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CHAPTER 1: INTRODUCTION

1.1: INTRODUCTION: WiMAX

Worldwide Interoperability for Microwave Access (WiMAX) is currently one of the hottest technologies in wireless. The Institute of Electrical and Electronics Engineers (IEEE) 802 committee, which sets networking standards such as Ethernet (802.3) and Wi-Fi WiMAX is the next-generation of wireless technology designed to enable pervasive, high-speed mobile Internet access to the widest array of devices including notebook PCs, handsets, smart phones, and consumer electronics such as gaming devices, cameras, camcorders, music players, and more. As the fourth generation (4G) of wireless technology, WiMAX delivers low-cost, open networks and is the first all IP mobile Internet solution enabling efficient and scalable networks for data, video, and voice. As a major driver in the support and development of WiMAX.

1.1.1: Benefits of WiMAX

• Providing a wireless alternative to cable and DSL for “last mile” broadband access. • Connecting Wi-Fi hotspots to the Internet. • Providing data and telecommunications services. • Providing a source of Internet connectivity as a part of business continuity plan. That is,

if a business has both a fixed and wireless Internet connection, especially from unrelated providers, they are unlikely to be affected by the same service outage.

• Providing portable connectivity. • Extends up to 50 km (31 miles) & connects IEEE 802.11(Wi-Fi Hotspots) to the internet

and provides a wireless extension to Cable and DSL (Digital Subscriber Line) broadband connections over long distances.

• IEEE 802.16 standards-based wireless Metropolitan Area Network technology. • IEEE 802.16, specifies WiMAX in the 10 to 66 GHz range. • WiMAX technology also provides data rates upto 70 mbps. • Claims to provide shared data rates up to 70 mbps which according to WiMAX

proponents, is enough bandwidth to simultaneously support more than 60 businesses with T1-type connectivity and well over a thousand homes at 1Mbit/s DSL-level connectivity.

• WiMAX will allow interpenetration for broadband service provision of VoIP, video, and Internet access simultaneously.

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1.2 BACKGROUND

Worldwide Interoperability for Microwave Access (WiMAX) is currently one of the hottest technologies in wireless. WiMAX is the next-generation of wireless technology designed to enable pervasive, high-speed mobile Internet access to the widest array of devices including notebook PCs, handsets, smart phones, and consumer electronics such as gaming devices, cameras, camcorders, music players, and more.

As the fourth generation (4G) of wireless technology, WiMAX delivers low-cost, open networks and is the first all IP mobile Internet solution enabling efficient and scalable networks for data, video, and voice. Wimax in India is in introductory stage and its uses will increase exponentially in near future.

The projects is a an effort to know WiMAX uses in India, challenges faced and a primary field survey for Tata Communication Internet Services Limited (TCISL) across Mumbai metropolitan region. The primary data along with secondary data is used to do segmentation and targeting for Wimax services along with identifying buildings and other commercial and residential places where Wimax towers can be setup.

1.2.1 MSG (MARKET SURVEY GROUP)

This is a report of MARKET SURVEY GROUP to find the potential area in Mumbai for Wimax internet service. This is a pre launch survey done by MSG. This survey has covered all the building of the Mumbai. The whole Mumbai is divided in to number of grids. Each grid have an area of 2K*2K (4km2).Again each grid is sub divided in eight polygon of 0.5 km2 (1Km*0.5Km) each for analysis convenience .This polygon where represented as A, B, C, D, E, F, G & H (EG 144A this means grid 144 & polygon A).As the objective of the project is to identify economically potential areas where Wimax BTS Towers could be installed and with directional requirement signal strength. Initially work is done in developing approach to identify the suitable data points. GIS software was used for geographic maps with various layers of data such as Major road name, landmark buildings, societies name with no. of floors, commercial buildings, parks, railway lines, govt. buildings, school, industrial estates name etc. Then project was started with identifying P1, P2, & P3 representing priority area. Initially encircled the areas of t same potential leaving open spaces and slum areas on least priority .As this approach was highly subjective and couldn’t provide a objective basis for our study so we dropped it . As people are reluctant to reveal their income level we identified a surrogate of it in terms of monthly rental of the building. Monthly rentals are directly proportional to their income level so we had three blocks.

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1.3 RATIONALE BEHIND THE STUDY

WiMAX is a standards-based wireless technology that provides high throughput broadband connections over long distances. The Rationale for the study has many points, in other words we can say there is a lot of point for using Wimax technology in today’s world.

WiMAX is similar to the wireless standard known as Wi-Fi, but on a much larger scale and at faster speeds. A nomadic version would keep WiMAXenabled devices connected over large areas, much like today’s cell phone.

WiMAX is based on IEEE 802.16 IEEE standards. Wi-Fi typically provides local network access for around a few hundred feet with speeds of up to 54 Mbps, a single WiMAX antenna is expected to have a range of up to 40 miles with speeds of 70 Mbps or more. As such, WiMAX can bring the underlying Internet connection needed to service local Wi-Fi networks.

Wi-Fi is intended for LAN applications, users scale from one to tens with one subscriber for each CPE device. Fixed channel sizes (20MHz).WiMAX is designed to efficiently support from one to hundreds of Consumer premises equipments (CPE)s, with unlimited subscribers behind each CPE. Flexible channel sizes from 1.5MHz to 20MHz.

WiMAX works at 5 Mbps/Hz and can peak up to 100 Mbps in a 20 MHz channel.

As such, WiMAX can bring the underlying Internet connection needed to service local Wi-Fi networks. Wi-Fi does not provide ubiquitous broadband while WiMAX does.

For Consumers

• Consumers can receive services in areas with little infrastructure, developed countries, rural & hard-to-service areas.

• Increased number of players in the market which means options. • Quick “trickle down” effect of cost savings to consumers.

For Service Providers

• Eliminates commitment to a single vendor, a typical by-product. • The proprietary technology model. • Wireless systems significantly reduce operator investment risk.

For Component Makers

• Standardization creates a volume opportunity for chip set vendors.

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The main reasons to implement this technology are:

• To provide customers a more reliable and secure network. • To eliminate the role of wired technology in the connectivity which is far difficult to

implement in remote areas? • To be in contact with the customers directly and handle them according to the company’s

policy, i.e. customer satisfaction is the priority of marketing. • To grow up in the market with more numbers of customers with the help of technology.

1.4 OBJECTIVE OF THE STUDY

• Measuring the potential of market. • Point out the competitors of industry. • Specific location. • Strategy making.

Measuring the potential of market.

Through this project organization will be able to know about the market potential. The overall

customer profile and choices also identified through the project. To about the market potential

this project is very vital and necessary. It is important for organization because before launching

new product or services in market the potential should be known by organization. Otherwise, in

case, product will fail the huge loss of money and resources will be occurred. In Mumbai the

market is potentially existed and if company will make the strategy on that data, will benefited.

Point out the competitors of industry.

The second most important objective of this project is to identify the market threats in the form

of competitors. The data of project clearly pointed out the name and number of competitors in a

particular territory. The knowledge about the competitors is a prerequisite for organizational

planning. Through this project it is clear that MTNL (MAHANAGAR TELEPHONE NIGAM

LIMITED) is a prominent competitor of TATA COMMUNICATION. The other competitors are

RELIENCE and SIFY.

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Specific location.

Along with the collection of knowledge of customers and competitors the project also provided

the information about opportunity places. Several places are traced as highly potential for new

internet service. As the Mumbai city is one of the largest industrial hub in the world, and people

living at here have good spending habit for new products and services. So at the end of the

completion of this research researcher come to know that Mumbai is greatest opportunity for

WiMAX.

Strategy making.

The overall knowledge of market, competitors will enables to the organization to establish the

long term as well as short term strategy. The data related to these are very important .The data

will be properly analyzed and interpreted for better strategy making.

Though Tata Communication’s project is certainly the first taste of WiMAX for the country, the

plan is certainly remarkable in its scope. Tata Communications want to launch its new internet

service with a boom; they don’t want to take any type of risk to launch its internet service. So

Tata Communication undertook a market research to know the scope for their internet service

called “WiMAX”. As Tata Communications going to invest 500 million dollars. Hence, through

this Market Research, researchers come to know about potential market for the new internet

services. Researchers also come to know about competition in the market, that is how many

companies are there in Mumbai and in India who provides Internet services, their market share

etc.

Researcher also comes to know about the place where they find lots of opportunity for their

internet services and according to that researcher will make their strategy to get entered into the

market.

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1.5 ORGANIZATION OF THE REPORT

The first chapter consists of introduction of the project. What are the benefits of WiMAX and

Objectives of This Report.

The second chapter consists of introduction of WiMAX, WiMAX in India, introduction of

MSG (market survey group) and brief introduction about TATA COMMUNICATIONS

Third chapter deals with research design including topics such as research process, type of

research design used, sampling design and how the data was collected. It ends with describing

factors which were considered while framing the questionnaire.

Chapter four deals with research findings of the project which came across after conducting the

survey.

Finally chapter five deals with conclusion part. It consists of limitation & scope of the project

& ends with recommendations for the company.

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CHAPTER 2: REVIEW OF LITERATURE

2.1 INTRODUCTION TO WiMAX

WiMAX, a short form of Worldwide Interoperability for Microwave Access. It is a telecommunications technology that provides wireless transmission of data using a variety of transmission modes from points-to-multipoint links to portables and fully mobile internet access. The technology provides 3Mbps broadband speed without need of cables.

Tata Communications already in business of providing internet service. In Bangalore Tata

Communications provide WiMAX internet service through Tata Sky dish TV. Through Dish TV

Tata provide internet service with wired connections. WiMAX subscriber units are available in

both indoor and outdoor versions. Self-install indoor units are convenient, but radio losses mean

that the subscriber must be significantly closer to WiMAX base station than with professionally

install external units. With the potential of mobile WiMAX, there is an increasing focus on

portable units. This includes handsets, PC peripherals, and embedded device in laptops, which

are now available for Wi-Fi services.

The demand for broadband connectivity from urban homes and small/medium business is

growing rapidly and this cannot be met effectively by the existing wire-line technologies.

Wireless will be the dominant delivery mode for the broadband services just as wireless now

dominates voice service. Thanks to its true broadband performance, early availability and cost

advantages, WiMAX is best-positioned serve this huge Indian market Several Indian service

provider have already acquired suitable spectrum licenses to deploy wireless broadband services

and are planning early rollouts in 2006. WiMAX is the first truly broadband technology available

to meet Indian market needs. The presence of leading WiMAX technology vendors like Beceem

Communications and other system integrators in India will for the first time, usher significant

local high technology value additions, and working with service providers also help fine tune

WiMAX deployment in the country.

WiMAX system consists of two parts: WiMAX tower, WiMAX receiver. WiMAX tower station

can connect directly to the Internet using a high-bandwidth, wired connection. It can also connect

to another WiMAX tower using a line-of-sight, microwave link. This is called Backhaul. A

single tower can cover up to 3,000 square miles. Thus WiMAX provides coverage to remote

rural areas. In Wi-Fi the MAC uses contention access causing interruption which reduces their

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throughput whereas WiMAX has a scheduling MAC which works in time slots by the base

station.

A WiMAX Base Station: Base station consists of indoor electronics and a WiMAX tower.

Typically, a base station can cover up to 10 km radius (Theoretically, a base station can cover up

to 50 kilo meter radius or 30 miles, however practical considerations limit it to about 10 km or 6

miles). Any wireless node within the coverage area would be able to access the Internet.

A WiMAX receiver - The receiver and antenna could be a stand-alone box or a PCMCIA card

that sits in your laptop or computer. Access to WiMAX base station is similar to accessing a

Wireless Access Point in a Wi-Fi network, but the coverage is more.

Several base stations can be connected with one another by use of high-speed backhaul

microwave links. This would allow for roaming by a WiMAX subscriber from one base station

to another base station area, similar to roaming enabled by Cellular phone companies.

Important Wireless MAN IEEE 802.16 (WiMAX) Specifications

• Range - 30-mile (50-km) radius from base station • Speed - Up to 70 megabits per second • Non-Line-of-sight (NLoS) between user and base station • Frequency bands - 2 to 11 GHz and 10 to 66 GHz (licensed and unlicensed bands) • Defines both the MAC and PHY layers and allows multiple PHY-layer specifications.

2.2 WiMAX IN INDIA:

WiMAX, the Worldwide Interoperability for Microwave Access, is a telecommunications technology that provides wireless data in a variety of ways, from point-to-point links to full mobile cellular type access. It is based on the IEEE 802.16 standard, which is also called Wireless MAN. The name "WiMAX" was created by the WiMAX Forum, which was formed in June 2001 to promote conformance and interoperability of the standard.

WiMAX INTERNET SERVICES.

WiMAX is a wireless digital communications system, also known as IEEE 802.16 that is intended for wireless "metropolitan area networks". WiMAX can provide broadband wireless access (BWA) up to 30 miles (50 km) for fixed stations, and 3 - 10 miles (5 - 15 km) for mobile stations. In contrast, the WiFi/802.11 wireless local area network standard is limited in most cases to only 100 - 300 feet (30 - 100m).

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With WiMAX, WiFi-like data rates are easily supported, but the issue of interference is lessened. WiMAX operates on both licensed and non-licensed frequencies, providing a regulated environment and viable economic model for wireless carriers. Is WiMAX important for India? Researcher think WiMAX is very important for India because

of the complicated wirings we have in India. If you just look up at any junction you will see the

power cables, telephone cables, TV cables all fighting for space on the poles. When it comes to

TV, telephone, internet we all want uninterrupted and reliable connectivity.

Bangalore becoming the first WiMAX enabled city in India. Researcher knows very little about WiMAX.

Researcher doesn’t want to get very technical makes a difference. On the other hand he thinks it is

important to understand how it makes a difference to user.

• Firstly some basics - WiMAX, the Worldwide Interoperability for Microwave Acc

• The WiMAX was coined by the WiMAX forum. WiMAX is a standards-based

technology enabling the delivery of “last mile wireless broadband access” as an

alternative to wired broadband like cable and DSL. WiMAX provides fixed , nomadic,

portable and, soon, mobile wireless broadband connectivity without the need for direct

line-of-sight with a base station. In a typical cell radius deployment of three to ten

kilometers, WiMAX Forum Certified™ systems can be expected to deliver capacity of up

to 40 Mbps per channel, for fixed and portable access applications.

ess, is

a telecommunications technology aimed at providing wireless data over long distances in

a variety of ways, from point-to-point links to full mobile cellular type access.

• The demand for broadband connectivity from urban homes and small/medium businesses

is growing rapidly and this cannot be met effectively by the existing wireline

technologies. Wireless will be the dominant delivery mode for broadband services just as

wireless now dominates voice services. Thanks to its true broadband performance, early

availability and cost advantages, WiMAX is best-positioned to serve this huge Indian

market.

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• Several Indian service providers have already acquired suitable spectrum licenses to

deploy wireless broadband services and are planning early rollouts in 2006. WiMAX is

the first truly broadband technology available to meet Indian market needs.

• The presence of leading WiMAX technology vendors like Beceem Communications and

other system integrators in India will for the first time, usher significant local high

technology value additions, and working with service providers also help fine tune

WiMAX deployment in the country.

"India is quickly emerging as a major market for WiMAX," said Vinod Khosla, Co-founder of

SUN Microsystems and one of the world's most renown high-tech VCs, as well as is one of

Beceem's major investors. "With a population of more than one billion and a growing economy,

India is a huge market for broadband and needs rapid deployment of such services, which in turn

will further accelerate GDP growth."

In India the last mile connectivity has always been a huge issue. BSNL has a huge advantage

because it has/had the highest number of landline connections, so it is easier for them to provide

the DSL connection. It is a different matter that they have fallen far behind the projected

numbers (DSL). Most of them are made to wait for months to get a DSL connection from BSNL.

More than 70 per cent of Indian households do not have access to fixed wired telephone services

(landlines). This basically means these households don’t have the last mile connectivity and

providing DSL to such households is a big problem. No sane Telco provider will want to dig the

road/footpath to provide a DSL connection unless they are already providing DSL connections in

that area. Getting permission from Government is no small task.

In 2000 the footpaths of Bangalore where invaded - Reliance Telecom (when it was owned by

Mukesh Ambani) were very busy digging entire Bangalore for laying their cables. I was very

excited because it would translate too many more new internet users in India. The big Orange

pipes where hanging and sticking out of the footpath all around Bangalore. Not sure where things

failed but Reliance never took off. So what happened to those hanging pipes? It never went down

the drain. Dogs were “aiming” and peeing inside these orange cables (after all why can’t they be

part of the e-revolution?) and cows were scratching their front and rear ends with these cables.

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Tata Communications has major plans for the expansion of its WiMAX services in India. This

three-year plan comes at an investment of 500 million dollars.

Though Tata Communication’s project is certainly not the first taste of WiMAX for the country,

the plan is certainly noteworthy in its scope. Lack of planning for the layout of fibers and a vast

number of unconnected rural areas makes WiMAX an attractive solution for India. Wireless

connectivity also means that connections will be less easily interrupted due to flooding or other

natural events that would have typically posed a problem. Another aspect of this project involves

retail centers and hotspots. According to reports from the Central Chronicle, the company will be

setting up 2,000 more retail centers by the end of 2008 with hotspots in all these locations. Tata

Communications estimates that it will have seven to nine million subscribers by 2010 at an

estimated rate of Rs, 500 to Rs. 1,000 (roughly $13 to $25) per month, though government

guidelines on pricing are yet to be released.

Table No. 2.1: WIMAX SERVICES IN INDIA

Wimax in Bangalore In Trial Stage

Wimax in Pune Tested and Implemented

Wimax in Jaipur In Trial Stage 6 Spots

Wimax in Mumbai Not Available

Wimax in Hyderabad Not Available

Wimax in New Delhi Not Available

Wimax in Chennai Not Available

Wimax in Ahmedabad Tested and Implemented

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2.3 FUTURE OF WIMAX

That study predicts India's WiMAX subscriber base to reach 14 million by Year 2013 and grow annually at nearly 130%. Furthermore, the study projects initial investment in WiMAX ventures will top $500M in India."Eventually, we expect WiMAX growth to be much faster in smaller cities and rural towns. The investment on WiMAX will then go up substantially. WiMAX will not be an alternative to 3G but will be used for overall broadband diffusion in India. "WiMAX, unlike 3G, will find the bulk of its consumer applications in providing fixed and nomadic broadband access in India. Purely mobile usage of WiMAX is expected to be a fairly small component of the total usage. But technological competition will come in the near term from 3G which is being marketed in many emerging markets as an alternative for fixed broadband access" .The summary of the study - Broadband Beyond the Cities: WiMAX in Emerging Markets Asia Pacific is very optimistic for WiMAX in Asia: "Consumer subscriptions in the developing Asian countries are forecast to grow at a compound rate of 132% through 2013, with the subscriber base reaching almost 27 million in that year. Most emerging markets WiMAX providers will launch their initial services in major urban areas, to take advantage of concentrations of existing Internet users with purchasing power. However, over the longer term the most rapid growth is expected to be in second-tier cities and in rural areas, where there is substantially less competition from incumbent broadband suppliers. China and India will be critical markets while the speed of HSPA deployment will be the most significant competitive factor in most markets." We expect WiMAX to be used in urban centers for fixed broadband access (as an alternative to wire line access). The real growth may occur in smaller towns and villages, where most people Indian people live. Residents will get low cost notebook PCs which will be heavily subsidized by Intel . Please see Intel, WiMax Forum to launch low cost WiMax notebooks in India. While the initial deployment is likely to happen primarily in urban pockets, WiMAX will find relatively greater utility and less competition from competing technologies in smaller towns and villages.

The study notes that emerging markets represent a significant growth opportunity for WiMAX service providers. A consumer subscription in the developing Asian countries is likely to grow at a compound rate of 132% through 2013, with the total subscriber base reaching almost 27 mn in Asia. Both India and China will be critical markets for success of WiMAX in the continent.

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2.4: INTRODUCTION OF MSG

This is a report of MARKET SURVEY GROUP to find the potential area in Mumbai for Wimax internet service. This is a pre launch survey done by MSG. This survey has covered all the building of the Mumbai. The whole Mumbai is divided in to number of grids. Each grid have an area of 2K*2K (4km2).Again each grid is sub divided in eight polygon of 0.5 km2 (1Km*0.5Km) each for analysis convenience .This polygon where represented as A, B, C, D, E, F, G & H (EG 144A this means grid 144 & polygon A).As the objective of the project is to identify economically potential areas where Wimax BTS Towers could be installed and with directional requirement signal strength. Initially work is done in developing approach to identify the suitable data points. GIS software was used for geographic maps with various layers of data such as Major road name, landmark buildings, societies name with no. of floors, commercial buildings, parks, railway lines, govt. buildings, school, industrial estates name etc. Then project was started with identifying P1, P2, & P3 representing priority area. Initially encircled the areas of t same potential leaving open spaces and slum areas on least priority .As this approach was highly subjective and couldn’t provide a objective basis for our study so we dropped it . As people are reluctant to reveal their income level we identified a surrogate of it in terms of monthly rental of the building. Monthly rentals are directly proportional to their income level so we had three blocks.

2.4.1: WHAT IS MARKET SURVEY?

A market survey is an objective and systematic collection, recording, analysis and interpretation of data about existing or potential markets for a product /service. This definition will be better understood by looking at the objectives of a market survey. During a market survey, one needs to focus on: Size of the market and the anticipated market share in terms of volume and value Pattern of demand—seasonal or fluctuating in time (in a month, day, etc) Market structure Buying habits and motives of buyers. Unique selling proposition of certain products/services Past and present trends affecting the selected product or similar product.

2.4.2: MEANING OF MARKET SURVEY GROUP

Market Survey Group is a department of corporate body as any other department in the corporate. Market survey group provide the information to the other department of the company about the market. MSG do pre launch survey, run time survey and post launch survey in the market to find out potential of the market for our product/service with which we are going into market for sell. MSG is tool through which you can diagnose the market and can came to a frame of mind what to do and how to do. MSG provides the data to according to our requirement.

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The company applies the right marketing research survey tools at the right time for your decision making. Beyond quantitative marketing research surveys, online research communities, discussion forums, depth interviews and focus groups. Marketing research surveys and related tools have one primary purpose: to assist in decision-making. Thus, company view of marketing research methods fit within a larger scheme of marketing intelligence. This knowledge base, the Strategic Intelligence Platform is comprised of data, ideas, and drivers. Within each are specific information sources useful and vital for decision making. This is how we take our 'first look' at your decision, issue, or management question

Within 'data' company offer a full compliment of rigorous marketing research methods, data, and analytical capabilities. Company primary market research tool kit is broad as this picture shows.

2.4.3: WHY MARKET SURVEY GROOUP

The study of the spending characteristics and purchasing power of the consumer who are within your business's geographic area of operation; a research method for defining the market parameters of a business.

Interviews yourself will most likely give you a much better idea of the needs of your target Market survey where you actually speak to members of your target audience--are an important part of market research. You can choose to hire a company to do it for you, but conducting the audience and will provide you with insights that you might not otherwise have gleaned. If you're going the do-it-yourself route, you'll probably want to act as the focus group moderator. As the moderator, you'll want to encourage an open-ended flow of conversation and be sure to solicit comments from quieter members, or you may end up getting all your information from the talkative participants only. Also, when conducting any type of survey, whether it's a focus group, a questionnaire or a phone survey, pay particular attention to customers who complain or give you negative feedback. You don't need to worry about the customers who love your product or service, but the ones who tell you where you're going wrong provide valuable information to help you to improve your market share and you could understand the costumer.

2.4.4: OBJECTIVE OF MSG

Tata Communications want to launch new internet service-WiMAX, so Tata Communications undertook the market research named Project. This market research project is fully carried out by the MSG. Project is a market research to know the potential market, where company can successfully launch its new internet service.

It is survey of residential buildings and commercial buildings, which are our target customers. We have done the survey of residential buildings to know the income of household in those

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buildings and survey of commercial buildings to know the SME (Small Medium Enterprise) Categorization.

Each residential building has different kind of flats, rent, area and internet users. Hence we suppose to calculate the total number of flats, minimum rent of flat in that building and which internet service used by the people in that building. Each commercial building has different kind of companies, different kind of manufacturing units, service sectors, IT sectors, financial sectors; which occupied different kind of space in that building. Every SME has different use of internet so it is necessary to know the area occupied by that building and different kind of units working in that area. Commercial buildings includes different kind of sectors/units, hence there Categorization is necessary.

For the convenience researcher divided SME into 5 Category these were IT industries, Professional Services, Banking and Financial Institutes, Manufacturing Industries and Wholesale Retail utilities. IT Industries included BPO, ITES, Small Applications, Design Companies. Professional Services included Media Educations, Advertisement, Accounting, Legal and Hospitality. Banking & Financial Institutes included Depository or Non-Depository Institutions, Security and Commodity Broker. Manufacturing Industries included all manufacturing units like food, textile, electronics etc.

Following are the Categories under which commercial buildings are divided

Table No 2.2 Categorization of Industrial Sectors

Category Units/Sectors

A IT, BPO, ITES, KPO, Small Applications, Design Companies

B Professional Services, Media, Education, Advertising, Accounting, hospitality, Legal

C BFSI, Depository or Non-Depository Institution, Security and Commodity Broker

D Manufacturing Industries, Electronics, Textile, Foods

E Wholesale, Retail, Construction, Logistic, Utilities

After data analysis MSG will submit their report to executives. MSG report in detailed manner that which area is comfortable to launch the service, competitors’ analysis, and scope for the WiMAX etc. According to this report executives takes decision on this and will make necessary steps to launch WiMAX in the market.

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2.5 INTRODUCTION TO TATA COMPANY

2.5.1: TATA PROFILE:

Tata is a rapidly growing business group based in India with significant international operations. Revenues in 2007-08 are estimated at $62.5 billion (around Rs251, 543 crore), of which 61 per cent is from business outside India. The Group employs around 350,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics.

The Group's major companies are beginning to be counted globally. Tata companies operate in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. They are, by and large, based in India and have significant international operations. The total revenue of Tata companies, taken together, was $62.5 billion (around Rs251, 543 crore) in 2007-08, with 61 per cent of this coming from business outside India, and they employ around 350,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics.

Every Tata company or enterprise operates independently. Each of these companies has its own board of directors and shareholders, to whom it is answerable. There are 27 publicly listed Tata enterprises and they have a combined market capitalization of some $60 billion, and a shareholder base of 3.2 million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata Motors is among the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest branded tea company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s second largest manufacturer of soda ash and Tata Communications is one of the world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata companies, the Tata brand is also gaining international recognition. Brand Finance, a UK-based consultancy firm, recently valued the Tata brand at $9.92 billion and ranked it 51st among the world's Top 100 brands. Business week magazine ranked Tata 13th among the '25 Most Innovative Companies' list and the Reputation Institute, USA, recently rated it 11th on its list of world's most reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent times, its pioneering spirit has been showcased by companies such as TCS, India’s first software company, and Tata Motors, which made India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano.

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Tata companies have always believed in returning wealth to the society they serve. Two-thirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts that have created national institutions for science and technology, medical research, social studies and the performing arts. The trusts also provide aid and assistance to non-government organizations working in the areas of education, healthcare and livelihoods. Tata companies also extend social welfare activities to communities around their industrial units. The combined development-related expenditure of the trusts and the companies amounts to around 4 per cent of the net profits of all the Tata companies taken together.

Going forward, Tata is focusing on new technologies and innovation to drive its business in India and internationally. The Nano car is one example, as is the Eka supercomputer (developed by another Tata company), which in 2008 was ranked the world’s fourth fastest. Anchored in India and wedded to traditional values and strong ethics, Tata companies are building multinational businesses that will achieve growth through excellence and innovation, while balancing the interests of shareholders, employees and civil society.

2.5.2: BUSINESS SECTOR OF TATA

Information systems and communications: The Tata group has well-established enterprises in the fields of software and other information systems, telecommunications and industrial automation.

Engineering: The Tata group has a robust presence in engineering, with operations in automobiles and auto components and a variety of other engineering products and services.

Materials: The Tata group is among the global leaders in this business sector, with operations in steel and composites.

Services: The Tata group has widespread interests in the hospitality business, as also in insurance, realty and financial and other services.

Energy: The Tata group is a significant player in power generation and is also involved in the oil and gas segment.

Consumer products: The Tata group has a strong and longstanding business in watches and jewellery, and a growing presence in the retail industry.

Chemicals: The Tata group is one of the largest producers of soda ash in the world. Additionally, it has interests in fertilizers and in the pharmaceuticals business.

2.5.3: INTRODUCTION OF TATA COMMUNICATION

Tata Communications Limited, formerly known as Videsh Sanchar Nigam Limited or VSNL, is India's largest telecommunication company in international long distance, enterprise data and internet services. Part of the Tata Group, Tata Communications Limited along with its global subsidiaries (Tata Communications) is a leading global provider of the new world of communications.

18

With a reported target of 40 cities and 300 towns, TATA COMMUNICATIONS LTD has major plans for the expansion of its WIMAX services in India.

Tata Communications is a leading global provider of a new world of communications. With a leadership position in emerging markets, Tata Communications leverages its advanced solutions capabilities and domain expertise across its global and pan-India network to deliver managed solutions to multi-national enterprises, service providers and Indian consumers.

The Tata Global Network includes one of the most advanced and largest submarine cable networks, a Tier-1 IP network, with connectivity to more than 200 countries across 400 PoPs, and nearly 1 million square feet of data center and colocation space worldwide.

Tata Communications' depth and breadth of reach in emerging markets includes leadership in Indian enterprise data services, leadership in global international voice, and strategic investments in operators in South Africa (Neotel), Sri Lanka (Tata Communications Lanka Limited), Nepal (United Telecom Limited), and subject to approval by the Chinese government, China (China Enterprise Communications)

Tata Communications Limited is listed on the Bombay Stock Exchange and the National Stock Exchange of India and its ADRs are listed on the New York Stock Exchange. (NYSE: TCL).

19

CHAPTER 3: RESEARCH DESIGN

3.1 INTRODUCTION

Research is a part of building systematic knowledge, human urge for thirst of knowledge has

developed a habit for search and research in him sociologist, economist, physical natural and

nuclear scientists, all advocate on a tension use of research for some of their academic

advancement. Research commonly refers to a search for knowledge in fact research is an art of

scientific investigation. According to advanced learner’s dictionary, research is a careful

investigation of inquiry especially through research for new fact in any branch of knowledge.

Research does not necessitates a hypothesis, and to that extent. The phrase investigation of

hypothetical probations is reduced ant formulation of hypothesis may in itself be topic of

research at times research focuses self on descriptive rather than on casual or experimental

aspects?

Definition of Research : “Research is the process of systematic and in-depth study or

search for any particular topic, subject or area of investigation, backed by the

collection, compilation, presentation, and interpretation of relevant details of data.”

3.2 TYPE OF RESEARCH DESIGN

Research Design for this project

For this project an exploratory type of research design was adopted, which aims at obtaining

complete and accurate information. There is enough provision for protection against biases and

prejudices and even for a-priori perceptions, which help in improving reliability of data.

Exploratory research provides insights into and comprehension of an issue or situation like here

in case of marketing strategy.

Exploratory research is conducted in order to find out causes/reasons behind a specific

marketing problem. It is the starting point of all research projects. The purpose of exploratory

20

research is to define the marketing problem precisely, collect information relating to the problem

and identify alternative causes of action in order to deal with the marketing problem.

Descriptive research

The first half of this project work was exploratory research, where the main focus was given for

exploring the fact and figures for deep understanding of organizations sales growth.

After gathering the sufficient data, the research design converted in to descriptive research. As in

this part the focus was given on describing the marketing strategies of the organization.

3.3 SAMPLING DESIGN & SIZE

The sample size for this project

As an organization they are not that much in touch of the end users consumers. They were in

direct touch with the mediators like super stockiest, distributors, , agents and salesman. Hence

the sample size was limited around them only. The sample size for this project was 400

individuals.

For the research purpose Cluster Sampling Technique was used and a sample of 400 people

was done which consisted suppliers, distributors and retailers around the area & interview was

conducted according to the questionnaire.

3.4 DATA COLLECTION

3.4.1Primary Sources

Primary data was data collected by doing survey. Primary data is specific to related market. In

primary data collection, researcher collects the data himself self using methods such as

interviews and questionnaires. The key point here is that the data researcher collect is unique to

his research and, until you publish, no one else has access to it.

As Tata Communications covered whole Mumbai, followings are some findings from this

survey. In Mumbai, researcher’s team covered area from Borivali to Andheri.

21

3.4.2 Secondary Sources

Secondary data was collected through various means like internet, magazines & newspapers

Construction website(mybrick.com etc)

Marketing Management: Philip Kotler ( Millennium Edition) Research Methodology (Kothari).

22

CHAPTER 4: FINDINGS

4.1 DATA ANALYSIS AND DATA INTERPRETATION

Now after collecting the data from the questionnaire form lot of thing to analysis and for interpretation. This survey gave the data for the analysis and so that able to get conclusion as well as findings. Here some charts and table showing which prepared from the data which collected during interns for market research for WiMAX.

Fig 4.1: Eaning Of People At Home

Figure 4.1 shows that there are 45% family in which number of earning people is 1, 28% family in which number of earning people are 2, 20% family in which number of earning people are 3 & only 7% family in which number of earning people is more than 4.

From the analysis it is found that in most of the family only single person is earning. By the analysis of above data we came to know the spending power of family, more earning family is our target customer.

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Fig. 4.2 Rent Of The Flat On Monthly Basis

Figure 4.2 shows that there is 23% family pay below 5000 Rs flat rent on the monthly basis. 30% family pay below 10000 Rs flat rent on the monthly basis.19% family pay below 20000 Rs. Rs. Flat rent on the monthly basis.28% family pay above Rs 20000.

From the analysis it is found that in most of the family pay rent more than 20000Rs.By the analysis of above data we came to know the spending power of family, more earning family is our target customer.

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Fig. 4.3 Uses Of Internet Service At Home

Figure 4.3 shows that there are 68% family who use internet service in their home & 32%

family who are not using internet service in their home.

From the analysis it is found that most of the people are keen to use internet, by the help

of this data we find our target customer.

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Fig. 4.4: Time Spend On Internet

Figure 4.4 shows that there are 18% people who spend 1-2 hours on internet on regular basis, 32% people who spend 2-3 hours, 14% people who spend 3-5 hours & 36% people who spend more than 5 hours.

From the analysis it is found that most of the people are frequent user of internet & they are our target customer.

26

Fig. 4.5 Awareness about WiMAX

Figure 4.5 shows that there are 43% people among the sample size are aware about WiMAX &

57% people are unaware about WiMAX.

From the analysis it is found that most of the people in Mumbai are not aware about WiMAX

Technology.

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4.2 PRESENTATION OF FINDING

According to Data analysis and Data interpretation found the following findings:

According to residential survey we divided the whole Mumbai on the basis of monthly flat rentals of household.

In south Mumbai, representative areas are prabhadevi, dadar, colaba the average monthly flat rent for Type 1 residences are 50000Rs. Type 2 residences are 30000 – 40000Rs. & Type 3 residences are 15000 – 25000Rs.

In central Mumbai, representative areas are Dadar, Sion, Mahim, Matunga, Wadala, Chembur the average monthly flat rent for Type 1 residences are 30000Rs. Type 2 residences are 15000 – 30000Rs. & Type 3 residences are 10000 – 15000Rs.

In North West Mumbai, the representative areas Bandra, Borivali, Anderi, the average monthly flat rent for Type 1 residence is 30000rs. Type 2 residences are 15000 – 30000Rs & Type 3 residences are 10000 – 15000Rs.

In north central Mumbai, the representative areas are Ghatkopar, Mulund the average monthly flat rent for Type 1 residences are 30000Rs. Type 2 residences are 15000 – 30000rs & Type 3 residences are 10000 – 15000Rs.

In rest of Mumbai, the representative areas are Mira Road, Bhayandar, Thane, Panvel, New Bombay, Kalyan, Dombivli, and Vashi. The average monthly flat rent for Type 1 residences are 20000Rs. Type 2 residences are 10000 – 15000Rs & Type 3 residences are 5000 – 8000Rs.

By the help of flat rent able to know that where potential customer is similarly go through the small and medium enterprises and know where have to put our tower for WiMAX.

Followings are some findings over this survey.

4.2.1Environment

It is the current position of the locality, understand by the researcher. While doing survey

researcher finds some major factors in different region like how it developed its locality,

availability of industries, any tourist spot and so on. Following are certain factors which

researcher point out from locality in which he makes the survey.

Borivali – Borivali is one of the major place in Mumbai. This place has lots of important because

of National Park, Kanheri Caves and also it is western railway’s main station. There is large

28

scale increase in Industries from last few years. As far as residential buildings, numbers of

buildings are constructed within last 5-10 years.

Kandiwali – This area is developed very rapidly from last few years. There are many types of

industries gathered in Kandiwali. Mahindra and Mahindra, Balaji Industries, Akurli Industries,

Charkop Industrial Estate are situated in this region. Cable Corporation of India providing

Internet service in most of part. Thakur Village, Thakur Complex, Lokhandwala Complex are

some areas, where prices/rent of flats are very high. Lifestyle of people in this area is also is

remarkable.

Malad – In Malad, nearly 1250 buildings were constructed in last 18 months, some are still

under construction. The area like link road, Mind space, Pathan wadi etc developing too fast.

Industrial boom is also remarkable in this area. Lots of call centres, educational institutes, Malls

and small industries keep this region awake for 24 hours.

Goregaon – Due to availability of colleges, film studio, malls, dairy farms and great

environment of Chota Kashmir, this area has great importance. Small and Medium enterprises

are having importance in this part. Link road, Oshiwara etc emerging as industrial area.

Jogeshwari – In Jogeshwari, number of industries are growing fast. In Jogeshwri west lot of

industries are situated like manufacturing units, service units, Call centres etc.

Andheri – Andheri is the big industrial hub in Mumbai. Number of Manufacturing sectors, IT

sectors, Banks, Financial Institutions, Educational Institutions, and Malls are increasing fast. As

it is big industrial hub and due to availability of seashore like Juhu beach and Varsova, the

residential buildings are also increased. Rent for a flat in this region is higher than other region.

The life-style of people in this area is also high.

4.2.2 Rent Rents of residential buildings are different. If the building is nearer to station, nearer to highway,

with all facilities are near then the rent of that building is high, compare to other buildings. The

rent of building also differs from one locality to other. Rent of some buildings in Juhu, Andheri

(west) are more than Rs. 60,000/-, where as rent of some buildings in Kurar Village, Malad (east)

are less than Rs. 4,000/-.

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Table 4.1: the list of some buildings with their area and rent.

Type Address Square-feet Rent (in Rupees)

1 BHK Borivali (East) 560 12,000

2 BHK Link road, Borivali (East) 850 13,000

1 BHK Raheja Estate, Borivali 600 15,000

3 BHK Thakur Village, Kandiwali(East) 1,110 25,000

2 BHK Ocenic Tower, Kandiwali (West) 1,080 16,000

1 BHK Bhoomi Valley, Kandiwali (East) 600 12,000

1 BHK Thakur Village, Kandiwali(East) 555 15,000

2 BHK Malad link Road, Kandiwali(West) 950 21,000

1 BHK Lokhandwala, Kandiwali(East) 525 12,000

3 BHK Challenger Tower, Kandiwali(East) 1,325 25,000

2 BHK Thakur Complex, Kandiwali(East) 815 14,000

1 BHK Palm-spring, Malad(West) 250 7,000

1 BHK Off Link Road, Malad (West) 600 14,000

2 BHK Suchidham, Malad(East) 1,000 25,000

2 BHK D’mart, Malad (West) 960 23,000

1 BHK Pandurang Wadi, Goregaon(East) 500 14,000

2 BHK Sat-guru Complex, Goregaon (East) 900 11,500

2 BHK Near Movie Star, Goregaon(West) 1,050 22,000

3 BHK Royal Palms, Goregaon (East) 1,080 21,000

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1 BHK MIDC, Andheri (East) 565 15,000

1 BHK Poonam Nagar, Andheri (East) 230 8,000

1 BHK Near Infinity Mall, Andheri (West) 640 20,000

1 BHK Juhu 600 23,000

1 BHK 7 Bungalow, Andheri (West) 550 18,000

2 BHK Near Station, Andheri (West) 1,050 23,000

2 BHK Veera Desai rd, Andheri (West) 900 25,000

1 BHK Sher-E-Punjab, Andheri(East) 550 14,000

From the above table we can see that, average rent in Borivali is nearly Rs. 13,000/- to Rs.

14,000/-; average rent in Kandiwali is Rs. 17,000/-; average rent in Malad is Rs. 17,000/-;

average rent in Goregaon is Rs. 17,125/-; and average rent in Andheri is Rs, 18,000/-.

Though average rent is little different from one to other locality. But in same locality rent

changes with great difference. The rent of a 950sqft flat in Link Road in Kandiwali is Rs.

21,000/- where as rent of a 1,080sqft flat in Ocean tower in Kandiwali is only 16,000/-. Same in

Goregaon; rent of 900sqft flat is Rs. 11,500/- and rent of 1,050sqft flat is Rs. 22,000/-. Also in

Andheri, rent of 550sqft flat is Rs. 14,000/- and rent of 600sqft flat is Rs. 23,000/-.

The rent is varies in same locality it is because, specific area get advantage of all resources

available there, and give more pressure on development of industries, services and all necessities

and comforts.

Researcher collected the data about residential buildings and commercial building in different

area. He collected information about flats, rent, square feet(space), type of SME (Small

Manufacturing Units) and about competitors. As per the instruction given by the MSG he

divided whole grid according to following Types of residential buildings-

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TABLE 4.2: Types of residential buildings

Residential Type 1 Type 2 Type 3 Type 4

South Mumbai >50 K 30-50 K 10-30 K <10 K

Central Mumbai >30 K 15-30 K 10-15 K <10 K

North-West Mumbai >30 K 15-30 K 10-15 K <10 K

North Mumbai >30 K 15-30 K 10-15 K <10 K

Rest of Mumbai >20 K 10-20 K 3-10 K <3 K

As per above chart researcher had to divided all grids covered by him in one grid. According to

this chart of researcher team responsible for the survey of North-West Mumbai that covered area

from Borivali to Bandra. Type 1 for North-West Mumbai included these buildings which rent

were more than Rs.30,000/-, Type 2 included these buildings which rent were more than Rs.

15,000/- but less than Rs. 30,000/-, Type 3 covered these buildings which rent were more than

Rs. 10,000/- but less than 15,000/-. And Type 4 included these building rent were less than

10,000/-.

The main reason to divide these buildings in different types was to understand the whole

Mumbai’s spending habits individually. This information was very useful when Tata

Communications launch this Internet Service in Mumbai. When researcher analysed the data he

found some interesting figures about different rent in different area though space was same.

Researcher has given the analysis of Grid 113. This grid covered Andheri East and Andheri

West. This comes under North-West Mumbai.

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TABLE 4.3: For residential buildings researcher had given analysis of Grid 113

Grid Polygon Data Type 1 Type 2 Type 3 Type 4 Grand Total

113_A No. of Buildings 27 74 41 0 142 No. of flats 446 1122 782 0 2350 Minimum Flat Rental 35000 18000 10000 0 10000 113_B No. of Buildings 22 83 43 0 148 No. of flats 332 2130 958 0 3420 Minimum Flat Rental 32000 17000 10000 0 10000 113_C No. of Buildings 16 134 39 2 191 No. of flats 216 2571 694 33 3514 Minimum Flat Rental 32000 16000 10000 3000 3000 113_D No. of Buildings 5 60 40 1 106 No. of flats 102 1513 711 20 2346 Minimum Flat Rental 35000 18000 10000 1200 1200 113_E No. of Buildings 3 23 15 4 45 No. of flats 50 1165 382 4 1601 Minimum Flat Rental 40000 18000 10000 8000 8000 113_F No. of Buildings 19 120 265 41 445 No. of flats 232 1744 1361 479 3816 Minimum Flat Rental 35000 16000 10000 5000 5000 113_G No. of Buildings 3 28 25 2 58 No. of flats 0 921 913 2 1836 Minimum Flat Rental 40000 16000 10000 8000 8000 113_H No. of Buildings 23 63 23 0 109 No. of flats 858 2310 499 0 3667 Minimum Flat Rental 35000 17500 10000 0 10000

Total No. of Buildings 118 585 491 50 1244

Total No. of flats 2236 13476 6300 538 22550

Total Minimum Flat Rental 32000 16000 10000 1200 1200

From the above analysis researcher explained that the Grid 113 is divided into 8 different

Polygons (A, B, C, D, E, F, G, H). In Polygon ‘A’ there were total 142 residential buildings

which consist 2350 flats. From that 124 buildings 27 buildings were of Type 1 which included

446 flats and minimum rent for Type 1 was Rs.35,000/-, 74 buildings were of Type 2 with the

minimum rent of Rs.18,000/- and 41 buildings were of the Type 3 which minimum rent was

Rs.10,000/-. There was no building of Type 4 in polygon ‘A’

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Fig. 4.6 Distribution of buildings in Grid 113

In Polygon ‘B’ there were total 148 buildings which consist of 3420 flats with the minimum rent

of Rs.10, 000/-. Out of which 22 buildings were of Type 1 which included 332 flats with the

minimum rent of Rs.32,000/-, in Type 2 there were 83 buildings which consist of 2130 flats with

minimum rent of Rs.17,000/-, 43 buildings were of Type 3 which included 958 flats with the

minimum rent of Rs.10,000/-. And there was no building of Type 4 in Polygon B.

In Polygon ‘F’ there were total 445 buildings which consist of 3816 buildings for which

minimum rent was Rs.5,000/-. From these 445 buildings 19 buildings were of Type 1 which

included 232 flats with the minimum rent of Rs.35,000/-, 120 buildings were of Type 2 which

consist of total 1744 flats with the minimum rent of Rs.16,000/-. There were 265 buildings of

Type 3 which consist 1361 flats with the minimum rent of Rs.10,000/- and 41 buildings were

came under Type 4 which consist of 479 flats for which minimum rent was Rs. 5,000/-.

Researcher also divided Grid 113 in Type wise. In Grid 113 there were total 1244 building which

consist of 22,550. In this grid, 118 buildings were of Type 1, which consist 2236 flats with the

minimum rent is Rs.32, 000/-. 585 buildings were of the Type 2 with the minimum rent of Rs.

16,000/- there were 13476 flats. 50 buildings were of Type 4 which consist of 538 flats with the

minimum rent of Rs.1, 200/-.

Today there is no building in Mumbai which rent is lower than Rs. 3,000/-.

As researcher analyses above data for residential buildings, he also analysed data of commercial

buildings in same way. divided commercial buildings (SME) in 5 Categories as:

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Table 4.4: Categories of Commercial Building

Category Units/Sectors

A IT, BPO, ITES, KPO, Small Applications, Design Companies

B Professional Services, Media, Education, Advertising, Accounting, hospitality,

Legal

C BFSI, Depository or Non-Depository Institution, Security and Commodity

Broker

D Manufacturing Industries, Electronics, Textile, Foods

E Wholesale, Retail, Construction, Logistic, Utilities

MSG divided commercial complex because they wanted to know clear and detailed information

about SME. Small enterprises were those units which had 1-10 employees working in this.

Whereas Medium Enterprises were those which had 10-50 employees working in this.

Researcher surveyed in different areas in Mumbai and divide commercial buildings as per need.

Manufacturing units also considered in research and it found that manufacturing units accounts

for second largest part in SME’s. The manufacturing units included all types of Manufacturing

Industries like Textile, Electronics, Food, Rubber and all Consumer durables. Type E includes all

Wholesalers, Retailers, Malls, Construction units, Logistic services and other utilities. Type E

held highest part in Grid 113; there were 1469 Type E units in this grid.

Road touch shop line also considered in research as they were part of SME. Road touch shop

were part of the Category E. Road touch shop line included pan-bidi shop, garage, wada-paw

stall, shoe-chappale shop, repairing shop etc. These types of shops are on every street in

Mumbai. This is the major reason that Category E units were largest in all Polygon of Grid 113.

35

Table4.5: For commercial buildings researcher had given analysis of Grid 113

Polygon 113 A B C D E

A SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 4 10 5 5 324 348

Office Space 952 3829 714 4026 157529 167050

B SME Cat A Cat B Cat C Cat D Cat E

No. of Units 0 6 3 0 285 294

Office Space 0 680 200 0 51910 52790

C SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 2 13 0 2 242 259

Office Space 686 95829 0 1200 177786 275500

D SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 3 8 3 10 154 178

Office Space 2095 3476 2629 6500 20100 34800

E SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 6 62 45 58 142 313

Office Space 1712 297945 18159 83097 222067 622980

F SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 3 20 14 97 241 375

Office Space 12000 103729 6107 64730 146556 333121.4

G SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 11 21 38 32 56 158

Office Space 7972 26617 31967 98628 51917 217100

H SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 7 8 12 25 25 77

Office Space 4381 121955 12262 61893 42342 242833

Total No. of Units 36 148 120 229 1469 2002

Total Office Space 30750 657887 72752 324100 1027734 2113224

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From this analysis researcher given the information about different types SME’s in Grid 113.

There was total 2002 Small Manufacturing Units (SME) in Grid 113.

Fig. 4.7 Different Types SME’s In Grid 113

Above chart shows the disribution of SME’s in Grid 113.Category A in Grid 113 include 36

SME’s which includes more BPO’s. Category B included 148 SME’s units, out of these most

were hospitality and educational and Meddia mostly found in Andheri West. Category C

included 120 SME’s units, from these most of were banking Industries. Category D covered 229

units, from these most were electonics manufacturing units like Mittal Indusrtial Istate, Laxmi

Industrial Estate etc. Category E covered 1469 SME’s, which mostly included malls and all retail

shops.

According to researchers survey there were 2002 SME’s in Grid 113 which covered area of

2113224 squre feet. According to survey there were large area of Polygon E covered by

industries and large number of industries were saturated in Polygon F.

In all Polygon Category E MSE’s were in highest number. As all small shops, road touch shops,

Kirana stores, gift shops ect considered as retail industree. And these types shops were

everywhere, hence Category E was the highest numbers in all polygon.

37

It was necessary to find area of commercial buildings because based on that TATA

Communications will build Tower for WiMAX. When they got area covered by the industrial

buildings in whole Mumbai, they will point out some places which will sutaible for the Towers.

Following chart shows the area covered by SME’s:

Fig. 4.8 : Area Covered By SME’s

Researcher given total SME’s in grid and area covered by these SME. In all Polygon of Grid

113, there were 36 SME’s of Category A which covered 30750 sq ft area. Where as 148 SME’s

of Catagory B covered 657887 sq ft area. Category C covered 72752 sq ft area, Category D

covered 324100 aq ft area. Largest area of Grid 113 covered by Category E. There were 1469

SME’s in Category E which covered 1027734 sq ft area in Grid 113.

There were total 2002 SME’s in Grid 113which covered 2113224 sq ft area in Andheri. Average

space covered by each SME’s was 1055.56 sq ft. Though there were large number of SME’s of

Category E than the Categoty B, but average area covered by Category B was higher than

Category E. The average area covered by Category B is 4445.18 sq ft, and that of Category E

was 699.61 sq ft. It showed that there were large number of Category E SME’s which acquired a

small place in Andheri.

In same way researcher had done analysis of the all the Grids covered by him. Researcher had

done analysis of nearly 20 Grids in North-West Mumbai. In every grid it was found that there

were different rent of residential buildings, different industries, space covered by SME were

totally different than other grids.

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Researcher had given analyzed data of Grid 100 and Grid 123:

Grid 100 covered under North-West Mumbai and mainly covered area of Goregaon East and

Goregaon West.

Table 4.6: Analysis of Grid 100

Grid-100

Residential Type 1 Type 2 Type 3 Type 4 Total

NO. of Buildings 36 243 152 0 431

SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 5 25 9 41 144 224

Office Space 15400 25200 39050 68000 133100 280750

Grid 123 covered under North-West Mumbai and mainly covered area of Vileparle East and

Vileparle West.

Table 4.7: Analysis of Grid 123:

Grid-123

Residential Type 1 Type 2 Type 3 Type 4 Total

NO. of Buildings 478 465 166 0 1109

SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 0 33 8 9 103 153

Office Space 0 295800 33200 22100 216210 567310

On this information TATA Communications took further action for construction of Towers for

WiMAX. Due to information about different industries and space covered by them help to know

the potential customers for thier internet service.

4.2.3 Competition

While doing this research, there are lots of Internet Service Providers in Mumbai as well as in

India. While collecting the data about the buildings, in one locality there are different internet

39

service providers. For example, suppose in Kandiwali, though Cable Corporation of India

provides the internet service, then also people prefer another internet service like MTNL, Air-tel,

and Sify etc.

For 2007, the Internet subscriber base target is 18 million, while that of broadband base is 9

million. And by 2010, the Internet user target is 40 million and broadband subscriber target is 20

million. So WiMAX has opportunity to entered in to the market with a boom.

Following are some major Internet Service Providers.

1. Mahanagar Telephone Nigam Limited (MTNL).

2. Reliance Communications (RCom).

3. Tata Indicom.

4. IOL Netcom LTD.

5. Hathaway Cable and Datacom Private Limited.

6. In2Cable India Pvt Ltd.

7. Sify

4.3 INSTRUMENT USED FOR THIS SURVEY ARE AS FOLLOWS:

• GIS MAPS it contains GRID DATA and GRID MAP • Excel Sheet • Target Residential Buildings – Minimum rental value above a certain value • Target Commercial Buildings – All commercial buildings except retails and wholesale

shops

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Table 4.8: FORMAT OF EXCEL SHEET

Blg No.

Name Address Street Name

Type Sub Type

Floor No. Of Flat

Minimum Flat Rent (Rs)

Competitor

1

2

3

4

5

6

7

4.4 GIS (GEOGRAPHICAL INFORMATION SYSTEM)

A geographic information system (GIS) integrates hardware, software, and data for capturing, managing, analyzing, and displaying all forms of geographically referenced information.

GIS allows us to view, understand, question, interpret, and visualize data in many ways that reveal relationships, patterns, and trends in the form of maps, globes, reports, and charts.

A GIS helps you answer questions and solve problems by looking at your data in a way that is quickly understood and easily shared.

Different Types of GIS Approach:

4.4.1 The Database View:

A GIS is a unique kind of database of the world—a geographic database (geodatabase). It is an "Information System for Geography." Fundamentally, a GIS is based on a structured database that describes the world in geographic terms.

4.4.2 The Map View:

A GIS is a set of intelligent maps and other views that show features and feature relationships on the earth's surface. Maps of the underlying geographic information can be constructed and used as "windows into the database" to support queries, analysis, and editing of the information.

41

4.4.3 The Model View:

A GIS is a set of information transformation tools that derive new geographic datasets from existing datasets. These geo processing functions take information from existing datasets, apply analytic functions, and write results into new derived datasets.

4.5 GRID Maps:

Grid maps contains map of that particular area. For example grid number 78 contain data of THANE area in Mumbai. Each grid having 8 square kilometers area and each grid divided in to 8 polygon (A-H), having area ½ square kilometers.

HOW TO USE GIS MAP

• City-specific GIS Map to be used as a single information repository. • Each City is divided into Grids of 4 sq. km (2x2 km) • Each Grid is Divided into 8 polygons of 0.5 sq. km (0.5x1 km) • Each such polygon will become a unit for data collection • Each Polygon would have the following summary primary information

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CHAPTER 5: CONCLIUSION

5.1 LIMITATIONS

Limitations of the Study

This report an error free reports every effort has been made to offer the most authenticate position with accuracy. But there may be a possibility of some error in my report also. As whole project and findings are based on the information gather through survey fact sheet,

hence there might be a possibility that respondent may have given wrong or partially correct

information.

The study is confined to Mumbai area only. (only metro or developed city) The research was

conducted in a limited area.

Less time was a major constraint.

The respondent were limited so cannot be treated as a whole population.

The responses of the consumers may not be genuine.(due to competitors ).

5.2 SCOPE

Scope of the Research

This project will be of great help for the company as the findings will help the

organization for improving their system and approach.

This project helps us to identify the market potential for WiMAX, which is an internet

service. WiMAX provide a more reliable and secure network to their customer.

This project study also gives idea about business competition.

This study also focuses on studying the various techniques adopted by the organisation to

retain the new technology (WiMAX).

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5.3 RECOMMENDATIONS

• All the under construction building by the private builder must be consider as a potential building in Mumbai.

• All major road (western express, eastern express, S. V. road, etc) and street area must be covered.

• New project such as Metro and Bandra Worli Sea Link should be also taken in to consideration.

• Slums which come under MAHADA or MMRDA should be considered.

• Commercial complex and industrial estate must be taken in to consideration.

• Site selection for installing the tower and signal strength must be according to the density of potential costumer.

5.4: CONCLUDING REMARKS

The project is fully successfully to find out potential customer. The study of the spending

characteristics and purchasing power of the consumer who are within your business's geographic

area of operation a research method for defining the market parameters of a business. The Survey

play a vital role to understand the costumer behavior towards the product, need of the product, behavior

of costumer towards the competitor product, likening and disliking characteristic of product.

This survey report mainly contain the data to find the potential costumer Cluster vise, Grid vise even we

can find it polygon wise the density of the potential costumer, type of potential costumer in area specific.

Building of interest can be easily found as we have a data of large number of building specific location

vise so that it could help network team to install the WiMAX towers.

The future planning for the expansion can also be done as we have data regarding future growth

prospective so that we could be a step ahead with our compotators.

This help the marketing them to make the marketing strategy accordingly so that we have an competitive

advantage over competitors

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REFRENCES

Research Methodology: – by N. D. Kothari

Marketing Management :- by Philip Kotler

Fundamentals of Marketing :- by Prof. Richardson

Farming Market opportunity :- by Rayport & Jaworski

http://www.internetworldstats.com/stats.htm http://www.wimax.com/commentary/blog/blog-2009/february/Study-Predicts-India-to-be-Largest-WiMAX-market-in-Asia-Pacific-by-2013-0209 K. Fazel and S. Kaiser, Multi-Carrier and Spread Spectrum Systems: From OFDM and MC-CDMA to LTE and WiMAX, 2nd Edition, John Wiley & Sons, 2008, ISBN 978-0-470-99821-2 M. Ergen, Mobile Broadband - Including WiMAX and LTE, Springer, NY, 2009 ISBN 978-0-387-68189-4

www.mybrick.com

www.yahoo.com

www.99acer.com

www.slideshare.com

www.tata.com www.wimaxforam.com

www.tatacommunication.com

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ANNEXURE

QUESTIONNAIRE

For collecting the data a structured questionnaire for the Company is prepared to get detailed and structured information regarding the WiMAX. The questionnaire includes both the close ended as well as open ended questions. Given below is the questionnaire:

TATA COMMUNICATION INTERNET SERVICE LTD

(WiMAX)

QUESTIONNAIRE FOR RESIDENCE:-

1. Name: _____________________________________________________________

2. Address: _____________________________________________________________

_____________________________________________________________

3. Contact no.: ____________________________________________________________

4. How many earning person in your family?

a) 1 b) 2

c) 3 d) 4

5. What is the minimum rent of your flat?

a) Below 5000 b) Below 10000

c) Below 10000 d) Above

6. Do you have Internet Service in your home?

a) Yes b) No

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7. How much time you spend on internet?

a) 1-2 hours b) 2-3 hours

c) 3-5 hours d) more than 5 hours

8. Are you aware about the different internet service provider available in Mumbai?

a) Yes b) No

9. Which company internet service do you use?

_____________________________________________________________________________

10. Why did you choose your existing service provider?

_____________________________________________________________________________

_____________________________________________________________________________

11. Do you want to upgrade your internet service?

a) Yes b) No

12. Are you aware about WiMAX?

a) Yes b) No