1

SUMMER PROJECT

ON:

“Complete Process Cycle of Data Services Offered by RCOM”

SUBMITTED BY:

VIJAY BABURAO TAYADE

EX-01 (MARKETING)

SUBMITTED TO:

DR. V.N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES, THANE

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STATEMENT BY THE CANDIDATE

I wish to state that the work embodied in this Project titled

“Complete Process Cycle of Data Services Offered by RCOM” form my own

contribution to management. Wherever references have been made to intellectual

properties of any individual / Institution / Government / Private / Public Bodies /

Universities, research paper, text books, reference books, research monographs, archives

of newspapers, corporate, individuals, business / Government and any other source of

intellectual properties viz., speeches, quotations, conference proceedings, extracts from

the website, working paper, seminal work at all, they have been clearly indicated, duly

acknowledged and included in the Bibliography.

_________________________

Signature of Candidate

Roll No: Ex-01(Marketing)

_______________

Signature of Guide

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ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Mr. Santosh Gavane. (Sr.

manager Reliance Communications) for his guidance, continuous support and

cooperation throughout my project, without which the present work would not have been

possible.

I would also like to thank the entire team of Reliance Communications. For the

constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Asst.prof. Deepak Agnihotri. (Dr.V.N.

BRIMS), for his continued guidance and valuable encouragement. I, sincerely

acknowledge the support and guidance given by my mentor, without whom, this project

would not have taken shape in the desired pattern. Every single bit put in by my mentor is

precious in its own kind and style.

I would also like to give my sincere gratitude to all my college librarian staff

because of whom I am able to complete my project.

_________________________

Signature of Candidate

Roll No: Ex-01 (Marketing)

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Reliance Communications Profile

� Name: Reliance Communications India ltd.

� Slogan : Kar Lo Duniya Mutthi Mein

� Segment : Telecommunications

� Launched: 2004

� Website: www.rcom.co.in

� Headquarter: DAKC, Navi Mumbai, India

� Revenue: 11,110 Crore

� Key people: Anil Ambani (President)

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VISION

• By 2015, be amongst the top 3 most valued

Indian companies.

• Providing Information, Communication

& Entertainment services, and being the

industry benchmark in customer Experience, Employee

Centricity and Innovation.

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MISSION

• Meeting and exceeding Customer expectations with a segmented approach.

• Establishing, re-engineering and automating Processes to make them

customer centric, efficient and effective.

• Incessant offering of Products and Services

that are value for money and excite customers.

• Providing a Network experience that is

best in the industry.

• Building Reliance into an iconic Brand which

is benchmarked by others and leads industry

in Intention to Purchase and Loyalty.

• Developing a professional Leadership team

that inspires, nurtures talent and

propagates RCOM Values by

personal example.

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INDEX

SR NO. TOPIC PAGE NO.

1 GENISIS OF THE PROJECT 8

2 BACKGROUND OF THE ORGANIZATION 9-12

3 NATURE AND SCOPE OF THE PROJECT

13-14

4 DATA SERVICES 15-17

5 OBJECTIVES OF THE PROJECT 18

6 TYPES OF DATA SERVICES 19-35

7 SELLING OF DATA SERVICES 36-39

8 OUTCOME OF THE PROJECT 40

9 LEARNING FROM THE PROJECT 41

10 REFERENCES 42

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INTRODUCTION:

Genesis of Project:

Data services are now widely used worldwide. Data services helps to extend business. Data

services allows user to have video conversation (Cloud meeting). This meeting helps to expand the

business with new people. Data services are cost effective; it saves cost of the business. By using data

services one can start business with very low cost like online stores. This stores are open for 24 hours

and they do not need to maintain inventory. It is also helpful in improving employee productivity as well

as improving employee and partner collaboration. Its main feature is to provide connectivity by voice,

video or data.

We often use internet at our home either for fun or to get some knowledge. Internet is also used

in offices, business. Internet is nothing but a kind of data service. Internet is moved up from ‘good to

have’ to ‘Must to have’ utility. We connect with friends by using social media sites like facebook,

twitter. Many of us daily use this social media sites. But, we never thought of how this internet or (data)

services reach to the final user. So, here is the something we should think of and try to study about it. So

knowing data services and how it is generally function and sold to the consumer will give us some

knowledge about it.

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LITRATURE REVIEW

Background Of the Organization

Reliance Communications Ltd. (commonly called RCOM) is an

Indian broadband and telecommunications company headquartered in Navi Mumbai, India. It was

founded by Late Dhirubhai Ambani, and later its look over by Anil D. Ambani. RCOM is India's

second largest telecom operator, only after Bharti Airtel. It is world's 15th largest mobile phone

operator with over 150 million subscribers. Established in 2004, it is a subsidiary of the Reliance Group.

It ranks among the top 5 telecommunications companies in the world by number of customers in a single

country.

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group

(ADAG) of companies. Listed on the Nat ional Stock Exchange and the Bombay

Stock Exchange by the script name RCOM, it is Rs.80,395 Crore (US $14 billion

company).

Reliance is India’s leading integrated telecommunicat ion company with over 80

million customers. Company’s business encompasses a complete range of telecom services

covering mobile and fixed line telephony. It includes broadband, nat ional and

internat ional long distance services and data services along with an exhaust ive range of

value-added services and applicat ions.

Their constant try is to achieve customer delight by enhancing the productivity of the

enterprises and individuals they serve. Reliance Mobile (formerly Reliance India Mobile),

launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai

Ambani’s 70th birthday, was

a mo ng t he in it ia l in it ia t ive s o f Re l ia nc e Co mmu n ic a t io ns . I t mar k ed t he au sp i c i

o us beginning of Dhirubhai’s dream of ushering in a digital revolut ion in India. Today,

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we can proudly claim that we were instrumental in harnessing the true power of information and

communication, by best owing it in the hands of the common man at affordable rates.

The company has five segments: Wireless segment includes wireless operations of the

company; broadband segment includes broadband operations of the company; Global segment include

national long distance and international long distance operations of the company and the wholesale

operations of its subsidiaries; Investment segment includes investment activities of the Group

companies, and Other segment consists of the customer care activities and direct-to-home (DTH)

activities.

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A DREAM COME TRUE

Few men in history have made as dramat ic a contribut ion to their country’s

economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer st ill

have left behind a legacy that is more enduring and timeless.

The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would

have access to affordable means of information and communicat ion. Dhirubhai, who single-

handedly built India’s largest private sector company virtually from scratch, had stated as early as 1999:

“Make the tools of information and communication available to people at an affordable cost. They will

overcome the handicaps of illiteracy and lack of mobility.”

I t was w it h t h is be l ie f in mind t ha t Re l ia nc e Co mmu nic a t io ns

( fo r mer ly R e l ia nce Infocomm) started laying 60,000 route kilometers of a pan-India

fibre optic backbone. This backbone was commissioned on 28 December 2002, the

auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on

6 July 2002. Reliance Communicat ions has a reliable, high-capacity, integrated (both

wireless and wireline) and convergent (voice, data and video) digital network.

It is capable of delivering a range of services spanning the ent ire infocomm (inform

ation andcommunicat ion) value chain, including infrastructure and services — for

enterprises as well as individuals, applicat ions, and consult ing.

Today, Reliance Communicat ions is revolutionizing the way India communicates

and networks, truly bringing about a new way of life.

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LOOKING BACK-LOOKING FORWARD

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri

Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector business houses in terms

of net worth. The group has business interests that range from Telecommunications (Reliance

communications Limited) to financial services (Reliance

Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).

Reliance – ADA Group’s flagship company, Reliance Communications, is India's

largest private sector information and Communication, Company, with over 80 million

subscribers. It has established a pan India, high capacity, integrated (wireless and wire line), convergent

(voice, data and video) digital network, to offer services spanning the entire infocomm value chain.

Other major group companies — Reliance Capital and Reliance Infrastructure — are

widely acknowledged as the market leaders in their respective areas of operation.

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NATURE OF THE PROJECT:

The project is descriptive in nature. It is value adder to the exiting knowledge of data services. It

is helpful in understanding the B2B selling and negotiation process. Data services are generally used in

home, office, small scale industries and business.

This project helps to know which are data services are available in the market and how they are

required by the corporate companies. It gives us knowledge about how the pricing of the services is

decided. In this fast moving world technology play an important role in the industry. All the industries

like education, manufacturing, trading are base on the technology Reliance communications play an

important role in industry by providing them data service.

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SCOPE OF THE PROJECT:

Reliance is one of the top 3 telecommunication companies of India. It offers various data

services. Reliance Communications has network reach over 2,100 Indian and multinational corporations,

and over 800 global, regional and domestic carriers. The company has established a pan-India, next-

generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is

capable of supporting services spanning the entire communications value chain, covering over 24,000

towns and 6,00,000 villages.

Reliance communications wants to be the number one company in India in telecom industry. For

that they are trying their best to expand their distribution network. During this project I found that

reliance communication will soon achieve their mission with the sincere efforts of their employees.

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Data Services

Reliance Communications owns and operates the next-generation IP-enabled connectivity

infrastructure, comprising over 1,90,000 kilometers of fibre optic cable systems in connecting over 1

million building across 44 cities with over 1.4 million access lines. It is the Providers of cutting edge

connectivity to over 850 of top 1000 companies in India. It has 4 data centre with data storage space of

over 6.5 lac sq ft. Its data centre is located at Mumbai, Bangalore, Hyderabad and Chennai. It offers IT

infrastructure management services to large, medium and small enterprises. It is one of the leading data-

centre service provider in India. Reliance Communications shares ring topology architecture. This

topology makes sure that service always stay connected even if one end is damaged.

Reliance uses star topology for its Hub and Spoke needs and serves the customers with star

topology architecture. This helps reliance to provide a continuous service to its customers. By using the

services without interruption customers also feels happy and claim reliance as a worthy service provider.

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RING TOPOLOGY

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STAR TOPOLOGY

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OBJECTIVES

i. To find out which data services are available in the market.

ii. TO find out which services are required by the corporate customers.

iii. To find out how this services are provided to the end customer.

iv. To get knowledge of selling & Negotiation process of data services.

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Data Services Offered by RCOM -

i. MPLS VPN

Multi Protocol Label Switching - Virtual Private Network.

ii. WDVPN

Wireless data Virtual Private Network

iii. Ethernet VPN

Ethernet Virtual Private Network

iv. Leased Lines

v. High Availability Leased Lines (HA-LL)

vi. Ethernet Leases Line

vii. E1 PRI (EPABX)

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MPLS VPN

The overall benefit is a reduction in administrative overheads that makes more time available for

core responsibilities. The resources that get freed up in the process are available for redeployment in

core IT activities.

Enterprise can now build their corporate networks by simply plugging into the Reliance pan-

India and International network to bring their offices and other business entities online with IT

applications. It is a comprehensive solution that provides convergence of business data, internet, voice

and video carriage on the enterprise WAN.

Maximum Reach

Enterprise can now extend IT applications and services to all the office locations such as regional

offices, branches, call centers, company points of sale and factories or development sites with India’s

largest MPLS network. Choice of bandwidths range from as low as few Kbps to multiple s of Gbps.

Connecting Employees Travelling Abroad

Employees travelling abroad can connect to their corporate network with SSL Office Connect, a

remote access solution, using any internet connection. The security policies can be set by the enterprise

administrator and the same are applies automatically and seamlessly whenever a user tries to connect to

his company VPN.

Remote Site Connectivity

Remote site user can opt for 3G1X CDMA wireless data solution or ISDN/POTS dial – up

solution to avail a secure VPN access with no exposure to internet. This pan-India network provides

connectivity from 20,000 towns and 450,000 villages with more towns being added every month.

The Reliance MPLS (Multi Protocol Label Switching) VPN (Virtual Private

Network) and associated managed services is a suite that enables CIO’s to

outsource building and or management of enterprise Wide Area Network

(WANs) that confirm to their business and functional requirements.

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Connecting People on the Move

Business travelers, who need to be always connected to their corporate network, can use CDMA

Wireless data Cards on their laptops and stay connected in a secure private network even while they

travel.

Telecommute

CXOs or other senior users in the organization aspiring for an office-network experience @

home and telecommuters or employees working from home can avail India’s first ‘Telecommute’

service. They can stay connected securely to their corporate network through an internet- free WiMAX

connection.

Traffic Prioritization

It is important to appropriately prioritize mission critical, business critical, delay sensitive and

general purpose data traffic in order of importance and application requirements. Reliance MPLS VPN

comes with a class of service (CoS) capabilities that enable enterprise to assign different priority levels

to traffic from specific applications such as ERP, CRM, SCM to the traffic generated from voice, video,

internet, e-mail and other applications.

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Near 100% Uptime

The MPLS VPN network’s self-healing architecture provides high uptime for the enterprise data

networks and ensures a near 100% availability backed by a 24x7service support and industry leading

SLAs.

This is made possible with ring topology and fibre-to-the-building investment made in the access

and edge networks that touch the enterprise offices. So in case of a disruption on one segment of the

fibre network, the traffic is automatically routed through the other segment of the ring, thereby making

the network self-healing.

The traffic in the core network is protected even further. The core is composed of a thickly

meshed network providing for multi-path restoration. Finally, even the international submarine cable

network is operated by Reliance Globalcom’s (a division of Reliance Communications) wholesale

product Reliance FLAG. IT has two paths to any international destination, i.e. through the west and the

east.

SLAs (Service Level Agreements)

Optimal service quality is guaranteed by the industry’s most advanced Service Level Agreement

(SLA), covering Service Availability inclusive of the last mile, Network Latency, Network Packet Loss.

Network Jitter and Mean Time to Restore (MTTR). SLAs are further differentiated class wise, in cases

where in enterprise opt for a Class of Service (CoS) implementation.

The SLA achievement is by far the best in the industry and understandably so, since the entire

network components are owned and managed by Reliance Communications.

Online Performance Reporting – Customer Network Management (CNM) portal

IT administrators can leverage the powerful feature set of CNM for proactive capacity planning, viewing

performance of their corporate network, doing trend analysis& for co-relating with IT application

performance and other purposes.

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The CNM feature suite includes:

� Online performance reports - Link performance reports – Bandwidth Utilization, Latency, Packet loss, Jitter - Device specific reports – Device availability, Buffer Utilization, Memory Utilization,

Error IN, Error OUT � Facility to raise Trouble Tickets (TT) � Alerts on planned events and service outages � Contact information of Reliance Account managers and Service Assurance managers.

Disaster Recovery (DR) Architecture

The combination of MPLS VPN service with IDC services that include shared/dedicated hosting

and IT infrastructure services provides a very elegant solution for enterprise to build their

primary/secondary DR site at the Reliance IDC and get it seamlessly networked with their corporate

WAN.

Topologies Supported

Hub and Spoke, Any to any, Partial Mesh, Redundancy of Last Mile.

Security

Routing separation between VPNs is achieved by the usage of separate VRF (Virtual Routing

and Forwarding) instance for each configured VPN. Each VRF contains routes for only one VPN

populated using static routing or dynamic routing between Customer Edge (CE) routers. Every VPN

having a separate VRF results in complete routing information separation between the VPNs on the PE

router. Even without IPSec, the security is as good as Frame Relay or ATM.

Flexible IP Addressing

Support for existing public or private addressing schemes

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Time of Day (ToD) Bandwidth

Enterprises can avail additional bandwidth for a pre-defined time of day on specific days.

Bandwidth on demand (BoD)

Customers can request for additional bandwidth as and when required online.

Managed Services

Enterprise can opt for a host of end-to-end managed services covering;

� Network Design Consultancy � Remote management of CPEs � 24x7 Technical Service Desk � CPE configuration Management � Change Management � Bandwidth Optimization � Security Management � Network Migration Services

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WDVPN

The WDVPN can be deployed for specific industry applications such as point-of-sale for retail

chains, wireless ATMs for banks and lottery terminal connectivity for lottery operators. It can even be

deployed for enterprise specific applications such as Sales Force Automation or other field force

applications that create immense benefits for the enterprise such as higher acquisition and retention

trough improved responsiveness, increase in number of successful transactions, sales force productivity

gains and cost savings.

Benefits Include

� Reach and Scalability that ensures business automation reaches every office. � Quick deployment ensures quicker establishment of business operations. � Simple to use for business users, which is important as usually sites that are expected to be

connected over a WDVPN are either smaller branches or remote locations and hence may not have IT staff positioned there.

� A secured-encryption, authentication and integrity check on end-to-end basis brings it at par with wire line VPN security.

Wireless Data Virtual Private Network enables enterprise to connect their

remote terminals and mobile workforce for accessing ERP, CRM and other

applications. The enterprise application servers can be either hosted at

Reliance IDC or connected through a private leased line between Reliance

Wireless Data Network and the enterprise servers.

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Ethernet VPN

The ease and scalability (64 Kbps to 1 Gbps) associated with Ethernet LAN technology and

standard LAN interface eliminates complex circuit re-provisioning in case of bandwidth upgrades,

resulting in cost savings and instant upgrades.

It is a wide area based service which helps to connect multipoint locations with ease. It gives

more power as it is supported up to 1Gbps. Reliance IDC acts as a mediator to connect all the locations.

Reliance Communications also offer the Layer2 Ethernet VPN solution that is

built on a Metro Ethernet Network infrastructure. Ethernet WAN service is

available for both intra and inter-metro multipoint-to-multipoint private

Ethernet network requirements.

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Leased Lines

Leased Line is the oldest and most basic data connectivity service but is still popular among enterprises. Reliance Leases Line service suite not only provides the traditional version of leased line but also some of the more advanced flavors that are required by enterprises for different business applications.

The advanced flavors of Leased Lines include :

� The High-Availability Leased Line variant that is suitable for business critical application. It is built on HDX- a new multi- patch restoration technology.

� The over-the-wire upgradable Ethernet Leased Line suitable for inter- node connectivity that is expected to require regular bandwidth scaling.

� The virtual fiber or dedicated lambda (wavelength) variant suitable for disaster recovery

implementation.

The Leased Line service is built on a network that is architected to provide dual path (ring)

protection in the access and edge segments, unlike most traditional networks that are single path. In the

core segment, due to the large perimeter of the rings, the protection is made even more robust with a

multi-path protection mechanism.

The result is that enterprise gets a higher uptime on their leased lines than they ever got in the past.

The service is further supplemented with SLAs for uptime and for time taken to restore the service in the

rare occurrence of service degradation or a failure.

The SLA performance reporting is proactive and available to the enterprise administrator online as

opposed to the current practice that requires enterprises to manually administer SLA achievements of the

service provider and report violations to the service provider later.

Leased Line is the traditional point-to-point, dedicated TDM circuit that is

built on the SDH transport technology. It provides choice of bandwidths,

ranging from 64 Kbps to 155 Mbps (STM1) and multiples thereof.

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Enterprises can opt for the appropriate flavors of the Leased Line Service for connecting key nodal

locations such as the data centers, corporate offices, DR sites, call centers among others, on dedicated

links.

Reach

� 200 cities & growing � Delivery Media- Fibre, Electronics to the building � Wireless Broadband LMDS-Microwave-based access for buildings yet connected on fibre.

Scalability

� N x 64 Kbps, 2 Mbps(E1), 34 Mbps(E3), 45 Mbps(DS3), 155 Mbps(STM1)

Flexibility

� Choice of framed & unframed links � Interfaces available – Wireless, Optical Fibre

Reliability

� Last mile reduced to few feet of Fibre cable

� Fibre to the building

� Electronics mostly placed in enterprise buildings

� Ring based Access Networks

� Meshed Core Networks – More than 2 alternate paths

End-to-end SLA

� Single point responsibility including local leads at both ends. � High service availability up to 99.9%

Performance Reports

An online web-based view (CNM portal) of the enterprise leased line network along with

performance reports on SLA parameters can be accessed through internet by designated users or

enterprise administrators.

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Over –the-wire bandwidth upgrades

Cumbersome physical provisioning for bandwidth upgrades is history; all it takes to increase

bandwidth is a call to upgrade the bandwidth. 64 Kbps to E1 - without change of modem, E3 to STM1 –

Over the same fibre.

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High – Availability Leased Lines (HA-LL)

The High Availability feature is achieved with intelligent devices deployed in the

backbone transport network that have the capability to automatically route the traffic through another

path, if the existing path is not available.

Existing ring network provides a 1 – cut not out feature that means there is 1 – protection

path and 1 working path.

HA Leased Line provides a 2 (or more) cut not- out feature that provides 2 or more

protection paths and 1 working path. Thus, HA-LL routes the traffic through the next available path

even if 2 or more fibre links are down.

HA-LL can be provided between any of the following 12 locations.

� Mumbai

� Delhi

� Nagpur

� Hyderabad

� Bangalore

� Chennai

� Vijaywada

� Ranchi

� Ahmadabad

� Allahabad

� Bhuvneshwar

� Bhopal

High – Availability Leased Line (HA-LL) is a product flavor of the leased

line service, which can provide customers with a very high uptime (99.98%)

even in case of multiple fibre cuts in the Reliance Backbone Transport

Network.

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Managed Lambda

For high bandwidth requirements (beyond 1 gbps) a dedicated, virtual fibre

(Wavelength/Lambda) can be provided between any two customer location which is managed by

Reliance Communications.

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Ethernet Leased Lines

WAN bandwidth requirements are growing at rates exceeding 30% year fuelled by bandwidth hungry

real time network applications and business growth. Ethernet Leased Line services Offer the ease and

scalability of Ethernet LAN technology across a wide area communication network that makes them the

right choice for building WANs of growing businesses. Scalability is unmatched compared to traditional

access technologies. Bandwidth is easily scalable from 64 Kbps to 1 Gbps on the same interface.

Ethernet Leased Line services enable customers to link their sites together with the same equipment and

solutions they use in their local networks. Ethernet Leased Line services support both Point – to – Point

and Point to multipoint links.

Savings on Cost

� The network simplification offers savings in capital and operational expenditure. � No special learning curve to set up WAN connections. � Additional of bandwidth beyond contracted bandwidth without additional port deployment.

Reliance Ethernet Leased Lines services can be used for the interconnection

of Ethernet networks between two or more enterprise offices.

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Simplicity

� Ethernet has established its presence virtually on every networking device and hence using

Ethernet services simplify network operation, administration and maintenance

� It provides an Ethernet hands-off that makes it’s plug and play.

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E1 PRI (EPABX)

Networking Offices across the country

Integrates multiple EPABXs across locations, thus building a company – wide national ‘ Private telephony Network’ enabling the users to call each other by dialing short digit extension number instead of long number.

Linewise Billing

Smart PRI, provides extension- wise bill for each DID number and eliminates the need for additional

investment in PBX billing software & PC.

Authorization code for Long Distance Calls

Available as a network feature.

� Users can make official long distance calls from any office extension or any Reliance Fixed Line phone in the city, irrespective of the call class of that line.

� Call charges billed to office billing account

� Enterprise Administrator is provided with an Online Self – Service Portal for generation, assignment, editing & deletion of authorization codes/PINs to users.

Others benefits of standard E1 PRI

Enhanced Service Availability

Performance and availability is no longer a cause for concern. Reliance hosts a state of the art fibre optic

network with ring architecture right up to customer premise, to provide automatic recovery of traffic, in the rare

event of a failure.

E1 PRI is a Digital Trunk Solution of 2 Mbps capacity providing 30

digital channels over a 4 – wire system. Each channel can be configured

as incoming, outgoing or two way, which gives the customer an edge of

efficient voice, traffic management.

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Similar Board Number

Enterprise can have a Similar Board Number (SBN) offices in different 7/8 numbering digit towns, which gives

their customers, business partners and employees the ease of remembering one number to reach them in any

of these towns.

Digital Experience

� Direct line for ever user – Each extension on the EPABX is assigned a direct telephone number by virtue

of the Direct Inward Dialing (DID) feature. What’s more, with the Dialing Line Number Display (DLND)

feature, the user’s direct number is displayed as the CLI to the called party.

� No congestion or busy signals – E1DID ensures that a call will be connected through the first

available free channel from a group of channels. Reports of the voice traffic are provided on demand to plan for resources ahead of saturation of capacity.

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Selling Process for Data Services

Pre Approach

Delivery

Follow -

UP

Approach

Feasibility &

Capex

Negotiation &

Closure

S.O. Raised

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Pre- Approach

Reliance appointed few channel partners. Reliance has large product portfolio so it is

better for channel partners to contact customers with all types of data and voice service needs. Channel

partners work is to find the customers with such needs and arrange appointment with them. It is a kind

of mediator role. For channel partners there is monthly revenue for channel partners on customers billing

amount. No capital expenditure needed for channel partners. Reliance is an only telecom in India which

offers its Enterprise solutions to the channel partners. Reliance is a few telecom service providers which

have a dedicated team to ensure business’s sustainability & growth. It created models wherein customers

can reach out to Channel heads anytime. It allows channel partners to do business in any city. Even in

any of the country. Every channel partner allocated an account manager which helps them to do the

business.

RCom takes the responsibility of channel partners commitment and try to fulfill the

commitment by delivering services on time. Reliance is backed with strong, dedicated product team, to

ensure that channel partners are best equipped to explain products in depth to customer. In addition it

supports channel partners with product information in both on-line & off-line formats to ensure channel

partners are able to present any product at any point of time to any customer.

Approach

As soon as the channel partner find a customer and appointment with them. Account

manager approach customer along with a channel partner. They try to get the exact requirement of the

service need by the customer. They have to get the details about the service as well as the location where

the service is needed. After this need customers order is provided to back end (Technical) team. At this

stage back end (Technical) team looks for feasibility and capex.

Feasibility

At this stage back end team check for the feasibility to determine whether the given

location is feasible to provide services or not. Feasibility of location is decided on the presence of

service at that location. If reliance doesn’t have presence at the required location it looks for all possible

options to arrange the feasibility. If it’s not possible to provide the wired line service for certain reasons

reliance looks for wireless option to provide services and suggests a wireless model for the customer. In

rare cases reliance also gets feasibility from competitors and provide last end to the customer.

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Capex

Capex is nothing but a capital expenditure. Reliance looks for the capex involved in

feasibility. If there is no feasibility at the required location, reliance tries to arrange it for customers. In

arranging the feasibility there are lot of processes are involved like taking permission of BMC to dig the

wires under the road. Arranging network towers on building. All these processes require capital

expenditure and are to be calculated to get back from the customers. If there are certain impossibilities

like BMC not giving the permission then it has to look for wireless and other options.

Follow up

In this phase a quotation is sent to the customers. This quotation includes the amount

required to provide service to the customers. This amount is calculated on the basis of service cost +

capex involved. In certain cases capex cost is waived off if customer is going to made contract for 3 yrs

or more.

Negotiation & Closure

This is the phase where customer and account manager discuss on the quotation provided

by the reliance. Customers try to negotiate the cost as much as possible. Where account manager try to

defend the cost provides. After few hours discussion both of them look for possible outcomes. If it

happened order is given to the reliance if not customer may look for competitor. But mostly at this stage

customer already analyzed the competitor’s rate and service and finalized reliance to provide order in

terms of quality or cost. So if order is placed account manager takes the advance from the customer to

proceed on the order and give him the expected delivery date.

Service Order Raised

After getting the order account manager pass this order to the head. By getting the

message from account manager head raises the service order to provide the service to the customer.

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Delivery

In this stage back end team gets the S.O. raised by the department head. And works on it

to deliver the services to the customer.

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Outcomes

i. Reliance is one of the leading data service providers in the world. And has large amount of

product portfolio. It has its presence almost in every part of India. And abroad also.

ii. Reliance provides services little bit costlier as compared to its competitor but it has strong

sales team to get orders on that cost also.

iii. It waive off the capex to the customer if he agrees for 3 or more yr contract. It is a kind of

strategy to hold customer and its capex value also get delivered by this contract.

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Learning

i. Got a glimpse how B2B selling is done in big companies.

ii. Why it is important to know your complete product details.

iii. How to tackle barriers in an ongoing sales process (call).

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References

en.wikipedia.org

www.marketing91.com

www.scribbd.com

www.slideshare.com