The Indian telecom industry is the second largest in the world with over 1.2 billion subscribers as of September 2017. It generated over 2.2 lakh crore in revenue in the same period. Major players in the industry include Airtel, Vodafone-Idea, BSNL, and Reliance Jio. Bharti Airtel is one of the largest telecom companies in India, operating in 17 countries with over 282 million subscribers in India. The industry faces high competition and threat of new entrants. Customer bargaining power is also increasing as switching costs decrease and more value-added services are demanded. Airtel maintains strategic partnerships and a strong network infrastructure to compete effectively.

1. Industry Analysis

2. INDIAN TELECOM INDUSTRY
 India's telecommunication network : Second largest in the world with 1.206 billion
subscribers as on 30 September 2017.
 As on 30 September 2017, there were 324.89 million internet subscribers in the
country.
 Revenue: 2.2 lakh crore(as on 30 September 2017)
 Average annual Growth rate: 21%
 Major segments
 Landline: 31 million main line customers
 Mobile: subscriber base of more than 929 million
 Internet: 340.16 million
 Major players: Airtel, Vodafone-Idea, BSNL, Reliance Jio.

3. BHARTI AIRTEL
 Bharti Airtel Limited is a leading global telecommunications company. . Founded
on 7 July 1995 by Sunil Bharti Mittal
 Operates in 17 countries across Asia and Africa.
 Headquartered in New Delhi, India
 The Company ranks among the top three mobile service providers globally in terms
of subscribers. Current market share: 282.04 million (23.8%)
 The Company’s offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed home broadband, DTH, enterprise
services

4. Industry analysis
RIVALARY
AMONG
EXISTING
COMPETITORS
 Bharti Airtel has very strong
competition in the market from
companies like Idea, Reliance,
Vodafone and BSNL.
 Competitive Rivalry in India is high
and will continue to increase as new
players enter the industry. The
Competition is price and quality
based. The entry of every new
customer brings with it a new set of
price cut and hence intensifies
competition.
:
THREAT OF NEW ENTRANTS
• The government is issuing new licenses in
the current circles.
• Many mobile players are also entering the
enterprise business by launching NLD/ILD
operations.
• The sharing business has reduced the
capital requirement and thus bringing down
the capital requirement for new player.
• The potential for new entrant is also high
SUPPLIERS BARGAINING
POWER
Network Outsourcing and maintenance
Information technology
Infrastructure
Call centre outsourcing
CUSTOMER BARGAINING
POWER
• Switching cost is low.
• Government introducing Number
portability.
• The customers are demanding more
value for money which has lead to
introduction of pay per second plans.
• Customer Delight and not Customer
Satisfaction
THREAT OF SUBSTITUTES -
Landline High Diminishing
Market - CDMA - Video
Conferencing - VOIP –
Skype, Gtalk, Broadband
Services Yahoo Messenger,
way2sms.com, whatsapp

5. Strategy and Positioning
 Airtel has strategic alliance : with Singtel, which has helped in providing quality
services to the customer due to technology transfer. Airtel also has strong alliances
with equipment transfer. and technology partners who also drive development an
innovative and solutions
 Value Added Services: These services bring both Value to customers and operators.
Airtel has special services and the opportunity can still be exploited further for
better profitability.
 Nationwide strong Network due to its constant investment in Tower Infrastructure
 Brilliant Customer service: Eliminating Customer frustration by delivering world
class network experience.

6. POSITIONING OF AIRTEL’S COMPETITORS
High cost
Poor services
Low cost
Best services
Idea
BSNL
Reliance JIO
Vodafone

7. RESOURCE BASED VIEW OF AIRTEL
Resource Value Rarity Imitate Organised Competitive
implication
Technologic
al know how
High Medium High Medium Temporary
Licence of
spectrum
Medium Low Medium At par
Customer
relation
High High Medium High Sustained
Managerial
expertise
High Low High High Temporary
Service
levels
High Medium Medium Medium Sustained
Sales force High Medium Medium High Temporary

8. AIRTEL’S STRATEGIC STEPS
Scenario Strategic step
Competition from 4G players • Increase 4G adoption among
customers
• Do More in Less Time & Do More in
Same Price to combat the perceptions
of 4G being pricey and consuming
more data
• Building 4G infrastructure in areas of
demand
Call drop issues • ‘Open network’ campaign to find
that were not under service
Expected outbreak of 5G technology • Airtel signs deal with Ericsson for
strategic partnership on 5G
Growing trend in digital media and
transactions
• My Airtel app to cater variety of digital
media services in one app
• Airtel Payment bank which serves