final project report-airtel

DECLARATION

I do hereby declare that, the project work entitled “A Study

On Sales And Promotional Strategy Followed By

Bharti Airtel Limited ”, submitted by me, has been carried

out at “Bharti Airtel Limited , Bhubaneswar” under the

guidance of Mr . Mishal Bhadra, Territory Sales Manager ,

Mr. Debasis Mohanty, Zonal franchise Manager , Bharti

Airtel (Orissa)Limited and Mr Raj Dash, Faculty, Department

of Marketing , KIIT School Of Management , is original work

done by me.

Sonal Dash

Roll No: 116002018

MBA (Marketing & Finance)

Batch : 2009 - 2011

1

ACKNOWLEDGEMENT

I would like to acknowledge and extend my deep sense of gratitude to my

Project Guide Prof. Raj Dash for his extensive help and support. He has

provided me with every necessary and important guidance till submission

of my project. Secondly, I would like thank Prof. & Director L.K.Vaswani,

who provided us with such an exciting opportunity which enabled us to

know the market and understand the functioning of it in a wider prospect.

Again I would like to thank all the members of our Placement Cell for

helping for the successful completion of my Summer Project.

My heartfelt thanks to Mr. Debasish Mohanty, Zonal Franchise Manager

and Mr. Mishal Bhadra, Territory Manager ( Postpaid and Blackberry ) who

gave me their most valuable time for providing me with the right kind of

training and information that was helpful for my project.

My special thanks to all Friends both from KIIms School of Management &

ICFAI National College & Regional College Of Management who worked

with me as a team during the project and helped me with their untiring

help and support.

Last but not the least, I am thankful to the Almighty and my parents

without whose blessings and support the project would not have been

completed.

2

Sonal Dash

EXECUTIVE SUMMARY

The Indian telecommunications has been zooming up the growth curve at

a feverish pace, emerging as one of the key sectors responsible for

India's resurgent economic growth even in this recession hit Economic

condition. Mobile telecommunications, supported by a network covering

about 97% of the country’s population and 82% of the land area, has

become one of the most vibrant services sub-sectors in the economy.

Keeping competition on the forehead Airtel one of the leading telecom

service providers in India had put its journey of glory towards Orissa in

December, 2004, and now this is the most top brand among other

telecom service providers of Orissa. In this short span of 5 years it has

not only surpassed the previous well established companies like

government owned BSNL but also one of the most prominent brand,

Reliance India mobile. Right now it commands a huge share of 33% of

the total mobile phone users and more than 2600 Transmission Towers

to its credit surpassing nearest rival that is BSNL with 17% customers

and 1800 transmission towers.

The First part of the project covers many aspect of Indian Telecom

industry right from old days when it first made its debut in form of

Telegraph and its journey till modern day revolutionary 3G enabled

network.

The second part of the project deals with my contributions to the

company in form of marketing and sales of Postpaid connections

(Corporate & Individual) and Blackberry handsets with special plans in

the Bhubaneswar region for 10 weeks. The sales part involved Personal

selling through cold call method and customer awareness was increased

through promotional drives carried out at various places like offices and

3

ARC’s (Airtel relationship centers). I was able to sell 17 Post paid

connections & 2 Blackberry handsets in this period that is a total worth

of Rs 68,000/= addition to the total revenue of the company.

The third and perhaps the most important part of this project was

accessing the effectiveness of various promotional activities undertaken

by all the telecom companies using TOMA & ITP analysis. TOMA was

used to study whether the advertisements and other campaigns are

really able to get into the mind of the customers or not. Similarly ITP

was used to measure the effect of TOMA that is whether this awareness

is getting converted into purchase intension and finally real purchase.

Two of the most important observations that came to light about the

TOMA & ITP of Airtel as a brand are as follows

The TOMA for Airtel is very high compared to other companies. 60%

of the total respondents , recalled Airtel as the first Telecom service

provider which comes to their mind when they think of cellular phone

connections.

This TOMA so created is really getting converted into intension to

purchase , as 72% of the respondents showed the willingness to shift

to Airtel in future when they would go for a change of their present

service provider.

The main factor for changing service provider was found to be Price

Sensitiveness. Many customers fall in the category of Fence-Sitters

who will change their connections if price increases.

The loyalty of Airtel customers is better than other service providers.

Complete analysis of various other studies are given in the subsequent

parts of this report which is based on genuine and intense study carried

4

out by me at different places of Bhubaneswar & Cuttack in this 10 weeks

On the job training period.

TABLE OF CONTENTS

Topics Page Nos.

Chapter - 01

1. Introduction ………………………………………………………….08

2. Brief History of Telecommunications ……………………..10

3. Indian Telecom Industry ……………………………………….11

4. Telecom players in India ……………………………………….20

5. Market Share ……………………………………………………….27

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Chapter – 02

Company Profile ……………………………………………………..28

Chapter – 03

Objectives ………………………………………………………………44

Chapter – 04

Methodologies ………………………………………………………..46

Chapter – 05

Limitations …………………………………………………………….49

Chapter – 06

Part – I. Sales and Promotion

A. Postpaid Connections 1. Individual

Plans………………………………………………...512. Corporate Plans

…………………………………………………58

B. Blackberry Handsets

Features and Models …………………………………………..62

6

Blackberry Data Service Plans ……………………………..72

Execution of Sales ………………………………………………73

Document Collection ………………………………………….76

Achievement ……………………………………………………..77

Part – II. Measuring Effectiveness of Promotional activities

TOMA & ITP Analysis …………………………………………79

Chapter – 07

Conclusions ………………………………………………………81

Chapter – 08

Recommendations …………………………………………….84

Bibliography ………………………………………………….86

Annexure

1. TOMA & ITP Questionnaire ……………………………88

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2. Telecom Terminologies ………………………………….90

CHAPTER NO : 01

INTRODUCTION

8

INTRODUCTION

The telecom industry is one of the fastest growing industries in India.

India has more than 200 million telephone lines making it the third

largest network in the world after China and USA. With a growth rate

of 45%, Indian telecom industry has the highest growth rate in the

world.

Telecommunication sector in India can be divided into two segments:

Fixed Service Provider (FSPs), and Cellular Services. Fixed line

services consist of basic services, national or domestic long distance

and international long distance services. The state operators (BSNL

and MTNL), account for almost 90 per cent of revenues from basic

services. Private sector services are presently available in selective

urban areas, and collectively account for less than 5 per cent of

subscriptions. However, private services focus on the

business/corporate sector, and offer reliable, high- end services, such

as leased lines, ISDN, closed user group andvideoconferencing.

Cellular services can be further divided into two categories: Global

System for Mobile Communications (GSM) and Code Division Multiple

Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-

9

Hutch, and Idea Cellular, while the CDMA sector is dominated by

Reliance and Tata Indicom. Opening up of international and domestic

long distance telephony services are the major growth drivers for

cellular industry. Cellular operators get substantial revenue from these

services, and compensate them for reduction in tariffs on airtime,

which along with rental was the main source of revenue. The reduction

in tariffs for airtime, national long distance, international long

distance, and handset prices has driven demand.

The role of telecom in various spheres of life is quite indispensable

now a days. Telecom as a quick ,cheap & effective mode of

communication has overtaken every other communication tools. This

has so easily integrated into our lives and has become so widely used

that even the present global economic downturn had no effect on this

industry. Vodafone , a UK based company is rapidly expanding its

market share after it took over Hutch. Airtel , the largest player in this

sector is very soon planning to go global after the merger with South

Africa based MTN Group , its second international venture after

entering the Sri-Lankan market. Tata Tele services is going to launch

its GSM services very soon. Other are also expanding in similar

fashion.

The role of telecommunications in industrial segment has shown a

steep growth from late nineties .It is now the most widely used mode

of communication not only by large but small and medium enterprises.

The project at Airtel Bhubaneswar involved a complete study of the

telecom usage pattern of SME’s and SE’s and side by side Estimation

of the Market potential of Research in Motion developed Blackberry

handsets which is a smart phone designed specially for business class

executives.

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Promotion is an important part of 4P’s , this has its own importance in

marketing mix. Different types of promotional tools are used by these

telecom companies which aims at creating awareness about the

products and services being offered by these companies. Quite a huge

amount of money, labor and time is spent on these campaigns. The

ultimate goal of all these hard work is increasing sales. Any campaign

is not immediately converted to sales but it takes time, in the mean

time these ad campaigns first create Top of Mind Awareness (TOMA)

that is it captures attention and stays in customers mind then this is

converted to Intension to Purchase (ITP), then finally the sales takes

place. It is therefore very important for these telecom companies to

measure both these parameters which helps them to design, re-design

and withdraw any campaign. This also helps in mapping our product’s

awareness vis-à-vis that of competitors. At Airtel, Bhubaneswar, I

mapped the TOMA & ITP of a sample of 75 cellular phone users to

access the awareness of various brands of cellular service providers in

this city to compare the awareness of customers about services

provided by Airtel vis-à-vis other players in this highly competitive

sector.

BRIEF HISTORY OF TELECOMMUNICATION

History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications.

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Telecom sector was considered as a strategic service and the government considered it best to bring under the state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Then beginned the success stories of different telecom companies in India.

INDIAN TELECOM INDUSTRY

With 300 million telephone subscribers today, India now boasts of

having the second largest telecom network in the world after China.

The country is adding some 8.5 million to 10 million new mobile

subscribers to the network every month to also emerge as one of the

fastest growing telecom markets in the world. The telecom industry

12

also saw an estimated $8.5 bn in investment flow in during 2006-07

alone, of which $550 million was in the form of foreign direct

investment. All major telecom handsets manufacturers - including

Nokia, Samsung, Motorola and LG - have their presence in India, so

do leading global service companies and infrastructure majors, such

as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and

Siemens.

The next phase of growth, experts believe, will be in the country’s

vast rural areas - a development that, they say, would be more

important than the Green Revolution in India’s farm sector in the

1970s, when the country emerged as a self-sufficient economy in food

production, driven by the introduction of hybrid seed varieties and

new irrigation techniques. Also, with a tele-density of just eight

percent in rural India, as opposed to 50 percent in urban centres, the

hinterland offers good scope for expansion.

The Indian telecommunications has been zooming up the growth

curve at a feverish pace, emerging as one of the key sectors

responsible for India's resurgent economic growth.

India is has surpassed US to become the second largest wireless

network in the world with a subscriber base of over 300 million in

April, according to the the Telecom Regulatory Authority of India

(TRAI).

Segment-wise growth

13

Wireless segment has emerged as the preferred mode of telephone

service by the consumers, reflected in the rising share of mobile

phone connections to total connections.

1. The share of mobile phones has increased from 71.69 per cent

at the end of March 2006 to 87.68 per cent at the end of May 2008.

2. While total mobile subscriber base was 277.92 million, wire

line subscriber base was 39.05 million.

3. Consequently, overall tele-density has increased to 27.59 per

cent at the end of May 2008.

India is likely to be second largest mobile market in the BRIC

nations, with 560 million mobile users representing the next great

growth curve for both mobile and interactive marketing industries,

according to a report by eMarketers.

Government Initiatives

The key to the growth of telecom in India has been liberalization,

reforms and competition. The positive regulatory framework has

played a major role.

• Opening the industry for private sector participation.

• 100 per cent FDI is permitted in telecom equipment

manufacturing through the automatic route.

• FDI ceiling in telecom services has been raised to 74 per cent.

• Establishment of an independent regulator - the Telecom

Regulatory Authority of India (TRAI)-for the telecom sector.

• Introduction of a Unified access licensing regime for telecom

services on a pan-India basis.

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• Implementation of New Telecom Policy (NTP'99).

• Introduction of Calling Party Pay (CPP) regime and lowering of

access deficit coupled with introduction of revenue share regime in

ADC.

• Introduction of Mobile Number Portability in a phased manner,

starting with the fourth quarter of 2008.

• Allowing service providers to share active infrastructure.

Road Ahead

According to a report by Boston Consulting Group, while only

one in 20 of the world's first two billion mobile subscribers live in

India, as many as one in every four of the next billion subscribers will

be an Indian.

The department of telecommunication estimates the total

subscriber base to total 500 million by 2010, out of which 80 million

are expected to be from rural areas.

The Indian telecom industry's revenue, likewise, is estimated to

increase, which according to Ernst & Young is expected to total US$

35 billion, accounting for 3.6 per cent of the total GDP of the country.

With such growth projection, this industry is likely to see increased

investments. In fact, total investment is projected at US$ 76.6 billion

during the eleventh plan period (2007-12). Private sector is estimated

to continue its dominant share, accounting for 67 per cent of the total

projected investment while public sector accounts for the rest.

15

TELECOM STRUCTURE AND REGULATION IN

INDIA

In India, Telecom sector is regulated and managed by two bodies

which are as follows:

1. Department of Telecommunications(DoT)

2. Telephone Regulatory Authority of India(TRAI)

Department of Telecommunication: The Department of

Telecommunications is responsible for policy formulation,

performance review, monitoring, international cooperation,

research and development and grant of licenses to operators for

providing basic and value added services in various cities and

telecom circles as per approved policy of Government. The

Department also allocates frequency and manages radio

communication in close coordination with international bodies. It is

also responsible for enforcing wireless regulatory.

Telecom Regulatory Authority of India (TRAI)

The Telecom Regulatory Authority of India (TRAI) was formed in

January 1997 with a view to provide an effective regulatory

framework and adequate safeguards to ensure fair competition and

protection of consumer interests. The Government is committed to a

strong and independent regulator with comprehensive powers and

clear authority to effectively perform its functions.

16

FUTURE

The Indian telecom industry is expected to reach a size of Rs

344,921 crore by 2012 at a growth rate of over 26 per cent, and

generate employment opportunities for about 10 million people

during the same period, according to a report.

The telecom industry had a market size of Rs 105,287 crore in 2006.

The sector would create direct employment for 2.8 million people

and for 7 million indirectly, according to a Frost and Sullivan report.

Despite record growth over the last 12 months, only 21.85% of the

country’s 1.1 Billion population owns a telephone, which means the

growth in new subscriber additions will continue and even

accelerate.

The Ministry of Communications and Information Technology

(MCIT) is has very aggressive plans to increase the pace of growth,

targeting 500 million telephone subscribers by 2010 and 650 million

by 2012 which is currently 250 million. Most of the expansion in

subscribers is set to occur in rural India. India’s rural telephone

density has been languishing at around 1.9%, so, if 70% of total

population is rural, the scope for growth in this Industry is

unprecedented.

Major market trends

The telecoms trends in India will have a great impact on everything

from the humble PC, internet, broadband (both wireless and fixed),

cable, handset features, talking SMS, IPTV, soft switches, and

managed services to the local manufacturing and supply chain.This

report discusses key trends in the Indian telecom industry, their

17

drivers and the major impacts of such trends affecting mobile

operators, infrastructure and handset vendors.

Higher acceptance for wireless services

Indian customers are embracing mobile technology in a big way (an

average of four million subscribers added every month for the past

six months itself). They prefer wireless services compared to wire-

line services, which is evident from the fact that while the wireless

subscriber base has increased at 75 percent CAGR from 2001 to

2006, the wire-line subscriber base growth rate is negligible during

the same period. In fact, many customers are returning their wire-

line phones to their service providers as mobile provides a more

attractive and competitive solution. The main drivers for this trend

are quick service delivery for mobile connections, affordable pricing

plans in the form of pre-paid cards and increased purchasing power

among the 18 to 40 years age group as well as sizeable middle class

a prime market for this service.

Some of the positive impacts of this trend are as follows. According

to a study, 18 percent of mobile users are willing to change their

handsets every year to newer models with more features, which is

good news for the handset vendors. The other impact is that while

the operators have only limited options to generate additional

revenues through value-added services from wire-line services, the

mobile operators have numerous options to generate non-voice

revenues from their customers. Some examples of value-added

services are ring tones download, colored ring back tones, talking

SMS, mobisodes (a brief video programmed episode designed for

mobile phone viewing) etc. Moreover, there exists great opportunity

18

for content developers to develop applications suitable for mobile

users like mobile gaming, location based services etc. On the

negative side, there is an increased threat of virus – spread through

mobile data connections and Bluetooth technology – in mobile

phones, making them unusable at times. This is good news for anti-

virus solution providers, who will gain from this trend.

Reasons for growth

The two major reasons that have fuelled this growth are

1. Low tariffs

2. Falling handset prices.

Constraints

Slow pace of the reform process.

It would be difficult to make in-roads into the semi-rural and

rural areas because of the lack of infrastructure. The service

providers have to incur a huge initial fixed cost to make inroads into

this market. Achieving break-even under these circumstances may

prove to be difficult.

The sector requires players with huge financial resources due

to the above mentioned constraint. Upfront entry fees and bank

guarantees represent a sizeable share of initial investments. While

the criteria are important, it tends to support the existing big and

older players. Financing these requirements require a little more

liberal approach from the policy side.

Problem of limited spectrum availability and the issue of

interconnection charges between the private and state operators.

19

Recent Trends

Until recently, only the PSU's BSNL and MTNL were allowed to

provide Basic Phone Service through copper wires in India. MTNL

is operating in Delhi and Mumbai only and all other parts are

covered by BSNL. However private operators have now entered the

fray, although their focus is largely on the cellular business which is

growing rapidly.

Telephony Subscribers (Wireless and Landline): 400.05 million

(Jan 2009)

Cellphones: 362.3 million (Jan 2009)

Land Lines: 37.75 million (Jan 2009)

Yearly Cellphone Addition: 113.26 million (2007)

Monthly Cellphone Addition: 15.41 million (Jan 2009)

Teledensity: 34.5% (Jan 2009)

Projected teledensity: 500 million, 40% of population by 2010.

Broadband connection: 6.22 million (March 2009) "Present

scenerio" In the fixed line arena, BSNL and MTNL are the

incumbents in their respective areas of operation and continue to

enjoy the dominant service provider status in the domain of fixed

line services. For example BSNL controls 79% of fixed line share in

the country.

On the other hand, in the mobile telephony space, Airtel controls

21.4% subscriber base followed by Reliance with 20.3%, BSNL with

20

18.6%, Vodafone with 14.7% subscriber base (as per June 2005

data).

Following list shows the GSM subscriber figure till Jan

2009

1 Bharti Airtel 88382758 (33.04%)

2 Vodafone Essar 63340024 (23.68%)

3 BSNL 42673357 (15.95%)

4 IDEA 40016153 (14.96%)

5 Aircel 16761397 (6.27%)

6 Reliance Telecom 10353841( 3.87%)

8 MTNL 4003807 (1.50%)

9 BPL 2007303( 0.75%)

India………………..267538640

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EXCITING TIMES AHEAD FOR INDIAN TELECOM

INDUSTRY

With 300 million telephone subscribers today, India now boasts of

having the second largest telecom network in the world after China.

The country is adding some 8.5 million to 10 million new mobile

subscribers to the network every month to also emerge as one of the

fastest growing telecom markets in the world. The telecom industry

also saw an estimated $8.5 bn in investment flow in during 2006-07

alone, of which $550 million was in the form of foreign direct

investment. All major telecom handsets manufacturers - including

Nokia, Samsung, Motorola and LG - have their presence in India, so

do leading global service companies and infrastructure majors, such

as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and

Siemens.

The next phase of growth, experts believe, will be in the country’s

vast rural areas - a development that, they say, would be more

important than the Green Revolution in India’s farm sector in the

1970s, when the country emerged as a self-sufficient economy in food

production, driven by the introduction of hybrid seed varieties and

new irrigation techniques. Also, with a tele-density of just eight

percent in rural India, as opposed to 50 percent in urban centres, the

hinterland offers good scope for expansion.

22

TELECOM PLAYERS EXISTING IN INDIAN MARKET

There are three types of players in telecom services:

State owned companies (BSNL and MTNL).

Private Indian owned companies ( Reliance Infocom. , Tata

Teleservices

Foreign invested companies (Vodafone-Essar, Bharti Tele-

Ventures, Escotel, Idea Cellular, BPL Mobile, Virgin and Spice

Communications.)

Bharat Sanchar Nigam Limited (BSNL)

On October 1, 2000 the Department of Telecom Operations,

Government of India became a corporation and was renamed Bharat

Sanchar Nigam Limited (BSNL). BSNL is now India’s leading

Telecommunications Company and the largest public sector

undertaking. The state-controlled BSNL operates basic, cellular (GSM

and CDMA) mobile, Internet and long distance services throughout

India (except Delhi and Mumbai). BSNL, which became the third

operator of GSM mobile services in most circles, is now planning to

overtake Bharti to become the largest GSM operator in the country.

BSNL is also the largest operator in the Internet market, with a share of

16.19 per cent of the entire subscriber base.

23

Bharti Airtel

Established in 1985, Bharti has been a pioneering force in the telecom

sector with many firsts and innovations to its credit, ranging from

being the first mobile service in Delhi, first private basic telephone

service provider in the country, first Indian company to provide

comprehensive telecom services outside India in Seychelles and first

private sector service provider to launch National Long Distance

Services in India.Bharti Tele-Ventures Limited was incorporated on

July 7, 1995 for promoting investments in telecommunications

services. Its subsidiaries operate telecom services across India.

Bharti’s operations are broadly handled by two companies: the

Mobility group, which handles the mobile services in 16 circles out of

a total 23 circles across the country; and the Infotel group, which

handles the NLD, ILD, fixed line, broadband, data, and satellite-based

services. In mobile, Bharti’s footprint extends across 15 circles. Bharti

Tele-Ventures' strategic objective is “to capitalize on the growth

opportunities the company believes are available in the Indian

telecommunications market and consolidate its position to be the

24

leading integrated telecommunications services provider in key

markets in India, with a focus on providing mobile services”.

MTNL

MTNL was set up in 1st April 1986 by the Government of India to

upgrade the quality of telecom services, expand the telecom network,

and introduce new services and to raise revenue for telecom

development needs of India’s key metros – Delhi, the political capital,

and Mumbai, the business capital. In the past 17 years, the company

has taken rapid strides to emerge as India’s leading and one of Asia’s

largest telecom operating companies. The company has also been in

the forefront of technology induction by converting 100% of its

telephone exchange network into the state-of-the-art digital mode. In

the year 2003-04, the company's focus would be not only

consolidating the gains but also to focus on new areas of enterprise

such as joint ventures for projects outside India, entering into national

long distance operation, widening the cellular and CDMA-based WLL

customer base, setting up internet and allied services on an all India

basis. While the market for fixed wireline phones is stagnating, MTNL

faces intense competition from the private players—Bharti, Hutchison

and Idea Cellular, Reliance Infocomm—in mobile services.

Reliance Communications

25

Reliance is an integrated telecom service provider with licenses for

mobile, fixed, domestic long distance and international services.

Reliance Infocomm offers a complete range of telecom services,

covering mobile and fixed line telephony including broadband,

national and international long distance services, data services and a

wide range of value added services and applications. Reliance India

Mobile, the first of Infocom's initiatives was launched on December

28, 2002. This marked the beginning of Reliance's vision of ushering

in a digital revolution in India by becoming a major catalyst in

improving quality of life and changing the face of India. Reliance

Infocom plans to extend its efforts beyond the traditional value chain

to develop and deploy telecom solutions for India's farmers,

businesses, hospitals, government and public sector organizations.

Until recently, Reliance was permitted to provide only “limited

mobility” services through its basic services license. However, it has

now acquired a unified access license for 18 circles that permits it to

provide the full range of mobile services. It has rolled out its CDMA

mobile network and enrolled large number of subscribers to be in the

competition to become the country’s largest mobile operator. It now

wants to increase its market share and has recently launched many

other services. Having captured the voice market, it intends to attack

the broadband market.

TATA Teleservices

26

Tata Teleservices is a part of the Tata Group, which has 93

companies, over employees and more than million shareholders. Tata

Teleservices provides basic (fixed line services), using CDMA

technology in six circles: Maharashtra (including Mumbai), New

Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has a

large subscriber base too giving tough competition in CDMA. It has

now migrated to unified access licenses, by paying a Rs. 5.45 billion

($120 million) fee, which enables it to provide fully mobile services as

well. The company is also expanding its footprint, and has paid Rs.

4.17 billion ($90million) to DoT for 11 new licenses under the IUC

(interconnect usage charges) regime. The new licenses, coupled with

the six circles in which it already operates, virtually gives the CDMA

mobile operator a national footprint that is almost on par with BSNL

and Reliance Infocom. These newly introduced circles include Bihar,

Haryana, Himachal Pradesh, Kerala, Kolkata, Orissa, Punjab,

Rajasthan, Uttar Pradesh (East) & West and West Bengal.

Vodafone

Hutch’s presence in India dates back to late 1992, when they worked

with local partners to establish a company licensed to provide mobile

telecommunications services in Mumbai. Commercial operations

27

began in November 1995. Between 2000 and March 2004, Hutch

acquired further operator equity interests or operating licences. With

the completion of the acquisition of BPL Mobile Cellular Limited in

January 2006, it now provides mobile services in 16 of the 23 defined

licence areas across the country. Hutch India Vodafone has benefited

from rapid and profitable growth in recent years. It has already

entered the Bhubaneswar market recently and is giving tough

competition to other players in the market whether it be Postpaid,

prepaid or Blackberry services.

Idea Cellular

Indian regional operator IDEA Cellular Ltd. has a new ownership

structure and grand designs to become a national player, but in doing

so is likely to become a thorn in the side of Reliance Communications

Ltd. IDEA operates in eight telecom “circles,” or

regions, in Western India, and has received additional GSM licenses

to expand its network into three circles in Eastern India - the first

phase of a major expansion plan that it intends to fund through an IPO,

according to parent company Aditya Birla Group. Idea has increased

its presence in Karnataka and Punjab by acquiring The Spice Telecom.

Idea was launched in Bhubaneswar recently in the month of April

2009.

Aircel

28

The Aircel group is a joint venture between Maxis Communications

Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with

Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile

operator in Tamil Nadu within 18 months. In December 2003, it launched

commercially in Chennai and quickly established itself as a market leader

– a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented

success in the Eastern frontier circles. It emerged a market leader in

Assam and in the North Eastern provinces within 18 months of

operations. Till today, the company gained a foothold in 17 circles

including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu

& Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra

Pradesh, Karnataka, Delhi, UP(West), UP(East) and Mumbai.

The Company has currently gained a momentum in the space of telecom

in India post the allocation of additional spectrum by the Department of

Telecom, Govt. of India for 13 new circles across India. These include

Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana,

Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan,

Punjab, UP (West) and UP (East).

Aircel has won many awards and recognitions. Voice and Data gave Aircel

the highest rating for overall customer satisfaction and network quality in

2006. Aircel emerged as the top mid-size utility company in

Businessworld’s ‘List of Best Mid-Size Companies’ in 2007. Additionally,

29

Tele.net recognised Aircel as the best regional operator in 2008.

With over 20 million happy customers in the country, Aircel the fast

growing telecom company in India has revved up plans to become a full-

fledged national operator by end of 2009.

Virgin

“Virgin Mobile” brand is India’s ‘first’ national youth-focused mobile

service. “Virgin Mobile” branded services are being offered to the

Indian consumers by Tata Teleservices through a brand franchise with

Virgin Mobile. Virgin Mobile India provides services through Tata

Teleservices with experience and expertise in designing, marketing and

servicing of “Virgin Mobile” branded products for the youth segment.

Market Share of Various Players

30

Group Company wise % market share - Mar'2009

Sl. No.

Name of Company

Total Sub Figures

% Market Share

1 Bharti Airtel 93923248 32.57%

2Vodafone Essar 68768998 23.85%

3 BSNL 46684049 16.19%

4 IDEA 43022799 14.92%

5 Aircel 18478325 6.41%

6Reliance Telecom 11145176 3.86%

8 MTNL 4176676 1.45%

9 BPL 2164211 0.75%

All India 288363482 100.00%

Graphical Representation

33%

24%

16%

15%

6%4%

1%1%

Bharti AirtelVodafone EssarBSNLIDEAAircelReliance TelecomMTNLBPL

31

Chapter – 02

COMPANY PROFILE

COMPANY PROFILE

32

Bharti Airtel is one of India's leading private sector providers of

telecommunications services based on an aggregate of 88,270,194

customers as of December 31, 2008; of whom 85,650,733 subscribe

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

voice and/or broadband access delivered through DSL. It is the

largest wireless service provider in the country, based on the

number of subscribers as of December 31, 2008. It also offer an

integrated suite of telecom solutions to their enterprise customers,

in addition to providing long distance connectivity both nationally

and internationally. It has recently forayed into media by launching

its DTH and IPTV Services. All these services are rendered under a

unified brand “Airtel”. The company also deploys, owns and manages

passive infrastructure pertaining to telecom operations under its

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

Towers Limited. Bharti Infratel and Indus Towers are the two top

providers of passive infrastructure services in India.

Partners

The businesses at Bharti Airtel have been structured into three

individual strategic business units (SBU’s) - mobile services,

telemedia services (ATS) & enterprise services. The mobile services

group provides GSM mobile services across India in 23 telecom

circles, while the ATS business group provides broadband &

telephone services in 94 cities. The enterprise services group has

two sub-units - carriers (long distance services) and services to

corporates. All these services are provided under the Airtel brand.

33

Business Divisions

VISION 2010

By 2010 Airtel will be the most admired brand in India:

• Loved by more customers

• Targeted by top talent

• Benchmarked by more business.

"To provide global telecom services and delight customers."

VISION 2020

• To build India's finest business conglomerate by 2020

GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.

MOBILE SERVICES

Delivering telecommunications services as an integrated offering including mobile, broadband & telephone, national and international to enterprises.

ENTERPRISE SERVICES

( CORPORATES )

High speed broadband internet with a best in class network & Landline services in 94 cities

AIRTEL TELEMEDIA SERVICES

The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fibre on its national long distance network.

ENTERPRISE SERVICES (CARRIER

SERVICES)

34

• Supporting education of underprivileged children through Bharti

Foundation

• Strategic Intent: To create a conglomerate of the future by bringing

about “Big Transformations through Brave Actions.”

MISSION

“ We at Airtel always think in fresh and innovative ways about the

needs of our customers and how we want them to feel. We deliver

what we promise and go out of our way to delight the customer with

a little bit more”

GOAL

• To undertake transformational projects that have a positive

impact on the society and contribute to the nation building

process.

• To Diversify into new businesses in agriculture, financial

services and retail business with world-class partners

• To lay the foundation for building a “conglomerate” of future

CORE VALUES

• Empowering People - to do their best

• Being Flexible - to adapt to the changing environment and evolving customer needs

• Making it Happen - by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit

• Openness and transparency - with an innate desire to do good

35

• Creating Positive Impact – with a desire to create a meaningful difference in society.

FOUR PILLARS

Error- free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions

FEW KEY MILESTONES

Date of Incorporation - July 07, 1995

First private operator to offer fixed line telephony-June04,1998

Became a public limited company in India - February 18, 2002

First telecom company to have an all India mobile footprint

(Presence in all 23 telecom circles in India) - March 30, 2005

ACHIEVEMENTS

Bharti Airtel crosses the 100 million customer mark and

becomes the fastest private telecom company in the world.

Enters into the league of the world’s top telecom companies,

moves towards top 5 global mobile companies .

Adds last 25 Million in just 14 months, accelerating towards

the 100 million customer mark .

5, 00,000 villages – covering over 95% of the population.

India’s most Customer Responsive Telecom Company Award

(16-12-05).

MIS ASIA IT Excellence Award 2005 first Indian telecom

company to win this award (26-09-05).

36

Bharti wins Silver Trophy at the CII National Six Sigma

Awards (28-09-05).

Airtel chosen as 'Most Preferred Mobile Service' by CNBC

Awaaz Consumer Awards (07-07-05).

Bharti Tele-Ventures amongst top three companies in the

latest ET top 500 companies ranking. (20-06-05).

Bharti Tele-Ventures is the "Indian Mobile Operator of the

Year 2005”. (17-06-05).

Bharti Tele-Ventures is the “BEST INDIAN CARRIER” at

Telecom Asia. (05-05-06) Wins this award for the second

consecutive year.

PARTNERS

Network Equipment :

Mobile Services - Nokia, Ericsson, Huawei

Telemedia Services- Siemens, Nortel, Wipro, Cisco

Information Technology - IBM

Call Centre Operations - IBM Daksh, Hinduja TMT

Teleperformance Mphasis, Firstsource &

Nortel

Equity Partner {Strategic} - Singtel

EXCHANGE LISTINGS

The Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited (NSE).

37

CURRENT FINANCIAL SITUATION

CORPORATE STRUCTURE

38

COMPETITORS: BSNL (BHARAT SANCHAR NIGAM LIMITED),

MTNL, VODAFONE , BPL MOBILE , RELIANCE, IDEA, TATA

INDICOM, AIRCEL.

POINTS OF DIFFERENCE:

1. Widest spread network.

2. Congestion free network.

3. Customized Service

SOME SAILENT FEATURES:

Bhatari Airtel has emerged as the marketing leader in the

mobile market.

First to launch full time roaming services in the country.

The first to launch full roaming service on prepaid in the

country

It was the first to launch the multi band in a wireless network

for efficient usage of spectrum

The first to launch 32k sim cards

The first in Asia to deploy the multi band feature

It was the first to launch Easy Charge - India's first paperless

electronic recharging facility for prepaid customers.

It was the first telecom company in the world to receive the ISO

9001:2000 Certification from BRITISH STANDARD INSTITUTE.

It was the first to develop a single integrated billing system for

all operations across India.

AIRTEL BRAND ATTRIBUTES

39

Fresh

In-touch

On my side

Can-do

Airtel's journey to leadership began in Delhi in 1995. Since then,

Airtel has established itself across India in sixteen states covering

a population of over 600 million people. Airtel will soon cover the

entire country through a process of acquisitions and green field

projects.

Thus with its better cost control and with value added benefits to

its consumers “AIRTEL” can maintain NO 1 position in the

market.

CORE MARKETING STRATEGY AT AIRTEL

Bharti Airtel bold strategy for the growth company business and

marketing. India’s first private operator to make cellular profile

has an aggressive marketing strategy in all areas of fixed and

wireless telecoms

Airtel’s marketing strategy to penetrate different segments:

Focusing its attention on youth ,women and senior citizens,

cellular service provide Airtel unveiled its new market

segmentation strategy by introducing prepaid, postpaid plans.

Another plan was launched for the senior citizens and women

40

In short Airtel wants to penetrate in all the feasible segments

AIRTEL offers unparallel GPRS.

Network connectivity in rural areas along with existing

circles is specially taken care of and $15 bn was spent for this

purpose.

FLANKING: (THE COMPETITION)

Thus facing a tough a competition Airtel does have a strategy to

maintain its position.

It continues to target the interior packets of the mobile industry

Had been targeting the youths and launched “FREINDZ” for it’s

customers of age between 15-19 yrs

Launched a innovative “LADIES SPECIAL”

Launched “KHUSI” - cheapest ever service

Launched of BLACK BERRY dominated it as leader

Launched of “FUTURE FACTORY” centers of innovation &

pioneer mobile applications like

o Mobile pay phones

o Mandi rates

o Mobile register

o Vehicle Tracking System

o E- Goverenence

MARKETING OBJECTIVES

o Bharti’s objective is to differentiate itself in India’s highly

Competitive communications environment by ensuring customer

41

delight through personalized customer service and accomplishing

this through a highly cost-effective business model.

o Bharti’s expansion strategy comes at a time when India’s mobile

industry is at a crossroad. India move ranks as the fastest growing

cellular market in the world surpassing China, the world’s long

time leader.

o It is becoming more apparent that wireless technology,

coverage and love pricing alone are sufficient to drive significant

competitive advantage in the Indian market place.

BRAND & ADVERTISING

Airtel and Visual Identity

For a brand to be successful, it meet build enduring relationships

with its different audiences integral to this relationships is the

visual image of the brand the consumer carrier in his/her mind. The

Airtel brand image is created through the consistent application of

a carefully developed visual identity, which helps AIRTEL

distinguish itself in a cluttered market. Airtel’s visual identity helps

create instant brand recall and strength the relationships that its

audience have with it.

The AIRTEL visual identity has different eliminate that work

together to create a strong and consistent identity of the band. The

most important of these are:

o AIRTEL LOGO – The AIRTEL logo is a strong, contemporary

and confident symbol for a brand that always ahead of the rest. It is

specially drawn word mask.

42

o AIRTEL IMAGE STYLE – It incorporate two solid, rectangular

forms counter forms creates an open doorway.

o AIRTEL TYPOGRAPHICAL STYLE – The title case lettering

with its capital ‘A’ was deliberately chosen to reinforce the brand’s

leadership position. The red dot on the letterform ‘1’ was Airtel’s

focus on innovation. The ‘Express yourself’ are very much part of

the brand identity.

o AIRTEL COLOR PALETTE – The lettering is grey as that the

pure black of Airtel is visually unharmed CATEGORY ANALYSIS

PROMOTION

When Airtel commenced operations in 1995, the cellular market

was pretty much in its infancy. As a pioneer, Airtel had to take on

the responsibility of creating and building a new category. In its

journey, Airtel evolved several innovative programmes to create

awareness about the benefits of mobile technology. This not only

created the image of Airtel being a market leader, but also

showcased the brand as an innovator. It was a badge people were

proud to wear - and flaunt.

The early advertising for Airtel focused on mobile phones as a key

business and lifestyle tool. The tag line 'Power to keep in Touch'

used in the brand promise was designed to make the user feel 'in

control…powerful'. As the category developed with prices going

down sharply, Airtel began talking to a wider spectrum of potential

users. This was the birth of the 'Touch tomorrow' positioning. Airtel

started talking to new segments by positively positioning and

establishing itself as a brand that improved the quality of life.

43

In its strategic drive to emotionally connect with the mass market,

Airtel has also used cricket, Bollywood and music as carriers.

Through this exciting journey Airtel has been personified as a

leader - innovator, likened to Amitabh Bachchan, Sachin Tendulkar

and Shah Rukh Khan. Airtel has always stood out as a dynamic and

a caring brand. In this journey Airtel has created some highly

acclaimed.

Campaigns like the Leadership campaign, the Quality Time

campaign, Magic Dalo, Say Hello launch campaign, the Magic Hai

to Mumkin Hai campaign, the A.R. Rehman Live Every Moment

campaign and the new Express Yourself campaign. Much like a

pied piper, the Airtel brand has attracted and retained the first

customer it acquired in 1995 to the six-millionth it acquired in

2003.

BRAND VALUE

Airtel impacts the lives of millions across India - it gives people the

unlimited freedom to communicate so that they can express

themselves freely. Airtel's brand values are centered around

leadership, performance, trust, care, innovation and sensitivity.

These are reflected not just through advertising, but in fact

through each interface Airtel has with its customer.

BRAND POSITIONING

44

In late-2002, Bharti Cellular Ltd. (Bharti), India's largest cellular

telephone company released a television commercial (TVC), which

despite using the 'oft-repeated' celebrity endorsement route was

unusual in terms of its celebrity selection. Instead of using the

usual movie stars/sports celebrities, it chose one of the country's

most successful music composers, A.R Rahman to promote its

brand.

The company also decided to undertake a comprehensive brand-

building program for the company and chose the slogan 'Unlimited

Freedom' for the same. Commenting on these changes, company

sources said, "Airtel's brand identity and campaign will now have a

new younger and international look and feel.

Bharti's massive media expenditure plans were no surprise,

considering the fact that it was the largest cellular telecom

company in the country - reaching over 600 million people in 16

(out of 29) states of India.

PRODUCT MIX OF BHARTI AIRTEL

1. PREPAID

2. POST PAID

3. VALUE ADDED SERVICES

4. BLACKBERRY

5. BROAD BAND

6. BUSINESS SOLUTIONS

7. DIGITAL TELEVISION ( DTH SERVICE )

PRODUCT LIFE CYCLE: At a growth stage.

45

SWOT Analysis of Bharti Airtel

SWOT analysis is a strategic planning tool used to evaluate an

organization and its environment. It includes the strength,

weakness, opportunity and threats involved in a business venture.

It involves specifying the objective of the business venture or

project & identifying the internal & external factors that are

favorable & unfavorable to achieving the objective.

Strength Weakness

Pan-India operation

Integrated telecom Player

Wide network coverage

Best Customer Service

Innovative Value Added

Services

Robust distribution channel

Tariff at the higher side

No differentiated

positioning in the customer

mindset

Opportunity Threat

46

Rural market yet to be

tapped

Penetration of value added

services

Number of overall mobile

users are increasing rapidly

Entry of International

Players like Vodafone and

AT&T

Competitors like Idea,

Aircel etc. are also making

high inroads.

AIRTEL IN ORISSA

Telecom conglomerate Bharti Cellular has launched its

Airtel mobile services in Orissa, making it the 20th

circle where Airtel is available. It claims to be the first

private cellular provider in the state.

Airtel's coverage in the state spreads over 1,200 km.

of highway and rail routes. It will be available in over

100 towns within the state on 140 cell sites. Some of

the key towns where Airtel has launched its services

include Bhubaneswar, Cuttack, Sambalpur, Balasore,

Rourkela, Puri, Angul & Behrampur.

Airtel plans to launch its services across eastern India,

touching the lives of 260 million people in 12 states. It

launched its services in the West Bengal circle in

October 2004, Bihar and Jharkhand in January 2005,

47

Assam and other northeastern states in March 2005.

Sunil Bharti Mittal, Chairman & Group Managing

Director, Bharti Enterprises, said, "The eastern region

of the country including Orissa has a huge potential

for improvement in mobile penetration, which in turn

would trigger an overall growth of the economy. The

launch of Airtel in Orissa would go a long way in

establishing these objectives objectives and it is my

proud privilege to launch Airtel in this historic and

culturally rich region of the country."

Airtel has become the largest mobile service provider

in Orissa overtaking the subscriber base of its nearest

competitor BSNL, which till now was the market

leader.

Airtel has overtaken BSNL in Orissa.It commands the

highest market share of 33% in the state.

Airtel has become the largest mobile service provider

in Orissa, overtaking the subscriber base of its nearest

competitor, BSNL, which till now was the market

leader. There are about 584,000 Airtel subscribers in

Orissa, compared to 577,000 BSNL subscribers, as

declared on July 31, 2006. Airtel has grown at a rate of

150 percent since it was launched in Orissa in

December 2004, according to K Srinivas, director of

the East Hub of Bharti Airtel. Airtel offers services in

about 16,500 villages and 500 towns all over the state

and has invested about $59.2 million to build the

network

48

CHAPTER NO: 03

OBJECTIVES

OBJECTIVE

BROAD OBJECTIVE

To understand the various requirements of Small and Medium Enterprises with respect to their Telecom and e-mail usage pattern .

To measure the effectiveness of promotional drives carried out by various telecom companies.

50

SPECIFIC OBJECTIVES

To understand various telecom needs of SME’s and providing them specific plans that suitstheir needs, and preparing a database of corporate and their present telecom connections thusenabling Airtel to increase its postpaid customer base by Direct Selling and helping it to break competition and acquire customers from other telecom service providers.

To access the market potential of blackberry handsets and increasing its customer base.

To make a comparative analysis of effectiveness of promotional activities done by various telecom companies by undertaking TOMA (Top Of Mind Assessment) & ITP (Intension To Purchase) analysis .

51

CHAPTER NO:04

METHODOLOGIES

METHODOLOGY

The project was divided into 3 segments and different methodologies

52

were followed for each segment of study.

Basic methodology followed for the sales part of the project was Personal selling.

The different small and medium sized corporate of Bhubaneswar and Cuttack were identifiedand were approached through cold call method and direct selling was done by making them aware of various plans and services being offered by Airtel and describing them how using Airtel is going to benefit them in their business.

Individual customers were approached with new and existing plans and they were convinced for taking up Airtel postpaid plans. A special offer of converting prepaid to postpaid was also extended to them.

Methodology followed for selling Blackberry sales and awareness was also similar. Top executives of big corporate houses were identified and approached for making them aware of advantages and usefulness of Blackberry and were encouraged to purchase it.

Sales leads were generated using following methods

As per the first method followed we went to mobile phone show rooms and information about the profile of customers who purchase high end handsets was collected by simple verbal interview method . Those customers were then approached with Blackberry both by us and then trained sales personnel’s.

In the second approach, higher ranked officials of various corporate houses in Bhubaneswar were approached . They were made aware of the features of both Blackberry Handsets and its services and were encouraged to buy it. This was done through cold calls.

In the third approach present customer data base was collected from the company and they

53

were approached for up selling and sales leads. Accordingly new prospect customers were also approached for sales.

For the last part of the project that is measuring effectiveness of advertisements and other promotional activities being carried out by various telecom companies , TOMA & ITP study was done.

For TOMA & ITP following processes were followed:

Research type: Primary research.

Basic tool: Questionnaire method.

Sampling method : Random sampling.

Sample size: 75 .

A randomly picked sample of 75 cell phone users were provided with questionnaire containing 9 questions related to various aspects of their mobile phone usage pattern and their attitude towards various promotional activities done by various telecom companies.

The whole output was then analyzed and effectiveness of promotional activities was measured by looking at the companies which are able to capture the top of mind of the consumers and how much of it is being converted into intension to purchase which in later stages gets converted to real sales.

54

CHAPTER NO-05

LIMITATIONS OF THE STUDY

55

LIMITATIONS

Method of collection of information was through

personal visit to the corporate and therefore biasness

becomes a major limitation.

Due to the time constraint of the project large no. of

the customers were not covered and in-depth

evaluation is limited.

The data base prepared was restricted to 75 customers

of Bhubaneswar only.

Problem of getting Information on sales force

strategies of other competitors.

Customers unwillingness to share information was a

56

hindrance.

CHAPTER - 06

PART –I

57

SALES AND PROMOTION OF

POSTPAID CONNECTIONS AND

BLACKBERRY HANDSETS

PRODUCT DESCRIPTION

POST PAID FOR INDIVIDUAL CUSTOMERS

I was given a number of plans both for individual user

and for specific usage of a group of closely linked

individual working in the same organization, which is

also known as close user group or CUG. The various

58

plans are explained in details below.

1.PLAN BEGINNERS-149

ONE TIME CHARGES (Rs.)

Activation Charges 500 (standard entry cost)

Membership Fee 0

Security Deposit Nil

MONTHLY CHARGES (FIXED) (Rs.)

Bill Plan Charge 149

MONTHLY CHARGES (OPTIONAL) (Rs.)

CLIP 0

Airtel Other GSM / CDMA (10 Digit)

Landline / WLL

LOCAL RATES (Rs. / Min)

1 1 1

STD RATES (Rs. / Min) 1.50 1.50 1.50

ISD (Rs. / Min)

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.

6.40

Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world

9.20

Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu,

40.00

59

Tokelau, Norfolk Island, Sakhalin

SMS (Rs.)

Local 1

CDMA 1

National 1.50

International 5

VAS Rs 3.00

2.PLAN EXECUTIVES-199



Membership Fee 0





60

CLIP 0


Landline / WLL

LOCAL RATES (Rs. / Min) 0.50 0.50 0.50

STD RATES (Rs. / Min) 1.00 1.00 1.00

ISD (Rs. / Min)


Gulf, Europe (Mobile), SAARC countries, Africa & Rest of

the world

Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin

SMS (Rs.)

Local 1.00

CDMA 1.00

National 1.00

International 5.00

VAS Rs 3.00

3.PLAN YOUTH- 299

61



Membership Fee 0





CLIP 0


Landline / WLL


STD RATES (Rs. / Min) 1.00 1.00 1.00

ISD (Rs. / Min)


6.40


9.20


40.00

SMS (Rs.)

Local 1.00

CDMA 1.00

National 1.00

International 5.00

63

TELECOM TERMINOLOGIES

Term MeaningA.R. Airtel Request

AMA Automatic Message Accounting

AON Age on Network

ARPU Average Revenue Per User

AUC Authentication Center

AV Address Verification

BC Business Control

BC Bill Cycle

BCL Bharti Cellular Limited

BML Bharti Mobile Limited

BNR Bills Not Received

BOSS Business Operations Support System

BP Billing Process

BPA Business Process & Analysis

BRE Business Reply Envelopes

C.I.G Customer Interface Group

CA Channel Accounting

CABS Customer Administration & Billing System

CC Customer Care

CDR Call Detail Record

CDS Magic CD Packs

CIC Carrier Information Code

CLIP Caller Line identification presentation

CLIR Caller Line Identification Restriction

CMS Complaint Management System

CP Channel Partner

CRE Remote Customer Care

CRM Customer Relations Manager

CSA Corporate Sales Associate

CSDCSMM Customer Satisfaction & Management Measurement

CSO Corporate Sales Office

CTPCTQCVIPCVIP Corporate Very Important Person

Dept Department

DFDFC Defective Cheque Charges

DIO Directly in Office

DOA

Telecom Terminologies



Membership Fee 0





CLIP 0


Landline / WLL


STD RATES (Rs. / Min) 1.00 1.00 1.00

ISD (Rs. / Min)


6.40


9.20


40.00

SMS (Rs.)

Local 1.00

CDMA 1.00

National 1.00

International 5.00

64

Term MeaningA.R. Airtel Request

AMA Automatic Message Accounting

AON Age on Network

ARPU Average Revenue Per User

AUC Authentication Center

AV Address Verification

BC Business Control

BC Bill Cycle

BCL Bharti Cellular Limited

BML Bharti Mobile Limited

BNR Bills Not Received

BOSS Business Operations Support System

BP Billing Process

BPA Business Process & Analysis

BRE Business Reply Envelopes

C.I.G Customer Interface Group

CA Channel Accounting

CABS Customer Administration & Billing System

CC Customer Care

CDR Call Detail Record

CDS Magic CD Packs

CIC Carrier Information Code

CLIP Caller Line identification presentation

CLIR Caller Line Identification Restriction

CMS Complaint Management System

CP Channel Partner

CRE Remote Customer Care

CRM Customer Relations Manager

CSA Corporate Sales Associate

CSDCSMM Customer Satisfaction & Management Measurement

CSO Corporate Sales Office

CTPCTQCVIPCVIP Corporate Very Important Person

Dept Department

DFDFC Defective Cheque Charges

DIO Directly in Office

DOA


Term MeaningECRM Electronic Customer Relationship Management

ECS Electronic Clearing Service

EDC Electronic Data Capturing

EDM Electronic Data Management

EMR Exposure Monitoring Report

FMS Fraud Management System

FN Franchisee Executive

FOC Free of Cost

FSO Full Service Outlets

FST Field Support Team

HLR Home Location Register

HRN Hidden Recharge Number

ICC Integrated Customer Care

IMRB Indian Market Research Bureau

IMSI International Module for Subscriber Identity

IN Prepaid Billing System

IR International Roaming

ISD International Standart Dailing

IT Information Technology

IVR Interactive Voice Response

L1 Level One Process Maps

LSL Lower Specification Limit

MAC Magic Activation Centre

MEF Magic Enrollment Form

MIS Management Information System

MSISDN Mobile Subscriber International Subscriber Destination Number

MSM Mobile Station Management

MTA Magic to Airtel Connection

MTC Magic to Contract

NR National Roaming

NRC Non Recurring Charges

NV Non Voice

OCB On Chargeable Basis

OCC Other Credits & Charges

OD's Operational Definitions

OM Order Management

OPIs Operational Performance Indicators

O/S Outstanding

OT Outstanding


65

Term MeaningPACS Provisioning & Customer Care System

PAM Purchase and Asset Materials

PAPPC Pre Activated Post Paid Card

PDC Post Dated Cheque

PIN Personal Identification Number

PIN Code Postal Index number Code

Pyt Payment

POD Proof of Delivery

PW Permanent Withdrawl

QoS Quality of Service

QRC Query Resolution

RAD Revenue Assurance Department

RAF Roaming Activation Form

RC Recurring Charges

Recd Received

RISKHC Risk Hard Call

RISKSC Risk Soft Call

SDR Standard Dollar Rate

SEF / CAF Subscriber Enrollment Form / Customer Agreement Form

SI Standing Instructions

SIF Subscriber Information Form

SIM Subscriber Indentification Module

SLA Service Level Agreement

SMG Service Management Group

SMS Short Message Service

SP Service Provisioning

SP Servixe Provider

STD Standard Trunk Dailing

SUK Sales Unit Kit

TAP Transfer Account Protocol

TAT Turn Around Time

TIN Telephone Identification Number

TW Temporary Withdrawl

UMS Usage Management Service

USL Upper Specification Limit

VAS Value Added Services

VI Visa Card(Credit Card)

VMS Voice Mail Sevices

WAP Wireless Application Protocol

WOW Waiters on Wheels

WD Working Days


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Documents

hybrid seed

standard entry

higher ranked

zonal franchise

foreign direct

sao tome amp

trained sales

resurgent