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barriers and use case study for mobile internet for the age group above 40- AIRTEL
GTM execution of Airtel night store and
Barriers and use case study of mobile internet
Shivani Gupta (MBA-46-2013) Under guidance of
Shwetanshu Gupta (MBA-49-2013) Mr. Puneet Gupta
Marketing Head, Airtel, Jammu
*Bharti Airtel Limited, commonly known as Airtel, is an Indian
multinational telecommunications services company headquartered in New
Delhi, India. It operates in 20 countries.
*Airtel is the largest provider of mobile telephony and second largest
provider of fixed telephony in India, and is also a provider
of broadband and subscription television services.
*Bharti Airtel added 5.10 lakh subscribers to take its base to 20.97 crore at
the end of July,2014. Its market share in India is highest with a value of
*It offers its telecom services under the “Airtel" brand, and is headed by
Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider
to achieve Cisco Gold Certification.
By 2015 Airtel will be the most loved brand, enriching the lives
" Enriching lives means putting the customer at the heart of
everything we do. We will meet their needs based on our deep
understanding of their ambitions, wherever they are. By having
this focus we will enrich our own lives and those of our other key
stakeholders. Only then will we be thought of as exciting,
innovation, on their side and a truly world class company."
*Mission & Vision
*Airtel's unique symbol is an interpretation of the ‘a’ in Airtel.
*The curved shape & the gentle highlights on the red color
make it warm & inviting, almost as if it were a living object.
*It represents a dynamic force of unparalleled energy that
brings Airtel and its customers closer.
*Red is part of Airtel’s heritage. It is the color of energy &
passion that expresses the dynamism that has made Airtel the
success it is today, in India, and now on the global stage.
* About Airtel night store
*Bharti Airtel introduced its Night Store . It’s a first of its kind store. It
enabled the customers to buy value-for-money offers on their prepaid
mobile for internet usage and local calling at night, 12 midnight to 6am.
*It includes unlimited internet and calls ranging from ₹ 1 to ₹ 49.
*This night store is a combination of:
*Unlimited Airtel to Airtel local calls for ₹ 7
*Unlimited 2G internet for ₹ 8
*500Mb of 3G internet for ₹ 29
*1Gb of 3G internet for ₹ 49
*Unlimited Facebook for ₹ 1
*Snapshot of official site of Airtel Night Store
*Approaching cyber café and eating point in Jammu
Event 1: This online promotion was done on Facebook pages.
Canara bank officers batch
Viewers - 93
The Head Hunters
Viewers - 243
This online promotion was done on facebook pages.
All New Management Club
Viewers - 92
The Business School
Viewers - 54
Event 2: Various tuition institutes were targeted
PG near ASL institute,
Various tuition institutes were targeted
Abhimanyu IAS Academy,
Achievers, Shastri Nagar
Gurukul Institute, Kacchi Chawni
Various tuition institutes were targeted
* Activity in teaching institutes
Vector Institute, Shastri
The Head Hunterz, Gandhi
*Off campus visibility
Event 3 : Approaching hot spots near college campus
Raina tea stall, MBS college
Photostat shop, MBS
Approaching hot spots near college campus
Nescafe, Jammu University
Eating point opposite MIET
Event 4: Approaching various Cyber Café.
Jungle Dot Com,
Sherry Cyber Café, Kacchi
Gitangi Shopee, Paloura General Store, Paloura
Approaching Semi-Rural Market
*On field learning with Sales team
*For four days we were tagged with area sales head.
*Areas covered: RS Pura, Miran Sahib, Muthi, Domana, Akhnoor
*Sims sold: 100
*Promotion of Airtel Magic Recharge
*Banners placed at various retail
*Barriers and use case study for
*Main focus was on:
*The digitally excluded people, who have little or no
opportunity of accessing the internet
*The digitally dismissive people, who have (or potentially have)
a means of accessing the internet but choose not to use it.
We know that a large proportion of older people do not use
communications technology, the question is, why not?
*To explore older people’s knowledge, attitudes and preferences
regarding the internet.
*To discover any barriers that is likely to prevent older people (or
particular groups of older people) from using computers and the
*To understand older people’s views on how to overcome the
*To suggest ways to overcome these barriers.
*The research covered three main areas:
*Understanding of the mobile internet and perceived barriers
*Potential benefits of using the internet.
*Ways to overcome barriers and enable older people to make use of the
*Sample size: 200
*Questionnaire design: 8 open end questions & 6 closed end
*Sample : Sample of 200 respondents was taken form population
above 40 age group.
*Source for data collection: Primary data (Questionnaire)
40-45 45-55 55 ABOVE
Series1 55 85 60
Series1 24 16 55 35 70
• 27% of the respondents are in age group of 40-45, 43% in the age group of 45-55 and
30% are above 55.
• 12% of the respondents are professionals, 8% are managers, 35% are clerical, 18% are
self -employed and 27% lies in others category
Access to internet
Series1 68 132
Series1 75 57
Interested in using internet
• Out of 200 respondents, only 68 have accessed internet and 132 had never accessed
• Out of 132 who had never accessed internet, only 75 were interested in accessing
Series1 34 19 15
Series1 16 30
Device used for accessing internet Still using internet
• Out of 68 respondents, 34 use laptop/PC, 19 use mobile and 15 use both devices.
* Barriers to mobile internet use
*Lack of awareness of what technology offers
*Too hard or too old to learn
* Potential enablers
*Although older people’s understanding of how the internet and
computers work is often very low, their unprompted knowledge of its
potential uses and benefits is often surprisingly high. The most
frequently mentioned uses of the internet and mobile include:
• Accessibility (portability)
• Easy connectivity
• Easy to recharge
• Keeping in touch: a number were aware of using mobile internet for
keeping in touch with family and friends abroad as well as with
younger members of the family.
• Time saving and convenient: Home shopping was mentioned as an
example of something that is convenient for all and particularly
beneficial for those who are housebound.
*1. Educating about internet
*First and foremost barrier is the lack of education about
*So target group can be made aware of its benefits:
*Best leisure time
*Best way to remove social isolation
*Awareness raising campaigns can be held which will help them
to have an idea of what internet is.
2. Focus on training/access to help if
*One of the biggest problems is education, making sure there
are ways for people to access technology which make it
attractive. Lots of money is often put into capital purchases
like hardware or infrastructure but ongoing training and
support... is what people want and need.
*Training can be provided to the target group, on demand
*For this purpose a trainer can be made available in various
*3. Target Group
*CRPF, Air force personnel, BSFians can be targeted who are
away from home.
* They can be encouraged to make use of mobile internet to
get in touch with their families through video chatting.
*Low tariff internet plans can be provided to customers above age 40
and potential benefits of using mobile internet can be told to them.
* 4. Subsidies: providing low tariff internet plans to
customers above 40 age group.
* 5. Desired additional features in Sim Card
*Providing Add-on SIM card.
*Most of the respondents believe that internet is a costly affair
and most of the time they fear to use it believing that it
contains hidden costs.
*Manual with SIM card, automatic update
*4. Marketing does not reflect older people’s
*Generally, technology is not marketed to older people in a way
that reflects their needs and interests.
*Most of the older people are interested in using technology if
they are aware of its benefits
*So internet services can be targeted to older section of society.