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About The Industry

The Indian telecommunications industry is one of the fastest

growing in the world and India is projected to become the second

largest telecom market globally by 2012.

India added 113.26 million new customers in 2008, the

largest globally. In fact, in April 2008, India had already overtaken

the US as the second largest wireless market. To put this growth

into perspective, the countrys cellular base witnessed close to 50

per cent growth in 2008, with an average 9.5 million customers

added every month. According to the Telecom Regulatory

Authority of India (TRAI), the total number of telephoneconnections (mobile as well as fixed) had touched 385 million as

of December 2008, taking the telecom penetration to over 33 per

cent. This means that one out of every three Indians has a

telephone connection, and telecom companies expect this pace of

growth to continue in 2009 as well. "We are extremely bullish that

the growth will continue in 2009. This year, the number ofadditions will be in excess of 130 million," according to T.V.

Ramachandran , Director General, Cellular Operators Association

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of India (COAI), an industry body that represents all Global

System for Mobile communications (GSM) players in India.

1900s

In 1902, AT&T authorized its Engineering Department to

develop a 10,000-line machine switching exchange. It is

suggested that a study of the Stronger system would serve,as an aid to discovering what difficulties must be overcome.

Coin collecting pay telephones were introduced in New York

in 1903, the collector was a single slot model and charge for

a local call was ten cents.

microwave radiotelephone system in Bell System was

introduced in southern California as well as between

Nantucket and the mainland in 1946. Mobile telephone

service was placed in commercial use in St. Louis.

AT&T installed its first digital switch in 1976. The FCC

launched Computer Inquiry II. Apple Computer was founded.

The FCC began a registration program for customer owned

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equipment attachable to the phone system. The FCC ruled

that SCC had exceeded their authorization for service. The

Court of Appeals disagreed and the next two years found

this issue heavily debated.

In 1990, IBM sold ROLM Corporation to Germany based

telecommunications giant Siemens Corporation. AT&T

developed the optical digital processor.

Bell Labs developed photonic switching in1991.

In 1997, AT&T completed divestiture of Lucent Technologies

and NCR. Implementation of the Telecommunications Act of

1996 was held up in some quarters in appeals courts as the

RBOCs and the long distance companies battled over

requirements.

In 1999, MCI WorldCom became official. Mergia Mania strike

the Telecom Industry as thousands of larger companies

purchased the small start-up companies.

2000s

Years of preparation and billions of dollars resulted in the

Y2K bug being nothing more than a minor pest on January

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financial powers of the government of India to deal with various

aspects of telecommunication.

Both DoT and TC are responsible for policy formulation, licensing,

wireless spectrum management, administrative monitoring of

PSUs, research and development and standardization/validation

of equipments etc. The multi-pronged strategies followed by the

TC have not only transformed the very structure of this sector but

have motivated all the partners to contribute in accelerating the

growth of the sector.

2. DEPARTMENT OF TELECOM (DOT)

The telecom services have been recognized the world-over as an

important tool for socio-economic development for a nation and

hence telecom infrastructure is treated as a crucial factor to

realize the socio-economic objectives of India. Accordingly, the

DoT has been formulating development policies for the

accelerated growth of the telecommunication services. The

department is also responsible for grant of license to private

sector operators for providing basic and value added services in

various cities and telecom circles as per approved policy of the

government. The department is also responsible for frequencymanagement in the field of radio connection in close coordination

with international bodies. It also enforces wireless regulatory

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measures by monitoring wireless transmission of all users in the

country86.

3. TELECOM REGULARITY AUTHORITY OF INDIA (TRAI)

In purchase of the NTP 1994, the government was committed to

set up an independent regulatory body for telecom. In December

1994, a committee under the chairmanship of Mr.D.K.Gupta was

constituted to formulate the restricting of DOT In to three entities:

telecom commission- the policy maker ;India telecom- the

operator; and telecom regularity authority of India- the regulator.

In late 1995, the government introduced the TRAI bill but it could

not be passed. A new TRAI bill was in the lok sabha on July

23,1996. This bill was not voted upon and was in the state

referred to the standing committee on communications. The

government after incorporating some of the suggestions of thestanding committee, promulgated and ordinance. In march 1997,

the TRAI bill was passed by the parliament and TRAI came in to

existence.

FUNCTIONS OF TRAI:

To recommended entry of new service providers. To

ensure technical capability and effective connectivity

between different service provider

to ensure compliance of terms and conditions of license

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to facilitate competition and promote efficiency and

sustained growth of telecom services

to monitor the quality of service provided by the

services providers

to inspect the equipment used and recommend the

types to be used by the service provider

to settle dispute between service providers

to render advice to the govt. on matters concerning

development of technology and industry

To protect the interest of consumers of telecom serviceand ensure effective compliance of universal service

obligations.

TRAI was given powers to regulate tariff. The government order

said not withstanding anything contain in the Indian telegraph

act,1885, the authority may, from time to time by order notify in

the official gazette the rates at which the telecommunication

services within India and outside shall be provided under this act

including the rates at which the messages shall be transmitted to

any country outside India it further said , provided that the

authority may notify different rates for different persons or class

of persons for similar telecommunication services and where

differently rates are fixed the authority shall recorded the reasons

therefore . However, the TRAI will only educate on matters which

are within the purview of MRTP as well as consumer forums.

What this means is that the anti-competitive behavior by the DOT

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can not be referred to TARI as such, because monopolistic,

restrictive and unfair trade practices for under the jurisdiction of

the MRTP commission. The problems with TRAI act 1997 were

manifold. While the TRAI act gives the regulator powers to resolve

disputes between services providers, TRAI was not given

jurisdiction over DOT , the largest telecom service operator in the

country. Although the cabinet of ministers latter extended TRAI S

powers over DOT, the jurisdiction granted was ambiguous

because the regulator only had powers over DOT as an operator

and not as a policy maker.

The government has issued an ordinance to replace TRAI

with an appellate tribunal with judicial powers and a reconstituted

regulator with clearly defined powers. The government has

redefined the regulators powers. It is proposing to empower it to

fix tariffs and interconnection charges and to set norms on quality

of service. Its recommendations on these matters will be finalbinding on the government. But that is as far as the government

is prepared to go. It still does not intend to give TRAI licensing

powers stain that under the archaic Indian telegraph act this

power belongs to the state and cannot be assigned to another

body. Just why this remains so when the Indian telegraph act is to

be rewritten has not been explained. The regulator can issuerecommendations on the terms and conditions of licenses, the

need for additional licenses and the termination of licenses. But

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such recommendations will not be binding on the government.

TRAIs orders on tariffs and terms and conditions of

interconnectivity will, however are binding, irrespective of

anything contained in license agreements issued prior ti the

ordinance. However , the re-constituted TRAI in 2000 with a new

chairman who decided to abandon the recommendations of its

processor and go with the DOTs views on limited competition,

albeit instead of new entrants. However, when the Indian prime

minister announced the domestic long distance policy would be in

place by 15th

August it was more competitive than eitherenvisioned by TRAI or the DOT. There is to be no limit on the

numbers of players allowed into long distance telephony.

The 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.

Towards this objective the following approach will be adopted83:

TRAI has the power to issue directions to service providers.

Further, TRAI has full ad judicatory powers to resolve

disputes between service providers. To ensure level playing

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fields, it will be clarified that the TRAI has the power to issue

directions.

TRAI will be assigned the arbitration function for resolution

of disputes between Government and any licensee.

The government will invariably seek TRAIs

recommendations on the number and timing of new licenses

before taking decision on issue of new licenses in future.

4. CELLULAR OPERATORS ASSOCIATION OF INDIA (COAI)

To establish and sustain a world-class cellular infrastructure

and deliver the benefits of affordable mobile communication

services to the people of India.

The COAI was constituted in 1995 as a registered, non-profit,

non-government society dedicated to the advancement of

communication in particular of modern communication

through Cellular Mobile Telephone Services.

CELLULAR COMPANIES IN AHMEDABAD

TATA

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VODAFONE

AIRTEL

IDEA

RELIANCE

AIRCEL

UNINOR

The cellular industry is one of the most

significant technological advancement of the 21st century.

There is very high competition among plenty of players inthe Ahmadabad. The market share is changing as per the

schemes and policies of the companies

As the fastest changing industry in the world,

the market scenario is changing very fast.

In the todays business scenario, as competition is tough and

ever increasing, it is the service sector which has shown a

tremendous growth, particularly in mobile phone service

sector. Nowadays, information technology development,

particularly in telecommunication plays an important role in

consumption pattern and lifestyle. The research was

conducted to determine the buying behavior of mobile

phone service users in Ahmedabad city of Gujarat.

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Technology used in mobile services

1. Global System for Mobile communication (GSM)

2. General Packet Radio Services (GPRS)

3. Code Division Multiple Access (CDMA)

History of Indian Telecommunications

Year

1851First operational land lines were laid by the government nearCalcutta (seat of British power)

1881Telephone service introduced in India

1883Merger with the postal system

1923Formation of Indian Radio Telegraph Company (IRT)

1932Merger of ETC and IRT into the Indian Radio and CableCommunication

Company (IRCC)

1947Nationalization of all foreign telecommunication companiesto form the

Posts, Telephone and Telegraph (PTT), a monopoly run bythe government's Ministry of Communications

1985Department of Telecommunications (DOT) established, anexclusive

provider of domestic and long-distance service that would beits own

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regulator (separate from the postal system)

1986Conversion of DOT into two wholly government-ownedcompanies:

The Videsh Sanchar Nigam Limited (VSNL) for internationaltelecommunications and Mahanagar Telephone NigamLimited (MTNL) for service in metropolitan areas.

1997 Telecom Regulatory Authority of India created.

1999 Cellular Services are launched in India. New NationalTelecom Policy is

adopted.

2000 DoT becomes a corporation, BSNL

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About TATA TELESERVICES

LTD

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Tata Teleservices Limited spearheads the Tata Group's

presence in the telecom sector. The Tata Group includes over 90

companies, over 395,000 employees worldwide and more than

3.5 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the

CDMA 1x technology platform in India. It has embarked on a

growth path since the acquisition of Hughes Tele.com (India) Ltd

[renamed Tata Teleservices (Maharashtra) Limited] by the Tata

Group in 2002. It launched mobile operations in January 2005

under the brand name Tata Indicom and today enjoys a pan-

India presence through existing operations in all of India's 22

telecom Circles. The company is also the market leader in the

fixed wireless telephony market. The company's network hasbeen rated as the 'Least Congested' in India for six consecutive

quarters by the Telecom Regulatory Authority of India through

independent surveys.

Tata Teleservices Limited has also become the first Indian

private telecom operator to launch 3G services in India

under the brand name Tata DOCOMO, with its recent launch in all

the nine telecom Circles where it bagged the 3G license. In

association with its partner NTT DOCOMO, the Company finds

itself favorably positioned to leverage this first-mover advantage.

With 3G, Tata DOCOMO stands to redefine the very face of

telecoms in India. Tokyo-based NTT DOCOMO is one of the world's

leading mobile operatorsin Japan, the company is the clear

market leader, used by nearly 55 per cent of the country's mobile

phone users.

Tata Teleservices Limited also has a significant presence in

the GSM space, through its joint venture with NTT DOCOMO of

Japan, and offers differentiated products and services under the

Tata DOCOMO brand name. Tata DOCOMO arises out of the Tata

Group's strategic alliance with Japanese telecom major NTT

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DOCOMO in November 2008. Tata DOCOMO has received a pan-

India license to operate GSM telecom servicesand has also been

allotted spectrum in 18 telecom Circles. The company has rolled

out GSM services in all of these 18 telecom Circles in the quick

span of just over a year.

Tata DOCOMO marks a significant milestone in the Indian

telecom landscape, and has already redefined the very face of

telecoms in India, being the first to pioneer the per-second tariff

optionpart of its 'Pay for What You Use' pricing paradigm.

Tokyo-based NTT DOCOMO is one of the world's leading mobile

operatorsin the Japanese market, the company is the clear

market leader, used by over 50 per cent of the country's mobile

phone users.

The Tata Teleservices Limited bouquet comprises four other

brands as wellVirgin Mobile, Walky (which is the brand for

fixed wireless phones), the Photon family (the company's brand

that provides a variety of options for wireless mobile broadband

access, and T24. TTSL recently entered into a strategic

partnership agreement with Indian retail giant Future Group to

offer mobile telephony services under a new brand nameT24

on the GSM platform. The exciting new brand was unveiled in

February and the company announced the commercial launch of

GSM operations under the brand name T24 in June, starting with

the city of Hyderabad. It has now launched T24 GSM services in

Kolkata, Bhubaneswar, Lucknow and Ahmedabad.

Today, Tata Teleservices Ltd, along with Tata Teleservices

(Maharashtra) Ltd, serves over 85 million customers in more than

450,000 towns and villages across the country, with a bouquet of

telephony services encompassing Mobile Services, Wireless

Desktop Phones, Public Booth Telephony and Wireline Services.

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In December 2008, Tata Teleservices announced a unique

reverse equity swap strategic agreement between its telecom

tower subsidiary, Wireless TT Info-Services Limited, and Quippo

Telecom Infrastructure Limitedwith the combined entity kicking

off operations with 18,000 towers, thereby becoming the largestindependent entity in this spaceand with the highest tenancy

ratios in the industry. Today, the combined entitywhich has

been re-christened as VIOM Networkshas a portfolio of nearly

45,000 towers.

TTSL's bouquet of telephony services includes mobile

services, wireless desktop phones, public booth telephony, wire

line services and enterprise solutions. Tata Teleservices is a part

of the $12 billion Tata Group, which has 93 companies, over200,000 employees and more than 2.3 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

over 800,000 subscribers. 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 Infocomm. The company hopes to start

off services in these 11 new circles by August 2004. These circles

include Bihar, Haryana, Himachal Pradesh, Kerala, Kolkata,

Orissa, Punjab, Rajasthan, Uttar Pradesh (East) & West and WestBengal.

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Corporate Office

A, E & F Blocks

Voltas PremisesT. B. Kadam Marg

Chinchpokli

Mumbai - 400033

Tel: 022 - 66671414

Fax: 022 - 66605335

Registered Office

Jeevan Bharati Tower I,

10th Floor, 124,Connaught Circus,

New Delhi 110 001

Board of directors

Mr. Ratan N. Tata

Designation : Chairman

Company : Tata Teleservices Ltd

Mr. K. A. Chaukar

Designation : Managing Director

Company : Tata Industries Ltd.

Mr. Srinath Narasimhan Mr. I. Hussain

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Designation : Managing Director &

CEO

Company : Tata Teleservices Limited &

Tata Teleservices (Maharashtra) Limited

Designation : Director

Company :Tata Sons Ltd.

Mr. N. S. Ramachandran

Designation : Director,

Company : Tata Teleservices Ltd.

Mr. Anuj Maheshwari

Designation : Director

Company : Temasek Holdings

Advisors

India Pvt Ltd., ("THAIPL")

Mr. Masatoshi Suzuki

Designation : Senior Executive

Vice President

and Member of Board of

Directors

Company : NTT Docomo, INC.

Mr. Kazuto Tsubouchi

Designation : Executive Vice

President

Chief Financial Officer

Company : NTT Docomo,

INC.

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Dr. Kiyohito Nagata

Designation : Senior Vice

President

Responsible for ProductBusiness Strategy

Company : NTT Docomo, INC.

Mr. N Chandra

Designation : Chief

Executive OfficerManaging Director

Company : Tata Consultancy

Services Limited (TCS).

Tata Business Excellence Model is a framework which helpscompanies to achieve excellence in their business performance.

This is the chosen model by the TATA group to help in building

globally competitive organizations across TATA Group companies.

TBEM is based on the Malcolm Balridge National Quality Award

Model of the U.S.

The Criteria have three important roles in strengthening

competitiveness:

To help improve organizational performance practices,

capabilities, and results

To facilitate communication and sharing of best practices

information among all organizations within TATA Group.

To help in guiding organizational planning and opportunities

for learning

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TBEM Criteria is designed to help organizations use an

integrated approach to organizational performance

management that results in

Delivery of ever-improving value to customers and

stakeholders, contributing to organizational sustainability

Improvement of overall organizational effectiveness and

capabilities

Organizational and personal learning

The Criteria are built on the following set of 11

Interrelated Core Values and Concepts:

Visionary Leadership

Customer-driven Excellence

Organizational and Personal Learning

Valuing Employees and Partners

Agility

Focus on the Future

Managing for Innovation

Management by Fact

Social Responsibility

Focus on Results and Creating Value

Systems Perspective

The Core Values and Concepts are embodied in seven

Categories, as follows:

Leadership Strategic Planning

Customer and Market Focus

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Measurement, Analysis, and Knowledge Management

Work force Focus

Process Management

Business ResultsThe TBEM criteria are the operational details of the Core Values,

applied to the different facets of a Business organization.

The 7 Criteria Categories are divided into 18 items and 32 Areas

to Address

The TBEM framework has the following characteristics

Focus on Business results

Non-prescriptive and Adaptable

Maintains System Perspective

Supports Goal based diagnosis

TBEM instills a process centric approach in an organization as a

means to achieve the chosen Business Goals

Tata Teleservices Limited as a part of the TATA Group has

adopted the TATA Business Excellence model as an intricate part

of its operation structure and uses it to grow from strength tostrength, keeping Operational excellence and Business results in

focus.

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Products and services of T T S L

PRODUCT PROFILES

1.Tata indicom

Incorporated in 1996, Tata Teleservices is the pioneer of the

CDMA 1x technology platform in India. It has embarked on a

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growth path since the acquisition of Hughes Tele.com (India) Ltd

[renamed Tata Teleservices (Maharashtra) Limited] by the Tata

Group in 2002. It launched mobile operations in January 2005

under the brand name Tata Indicom and today enjoys a pan-

India presence through existing operations in all of India's 22telecom Circles. The company is also the market leader in the

fixed wireless telephony market. The company's network has

been rated as the 'Least Congested' in India for six consecutive

quarters by the Telecom Regulatory Authority of India through

independent surveys.

2.Tata Docomo

Tata DOCOMO is Tata Teleservices Limited's telecom service onthe GSM platform-arising out of the Tata Group's strategic alliance

with Japanese telecom major NTT DOCOMO in November 2008.

Tata Teleservices has received a license to operate GSM telecom

services in 19 of India's 22 telecom Circles-and has also been

allotted spectrum in 18 telecom circles. Of these, it has already

rolled out services in all the 18 Circles that it received spectrum

in from the Government of India-Tamil Nadu, Kerala, Orissa,

Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya

Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West

Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal

Pradesh and Rajasthan.

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Tata DOCOMO has also become the first Indian private operator

to launch 3G services in India, with its recent launch in all the

nine telecom Circles where it bagged the 3G license. In

association with its partner NTT DOCOMO, the Company finds

itself suitably positioned to leverage this first-mover advantage.With 3G, Tata DOCOMO stands to redefine the very face of

telecoms in India. Tokyo-based NTT DOCOMO is one of the world's

leading mobile operators-in Japan, the company is the clear

market leader, used by nearly 55 per cent of the country's mobile

phone users.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge

technologies and services. Over the years, technologists atDOCOMO have defined industry benchmarks like 3G technology,

as also products and services like i-Mode, e-wallet and a plethora

of lifestyle-enhancing applications. Last year itself, while most of

the rest of the industry was only beginning to talk of 4G

technology and its possible applications, DOCOMO had already

concluded conducting 4G trials in physical geographies, not just

inside laboratories!

DOCOMO is a global leader in the VAS space, both in terms of

services and handset designs, particularly integrating services at

the platform stage. The Tata Group-NTT DOCOMO partnership will

see offerings such as these being introduced in the Indian market

through the Tata DOCOMO brand.

Tata DOCOMO has also set up a Business and Technology

Coordination Council', comprising of senior personnel from both

companies. The council is responsible for the identification of key

areas where the two companies will work together. DOCOMO, the

world's leading mobile operator, will work closely with the Tata

Teleservices Limited management and provide know-how to help

the company develop its GSM business.

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On the CDMA platform, despite being the latest entrant, Tata

Indicom has already established its presence and is the fastest-

growing pan-India operator. Incorporated in 1996, Tata

Teleservices is the pioneer of the CDMA 1x technology platform in

India. Today, Tata Teleservices Ltd, along with Tata Teleservices(Maharashtra) Ltd, serves over 84 million customers in more than

450,000 towns and villages across the country, with a bouquet of

telephony services encompassing Mobile Services, Wireless

Desktop Phones, Public Booth Telephony and Wireline Services.

3.Tata Walky

Tata Walky was created out of an idea and a firm belief that

landline phones can be and do a lot more than their conventional

roles. Combining effortlessly the functionality of a mobile and thestability of a landline, Tata Walky has changed the way families

perceive and use landlines.

With mobile telephony breaking all barriers of communication, it

was high time that landlines catch up. Tata Walky perfectly

bridges this gap by offering features like

Wireless connectivity

Instant activation Stylish models

Attractive tariff plans

Postpaid and Prepaid facilities

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All these features, combined with the Tata promise of quality and

customer satisfaction, make the Walky a favourite with families,

as well as businesses looking at more value for their money

1.Tata photon

Tata photon is the wireless device of internet connection. It is

available in prepaid

and postpaid form. Tata photon is the leading brand as far as any

other wireless

internet is concerned. Here, are some of the advantages whichare recently

provided by tata to the new customers.

Superior In-building Coverage

Tata Photon Plus operates at a frequency of 800 MHz to give you

superior indoor connectivity.

Free all-India Roaming

You can enjoy free roaming across more than 100 cities in India

wherever Tata Photon Plus is available

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Automatic switch over to speeds up to 153.6 Kbps (Tata Photon

Whiz Speeds) in non-Tata Photon Plus regions.

Enhanced Signal reception on the move The 'Receive Diversity' with dual antennae in the device aids in

stronger signal reception.

Dedicated Spectrum for data Services

Dedicated data spectrum ensures that any voice usage does not

impact your internet experience.

Affordable plans to suit your needs

You can now choose from a range of Unlimited Plans , Usage-

based plans, Time-based plans and Device-bundled offers as per

your convenience.

Dedicated Customer Care (1800 266 121 Toll Free)

A dedicated Customer Care for Tata Photon Plus to serve you

better.

1.Virgin Mobile

Virgin Mobile brand is Indias first national youth-focused

mobile service. Virgin Mobile branded services are being offered

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to the Indian consumers by Tata Teleservices through a brand

franchise with Virgin Mobile. Virgin Mobile India will provide Tata

Teleservices with experience and expertise in designing,

marketing and servicing of Virgin Mobile branded products for

the youth segment Virgin Mobile, a leading branded venturecapital organization, is one of the world's most recognized and

respected brands. Conceived in 1970 by Sir Richard Branson, the

Virgin Mobile Group has gone on to grow very successful

businesses in sectors ranging from mobile telephony, to

transportation, travel, financial services, leisure, music, holidays,

publishing and retailing. Virgin Mobile has created more than 200

branded companies worldwide, employing approximately 50,000

people, in 29 countries. Its revenues around the world in 2006exceeded 10 billion (approx. US$20 billion).

In order to attract the young generation, in March 2008, Tata

Indicom and Virgin Mobile, a UK based youth oriented mobile

phone company, started Virgin mobile. Initially, Virgin Mobile

wanted to act as a Mobile Virtual Network Operator but Indian

Telecom authority did not give out the MVNO license. Under

MVNO system, a mobile company buys up necessary space from

an existing wireless company and resells under their own brand.

This system is not present in India. As a result, Virgin and Tata

signed a franchise deal under which Virgin Mobile will be owned

by Tata Teleservices. Under the later agreement, Virgin Mobile

will release its mobile phones through Tata Indicom. It will also

use Tata Indicoms telecom network to offer its services. The

revenue will be split 50:50.

Virgin Mobile phone service is targeted toward young peoplebetween 14 and 25 years of age. Virgin Mobile is a UK-based

mobile company founded by Richard Branson. Initially, the service

was offered in fifty Indian cities. By December 2008, the officials

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targeted to spread the service in 1000 cities. In the initial stage,

Virgin mobile targeted million base subscribers and generate

revenue in the next three years. The company offered mobile

handsets ranging from $50 to $125.

Thus, the above mentioned are the brands of products of

Tata Teleservices Limited, in which photon is most selling product

of company because of reasonable price is charged by company.

Virgin mobile is basically targeted to youth because it gives cheap

call rate and first company to give excess talk time balance on

incoming calls. Docomo is leading brand of TTSL as far as mobile

internet and their charges are concerned.

SERVICES

System Software Services: These are going to market solution

that can speed up product/project implementation significantly.

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Reporting: TTSLs system service provide detailed reports on

bandwidth utilization as well as web traffic statistics.

Database solutions: TTSL have the necessary expertise to

manage database applications like oracle, DBZ and SQL.

Backup services: The requirement of full time availability of

data means shrinkage of data backup time TTSL offer full

management of any organizations data back-up process for

individual files, file systems, data bases and applications. And

should data traffic in the system get very high, transmission of

this data traffic in the system get very high, transmission of this

data at high speeds can be maintained with TTSLs Broadband or

ASDL (Asymmetric Digital Subscriber Line) services.

If Client Company needs to connect it people to each other or

with their business partners and customer ensuring complete

security at all times, client has an option to using TTSLs VPN

services (Virtual Private Network)

STD/ISD till last rupee:

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Now experience complete freedom like never before with TATA!

Our STD/ISD facility allows you to make long distance calls in

India and overseas from your cellular phone.

Easy Billing:

Now enjoy the luxury of viewing details of your 3 billing cycles

and the convenience of paying your bill online. Experience

complete freedom with TTSL.

Short Messaging Service (SMS):

With TATAs short messaging service (SMS) send unlimited

messages and jokes to your friends and colleagues, anytime

anywhere!

Call Divert, Call Hold and Call Wait:

Avail of special services like call waiting, call hold and call divert-

all with your TATA connection!

Roaming (National and International):

TATAs free roaming service allows you to use your mobile phone

to make or receive calls from almost anywhere in India and

abroad! Enjoy roaming within the country as well as across the

destinations!

Value added services:

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With TATAS subscription services, you can subscribe for cool

alerts at the click of button! Whats the better is that you can

receive updates automatically on your TATA phone without

having to initiate a request everyday.

Daily News Alerts

Daily Astrology Alerts

Daily Business Alerts

Daily Joke Alerts

Pricing of Postpaid:

Tata Tele Presently Ten Handset available

Sr No. Model Price(In Rs.)

1. Nokia 2280 4000

2. Kyocera/Rave/Blade/Phantom 5500

3. Nokia 3105 7500

4. Nokia 2112 5129

5. Nokia 6585 8999

6. Nokia 6225 9999

7. LG S235 4999

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8. Motorola C131 1299

Two Tariff Plan, Plan 149, SINGLE TARIFF PLAN LOCAL SMS Rs.

1.00, National Rs. 2.00, International Rs. 5.00

Plan 149

Monthly Rent : Rs. 149

M to M/Landline : Rs. 1.69

CLIP Charge : Rs. 25 per month

Voice Mail : Rs. 25 per month

3Way Conference : Rs. 25 per month

SINGLE TARIFF PLAN

Monthly Plan : Rs. 199.00

M to M/Landline : Rs. 1.25


Call Wait : Rs. 25 per month

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Voice Mail : Rs. 25 per month

3Way Conference : Rs. 25 per month

Pricing Policy of Prepaid

Introductory offer on Prepaid with 1 sec. pulse, 3 paisa per

local, 5 paisa per STD and 100% Talk time free.

Models available are as below.

Sr. No. Model Price (In Rs.)

1. Nokia 2280 1699

2. Motorola C131 1299

3. Nokia 2112 5129

4. Nokia 3105 8000

5. Kyocera/Blade/Rave/Phantom 4022

6. Nokia 6585 10379

7. LG 5235 700

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Price of Recharge Voucher, Talk time Value and Validity Periods

available here.

Voucher Value Talk Time Value Validity Period

330.60 300 30 days

110.20 100 07 days

WALKY (FIXED WIRELESS) PRICING

In fixed wireless TTSL have three plans, 240 Plan, 150 Plan, Silver

Plan in Postpaid FWT.

In all plan activation charge Rs. 800 & security deposit Rs. 1000

for local.

Post Paid :

(1) 240 Plan:


Free Calls (in Rs.) : Rs. 120

Outgoing Charge : Rs 1.20 per call

CLIP Charge : Rs. 50

CUG Charge : Rs. 50

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Call Forward/Call Wait : Free

(2) 150 Plan


Free Calls (in Rs.) : Rs. 25

Outgoing Charge : Rs 1.20 per call


CUG Charge : Rs. 50 per month

Call Forward/Call Wait : : Free

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SWOT analysis of company

This company has the following Strengths, Weakness, and

Opportunities & Threats with respect to products.

Strength of TTSL

1. Brand name:

TATA has created a good brand name over the couple of years.

Market research indicates that people know TATA and prefer it.

2. Ethical image of TATA:

TATA sets honest and image in the mind of the people. People

perceived TATA as an Ethical company. People believe that TATA

never cheat them.

3. Distribution Network:

TTSL has very vast Distribution Network in all over India. TTSL

sets result oriented Indirect Channel Partners in every region of

India.

4. Technology Base:

TTSL use CDMA technology, which is latest technology in

Telecommunication. There is only one other player used this

technology. CDMA technology gives better voice quality, broader

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coverage, high security, Reduce power requirement to maintain

link.

5. Integrity:

They conduct their business family, with honesty and

transparency. Everything they do must stand the test of public.

6. Understanding:

They are caring, show respect compassion and humanity for their

colleagues and customer around the world and always wok forthe benefit of India.

7. Excellence:

They constantly strive to achieve the highest possible standards

in our day-to-day work in the quality of goods and services they

provide.

8. Unity:

They work cohesively with their colleagues across the group and

with their customers and partners around the world, buildings

strong relationship based on tolerance, understanding and mutual

co-operation.

9. Responsibility:

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They continue to be responsible, sensitive to the countries,

communities and environment in which they work. Always

ensuring that what comes from the people goes back to the

people many times over.

WEAKNESS:

1. OFC network:

TTSL sets up a 3175 kms Optical Fiber Cable network, which is

very less with compare to its main rival Relience Infocom.

Relience Infocom set 80000 kms Optical Fiber network all over

India.

2. Late Entrance:

TTSL entered in the market after the Relience. Relience has

covered most of the market of CDMA so TTSL has loss the

advantage of early entrance in the market.

3. Cloning in CDMA:

Cloning in CDMA mobile is a serious problem with the CDMA

technology in India compare to GSM. India is not able to

overcome the problem in CDMA Cloning. So it could hurt the

business of TTSL.

OPPORTUNITY:

Lot of new entrants, in the Telecom business, is bringinginvestment opportunities.

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Economic liberalization is bringing a significant amount ofprogress.

Bundling of services has lot of potential in todays market.

Privatization of services in telecom sector has led to keencompetition, as a result of which prices are reduced andmore business opportunities are created.

Increased availability of bandwidth has opened doors to new

schemes making efficient usage, providing value addedservices and generating profits.

For cellular operators providing long distance is lucrativebusiness opportunity and they can also concentrate onproviding many value added services.

Fast and furious technological developments in the telecomhardware and software sectors have made it possible for theCompany to provide superior grade and variety of servicesto its subscribers in a spectrum-efficient and cost-efficientmanner.

The Company would continue to focus on provision of fixedwireless and mobile telecom services. The year has alsowitnessed the introduction of value added services, which

are a product of the newer technologies being introduced inthe country. The Company proposes to launch exciting new services and

features on its network in the near future, as a part of itsendeavor to achieve Customer Delight.

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THREATS

Regulatory and tariff changes especially in the cellularoperations are constant threats.

Economic protectionism and continuous political changesplays against everybodys favor and affect the intentions ofplayers even like Reliance, TATAs etc.

Indian businesses take time or cant survive due to theconstantly changing technology and fast-paced nature oftelecom business.

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OBJECTIVES OF THE STUDY:

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To find out the factors that affects the retailers

purchasing behavior as far as brand in concerned.

To find out the most preferable network service.

To find out the type of service preferable by the retailers.

To find out the effective sources of information.

To know the retailers opinion about TTSL.

To know the reasons for not selling TTSL products .

TTSL at retail sector

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Tata Teleservices Limited (TTSL) has registered its name in

Limca Book of records as the first telecom operator in India to

inaugurate 100 True Value Shoppes (TVS) across the nation on a

single day.

The exercise was a part of the massive expansion drive and

brand strengthening of the CDMA major. The company has rolled

out 1,000 retail outlets in the past 180 days and is planning to

add 1,000 more stores in the near one year. The company has

also re-branded the stores as Tata Indicom Exclusive Stores. They

were earlier known through two separate formatsa True Value

Hubs and True Value Shoppes.

It is a part of brand building and expansion drive. They are

continuously working on this front and looking for some more tie-

ups in future. Most towns with a population of 50,000 and above

within the 20 circle of TTSLs operation would have the presence

of such outlets.

The Branded Retail Business Unit looks after the retail chain

of the Tata Indicom Exclusive stores. Branded retail has a nationalpresence with over 3100 outlets comprising of 600 TTSL

(Company) owned stores and more than 2500 stores in the

Franchisee format. Branded Retail outlets have become the touch

points for its customers in more than top 1000 towns in India.

These outlets are designed to ensure similar experience across

both company-owned outlets as well as franchised outlets.

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This network of outlets is the largest branded retail presence

amongst all telecom operators in the country and in fact, makes

Tata Indicom the largest retailer in India in terms of number of

stores under one brand name.

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RESEARCH DESIGN

Research design is patent and blue print of your plan of

action. Research is plan, structure and strategies of

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investigation; so as to obtain retailers answer to research

question and to control variance.

PLAN: Outline of research scheme on which research is to work.

STRUCTURE: Structure is more specific outline of the scheme.

STRATEGIES: It includes,

Scope

Goal & Objective

Competitive advantage for sustainable development

Strategy

Strategy shows how the research should be

carried out, specifying the method should be carried out,

specifying the method should be used in collection and analyzing

of data.

I have used following research method for marketing research.

Conclusive Research

Descriptive Research

Cross-Sectional Research

Multiple Cross-Sectional Research

In this research, I have used conclusive Research

Design to know behavior of retailers towards TTSL

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SOURCES AND TYPES OF DATAS

The data collection for the project is of two types

1. Primary Data

2. Secondary Data

1. Primary Data:

Primary data can be collected through five ways observation,

focus group, survey, behavioral data and experiments.

From these five methods I have collected primary data by

using survey method. In survey method I have conducted

personal interview of retailers and fill up the questionnaires.

Primary data help the researcher as well as company to know

about the real picture of the market. Its objective base data

means its collect for particular of fix objective or task. Theresearcher himself to study particular problem or objective of

research and collect the data.

2.Secondary Data:

Secondary data are data which were collected for anotherpurpose and already exist somewhere. Researcher usually starts

their investigation by examining secondary data to see whether

the problem can be partly or fully solved without collecting costly

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primary data. I have collected secondary data from Internet,

Government Publications and also from Newspapers.

FIELDWORK

The project work limited to the Ahmedabad region only. I took 3

weeks for field work.During the fieldwork, I have taken personal

interview in afternoon time and evening time because retailers

were giving good response at this time which was found out by

my pilot survey.

SAMPLING PLAN

Sample plan play an important role in research when time is

limited. Sampling plan help to collect as much as accurate data

from the market by the help of research when time is limited.

Sampling plan made up of three points:

A.Sampling Units

B.Sampling Size

C.Sampling design

A.Sampling Unit

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For marketing research it must require to define sampling unit,

sampling unit means target population. For my project, my

sampling unit is all existing retailers of TTSL in Ahmedabad city.

B.Sampling Size

The sample size taken for the research is 50 retailers. These 50

units collected as per convenience out of the whole population of

retailers.

C.Sampling Design

It is convenience slice of a population, which is commonly

referred to as a sample. It is obtained by selecting convenient. I

have taken convenience sampling technique.

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Whenever there is a matter of service, the first thing that

should be taken care of is satisfaction level, and we have also

measured that in our survey. Lets look at the chart showing the

satisfaction level of the retailers with the services provided bytheir representative:

TOPICS INTERESTED BY RETAILERS

From the above chart we can say that 27% retailers are

more interested in advertising given by company as their

effectiveness is concerned with respect to sales. 15% retailers are

satisfied and eagerly interested in incentive programs organized

by TTSL. 23% of the retailers have said that their customers are

satisfied with the services given by company. 9% of them aremore interested in electronic order systems as it gives them

better services and easiness to place the order and sequence

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wise its delivery to them. Very few are interested in category

management by TTSL of its different products according to their

requirement. Some retailers are also involved in selling of TTSL

products due to effective promotions sales scheme organized by

TTSL with the help of retailers such exchange offer fair etc.

PERFORMANCE OF COMPANY REPRESENTATIVE

From the above chart we can see that 35% of retailers have

said those company service representatives are friendly while

33% of the retailers have said that they are responsive enough to

any query, which shows that the company is having excellent

workforce with respect to the promptness and responsive. Only

9% have said that they are showing professionalism. Andremaining 9% have responded that they are courtesy enough as

far as work is concerned. So it can be said that the service

representative is good enough to give muster role to the

company by providing better services.

MOST POPULAR SERVICES

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There are large numbers of players in the market. Retailers

are giving preference towards particular brand from past

experience and others experience.

As per the study I have found that Vodafone is the most popular

service nowadays.

The response of retailers towards most popular service:

There is 32% response for Vodafone.

There is 26% response for TATA.

There is 27% response for Airtel

There is 9% response for Reliance.

There is 6% response for others

PROMPT SERVICES BY TTSL

In survey, it is found that 64% of retailers of tata are satisfied with

the prompt services of the company while only 36% of retailers of

TTSL have said that they are strongly dissatisfied with the

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services of TTSL is just because of their not promptness and more

complains by customers.

OVERALL PERFORMANCE OF TTSL

Above chart shows that 40% of the retailers surveyed are

satisfied with services provided by TTSL. 25% of retailers have

given that they are not satisfied with TTSL, and 16% of the others

have said they are neither satisfied nor dissatisfied by services

given by TTSL and other brand of services. The reasons behind

dissatisfaction among 25% of retailers are discussed below.

The representative of the company is not giving attention to

their retailers as far as the timely delivery of products is

concerned. Due to this the customers shifted to other retailers

and the person has to make loss of that potential sales. Some

have said that the retailers have to face the rejection of phone

calls due to sales representatives problem which leads to the late

placing of orders and ultimately late receiving of products. The

remaining have said that the sales representative of the company

is not providing proper services to them.

RETAILERS SATISFIED WITH TTSL

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In the survey, the result shows that 33% of retailers are

dissatisfied while working with TTSL and 67% of the retailers are

satisfied while working with TTSL. The reason behind

dissatisfaction among 33% or retailers of TTSL are mentioned that

other service providers give better services.

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LIMITATIONS: The study is restricted to some area of Ahmedabad city.

Lack of time constraints a large number of respondents

could not be covered for the study.

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RESULTS AND FINDINGS

As per the survey I have found that Good services and Low

charges are the most influencing factor for the retailers. The

attractive schemes is also playing very important role for

the retailers to go for particular brand. For the cellular

industry the factors like Advertising, Brand Name and Past

experience are low as compared to the other factors but

they are also important.

I have found that there is 32% respondents say TATA is most

famous in the market, there is 26% respondents say TATA is

less famous, there is 27% respondents say for loyalties

toward TATA, there is 9% response for not famous, there is6% response for others.

From the study, 40% of the retailers surveyed are satisfied

with services provided by TTSL. 25% of retailers have given

that they are not satisfied with TTSL, and 16% of the others

have said they are neither satisfied nor dissatisfied by

services given by TTSL and other brand of services.

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It was found that 27% retailers are more interested in

advertising given by company as their effectiveness is

concerned with respect to sales. 15% retailers are satisfied

and eagerly interested in incentive programs organized by

TTSL. 23% of the retailers have said that their customers are

satisfied with the services given by company. 9% of them

are more interested in electronic order systems as it gives

them better services and easiness to place the order and

sequence wise its delivery to them. Very few are interested

in category management by TTSL of its different productsaccording to their requirement.

In survey, it is found that 64% of retailers of tata are

satisfied with the prompt services of the company while only

36% of retailers of TTSL have said that they are strongly

dissatisfied with the services of TTSL is just because of their

not promptness and more complains by customers.

In the survey, the result shows that 33% of retailers are

dissatisfied while working with TTSL and 67% of the retailers

are satisfied while working with TTSL. The reason behind

dissatisfaction among 33% or retailers of TTSL is mentioned

that other service providers give better services.

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From the survey undertaken with respect to the satisfaction

level of the retail vendors of TTSL, it can be concluded that the

retailers who are the customers of the company for last five years

are more satisfied with the company, the reason behind this is,

the relationship with the company service and sales

representative and their promptness to serve their loyal retailers.

The retailers who are dissatisfied with the company is due to the

irresponsiveness of the representative, late and poor placinghandling of orders by some employees of the company, and late

delivery of placed orders of retailers. Some retailers are

dissatisfied due to they thought that other telecom companys

representative give them better services as compare to the

representative of TTSL.

Companies have evolved from being strictly internally

focused with adversarial supplier relationship and only a passive

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regard for customers to what we commonly see today-a

significant effort placed on building long-term, mutually beneficial

relationships with suppliers and customers; the sharing of ideas,

plans and information internally and externally; and listening to

customers and end users with the goal of continually satisfying

their needs. When done correctly, supply chain becomes

formidable competitive entities, customers get what they want

continue to return, and all of the companies along the supply

chain benefit.

While all firms are part of a chain of organizations

bringing products services to customers, certainly not all supply

chains are managed in an truly integrated or coordinated fashion.

Firms continue to operate independently in many industries. It is

often easy for managers to be focused solely on their immediate

customers and their internal daily operations.

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Suggestions

According to the research study and analysis r, the following are

the best recommendations for TTSL:

1. All the retail vendors should be treated like companyemployees and not as business associates in contract. The

job of selling and retailing is very vibrant and it needs a lot

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of motivation. Hence, the company should maintain their HR

practices of motivation, grievance handling etc with the

vendors in the same way that they do for their employees.

2. The discussion of the analysis findings or report should not

be the only purpose of contact and meeting with the

vendors. There should be periodic meetings to hear out the

vendors views and their report of the retail operations. This

will keep updated and informed of the happenings at the

retail end and help them take corrective measures or retailimprovement measures if needed.

3. There should be a periodic training session based on

retailing, held for the vendors. Retailing is a deep subject

directly related to sales. There are many factors of retailing

that directly affect the sales. A vendor must have the

knowledge of these factors and should be educated on this

front. There is no specific qualification required to be a retail

vendor and business is purely contractual, efforts must be

made to ensure that the vendors are educated with a few

essential subjects of retailing.

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BOOKS FOR REFERENCE:-

Marketing Management by Philip kotler

Marketing Research by David J. Luck & Ronald S. Rubin

Research Methodology by Kothari

WEBSITES:-

www.tatateleservices.co.in

www.tatagroup.com

SEARCH-ENGINES:-

Google

Yahoo!!!

Questionnaire

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Questionnaire

of

Feedback survey of existing retailers of

TTSL

Name:

_____________________________________________________________

Address:__________________________________________________________

__________________________________________________________________

__________________________________________________________________

____

Contacts:

___________________________________________________________

Which brand of products you sell of TTSL?

(a) Tata Indicom (b) Tata Photon

(c) Tata Walky (d) Virgin mobile(e) Tata Docomo (f) All of these

Approximately what percentage of your total monthly (product)

purchases goes

to (company)? :____________%

What is your average revenue monthly with respect to TTSL?(a) 0-5000 (b) 5000-10000

(c) 10000-15000 (d)>15000

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Are you satisfied with service charges taken by TTSL?

(a) Yes (b) No

What method do you usually use to place your orders?

(a)With a customer service report

(b)With sales report

(c)On-line computer order system

Which of the following topics would interest you in TTSL? Chose

all that apply:

Advertising Concepts

Customer Service

Category Management

Effective Promotions

Electronic Order Systems

Incentive Programs

Please rate the performance of your company Service

Representative:

Ability to solve problems

Responsiveness

Professionalism

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Courtesy

Friendliness

Presentation of new products and

packages

Are you served promptly by company representative?

(a) Yes (b) No

Please rate the service performance of TTSL

Are you satisfied with services provided

by TTSL?

(a) Yes (b) No

Remarks & Suggestion (If Any) :

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

___

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Excellent

Good

Fair

Not

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krishna_gupta__ttsl_..retaiers

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