Introduction• Bharat Sanchar Nigam Ltd. was incorporated on 15th September

2000 . It took over from the erstwhile Central Government Departments of Telecom Services (DTS) and Telecom Operations (DTO), with effect from 1st October‘ 2000 on going concern basis.

• Today, it has about 43.74 million line basic telephone capacity, 8.83 million WLL capacity, 72.60 million GSM capacity,12,071 CDMA Towers, 197 Satellite Stations, 50,430 RKm. of microwave network connecting 623 districts, 7330 cities/towns & 5.8 lakhs villages .

• BSNL has a market share of 8.26%for wireless subscribers out of total market of 1026.66 million subscribers which accounts for 84.80 million subscribers, out of which 71.13% are active subscribers.

Inroduction.• According to recent report of TRAI of feb 2016 the number of

recently added active wireless subscribers was 13,93,627. BSNL registered highest growth of wireless subscribers in Feb 2016 of 1.67%.

• BSNL alone provides 58,63% of wireline subscribers. It holds 13.74% of total broadband (wired +wireless) subscribers. It leads market with 9.91 million wired broadband subscribers, and holds fifth rank with 10 million wireless broadband subscribers.

• BSNL after 9 years posted 672 Cr operating profit in FY’15. Its performance has boosted as compared to last year where it reported a operating loss of 691 Cr.

• BSNL reported a growth of 4.16% in revenue to 27,242 Cr in FY’15.

Mission and Vission.

• Vision Statement : Be the leading telecom service provider in India with global presence.

• Create a customer focused organization with excellence in customer care, sales and marketing.

• Mission Statements: Generating value for all stakeholders - employees, shareholders, vendors & business associates

• Maximizing return on existing assets with sustained focus on profitability

• Becoming the most trusted, preferred and admired telecom brand

• To explore International markets for Global presence

Strategic Sourcing Centre in Vodafone:-

Procurement CompanyBSNL Market

Procurement is key to generating value beyond volume aggregation

Business Level Strategies

Several Steps have been taken at BSNL to augment the quality of customer care to international standards Access round the clock help at following toll free numbers Dataone Broadband '1600-424-1600' PSTN Call Center '1500' (in select states) Sancharnet Help Desk '1957‘ CellOne all India Help '9400024365'All BSNL Customer

Service Centers (CSCs) now remain open on all seven days from 8.00 AM to8.00 PM without any break for all activities.

Cheque deposit machines have also been installed in many cities, so that customers can make payments 24X7 at their convenience.

Contd. Customers can also make payments by heque/Demand

draft to BSNL franchisees all over the country. With a view to simplify and offer customer friendly

services, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for. Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished.

Majority of the local network is built up on jelly recruiting strategy to meet those needs is essential instantly to move the recruiting process along.

Role of IT • Penetration of IT in BSNL is not very high.• Presently the use of It is restricted to DQ (Directory

Query) and IVRS ( Interactive Voice Response System)

• Accounting and Billing.• Commercial and Fault Repair System Package.• BSNL is planning to create intra- BSNl IT network

connecting all the SDCAs (Short Distance Charging Area) through VPN networkfor the organisation’s own use to improve efficiencyand transparency.

SWOT Analysis

Strengths1. Backed by Government of India.2.Extensive infrastructure in remote areas.3. PAN India-reach.4. Huge Optical-Fibre infrastructure.5. Strategic alliances with IT & hardware companies6. Vast Experience.

Weaknesses1. Working culture of government Institution.2. Network capabilities.3. Unproductive rural assets.4. Poor Service Image.5. Unable to retain customers.6. Poor marketing

Opportunities1. Strategic Partnership.2. Partnering with other telecoms.3. Customer Retention.4. Improving upon Intangible capabilities.5. Huge unexplored market for Telecom Services.

Threats1. Government Regulatory Framework.2. Competition.3. MNP (Mobile number portability).4. Rapid change in Technology.

SWOT

Challenges.• EGoM (Empowered Group of Ministers) planning for revival of

BSNL and merger of MTNL with BSNL.• Entry of Reliance Jio is challenge for all operators.• Huge unutilised rural and sub-urban assets.• Absence of proper work culture, employee motivation is low

which effects efficiency of tasks.• Though it reported an operating profit of 672 Cr, BSNL is still

making loss, thus losing trust of shareholders.• With rapid advancement of technology 3G to 4G, BSNL lacks a

proper plan for implementations of 4G as well as the underlying idea of 5G network for future perspective.

• BSNL being very robust in its structure is still in mode of being a follower instead of being a Market leader.

Conclusion• BSNL should change its very strategy of acting as

follower to that of leader.• Instead of reacting to other operators move it

should start acting proactively.• BSNL can leverage on its PAN India reach and

Economics of scale to achieve overall Cost Leadership.

• It also needs establishing effective and workable relationships both inside and outside the organization.