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Airtel Report

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Project Progress Report: BHARTI AIRTEL (INDIA) Specialization: Telecom & IT By Vikas Sharma Rakesh Sonar Lokesh Gupta Manish Pandey Baijnath Mandal 1
Transcript
Page 1: Airtel Report

Project Progress Report:

BHARTI AIRTEL(INDIA)

Specialization: Telecom & IT

By

Vikas SharmaRakesh SonarLokesh Gupta

Manish PandeyBaijnath Mandal

Aditya Mahakulkar

Balaji Institute of Telecom & Management

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TABLE OF CONTENTS

Chapter 1

Introduction……………………………………………………..31.1 Summary of Abstract………………………………………..41.2 Objective…………………………………………………….81.3 Methodology………………………………………………...9

Chapter 2

Company profile………………………………………………...10History…………………………………………………………..11Organizational Structure………………………………………...13Value Chain……………………………………………………..14.SIPOC…………………………………………………………...16

Chapter 3

Marketing Strategy………………………………………………BCG Matrix……………………………………………………...Porter Generic Matrix……………………………………………5Force Model…………………………………………………….SWOT Analysis………………………………………………….

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INTRODUCTION

We are one of India’s leading providers of telecommunication services with a nationwide

presence in all the 23 licensed jurisdictions (also known as Telecom Circles). We served

an aggregate of 88,270,194 customers as of December 31, 2008; of who 85,650,733

subscribe to our GSM services and 2,619,461 use our Telemedia Services either for voice

and/or broadband access delivered through DSL. We are the largest wireless service

provider in the country, based on the number of subscribers as of December 31, 2008.

We also offer an integrated suite of telecom solutions to our enterprise customers, in

addition to providing long distance connectivity both nationally and internationally. We

have recently forayed into media by launching our DTH and IPTV Services. All these

services are rendered under a unified brand “Airtel”. The company also deploys, owns

and manages passive infrastructure pertaining to telecom operations under its subsidiary

Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti

Infratel and Indus Towers are the two top providers of passive infrastructure services in

India.

Successful businesses have extensive knowledge about their customers and competitors.

Getting accurate and specific information about your customers and competitors is a

critical first step in market investigation and development of a marketing plan. Accurate

market assessment and development of an effective plan is critical to the success of both

new and existing businesses. The market impacts and directs all aspects of the company's

activities and ultimately will lead to success or failure of the business.

In developing a market plan, your primary functions are to understand the needs and

desires of your customer select or develop a product or service that will meet customer

needs, develop promotional material that will make the customer aware, and ensure

product or service delivery.

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ABSTRACT

This document is the Final Research Product for BITM, titled “OVERVIEW OF

TELECOM SERVICES INDUSTRY IN INDIA & ANALYSIS OF BHARTI

AIRTEL”.

ABOUT BHARTI AIRTEL

Bharti Airtel is India’s no.1 reliable network, serving at around 88 million voice & data

user subscribers. The need of research study is to study about Bharti Airtel,

understanding its various strategies that keep it ahead of all other competitors like

Vodaphone, Idea, Reliance etc.. This study is undergone through various steps of

research project. The method used for the research project are- Group Discussion,

internet browsing, different graphs & chart study etc. From this analysis we found that

Bharti Airtel has the largest market share due to its calling plans, Tariff plans and other

strategies.

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL).

India's largest and world's third largest cellular service provider.

More than 88 million subscribers as of 31 December 2008.

Airtel provides mobile & fixed wireless services using GSM technology across 23

telecom circles.

Largest Telecom Company listed on Indian Stock Exchanges.

The company also has a submarine cable landing station at Chennai, which connects

the submarine cable connecting Chennai and Singapore.

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The service strategies of Bharti Airtel are-

Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement One Airtel Synergies for Distribution, Brand & IT Data Products: Internet, MPLS etc Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat, combo plans

CORE BUSINESS AREA

Mobile Services - We offer mobile services using GSM technology on 900MHz and

1800MHz bands, and are the largest wireless service provider in the country, based on

the

Number of customers. Our 85,650,733 mobile customers accounted for a market share of

24.7% of wireless market, as on December 31, 2008. We offer post-paid, pre-paid,

roaming and value added services through our extensive sales and distribution channel

covering 1,069,706 outlets. Our network is present in 5,057 census towns and 401,882

non-census towns and villages in India, thus covering approximately 79% of the

country’s population. Our network operating centers, which monitor the health of our

mobile network are located in Gurgaon, near Delhi, and Chennai.

Telemedia Services – We provide broadband (DSL) and telephone services (fixed line)

in 95 cities with growing focus on new media and entertainment solutions such as DTH

and IPTV. We had 2,619,461 customers as on December 31, 2008 of which 37.9% were

subscribing to broadband/internet services. Our product offerings in this segment include

supply and installation of fixed-line telephones providing local, national and international

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long distance voice connectivity and broadband Internet access through DSL. We also

remain strongly committed to our focus on Small and Medium Business enterprises .We

provide a range of customised Telecom/ IT solutions and aim to achieve revenue

leadership in this rapidly growing segment of the ICT market. The strategy of our

Telemedia business is to focus on cities with high revenue potential, except for DTH

which is an all- India offering. Airtel digital TV is available to customers through 23,200

retail points in 120 cities across the country.

Enterprise Services - Enterprise Services provides a broad portfolio of services to large

Enterprise and Carrier customers. This division comprises the Carrier and Corporate

business units. Enterprise Services is regarded as the trusted communications partner to

India's leading organizations, helping them to meet the challenges of growth.

Carriers – Carrier business unit provides long distance wholesale voice and data services

to carrier customers as well as to other business units of Airtel. It also offers virtual

calling card services in the overseas markets. The business unit owns a state of the art

national and international long distance network infrastructure enabling it to provide

connectivity services both within India and connecting India to the world. The national

long distance infrastructure comprises of 90,205 kms of optical fibre, over 1,500 MPLS

and SDH POPs and over 1,250 POIs with the local exchanges, providing a pan India

reach. The international infrastructure includes ownership of the i2i submarine cable

system connecting Chennai to Singapore, consortium ownership of the SMW4 submarine

cable system and investment in capacities across a number of diverse submarine cable

systems across transatlantic and transpacific routes. In recent past we have announced

investments in new cable systems such as Asia America Gateway (AAG), India Middle

East and Western Europe (IMEWE), Unity North, EIG (Europe India Gateway) and

Eastern Africa Submarine Cable System (EASSy).

Corporate – This business unit delivers end to end telecom solutions to India’s large

corporate. It serves as the single point of contact for all telecommunication needs for

corporate customers in India by providing full suite of communication services across

data, voice and managed services. It specializes in providing customized solutions to

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address unique requirements of different industry verticals; BFSI, IT, ITeS,

Manufacturing and distribution, media, education, telecom, Government and PSUs and

retail among others. Backed by the alliances with leading technology companies

worldwide and state of the art infrastructure, it offers complete range of telecom

solutions. These solutions enable corporate to network their offices within India and

across the globe, provide them infrastructure to run business critical applications and

provide them means to connect with their customers, vendors and employees.

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OBJECTIVE

The aim of this research project is to study about different strategies used, different

products used by Bharti Airtel. It also includes Indian market study, Bharti Airtel

Corporate Study, its financial & Industrial study. Under this research project following

points are covered-

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METHODOLOGY

Viewing the mergers & acquisitions done by the company & predicting its strategy .

Examine the research papers & annual reports published by the compan 

Analysing the information given by the company about their products ,available on company website

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COMPANY PROFILE

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL).

India's largest and world's third largest cellular service provider.

More than 88 million subscribers as of 31 December 2008.

Airtel brand is headed by Sunil Bharti Mittal .

Airtel provides mobile & fixed wireless services using GSM technology across 23 telecom circles .

India’s First Telecom Company that provides telecom services in all the

circles.

The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE) .

Per Share price of Airtel in BSE is Rs 601.40 (5th march 2009)

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HISTORY

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ORGANIZATIONAL STRUCTURE

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VALUE CHAIN- BHARTI AIRTEL

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SIPOC- BHARTI AIRTEL

There are 5 steps in the SIPOC process.

1. Supplier

2. Inputs

3. Process

4. Outputs

5. Customers

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Telecom Process Detailed-

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MARKETING STRATEGY

Core Value Of Airtel –

• Performance• Dynamism• Leadership

Targeting –

• Elite• Up market professionals• Entrepreneur with business plans• Low income mass category• Youth• Women and senior citizens by post paid connection

Advertisement- Airtel basically uses two appeal to connect to the users

• Emotional• Humorous

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BCG MATRIX-

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PORTER GENERIC MODEL-

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5 FORCE MODEL-

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SWOT ANALYSIS-

Strength • Market Leader • Recognized Globally• Strong Brand Image• Strong New Business Development team• Strong Financials• Largest Telecom Player 22.6%

Weakness• Outsourcing of core system• Network Coverage

Opportunities• Low Broadband Penetration, Rural • Telephony • Bharti Infratel – Cutting Down cost in rural area• Current Tele-Density – 30.6 is still low among developing countries

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Threats

• Falling ARPU • Intense Competition & Shortage of Bandwidth • New Players coming in India• Uncertain Economic Condition

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REFERENCES

1. Voice & Data.(Dec-‘08)2. http://www.bhartiairtel.in 3. http://capitaline.com 4. Investors presentation, Bharti Airtel Limited, November 20085. Telecommunication Services, Indian Industry: A Monthly Review, CMIE –

November 20086. Analyst Report – Bharti Airtel, Assist C. Mehta Investments Intermediates Ltd.7. Telecommunication Sector Report – March 2008, CRISIL

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