Post on 28-Jan-2015
description
A Study of Telecom Industry
Presented by:
MITHUN GHOSH
9163797960
Telecom in the real sense means transfer of information between two distant points in space
Telecom is a huge and varied fastness of technologies, companies, services
that is truly global in nature
Telecom stands as one of the most essential elements of the business world in terms of
“Connecting the World”
INTRODUCTION
History of Telecom Industries1851 First operational land lines were laid by govt near Calcutta (seat of
British power)
1881 Telephone service introduced in India
1883 Merger with postal system
1923 Formation of Indian Radio Telegraphy Company(IRT)
1947 Nationalization of all Foreign telecommunication companies to form the posts, Telephone and Telegraph ,a monopoly run by the government’s Ministry of Communications.
1985 Department of Telecommunication(DOT) established.
1986 Conversion of DOT into two wholly government-owned companies: the VSNL for international telecommunications and MTNL for service in metropolitan areas.
1997 Telecom Regulatory Authority of India Created.
2000 DOT become a corporation ,BSNL
Overview of Telecom Industries
Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the maximum to their customers.
Fixed line Telephone Mobile Telephone
Airtel24%
Vodafone18%
Bsnl13%
Tata9%
IDEA11%
Aircel5%
Reliance19%
Others1%
Mobile company market share (as on 30Th apr,2009)
Players of Telecom Industries
AirtelBSNLVodafoneRelianceIdea
All players are launched net usage by USB (plug & surf from anywhere)
AIRTEL Established in 1995 by Sunil Mittal as a Public Limited
Company, Airtel is the largest telecom service provider in Indian telecom sector. With market capitalization of over Rs. 1,360 billion, Airtel has 24% of total market share of GSM service providers. Providing GSM services in all the 23 circles, Airtel was the first private player in telecom sector to connect all states of India. Also, Airtel is the first mobile service provider to introduce the lifetime prepaid services and electronic recharge systems.
SWOT ANALYSIS
STRENGTHS
Market share.
Pan India Footprint.
Customer care. Promotions
WEAKNESS
Price Competition from BSNL and MTNL
Losing lead on technical expertise.
OPPORTUNITIES The fast extending IPLC market.
Latest technology and low-cost advantage.
Growth of mobile phone users.
Untapped Rural Market.
THREATS
Market Maturity in basic telephony segment.
Standard plan
Plan l Plan 2 Plan 3
Airtel Data Card Rental
Rs. 49/- Rs. 350/ Rs. 599/- Rs. 999
Free Bundled Usage
NIL 500 MB 1 GB Unlimited
Data Usage (per MB)
Re. 0.10/- per 10 KB
Rs. 5/- Rs. 3/- unlimited
Free SMS per month
NA NIL 100 100
Voice Plan Additional Any Plan
Voice Rental Inclusive*
Voice Rental Inclusive
Voice Rental Inclusive
USB Modem – Rs. 3999/-
AIRTEL DATA CARD:-
VODAFONE
Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar now has operations in 20 circles with over 54.63 million customers. Vodafone is the world’s leading international mobile communications company. It now has operations in 25 countries across 5 continents and 40 partner networks with over 269 million customers worldwide. Vodafone partnered with Essar Group as its principal joint venture partner for the Indian market.
USB Modem – Rs. 2999/-
Special Offer: (12 month advance Rental Plan)
Advance Rental: Rs. 5999/- Period: 12 Months
Data Bundle: 1 GB usage per month for 12
months.
Note: Customer is moved to Rs. 499/- (1 GB) plan
at the end of offer period
Monthly Rental Rs. 499 Rs. 699
Free Data 500 MB 1 GB
User charge 5p / 10 KB 5p / 10 KB
VODAFONE DATA CARD
BSNL (Bharat Sanchar Nigam Ltd.)
Founded in 2000, Bharat Sanchar Nigam Ltd. India's largest public
sector Telecommunications Company providing a wide variety of
telecom services. Its service range covers Wire line, CDMA mobile,
GSM Mobile, Internet, Broadband, Carrier service,
VSAT, VoIP services and 3G service , etc. In 2005-06, the BSNL
earned revenues of Rs. 40,177 crore, & In 2007-08, the BSNL
earned revenues of Rs.38,053 crores.
KOLKATA UTTARPRADESH JHARKHAND CHENNAI
PLANS Down Payment
MonthlyRental
Down Payment
MonthlyRental
DownPayment
MonthlyRental
Down Payment
MonthlyRental
PLAN 1 Rs.2980 Rs.221 Rs.1650 Rs.400 Rs.2460 Rs.750 Rs.3500 Rs250
PLAN 2 NA NA Rs.3600 Rs.250 Rs.3600 Rs.250 NA NA
BSNL Evdo Data Card Tariff What is EVDO :This word stands for Evolution-Data or Evolution-Data Optimized is a internet service standard for wireless internet connections with speeds ranging upto 2.4Mbps
IDEA
Joint venture of Aditya Birla Group and Tata Group. Idea Cellular, is a part of Aditya Birla Nuvo, a flagship
company of the Aditya Birla Group Idea is growing its network in 11 circles. Idea offers both prepaid and post paid services in
the GSM network. It has 11% market share. Idea has a base of 2.3 crores subscribers all over the
country. A three-year contract was signed between Idea
cellular and Ericsson for GSM expansion.
Idea Net setter data card Features
Global roamingGRPSData and SMS capabilities.Plug & Play function, no installation CD requiredSIM-lock function
Tariff plan Free Data Usage Usage change beyond free usage
Special offer (For first 3 bill cycle)
Net Setter 299 512 MB Rs 2/MB Free Usage – 1 GB
Net Setter 399 1 GB Rs 2/MB Free Usage – 1 GB
Net Setter 849 Unlimited NA Rental - 500
Idea Net setter data card Price in India – Rs. 2490/- MRP (incl of taxes)
IDEA NETSETTER DATA CARD
RELIANCE
Established in 2002, Reliance communication is the wholly owned subsidiary of Anil Dhirubhai Ambani Group of Companies providing the telecommunication services. Reliance offers prepaid and postpaid mobile services with R-world and fixed line services with broadband services. In 673 cities, Reliance Communications offers a wide range of telephony services. With an optical fiber network of 80,000 kms, the company aims at providing best services to its customers.
Price Rs. 2299/-Pack Price Validity
Broadband+ 300MB Pack Rs. 250/- 30 Days
Broadband+ 700MB Pack Rs. 500/- 30 Days
Broadband+ 1GB Pack Rs. 715/- 30 Days
Broadband+ 3GB Pack Rs. 935/- 30 Days
Broadband+ 5GB Pack Rs. 1,210/- 30 Days
Broadband+ 10GB Pack Rs. 1,379/- 30 Days
Broadband+ 1GB Pack Rs. 200/- 1 week
Broadband+ 6GB Pack Rs. 1500/- 3 months
Broadband+ 18GB Pack Rs. 3,000/- 6 months*Additional usage @Rs.1per MB
Reliance Net connect Broadband+
Additional usage @Rs.1per MB
Wireless broadband for laptops and desktopsDownload speeds up to 3.1 Mbps and upload speeds up to 1.8 MbpsSimply plug and play
Evaluation Criteria & Parameter of CompetitorsFactor Reliance Airtel Vodafone IDEA
Used For Laptop & desktop Laptop & desktop Laptop & desktop Laptop & desktop
Technologies CDMA EDGE EDGE EDGE
Price 2299 3350 2999 2490
Speed 144 kbps to 3.1Mbps 512 kbps .53 Mbps Up to 3.6 Mbps
Voice Call yes yes NA Yes
No of Tariff 9 4 2 3
500 MB free NA Rs.350 Rs.450 Rs.299
1 GB free Rs.650 Rs.599 Rs.699 Rs.399
Unlimited Rs.1500 Rs.999 NA Rs.849
Unlimited(Night) Rs.400 NA NA NA
Minimum rate Rs.300 Rs.49 Rs.499 Rs.299
Maximum rate Rs.1500 Rs.999 Rs.699 Rs.849
Additional Data Usage(size)
Rs.2/MB Plan Rs.350- Rs.5/MBPlan Rs.599- Rs.3/MB
NA Rs.2/MB
AIRTEL VODAFONE
RELIANCE BSNL
IDEA
PRODUCT
Pre-paid, Post-paid, Wireless.Value Added Services (VAS) like hello tunes , GPRS.
PrepaidPostpaid. Itsgives different features such as games,pictures, ring tones, information services.
Prepaid, postpaid, Wi- fi, CDMA, mobile services, wireless desktop phones, public booth telephony, wire line services and enterprise solutions, GSM space.
Prepaid ,post paid, Landline, public booth telephony
Prepaid, Postpaid,Data card
PRICE
Customer based pricing strategies
Vodafone offers a number of price plans to suit all of its target groups. Phone users can top up their phone on line
It offers various pricing structure so that every people can afford this.
It offers various pricing structures to suit different customer groups
Customer based pricing strategies
Marketing Mix
Marketing mix AIRTEL VODAFON
E RELIANCE
BSNL IDEA
PLACE
It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points
Vodafone operates over 300 stores and also sells through other outlets. It has expert staff in the stores to help buyers.
It reaches to it’s 58million customers in more than 410,000 towns through different outlets & stores.
It has 2.44 crore GSM customer base in India.
It has 1.3 crore GSM customer base in India
PROMOTION
Print & video adsEndorsement by big celebritySpecial discount in calling rate & sms
Ads on T.V, News paper, billboardStores have special offers, promotions and point of sale posters to attract those inside the stores to buy
, TV commercials ,billboard, newspaper, telecom partner of “KITES”
Special discount in calling rate & smsPOS material
TV commercialsEndorsement by Abhishek BacchanBillboardSpecial discount in call & SMS rate
COMPETITIVE ANALYSIS (POSITIONING STRATEGY)
Vodafone has veered towards warmth and emotions.
Vodafone used the powerful visual imagery of a dog.
Airtel Positions itself as a lifestyle brand.
Airtel choose to use music, which is not nearly as effective.
COMPETITIVE ANALYSIS (TARGET AUDIENCE)
They are targeting middle class person as their target audience.
It can be justified by their product like chota recharge.
A group or class of persons enjoying superior intellectual or social or economic status
Up market class of people
Developments in telecom industry
3G Technology In India• 3G or Third Generation technology is a convergence of
various Second Generation telecommunication systems.
• The technology is intended for SMARTPHONES - • It offers 3 Mbps speed for downloading, which is very
high as compared to that of the 2G technology. • The 3G technology provides for -1.Internet surfing, 2.Downloading, 3.E-mail attachment downloading, 4.Audio-video conferencing, 5.Fax services and many other broadband applications.
Future TrendsConvergence of technologies & the
ability of private players to offer it to the market faster than the incumbent operator.
“The telecom industry in 2012 will be very different from the one we know today. Developing strong partnership skills, focusing on customer user groups, embracing Internet services and starting to talk the language of Web 2.0 will enable the carriers to thrive well into the future,"
Conclusion
In this changing landscape, the winners will be those
companies that understand consumers' needs,
focusing on usability and actually giving control back
to the users. The losers will be the ones that focus
on overly technical product differentiation that the
majority of consumers will not understand and
therefore not use.
THANK YOU…..