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CONSUMER AWARENESS AND
WILLINGNESS TO SUBSCRIBE TO 3G
TECHNOLOGY
ByRoshini V
0918144
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y Ogilvy & Mather is an international advertising, marketing and public relations agency
based in Manhattan and owned by the WPP Group. The company operates 497 offices in 125
countries with approximately 16,000 employees.
y Ogilvy & Mather is known as one agency,but is made up of 12 different companies that each
specialize in one area of advertising, marketing or Public relations.
y Building brands is at the core of Ogilvy & Mather Worldwide's activities. The company
emphasises it uses a holistic approach to brand building, touching every contact point a
consumer might have with the brand.
y The company even uses public relations to create a more conductive environment for the
brand.
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SERVICE PROFILE MARKET RESEARCH
Market research helps
to communicate in a better way to the customers,
identify opportunities and minimize risks.
Ogilvy and Mathers in- house market research division
conduct surveys
get an idea of customer requirements
360 degree marketing
includes the media and sales promotion divisions
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INTRODUCTION TELECOM
The Indian telecommunication industry
second largest telecommunication network
second largest number of wireless connections in the
world.
y Telecommunication activities saw rapid growth in
India starting at the dawn of the 21st century
y Efforts have been made from both governmental and
non-governmental organizations to further improve
the telecommunication infrastructure.
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COMPANY WISE % MARKET SHARE -
APR'2010Sl. No. NameofCompany Total Sub Figures % Market Share
1 Bharti Airtel 130619487 30.16%
2 Vodafone Essar 103755978 23.96%
3 IDEA 65288248 15.08%
4 BSNL 64744985 14.95%
5 Aircel 38469541 8.88%
6 Reliance 16311206 3.77%8 MTNL 4817670 1.11%9 Uninor 5021651 1.16%
10 Loop Mobile 2894511 0.67%
11 Stel 1112391 0.26%
All India 433040658 100.00%
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BENEFITS
Perform all those functions that they perform at present with their
mobile devices but at much higher speed than before.
Provides faster connectivity
Can avail the benefits of video calling.
Provide with the data transmission speed of up to 2Mbps when the
users are using the phone on stationarymode.
Provides significantly faster data transfer rates of connectivity andincreased networking and most importantly the resistance to noise.
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NEED FOR THE STUDY
yWhile there has been an increasing amount of
wireless mobile activity, little attention has been
given to user acceptance of 3G technology (Mobile
Internet) in India.
y Research on 3G technology acceptance, therefore,
will be extremely worthy in providing useful
information, especially at this early stage of 3G
Mobile Internet development and implementation.
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SCOPE OF THE STUDY
This study will be primarily beneficial to the
mobile service providers since they canunderstand the innovators and non-innovators
perception of the service.
Furthermore, the results of this studymay allow
the mobile service providers to better segment
and target the market.
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OBJECTIVES
y To understand the awareness levels of 3G
services in the Indian market and its acceptance
among the subscribers.
y The survey will test the willingness of the
potential 3G users, either corporate or
individuals, in order to evaluate the expected
demand on the 3G services.
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RESEARCH
y The study is an analytical one
y Research Approach Quantitative
y Population: Chennai
y Sample Size: 100
Students- Age ranging from 18 to 25
Professionals- Age ranging from 25 to 50
Sampling method
Non-probabilitymethod - Judgmental samplingmethod
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DATA COLLECTION INSTRUMENT
y Interviewmethod was used in pilot study to
gather requisite information.
y The tool used to collect data is questionnaire.
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TOOLS & TECHNIQUES USED FOR ANALYSIS
Weighted average method
Karl Pearsons coefficient of correlation
Analysis of Variance
Graph Percentage analysis
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LIMITATIONS
y Responses from existing mobile phone and internet
users.
y It does not take into account people who will start using
mobile due to the facilities offered by 3G technology.
y Low income group not considered
y This study is limited mainly to working professionals,
students and business people and does not give a major
weight age to home makers.
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CROSS TABULATION OF AGE & GENDER OF RESPONDENTS
Gender
TotalMale FemaleAge
15-25 16 33 49
26-35 24 12 36
36-45 10 5 15
Total 50 50 100
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OCCUPATION OF RESPONDENTS
Occupation Frequency
Student 44
Employed 52
Business/ Self Employed 1
Home maker 3
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CURRENT MOBILE CONNECTION OF RESPONDENTS
Mobile Connection Frequency
Aircel 18
Airtel 38
BSNL 1
IDEA 10
Reliance 12
Tata Docomo 4
Vodafone 17
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RATING OF EXISTING SERVICES
Voice Mail Voice Calls SMS MMS GPRS
Most preferable 3 97 98 18
Somewhat preferable 3 10 45
Neutral 51 41 17
Less preferable 8 32 10
Least preferable 38 2 17 10
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CORRELATION OF EXISTING SERVICES
Voice
calls SMS MMS GPRS
Voice
message
Voice calls Pearson
Correlation
1 -.025 .286** -.073 .203*
SMS Pearson
Correlation
-.025 1 .232* .302** .165
MMS Pearson
Correlation
.286** .232* 1 .727** .645**
GPRS Pearson
Correlation
-.073 .302** .727** 1 .382**
Voice
message
Pearson
Correlation
.203* .165 .645** .382** 1
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REQUIREMENT OF SERVICES
Video
Conference
Video
Calling Live TV
Broad
Band GPS
Required98 86 26 100 72
Not Required
2 14 74 28
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CURRENT FEATURES USED ON
MOBILE PHONE
Features used
Social networking 54
Email 20
Documents 3
Browsing 18
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AWARENESS OF 3G TECHNOLOGY
Awareness of 3G Frequency
Yes 84
No 16
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Sources of Information
Source of Information
Newspaper 37
TV 52
Internet 6
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WILLINGNESS TO BUY 3G ENABLEDHANDSETS
Are you willing to buy a
3G enabled handset
TotalYes No
Is your handset 3G
enabled
Yes 3 11 14
No 77 9 86
Total 80 20 100
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PREFERENCE OF 3G SERVICES
Video
Conference
Video
Calling Live TV GP
S
Broad
Band
Most preferable 30 29 53 98
Somewhat preferable 42 45 1 21 2
Neutral 23 21 16
Less preferable 3 3 60 1
Least preferable 2 2 39 9
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Video Conference Video
Calling
Live TV GPS Broad
Band
Most preferable (5) 30 29 - 53 98
Somewhat preferable (4) 42 45 1 21 2
Neutral (3) 23 21 - 16 -
Less preferable (2) 3 3 60 1 -
Least preferable (1) 2 2 39 9 -
Weighted Average26.33333 26.4 10.866 27.2 33.2
Rank 4 3 5 2 1
WEIGHTED AVERAGE FOR
PREFERENCE OF 3G SERVICES
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PREFERENCE OF SERVICE
PROVIDERService provider for 3G
Aircel 18
Airtel 38
BSNL 1
IDEA 10
Reliance 12
Tata Docomo 4
Vodafone 17
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BASIS OF SELECTION OF SERVICE PROVIDER
Basis Frequency
Brand name 9
Attractive offers 22
Network coverage 45
Customer support service 10
All of the above 1
Brand name & network 13
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ANOVA
H0= There is no significant difference betweenservice provider preference and service features.
H1=There is a significant difference betweenpreference of service provider and service features
Which mobile connection do you use and why do you prefer
Sum of Squares df Mean Square FBetween Groups 233.804 5 46.761 7.46
Within Groups 589.196 94 6.268
TabulatedValue =2.3113
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FINDINGS
y
People belonging to age groups 15-25 and 26-35 are more aware and arewilling to use 3G technology.
y GPRS is gaining popularity due to availability of internet on mobile phone.
y The availability of internet on mobile has resulted in video conferencing,
broadband and video calling options being highly preferred
y It is observed that 65% of the respondents have started using internet on
mobile to access various features.
y 55% of the respondents use internet to access social networking sites.
y Email and browsing options are not widely used except by executives
y From the study relating to awareness of 3G, it is found that in 84%, all of
them have heard the term 3G but only 60% of them were able to correctly
relate to the service offered
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Not enough awareness is generated about 3G.
Advertisements on television ranks the top place in creating awareness.Newspapers also an effective medium in creating awareness but the
reach is limited to literate people and those who read newspapers only.
80% of the respondents are willing to change to handsets that support
3G within Rs. 12,000
98% prefer broadband , 40% prefer video conferencing & video calling
People prefer to wish to retain their existing service provider for 3G
services as well. However this may change after the MNP plan comes
into full force.
Network coverage is the main reason for stayingwith the current service
providers. Brand name is not considered as a major factor.
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What do you understand by 3G technology?
y The next generation of wireless technology.
y Multimedia 3G networks transmit wireless data up to 2 megabits per second,
making possible the integration of voice, data and video.
y A faster technology for cell phones where internet is faster & video
conference is possible.
y Faster speed better technology like video conferencing etc.
y It enables hi speed data transfers on mobile through dedicated frequencies
and thereby will enable a lot ofmultimedia and live streaming on mobile.
y 3rd generation wireless technology is a higher & better version of 2G
y Fast net connectivity.
y It helps to manage home gadgets
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RECOMMENDATIONSy Service providers have to create more awareness on the benefits of 3G to its
customers.
y There is a perception that 3G is an expensive service that all cannot avail.
y Since there is high competition amongst the 7 major players, the provider who offers
an affordable plan initially will get the first mover advantage.
y A large segment of users will be captured by the first mover who offers 3G at
affordable rates.
y Internet on mobile is a phenomenal success. It has generated a lot of traffic. However
in order to avoid congestion, network optimization has to be made to accommodate
increasing traffic
y Promoting mobile broadband as a substitute for fixed line broadband
y Tariff plans should be customized for different target user segment based on the usage
of services.
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CONCLUSION
y 3G is the latest technology that is being incorporated into mobile devices across
the globe.
y It combines the two fastest growingmarket sectors - Mobile and Internet
y
The TRAI (Telecom Regulatory Authority of India) has recommended auctioningradio frequencies for 3G telecom services at a reserve price of Rs 1,050 crore
y 3G services will add invaluable dimension for the integral part of the modern
world.
y In the near future,mobility will not be considered as an add-on: it will become a
fundamental aspect.
y People will be getting same quality of service from a next-generation phone as
they would get from their PCs today.
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