Kunwar Akshay Report

8/2/2019 Kunwar Akshay Report

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PREFACE

A project provides the most natural condition under which students can learn and get success in

solving the problems of their day-to-day activities. It helps a student to learn, to improvise, to

intent, to experiment, to find knowledge in all possible ways and to translate that knowledge into

action. It is a scientific method of imparting knowledge based on principles of practical

experiences and creative activities.

With the growth of rapid industrialization, the need of management is felt everywhere.

Management, in the modern times primarily means handling men, machine, money and material

in the most optimum manner.

Initially I was just having the bookish knowledge about all marketing policies,

practices and functions, but after joining this organization, I got most of the practical

knowledge. I have come to know, what actually happens in the organizations.

Though it is not possible to have the information of all the spheres in market, in such

a very short period, I tried to get more and more about all functions and practices

applied in practical working, I have particularly stresses on.

Since customers are the most important asset of any organization, there is increased

emphasis on the need for understanding people in a manner to satisfy them through

quality of services.





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Introduction



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Introduction

Mobile phones today have moved beyond their fundamental role of communications and have

graduated to become an extension of the personal of the user. We are witnessing an era when users

buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings&

interests.

Customers continuously want more from their phone. They use their cellular phones to play

games, read news headlines, surf the Internet, keep a tab on astrology, and listen to music, make

others listen to their music, or check their bank balance.

Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire

cellular industry is heading towards it to provide innovative options to their customers. Spoilt by

choice, the mobile phone subscribers are beginning to choose their operators on the basis of the

value added services they offer. The increased importance of VAS has also made content

developers burn the midnight oil to come up with better and newer concepts and services.

To understand that where this industry is at present and where it is headed, I (Kunwar Akshay )

have prepared the Mobile VAS Report to focus back stage and uncover the trends in the cellular

industry, current market status, value chain, competition, market dynamics & expected roadblocks.



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Executive Summary



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Executive Summary

NEED OF THE STUDY :-

The Mobile subscriber base is growing at a scorching pace in India Globally in terms of mobile

subscriptions, India is the world‘s second largest wireless market after China. At the end of June

2008, the total wireless subscribers (GSM, CDMA & WLL (F) base was 286.86 million.

A total of 8.94 million wireless subscribers were added during the month of June 2008 as against

8.62 million wireless subscribers added during the month of May 2008

As average revenue per user decrease from voice drops, and voice becomes commoditized,

Telecom operators are increasingly looking at data as an additional revenue stream. The end users

have also embraced VAS and it contributes between 10-15 % of the revenues of different Telecom

companies Thus Mobile VAS has become an important element in the growth of mobile telephony

in India.

Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the

declining ARPU and increasing competition among operators it is imperative to focus on alternate

revenue streams. That is where there is a felt need for capitalizing on the Value Added Service

Market.

Today the various MVAS entities are still struggling with the issues such as the correct

definition of MVAS, the roles and responsibilities of each entity in the value chain, revenue

sharing arrangements between them and other critical issues such as regulation of MVAS

market. This report presents these key issues in detail and provides a neutral perspective to the

industry.



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It provides a clear and precise definition of MVAS, its various categories existing in India, the

MVAS still evolving and thus changing ecosystem along with the current revenue scheme between

various entities, its drivers and barriers along with its future in India.

METHODOLOGY:-

This research was conducted by adopting the Extensive desk research. Extensive desk research

was done to build an in depth understanding of the Mobile Vas market in India. The secondary

information was studied in detail to arrive at the specific frame works , which are provided in the

report. Information from various authenticated resources such as TRAI, IMRB etc and other

research bodies were also used to validate the market figures and cross validate the data.

KEY FINDING:-

The current Mobile VAS industry is estimated at Rs. 5780 crore by end June 2008 and is estimated

to grow steadily at 70% over the next years to touch Rs 9760 crores by end june 2009 and

Rs16520 crores by end June 2010

The current MVAS market contribution of each of the above services is given below.



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The Current MVAS market (as of June 2008) is Rs 5780 crores. P2P

SMS contributes Rs 2140 crores to the MVAS market and this goes only to the operators (the

balance Rs 3640 crores is divided between the

different stakeholders including the operators.). Rs 2312 crores come from CRBT/RT while the

balance Rs1329 crores is divided amongst the other services.

Current Mvas Market Rs 5780 cr

P2P SMS Rs 2140 cr

CRBT/ RT RS 2312 cr

Other Services Rs 1329 cr

MVAS currently contributes around 9% to the operator revenue. It is expected to increase to

10.4% in the next 1 year and 12% by june 2010.

As Shown in Figure:-



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THE ROAD AHEAD :-

In the Age of the convergence,the increased growth factor for the MVAS would be the customers

desire of getting more and more from their handsets.

The need of this ―more‖ will vary between different consumers i.e while among the youth

entertainment related service would be popular, the other customer would alos look for utility

based services like stock updates, m-commerce for mobile transcations and local content rich

services,

In India Mobile VAS industry is undergoing a lot of structural changes and is supposed to grow

and contribute greater revenues to the telecom industry in years to come.

The key addressable barriers would be to ensure greater rationality in revenue sharing between

mobile service provider and content developer, ensure copyright protection develop higher quality

content and extends its spectrum beyond Bollywood, Cricket and gaming. The operators also need

to focus on the WAP strategy.

SCOPE OF THE PROJECT:-

The scope of the study is limited to seven major players of telecom industry that are Airtel, Idea,

Tata Indicom, Vodafone, BSNL, Reliance and Aircel. The study considers the present VAS

services provided by the different telecom operators. The study purpose is to evaluate how VAS

services are going to increase revenue of the telecom operators and how AIRCEL can become

competitive in this emerging field. The study also involves the details of MVAS value chain and .

entities involve in it. A detailed study of different VAS vendors of India has also been studied.



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OBJECTIVE



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OBJECTIVES OF RESEARCH

To analyse the VAS industry in u.p east telecom market.

To compare the vas business of Aircel with its competitors

To initiate the benchmarking process for improvement in existing vas operations

To provide technical knowledge to the retailers about the various as product

specially the activation of the ( pocket internet service of aircel )

To take feedback from the retailers about their respective sales force.



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Telecom Sector Analysis



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Factor Defining growth of telecom-sector

The Indian telecom market has tremendous growth opportunities. As per the cellular industry

experts, the nation‘s mobile subscriber base is also set to exceed 500 million connections by 2010.

The growth in the telecom market is a function of two set of factors. The Demand Side Factors ‐

referred to as the Pull factors and Supply Side Factors ‐ referred to as the Push Factors.

Pull Factors :-

Positive Macro Economic Trends :-

1.High Disposable Income:-

India‘s GDP with a current growth rate of 8% makes it the 2nd fastest growing economies of the

world. This growth has resulted in increasing disposable income among the individual population.

Therefore the young Indian population is increasingly investing more money in various

entertainment and communication services thus fuelling growth of the telecom sector.

2. Mobility and Connectivity :-

The growing need of high mobility and staying connected is the prime driver for the entire

category. This is true for people from different age groups and occupation. The youth segment that

comprises 30% of the total handsets market requires high mobility and connectivity and

the same is true for business and other professionals. This innate need coupled with availability of

handsets and connectivity at affordable price points has triggered the growth of telecom in India



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Push Factors :-

1. Investments in Telecom Industry :-

The Telecom industry has seen an estimated $8.5 bn in investment flow during 2006‐07 alone, of

which $550 million was in the form of foreign direct investment. All major telecom handsets

manufacturers ‐ including Nokia, Samsung, Motorola and LG ‐ have their presence in India, along

with the leading global service companies and infrastructure majors, such as Vodafone, Singapore

Telecom, AT&T, Ericsson, Alcatel and Siemens. This has triggered the growth of Telecom Sector

in India.

2. Gradual Progression in Telecom Sector :-The progression chart

below depicts the major regulations and events driving the extra ordinary growth of Telecom

sector from year 1999 to 2008



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3. Government Initiatives :-

Government also has supported the growth of this sector by coming out with a number of

initiatives for the low end subscribers of rural India, and Universal Service Obligation (USO) fund

was one such initiatives. . In recent developments, BSNL and two private operators will erect 427

towers in remote areas offering over four lakh mobile connections. All the towers are expected to

be erected and commissioned by December 2008. Under the second phase, DoT aims at erecting

11,000 towers throughout the country to offer over 11 million mobile connections ADC was levied

by Telecom Regulatory Authority of India (TRAI) in 2003 to provide support for BSNL‘s rural

telephone obligation. Telecom Regulatory Authority of India (TRAI) has recently given orders for

the withdrawal of the ADC (Access Deficit Charge) and the subsequent passing of the benefit to

the consumers by the telecom operators.

4. Selling More to Existing Subscribers :-

This is relatively easier as compared to acquiring new customers. Also since now the new

subscriptions will largely happen at the bottom of the pyramid therefore the new subscriptions will

further lower the average revenue per user.In such a scenario mobile VAS sector is a potential

long‐term revenue stream as it will be easier to sell more to the existing customers.

IIndia adds 15.64 million wireless subscribers in March '09- ON AND COMMUNICATION

TECHNOLO

Country's tele-communication sector is booming with number of customers adding

everyday irrespective of low demand over almost all economic segments under the impact

of global slowdown. A new mile stone was created by the telecom sector in the month of

March with addition of a record 15.64 million wireless subscribers for the first time in two

years.

http://www.stockwatch.in/india-adds-1564-million-wireless-subscribers-march-03909-21952





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Indian mobile Industry-An overview



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Indian Telecom Sector Snapshot – March 2009

Population 1137 million

Geographical area 3,287,000 Sq. Kms.

Wireless Sub. 392 Million

Wireline Sub. 38 Million.

Internet Sub. 12.85 Million (Dec. 08)

Wireless Internet Sub 101.10 Million

Broadband Sub. 6.22 Million

PC Base 35 Million

Urban Teledensity 80.97

Rural Teledensity 12.80

Overall Teledensity 36.98

English literate Persons ~110 Million

Optical Fibre ~7.7 Lakh



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GSM (Global System for Mobile communications)

Originally from Groupe Spécial Mobile) is the most popular standard for mobile phones in the

world. Its promoter, the GSM Association, estimates that 80% of the global mobile market uses

the standard GSM is used by over 3 billion people across more than 212 countries and territories.

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

http://en.wikipedia.org/w/index.php?title=GSM_Association&action=edit&redlink=1


http://en.wikipedia.org/wiki/1000000000_(number)

http://en.wikipedia.org/wiki/1000000000_(number)





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GSM world coverage as of 2009

Benefits of GSM services

The ubiquity of the GSM standard has been an advantage to both consumers (who benefit from the

ability to roam and switch carriers without switching phones) and also to network operators (who

can choose equipment from any of the many vendors implementing GSM). GSM also pioneered a

low-cost (to the network carrier) alternative to voice calls, the short message service (SMS, also

called "text messaging").This makes it easier for international travellers to connect to emergency

services without knowing the local emergency number.

Newer versions of the standard were backward-compatible with the original GSM phones. For

example, Release '97 of the standard added packet data capabilities, by means of General Packet

Radio Service (GPRS). Release '99 introduced higher speed data transmission using Enhanced

Data Rates for GSM Evolution (EDGE).

Subscriber Identity Module (SIM)

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



http://en.wikipedia.org/wiki/3GPP#Standards

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




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



http://en.wikipedia.org/wiki/File:Typical_cellphone_SIM_cards.jpg





http://en.wikipedia.org/wiki/3GPP#Standards




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A picture of Typical mobile phone SIM card

In addition to the battery, GSM mobile phones require a small microchip, called a Subscriber

Identity Module or SIM Card, to function. Approximately the size of a small postage stamp, the

SIM Card is usually placed underneath the battery in the rear of the unit, and (when properly

activated) stores the phone's configuration data, and information about the phone itself, such as

which calling plan the subscriber is using. When the subscriber removes the SIM Card, it can be

re-inserted into another phone and used as normal.

Each SIM Card is activated by use of a unique numerical identifier; once activated, the identifier

is locked down and the card is permanently locked in to the activating network. For this reason,

most retailers refuse to accept the return of an activated SIM Card.

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

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

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



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

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

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

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



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



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Next generation networks

In the Next Generation Networks, multiple access networks can connect customers to a core

network based on IP technology. These access networks include fibre optics or coaxial cable

networks connected to fixed locations or customers connected through wi-fi as well as to 3G

networks connected to mobile users.

As a result, in the future, it would be impossible to identify whether the next generation network is

a fixed or mobile network and the wireless access broadband would be used both for fixed and

mobile services. It would then be futile to differentiate between fixed and mobile networks – both

fixed and mobile users will access services through a single core network.

Indian telecom networks are not so intensive as developed country‘s telecom networks and India's

teledensity is low only in rural areas. 670,000 route kilometers (419,000 miles) of optical fibres

has been laid in India by the major operators, even in remote areas and the process continues.

BSNL alone, has laid optical fibre to 30,000 Telephone Exchanges out of their 36 Exchanges.

Keeping in mind the viability of providing services in rural areas, an attractive solution appears to

be one which offers multiple service facility at low costs.

A rural network based on the extensive optical fibre network, using Internet Protocol and offering

a variety of services and the availability of open platforms for service development, viz. the Next

Generation Network, appears to be an attractive proposition. Fibre network can be easily

converted to Next Generation network and then used for delivering multiple services at cheap cost.

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

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

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



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

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

http://en.wikipedia.org/wiki/Wi-fi


http://en.wikipedia.org/wiki/3G



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

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

http://en.wikipedia.org/w/index.php?title=Mobile_networks&action=edit&redlink=1

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

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

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

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

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


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





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

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


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

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

http://en.wikipedia.org/w/index.php?title=Mobile_networks&action=edit&redlink=1

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

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





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

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


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

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



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3G TECHNOLOGY

International Mobile Telecommunications-2000 (IMT-2000), better known as 3G or 3rd

Generation, is a family of standards for wireless communications defined by the International

Telecommunication Union, which includes GSM EDGE, UMTS, and CDMA2000 as well as

DECT and WiMAX. Services include wide-area wireless voice telephone, video calls, and

wireless data, all in a mobile environment.

Compared to 2G and 2.5G services, 3G allows simultaneous use of speech and data services and

higher data rates (up to 14.4 Mbit/ s on the downlink and 5.8 Mbit/ s on the uplink with HSPA+).

Thus, 3G networks enable network operators to offer users a wider range of more advanced

services while achieving greater network capacity through improved spectral efficiency.

The International Telecommunication Union (ITU) defined the third generation (3G) of mobile

telephony standards – IMT-2000 – to facilitate growth, increase bandwidth, and support more

diverse applications.

For example, GSM (the current most popular cellular phone standard) could deliver not only

voice, but also circuit-switched data at download speeds up to 14.4 kbps. But to support mobile

multimedia applications, 3G had to deliver packet-switched data with better spectral efficiency, at

far greater speeds

History OF 3G SERVICES:-

The First pre-commercial 3G network was launched by NTT DoCoMo in Japan branded

FOMA, in May 2001 on a pre-release of W-CDMA technology. The first commercial launch of

3G was also by NTT DoCoMo in Japan on October 1, 2001

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




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


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

http://en.wikipedia.org/wiki/CDMA2000



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

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


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

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


http://en.wikipedia.org/wiki/2.5G

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


http://en.wikipedia.org/wiki/HSPA+

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



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

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

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


http://en.wikipedia.org/wiki/W-CDMA

http://en.wikipedia.org/wiki/W-CDMA


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

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


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

http://en.wikipedia.org/wiki/HSPA+





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

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


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


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







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Features of 3G service:-

Data rates

ITU has not provided a clear definition of the data rate users can expect from 3G equipment or

providers. Thus users sold 3G service may not be able to point to a standard and say that the rates

it specifies are not being met. While stating in commentary that "it is expected that IMT-2000 will

provide higher transmission rates: a minimum speed of 2 Mbit/s and maximum of 14.4 Mbit/s for

stationary users, and 348 kbit/s in a moving vehicle,"

The ITU does not actually clearly specify minimum or average rates or what modes of the

interfaces qualify as 3G, so various rates are sold as 3G intended to meet customers expectations

of broadband speed.

Evolution from 2G:-

2G networks were built mainly for voice services and slow data transmission.

From 2G to 2.5G

The first major step in the evolution to 3G occurred with the introduction of General Packet Radio

Service (GPRS). So the cellular services combined with GPRS became' 2.5G.'

GPRS could provide data rates from 56 kbit/s up to 114 kbit/s. It can be used for services such as

Wireless Application Protocol (WAP) access, Multimedia Messaging Service (MMS), and for

Internet communication services such as email and World Wide Web access. GPRS data transfer is

typically charged per megabyte of traffic transferred, while data communication via traditional

circuit switching is billed per minute of connection time, independent of whether the user actually

is utilizing the capacity or is in an idle state.

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

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



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From 2.5G to 2.75G (EDGE)

GPRS networks evolved to EDGE networks with the introduction of 8PSK encoding. Enhanced

Data rates for GSM Evolution (EDGE), Enhanced GPRS (EGPRS), or IMT Single Carrier

(IMT-SC) is a backward-compatible digital mobile phone technology that allows improved data

transmission rates, as an extension on top of standard GSM. EDGE can be considered a 3G radio

technology and is part of ITU's 3G definition, but is most frequently referred to as 2.75G. EDGE

was deployed on GSM networks beginning in 2003 — initially by Cingular (now AT&T) in the

United States.

EDGE is standardized by 3GPP as part of the GSM family, and it is an upgrade that provides a

potential three-fold increase in capacity of GSM/GPRS networks. The specification achieves

higher data-rates by switching to more sophisticated methods of coding (8PSK), within existing

GSM timeslots. EDGE can be used for any packet switch

Issues

Although 3G was successfully introduced to users across the world, some issues are debated by 3G

providers and users:

Expensive input fees for the 3G service licenses in some jurisdictions

Differences in licensing terms between states

Level of debt incurred by some telecommunication companies, which makes

investment in 3G difficult

Lack of state support for financially troubled operators

Cost of 3G phones

Lack of coverage in some areas

High prices for 3G in some countries





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Demand for high speed services in a hand-held device

Battery life of 3G phones

Evolution towards 4G

Both 3GPP and 3GPP2 are currently working on further extensions to 3G standards, named Long

Term Evolution and Ultra Mobile Broadband, respectively. Being based on an all-IP network

infrastructure and using advanced wireless technologies such as MIMO, these specifications

already display features characteristic for IMT-Advanced (4G), the successor of 3G. However,

falling short of the speed requirements for 4G (which is 1 Gbit/s for stationary and 100 Mbit/s for

mobile operation),

These standards are classified as 3.9G or Pre-4G. 3GPP plans to meet the 4G goals with LTE

Advanced, whereas Qualcomm has halted development of UMB in favour of the LTE family.

India makes it to global 3G Map:

Finally we have 3G in India under the brand “Jadoo”. MTNL inaugurated 3G services in

India with the first video call made to Prime Minister Dr. Manmohan Singh by Telecom

Minister A. Raja at an event held in Pragati Maidan. With 3G, the next-gen mobile service

launched in Delhi, your handset becomes an all purpose device. The offers are:

Browse internet and send, receive large emails including graphics. 3G also enables

faster movie downloads.

Make video calls and videoconference (possible on 3G to 3G calls).

Get streaming TV on phone screen with pause, record features.

Play interactive games on Net sites, access bank accounts and shop online.

Get high-speed Web navigation, maps.

http://en.wikipedia.org/wiki/3GPP

http://en.wikipedia.org/wiki/3GPP2

http://en.wikipedia.org/wiki/3GPP_Long_Term_Evolution


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



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

http://en.wikipedia.org/wiki/IMT-Advanced


http://en.wikipedia.org/wiki/Pre-4G

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




http://en.wikipedia.org/wiki/Pre-4G


http://en.wikipedia.org/wiki/IMT-Advanced

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



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



http://en.wikipedia.org/wiki/3GPP2

http://en.wikipedia.org/wiki/3GPP



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Subscriber in India-Statistical Trend



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Subscriber Base in India – 2008-2009

A Large population, low telephony penetration levels, and a rise in consumers' income and

spending owing to strong economic growth have helped make India the fastest-growing telecom

market in the world

India‘s telecom sector has made rapid progress since the announcement of the National Telecom

Policy – 1999 (NTP-1999). Since 2000, the telecom sector has been a key contributor to the Indian

economy‘s impressive performance registering sustained high growth rates. Predominantly, over

the last three years, the telecom sector has grown remarkably in the range of 29% – 47%. Growth

in mobile phones was the principal driver for telecom growth in the country as they have been in

other parts of the world.

Today, the mobile subscribers are not only much more than the land-line subscriber in the country,

but their number is also increasing at a much faster pace. This was along the expected lines as, for

the past few years, mobile phone subscriptions are growing at much faster rate than

fixed phone subscriptions with almost all leading operators focusing more on wireless.

Consequently, between March 2005 and March 2009, the country has added around 335 million

new wireless subscribers to reach a total of 391.76 million; however, the fixed line subscriptions

have declined by 3.46 million, down to 37.96 million over the same period, partly reflecting the

substitution effect.

The mobile subscriber base in the country is growing at such a fast pace that mobile operators are

breaking the record for net additions almost every second month. India, the world‘s fastest-

growing mobile services market, has added a record 16.02 million new wireless subscribers in

March 2009, which are the highest ever additions in a single month till now. As per telecom



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analysts, this was the highest growth recorded With in a 30-day period in any country.The

previous best was 15.41 million in January 2009

.



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Consequently, the total number of mobile subscribers [(GSM, CDMA & WLL (F)]* at the end of

March 2009 has touched 391.76 million as compared to 315.31 million in September 2008 and

261.09 million in March 2008.

In recent years, smaller towns have fuelled further growth in mobile telephony. An interesting

revelation is that currently, the cellular subscriber base is growing at a faster rate in Circles B and

C as compared to Circle A and metropolitan cities. Interestingly, the bulk of the new mobile users

are from the rural areas. As the country continues to add about 10- 11 million new connections

each month, the target of 500 million telephone subscribers by 2010 is expected to be met in

advance.

With increasing competition and the need for increasing the subscriber base in rural markets, the

call rates are declining which has resulted in the decrease of ARPU.



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In terms of market share, 92% of the subscriber base in India is on the pre paid connection, with the

remaining 8% on the post paid connection. This has also given rise to oppurtunities for generating increased

revenue like VAS and more exclusive roaming services to pre paid customers.

Telephony Subscribers (Wireless and Landline): 452.91 million (May2009)

Cellphones: 415.25 million (May 2009 )

Land Lines: 37.75 million (Jan 2009)

Yearly Cellphone Addition: 113.26 million (2007)



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Monthly Cellphone Addition: 15.41 million (Jan 2009)

Teledensity: 38.88% (May 2009)

Projected teledensity: 626 million, 46% of population by 2010.

Growth of Gsm subscriber in all circles

City/Circle Operators Apr'2009 May'2009

% Growthover previous

month

Metros Delhi Bharti Airtel 4913281 5013775

Vodafone Essar 4151163 4203442

MTNL 1934015 1947107

IDEA 2356703 2326058

Aircel Ltd 140010 239254

Delhi 13495172 13729636 1.74%

Mumbai Loop Mobile 2204676 2256862


MTNL 2288214 2313158

Bharti Airtel 2811299 2821221

IDEA 825989 856365

Aircel Limited 61292 140627

Mumbai 12637420 12905671 2.12%

Chennai Aircel Cellular Ltd 2582580 2613806



BSNL 1103855 1109193

Chennai 7480263 7597217 1.56%

Kolkata Bharti Airtel 2506825 2527010


BSNL 1591774 1582600

Reliable Internet 854217 854217

Aircel Cellular Ltd 548670 552914

Kolkata 8400242 8487475 1.04%

All Metros 42013097 42719999 1.68%

A' Circle Maharashtra Vodafone Essar 4917148 5141142

IDEA 7628044 7800638


BSNL 3639056 361921722202644 22597120 1.78%

Gujarat Vodafone Essar 8207673 8415802

IDEA 4020894 4082321


BSNL 2396780 2396819

18828265 19148667 1.70%

A.P. IDEA 5188665 5292520





32 | P a g e

BSNL 3206400 3280453


22060427 22809915 3.40%

Karnatka Bharti Airtel 10136069 10322015

Spice Comm. 1683662 1715291


BSNL 2397629 2462645


18134660 18591229 2.52%

T.N. Vodafone Essar 5398603 5550119


BSNL 3220697 3271811


IDEA 6066

23326790 24052002 3.11%

A' Circle 104552786 107198933 2.53%

B' Circle Kerala IDEA 4472053 4607373



BSNL 2560514 2588012


12801283 13201240 3.12%

Punjab Spice Comm. 2487925 2519732


BSNL 2852974 2873503


11431999 11554684 1.07%

Haryana IDEA 1577879 1597891



BSNL 1685635 1762073

6794493 6951077 2.30%

U.P.(W) IDEA 4205253 4282063


BSNL 2481615 2496465Vodafone Essar 4541351 4674719


13675221 14000000 2.37%

U.P.(E) Vodafone Essar 6879931 7176532

BSNL 5809362 5858803


IDEA 2085662 2251382


20963447 21831427 4.14%

Rajasthan Vodafone Essar 5219675 5401156


BSNL 2881541 2831732

IDEA 1249702 1288417

16618297 17093567 2.86%

M.P. IDEA 5210915 5400258

Reliance Telecom 2687646 2687646


BSNL 2465882 2454994


15640351 16078587 2.80%

W.B. & A & N Reliance Telecom 1465351 1465351



33 | P a g e

BSNL 1919483 1947089



Dishnet Wireless 1216235 1295658

13451865 13844335 2.92%

B' Circle 111376956 114554917 2.85%

C' Circle H.P. Bharti Airtel 974495 991275

Reliance Telecom 740553 740553

BSNL 847435 869908

IDEA 143770 150247



2901763 2965104 2.18%

Bihar Reliance Telecom 2931877 2931877

BSNL 2748449 2772670



ABTL (IDEA) 1002106 1201417


16972218 17819502 4.99%

Orissa Reliance Telecom 1393525 1393525

BSNL 1482198 1539364




IDEA 35019 100237

7485550 7850242 4.87%

Assam Reliance Telecom 1425863 1425863

BSNL 891616 898328




5938963 6120352 3.05%

N.E. Reliance Telecom 466344 466344Bharti Airtel 969504 1005121

BSNL 701036 718646



3420906 3579950 4.65%

J & K BSNL 839672 842860




3490379 3644591 4.42%

C' Circle 40209779 41979741 4.40%

Apr'2009 May'2009

All India 298152618 306453590 2.78%

Additions 8300972



34 | P a g e

Mobile Operators in India

Airtel

Aircel

BSNL

MTNL

Idea Cellular

Spice Telecom (Over taken by Idea Cellular)

HFCL CONNECT

Tata Indico

Reliance mobile

Loop Mobile (Formly BPL Mobile), (Loop telecom the holding company of Loop mobile)

Shyam Telelink

Virgin Mobile(MVNO)

Vodafone (Formerly Hutch)

Datacom

Unitech

MTS India

DoCoMo

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

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


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

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

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

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

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

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

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


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

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

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

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

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



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

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



35 | P a g e

The GSM subscriber figure till Jan 2009

1 Bharti Airtel 88382758 33.04%

2 Vodafone Essar 63340024 23.68%

3 BSNL 42673357 15.95%

4 IDEA 40016153 14.96%

5 Aircel 16761397 6.27%

6 Reliance Telecom 10353841 3.87%

8 MTNL 4003807 1.50%

9 BPL 2007303 0.75%

All India 267538640

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




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



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






36 | P a g e



37 | P a g e

Value Added Services - Introduction India is going through a telecom revolution, especially in the wireless telephony segment

Globally in terms of mobile subscriptions, India is the world‘s second largest wireless market

after China. At the end of June 2008, the total wireless subscribers (GSM, CDMA & WLL(F))

base was 286.86 million. A total of 8.94 million wireless subscribers were added during the

month of June 2008 as against 8.62 million wireless subscribers added during the month of May

2008.

As a result the overall tele‐density rose to 28.33% by end of June 2008 as against 27.59% in May

2008. This growth of the sector can be clearly attributed to the favorable and improved regulatory

structure, declining handset prices and innovative pre paid tariff structure.

The adoption of mobile telephony remains unparallel in scope, as users from diverse segments

increasingly choose to exercise the option of personal mobility

The success of the market can be gauged from the fact that mobile user base has surpassed the PC

user base in India and very soon the Indian market will have more mobile users than TV viewers

The growing intensity of competition has led to more services for the end user at lower prices. This

has had an effect of stimulating demand and thus increasing the category adoption rate. As more

users have been added to the subscriber base, it has led to a further downward pressure on operator

costs.



38 | P a g e

We are witnessing an era when users buy mobile phones not just to be in touch, but to express

themselves, their attitude, feelings & interests. Customers continuously want more from their

phone. They use their cellular phones to play games, read news headlines, surf the Internet, keep a

tab on astrology, and listen to music, make others listen to their music, or check their bank

balance.

Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire

cellular industry is heading towards it to provide innovative options to their customers. Spoilt by

choice, the mobile phone subscribers are beginning to choose their operators on the basis of the

value added services they offer.

As we have seen, Telecommunication has moved beyond providing just basic voice calls. The

mobile phone has evolved from a mere communication device to an access mode with an ability to

tap a plethora of information and services available in the ecosystem. This is the reason why it is

now being referred to as the ‗fourth screen‘, after Cinema halls, Television and PC.

Need for MVAS

Over the last 5 years, the telecom industry has understood the importance of MVAS. Given the declining

ARPU and increasing competition among operators it‘s imperative to focus on alternate revenue streams.

That‘s where there is a felt need for capitalizing on the Value Added Services Market.

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

• Decrease in ARPU despite increase in MOU: Though the subscriber base is growing

at a rapid pace and has positively impacted industry revenues, operator margins also have shrunk

owing to competition and lower ―Average Revenue per User‖ (ARPU) as the major growth is

coming from bottom of the pyramid. As ARPU declines and voice gets commoditized, the



39 | P a g e

challenge is to develop alternative revenue streams and retain customers by creating a basis for

differentiation in high‐churn markets.

• Need for differentiation: There is a greater need among the telecom operators to

differentiate themselves from each other.

Number of Licensees: With increasing number of licensees (98 UASL, and 37 cellular

licenses) in the telecom space the average numbers of operators in many circles have increased to

5‐6 operators offering more choices to the consumer. Thus the competition among the operators

has increased tremendously. Therefore it is very important for them to differentiate themselves

from the others. Now that voice has got commoditized these operators are using MVAS for their

differentiation and marketing these services heavily for creating awareness among the consumers.

o Decreasing Call Rates: In order to attract consumers with relatively low purchasing

powers primarily from Semi Urban and Rural India the operators have drastically reduced the call

rates making it affordable to even the lower segment of society. The tariff in India is one of the

lowest at Rs.1 per minute as compared to the tariff in developed nations like USA and UK where

the call rates are Rs.13 and Rs7‐8 respectively.



40 | P a g e

3G Bidders who are non operators: The arrival of the new technology will give rise to

greater competition as many non operators are also bidding for the 3G licenses. Therefore there

would be greater need t6o differentiate one self in order to attract new customer and retain the

existing ones.

Saturation in metro and Urban Market: The metro/urban areas offer high level of

penetration and have significant number of mobile subscriber. Therefore capitalizing on VAS will

gave operators opportunity to increase ARPU by providing premium services



41 | P a g e

Defining VAS The fundamental question that remains is how VAS is defined. A clear MVAS definition is not

only required to clear the air among the MVAS providers but it will also have an impact on the

dynamics of the Value chain. A detailed definition of VAS might have an impact on the licensing

issues surrounding VAS.

Let‘s look at different VAS definitions floating in the market

Basic definition of a VAS:-

―Value Added Service (VAS) in telecommunication industry refers to non‐

core services, the core

or basic services being standard voice calls and fax transmission including bearer services‖.

The value added services are characterized as under:‐ • Not a form of core or basic service but adds value in total service offering.

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

services

• Can sometimes be provided as stand alone.

• Do not cannibalize core or basic service.

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

A value added service may demonstrate one or more of these characteristics and not necessarily

all of them. In some cases, the value added service becomes so closely integrated with the basic

offering that neither the user nor the provider acknowledge or realize the difference.

A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their

VAS revenue.



42 | P a g e

Definition as per TRAI

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

“ Value Added Services are enhanced services which add value to the basicteleservices and bearer services for which separate licence are issued ”

The Government of India issues licenses for the following Value Added

Services:‐ 1. Public mobile trunking service

2. Voice mail service

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

4. Videotex service

5. GMPCS

6. Internet

7. Audiotex

8. Unified messaging service

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

Mobile value-added services (VAS) are those services that are not part of the basic voice

offer and are availed off separately by the end user. They are used as a tool for

differentiation and allow the mobile operators to develop another stream of revenue.



43 | P a g e

The Role of VAS

This is where the role of VAS (Value Added Services) comes into focus. Operators are facing cut throat

competition and with the call rates in India being one of the cheapest in the world, the margins are very low.

Therefore they are looking at VAS as the next wave for growth. It has become the flywheel of telecom

growth and a large chunk of revenue for operators is likely to come from VAS services in the years to

come.

But it is not only effort from operators which is driving the growth of VAS, there are other factors

contributing to it.

The growth of VAS in India has been helped both by macro level environmental factors and specific market

initiatives to develop this category.

Environmental factors driving VAS:-

Booming economy:- India has maintained its position as the second-fastest growing major

economy after China, as rising consumer and government spending taking place. Consumption and

infrastructure spending are driving the growth. This booming economy has created job

opportunities and increased the spending power of an average Indian. This has resulted in higher

disposable incomes and faster acceptance of new technologies with a willingness to spend for

them.

Increasing comfort levels with basic mobility services

There is now a critical mass of users in the Indian mobile telephony market who are experienced mobility

users. These users are very comfortable in using their phones and want to exercise the option of doing more

on them beyond basic voice applications. The first phase of growth for VAS has come in from these



44 | P a g e

converts; and these users will continue to drive the market and evolve into more advanced applications. At

the same time the basic VAS applications will also continue to appeal to the new mobility category initiates.

Personalization of the digital world and digital devices

With increasing pressures and stress on individuality, mobility users also want to carry forward

their individuality to their mobile device. Thus for a large number of users the mobile phone has

become a truly personal device and VAS has become an extension of persona. The enormous

success of Caller Ring Back Tone (CRBT) is an excellent example which illustrates that users are

ready to adapt to any service which offer them the option of personalization.

Market efforts driving VAS

For the operators, success of VAS has become important for their growth. This has led to a sharp

focus on marketing & tie-ups and a somewhat limited focus on development of content. Most

operators are now trying to innovate in their VAS offerings and create sharper differentiation for

their offerings.

Focus on movies & music

Movies & Music are the passion of India. Most of the rich content available to the end users

revolves around these two, with Ringtones of popular Bollywood songs, Wallpapers of movie

leads and games developed around movie themes.

SMS contests

Television is another culturally entrenched constant in the life of the average Indian. Typically TV

viewing has been a passive affair, however following the global trend TV channels have been



45 | P a g e

focused on making programming interactive. Thus programs, especially music & contest shows

have started giving the option to their viewers to participate through SMS. A popular show like

Kaun Banega Crorepati (KBC) generated 58 million SMS over a 3 month period. These

shows have also been a key driver in increasing familiarity with basic SMS for traditional low user

segments like non-working women.



46 | P a g e

DIFFERENT VAS CATEGORIES

Comparative evaluation of Mobile VAS access modes

India has a diverse and multi‐lingual population with a variety of needs. Mobile Value Added

Services market is in the growth phase. The industry stakeholders need to ensure that the right mix

of content and access mode is made available to the relevant user groups.

With the advent of new technologies like 3G and USSD, the contribution of various modes to the

overall MVAS revenues is likely to change in the near future. With availability of vernacular

content, Voice would gain prominence.

Mobile internet access would also get a boost with cheaper data enabled handsets, lower GPRS

tariff and better WAP connectivity by telecom operators.



47 | P a g e

The VAS business model

The mobile VAS market in India has evolved into a complex ecosystem. There are multiple

entities involved in the value chain but our research reveals that it is still not well defined and lot

of overlapping takes place. A single entity performs one or more roles and several are also

focusing on expanding their existing roles.

The main entities involved in VAS value chain are shown in figure:-



48 | P a g e

Understanding the role of various entities :--

Content Aggregators/Developers:

The MVAS growth has given birth to a new entity which aggregates content originally designed

for some other media, from different sources. Some of the content aggregators also develop

content especially for mobile phones for e.g. mobile games.

On one hand they coordinate with operators and on the other, with content owners and smaller

aggregators. Another key role played by them is handling of the IPR related issues ‐ thus reducing

the burden of the mobile operators.

Content Owners

These are the actual owners of the content who hold the copyright of the same. Though the content

is developed for some other media, the MVAS has started contributing significantly to their overall

revenue generation. A good example is of CRBT which is giving good revenue to the music labels.

They mostly provide content to Content Aggregators but also some times interact directly with the

operators. In recent cases, Content owners sell the content directly to handset manufacturers for

e.g. Nokia tied up with Om Shanti Om providing exclusive songs, wallpapers, games, etc.

Traditional Media Companies

Media companies like TV channels and FM channels have also joined the bandwagon. All the big

TV channels have started selling their content through short codes. STAR has even launched a

mobile division named STAR Mobile Entertainment to provide mobisodes and mobile related

content.



49 | P a g e

The key revenue source for the media channels is Voting in shows like Indian Idol and

contest participation in shows like Paanchvi Paas. Post the success of talent hunt shows and

contests like KBC, the TV slots ave been flooded with such shows and other reality shows.

Technology Enablers

Technology partner & platform enablers handle software platforms and authoring tools. Thus they

provide the backbone to all the MVAS being provided. The technology backend include solutions

like Televoting system, Voice portal, etc.

Short Code Providers

These are the companies who own a short code (e.g. 58888, 53456 etc) which is sold to a third

party client for some keyword and a specific period. On one hand they need to tie up with the

operators to ensure their short code works across subscriber base and on the other hand they sell

their short code to other companies like real estate, hospitals, etc. who advertise their products

using the short code.

Handset manufacturer

The handset manufacturers have joined the bandwagon and have started tying up with Content

owners to provide pre loaded content on their handsets.

Content converter

Since most of the content in MVAS is originally designed for some other media, it needs to be

converted into mobile compatible format. This is where content converters enter the value chain.

They interact with the operators and work closely with them.



50 | P a g e

Revenue Distribution system

Under VAS Business__



51 | P a g e

Revenue distribution ( KEY FACTOR )

The current revenue distribution is in favor of mobile operators who capture anywhere between

60‐80%. Technology enablers get anywhere between 10‐ 20% and content aggregators get 10‐15%

of the revenue. The content owner gets 5‐10%.

Operators cite infrastructure development, cost of acquiring subscribers, and marketing costs as the

reasons for the higher revenue share on their side. Thus, operators have the highest bargaining

power. Since there is only handful of operators with market share in double digits, it is

not business sense to ignore any of these.

Once the number of operators increases, the revenue share of operators is expected to dilute.

Without regulation, the above scenario is unlikely to change in near future“



52 | P a g e

6 M’s of Mobile Application Industry

Mobile Applications are developed using the Six M's (previously Five M's)

service-development theory created by the author Tomi Ahonen with Joe

Barrett of Nokia and Paul Golding of Motorola.

Six M’s

Movement ( location )

Moment ( time )

Me ( personalization )

Multi-user ( community )

Money ( payment )

Machines ( automation )

The Six M's / Five M's theory is widely referenced in the telecoms applications

literature and used by most major industry players. The first book to discuss

the theory was Services for UMTS by Ahonen & Barrett in 2002.

.



53 | P a g e

Future of MVAS



54 | P a g e

Rational revenue structure: With the growth of MVAS market in India, more rationality

will emerge in the revenue structure. The revenue structure would be dependent on the value added

by the respective stakeholder in delivering the product to the end user. This would enable the

growth of MVAS market in India.

Rural MVAS market: MVAS market in India is largely dominated by urban population,

with rural constituting around 15% of the total market. Rural MVAS market would witness

marginal growth and would grow to around 20% in the next couple of years. The growth drivers

would be availability of vernacular content, entertainment services and voice based

services.

Growth of M‐commerce market: M‐commerce has tremendous growth opportunity in

India. High penetration of mobile phones would give a boost to this industry. The stakeholders

need to work in tandem to ensure that issues like low awareness, security constraints, user

friendliness and pricing of the services are aligned towards the consumers. The services that would

provide boost to the m‐commerce market in India are mobile marketing, mobile banking and

mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines.

Differential pricing of content: The telecom operators have already taken a step in this

direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom

operators will price the content in a manner suitable to the target respondent.

Deployment of NGN network:

Introduction of Next Generation Network would enhance the quality of services in the MVAS

market in India. The users would be able to access more feature rich services. NGN uses soft

switch technology, which is based on Packet Switching/IP phone and enables introduction of new



55 | P a g e

MVAS speedily at reasonable cost. Soft switch in NGN provides basic and supplementary services

called core services while the MVAS are outside the soft switch as application services configured

through value added application servers. Generally the application servers are interfaced with soft

switch with open and flexible application programming interfaces. This helps in brining down new

MVAS launch time and cost. Hence with usage of NGN network in India, we can expect greater

proliferation of feature rich MVAS.

Number portability:

Government of India is planning to launch number portability in the metros by March 2009 and in

all the remaining circles by September 2009. This would enable users to change service providers

while retaining the mobile number. Number portability is expected to have an interesting impact

on the MVAS industry.

Currently, MVAS services are not a key decision making parameter while purchasing the mobile

phone connection. Therefore, with the introduction of number portability, operators are expected

to focus their energy and investment in providing better voice services. But once the voice services

(network, billing, etc.) cease to become a differentiating factor, the operators will focus more on

MVAS to differentiate themselves and hold on to their customers. This is expected to give a boost

to the MVAS industry



56 | P a g e



57 | P a g e

Company Profile



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The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and

Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of

74%.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu

within 18 months. In December 2003, it launched commercially in Chennai and quickly

established itself as a market leader – a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern

frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18

months of operations. Till today, the company gained a foothold in 18 circles including Chennai,

Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West

Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East), Maharashtra &

Goa and Mumbai.

The Company has currently gained a momentum in the space of telecom in India post the

allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles

across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana,

Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP

(East).

http://www.aircel.com/index.asp



59 | P a g e

Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for

overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size

utility company in Businessworld‘s ‗List of Best Mid-Size Companies‘ in 2007. Additionally,

Tele.net recognised Aircel as the best regional operator in 2008.

With over 20 million happy customers in the country, Aircel the fast growing telecom company in

India has revved up plans to become a full-fledged national operator by end of 2009.

The journey of the AIRCEL can be shown by given below figure,from this figure we can see that

the company is growing very fast towards the success, the company is No.1 in the Tamil Nadu,

Chennai and Assam/NE and is successfully launched in the Kolkata City. The Aircel Pan shows

its widespread area.

AIRCEL SERVICES:-

Aircel is the first cellular operator in India to launch Wireless internet services using Wi-MAX

technology. Aircel‘s network provides 2G and GPRS services , and is EDGE capable. It is the first

cellular operator to launch the net services at the rate of Rs.98 and therefore has marked this price

as the benchmark for its competitors.



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AIRCEL FAST FACTS:-

Some of the important facts related to the Aircel can be summarizied as below:

1. It has the turnover of more than Rs.2400 Crores (USD 480 mn).

2. It is the fastest Growing Telecom Company in India in 2007.

3. Market Leader in Four Circles - Chennai, Tamil Nadu, Assam& North East and

number 2 in the ten circles of operation.

4. It has crossed 14 Million Subscriber as on date.

5. First to Roll out 100% EDGE



61 | P a g e

VAS

UP East

Music on Call

Aircel pocket internet

Voice Station

Subscription Services

MMS

Missed call alerts

Dialer Tunes

Live Astrology

Doctor On call

http://www.aircel.com/VAS/Up_East/gprs_aircel_thrills.asp

http://www.aircel.com/VAS/Up_East/voice_portals.asp

http://www.aircel.com/VAS/Up_East/subscription_services.asp

http://www.aircel.com/VAS/Up_East/mms.asp

http://www.aircel.com/VAS/Up_East/missed_call_alerts.asp

http://www.aircel.com/VAS/Up_East/dialer_tunes.asp

http://www.aircel.com/VAS/Up_East/live_astrology.asp

http://www.aircel.com/VAS/Up_East/doctor_on_call.asp














http://www.aircel.com/VAS/Up_East/live_astrology.asp

http://www.aircel.com/VAS/Up_East/dialer_tunes.asp

http://www.aircel.com/VAS/Up_East/missed_call_alerts.asp

http://www.aircel.com/VAS/Up_East/mms.asp

http://www.aircel.com/VAS/Up_East/subscription_services.asp

http://www.aircel.com/VAS/Up_East/voice_portals.asp

http://www.aircel.com/VAS/Up_East/gprs_aircel_thrills.asp



62 | P a g e

Music on Call

Now listen to music of your choice from the list of hit numbers without any interruption with Aircel‘s new

"Music on Call".

No breaks, no unnecessary chatter, just good Music. So stay tuned and by just subscribing to the service.

*Launch Offer:

As a launch offer, for the first 3 months all the customers registering for monthly pack of Rs. 30 will be

given 45 minutes instead of 30 minutes. Post 3 months launch offer, all existing & new customers will be

given only 30 free minutes per month under Rs. 30 pack.

Following are the Tariff details for Music on call service:

Option 1) Just pay & use by dialing IVR 54321 @ Rs.2 / minute

Option 2) Subscription pack through IVR 543213 (Toll Free) wherein you can subscribe to monthly pack @

Rs. 30 with 30 minutes free usages. Below given are the monthly rental & Top-up charges:



63 | P a g e

Pack Tariff (Rs.) Charged during Free Minutes Validity

30 Subscription 45 Mins* 30 days

20 Renewal 20 Mins 20 days

10 Renewal 10 Mins 10 days

Top Up (Rs.) Free Minutes Validity

20 20 Mins Nil

10 10 Mins Nil

Aircel pocket internet

Non-stop downloads of your favorite stars' Wallpaper, latest Polyphonic Ringtones,

MP3 tones, True tones, Music Videos, Movie videos, Themes, Movie Themes and

Mobile games only on Aircel pocket internet.

What’s more, activating this service is free and browsing the portal is charged just

@10p/10Kb. Please do check your handset compatibility for downloads.



64 | P a g e

Aircel presents Pocket Internet Pack @ 98* at a very nominal cost wherein you

will get multiple goodies like unlimited surfing, uploading & downloading on your

GPRS enable handset & to your laptop/computer. Also you can download some free

content downloads i.e. wallpapers & games through a specific WAP URL on your

mobile handsets only.

Activation Process:

Simply visit to your nearest Aircel retail outlet and just E-Top Up / recharge with Rs.

98.

De-activation Process:

This is a 30 days pack so after 30 days it will automatically get disconnected if not

renewed.

Charges:

Just E-Top Up / recharge with Rs. 98 to activate this pack.

Post usage of free benefits, customers will be charged @ 10 paisa per 10 kb

Content download charges as applicable from Aircel Pocket Internet E.g.

Themes, Ringtones, Wallpapers, etc.

Validity:

Validity of 30 days / 1 day from the date of activation.

The pack runs for only 30 days, No cumulative validity provision. So if a user

recharges before the expiry of 30 days, it’ll again provision him for 30 days not

for 30 + balance days in his account.



65 | P a g e

Customer should have validity in his main account to avail the offer.

Free Content URL:

A URL link will be sent to user which will lead the user to a micro portal to

enjoy the free content mentioned.

Free content can only be availed out of the content available on micro portal

not from the main site.

Free content will be available in maximum 24 hours after recharge.

http://203.199.114.181/operator/Dishnet/GenWap/?mnu=ehome&event=

free3

Dialer Tunes

Aircel introduces Dialer Tunes! Get rid of boring Tring Tring and make your callers listen to latest tunes.

Dial 56500, Registration Rs.30/month, call Rs.6/min & Rs.15/song.. Song validity is for a period of 90

days.

Missed Call Alerts

Want to know who called you when your mobile was switched off or out of coverage area?Just

subscribe to the Aircel Missed Call Alerts service (MCA). There are two simple ways of doing it.

http://203.199.114.181/operator/Dishnet/GenWap/?mnu=ehome&event=free3







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Monthly subscription:-

To register

send SMS MCA < space > R to 58999 (Toll free)

Subscription Charge: Rs. 15/month.

To Unregister

send SMS MCA < space > D to 58999 (Toll free)

After subscribing to the monthly service, you will receive alerts on your mobile for all the missed

calls at no extra cost.

Pay as you use option

You also have the option of not subscribing to the service. In this option you can get the

missed call alerts for the every request you send.

ServiceSubscription

KeywordSend To Charges Alerts Time

News Headline +

Breaking NewsSUB NEWS 58000 Rs 7/week Twice a day 10:30 & 16:40

Cricket NEWS &

SCORESSUB CRI 58000 Rs 7/week Ball by Ball update 9:00

Jokes Alert SUB JOKES 58000 Rs 7/week Once a Day 13:30

Astro PackSUB ASTRO

<SUNSIGN>58000 Rs 7/week Once a Day 13:00

Stock Alert SUB STOCK 58000 Rs 7/week Thrice a Day10:15 & 13:00

& 17:00

Though of the Day

AlertsSUB THO 58000 Rs 7/week Once a Day 9:30

Mehfil-E-

Timepass/ShayariSUB SHAYARI 58000 Rs 7/week Twice A day 13:00 & 14:55

Love Express SUB LOVE 58000 Rs 7/week Once a Day 11:15 & 14:00



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Beauty Tips Alerts SUB BTIP 58000 Rs 7/week Once a Day 13:45

Health Tips Alerts SUB HTIP 58000 Rs 7/week Once a Day 17:30

Receipe Tips Alerts SUB RTIP 58000 Rs 7/week Once a Day 15:20

Fun Unlimited Alerts SUB FUN 58000 Rs 7/week Once a Day 10:00 & 14:45

Regional News

AlertsSUB RNEWS 58000 Rs 7/week Once a Day 14:50

Ayurvedic Tips

Alerts

SUB ATIP 58000 Rs 7/week Once a Day 7:30

Amazing Facts

AlertsSUB AF 58000 Rs 7/week Once a Day 12:30

Numerlogy AlertsSUM NUM1 TO

NUM958000 Rs 7/week Once a Day 13:45

Guru Granth Sahib

AlertsSUB GURU 58000 Rs 7/week Once a Day 7:00

Geeta Shloakas SUB Geeta 58000 Rs 7/week Once a Day 6:40

Holy Bible Alerts SUB BIBLE 58000 Rs 7/week Once a Day 6:40

Quran Alerts SUB QUR 58000 Rs 7/week Once a Day 8:45

Ram Charit Manas

AlertsSUB RAM 58000 Rs 7/week Once a Day 8:45

Friendship Messages

AlertsSUB FRIENDS 58000 Rs 7/week Once a Day 14:00

Career Guru Pack SUB CG 58000 Rs 7/week Twice a day 10:00 & 14:00

Fundoo Pack SUB FNP 58000 Rs.30/month Twice a day 11:00 & 16:00

Super Sports Pack SUB SSP 58000 Rs.30/month Twice a day 10:00 & 15:00

Word-a-Day SUB WORD 58000 Rs 7/week Once a Day 9:35

Bihar News SUB NEWSBH 58000 Rs 7/week Once a Day 11:40

News - Bengal SUB NEWSBN 58000 Rs 7/week Once a Day 11:40News - Kerela SUB NEWSKER 58000 Rs 7/week Once a Day 11:40

News - Kernataka SUB NEWSKK 58000 Rs 7/week Once a Day 11:40

News - Maharashtra SUB NEWSMAH 58000 Rs 7/week Once a Day 11:40

News - NCR SUB NEWSNCR 58000 Rs 7/week Once a Day 11:40

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News - Punjab SUB NEWSPUN 58000 Rs 7/week Once a Day 11:40

News - Rajasthan SUB NEWSRAJ 58000 Rs 7/week Once a Day 11:40

News - TN SUB NEWSTN 58000 Rs 7/week Once a Day 11:40

News - UP SUB NEWSUP 58000 Rs 7/week Once a Day 11:40

News - Gujrat SUB NEWSGJ 58000 Rs 7/week Once a Day 11:40

News - AP SUB NEWSAP 58000 Rs 7/week Once a Day 11:40

News - J&K SUB NEWSJK 58000 Rs 7/week Once a Day 12:40

Aduilt Jokes SUB AJ 58000 Rs 7/week Once a Day 10:00

To unsubscribe from any of the services please contact Aircel Customer Care.



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SMS Charges to 58000: Rs.3/SMS

» Voice Station (Call 55500)

Aircel 55500 service offers you a host of never before services - from music on your mobile to tit-bits

about celebrities. All you need to do is call 55500 from your Aircel mobile and follow the simple

instructions to enter a world of information and entertainment. The service recognises your voice and

gives information based on the command given by you.

Music Messaging and Ringtones

Browse through the rich selection of music across the various categories and languages and listen to your

favorites while on the go, also you can dedicate songs with a personal message to any Aircel number.

You can download ringtones of these songs.

We have wide collection of music based on occasions like birthdays, valentines, Rakhi, Diwali, Holi,

New Year and song collections on Latest hits, Classic, Romantic Hits

Prayers

Perform pooja from your Aircel mobile. Listen to an exhaustive collection of devotional songs

like Supbrapatham, Bhajans, Amman Songs, Gayathri & Gurbani.

Astrology Service

You can check your horoscope for the day, by entering your birth date. Astro info is updated



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every day.

News

Get the latest news updates. Information is available across Regional, State, National and International

categories.

Calls to 55500 services will be charged at Rs.6/min. Conditions Apply.

Sports

Get the latest news and information about the happening in the sports world, like live commentary,

scores, schedules etc.

Jokes

Smile with us by listening to the jokes. We have exhaustive collection which will make you burst in

laughter for sure.

Call rates Rs. 6/min.



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SWOT Analysis of Aircel



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STRENGHTS:

•Strong Brand connect : Market leader in 4circles.

• Market Share: 17% in the Circles they operate.

• Recognition : Very good top of the mind recall.

• UP E Launch : Stepping stone for Pan India footprint

• High on Innovation

• Technologically Superior : Telecordia IN & SIEBEL CRM . (Best CRM software in

the industry)

• Positioning: Crystal clear

WEAKNESS:

• Network Disadvantage : 1800MHz

• Entered Indian market just 2 years after Airtel (in 1997) but still remained a

regional player till 2005.

• Limited distribution reach.

• Phase 1 launch addressing 10% population

• Low participation in High ARPU Postpaid & PCO market



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OPPORTUNITIES:

• Innovation in Distribution.

• Retail VAS rigorously

• Innovation in Marketing Communication

• Deliver Extraordinary Customer Service

• High end competition churn

• Chance to make strong position with innovation In gprs section

THREATS:

• New Operators like Etisalat, Telenor, SSTL, TATA GSM

• Reliance GSM : Price Discounting

• Stringent Regulatory Compliances

• Telecom operators are fighting to get the highest market share.

• New plan can take place in competition to aircel GPRS plan



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RESEARCH METHODOLOGY



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RESEARCH METHODOLOGY

(a.) Research Design : Exploratory Research

(b.) Sample Design :

(i) Sample Unit – all the retailers selling mobile recharges &

connections.

(ii) Sample size – 100 respondents from retailers

(iii) Sampling Technique – Cluster sampling (Area / geographical cluster

sampling) and convenience sampling.

(iv) Sampling Area – Urban & Semi-urban areas of cities like kanpur, Lucknow in

the UP-East circle.

(c.) Data collection :

(i) Sources – Primary and secondary sources

.(ii) Tools - Questionnaires (primary) and Internet, Aircel (lko) employees, mobile

retailers, books (secondary).

60%

40%

No.of Respondents

Lucknow

kanpur



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DATA ANALYSIS

Leading mobile service provider

From the analysis it was found that overall BSNL is the leading mobile service

provider,followed by Reliance, Airtel and Vodafone amongst retailer

SECONDARY MOBILE SERVICE PROVIDER

Most of the respondent do not have secondary mobile service provider and those who prefer to

have seconadry number generally go for Reliance and BSNL and again here also the reasons for

having their preference over them is call rates followed by network and offers & schemes.

45%

21%

15%

11%

7%

1%

BSNL Reliance Airtel Vodafone Tata indicom Idea

66%

2%

2%

5%

10%

1%10%

4%No Vodafone Idea Airtel BSNL Aircel Reliance Tata inicom



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RECALL VALUE OF DIFFERENT MOBILE SERVICE PROVIDER

BSNL comes out to be the service provider which lies at the top of the mind of the UP(E)

consumer, this is followed by the Airtel by 19%, Reliance by 14% and Vodafone by 13%.

ii) Unaided Recall

As it is clearly seen that after BSNL Airtel is the brand which comes to the mind of the customers,

therfore in the unaidd category Airtel is the winner.if we combine all the categories than we can

make out that vodafone and airtel were having maximum presence in the minds of the customers.

38%

19%

14%

13%

10%

4%

2%

Total

BSNL Airtel Reliance Vodafone Idea Tata indicom Aircel

35%

23%

13%

12%

10%

4%3%

Airtel Vodafone Reliance BSNL Idea Tata indicom Aircel



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VARIOUS PARAMETERS OF MOBILE SERVICE PROVIDER

i) VAS ( value Added Services )

For the VAS services Airtel was ranked on top,it was closely followed by Vodafone and the Aircel

was having contribution of 7%.

Offers and Schemes

In offers and schemes also the Airtel is on the top,BSNL is on the second position with 21%

followed by Vodafone with 19%,while Aircel was having 2% contribution.

29%

27%

12%

11%

10%

7%4%

Airtel vodafone BSNL Reliance idea Aircel Tata Indicom

VAS SERVICES

31%

21%

19%

17%

7%

3% 2%

Airtel BSNL Vodafone Reliance Idea Tata Indicom Aircel



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ii) Network

Airtel is the mobile service provider which has the best network coverage according to the

Retailers of the UP(E).BSNL just 2% behind the Airtel secures the second position and Vodafone

is on the third place.

iii) SERVICE

The customers are satisfied by the service provided by the Vodafone,Airtel is on the second

position and BSNL lies on the third place,while Aircel is having 1% contribution.

31%

21%19%

17%

7%

3% 2%

Airtel BSNL Vodafone Reliance Idea Tata Indicom Aircel

28%

24%

22%

9%

7%

6%

3% 1%

Vodafone Airtel BSNL Reliance Idea Tata Indicom None Aircel



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iv) CALL RATES

The BSNL was voted to be the mobile service provider that provides with the cheapest call

rates,followed by the Reliance and Airtel on the third position.

AWARENESS ABOUT THE AIRCEL

It can be seen that 91% of the customers are aware of the AIRCEL and only 9% are

unaware of it.

43%

17%

14%

11%

7%

6%

2%

BSNL Reliance Airtel Vodafone Idea Tata Indicom Aircel

91%

9%

Yes No



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AWARENESS ABOUT THE POCKET INTERNET

RECALL VALUE OF THE AIRCEL ADVERTISEMENT

People are able to recall the pocket internet more in comparison to the make my

trip which was launched before.

52%

48% YES

NO

9%

40%

23%

23%

5%

Don’t know Pocket internet Make my trip

Hoarings Glow sign boards







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CONCLUSIONS

Most of the customers who are aware of the Aircel are still unaware of its product

“Pocket Internet”.

The best feature of the Aircel which has got the attention of the customers is its

call rate & POCKET INTERNET PLAN.

Many of the respondents intend to be the Aircel user,which is because urban

area customers are easily able to recall the Aircel and are attracted by the its

schemes based on call and VAS.

Aircel is having its awareness not only in youths but also in the middle aged

person,people are really appreciating the way Aircel is trying to advertise itself

in its new circle.

POCKET INTERNET PLAN is Playing a Major role in Selling of Aircel Sim

People have appreciated the Rs 98 scheme and Bihar roaming free plan

In terms of Schemes people preferred IDEA, RELIANCE GSM as their first

choice



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Aircel will have to compeit with RELIANCE GSM , In terms of plan & other

services because both are new operator in u.p east circle

Retailers prefer Reliance in terms of services

Retailers have appreciated Aircel , BSNL in terms of commission

Retailers believe that if the network of the Aircel gets improved than definitely

its customer base will increase.

Airtel has been appreciated for it network, VAS and offers and schemes.its

advertisement have also appeal to the customers.

The recall value for the Vodafone has been increased after the zoo zoo ad

campaign and its subscriber is increasing day by day.

Though the middle aged person are still loyal with BSNL,youth have emerged

to try Airtel , Vodafone and other new telecom brands.

According to retailers the sale of Aircel was good at its earlier stage of

launch,than it went down and after the launch of pocket internet its sale got

increased but due to n/w problem it has again got down.



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RECOMMENDATIONS



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RECOMMENDATION

1. At the present stage.network coverage is the biggest hurdle for the Aircel in its way

towards success.

2. Aircel should try to put more effort for creating awareness in the rural areas

because rural areas customers are still unaware of it,therefore it needs to

increase its availability in the rural areas.

3. Pocket internet needs to little bit more advertisement,because who are aware of

Aircel are still unaware of Pocket internet.

4. Connectivity and customer care service should be also handled very well because

these two are the factors because of which customers are dissatisfied with their

present mobile service provider. Therefore company needs to invest in this area

also,to be competitive.

5. Matchbox/Sachet Strategy

6. Emotional Appeal through Advertising

7. New Services on regular intervals



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Retailers recommendations

“Make customers more aware”

AIRCEL EXECUTIVE’S VISITING FREQUENCY IS VERY POOR , THEY

(RETAILERS) HAVE NOT SUCH COMPLAIN AGAINST OTHER OPERATORS

PROVIDE PROMOTION AND INFORMATION BROCHURES LIKE OTHER

OPERATORS DO ,SO THAT THEY CAN GUIDE THE CUSTOMER TO HAVE

AIRCEL CONNECTION



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LIMITATIONS___

1. The telecom market is too vast and it is not possible to cover each and evey

dealer,manufacturer and seller in the available short span of time.

2. Generally the respondents were busy in their work and were not interested in

responding rightly.

3. Most of the respondents were not maintaining proper knowledge of various

services provided by their company, so they were unable to provide exact

information.

4. Due to the human behavior information may be biased. Mainly in the BSNL case.

5. The study is also limited to two cities. Since it is possible that different cities

would have a different socio-cultural milieu, further research can be carried out to

study the differences in orientation across cities/regions.



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BIBLIOGRAPHY



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BIBLIOGRAPHY:

Books:-

Kotler Philip – Marketing Management, (Pearson Education 12th

Edition)

Kothari C R – Research Methodology Methods and Techniques, New Age International

Publishers, 2nd Edition, 2004 )

Market research by Tull and Hawkins – Marketing Research

ANNUAL REPORT:-

TELECOM REGULATORY AUTHORITY OF INDIA ( 2009-2010)

CELLULAR OPERATOR ASSOCIATION OF INDIA ( 2009-2010)

MAGZINES:-

BUSINESS STANDARD

BUSINESS WORLD



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APPENDIX



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RETAILER’S QUESTIONNAIRE

NAME OF THE RETAILER: __________________

NAME OF THE SHOP: ___________________

TSM NAME: ___________________

CONTACT NO: ___________________

LOCATION: ___________________

CITY: ___________________

Dear Retailer,

Please answer the following questions fairly according to your choices and

preferences, by putting a tick mark in the boxes:

1) Which of all mobile connection are available in your outlet :

Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( ) Tata

Indicom ( ) All ( ).

2) On an avg. how many connection do you sell monthly?

0-10 ( ) 10-50( ) 50-100 ( ) 100-200 ( ) 200 and above ( ).

3) Which mobile connections and coupons you sell the most?

Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( )

Tata Indicom ( )



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4) Why is it so? Because of ----

Customer’s demand ( ) Tarrifs ( ) Better schemes ( ) Better network ( )

VAS services ( ).

5) How many connections of Aircel you sell in a month?

0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).

6) Do you know about POCKET INTERNET pack(14 & 98) provided by Aircel?

Yes ( ) No ( )

7) How many packs of pocket internet do you sell in a month Seperately for 14 & 98 ?

0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).

8) Do you encourage the new customer to take Aircel connection?

Yes ( ) No( ).

9) Are the customer’s coming to take the Aircel SIMS just because of POCKET

INTERNET PACK?

Yes ( ) No ( )

If not pocket internet then what reasons?

Tariff ( ) Network ( ) Schemes ( ) SMS packs ( ) Roaming charges( ) .

10) How many customer’s are taking Aircel connection just because of VAS SERVICES?

0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).



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11) Are the customer’s satisfied with the pocket internet?

Yes ( ) No ( ).

12)What are the problems you/customer’s are facing in WAP/GPRS(pocket internet)

services?

Network ( ) Speed ( ) Settings ( ) Others________________________

13) Where you consider position of VAS services of Aircel amongs 7 operators?

1 ( ) 2 ( ) 3 ( ) 4 ( ) 5 ( ) 6 ( ) 7 ( ).

14) Which is the best brand you consider in terms of VAS?


Tata Indicom ( ).

15) Which operator gives you the maximum margins/commissions?


Tata Indicom ( ).

16)Which VAS product is most popular amongst customer’s?

Sms pack( ) dialertones ( ) gprs/wap(pocket internet)( ) miscall alerts( ) jokes( )

astrology( ) Others ( ).

17) Do you need training/information about WAP/GPRS settings ?

Yes ( ) No ( ).



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18) How frequently your TSM visits you?

Daily ( ) Weekly ( ) Fortnightly ( ) Monthly ( ) Never ( ).

19) Any issues with your TSM_________________________________________________

20) Whether you are being updated of new discount schemes& products?

Yes ( ) No( ).

21) Whether you are using ETOP SIMs & its services on regular basis?

Yes ( ) No ( ).

22) Retailers suggestion’s about Aircel__________________________________________

________________________________________________________________________

________________________________________________________________________.

Date ____________ retailer’s signature___________________

Prepared by______________



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RETAILERS FEEDBACK REPORT ( KANPUR )

Location ReasonsNo. of

retailersMain complainer

Lal bangla ( Harjindar

nagar, Ompurva road)

Network problem , Retailers misguided

about Scheme, Sim activation late( 20

days),promotion and information

brochures needed to guide the customer

even pace retailer has no information

about ( 98 & 14 rs ) vouchers

9

Sandeep comm. Kohinoor

comm,Maya telecom

Cantt area Network is major problem 3 Moazzam Telecom, Yash sales

Juhi ( Transport nagar

road, Swadeshi mil

road)

No information about 98 and 14

vouchers, no one came to give

information about new scheme

4 P.N.B Telecom

Baradevi crossingnear anupam talkies

no Information about 98 and 14

vouchers, no one came to give

information about new scheme

2 Anandeshwar telecom

Kidwai nagar crossingno promotion accessories available

about 98 scheme to guide the customer1

Chawla market-

Govind nagar

Price rotation regarding scheme 65-35-

20rs, speed problem in gprs , promotion

needed regarding 98 & 14 scheme,

5Honda mobile , Gaytri

Telecom

Nand lal chauraha problem regarding scheme and speed,sim activation late

5 Sai Telecom , Chahat Telecom

Barra 1speed issue, setting manual guide

needed,1

Barra 2

Network problem , retailers need some

promotion accessories to guide customer

about 98 & 14 scheme

3 Kusum telecom

Gumti no. 5 (

Kaushalpuri,Gurudwara road)

price rotation regarding scheme, no one

came to update the retailers about 98 &

14 scheme, retailers need information

guide like other operators provided,

promotion accessories needed to guide

the customer

9Sanjay Electronics and comm.

, Nishu telecom

Darshan purva near

Fajal ganj area

Promotion and information brochure

needed about scheme, setting manual

needed

2 Vandna telecom



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Ghanta ghar

Network problem (fluctuation), retailers

need some promotion accessories to

guide customer about 98 & 14 scheme,

activation related problem

4 Amulya telecom , Apna p.c.o

Express road near

Shanidev mandir , the

mall road

Retailers have problem regarding price

rotation 65-20 rs , setting manual needed

, some retailers don’t have information

and promotion vouchers (98& 14

scheme), biggest problem with pace

retailers is sim activation late and

formality late received.

4

Anandeshwar telecom ,

Tarang telemarketing,

Shanidev comm.

Genral ganj

Some retailers don’t have information

and promotion vouchers , sim activation

process is very late

1 Poonam communication

Nehru nagar, 80 feet

road near Moti jheel

Network fluctuation, misguided about 98

scheme ,retailer has some issue regarding

Etop demo

1 Parihar telecom

Arya nagar chauraha

Setting manual needed,information

brochhure regarding scheme needed to

guide customer

2 MMS telecom

Swaroop nagar main

crossing opposite

moti jheel gate

E-TOP sim is not working on nokia 2600

and some other sets1 Aiman pco

Kaka deo ( Tulsinagar,

Geetanagar, Rave

multiplex) nearSarvodaya nagar

Retailers have problem regarding e-top

sim , setting manual needed , some

retailers don’t have information and

promotion vouchers retailer is arranging

other accessories by self

5 Raja Electronics

Naubasta thana ,

Hameerpur road

Retailer have no information about 98 &

14 scheme, no one came to guide them

about pocket internet & to give

demonstration , activation process takes

time

3Navin hardware &

communication , D.D phones

Pared chaurahaNetwork related problem, setting manual

needed1

Kalyanpur ( Panki

road, Gaytri mandir)

Retailers have problem regarding delay

on claim and scheme, sim activation

delay,one retailer has complain regarding

demo ( presently not working )

7Ma Bhagvati Telecom,

Narayana telecom



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P.road ( Ghandhi

nagar , Virendra

dubey lane )

Network, speed related problem , some

retailers don’t have information regarding

( 98 & 14 ) scheme promotion and

information brochures needed to guide

customer , one retailer has issue

regarding that call ended to any reliance

no.

3Jai Gurudev telecom,

Shree Balaji telecom

Sisamau near

Bankhandeshwar

Speed related problem ,setting manual

needed, one retailer has no information

regarding ( 98 & 14 scheme)

3 Ma vaishno traders

Shyam nagar ( pac

mod, railway crossing

market )

Network is main issue in area, retailers

complained that some one should come

to update them about new scheme

like ( 98 & 14 ) like other operators do

2 K.G net point

Yashoda nagar

Network fluctuation, most retailers have

E- top related problem, promotion

accessories not available to guide

customer.

2 Durga music & telecom

Faithful ganj

Network fluctuation, no promotion

accessories available about 98 scheme to

guide the customer one retailer has some

issue regarding E-top ( not in working

condition from 20 days ).

3Guncha Electronics, Anam

Comm.

Rail Bazar near

Railway Station

Network fluctuation, retailers have

problem regarding price rotation 65-35-

20 rs in schemes, one retailer has no

information regarding 98 scheme he is

arranging promotion accessories byself ,

98 schme information is not provided tohim.

4 Ma Ambe telecom

Somdutt plaza ( Bada

chauraha, Mall road

)

Network is major issue, most retailers

don’t have information about present

schemes ( 98 & 14) , some one didn't

come to give information from last one

month, their E- top are closed , retailers

want their formailty back.

5Amulya telecom , jeetu

telecom ,

Muul ganjRetailer is unhappy with the 1-2-3 minute

scheme1 Yusra telecom

Meston Road

Retailer has problem regarding delay on

commission , and want to be updated

about new schemes

2 Shastri telecom

Nayaganj Area

Retailer has complain about network in

areas like Sultanpur , Pratapgarh, unnao (

sikandarpur sirousi)

1 Kaushal telecom



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RETAILERS FEEDBACK REPORT ( LUCKNOW )

Location Reasons

No. of

Retailer Main complainer

Nishat ganj Railway

crossing

No Information &

Promotion accessories

available about 98 scheme

to guide the customer, Sim

Activation late

3SonI Mobile, Kwality

Mobile

Goal market crossing

Price Rotation 65- 50 rs

problem , Retailer didn't get

information about incentive

scheme

1 Jyoti p.c.o

Badshah nagar

Retailers have problem

regarding delay on

activation , 98 recharge not

working on E- top, price

rotation Problem

2 Tanisha comm. vrindavancollection

Bansal complex near

indira nagar , Faizabad road Speed problem3 om communication

Sapru MargUnable to recharge the sim

of customer through some

mobile sets like Nokia 1100,

Nokia 2100, Nokia2300

1 Meeting point

Shri ram tower Activation process delay 1 Shikhar Associate

Hazratganj naval kishor

road

Reatailer has some issue

regarding E- top, delay in

activation

2 venus communication



ABBREVIATIONS

COAI- CELLULAR OPERATORS ASSOCIATION OF INDIA

TRAI- TELECOM REGULATORY AUTHORITY OF INDIA

GSM- GLOBAL SYSTEM FOR MOBILE COMMUNICATION

CDMA- CODE DEVISION MULTIPLE ACCESS

SIM- SUBSCRIBER IDENTITY MODULE

ITU- INTERNATIONAL TELECOM UNION

GPRS-GENRAL PACKET RADIO SERVICES

IAMAI- INTERNET AND MOBILE ASSOCIATION OF INDIA

WAP-WIRELESS ACCESS PROTOCOL

MMS-MULTIMEDIA MESSEGING SERVICES

VAS-VALUE ADDED SERVICES

IQPC-INTERNATIONAL QUALITY & PRODUCTIVITY CENTRE

CUG-CUSTOMER USER GROUP

2G-SECOND GENRATION

EDGE-ENHANCE DATA RATE FOR GSM EVOLUTION

Documents

Kunwar Akshay Report