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VALUE ADDED SERVICE

Survey

FOR VODAFONE ODISHA SPACETEL LTD

2012

SUBMITTED TO

INSTITUTE OF BUSINESS AND COMPUTER STUDIES

BY

SHASANK SEKHAR SWAIN

REGD. NO:-1161333001

M.B.A/11-13

Project Report submitted in partial fulfilment for the degree of Master of Business Administration

Under the guidance of

CORPORATE GUIDE:- FACULTY GUIDE:-

Manas Ranjan Behera Dr. Jyoti Ranjan Das

Designation: Deputy Manager Sales Designation: Associate Professor VODAFONE SPACETEL LTD IBCS SOA UNIVERSITY

Institute of Business & Computer Studies

Siksha ‘O’ Anusandhan University

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Cer t i f ica teCer t i f ica te

This is to certify that Mr. Shasank Sekhar Swain having Regd No 1161333001 has done this research project work on “Value Added Service Survey for Vodafone Odisha” and submitted the report in partial fulfilment for the degree of Master of Business Administration to IBCS, SOA University, Bhubaneswar under my supervision and guidance.

His report is the record of original work done by him. To the best of my knowledge, no part of the content of this report has been submitted for any degree by him or anybody else to any other University or Institution.

Faculty Guide Certificate Date : - / / 2012Place : - Bhubaneswar

Dr. Jyoti Ranjan Das

Associate Professor

IBCS, SOA University

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Declaration

I, Mr. Shasank Sekhar Swain , hereby declare that the project report submitted by me entitled, “Value Added Service Survey for Vodafone Odisha” in the partial fulfilment for the degree of MBA to IBCS, SOA University, Bhubaneswar, is the record of original work done by me. No part of the content of this report has been submitted to any institution / university for the award of any other degree. Previous works in this field have been duly acknowledged as and when they have been referred.

Date : - / /2010 Shasank Sekhar Swain

Place : - Bhubaneswar Redg. No:- 1161333001

M.B.A/11-13

Section- A

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Acknowledgements

This report bears the imprint of many people. Right from the experienced staff of VODAFONE spectacles Ltd, without whose support and guidance I would have not got the unique opportunity to successfully, complete my internship in this esteemed organization.

Firstly, I would like to thank Mrs. Pragnya Mohapatra and Mr. Uma Shankar Mishra, who allow me to do this project in, VODAFONE spectacles Ltd successfully.

I take this opportunity to express my deep gratitude to all the employees of, VODAFONE, Bhubaneswar. Also I am indebted for the rich guidance, knowledge and suggestions provided by my guide,  Mr. Manas behera who took sincere efforts and illustrated the Marketing Concept and Value Added Services in VODAFONE spectacles Ltd with their vast knowledge in this field, which helped me in carrying out my internship.

I also would like to thank Dr. Jyoti Ranjan Das who help me in doing the project successfully. Last but not least, I also thank all those people whom I met in the industry during my internship and helped me to accomplish my assignments in the most efficient and effective manner.

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CERTIFICATE OF THE CORPORATE GUIDE

Certified that the Project Report with the title “Value added service survey for vodafone odisha ”, undertaken by Shasank Sekhar Swain, was conducted under my guidance and supervision. He has designed the research, collected the data, analysed the results, interpreted the findings and observations and prepared the report.

Mr. Manas Ranjan Behera

Designation :Deputy Manager Sales

Vodafone Spacetel Odisha

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CERTIFICATE OF THE FACULTY GUIDE

Certified that the Project Report with the title “Value added service survey for Vodafone Odisha”, undertaken by Shasank Sekhar Swain, was conducted under my guidance and supervision. He has designed the research, collected the data, analysed the results, interpreted the findings and observations and prepared the report.

Dr.Jyoti Ranjan Das

Associate Professor

IBCS

Faculty Guide

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ABSTRACT

It will be appropriate to apprise to the reader that the cardinal objective of my project is to carry out an extensive survey which will not only reinforce and magnify the  awareness level of “Value added services for Vodafone spacetel Ltd Odisha” in VSL but also help the Company to improve its overall efficacy of business. From the day on which VSL witnessed my presence, till date I ceaselessly Yet relentlessly kept on imbibing and garnering the basics  value added services of Vodafone. Owing to the fact that before one sets out for the survey he/she should have a thorough knowledge of the topic he/ she is assigned with, I as a survey person spent my considerable time in knowing about the  VSL’s Value Added Services and company policies, vision, mission etc .After getting my topic I went to different touch point of Vodafone and distributed my questionnaires to the Vodafone customer and do the data analysis, interpretation, recommendation and findings.

TABLE OF CONTENTS Page No

Chapter-1

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Introduction

Objectives & Scope

Importance

Research Methodology

Methods

Methods of Data collection

Tools and Techniques of Data Analysis

Scope

Limitation

Chapter-2

Literature Review / Theoretical Background

Chapter-3

Company Profile

Chapter-4

Data Analysis and Interpretation

Chapter-5

Observation

Findings

Suggestions

Conclusion

Annexure

Bibliography

Copy of blank questionnaire

INTRODUCTION

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Value Added Service (VAS) is some service above base technology which can bring additional income to Operator. That was the idea of growing up the profit by offering some useful service which is not associated with base service (in subscriber’s mind) and considered to be paid due to it usefulness.

 

There were two reasons to implement VAS:

Profit on base technology is in very competitive environment:

Same in costs as there are just 2-3 leading vendors for specific telecom area in the entire world, Same prices because subscribers can easily compare price for the same service, A lot of providers/operators – easy to change and no subscribers’ loyalty. Some specific hot service is vary operator to operator with no standard cost model for VAS and profit can be up to 1000% more compare to base technology service as the price determined by usefulness and not by cost.

 

Important to notice that along with operator’s VAS like WAP for cellular network there is a big segment of VAS developed by Content Providers. This is the same useful service from the subscriber’s point of view however for the operator itself it brings only traffic/commission payments, sometimes kind of royalty and some loyalty increase. This site has huge part dedicated to Content Provider business too.

 

Notice: As my experience is in Mobile Cellular Networks, then most of examples I mean for Mobile Networks! If I will refer to any specific for the Fixed Telephony or Broad Band Access – then I will mention it.

If tell from point of view of 2G networks - in Mobile Cellular Networks base services are Voice, SMS, FAX, and PRA. Originally there were only Voice, but now we can state that other mentioned above is a base functionality for any Mobile Telecom core equipment. In Wire line Phone Networks these are the same services except SMS. In Wire line /Wireless IP Networks (ETHERNET, Fibre-Optic, various DSLs, Wi-Fi, Wi -MAX) it’s the only one base service – access to Internet.

 

Meantime there are several notices:

 

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1st Notice - is that Wire line Telecom hasn’t such a base feature as SMS and widespread of this service in wire line phone networks is surely can be considered as VAS.

2nd Notice – is that word “Services” in VAS has meaning – “Services for Subscribers”. Therefore, various internal network innovations can be considered as base for VAS, but not as VAS itself. For example –international calls with usage of VoIP International Gateways will allow offering good end-user tariff, which will lead to increase of ARPU due to longer international conversations. Another example – GPRS/EDGE/HSPA is a base for many new services. One exception is that GPRS/EDGE/HSPA can be offered as “Service for Subscribers” itself.

3rd Notice – There is various near range communications such as NFC, Bluetooth, Seabee. Now it’s considered as Terminal’s Value Added Function, but also can be used to establish VAS for profit of Telecom Operators / Content Providers.

4th Notice – For Wire line Internet Providers there is “Triple Play” which can be considered as Base Services. Meantime any additions such as Votes and Video-On-Demand for IPTV, SMS and FAX for VoIP telephony and for IP access VPN services and various special subscriptions – are VAS!

 

Another important notice is that any VAS is not only a function of Telecom Network, but this is always the function of the User Terminal! Sometimes there is firm core technology but a lack of terminal functions as it was for CDMA 2000 1x networks. Sometimes it’s contrary like it’s in WCDMA (HSPA) networks regarding Telecom Operators or A-GPS/GPS Services regarding Content Providers Business.

 

Moreover – in the explorations on this portal I will show that there is a wide range for development and re-organization of present technologies and therefore there is a wide range of not yet exists end-user equipment with already well presented technologies.

 

Whatever technologies are below some VAS – user doesn’t care about it. There can be simple SMS sending out and very sophisticated server part or contrary – very sophisticated set of commands and some generic hardware for it. Therefore there is two important points from users point of view – which benefits I have and how easy to use this service.

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There are natural ways for creation of Vases which are based on regular private conversation. These are considered as natural properties and have to be easy and meaning as cheap.

Speak = VoIP cheap calls or Push-To-Talk.

Show emotions = smiles (now) or corresponding sounds (can be)

Draw scheme = Scheme created by stylus and sent as MMS.

Show photos = MMS or easy link share (content service).

Share music = MMS or easy link share (content service).

 

Meantime there are yet not covered properties of regular chat, such as touches and sharing smells. Sure it’s quite possible to develop this! For example now it can be usage of terminal vibration to emulate some typical touches or movements. In future even more! Smell generating modules for PC are in development for at least 10 years – can be in phones in the future.

 

Another natural way is a willing of human being to be notable. Therefore whatever can make someone in the top of the list or in some VIP group is a reason to think about creating VAS! There is well known examples of moving photos, blog or profile on a first page with charge SMS or becoming member of VIP group using same kind charge SMS. There is another way – provocation for bigger usage of regular resources (sends more regular SMS, spend more time via GPRS and so on).

 

And some another ways, which can be called as “IT” is whatever other communication, computer and entertainment items can provide. Such things as TV, radio, newspapers, gaming, entertainment, calculations, databases, security and other IT activities. There can be lot of services and these even easier to develop as IT is naturally close to telecommunications. Just several examples of services – Mobile TV, Mobile Video on Demand, News Subscription, Mobile Network Gaming, Mobile Office, and Mobile VPN access and so on.

 

Last thing I want to mention here is usage of non-communication technologies but with opportunity for operators to earn money on it. Best example – Mobile Payment using NFC (Near-Field Communications). The payment account can be common with the telephony

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account and thus Operator at least has more money and this money is pre-paid. Another option is usage of mobile phone or VoIP fixed phone as remote control for security system.

Finally we have reached the main article – marketing. The aim of marketing is to offer something easy and interesting for the subscriber.

 

VAS is something advertised as new for the subscriber whether it’s new in fact or not. New VAS doesn’t mean new technology and contrary – ultimately new implemented technology may not lead to VAS creation. Therefore the technical way may be as following: Not affect technical side at all, Sometimes there must be some corrections in present system, Some time there need develop new system, Finally there can be technology limitations when it’s impossible to make full feature service at present time.

 

To say honestly – most of VAS which is still not exists are not limited by technologies at all! Reasons that we have lack of interesting services are that operators and content providers are lazy to develop and advertise these. Right now there can be very well working services such as remote control, network games with usage of GPRS or USSD, positioning based services (even for old phones with no map and GPS), on-line competitions and integration with different parts of popular WEB-portals.

 

The same lazy reason related to “easy use” in terms of easy to find, easy to understand, easy to estimate benefits, easy install and work with. Now almost all VAS es have no unique standard, no common menu and no special dedication in terms of tariff. Whatever clever VAS you know is originated by 3-rd party provider (WEB-portal, security system developer and so on) with own interfaces and special tools. No unique standard means that We have not so much services as not all providers willing to develop mobile (telecom) part hard to install and use different tools and services

no centralized technical support and therefore there is an opinion that VAS is unstable way of IT services no care of VAS like no special tariffs, no promotion, no developing – all these lead to the meaning that VAS is some useless way to spend money.

 

Then what shall marketing do? Interests can be raised by the following:

This can be something very well known, but presented differently. For example positioning service (GPS, A-GPS) when presented as service “which restaurants is near”. Or known but promoted with extremely low price, when shifting view on a services. For example when price for MMS is same or cheaper than for SMS. Then people start use MMS and continue when price become normal. This can be advertised on sport competitions or parties and even

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can be charged by special tariff in the exact places. Terminal Software for popular WEB-portals. Well known thing but now originated by operator with unique interface, technical support, special tariff and proper advertisement.

Terminal Software of the exact operator with easy find, install and pay options. It’s something like in iPhone, but related to the exact operator and for generic available platforms (Windows Mobile, Symbian, Android and so on). The idea is that subscriber can have access to VAS same easy as make a call or send SMS. In a future it even can be some unique world standard which producers of phones will do. Whatever came from the world of PC and wide band Internet should be advertised as same stability and easy to use. Related to network gaming, mobile office, blogging, chatting.

Advertisement in general and special advertisement. VAS must be popularized to show that it’s easy and convenient. But even more - popularized exclusively. For example some music single distributed first time only by mobile music store. Want this single – have to understand and use VAS.

 

Now you know the common information about VAS and it possible development. Further I will show more ideas of exact services, technologies that can be used for VAS and ideas for thinking about possible future services, technologies and gadgets.

 

Separately from it there you also can find some analytic materials about VAS and telecommunications in general, lot of marketing and business development information which is useful for telecom.

Objectives of the Study

To study the mobile user’s preference towards Value Added Services (VAS).

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To study the customer preference towards GPRS.

To study variation in GPRS usage with different demographics.

To measure the awareness level & ease of usage of the customers with VAS.

To analyze the customer’s satisfaction level with price charged for VAS by the telecom service providers.

To know the relation between expense on mobile & VAS.

To analyze the preference of VAS among different demographics.

To know the usage level of customers regarding different type of VAS.

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RESEARCH METHOLODGY

Research Methodology is the systematic approach to solve the research problem with some logic behind it. Research design is the plan to be followed to answer the research objectives and the structure or frame work to solve a specific problem. But there is always a tradeoff between research sot and the quality of decision making information provided. A research methodology has the following steps.

1. Formulating the objectives of the study;

2. Identity and defining problem / opportunity

3. Selecting a research method; surveys; interview and other methods

4. Evaluating the data and interpreting the results.

5. Preparing and presenting the research report, giving

Suggestion to the organization.

Systematic problem solving which identifies variables and tests relationships between them, Collecting, organizing and evaluating data.

Logical, so procedures can be duplicated or understood by others

Empirical, so decisions are based on data collected

Reductive, so it investigates a small sample which can be generalized to a larger population

Replicable, so others may test the findings by repeating it.

Discovering new facts or verify and test old facts.

Developing new scientific tools, concepts and theories, this would facilitate to take decision

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TYPES & TECHNIQUES

The study conducted is a conclusive descriptive statistical study; the researcher 

Comes to the decision which is precise and rational.

The study is conclusive because after doing the study the researcher comes to a conclusion regarding the position of the brand in the minds of respondents of different firmsgroups. 

The study is statistical because throughout the study all the similar samples are selected and group together. All the similar responses aretaken together as one and their percentages are calculated.Thus, this, conclusive descriptive statistical study is the best study for this purpose as it provides the necessary information which is utilize to arrive at a concrete decision.

TOOLS USED

To know the response I have used the telephonic conversation method in sample survey. If one wishes to find what people think or know, the logical procedure is to ask them.

This has lead marketing researchers to use the telephonic conversation technique for collecting data.

PRIMARY DATA COLLECTION METHODS

In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it.

SECONDARY DATA COLLECTION METHODS

All methods of data collection can supply quantitative data (numbers, statistics or financial) or qualitative data (usually words or text). Quantitative data may often be presented in tabular or graphical form. Secondary data is data that has already been collected by someone else for a different purpose to yours.

SAMPLING TOOLS AND TECHNIQUES

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In this project the data were collected by the survey method through questionnaire. The Sample size of the research was 400. The sample area is Bhubaneswar and the data were presented through charts and graphs.

SCOPE OF THE STUDY

From this research I was able to know about the prepaid plans which I was unaware.

It gave me a better idea about the products that were best selling in the market of telecom companies.

How the telecom companies are operating in the market also I came to know.

For this research I had to visit many areas which previously I haven’t visit and able to know about those areas.

I got a clear cut idea how the retailers are selling their product and also came to know about the customer preferences about the data packs and other value added services product while recharging.

LIMITATION OF THE STUDY

Some of the major limitations of my study are mentioned below.

· The survey work was conducted in Bhubaneswar city Vodafone touch point only so it cannot cover the preference of other areas.

· The sample size taken for the survey work was 400 because of the limited time period there is chances of error in data analysis.

· There is a chance of error in the response because of the limitation of the knowledge of the respondent.

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CHAPTER-2

THEORITICAL BACKGROUND

As we have seen, Telecommunication has moved beyond providing just basic voice calls. The mobile phone has evolved from a mere communication device to an access mode with an ability to tap a plethora of information and services available in the ecosystem. This is the Reason why it is now being referred to as the ‘fourth screen’, after Cinema halls, Television and PC.

Defining VAS

But the fundamental question that remains is how VAS is defined. A clear MVAS definition is not only required to clear the air among the MVAS providers but it will also have an impact on the dynamics of the Value chain. A detailed definition of VAS might have an impact on the licensing issues surrounding VAS. Let’s look at different VAS definitions floating in the market.

Basic definition of a VAS

Value Added Service (VAS) in telecommunication industry refers to non‐core services, the core or basic services being standard voice calls and fax transmission including bearer services. The value added services are characterized as under:‐

• Not a form of core or basic service but adds value in total service offering.

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• Stands alone in terms of profitability and also stimulates incremental demand for core or basic services

• Can sometimes be provided as stand alone.

• Do not cannibalize core or basic service.

• Can be add‐on to core or basic service and as such can be sold at premium price.

• May provide operational synergy with core or basic services.

A value added service may demonstrate one or more of these characteristics and not necessarily all of them.In some cases, the value added service becomes so closely integrated with the basic offering that neither the user nor the provider acknowledge or realize the difference. A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their VAS revenue.

Definition as per TRAI

In the Unified Access Service License (UASL), VAS is defined as follows‐

“Value Added Services are enhanced services which add value to the basic teleservices and

bearer services for which separate licence are issued”

The Government of India issues licenses for the following Value Added Services:‐

1. Public mobile trunking service

2. Voice mail service

3. Closed users group domestic 64 kbps data network via INSAT satellites system

4. Videotex service

5. GMPCS

6. Internet

7. Audiotex

8. Unified messaging service

The above definition supports a free market but can be broadened to incorporate new service

Categories and players in the supply chain.

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For mobile telecommunication market, a simple definition of VAS would be‐

Pillars of MVAS

The growth of MVAS is based on 4 pillars‐ Access devices, Content, Technology and

Infrastructure.

.

Access devices

Access devices play an important role in the usage of different MVAS categories. The lack of features like GPRS, GPS, Java in handsets make a number of MVAS futile. Therefore the affordable availability of such features is a key factor in determining the size of the target Audience to a large extent. A recent example is service operators preference for USSD as an payment mode instead of GPRS for the simple reason that USSD is handset agnostic.

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Another access device which will soon see the light‐of‐the‐day in India is MID (Mobile Internet Devices). Even technology companies like Intel are increasing the power of mobile platforms with a specially designed low cost processor called Atom.

Content

Is content really the king? It does not seem so, looking at the percentage revenue share collected by Content aggregators and Content owners of the total MVAS pie. Add to it the pirated content and side loading in the India market; it does not present a rosy picture. The content depends a lot on geography and is not transportable across borders. Both IPR (e.g. music label) and white label content (e.g. cricket) is available in the market.But on the other hand, much of the content being consumed is being generated for other media. But because of the same reason we say a wide variety of content being available especially in the Entertainment category. For content aggregators/developers/owners to play a significant role in the category, relevant content needs to be generated. They need to play a larger role from merely being a content aggregator and transporter. Investment needs to be made keeping in mind the long term benefit and not the short term ROI. Another factor which impedes the content development is marketing of MVAS. A lot of content and services die prematurely or do not realize their full potential because of lack of sufficient and focused marketing efforts. Currently, packaging and marketing of content is primarily in the hand of operators. The stakeholders are currently not sharing the burden again citing reasons of lack of sufficient returns. Regional content will give a boost to the MVAS market. It has tasted success in the Indian market but the challenge is to generate relevant content not only catering to regional differences but also in different languages.

Infrastructure

Infrastructure requirement needs to be met to harness the potential of different technologies.

Setting up infrastructure especially in the rural areas is going to play a major role in the growth of MVAS.

Technology

There are 2 aspects to technology. One is the technology platform itself and the second is the Communication technology. On one hand technology platforms are independent of geography and are transportable across Borders unlike content which needs to have a regional flavor for e.g. mobile payment platform, IVR, etc. Though there are challenges in case of

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platforms like speech recognition given the high number of languages and dialects spoken in India. Communication technology is also independent of geography but depends on regulationIssues for e.g. 3G

Need for MVAS

Over the last 5 years, the telecom industry has understood the importance of MVAS. Given the declining ARPU and increasing competition among operators it’s imperative to focus on alternate revenue streams. That’s where there is a felt need for capitalizing on the Value Added Services Market.

The reasons for the increasing importance of MVAS can be classified as:

• Decrease in ARPU despite increase in MOU: Though the subscriber base is growing at a rapid pace and has positively impacted industry revenues, operator margins also have shrunk owing to competition and lower “Average Revenue per User” (ARPU) as the major growth is coming from bottom of the pyramid. As ARPU declines and voice gets commoditized, the challenge is to develop alternative revenue streams and retain customers by creating a basis for differentiation in high‐churn markets.

• Need for differentiation: There is a greater need among the telecom operators to differentiate themselves from each other.

o Number of Licensees: With increasing number of licensees (98 UASL, and 37 cellular licenses) in the telecom space the average numbers of operators in many circles have increased to 5‐6 operators offering more choices to the consumer. Thus the competition among the operators has increased tremendously. Therefore it is very important for them to differentiate themselves from the others. Now that voice has got commoditized these operators are using MVAS for their differentiation and marketing these services heavily for creating awareness among the consumers.

o Decreasing Call Rates:

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In order to attract consumers with relatively low purchasing powers primarily from Semi Urban and Rural India the operators have drastically reduced the call rates making it affordable to even the lower segment of society. The tariff in India is one of the lowest at Rs.1 per minute as compared to the tariff in developed nations like USA and UK where the call rates are Rs.13 and Rs7‐8 respectively.

3G bidders who are non operators:

The arrival of new technologies will give rise to greater competition as many non operators are also bidding for the 3G licenses. Department of Telecom has planned to allow five 3G operators in each circle depending on the availability of spectrum. Therefore there would be a greater need to differentiate oneself in order to attract new customers and retain the existing ones.

Saturation in Metro and Urban Market:

The metro/urban areas offer high level of penetration and have significant mobile subscribers. In such a highly saturated market with the entry of MVNO’s the competition will get fierce. Therefore capitalizing on value added services will give operators opportunity to increase ARPU by providing premium services.

Increasing need and demand from consumers:

In addition to the above supply side reasons the ‘pull effect’ from consumers asking for more than just basic telephony is also a key driver for MVAS services. Today most of the consumers are seeking more from their Communication device apart from just mobility and desire to stay connected.

The Indian MVAS Industry

Uptake in MVAS Spends:

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Currently, the Indian mobile telecom market comprises of 96% of Pre-Paid consumers1. As large as 80% of their monthly mobile expenditure is spent on voice services. Of the rest, majority goes for SMS and CRBT related MVAS services. Thus, the user is left with very little amount to spend on other MVAS application. Hence, the need to raise the awareness and make the MVAS affordable for the common mobile user to increase adoption is all the more imperative.

The per user spent of MVAS has increased by 28% over last year even though the ARPU has shown a decline over the years. Currently it stands at INR 24 per month per user. The percentage share of per user spend on MVAS in ARPU has been increasing gradually.

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MVAS Size

The MVAS market has seen significant growth in the past few years. The rate of adoption of MVAS has been higher than the rate of growth of new mobile subscribers. The total market size of the MVAS market was INR 19,700 Crores in 2011 and will growth at an average rate of 28% to reach INR 26,000 Crores by 2012. This market size considers purely the MVAS services2.

MVAS Categories in India

With this immense growth of the MVAS market, 2 popular categories have emerged in the market:

Current MVAS:

We can call these the ABC of MVAS.

Emerging MVAS:

These can be called the DEFG of MVAS.

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The ABCs comprise Ringtones, Caller Ring Back Tunes, SMS services like live cricket updates, Horoscope updates, Voting, Contests, Wallpapers etc. These categories of MVAS have been going strong since the inception of MVAS and will continue to do so in the near future. The Indian mobile user was introduced to MVAS through these ABCs and accepted by the users. The primary reason for this is Convenience and Ease of Usage. One doesn’t need to go through a lot of processes but merely a few buttons to get these services on their phones. Besides, most of these services are not dependent on the model of the mobile handset. Thus the ABCs take the highest share of the MVAS market pie and will continue to grow strong.

The DEFGs comprise applications (or in the colloquial parlance: apps) in the categories of mHealth, mEducation, applications which require higher bandwidth and mGovernance. With the new innovations in technology, these emerging MVAS will gain momentum in the near future. Most of these services are dependent on the telecom infrastructure and the type of mobile handset. As the penetration of the feature phones and smart phones increases in the Indian market we shall see higher penetration of the DEFGs.

On a broader level, we can define the Current and Emerging MVAS as:

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Chapter-3

Company Profile

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86% of India's mobile customer base, with over 41.1million customersT h e   E s s a r   g r o u p   i s   o n e   o f   t h e   I n d i a ’ s   l a r g e s t   c o r po r a t e   h o u s e s   w i t h   i n t e r e s t   s p a n n i n g   t h e m a n u f a c t u r i n g & s e r v i c e s e c t o r l i k e s t e e l , o i l , a n d g a s , p o w e r t e l e c o m a n d B P O , s h i p p i n g a n d logistics and engineering and constructions. The group has an asset base of over Rs. 200 billion (US$4.9 billion) and employs over 4000 people.

 

 

Vodafone, the world’s leading international mobile communications company, has fully arrived in India on Sep 19, 2007 Mumbai. Vodafone Essar had announced on this day that the Vodafone brand will be launched in India from 21st September onwards. The popular and endearing brand, Hutch, will be transitioned to Vodafone across India. This marks s ignificant chapter in the evolution of Vodafone as a dynamic and ever-growing brand. Vodafone, the world’s leading mobile telecommunication company, completed the acquisition of Hutchison Essar  in May 2007 and the company was formally renamed Vodafone Essar in July 2007.T h e V o d a f o n e m i s s i o n i s t o b e t h e c o m m u n i c a t i o n s l e a d e r i n a n i n c r e a s i n g l y c o n n e c t e d w o r l d –   enriching customers’ lives, helping individuals, businesses and communities be more connected by delivering their total communication needs. Vodafone’s logo is a true representation of that belief - The start of a new conversation, a trigger, a catalyst, a mark of true pioneering. Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar  n o w h a s o p e r a t i o n s i n 1 6 c i r c l e s c o v e r i n g 8 6 % o f I n d i a ’ s m o b i l e c u s t o m e r b a s e , w i t h o v e r 3 4 . 1 million customers. O v e r t h e y e a r s , V o d a f o n e E s s a r , u n d e r t h e H u t c h b r a n d , h a s b e e n n a m e d t h e ' M o s t R e s p e c t e d T e l e c o m C o m p a n y ' , t h e ' B e s t M o b i l e S e r v i c e i n t h e c o u n t r y ' a n d t h e ' M o s t C r e a t i v e a n d M o s t E f f e c t i v e   A d v e r t i s e r   o f   t h e   Y e a r ' .   V o d a f o n e   i s   t h e  w o r l d ' s   l e a d i n g   i n t e r n a t i o n a l   m o b i l e communications company. It now has operations in 25 countries across 5 continents and 40

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partner networks with over 220 million customers worldwide. Vodafone has partnered with the Essar Groups its principal joint venture partner for the Indian market. The Essar Group is a diversified business corporation with interests spanning the manufacturing and service sectors like  Steel, Energy, Power, Communications, Shipping & Logistics and Construction. The Group has an asset base of over Rs.400 billion (US$ 10 billion) and employs over 20,000 people.

Hutch Becomes Vodafone In one of the biggest brand transition exercises in recent times, Hutch, India’s fourth-largest mobile service provider will be renamed Vodafone. Vodafone is spending somewhere in the region of Rs 250 crore on this high-profile transition. 

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Vodafone has acquired 67 per cent in Hutchison Essar from Hong Kong-based Hutchison Whampoa, and completed the acquisition of Hutchison Essar in May 2007. The brand change that will touch 3.5 crore customers and four lakh shops and employees will be executed through a media blitz and the pug, which had become famous with its network advertisement, will remain.

''This marks a significant chapter in the evolution of Vodafone as a dynamic and ever-growing brand. The brand change over the next few weeks will be unveiled nationally through a high profile campaign covering all important media,'' a news agency quoted the company statement-assaying. 

Leading broadcaster Star India has entered into an exclusive deal with Vodafone Essar for the latter's re-branding campaign to Vodafone from Hutch.

Financial ResultsFrom its 31 March 2006 year end onwards Vodafone will report its results in accordance with International Financial Reporting Standards (IFRS). It has issued results amended to IFRS standards for its 31 March 2004 and 31 March 2005 year ends for information purposes, and these are shown in the first table below.

Vodafone has some large minority stakes, which are not included in its consolidated turnover. In order to provide additional information on the overall scale and growth trends of its business it publishes "proportionate turnover" figures and these are included in the tables below. 

For example, if a business in which it owns a 45% stake has turnover of £10 billion that equals £4.5 billion of proportionate turnover for Vodafone. Proportionate turnover is not an official accounting measure and Vodafone’s proportionate turnover should be compared with other companies' statutory turnover.

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Vodafone also produces proportionate customer number figures on a similar basis, eg. if an operator in which it has a 30% stake has 10 million customers that equals 3 million proportionate Vodafone customers. 

This is a common practice in the mobile telecommunications industryLosses for year to 31 March 2006 reflect write downs of assets, principally in relation to the Mannesmann acquisition. Proportionate turnover includes £7,100 million from discontinued operations.

Growth of Hutchison Essar (1992-2005):In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994 was awarded a licence to provide mobile telecommunications services in Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of Max still holds 12% in company.

By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 license areas and following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a company that held license applications for the seven remaining licenceareas.

In a country growing as fast as India, a strategic and well managed business plan is critical to success. Initially, the company grew its business in the largest wireless markets in India - in cities like Mumbai, Delhi and Kolkata. 

In these densely populated urban areas it was able to establish a robust network, well known brand and large distribution network -all vital to long-term success in India. Then it also targeted business users and high-end post-paid customers which helped Hutchison Essar to consistently generate a higher Average Revenue Per User ("ARPU") than its competitors. 

By adopting this focused growth plan, it was able to establish leading positions in India's largest markets providing the resources to expand its footprint nationwide.

In February 2007, Hutchison Telecom announced that it had entered into a binding agreement

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with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of approximately US$11.1 billion or HK$87 billion.

1992: Hutchison Whampoa and Max Group established Hutchison Max

2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR acquisition

2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and Chennai

2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand

2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West' and 'West Bengal'

2005: Acquired BPL, another mobile service provider in India

2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa and has successfully launched its services in the following circle.

2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network.

Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. A recurrent theme is that its message Hello stands out visibly though it uses only white letters on red background. 

Another recent successful ad campaign in 2003 featured a pug named Cheeka following a boy around in unlikely places, with the tagline, Wherever you go, our network follows. The simple yet powerful advertisement campaigns won it many admirers.

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Mission : HAPPY TO HELP

 

 

 

To Be The Communications Leader In An Increasingly Connected World – Enriching Customers’ Lives, Helping Individuals, Businesses and Communities Be More Connected by Delivering Their Total Communication Needs.Vodafone's logo is a true representation of that belief - The start of a new conversation, atrigger, a catalyst, a mark of true pioneering. Vodafone Group Plc is the world's leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through theCompany's subsidiary undertakings, joint ventures, associated undertakings and investments. It hasoperations in 25 countries across 5 continents and 40 partner networks.The Group's mobile subsidiaries operate under the brand name 'Vodafone’. During the last two financial years, the Group has also entered into arrangements with network operators in countries where the Group does not hold an equity stake. Under the terms of these Partner Network Agreements, the Group and its partner networks co-operate in the development and marketing of global services under dual brand logos. At 31 March 2008, based on the

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registered customers of mobile telecommunications ventures in which it had ownership interests at that date, the Group had 260 million customers.

HISTORY

Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as “Racal Telecom Limited” .

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Approximately 20% of the company's capital was offered to the public in October 1988. It was fully demerged from Racal Electronics Plc and became an independent company in September 1991, at which time it changed its name to Vodafone Group Plc.

Its merger with Air Touch Communications, Inc. (‘Air Touch’), the company changed its name to Vodafone Air Touch Plc on 29 June 1999 and, following approval by the shareholders in General Meeting, reverted to its former name, Vodafone Group Plc, on 28July 2000.

Vodafone currently has equity interests in 25 countries and Partner Networks (networks in which it has no equity stake) in a further 39 countries. The name Vodafone comes from Voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones." 

At 31 January 2007 Vodafone had 200 million proportionate customers in 25 markets across 5 continents. ("Proportionate customers" means, for example, that if Vodafone has a 30% stake in a business with a million customers, that is counted as 300,000). On this measure it is the second largest mobile telecom group in the world behind China Mobile.

The eight markets where it has more than ten million proportionate customers are the United Kingdom, Germany, India, Italy, Spain, Turkey, Egypt and the United States. In the U.S., these customers come via its minority stake in Verizon Wireless, and in the other seven markets Vodafone has majority-controlled subsidiaries.

On 30 May 2006, the company announced a loss before tax of £14.9 billion for 2005, the biggest loss in British corporate history. The loss for the year from continuing operations was £17.2 billion and the bottom line loss for the financial year was £21.8 billion.

The company was pushed into loss by impairment charges of £23.5 billion, which related to the acquisition of Mannesmann several years earlier, and losses of £4.6 billion in relation to its discontinued business in Japan.

At an operating level it remained highly profitable, with an operating profit on continuing operations of £9.4 billion before impairment costs.Vodafone’s original logo was used until the introduction of the speech mark logo in 1998.

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In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK cellular telephone network licenses. The network, known as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros Technology Trust owning 15% and 5% respectively. 

Vodafone was launched on 1 January 1985. Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985. On 29 December 1986 Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million. 

In September 1988 the company was again renamed Racal Telecom and on 26 October 1988 Racal Electronics floated 20% of the company. The flotation valued Racal Telecom at GB£1.7 billion. On 16 September 1991 Racal Telecom was demerged from Racal Electronics as Vodafone Group. 

In July 1996 Vodafone acquired the two thirds of Talk land it did not already own for £30.6 million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone for £77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's network. In a similar move the company acquired the 80% of Aztec Communications that it did not own, a service provider with 21 stores. 

In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a circle; the O's in the Vodafone logotype are opening and closing quotation marks, suggesting conversation.

On 29 June 1999 Vodafone completed its purchase of Air Touch Communications, Inc. and changed its name to Vodafone air touch plc. Trading of the new company commenced on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobile funk. The acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German mobile network.

On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.

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Structure Marketing Department

The structure of marketing department of Vodafone Essar Ltd. of Jaipur is explained with the help of following diagram

 

Marketing Head Product Marcum

Prepaid, Postpaid, Creative Outdoor Tie-ups VAS Roaming New Biz Acquisition Usage &Retention Acquisition Usage &Retention. There are 2 departments under Marketing Head- Product and Marcum. Product department deals with designing new offerings and up-dation in existing schemes, as well as retention of customers whereas Marcum deals with Promotion through designing new posters and other events.

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PRODUCT’S

Prepaid Service

Go mobile with a Vodafone Prepaid cell mobile phone and control how much you spend with the best Prepaid cellphone tariff plan. Buy a special Prepaid mobile handset for your Vodafone Prepaid cellphone connection with our Prepaid mobile handset offers. To keep talking without any talktime or validity hassles make use of our flexible recharging options for your Vodafone Prepaid SIM cards: Prepaid recharge cards, eTopUp and Direct Top-Up. It’s easy to find a Prepaid recharge topup too: we’ve got Prepaid outlets everywhere, so that you can stay connected wherever you are.

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Postpaid Service

Go Vodafone with a new Vodafone Postpaid connection and talk without worrying about your bill. Become a Vodafone Postpaid user with a Postpaid mobile handset for your SIM by making use of Vodafone’s mobile handset offers. Make the most out of every penny you spend by choosing the right Vodafone Postpaid talkplan. And if you want to know which plan suits your usage best, ask us – we’ll be happy to help.

World calling card

World Calling Card from Vodafone is a Prepaid long distance calling card that you can use with your Vodafone Prepaid and Postpaid mobile phones to make ISD & STD calls. That’s right – you don’t need individual ISD calling cards and STD calling cards anymore. With the help of this Prepaid World Calling Card, you can keep a tab on your long-distance call expenses. Plus no security deposit.

It’s easy to buy World Calling Cards in India. World Calling Cards are available at your nearest Vodafone Store, Vodafone Mini Store or at any shop that displays the “World Calling Card” sign.

Vodafone Handy phone

Introducing the landline that’s loaded with all the features of a cell phone - including low call rates. And Vodafone Handyphone aren’t that expensive either. You can make one yours for as little as Rs 1999.

Data card service

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EGDA Data card

Vodafone Mobile Data VPN

Now access your corporate intranet, emails and more, directly through your Vodafone mobile phone with GPRS/ EDGE or on your laptop. From anywhere in the world. Without having to route information over the internet. Ensure a quicker response to customers and increased productivity. And a greater ROI from people, networks, laptops and mobile devices.

USB Stick

U can make the most of my Internet connection with Vodafone’s sleek plug & play Mobile Connect USB stick. It even supports 3G speeds!

Mobile Connect

U can always connect with direct Internet access through my Vodafone mobile phone. No need for an ISP subscription or a modem! I just plug my mobile phone into my PC or laptop and start browsing – anytime, anywhere.

Vodafone Mobile

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3G Service

Key Milestone

2008

M u r i e l   A n t o n   b e c a m e   V o d a f o n e C z e c h   R e p u b l i c ’ s   G e n e r a l   M a n a g e r , t a k i n g   o v e r   f r o m Grahame Maher.

T h e r e v o l u t i o n a r y V o d a f o n e L o a d e d C a r d s b r i n g p r e - p a i d c u s t o m e r s t h e s a m e p r i c e s a n d advantages as for tariff customers.

Vodafone offered the new iphone 3G without long-term contracts.

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Vodafone bought the operator, Broad Net, and dramatically strengthened our position in the corporate customer arena.

2007

Vodafone agrees to acquire Tele2 Italia SPA and Tele2 Telecommunication Services SLU from Tele2 AB Group. (October)

Vodafone announces completion of the acquisition of Hutch Essar from Hutchison Telecommunications International Limited. (May)

Vodafone agrees to buy a controlling interest in Hutchison Essar Limited, a leading operator in the fast growing Indian mobile market, (February)

Vodafone announces agreements with both Microsoft and Yahoo! to bring seamless Instant Messaging (IM) services to the mobile which can be accessed from both the PC and mobile handsets. (February)

Vodafone reaches 200 million customers (January)

2006

Sale of 25% stake in Switzerland's Swisscom (December)

Sale of 25% stake in Belgium's Proximus . (August)

The number of Vodafone lives! Customers with 3G reached 10 million in March 2006.

Acquired Telsim Mobil Telekomunikasyon Hizmetleri (Turkey) in May 2006 .

 

 

Launch of mobile TV capability and Vodafone Radio DJ, which offers a personalized, interactive radio service streamed to 3G phones and PCs.

3G broadband through HSDPA launched offering faster than 3G speeds.

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Japan business sold to Softbank. ‘Make the most of now’ global marketing campaign launched.

2005

Completed the acquisition of MobiFon S.A. (Romania) and Oskar Mobile a.c. (Czech Republic) (May).

Launch of Vodafone Simply, a new easy-to-use service for customers who want to use voice and text services with minimum complexity (May).

Introduction of Vodafone Passport, a voice roaming price plan that provides customers with greater price clarity when using mobile voice services abroad (May).

2004

Launched our first 3G service in Europe with Vodafone Mobile Connect 3G/GPRS data card .

14 Partner Networks with new agreements in Cyprus, Hong Kong and Luxembourg.

Vodafone live! With 3G launched in 13 markets (November).

2003

At the GSM Association Awards Ceremony in Cannes, France, we won the mobile industry’s most prestigious awards in two categories,

Best Consumer Wireless Application or Service

Best Television or Broadcast Commercial for its global consumer service

Vodafone live! Premium handsets for Vodafone live! The Sharp GX10, won the Best Wireless Handset Award for the Sharp Corporation.

Vodafone live! Attracts 1 million customers in its first six months.

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Verizon Wireless and Vodafone co-operate on laptop e-mail, internet and corporate applications access for the US and Europe.

Arun Sarin succeeds Sir Christopher Gent as Chief Executive.

2002

Trial global mobile payment system in the UK , Italy and Germany . The trial enables customers to purchase physical and digital goods using their mobile phone.

Launched the first commercial European GPRS roaming service . Customers are able to seamlessly access services such as corporate e-mail, intranet and personalized information on their mobile phones, laptops r PDAs over GPRS.

The Vodafone Group Foundation is launched, with plans to contribute £20 million to community programs, guided by the Group Social Investment Policy.

In October, announce the launch of Vodafone live!, a new consumer proposition, and Mobile Office, a new business proposition. In November, Vodafone Remote Access is launched as part of Mobile Office. The service gives business customers an easy way to connect to their corporate LAN to access e-mail, calendar and other business specific applications whilst onthe move.

2001

Acquired Ireland's leading mobile communications company , Eircell.

Vodafone and China Mobile (Hong Kong) ltd (CHMK) sign a 'strategic alliance agreement'.

The Group completes the acquisition of a 25% stake in Swisscom Mobile.

Introduced instant messaging to our networks, a faster and more efficient way to communicate using text messages via SMS or WAP .

First global communications campaign launched in August . The campaign features TV, cinema, print, online and outdoor media, each version asking the question, 'How are you?'.

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First Vodafone Partner Agreement with TDC Mobil A/S, Denmark's leading mobile operator. he agreement is the first of its kind in the mobile industry and means Vodafone and TDC

Mobil will cooperate in developing, marketing and advertising international roaming products and services to international travelers and corporate customers.

 

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CHAPTER 4

Data Analysis and Interpretation

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Q1.Which mobile connection do you use?

VODAFONE AIRTEL RELIANCE UNINOR` IDEA AIRCEL TATA DOCOMO

BSNL

296 36 38 22 08 12 23 82

ONLY VODAFONE VODAFONE WITH OTHERS

ONLY OTHERS

147 158 95

02

Interpretation

The graphical results show that out of 400 customer who were considered as the sample size,147 peoples are using only Vodafone,158 peoples are using Vodafone with others telecommunication ,and 95 peoples are using only other network service.

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Q2. If Vodafone, How do you Judge ‘Vodafone’ is better from the other network at what parameter?

Customer support

Network quality

Service (including VS/VMS)

Wrong Deduction

Brand Image Unit Price

37 67 68 5 10 77

Interpretation

Out of 400 sample size the respondent sample size is 264 and the rest don’t, 14.o1% peoples says they use Vodafone because of Good customer support, 25.37 % uses because of Network quality, 25.75% uses because of service provided by Vodafone, 0.01% peoples uses because of transparent wrong deductions, 0.368 % peoples uses because of the brand name and 29.11 % peoples uses because of the Unit price.

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Q4. Are you aware of Vodafone Value added service (VAS)?

Number of respondent Yes No

280 110 170

Interpretation

This question is about the awareness level of Vodafone Value added services. Out of 280 respondent 110 peoples are aware of Vodafone VAS and 170 peoples aren’t aware about it.

Q5. If Yes then

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Are you using any VAS of Vodafone?

Respondent Yes No

280 32% 68%

Interpretation

This figure shows about the awareness about the value added service provided by the Vodafone. Among 280 respondent 32% of peoples are aware about the Vodafone VAS and rest 68 % peoples are not aware about it.

Q4. Which VAS product you usually used?

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Interpretation

This above graph shows the percentage of using of different VAS product of Vodafone .The highest selling product of VAS is Miss Call Alert about 51 % ,GPRS or Data about 16 % , Caller tunes about 11% , Live Astrology about 11% ,jokes about 6 % and sports about 5 % .

Q5. Do you use internet on your mobile?

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INTERPRETATION

This question says about the user of internet on mobile. 21% of customers are using internet on their mobile and rest 79 % customer are not using Internet on their mobile.

Q6. Have you used Vodafone internet?

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Interpretation

Out of the total user of internet on their mobile phone , 40 % peoples are using Vodafone internet and 60 % using other network internet on their mobile Phone.

Q7. Have you used any Vodafone internet Bonus Card?

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Interpretation

This question is about the number of user of Vodafone internet bonus card in percentage. 90% peoples are using Vodafone internet bonus card and 10 % are not using the bonus card ( they are using black berry service provided by Vodafone )

If YES then, from the below mentioned which Bonus card you used mostly?

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Bonus cards

Interpretation

This question is for understanding of percentage of selling Vodafone internet bonus card .20.4 % peoples are using Rs 4 ,27% peoples are using Rs 16, 13% peoples are using Rs 59, 30% peoples are using Rs 98 , 3 % peoples are using Rs 125, 7% peoples are using Rs 299 Vodafone Internet Bonus card.

CHAPTER-5

FINDINGS OF THE STUDY

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Vodafone have a good customer grid in term of prepaid service.

Only for Network quality, unit price and service the peoples are using Vodafone

Peoples are not aware about the Value added service provided by the Vodafone.

Less peoples are using the Value Added service of Vodafone.

Lots of peoples are using the Miscall alert, caller tunes.

Fewer people are using Internet on their mobile phones others are using dongles, wifi or Broadband connection for their home use.

Even some peoples are using Internet on their mobile phone , they are not using Vodafone internet connection as bulk , very fewer people are using it .

Even if they are Vodafone subscriber they are using Aircel , Docomo , Airtel , Bsnl broadband for their internet use.

Fewer peoples are using Vodafone Internet Bonus card which amount is very less like 4,16,59, 98.

Lots of people are using 4 ,16 as trail basis, then go for the higher version .

From the Secondary Data

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Airtel gives more usage limit with the same price product of Vodafone products

Data products

Vodafone

Vodafone Data product

Airtel

Airtel

16 (3 days) 100 MB 16(3 days) 200 MB

59(30 days) 400MB 58(15 days ) 500MB

98 (30 days) 1gb 98(30 days ) 1gb

125 (30 days ) 1.5 gb 149 (30 days ) 2 gb +1gb(for night

11pm-6am)+ 200 MB facebook

Docomo also gives much more usage limit with less price compare to our product( As per the secondary data )

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RECOMMENDATIONS

Vodafone Need to increase their Post-paid service and as well as Value Added Service.

Try to lunch service like Broadband service that we can convert those group (the major group) to become Vodafone subscriber.

Give lot of information to customer About VAS when they are waiting in the queue (inside of VS/VMS).

Set your price and units according to the competitor.

Try to improve your network quality (in term of speed.

Provide unlimited data Plan in Bonus card as providing in Black berry.

Withdraw the plan 299 and 125 because of less demand and re lunch product in fewer amounts with more usage limit.

Intourduce new Internet BC like (As per the secondary data collected)

149 (2gb+500 Mb night )

249 (3 gb)

399 unlimited as blackberry

Introduce New VAS Like

City Weather Forecast

City Events (in detail)

Job alert (different industries)

Radio pack(like BSNL and RELIANCE)

Love Tips

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CONCLUSION

In this changing landscape, the winner will be those companies that understand consumer’s needs, focusing on usability and actually giving control back to the users. The looser will be the ones that focus on overly technical product differentiation that the majority of consumers will not understand and therefore not use.

This project is based on the analysis of Value added services acceptance by the Vodafone customer and whether they are happy with the service provided by Vodafone .Also knowing the best selling product of DATA also knowing the customer feedback.

This project will help the Vodafone to know the customer expectation and customer feedback about their product regarding Value Added services and also encouraging the company to meet and reach the customer expectation as every organizations target is reaching to the customer and meet their expectations.

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BIBLIOGRAPHY

BIBLIOGRAPHY

2. G C Beri ,Marketing Research , ,Tata McGraw Hill Publishing Co. LTD., New Delhi Third Edition (2002)

3. Ranjan Sexana ,Marketing Management , Tata McGraw Hill Publishing Co. LTD, New Delhi,Second Edition (2001)

4. R S Sexana ,Marketing Management, Himalaya Publication, New Delhi,Ninth Edition (2000)

5. Philip Kotler , Marketing Management , ,Publish by PrenTice-hall of India PVT. LTD., New Delhi,Ninth Edition (2002)

WEBSITES

http://en.wikipedia.org/wiki/Tata_DoCoMo

http://en.wikipedia.org/wiki/Bharat_Sanchar_Nigam_Limited

http://www.manxtelecom.com/support/mobile/number-portability/on-net-off-net.aspx

http://www.answers.com/topic/bonus-pack#ixzz221po3UWD

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NAME: AGE:

Profession: Language:

Contact No:

………………………………………………………………………………………………………………………………………………………………….

Q1.Which mobile connection do you use?

Ans . Vodafone Other Network (please specify) …………………………………………………….

If Vodafone, How do you Judge ‘Vodafone’ is better from the other network at what parameter?

Customer Support Service (including VS/VMS)

Network Quality Brand Image

Wrong Deduction Unit Price

If OTHER Network , What parameter do you judge your current service provider is better in different from the other network ?

Customer Support Service

Network Quality Brand Image

Wrong Deduction Unit Price

As a mobile user, what is more attractive for you to be with a network?

Fast Service Better Network less Tariff

Transparent billing

Q2. Are you aware of Vodafone Value added service (VAS)?

Ans . Yes No

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Q3. If Yes then

Are you using any VAS of Vodafone?

Ans. Yes No

Q4. Which VAS product you usually used?

Ans . Caller tune * Missed call information *Live Astrology

Jokes Sports Devotional Stock Market Alert

News and Finance Travel & Transportation Vodafone music

Q5. Do you use internet on your mobile ?

Ans. Yes No

Q6. Have you used Vodafone internet?

Ans. Yes No

Q7. Have you used any Vodafone internet Bonus Card?

Ans . Yes No

If YES then, From the below mentioned which one you used mostly?

Ans . 4 16 59 98 125 299

.

Q8. If You are using OTHER NETWORK internet facilities then please mention, which network and respective internet package card

Company name……………………………………… Unit price ………………………….

Q9. Is Vodafone is providing good service in term of VAS compare to other network?

Yes. No.

If No Then , What benefit you get from other service providing networks in their VAS Products ?

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…………………………………………………………………………………………………………………………………….

Q10. Which type of VAS add on you want to be introduced by Vodafone?

…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Q11. In your thought, what should be the expected price for the above suggested VAS?

A Rs 10- 20 B Rs 20-30 C .Rs 30-40 D . Rs 40-50 E . Above Rs 50

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