INDEXCHAPTER -1 INTRODUCTION CUSTOMER SATISFACTION MEASUREMENT METHODLOGIES IMPROVING CUSTOMER SATISFACTION CUSTOMER SATISFACTION SURVEYS BENEFITS AND CHALLENGESCHAPTER -2 RESEARCH METHODLOGY METHODS OF RESEARCH NEEDS OF THE STUDY OBJECTIVES OF THE STUDY LIMITATIONS OF THE STUDYCHAPTER -3 INDUSTRY PROFILE COMPANY PROFILE PRODUCT PROFILECHAPTER -4 DATA ANALYSIS INTERPRETATIONCHAPTER -5 FINDINGS & SUGEESTIONS

BIBLOGRAPHY QUESTIONNAIRE

INTODUCTION

Customer satisfaction is a term frequently used in marketing, it is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. Businesses monitor customer satisfaction in order to determine how to increase their customer base, customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and his/her experience with the organization. They work to make their customers happy and see customer satisfaction as the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they receive.Customer SatisfactionThe definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the customers experience of both contact with the organization (the moment of truth as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom linea definition that may apply just as well to public services. Customer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid satisfaction as a measurement objective because it is too fuzzy an idea to serve as a meaningful benchmark.4 Instead, they focus on the customers entire experience with an organization or service contact and the detailed assessment of that experience. For example, reporting methods developed for health care patient surveys often ask customers to rate their providers and experiences in response to detailed questions such as, How well did your physicians keep you informed? These surveys provide actionable data that reveal obvious steps for improvement. Customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations Some definitions are based on the observation that customer satisfaction or dissatisfaction results from either the confirmation or disconfirmation of individual expectations regarding a service or product. To avoid difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge companies to concentrate on a goal thats more closely linked to customer equity. Instead of asking whether customers are satisfied, they encourage companies to determine how customers hold them accountable Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within businessCustomer satisfaction depends on the products performance relative to a buyers expectation, the customer is dissatisfied. If preference matches expectations, the customer is satisfied. If preference is exceeds expectation, the customer is highly satisfied or delighted outstanding marketing insurance companies go out of their way to keep their customer satisfied. Satisfied customers make repeat purchases insurance products and tell other about their good experiences with the product. The key is to match customer expectations with company performance. Smart insurancecompanys aim to delight customers by promising only what they can deliver, then delivering more than the promise. Consumersusually face a broad array of products and services that might satisfy a given need. How do they choose among these many marketing makers offers? Consumers make choices based on their perception of the value and satisfaction that various products and services deliver. Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the products customers from expectations about the value of various marketing offers and buy accordingly. How do buyers from their expectations? Customer expectations are based on past buying experiences, the opinion of friends and marketer and competitor information and promises. Customer satisfaction with a purchase depends on how well the products performance lives up to the customers expectations. Customer satisfaction is a key influence on future buying behaviour. Satisfied customers buy again and tell others about their good experiences dies-satisfied customers of ten switches to competitors and disparage the products to others. An insurance provider open only to active duty, retired and separated military members and their immediate families and therefore not included in the rankings, achieved a satisfaction ranking equal to that any insurance company. In general, customer satisfaction with auto insurance providers decreased significantly, with 20 of the 21 companies surveyed decreasing in satisfaction from the previous year. Insurance is the only carrier that did not experience a decline in satisfaction. Though consumers report their insurance carriers are resolving their claims and problems faster. Businesses survive because they have customers who are willing to buy their products or services. However, many businesses fails to check in with their customers to determine whether they are happy or not and what it will make to make or keep them happy.According to U.S consumers affairs department, it costs five times more to gain a new customer than to retain an existing one. Other studies have repeated that with just a five percent increase in Customer retentions a firm can raise its profitability customers spend salary at first, but with succeeding years of good experience, they will spend increasingly more.Depending on the industry and the nature of the bad experience, dissatisfied customers will complain to 10 to 20 friends and acquaintances, which is three times more than those with good experiences are. Hence, the negative information is influential, and consumers generally place significant weight on it when making a decision. If that is not the reason enough, fierce competitor is needed more and more to differentiate firms from one another. With technology available to virtually every one today, the traditional features and cost advantages are no longer relevant. Still product and service quality provides an enormous opportunity to distinguish a firm from the rest. The Japanese have recognized this and have though us to expect quality. Todays consumers do, and they know more about products and services than they ever did. Customers are the best source of information. Whether to improve an existing product or service or whether firms are planning to launch something new. There is no substitution for getting it from horses mouth When you talk to your customer directly, to increase your odds for achieving success you mistake-proof your decisions and work on what really matters. When you routinely ask the customers for feedback and involve them in business they, in turn, become committed to the success of your business.

Customer Satisfaction Measurement: -A basic and effective base line customer satisfaction survey program should focus on measuring customer perceptions of how will the company delivers on the critical success factors and dimensions of the business as defined by the customers:For example: Service Promptness Courtesy of Staff Responsiveness Understanding the customer problem, etc.The findings of the company performance should be analyzed both with all customers and by key segments of the customer population. The essential starting point for Customer Satisfaction Measurement (CMS) is exploratory research. Since satisfaction is about an organizations ability. To meet customer requirement one has to start by clarifying with customers exactly what those requirements are. This is done through exploratory research using focus groups or one to one depth interviews.Two main factors determine the accuracy of CMS. The first is the asking the right question and the second is the asking them to the right people sample of customers which accurately reflects the customer base. Three things decide the accuracy of a sample. They are: It must be representative. It must be randomly selected. It must be adequate enough.

Measuring customer satisfaction Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zenithal and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Linker Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured.Methodologies American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data predicts stock market performance, both for market indices and for individually traded companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behaviour. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites and other online initiatives. ASCI scores have also been calculated by independent researchers, for example, for the mobile phones sector, higher education, and electronic mail. The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to customers. Kano also produced a methodology for mapping consumer responses to questionnaires onto his model. SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer) to indicate the gap between customer expectations and experience. J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards. Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence framework and which helps define a companys status against eight critically identified dimensions. For Business to Business (B2B) surveys there is the Info Quest box. This has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey.Improving Customer Satisfaction Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty.

Customer Satisfaction Surveys: Surveys and questionnaires are the most common marketing research methods. Typically, they are used to: Assess the level of customer satisfaction with a particular product, service or experience Identify factors that contribute to customer satisfaction and dissatisfaction; Determine the current status or situation of a product or service; Compare and rank providers; Estimate the distribution of characteristics in a potential customer population; or Help establish customer service standards.

Benefits and Challenges: Surveys allow an organization to quickly capture vital information with relatively little expense and effort. A primary advantage of this method is its directness: the purpose is clear and the responses straightforward. Additionally, the information gathered by surveys can easily be analyzed and used to identify trends over time. The public views consumer product polls and pollsters in a generally positive manner compared to political and other polls. One study found that at least sixty percent of the public feels that market research about products and services has a positive impact on society. Seventy percent consider the people who conduct such surveys to have positive impacts on society. A major disadvantage of customer surveys is that the responses may be influenced by the measurement itself through various forms of bias. For example, most surveys are voluntary, and some researchers have found differences between survey respondents and non-respondents. People who respond to surveys answer questions differently than those who do not respond, and late responders answer differently than early responders.

COMPANY PROFILE

Bharti Airtel Limited is a leading global telecommunications company that ranks amongst the top 4 mobile service providers globally, in terms of subscribers. The revenue from operations is INR 4,53,509* Mn and its net profit is INR 50,963* Mn. It employs over 15,563 people full time. In India, the Company offers products and services both for the end consumer as well as for businesses. The consumer business offers 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV and Digital TV. The enterprise services include national & international long distance services to large enterprises, carriers and tower infrastructure services. In the rest of the geographies (i.e. Africa), it offers 2G and 3G wireless services and mobile commerce. Headquartered in New Delhi, India, the company has operations in 20 countries across Asia and Africa. Our network coverage extends to over 4,65,482 towns and villages in India. Our products are available at over 1.4 million retailers, and by end March 2013, we had over 271 million subscribers across operations in two continents. It is our vision that by 2015, Airtel will be the most loved brand, enriching the lives of millions across the world. Our corporate vision describes what we aim to do. Our values of AIR - Alive, Inclusive and Respectful - describe howwe intend to get there.AliveWe are alive to the needs of our customers. We act with passion, energy and a 'can do' attitude to help our customers realise their dreams.InclusiveAirtel is for everyone we champion diversity, recognizing the breadth and depth of the communities we service. We work with them, anticipating, adapting and delivering solutions that enrich their lives.RespectfulWe live the same lives as customers, sharing the same joys and the same pains. We never forget that they are why we exist. We act with humility, honesty and mutual respect.Sunil Bharti Mittal founded the Bharti Group. In 1983, Mittal was in an agreement with Germany's Siemens to manufacture push-button telephone models for the Indian market. In 1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones. In 1992, Mittal won a bid to build a cellular phone network in Delhi. In 1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. This expansion allowed it to offer voice services all across India. In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel acquired the African operations of the Kuwait-basedZainTelecom. In March 2012, Airtel launched a mobile operation in Rwanda. Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004 becoming to the first operator in India to do so. The Airtel theme song, composed by A.R. Rahman, was the most popular tune on that year. During the 200910 financial year, Bharti negotiated for its strategic partnerAlcatel-Lucentto manage the network infrastructure for the tele-media business. On 31 May 2012, Bharti Airtel awarded the three-year contract toAlcatel-Lucentfor setting up anInternet Protocolaccess network (mobile backhaul) across the country. This would help consumers access internet at faster speed and high quality internet browsing on mobile handsets. In May 2013, Bharti Infotel paid Rs 50,000 as compensation to a customer "for unfair trade practices". The customer alleged that the company continued to aggressively demand payment despite customer requests for disconnection of service. Mobile ServicesAirtel operates in all telecom circles of India. Airtel is the largest operator in rural India, with 83.82 million subscribers as of April 2013. Airtel was the 6th most valued brand according to an annual survey conducted byBrand FinanceandThe Economic Timesin 2010. 3GOn 18 May 2010, the3G spectrum auctionwas completed and Airtel paid the Indian government122.95 billion(US$1.9billion) for spectrum in 13 circles, the most amount spent by an operator in that auction. Airtel won 3G licences in 13 telecom circles of India:Delhi,Mumbai, Andhra Pradesh,Karnataka, Tamil Nadu,Uttar Pradesh (West), Rajasthan,West Bengal, Himachal Pradesh,Bihar, Assam,North East, andJammu & Kashmir.Airtel also operates 3G services inMaharastra&GoaandKolkatacircles through an agreement withVodafoneand inGujaratthrough an agreement withIdea. This gives Airtel a 3G presence in 15 out of 22 circles in India. Airtel is fined by DoT 3.50billion for not stopping offering 3G Services through Roaming Pacts outside its Licensed Zones in Seven Circles.On 20 September 2010, Bharti Airtel said that it had given contracts toEricsson India,Nokia Siemens Networks(NSN) andHuawei Technologiesto set up infrastructure for providing 3G services in the country. These vendors would plan, design, deploy and maintain 3GHSPA (third-generation, high-speed packet access) networks in 13 telecom circles where the company had won 3G licences. While Airtel awarded network contracts for seven 3G circles to Ericsson India, NSN would manage networks in three circles. Chinese telecom equipment vendorHuaweiTechnologies was introduced as the third partner for three circles.Airtel launched 3G services inBangaloreon 24 January 2011.On 27 January 2011, Airtel launched 3G inChennaiandCoimbatorein Tamil Nadu. On 27 July 2011, 3G services were launched inKerala's 3 largest cities Kochi,KozhikodeandThiruvananthapuram.Airtel 3G services are available in 200 cities through its network and in 500 cities through intra-circle roaming arrangements with other operators. Airtel had about 5.4 million 3G customers of which 4 million are 3G data customers as of September 2012.4GOn 19 May 2010, the broadband wireless access (BWA) or4Gspectrum auction in Indiaended. Airtel paid33.1436 billion(US$520million) for spectrum in 4 circles:MaharashtraandGoa, Karnataka,PunjabandKolkata.The company was allocated 20MHz of BWA spectrum in 2.3GHz frequency band. Airtel'sTD-LTEnetwork is built and operated byZTEinKolkataandPunjab,Huaweiin Karnataka, andNokia Siemens Networksin Maharashtra and Goa. On 10 April 2012, Airtel launched 4G services through dongles and modems usingTD-LTEtechnology in Kolkata, becoming the first company in India to offer 4G services. The Kolkata launch was followed by launches inBangalore(7 May 2012),Pune(18 October 2012),andChandigarh,MohaliandPanchkula(Tricity)(Airtel broadband authorized Distributor in chandigarh) (25 March 2013). Airtel obtained 4G licences and spectrum in the telecom circles of Delhi, Haryana, Kerala and Mumbai after acquiring Wireless Business Services Private Limited, a joint venture founded by Qualcomm, which had won BWA spectrum in those circles in the 4G spectrum auction. Airtel launched 4G services on mobile from February 2014. The first city to get the service was Bangalore. Airtel had 100,000 4G subscribers as of January 2014.

WiFiAirtel has plans to launchWiFiservices, initially in Delhi NCR, Mumbai and Bangalore. Users can use the service by finding ahotspotand selecting the 'airtel WiFi Zone'.

Airtel MoneyAirtel has started a newmCommerceplatform called Airtel Money in collaboration with Infosys and SmartTrust (now Giesecke & Devrient). The platform was launched on 5 April 2012, at Infosys' headquarters in Bangalore. Using Airtel Money, users can transfer money, pay bills and perform other financial transactions directly on the mobile phone. It has an all-India presence.Certain charges are levied per Airtel Money transaction.

SmartDriveSmartDrive is navigation app exclusive to Airtel customers. The app features voice-basedturn by turn navigation, traffic updates, and approximate travel time based on current conditions. The app was launched on 12 September 2012.At the time of launch, it was available only inBangalore,MumbaiandNCR. Services are currently available inChennai.Service will be expanded to Pune and Hyderabad by December 2012.

iPhoneTheiPhone 3Gwas rolled out in India in 2008 by Airtel. However, high prices and contract bonds discouraged consumers and it was not as successful as theiPhoneis in other markets of the world. Airtel introduced theiPhone 4on 27 May 2011 and theiPhone 5on 2 November 2012.

Reducing digital divide by collapsing the technology between India & Rest of the World

1995

2GLaunch of Delhi Mobile Network Mobile Voice Services Basic Data Transmission - SMS/MMS/e-mail Increased privacy - digitally encrypted messages

2011

3GThird Generation of Wireless Technology Internet Speed up to 20 mpbs Video Conferencing / Video Calling

2014

4G

Fourth Generation of Wireless Technology Heterogeneous Network Self optimizing & Context Aware High Speed Internet up to 100 mpbs High Quality Multimedia Video Streaming High Definition Gaming

Airtel Easy rechargeDenomination(Range)TalkTime Range Value (Rs)Processing Fee (Rs)Service tax (Rs)Validity (days)

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5 in 1 SPORTS PACKOptionalStay connected with the NDTV 5 in 1 Sports Pack for the latest action on Football, Cricket, Tennis, Hockey and Motorsports.Dial 53515 or sms SUB SPO to 566670Rs 3/ day

543217 - For Ring Tones and Music; To listen to songs and download ringtonesOn UsageAirtel offers you the largest collection of Hindi, English & Regional songs that you can listen, download and send as message to a friend.Just dial short code 543217Rs. 2/min

Airtel Call ManagerOptionalWith this service one can keep their loved ones informed when user is in meeting, driving, roaming or busy for particular duration and can not take calls.

An SMS will alert user of those trying to reach and can decide when to call back.Activation Modes

(1) SMS CM to 52323. (2) Dial *323#.

(3) Call 52323.

(4) Visit cm.airtel.in

Or download the App by sending CM to 52323.

User will also get SMS alerts for all calls on mobile when anyone tries calling.Rs 30/month

Airtel Live SIM ServicesOn Usageairtel offers a range of services right on your SIM Card. Access loads of fun content and exciting services like cricket, stocks Star Peep at the touch of a few buttonsTo download new services, choose Whats new option on your SIM under airtel services menu.Rs 3/- per message

Airtel RadioOptionalNow listen over 1.5 lacs of songs in different categories n languages anytime anywhere. Airtel Radio presents 300 minutes of free music in just Rs30/monthJust Dial 543213 or *321*13# from your Airtel mobile and subscribe to Airtel Radio nowRs.30 with 300 mins free music, with 30 day validity

Blackout Days - SMSOn UsageOn Black Out days, all P2P SMS will be charged at Standard SMS Rates. Discounted SMS tariffs will not be applicable.Blackout Days 2014: 1. New Years (31st December 2014) Blackout Days 2015: 1. New Years(1st Jan 2015) 2. Holi 3. Choti Diwali 4. Diwali 5. New Years (31st December 2015)On UsageRe1/Local SMS, Rs1.5/National SMS & Rs5/International SMS

Call Conference ChargesOptionalThis service allows you to talk to 5 people at the same time making it ideal for organising events or discussing business.NARs30/month

Conversion from Post-Paid to PrepaidOptionalConvert your Post-Paid subscription to Prepaid with ease.Give in your request at the nearest ARC.No charges (Outstanding should be clear)

Conversion from Prepaid to PostpaidOptionalConvert your Prepaid to Post-Paid subscription with ease.Give in your request at the nearest ARC.NA

Cricket PackOptionalSubscription based Product where users can listen to commentary & get cricket score updates on their mobileCall 543212601 Toll FreeRs 5/Match Day

Duplicate BillOn UsageRequest for a duplicate bill at 121 or register for e-bill and view your detailed statement online, with the facility to segregate calculate your personal usage.Call 121 and give in your requestRs. 50

Easy MusicOptionalSimply walk into your nearest Airtel retailer and pick your favorite Hello Tunes or choose a Melodious Ring tone of your favorite song. It is as simple as recharging your phone with talktime.NASubscription Rs. 36/month & Rs. 15/Hello Tunes Song. Rs. 10/- Mono Ringtone.

English GuruOn UsageLearn spoken English anytime and anywhere at your convenience. A unique situation based approach specially customised to Indian context.Just dial 55066 to access the service. Choose any situation and subscribe to the service.Subscription Rs 30 for 30 Days.

Fax and Data serviceOptionalTake your office wherever with airtel Fax and data service. You can send and receive data/fax documents through your mobile, access the internet, email accounts and corporate databases on the move.Contact nearest ARC or dial customer care 121 for more information and plan activation.Rs. 249 per month & airtime charges as per bill plan.

Friends & family packOptional3000 mins of calling free on one Airtel number. After the free mins, tariff applicable as per Bill Plan. Facility available on My Plan OnlyCall 121Rs 149/ month

Friendz ChatOptionalNow get a new life and make new friends with AIrtel Friendz Chat.The product aims at helping individuals to make new friends amongst all the Airtel users across India that too without disclosing their mobile number/identity.To subscribe- SMS SUB to 543216 (TOLL FREE) OR Call 543216(Rs 3/min) OR Dial *321*6#Rs30/20 days, Call Charges Rs 3/min

GPRS zero rental plan(2G)OptionalStay connected to the internet and access your e-mail anywhere anytime on your phone or on your laptop with your mobile as a modem.Access the internet anytime, anywhere.Dial *567# for activation.(Toll Free)Zero Rental , 10 p/10KB download charges.

Hello TunesOptionalWelcome your callers with your favorite song when they call you. You can play different Hello Tunes for different callers, set special hello tunes for your friends, spouse and business associates.Just dial 543211 to choose the song of your choice543211 calling charges Rs.3/min, Subscription Rs.36/month, Rs.15/Hello Tune

ISD Facility activationOptionalFor a post paid customer in order to activate ISD facility on his phone he needs to call up the call center for the service.This service wiil be activated free of cost if the customer meets the applicable requirements.To activate the the service the customer needs to call customer care or visit the nearest ARC.NA

Itemised BillOn UsageItemised bill is a detailed statement of your account, which helps you keep track of all your calls, SMS and other services.Call 121 and give in your requestRs. 50

Live AartiOptionalProvides user an option to listen to live feeds of gurbani, prayers from prominent holy shrines on their mobile. This service gives users an experience of virtual presence at the temple/place of worship premises and feel him/her connected to actual prayers activities happening at the temple at the that point in time when the devotee has called up the service.Dial 55200- IVR & USSD-*321*284#Rs 30/15days

Live Pandit JiOptionalNow get answwers for your health, profession, matrimonial and career related doubts. Speak live to our experienced team of Astrologists and get instant answers.Dail 5432146 from your Airtel MobileRs. 9/min

Love Ki DispensaryOptionalLove ki dispensary is an in-dial portal which offers answers to all your love related queries. All you have to do is to call Love ki dispensary and leave your query. Experts will evaluate your query and provide you with the best elucidationDial 54321799(tollfree)Subscription: Rs10/10 days ( 30 minutes of browsing everyday)

MMSOn Usageairtel MMS [Multi-media Messaging Service] turns your messages into a visual experienceMMS activation - Call customer care at 121. For MMS Settings send MMS to 543210(Toll Free)Rs.5/MMS.

Mediphone - call a doctorOptionalTalk to doctor and get consultation for health related issues 24*7 anywhere anytimeDial 54445Rs 35 per consultation (IVR toll free)

Missed Call AlertOptionalGet updates of all calls you miss if your phone is switched off or you are unreachable. Next time someone tries to call you while you away you will receive a SMS notification as soon as you are back in the coverage area, or when you switch on your phone.To Activate MCA:1) Dial *321*881#2) Call 54888 (Toll Free)3) Sms START MCA and send it to 54321 (Toll Free)Charges: Rs30 for 30 days.Rs. 30 per 30 days.

PostPaid SMS PacksOptionalPay Rs25/Month and get 20 Free Local + National SMS per day for 30 days.

Pay Rs50/Month and get 50 Free Local + National SMS per day for 30 days.

Pay Rs85/Month and get 90 Free Local + National SMS per day, for 30 days.

Pay Rs99/Month and get 100 Free Local + National SMS per day, for 30 days.Call Customer Care (121) to activateDepending on the plan opted

Premium NumbersOptionalBoth existing and non mobile owners are eligible for these premium mobile numbers. Walk up to the nearest ARC and check the availability of your preferred mobile numbers.Give in your request at the nearest ARC.As per number tag

Radio MirchiOptionalEnjoy FM Music from any handset from anywhere-ONLY on AirtelDial 59830 to subscribe and listen (tollfree)Rs. 10 for 100 min for 7 days

Railway EnquiryOptionalCall 139xx for PNR Status, Arrival/ Departure, Accommodation Availability, Fare Enquiry, Ticket Booking through Credit/ Debit Card, SMS Ticket Booking Helpline or Meal Booking.

SMS for PNR Status, Train Arrival/Departure, Train Current Position, Meal Request in Train, Seat Availability, Tatkal Seat Availability, Fare Enquiry, Train Schedule, Trains Between Two Stations, Next Train, Time Table, Platform Information & Ticket Booking. For Help on SMS ticket keywords type HELP and send it to 139

Airtel Customers can now dial *139# for Railway Enquiry. The following information is available:1. PNR Status 2. Arrival/ Departure of Trains (Train Schedule) 3. SPOT TRAIN 4.Seat Availability 5. Fare Enquiry. 6. TRAIN NO/Name enquiry 7. TRAIN timetable 8. Train schedule.For IVR Call 139xxFor USSD Dial *139#SMS as belowFor PNR Status SMS PNR (PNR No) , Train Arrival/Departure SMS AD (Tr No) (Stn STD Code) , Train Current Position SMS SPOT (Tr No), Meal Request in Train SMS MEAL (PNR No), Seat Avail SEAT (Tr No) (Dt ddmmyy) (From Stn STD Code) (To Stn STD code) (Class) (Quota) to, Tatkal Seat Avail SMS TSEAT (Tr No) (Dt ddmmyy) (To Stn Code) (To Stn Code) (Class), TimeTable SMS TIME (Tr No) , Train Name/Number SMS TN (Tr No/ Name) , Next Train SMS NEXT (From Stn Code) (To Stn Code) , Train Route SMS ROUTE(Tr No),Station Code CODE(Stn Name) , Train Schedule SMS SCHEDULE(Tr No) , Fare Enquiry SMS FARE (Tr No) (Dt ddmmyy) (From Stn STD Code) (To Stn STD code) (Class) (Quota) , Trains Between Two Stations SMS TRAIN (From Stn Code) (To Stn Code) , Help on SMS Ticket Booking SMS HELP OR TKTCall @ Rs.2 per min, SMS @ Rs 3 per SMS, dialing *139# is toll free with Rs 3 per query

SIM ReplacementOptionalIn event of a damage or loss of your SIM, we provide you with a replacement to ensure your immediate accessibility needs are met.Mandatory Documents: Passport Size photograph along with proof of identityNote: In case of damaged SIM old physical SIM to be submitted.Rs.25

SMSOn UsageMake arrangements share moments or just say hello, text messaging is a fast and convenient way to keep in touch.

As per TRAI guidelines , wef 27th Sept 11 , a Postpaid customer can send maximum of 3000 SMS / bill cycle . The customer will not be able to send greater than 3000 SMS in a month .

The customers who get greater than 3000 SMS (discounted /free) within the bill plan , will be able to send a maximum of 3000 SMS within the Bill Cycle.

** Note :As per TRAI guidelines , the same will not be applicable on blackout days as per the list available on WebsiteCustomers on SMS packs which offers daily SMS benefits (discounted /free SMS) greater than 100 in a day will be restricted to a max of 100 SMS /day.NARe 1.00 for local SMS , National Rs 1.5, International Rs.5.00

SMS to 58888, 57272, 52424,54545 etc.On UsageA host of services are available on SMS. Download ringtones, wallpapers, logos,contests and a lot more through SMS.NARs. 3/SMS

STAR SPORTS CRICKET PACKOptionalUser gets Cricket match commentary for India , sms score alerts , schedule and complete cricket round up on mobile.Dial 53776Rs 5/Match Day , Rs 49/Month, Rs 90/60 days

Safe CustodyOptionalIf you are not using your Airtel number as you will be out of station but wish to retain your mobile number,We have an option where in you may put your number in safe custody at a nominal rental of Rs 50 + 12.36% tax per month.

All you need to do is pay Rs 50 + 12.36% tax * months (duration which you need to activate safe custody) in advance. Minimum rent is 150+12.36% tax for first 3 months.

For example, if you want to activate safe custody for 6 month, you need to pay your rental in advance (Rs.50+12.36% * 6 months) to avoid disruption of services.

You may reactivate the number anytime within the safe custody period, but rental for 3 months is mandatory to be paid.

Tax: As per Govt. of India tax guideline it is 12.36%, which includes1. Service tax 12 %,2. Education tax 2%3. Secondary and higher education tax 1%

NoteFor extension of safe custody, rental has to be paid in advance before completion of existing period. In case of non-receipt of payment number will get disconnected automatically.*Clear your due amount (Billed & Unbilled amount) and pay theAdvance rental for the required period

*Give your request at the nearest Airtel store/Customer care at 121 or email at 121@iairtel.in

*Please include your alternate contact number and email ID in the mail

*For Company paid connection, please contact the coordinatorMinimum rent of Rs150+12.36% for the initial 3 months : thereafter Rs 50 +12.36% tax per month

TalkiesOptionalWorld of Movies Entertainment in 13 languages - Talkies, Super hit Movies, Movie Trailers/Previews, Songs, Dialogues & much moreUser can initiate the Request by dialing on Short code 51010 accordingly can subscribe for the Services & in return will get the desired service content or USSD *321*510#Rs.30/450 mins FREE / 20 Days

Voice MailOptionalStay in touch with your friends & family even while your phone is switched off, out of coverage, busy, or when you are not in a position to take any calls.Voice Mail service will work in below scenarios:Default -Not reachable/Switched OffOptional -Busy/No ReplyTo activate - Dial *321*671#To deactivate - Dial *321*673#Retrieval-Dial 52555 while in home circle and 09810098200 while in roaming.Capacity - 30 Messages of 60 Seconds eachNo Subscription charge, retrieval free in home circle, Roaming -as per roaming call charges

Voice SMSOn UsageNow add emotions to your sms by sending a Voice SMS. To send a Voice SMS to any mobile number in India Just prefix * to the 10-digit mobile number and call. Record your message after the beep. You can record your message maximum upto 30 sec. After recording your message just press # or disconnect the call. The system records your voice and sends it to the person for whom you have left a Voice SMS.You can send a Voice SMS message to any mobile number in your circle by dialing * and suffixing it with the recipients mobile number (*9xxxxxxxxx)Depositing a voice message-Re 0.75 2.Retriving VSMS 1st time(*0*)-Toll free 3 Retrive VSMS 2nd time onwards (*1*) Re.0.75 4. Sending reply Re. 0.75 per VSMS 5. Forward a VSMS Re.0.75

airtel Live PortalOn UsageMake your mobile the most happening entertainment destination with airtel Live. Download latest ringtones, true tones, games, wallpapers and many more goodies. You can also get download full songs on your phoneVisit airtellive.comBrowsing Charges as per your data plan. Content Download charges as applicable

Industry profileCellular Industry: The technology that gives a person the power to communicate anytime has spawned an entire industry in mobile Telecommunication. Mobile telephones have become an integral part of growth, success and efficiency of any business or economy. The most prevalent wireless technology in the world today, is GSM. The DSM ASSOCIATION (Global System for Mobile Communication) was instituted in 1987 to promote and expedite the adoption, development, deployment and evolution of the GSM standard for digital wireless communication. The association was formed as a result of a European community agreement on the need to adopt common standard suitable for cross border European mobile communications. Starting off primarily as it was then called soon came to represent the global system for mobile communications as it achieved the status of a worldwide standard The GSM membership has grown exponentially since 1992. The membership now extends to 501 members from over 161 countries. The 373 GSM networks worldwide now service over 369.9 million customers. The worlds satellite operators have also joined the GSM community, which further adds to its strength and also its impact on world markets. GSM today, the worlds leading digital standard accounts for 68.5% of the global digital wireless markets An Overview of Cellular Industry in India: The government of India recognizes that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of country. It is the critical not only for the development of the information technology, but also has wide spread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy that creates an enabling frame work for development of this industry. The Indian government when considered the introduction of cellular services in to the country made a land mark decision to the Introduce the GSM standard, leapfrogging obsolete technologies. Although cellular licenses were made technology neutral in September 1999, all the private operators are offering only GSM services. The first metro cellular network started operating inn August 1995 in Calcutta. The industry already has 42 networks, covering more than 600 towns and 7 cities and several thousand villages and servicing more than 3 million subscribers all over the country. Cellular telephony is still growing at a rate 50% annually in even the developed nations, with technology up gradation. Cellular services are mow becoming popular in India. Telecom density is only 2per 100, which is less than that of china (4.5per 100) and the world average (10 per 100). Cellular penetration is currently low at 0.1% compared to china (1.1%) and Malaysia (2%) To improve penetration will simply an investment of over RS 600 billion in the next 5 years. By the year 2000, the industry had already Invested in excess of Rs.150 billion and it is estimated that the financial commitment of the industry over the next 5years till 2005 will be approximately Rs. 200billon. As per the growth trends, COAI envisages a subscriber base of 50 million by 2005.Contribution of the cellular industry: Employment generation: it is estimated that the total employment generated by the cellular industry is to the tune of 50,000 of which the majority will be professionally quailed people. With the envisaged continuo growth of cellular networks, employment opportunities will grow in continuo proportions.Growth in GDP: A World Bank report has drawn a direct relationship, between growth in tale industry and its impact on economic growth. The report states that for every 1-% increase in Tele-density, there is a 3% increase in the growth of GDP.Increased FDI Flow: The telecom sector attracts the largest foreign direct investment in the country, with FDI inflow of RS.300 billion, accounting for almost one-fifth of FDI approvals since 1991. Of this the bulk of the investment has flowed into the basic and cellular sectors with the actual FDI into cellular service equals to 50% of the total inflows into tee telecom. Heavy investment in infra structure: This sector is responsible for the single largest chunk of investment by any individual industry with an actual investment of RS.150 billon till the year 2005 for the revenue generation for the government of India. The cumulative revenues that have already flowed to the government of India through license fee and non- license fee sources by year 2000 are already in the region of RS.85 billion.Latest developments in the Telecom sector: In India telecom industry has gathered enough momentum in the past 5 years due to the entrance of the private players in the telecom sector. There are loud noises in the telecom sector. Obviously each operator shouted loudly when TRAI started unifying the access licenses. But gradually, they settled down and the transition led to an explosive growth of the sector. There will be even more growth when total unification takes place. TRAI is desperately working hard to bring in this transition. Given this back ground, the citation of the Asia Pacifics Best regulator award 2004 for TRAI is really encouraging. It reads: Telecom Regulatory Authority of India (TRAI) receives the Asia Pacific Regulator of the year award for its unprecedented decision to allow for unified licenses for telecom services in India ending finally the uncertain environment in which the telecom operators of India were working. The Indian telecom industry has been subjected to certain degree of regulatory confusion from the time [the] industry was liberalized initially led by concerns of independence of regulatory authority from the incumbent player. The situation was not helped by near astronomical figures quoted as bids by potential cellular and fixed licensees in the first round of liberalization of the entry of WLL based players complicated the already complex issues in the industry. BY allowing for [an] unified licensing regime under which both basic and cellular operators are to be allowed to offer either type of service without the formality of acquiring a separate license has allowed the optimism back in the industry and favourable to foreign investors. The decision would allow the Indian Industry to grow appreciably over the next few years and make telecom services available to a wide spectrum of the population in the country. Tariffs did come down for consumers. Just a few years ago, mobile tariffs used to be RS.16 a minute at both ends. Todays regime of calling Party Pays, convergence, and the falling trends of tariffs have lowered the effective charge to users, to below Re 1.00 per minute; (the effective charge takes into account outgoing as well as incoming minutes). This declining trend, and the sectors consequential growth, is clearly demonstrated by the accompanying graph. Sales promotion: Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade .Sales promotion is a key ingredient in marketing campaigns. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion- samples, coupons, cash refund offers, price offs, premiums, prices, point - of- purchase displays and demonstration; Trade promotion prices off, advertising and display allowances, and free goods; and business and sales for promotion trade shows and conventions, contests for sales reps and specialty advertising. Factors that contribute to the rapid growth of sales promotion: Internal Factors: Promotion is now more accepted by top management as an effective sales tool; more product managers are under great pressure to increase current sales.External Factors: The number of brands as increased; competitors use promotions frequently, many brands are seen as similar: consumers are more price-oriented; the trade has demanded more deals from manufactures; and advertising efficiency has declined because of raising costs, media clutter and legal restraints.1) Communication:They gain attention and usually provide information that may lead the consumer to the product.2) Incentive:They incorporate some concession, inducement or contribution that gives value to the consumer. Incentive-type promotions are given to attract new tiers, to reward loyal customers and to increase the repurchase rates of occasional users.3) Invitation:They include a distinct invitation to engage in the transaction now. Companies use sales promotion tools to draw a stronger and quicker buyer response. Sales promotion can be used for short- run effects such as to dramatize product offers and boost sagging sales.Major decisions in sales promotion:In using sales promotion the following decisions are to be taken: Establish objectives Select the sales promotion tools Develop the program Pre-test the program Implement and control the program Evaluate the results

Impact of Brand Endorsement on promotionResearch on image built through endorsement of celebrities show that there are three aspects that influence a consumers attitude of a brand.These are: Attractiveness Trustworthiness Expertise

Examples of how some celebrities in India have been use in advertising in India have been used in advertising to enhance brand image are listed below. A film actress like Madurai Dixit is a credible source of information for soap. Khaitan, the owner of the brand himself assures 100% reliability of the brand in the advertisement thus making the information dependable. The Uprightness of Seshan makes him credible when he recommends a frozen vegetable brand claiming that if you are a vegetarian you need not be soft. Nanina Bolsover, well-known beautician can credibly advertise for sun silk and Tendulkar for Rocker

Aspects of aBrandImageCelebrityProduct

AttractivenessElegantBeautifulClassyRenuka SahniMadurai DixitPataudiWhisperLux AsianPaintsRoyale

TrustworthinessDependableHoneyReliableKhaitanSeshan T.NKapil DevKhaitan FanFrozen VegetableBoost

ExpertiseKnowledgeQualifiedSkilledSachinTendulkarNaina BalsavarAmjad Ali KhanRockers ShoesShampooBazooka

What is Neff to one person can be cult to someone else. The key is making sure an advert or endorsement hits the right note with the people you are looking to retain or convert into customers. Celebrity endorsements help garner saliency, connectivity, brand differentiation and brand values. For Nerolac one of the biggest takeaways from the advert with Amitabh Bachchan was saliency. He cut across all class, caste barriers because of his cult status and his attention getting value. Celebrities can increase consumers awareness of the advertisement, capture their attention and make adverts more memorable Heroes, authors, entertainers, and athletes; almost everybody seems to have been a part of this tradition. In more ways than one, a celebrity is the product of information age. Celebrities may be manufactured, but they do meet a psychological need. Using a celebrity in advertising is therefore likely to positively affect consumers brand attitudes and purchase intentions. They help in raising awareness of not only youre your ad campaign but also help in profiling your organization to larger audiences and get media coverage. Not only that, but they help in repositioning the organization in the public perception and bolster a long running campaign. Celebrities are known to be fine spokespersons and great tools for marketing because they provide a set of characteristicsThat supports consumers in evaluating the presented brand. In contrast to anonymous endorsers, celebrities add value to the image transfer process by offering meanings of extra depth and power

Airtel launches 'One Touch Internet' - the simplest way for first time users to learn the internetThe Indian telecom market has entered a phase of data led growth. As data networks expand and internet enabled devices become affordable more and more Indians are getting online on their mobile devices. However, our market research has shown that there are millions of customers across the country who own an internet-ready mobile device and are keen on getting online,but are apprehensive due to reasons like lack of know-how and fear of incurring heavy data charges. Airtel's 'One Touch Internet' will address these very customer challenges and play the crucial role of hand-holding first-time mobile users as they discover the internet. We believe that this initiative can play a transformational role inbreaking perception barriers among customers and demystifying the internet not only for the young and urban, but for people from across generations and social strata thus giving the Indian masses an opportunity to enjoy their first ever internet experience".

'One Touch Internet': Key features

Opportunity for first-timedata users in India to learn & experience the internet

One-stop-shop to see-try-buy internet services

Simple & intuitive user interface specially designed to aid learning

Free trial packs and video tutorials for popular services like Facebook, Twitter, YouTube etc

Intuitive pricing packs for first-time users

Easy subscription to internet packs with 'My Account' management: Check balance for TalkTime, data, trial usage etc.

Available for 2G & 3G Airtel prepaid mobile customers with internet-enabled devices

Launched in English & Hindi; 8 vernacular languages to be added

Telecom Industry trendsTelecom is one of the fastest-growing industries in India. Today India stands as the second-largest telecommunications market in the world. The mobile phone industry in India would contribute US$ 400 billion in terms of gross domestic product (GDP) of the country in 2014. This sector which is growing exponentially is expected to generate about 4.1 million additional jobs by 2020, as per Groupe Speciale Mobile Association (GSMA).In the period April 2000 to January 2014, the telecom industry has got in foreign direct investments (FDI) of about US$ 59,796 million, which is an increase of 6 per cent to the total FDI inflows in terms of US$, as per report published by Department of Industrial Policy and Promotion (DIPP).Indias global system for mobile (GSM) operators had 4.14 million rural subscribers as of January 2014, bringing the total to 285.35 million.Data traffic powered by third generation (3G) services grew at 146 per cent in India during 2013, higher than the global average that saw usage double, according to an MBit Index study by Nokia Siemens Networks (NSN).India's smartphone market grew by 171 per cent in 2013, to 44 million devices from 16.2 million in 2012, as per research firm IDC India. The increasing popularity of bring-your-own-device (BYOD) in the workplace is further adding momentum to the smartphone market.Indian telecom industry has grown from a tele-density of 3.58% in March 2001 to 74% in June 2013. This great leap in both number of consumers as well as revenues from telecom services has not only provided sufficient contribution in Indian GDP growth but also provided much needed employment to India youth.Players in the marketBSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5 per cent market share. Next is Bharti Airtle at 10.9% followed by Tata and Reliance at 5% and 4.1% respectively.BSNL as a company is growing and showedannual revenuesof approximately $4.5 billion as of 2014. BSNL is serving more than 125 million customers across the country and is catalyst in checking the price point for telecom services.Also, with the government intensifying its rural focus, only BSNL can turn into reality the next wave of rural telecom penetration.BSNL is a 100% Central Government entity and employees with BSNL are entitled to get salaries and perks as decided by Government of India and not by BSNLHowever both, MTNL and BSNL are plagued by declining revenues coupled with high costs. BSNL has massive infrastructure, manpower, systems, and 80 per cent of landlines and 90 per cent of broadband connections in India are operated by it.Vodafone is investing nearly US$ 3 billion over the next two years in India in expanding its network infrastructure and distribution channel in the country, as per Vittorio Colao, CEO, Vodafone Plc.BlackBerry plans to set up enterprise solutions centres to educate corporate customers about various BlackBerry Enterprise Service (BES) 10 solutions. "India is one of the fastest growing markets in terms of smartphone and mobile data adoption, said according to Sunil Lalvani, Managing Director (MD), BlackBerry India.Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine cities across the country in the next two years.Booming sectorsThe tide has turned for the telecom sectorin India, as growth and profitability has accelerated in recent times. Tower companies are reaping benefits of a turnaround in the sector as operators have started investing in networks to boost data penetration.However it is in the countrys booming mobile segment in which the major battles are being fought. Three major private players Bharti, Reliance and Vodafone - with a formidable 54% share of the market between them, lead a large field of mobile operators. State-owned enterprises BSNL and MTNL have also been making their presence felt with a combined market share of 12%. A look aheadAccording to Craig Wigginton, vice chairman and U.S. Telecommunications leader, Deloitte & Touche LLP, the big challenge for the telecom industry in 2014 which also presents a major growth opportunity for the sector is that consumers are getting addicted to connectivity and speed.The ongoing expansion of the mobile ecosystem, coupled with demand for high-bandwidth applications and services such as video and gaming, is keeping pressure on the industry to increase the availability and quality of broadband connectivity.

Emerging Trends in Telecom ServicesTelecom is a boming industry. GSM alone (which is about 85% of world-wide wireles market)contributes about $ 3 Bilion revenue every day. While al sectors of economy are geting badlyimpacted by the economic recesion and liquidity crunch, impact on telecom is a litle les severe, atleast in countries like India & China. Some people even argue that as the organizations tighten theirbelts and reduce their expenditures, it may posibly lead to acelerated growth in some segments oftelecom industry. Tightening economic conditons are likely to make work from home preferedoption both for employers as wel as employes. At he same time, video conferencing is becomingprefered mode of communication & relation building with customers. Al this is resulting in nedfor beter & reliable communication leading to acelerated up-gradation to IP networks, furtherpenetration of Fibre in the aces network and rapid development & deployment of other asociatedtechnologies.Keping the above discusion as the back-drop, this article loks at he emerging trends in Telecomindustry in medium term horizon (3-5 years) from the perspective of 3 key players Customers (end- users) who buy the services,Operators who sel these services and Equipment vendors who makethese services technicaly feasible and available. CustomersCustomers are always loking for value for money high quality services & abundant choice at aminimal cost! Key atributes are:1. Quality: Crystal clear quality in al modes of communication, at al times2. Quantity: Variety of services Voice, Data, Video & Mobilty available at he same time,from the same device and at high data speds3. Cost: Customers have got used to the declining rates of telecom services and expect he trendto continue in future as wel.OperatorsSome of the key chalenges/oportunites for the operators are1. Customer care Provide pleasant user experience and abundant choice in technologies andproduct packages2. Outsourcing: Outsource Network and IT functions to focus on core aspects of their businesand strategic initatives3. Inside building coverage Ensure god coverage inside buildings even if it means sharingnetwork resources with competiors as nearly 70% of the voice & data cals are expected tooriginate inside the buildings in the coming years4. Coverage/Penetration in Rural areas Adapt technology to make communication in ruralareas profitable5. Fuel bil reduction Fuel & Power contribute about 25% of operators OPEX. Operatorshave great interest in technologies which reduce this expense as it improves their botom lineas wel as earns aproval from environmental considerations.Network Vendors & TechnologiesTechnology advancements are driven by the aplications which customers find apealing and solvethe operational isues faced by operators. Some of the key ones are:Triple Play, Mobilty & Coverage: Customers want to be able to use the triple play services(Voice, Data and Video) al the time and everywhere indor or outdor. Multi-bilion dolars arebeing invested in development and enhancement of mobile technologies like 3G, WiFi, WiMax &LTE. Enhanced ned for Indor coverage is leading to development of Femto cels. Fixed MobileConvergence (FMC) is also gaining increased importance as it makes sense to switch from Mobileaces to wire line aces as son as wire line aces becomes availableIP Technology: Development of MPLS technology which provides diferentiated and asuredQuality of Service (QoS) has overcome the best efort nature of IP telephony. Advancements in IPtechnology have also opened up new modes of communications like web-colaboration, inteligentcal-centre aplications etc. High quality video conferencing which provides almost a real interactionexperience is likely to become kiler aplication. DWDM enables very high bandwidth over fibre.Since high bandwidth neds to be available at the customer premises as wel, Fibre is going topenetrate deper in the aces network as wel.Machine to Machine Communications: There are physical limits to the number of telephoneconections that can be sold to human beings! Machine to machine communication can potentialyincrease it in the order of bilions! For this to be commercialy sucesful, it requires standardizationof protocols & simplicity of operation.

Review Of Literature

Customer SatisfactionSome of the important related studies were reviewed for the support of the present study. Customer satisfaction, as a construct, has been fundamental to marketing for over three decades. As early as 1960, Keith (1960) defined marketing as satisfying the needs and desires of the consumer. Hunt (1982) reported that by the 1970s, interest in customer satisfaction had increase to such an extent that over 500 studies were published. This trend continued and by 1992, Peterson and Wilson estimated the amount of academic and trade articles on customer satisfaction to be over 15,000.Several studies have shown that it costs about five times to gain a new customer as it does to keep an existing customer (Naumann, 1995) and this results into more interest in customer relationships. Thus, several companies are adopting customer satisfaction as their operational goal with a carefully designed framework. Hill and Alexander (2000) wrote in their book that companies now have big investment in database marketing, relationship management and customer planning to move closer to their customers. Jones and Sasser (1995) wrote that achieving customer satisfaction is the main goal for most service firms today. Increasing customer satisfaction has been shown to directly affect companies market share, which leads to improved profits, positive recommendation, lower marketing expenditures (Reichheld, 1996; Heskett et al., 1997), and greatly impact the corporate image and survival (Pizam and Ellis, 1999). The studies are Robins (2008) this paper is about marketing the next generation of mobile Telephones. The study is about third generation of cell phone technology, what is usually known as 3G for short. There are various issues about that new innovative. One is how to price 3G handsets and services at a level which will enable telephone operating companies to recoup the high prices they have already paid to governments for operating licenses. Second the technology is not yet complete, there are no agreed international standards and companies do not yet know what new services the technology will prove capable of delivering effectively. All variants of 3G remain dependent on largely unproven technology. Marketing 3G is going to be about services which are new and in many cases, yet to be designed. At the same time, it will involve services which can also be obtained by computer and other means. It follows that the marketing task will be high risk. First, 3G has no obviously unique selling proposition to build on except, perhaps, the combination of live video and easy portability. Second, the potential customers have not yet had adequate opportunity to signal their service likes and dislikes. Third, the cost and complexity of service provision leave doubt about the markets reaction to price.Debnath (2008) this study explains that the prime focus of the service providers is to create a loyal customer base by benchmarking their performances and retaining existing customers in order to benefit from their loyalty. With the commencement ofthe economic liberalization in 1991, and with a view to expand and improve telecom infrastructure through the participation of the private sector, the Government of Indiapermitted foreign companies holding 51 percent equity stake in joint ventures to manufacture telecom equipment in India. The Indian Government has announced a new policy, which allows private firms to provide basic telephone services. There had been a monopoly of the state-owned department of telecommunications. However, several companies are expected to benefit from the policy change.Kalavani (2006) in their study analyzed that majority of the respondents have given favorable opinion towards the services but some problems exist that deserve the attention of the service providers. They need to bridge the gap between the servicespromised and services offered. The overall customers attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided Kumar (2008), in their study titled Customer Satisfaction and Discontentment of BSNL Landline Service: A Study analyzed that at present, services marketing plays a major role in the national economy. In the service sector, telecom industry is the most active and attractive. Though the telecom industry is growing rapidly, Indias telecom density is less than the worlds average telecom density as most ofIndias market is yet to be covered. This attracts private operators to enter into the Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its business and survive in the market.Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies ofCellular Services: A Customer Perspective analyzed that the increasing competition and changing taste and preferences of the customers all over the world are forcing companies to change their targeting strategies. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city. It was found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale oriented rather than customer oriented Chris (2003) has analyzed Telecom advertising in print media. This research attempted to investigate why Telecom theme are used in advertisement, and the motives that lead companies and advertisers to use sport celebrities and sport concept in advertisements. From study it has been revealed that the appearance of sport celebrities in advertising endorsement occurred more often in Telecom magazines than in other magazines, because their target group is more acquainted with athletes. The sport celebrities that dominated each printed media are related with their target group characteristics.

Research Methodology

Objectives of the studyMETHOD OF RESEARCHSurvey method: A Survey is a complete operation, which requires some technical knowledge Survey methods are mostly personal in character. Surveys are best suited for getting primary data. the research obtains information from the respondents by interviewing them.Sampling: It is not always necessary to collect data from whole universe4. A small representative sample may serve the purpose. A sample means a small group taken in a large lot. This small group taken in a large lot .This small group should be emanative cross section and really representative in character. This selection process in calls sampling. Sample size: Samples are devices for learning about large masses by observing a few individuals. The selected sample is 100.Methods of SamplingRandom sample method: The method adop0ted here is random sampling method. A Random sample is one where each item in th3e universe has as an equal chance of known opportunity of being selected.Research InstrumentQuestionnaire: A questionnaire is a carefully complied logical sequence of questr5ions directed to a define objective. It is the outline of what information is required and the framework on which the data is built upon. Questionnaire is commonly used in securing marker information that its preparation deserves utmost skill and care.

Collection of data: One of the important tools for conduction market research is that availability of necessary and useful data. Date collection is more of an art than a science. The methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories.Internal sources: Every company has to keep certain records such as accounts, reports etc. these records provide sample information which an organization usually keeps collection in its working.External sources: When internal records are insufficient and required information is not available, the organization will have to depend on external sources. Of data are.a) Primary data: The data collected for a purpose in original and for the first time is known as primary data. The researches collect this data to study a particular problem. Here the primary data is data collected through questionnaire by directly meeting the customersb) Secondary Data: The data, which is collected from the published sources i.e., not originally collected of the first rime is called secondary data. Here the secondary data is data collected from the companys brochures, pamphlets, catalogues and the website.

NEED FOR THESTUDY Customer satisfaction survey is a systematic process for collecting consumer data, analyzing this data to make it into actionable information, driving the results throughout an organization and implementing satisfaction survey is a management information system that continuously captures the voice of the customer through the assessment of performance from the customers point of view. OBJECTIVES OF STUDY The setting of objective is the corer stone of a systematic study. The study will be fruitful one when the basis laid down is a concrete one they represent the desired solution to the problem and help in proper utilization of opportunities. Objectives:The objectives of the research are1. To find out Customer satisfaction of Airtel customers.2. To find out which sales promotion tools will increase the sales.3. To find out how brand ambassador can influence sales promotion.4. To find out the market share of Bharti Aitel5. To know the features that attracts the customer to subscribe to Bharti Airtel.

Limitations of the study1) Time factor was the main limitation for the study as the project was restricted to small period.2) The research was limited only to the Hyderabad city so the result cant be generalized to the whole market.3) The sample taken for research was concerned only for 100 customers rather than millions of customers scattered around the world.4) Since the project has to be completed within a short period of time the information collected could be biased.5) Some of the premium segments could not be met due to time lack and by not obtaining prior appointment due to tight schedule of the respondents.

Data analysis&Discussion

1. Do you have a mobile phone?Purpose: to know how many respondents use mobile phone.SuggestionsYes No

No. of respondent93 7

Interpretation:93% of the respondent are have a mobile phone while 7? Of the respondent do not have a mobile phoneQ2) Are you aware about telecommunications services?Purpose: Themainpurposebehindthisquestionistoknowabouttheawarenessofrespondents regarding different telecommunications services and also to know about which telecommunication(operators) service they use.SuggestionsYesNo

No.of respondent955

Interpretation:

3) Which operators service do you use?Operators serice nameNo. of respondents

Airtel87

Idea29

Reliance17

Bsnl21

Vodafone5

Tata docomo3

Interpretation: Major respondents using Airtel services.From which source you came to know about Vodafone?

Purpose:The purpose behind this question is to know from which source the respondentscame to know about Vodafone.

SourcesNo.of respondent

Advertisement63

Hoardings52

Newpapers35

Mouth publicity26

.Interpretation:36% of the respondents are aware about Vodafone through Advertisements, 29%are aware because of Hoardings while 20% and 15% of the respondents are awarebecause of Newspapersand MouthPublicity respectively

Since how long you are using Vodafone Services?Purpose:The purpose behind this question is to know about the usage time of Vodafonecustomers i.e. since how long they areusing Vodafone services.Time periodNo. of respondent

Less than 1 month12

2-619

6-1222

More than 1 year 34

Interpretation: Major Respondents using Vodafone are old customers. 39% of the respondentsuse Vodafone services from past more than 1 year while the lowest is 14% respondentsusing Vodafone services less than 1 month.

questionaire1. Do you have a mobile phone Yes No2. Which operator service do you use? Airtel Vodafone Idea BSNL Reliance3. Are you aware of Airtel? Yes No4. from which sources you came to know about Airtel? Advertisement Hoarding Newspapers Mouth publicity5. Since how long you using Airtel services? Less than 1 month 2-6 months 6-12 months More than 1 year6. Which of the following services do you use of Airtel? Pre-paid Post paid7. Which services are more helpful to you while using Airtel Services? Call rates SMS service Network Value Added services8. Do you call at customer care? Yes NoIf Yes, how often you call at customer care? Daily Once in a week Once in a month Occasionally

9. For what reason you call at customer care? Value added services Information regarding new schemes Other queries Complaining10. Rate the following services on the basis of your satisfaction.ServicessExcellentVery goodFairly goodAveragePoor

Network

SMS rates

New schemes and offers

Customer care

Recharge outlets

Call rates

Value added services

11. What makes you unaware about Airtel? Less advertisement Less publicity Others(if others then mention,--)12. Why you are not using Airtel services? Lack of awareness High prices Poor services Poor network

13. Would you liked to recommend Airtel to others? Yes No14. Gives your suggestions to help in serve you better. --------------------------------------------------------------------------------------------------------------------------