Project on Market Analysis

A COMPARATIVE MARKET ANALYSIS OF AMTRON’s

BROADBAND MAGIC SURF

Dissertation submitted in partial fulfillment of the requirements for the

award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

By

Hemanta Das

Reg. no.10XWCMA037

Under the Guidance of

Mr. Siba Prasad Sarangi

Lecturer

SAMBHRAM ACADEMY OF MANAGEMENT STUDIES

Bangalore-97

2011-2012

CERTIFICATE OF ORIGINALITY

This is to certify that the project “A Comparative Analysis of AMTRON’s

Broadband Magic Surf” is an original work of the student and is being submitted

in partial fulfillment for the award of the Master’s Degree in Business

Administration of Bangalore University. The report has not been submitted earlier

either to this University/ Institution for the fulfillment of the requirement of a

course of study.

SIGNATURE OF SUPERVISOR SIGNATURE OF STUDENT

PLACE: -------------------------- PLACE: --------------------------

DATE: --------------------------- DATE: ---------------------------

DECLARATION

I, HEMANTA DAS, do hereby declare that this report entitled “A Comparative

Market Analysis of AMTRON’s Broadband Magic surf in ASSAM ELECTRONICS

DEVELOPMENT CORPORATION (AMTRON)”, submitted by me under the guidance

of Mr. Bahniman Das (Project Executive), Marketing in partial fulfillment of the

requirement for the award of the degree in MBA is an authentic record of the

observational study I carried out at the organization. The findings in the report are

based on the data collected by myself and I have not copied from any report

submitted to any university.

Place : Bangalore Signature:

Date: HEMANTA DAS

ACKNOWLEDGEMENT

Some accomplishment requires the efforts of many people and this work is no different. I

would like to acknowledge and extend my heartfelt gratitude to the following persons who

have made the completion of this project possible:

My external guide Mr. Bahniman Das (Project executive), AMTRON for sharing his

valuable knowledge and guidance.

I would like to thank our Principal Dr. K.C. JOHN for his vital encouragement and support,

Sincere thanks to Director Dr. K.C. MISHRA for his assistance and motivation.

My internal guide Mr. Siba Prasad Sarangi for his guidance, constructive comments,

relevant suggestions and wholehearted co-operation, during the various stages of this

study. His faith in me is deeply appreciated.

I would also like to extend my gratitude to all AMTRON’s franchisees and customers who

helped me to conduct the survey effectively.

At last most importantly my parents, faculty members, librarian and friends without which my

study on the topic would be meaningless.

Place: Bangalore Hemanta Das

Date: (Reg.No10XWCM037)

Abstract

Information Technology (IT) occupies a key position in our modern age and is one of the fastest growing

sectors in the world economy. The Government of Assam has recognized this and has formulated this

Policy keeping in mind the priorities of the Government and the possibilities that exist in the IT world for

achieving those priorities. For dissertation study, I have selected Assam Electronics Development

Corporation to conduct a comparative analysis.

The purpose of the dissertation work is to conduct an exploratory research in order to get a more precise

solution for a given problem by using typical research instruments. This genre of research simply allows the

marketer to gain a greater understanding of something that he/ she does not know enough about. For

example, just because we know that there are different broadband connections exists, it does not

necessarily mean that we know which connection is the most preferred one. Exploratory research can help

in this instance. Differing mainly in design from descriptive research, exploratory research is used

principally to gain a deeper understanding of so something. The design is far more flexible and dynamic

than that of descriptive research. After the analysis the findings say that Magic Surf mostly provides its

services in government establishments, where the comparisons with other broadband providers are not

very satisfied because of its cost factor but still Magic Surf is trying to capture some market share by

providing better after sales service and also trying to expand its horizon by franchisee outlets. When it

comes to suggestions, the frequency of promotions and advertisements needs to be increased in order to

build strong consumer awareness. The company should take effective measures to bring down installation

and tariff charges. Entering into the rural areas by reducing the price can gain more customers. Compete

with full potential with other providers by manually updating the service quality in a systematic manner.

Key Words: Marketing, Market analysis, Broadband, Bandwidth, Exploratory Research, Hypothesis,

Operational Definitions

Table of Contents

CHAPTER NO. PARTICULARS PAGE NO.

1 Introduction:1.1 Marketing and Internet1.2 Market analysis and Broadband1.3 Comparative Market Analysis of

AMTRON’s Broadband Magic Surf

1-56- 89- 12

2 Review of literature and Research Design:2.1 Introduction2.2.1 Review of literature of overseas researcher2.2.2 review of literature of Indian researcher2.3 Problem statement of Magic Surf2.4 Scope of Broadband and Magic Surf2.5 Objective of the dissertation2.6 About the hypothesis2.7 Operational definitions of broadband2.8 Research Methodology2.9 Limitations2.10 chapter Scheme

1314-15

16-171717-1818181920-212223

3 Profile of Industry/ Company:3.1 An overview of IT and Electronic industry in ASSAM3.2 Profile of AMTRON

24-27

27- 59

4 Results, Analyses and Interpretation: 60- 88

5 Summary of Findings, Conclusions and Suggestions:5.1 Findings5.2 Conclusions5.3 Suggestions

89- 919293- 94

Appendixes Bibliography I- IV

Questionnaires V-IX

List of Tables

Table No. Description Page No.

1.1 Comparison 113.2.5 Tariff Rates 32- 343.2.6 Workforce Structure 574.1 Gender of respondents 604.2 Occupation of the Sample 61 4.3 Qualification of the sample 624.4 Age Groups 634.5 Available Broadband Connections 654.6 Popularity of Magic Surf 664.7 Means of Popularity 674.8 Users of Broadband connection 684.9 Mostly Used Broadband Connection 694.10 Areas where broadband used mostly 714.11 No. of computers possess by respondents 724.12 Broadband Experience 73

4.13 Tariff Plan 74

4.14 Important attribute of a broadband connection 75

4.15 Surfing Speed 77

4.16 Download Speed 78

4.17 Set- up Cost 79

4.18 Monthly rental 80

4.19 Connection Dropped 81

4.20 After Sales Service 82

4.21 Consumer awareness 84

List of Figures

Figure No. Description Page No.

4.1 Gender of respondents 604.2 Occupation of the Sample 614.3 Qualification of the sample 62

4.4 Age Groups 634.5 Available Broadband Connections 65

4.6 Popularity of Magic Surf 664.7 Means of Popularity 674.8 Users of Broadband connection 68

4.9 Mostly Used Broadband Connection 69

4.10 Areas where broadband used mostly 71

4.11 No. of computers possess by respondents 72

4.12 Broadband Experience 734.13 Tariff Plan 744.14 Important attribute of a broadband connection 75

4.15 Surfing Speed 774.16 Download Speed 784.17 Set- up Cost 794.18 Monthly rental 804.19 Connection Dropped 814.20 After Sales Service 824.21 Consumer awareness 84

CHAPTER I

INTRODUCTION

Dissertation Report On Comparative Market Analysis Of AMTRON’s Broadband Magic Surf

1.0 INTRODUCTION

1.1 About the broad area of the topic chosen:

1.1.1 Marketing:

Marketing is a total system of business activities designed to plan, price, promote and

distribute want-satisfying products to target markets in order to achieve organizational

objectives. This definition has two significant implications:

Focus: The entire system of business activities should be customer- oriented.

Customer’s wants must be recognized and satisfied.

Duration: Marketing should start with an idea about a want- satisfying product and

should not end until the customers wants are completely satisfied, which may be

some time after the exchange is made.

Marketing is "the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and

society at large." For business to consumer marketing it is "the process by which

companies create value for customers and build strong customer relationships, in order to

capture value from customers in return". For business to business marketing it is creating

value, solutions, and relationships either short term or long term with a company or

brand. It generates the strategy that underlies sales techniques, business communication,

and business developments. Marketing is an integrated process through which companies

build strong customer relationships and create value for their customers and for

themselves. Marketing is used to identify the customer, satisfy the customer, and keep the

customer. With the customer as the focus of its activities, marketing management is one

of the major components of business management. Marketing evolved to meet the stasis

in developing new markets caused by mature markets and overcapacities in the last 2-3

centuries. The adoption of marketing strategies requires businesses to shift their focus

Sambhram Academy Of Management Studies,SAMS 1

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

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

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

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

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

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


from production to the perceived needs and wants of their customers as the means of

staying profitable. The term marketing concept holds that achieving organizational goals

depends on knowing the needs and wants of target markets and delivering the desired

satisfactions. It proposes that in order to satisfy its organizational objectives, an

organization should anticipate the needs and wants of consumers and satisfy these more

effectively than competitors. The term developed from an original meaning which

referred literally to going to a market to buy or sell goods or services. Seen from a

systems point of view, sales process engineering marketing is "a set of processes that are

interconnected and interdependent with other functions, whose methods can be improved

using a variety of relatively new approaches." Marketing practice tended to be seen as a

creative industry in the past, which included advertising, distribution and selling,

Merchandise support. However, because the academic study of marketing makes

extensive use of social sciences, psychology, sociology, mathematics, economics,

anthropology and neuroscience, the profession is now widely recognized as a science,

allowing numerous universities to offer Master-of-Science (M.Sc.) programs. The overall

process starts with marketing research and goes through market segmentation, business

planning and execution, ending with pre- and post-sales promotional activities. It is also

related to many of the creative arts. The marketing literature is also adept at re-inventing

itself and its vocabulary according to the times and the culture.

Organizational orientation

In this sense, a firm's marketing department is often seen as of prime importance within

the functional level of an organization. Information from an organization's marketing

department would be used to guide the actions of other departments within the firm. As

an example, a marketing department could ascertain (via marketing research or market

analysis) that consumers desired a new type of product, or a new usage for an existing

product. With this in mind, the marketing department would inform the R&D department

to create a prototype of a product/service based on consumers' new desires.


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

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

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

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

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

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

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

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

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

http://en.wikipedia.org/wiki/Distribution_(business)

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

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

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

http://en.wikipedia.org/wiki/Profit_(accounting)

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


The production department would then start to manufacture the product, while the

marketing department would focus on the promotion, distribution, pricing, etc. of the

product. Additionally, a firm's finance department would be consulted, with respect to

securing appropriate funding for the development, production and promotion of the

product. Inter-departmental conflicts may occur, should a firm adhere to the marketing

orientation. Production may oppose the installation, support and servicing of new capital

stock, which may be needed to manufacture a new product. Finance may oppose the

required capital expenditure, since it could undermine a healthy cash flow for the

organization.

1.1.2 Internet:

The Internet is a global system of interconnected computer networks that use the standard

Internet protocol suite (often called TCP/IP, although not all applications use TCP) to

serve billions of users worldwide. It is a network of networks that consists of millions of

private, public, academic, business, and government networks, of local to global scope,

that are linked by a broad array of electronic, wireless and optical networking

technologies. The Internet carries an extensive range of information resources and

services, such as the inter-linked hypertext documents of the World Wide Web (WWW)

and the infrastructure to support email.

Most traditional communications media including telephone, music, film, and television

are reshaped or redefined by the Internet, giving birth to new services such as Voice over

Internet Protocol (VoIP) and Internet Protocol Television (IPTV). Newspaper, book and

other print publishing are adapting to Web site technology, or are reshaped into blogging

and web feeds. The Internet has enabled or accelerated new forms of human interactions

through instant messaging, Internet forums, and social networking. Online shopping has

boomed both for major retail outlets and small artisans and traders. Business-to-business

and financial services on the Internet affect supply chains across entire industries.


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

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

http://en.wikipedia.org/wiki/Business-to-business

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


The origins of the Internet reach back to research of the 1960s, commissioned by the

United States government in collaboration with private commercial interests to build

robust, fault-tolerant, and distributed computer networks. The funding of a new U.S.

backbone by the National Science Foundation in the 1980s, as well as private funding for

other commercial backbones, led to worldwide participation in the development of new

networking technologies, and the merger of many networks. The commercialization of

what was by the 1990s an international network resulted in its popularization and

incorporation into virtually every aspect of modern human life. As of 2011, more than 2.2

billion people – nearly a third of Earth's population — use the services of the Internet.

The Internet has no centralized governance in either technological implementation or

policies for access and usage; each constituent network sets its own standards. Only the

overreaching definitions of the two principal name spaces in the Internet, the Internet

Protocol address space and the Domain Name System, are directed by a maintainer

organization, the Internet Corporation for Assigned Names and Numbers (ICANN). The

technical underpinning and standardization of the core protocols (IPv4 and IPv6) is an

activity of the Internet Engineering Task Force (IETF), a non-profit organization of

loosely affiliated international participants that anyone may associate with by

contributing technical expertise.

Terminology

Internet is a short form of the technical term internet work, the result of interconnecting

computer networks with special gateways or routers. The Internet is also often referred to

as the Net.


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

http://en.wikipedia.org/wiki/IPv6

http://en.wikipedia.org/wiki/IPv4

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

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

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

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

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

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

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

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

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

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


The term the Internet, when referring to the entire global system of IP networks has been

treated as a proper noun and written with an initial capital letter. In the media and popular

culture, a trend has also developed to regard it as a generic term or common noun and

thus write it as "the internet", without capitalization. Some guides specify that the word

should be capitalized as a noun but not capitalized as an adjective.

The terms Internet and World Wide Web are often used in everyday speech without much

distinction. However, the Internet and the World Wide Web are not the same. The

Internet establishes a global data communications system between computers. In contrast,

the Web is one of the services communicated via the Internet. It is a collection of

interconnected documents and other resources, linked by hyperlinks and URLs.

1.2 About the specific area of the topic

1.2.1 Market Analysis:

A market analysis studies the attractiveness and the dynamics of a special market within a

special industry. It is part of the industry analysis and this in turn of the global

environmental analysis. Through all these analyses the chances, strengths, weaknesses

and risks of a company can be identified. Finally, with the help of a SWOT analysis,

adequate business strategies of a company will be defined. The market analysis is also

known as a documented investigation of a market that is used to inform a firm's planning

activities, particularly around decisions of inventory, purchase, work force

expansion/contraction, facility expansion, purchases of capital equipment, promotional

activities, and many other aspects of a company.

1.2.2 Dimensions of market analysis:

David A. Aaker outlined the following dimensions of a market analysis:


http://en.wikipedia.org/wiki/David_A._Aaker

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

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

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

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

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

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

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

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

http://en.wikipedia.org/wiki/Resource_(Web)

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

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

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

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


Market size (current and future)

Market growth rate

Market profitability

Industry cost structure

Distribution channels

Market trends

Key success factors

The goal of a market analysis is to determine the attractiveness of a market, both now and

in the future. Organizations evaluate the future attractiveness of a market by gaining an

understanding of evolving opportunities and threats as they relate to that organization's

own strengths and weaknesses.

Organizations use the finding to guide the investment decisions they make to advance

their success. The findings of a market analysis may motivate an organization to change

various aspects of its investment strategy. Affected areas may include inventory levels, a

work force expansion/contraction, facility expansion, purchases of capital equipment, and

promotional activities.

1.2.3 About Broadband:

The term broadband refers to a telecommunications signal or device of greater

bandwidth, in some sense, than another standard or usual signal or device (and the

broader the band, the greater the capacity for traffic).


http://en.wikipedia.org/wiki/Bandwidth_(signal_processing)

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

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


Different criteria for "broad" have been applied in different contexts and at different

times. Its origin is in physics, acoustics and radio systems engineering, where it had been

used with a meaning similar to wideband. However, the term became popularized

through the 1990s as a vague marketing term for Internet access.

In telecommunication:

In telecommunications, a broadband signaling method is one that includes or handles a

relatively wide range (or band) of frequencies. Broadband is always a relative term,

understood according to its context. The wider (or broader) the bandwidth of a channel,

the greater the information- carrying capacity, given the same channel quality.

In radio, for example, a very narrow-band signal will carry Morse code; a broader band

will carry speech; a still broader band is required to carry music without losing the high

audio frequencies required for realistic sound reproduction. This broad band is often

divided into channels or frequency bins using pass band techniques to allow frequency-

division multiplexing, instead of sending one higher-quality signal.

A television antenna described as "broadband" may be capable of receiving a wide range

of channels; while a single-frequency or Lo-VHF antenna is "narrowband" since it

receives only 1 to 5 channels.

In data communications a 56k modem will transmit a data rate of 56 kilobits per second

(Kbit/s) over a 4 kilohertz wide telephone line (narrowband or voice band).

In computer networks

Many computer networks use a simple line code to transmit one type of signal using a

medium's full bandwidth using its baseband (from zero through the highest frequency

needed). Most versions of the popular Ethernet family are given names such as the

original 1980s 10BASE5 to indicate this. Networks that use cable modems on standard


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

http://en.wikipedia.org/wiki/10BASE5

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

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

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

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

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

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

http://en.wikipedia.org/wiki/56k_modem

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

http://en.wikipedia.org/wiki/Frequency-division_multiplexing

http://en.wikipedia.org/wiki/Frequency-division_multiplexing

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

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

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

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

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

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

http://en.wikipedia.org/wiki/Bandwidth_(signal_processing)

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

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

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

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

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


cable television infrastructure are called broadband to indicate the wide range of

frequencies that can include multiple data users as well as traditional television channels

on the same cable. Broadband systems usually use a different radio frequency modulated

by the data signal for each band. The total bandwidth of the medium is larger than the

bandwidth of any channel.

Internet access

The standards group CCITT defined "broadband service" in 1988 as requiring

transmission channels capable of supporting bit rates greater than the primary rate which

ranged from about 1.5 to 2 Mb/s. The US National Information Infrastructure project

during the 1990s brought the term into public policy debates.

Broadband became a marketing buzzword for telephone and cable companies to sell their

more expensive higher data rate products, especially for Internet access. In the US

National Broadband Plan of 2009 it was defined as "Internet access that is always on and

faster than the traditional dial-up access".

1.3 About the topic:

Comparative market analysis of AMTRON’s broadband “Magic Surf”

1.3.1 About “Magic Surf”:

Magic Surf Broad Band is one of the major internet service providers (ISP) by Assam

electronics development corporation ltd. (AEDC or AMTRON). It was first implemented

in the year 2002 and the Managing Director of AMTRON Mr. M.K. Yadav initialized the


http://en.wikipedia.org/wiki/National_Broadband_Plan_(United_States)

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

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

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

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

http://en.wikipedia.org/wiki/ITU-T

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

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


project of MAGIC SURF. At first Magic Surf was launched only in Guwahati city by

using DSNL (Direct Swift Network Link) for data transmission and at that time its

bandwidth capacity was 512 kbps. In the year 2005 it had implemented the use of OFC

(optical Fibre cable). With time it had modified a lot with the increase in its bandwidth

from 512 kbps to 7 mbps. Currently the service of magic surf is not limited in Guwahati

only but had reached in most of the part of ASSAM. Very soon more cities & towns are

to have the service of Magic Surf within a short span of time. The tariff of Magic Surf is

post-paid depending upon usage of MB. It has got a lot of packages depending on the

data transfer (size of MB) & bandwidth allocation and its prices started from Rs 221/- per

month to Rs 6000/- per month (including taxes). As magic surf is a prepaid broadband

connection and it provides its user a lifetime prepaid service which means even though

the users does not reactive their accounts at any time. Thus, there are no fixed time

periods of reactivation which is a beneficial attribute for the users. But most of the times

it becomes a problem for the company. As this, increases the number of inactive users

and the company has to bear some losses. Thus, AMTRON should take some wise and

essential measure to cope up with this problem.

1.3.2 Comparative analysis:

Comparison of Magic Surf with Reliance Net Connect broadband plus, Tata photon, and

BSNL EVDO. The comparison has been done by considering different aspects during the

analysis, which are as follows:

(a) Tariff plans

(b) Surfing speed



(c) High downloading speed

(d) Set- up cost

(e) Monthly rental

(f) Number of computers that can be connected by one connection

(g) Availability of the connections in a specific area

(h) Experiences of broadband users

(i) Specific attribute/ attributes that makes a connection as a loyal brand

(j) After sales service of different providers with respect to Magic Surf

Comparison:

A quick stock taking exercise reveals that the following are the typical value-

additive services offered by broadband service providers in India. Often offered on

a bundled basis, the perceived value differs consumer to consumer and from

segment to segment- consumer to business.

Current Typical VAS Primary example Segment/Customer

Type

Security- AV Software Reliance & many

others

Consumers

Games on demand Airtel, MTNL Youth, Consumer



E-mail BSNL, Magic Surf,

Rajdhani

Consumer

Web hosting BSNL, Magic Surf,

Rajdhani

SMB+ consumer

Storage BSNL, Magic Surf,

Rajdhani

SMB + Consumer

Static IP BSNL, Magic Surf,

Rajdhani

SMB + Consumer

Voice Bundle- Combo Many SMB + Consumer

Flexibility of Speed Reliance Consumer

Educational Courses

(Math’s, Coaching,

English)

Sify Consumer

TV channels Tata Photon Consumer

SMS bundle Primarily mobile USB

broadband

Consume

On line Desktop Airtel SMB + Consumer

Let’s split the broadband market based on technology and see if this makes sense,

to eliminate any myopic judgments. USB or PCMCIA data card based mobile

broadband is the buzz segment today. As per this report, the data card market has

long crossed 1 million sales. The air space these days is covered with claims about

being the fastest wireless broadband. Plethora of tariffs, confusing brands, unclear

wireless technology backend, growing chasm between ideal and realized speeds- a

market growing rapidly with a potential risk. Clearly, a high utility broadband

segment, it is very early to be differentiated on VAS.



Coming to other segments, the story appears to be equally rosy. But the sad reality

i.e. the service providers still haven’t covered the service hygiene’s- Network

performance (read promised speed and realized speed), billing accuracy and

customer service promptness.

The judgment is clear – there is enough scope to differentiate on quality of service before embracing VAS.


CHAPTER II

LITERATURE REVIEW AND

RESEARCH METHODOLOGY


2.0 Review of Literature & Research Design

2.1 Introduction:

The process of reading, analyzing, evaluating, and summarizing scholarly materials about

a specific topic is termed as literature review.

In the subsequent paragraphs, an attempt has been made to review some of the previous

studies works in connection with the present study. Further it also deals with the Research

Design. It is defined as a particular procedure or a set of procedures, the analysis of

principles of the enquiry in a particular field. The value of any scientific and systematic

study lies in its methodology. A central part of research design is to develop an effective

research strategy. It constitutes the blue print for the collection, measurement and analysis

of data.

The results of a literature review may be compiled in a report or they may serve as part of

a research article, thesis, or grant proposal. Research literature reviews can be contrasted

with more subjective examinations of recorded information. When doing a research

review, we systematically examine all sources, describe, and justify what we have done.

This enables someone else to reproduce our methods and to determine objectively

whether to accept the results of the review.


http://grammar.about.com/od/rs/g/reporterm.htm


2.2 Review of literature:

2.2.1 Literature by Overseas researcher:

Anderson et al (2002);

The findings from this research provide clues to determine which factors are likely to

influence adoption and the usage of broadband. First, there may be differences in

cultures, legislation, regulations and market mechanisms, which may influence adoption,

but it is likely that in all areas potential users of broadband will face the willingness and

ability thresholds. In some areas the ability threshold may decrease faster than in others,

but adopting broadband will still be a matter of being willing and able to adopt.

Secondly, it is likely that also in other countries and cultures convenience (in terms of

always on and speed) and controlling costs (flat fee) will be important factors in the

adoption of broadband. Services will also be likely to develop as daily basics, incidental

basics, stragglers of specialties everywhere around the world.

Chang, Lee, & Middleton, (2004);

These studies attempted to quantify the subscriber volume, which stands for the number

and percent of customers purchasing the service. The studies have typically covered the

“private sector business case” for broadband deployment and investments.

Ruiz (2004);

Found that broadband access is an important part of enhancing rural community

development in India, improving the economy, health care, and general quality of

knowledge in practical life



Andy Patterson (April 20, 2012);

This article is about highlighting the importance of checking the broadband speed

available in your area before deciding on a broadband package or provider, and the

connectivity problems experienced in rural areas across Britain.

Kevin Joe (April 18, 2012);

Internet Service Provider or ISP is a company that offers Internet access to individuals as

well as businesses on monthly or annual charge basis. Along with connectivity, certain

ISPs also provide related services such as domain name registration, website hosting and

development.

Sian Hooper (April 18, 2012);

This article outlines why broadband speeds might not really be as fast as advertised and

explores ways of optimizing your internet speeds.

Sian Hooper (April 24, 2012);

This article offers advice on how to ensure that you find the best broadband deal based on

your individual requirements. It explains that just by keeping a few simple things in

mind, you can protect against hidden costs and other unnecessary expenses.


http://www.sooperarticles.com/authors/376957/sian-hooper.html


http://www.sooperarticles.com/authors/378386/andy-patterson.html


2.2.2 Literature by Indian researcher:

Dwivedi Y.K. and Choudrie J. (2003);

Investigating the Impact of Broadband upon the Users Online Habits and the Usage of

Internet Services. In the Proceedings of the International Telecommunication Society’s

Asia-Australasian Regional (ITS) Conference, Perth Australia, June 22 – 24, 2003.

R. Shah (2009)

Broadband Internet is rapidly taking the lead as the most popular type of Internet access

due to its speed and is offered in the form of cable, DSL (Digital Subscriber Line), and

satellite. There are a variety of possibilities these days when it comes to connecting to the

Internet. Many of the options which have become available are replacing the now

antiquated form known as the dial-up connection. The speed of dial-up connections are

limiting associated with this type of connection as well as the slow speed when surfing

the Internet..

Dilip Maitra (2011);

According to the report from Telecom Regulatory Authority of India (TRAI), at the end

of September 2011, India had a 20.99 million internet subscribers and, of these, 12.83

million have broadband connection (TRAI defines broadband when the Internet

download speed is 256 kbps or more). Though in the September quarter the growth in

broadband connection was 24 per cent over the same period last year, it grew only 3.88

per cent over the June 2011 quarter.

Times of India (2012);

The typical speeds for consumer broadband in India vary from 512 kb/s to 12 Mb/s, with

speeds of up to 100 Mb/s available in very few areas, though plans of 8–15 Mb/s and

above are becoming more common from BSNL, Airtel ,Reliance and MTNL but they are

super expensive & out of reach of most Indians. The demand in India is for affordable



1Mb/s plans with no download limit. Beam Telecom Hyderabad has started offering

10Mb/s at affordable Prices which makes them a big hit in Hyderabad. While Airtel

Remains at Same position offering 4Mb/s brings back to 256kbit/s. They are Worsening

the Broadband Situation in India.

2.3 Statement of the problem:

Analysis of AMTRON’s broadband with other Broad Band service providers in ASSAM.

(a) Less awareness of Magic Surf because of poor advertisement strategy

(b) Not fully available throughout Assam

(c) Only 22% market is shared by Magic Surf

(d) High set-up cost

(e) Connection drop is also higher

(f) High monthly rental

2.4 Scope of the Study:

In the present scenario, the market of broadband connection has become very

competitive. To cope up with this scenario and to make a well establish position in the

market, AMTRON needs to have a very aggressive market promotion and highly

satisfied consumer relationship. The findings of research suggest that AMTRON should

apply a well-designed advertising promotion to make full publicity of its product Magic

Surf and make a well established and long-lasting relationship with the customers.

AMTRON should carry out well-planned consumer awareness programs. Thus by

implementing the findings of this research, AMTRON could become one of the top

broadband connection provides in Assam. It can also have high marketing as a result it

will provides higher profits.



2.5 Objective of the study:

1) To study about ITES in ASSAM.

2) To know about MAGIC SURF broadband.

3) To know about the Broadband market in Assam

4) To know marketing process of Magic Surf broadband of AMTRON in particular.

5) To study the sales administration.

6) To know about the rates and benefits provided to the customers.

7) To know the financial control over the activities concerning the bandwidths.

8) To analyze the comparative status of AMTRONs broadband Magic Surf.

2.6 Hypothesis:

A statistical hypothesis test is a method of making decisions using data, whether from a

controlled experiment or an observational study. In this research context simple

percentage method has been used to conduct the analysis. For this purpose sampling

method was used to gather information about the required data’s.

2.7 Operational Definitions:

Definition - What does Broadband Remote Access Server (B-RAS) mean?

A broadband remote access server (B-RAS) is a specialized server based at an internet

service provider network facilitating convergence of multiple internet traffic sources

including cable, DSL, Ethernet or broadband wireless onto single networks that route

traffic to and from digital subscriber line access multiplexers.

Internet



The name given to the collective electronic network of computers and computer

networks which are inter-connected throughout the world - started with the

Arpanet at the US Dept. of Defence.

USENET

The name given to the computer network which carries newsgroups - newsgroups

are arranged in hierarchies based loosely on subject matter - the USENET is often

confused with the INTERNET in the news media - started by two students at Duke

University.

Worldwide Web - WWW - W3

The name given to the collection of computers which serve information in

hypertext format to the INTERNET - invented by Dr. Tim Berners-Lee, at the

European Centre for Nuclear Research (CERN), who wrote the first hyper text

transfer protocol daemon (HTTPD) and the first hyper text mark-up language

(HTML) browser, as a way to allow nuclear physicists to exchange working

papers over the computer networks.

HTTPD - Hyper-text Transfer Protocol Daemon

A computer program, which manages the transfer of hypertext and multimedia

documents over the INTERNET.

HTML - Hyper Text Mark-up Language

The text mark-up language used to insert tags which allow a Web browser to

correctly display a hyper-text document. HTML1, HTML +, HTML 2 and HTML

3 are versions of HTML in use at this time. HTML is a subset of the Standard

Generalized Mark-up Language (SGML) first invented to display legal texts and

now the world standard for large documentation projects.

2.8 Research Methodology:



2.8.1 Research Design:

Research is defined as a systematic, self- critical enquiry. The enquiry is aimed at

understanding a thing or phenomenon or solving a problem.

The research design phase deals with the detailing of the procedures that will be adopted

to carry out the research study. The kind of research that is carried out, whether the study

is carried out in the field or in the laboratory, are decided. The details of data collection

procedures and the schedule of analytical procedures to be used in order to accomplish

the research objectives are also dealt with in research design.

As per the requirement of the dissertation study and the given organizational structure

here exploratory research been adopted. Exploratory research is a type of research

conducted for a problem that has not been clearly defined. Exploratory research helps

determine the best research design, data collection method and selection of subjects. It

should draw definitive conclusions only with extreme caution. Given its fundamental

nature, exploratory research often concludes that a perceived problem does not actually

exist. Exploratory research often relies on secondary research such as reviewing available

literature and/or data, or qualitative approaches such as informal discussions with

consumers, employees, management or competitors, and more formal approaches through

in-depth interviews, focus groups, projective methods, case studies or pilot studies.

This genre of research simply allows the marketer to gain a greater understanding of

something that he/ she doesn’t know enough about. For example, just because we know

that there are different broadband connections exists, it doesn’t necessarily mean that we

know which connection is the most preferred one. Exploratory research can help in this

instance. Differing mainly in design from descriptive research, exploratory research is

used principally to gain a deeper understanding of so something. The design is far

more flexible and dynamic than that of descriptive research.

2.8.2 Type of study: Problem formulation with more precise investigation.


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

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

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

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

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

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

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


Sample unit : Franchises of AMTRON, Customers,

Public Opinion.

(Guwahati City)

Sample size : Hundred respondents

Sample procedure : Simple random sample

Contact method : Personal

2.9 Limitations of the Study:

(1)The study is mainly internal one that means the study was conducted to know mainly

the marketing policy, and marketing system of AMTRON.

(2)The study was restricted to AMTRON’s SBU’s only.

(3)The study was conducted during 30 days time.

(4)The study was conducted in fifteen days with individual efforts and these acts as a

Major limitation of the study, because the span of 15 days to study the marketing process

and other co-related activities were not enough.



(5)The cost is also the major constraining factors for the conduction 100% survey and for

the comparative study with another industry.

2.10 Chapter Scheme:

Chapter 1: Introduction:

In the very first chapter I have discussed about the broad area of the topic that is

marketing and internet as a whole. Following this I have discussed about the specific area

of my topic which includes market analysis and broadband services. When comes about

the topic I have discussed about comparative analysis of broadband Magic Surf which is

a brand of AMTRON with some leading broadband providers in Guwahati.

Chapter 2: Review of literature and Research design:

In the second chapter it covers about the special articles of Indian and foreign researchers

which is a identical part of the study to carry forward by taking those articles as the base

for further process. Statement of the problem, scope of the study, objectives of the

problem, hypothesis, operational definitions of concept, methodology, limitations of the

study are been defined and discussed accordingly to have a better or clear view of the

research.

Chapter 3: Industry profile/ Company profile:

About the it industry and its operations are discussed followed by the company profile

which carries the relevant aspect of company including company inception, growth and

prospect, organizational structure, mission-visions, market share, competitors, workforce,

product/ service profile etc.

Chapter 4: Results, Analysis and Interpretation:



In the fourth chapter the data analysis part have been done by simple percentage method

using the questionnaires as a basis for the interpretation.

Chapter 5: Summary of findings, conclusions and suggestions

The findings are formulated on the basis of objective of the specified problem in the

study. Conclusions are drawn and required suggestions are proposed to the company

about the problems and to make the operations of the company as one of the effective one

in the same industry.


CHAPTER III

PROFILE OF THE ORGANISATION


3.0 Profile of Industry/ Company

3.1 Industry profile and Business:

The organization I have selected for this purpose was Assam Electronics Development

Corporation (AMTRON) where I did an dissertation study for 30 days during the period

of 15th February 2012 to 15th March 2012.

An industry is described as a generic term for a distinct group of economic activities.

Industries are described and classified by their primary activity or product. Industry is a

massive employment agent providing opportunities, broad basing entrepreneurship and

securing distribution of economic wealth. Industry occupy a place of importance in the

economy as potential caretakers of economic resources in particular the labor resources

as they provide employment for substantial workforce. They have a strategic role to play

in the economic development of countries and remain important in the economics of the

more highly industrialized countries.

In India broadband Internet access passed the 12 million subscriber threshold, making it

one of the fastest growing technologies in terms of penetration growth. Yet, subscriber

growth has fallen well short of expectations. Broadband has had trouble penetrating

businesses, most households continue to use dial-up, and there have been a number of

high profile disappointments. Cable system operators and telephone carriers have looked

to broadband as a major source of revenue growth and thus far broadband has under

delivered.

Assam remained backward in Information Technology services until the establishment of

AMTRON to bring a change in this field. Information Technology plays a vital role

towards the economic development in this modern era where IT utilization is a pivotal in

each and every department and sectors in modern civilization process.



The Information Technology industry in India constitutes an important segment of the

modern knowledge based economy of India. The fact that the IT sector in India has

increased at an incredible rate of 35% per year for the last 10 years reinforces the view

that India reach world class in IT enabled services.

To boost Information Technology govt. of Assam set up AMTRON with some

primary objective:

To accelerate the growth of information technology, for the socio economic

development of the state.

To provide world class products initially in the form of Television, Radio, Stabilizer as

well as computer monitor and later on educational development projects.

To champion the use of IT in Government, with a view to provide better services to the

citizens, through effective e-governance initiatives, including the development of the

required software in a coordinated manner.

To promote Human Resource Development through training in the field of computer

education etc.

The allocation of business to IT Department by Govt. of Assam:

Policy matters relating to proliferation of Information Technology,

Electronics & Communication in the state of Assam.

Promotion of Internet, IT enabled services in the state

Promotion & Assistance to Assam Electronics Development



Corporation Ltd. (AMTRON), which is the state nodal IT Agency and to facilitate in the

promotion of E-Governance, E-infrastructure, e-Commerce etc.

Initiative on bridging the Digital Divide.

Promotion of Electronics Export and Computer Software

Development & Promotion through Assam Electronics Development

Corporation Ltd. (ASSAM).

3.2 Company Profile:

3.2.1 History:



AMTRON, with a background where electronics and Informatics was unknown in

the NE-region of India, Assam Electronics Development Corporation Ltd. (AMTRON),

was established by Govt. of Assam in the year 1984 for promotion and establishment of

electronics industries in Assam.

25 years of experience in delivering solutions in Telecom and the IT-domain,

AMTRON happens to be the pioneers in finding IT-enabled solutions of the future.

AMTRON has played a significant role in extending technology and services to

organizations to maximize competitive advantage and grow market share. AMTRON's

solutions and services can be integrated easily with support from professional expertise in

open source making any project cost-effective and viable for any enterprise.

In the initial years they were involved in producing electronic products including

TV, Radio, Stabilizer and various computer peripherals. But down the line they lost their

operation in the production process due to high tax burden and heavy competition in

electronic products by various MNC’s and Indian companies. This leads AMTRON to

focus more in the area of Information Technology which turned the company and IT

based one and to provide products and services related to IT domain only.

3.2.2 Growth and prospects of AMTRON:

Today, AMTRON has emerged as one of the leaders in the following segments:

•Software development and Web applications.

•Geographical information system (GIS) solutions.

•Telemedicine and satellite application.

•Distance learning.

•IT training for software and management professionals:

- Through Franchisee network.



- accredited DOEACC, ‘CCC’, ‘O’ and ‘A’ level courses.

- CISCO Networking Academy for high level training on networking

AMTRON is a Nodal agency of the state IT Department. AMTRON provides customized

software solutions in a variety of platforms- UNIX, Linux, Windows NT, Windows2000,

and NOVELL.



organizations to maximize competition. Today it is a visible and vibrant force in the

electronics scenario of the north-east. AEDC Ltd. has grown quietly over the years to

make itself capable of meeting the challenges of the Information Revolution. Today it has

become almost indispensable for any IT activity in the region, be it for consultancy,

design, standardization or taking up turn key projects for development of IT

infrastructure in the NE Region. AMTRON offers a wide range of software services from

the traditional application management through to the enablement of e-commerce. The

unique Global/Local structure of the company ensures that every team is aware of the

business and cultural differences AMTRON has played a significant role in the areas of

developing and boosting up open source technologies. For last few years, at AMTRON, a

hardworking and experienced team of software developers is providing solutions and

developing software’s for various organizations of North East India using open source

technologies. AMTRON has developed technological solutions for using VoIP in

organizations.

3.2.3 Inception:

The Assam Electronics Development Corporation ltd. (AMTRON) is a state

government owned and operated business enterprise incorporated in 1984 in Guwahati.



AMTRON was established primarily to develop and promote Electronics and IT based

industries in the region. Since then it has been able to carve out a niche market among the

IT leaders in INDIA. Today, AMTRON has emerged as one of the leaders in the

following segments:

•Software development and Web applications.

•Geographical information system (GIS) solutions.

•Telemedicine and satellite application.

•Distance learning.

•IT training for software and management professionals:

- Through Franchisee network.

- accredited DOEACC, ‘CCC’, ‘O’ and ‘A’ level courses.

- CISCO Networking Academy for high level training on networking

AMTRON is a Nodal agency of the state IT Department. AMTRON provides

customized software solutions in a variety of platforms- UNIX, Linux, Windows NT,

Windows2000, and NOVELL.



organizations to maximize competition. Today it is a visible and vibrant force in the

electronics scenario of the north-east. AEDC Ltd. has grown quietly over the years to

make it capable of meeting the challenges of the Information Revolution. Today it has

become almost indispensable for any IT activity in the region, be it for consultancy,

design, standardization or taking up turn key projects for development of IT

infrastructure in the NE Region. AMTRON has always been ahead on the Technology

Curve since the very inception in 1984. AMTRON takes pride in being amongst the first



focused software services companies in North Eastern India, also being amongst the first

to launch software products way back in 1989. Besides, with over 24 years of experience

in delivering solutions in Telecom and the IT-domain, AMTRON happens to be the

pioneers in finding IT-enabled solutions of the future.


organizations to maximize competitive advantage and grow market share. AMTRON's

solutions and services can be integrated easily with support from professional expertise in

open source making any project cost-effective and viable for any enterprise.

AMTRON has developed technological solutions for using VoIP (Voice over

Internet protocol) in organizations. Voice over Internet Protocol (Voice over IP,

VoIP) is a family of technologies, methodologies, communication protocols, and

transmission techniques for the delivery of voice communications and multimedia

sessions over internet protocol(IP) networks, such as the Internet.

3.2.4 Products and Services:

Television, Radio, Computer peripherals etc

Magic Surf Broadband Internet

Education and Training in IT areas.

Various Technology Orientation Project Implementations

3.2.5 Here are the tariff rates of Magic Surf wireless broadband of

AMTRON:-

Magic Surf Broadband:



Browse@ Thrilling

Broadband internet service through cable from AMTRON

(A Govt. of Assam undertakings)

Industrial Estate, Bamunimaidan, Guwahati-781021, Assam

Tariff Plan Effective from: 26-02-2009

AMTRON Broadband Economy (Up to 512kbps) Category: - Home Plans

Activation charge – (Non Refundable) : Rs. 2500.00(Cable) / Rs. 3500.00 with

wireless Access Point.

Sl. no Package

Name

Data

Transfer

Access

Time

Validity Base

Price (Rs.)

End-user

price

(Including

ST)

1 Home Plan 1 400 MB Anytime 30 days 200.00 221.00

2. Night Surfing Unlimited 8 PM – 8

AM

30 days 500.00 551.00

3 Freedom

(High Speed) 1500 MB Anytime

(Free Surfing

at 9PM –

7AM &

Sunday)

30 days 800.00 882.00

HI-SPEED PLANS: Business Plans Category- Commercial Plans.

Up to 1 Mbps

Activation Charge-(Non-Refundable): Rs.2000.00 (Cable) /Rs. 4500.00 with NAT

Router



Sl no Package

Name

Data

Transfer

Access

Time

Validity Base

Price (Rs.)

End-user

price

(Including

ST)

1 Professional1 3000 MB Anytime 30 days 2259.00 2492.00

2 Professional2 5000 MB Anytime 30 days 3141.00 3465.00

AMTRON Business Plans (Time bound Internet Range) Category-Commercial Plans:

Activation Charge-(Non-Refundable): Rs.2000.00 (Cable) /Rs. 4500.00 with NAT

Router

Sl. no Package

Name

Data

Transfer

Access Time Validity Base

Price (Rs.)

End-user

price

(Including

ST)

3 OfficeAccess1 2500 MB 9AM-6PM 30 days 1326.00 1463.00

4 OfficeAccess2 2500 MB 6AM-9PM 30 days 1571.00 1733.0

AMTRON Dynamic Unlimited Plans Category- Commercial Plan

ActivationCharge-(Non-Refundable) : Rs.2000.00 (Cable) /Rs. 4500.00 with NAT

Router.

Sl. no Package Name

Data Transfer

Access Time

Validity Base Price (Rs.)

End-user price (Including ST)



5 Unlimited Unlimited Anytime 30 days 5400.00 5956.00 6 Unlimited

Eco (Up to 512 kbps)

Unlimited Anytime 30 days 3000.00 3309.00

3.2.5 Missions & Visions:

Mission:

To achieve international standard of excellence in all aspects of information technology related projects and diversified with focus on customer satisfaction through value of product and services.

To attain leadership in developing, adopting and assimilating state-of-the-art technology for competitive advantage.

To cultivate high standards of business ethics and Total Quality Management contribution.

Vision of AMTRON:

Set up a well equipped production facility which remains idle from the year of 2008 for quality production.

Setting high standards for ethics and values.

Leading with passion to excel.

3.2.6 Obligations:

Towards customers and dealers: - To provide promote, courteous and efficient service and quality products at competitive prices.

Towards suppliers:-To ensure promote dealings with integrity, impartiality and courtesy and help promote ancillary industries.



Towards employees: - To develop their capabilities and facilitate their advancement through appropriate training and career planning. To have fair dealings with recognized representatives of employees in pursuance of healthy industrial relations practices and sound personnel policies.

Towards community: - To develop techno- economically viable and environment friendly products.

3.2.7 Market Share:

AMTRON is the leader in IT services in the north east region. As it is

governments nodal agency and no other company has arisen to compete in IT field in

Assam, in that view AMTRON takes up all projects in IT field that is proposed and

planned by state as well as central government.

However, when comparing the broadband service MAGIC SURF to the other broadband

service providers in, AMTRON shares 22% of market cap in ASSAM.

3.2.8 Competitors:

So far it is dominating as the lone IT business entity in North East. Electronics

product improvement, Information Technology marketing are the core activities that

AMTRON has been involving over the years without much more difficulty in the absence

of competitors.

In 2009 Tata Consultancy Services (TCS) established their regional office at Guwahati

IIT campus with the vision to capture IT market in the North-East region. So while

talking about the competitors of AMTRON, TCS can be real threat for AMTRON in IT

domain.

Along with that the proposed IT park in Guwahati can bring tough competition to

AMTRON in long run.



Again when it comes to their broadband service the tough competitors’ are BSNL,

TULIP, RAJDHANI, Photon Plus etc.

3.2.9 PROJECTS:

AMTRON has been designated as the State Level Agency of Government of Assam for

the implementation of various state-level and national-level projects. These are namely:

(a) ARBAS (Anundo Ram Baruah Scheme)

(b)ASWAN (Assam State Wide Area Network)

(c)CSC (Common Services Centre)

(d)SDC (Assam State Data Centre) etc

(a)ARBAS (Ananda Ram Baruah Scheme):

For the last few years, the Government of Assam has been conferring the prestigious

Anundoram Borooah Award with citation in the form of a Certificate along with a

personal computer (PC) to honor the meritorious students securing First Division in the

HSLC, High Madrassa and FM Examinations conducted by SEBA and State Madrassa

Education Board, Assam.

The Anundoram Borooah Award Scheme was announced by Sri Tarun Gogoi, Hon'ble

Chief Minister of Assam on the floor of the Assembly in the Budget Session during

March, 2005 as a unique award scheme to encourage competitive spirit among the

students in the State. The education landscape has quite changed after this announcement

by the Hon'ble Chief Minister. First there was disbelief which soon changed into awe and

then into a unique emotional bonding of the parents, students, awardees and teachers for

this scheme.



The Anundoram Borooah Award Scheme was launched by the Govt. of Assam in the

year 2005 with the sole aim of enhancing healthy competition amongst the student

community and to help them to enrich their perception through up-to-date knowledge and

information with the help of IT education. In this age of globalization, Information

Technology already has significantly altered many aspects of life and in recent years this

robust field has made its place into the academic curriculum of schools and colleges up to

the university level. Therefore, looking at the present scenario of the innate potentialities

of the IT industry, the Government of Assam has made an effort to promote IT education

through this unique scheme.

The award was instituted in the honor of Late Anundoram Borooah who was the 4th

Indian (and the 1st Assamese) to join the prestigious ICS and the 1st Indian to be

appointed as Deputy Commissioner. He was also a great Sanskrit scholar and authored

several books including the Sanskrit-English Dictionary.

The Assam Electronics Development Corporation Ltd was entrusted to carry out the

scheme on behalf of the Planning & Development Department. The 1st program of

Anundoram Borooah Award was launched centrally at the historic Judges Field on 14th

September, 2005 by Sri Tarun Gogoi, Hon’ble Chief Minister of Assam. District level

program’s were held in every district and were attended by the Hon'ble Ministers and

MLAs. Thousands of enthusiastic students, guardians and teachers attended each of these

programs.

(b)Assam State Wide Area Network (ASWAN):

The ASWAN network will connect all the Block Head Quarter (BHQ) and Sub

Divisional Head Quarter (SDHQ) to the District HQ and finally to the State Secretariat

(SHQ) at Guwahati through terrestrial leased lines from different service provider.

Network Nodes are designated as Point Of Presence (POPs). There will be 100 numbers

of horizontal offices in SHQ and 50 numbers of horizontal offices in each DHQ & BHQ.



These offices will be connected to SHQ/DHQ either by point-to-point leased

line/wireless (in case of different buildings) or by fiber/UTP (in case of same buildings or

different buildings in a campus). The routers and switches are designed in such a way so

that it can also cater to the horizontal offices in near future.

The connectivity pattern will be basically 3 tiers. The SDHQs and BHQs will connect to

their DHQ’s over individual Leased Lines while DHQs would connect in a similar

manner to the SHQ.

M/S Tulip IT Services selected as Network Operator.

Agreement with M/S Tulip IT Services signed on 17th December' 2007.

Order for Equipments placed with vendors by M/S Tulip IT Services.

Phase -1, connecting 55 major locations of Assam will be completed shortly.

Out of the total 304 SWAN PoP sites, 176 SWAN PoP sites completed. Balance 128

sites are in advance stages of progress.

All PoPs were connected in December '2008.

Assam Secretariat LAN completed

Guwahati MAN phase-1 completed

33 locations in Guwahati are at present connected on 100 Mbps Network.

Horizontal MANs planned in other district towns of Assam as well.



The Project “State Wide Area Network for the State of Assam” is to be implemented by

the State designated SWAN Implementing Agency i.e., M/s. AMTRON Ltd., Guwahati.

Under the ASWAN horizontal connectivity plan the Assam Secretariat is to be linked

with other Directorates, Staff College, Senior Officers Colony and the MLA hostel,

Residence of Hon’ble Chief Minister of Assam from the following points-

From GS Road Secretariat main gate to Power Grid Room in Secretariat

From Power Grid room to MLA Hostel Gate

From Power Grid Room to CM Block

From GS Road Secretariat Main Gate to KAR Bhawan

(c)Common Service Centre:

1. Common Services Centers are envisioned as the front-end delivery points for

Government, private and social sector services to rural citizens of India. The idea is to

develop a platform that can enable Government, private and social sector organizations to

integrate their social and commercial goals for the benefit of rural populations in the

remotest corners of the country through a combination of IT as well as non-IT services.

2. The aim of the Scheme is not merely to roll out IT infrastructure but to build a network

of 100,000+ rural businesses across India. To that effect, the CSC Scheme has been

designed to create a value proposition for all stakeholders and alignment of their

economic interests.

3. The CSC Scheme is envisaged to be a bottom-up model for delivery of content,

services, information and knowledge, that can allow like-minded public and private

enterprises - through a collaborative framework - to integrate their goals of profit as well

as social objectives, into a sustainable business model for achieving rapid socio-economic

change in rural India.



4. But beyond a delivery channel the CSC can play a role of an effective change agent

that would provide a structured platform for socially inclusive community participation

for collective developmental activities. Such change, it is proposed, would be undertaken

through three important components:

i. A Public Private Partnership (PPP) Framework

ii. Rural Entrepreneurship and Market Mechanisms Government policy and support

5. An ICT enabled CSC can:

a) Provide citizen centric services of the State and Central Government in a convenient

and efficient manner through the CSCs across rural India.

b) Enhance the accountability, transparency and responsiveness of the Government to

citizen's needs.

c) Provide efficient and cost effective methods of service delivery to departments and

agencies

d) Allow private and social sector to collaborate with the Government to offer world-

class services in rural India

e) Train village level entrepreneurs in business and IT management skills

f) Empower the rural citizen through information dissemination and market linkages.



Common Service Center is an ICT-enabled Service Delivery outlet providing a range of

services to the people in the village / town in which it is located. Various nomenclatures

e.g., Common Services Centre, ICT Kiosk, Community Information Centre, e-

Community Centre, Rural Service Delivery Points, Village/Rural Knowledge Centre, etc.

currently exist in the country for such integrated Service Delivery Centers, providing

similar services to citizens. For the sake of clarity and uniformity, throughout this

document, all such Centers are universally termed as

Common Service Centers (CSC). The Scheme would be rolled out to establish 4,375

CSCs across the State with an equitable geographical spread to the extent feasible,

through a three-tier structure for the State, At the first (CSC) level would be the local

Village Level Entrepreneur (VLE-loosely analogous to a franchise). At the

second/middle level would be an entity termed the Service Centre Agency ( SCA –

loosely analogous to a franchiser). At the third level would be the agency designated by

the State to facilitate implementation of the Scheme within the State. These three tiers

would function in accordance with this Framework and the further guidelines issued from

time to time by the DIT, GoI, either directly or through the designated National Level

Service Agency, The Infrastructure Leasing & Financial Services Corporation (ILFS) of

Government of India, which would be responsible for the overall planning and

management of the project at the national and state level in close co-ordination with the

DIT and the State Government. For establishment of 4,375 CSCs across the State of

Assam, the CSCs are divided in to 3(three) groups district-wise.

(d)Assam State Data Centre (SDC):

State Data Centre (SDC) has been identified as one of the important element of the core

infrastructure for supporting

e-Governance initiatives of National e-Governance Plan (NeGP).



Under NeGP, it is proposed to create State Data Centers for the States to consolidate

services, applications and infrastructure to provide efficient electronic delivery of G2G,

G2C and G2B services. These services can be rendered by the States through common

delivery platform seamlessly supported by core Connectivity Infrastructure such as State

Wide Area Network (SWAN) and Common Service Centre (CSC) connectivity extended

up to village level. State Data Centre would provide many functionalities and some of the

key functionalities are Central Repository of the State, Secure Data Storage, Online

Delivery of Services, Citizen Information/Services Portal, State Intranet Portal, Disaster

Recovery, Remote Management and Service Integration etc. SDCs would also provide

better operation & management control and minimize overall cost of Data Management,

IT Resource Management, Deployment and other costs.

Department of Information Technology (DIT) has formulated the Guidelines to provide

Technical and Financial assistance to the States for setting up State Data Centre. These

Guidelines also include the implementation options that can be exercised by the State to

establish the SDC.

Assam State Data Centre will act as a mediator and convergence point between open

unsecured public domain and sensitive government environment. The ASDC will be

equipped to host / co-locate systems such as Web Servers, Application Servers, Database

Servers, SAN, and NAS etc.

The Government of Assam has completed implementation of a number of e-Governance

applications which include Computerization of the Sales Tax department of Assam,

Treasury computerization, Integrated Health Services Project, Land Records

Computerization, Guwahati Metropolitan Area Network, Transport Computerization

Project to name a few. The Government of Assam has also planned a number of e-

Governance applications to be deployed in future.

SDC would provide much functionality and some of the key functionalities are:



1. Central Repository of the State

2. Secure Data Storage

3. Online delivery of services

4. Citizen Information/Services Portal

5. State Intranet Portal

6. Disaster Recovery

7. Remote Management, and,

8. Service Integration

The SDC would be equipped to host / co-locate systems (e.g. Web Servers, Application

Servers, Database Servers, Storage Area Network (SAN) and NAS etc.) to host

applications at the SDC to use the centralized computing power and resources. The

centralized computers/servers would be used to host multiple applications. SDC would

and must have high availability, centralized authenticating system to authenticate the

users to access their respective systems depending on the authentication matrix.

Proposed Data Center Details:

The proposed State Data Center shall have total area of 4500 sqft with 1500

sqft of server farm area.

The Data Center capacity has been planned to accommodate approximately

forty (40) 42U racks to take care of the State requirements for the next 5 years.

For providing adequate precision cooling it is proposed to provision high density

cabled through floor as well as ceiling,



Keeping in view the fact that the State has already a number of applications

implemented and a big number is in progress it is proposed to have storage of 75 TB. The

State has identified the Assam Secretariat Complex (Old) as the location of the SDC.

The estimated cost of the project is 54.20 Crores.

M/S Price Water Cooper House is appointed as consultant for the Assam State

Data Centre.

DPR submitted and approved by DIT, Govt. of India on 28.03.2008.

Vide Notification No.: IT.16/2008/88 Dated. 23/05/2008, a State Level SDC (State

Data Center) Project Implementation Committee was constituted.

E-District Project:

E-District is a State Mission Mode Project under the National e-Governance

Plan (NeGP). The project aims to target high volume services currently not covered by

any MMP under NeGP and undertake back end computerization to

E-enable the delivery of these services through Common Service Centers (CSC) .

Districts are the primary delivery channels for government administration which deliver a

large number of services to the citizens; therefore e-governance can significantly improve

government service delivery.

The Objective of this program is to implement pilot e-District model in Sonitpur and

Goalpara districts of Assam to provide integrated citizen services in the districts.

According to the guidelines framed by the Department of Information Technology (DIT),



Government of India (Gol), 6 core categories of services were identified at the National

level which has to be implemented under e-District Mission Mode Project (MMP) and

the State could add a maximum of 4 more services at its discretion.

The list of 6 Core categories of services that has been identified at the National level

under e-District MMP is given below:

Certificates (Birth & Death Certificate, Income Certificate, Permanent Residence

Certificate, SC/ST& OBC Certificate, and Senior Citizens Certificate).

Pension (Old Age, Widow).

Revenue court cases (Case List, Cause List Generation, Progress Tracking, and Final

Issuance of Order).

Revenue Dues and recovery (Issue of Recovery Certificates, Tracking of RC,

Tracking of Status of Dues, Issue of Notices).

Ration card/PDS (Issue of new Ration Cards, Issue of Duplicate Ration Cards, Issue of

Surrender Certificates, Modification of Ration Cards and Issue of LPG connections).

Grievances (Registration of Grievances, Status Tracking, Resolution of Grievances).

The list of suggested additional 4 categories of services, as per the requirement of

District Administrations of Sonitpur and Goalpara are given below:

Utility services (Payment of Electricity Bills and Telephone Bills).

Employment Services (Registration to Employment Exchange, PMRY and SGSY

schemes).

Right to Information (RTI) (Information dissemination under RTI)

Electoral Services (Updation of Electoral Rolls).



Status of the project

Goalpara and Sonitpur have been selected as Pilot Districts.

Preliminary Project Report was approved by DIT, Govt. of India.

M/S Wipro Ltd. has been appointed as the Project Consultants.

State Level workshops were organized for the stakeholders on 10th October '2007 &

11th April'2008 at Guwahati.

3.2.10 Other Details:

Implementation of Program’s of the Central Govt. Departments:-

• AMTRON is the State Level Agency (SLA) for the National Backward Classes

Finance & Development Corporation (NBCFDC)

Licenses Held by AMTRON:-

• AMTRON holds B Class ISP License for Assam Circle from Dept. Of

Telecommunication, Govt. of India.

• AMTRON has SMS gateway at Guwahati for BSNL.

• AMTRON has accreditation for DOEACC O & A level courses.

Additionally, AMTRON has the following mandate to take initiative as per the MOU

signed with the IT Department:-

Growth of Electronics, Hardware & Software industry:-

• Promote and attract investment for growth of the electronics & ICT in the State.



• Promote exports of electronics hardware & software from Assam, primarily to the

South-East Asian countries,

• Promote local entrepreneurs to set up electronics hardware & software

industries, business activities through Grant, Loans and Finance and Investment

tie-ups.

• Set up IT Park, Business Process Outsourcing (BPO) city and Hi-Tech City

Projects for attracting investment in Information Technology (IT) / IT enable

Service (ITeS) sector.

• Create IT awareness among masses through campaigns, publicity events,

Workshops and media.

• Market the Information & Communication Technology (lCT) & electronics

Potential of the State in India and abroad by participating in national/international Expos,

road-shows, conferences & workshops.

Building of Human Capital:

Tie up with AICTE, DOEACC, CISCO, NOVEL, AUTODESK, MICROSOFT,

IBM, ORACLE, REDHAT, NUT, SAP, BAAN etc to provide quality training, skill up

gradation and quality certification to the local youth of the region for employability in the

IT/ITES sector.

Take up IT/ITES educational programs for target groups such as corporate

Houses, Government departments, school children, women, economically & socially

challenged sections, senior citizens etc.

Build a Human Capital Database, especially of the educated and trained manpower in the

IT & Services sector.



Promote Research & Development (R&D) in software & hardware.

Promote interface between industry & academics in the Information & Communication

Technology (ICT) sector.

E-Governance & Citizens' Access to Information:-

• Provide Internet, Audio, Video, Voice and Integrated Data services to the Government

Departments and agencies against reasonable charges for these services.

• Provide e-Governance services, Government to Citizen (G2C), Citizen to Citizen

(C2C), & Government to Business (G2B) services, portals and replicate e-Setu through

kiosks

• Provide know-how & expertise to the Government Departments for back end

computerization and business process re-engineering.

Systems & services:-

• Provide internet, connectivity and network services to the public, business houses and

entrepreneurs on the ASWAN network on commercial terms.

• Provide consultancy & turnkey solutions to other State Government

Departments in Hardware, Software, MIS, GIS, Networks, and Web based services and

manpower training.

• Carry out turnkey implementation of projects.

• Carry out trade & commerce in electronics & ICT sector.



• Software & services exports.

3.2.11 Organizational Structure:




Chairman

Board of directors

Managing director

G.M.(e-Governance)

Deputy General Manager

Manager

Addl. Manger

G.M. (business devlopement & overseas

)

Deputy general manager

Manager

Addl. Manager

Sr.Technician

Technician

Office Attendent

Peon

G.M (infrastruct. devlopement & logistics)

Deputy General Manager

Manager

Addl.Manager


3.2.12 Operational divisions and its review:

5 functional departments found and observed in the structural study of AMTRON. These

are:-

(1) Human Resource Development (HRD)

(2) Finance and Accounting (F&A)

(3) System Development and Production (SD&P)

(4) Materials Department (TQM)

(5) Information Technology Marketing and Production (Marketing)

(6) Education and Training Division (E&T)

(7) Geographical Information System Division (GIS Div.)

(8) AMTRON Information India Ltd. Division.

(1) Human Resource Development: HRD is "organized learning activities arranged

within an organization in order to improve performance and/or personal growth for the

purpose of improving the job, the individual, and/or the organization”. HRD includes the

areas of training and development, career development, and organization development.

This is related to Human Resource Management -- a field which includes HR research

and information systems, union-labor relations, employee assistance, compensation-

benefits, selection and staffing, performance management systems, HR planning, and

organization-job design. The goal of HRD is to improve the performance of our

organizations by maximizing the efficiency and performance of organizations people.

HRD can give the tools that is needed to manage and operate any organization.

Everything -- production, management, marketing, sales, research & development and



everything like organizations people are sufficiently motivated, trained, informed,

managed, utilized and empowered.

The envisioned role of HRD professionals within learning organizations is

a) Support the business.

b) Support (informal) learning.

c) Support knowledge sharing (as a special form of supporting informal learning).

d) Develop and coordinate training.

e) Change HRD practices.

At AMTRON it has been found that proper HRD policies are well implemented towards

the attainment of a successful organizational culture and activities.

(2) FINANCE AND ACCOUNTING: Accounting and finance lie at the heart of

business. It is possible to survive, for a while at least, without an effective marketing

plan, poor human resource management and indeed a poorly designed business Strategy.

However, if there are serious faults with the management and control of the business’s

financial Systems, it will fail. On the positive side, good accounting and financial

management helps keep the business under control; it also provides the owners,

management and others with the information and the confidence to make the bold

decisions and take the opportunities to help the enterprise grow. At its simplest level

accounting is still about summarizing and totaling up the financial values and transactions

associated with a business or some other enterprise. However, accounting and the role of

accountants has developed far beyond this simple idea. The modern accountant extracts

meaning from a firm’s financial data: partly to help control its activities,

Partly to determine what resources are available for future development and partly to

satisfy the needs of a wide range of different groups who need financial information for

their own purposes. Accounting within firms has developed in two principal directions:

first in fulfilling the Information needs of external stakeholders and, second, in providing

information to management to assist them in their decision-making and other activities.



The externally oriented branch of the subject is called ‘financial accounting’ where

statements of financial performance

Over a period of time is produced – the income statement (formerly the profit and loss

account), the balance sheet and the cash flow statement. ‘Management accounting’ is

concerned with producing internal information for the management of the firm.

(3)SYSTEM DEVELOPMENT AND PRODUCTION:

(a) Firstly System Development comprises of various activities that are implemented by

AMTRON regarding project planning and implementation.

For e.g. ASEB (Assam State Electricity Board) Billing

Data Entry of various state officials works etc.

(b) Secondly PRODUCTION process is a well equipped state of the art layout that

involves with the production of various products.

Major Products Includes TV, Stabilizer, and Computer & Computer Peripherals etc.

(4) MATERIALS DEPARTMENT:

Total Quality Management, Maintenance Management, Material Management, Inventory

Control etc are fall under Materials Department. It is the process of TPM (Total

Productivity Maintenance) which brings stability and quality of the organization in long

run. Materials management can deal with campus planning and building design for the

movement of materials, or with logistics that deal with the tangible components of a

supply chain. Specifically, this covers the acquisition of spare parts and replacements,

quality control of purchasing and ordering such parts, and the standards involved in

ordering, shipping, and warehousing the said parts.

SCOPE OF MATERIALS MANAGEMENT:



1. Materials Planning.

2. Purchasing.

3. Store Keeping.

4. Inventory Control.

5. Receiving, Inspection and Dispatching.

6. Value Analysis, Standardization and Variety Reduction.

7. Materials Handling & Traffic.

8. Disposal of Scrap and Surplus, Material Preservation.

(5) Information Technology Marketing and Production:

AMTRON is fully dedicated towards IT enabled services across the state of Assam.

MARKETING department of AMTRON is associated with IT i.e. it has no physical

existence without IT department as AMTRON is a govt. nodal agent for IT development

in the state. Various hardware and software products are included in the production

process and a well organized MARKETING team is liable to promote the product and

services which are altogether known as IT marketing and production.

(6) EDUCATION AND TRAINING DIVISION:

The education and training division of AMTRON was set up with the prime objective of

importing quality computer education throughout the state. Presently AMTRON

Guwahati is a fully accepted “DOEACC” centre for its ‘O’ and ‘A’ level courses, and

also a practical examination centre for the same. DOEACC society is an autonomous

body of department of information technology under ministry of communication and

information technology, govt. of India. DOEACC ‘O’ level is a foundation level course,

whereas, ‘A’ level is a advanced diploma level course, high in demand having

recognition even outside India.

At present Education and Training, division has student strength of 200nos. with

continuous outstanding performance. Education and Training division has also runs its

own IT courses under the brand name of AMTRON through a statewide franchisee



network. AMTRON courses include diploma courses and various short-term certificate

courses. Education and Training also provides customized corporate level training for

different organization State government, central government, public sector undertakings

and banks. AMTRONS some of biggest clients are AH& vety, Rajbhavan, SISI, IOC

(Digboi) etc.

Another centre has been setup at Jorhat under Education and Training division to perform

similar activities. The education and training division is also entrusted directly look after

the district computer at Kamrup District and Jorhat District.

(7) Geographical Information System Division:

AMTRON is a leading GIS consultancy company in NE region of INDIA. Its GIS

division with high-end software and hardware products solutions and services

incorporating GIS & Remote sensing technology to the clients. AMTRON is associated

with various projects in the field of GIS and Remote Sensing and has successfully

completed most of them. GIS division is providing GIS, RS & GPS solutions to its clients

successfully. Some of the projects AMTRON is working with in the recent past are been

stated below:

GIS division of AMTRON is entrusted by the department of forest, Assam, for

conducting various training programs in computer fundamentals, GIS and remote sensing

for its officials and procurement of necessary satellite imageries for the Department.

Training, for officials in five batches has been completed. The Digitization and geo

referencing of all the Reserve Forest are complete. The necessary satellite Imageries have

been procured. The Registration and Analysis part is in progress.

The GIS Division AMTRON has prepared a bamboo coverage map of Assam for the

North East Pulp and Paper Mill Pvt. Ltd. (NEPPM). This in turn will help them in

locating suitable sites for paper mills. As bamboo is the raw materials for the paper so

such a map will be a great importance for them. The bamboo coverage map is prepared

from satellite data and ground sampling survey. Plotting and scanning of maps are done

on commercial basis in the GIS division. Huge nos. of map is scanned, digitized printed



for the Hon’ble Governor of Assam. A proposal for scanning and printing of cadastral

map is also submitted to the revenue department, Assam.

GIS division has also purchased a DGPS with RTK recently. The division is planning for

huge amount of survey work for capacity building as well as for various departments.

3.2.12 Workforce structure:



Regular EmployeeSl.No. Designation No. of Manpower

1 Managing director 12 General manager 13 Manager 14 Addl.Manager 45 Deputy Manager 106 Accounts officer 17 Administrative Officer 18 Technical officer 29 Superitendent 7

10 Supervisor 911 Engenering Supervisor 112 Sr.Office Assistant 413 Sr.Technician 914 Store keeper 115 Jr.Programmer 316 Jr.Engineer Grade I 117 Sr.Sales Representatives 118 Assistant Acountant 519 Technician 2820 Jr.Office Assistant/Typist 321 Assembler 122 Sr.Driver 423 Driver 324 Semi Clerk 625 Peon/ppl 2026 Night Chokider 30

TOTAL 157

On DeputationnSl.No Designation No. of Manpower

1 System Consultant 1

summary of existing Manpower



3.2.13 HR policies and innovations:

Labor planning:

This includes forecasting, planning, inventorying man power resources depending upon

the technology adopted, capacity of the production unit, layout of the plant, building and

machinery, time and motion studies, skill of the workman, job responsibility, role

analysis and work load, raw material supply, marketing and turnover.

Recruitment:

Recruitment is a generating of application or applicants for specific jobs. Recruitment

consists of two main processes:

1. Identification of vacancy of staff and workman.

2. A stock of a recruitment sources.

HRM policy firmly believes in induction, orientation, training and performance appraisal,

PPRD, individual rating, up-gradation of knowledge and skills for achieving

technological change, cost reduction, targeted reduction with reciprocate profit motive

and shared challenging aims of the organization.

The policy believes in give and take reciprocation, punishment and reward promotion for

long service, education and skills and for timely action with integrity and dignity of

human value.


CHAPTER IV

RESULTS, ANALYSIS AND DISCUSSION


4.0 Results, Analysis and Discussions

4.1 Introduction:

Before starting the fourth chapter, here is a brief review of the last three chapters. In the

very first chapter, I have discussed about the broad area about the subject relating to

marketing and internet followed by the specific area related to market analysis and

broadband. Finally, about the topic i.e. Comparative market analysis of AMTRON’s

broadband MAGIC SURF where I have discussed about Magic Surf comparison made

with other broadband providers in Assam.

In the second chapter I have covered about the literatures that has been reviewed during

the project work which are comprise of overseas and Indian researchers. Statement of the

problem and objectives of the study have been set in order to have a base for the analysis

and to get the proper findings relevant to the study. Research design has been defined

which includes data collection process, sample size of the study, and the specific sample

of the population and then limitations of the study have been discussed.

In the third chapter, profile of the industry along with the type of the business has been

discussed and then the company profile with its overall structure and operations are

mentioned.

4.1 Data Analysis and Interpretation:

Data analysis involves working to uncover patterns and trends in data sets; data

interpretation involves explaining those patterns and trends. Data interpretation can be

defined as “the application of statistical procedures to analyze specific observed or

assumed facts from a particular study”.

4.1.1 Research Instrument:



The research instrument that has been used in this research to perform the survey is the

Questionnaire. Through the questionnaire, a personal interface has been performed using

open -ended as well as closed-ended questions so that the franchisees and broadband

users can give specific and clear views.

Section – I:

In section I, I was trying to analyze the effect of various demographic characteristics of

the sample on the buying behavior of the consumer in case of Broadband connections.

The section – I involves primary information about the consumers. The first question in

this section find outs the percentage of male or female broadband users in Guwahati. It is

very much obvious that the percentage of male is more than female, as shown in the chart

below:

Table 4.1 : Showing the genders of respondents



Serial No. Gender Total No. of

Genders

Percentage (%)

1 Male 60 60%

2 Female 40 40%

Fig- 4.1 : Showing genders of respondents

40%

60%

Gender

FemaleMale

Interpretation: The research showed the number of genders that were using broadband

connection in Guwahati. The results purely indicated the number. and percentage of male

and female where male population are comparatively more than female on using

broadband connection. This is because most of male population are working

professionals and also more number of male can be found in technical profession who use

broadband most.

Second question:



In the section I, the research shows, which field of occupation, more related with

broadband connections.

Table 4.2- Showing Occupation of the sample:

Serial No. Occupation Total Nos. Percentage (%)

1 Govt. Employee 22 22%

2 Company 22 22%

3 Business 26 26%

4 Student 16 16%

5 Others 14 14%

Fig 4.2: Showing occupation of the selected sample

25%

25%

26%

21%

14%

Occupation of the sample

Govt. EmployeeStudentBusinessCompany jobOthers

Interpretation:-From the analysis, it is been found that broadband connections were

more popular in business sections (i.e. 26% as shown in the chart below). This is because

of cyber cafes, whose main business is to provide internet service to the people. Again

today, almost in all Govt. offices and companies it was found that in internet service it

comes next to business with 22% and 22% . Most of the educational institutions also

pursue internet services for educational purposes as well as academic works.



Third question : In the questionnaire, research has been carried out regarding consumer’s

qualification.

Table 4.3- Showing Qualification of customers:

Serial No. Qualification Nos. Percentage (%)

1 Matriculation 8 8%

2 PUC 12 12%

3 Graduate 38 38%

4 Post Graduate 36 36%

5 Others 6 6%

Fig 4.3: Showing qualification of sample

Qualifications

matriculationpucgraduatepost graduateothers

Interpretation: Thus, I found that the broadband connection consumers are mainly

graduates and postgraduate, with 38% of population are belonged to graduate level

category and 36% are of post graduate level. The reason behind such higher percentage

among those is that they need more information and materials relating to their course and

also they are more likely to use broadband for the social networking sites.



Fourth Question: This question is regarding the age groups of consumers.

Table 4.4- Showing different Age Groups:

Serial No. Age group Nos. Percentage (%)

1 Less than 18 5 5%

2 18-24 12 12%

3 25-34 37 37%

4 35-44 24 24%

5 45-60 20 20%

6 60+ 2 2%

Fig: 5.4: Showing age groups:

5%

12%

37%24%

20%

2%

Age

Less 1818-2425-3435-4445-6060+

Interpretation: The research shows that peoples who lie in the age group of 25-34

mostly use Broadband connections. Much of the people of the age group 35-44 are also

broadband users. The reason is that people of these groups are generally employees,

businesspersons, graduate and postgraduate level students and other professionals.



Section II :

In the first question of this section, I was trying to find out the different kind of

broadband connections available in ASSAM and their overall share by looking at the

usage rate by the customer segments. The table given below indicates mostly used

broadband connections throughout Guwahati city.

Table 4.5- Showing broadband connection available and its share in Guwahati:

Serial No. Brand Name Percentage (%)

1 BSNL 25%

2 Magic Surf 22%

3 Rajdhani 18%



4 Tulip 11%

5 Photon Plus/Others 24%

Fig: 4.5: Showing available broadband connection available and its share in

Guwahati city:

25%

22%

18%

11%

24%

BSNLMagic SurfRajdhaniTulipPhoton Plus/Others

Interpretation: In the graph it can be seen very clearly that most of the broadband

connection available in Assam is BSNL i.e. 25%, 22% of Market is shared by

AMTRON’s Magic Surf and 18% is shared by the local broadband connection Rajdhani;

Tulip 11% and second highest 24% are comprise of photon and other broadband

connections- Magic Surf, BSNL and Rajdhani are the top three broadband connections in

the market of ASSAM.

Section 2: I measured the top of the mind awareness about the MAGIC SURF broadband

connection in Guwahati city.

Table No. 4.5- Showing Awareness Of MAGIC SURF:

Serial No. Observation Nos. Percentage (%)

1 Yes 59 59%



2 no 41 41%

41%

59%

Popularity of AMTRON's Magicsurf

NoYes

Interpretation: The study shows that there are 59% of population that are very much

aware about AMTRON’s broadband Magic Surf but still 41% are unaware or have not

heard about magic surf yet; this is because of its low publicity and advertisement in its

market.

Section2: The last question of section II gives the most convenient means by which

peoples become aware of Magic Surf.

Table: 4.6- Showing means of popularity of Magic Surf:

Serial No. Means No. of respondents Percentage

1 Relatives 10 10%

2 Friends 20 20%



3 Newspaper 20 20%

4 Franchises 10 10%

5 TV Advertisement 25 25%

6 Others 15 15%

Fig:4.6- Showing means of popularity of Magic surf:

Interpretation: AMTRON does not promote its products through conventional mediums

and hence they have shown less impact on awareness building. But it does use other

mediums such as pole kiosks, small banners etc. for promoting its products which shows

the highest impact on the awareness building. The analysis shows most of the information

are published through television advertisement (25%), from friend referral and from

newspapers (20%) and 10% each from family and franchisees.

Section 3:

This section tries to find out if a person possesses a broadband connection or not and if

he/she possess a connection which one and why. The research done through this question

is to make a detailed study about various broadband connections.


Relatives Friends Newspaper Franchises Advertisement Other 0

5

10

15

20

25

30

Series 3


Section 3: No.1 : Users of broadband connection:

Table: 4.7: Showing number of users of broadband:

Serial no. Observation No. of respondent Percentage

1 Yes 64 64%

2 No 36 36%

Fig: 4.7: Showing user percentage of broadband:

64%

36%

Users of broadband connection

YesNo

Interpretation: Through the first question, it has been analyzed that maximum number

of people use broadband connection. In the research it was clearly found that the

broadband connection is very widely used in Guwahati city. About 64% of the sample

uses a broadband connection, whereas only 39% does not.

Section 3: Mostly used broadband connection:

Table: 4.8: Showing mostly used broadband connection

Serial no. Option No. of respondent Percentage

1 BSNL 25 25%



2 Magic surf 22 22%

3 Rajdhani 18 18%

4 Tulip 11 11%

5 Photon plus/others 24 24%

Graph: 4.8: Showing mostly used broadband connection

25%

22%

18%

11%

24%

Mostly used broadband connection

BSNLMagic surfRajdhaniTulipPhoton plus/others

Interpretation: When talking about mostly used connection it was found that most of the

broadband connection users use BSNL i.e. 24% of the selected sample. 22% of the

sample uses AMTRON’s Magic Surf and 18% uses the local broadband connection

Rajdhani, Tulip 11% and second highest 24% of the sample uses photon and other

broadband connections- Magic Surf, BSNL & Rajdhani are the top three broadband

connections in the market of Assam. These three broadband connections are being the

oldest connections ruling the market. New connections are also getting into the market of

broadband connection in Assam, and hence creating a tough competition among the

broadband connection providers.



Section 3: The third question finds that in which field the broadband connections are

mostly used. The chart shows the areas where customers for their various requirements

mostly use broadband connections.

Table: 4.9: Showing where the broadband is been used mostly:

Serial No. Option No. of respondent Percentage

1 Home 25 25%

2 Commercial

establishment(cafe)

25 25%

3 Educational Organization 22 22%

4 Others 28 28%



Fig: 4.9: Showing the rate of broadband usage in different establishments

25%

25%22%

28%

Connection are mostly used in

Commercial establishment(cafe)HomeEducational OrganizationOthers

Interpretation: It is found that home and commercial establishments use more

connections with the highest percentage of 25% because of the IT revolution and also

almost all commercial establishments are being computerized then the educational

organizations with a growing percentage of 22% and others shows 28% of usage rate in

different establishments.

.Section 3: No. of computers posses by respondents?

Table: 4.10: Showing number of computers of the selected sample:

Serial no. No. of computers No. of respondent Percentage

1 Only 1 29 29%

2 More than 1 26 26%

3 Equal to or less than 5 21 21%

4 More than 5 24 24%

Fig: 410: Showing percentage of number of computers:



29%

26%

21%

24%

Numbers of computer

Only 1more than 1equal to Or less than 5More than 5

Interpretation: The broadband users in Guwahati city is relatively experienced and has

possessed a broadband connection for about 1 year or more. 29% of customers or focus

group posses only one computer where 26% population are having more than one

computer and 24% population posses more than five computers and finally it is found

that 21% population posses equal to or less than five. More than one computers refers to

different institution or shops where computerized works are more frequently done.

Section 3: Broadband Experience:

Table: 4.11: Showing time period of using broadband

Serial no. Time period No. of respondent Percentage

1 Less than 6 months 7 7%

2 3-6 months 13 13%

3 6 months to a year 27 27%

4 More than 1 year 53 53%

Fig: 4.11: Broadband experience:



7%

13%

27%

53%

Experiences of broadband user

Less than 6 months3-6 months6 months to a yearMore than 1 year

Interpretation: People of Guwahati are more aware about internet which was found

during the research where 53% of the selected sample have been using broadband for

more than 1 year. 27% were found as user of broadband for 6 months to one year

duration where 13% and 7% were found as 3-6months and less than 6 months

respectively.

Section 3: About tariff plans:

Table: 4.12: Showing most popular tariff plans of broadband

Serial No. Tariff No of respondent Percentage

1 Monthly Rental 50 50%

2 Speed 10 10%

3 Download limit 30 30%

4 Add. Charges 10 10%

Fig: 4.12: Showing tariff plans



50%

10%

30%

10%

tariff plan

Monthly rentalSpeedDownload limitAdd.charges

Interpretation: Most of the respondents of the population prefer to use monthly rental

scheme, where about 30% of respondents are happy with the download limit scheme,

10% each are using speed tariff and additional charge scheme. Most of the respondents

use monthly rental because monthly rental schemes give unlimited usage value within

some pre fixed rentals.

Section 3: Important attribute to choose a broadband connection.

Table: 4.13: Important attributes to choose a broadband connection:


Serial No. Attributes Preference

1 Surfing speed 85

2 Download speed 85

3 Set up cost 80

4 Monthly rental 80

5 Connection drop 58

6 After Sales Service 63

7 Mobility 39

8 Reffered 75


Fig 4.13 :Important and preferred attributes in different Broadband Connection:

Surfing speed

download speed

Set-up cost Monthly rental

connectin drop

After sales services

Mobility Referred by someone

0

10

20

30

40

50

60

70

80

90

Interpretation: A weighted question, which found out the relative importance of these

attributes of a broadband connection to the users, helped us construct the above graph. In

the chart, we can see that the most looked after properties of the broadband connections

are surfing speed and download speed, which is quite a practical choice. Following them

there are set-up cost and monthly rental, in reference to this attributes every broadband

connection provider had to work out very wisely. Connection drop and after sales service

are two important attributes. These are some of the bottleneck parameters, if there is

improvement in them, it will be a direct driver for growth for the broadband connection

provider.



Section 3: Surfing Speed Of Magic Surf.

Table 4.14: Showing Surfing Speed opinions:

Serial no. Good speed No. of respondent Percentage

1 Agree 35 35%

2 Somewhat agree 10 10%

3 Neither agree nor

disagree

2 2%

4 Somewhat disagree 23 23%

5 Disagree 10 10%

Fig: 4.14: Showing surfing speed opinions of selected sample:



35%

10%

2%

23%

Surfing Speed

AgreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeDisagree

Interpretation: In the research it has been found that Magic surf provides its users with

high surfing speed than the other broadband connections. With a whopping number of

people were agreed about good speed of AMTRONS magic surf in its tariff segment.

This is followed by somewhat disagree by some number of respondents which is found to

be as 23% and 10% of people are somewhat agree about the speed of MAGIC SURF.

Section 3: About download speed opinions:

Table No. 4.15: Showing Download Speed

Serial no. Good Speed No. of respondent Percentage

1 Agree 30 30%


3 Neither agree nor disagree 10 10%


5 Disagree 18 18%

Fig: 4.15: Showing percentage of opinions about download speed



35%

22%10%

20%

18%

Download Speed


Interpretation: Here, Magic Surf provides its users had better download speed than the

other broadband connections. This shows that AMTRON is superior in quality compared

to other broadband connection and hence have the capability to gain through its

promotion. 35% are agreed on the download speed as good where 22% people are

somewhat agree on this view 20% are somewhat disagree, 18% are agree and 10% people

did not give any kind of opinion on it.

Section 3: High set up cost of Magic Surf

Table 4.16: Showing set up cost opinions of respondents:

Serial no. High Set-Up cost No. of respondent Percentage

1 Agree 25 25%


3 Neither agree nor disagree 15 15%


5 Disagree 18 18%

Fig 4.16: Set-up cost opinions:



25%

20%

15%

22%

22%

Set Up Cost


Interpretation: In the above chart, it can be very clearly seen that Magic surf possesses a

very high set up cost than other broadband connections, which is a serious problem for

them. This is because even though AMTRON is governments nodal agency it is not

getting enough subsidies and fund for full fledged operation of Magic Surf with less set

up cot.

Section 3: About monthly rental

Table 4.17: Showing high monthly rental opinions of respondents

Serial no. High Rental No. of respondent Percentage

1 Agree 10 10%


3 Neither agree nor

disagree

17 17%


5 Disagree 35 35%

Fig 4.17: Showing percentage of opinions of sample regarding monthly rental



10%

13%

17%

25%

35%

Monthly Rental

AgreeSomewhat agreeNeither agree nor disagreeSomewhat DisagreeDisagree

Interpretation: Monthly rental of Magic Surf is higher than the other connections as

found by the responses of different people with a high 35% who were agreed about the

high rental cost. Here the reason is similar as I mentioned in set up cost analysis that

government is less concern to promote its nodal agency’s product effectively.

Section III: Connection drop rate

Table 4.18: Showing connection drop of different connections by the consumers

Serial No. Connection Dropped No. of respondents Percentage

1 Magic Surf 28 28%

2 Bsnl 28 28%

3 Rajdhani 32 32%

4 Others 12 12%

Fig: 4.18: Percentage showing connection drop of different broadband connections:



28%

28%32%

32%

Connection dropped

MagicsurfBSNLRajdhaniOthers

Interpretation: In the figure above it has been found that almost all three major network

providers in broadband segment within the city of Guwahati have a high connection drop

problem. After sales service, not responding to the customer’s grievances, poor service,

too much hidden cost are some features, which lead consumers to drop the existing

connection and looking for a better one.

Section III: Consumers response about after sales service of different connections

available in Guwahati.

Table:4.19: Showing after sales service of different connections:

Serial No. Good After Sales service No. of People Percentage

1 Magic Surf 33 33%

2 BSNL 25 25%

3 Rajdhani 33 33%

4 Others 9 9%

Fig: 4.19: Showing percentage of consumer response about after sales service of

different broadband:



33%

25%

33%

9%

Afer sales service

MagicsurfBSNLRajdhaniOthers

Interpretation: After sales service of all three than Magic Surf is not satisfactory in

Assam. Magic Surf possesses a little high percentage of after sales service than the other

connection. By this, they are trying to get some competitive advantage because their set-

up cost, monthly rental are quite higher than others are. Therefore, this is a part of their

strategy to satisfy consumers by providing slight higher service than its competitors

provide, but still it needs to work in this aspect.

Section III: Consumer awareness about different broadband connections in

Guwahati

Table 4.20: Showing different connection awareness of the respondents

Serial No. Connections No. of respondents Percentage

1 Magic Surf 28 28%

2 BSNL 36 36%

3 Rajdhani 24 24%

4 Others 12 12%

Fig 4.20: Showing the percentage rate at which consumer are aware about a

particular broadband connection:



28%

36%

24%

12%

Consumer awareness

Magic surfBSNLRajdhaniOthers

Interpretation: Here, in this graph, the findings show that Magic Surf has a low

percentage of consumer awareness than the BSNL. This is because AMTRON does not

conduct extensive marketing campaign to promote Magic Serf neither it gets well support

from government for effective marketing process. The local brand Rajdhani comes third

when we talk about its awareness by the consumers by word of mouth communications.

Thus, AMTRON needs a great improvement in its consumer programs to promote Magic

Surf and to get advantage from its brand.


CHAPTER V

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS


5.0 Summary of findings, Conclusions and Recommendation

5.1 Summary of Findings:

(1) During the study, Information technology enabled services (ITES) in Guwahati and

overall Assam could be known as the emerging market, which is getting its wide range to

spread in to the other northeast states. As AMTRON is the lone player in promoting IT

and IT services in Guwahati it is having a great impact in consumers mind as a local

broadband provider.

(2) About the history of AMTRON, its mission vision, obligations, product profile,

operations etc. are known during the study, which are the relevant findings to carry out

the research. In addition, the different kind of projects that are proposed and planned by

state and central government are being implemented by AMTRON to develop

technological infrastructure of Assam including urban to the very far rural areas. One of

the project include the “Ananaduram Barooah Award” to those students who get first

class in their class ten board examination which is a initiative of Assam government to

promote competitiveness among students at the very first step of their life.

(3) The organizational structure also could be known which is a conventional vertical one

but simple to identify as chairman at the top level followed by the governing body which

is succeeded by managing director and under him the other related divisions and

departments come.

(4) The sales process of all the products and services of AMTRON are known. The

marketing channels, distribution strategy, place of demand of its products, pricing

strategies etc. are also known on the way to the analysis of Magic Surf.

(5) Out of 100 respondents, only 64 %( 64nos) represent the adopters of broadband and

remaining 36 %( 36nos) were non-adopters. The non-adopters of broadband included



respondents who accessed the internet via narrow band (dial-up) at home and those who

did not have internet access at all.

(7) Magic Surf ranks highest with high surfing and download speed among other service

providers in Guwahati.

(8) The tariff plans provided by Magic Surf are more expensive compare to others. Thus

they need to have a serious look on to the matter. As it is one of the major problems,

because of which the market of magic surf is a bit down.

(9) Though AMTRON provides better after sales service than others still it is in its

younger stage, which needs to be improved.

(10) Magic surf has poor system of publicity and advertisement, which acts as a main

obstacle in their success.

(11) The available broadband connection in Guwahati city are BSNL, TATA photon,

Tulip, Rajdhani which are taken to make comparison with Magic Surf by taking in to

account some relevant attributes.

(12) The major means of awareness of Magic Surf in Guwahati are advertisements

through different medias mainly newspaper and television, then friends and relatives are

the main source of promoting Magic Surf.

(13) The broadband connection in Guwahati are mostly used in commercial

establishments followed by home usage and educational institutions.

(14) Most of the consumers among the respondents posses single computers, then

secondly more than one computer are possessed by most of the respondents then comes

the respondent who are having five or less than five or more than two computers.

(15) The usage experience of broadband consumers in Guwahati city could be found as

53% having more than one year, then secondly those having six months to one year



followed by those who are using broadband from three to six months and only a few are

using broadband for less than six months.

(16) The important and preferred attributes in choosing a broadband connection are, high

browsing speed, high downloading speed, monthly rental and set up cost.

(17) Last but not the least, comes connection drop. The connection drop is also a major

problem of almost all the broadband providers where Rajdhani is having a high

connection drop problem followed by Magic Surf and BSNL. The major reason behind

Magic Surf connection drop is high monthly rental and poor service sometimes. The

reason behind connection drop of other providers are not very properly known.

5.2 Conclusions:



This study empirically examined the factors affecting the adoption of broadband

connection in a developing city by focusing upon Guwahati. The following conclusions

can be drawn from this research and are based on the underlying research assumption

made in chapter 3. A total of 8 parameters were expected to be correlated to the

consumers when adopting broadband connection in Guwahati. Of these 8 parameters 3,

including speed, cost and consumer awareness significantly correlated to the broadband

consumers. The speed parameter had the largest impact in the explanation of variations in

broadband connection. This was followed by the cost and consumer awareness construct.

As broadband technologies enable a range of communication and internet services,

studying individuals from Guwahati provides a useful starting point for understanding the

adoption of broadband in developing cities. This research provides one of the initial

efforts towards understanding the adoption behavior of broadband consumers. The

findings are specifically for the development and up liftment of AMTRON’s Magic Surf

Broadband Connection. Factors that are reported as being significant are of utmost

importance and require attention in order to encourage the further growth of Magic Surf

market in Assam.

Undertaking a project in any organization is a very difficult task. Still thus during the

project, it brought in to light many unknown, unseen and ignored aspects of AMTRON’s

marketing activities and also about its core product Magic Surf.

Further the employees of the organizations are highly satisfied.

It is been a good experience in undertaking a project in one renowned state governments

nodal organization located in Guwahati city (Assam). As a part of the course curriculum

of MBA I have conducted the dissertation which making my concern on the assigned

topic.

5.3 Suggestions:



(1) The frequency of promotions and advertisements needs to be increased in order to

build strong consumer awareness.

(2) The company should take effective measures to bring down installation and tariff

charges.

(3) Entering into the rural areas by reducing the price can gain more customers.

(4) Measure the job performance of employees in order to achieve goals and objectives

effectively.

(5) Introduction of wireless connection under the same brand name.

(6) Compete with full potential with other providers by manually updating the service

quality in a systematic manner.

(7) Like many its competing broadband connection providers such as BSNL, Tata

Photon, Rajdhani etc. AMTRON can also go for ads in televisions, newspapers and can

even held up big holdings for advertising its product Magic Surf.

(8) Planning for wide area coverage by its Service Protocol (ISP) so that high speed and

uninterrupted service can be provided to the consumers .

Some general suggestions are:

(a) Inclusion of IT director from employee union.

(b) Budget head to get salary directly from govt. agent.

(c) Start up the production process.

(d) Proposal to govt. for proper fund allocation.

(e) Find out the employees morale and their level of job satisfaction.



(f) Find out employees attitude towards the company.

(g) Build up a healthy labor management relationship.

(h) Measure the job performance of employees in order to achieve goals and objectives

effectively.


APPENDIX

BIBLIOGRAPHY AND QUESTIONNAIRE

Bibliography

Books:

Dwivedi Y.K. (2007) Consumer Adoption and Usage of Broadband in India, United States of America: IRM

press( An Imprint of IGM Global)

Etzel, M., Walker, B and Stanton W (2003), Marketing, 12th edition, New Delhi: McGraw- Hill

Kotler, P.(2000) , Marketing Management, 10th edition, New Delhi: Prentice Hall Inc.

Kothari, C.R. (2004), Research Methodology, New Delhi: New Age International.

Majumdar , R. (2007), Marketing Research- Text, applications and case studies, New Delhi: New Age

International

Zeithaml, V. A. , Bitner, M, and Gremler, D.D. (2005) , Services Marketing, New Delhi: McGraw-Hill/Irwin

Newspapers and Magazines:

Chandha, S. (2005) “Benefits of broadband” Times of India, February 7

Dilip Maitra (2011), “India’s broadband base touches 13 million”, Deccan Herald, May 26

Pilot, S. (2011),”Broadband connections stood at 13m in December 2011” Times of India, March 19

Times of India (2012), “Internet in India”, May 6

Journals:

Anderson et al (2002). “Domesticating Broadband- what consumers really do with flat-rate, always on and

fast internet access” B T technology journal 20(1) , 103-114

Chang, Lee, & Middleton (2004). “Literature Review On Customer Attitude Towards Broadband Services”,

Journal of Marketing, pages 35-51

Dwivedi Y.K. and Choudrie J. (2003), “ Consumer adoption and usage of broadband”, Proceedings of 8 th

(UKAIS) annual conference

I

http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Dwayne+D.+Gremler%22

http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Mary+Jo+Bitner%22

http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Ramanuj+Majumdar%22

http://www.igi-pub.com/books/details.asp?id=6888

Dutton, W. H. (2004). “Bridging broadband Internet divides: reconfiguring access to enhance

communicative power”., Journal of Information Technology , 28-38.

Joe, K. (2012). “ About ISP”, Scooper Articles, April 18

Patterson, A. (2012). “The Importance of a Broadband Speed Test When Deciding on an Internet Provider”,

Joined Ezine Articles, Pages 34-36

Ruiz (2004). “ Broadband access is an important part of enhancing rural community development”, Scooper

Articles, April 18

R. Shah (2009). “Broadband Internet is rapidly taking the lead as the most popular type of Internet access” ,

Published in Article Alley on 9th January

Websites:

Cooper, H. (1998), “ Literature Review” accessed on 15/05/2012 at

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

Anderson et al (2002), “ Consumer adoption and usage of broadband”, accessed on 16/05/2012 at

books.google.co.in/books

Dwivedi Y.K. and Choudrie J. (2003), “ Impact of broadband upon the users”, viewed on 16/05/2012 at

http://www.emeraldinsight.com/journals.htm?articleid=1776047&show=pdf

Chang, Lee, & Middleton, (2004), “Measuring Customer Attitude towards Broadband Services”, viewed on

16/05/2012 at http://www.oppapers.com/essays/Literature-Review-On-Customer-Attitude-Towards/544627

Ruiz (2004), “ Customer attitudes towards broadband”, viewed on 16/05/2012 at

http://www.oppapers.com/essays/Literature-Review-On-Customer-Attitude-Towards/544627

Chandha, S. (2005) “Benefits of broadband” viewed on 16/05/2012 at

http://articles.timesofindia.indiatimes.com/keyword/broadband

Internet world Statistics (2006), “ Internet usage stats and telecommunication market report”, viewed on

20/05/2012 at http://www.internetworlds.com/asia/in.htm

II

http://www.internetworlds.com/asia/in.htm

http://articles.timesofindia.indiatimes.com/keyword/broadband

http://www.oppapers.com/essays/Literature-Review-On-Customer-Attitude-Towards/544627

http://www.emeraldinsight.com/journals.htm?articleid=1776047&show=pdf

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

http://ezinearticles.com/?The-Importance-of-a-Broadband-Speed-Test-When-Deciding-on-an-Internet-Provider&id=7004556


Dwivedi Y.K. (2007), “Consumer Adoption and Usage of Broadband in India”, viewed on 25/05 /2012 at


R. Shah (2009), “ Review of broadband internet connection”, viewed on 16/05/2012 at

http://rshah.articlealley.com/a-review-of-broadband-internet-connections-746065.html

American Marketing Association (2011) , “ Definition of Marketing”, accessed on 15/05/ 2012 at

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

Dilip Maitra (2011), “India’s broadband base touches 13 million”, viewed on 16/05/2012 at

http://www.deccanherald.com/content/218464/indias-broadband-base-touches-13.html

Internet World Stats (2011), “ About Internet” Retrieved on 15/05/2012 at

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

Pilot, S. (2011),”Broadband connections stood at 13m in December 2011” viewed on 17/05/2012 at

http://articles.timesofindia.indiatimes.com/2012-03-19/telecom/31210322_1_broadband-connections-goa-

highest-number

Andy Patterson (2012), “Broadband Speed Test”, viewed on 16/05/2012 at

http://www.sooperarticles.com/communications-articles/broadband-internet articles/importance-broadband-

speed-test-when-deciding-internet-provider-914796.html

Kevin Joe (2012), “ ISP factors”, viewed on 16/05/2012 at http://www.sooperarticles.com/communications-

articles/broadband-internet-articles/internet-service-provider-factors-consider-911345.html

Sian Hooper (2012), “ Broadband options available at different prices”, viewed on

16/05/2012 at http://ezinearticles.com/?expert=Sian_Hooper

Wikipedia (2012), “ Market Analysis”, accessed on 15/05/2012 at

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

Company Profile of AMTRON (1984-2012), viewed on 20/06/2f012 at http://amtron.in

Company profile of Assam electronics development corporation (1984-2012 ) viewed on 14/04/2012at

http://mycollege.in/ITcompanies/Assam_Electronics_Development_Corporation_Limited/19.php

III

http://mycollege.in/ITcompanies/Assam_Electronics_Development_Corporation_Limited/19.php

http://amtron.in/

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

http://ezinearticles.com/?expert=Sian_Hooper


http://www.sooperarticles.com/communications-articles/broadband-internet-articles/internet-service-provider-factors-consider-911345.html

http://www.sooperarticles.com/communications-articles/broadband-internet-articles/internet-service-provider-factors-consider-911345.html


http://articles.timesofindia.indiatimes.com/2012-03-19/telecom/31210322_1_broadband-connections-goa-highest-number

http://articles.timesofindia.indiatimes.com/2012-03-19/telecom/31210322_1_broadband-connections-goa-highest-number

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

http://www.internetworldstats.com/stats.htm

http://www.deccanherald.com/content/218464/indias-broadband-base-touches-13.html

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

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

http://rshah.articlealley.com/a-review-of-broadband-internet-connections-746065.html



Company profile of BSNL (2012), viewed on 10/03/2012 at http:/bsnl.co.in

Company profile of Tulip (2012) viewed on 10/03/2012 at http://tulip.co.in

Company profile of Reliance (2012) viewed on 10/03/2012 at http://reliance.co.in

Company profile of Tata Photon (2012) viewed on 10/03/2012 at http://tataphoton.co.in

Company profile of Sify viewed on 10/03/2012 at http://sify.co.in

Industry profile of IT and Telecommunication Industry viewed on 20/05/2012 at

www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

QUESTIONNAIRE

Dear Sir/Madam,

I would like to introduce myself as a trainee of State Wide Area Network (SWAN)

Division, AEDC Ltd. And I am conducting a research in the topic of “A

Comparative market analysis of AMTRON’s Magic Surf and other Broadband

IV

http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

http://sify.co.in/

http://tataphoton.co.in/

http://reliance.co.in/

http://tulip.co.in/

systems in Guwahati”, Assam. So, I would be very grateful to you if you could

provide few minutes of your valuable time to fill up the Questionnaire.

The information that will be collected be used extensively for official purpose.

Thanking You.

Your Name:

SECTION -I

In this part I would like to ask you some questions for categorizing your

responses.

Q.1. What is your gender?

MALE

FEMALE

Q.2. What is your occupation? (please tick as applicable)

Govt. Employee

Company Job

Business

Student

V

Others

Q.3. what is your qualification? (please tick as applicable)

HSLC

HS

Graduate

Post Graduate

Others

Q.4. what is your age? (Please tick as applicable)

Less than 18

18 – 24

25 – 34

35 – 44

45 – 60

60+

SECTION – II

Q.1. What are the Broadband connection available in Assam Market? (Give

at least 4 answers)

VI

1

2

3

4

Q.2. Have you heard about AMTRON’s Magic Surf? (Please tick Yes/No)

Yes No

Q.3. If yes, Then how? (Please tick as applicable)

Relatives

Friends

Newspapers

Franchisees

Advertisements

Others

SECTION – III

Q.1. Do you have a Broadband Connection? (Please tick Yes/No)

Yes No

(i) Which Broadband Connection you are using?

VII

(ii) Where do you use your connection most? (Please tick as applicable)

Home

Commercial Establishment (Internet Café)

Educational organization

Other organization

Other

Q.2. For how many computers you are using the connection? (Please tick as

applicable)

Only 1

More than 1

Equal to less than 5

More than 5

Q.3. Since how long you are using the connection? (Please tick as applicable)

Less than 6 months

3 – 6 months

6 months to 1 year

VIII

More than 1 year

Q.4. What tariff plan you are using?

Monthly

Rental

Speed Download

limit

Additional

Charges

Q.5. Comparison of important & preferred attributes of different broadband

connection.

Surfing

Speed

Download

Speed

Set-

Up

cost

Monthly

Rental

Connection

Drop

After

Sales

Services

Mobility Refe

rred

By

Som

eone

Q.6. Please respond to the following statements:-

1. This connection offers high surfing speed than other connection.

IX

Agree Somewhat

Agree

Neither

Agree

Nor

Disagree

Somewhat

Disagree

Disagre

e

2. This connection offers high downloading speed than other connection.

Agree Somewhat

Agree

Neither Agree

Nor

Disagree

Somewhat

Disagree

Disagre

e

3. The connection set-up cost of this connection is less than other connections.

Agree Somewhat

Agree

Neither Agree

Nor

Disagree

Somewhat

Disagree

Disagr

ee

4. The Monthly rental charges of this connection are less than other

connections.

Agree Somewhat Neither Agree Somewhat Disagr

X

Agree Nor

Disagree

Disagree ee

5. Connection dropped of different broadband connection?

Magic Surf BSNL Rajdhani Others

6. After sales service of different broadband connection?


7. Consumer Awareness of different broadband connection?


XI

Date post:	25-Oct-2014
Category:	Documents
Upload:	hemanta-das
View:	128 times
Download:	7 times

Project on Market Analysis

Documents