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Cellular Wireless Telecom Industry

In India

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GROUP MEMBERS

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• Suchita Topre 119

• Tejas Wagh 120

• Anushree Zanje 121

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Telecom-Industry Overview

• Gross Subscriber Base crosses 200 million Mark.

• The total wireless subscriber (GSM, CDMA & WLL(F)) base is 162.53 million.

• During the eleven months of current financial year 62.60 million lines have been added as compared to 35.93 million lines provision in the same period during the financial year 2005-06.

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Statistics

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Independent regulation has been a critical

factor in growth

2002

Internet Telephony allowed.

Reduction in License fees

2003

Calling Party Pays Regime

Unified Access Licensing

Reference Interconnect Order

2004Intra-circle merger guidelinesInternet / broadband penetration

Mature regulatory regime and an enabling policy framework already in place

2005 Unified LicensingQuality of Service regulationRural Telephony

2006 Number portabilityConvergence

TRAI’s recommendations

Government Regulations and Policy

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Telecom in India

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Sl No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas

    April'06 May'06 April'06 May'06    

1 Bharti 20.68 21.86 28.67 29.03 5.71 23

2 BSNL 17.59 18 24.39 23.91 2.33 21

3 Hutch 16.06 16.77 22.27 22.27 4.42 16

4 IDEA 7.64 8.06 10.59 10.71 5.50 11

5 Aircel 2.83 3.02 3.92 4.01 6.71 7

6 Reliance 2.01 2.16 2.79 2.87 7.46 8

7 Spice 1.98 2.03 2.75 2.70 2.53 2

8 MTNL 2.02 2.1 2.80 2.79 3.96 2

9 BPL 1.31 1.29 1.82 1.71 -1.53 1

  TOTAL 72.12 75.29 100.00 100.00    

GSM Subscriber Base

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Competitive environmentCompetitive environment

• Market challengers 1. Hutch2. BSNL • Followers1. Idea• Nichers1.Aircel2.Spice

Market Share

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Market Leader

• Airtel comes to you from Bharti Airtel Limited

• The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise services.

• First private telecom service provider to connect all states of India .

• Covers 23 telecom circles of the country, has 21 million customers

• Highly successful brand in India

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Mission

• We will meet the mobile communication needs of our customers through : Error-free service delivery. Innovative products and services. Cost efficiency.

Vision

• ‘To be the most admired brand in India by 2010’

Values

• We will always put our customers first. We will always trust and respect each other. We will respect our associates as we respect each other. We will work together through a process of continuous improvement.

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..Contd

Partnerships :

• Partner with world's finest companies like Vodafone, Singtel (Singapore Telecom), Ericsson, Nokia,Blackberry,IBM and many more to bring the best of products & service.

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..Contd

The Company is:

• The First to launch full roaming service on pre-paid in the country.

• The First to launch 32K SIM cards.

• The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum.

• The First to deploy Voice Quality Enhancers to improve voice quality and acoustics.

• The First telecom company in the world to receive the ISO 9001:2000 certification from British Standards Institute.

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MARKETING MIX

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Product

• Airtel Pre-paid• Airtel Post-paid• Blackberry Wireless Handheld• Value Added Services (VAS)

The different value added services provided by Airtel are- Instant Balance Enquiry 24Hr recharge Facility Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service

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..Contd

Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS

• Business Solutions

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Price

• Customer based pricing strategies.

• Flexible pricing mechanism

• Controlled by TRAI.

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Place

• It has wide and extensive presence even in the remotest areas

• Airtel Customer Care Touch Points

• Distributors like

E.g. Paan shops, grocery stores, chemists, outlet etc.

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Outlets

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Promotion

• Large scale print and video advertising.• Big celebrities like SRK and Sachin are roped in to endorse

the product.• In 2002 Airtel got its Signature tune from A.R. Rehman, this

signature tune is perhaps the most downloaded tune in India.• Provides innovations such as Bollywood movie premiers,

music services such as ring back tones & many more.

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..Contd

• "Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.

• Executives corporate plan(First to give prepaid in this category).

• Special discounts in calling rates & sms services.

• Providing wallpapers and screensavers on website.

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SWOT

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STRENGTHS

Market share.

Pan India Footprint.

The only operator in India other than VSNL having international submarine cables.

Customer care.

Promotions.

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WEAKNESS

Price Competition from BSNL and MTNL

Losing lead on technical expertise.

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OPPORTUNITIES

The fast extending IPLC market.

Latest technology and low-cost advantage.

Growth of mobile phone users.

Untapped Rural Market.

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THREATS

Market Maturity in basic telephony segment.

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Market Leadership Strategies

• Segmentation

• Long Term Outlook

• Product Innovation

• Quality Strategy

• Heavy Advertising & Media Pioneer

• Effective Sales Promotion

• Competitive Toughness

• Customer care

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Brand Positioning

• Became the 1st Indian company to win the ‘Best Bottom Line IT’ & ‘Best Knowledge Management’ awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level.

• Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.

• Airtel is transforming itself fully into a Service Led Brand.

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The Airtel Logo

• The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.

• The Airtel Image style

• The Airtel Typographical style

• The Airtel Colour Palette

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Future Strategies to retain its market share

• New tariff plans.

• More value added services.

• Increase in visibility and coverage

• The AirTel - AirTel advantage

• New innovative packages

• More of the e-factor

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THANK YOU &

EXPRESS YOURSELF