul><ul><li>HIGH SPEED INTERNET INFRA </li></ul><ul><li>DISINVESTMENT </li></ul>

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