1. ASHISH “GURU BHAI “SHARMA!!!!!!!
Ashishsharma.asm@gmail.com
Ashish_sharma599@yahoo.com
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2. SUMMER INTERNSHIP PROJECT
“TO STUDY OF VAS PRODUCTS IN TELECOM MARKET IN INDIA”
AT
BHARTI AIRTEL LIMITED, GURGAON (HARYANA)
SUBIMITTED IN PARTIAL FULLFILLMENT OF PGDM PROGRAM
2009-2011
Submitted By:
Ashish Sharma
Roll No. : 17010
Finance & Marketing
Company Guide: Faculty Guide:
Mr. Rajeev Kandari Prof. Anuj Verma
Human Resources Apeejay School of Mgt.
Bharti Airtel Ltd.
APEEJAY SCHOOL OF MANAGEMENT, NEW DELHI
JULY -2010
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3. ACKNOWLEDGEMENT
This is serve gratitude to all those people without whom this PROJECT would have never seen the
light of day.
An endeavor is difficult to even initiate without the help of many souls who are always there by
the grace of God. Researcher project is a result of help provided by many people.
My project becomes a reality only because of cooperation of many people who had helped me in
completing this project.
I sincerely extend my gratitude to Mr. Rajeev Kandari (HR, Bharti Airtel Ltd.) who has given
me this golden opportunity to have an insight in the corporate world and who has been a source of
guidance and support.
I sincerely thank my esteemed guide Miss Ashima Kanwar for her valuable guidance and co-
operation rendered to me through out the project report. It would not have been possible for me to
Complete this project without there meticulous guidance and suggestions.
I give my thanks to Prof. Anuj Verma (PROJECT GUIDE) for his valuable contribution,
cooperation and guidance from time to time for completion of this project.
Last but not the least I would like to thank my parents, friends, Colleagues and the staff of Bharti
Airtel, Gurgaon who directly or indirectly help me during the course of project without which
project would have been a Herculean task.
Date: ASHISH SHARMA
Roll No. -17010
PGDM 2009-11
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4. TABLE OF CONTENTS
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5. EXECUTIVE SUMMARY
I got an opportunity to undergo my summer training in a reputed organization “Bharti Airtel
Limited “Gurgaon, where I was allowed to work on the project titled “Study of VAS Products
In Telecom Market in India”.
Role Of Telecom Sector in Development Process
The telecom services have been recognized the world-over as an important tool for socioeconomic
development of a nation. Telecommunication is one of the prime support services needed for rapid
growth and modernization of various sectors of the economy. It has become especially important
in recent years because of enormous growth of information technology and its significant potential
for the impact on the rest of the economy.
The Telecom Sector, which has the multiplier effect on the economy, has a vital role to play in
economy by way of contributing to the increased efficiency. The available studies suggest that
income of business entities and households increases by the use of telecom services. Thus it
contributes to the growth in GDP. The Government of India reorganizes that provision of world
class telecommunications infrastructure and information is key to rapid economic and social
development of the country.
Telecom industry in India started to set up in a phased approach. Privatization was gradually
introduced, first in value-added services, followed by cellular and basic services. Telecom
Regulatory Authority of India (TRAI) was established to regulate and deal with competition (the
service providers). This gradual and thoughtful reform process in India has favored industry
growth. Upcoming services such as 3G and WiMax will help to further augment the growth rate.
The Indian telecommunications industry is one of the fastest growing in the world and India is
projected to become the second largest telecom market globally by 2010.
Need for the Study
Paisafication seems to be the name of the game in mobile telephony. But as the pricing game
touches rock bottom and erodes value, gaining subscribers will mean winning the great brand
battle. Thirteen Telecom Operators in India causing Ripple Effect & demanding for Innovation
/ Renovation in Saturated Indian Telecom Market.
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6. VAS was Internet Limited!!!!...
With Mobile Internet MVAS becomes unlimited!!
As ARPU declines and voice gets commoditized, the challenge is to retain customers, develop
alternative revenue streams, and create a basis for differentiation in high-churn markets.
In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added
Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow
from VAS in the near future. Market growth drivers on the supply side include declining ARPU,
brand differentiation needs, and growing focus on entertainment-related content; demand-side
drivers include the booming Indian economy, increasing user comfort with basic mobility services,
personalization of content and devices and cheaper handsets. From the early days of “Person-to-
Person Short Message Service” (P2P SMS), the industry has witnessed an emergence of a growing
portfolio of services including graphics/wallpapers downloads, ringtones and caller ring back
Tones (CRBT), SMS contests, and games.
Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the
declining ARPU and increasing competition among operators it is imperative to focus on alternate
revenue streams. That is where there is a felt need for capitalizing on the Value Added Services
Market.
This report on Bharti Airtel is done to find out certain objective regarding the strategic approach
Adopted by Airtel to stand strongly in the competitive telecom market. Airtel’s marketing
strategies are analyses using various models like SWOT analysis, BCG Matrix, Ansoff’s matrix,
porter’s five forces etc.The outcomes of these models are properly analyzed to find out the various
aspects like companies position and competitors position in the market This report on Airtel not
just give description about the company but it also talks about the various marketing strategy
adopted by the company.
In this report I have tried to capture most of the areas of Telecom Industry. Major highlights of the
report are History of Telecom Industry, Current Industry Analysis, Role of TRAI, Spectrum
allocation, FDI Regulation, Competitive advantages, Outsourcing in Telecom, Emerging
Technologies, Latest Innovation, and Growth Trends, Mergers and Acquisitions.
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7. CHAPTER 1: INTRODUCTION
Mobile Phone Revolution:
Commenting on the emerging markets and use of cell phones, Bill Gates once said,
“PC is the phone and phone is the PC.”
In the same conference, Craig Mundie, Microsoft Chief Research Officer continued,
“People in those rural environments are already buying computers. “
They happen to call them cell phones
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8. Welcome in the New AVATAR of TELECOM WORLD!
India entering 2nd stage of “Telecom Revolution “.
INDIAN FIRST PHASE OF REVOLUTION: VOICE
TELECOM
SECTOR
SECOND PHASE OF REVOLUTION: DATA
.
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10. Quick Facts: Next Super Power INDIA (March, 2010 )
Total Telephone 621.28
Subscriber Million
Name Current Trends (In 2010) Projected Trends (In 2015 )
Population of India (Approx. ) 120 Crore 135 Crore Base
Mobile Users (Approx. ) 584.32 Million Over 1 Billion Wireless 584.32
Subscription Million
(With 20.31
Number of Players (Approx. ) 13 5-6 Players
Market Size (Approx. ) 100,000 Rs. Crore 344,921 Rs. Crore Million New
Growth Rate (Approx. ) 16 % Over 26 % Addition )
Wireline 36.96
Subscription Million
Employment to People (Approx. ) 4 Million 10 Million
Overall 52.74
TeleDensity 52.74 % 70 %
Internet Users 81 Million 120 Million Teledensity
Internet Penetration 7% 18 % Broadband 8.75
Contribution to India’s GDP. 3% 15 % Subscription Million
All India Wireline Subscriber Base
38.5 37.95
37.81 37.65
38 37.54 37.41
37.33 37.31 37.25
37.5 37.16 37.06 36.99
36.96 36.96
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11. Impact of Telecom Sector on Indian Economy
Economic Benefits of Mobile Services in India :
1) Generate Huge Employment Opportunities.
2) Increase in Government Revenues
3) Boost to GDP Growth
4) Rural Development with Connectivity.
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12. Indian Telecom Sector
International Telecommunications Union( ITU)
“The mobile phone has moved beyond being a mere device to become a key “social object” present in every
aspect of our daily lives”.
 The Indian Telecom Sector –Poster Boy of Economic Reforms.
 Fastest Growing Telecom Market with CAGR of 17 %.
 3rd Largest Telecommunication Network in World.
 2nd Largest Wireless Network in World.
 About 15 million connections are being added every month.
 about 3 % is the Contribution of Telecom Sector in Nation’s GDP.
The Unique Indian Business Telecom Model
“Low Cost,
High Volume,
High MOU. “
Telecommunication (Definition)
Technical: “Telecom in the real sense means transfer of information between two
distant points in space.”
Managerial: “Telecom is a huge and varied bastion of technologies, companies,
services and politics that is truly global in nature.”
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13. A) History of Indian Telecom Industry & Government Policy.
The Indian Telecom Journey:
Telecom
Working
:
Model:
Network Infrastructure Telecom Equipment Telecom Service Telecom Solutions
Companies: Manufacturers: Provider: Providers:
ALCATEL NOKIA, BHARTI AIRTEL IBM DAKSH,
LUCENT, SAMSUNG ,RELIANCE , WIPRO, SPANCO
CISCO & VODAFONE & , ARICENT,
& MOTOROLA.
ERICSSON. IDEA. AEGIS.
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14. B) Policy of Government of India
Pre-1991 1991-1994 1994 - 2002 2002 -2007
 Telegraph Act  Cellular Phone  1997 : TRAI  Broadband
1885 Services were was set up policy 2004
opened up to  NTP 1999
 Creation of private sector-  TDSAT-2000  FDI - 74% 2005
DOT- 1985 1994
 BSNL formed
2001
 MTNL & VSNL  National
were set up- Telecom Policy-
1986 1994  FDI - 49 %
Upto
Up to Up to Upto
2007
1991 1994 2002
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15. Ministry of Communication & Information Technology
Licensor
Dept of Telecom Unified License Operators
Fixed Line Operators
Regulator
Telecom Regulatory National Long Distance
Authority of India Operators CDMA
1800
International Long Distance MHZ
Judiciary Operators
Telecom Dispute
Wireless Operators
Settlement Appellate
Tribunal GSM
FDI in telecom recently revised to 74%.
900 &
Government gets 15% of revenues from Unified Licensing
1800
MHZ
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16. Market Structure of India- (22Telecom Circles)
 Metro circles A circles (regions that
(Major cities*): Include other large cities):
• Mumbai Andhra Pradesh
• New Delhi Gujarat
• Kolkata Karnataka
Maharashtra
Tamil Nadu*
 B circles (regions with C circles (rural areas):
smaller urban Assam
Areas and towns): Bihar
• Haryana Himachal Pradesh
• Punjab Jammu & Kashmir
• Rajasthan Northeast
• Uttar Pradesh (East) Orissa
Kerala
• Uttar Pradesh (West)
Madhya Pradesh
• West Bengal
(* Chennai, in the southeast, was previously a separate Metro circle, but as of March 31, 2008, it was
Integrated into the Tamil Nadu A circle as a single entity.)
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17. Telecom Growth Comparison:
Mobile Subscriber Growth Chart
00
1200
10
1000
800
4
58
600
2
36
400
65
200
32
22
16
0
1990 1995 2000 2005 2010 2015 2020
Total No. of Mobile Subscriber in the year 2015 will be 1000 Million.
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18. Different Services of Telecom Sector:
Growth of Telecom Network (PSUs & Private Player ) :
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19. Tele-Density Growth in India:
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20. Wire line & Wireless in India:
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21. FDI in Telecom Sector in India :
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22. Market Share of Technology & Connection:
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23. C) Different Players of Indian Telecom Industry
There are three types of players in telecom services:
• State owned companies (BSNL and MTNL)
• Private Indian owned companies (Reliance Communication, Tata Teleservices)
• Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea).
I WANT ONLY
1 SIM CARD
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24. Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India
(TRAI Report –March 2010)
All India GSM Cell Subscribers- March 2010 (COAI Report)
Sl. No. Name of Company Total Sub Figures % Market Share
1 Bharti Airtel 127619314 30.25%
2 Vodafone Essar 100858358 23.91%
3 IDEA 63824688 15.13%
4 BSNL 63486339 15.05%
5 Aircel 36861174 8.74%
6 Reliance Telecom 16311206 3.87%
8 MTNL 4784453 1.13%
9 Uninor 4264036 1.01%
10 Loop Mobile 2844583 0.67%
11 Stel 1006827 0.24%
All India 421860978 100.00%
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25. Battle of Brands- Get Ready for Third World War !!!!!!
Thirteen Operators causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian
Telecom Market.
What is Future?????
Mergers & Acquisition (Small Companies)
Mega Mergers (Large Companies)
Global Mergers
Fighting for the Share of CONSUMER’S Wallet!!!!!!!!!!!
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26. 1st Player – Bharti Airtel
GSM PLAYER- PAN 23 CIRCLES
1st Rank in Telecom Market of India with Subscriber Base of 127.6 Million
& Market Share of 30.25 % ( TRAI , GSM Subscriber Base March 2010 Report )
Type Public (BSE: 532454)
Industry Telecommunications
Founded 7 July 1995
Founder Sunil Bharti Mittal
Headquarters New Delhi, India
Area served Worldwide
Sunil Mittal Bharti‘s Famous “Minute Factory Model”
Key people (Chairman) & (MD) Combined with a low cost structure.
Sanjay Kapoor (CEO)
Wireless Bharti Airtel an integrated Telecom
Telephone
Products
Internet Service Provider.
Satellite television
Airtel is strong Brand Name.
Revenue ▲ US$ 7.254 billion (2009) Airtel is other Name of strong Network,
Operating income ▲ US$ 2.043 billion (2009) Coverage & Service.
Net income ▲ US$ 1.662 billion (2009) It is known for Trust & Ethics.
Total assets ▲ US$ 11.853 billion (2009) Bharti is now the world's third-largest,
Employees 25,543 (2009) Single-country mobile operator and
Bharti Enterprises (64.76%) Fifth-largest integrated telecom
Parent SingTel (30.5%) operator.
Vodafone (4.4%)
“Work is Love, not Stress “- Sunil Bharti Mittal
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27. 2nd Player- Reliance Communications
Type Public BSE: 532712
Industry Telecommunications
Founded 2004
Founder Dhirubhai Ambani BOTH GSM PLAYER &
Headquarters Navi Mumbai, Maharashtra CDMA PLAYER
PAN in 23 Circles.
Area served India
Anil Ambani (Chairman )
Key people
Satish Seth (MD)
Wireless
Telephone
Internet
Products
Television
Data Cards
Recharge Vouchers
Revenue Rs 22,948 crore (US$ 4.89 billion)
Operating
Rs 9,305 crore (US$ 1.98 billion) 1st Rank in CDMA Telecom Market of India
income
with Total Subscriber Base (Both GSM &
Net income Rs 6,045 crore (US$ 1.29 billion) CDMA) of 102.44 Million & Market Share in
Total assets Rs 102,207 crore (US$ 21.77 billion) CDMA Of 59.39 %.
Total Equity Rs 1,032 crore (US$ 219.82 million) 6th Rank in Purely GSM Market with
Total Subscriber Base of 16.31 Million &
Employees 31,884
Market Share in GSM Market is of 3.87 %.
Parent ADAG
Reliance is again in Hot News after 2002 when it sold its Reliance Handset in only 500 rs.
Reliance Communication (R-Com) has launched a new tariff model for its pre-paid customers, which offers
Unlimited talk time for a flat monthly fee. The ‘Simply Unlimited CDMA’ offer is available in two flavors
: Simply Unlimited CDMA Local Pack& Simply Unlimited CDMA National Pack:
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28. 3rd Player- Vodafone Essar
2nd Rank in Telecom GSM Market of India with Subscriber Base of 100
Million & Market Share of 23.91 %. (TRAI, March 2010 Report )
GSM PLAYER PAN in 23 Circles
Type Limited
Mobile
Industry
telecommunications
Predecessor Hutchison Essar
Founded 1994
Headquarters Mumbai, Maharashtra
Mobile networks,
Products
Telecom services, Etc.
Vodafone Group (67%)
Owner(s)
Essar Group (33%)
Employees 10,000
Zoo Zoo Magic:
This was something which was created purely out of textbook and is totally an Indian idea. The characters are
such that they lead simple lives, speak insane and incomprehensible language and move in a certain way with
human emotions. But the interesting part is that Zoo zoos are not animated characters but are actually slim
women actors from local Mumbai theatres, dressed in white costumes that are stuffed with foam to portray
the characters.
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29. 4th Player- IDEA Cellular
GSM PLAYER PAN IN ALL 23 CIRCLES
3RD Rank in Telecom GSM Market of India with Subscriber Base of 63.82
Million & Market Share of 15.13 % in GSM Market. ( TRAI ,March 2010 Report )
Public
Type BSE: 532822
NSE: 532822
Industry Telecommunications
Founded 1995
Headquarters Santa Cruz East, Mumbai, India
Kumar Mangalam Birla (Chairman)
Key Sanjeev Aga (MD)
people Rajat Mukharjee (VP Corporate
Affairs)
Products Mobile
Aditya Birla Group (49.05%)
Parent Axiata Group Berhad (15%)
Providence Equity (10.6%)
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30. 5th Player-TATA Teleservices Ltd. (TTSL)
IN TELECOM MARKET WITH 3 BRANDS
:
2ND Rank in CDMA (TATA INDICOM With DOCOMO ) Telecom Market of India
with Subscriber Base of 65.94 Million & Market Share of 38.23 % in CDMA Market .
Type Public (BSE: 532371)
Industry Telecommunications
Founded Incorporated 1996
Headquarters Navi Mumbai, India
1) TATA INDICOM- CDMA PLAYER
Mr. Ratan N. Tata Chairman)
Key people
Anil Kumar Sardana (MD)
Wireless
Telephone 2) TATA DoCoMo - GSM PLAYER
Products
Internet
Television
Employees 350,000
Parent Tata Group 3) VIRGIN MOBILE- BOTH CDMA & GSM PLAYER
Tata Indicom (CDMA)
Divisions Tata DoCoMo (GSM)
Virgin Mobile India (CDMA/GSM)
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31. 6th Player-BSNL
4th Rank in Telecom GSM Market of India with Subscriber Base of 63.48
Millions & Market Share of 15.05 %. ( TRAI ,March 2010 Report )
BOTH GSM & CDMA
Type State-owned
Industry Telecommunications
Founded 19th century, incorporated 2000
Bharat Sanchar Bhawan,
Headquarters Harish Chandra Mathur Lane,
Janpath, New Delhi
Key people Kuldeep Goyal (Chairman) (MD)
Wireless
Telephone
Products
Internet
Television
Revenue ▼ US$ 7.03 billion
Owner(s) The Government of India
Employees 357,000
BSNL: - Undisputed Leader in Broadband with 60 % Market Share.
It has1.5 Million 3G Users out of 60 Million Total Consumer Base.
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32. 7th Player-AIRCEL GSM PLAYER IN PAN
in 18 CIRCLES.
Type Private
Industry Telecommunications
Founded 1999
Headquarters Gurgaon
Key people Gurdeep Singh, COO
Mobile
Products
Telecommunication operator
Maxis Communications(74%)
Parent
Apollo Hospital (26%)
In a bid to raise awareness about the declining number of tigers, Aircel, partnering with World Wildlife Fund
(WWF) India has launched the 'Save Our Tigers' initiative.
The campaign, a little over a week old, has already created quite a buzz. 'Stripey the Cub', the face of the
Initiative, has over 96,400 fans on popular social networking website, Face book; and the official Twitter page
Have 3,027 followers already.
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33. 8th Player –MTNL
Both GSM Player & CDMA Player
7th Rank in Telecom Market of India with Subscriber Base of 47.84 Million &
Market Share of 1.13 %. ( TRAI ,March 2010 Report )
State-owned Public
Type NSE: MTNL
NYSE: MTE
Industry Telecommunications
Founded 1986
Headquarters Mumbai and New Delhi India
Kuldip Singh (CMD)
Anita Soni (CFO)
Key people
S.M.Talwar (ED-New Delhi)
J.Gopal (ED-Mumbai)
Wireless
Telephone
Products
Internet
Television
Revenue ▼ INR 52.895 million (2009)
Net income ▼ INR 1.626 million (2009)
Owner(s) The Government of India
MTNL provides fixed line telephones, cellular connection of both GSM — Dolphin (Postpaid) and
Trump (prepaid) and WLL (CDMA) — Garuda -FW and Garuda-Mobile and internet services
Through dialup and DSL — Broadband internet TriBand.
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34. 9th Player-UNINOR GSM Player PAN
8th Rank in Telecom GSM Market of India with Subscriber Base of 42.64
Million & Market Share of 1.01 %. ( TRAI ,March 2010 Report )
Type Joint Venture
Industry Telecommunications
Founded 2009
Headquarters Gurgaon, India
Stein-Erik Vellan (CEO)
Key people
Sanjay Chandra (Chairman)
Wireless
Products Telephone
Internet
Employees 2,000
Telenor (67.25%)
Parent
Unitech Group (32.75%)
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35. CDMA PLAYER
10th Player- MTS (SSTL)
3rd Rank in CDMA Telecom Market of India with Subscriber Base of 3.77 Million &
Market Share of 2.19 % in CDMA .
Mobile
Industry
telecommunications
2009 as Sistema Shyam
Founded
TeleServices Limited
Headquarters New Delhi, Delhi, India
Products CDMA
Sistema (73.71%)
Owner(s)
Shyam Group (23.70%)
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36. 11th Player-LOOP MOBILE
GSM
10th Rank in Telecom GSM Market of India with Subscriber Base of 2.84 Million &
Market Share of 0.67 %. (TRAI ,March 2010 Report )
Type Private
Industry Telecom
1994 as BPL Mobile
Founded
2009 as Loop Mobile
Mumbai
Headquarters
Maharashtra , India
Key people CEO Sandip Basu
Mobile
Products Telecommunication
operator
Owner(s) Essar Group (8%)
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37. GSM PLAYER
th
12 Player-S TEL
11th Rank in Telecom GSM Market of India with Subscriber Base of 1 Million &
Market Share of 0.24 %. ( TRAI ,March 2010 Report )
S Tel is a GSM based cellular operator in India. It has a unified services access license in
Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. It is
Owned jointly by C Sivasankaran (51%) and Bahrain Telecommunications (49%).
S Tel Private Limited (S Tel), a new telecom operator in the Indian marketplace, is a joint venture between
Siva Group (formerly Sterling InfoTech Group) and Bahrain Telecommunications Company (Batelco).
S Tel has acquired Unified Access Services Licenses (UASL) and spectrum to operate in six Category C
circles – Orissa, Bihar, Himachal Pradesh, North East, Assam and Jammu & Kashmir. These licenses will
enable the company to provide Unified Mobile service, wireless broadband and innovative Value Added
Services (VAS) covering a population of over 226 million across these circles
Headquartered in NCR region of Delhi, the company plans to launch its mobile telephony service in India
before close of 2009. Siva Group is a USD 3 billion group (about Rs.14, 000 crores), with diversified business
Interests in verticals such as wind energy, shipping & logistics, hospitality & realty, media, EPC, education
and agro business.
Bahrain headquartered Batelco is a diversified, integrated telecommunications operator with Mobile, fixed
and wireless broadband, Datacom and fixed line services. It has operations in 7 markets across the Middle
East, North Africa and Asia.
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38. 13th Player-PING (HFCL)
CDMA
4TH Rank in CDMA Telecom Market of India with Subscriber Base of 0.32 Million & Market Share of 0.19
% in CDMA .
HFCL Infotel Ltd. (Infotel) is a "Total Telecom Solutions Provider" offering Fixed Line telephony
(Telephone Services), Mobile telephony, Broadband Services, Customized Data Services and Value
Added Services.
Infotel provides a world class telecom experience when it comes to technology, products, customer services,
Launched in Punjab in the year 2000 under the Connect brand name. Infotel has set up state-of-the-art
Networks with coverage in over 200 towns of Punjab with an extensive optical fiber network coverage
of over 4,000 km.
Today, Infotel is one of Punjab's leading private sector telecommunication services providers with an
aggregate customer base of 5, 10,263 as on 31st Dec 09.
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39. 14th Player-VIDEOCON
GSM
Type Public (BSE: 511389)
Industry Conglomerate
Founded 1979
Founder(s) Nandlal Madhavlal Dhoot
Headquarters Aurangabad, Maharashtra, India
Venugopal Dhoot (Chairman)
Key people
K. R. Kim (CEO)
Consumer Electronics
Home Appliances
Components
Office Automation
Mobile phones
Products
Wireless
Internet
Petroleum
Satellite television
Power
Revenue ▲ US$4 billion (2010)
Net income ▲ US$276 million (2010)
Employees 5,000 (2010)
Videocon Mobile Service., is a GSM based cellular operator in India based in Mumbai. Videocon
Telecommunications Limited, a Videocon group company offers GSM mobile services GSM service under
the brand name Videocon. The Videocon Group is a $4 billion, global business conglomerate with a strong
presence in Household Consumer Goods, Oil & Gas, Retail, Telecom, DTH and the Power sector.
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40. Listed 15th Player- ETISALAT
Type Public GSM IN
15 CIRCLES
United Arab Emirates
Founded
Government
Headquarters United Arab Emirates
Mohammed Hassan
Omran Chairman
Key people
Mohammed Al Qamzi
CEO
Revenue ▲ $8.4 billion (FY2009)
SWAN Telecom RE- named ETISALAT DB TELECOM INDIA PVT. LTD
Etisalat will shortly be launching its service. As of April 2010, signal testing has already begun in a few
circles of Chennai [IND 922], Delhi & NCR [IND 913], Maharashtra & Goa [IND 918], Mumbai [IND 916]
and Gujarat [IND 914].
Etisalat has signed a deal with bollywood actor Aamir khan which is biggest
endorsement till date in the Indian advertising market for Rs. 350 million (35 Crores) for a three year
contract. In May 2010.
Etisalat is in talks to buy 25% stake in Reliance Communications.
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41. D) ANALYSIS OF BHARTI AIRTEL
SUNIL BHARTI MITTAL: FIRST GENERATION ENTREPRENURS
1970 Bicycle Crankshaft Business
1982 Portable Generators
1982 Electronic Push Button Phones
1990 Fax Machines, Cordless Phones and Other Telecom Gear.
1992 Mobile Phone Service License Operator in Delhi
1995 UMBRELLA BRAND -AIRTEL
 SUNIL BHARTI MITTAL is an Indian Telecom Mogul, Philanthropist and the Founder, Chairman
and Managing Director of Bharti Enterprises.
 He is a Pioneer, a Dreamer, and an Achiever.
 Asia's self-made billionaires.
 The Game Changer.
 Mittal prides himself on a string of firsts: "the first push-button, the first cordless, the first answering
machines, the first fax machines“.
 In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor.
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42. Airtel Brand: Taglines
Airtel Brand Logo:
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43. Brand Ambassadors:
2002 2003 2008 2009 2010
Bharti Airtel: Introduction:
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with
Operations in 18 countries across Asia and Africa. Bharti Airtel since its inception has been at the forefront of
technology and has pioneered several innovations in the telecom sector.
AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all the 22
Telecom Circles in India, and in Srilanka. It served an aggregate of 130,686,172 customers as of March 31,
2010, in India; of whom 127,619,314 subscribe to our GSM services and 3,066,858 use our Telemedia
Services either for voice and/or broadband access delivered through DSL.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV.
The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides
Broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-
Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telcos.
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44. Four Strategic Business Units of Airtel:
2) Telemedia
1) Mobile
The mobile business offers services in The Telemedia business provides
India, Sri Lanka and Bangladesh. broadband, IPTV and telephone
services in 89 Indian cities.
3) Enterprise 4) Digital TV
The Enterprise business provides end-to-end The Digital TV business provides
telecom solutions to corporate customers and Direct-to-Home TV services
national and international long distance services to across India.
Telco’s.
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45. Vision: 2010
Mission:
“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we
want them to feel. We deliver what we promise and go out of our way to delight the customer with a
little bit more”. .
Company Profile:
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46. Partners:
Mobile Services Nokia Siemens, Ericsson, Huawei
Network Equipment Nokia Siemens, Juniper, Cisco, Alcatel
Telemedia & Long Distance Services
Lucent, ECI, Tellabs
Information Technology IBM
IBM Daksh, Hinduja TMT,
Call Centre Operations Teleperformance,
Mphasis, Firstsource & Aegis
Equity Partner {Strategic} Singtel
Factsheets:
Proportionate Revenue Rs. 396,150 million (year ended March 31, 2010-Audited)
Rs. 369,615 million (year ended March 31, 2009-Audited)
As per US GAAP Accounts
Proportionate EBITDA Rs. 160,268 million (year ended March 31, 2010 - Audited)
Rs. 151,678 million (year ended March 31, 2009 - Audited)
As per US GAAP Accounts
Shares in Issue 3,797,530,096 as at Mar 31, 2010
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited (NSE)
Market Capitalization US$ 25 billion.
Stock Quote BSE: INR 267.00
TOTAL NO. OF EMPLOYEE 30,000
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47. Organization Structure:
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48. Awards and Recognitions: For the Year 2008 - 2009
 Voted India’s most innovative company – in a survey conducted by The Wall Street Journal in 2008
 Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008
 “2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008
 ‘Best Content Service’ Award for its Farmer Information Dissemination Platform for Bharti Airtel’s joint venture with
IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008
 Best Project Management’ Award for its Gujarat e-GRAM project - World Communications Awards 2008
 “Best Telecom Company” at the NDTV Profit Business Leadership Awards
 Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco-Transformation
award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008
 Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honour in global telecom
sector, recognized his tremendous contribution to the development of India’s telecom sector
 Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership
Awards
Group Companies:
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49. Analysis of Bharti Airtel:
1) Product Life Cycle (PLC) Analysis.
2) SWOT Analysis.
3) BCG Matrix.
4) Porter Model.
5) Ansoff Matrix.
6) PEST Analysis.
7) Marketing Mix.
1) Product Life Cycle
Thirteen Operator causing Ripple Effect & demanding for Innovation/Renovation in” Saturated Indian
Telecom Market “.
Sales and
Profits (Rs.) Sales
Profits
Time
Product Introduction Growth Maturity Decline
Develop-
ment
Losses/
Investments (Rs.)
Sales and Profits over the Product’s Lifetime
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50. 2) SWOT Analysis:
S: Strengths
 First Mover Advantage.
 Highly Focused on Indian Telecom Market.
 Leadership in fast growing Cellular Segment.
 PAN India Footprint.
 Heavy Brand Promotion Strategy.
 Huge Network Coverage.
 Proactive & Innovative Service
 Strong Financials
 Truly India’s first Global telecom player.
 India’s first fully integrated telecom player.
 Famous for Minute -Factory Model.
 Best Outsourcing Model.
 Airtel is another name of “Trust “& “Ethics “.
 Highly Successful in the minds of Common Man.
 Strong Network Coverage is helpful to earn more than 60 % Revenue from Rural Sector.
 The Game Changer Leader (founder & Promoter) Sunil Bharti Mittal who is known for
“Transformational Changes “.
 Being one of the largest companies in India the company has achieved a degree of focus in its core
business of its products.
 It has a strong brand name, superior quality products and an enviable distribution network.
 It has a clear and well-defined organization structure and limits of financial authority.
 Strong Strategic Alliance. This means Business has access to Knowledge & Technology & Other
Parts of Telecommunication World.
 The only Indian operator, other than VSNL, that has an international submarine cable.
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51. W: Weakness
 Outsourcing of Core Systems.
 Premium priced products, hence can’t compete in low price segment.
 No separate strategy for rural market (Untapped Rural Market).
 Distribution channel is not accurately categorized.
 Purely GSM Player affected by Consumer Switching Behavior gives opportunity to CDMA Player
Stickiness due to Handset.
 Loosing Grounds among Teens & Youth against Virgin Mobile.
 No Free Local Calls & STD Calls Packs offered by it.
 Small Players giving Strong Competition in Different Segmentation like Call Rates , GPRS , SMS
Packs, Broadband Internet (High Speed Data Cards) & Other Value Added Services.
O: Opportunities
 Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural
penetration too holds vast potential to bring about growth.
 There is a lot of scope of product and market diversification.
 Teledensity is still 47 % in 2nd Fastest growing Telecom Market in India. Still Huge Population is
Untapped.
 3G & WiMax Technology will Boost Product Life Cycle of Telecom Sector.
 If Consolidation happens in Next Few Years for Mega Mergers & then Global Mergers Airtel will
be in World’s Top 3 Rank by present 5th Rank.
 Low Broadband Penetration in India only 9 Million Users producing huge opportunities for GPRS
Service.
 M-Banking, M-Commerce & M-Gaming are the Next Engine of Growth in Data Communication
in VAS.
T: Threats
• India centric – Major revenues from India
• Falling ARPU & AMOU
• Intense Competition from 13 Existing Players & Shortage of Bandwidth.
• Role of Government Policy
• Saturation in Basic Voice Service. Landline Connection is already in its Declining Stage.
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52. 3) BCG Matrix:
M
A
R
K
E H
I
BSNL
T
AIRTEL
G VODAFONE IDEA CELLULAR
H
AIRCEL
S
RELIANCE
TATA INDICOM
H
A
R L
E O
W
I
N VIRGIN
% MOBILE
HIGH RELATIVE MARKET SHARE LOW
BCG Matrix for Bharti Airtel
HIGH
Mobile Services
DTH & IPTV
Broad Band
LOW
HIGH LOW
65
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53. 4) Porter’s Five Force Analysis:
1. Competitive Rivalry within an Industry
HIGH
• Thirteen Players in Saturated Indian Telecom Market causing “Battle of Brands “with
Paisafication strategy.
• New Players with Negative Cash Flows causing to Innovation/Renovation to be in the Telecom
Market.
• “Tariff War “causing Cutthroat Competition to Survive & in adding 1st time User.
2. Customer Bargaining Power HIGH
• Lack of differentiation among Service Providers
• Cut throat Competition
• Low Switching Costs
• Number Portability will have Negative Impact
• Businesses & Consumers
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54. LOW
3. Suppliers Bargaining Power
4. Threat of Substitutes
HIGH
 Landline
 CDMA Diminishing Market
 Video Conferencing Broadband Services
 VOIP - Skype, Gtalk, Yahoo Messenger
 E-Mail & Social Networking Websites
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55. LOW
5. Threat of New Entrants
• Huge License Fees to be paid upfront & high gestation period
• Entry of MVNOs & WiMAX operators
• Spectrum Availability & Regulatory Issues
• Infrastructure Setup Cost - High
• Rapidly changing technology
Porter’s Generic Strategy:
Porter has identified three types of generic strategies that help a firm to cope with competitive forces and
outperform other firms in the industry.
These strategies are:-
1. Overall Cost leadership strategy
2. Differentiation strategy, and
3. Focus strategy.
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56. 5) Ansoff Matrix
Market Penetration:
Entered in Broadband and fixed line market.
Market Development:
Looking for overseas market.
Product Development:
IPLC products.
Diversification:
Outsourcing.
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57. 6) PEST Analysis
It is the technique of environmental scanning of any Industry on the basis of the factors like P-Political,
E-Economic and S-Social & T-Technology.
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58. PEST Analysis of Indian Telecom Industry: Political Factors
o Antitrust Regulations
o Environmental
o Protection Laws
o Tax Laws
o Special Incentives
o Foreign Trade Regulations
o Attitudes toward foreign Companies
o Laws on hiring and promotion
o Stability of government
PEST Analysis of Indian Telecom Industry: Economical Factors
• GDP trends
• Interest Rates
• Money Supply
• Inflation Rates
• Unemployment levels
• Price control
• Devaluation / Revaluation
• Cost
PEST Analysis of Indian Telecom Industry: Socio Cultural Factors
• Lifestyle Changes
• Career expectation
• Consumer activism
• Rate of family formation
• Growth rate of population
• Age distribution of population
• Regional shift in population
• Life expectation
• Birth rates
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59. PEST Analysis of Indian Telecom Industry: Technological Factors
• Total Government spending for Research & Development
• Total Industry spending for Research & Development
• Focus of Technological efforts
• Patent Protection
• New Products
• Technology transfer from lab to marketplace
• Productivity improvements through automation
• Internet availability
7) Marketing Mix: 4 P’s
P-Products.
P- Price.
P- Place.
P- Promotion.
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60. MARKETING
MIX
PRODUCT PRICE PLACE PROMOTION
Cell Phones Lower End Exclusive Print Media,
Segment to Super Showroom, Mass Media &
Premium End. Shopping Mall, Electronic Media
Chain Store
Product
• Airtel Pre-paid
• Airtel Post-paid
• Blackberry Wireless Handheld Value Added Services (VAS)
Price
• Customer based pricing strategies.
• Flexible pricing mechanism Controlled by TRAI.
.
Place
• It has wide and extensive presence even in the remotest areas
• Airtel Customer Care Touch Points Distributors like: Paan shops, grocery stores, chemists, outlet
etc.
Promotion
• Large scale print and video advertising.
• Big celebrities like SRK and Sachin are roped in to endorse the product.
• In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most
downloaded tune in India. Provides innovations such as Bollywood movie premiers, music
services such as ring back tones.
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61. E) Major Emerging Trends:
Changing Face of Indian Mobile Consumer
Handset Market in India:
India’s Mobile Handset Market is Rs. 50,000 Crore Annually with 30 Handset Maker Company.
About 100 Million Phones were sold in India in 12 Months to June 2009 say IDC Data.
10-12 Million Handsets are sold Per Month in India making India “Mobile Hub” after “Small Car Hub”.
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62. Telecom Services:
PMRTS
INTERNET
VSATS
RADIO PAGING
GMPCS
BASIC SERVICES
MOBILE SERVICES
Technology
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63. Growth Factors:
Enterprise
Telecom
Services
Managed Value Added
Services Services
Infrastructure GROWTH Rural
Sharing AVENUES Telephony
Virtual
Private
WIMAX
Networks
3G
Emerging Trends:
USSD
GPRS Voice
3G
SMS
MMS
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64. Growth Avenues:
1) Managed Service: Managed services are another segment that is attracting telecom companies.
On account of the rapidly growing subscriber base, service providers find it difficult to manage their
infrastructure and network management operations. In such cases, they completely or partially outsource their
infrastructure or network management operations.
2) Infrastructure Sharing: To reduce their network deployment costs, many service providers are
Considering infrastructure sharing offers the following advantages:
Improved service quality.
Increased affordability for customers.
Faster roll out of services in rural and remote areas.
Lower operating costs for service providers.
3) Enterprise Telecom Services: Enterprise Telecom Services includes key services, such as voice over
Internet protocol (VoIP), dedicated telecom communication systems; IT infrastructure enabled unified
communication services, etc. Telecom service providers are increasingly targeting enterprises by providing
dedicated services and are expected to witness major developments in near future.
4) Virtual Private Networks: Virtual Private Network is a private data network that provides
connectivity within closed user groups via public telecommunication infrastructure. Competition is likely to
heat up in the VPN segment as DoT has relaxed the norms for private players.
5) Third Generation (3G): The Indian government plans to auction the spectrum for 3G services by
inviting bids from domestic as well as foreign players & creating a competitive environment that offers better
services to consumers. Therefore, 3G spectrum is among the major investment opportunities and growth
drivers of telecom industry. The immense potential for 3G is reflected by the 30–40 percent annual growth in
Value-Added Services..
6) WiMAX has been one of the most significant developments in wireless communication in the recent past.
Since this mode of communication provides network access in inaccessible locations at a speed of more than
4 Mbps, it is expected to be a major factor in driving telecom services in India, especially wireless services.
Thus, it will lead to the increased use of telecom services, Internet, value-added services and enterprise
services. It is estimated that India will have 13 million WiMAX subscribers by 2012. Aircel is the pioneer in
WiMAX technology in India.
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65. CHAPTER -2 Review of Literature:
Girija (1998), in its article “Socioeconomic Implications of Telecommunications Liberalization:
India in the International Context” says that Telecommunications restructuring have evolved
differently in Asia and Latin America. While Asian Governments have moved cautiously in
bringing changes to the sector, Latin American nations have implemented radical ownership
and market transformations.
The Indian telecommunications reform falls in between these two general regional trends. The
choice of a high component of competition, increased private participation, and no privatization of
the national carrier set conditions that will trigger unique socioeconomic effects. This article
identifies and highlights the likely implications of the Indian reform on key economic and social
issues, such as the cost of services, cross-subsidies, network
Interconnection, private investments, universal services, employment, and the possible rise
Of an information-intensive economy.
T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in India has been
bungled. Shaped by legislation dating back to the colonial era and post Second World War
socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure
and service needed reform.
Anand (1999), in his article named “India's economic policy reforms” says that India was
embarked on economic reforms in July 1991, in the wake of a balance of payments crisis.
Bhattacharya (2000) constructs a vision of the Indian telecommunication sector for the year 2020.
The paper aims at isolating agents of change based on international experiences and situates India
in the development continuum.
Das (2000), in her paper described the Liberalisation of the Indian telecommunications services
which started in mid nineties with no change in the existing public monopoly structure, entirely
controlled by Department of Telecommunications (DoT).This study implies that the choice of any
reform policy should consider the trade-off between the loss of scale and scope economies and cost
saving from the reduction in inefficiency of the incumbent monopoly in the event of competition.
Narinder (2004), in his article “Enhancing Developmental Opportunities by Promoting ICT Use:
Vision for Rural India” talks about the foremost benefits of Information and Communication
Technologies (ICTs) in developing countries that can be helpful in improving governance
including public safety and eradication of illiteracy. The benefits of ICTs have not reached the
masses in India due to lack of ICT infrastructure, particularly in rural areas, where two-third of the
population of the country lives.
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